Costumer, SepOct 2022

By Kathleen Furore

ADMINISTRATION

BOard Of directOrS

President

Pam Markel

Illusive Skull Costume Castle 1314 Morgantown Ave. Fairmont, WV 26554 info@illusiveskull.com 304-476-7927

immediate Past President

Marion Bradley

Discount Costumes 1736 Watson Blvd Warner Robins, GA 31093 balloonsnpartiesinfo@ gmail.com 478-396-1204

Vice President

Janine Caufield

Caufield’s 1006 West Main St. Louisville, KY 40202 Janine@caufields.com 502-727-5682

treasurer

Louella Torrence

Drop Me a Line Costume Shop 3600 Catherine Ave. Allentown, PA 18103 dropmealine@rcn.com 610-360-5498

director

Gene Flaharty

Mehron

100 Red Schoolhouse Road Chestnut Ridge, NY 10977 845-426-1700 Fax 845-426-1515 gflaharty@mehron.com

director Courtland Hickey

Chicago Costume 1120 W. Fullerton Ave. Chicago, IL 60614 courtland@chicagocostume. com 773-528-1264

director

Dwayne Ibsen

Ibsen Costume Gallery 4981 Hamilton St. Omaha, NE 68132 402-556-1400 Fax 402-556-5727 ibsencostumes@ gmail.com

director

Brandon Lilly

The Life of the Party 4025 S. Mason St., Ste B. Fort Collins, CO 80525 brandon.lilly@goodsforgeeks. com 970-414-0857

director Terry Sinopoli Arlene’s Costumes 1156 Culver Rd. Rochester, NY 14609 terry@arlenescostumes.com 585-662-9942

2022 Standing cOmmittee cHairS

Buyer member Benefits: Courtland Hickey, Chicago Costume Vendor Benefits: Terry Sinopoli, Arlene’s Costumes membership recruitment: Brandon Lilly, The Life of the Party

revenue: Louella Torrence, retired publications and publicity: Janine Caufield, Caufield’s nominations and awards: Marion Bradley, Discount Costume

Bereavement, disaster and grievance: Janine Caufield, Caufield’s policy & procedures: Gene Flaherty, Mehron History: Dwayne Ibsen, Ibsen Costume Gallery and Louella Torrence, retired

IT IS TIME TO CELEBRATE!

Join

like the nca on facebook!

In August 2023, the National Costumers Association will celebrate its centennial.

To honor the occasion, the NCA has formed a birthday committee, whose members have been planning and sorting through all kinds of ideas to create a celebration of a lifetime.

We are in the process of collecting memories – lots and lots and lots of memories. And your help is needed in gathering pictures, stories, bios of past presidents, videos...anything that celebrates the NCA’s storied history.

Please send any memories and memorabilia you have to Pam Markel at docmarkel@aol.com, Louella Torrence at drop mealine@rcn.com, or Dwayne Ibsen at dibsen8075@aol.com.

As Past President Duane Wendel said in 2001 in his April/ May presidential address: “I feel very strong on the issue of pre serving the history of this organization. As we lose members, we lose a part of our history, for way too much of it is passed down verbally and never put to writing.”

Friends: help us update our history by submitting any memories you can.

And watch future issues of our e-newsletter and The Costumer for detailed information about what’s in store!

– NCA President Pam Markel

PRESIDENT’S LETTER

presidential greetings from fairmont, West Virginia

Fall is peeking around the corner…the time of year that brings a heady mix of nostalgic yearning, renewed optimism and (for some) a mood of melancholy. With Halloween and theatre season on the horizon, it is a season of longer hours and hard work for many NCA members.

I hope by now each of you have cleaned and organized your stores, giving them a fresh look; an atmosphere that attracts interest and excitement from your customers. Creative displays of new or older merchandise have already been placed in strategic areas throughout the store, convincing your customers that you are ready for the season.

How many of you are “SELLING” and not just selling merchandise? Do you know your products, what they do, who they target best and how they fit? Merchandising means more than putting products on display — it requires knowledge and diversification. Have you educated your employees about the items you carry, encouraged them to test them, to pull them out of packages, even try them on? The only way you can “SELL” a product is to know everything about it. With internet access, customers already know what is available. Our goal is for them to choose our store, not Amazon or other websites. I believe we can only achieve this by carrying a variety of products — a wide selection of makeup brands, unusual costume accessories, a diversified selection of wigs, interesting one-of-a-kind products.

The NCA has 42 Vendor Members that provide discounts to all NCA members. They have continued to support our businesses; now it’s our turn to support them. Educate yourself about their products, try a new line they carry, develop a relationship with them. They are on the same journey as we are: to improve our businesses and become more profitable.

In 1928, Lester Essig wrote a column for The Costumer magazine. I would like to share one of his quotes:

“The year 1929 should be one of the greatest years in costume history for the costumers of the United States and Canada. It is up to you, fellow costumers. Go out and get the business. Where there isn’t any to get, make it. Business isn’t going to drop in on you like the gentle rains from Heaven. You are going to have to buck up and go out and pull some into your establishment. You are going to have to take a few steps forward. You will have to try some new ideas, some new methods and you are going to have to brush up your establishment, your way of doing business. Put in a few new costumes. If you don’t, the people that are willing to pay for good costumes, are going to go somewhere else, even if they have to leave your city. You had better get a few new accessories and novelties into your place and induce and persuade your customers to purchase or rent these items…”

Although that column appeared almost 100 years ago, business remains the same. I encourage all of you to follow his advice. As Mr. Essig said, “You alone can cure the situation.”

Have a great Halloween and theatre season. Work hard, enjoy your customers (hard at times, I know) and make a lot of money. Remember it is up to you. Your success helps others and the National Costumers Association. As we approach our Centennial Birthday, let’s go forward in this crazy business, supporting each other, sharing ideas and business practices. The 30-day wonders that pop up all over the country cannot compete with a well-trained staff, diversified inventory, and a creative, interesting store full of character. Make your store this Halloween an “experience.”

Have a great holiday season, pam markel, president

National Costumers Association

Illusive Skull Costume Castle, Fairmont, West Virginia

nca national Headquarters

ed avis

executive director

P.O. Box 13347 Chicago, IL 60613 708-218-7755 pub@costumers.org

The Costumer

publications Office

Ed Avis Associates

P.O. Box 13347 Chicago, IL 60613 708-218-7755 pub@costumers.org

ad Sales

Ed Avis

708-218-7755 pub@costumers.org

editorial inquiries

Kathleen Furore

708-267-0023 kfurore@yahoo.com

art director

Michelle Crisanti michelle@mc2chicago.com

©2022, National Costumers Association. The Costumer is published by the National Costumers Association, Inc., with head quarters located at the above address, a nonprofit and incorporated association of costumers located in the United States, Australia, Bahamas, Canada, India, Ireland, Mexico, and Great Britain.

No responsibility is assumed for the opinions expressed or claims made by the authors of articles or by advertisers. Appearance in the magazine does not constitute endorsement by the National Costumers Association, nor its officers or representatives.

www.costumers.org

IN THE INDUSTRY

With a wild 99-year history, the National Costumers Association has seen peaks and valleys, good times and bad, growth and nearly a century of building relation ships and building connections. What do YOU think of when you think of the NCA, your experience and your memories?

What about?

• Meeting your now-lifelong colleague and dear friend!

• Meeting your now-favorite supplier or customer!

• Discovering your now-favorite product that makes money!

• Learning that amazing makeup application or sewing technique!

• Learning that business skill that directly impacts your business!

• Being inspired by an incredible costume that takes your breath away!

• Being inspired and mentored by an industry legend!

• Having a FABULOUS time at an NCA event!

• Having the biggest belly laughs with your friends!

We look forward to seeing you in August 2023 in Kansas City, Missouri. We are excited and proud to produce a special 100th anniversary commemorative event. Turning 100 only happens once, and we want you to be a part of this celebration. Mark this on your calendars today, share the news on social media, invite your friends and reach out to colleagues, former and retired NCA members.

“Halloween for all” Helps Shop Serve customers with disabilities

Halloween is a time when people like to take on a different persona, show off in front of others, and generally let loose and have fun. For people with disabilities, Halloween means the same thing: It is a time when they can be whoever they want to be.

Costume shop owners are in a great position to help customers with disabilities meet — or even exceed! — their Halloween costume goals. And parents of children with disabilities will be especially happy for the help. Being prepared to help customers with disabilities will show that your shop is in tune with the entire community. That’s why the NCA developed the “Halloween for All” program.

The program includes a booklet designed to help NCA members better serve customers with disabilities, window stickers to show that your shop participates, and a webinar on the concept. The booklet and window stickers were mailed to NCA Buyer Members in mid-September, and the webinar is scheduled for September 27. (If you’re reading this after that date, visit the NCA Member Portal to access a recording of the webinar.)

The NCA encourages all costume retailers to embrace the concept of Halloween for All!

We are grateful to the sponsors of this program: Kryolan, Mehorn, Ellie Shoes, Manic Panic and elope

a century to celebrate! Join the nca as we party in Kansas city in 2023

IN THE INDUSTRY

WelcO me n eW nca m em B erS!

By ed avis

The National Costumers Association recently welcomed three new companies to its growing list of members. If you get a chance, take time to welcome these new members!

Buyer memBer: mccaBe’S cOStumeS

Dorsey’s sales include many packaged products, but she also helps customers create original costumes. She helps them sketch out their ideas and then sells them the materials needed to make the costumes.

She hopes to get into theatrical costuming soon. “Green ville is halfway between Raleigh and the coast. It’s very rural between here and the coast, and there are tons of schools that have theater departments but don’t have places to buy costumes except online,” she says.

Dorsey says one challenge she has encountered as a new busi ness is finding enough quality costumes to keep her store stocked. That is one reason she joined NCA — so she can learn about other vendors who can help McCabe’s meet that challenge.

Vend Or memBer: SOJO urner

Festival-goers love to dress up when they attend their favorite entertainment events.

Anne Dorsey

When Anne Dorsey’s children were younger, they always wanted to dress up in costumes that were not available com mercially. “They never wanted to be Superman,” she says. “They always wanted to be something completely different, so I was making Minecraft Creeper costumes and things like that.” Dorsey learned a lot about costuming during those years and enjoyed the process. She also has a master’s degree in business and owns an accounting business. So, about two years ago, she combined her costuming and business talents and launched McCabe’s Costumes in Winterville, North Carolina.

“We started as an online store, and the first year we were 100 percent online,” says Dorsey, who joined the NCA as a Buyer Member in July. “And that’s still the top part of our sales. Last September we rented a storefront. We’re in a college town, so Halloween weekend is crazy. All the college kids are looking for something for the big celebrations.”

Why did Dorsey choose McCabe’s Costumes as a name? “It’s my grandmother’s maiden name,” she explains. “The other family names we have just didn’t seem to fit with opening a costume store. As a family-owned store, it seemed fitting to use a family name.”

That’s something Adam Chudy and Tyler Strauss realized when they decided to launch a business in 2015. The men, then co-workers in a Houston business, noticed that a lot of people at music festivals were wearing fun-colored fanny packs — so they thought there might be room for another company in that niche.

“We both were big music festival guys then,” says Chudy, who now has two children and says music festivals are in his past, at least for the time being. “We saw that very bright-col

ored fanny packs were really popular.”

The men created some original designs for fanny packs, found a manufacturer in China who could make them, and launched Sojourner.

“They were an instant hit,” Chudy says. “So, we kept creating new items for music festivals, and before we knew it, we were a music festival brand.”

Now the company has nearly 20 primary items — every thing from the original fanny packs to hydration packs to neck gaiters to cowboy hats and masks — each available in a variety of colors and styles. All feature the fun, bright colors festival attendees favor, and they appeal to the general public, too.

The holographic cowboy hats, for example, are popular at bachelorette parties and at Halloween; the hydration packs, which hold 2 liters of water, sell well all spring and summer; and the funky facemasks and neck gaiters are a hit with anyone who needs to cover up against COVID, Chudy says.

The year-round appeal of many of Sojourner’s products is one reason Chudy decided to join the NCA. He’s seeking more sales through businesses that serve a broad customer base.

“You’d be surprised how many people buy a fanny pack to go with a costume,” he notes. “We also recommend that costume shops consider our cowboy hats, glitter, facemasks and goggles. Those things are the most popular sellers.”

Sojourner has joined the NCA Buyer’s Group and is offering a 10 discount to NCA members. Visit sojournerbags. com and email wholesale@sojournerbags.com to initiate an order (remember to mention that you’re an NCA member company).

“We’re excited to work with NCA members and hopefully we can start some long-term relationships,” Chudy says.

Vend Or memBer: WeStern faSH iOn Costume businesses need products to sell all year, not just at Halloween. Fortunately, new NCA Vendor Member Western Fashion offers a wide variety of costumes that sell in every season.

“In 2014 we started doing flapper dresses, and that was a big hit for us, so we slowly added more costumes in other categories, like gothic, pirate and Victorian,” says PJ Gupta, general man ager of Western Fashion. “And these costumes are good quality, not just one day use.”

Gupta, the youngest son of company founder Sam Gupta, says many of the company’s costumes and accessories are ideal for festivals such as Coachella and Burning Man, as well as Renassaince festivals, Mardi Gras events, and raves. Other prod ucts include fetish items, men’s Victorian coats and top hats, and plus-size costumes. All can keep store cash registers ringing year-round.

The company gets ideas for new costumes from social media and Pinterest and by attending festivals and events to see what’s

popular, Gupta says. An in-house designer creates some of the designs, and they use the design capabilities of the facto ries they use. The company launches dozens of new products monthly and features them in the New Items tab at western fashioninc.com.

A drop-ship capability is an added plus with profit poten tial for Western Fashion’s customers. An NCA member, for example, can post information about and images of Western Fashion products on their shop’s website. If a product sells, they email the order to Western Fashion, and it is drop shipped to the customer in packaging that identifies the store as the vendor.

“That way if a store is interested in an item but doesn’t want to stock it, they can sell it through their website and we’ll handle everything else,” Gupta explains. “Shipping is usually $4 to $6, and we ship within 24 hours.”

Stores looking for deals can search in the “Weekly Deals” tab at westernfashioninc.com, where products are half off. The company only sells wholesale, there is no minimum order, and NCA members get free shipping.

When asked what sets Western Fashion apart from its competitors, Gupta stresses three things:

“We are a family business, so we take care of each customer personally. Second, we ship out orders within 24 hours and usually the same day. And third, we never have any quality problems; our customers are 100 percent satisfied.”

Western Fashion’s Gothic Black Fur Long Hooded Cape

IN THE INDUSTRY

nca’S Small rO le in t H e Bigf OO t StO ry

By pamela markel, President, National Costumers Association

Have you ever seen Bigfoot? If you’ve seen the most famous Bigfoot video showing a giant creature lumbering through the for est of northern California, you actually have seen a bit of NCA history.

There is a Bigfoot Museum in Sutton, West Virginia — about 75 miles from my home in Fairmont, West Virginia — with various artifacts of noted Bigfoot sightings. You can

explore everything from plaster casts of footprints, rep lica casts of skulls, maps of sighting locations throughout the state, and interesting stories of this legendary beast. Every year on the last Saturday in June, there is a Bigfoot festival with local and international researchers. Being curious by nature, my husband and I toured this museum to learn about this legendary giant.

One thing not mentioned at the museum, however, is the true story behind that famous video. It involves our own NCA member Phil Morris of Morris Costumes in North Carolina, who played an unwitting role in the hoax. A 2008 article in the Kalamazoo Gazette by writer Anne Holcomb explained this story. Below are some key excerpts, in italics:

In 1967 costume-maker Phillip Morris got an unusual phone call from a guy asking about a gorilla costume. “We had been adver tising our costumes in a lot of trade magazines, so I was used to get ting phone calls, but this was different,” said Morris. “The man on the phone, who said his name was Roger Patterson, wanted to buy a gorilla costume and asked if it looked like a real gorilla. I told him it looked like a Hollywood gorilla, but he said he wanted something

that looked more like a Nean derthal. What he wanted was Bigfoot.”

The article goes on to explain that when Mor ris asked the man what he wanted the costume for, he said it was for a prank. That seemed odd, but Morris sold him the $450 costume. Later the man called and asked how to make the costume look larger, and Morris advised him to add shoulder pads and more stuffing.

As the article continues…

Two months later, Pat terson was all over the news with a video he “captured” of Bigfoot while hunting in northern California … “I was watching TV when I saw Patterson and his film on the news,” Morris said. “I called my wife from the other room and said, ‘Look at our gorilla costume.’ ”

The film has since become the most famous footage of Bigfoot and has ignited a controversy over its authenticity. With a large clientele of magicians, Morris decided not to tell anyone that it was his go rilla costume in the film.

Patterson never admitted it was a hoax, but after his death in [1972], Morris decided it was ok to tell people it was his suit in the film.

“Most people believed me, but there are people that are very hostile to me when I tell them it’s a hoax,” Morris said. “It is like telling them Santa Claus doesn’t exist. They grew up believing it was true and do not want to admit to themselves it’s fake.”

I came across this article while gathering historical infor mation for the NCA’s 100th birthday celebration. The WV Bigfoot museum propagated the idea of Bigfoot being real — and of course, I couldn’t help educating the poor clerk about the legend of Bigfoot and Phil Morris’ costume. I’m not sure the young clerk really cared, but now he knows the truth.

Wrapping UpHoliday Profits

By Kathleen furore

Although Halloween hasn’t yet arrived, Christmas decorations have started popping up nationwide.

It might seem premature. But as mem bers of the retail marketplace, costume shops must start making decisions about the 2023 holiday season just as they’re gearing up for Halloween — typically their busiest season of all.

It’s what Chris Sembrot owner of Scare Pros in Levittown, Pennsylvania is doing. While he and his team are gearing up for the busy October selling season, he’s already got plans in place to transform his ware house superstore into what ScarePros calls its Christmas Wonderland that will open the first week of November.

It’s a major undertaking that involves lots of moving pieces.

“Our leftover Halloween costumes and accessories — which isn’t much — are squeezed down to a few aisles. We have three more aisles of horror toys/merch/collectibles that stay out and get replenished all year,” Sembrot says. “The remaining 80 percent of the store switches over Christmas décor, Santa suits, lighting, etc.”

There also are holiday-themed costumes, toys and games, collectibles, stocking stuffers, shoes, prints and posters — and even a “Creepy Christmas” section dedicated to horror- and Krampus-themed ornaments and decor. Much of the merchandise is not available through chain stores and mass mer chants.

ScarePros’ website sums it up like this: “We specialize in better quality merchandise with that old time, family feel. We have ev

erything from figurines and collectibles, all the way up to trees and outdoor decor and lighting...all with that country mountain flavor of a time forgotten. Retro silver trees with rotating bases and color wheels? Yep...believe it or not, we have those too. You

averaging an 18 percent increase month-over-month this year.

will be impressed, as you are pleasantly surprised by the “out of the ordinary” merchandise that you will find at Bucks County’s Best Kept Christmas Secret!”

And it’s more than merchandise that bring customers into ScarePros during the holiday season. There are meet-and-greet photo and autograph sessions with Krampus, the Grinch and Santa, too.

That’s a lot of merchandise and a lot of events…and a lot of hard work getting it ordered, organized, set up and sold. Ac cording to Sembrot, it’s well worth the effort. “The Christmas season accounts for about 30 percent of our yearly business,” Sembrot reports.

And he predicts 2022 holiday sales this year will be bet ter than they were in 2021. Why? He says ScarePros has been

His advice to other costumers as they approach the 2023 holiday season? It’s advice that applies all year long: “Don’t let your store get stag nant! Make your store an interesting destination! We add at least one vendor every week, year-round. Add toys and collectibles to your offerings. Find unique items on Etsy/Faire, etc. and reach out to those small businesses and see if they will give wholesale pricing. Design your own items. Make your store exciting. Give the people something they cannot get online. Twenty-nine years in, and we are still growing.”

(continued on page 16)

a pac Kage O f p rO fit- m a King i dea S

Not every costume shop can create an all-encompassing Winter Wonderland like ScaprePros does. But there are ways to wrap up holiday profits with more than costumes.

Tap The CosTume angle

• Classic Santa, Mrs. Claus and the elves the reliable stand-bys

• Not-so-classic cosplay holiday attire

• Madrigal costumes

• Religious-themed costumes

Carry holiday-Themed apparel

• “Ugly” Christmas sweaters

• Pajamas for the whole family

• Slippers and socks

sToCk seasonal déCor & aCCessories

• Packages, ribbons, bows

• Christmas candles

• Hannukah gifts

• New Year’s party favors

CreaTe holiday parTy kiTs

• Craft kits holiday ornaments, stockings, picture frames, complete with glue and glitter

• Dress-up kits for kids a box or treasure chest parents can fill with their kids’ favorite dress-up costumes (fireman, pirate, ballerina, etc.)

hosT or sponsor evenTs

• Santa’s Workshop great for photo ops

• Ornament-making workshop

• Stocking decorating event

• Window decorating contest for local businesses

— offer discounts to anyone that gets their costumes/supplies at your store

Work WiTh area organizaTions

• Schools the school holiday show, classroom decorating supplies

• Churches religious pageant costumes

• Chambers of Commerce holiday parades, shop local events

IN THE INDUSTRY

H O t tO y S f O r H O liday 2022

By Kathleen furore

If you plan on carrying toys this holiday season, knowing the products customers will be looking for can help you choose the kind of products to have on your store’s shelves. The list of Toy of the Year (TOTY) winners — chosen by Toy Association members, mass and specialty toy retailers, media, and consumers and announced on September 20 during the Toy Foundation’s 2023 Preview & 2022 Holiday Market in Dallas — is a good place to start.

Consider the popular toys, and then think about how they might help you promote costumes and accessories that tie into that particular toy’s theme, too.

For example, if Jurassic World Dominion Super Colossal Giganotosaurus is the Action Figure of the Year, and Black Panther: Wakanda Forever Fresh Fierce Collec tion is the Doll of the Year winner, doesn’t it fol low that cus tomers might be tempted to buy other Jurassic World Dominion and Black Panther products, too?

• actiOn figure Of t H e year: Jurassic World Dominion Super Colossal Giganotosaurus (Mattel)

• cOllecti Ble Of t H e year: LEGO Minifigures The Muppets (LEGO Systems)

• cOnStructiOn tOy Of t H e year: LEGO MARVEL I am Groot (LEGO Systems)

• creatiVe tOy Of t H e year: Magic Mixies Magical Crystal Ball (Moose Toys)

• dOll Of t H e year: Black Panther: Wakanda Forever Fresh Fierce Collection by The Fresh Dolls (World of EPI Company)

• game Of t H e year: Pokémon Trading Card Game: Pokémon GO Elite Trainer Box (The Pokémon Company International)

• grOWn-up tOy Of t H e year: LEGO Ideas The Office (LEGO Systems)

• i nfant/tOddler tOy Of t H e year: CoComelon Ultimate Learning Adventure Bus (Just Play)

• licenSe Of t H e year: Squishmallows (Jazwares)

• Outd OOr tOy Of t H e year: Twister SPLASH (WowWee)

• p laySet Of t H e year: LEGO Super Mario Adventures with Peach Starter Course (LEGO Systems)

• p luSH tOy Of t H e year: 16” Squishmallows (Jazwares)

• p reScHOOl tOy Of t H e year: Crayola Color & Erase Reusable Mat (Crayola)

• ride-On tOy Of t H e year: Mario Kart 24V Ride-On Racer (JAKKS Pacific)

• Specialty tOy Of t H e year: Ann Williams Craft-tastic Nature Scavenger Hunt Potions (PlayMonster Group) and Snap Circuits: Green Energy (ELENCO)

• Steam tOy Of t H e year: Bill Nye’s VR Science Kit (Abacus Brands)

• VeH icle Of t H e year: LEGO Technic McLaren Formula 1 Race Car (LEGO Systems)

B ASICS

d eS tinati O n d elig H t

How to create a customer-enticing experience in your store

By ed avis

The Wizard’s Chest in Denver is a one-of-a-kind costume shop. People visit the store to explore the castle-like features, attend game-playing events, try out magic tricks and otherwise absorb the enchanting environment. And of course, they also buy things!

“Even back in the ‘80s when it first started, the original owners worked with a local designer to add flare and whimsy to

the décor of the store,” says Kevin Pohle, the store’s co-owner. “So, when you come in, it’s very engaging and visually stimulat ing.”

The Wizard’s Chest is a great example of a costume shop that is also a true destination. By making the store an exciting, fun place to visit, the owners of The Wizard’s Chest keep the cash register ringing.

Experts confirm the strategy: “Retail ers that provide a strong customer experi ence or find a way to create a shopping experience that doubles as a medium of entertainment will make their stores a destination, attract and win shoppers and boost sales,” says Carlos Castelán, managing director of The Navio Group, a consulting firm that advises brick-andmortar stores how to improve customer experience.

SHOpper engagement

BeginS Wit H decOr

A fundamental element of making your store a true destination is shopper engagement. A trip to your store should be more than an opportunity to buy a costume — it should be an overall plea surable experience your customers look forward to.

The experience often begins with décor. At The Wizard’s Chest, the fun begins as customers approach the store. The exterior is painted purple and features prominent castlelike architectural elements such as elaborate masonry and fancy towers. What child, or fantasy-loving adult, could resist enter ing a space like that?

The experience continues as soon as the customer steps through the elaborate steel-grate front door. A fanciful tin wizard greets every customer in the foyer, and the castle theme

— painted stonework, faux topiary, suits of armor and such — continues throughout the store. An elaborate undersea mural draws customers’ eyes to a huge staircase leading to the lower level.

“It’s very engaging and busy and visually stimulating,” Pohle says of his store. “And it’s not always about the products on the shelves, because there are other things to look at as you’re wandering around. It’s art on the walls, and things that you can do, and the sense of touching and being able to play with the toys and games that we carry, in addition to just looking at them or reading the back of the box. So we’ve tried to create an immersive experience, as opposed to kind of a sterile, come in, read, buy, leave type of store.”

outreach manager for Custom Neon, a manufacturer of LED neon lights and signs.

The list of events a costume business could hold is nearly endless. Here are just a few: • Make-up tutorials, especially before Halloween, Mardi Gras, or other holidays and events where people like to wear make-up

• Cosplay events, where participants can learn how to craft their own superhero costumes using fabric, accessories, and other items your store carries

• Zombie classes that teach attendees how to re-purpose old clothes into zombie outfits and how to apply Day of the Dead-type make-up • Holiday decoration-making workshops (complete with a visit by Santa)

At The Wizard’s Chest, regular game-playing events are encouraged and supported, Pohle says. Popular games include Magic: The Gathering and Pokemon.

“We have a dedicated room that we have tables set up all day every day that people can come and play,” he explains. “We have a whole shelf of demo games that people can check out and play before they buy. There’s a community, a society of people that get together and play on a regular basis. It just adds to that sense of community and immersiveness that happens.”

The Wizard’s Chest is so well-known in the gaming commu nity that they regularly host pre-release events for new games and tournaments. Those events attract an ever-growing number of potential customers.

“Every time that people come, they’re not buying something,” Pohle says. “But will they buy something maybe next time they come? Sure. Especially with some of those events, it’s more a matter of they want to come and play the stuff they have. They might have bought it somewhere else at another store, but it doesn’t matter because if you support the community then they will also usually find a way to support you. Even if you’re not their regular store, and they don’t buy everything from you, they’ll still find a way to buy a little something from you to continue that relationship.”

p ermanent attractiOnS

eVentS Build cOmmunity

A key aspect of costumer engagement for The Wizard’s Chest, and other stores that seek to build customer relationships beyond the sales transaction, is a commitment to events.

“Events are perfect for quieter sales periods and will further position your business as a destination rather than just a store, enticing customers to travel for the experience,” says Clare Jones,

If you have space in your store, creating a permanent at traction or two may also help draw customers. For example, a haunted house would definitely attract customers, even outside of the Halloween season, as would a small museum of local curiosities or Ripley’s Believe it Or Not-like items.

At Wizard’s Chest, a year-around attraction is an “escape room.” Their website promotes the attraction this way: “Wel come to Kellar Kazam’s attic, filled with clocks and magical delights. Armed with only a pair of special glasses, you have to unravel the mystery of Kazam’s disappearance. Skilled

apprentices may unlock bonus challenges concealed among his personal effects. Are you worthy of carrying on his legacy?”

Two other permanent attractions at The Wizard’s Chest are special themed doors: a Tardis Door — a magical door popularized by the Dr. Who TV program — and a Moria Door, from J.R.R. Tolkein’s novels.

“We’ve tried to make the Tardis door and the Moria door interactive,” Pohle explains. “We sell wands that have a little magnet in the tip, and if you place it in the right place on the Tardis door, it will trig ger a siren, an alarm that spins. And if you trigger the Moria door, it actually will light up. So we’re trying to add more of that interactive stuff that just adds

to the decor and atmosphere of the store, even though you’re not buying anything. They’re just there to have fun and play while you’re also here.”

p rOmOtiOn i nSide t H e StOre

An additional advantage of making your store a true destination location is that people will help you promote the store simply by word of mouth and social media posts. You can encourage that by setting up stations in your store that invite people to take Instagram-worthy photos — and make sure you include your Instagram hashtag nearby so they can tag you!

“A costume shop would boast a treasure trove of pos sibilities [for photos],” Jones says. “They can include ambient lighting and an insta-worthy branded photo backdrop where customers could snap them selves in outfits and tag directly to your socials. That way they’re advertising your store and product offerings free of charge!”

Of course, having interest ing décor, sponsoring events, building community won’t help if your store doesn’t have a great selection of interesting, hard-to-find merchandise. Give your customers an unfor gettable experience combined with products they won’t find at the big box stores and you’ll succeed!

Ed Avis is the executive director of the NCA.

Kevin Pohle (left) with NCA Executive Director Ed Avis

m a King t H e ca S e f O r cOS play

The National Costumers Association hosted a September webinar about cosplay. Led by NCA Director Ed Avis, the webinar featured panelists Neil Brozik, a master level cosplayer who now judges contests, hosts panels, and creates cosplays and props for other cosplayers; Kathy Sprague, owner of Safari Pearl in Moscow, Idaho; and Brandon Lilly, owner of The Life of The Party in Fort Collins, Colorado, whose business is the U.S. distributor for Cosplayflex molding material. Here, The Costumer shares excerpts from the webinar, edited for space and clarity.

ed avis: Where do you normally source products? neil Brozik: When we first started, we had to be very conscious about price. That meant we had to go for the low end and couldn’t hit local costume stores. As we started taking cosplay

more seriously, it became more about the quality and the ser vice, so we started to become friends with costume shop owners with brick-and-mortar stores. We also started reaching out to online costume shop owners. When it comes down to needing things at the last-minute one, we may just hit the local shop to grab what we need. At that point, we’re going kit bashing — we run into our local thrift shop or costume shop, look for things that fit what we’re trying to design, buy two or three costumes, then combine those to get the look we want.

ea: is knowledge of cosplay important for a costume shop owner? and what should shops have for cosplayers? nB: Knowledge is nice to have, but I don’t think it’s a require ment. What would be required is to know what conventions you have in your area.

What would I expect a costume shop to have? [It’s about] what they have behind the counter — the prosthetics, the makeup, the FX items, the right type of sealant, the right type of con-friendly paint. And I can’t say enough about the accessories. Yes, a lot of cosplayers will try to make their own — they can use a ThermoMorph, they can use various types of AVA foam and craft foam. But sometimes it’s a lot easier to get something you know you’re not going to have to spend time to make. And wigs are extremely important.

ea: tell us about the his tory of cosplay in your shops.

Kathy Sprague: I’m in a unique position because my store started as a comic bookstore, so we were doing Comicons. The store was about 10 years old when we started adding costumes, and that’s when cosplay started taking off.

Brandon lilly: The Life of the Party has been around for over 40 years. My wife and I took over in 2018, but we were cosplay customers before we purchased the store. First it was kind of a party store and then it was a Halloween store; we are really the ones that brought cosplay to it. We are still a year-round Halloween and costume store, but we’re becoming more and more known as a cosplay destination. It’s not even just cosplay [customers] going to conventions. It’s people who are doing little cosplay parties in their own houses that have really kind of started to bring this concept of cosplay into the mainstream market.

ea: What are some products you stock that are essential for your cosplay customers.

KS: For a [cosplay] retailer, wigs are your number one category. Bring in a $15 wig that’s cheap plastic. Bring in a $45 to $60 wig that’s nice. Then have your $100 wig that is exactly what

they want. We have picked up contact lenses because we do the comics as well. We sell a lot of manga. We look at the character designs and bring in wigs in those colors. West Bay has a line that’s really pretty good as far as cosplay and their color palette. We do a ton of stuff with Smithy’s because, in the one line, you can get the cheap wig and then go up to your mid-range. We’ve had really good luck with Rockstar. They have some lace front wigs that drag queens love. They do a Sailor Moon that is probably the best on the market. Look at the lingerie companies that have inexpensive body suits and teddies — those are good starting points, espe cially for female costumes. Look at foam swords, and the products customers need to make their own. We work closeout lists like Nero’s gun from an old Star Trek movie. Ru bies had those.

HRC had them for just a couple of dollars…they were white and bright orange, so we primed them, put batteries in so they made noise, and we sold those for insane amounts of money. Steampunk is also huge in our area. When you’re setting up your store, put your steampunk next to your Western, because the Weird West was bigger than the standard Victorian in our area and there is crossover between those props.

Bl: Cosplayers are absolute masters of taking things that are one thing and turning them into something else. So base pieces are very, very important because you build on them. Accessories, same thing. And wigs are incredible. We’ve dedicated probably a good third of our 3,600-square-foot store to wigs. Kathy’s absolutely correct that the drag queens love Rockstar. The more hair, the more fibers you can get, the happier they are. We carry Cosplayflex, which is a thermoplastic — kind of a wood pulp EVA foam conglomerate that looks like a sheet of plastic. You heat it up with a heat gun and mold it into whatever you’re look

Wigs and accessories are important for cosplay costumes like this one of Sailor Moon.

ing for — the Pip-Boy from Fallout 4, armor, helmets. We’ve got full suits of armor that have all been made out of Cosplayflex. A little later this year, we’re going to be releasing Cosplayflex Pebbles and Crystals that can be used to create clear plastics, or to form into jewelry and different pieces like that.

ea: What else do you do to serve the cosplay market?

Bl: We’ve started doing classes on how to cut wigs and sew them together. We work with our local conventions to show them our makeup first so they can be aware of how our custom ers have been taught to seal their makeup so they’re not going to get transfer all over a vendor’s product or somewhere where they’re sitting down and watching a panel.

We primarily carry Ben Nye and Mehron. We found those are just incredible for cons and for special effects. Classes are re ally important because they help us maintain a great relationship with local cons. It also helps to ensure that when someone comes in and has this idea of what they want, they can actually recreate it. We’re not going to sell grease paint and say, “Okay, here. Have fun. This will totally get you there.” Because it won’t.

KS: We have some master level costumers in our area, but kit bashing is the main thing we do because we’re in a college town, so a lot of these people are just starting out. My staff is incred ible at having somebody come in, looking at the image on their cellphone, then helping the customer throw that look together.

We do a lot with the makeup. My wife and I do a monthly drag show. We do makeup classes for the drag queens. We do semi nars at the local cons. We also do staff training. We hire seasonal people for Halloween. With 35,000 college students in town and not even a Spirit store popping up, it’s crazy. The first year we did a training on the makeup with our seasonal people, our makeup sales for that season went up 35 percent. If your staff knows how to use the product and can sell it, you’re going to sell more.

We started with the drag community doing basic makeup. Now we’re doing special effects workshops and teaching college guys how to put on a basic face, shadow and contour. You’d be surprised how many guys are willing to sit down and learn because it’s going to make their cosplay better. We’re doing a sewing class this fall. One of our drag queens is going to teach people how to make some really basic items. We’ve even done a clinic on corset fitting. I would urge shop owners that if you’re going to do a class, charge for it and include the supplies. Make it worth your time because there’s nothing more frustrating than showing them how to do it and then have them go buy it on

Amazon. No! You’re going to buy it from me right now and I’ll show you how to use it.

Bl: Our big focus for 2023 is partnering with companies and businesses around us. We’re right next to a small craft brewery. They just rebuilt their upstairs. We’re doing a lot of classes upstairs and it includes a beer. There’s a local seamstress, a sew ing shop, and she does a bunch of sewing classes — we’re going to be working with her. If she has a cosplayer come in who says, “I’m looking for this,” she can say, “Oh, you’ve got to go to The Life of the Party to get that.” We try to just partner with as many people as we can because it helps to establish a better business community. It ensures that we’re sending each other business as much as possible. And I agree with Kathy: They have to buy the product [from us] in order to take part in the class. Make it worth our time and yours and we’ll show you how to use the right product, not just some tissue paper and a YouTube hack that you found.

mehron’s fantasy fX formula. This revolutionary makeup glides onto the skin like cream makeup — but be cause it is water-based, it doesn’t have to be set with powder, and it removes easily with soap and water. The new 5 Pack Essential Set includes all the nec essary Fantasy FX shades you and your customers need to create any look you and they can think up! 800-426-1700; sales@mehron.com; mehron.com.

dreamgirl international’s little red. Style 9477 “Little Red” is a detailed, two-piece dress and hooded cape set based on the classic fairytale. The gorgeous corset-style dress features a sweetheart neckline, underwire foam cups, pleated ruffles, embroidered heart trim, a lace-trimmed apron, and an attached petticoat. It pairs perfectly with the full-length satin hooded cape that’s included with the set. “Little Red” is available in sizes S-4X and is shown with Style 5218 Luna Gloves and Style 10342 Bow-Top Stockings, both sold separately. 323-268-0220 x 256; akeswani@dgbrands.com; www.dreamgirlofficial.com.

ufO Jeans Hip Hop pants

Do your customers love Hip Hop? Would they love to be a Hip Hop star? Why not sell them a Halloween outfit they wear all year round with our UFO Kids Classic Wind Pant and UFO Kids Camo Wind Pant! These UFO pants are very comfortable, and they’re built with integrity. Kids love to wear them on the stage performing and on the street — so in addition to the costume they certainly get an extra bang for the buck! 212-226-5400; shop@ufocontemporary.com; www.ufojeans.com.

Sojourner cowboy Hats. Our Holographic Cowboy Hats are fun to wear at parties, discos, raves and more — during Halloween season and all year long! Made with EVA foam material, each Neon Cowboy Hat is designed to bring an iridescent, holographic shine to your outfit. Available in 8 fun colors for every event. Each color can make you stand out, bringing life to the party! contact@sojournerbags.com; sojournerbags.com

Sunnywood’s f lapper costumes and accessories. Sunnywood is here for all your flapper costume needs. Your cus tomers can get the flapper look pictured here with our #448BK Sequin Flapper (XL, XXL, and XXXL), #4439BK Lace Gloves, and impressive #435BK Head piece — all at a fabulous value, in stock and ready to ship! Ask us about our entire selection of costumes and accessories today. 815-675-9777; sunnywood.net.

NCA M ARKETPLACE

Advertising in the NCA Marketplace is $35 per issue (10% discount for NCA members). You will be billed upon publi cation; payment is due upon receipt. For full details, see the advertising contract available at www.costumers.org. Contact Ed Avis at 708-218-7755 or pub@costumers.org.

M Y F AVORITE C OSTUME

Greg and Chris Reinke Reinke Brothers Costume Littleton, Colorado

The Reinkes even have worked on props, costumes and sets for productions including The Shining, Maverick, Goonies, and Dinotopia

But ask Greg about one of his favorite costumes, and it isn’t one from any movie or TV series he’s worked on. It’s Mrs. Bird,

It all started back in 1968, when two young boys hooked a shopping cart while fishing at a local watering hole. Greg and Chris Reinke took that cart home, cleaned it, then set up their first “haunted house” in the basement of their parents’ home. Borrowing a plaster skull from their older brother Don, and their father’s footlocker for a coffin, they built the walls with blankets hung from the rafters of their new empire. That Halloween, visitors paid a penny for the haunted tour, with Chris pushing the cart through the maze and Greg pulling strings to create movements that terrorized the customers.

Flash forward to 2022…

Those entrepreneurial brothers are the owners of Reinke Brothers Costume, a popular Halloween Superstore and 30+-room Halloween season Haunted Mansion in Littleton, Colorado. The business offers a complete selection of masks, wigs, and makeup; the largest selection of magic tricks and illusions in the Denver area; theatrical props and special effects light ing; and more than 20,000 costumes for sale or rent.

Big Bird’s mom, a costume he designed as a mascot for Rocky Mountain PBS in the 1970s.

“I was 17 and it was one of the first commercial products I ever sold,” Greg says. “I got a letter from Jim Henson giving me and Channel 6 permission to use the costume.”

Years later, that letter from the puppeteer who had created Big Bird saved the day.

“I got a cease-and-desist letter from Disney, who had acquired The Muppets,” Greg says. “But because I had the letter, they couldn’t do anything.”

Ends up the Reinkes and Channel 6 are the only ones in the country allowed to use Mrs. Bird!

No wonder it’s a favorite!

What is your favorite costume? To be considered for an upcoming My Favorite Costume profile, email Editor Kathleen Furore at kfurore@yahoo.com.