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What it does entail—along with selecting product from scores of vendors—is staying attuned to the nuances and the fashion potential. Your customers may help you in that determination by coming in and asking for the item; at that point it's a question of whether you have it in stock or are able to bring it in very quickly.

More importantly, you may have a particular item itself in stock, but do you stock it in the appropriate sizes? If tweens are clamoring for a particular outerwear silhouette, it doesn't help if you can only offer it to them in adult sizes, even "small" adult sizes. Similarly, a leather outerwear style may be unisex, but many female customers will be disappointed if it's available to them only in men's small. They may come into the store prepared to buy a true "unisex" style, but may end up leaving without buying anything if they discover that it doesn't fit them properly.

Given the anatomical differences between men and women, the sleeves, chest, and hip measurements are usually different on men's and women's outerwear. That's especially true for leather outerwear, where fit is the name of the game. It may be less of an issue on outerwear that is not designed with some sense of style—a hooded sweatshirt probably is pretty close to unisex.

Since the army/navy store's selection of leather and casual outerwear is going to be geared toward the functional as well as fashionable, there is still the option of emphasizing comfort as well as features (pockets, drawstrings, etc.) for your customers who aren't so interested in appearance.

Practicality can be emphasized in selling fashion-oriented leather outerwear also. Remember that the Army Air Force of 65 years ago send its pilots aloft in leather flight jackets. The Leather Apparel Association provides these factoids about its members' products: "Leather resists tears, punctures, heat and cold. Leather stretches and can mold to fit you, yet retains sufficient shape to provide support. Leather is breathable and can actually wick away moisture."

And with a nod to the concerns of animal-rights activists, the association says, "Garment leather is a by-product of farming and human food production. The skins in leather garments bought in the U.S. do not come from animals killed just for their hides. No endangered species are ever used."

Durable or no, leather goods need proper care and storage to keep looking as good as they feel. For your store, this can means some add-on sales in the form of leather care products, but also advice such as these tips from the Leather Apparel Association: "In winter, promptly remove salt deposits from garments and footwear by sponging with clear water; follow with the above treatment for wet or damp leather. Avoid very humid and dry environments as well as direct sunlight. Do not use waxes, silicone products or other leather preparations that will impair a garments' ability to breathe."