We have a theory that Corporate America destroyed a very special old pastime called shopping. And it’s not really surprising. For the most part, it’s Baby Booming men who head massive retailers. And they probably don’t even like shopping–if they shop at all.
So, they gave us shopping malls filled with undistinguishable yet ubiquitous retailers, Big Box and Discount retailers with zero customer service, and ecommerce giants and their soulless algorithms. In so doing, they decimated independents in cities and towns. As a result, the younger generations were fed a sugar diet of behemoth retailers.
This brings us to Crush on College, owner Liz Taylor, and a second theory. Because Crush represents what is special about shopping local–and the potential for the future.
The more Liz Taylors we have in The Town, the better it is for our shopping pleasure. After all, she has put together the complete clothing boutique. She specializes in a little bit of everything for any occasion. Yes, it’s true. If you want comfy casual, yes, it’s there. Or it’s casual cool that’s the order of the day. No problem. Perhaps you need a work outfit? Yep. Also, they’ll meet your date or night-on-the-town needs. Of course Crush has it! Do you prefer a classic look? Crush has the pieces. But if tomorrow you want to feel trendy… you guessed it: Crush has cool.
Not to mention, they Crush it with personal service too. The employees just love to chat and help. They love that they get to see the same customers regularly. One employee explained, “it’s about the relationships.”
And now for our third and final theory. We strongly believe that the new school generations are going to bring back a shop local mindset. Indeed, they want Crushes. They yearn for the values, benefits, and experiences that this activity provides. First, they crave unique interactions and want to explore their own personal style. They aren’t blinded by brand bling like the older generations. And it’s better for the planet. Since they won’t be as wealthy, they’ll spend their money where they get the most like-minded values for their buck. In short, they are the Greta generations not the greedy ones.
More About Crush on College
What they offer: Crush specializes in a little bit of everything for any occasion.
Address: 5550 College Ave, Oakland, CA 94618
Phone: (510) 653-1400
Neighborhood: Rockridge, College Ave