Fashionistas take style on the road
Jackee Ging transformed an old green truck into a fashionable boutique on wheels. Her moving store, “Style Truck,” travels to festivals and private viewings for customers to purchase clothes and accessories.
A passion for fashion. That’s what Samantha Lugo, Jackee Ging and Cailey Breneman all possess.
And these three fashionistas are taking their style on the road with fashion trucks, the latest craze to sweep the nation.
Boutiques on wheels started popping up in larger cities across the United States just three years ago, offering shoppers an out-of-the-ordinary experience that is both convenient and fun. Come along for the ride to find out how these three women are making their mark on Pittsburgh.
Broke Little Rich Girl
Though she made and styled her own clothes as a youth, Samantha Lugo never thought about a career in fashion. Instead, she worked in marketing and advertising before deciding she wanted to open her own brick-and-mortar store.
But the Manhattan native said it just didn’t feel right. “I didn’t like going to boutiques and seeing people standing around, waiting for customers.”
On a return trip to her hometown, Lugo saw a mobile boutique. “I knew I had to bring that concept to Pittsburgh.”
Admitting that she has no patience, Lugo pushed to get her mobile business up and running in just five months. “I made really tight deadlines that my team was able to meet.”
Her team includes her sister, Jessica Elias, a graphic designer and student at the Art Institute of Pittsburgh; husband, Manuel, and family friend, Rob Mankey.
“My sister is so talented and was the one who designed the outside of my truck along with all of my marketing material,” says Lugo, who has lived in Pittsburgh for the past 10 years. Lugo’s husband, a graduate student at Carnegie Mellon University, is her partner and handles all of her finances. Mankey remodeled the truck.
Clean, crisp and bright, and popping with pink both inside and out, this traveling boutique features hardwood flooring, jewelry cases and even a dressing room. Racks of clothing, trendy purses, belts and accessories fill the interior.
An air-conditioning unit pumps air into the back of the truck, keeping shoppers cool during the hottest of months. Insulated walls will enable Lugo to keep her truck on the road even in the coldest of Pittsburgh winters. “Fashion doesn’t take a break during the seasons, and, in fact, changes and gets better, so I will, too,” she says.
Lugo believes that women don’t have to spend a lot of money to look good. “You can be broke and still look rich,” she said. Hence, the company name, Broke Little Rich Girl.
Although Lugo continues to work full time for a large corporation, she devotes as much time as possible to her fashion venture. “It’s my passion and it’s what makes me happy. It’s really not ‘work’ when I run my truck; it’s fun.” Lugo adds, “I just don’t get any sleep, but it seems to work for me.”
Lugo can be found most weekends parked at 23rd and Penn Avenue in Pittsburgh’s Strip District. It’s a great location, she says, because of its lack of retail. “There’s always so much going on in that area, and it’s just a great place to be. Customers are finding me really easily, and I’ve had many return clients, so it’s working out well.”
The mobility of Lugo’s business gives her flexibility she wouldn’t have confined to a building. “I can bring the store to you. I can park in a driveway or a parking lot. I can be in The Strip one day and Robinson the next,” she says.
Although she has been in business a short time, Lugo already has participated in Friday Night Live in Market Square, the Shadyside Sidewalk Sale and Swank in Style in Lawrenceville. “I love public events,” she says, adding that the event in Market Square was one of her favorites. “It was great being surrounded by wonderful restaurants and the fast-paced environment of the city.”
To publicize her travels, Lugo relies on social media. “It’s amazing how you can spread the word through it.”
The word has yet to spread to the South Hills. However, Lugo hopes to expand to that area. “I’m happy to collaborate with any business.”
Lugo also does private parties. “I bring my fully stocked truck and park it in your driveway,” she explains. “I also bring a dozen cupcakes or wine, your choice, plus music.” In addition, Lugo offers the host 10 percent off of her entire purchase that day.
While a mobile business like BLRG requires multiple permits along with special licenses and insurance – “too many to list,” says Lugo – she has encountered no problems so far. “I’m hoping that people receive my truck well and understand that I want to bring something new to the city and work with other shops and businesses to attract customers.”
Public reaction has been positive. “People love my truck,” says Lugo, “and I always get wonderful compliments on the pieces that I carry.”
Those pieces come in a wide price range – $5 to $135. Most items lean toward the lower end of the scale, keeping fashion affordable for young to middle-age women, ages 18 and up. Currently, she carries sizes small, medium and large. “You have to come in and browse,” she says. “There’s always something new and fun.”
While her truck garners the most attention initially, Lugo says her merchandise is “trendy, fashion-forward, affordable and in some cases one-of-a-kind.” Her own designs, she adds, are coming soon.
And, perhaps another truck? Lugo would love to own a fleet all over the country, but for now, she says, “as long as clients are happy, then I am happy. I can’t ask for anything more.”
Follow Broke Little Rich Girl on Facebook, Twitter (@BLRGInc), Instagram and www.brokelittlerichgirl.com. Businesses wanting to partner with BLRG can contact Lugo at slugo@brokelittlerichgirl.com/.
Style Truck
Jackee Ging wears a variety of hats. She is an independent marketing/business development consultant, relocation consultant and marketing media consultant for the Obediah Cole Foundation. She is also the primary caretaker for her mother. Additionally, she is a dog walker.
In the summer of 2012, Ging tossed another hat into the ring. After reading about the industry in InStyle Magazine, she entered the mobile fashion business. Even before acquiring a truck, she participated in a holiday event in Market Square later that year. “I was able to test the market, vendors and plant the seed of the concept,” she says.
Ging then purchased a Chevy step van. The truck was previously used as a tool shuttle truck for a school district before serving its time in the military as an “ugly, green, rusty vehicle.” While selling merchandise at private parties and charity events, the van was revamped. “I never thought the truck could look as good as it does,” she says.
Now, the truck has a name to match its flashy look. Style Truck LLC regularly parks in Pittsburgh’s Strip District, but the start-up travels to most places. In fact, Ging has adopted the motto “Have fashion, will travel,” and that’s just what she does. Already, she’s participated at Jergels Rhythm Grill in Wexford, California Market in Brighton Heights, Italian Days in Bloomfield, Pittsburgh Style Week, Whirl Yogafest and the Shadyside Sidewalk Sale. She has also parked at the Carnegie Library in Lawrenceville. Charity and corporate events, office parks, festivals and private parties are among other options she would embrace.
Ging’s merchandise includes many American-made products and items from fair-trade vendors. She works with several wholesalers and travels to regional shows as well as to New York City to provide “stylish, affordable fashion options” for misses sizes extra small to extra large that range in price from $20 to $200. “I carry designer-quality clothes and accessories without the designer price tag,” says Ging.
She welcomes the opportunity to work with local designers. Currently, jewelry from Designs by Samantha in Mt. Lebanon and Honey in the Wood in Uniontown are featured on the truck.
Ging targets “women on the go,” but has had clients ranging in age from 12 to 80 years old. “I have traveled extensively for work and fun, so I appreciate items that go day into night and can travel well,” she says, adding that she likes the appeal of “unique items.”
Her business has benefitted from several of her networking associates, and she relishes the idea of cooperating with other small businesses. Ging partners with the home boutique Urban Cottage and with Metamorphosis Salon, both in Lawrenceville, and has teamed up for corporate events such as burkeMichael+. “It’s been amazing,” she says.
What also has amazed Ging is the difficulty in obtaining permits. “The laws are extremely old and not friendly to start-ups or small businesses in the city,” she explains, but adds that food trucks are “paving the way for change.” She credits Bill Peduto, city councilman and mayoral candidate, for assisting in the effort to update the laws.
As with any new endeavor, unexpected issues arise. Because she is the first Pennsylvania member of the American Mobile Retail Association, she has had the support of other mobile retailers.
But Ging doesn’t see much of a difference between fashion trucks and brick-and-mortar stores. “I do consider our trucks boutiques on wheels. The customer service and forming relationships with your customers are the positive qualities of any successful boutique.
“I have never been a risk-taker by nature, but apparently I am, and it’s liberating,” says Ging. “Getting this far is more than I could have imagined.”
Expansion, however, is imagined. While Western Pennsylvania is her current target area, her friends and family say she’s not in the South Hills enough. “I am willing to travel.” After all, Ging jokes, she can drive the truck. “Even parallel-park it! To me, that is a success!” she says.
Ging would love to add another truck with a different target or geographic market. But for now, she plans to just “keep on truckin’!”
Style Truck will sell winter merchandise at the Holiday Market at Market Square again this year, Nov. 23 to Dec. 23.
Follow Style Truck LLC on Facebook and Twitter (@StyleTruck). For more information, visit www.mystyletruck.com or email ginger@mystyletruck.com/.
Roadie Fashion Truck
Fashion is in Cailey Breneman’s blood. She grew up working at Yesterday’s News. Even after the South Side family-owned vintage clothing store closed, she continued in fashion.
She has worked for Free People in Bakery Square since the store opened as a stylist, dressing models and musicians for photo shoots and videos. She also has done costume design and wardrobe consulting for some indie films, and assisted the costume designers for “Out of the Furnace,” a feature film that was shot in Pittsburgh.
In addition to working for Free People, Breneman operates a fashion truck. She started Roadie Fashion Truck out of her Jeep Liberty before acquiring her RV. “It’s been a process getting to where I am now,” she says. “I knew that I wanted to do something different and also that I hated shopping malls. I saw the food truck culture growing and kind of stole the idea from them.”
From her friend, Jessica Keyser, she took the name for her new business. “After agonizing over not having a name for weeks, she thought of it in like 15 seconds. It’s perfect for my lifestyle, though, and she knew I wanted to travel with it, so Roadie (Fashion Truck) really makes sense.”
What makes sense for Breneman is having her business outside. “I don’t actually set up inside like regular fashion trucks. I set up outside on tables and rolling racks, and I use the RV to display some of my favorite things.” Breneman also hires a disc jockey to play music. “I really try hard to make it different and special and feel like a community event and not just a shopping trip.” But, with cold weather just around the corner, Breneman says, “I’m hoping people will invite me inside!”
A map of the United States painted on the RV remains from the previous owner, and Breneman says it was “pretty perfect,” adding that she would like to travel to places like Nashville, California and New York with Roadie. In fact, she hopes to go to Brooklyn this month. “Everyone loves the RV. It’s so fun and cute,” Breneman says, adding that people really seem to like the merchandise.
The merchandise Breneman sells is vintage and “pre-loved.” While it is not a carryover of Yesterday’s News, Breneman did buy a lot of the store’s inventory when it closed. “The store and my grandmother definitely played a role in inspiring me to do Roadie.”
Breneman tries to pick special pieces that she thinks people will like and usually in mid-range sizes – anything from size 2 to 10. “I carry whatever sizes I can find.”
As far as her price range, Breneman doesn’t have one. “I have a $5 bin and things for $15, but then I also have DVF shoes that are a little pricier.” Nothing has been priced over $100.
The Baldwin native hasn’t participated in any public events yet, having set up only on private property, such as Bar Marco in the Strip District. “They have been amazingly awesome and supportive, and I really like working with them,” she says.
“I’ve just approached people about letting me use their space,” says Breneman, adding that she tries to set up where there will be a lot of foot traffic.
She is also open to private shopping events. “I would try to make it just like a normal Roadie event where I would drive up with the RV, set up on tables and rolling racks. I have a portable dressing room, and I would provide music, and maybe drinks.” Breneman said.
She describes her business on Facebook as a “traveling fashion truck and pop-up event that combines the life of a bohemian on the road with vintage and contemporary wares, music and community.” What sets Roadie apart from other fashion trucks, in addition to the type of clothing and accessories offered, Breneman says, is “I throw a party as well as offer shopping. It’s about the entire experience.”
Breneman says the actual day of the event is the most fun: “Just seeing everyone come out and get excited about the stuff that we have and the finished product after setting up.”
And Breneman is thankful for the help and support she’s received from friends and local businesses that have allowed her to use their space.
Breneman hopes to one day do Roadie and styling full time. “I want to be able to go on the road with Roadie and have people know it’s coming and be really excited to come and hang out.”
Follow Roadie Fashion Truck on Facebook, Twitter (roadiefshntruck) and Instagram (roadiefashiontruck), or contact Breneman at roadiefashiontruck@gmail.com/.