THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Wednesday, March 22, 1995 TAG: 9503210106
SECTION: VIRGINIA BEACH BEACON PAGE: 04 EDITION: FINAL
SOURCE: BY LORI A. DENNEY, STAFF WRITER
LENGTH: Medium: 81 lines
Even though Denise Stant is a sales associate with a company that typically gets its representatives to sell products from the home, she has only held one show in her house and that was four years ago.
After that first show, it was obvious to her, and to husband Frederick Stant III, that she needed another outlet to sell Doncaster clothing, a line of women's apparel that emphasizes coordinating colors and accessories.
``People are more comfortable in a business situation rather than being in the home where they feel obligated to buy,'' said Denise Stant, 43, one of 50 or so area Doncaster sales representatives.
She is the only area representative to take the normally home-based business and set it up in a boutique. Her first Doncaster boutique was in Norfolk, where she sold clothing by appointment, for three years.
She recently relocated the business to a strip shopping center off Virginia Beach Boulevard behind Pier 1 Imports so that she would be easily accessible to customers and her Pungo home.
Doncaster is a division of The Tanner Corp. based in Rutherfordton, N.C. Stant became a sales consultant after a friend gushed over the products. She got in touch with the company through an 800 number. She paid the $450 fee that's required to cover training and the first few supplies, like a portfolio.
New lines are presented to associates and buyers four times a year. Each line typically includes between 250 and 300 pieces counting accessories and stockings.
The sales associates don't actually purchase the clothes; instead, they have the use of one set or line of clothing for one week during the season. Normally, associates then have people come into their homes to see and try on the new styles.
The company lets Stant keep a full set of clothing in her boutique until the next new line comes out. She has items in several sizes for people to try on.
``The ideal thing is to buy six, seven or 10 pieces that you can put in a suitcase and live out of for a month,'' she said.
Stant works with the customers from the moment they walk in the door, guiding them in choosing the right colors for their complexions and the right styles for their body shapes. She can change buttons, sleeves, skirts and jackets.
Because of the need for such tailoring, Stant's customers make appointments to visit the boutique.
Doncaster's ready-to-wear line is priced anywhere from $65 to $250. Stant does the fittings and alternations herself.
If she's too busy, she gets a friend, Ann Henley, to help.
Doncaster clothing is available from a size four petite up to a size 16 or 18. Most of Stant's customers are a petite four or six, making fittings and alterations a must.
``Historically men have always had their suits fitted,'' said Stant. ``I think it's important that women get back to that. It (tailoring) really makes a big difference.''
The company also makes custom clothing and offers to transform any piece into a different color, material or style. The business also sells jewelry, stockings and belts.
Stant makes money in two ways - she gets a commission on what she sells as well as a discount for her own clothing. She is also responsible for paying the rent for her studio.
A Norfolk native and a graduate of the University of Virginia, Stant attended design school at the National Institute in New York City for two years before she moved back to Virginia Beach to be with her husband.
Of her occupation and affiliation with the Doncaster company, Stant says she couldn't be happier.
``I love it but you really have to have a knack for it.'' MEMO: Stant's Doncaster studio is at 2859 Virginia Beach Blvd., Suite 104C.
Sales are by appointment only. For information, call 463-5863. ILLUSTRATION: Staff photo by CHARLIE MEADS
``People are more comfortable in a business situation rather than
being in the home where they feel obligated to buy,'' says Denise
Stant, one of 50 or so area Doncaster sales representatives.
by CNB