Boutique Magazine May 2021

MAY 2021

BUSINESS SENSE FOR FASHION RETAILERS

ISSUE 126

Retail returns

Reopening success stories Why experience matters Unique homeware brands UK trade show update

EDITOR’S LETTER

EDITOR Gemma Ward gemma@bpmedialtd.co.uk PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Tel 01795 515288 Tel 07960797383 Catherine Ridings – cath@bpmedialtd.co.uk Tel 01795 515288 DESIGN AND PRODUCTION Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk Tel 01795 509108 CREDIT FACILITIES MANAGER Beccy Wells – beccy@bpmedialtd.co.uk Tel 01795 515288 PUBLISHERS Julie Neill, Beccy Wells MANAGING DIRECTOR Julie Neill © 2021 Boutique Professional Media Ltd, Office 2, The Old Stable Block, Crescent Road, Faversham, Kent ME13 7GU. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope.

Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to Boutique Professional Media. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.

ON THE COVER:

Image courtesy of by basics; Tel: 07504 117 954 E: info@jpf.london Jpf.london/ bybasics.com

S

Experience ential

hoppers flocked to the high street for the reopening of retail last month – and after three long months of enforced closures, it was wonderful to see.

According to latest figures, the number of people visiting physical stores on 12 April was only just over a quarter lower than 2019 levels. We speak to some top fashion indies on page 31 about their successful reopening weeks.

But with no Topshop, Burtons or Dorothy Perkins, the high street certainly doesn’t look the same as it did pre-pandemic. And according to research by ParcelHero, 46 per cent of consumers have no intention of spending as much in stores as they did before.

So, could the buzz in our town and city centres be short lived? Experts warn that some shoppers are now so used to the convenience of online shopping that they need a reason, other than buying products, to deviate from e-commerce. For this reason, experiential retail has never been more important. And giving your customers a reason to get out and visit your shop is absolutely crucial for bricks-andmortar retail to survive.

Many of the major players are already jumping onto this idea.

Asda, for example, has just signed a partnership with premium fast food chain Leon so its customers can FASHION FIX Danish brand by basics eradicates wasteful overstock by producing each order especially for the retailer. Its soft blusbar shirt in 100 per cent merino wool from mulesing-free sheep, wide pants in a merino wool/cotton mix and shirt dress in poplin (pictured left) all are produced in Europe. Mix and match qualities, styles, and colours to get the assortment that suits your boutique and customers. £POA; Tel: 07504 117 954 E: info@jpf.london Jpf.london/ Bybasics.com

Dedicated to change Launched in 2006, Dedicated creates sustainable 100 per cent organic cotton basics, using up to 91 per cent less water and 62 per cent less energy in the production process. Its pieces include tees, sweatshirts and bottoms for men, women and children. £POA; E: hello@dedicatedbrand.com

Eco chic

SUSTAINABLE PRODUCTS AND BRANDS

Reuse and recycle

16 | boutique. | MAY 2021

Gemma Ward, Editor follow us on Twitter @boutiquemag and Instagram @boutiquemaguk

SHOP TALK

Sustainable and versatile

Available via new digital showroom República, El Salvador-based brand Alma creates ethical and sustainable accessories using 100 per cent recycled plastic thread. £POA; E: contact@ proyectorepublica. com

devour bean burgers after the weekly shop. We discuss the importance of consumer experience on page 42 and reveal how high-end boutiques, such as London’s Browns, are enticing their customers back in store.

If you’ve had a busy few weeks and are already looking for fresh stock, TradeGala’s Amber Domenech Patey discusses how agile fashion buying is becoming the preferred option for many boutiques on page 36 while we hunt down some great niche homeware brands on page 21.

Natural selection

Family-run jewellery and clothing brand Suzie Blue works closely with artisan manufacturers in India and Bali to create hand-made responsibly sourced products. Featuring its signature combination of bold design, seasonal colour and natural materials, its SS21 collection is available to order online now. £POA; Tel: 01636 704 042 E: sales@ suziebluejewellery.co.uk Suzieblue.com

Green denim pioneer To celebrate last month’s Earth Day, Lee Jeans has revealed a new campaign featuring model and musician Felix Radford and athlete Hannah Williams (pictured left). Both are styled in the brand’s For A World That Works line, which is made using pioneering processes such as Indigood foam dyeing, recycled fabric and sustainable mix plant fibres. £POA; Tel: 0845 600 8383

shop talk

Yes we are open!

Five leAding FAshion indies reveAl the exciteMent oF their First week bAck in business Following the reopening oF retAil

“Everyone was just happy to go back to a slice of normality, returning to enjoy the freedom of physically walking into a shop” Roo Cross is the founder of Roo’s Beach in Cornwall

“M

onday 12 April was such a momentous day for us - our newly re-vamped store opened its doors once again to our customers who were all-a-buzz with excitement to be the first to see what the new Roo’s Beach looked like. You could tell everyone was just happy to go back to a slice of normality, returning to enjoy the freedom of physically walking into a shop. A week before re-opening the store, we’d cleared out our stock room of any old styles by doing a 70 per cent sale, then conquered a new website launch and total re-brand online. Our new sunny colour palette can now be seen throughout the store from the enticing signage out the front to the shiny wall tiles inside.

“2020 totally re-shaped the business in terms of our focus and we shifted to an online store with a destination shop on the side. Before then our focus had been on the store with the website supporting it. We totally thrived and had one of the most successful years to date, meaning we could re-invest in the brand, expand our offerings and grow in 2021. We underwent a fairly major renovation and added menswear and house plants to the store. We felt that adding this was a natural 32 | boutique. | MAY 2021

“People’s mindsets have shifted and there’s an obvious attraction to support local businesses” Mandy Errington is the owner of Ipswich womenswear indie DJV Boutique

“O

ur first reopening week was great and we received a steady flow of shoppers. Our customers said they were happy to see us again and to be able to visit in person. Some said life was made easier as they could try on any items they wanted to in a safe shop environment. Most enjoy the personal experience of shopping that is just not achievable online.

“I didn’t want to just arrive at the shop and turn the sign around from

closed to open – I wanted vibrancy and colours that reflected the feeling of spring and summer. I really consider my business as part of the local community, so I used local designers and printers to create a bright window display with the message ‘awaken your style senses.’

“We’ve been selling a mixture of fashion and accessories since we reopened, mainly in bright summer colours. We plan to expand our range to include some menswear later in the season and also launch our DJV loyalty

scheme in-store. We remain hopeful about the rest of SS21. As people begin to resurface, I believe there will be a demand to visit physical stores – and indies in particular. People’s mindsets have shifted and there’s an obvious attraction to shop small and support local businesses as well.”

“People will be making up for lost time by eating out and booking events - and they will want something new to wear” Penny Rawson is co-founder of independent womenswear group The Edit progression to make us a destination store, and the plants fit so much with our design and look. We were thrilled to show these off when we re-opened on 12 April.

“Roo’s Beach has a very casual, laid back style as a store anyway so we’re well placed for lockdown dressing and a summer in UK. Sales of Levi’s almost tripled in 2020 and I predict they will carry on at these levels for 2021; the styles the brand is bringing in are just amazing. The High Loose is just an

amazing cut, as is the Column and the Barrel. Along with our Leopard print leggings, these are our most popular styles.

“We don’t do formal attire - I don’t have a need for that in my life and I think that there’s a shift away from structured clothing. Women are feeling liberated by working from home and are experimenting with new looks. We can chuck on a flowy dress with a pair of socks and Birkenstocks and it feels great!”

“R

eopening week at The Edit was successful and it was a good strong week for sales. Our customers were relaxed and they seemed ready to get back to normality.

“We had balloons on the shop

front to indicate we were open and celebrating. We didn’t run any promotions though and benefited from high margin.

“We worked hard on social media and email campaigns prior to reopening our stores. This helped us double our online sales. In-store we also had a good refresh and changed the fixture placement to make it look new when customers came back.

“Dresses are our biggest category at the moment - the good weather

has really helped. We’re feeling really optimistic about the rest of the year.

Customers are back on the high street and demand is good. We foresee that people will be making up for lost time by eating out and booking events - and they will want something new to wear.

We also have decreased competition as many of the big brand shops have closed their physical stores. As we buy mostly in-season, we will have to work hard to ensure we have the right stock, which will be harder than ever.”

MAY 2021 | boutique. | 33

MAY 2021 | boutique. | 3

www.capriclothingonline.com • sales@capriclothing.co.uk • Tel: 0203 819 0819

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CONTENTS

d an

MAY 2021 | boutique. | 5

www.joannaedwardsagency.co.uk 07989014141 / 07512550346 joannaedwardsagency@gmail.com

Fashion Fix

ESSEntiAl nEwS fOR fASHiOn indiES

ROO’S BEACH

Retail footfall surpasses Springboard’s predictions as consumers flock to shops during reopening week

F

ootfall in UK-based shopping destinations jumped by 87.8 per cent in the first week non-essential retailers were allowed to reopen, reveals data from Springboard. More shoppers headed out on Monday 12 April than any other day (151.8 per cent) while Saturday 17 April saw an increase in footfall of 116.9 per cent.

The CHAPS-based indicator of credit and debit card purchases for goods such as clothing and furnishings increased to 89 per cent of its average February 2020 level. Meanwhile, of the 95 per cent of adults who reported they’d left home in the week to 17 April 2021, the proportion of those shopping for goods other than food or medicine rose by 20 per cent compared to the previous week.

The ‘substantial uplift’ means that consumers visiting physical shops is now only -25.4 per cent lower than pre-pandemic levels. On the high

street, there were -34.9 per cent fewer shoppers compared to 2019 and a decline of -27.9 per cent in shopping centres. In retail parks, footfall is just -2 per cent lower than it was before the restrictions were put in place.

Springboard’s Diane Wehrle comments: “The first week of reopening delivered an outstanding performance for UK retail destinations and stores, with an increase in footfall from the week before that was virtually double our forecast. These results provide concrete evidence of the desire of shoppers to return to bricks-andmortar stores and destinations.

“The key issue for retail destinations will be whether this momentum can be sustained. From our evidence of the last two lockdowns, we are expecting footfall to continue to increase over the next few weeks, albeit at a lesser rate. However, the reopening of indoor hospitality on 17 May will provide a further boost to retail destinations as

many indoor venues are located in high streets and shopping centres.”

Dr Jackie Mulligan, High Streets Task Force expert and founder of local shopping platform ShopAppy.com, adds: “We’ve had fantastic reports from our local businesses, with some owners receiving gifts from customers on reopening, and many reporting being busier than they expected. It is clear that there has been a pent-up demand to pop into shops. What we’re also seeing is that people are browsing online and using digital to plan what they are going to do with their newfound freedom ahead of real trips instore. There’s a lot of optimism on the high street right now. The pandemic has put hyper-local shopping very much on the map, which is great news for high streets around the UK.” Turn to page 32 where the owners of five leading boutiques reveal the excitement of their first week back in business.

MAY 2021 | boutique. | 7

FASHION FIX

Student poll suggests Gen Z still values instore retail experience

Harrogate Fashion Week announces growing exhibitor list for August Harrogate Fashion Week has announced a growing line-up of new brands for its August 2021 edition, including Teresa Ripoli, Luis Civit, Beaumont Organics, Bariloche, Tinta, I.nco, Kiraku and Rupert and Buckley.

Organisers say there will also be “more special occasionwear than any other UK trade show,” with exhibitors including John Charles, Lizabella, Gabriella Sanchez, Veromia Occasions, Irresistable and Gill Harvey.

The two-day event, which will be held at Harrogate Convention Centre

for the first time since January 2020, will take place from Sunday 1 August.

Visitors will be able to view SS22 collections from around 100 brands such as Sahara, Jayley, Lily and Me, Pomodoro, Foil, Orientique, Oopera and Tirelli.

Organisers have negotiated special rates with the venue’s nearby Hotel St George and Crown Plaza while there’s also a ticketed Exhibition Dinner Party on the evening of the show’s first day.

For more information, turn to our trade show update feature on page 26 and visit: Harrogatefashionweek.com.

Fresh data from 12,000 UNiDAYS users has revealed that 56 per cent have shopped at physical stores since non-essential retail reopened last month. Of those shoppers, 23 per cent said they’ve spent £25 £100 on clothes while 28 per cent said they’d spent more on fashion than when the shops were closed.

The study suggests that many young people have returned to the high street over the past few weeks, despite fears that most shoppers would continue to favour e-commerce.

Viviane Paxinos, general manager at UNiDAYS, says: “While online shopping will continue to be hugely popular with students, it’s clear that many of them still value the in-store retail experience - particularly when it comes to trying on clothes. Gen Z typically has more disposable income than any other group, so it should be encouraging for retailers to see that they are hitting the shops.”

Premium boutique Atelier Tammam invests in clothing sanitiser London-based boutique Atelier Tammam has installed a Samsung AirDresser on its shop floor, which offers 99.9 per cent sanitisation while caring for clothing. Owner Lucy Tammam says the investment means it can safely place clothing straight back onto the rail ready for the next customer: “We’re trying to operate in a way that is safe and are really considering what precautions we can take. While we would always give clothes a steam between fittings, the Samsung AirDresser saves so much 8 | boutique. | MAY 2021

time and offers a greater guarantee of sanitisation, which means I can feel confident offering garments that I know are completely clean and safe to my customers.”

The AirDresser is simple to set up and operate and requires no plumbing. £1,599; Samsung.com

TIM GOUW ON UNSPLASH

I.NCO

JESSICA GRAAF FOIL

MARBLE

FELY CAMPO RUPERT & BUCKLEY

REGISTRATION NOW OPEN WWW.HARROGATEFASHIONWEEK.CO.UK 01423 623701

ELERIA CORTES

FASHION FIX

Over half of UK consumers prefer to ‘buy British’ following Brexit Over half of UK shoppers (55 per cent) say they would prefer to buy from more British brands in 2021 to help support the local economy, reveals a new study. The research was commissioned by software provider Scurri and polled over 2,000 UKbased adults about the effects Brexit has had on their buying choices.

Its findings also reveal that almost half of Britons (43 per cent) feel they haven’t been properly informed about changes to online shopping following Brexit. Moreover, over two in five (44 per cent) believe it’s the government’s responsibility – not retailers – to communicate changes they should expect when buying products from the EU. Rory O’Connor, CEO and founder of Scurri, comments: “Brexit is already having an impact on both retailers and shoppers in the UK. With the possibility of tariffs and delivery delays, there is going to be a shift to ‘buying British’ to not only

10 | boutique. | MAY 2021

barometer Industry sales fIgures MarCH 2021 (versus MarCH 2020)

-0.68% Average sales quantity

-18.17% Average selling price CELTIC AND CO

support the local economy, but to save consumers the hassle that now comes with importing goods directly from the EU.”

Hyve Group unveils new physical trade show plans for September

This September, Autumn Fair and Moda will take place under one roof at Birmingham NEC while Scoop and Pure London will unite at the Old Truman Brewery in Shoreditch.

Organiser the Hyve Group unveiled the new plans recently “after listening to exhibitor and retailer feedback.”

Scoop X Pure will showcase a highly edited line-up of fashion, home and lifestyle collections from

Boutique

7 – 9 September. Pure Origin will also take place at the event, bringing the entire supply chain under one roof. Its organiser says the show has been moved to a mid-week dateline so buyers can coordinate visits to Shoreditch-based showrooms, allowing them to return to their shops in time for busy weekend peak periods.

Meanwhile, Autumn Fair will be

-21.45% Profit margin These figures represent findings from a cross section of independent online and bricks-and-mortar retailers around the UK. Total stock management and EPoS provider Top to Toe has compiled this industry index to offer Boutique readers an insight into what’s happening on the high street and online. Tel: 0203 376 5888 E: info@toptotoe.com Toptotoe.com co-located with Moda from 5 – 8 September. The Hyve Group says this will “provide even more crossover buying and selling opportunities, creating a definitive fashion destination.”

Julie Driscoll, MD for Hyve’s UK retail and fashion portfolio, comments: “We are delighted to finally be returning to the thing we do best: market-leading events facilitating trade, collaboration and creativity.

We’re working hard to make our inperson shows safe and secure and we can’t wait to welcome our community back after such a long time apart.’’

Read more on page 26.

New Spring/Summer 21 www.nourlondon.com

FASHION FIX

#Grid goals Top posTs we’ve liked on The ‘grAM This MonTh

@homebytea

@kiticymru

“WE’RE BACK BABYYYY!!! Let’s do this thing #backforgood Txxx”

“Absolutely thrilled to be listed in the 50 best boutiques in Britain as chosen @telegraphstella @telegraph. Can’t believe the love and support we’re received recently.”

@foundbath

“Thank you to everyone that’s already visited us this week!

We’re so excited to be back open alongside our indie neighbours...”

@d.a.y_boutique

“We have officially reopened and we couldn’t be happier about it! If you’re in the area be sure to pop in and say hi!

We’ve missed you all and can’t wait to catch up...”

Social butterflies @Inidjewellery

Based in the pretty Nottinghamshire town of Southwell, jewellery indie Last Night I Dreamt is definitely worth following for its pretty and inspiring posts.

12 | boutique. | MAY 2021

@indxfashion

Follow the account for indie-focused trade show INDX Fashion for all the lastest news and brand information alongside details on its free business webinars.

Three inspirATionAl insTAgrAM AccounTs To follow now

@faithfulthebrand

If you’re looking for pretty summer dresses, Faithful the Brand - the creation of two super-stylish globetrotters – is a great choice for brightening up your feed.

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FASHION FIX

Socks appeal

Female-founded accessories brand Socko produces sustainable socks that are made in the UK. Each pair features 50 per cent recycled garment cutting waste cotton, 33 per cent polyester from recycled bottles and 17 per cent Econyl, which is generated from discarded fishing nets and nylon waste. £POA; E: emma@socko.shop Socko.shop

All wrapped up

Part of the Lily and Lionel for Katie Leamon collection, the double-sided Heirloom Floral and Wild Rose Gift Wrap is perfect for boutiques looking to upscale their gifting ranges. £POA; E: Katie@katieleamon.com Katieleamon.com

Treasure trove

INSPIRATIONAL BUYS TO THRILL SHOPPERS THIS SEASON AND BEYOND

Effortless cool

The AW21 collection by Scandi brand Ganni leads the cool stakes with its slogan tees, oversized knitwear and signature dresses. £POA; E: sales@ganni.com Ganni.com

Flower power

Premium womenswear brand Phoebe Grace creates conscious clothing in signature prints. These graphic print floral Scooby Trousers for SS21 are a real showstopper. £POA; E: charlottes@phoebe-grace.co.uk Phoebe-grace.co.uk 14 | boutique. | MAY 2021

Shine like a star

Add celestial styling to outfits with Scream Pretty’s Large Sparkling Starburst Necklace with Slider Clasp. Crafted from rhodium plated recycled sterling silver with the option of 18ct gold plated, this large star charm has been studded with clear cubic zirconia stones which catch the light to produce a brilliant north star shine. £16.95; Tradescreampretty.com

FASHION FIX

Sustainable and versatile

Danish brand by basics eradicates wasteful overstock by producing each order especially for the retailer. Its soft blusbar shirt in 100 per cent merino wool from mulesing-free sheep, wide pants in a merino wool/cotton mix and shirt dress in poplin (pictured left) all are produced in Europe. Mix and match qualities, styles, and colours to get the assortment that suits your boutique and customers. £POA; Tel: 07504 117 954 E: info@jpf.london Jpf.london/ Bybasics.com

Dedicated to change Launched in 2006, Dedicated creates sustainable 100 per cent organic cotton basics, using up to 91 per cent less water and 62 per cent less energy in the production process. Its pieces include tees, sweatshirts and bottoms for men, women and children. £POA; E: hello@dedicatedbrand.com

Eco chic

SUSTAINABLE PRODUCTS AND BRANDS

Reuse and recycle Available via new digital showroom República, El Salvador-based brand Alma creates ethical and sustainable accessories using 100 per cent recycled plastic thread. £POA; E: contact@ proyectorepublica. com

16 | boutique. | MAY 2021

Natural selection

Family-run jewellery and clothing brand Suzie Blue works closely with artisan manufacturers in India and Bali to create hand-made responsibly sourced products. Featuring its signature combination of bold design, seasonal colour and natural materials, its SS21 collection is available to order online now. £POA; Tel: 01636 704 042 E: sales@ suziebluejewellery.co.uk Suzieblue.com

Green denim pioneer To celebrate last month’s Earth Day, Lee Jeans has revealed a new campaign featuring model and musician Felix Radford and athlete Hannah Williams (pictured left). Both are styled in the brand’s For A World That Works line, which is made using pioneering processes such as Indigood foam dyeing, recycled fabric and sustainable mix plant fibres. £POA; Tel: 0845 600 8383

bybasics.com

Tel: 07504 117954

Email: info@jpf.london

FASHION FIX

Easy styling

Landing in stores this June, Coster Copenhagen’s pre-fall collection includes easy-wear dresses and separates in block colours and daring prints. £POA; Tel: 0045 5084 9855 Costercopenhagen.com

Unexpected design

For AW21, Rabens Saloner explores the contrast between sharpness and fluidity, light and shade or movement and stillness to create a collection that plays with volume, texture and colour in unexpected ways. £POA; E: sv@inexcessfashion.com

Boutique oves…

Summer knits

British womenswear label Luella has launched a sustainable cotton knits collection for SS21.

Made in Italy using recycled Ecotec yarn, the process transforms redundant garment clippings into beautiful, colourful fibres. The production cycle is also completely traceable and certified. From £18.50; Tel: 01454 238 940 E: info@luellafashion.co.uk

MUST HAVE FASHION BUYS FOR THIS SEASON AND BEYOND

Dreamy accessories

The ultimate high-end accessory for summer evenings on the town, Native Dubai’s soft goat leather Dreamy bag features 24-carat gold plated fittings and inner lining made from Alcantara. £POA; E: info@nativedubai. com

Trans-seasonal pairings Perfect for pairing with floral dresses when the weather turns cold, ATP Atelier’s shearling-lined Novilara boots will help extend the wear of your customers’ SS21 buys. £POA; E: sales@atpatelier.com 18 | boutique. | MAY 2021

Spring collection and digital catalogue are available on our website

Spring collection and digital catalogue are available on our website

www.dantejewellery.co.uk www.dantejewellery.co.uk

T: 01260 226 588

Telephone 01260 226 588

Email: info@dantejewellery.co.uk

Email : Info@dantejewellery.co.uk

No minimum for online orders and no-quibble returns policy if an

No minimum for online orders and no-quibble returns policy if an item is not item is not what you expected via our Freepost address what you expected via our Freepost address

Stock Up

What to buy noW

Light it up

I

ntroducing some carefully curated homewares could turn your fashion boutique into a lifestyle destination. We pick out some noteworthy niche products and brands…

VEGan bunny May 2021 | boutique. | 21

HOMEWARES

Welcome ome UNIQUE AND INDEPENDENT HOMEWARE BRANDS TO COMPLEMENT YOUR WOMENSWEAR COLLECTIONS

NAT MAKS CHALK

Kent-based lifestyle brand Chalk offers a capsule collection of UK-designed loungewear and homewares to a growing community of independent boutiques. The company has grown from a small family-run seaside shop to a design-led brand supplying over 200 indies. Its products are manufactured globally with the majority of its pieces made in Europe and finished in the UK. Categories include cushions and soft furnishings, jute storage baskets, ceramics, home fragrances and hand-poured natural wax candles. Its Room and Pillow Sprays are a popular choice for boutiques and come in three fragrances: Lavender, Neroli and Sweet Orange and Lime and Herb.

CONTACT: Chalkuk.com/wholesale 22 | boutique. | MAY 2021

CUSTHOM

London-based design studio Custhom creates beautiful fabrics made from natural materials such as cotton and flax, woven at a specialist mill in Sudbury. The company launched in 2010 and originally began life designing and hand-making luxury wallpapers. Recently it has branched out into soft furnishings, glassware and ceramics, creating designs that interact across each material. This season it has added two new patterns to its range: Oblique (pictured above) and Contour.

Buyers can select the fabrics or readymade blankets, cushions and seating accessories.

CONTACT: E: info@custhom.co.uk Custhom.co.uk

Created by Margate-based German print maker and illustrator Natascha Maksimovic, Nat Maks produces unique artwork and wallpaper featuring contemporary designs. The designer specialises in Suminagashi, a traditional Japanese marbling technique. For SS21, its Metamorphosis wallpaper collection brings a modern approach to the endangered craft with a fantastical colour palette encompassing moody shades of blue and green alongside neon orange and pink. The process involves dropping ink onto a still surface of water and letting an organic pattern form. Its wallpaper, which is created by placing and moving large sheets of paper across the water, is sold as a one-off panel that can be framed and hung on a wall.

CONTACT: E: info@natmaks.com Natmaks.com

HOMEWARES

ELENI BANTRA VEGAN BUNNY

Named Best Vegan Candle in PETA’s Vegan Homeware Awards, familyrun British brand Vegan Bunny was created by sisters Elisa and Orianna Lubisco. The brand’s candles are made from essential oils, biodegradable wax and cotton and paper wicks while they are shipped in plastic-free packaging.

With sustainability at the heart of the brand, all of its products are made in Britain to reduce its carbon footprint while it also plants one tree for every candle sold on its website. Best-selling scents in its range include Cosy Time from the Self-Care collection and Rose Blossom from the Classic Bunny edition.

CONTACT: E: support@veganbunny. co.uk Veganbunny.co.uk

WIGIMAMA

Founded in 2016, independent children’s homeware brand Wigimama orginally specialised in teepees.

Today its range includes a plethora of premium home products made from high quality materials for creating playful interiors. Its products are created locally in the brand’s own factory while it carefully selects its suppliers and manages the entire production and delivery process.

Standout products include plush floor cushions and beanbags, colourful canopies, teepee sets and loungers.

Bunny beanbag £47.50.

CONTACT: E: victoria@wigiwama.com

London-based luxury accessories brand Eleni Bantra offers high quality certified textiles and materials in a limited quantities and sustainable packaging. All of its pieces are crafted from high quality textiles and made to last. With a focus on slow fashion, its pieces are either made to order or produced in small quantities to reduce its environmental impact.

Moreover, its accessories are digitally printed using Azo dye-free inks while the brand operates a no waste policy where products are not discarded or discontinued each season. Its range of unique and limited edition art prints have been developed organically using digital and hand-printed samples.

Each one is mounted ready for framing and personally signed by the artist.

CONTACT: E: info@elenibantra.com Elenibantra.com MAY 2021 | boutique. | 23

PROMOTION

Flexible buying DresseD up or DresseD Down, bY bAsics/ own will ensure Your custoMers look their best for everY occAsion

W

hether they want to dress up or dress down, the easy-wear pieces by Danish label by basics/OWN will ensure your customers look their best for every occasion. The sustainable brand offers slow fashion ranges boasting high quality transitional weight fabrics in a plethora of colours. Its short-deliveryfrom-order business model offers retailers the flexibility and reliability of supply to cater for a wide range of customer tastes. Moreover, with low risk and no minimum quantities, boutiques can order what they need whenever they need it, ensuring minimum financial outlay per order and high profit, high volume annual sales.

Typically, boutiques place around eight to 12 orders per year per from its fully colour coordinated collection of mulesing free merino wool, bamboo, cotton jersey, wool/cotton mix, fine poplin, linen and brushed wool fabrics that can also be worn as a mix of colour coordinated styles. This month it is focusing on its linen offer because that’s what customers are buying into.

Made to order for your boutique with OWN orders placed in May arriving in store by mid July and all by basics collections shipped in 4 weeks from order.

Choose from 27 styles in 22 colours in two weights of dry handle linen.

Select your styles, choose your colours and coordinate. Sell it through, change it around and run it again.

New colours, winning styles, fresh every month and unique to your store.

Buyers can make their selections easily online via the brand’s password 24 | boutique. | MAY 2021

protected retailer-only ordering platform, Traede, or see the collection in-store store or on Zoom. Boutiques can also show their customers a full colour range of fabric swatches, supplied by the brand, to take special orders from loyal shoppers.

By basics and OWN stand for high quality stylish fashion. It is just as innovative in product, production concepts and model as it is in its approach to the market. What’s more, the brand is ethical and sustainable throughout its entire process, which is sure to appeal to conscious shoppers.

The brand has seen a 60 per cent increase in its global business in the past 12 months that has paved the way for further substantial but controlled expansion.

The brand’s garments are designed

in Denmark and produced at its own production facilities in Poland as well as by its partner factories in Portugal and Denmark.

This means that all of the brand’s production is European and there is no duty payable by customers on import to the UK. Meanwhile, by basics and OWN says it values its exclusive relationships with customers and does not sell direct to the public online.

UK boutiques that have recently started stocking by basics and OWN include The Italian Touch, Village Life, Anne Morris, The Sporting Duchess, Walkers, Phoebe and Flo. Could it be the brand you’ve been looking for to elevate your womenswear collections too?

CONTACT:: Tel: 07504 117 954 E: info@jpf.london bybasics.com

TRADE SHOWS

Buying is back

EvErything you nEEd to know about this yEar’s plannEd tradE shows

SCOOP X PURE

Tuesday 7 September – Thursday 9 September 2021 The Old Truman Brewery, London Scoop and Pure London will unite this September for an exciting buying experience at the Old Truman Brewery. Designed to offer an exclusive and safe buying experience, the event will also be co-located alongside Pure Origin, bringing the entire supply chain under one roof. Curated by Scoop founder and MD Karen Radley, Scoop X Pure will highlight the most exciting collections and labels across both shows’ rosters with a department store style atmosphere. Buyers can expect emerging and established UK and international designers across men’s and womenswear alongside a selected edit of home and lifestyle products. After listening closely to exhibitor and retailer feedback, organiser the Hyve Group has moved away from Scoop and Pure London’s traditional weekend datelines for this season only. Now taking place mid-week, the events will tie in with retailers’ visits to Shoreditch-based showrooms, allowing them to return to their shops in time for the weekend Additionally, the change in date reflects the wider market, allowing brands that exhibit at international trade shows to join the line up.

CONTACT: Purelondon.com/scoop-x-pure

HARROGATE FASHION WEEK 1-2 August Harrogate Convention Centre, Harrogate

The next edition of Harrogate Fashion Week will take place at its usual venue, the Harrogate Convention Centre. As one of the only womenswear shows to be held during the summer months, it is expected to be popular among indies and brands. The exhibition will run for two days and showcase SS22 collections from 100 labels including Sahara, Jayley, Lily and Me, Pomodoro, Claire Desjardins, The Bamboo Wardrobe, Passioni, Foil, Orientique, Oopera and Tirelli. There’s also a range of new brands exhibiting including Teresa Ripoli, Luis Civit, Beaumont Organics, Bariloche, Tinta, I.nco, Kiraku and Rupert and Buckley. Organisers say there will be more special occasionwear than any other UK trade show as well as a new Prom Pavilion featuring Rachel Allan and Special Day. Join the HFW team and exhibitors for a drinks party on Sunday 1 August to celebrate the first day of the show. Tickets are also available for the Exhibition Dinner Party.

CONTACT: Harrogatefashionweek.com

INDX WOMENSWEAR AND FOOTWEAR 27-29 July 2021 Cranmore Park, Solihull

INDX Womenswear and Footwear returns to Solihull this 27 – 29 July offering standout products, atmosphere and facilities especially for independent fashion buyers. The show is the only event of its kind, combining a professional yet relaxed buying environment with an abundance of exciting brands. Visitors can expect to find women’s lifestyle, footwear and headwear from established and emerging labels. The event is organised for buyers by buyers and includes a range of benefits for attendees. More details are to follow from the show’s organiser.

CONTACT: Indxshows.co.uk/indx-fashion/womenswear/exhibitors 26 | boutique. | May 2021

Stock and short order available To view collection and latest brochure visit: T: +44 7762 930988 E: info@elkalondon.co.uk W: www.elkalondon.co.uk MAY 2021 | boutique. | 27

ACCESSORIES

Fashion Extras

GEMMA WARD PICKS OUT THIS MONTH’S BEST BAGS, SWIMWEAR AND LIFESTYLE ACCESSORIES

Super size me

Picnic party

Part of the Tiba + Marl x Smiley collaboration, this XL Family Cool Bag features a myriad of pockets and spaces for picnic paraphernalia. £POA; E: wholesale@tibaandmarl.com

Stripes away

Bee kind

Woven using traditional techniques from Scotland’s last remaining linen mill, The Linen Table’s bee tea towels will bring a buzz to homeware edits this SS21. £6.65; Tel: 01592 654 222

Wake up call

Perfect for post-lockdown shopping trips, Kind Bag has launched a supersized version of its eco-friendly bag - made from 100 per cent recycled bottles. £POA; E: hello@kindbag.co Kindbag.co

Made from 100 per cent recycled plastic bottles, Dedicated’s Hemse Big Stripes Bikini is the perfect choice for sustainable shoppers who want to look great on the beach this summer. £POA; E: hello@dedicatedbrand.com

Containing premium natural ingredients such as ginger, lemon peel and chilli, Lab Tonica’s Pow tea invigorates the body and wakens the mind - all without caffeine. £POA; E: kate@labtonica.co.uk

Casual cool

Industrial chic

Retro pin-up

Scandi brand ATP Atelier blurs the lines between city and countryside with its AW21 collection. Standout pieces include these striking Pesaro combat boots. £POA; E: paulina.vinter@atpatelier.com 28 | boutique. | MAY 2021

Made from a specially formulated high-performance concrete and high grade stainless steel, the genderneutral pieces by Serbian brand MORF redefine traditional jewellery trends. £POA; E: nina@madebymorf.com

Inspired by 1950’s beachwear, Pearl Lowe’s new Swimwear Collection includes suits and hats handmade in Somerset by local seamstresses using Liberty print fabric. £POA; E: enquiries@pearllowe.co.uk

ACCESSORIES

Carry out

Hill and Ellis’s water-repellent canvas tote panniers can be carried by hand or securely attached to bikes. £POA; E: Catherine@hillandellis.com Tel: 0203 488 5890

Cool to be kind

In the fold

Made with comfort in mind, Cocorose London’s quilted Piccadilly ballerinas are crafted from nappa sheep leather with a double cushioned rubber sole. £POA; Tel: 0208 829 8919

Inner glow

Sweet dreams

Silk pillowcases are a big beauty trend and UNCU London’s 100 per cent Mulberry versions are luxurious, chic and beneficial to lined skin and unruly hair. £POA; Tel: 0330 113 9239

Smart thinking

Samantha Siu creates sustainable fine jewellery and donates a percentage of profits to charity. Its A Love Affair collection represents a romantic lifestyle with a philanthropic core. £POA; Samanthasiu.com

Perfect for retailers who serve drinks, FYX Body collagen water contains a berry infusion of pure spring water and Naticol Marine Collagen to help repair the body as it hydrates. £POA; E: hello@fyxme.co.uk

Stylish jewellery that doubles up as an emergency device, InvisaWear offers necklaces, bracelets and key chains featuring smart SOS technology. From £72.62 each; Invisawear.com/pages/ wholesale

Good scents

Gladiators ready!

Wash day

Launched during lockdown by founder Marits Roberts, Hackneybased candle brand Old Flame Club offers hand-poured statement candles in five signature scents. £POA; Oldflameclub.etsy.com

Made consciously with vegetable tanned and sustainably harvested leather, D’Arce’s Story Crossover Slingback Sandals are the perfect summer shoe for green fashion fans. £POA; Darcesandals.com

Attirecare’s Denim Wash is tough on dirt yet gentle on sensitive skin.

Leave jeans to soak for 45 minutes in its natural formula and rinse away for a worn-in look. £POA; E: hello@ attirecare.com Attirecare.com MAY 2021 | boutique. | 29

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Shop Talk

Industry opInIon

Business as usual

A

roo’s BEACH

s bricks-and-mortar retail returns with a bang, we discuss why agile fashion is taking the gamble out of product sourcing for some retailers while five leading fashion indies discuss their first week back in business…

MAy 2021 | boutique. | 31

SHOP TALK

Yes we are open!

Five leAding FAshion indies reveAl the exciteMent oF their First week bAck in business Following the reopening oF retAil

“Everyone was just happy to go back to a slice of normality, returning to enjoy the freedom of physically walking into a shop” Roo Cross is the founder of Roo’s Beach in Cornwall

“M

onday 12 April was such a momentous day for us - our newly re-vamped store opened its doors once again to our customers who were all-a-buzz with excitement to be the first to see what the new Roo’s Beach looked like. You could tell everyone was just happy to go back to a slice of normality, returning to enjoy the freedom of physically walking into a shop. A week before re-opening the store, we’d cleared out our stock room of any old styles by doing a 70 per cent sale, then conquered a new website launch and total re-brand online. Our new sunny colour palette can now be seen throughout the store from the enticing signage out the front to the shiny wall tiles inside.

“2020 totally re-shaped the business in terms of our focus and we shifted to an online store with a destination shop on the side. Before then our focus had been on the store with the website supporting it. We totally thrived and had one of the most successful years to date, meaning we could re-invest in the brand, expand our offerings and grow in 2021. We underwent a fairly major renovation and added menswear and house plants to the store. We felt that adding this was a natural 32 | boutique. | MAY 2021

progression to make us a destination store, and the plants fit so much with our design and look. We were thrilled to show these off when we re-opened on 12 April.

“Roo’s Beach has a very casual, laid back style as a store anyway so we’re well placed for lockdown dressing and a summer in UK. Sales of Levi’s almost tripled in 2020 and I predict they will carry on at these levels for 2021; the styles the brand is bringing in are just amazing. The High Loose is just an

amazing cut, as is the Column and the Barrel. Along with our Leopard print leggings, these are our most popular styles.

“We don’t do formal attire - I don’t have a need for that in my life and I think that there’s a shift away from structured clothing. Women are feeling liberated by working from home and are experimenting with new looks. We can chuck on a flowy dress with a pair of socks and Birkenstocks and it feels great!”

shop talk

“People’s mindsets have shifted and there’s an obvious attraction to support local businesses” Mandy Errington is the owner of Ipswich womenswear indie DJV Boutique

“O

ur first reopening week was great and we received a steady flow of shoppers. Our customers said they were happy to see us again and to be able to visit in person. Some said life was made easier as they could try on any items they wanted to in a safe shop environment. Most enjoy the personal experience of shopping that is just not achievable online.

“I didn’t want to just arrive at the shop and turn the sign around from

closed to open – I wanted vibrancy and colours that reflected the feeling of spring and summer. I really consider my business as part of the local community, so I used local designers and printers to create a bright window display with the message ‘awaken your style senses.’

“We’ve been selling a mixture of fashion and accessories since we reopened, mainly in bright summer colours. We plan to expand our range to include some menswear later in the season and also launch our DJV loyalty

scheme in-store. We remain hopeful about the rest of SS21. As people begin to resurface, I believe there will be a demand to visit physical stores – and indies in particular. People’s mindsets have shifted and there’s an obvious attraction to shop small and support local businesses as well.”

“People will be making up for lost time by eating out and booking events - and they will want something new to wear” Penny Rawson is co-founder of independent womenswear group The Edit

“R

eopening week at The Edit was successful and it was a good strong week for sales. Our customers were relaxed and they seemed ready to get back to normality.

“We had balloons on the shop

front to indicate we were open and celebrating. We didn’t run any promotions though and benefited from high margin.

“We worked hard on social media and email campaigns prior to reopening our stores. This helped us double our online sales. In-store we also had a good refresh and changed the fixture placement to make it look new when customers came back.

“Dresses are our biggest category at the moment - the good weather

has really helped. We’re feeling really optimistic about the rest of the year.

Customers are back on the high street and demand is good. We foresee that people will be making up for lost time by eating out and booking events - and they will want something new to wear.

We also have decreased competition as many of the big brand shops have closed their physical stores. As we buy mostly in-season, we will have to work hard to ensure we have the right stock, which will be harder than ever.”

MAY 2021 | boutique. | 33

SHOP TALK

“It feels different to when we came out of the first lockdown in June when everyone felt apprehensive” Deryane Tadd is owner of premium womenswear boutique The Dressing Room in St Albans

“O

ur first week open was great.

We had been busy throughout lockdown with our online side of the business but it was like a breath of fresh air to be able to welcome customers back in store. There was a great buzz and a really uplifting atmosphere. Everyone was in a great mood, relieved to be out and about and in very good spirits. It feels different to when we came out of the first lockdown in June when everyone felt apprehensive.

“We didn’t run any specific promotions for reopening, we just celebrated being open and that was enough. We updated some of our instore furniture during the lockdown, giving the store a fresh look. We’ve expanded on our virtual styling services too, which have become very popular. We’ve also integrated our in-store loyalty scheme with online, which has been a work in progress for many years and finally completed in March.

“We’ve been selling a real mixture of product across the board. However,

stand out categories have been relaxed styles of denim, trainers and boho blouses. I feel cautiously optimistic about the rest of this season. We will have a better view and understanding of what to expect after we have six to eight weeks’ trade under our belts. But for now, things feel good and - dare I say - it feels almost as if it did before covid happened. Perhaps ask me again in a couple of months!”

“With the projected shift to more flexible home working, I think consumers are more aware of the value of their local high streets” Alison Townshend is founder of indie group Sassy and Boo and Luella Fashion

34 | boutique. | May 2021

“S

ummed up with a few words, our first week was exciting, busy and quite emotional. We had lots of friendly faces popping in for a catch up – we have fabulous relationships with customers and it’s lovely to see them again and find out how they’ve been.

“It certainly seems like our ladies were keen to get out of loungewear.

Our dresses have been selling really well and we’ve also had lots of success with our cashmere blend knitted tanks - they are perfect for layering now that spring is here. We’re still spending lots of time outside so they look great over dresses or with jeans.

“We’re hugely optimistic about the

rest of SS21 – we were nervous of course as reopening approached and hoped all the hard work behind the scenes was worth it, but we’ve had such an overwhelmingly positive response. With the projected shift to more flexible home working, I think consumers are more aware of the value of their local high streets. We believe market towns will continue to benefit, however, we must never become complacent; it’s incredibly important we listen to our customers and adapt to their needs. We have the unique opportunity to translate that market insight to our wholesale brand Luella and offer that to other boutiques in the rest of the country, which we hope benefits all our local high streets.”

SHOP TALK

Gambling on fashion

How tHe industrY’s conscious Move to Agile fAsHion buYing is tAking tHe risk out of product sourcing. bY trAdegAlA’s AMber doMenecH pAteY

“R

unning a retail business of any kind could be considered a gamble, but the fashion industry seems particularly suited to foment addiction. The excitement can be intoxicating – the heady thrill of tracking market trends and making predictions six months ahead of the game; competing with thousands of eager buyers at busy trade shows to source that elusive best-seller; negotiating deals with untested suppliers based on volume and expected sales; and finally placing the bet - the down payment for the collection that will make your store stand out from the crowd. Sometimes the gamble pays off and the stock sells out in weeks, making you wish you’d ordered more. But sometimes it doesn’t and you’re forced to cut prices to cost to avoid warehousing dead stock for another season. Either way, we accept the game as part of the fast and fickle world of the fashion retailer.

“This tried and tested method of fashion sourcing had been ‘just the way it is’ for decades, even as technology and society long outpaced the industry. Fast fashion retailers create copycat looks direct from runways within weeks or even days, and designers are now under pressure to create extra pre-fall or resort seasons just to stay relevant and keep up with heightened demand. Fashion influencers on social media platforms can create or kill off trends from one day to the next. Both brands and 36 | boutique. | MAY 2021

retailers struggle to keep up with the roulette wheel that continues to spin ever faster, nobody wanting to be the first to slow down.

“And then Covid-19 happened. The Spring/Summer collections that had been touted as the next big thing in January were laughably out of touch by mid-March. Previously niche loungewear collections were suddenly the must-have trend for consumers in lockdown, while demand for everything from jeans to occasion wear plummeted to never-seen-before lows. Even now, over a year later, it’s proving difficult to predict trends as far ahead as a month in advance as the industry attempts to read its audience without any prior reference as to what we can expect. How will consumers react as they navigate the uncertainty that takes us toward the end of this crisis? Will there be a boom in party wear and frivolous fashion as friends and family are able to celebrate weddings, parties and holidays once more? Or is loungewear here to stay as customers rebel against the idea of returning to more restrictive tailored styles?

Agile fashion

“Struggling stores have enough to contend with in the current climate, and there’s been a real sense of foreboding for the UK high street since retail giants like Debenhams and the Arcadia Group went under. Smaller independent retailers, particularly those with brick-and-mortar stores,

can be forgiven for wondering how they will survive even as we begin to see the light at the end of the tunnel with the vaccine roll-out and increased consumer confidence. But perhaps the crisis itself has presented us with the solution we were looking for - not only for the current situation, but also to combat the longer standing issues faced by the industry as a whole. It’s time for the agile fashion revolution.

“The agile method may sound like typical corporate jargon used mainly by fast-paced tech companies to exclude the non-technically minded.

However, when applied to retail, it suggests a new led-by-demand way of fashion sourcing that can cut costs, reduce waste and perhaps even cure the industry of its gambling addiction.

“The idea of agile working can be traced back to the Just in Time or Lean manufacturing principles established by Toyota in the 1950s.

Designed to streamline the production process, workers would constantly evaluate what worked and what didn’t, adapting to changes as they happened to both save time and reduce waste. Other major businesses, particularly those in the IT industry, took this method and adapted it to work for them. We may not question why our phones and laptops offer us regular software updates fixing the odd bug and offering a new function, but these are all based on user data.

These small changes are designed to enhance the user experience without the investment and risk of launching

SHOP TALK major software releases every year or so.

Reducing waste

“It’s high time the fashion industry adopted the same model. We may talk of sustainability and ethical production, but if massive amounts of dead or unsold stock goes straight to landfill each year it’s of little use.

By sourcing small amounts of shortorder stock regularly, retailers are able to assess the popularity and adjust future orders accordingly – a technique that requires lower initial investment and subsequently less risk.

This is one that industry giant Zara has used for years to help propel its extraordinary success. In the context of the pandemic, agile retailers were able to quickly stock small amounts of the newly popular loungewear and athleisure ranges while traditional retailers were stuck with months’ worth of summer beach and holiday wear that would never see the light of day. Reactive purchasing based on live trends could very well have made the difference between survival and bankruptcy for some fashion businesses.

“The coronavirus crisis has made its mark on the fashion sector. Top designers are now creating seasonless collections designed to outlast the traditional fashion calendar. Trade shows were forced online, and the industry is only now waking up to the wealth of possibilities that wholesale online shopping can provide.

“All of these possibilities are embodied by wholesale fashion marketplace TradeGala – an online short-order fashion platform ahead of its time.

“With TradeGala, fashion buyers of all sizes can source popular and exclusive international fashion brands without having to step outside their front door. Minimum orders start from as low as £50, meaning trialling new brands is now a minimum risk.

Plus, with international courier shipments taking just days from order to delivery, fashion stores can update their stock the moment new trends

sunnY ng on unsplAsH

become popular. With the reopening of the high street, stores are now vying for the attention of consumers – those stores with a regularly updated stock portfolio have a unique advantage allowing them to stand out from the crowd and keep customers coming back for more.

“Fashion brands can also benefit from this sales model; creating small batch capsule collections on a regular basis allows brands to test the market and adjust designs and production accordingly. And regular stock updates help attract and keep prospective buyers’ attention without investing in cost-heavy marketing strategies with

no guarantee of ROI. “As we look to the future, it’s vital that we take the lessons learned from the pandemic and use them to build a healthier industry - both for business and the environment.

Even as trade shows open their doors once more and international fashion weeks return, brands and buyers can now supplement traditional sourcing methods with the use of data-led technology and demand-driven platforms like TradeGala. Gambling may be a difficult addiction to face, but with a conscious change from fast to agile fashion, we may be able to get over it together.”

MAY 2021 | boutique. | 37

SHOP TALK

“The continuation of the warm weather over the past few weeks has led to shoppers refreshing their spring wardrobes and enjoying time with friends and family in outdoor spaces” Hari KrisHnadasan, Md at Capri ClotHing, unpiCKs non essential retail’s reopening footfall figures

“R

etail sales have risen above seasonal norms for the first time this year as spring and the reopening of nonessential stores brought back relief to the sector. But despite progress along the road map, the impact of covid-19 restrictions is still biting hard. Some retailers I’ve spoken to say they are facing challenges around inventory management and supply chains amid trade disruption, big shifts in consumer behaviour and uncertainty over how long some degree of social distancing will remain in place.

“When the data for physical retail’s first week back was broken down, it showed how footfall declined during the week across all retail destinations, while the weekends saw a rise. This provides the first indication of the significant impact of home working on retail footfall during the working week.

This was highlighted by the fact that the average decline in footfall in shopping centres between Monday and Friday was more than double that of high streets - many of which are smaller and more local and therefore easier to access while people are working from home.

“The tremendous opening week for retail was undoubtedly helped by the fact that it was the last week of the school Easter break for many children, which meant some parents took leave from work to visit stores and retail destinations as a family. It is therefore not surprising that footfall 38 | boutique. | May 2021

dipped as children went back to school and many people continued to work from home. This is making stores less accessible over the working week and

is evidenced by the fact that the drop in footfall occurred between Monday and Friday, while on a Saturday it continued to rise.

“Some of our stockists have commented on how the continuation of the warm weather over the past few weeks has led to shoppers refreshing their spring wardrobes and enjoying

time with friends and family in outdoor spaces. So far Springboard’s data suggests that consumers have missed bricks-and-mortar shopping because of the number of people utilising the high street and retail parks. As we all knew prior to the reopening of nonessential retail, there was pent up demand as shoppers across all regions had more disposable income. This is the longest period of sustained increases in footfall since the lead-up to the reopening of non-essential shops in June 2020 when footfall rose for six consecutive weeks.

“The latest data from PWC shows that consumer confidence is now at its highest level since the tracking of data began in 2008. The figures show there are consumers with more disposable income and a “pent up demand to spend after a year of lockdown restrictions.”

PWC say the big reason for this optimism stems from the coronavirus vaccination rollout and the fact that most of the adult population have received at least their first jab.

“Forced savings during lockdown have led to record levels of optimism and consumers have missed their favourite activities such as shopping, eating out and going on holiday. There should be ample opportunity over the spring and into the summer for retailers to maximise this appetite to spend.”

BUSINESS SENSE FOR FASHION RETAILERS

We are now booking for New Season Campaigns Boutique offers tailored multi platform options which cover, print, editorial, digital and social media all allowing your collections maximum exposure throughout the season.

Please contact the team for us to discuss your thought for the season ahead and how we can help you...

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Down to Business A helping hAnd for fAshion indies

Experience days

T

he post-pandemic consumer may need more than new clothes alone to entice them back to the high street. We reveal why experiential retail is now more important than ever…

AhMed CArTer on UnsplAsh MAY 2021 | boutique. | 41

DOWN TO BUSINESS

“Fashion retail will have to reinvent itself to be experiential – a place where physical and digital worlds meet – if it is to survive” Mcbains’ Mark Leeson reveaLs why creating an experience wiLL be cruciaL for post-pandeMic retaiL

“L

ockdown hit high street fashion retailers hard as non-essential shops were forced to close and shoppers gravitated online.

Indeed, according to the latest figures from the Office of National Statistics, the percentage of online sales reached a record level in February 2021 – 36.1 per cent – compared to 20 per cent in February 2020. The impact of the pandemic, together with the collapse of high street fashion stalwarts such as Debenhams, Cath Kidston, Topshop and Laura Ashley, meant physical retail was facing breaking point.

“So figures showing increased footfall in the first week non-essential retail was able to reopen gave the industry a welcome boost. According 42 | boutique. | May 2021

to statistics from PFM Footfall Intelligence, footfall was up 648 per cent in the week to 17 April compared with the same seven days last year.

“But will these good times last, or do these figures just represent the initial thrill of shops reopening and the novelty of people just wanting to get out to physically browse again?

“If we look back further to before we knew anything of Covid-19, the shift to online was already well in place. The pandemic just accelerated this trend: PFM data also shows that on average, shopping centre footfall was down by 25 per cent each week, compared to the equivalent seven days in 2019.

“On the plus side, there is still a place for physical retail. I predict that local independent shops, for example,

tiM MosshoLder on unspLash

will continue to flourish, as the shift that we’ve seen during lockdown to consumers spending more time in our local neighbourhoods rather than travelling to the big cities is likely to stay.

“But retailers that do not have a

DOWN TO BUSINESS strong digital offering and persist in an over-reliance on physical sales will continue to suffer. Fashion retail will have to reinvent itself to be experiential – a place where physical and digital worlds meet – if it is to survive.

“Take the changes made by luxury fashion retailer Browns, owned by global online shopping destination Farfetch, which exemplify this approach. Its refurbished store in London has augmented reality technology where customers can try on clothes that aren’t even inside the store. Customers can also visit an in-store restaurant while there’s an outdoor courtyard for meeting and a space with constantly changing attractions such as photography exhibitions. Lastly, shoppers don’t need to go to the tills: payments can be made via a link sent to the customer’s mobile phone.

“Figures published by the New West End Company (a partnership of 600 retailers, restaurateurs, hoteliers and property owners across 80 streets in London’s West End), also show how locations offering a fuller experience,

more than just retail alone, can attract higher footfall.

“On 12 April, retail and hospitality hotspots in the West End like Lancashire Court and Heddon Street attracted a 2,934 per cent and 1,668 per cent respective increase in footfall compared to the same day last year.

Meanwhile, neighbouring Oxford Street and Regent Street also saw rises of 847 per cent and 647 per cent respectively.

“The fact there is still space for bricks-and-mortar retail is also shown

by Amazon’s recently-launched chain of checkout-free grocery stores, Amazon Go. If the giant that’s the embodiment of online shopping is moving into high street premises, then it proves there is still a lot of mileage left in physical retail.

“But there’s the critical blend of physical and digital, with shoppers’ baskets automatically itemised as they walk around the store. Amazon is bringing a new experiential dimension to the most basic type of shopping: the drudgery of the everyday food shop.

I predict that Amazon won’t look to stop here either – over the next few

years we could see Amazon Go stores stocking the likes of tech products or fashion items. So fashion retailers need to start thinking how Amazon could encroach on their space and how they can offer a similarly attractive experience to their customers.

“Government support could also help retailers in the future. For example, Mary Portas, the former high street ‘tsar,’ has suggested business rates relief could be extended to the end of 2021. Moreover, that a Eat Out to Help Out type scheme for the retail sector could be introduced to coax shoppers back into town centres. But with the chancellor’s March Budget been and gone, such help is unlikely to come in the near future.

“So the retail sector will have to help itself. The good news is that physical retail can survive. But to do so, it needs to consider how it can become more experiential to last in the long term, well beyond the initial boost of shoppers returning in droves in midApril.”

Mark Leeson is operations director at property and construction consultancy McBains; Mcbains.co.uk

tristan coLangeLo on unspLash May 2021 | boutique. | 43

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