1101 West Fulton, (312)226-4565, shopfixchicago.com (No Ratings Yet)

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Goods: Casual, professional and semiformal clothing for women and men. Owners: After working in retail for years, sisters Maggie and Jennifer Gelber decided that it was time to be their own bosses and run their own store in their own town.Designers: Mainstream big names like Splendid, Trovata, Cleobella, Robert Rodriguez, Loeffler Randall and Generra, and up-and-coming, harder-to-find brands like  Kimberly Taylor, Nightcap Clothing, Elizabeth and James and Grace Sun. Price Range: Moderate-Expensive. Vibe: With a sleek, simple design and hardwood antique furniture, the store looks elegant, and yet—because of tables sporting popular fashion magazines and TVs playing fun shows like “Sex and the City”—the place seems fresh and familiar at the same time. The Look: Polished, but other than that it’s tricky to pin down. Because the owners refuse to cater to one gender niche or one type of customer, this store allows for the creation of many different kinds of looks. Shopper’s Perks: Fashion consultation included with every purchase. A VIP dressing room and after-hours fashion consultation appointments for select customers, as a reward for customer loyalty.

Fix, 1101 West Fulton

UPDATED OCTOBER 2009