by Max Marbut
Staff Writer
Location, location, location.
That’s the mantra often uttered by Realtors when referring to the most important variable associated with the relative value of a particular property.
The importance of placement can also be an important factor in retail merchandising, according to David Lofton, who recently opened Icon Boutique at 108 E. Adams St.
The shop carries several lines of upscale street wear. Lofton chose the location because it’s halfway between Burro Bar and Poppy Love Smoke, two Downtown nightlife venues that appeal to the boutique’s target market.
“I’m very pleased with the reception, but I knew this store was something Downtown needed,” said Lofton.
In addition to clothing, the shop also carries a selection of skateboard decks. There’s also an audio production room, a remnant from when the space was occupied several years ago by a recording studio. Lofton is using the small studio for a live hip-hop webcast every Monday night, “The Lyricists Hour,” on thenerdysouth.com. The boutique also is an exhibition space for local artists.
Lofton is planning a grand opening May 26 to coincide with the Jacksonville Jazz Festival and continuing through the weekend. On Memorial Day, he’s scheduling a block party with a cookout starting at noon and a concert at Burro Bar around 4 p.m., he said.
Icon is open noon-9 p.m. Monday-Saturday, or later as long as there are customers shopping. Lofton said he likes opening and closing later than most retail stores and the hours are designed to fit the needs of his market.
“I like to be open at night. That’s when my customers are Downtown because they come here for the nightlife,” he said.
Lofton said he’s firm in his belief that “for retail to work Downtown, there has to be retail Downtown and it has to be something you can’t get anywhere else.”
He described Icon as phase one in his plans, which include opening a store offering better men’s clothing.
“I’m watching 7,000 suits walk by here every day. I’m going to open more things Downtown,” said Lofton.
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