His first name may not be on the sign, but Chase Bass has continued the legacy of his father with the Baton Rouge location of high-end custom men’s clothing store George Bass.
At age 27, Chase has created an atmosphere of professionalism and class in the shop’s second location. Though his professional career began in investment banking after college, Chase said he always was drawn to being part of his father’s New Orleans-born creation and made the right choice in joining the family business.
Growing up, Chase was constantly around the shop working odd jobs, so when his father planned to continue his business in Baton Rouge, Chase was the obvious choice for a sales employee.
His father told him he needed someone that knows his point of view and understands the “George Bass” method of taking care of people, so he quit his job at the banking firm and has been running the store ever since.
Unlike most major retailers, the employees at George Bass, including Chase, are all on salary and do not work on commission. This makes it possible for an open and honest conversation between the clients and employees in the store, Chase said.
“We don’t hustle people,” Chase said. “If you’ve got good looking clothes and know how to fit [them] right, they will sell themselves.”
For instance, one of the services offered through the George Bass store is called “Closet Consultation.” In this process, Chase will go to a client’s home, look in their closet and catalog what they already have, as well as their measurements, in order to better serve them in the future.
This makes it possible for Chase to tailor a new suit and bring it to the client as per request without them ever stepping into the store, he said.
Chase said he will be so up front with a client as to advise them against buying a certain item if he thinks it does not suit them well.
All of these services coincide with the George Bass guiding principle of “Quality is Economy,” Chase said. In George Bass magazine, the elder Bass defines this point of view, which he has kept throughout his career.
“Quality remains a necessity in our store, not a luxury,” George said in the article. “We respect and honor craft from the past, which is harder to find but more recognizable as a result.”
Additionally, Chase said most of the consulting done in the store is “assisting” and guiding the customers in a direction they are comfortable with instead of just telling them what to wear. With the client file system he creates, Chase is able to compile an ensemble based on taste history.
With all of these services included, the base price for each item is dependent upon the amount of time that goes into creating a piece and the material it is made of.
“We sell the highest quality of clothes, and it’s expensive, but it’s an investment,” Chase said. “[Our brands] are the Ferrari of clothes.”
Keeping this in mind, Chase said the George Bass style does not typically follow the passive trends of the high fashion world but rather focuses on a classic approach that offers a timeless style.
“I don’t want you looking like a fuddy-dud hipster, but I don’t want you looking like an old man either,” Chase said.
You can reach Michael Tarver on Twitter @michael_T16.

Gallery • 7 Photos

Ronni Bourgeois

George Bass, gentleman's clothing store on 7280 Corporate Boulevard, Baton Rouge, LA.