Consignment Stores Offer Big Brands

But it would be a mistake, most consignment store managers say, to ascribe their success merely to consumers' fears about the recession. The consignment business has spent the past few years updating everything from their store shelves to their marketing, which positioned them for rapid growth when the economic slump arrived. Membership cards, gift certificate programs and Facebook profiles are all part of a marketing strategy intended to give consignment store buying a club-like feel.

"Shoppers were way over thinking there's a stigma about consignment stores years ago," said Capenera, who opened her first Uptown Consignment in Rocky Hill 18 years ago after shopping in a consignment shop on a Florida vacation. "The recession just accelerated the trend."

Capenera said Uptown has more than 35,000 consigners and takes in over 1,500 new items a day, keeping its sleek shelves well stocked with brands such as Nautica, Anne Klein and Brooks Brothers for adults and long racks of Rubbish and Diesel clothing brands for teens. E-mail marketing software and 20 percent discounts if customers use their store credit are all part of Uptown's strategy.

On the green marketing front, Uptown encourages teens to trade in their jeans and other hot label apparel to benefit the recycling movement and save on the global energy required to manufacture clothes.