Apparel and shoes for ballet, tap, and jazz classes are considered the “meat and potatoes” of a dancewear retail business. But what about the categories of dance that don’t fit as neatly into the traditional dancewear mold? Genres like ballroom, Latin, cheerleading, gymnastics, musical theater, and liturgical dance all have needs beyond leotards, tights, and ballet slippers.
In this guide, we break down the top categories and their unique apparel needs. We also spoke with dance retailers who have successfully expanded their inventory—whether by introducing new products or making the most of what’s already in stock. Read on to discover how you can better serve these customers and grow your business.
Latin and Ballroom
Social dance genres like Latin and ballroom present a valuable opportunity for retailers to reach a growing market. Vanessa Martinez, owner of Dancewear Express in Rochester, NY, notes that this category attracts a wide range of customers ages 11 to 75—a seemingly broader demographic than the typical studio crowd. “Social media plays a huge role in influencing dancers of all ages,” she says. Seeing ballroom dance online “gives people the motivation and confidence to try it themselves.” In the past two years, ballroom classes and teams have emerged at colleges, gained traction in studios, and been introduced at dance conventions—a trend Martinez attributes directly to the influence of Dancing with the Stars.
Ballroom and Latin dancers have differing needs than ballerinas when it comes to apparel and footwear. At Dancewear Express, traditional ballroom shoes with 1.5- to 2-inch heels are a staple for most ballroom customers, yet many senior dancers often prefer a flat, slip-on jazz shoe. This spring, the store is also bringing in a flat ballroom shoe from Merlet to better meet the needs of mature customers. Character shoes can also work for ballroom dancers, as long as they have suede or felt soles. “This shoe is already in stock because it fits the needs of musical theater groups,” says Martinez. “It’s become an added bonus to some of our ballroom and Latin dancers.”
Cheer and Gymnastics
Aerial sports like gymnastics and cheerleading require specialized footwear and apparel, making them an ideal group to tap into, especially during slower months. Linda Solomon, owner of Boston Dancewear in Stoughton, MA, discovered the value of catering to these groups during her quieter period when a local cheerleading program invited her to set up at their showcase. In addition to introducing her business to a new customer base, Solomon set up a heat press and offered custom T-shirts that she created on the spot.
Solomon got the idea to do this from local cheer and dance competitions, where customers loved the ability to select their favorite style of top and personalize it with names or team logos. It proved to be cost-effective. “I didn’t have to worry about stocking extra printed shirts in one size or running out of another,” she says. “It was huge. I spent about eight hours doing it that day, and it really helped to get my name out there.”
In addition to offering custom apparel options, specialized cheer shoes are a must for dance retailers looking to cater to cheerleaders. Just as you would connect with a local studio owner to find out their shoe requirements for the season, check in with your local cheer teams and their coaches to find out if they require a certain style of shoe. While you’re at it, you can let them know that they can send their team to your store to try them on rather than shopping online.
School dance teams and majorette groups have needs that are more in-line with your traditional dancewear offerings, like slip-on jazz shoes and tights. At Dancewear Express, Martinez brings in special shimmer tights for a few local groups.
For gymnastics, Martinez has expanded her inventory to include gymnastics leotards. These styles feature more metallic-looking materials and are designed to be lightweight, stretchy, and eye-catching. While many gymnasts don’t require any footwear, some do wear footUndeez or the Dance Paws, which are already in stock at Dancewear Express for lyrical and contemporary dancers.
Musical Theater
The cast of performers at local production companies all require special footwear as well as tights, leotards, and undergarments to wear under their costumes. Relevé Dancewear in Monroe, MI, is located in a building that houses a large performing arts school, and owner Amber Wisniewski has been able to build relationships with many of the directors, some of whom she’s known since she herself was a young dancer. “Musical theater is a huge demographic that often gets forgotten about,” she says. “It has a huge range of ages.”
Character and jazz shoes are one of the biggest requests from musical theater groups. Martinez stocks a range of character shoes in different colors and heel heights, so that, depending on the age of the customer and the product, she has something for everyone. She has also ordered character tap shoes specially for some groups. In addition, Wisniewski carries jazz pants and nude undergarments and leotards. These items are often important for modesty during quick changes backstage.
You can easily service these groups without a large upfront inventory investment by building group orders. Often, directors of school groups prefer this approach to ensure that each student receives the correct style and gets it on time.
Additionally, offering on-site fittings during tech week at theaters can be a valuable service. Wisniewski notes that this is particularly helpful for parents with less experience, who may need more guidance when selecting the right items. She brings a rolling rack stocked with bodywear, tights, and shoes, along with a mobile POS system to streamline the checkout process.
Challenges in Expanding
There are many challenges when it comes to branching out that may hold some stores back from tapping into these additional movement categories. For example, bringing in additional styles isn’t ideal for most retailers who are focused on keeping their inventory tight. It’s helpful to place bulk special orders where you can, working with directors to receive payment up front so you don’t end up paying for things you can’t sell.
At Dancewear Express, Martinez works with liturgical groups to place special orders. “Praise-wear are special items that we bring in to fit the needs of different churches, worship centers, and community organizations,” she says. She also serves these groups with in-stock items like leotards and undergarments.
Knowing enough about the specific category to be able to offer the best products and service is another challenge that Martinez faces. She says that she works closely with the groups she is serving to better understand their needs and listens closely to their requests. Additionally, her vendors provide training and education on new products that she is able to pass on to her staff.
The Bottom Line
Embracing a more diverse product assortment to cater to more customers is not just a way to boost sales, but a way to stay relevant in an ever-changing industry. “The more categories I can serve, the more valuable I become to my community,” says Martinez. Learning the needs of other dance and movement genres and providing strong customer service will help you become the go-to authority for dancewear in your area.
Libby Basile is a former editor for Dance Retailer News and a specialty-retail storeowner based in Cheshire, CT.