10 Minutes With…Heidi Hoelzer, VP/GMM of Women’s, Scoop

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Heidi Hoelzer

Heidi Hoelzer

Hailed as the “ultimate closet” shopping experience, Scoop currently has 16 stores (including an e-commerce business). Heidi Hoelzer, VP/GMM of Women’s, has been with the company for eight years, guiding the retailer to target a 25 to 45-year-old customer who’s “fashionable without being too trendy, and is always effortlessly chic for any occasion.” Accessories recently caught up with Hoelzer to discuss accessories and runway inspirations for Fall/Holiday ’14.

Have you increased your accessories commitment at Scoop? Accessories are always important to our business, keeping with the “ultimate closet” shopping experience Scoop is known for. A few trends have affected our commitment in the accessory world. Jewelry in particular is getting a lot of attention right now and we have noticed a shift into finer pieces. I would say our assortment is leaning toward the funkier/experimental side. In fine jewelry, we have added Renee Sheppard, Shay, Stephen Webster and I aM by Ileana Makri.

Stephen Webster

Stephen Webster, a new fine jewelry line for Scoop


3.1 Phillip Lim “Totes Amaze” bag

Which three Fall runway shows would you say are the most influential for your broad seasonal trends? 3.1 Phillip Lim, Alexander Wang, and Maison Martin Margiela. Another one of our favorite accessories from this Fall was 3.1 Phillip Lim’s playful group. We loved the “Totes Amaze” tote and the “Gorge” 31 second pouch.

What color direction are you seeing this year?  Pastels are definitely having a moment in all categories of accessories.

Was there one particular accessory classification or item you saw on the Fall runways that you will be adding this fall to your assortment? The evolution of the “it” bag but in a mini version wasn’t necessarily a new silhouette for Fall but was more prevalent than before. We’re loving the mini Sophie Hulme box crossbody and the Chloe mini Baylee bag. Although it’s not a new silhouette in the handbag world, the trendiness of this shape is giving way to interpretations from more and more designers. The mini-ness translates into a sharper price point, making designer bags more accessible to a wider audience.

Phillip LimWomenswear Fall Winter 2014 New York Fashion Week February 2014

Pastels at 3.1 Phillip Lim

Do you get your trends just from the runways, or do you see more trends coming up from the street or music festivals? Do you find that consumers, particularly juniors, are more experimental these days? Our trend statements evolve not only from the runway but more and more from social media/bloggers/street style.  I feel everyone is more experimental these days.  It’s a great time for the accessory business!

Any pop cultural events you’re eyeing as inspiration for your customers?  In terms of events Coachella and Art Basel are amazing for people watching.  Loved the costumes and accessories of The Great Gatsby movie and I see a lot of our product in TV shows like Revenge & Chicago Fire.

foto 2

Whipstitched cuffs by Scoop’s new jewelry line Elena Meyer

There was so much fur on the runways. How will you bring this in for the Scoop customer? Fur seemed to be translated into an accessory in some shape or form from almost all of the brands we carry. From rabbit fur headbands to fox fur or shearling crossbodys, this trend is something we see as being important in Fall.

Elena Ghisellini

Scoop’s new handbag line Elena Ghisellini

What new accessories vendors are you adding this Fall? Myriam Schaefer and Elena Ghisellini handbags, and Elena Meyer jewelry.






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