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Fashions by Fowler celebrates 25 years

By JAMES W. WADE III | 9/19/2013, 11:35 a.m.

Staff Reporter

Fashions by Fowler are celebrating their 25th year in business.

This fashion store is your source for top-of-the-line prom dresses and fur coats, as well as many dresses and accessories. Their fashion stylists have more than 25 years of combined experience in this industry and can help you find the perfect dress for your special occasion.

Because of the desire to be like her mother, known as a fashion guru and designer, Renee Fowler always dreamed of opening in the fashion business. Her sister, Tracy, joined her to take the business up to another level by specializing in shoes and accessories.

Since starting out in East Cleveland, the business was blessed to be connected to a well know record store called Doll’s Rapid Creation where owner Kermit Henderson connected her with various entertainers enabling her to sell and design clothes for them and to do various huge fashion shows.

From that beginning, they have designed for national singers like Gerald Levert, Barry White, and Freddie Jackson to name a few. The even had the honor of designing Gerald’s background singer’s outfits for his very last tour.

“Our clientele has always been diverse. But by the time we left our first location 11 years ago, sales for men’s fashions had dropped considerably. Potential customers were looking for more urban gear, and that’s just not a market we wanted to be in,” said Renee.

Moving from East Cleveland to Lee and Mayfield in Cleveland Heights provided them with a more diverse group of shoppers. Over the years, Fashions by Fowler has really keyed in on prom dresses.

“We don’t sell the same prom dress to anyone else that attends the same school, so you can rest assured your dress will be unique,” said Tracy. Both shared the prom market is not an easy sell. We never make a sell on the first visit. On average, it takes three visits. Generally a young lady stops in by herself. Then she returns with family members. Then it usually takes one more visit.

For the last two years, Fashion by Fowler has been on Shaker Square with plenty of space to serve its customers. Located at 13119 Shaker Square, they have increased their customer base even more.

“Fashion’s has changed, not many are into the name brand like they use to be. Not everyone is rushing to the store to buy Tommy Hilfiger in 2013,” said Tracy. The fad changed with the economics.

The fashion industry is a multibillion-dollar global enterprise devoted to the business of making and selling clothes. The Fowlers have distinguished themselves in the fashion industry and the apparel industry by being able to put customers in a nice pair of jeans that don’t cost $100.

“We want to be fashion driven, most of our customers just want something different. We decided early on in the game, whether it costs $25 or $2,500, we just want to be about fashions,” said Renee.

Fashion is best defined simply as the style or styles of clothing and accessories worn at any given time by groups of people. There may appear to be differences between the expensive designer fashions shown on the runways of Paris or New York and the mass-produced sportswear and street styles sold in malls and markets around the world.