Boutique April 2019

APRIL 2019

ISSUE 102

Jump right in Brilliant British brands Hot SS19 swimwear Winning social media Inside Odyssey Boutique

UK Customer Services 0141 204 0699 fashion@premierfashions.co.uk franklyman.com

EDITOR’S LETTER

Celebrating your ucce

EDITOR Gemma Ward gemma.ward@boutique-magazine.co.uk

CREDIT FACILITIES MANAGER Natalie Murray – creditcontrol@cimltd.co.uk Tel 01795 509103 PUBLISHERS Julie Neill, Beccy Wells MANAGING DIRECTOR Julie Neill © 2019 Boutique Professional Media Ltd, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD. 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 Miraclesuit; Tel: 01423 885 374 E: info@patricia-eve.co.uk

D

rum roll please… entries for the first ever Boutique Star Awards are now open! Celebrating the finest independent fashion retailers and brands in the UK, it is the first awards event of its kind created by a publication that is dedicated to this unique industry.

Entering the competition will give you a chance to be recognised at national level as a leading retailer, while those that make the shortlist will see their business profile raised among peers and suppliers. Winners will receive a stunning gold star trophy alongside a winners’ logo and website banner for all to see in honour of their excellence.

Of course, it wouldn’t be a celebration without a celebratory party, so keep Tuesday 8 October free in your diary as we’ll be hosting a stylish evening event to announce the winners. Taking place at London rooftop venue The Deck, located at the National Theatre, you’ll be treated to an evening of music, food, drink and schmoozing against a panoramic backdrop of the capital’s skyline (turn to page 7 to find out more).

Back to business, we have a wealth of ideas to improve the success of your store in this month’s issue. As shoppers prepare to jet off on summer holidays or enjoy another glorious British summer at home (we can SWIMWEAR

SUNGLASSES, PALA EYEWEAR, £POA

GemmA WARd meets Odyssey BOutIque OWneR sARAh COnneLLy tO fInd Out Why hAPPIness Is just One exPeRt BRA fIttInG AWAy SWIMSUIT, ROSA FAIA, £38.30

CROTCHET BAG, RAE FEATHER, £POA

Botanical eauty BRIGHTEN YOUR STORE WITH TROPICAL PRINTS AND PUNCHY HUES

SWIMSUIT, SEASPRAY, £POA

BIKINI, WOLF AND WHISTLE, £POA

SWIMSUIT, MIRACLESUIT, £61

SWIMSUIT, SEASPRAY, £POA

DAVID SWIMWEAR Tel: 01423 885 374 E: info@patricia-eve.co.uk; ELIZA BAUTISTA E: hello@elizabautista.com; ICONIQUE Tel: 01423 885 374 E: info@patricia-eve.co.uk; MIRACLESUIT Tel: 01423 885 374 E: info@patricia-eve.co.uk; PALA EYEWEAR E: john@palasunglasses.com; RAE FEATHER Tel: 01280 848 277; ROSA FAIA BY ANITA Tel: 01908 524 048 E: anita.uk@anita.net; SEASPRAY Tel: 01274 360 460 Seaspray.co.uk; WOLF AND WHISTLE E: info@playfulpromises.com Wolfandwhistle.co.uk

22 | boutique. | APRIL 2019

Gemma Ward, Editor follow us on Twitter @boutiquemag

Sparking joy

TROPICAL LEAF NECKLACE, ELIZA BAUTISTA, £POA

SWIMSUIT, MIRACLESUIT, £59.98

but hope), we’ve tracked down some of the season’s best swimwear and accessories. Spoiler: think tropical botanicals and animal prints. Find out more on page 21. Meanwhile, we shine the spotlight on some amazing British brands on page 30 and reveal some expert tips on raising your social media game on page 41.

This month we also interview Sarah Connelly, owner of Odyssey Boutique in Edinburgh. Offering her customers “pretty, provocative or practical” lingerie alongside a five-star customer experience, find out how she’s singlehandedly changing women’s attitudes to buying underwear over on page 46.

See you next month!

SHOP TALK

Iconique

DESIGN AND PRODUCTION Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk Lisa Humphrey - lisa@cimltd.co.uk Tel 01795 509108

David Swimwear

PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Beccy Wells – beccy@bpmedialtd.co.uk Tel 01795 509106

“I

t’s amazing how much joy you can give to someone by just putting them in the right size bra,” enthuses Sarah Connelly, owner of Odyssey Boutique. Ever since she opened the doors to her Edinburghbased lingerie store in 2010, sparking joy in her customers has continued to inspire the founder’s entire retail journey.

Regular customers visiting the high-end lingerie specialist have come to expect a first class experience.

Connelly works by appointment, locking the shop door for up to an hour at a time to offer a one-to-one service to individual clients. Each will be offered a glass of champagne (or cup of tea) before embarking on a fun and friendly expert bra fitting service, which is something the owner is palpably passionate about: “I’ve worked out what size someone is before they’ve even got undressed,” she says. “Not many people get to find their calling, but this is mine.”

Odyssey provides a “cool and calm environment” where customers can find lingerie that is “pretty, practical or provocative.” As Connelly explains: “They won’t be judged on what they’re buying; they can just hang out, enjoy a glass of champagne and have some fun.”

The store fills a hole in the high street’s offering, which Connelly says is separated into either conservative lingerie or the sexy styles stocked by the likes of Ann Summers. “I wanted to open the boutique to show people what lingerie is all about,” she says.

“It can be so exciting but that doesn’t mean you can’t wear it every day - as 46 | boutique. | APRIL 2019

long as it fits properly.”

Sizing things up

Wearing a poor fitting bra was one of the reasons Connelly first opened the store. After attending art school to become an illustrator, she began

SHOP TALK venture into fashion retail, Connelly began working at a small lingerie shop as a sales assistant, working her way up to running the day-to-day operations within a few months. It was then she had her ‘light bulb moment.’

“I’d had a really horrible bra fitting experience in my twenties and as a woman with a boyish figure, it really knocked my confidence,” she says.

“But when my new boss measured me properly that first time it made me feel amazing. My confidence just skyrocketed. I realised that if she could do that for me in less than a minute than truly wonderful things were achievable. A little spark in me was ignited.”

In just three short years Connelly had put a business plan together, found premises and opened Odyssey Boutique. Located in the city’s West End in the heart of a “wee hidden village,” it sits alongside quintessential Edinburgh architecture.

Today the store’s top selling brands include Simone Perele, Fleur England and Dita Von Teese, which Connelly says has “done very well in the last quarter.” She explains: “I thought it might be perceived as a ‘celebrity brand’, so I brought it in somewhat cautiously for AW17 when it was still quite new. However, (Dita Von Teese) is actually heavily involved in the design process and it’s a brilliant brand with a story behind every piece. My customers are now buying into it with their hearts and souls rather than just their purses.”

Connelly is constantly on the hunt for “really exciting” underwear pieces with “beautiful designs and finishing” as well as “a cheeky edge.” But fit is equally as important as looks: “Because I’m a fitting expert I make sure every brand I stock fits impeccably well,” she explains. “It’s not form over function or aesthetic over fit; it has to be a combination of both.”

The owner describes her lingerie offer as “ultra niche,” yet this is not something that she originally set out to do: “I don’t buy deep into fashion lines,” she says. “I’ll probably take one or two pieces in the most popular sizes, then have more selections coming in each month throughout the season. This means the boutique is always fun to visit and customers aren’t just going to see the same things. It encourages them to come back.”

Odyssey’s lingerie sets start from

£100 - £120 on average and go all the way up to £500, with special sets commanding £700. Connelly describes its key sellers as “luxury basics” while the 3D plunge bra by Simone Perele is its most successful style to date.

The store also stocks a range of complementary swimwear boasting “the same fit and style principles as its lingerie.” Its brands are currently transitioning with the likes of Heidi Klein, Panache, Sea Folly, Melissa Odabash and Resort by Fleur landing for SS19.

Connelly runs the entire business single-handedly, which includes multiple buying trips to Paris and London each season. Stocking a 50 per cent split of indie brands can make the process tricky, particularly because the owner likes to offer her customers “something unusual or unexpected” every season: “I want to stick to my

working as a project manager for a graphic design company. “I wanted to work in the creative industry and found a way in, but the job fitted me as well as my bras did at that time,” she remembers.

With an idea already burning to APRIL 2019 | boutique. | 47

APRIL 2019 | boutique. | 3

SAVE THE DATE SS20 21-23 July 2019 Olympia London

purelondon.com

CONTENTS

14

30

21

boutique.

NEWS 07 FASHION FIX

Essential news for womenswear indies

12 BOUTIQUE LOVES

Fall head over heels with our April picks

14 TREASURE TROVE

Stylish finds to breathe new life into your product line-up

16 MALE ORDER

Step up your menswear game with our latest discoveries

18 SUSTAINABLE LIVING

Sperry becomes the latest brand to prioritise sustainability

BUYING 21 POOL PARTY

Must-pack holiday swimwear and accessories for SS19

APRIL 2019

36 FASHION EXTRAS

This month’s best bags, jewellery and homeware finds

BUSINESS 41 TAKE A SWIPE

Top tips to maximise your social media strategy

51 BUYING BRITISH

Capri Clothing’s Hari Krishnadasan talks buying in the current climate

SHOP TALK 46 INTIMATE CONVERSATION Gemma Ward meets Odyssey Boutique owner Sarah Connelly

50 FROM THE SHOP FLOOR Michelle DiMarco, owner of South Florida boutique Lilac and Lilies, on best-selling brands and e-commerce

30 BRITISH BRANDS

Support UK designers with the latest home-grown collections

21 POOL PARTY APRIL 2019 | boutique. | 5

S AV E T H E DAT E FO R H A R RO GAT E FAS H I O N W E E K WWW.HARROGATEFASHIONWEEK.COM

ACC E SS O R I E S | DAY W E A R | FO OT W E A R | L I F E ST Y L E | O CCAS I O N W E A R

TO J O I N U S AS A N E X H I B I TO R P L E AS E CA L L U S O N 01423 623701

Fashion Fix

EssENTIAL NEws fOR INDIEs

THE DECK AT THE NATIONAL THEATRE

Boutique Star Awards winners’ party to take place at London rooftop venue The Deck

E

ntries for the Boutique Star Awards 2019 are now open, celebrating and recognising the UK’s best independent retailers, suppliers and individuals.

A celebratory party announcing the winners will take place on Tuesday 8 October at stunning rooftop venue The Deck, located at the iconic National Theatre on the South Bank of the river Thames. The venue offers panoramic views of London’s skyline – providing a sensational backdrop for this exciting event.

The Boutique Star Awards are open to all fashion and lifestyle independents around the country operating bricks-and-mortar businesses as well as brands and industry insiders. It is the only awards of its kind in the UK and will highlight the triumphs of fashion indies while giving recognition of their hard work

and achievements.

“The Deck at the National Theatre is a unique venue offering breathtaking views of the capital, making it the perfect choice for the first ever Boutique Star Awards winners’ party,” says Boutique magazine publisher Julie Neill. “We are planning an unmissable event where boutique owners and suppliers alike will be able to raise a glass to celebrate the industry’s success. It may be a tough time for retail at the moment, but we plan to offer a positive platform for those businesses that are making waves in the face of adversity. This is the chance for indies to be recognised and rewarded for their amazing work.”

Retailers can enter six different categories to be in with a chance of receiving an award. Accolades on offer include: Womenswear Independent of the Year, Independent Group of the

Year, Occasionwear Specialist of the Year, Creative Visual Merchandising Independent of the Year, Social Media Channel of the Year and Multi-Channel Independent of the Year.

A further four categories are also open to suppliers including Agency of the Year, British Brand of the Year, International Brand of the Year and Fashion Distributor of the Year.

Meanwhile, two nomination-only categories – Lifetime Achievement and Newcomer – will be awarded to outstanding individuals.

Entries are now open online via Boutique-magazine.co.uk/submit-anentry and will close at the end of May. Tickets for the Boutique Star Awards winners’ party will go on sale next month.

Follow @boutiquemag on Twitter and @boutiquemaguk on Instagram for Boutique Star Awards updates.

APRIL 2019 | boutique. | 7

FASHION FIX

Warm February weather boosts retail sales Unusually warm weather in February contributed to an uplift in retail sales, say market analysts.

According to the latest sales figures from the Office for National Statistics, figures were up 0.4 per cent by value and 0.6 per cent by volume when compared to January.

While on a year-on-year basis they rose 4.1 per cent by value and 3.8 per cent by volume. In the last three months, sales increased 3.9 per cent by value and 3.6 per cent by volume when compared to the same quarter in 2018.

“An unseasonably warm February brought consumers out of hibernation, contributing to an unexpected rise in retail sales at the start of the year,” comments Lee Lucas, principle at the Fashion Retail Academy. “Good weather and a fear of rising costs after Brexit will have undoubtedly helped this uplift in sales, but there’s more behind these figures than just the first blushes of spring. Retailers are increasingly honing their craft, luring customers to the high street with competitive pricing and blended shopping environments that marry the convenience of online shopping with the tangible experience of heading to a store.”

Trouva to help independents appeal against ‘unfair business rates’

ArTiClE, BATH

Online marketplace Trouva has announced a new partnership with retail advisor Harper Dennis Hobbs (HDH) to help its indie partners tackle unfair business rates. The news reinforces the company’s “ongoing mission to support its community of over 500 indie shops.”

Retailers signed up with Trouva will be offered access to a bespoke ‘no win, no fee’ business rates investigation and appeal services. The strategic partnership also provides shops with hands-on lease advisory services to assist with rent reviews, lease renewals and negotiations as well as expert assistance in acquiring new stores.

Mandeep Singh, co-founder and CEO at Trouva, comments: “There has

never been more uncertainty around the future of our high streets, and at Trouva we’ve long been campaigning for a reduction in business rates so that independent shops don’t continually get punished by this archaic tax.

Although indies are starting to get help of sorts from the government via the Future High Street Fund, we see it as our responsibility to also make a practical difference to our community of boutiques. Independent stores don’t typically have the resource or budget to access tailored services from these real-estate experts, so by offering this service by a trusted partner and in a convenient and cost-efficient manner, we hope our community will benefit greatly.”

Betty Barclay Group opens first multi-brand concept store

KEViN GriEVE ON UNSplASH 8 | boutique. | April 2019

The Betty Barclay Group opened its first standalone Selected Brands Store in Luxembourg recently stocking key brands Betty Barclay, Betty & Co, Gil Bret and Vera Mont. The 210sq ft multi-brand boutique, which is the result of a collaboration with familyowned company Calliste, is located inside the Massen shopping centre in Wemperhardt.

There is no fixed branding inside the retail space, allowing its merchandising and the positioning of its collections to be easily adjusted to drive sales and react to market trends. While there are no plans to roll the concept out further, the Betty Barclay Group says it is “open to further collaborations” in the UK and Europe.

FASHION FIX

Boutique barometer Industry sales fIgures feBruary 2019 (versus feBruary 2018)

-5.19% Leading brands sign up for July’s Harrogate Fashion Week Harrogate Fashion Week is gearing up for its third instalment this 28-29 July, where it will once again offer a curated showing of quality brands in a beautiful spa town setting.

“We have many returning exhibitors confirmed for July including John Charles, Pomodoro, Sahara, Orientique, Helen Moore, Lily and Me, Goose Island and Ella Boo,” says show director Sarah Moody. “We will also have some exciting new brands including Captain Corsaire, Mistral and Lotus Shoes. One of the more notable developments is that we are getting interest from footwear brands who are looking to target the independent boutique market.”

The exhibition has also announced a new collaboration with MICE, a hotel bookings agency that has negotiated special rates with many of Harrogate’s hotels. Director Wendy Adams says: “We want to make the buyers’ experience in Harrogate as pleasant and cost-effective as possible, and a large part of that is making sure that they’re getting good value for money with their hotel accommodation. Harrogate is such a wonderful part of the world and we’ve found that a number of buyers are staying on for an extra day after the show has finished.”

Details of the show’s special hotel offers can be found via Harrogatefashionweek.com

Average sales quantity

+1.68% Average selling price

+1.41% 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

Red carpet trends boost sales of pink fashion garments Fashion retailers saw a spike in sales following this year’s Oscars as several stars wore pink dresses on the red carpet. New data released by software provider Vend revealed a 5.1 per cent increase in fashion store revenue in the week that followed the awards ceremony. Google searches for ‘pink dress’ also spiked as Helen Mirren, Linda Cardellini and Gemma Chan stepped out in the eye-catching hue.

Penny Rawson, owner of North England indie group The Edit, says pink is now one of its best-selling colourways: “We’ve already seen huge 10 | boutique. | APRIL 2019

new popularity of pink and it’s become one of our three core colours in-store, accounting for a third of our stock. Being an independent retailer allows TAMARA BELLIS us to make agile ON UNSPLASH purchasing decisions, capitalising on trends – unlike the large retailers who are lumbered with a

huge inventory that they have to work with for the whole season.”

The only dedicated marketplace

16 – 19 September 2019 Paris Le Bourget France www.shawlsandscarves-paris.com

TW45_AP_210x297mm_BoutiqueMagazine_SetS_Eng.indd 1

11/03/2019 18:43

FASHION FIX

Yellow clothing Bring some sunshine into your boutique with Scotch and Soda’s Amsterdam Proof raincoat, featuring a longer length, striped lining and handy hood. £82.70; Tel: 0203 137 3901

Must-pack dresses

Hit the beach or explore summer in the city wearing Iconique’s effortlessly chic Santorini dress. £90; Tel: 01424 885 374

Boutique oves…

Super soft cashmere

THE SPECIAL BUYS WE’RE FALLING FOR THIS MONTH

Made from a delicate blend of pale cashmere and merino wool, Hope Fashion’s oversized Boyfriend sweater is the perfect weight for spring. Style it with everything from summer trousers to floral print dresses. £POA; Tel: 0333 220 1907

On-trend jewellery

Adding a contemporary twist to a design classic, on-trend brand Scream Pretty has finished these stunning gold plated sterling silver oval huggie hoop earrings with shimmering black stones. Available in several finishes, £POA; Tel: 01753 424 160 E: sales@screampretty.com 12 | boutique. | APRIL 2019

Relaxed styling

Featuring a nautically-inspired stripe and modern easy-wear shape, Capri Clothing’s crushed viscose shirt dress can be worn as a button-through maxi or open as a jacket. £26; Tel: 0203 819 0819 E: sales@capriclothing.co.uk

HANDCRAFTED REAL LEATHER HANDBAGS DESIGNED IN NORTHERN IRELAND

This effortless and elegant

NEW for SS 19

collection captures the sheer beauty of the Northern Irish County Down coast in misty morning grey, coastal cream, cloudless sky blue and dusky rose pink.

These soft shades sit alongside classic coloured bags in contemporary styles which transcend the seasons.

SEE THE DOWN COLLECTION AT: INDX Accessories - Platinum Suite Cranmore Park Exhibition Centre, Solihull 26-28 March 2019

Trade enquiries, please telephone

0845 565 0932

www.zoharauk.com zoharauk

SHARE YOUR STORY - #MyZohara

FASHION FIX

Summer style

Combining lightweight fabrics with flattering silhouettes, simplicity is key in Paisie’s SS19 collection. Expect wide cropped trousers, belted jersey dresses and easy separates that get relaxed summer dressing down to a tee. £POA; E: sales@paisie.com

Just charming

Featuring natural white zircon stones, Lola Rose’s Long Coin Charm Necklace is sure to be a striking addition for any boutique jewellery line-up. £POA; Tel: 0207 372 0777 Lolarose.co.uk

Treasure trove

STANDOUT PIECES FOR YOUR SS19 WOMENSWEAR AND ACCESSORIES EDIT

Zest for life

Austrian womenswear designer Lena Hoschek has created a zesty collection for SS19 featuring citrus fruits and tropical botanicals. This embroidered oranges dress is the perfect choice for a sunny summer wedding. £POA; E: ewa.leutgoeb@ lenahoschek.com

Star buy

Handcrafted and finished in soft and supple leather, Cocorose London’s Hoxton trainers promise supreme comfort and maximum style points. £POA; Tel: 0208 829 8919

Here comes the sun

Perfect for travelling light, the hand-beaded Mustique Silk Maxi Dress by Lindsey Brown Luxe Resortwear can be worn in five different ways. The collection offers must-have pieces for year-round sun seekers in cool breathable cotton and silk fabrics. From £40 per piece; Tel: 0116 241 4627 E: sales@ lindseybrown.com Lindseybrown.com 14 | boutique. | APRIL 2019

SOURCING VISION PLATFORM

Meet the world’s finest manufacturers & suppliers at the UK’s no 1 sourcing expo R e g ist er f o r yo u r fr ee t i cket a t w ww. f ashio n s v p. c o m 2 5 - 2 6 J u ne 2 0 1 9 O l y m p ia Lon don Show Partners:

FASHION FIX

Smart upgrade

Incorporating several garments for men, women and boys, the Garcia x Radygo Smart Denim Collection protects against smartphone radiation with a special Smart Pocket. Its lining is made from silver coated nylon and airpermeable cotton – providing a safe place for customers to carry their handset. £POA; Tel: 0203 432 6387 Doubleagency.com

British heritage

British clothing label Rupert and Buckley has created a Heritageinspired collection for SS19 incorporating classic loop back crew necks, polo shirts, rugbys, slub tees and oxford shirts. £POA; E: contact@rupertandbuckley.com

Male order STYLE UP YOUR STORE WITH THESE NEW MENSWEAR BUYS

Push the boat out

Hand-sewn using time-honoured craftsmanship, Sperry’s Authentic Original boat shoe features premium materials and wet/dry traction to create a practical yet effortlessly stylish design. £42; E: dgilchrist@zonetwouk.com

Tropical vibes

Eden Park’s classic polo shirt gets an update this SS19 with a tropical print featuring palm trees, pineapples and exotic foliage. £36; Tel: 0203 432 6387 Doubleagency.com

Keep your cool

Be ready for any British summer weather eventuality with Moose Knuckles’ Drapeau Jacket. Stylish and functional, it’s the perfect casual-cool piece for wearing all season. £130; Tel: 07885 066 006 16 | boutique. | APRIL 2019

24 & 25 JULY 2019 THE OLD TRUMAN BREWERY MENSWEAR | WOMENSWEAR

MENSWEAR TRENDS

Leave nothing to waste

SuStAInAbLe footweAR IS hIttIng the mAInStReAm AS moRe bRAndS embRAce eco-fRIendLy mAteRIALS And ALteRnAtIveS

N

o longer a fringe movement, sustainable fashion is entering the mainstream as consumer demand increases for eco-friendly alternatives. Tackling a global oceans plastic epidemic is key to this rising trend. Figures show that humans are using around 20 times more plastic than we did 50 years ago while it can take up to 400 years for one plastic bottle to decompose.

Brands are answering growing consumer concern about ocean plastic with new innovative materials. One example is 127-year-old Swedish menswear label Tretorn, which has revised its product line-up with recyclable fabrics including nylon created using old fishing nets.

New brands are also entering the marketplace, such as British label Naeco. Its sustainable swimming shorts feature polyester made from 100 per cent recycled plastic bottles that would have otherwise ended up in the sea.

Most recently heritage footwear brand Sperry has dipped its toes into the market with a new partnership with the Waterkeeper Alliance. Also targeting ocean plastics, its new sustainability platform Sperry For Good will build awareness, share sustainable solutions and engage consumers to spark change.

The campaign’s first initiative is the launch of a shoe made with Bionic material, which is spun from plastic recovered from marine and coastal 18 | boutique. | APRIL 2019

SPeRRy

environments. Maintaining one of its best-loved shapes, the Bionic Captain’s Slip-on draws on Sperry’s sailing roots with details inspired by multi-coloured spinnaker sails such as patchwork and heavy stitching. The collection’s packaging also features eco-friendly innovations. Its shoe boxes are made from post-consumer recycled material, printed with water or soy-based inks and have no added adhesives. Each purchase will support Waterkeeper Alliance’s Ocean Plastic Recovery Initiative, going towards beach clean-

ups and transforming coastal plastic into footwear.

“We are a brand born of the sea and it is our duty to get involved and protect our waterways,” says Sperry CMO Kate Minner. We are proud to work with Bionic and Waterkeeper Alliance.”

As the sustainable market continues to develop at a rapid rate with innovation and creativity, eco-friendly products – and particularly those tackling key environmental issues – remain an area to watch for buyers.

Stock Up

What to buy noW

Pool party

G

VaCanZE ItaLIanE

et ready for summer with a selection of super hot swimwear.

From tropical bikinis to flattering one-pieces, we’ve hunted down some of the chicest holiday essentials around for SS19… aPRIL 2019 | boutique. | 21

David Swimwear

SWIMWEAR

SUNGLASSES, PALA EYEWEAR, £POA

TROPICAL LEAF NECKLACE, ELIZA BAUTISTA, £POA

SWIMSUIT, ROSA FAIA, £38.30

CROTCHET BAG, RAE FEATHER, £POA

Botanical eauty SWIMSUIT, MIRACLESUIT, £59.98

BRIGHTEN YOUR STORE WITH TROPICAL PRINTS AND PUNCHY HUES

SWIMSUIT, SEASPRAY, £POA

Iconique

BIKINI, WOLF AND WHISTLE, £POA

SWIMSUIT, MIRACLESUIT, £61

SWIMSUIT, SEASPRAY, £POA

DAVID SWIMWEAR Tel: 01423 885 374 E: info@patricia-eve.co.uk; ELIZA BAUTISTA E: hello@elizabautista.com; ICONIQUE Tel: 01423 885 374 E: info@patricia-eve.co.uk; MIRACLESUIT Tel: 01423 885 374 E: info@patricia-eve.co.uk; PALA EYEWEAR E: john@palasunglasses.com; RAE FEATHER Tel: 01280 848 277; ROSA FAIA BY ANITA Tel: 01908 524 048 E: anita.uk@anita.net; SEASPRAY Tel: 01274 360 460 Seaspray.co.uk; WOLF AND WHISTLE E: info@playfulpromises.com Wolfandwhistle.co.uk

22 | boutique. | APRIL 2019

Patricia Eve Full Page Advert Boutique April 2019 Print 1.pdf 1 26/03/2019 11:51:59

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Come and see the new 2020 collection at the London Swimwear Show 21st - 23rd July Radisson Blu Portman Hotel Tel: +44 (0)1423 885374 Email: info@patricia-eve.co.uk

Vacanze Italiane

SWIMWEAR SUN HAT, SEASPRAY, £POA

BIKINI, WOLF AND WHISTLE, £POA

BAG, RAE FEATHER, £POA

NECKLACE, DRAJEE, £POA

SWIMSUIT, MIRACLESUIT, £61.18

Born to e ild

TURN HEADS WITH ANIMAL PRINT SWIMWEAR AND ACCESSORIES

SWIMSUIT, WOLF AND WHISTLE, £POA

David Swimwear

BIKINI, WOLF AND WHISTLE, £POA

BIKINI, FRANKIES BIKINIS, £POA

SWIMSUIT, FRANKIES BIKINIS, £POA

DRAJEE E: business@drajee.com Drajee.com; FRANKIES BIKINIS E: sales@frankiesbikinis.com Frankiesbikinis.com; MIRACLESUIT Tel: 01423 885 374 E: info@patricia-eve.co.uk; RAE FEATHER Tel: 01280 848 277; SEASPRAY Tel: 01274 360 460 Seaspray.co.uk; VACANZE ITALIANE Tel: 01423 885 374 E: info@patricia-eve.co.uk; WOLF AND WHISTLE E: info@playfulpromises.com Wolfandwhistle.co.uk

24 | boutique. | APRIL 2019

Mark your diary now for the essential swimwear event

THE LONDON SWIMWEAR SHOW 21-23 July 2019

Radisson Blu Portman Hotel, London An impressive range of established brands awaits such as Gottex, Profile, Felina, Maison Lejaby Swim, Chantelle, Lascana, Lise Charmel & Antigel, Anita, Roidal, Sunseeker, Sunflair, Maryan Beachwear Group, Nicole Olivier, Seaspray, Feraud Swim, Banana Moon, Seafolly, Pia Rossini, PrimaDonna Swim & Marie Jo Swim, She Love Swim, Pain de Sucre, Promise, West 79, Lingadore, Freya & Fantasie Swim alongside shaping swimwear specialist, Miraclesuit. New brands to the Show will include Jets, Ani Ani and Tucca Swim.

Further details on the show and hotel accommodation can be found on www.londonswimwearshow.com

SUPPORTED BY:

LYCRA®XTRA LIFE™ is a trademark of The LYCRA Company

SWIMWEAR YEARBOOK

PROMOTION

Make a splash AmoressA swimweAr combines flAttering shApes with glAmorous detAiling

F

rom the creator of Miraclesuit, Amoressa is a contemporary swimwear collection with a modern architectural attitude. Each of its pieces is crafted to enhance a woman’s most flattering features while providing fashionable and comfortable shaping.

Made from Italian fabrics, this sexy and figure-flattering collection incorporates slimming seaming, mesh detailing, luxury hardware and architectural cut-outs. The line is perfect for beach holidays and pool-side glamour offering one-pieces or tankinis paired with chic high-waisted bottoms. For 2020, its collection has been inspired by rainforests, ancient and modern goddesses as well as colour theory. Buyers can expect to find lush botanical and animal prints, glistening fabrics and foiled touches as well as crystal and stud detailing, eye-catching ombré designs and multi-textured stripes. Showing at the London Swimwear Show (21-23 July).

Patricia Eve Half Page Advert Boutique April 2019 Print 2b.pdf 1 29/03/2019 10:08:42

CONTACT: Tel: 01423 885 374 E: info@patricia-eve.co.uk

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Come and see the new 2020 collection at the London Swimwear Show 21st - 23rd July Radisson Blu Portman Hotel Tel: +44 (0)1423 885374 Email: info@patricia-eve.co.uk

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Tel: +44 (0)1423 885374, Email: info@patricia-eve.co.uk, Website: www.patricia-eve.co.uk 26 | boutique. | April 2019

PROMOTION

Destination luxe Let the sunshine in this ss19 with Lindsey Brown Luxe resportwear

L

ong haul holiday packing is an art in itself. That’s why seasoned traveller and fashion designer Lindsey Brown created her eponymous resortwear brand back in 2014. Offering hand-painted and embellished silk and cotton kaftans and cover-ups, the brand is now stocked in over 15 countries worldwide from Mexico to the Maldives.

Lindsey Brown Luxe Resortwear offers exquisite fit with garments crafted in quality natural fabrics - that are cool to wear in the hot sun - featuring hand-painted prints and embellishments. Dedicated to sustainability, its printed kaftans, cover-ups and maxi kaftans are handbeaded and embroidered by skilled artisans. Key pieces in the range include its signature Manhattan Top, the Bardot-style embroidered San Marino Top and Shorts, its elegant Hummingbird top (pictured right) and its Mustique Silk Maxi dress, which can be worn in five different ways maximising wearability for shoppers.

To support its independent stockists, Lindsey Brown Luxe Resortwear provides professional imagery, branded hangers and show cards with each of its deliveries. Last year it also set up a trade ordering website for one-off orders, enabling buyers to top up their stock when necessary. The brand also drives sales for its network of global stockists by investing in a PR agency to generate press and online coverage.

Founder Lindsey Brown says the brand also offers indies expert knowledge to help them create a standout edit for their own individual store: “Our in-depth knowledge in resortwear is key for any boutique wanting to branch out into this

category. Whether you want to start with a selection of kaftans and coverups for summer holidays or you plan to stock resortwear all year round, we know which styles will work for your store.”

Lindsey Brown Luxe Resort wear is currently taking in-season orders for SS19 with deliveries scheduled for

May and June 2019 while these is also a mini collection landing in stores during high summer that will appeal to year-round travellers.

Available in sizes XS to 7XL; prices on request.

CONTACT: Tel: 0116 241 4627 E: sales@lindseybrown.com Lindseybrown.com apriL 2019 | boutique. | 27

PROMOTION

Catch a wave

Discover the latest must-pack holiDay essentials at July’s lonDon swimwear show

A

re you looking for standout swimwear and beach brands for your store’s product line-up?

As the only trade show in the UK dedicated to the category, the London Swimwear Show is back this 21-23 July, bringing some of the sector’s best global brands to our shores.

The three-day event takes place at the Radisson Blu Portman Hotel in Marylebone, offering a relaxed and informal environment for buyers. It will present an array of brands that cover all price points – maximising choice for indies.

Expect to see labels from countries such as Australia, the US, France, Germany, Italy, Brazil and the UK. Exhibitors at the upcoming edition

include the likes of Gottex, Maryan, Moontide, Seafolly, Miraclesuit, Roidal, Fantasie, Anita, Sunflair and Banana Moon, which will all showcase their latest collections at the show.

Meanwhile, there will be new brands present including Porto Brazil, Ani Ani and Jets.

Categories covered include shaping swimwear, cup-sized swimwear, mix and match separates, designer collections, beachwear including hats, dresses, cover-ups and sarongs as well as accessories such as towels, sandals and beach bags.

“The London Swimwear Show gives independent buyers the best chance to see the best selection of brands across all areas of beachwear in the UK,” says Richard Barnes. “We welcome all

buyers and exhibitors to join us for drinks and canapés on the Monday evening at an event kindly provided by our sponsor, Lycra.”

Entry is free for buyers. Pre-register online via Londonswimwearshow.com

Enhance your holiday fashion selection with British Designer Brand Lindsey Brown Resortwear Original Designs & Superb Quality in sizes XS - 7XL

LindseyBrown Resortwear | Sales@LindseyBrown.com | www.LindseyBrown.com | Tel: 0116 2414627 28 | boutique. | april 2019

For sales call Jemma Barnes on +44 (0) 1908 524 048

ISSUE 101

BUSINESS SENSE FOR FASHION RETAILERS

Boutique Magazine now offers a design and print service for your new season Look Book or Brochure. POA

MARCH 2019

MARCH 2019 – Issue 101

New from Boutique magazine!

international fash ion federation

Autumn/Winter 2019

www.boutique-magazine.co.uk

Happy spring Wedding guest outfits Lingerie best sellers Minimising discounting Inside indie group Iris

Call: 01795 509106 or email: julie@bpmedialtd.co.uk / beccy@bpmedialtd.co.uk April 2019 | boutique. | 29

BRITISH BRANDS

Escape to the country BRItIsh BRAnd LILy And Me sPecIALIses In unIque conveRsAtIonAL PRInts And feMInIne sILhouettes

B

ased in Gloucestershire, family-run brand Lily and Me designs all of its prints in-house while sourcing most of its fabrics in China. The majority of its collections are produced in its own Nepal-based factory where it has full control over working conditions and employment practices.

The label is known for its unique prints and feminine shapes. Its designs are inspired by the beauty of nature and the countryside surrounding its Gloucestershire studios. Its designers try to capture this in every piece - from concept of fabric and shape through to swing tags and marketing.

Lily and Me is growing in confidence as a leading lifestyle brand, pushing itself each season to offer customers new energy and excitement. For AW19, it has lifted its colour offering - despite the gloom outside - by injecting its collection with light and fresh shades. What’s more, new silhouettes and clever design detailing results in styling that shoppers won’t find on the high street.

Although primarily a print led lifestyle brand, Lily and Me’s coordinating plain and stripe products are playing a more pivotal role each season. It ensures all of its plain 30 | boutique. | APRIL 2019

products - be it knitwear or pin cord skirts and tunics - are offered in beautiful shades that sit with the season’s range of prints.

AW18 is split into two colour palettes: Northern Lights and Winter Jewels. The first features ginger and mustard tones alongside blues and navy while the latter is rich in berry hues, greys and a bold green. Both palettes have been separated into trans and winter drops, offering relevant product for early season through to the colder winter months. Each drop flows through providing colour continuity for your store and enabling customers to have plain, stripe and knitwear outfitting options to coordinate with prints throughout the whole season.

Beside its bespoke prints, newness this season comes through outfitting detail. The collection includes more layering options such as outfitting tees with a tiny dot print that can be worn under other bolder prints or as a stand alone piece. Detailing and texture come in the form of embroidered cord pieces, again playing on the strength of interest in plains and semi plain product. Meanwhile, 100 per cent cotton winter weight knits have been updated with a reverse knit texture for a more modern look this season.

Key pieces include its Puffa Jacket, which features one of the season’s conversational prints on its interior lining. Sitting alongside its popular sweatshirts and other casual pieces, customers can keep warm in style.

This season also sees the introduction of accessories to its range.

From travel purses to capacious tote bags and scarves, Lily and Me now has a range full of beautiful and fresh designs to compliment its clothing.

CONTACT: Tel: 01452 207 766 Lilyandme.com

orders@lilyandmeclothing.com

lilyandme.com

+44(0) 1452 207 766

BRITISH BRANDS

British values

Fly the Flag For great Britain with these covetaBle home-grown collections

BUCKLEY LONDON

Created in-house by its UK-based design team, Buckley London’s jewellery collections are inspired by British heritage with designs including replicas of Meghan Markle and Kate Middleton’s engagement rings. Its SS19 range is classic with a contemporary twist, acknowledging the current trends of subtle messaging, scripture, gold tones and colourful charms. Recommended retail prices start from £18 – offering affordable price points for consumers.

Ranges include the new Bailey-Rae collection offering an intricately designed sunbeam on the reverse of each piece and a subtle engraved message on the front. The brand has also introduced the contemporary Goulding collection, with a minimalistic on-trend tusk design on pendants, earrings and wristwear. After great success, the London-themed Be Charmed range welcomes new collections Paradise and Eastern Wishes. Newest addition, Paradise, has been inspired by exotic regions showcasing brightly coloured and intricately designed charms.

CONTACT: Tel: 0113 230 5292 E: webtradeteam@ buckleylondon.com Buckleylondon.com

CAPRI CLOTHING

Designed in London using fabrics sourced from India, China, Italy and Turkey, British label Capri Clothing creates fun and flattering womenswear. The brand specialises in the use of natural fabrics, combining innovative textures with its signature prints – all for competitive prices. For SS19, Capri’s collection is inspired by the beauty of the Italian Riviera and promenade. The range is all about mixing and matching spots with strips and colour blocking. Its design team has added longer length tunics that can be worn with leggings or bare legs, offering versatility for consumers.

Expect to find a bright colour palette comprising raspberry, coral, peach and lime with sophisticated neutral shades of coffee, putty, silver, denim and French navy. Standout garments include its nautical inspired Florence stripe shirt dress, sleeveless Pisa stripe dresses and Magnolia print jersey bubble hem tunic. No minimum order requirement for new customers.

CONTACT: Tel: 0203 819 0819 E: sales@capriclothing.co.uk Capriclothing.co.uk 32 | boutique. | aPril 2019

SIMPLY GORGEOUS JEWELLERY AND SCARVES Buy online at missmilly.co.uk or call: 01905 622 509

april 2019 | boutique. | 33

ow n s e i tr n E

en p o

GODDIVA

A celebration of e UK’s est ashion

ndependents,

ndividuals and rands Enter online at:

www.boutique-magazine.co.uk Follow us on Twitter and Instagram for the latest news and updates

@boutiquemag |

@boutiquemaguk

ACCESSORIES

Fashion Extras This monTh’s besT bags, jewels and fooTwear

Classic with a twist

Last straw

Get your store holiday ready with Seaspray’s Palm Straw Tote Bag. Featuring a chic yet practical design, it’s perfect for hitting the beach. £POA; Tel: 01274 360 460 Seaspray.co.uk

No illusion

Around in circles

Featuring coral, peach and silver colourways, Miss Milly’s Disc Necklace is a glamorous finishing touch for womenswear. £6.95; Tel: 01905 622 509 E: hello@missmilly.co.uk

Star of the show

With a new style clasp and detailing for the SS19 season, Zatchels’ Twist Lock Collection features a fresh take on its most popular styles including the classic Sugarcube. £POA; Tel: 0116 253 9672

Incorporating whimsical hand-drawn passionflowers and vines, Ted Baker’s Illusion collection is the latest range to join the brand’s Take Flight luggage family. £POA; Tel: 0208 731 3500 Tedbaker.com

Bejewelled with diamonds and celestial symbols, Azza Fahmy’s MoonStar Earrings are crafted in 18kt gold - making a luxuriously high fashion special occasion piece. £POA; Tel: 0207 499 2406 Azzafahmu.com

Strike gold

Cool comfort

Time for a classic

Set with sparkling natural white zircon stones, Lola Rose’s Pave Coin Ring looks great layered with other gold jewellery or worn alone as a statement piece. £POA; Tel: 0207 372 0777 Lolarose.co.uk 36 | boutique. | aPril 2019

Promising total comfort, Cocorose London’s new Hoxton trainer is handcrafted and hand-finished using ultra soft leather. Choose from seven colourways including leopard pony hair. £POA; Tel: 0208 829 8919

An update on a true classic, the Timex Waterbury Women’s Traditional is well-suited for every day wear with its gold coloured stainless steel casing and striped leather strap. £POA; E: salesuk@timex.com Timex.com

ACCESSORIES

Mule it over

Crafted in faux suede, the backless Joan mule by vegan friendly accessories brand Matt and Nat is the perfect choice for summer weddings. £34; E: inquiries@mattandnat.com

Period drama

Throwing shade

Stay stylish without melting in the summer heat with Fulton’s UV protection parasoleil, featuring a feminine rose print. £POA; Tel: 9208 963 3010

Pink parade

Have a heart

Rae Feather’s beautifully woven heart basket is perfect for storing accessories and jewellery. Available with or without personalisation, £POA; Tel: 01280 848 277 Raefeather.com

Floral tribute

Inspired by Brutalist architecture, the Brute clutch by luxury Singapore label One.61 features resin and New Zealand deep sea Paua Shell, resulting in a dramatic accessory. £POA; E: sally@mercerkeeblepr.com

Combining comfort with style, Celtic and Co’s leather buckle sandals look great teamed with summer dresses or trousers and offer an easy way to introduce pink to any wardrobe. £POA; Tel: 0333 400 0044

Suitable for both hot and cold drinks, Johnny Loves Rosie’s ditsy print tumbler offers a pretty alternative to single-use plastics. £POA; E: wholesale@johnny-loves-rosie.com Johnny-loves-rosie.com

All at sea

Italian glamour

Love is the answer

Inspired by its Norse Sea Goddess namesake, the Rán collection from Aurum by Guðbjörg features soft shapes, sharp lines and dramatic use of light and shadow. From £18; E: karl@aurumn.is

Add a flash of colour to SS19 accessory displays with Y Not’s red shoulder bag.

The Italian accessories label puts a modern twist on traditional designs to create pieces that will stand the test of time. £POA; Tel: 0845 519 7893

A great gift option for jewellery fans, Scream Pretty’s delicate Love Climber Earrings will serve as an affectionate reminder for seasons to come for wives, girlfriends and best friends. £6.95; Tel: 01753 424 160 aPril 2019 | boutique. | 37

PROMOTION

Dreamy details

UPdAte yoUR occAssIonweAR LIne-UP wIth nesAvAALI’s exqUIsIteLy detAILed dResses And sePARAtes Sustainable womenswear brand Nesavaali creates beautifully-made garments that support traditional Indian weaving communities.

Power pink

Featuring a shimmer jacquard fabric, crossover hem line and reverse lapel collar, this Neon Pink Mini Blazer Dress will look great styled with stilettos and a bold lip.

Style classic

A design classic, this timeless Fishtail Maxi Dress has pretty jewelled shoulder straps and a sweetheart neckline as well as an invisible back zipper and pleats at the waist.

Short and sweet

Keep it cute with this Sleeveless V-Neck Mini Dress, which makes a great alternative to this season’s longer styles. Team it with heels, hoops and a summer tan.

Far and wide

With woven fabric featuring traditional temple prints and a 100 per cent cotton brocade border, these Only Have Eyes For You wide leg pants are the perfect holiday must-have.

To the maxi

Turn heads in this Lost With You Maxi Dress incorporating a sweetheart neckline, adjustable shoulder straps, gold metal exposed zipper and ultra flattering full length flared skirt.

CONTACT: Tel: 07448 943 423 E: info@nesavaali.com 38 | boutique. | APRIL 2019

Easy elegance

With a blazer collar, wrap over front and buckles, this Gold Yarn Navy Midi Dress is an elegant eveningwear option that can be effortlessly styled with delicate jewellery and red lips.

Simplicity Cutting-edge payment technology with no confusing fees Get the latest payment technology with a simple pricing plan. The Move5000 terminal and our Simplicity pricing plan gives you all the payment technology you need without the complicated billing.

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Search Worldpay Simplicity or call 0808 301 9599 Subject to fair usage policy. Other fees as set out in your contract may apply. Š Worldpay 2018. All rights reserved. Worldpay (UK) Limited. Registered in England No. 07316500. Registered Office: The Walbrook Building, 25 Walbrook, London EC4N 8AF. Worldpay (UK) Limited is authorised by the Financial Conduct Authority under the Payment Service Regulations 2009 (No. 530923) for the provision of payment services and is authorised and regulated by the Financial Conduct Authority for consumer credit activities. Worldpay, the logo and any associated branding names are all trademarks of the Worldpay group of companies.

Down to Business A helping hAnd for fAshion indies

The right channels

S

ocial media can be a tricky landscape to navigate for small business owners. But with a little bit of expert knowledge (and time to invest), it’s possible to create a channel bursting with engaging content. We show you how‌ sArA KUrfess on UnsplAsh April 2019 | boutique. | 41

DOWN TO BUSINESS

Raise your social media game SocIAL medIA exPeRt AndReA mcGowAn ReveALS how IndIeS cAn cReAte enGAGInG PoStS thAt IncReASe SALeS

F

rom Instagram to Facebook and Pinterest to LinkedIn, there are plenty of social networks to choose from.

But as a business owner, how do you decide which ones are best for your specific marketing strategy? Social media has the power to make or break a brand, so we’ve created this quick-fire guide to help you improve your engagement and inspire new customers to visit your store…

Create a persona

Step one: know your audience. Sure, you could have customers from any walk of life visiting your store or website. But for the purposes of deciding who your message will really speak to, you need to pinpoint your ideal customer. At My Social Agency, we get our clients to develop a set of full personas for their business. We’ll need to know everything from what age your customer is, where they work and what their income level is, to what they do outside of work, where they do their grocery shopping and how often they go for brunch on the weekends.

Writing up all of this information will give you a clear picture of who your customer is, making it a million times easier to figure out what they want to see from you on social media.

Most of our clients have between two and five personas while some have more. It might make sense for you to create a “single, professional company director, with an £80k salary, fortnightly formal social events, and a 42 | boutique. | APRIL 2019

lack of spare time” and also a “parttime, married nursery practitioner, with a combined income of £50k, and a friend’s wedding to plan for in the coming months.” While both of these examples will have different requirements, understanding their needs will provide you with a picture of the type of products, offers and services you need to feature on your social channels.

Set goals

Yes your ultimate goal is generating more sales, revenue, profit, or leads - however you term it, your business needs to make money to survive. In order to get your social channels to a place where they have the ability to tap into a revenue stream, you need to build an engaged following.

Social media for boutiques follows a funnel format. At the top of the funnel, you’ll have social media posts

designed to appeal to your audience’s interests. Whether you use humour, cute animal photos, breaking news, celebrity gossip, or any other kind of ‘fluff ’ content, the first step is to get page follows. Relevant ‘top of funnel’ content will help to earn you a following with people who now have your business name in their mind.

Mid-funnel, you need to intersperse your fluff content with much more relevant information. Your top supplier has just released a sneak preview of their upcoming Spring/ Summer collection? Start sharing images, information and commentary on it. Are you a holiday/ occasionwear/ lingerie specialist? Create a social media post telling your personas how they can style your pieces for their upcoming trip or event. The trick here is to start to place yourself into the mind of your audience by being the information resource they’re looking

DOWN TO BUSINESS

Should you sell on social media?

vISuALSoft’S dAnIeL dIxon weIGhS uP the PRoS And conS

for.

At the bottom of the funnel is your chance to sell. Only after putting the effort into engaging and informative content can you begin to drive your audience to close the deal. Posts details about your upcoming event or new stock arrivals at your boutique that are available to buy now. Tell your followers about offers, deals and voucher codes. But be sparing and strategic with how you post this content as your customers won’t like to feel as though they’re being sold to all the time.

Choose the right channel

So how do you decide which social networks to use for your unique business? There are so many out there that the best way that we can identify the ones that work for you is to look at your strengths. If you’re an excellent wordsmith, some of the more copybased social networks like LinkedIn, Facebook and a blog can work for you.

Side note: LinkedIn? For a boutique?

Yes, if your audience is there, and your message is appropriately professional, there is huge opportunity in the ‘How to dress for success’ market.

Are you a well-practiced photographer? Instagram and Pinterest are highly visual social networks,

and may be the best place for you to focus on. If you love public speaking, vlogging and having a good chat to camera, then Instagram Stories, Facebook Stories, YouTube, and Snapchat (though less so recently) can help you play to your strengths with video content.

Once you have decided on the channels you’ll use, your funnelfollowing content plan will be your key to growing your audience.

Be consistent

As with any marketing plan, consistency is the key to success with your new social media strategy. So make sure you’re following the plan you’ve set out, posting different types of content regularly to retain your audience’s interest and also keeping your customers’ various personas at the front of your mind. This will lead to increased engagement and followers online and you should start to see a return on your investment in whichever social media channels you decide to choose.

Andrea McGowan manages social media at Leeds-based social firm My Social Agency (Mysocialagency.com), working with several key brands on social media strategy, paid campaigns and organic management.

I

n a world where the consumer expects a more seamless shopping experience than ever before, shopping directly via social media is the natural next step. Social media has long been viewed as an invaluable brand awareness and engagement tool, but conversion has always been an issue: how do you successfully turn those ‘likes’ into measurable sales? Instagram’s shoppable posts are providing an answer and have already been adopted by almost half of e-commerce businesses due to their sales-boosting abilities.

The platform’s latest update is therefore set to build on this success by enabling shoppers to make a purchase without even leaving the app. Shopping via social media removes a number of pain-points on the customer buying journey, and could virtually eradicate shopping cart abandonment.

The growth opportunities are tremendous for businesses who can take advantage of this new trend.

However, if this is to be successful on a wide scale, retailers need to keep followers engaged on an ongoing basis. This can be achieved through creative Instagram stories and social posts.

APRIL 2019 | boutique. | 43

7th - 9th April 2019 The original fair for authentic British design-led fashion accessories Stand enquiries info@bctf.co.uk Register as a buyer www.bctf.co.uk

Shop Talk

Industry opInIon

Happy shoppers

K

LILAC And LILIEs, soutH FLorIdA

eeping your customers happy is one of the most important aspects of running any retail business. This month we speak to two boutique owners who are doing just that by stocking the perfect products while offering a knock-out service...

AprIL 2019 | boutique. | 45

SHOP TALK

Sparking joy GemmA WARd meets Odyssey BOutIque OWneR sARAh COnneLLy tO fInd Out Why hAPPIness Is just One exPeRt BRA fIttInG AWAy

“I

t’s amazing how much joy you can give to someone by just putting them in the right size bra,” enthuses Sarah Connelly, owner of Odyssey Boutique. Ever since she opened the doors to her Edinburghbased lingerie store in 2010, sparking joy in her customers has continued to inspire the founder’s entire retail journey.

Regular customers visiting the high-end lingerie specialist have come to expect a first class experience.

Connelly works by appointment, locking the shop door for up to an hour at a time to offer a one-to-one service to individual clients. Each will be offered a glass of champagne (or cup of tea) before embarking on a fun and friendly expert bra fitting service, which is something the owner is palpably passionate about: “I’ve worked out what size someone is before they’ve even got undressed,” she says. “Not many people get to find their calling, but this is mine.”

Odyssey provides a “cool and calm environment” where customers can find lingerie that is “pretty, practical or provocative.” As Connelly explains: “They won’t be judged on what they’re buying; they can just hang out, enjoy a glass of champagne and have some fun.”

The store fills a hole in the high street’s offering, which Connelly says is separated into either conservative lingerie or the sexy styles stocked by the likes of Ann Summers. “I wanted to open the boutique to show people what lingerie is all about,” she says.

“It can be so exciting but that doesn’t mean you can’t wear it every day - as 46 | boutique. | APRIL 2019

long as it fits properly.”

Sizing things up

Wearing a poor fitting bra was one of the reasons Connelly first opened the store. After attending art school to become an illustrator, she began

working as a project manager for a graphic design company. “I wanted to work in the creative industry and found a way in, but the job fitted me as well as my bras did at that time,” she remembers.

With an idea already burning to

SHOP TALK venture into fashion retail, Connelly began working at a small lingerie shop as a sales assistant, working her way up to running the day-to-day operations within a few months. It was then she had her ‘light bulb moment.’

“I’d had a really horrible bra fitting experience in my twenties and as a woman with a boyish figure, it really knocked my confidence,” she says.

“But when my new boss measured me properly that first time it made me feel amazing. My confidence just skyrocketed. I realised that if she could do that for me in less than a minute than truly wonderful things were achievable. A little spark in me was ignited.”

In just three short years Connelly had put a business plan together, found premises and opened Odyssey Boutique. Located in the city’s West End in the heart of a “wee hidden village,” it sits alongside quintessential Edinburgh architecture.

Today the store’s top selling brands include Simone Perele, Fleur England and Dita Von Teese, which Connelly says has “done very well in the last quarter.” She explains: “I thought it might be perceived as a ‘celebrity brand’, so I brought it in somewhat cautiously for AW17 when it was still quite new. However, (Dita Von Teese) is actually heavily involved in the design process and it’s a brilliant brand with a story behind every piece. My customers are now buying into it with their hearts and souls rather than just their purses.”

Connelly is constantly on the hunt for “really exciting” underwear pieces with “beautiful designs and finishing” as well as “a cheeky edge.” But fit is equally as important as looks: “Because I’m a fitting expert I make sure every brand I stock fits impeccably well,” she explains. “It’s not form over function or aesthetic over fit; it has to be a combination of both.”

The owner describes her lingerie offer as “ultra niche,” yet this is not something that she originally set out to do: “I don’t buy deep into fashion lines,” she says. “I’ll probably take one or two pieces in the most popular sizes, then have more selections coming in each month throughout the season. This means the boutique is always fun to visit and customers aren’t just going to see the same things. It encourages them to come back.”

Odyssey’s lingerie sets start from

£100 - £120 on average and go all the way up to £500, with special sets commanding £700. Connelly describes its key sellers as “luxury basics” while the 3D plunge bra by Simone Perele is its most successful style to date.

The store also stocks a range of complementary swimwear boasting “the same fit and style principles as its lingerie.” Its brands are currently transitioning with the likes of Heidi Klein, Panache, Sea Folly, Melissa Odabash and Resort by Fleur landing for SS19.

Connelly runs the entire business single-handedly, which includes multiple buying trips to Paris and London each season. Stocking a 50 per cent split of indie brands can make the process tricky, particularly because the owner likes to offer her customers “something unusual or unexpected” every season: “I want to stick to my

APRIL 2019 | boutique. | 47

SHOP TALK vision but also introduce excitement for customers, which means I don’t want to keep working with the same brands season in and season out,” she explains.

So, is it difficult to find fresh lingerie collections that continue to titillate customers? “Of course,” says Connelly. “There are hundreds of small independent brands out there, but the problem comes back to fit. Trying to find brands that offer larger sized bras, which are either comfortable to wear or are so beautiful customers can’t leave the shop without them, is an ongoing task. Beautiful bras in sizes that fit the average woman are definitely harder to come by.”

Shopping experience

Odyssey’s customers, says Connelly, appreciate its unique curation of brands that isn’t available elsewhere locally. “They of course have the option of going online, but they would rather come to me. I think this is partly because of my experience and honesty in fitting, but it’s also the experience.

The store offers a sophisticated and stylish environment that is entirely different from being at home trying on bras surrounded by plastic wrappers.

Shopping is a leisure pursuit to take time out and feel inspired – something you don’t get from scrolling down a product page.”

Yet Connelly has felt the rippling effects of the rising popularity of online shopping. “Some of our big brands have started selling online and yes that’s a threat to our working

48 | boutique. | APRIl 2019

relationship moving forward,” she says.

“But I’ve found that our customers have bought online only to be disappointed with the fit, so they’ve ultimately come back to me.”

For this season, Odyssey remains as a physical store rather than an online boutique. Customers can visit its website to book an appointment and take a special quiz to find out if they’re wearing the right size bra. However, for the most part, Connelly has no plans to venture into e-commerce: “I’m of the mind set that you should do one thing and do it really well. I may one day introduce accessories online that come in limited sizes such as small, medium and large then perhaps the candles that I stock, but only items that won’t confuse things with specific sizes.”

Moving forward

But the biggest priority for Connelly

this year is a move to new premises.

With the lease for the original unit set to expire this July, the owner says it was time to find a new space that was more aligned with today’s version of the business. “It has changed quite drastically since it first opened because we used to offer professional in-house beauty treatments, so I now have lots of space I don’t need.”

While Connelly is yet to sign on the dotted line, the store will hopefully be relocating to smaller premises on a busier street: “All being well the new shop will be more visible to passing footfall and I’ll be able to create a more intimate layout. It will be more like a lingerie salon than a shop. One day I’d like to be able to say ‘by appointment only’ but we are not quite at that capacity yet.”

The new store will stock an increased number of brands, as cutting down its rental overheads will free up more budget. “Investing in more stock should help build the business,” says Connelly. “The area I’m hoping to move to is considerably busier so I’ll be working on how I can market the business to this new group.”

As with most businesses, generating more profit is the end goal. However, for Connelly, sparking joy in her customers still comes in at a close second: “Transforming how my customers feel is an absolute pleasure.

All the stress of running a business just disappears when I’m in the dressing room with a customer and she’s finally in the perfect-fitting bra.”

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april 2019 | boutique. | 49

SHOP TALK

“We have our challenges, but they are nothing that we cannot overcome” Michelle DiMarco is owner of lilac anD lilies Boutique in south floriDa How would you describe Lilac and Lilies?

We operate a 2,300sq ft bricks-andmortar boutique as well as an online store (Lilacandlilies.com) selling reasonably priced dresses, tops, skirts and jackets alongside curated accessories, gifts and other stylish curiosities. Our collections are by up-and-coming designers from New York, Los Angeles and overseas as well as my own hand-picked community favourites. Customers are offered unique shopping moments with personal styling, designer trunk shows and monthly special events.

How is business at the moment?

It’s Awesome! Don’t get me wrong, we have our challenges, but they are nothing that we cannot overcome.

I actually love a challenge - it keeps me on my toes. We are also working diligently on building our website so we can reach our customers globally.

What are your best-selling brands?

A few of our tried and true labels are Blank NYC, Chaser Brand, L*Space, Gentle Fawn, Bishop and Young, Buddy Love, Veronica M., Elizabeth Stone, Kendra Scott, Vintage Havana, Lucy Love Paris and Elan International.

Which categories are most popular?

Casual tops, jumpsuits/rompers, casual dresses and necklaces.

How successful is the online side of the business?

We have been selling via Instagram and Facebook for years. However, in October, we launched our own e-commerce site and our projections are forecasted for the majority of 50 | boutique. | aPril 2019

revenues to be brought in from online.

Where do you do your buying?

We go to Atlanta Market or Magic, which is a major apparel tradeshow that takes place in Las Vegas.

What do you look for in a new brand?

I look for a few things including quality, price point and trend.

However, as a buyer, I think the most important part is trusting your gut.

Do you host in-store events to promote the boutique?

We try to host an in-store event at least once a month. These events can

range from working with a charity to hosting a ‘sip and shop’ with a Bravo Housewife. We find our local customers really enjoy these events.

How else do you promote the store?

We are super aggressive promoting the store because we are proud of the business. I personally promote the business every place I go from the hairdresser to the cashier at Whole Foods.

What are your future plans for Lilac and Lilies Boutique?

Online, online and online! We will also be looking into partnering with third party affiliates.

SHOP TALK

“There is no better time to support and buy from a British brand” HARI KRIsHnAdAsAn, owneR And mAnAgIng dIRectoR of cAPRI cLotHIng, tALKs buyIng In tHe cuRRent cLImAte

“B

ritain was historically a successful industrial nation, pioneering the Industrial Revolution which shaped the entire country. However, in the post-war decades, manufacturing began to lose its competitive advantage and industries such as textiles, iron and steel making experienced a relative decline.

“With the ongoing uncertainty of Brexit, there is no better time to support and buy from a British brand. However, since the referendum, one of the biggest challenges faced by the fashion industry is the lack of skilled workers coming from the EU to work in Britain. It’s estimated that 80 per cent of garment machinists working in UK manufacturing units are from Europe and they are not coming to work in the UK due to the current economic uncertainty. Fashion Roundtable, the independent think tank that campaigns for fashion to have a voice in parliament, reports that 96 per cent of those working in the fashion industry voted to remain in the EU. “There are many reasons to buy British. International consumers highlighted the status that comes with British products and many say they would pay a premium, therefore reassuring that they view British goods favourably.

UK businesses are increasingly revered for their integrity and trustworthiness and Britain has a long standing reputation for innovation and quality based on tradition and longevity.

“Despite challenging times on the high street, the British Fashion Council has seen growth in the UK’s fashion industry, which is currently worth £32 billion to the economy – and growing. The increase in online retail and some growth in UK manufacturing has contributed. The fashion sector continues to be a major UK employer with around 900,000 jobs supported across the industry, making it almost as big as the financial sector.

“Brands have gone from strength to strength as they build global businesses. So there’s never been a better time to invest in British brands for your store that support the country and appeal to your customers.”

ZOHARA

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SUPPLIER DIRECTORY Accessories Accessories by Park Lane Unit I6B, Hornbeam Park Oval, Harrogate, HG2 8RB T: 01423 868362 E: sales@parklaneonline.com W: www.parklaneonline.com Facebook: AccessoriesByPL

Lesser & Pavey Ltd Suppliers of Quality and Original Products - V&A Bags, Travel Mugs, Keep Calm products, Trendy Quality Reading Glasses, Fashion Eye Lashes, Foil Nails and Sparkle Lips, Social Stationery.

T: 01233 279225 E: sales@leonardo.co.uk W: www.leonardo.co.uk

Brit-Stitch Ltd. Traditionally Tomorrow Beautiful leather bags and accessories lovingly made in Britain Contact: Bek Brooks T: 01873 852 742 E: info@brit-stitch.com, orders@britstitch.com W: www.brit-stitch.com Instagram: @britstitchuk

Tempest Designs Fashion Jewellery, Handbags & Accessories Contact; Michael Webster T: 01656 842102 E: enquiries@tempestdesigns.co.uk W: www.tempestdesigns.co.uk

Covert Clip Wallets 12 Rosedew Road London W6 9ET T: +44 7900 910 493 E: sales@covertclip.com W: www.covertclip.com

Esperus Systems Ltd Providers of technology fashion business solutions since 1986. We provide the complete integrated Multi-Channel system, Retail, ePoS, eCommerce, Wholesale and Production.

Contact: Greg Gregoriou T: 020 8920 9888 E: Greg@esperus.com W: www.esperus.com

Euroleathers Euroleathers are a supplier of premium shoe and leather care products and accessories.

HQ: Ibex House, Ferrofields, Brixworth, Northampton NN6 9UA T: 01604 881 097 E: sales@euroleathers.com W: www.euroleathers.com Joules For more information or to book an appointment contact our trade team T: 01858 435261 E: trade@joules.com W: www.joules.com Koruma Limited Chessington Business Centre, Cox Lane, Chessington, Surrey, KT9 1SD T: (0044) 020 37 45 56 86 E: info@koruma.co.uk W: www.koruma.co.uk

Business

Mode Retail Ltd (fashione) Multichannel, Epos & Stock control systems for fashion and footwear boutiques.

Unit 6, Clarence Street, Chorley, Lancashire, PR7 2AT T: 01257 220205 E: sales@fashione.co.uk W: www.fashione.co.uk Paraspar Online Fashion Retail specialists – Building successful ecommerce sites since 1997 0208 238 5860 www.paraspar.co.uk info@paraspar.co.uk Top To Toe Senator house, 2 Graham Road, London, NW4 3HJ Software Systems T: 020 3376 5888 E: info@toptotoe.com

52 | boutique. | APRIL 2019

Visualsoft Ltd Contact: brand@visualsoft.co.uk T: 01642 633 604 W: www.visualsoft.co.uk

Footwear Caprice Shoes T: 07734 247 669 E: Capriceshoes@gmail.com W: www.capriceshoes.co.uk Facebook: /capriceshoes Laceys Footwear T: 0207 7390 398 E: michael@laceysfootwear.com W: www.laceysfootwear.co.uk La Paire La paire is a boutique shoe brand specialising in handmade Spanish leather sandals. The focus is quality, comfort and design create wearable and timeless styles.

141 Priory Road, London N8 8NA Contact: Amy T: 07976 633 723 E: info@lapaire.co.uk W: www.lapaire.co.uk

Menswear Joules For more information or to book an appointment contact our trade team T: 01858 435261 E: trade@joules.com W: www.joules.com

Stock Clearance LSS Services T: 0208 952 5208 E: stock@lssserevices.co.uk

Womenswear ABSOLUTE The Point, Showroom 3, 173-175 Cheetham Hill Road, Manchester, M8 8LG T: 0161 228 6966 E: viv@absolutefirst.co.uk Capri Clothing T: 0203 819 0819 E: sales@capriclothing.co.uk W: www.capriclothing.co.uk

SUPPLIER DIRECTORY City Goddess/Goddiva/Goddiva plus T: 0044 208 597 2744 E: sales@citygoddess.co.uk W: www.citygoddess.co.uk Crea Concept UK Ltd 34/35 Eastcastle Street, 1st Floor, London, W1W 8DW Contact: Paulette Cohen T: 020 7 436 0631 E: paulette@creaconcept.co.uk Emreco Impeccably versatile collection of original designs, with style and quality.

T: 0845 345 1914 E: info@emreco.co.uk W: www.tradeatemreco.com

LevelOne Showroom One of the UK’s leading fashion agency, Level/One Showroom is a multi-branded distributor representing the most exciting premium European and American brands. Our aim is to build close partnerships with our retail partners within the UK & Ireland.

Brands: Soia & Kyo, Parker Smith, South Parade, Go Silk, Chaser, VLT’s

by Valentina, Oats Cashmere, Claudia Nicole, Sophie, DEX Clothing Contact: David Smith T: 020 7288 8704 E: david@leveloneshowroom.com W: www.leveloneshowroom.com

Diane Sykes Showroom: Gilmoora House, 3rd Floor, 57-61 Mortimer Street, London, W1W 8HS T: 07906 070081 Head Office: 77 All Saints Street, Hastings, East Sussex, TN34 3BH Telephone 07906 070081

Lisette L Montreal Perfect Fit and Always in Style - your Lisette L Montreal UK Agent: Liz d’Esterre Fashion Agency T: 07956216801 E: lizdesterre@yahoo.co.uk W: www.lizdesterrefashionagency.com Ireland Agent: LFM Agencies T: 00353 87121 4857 E: sales@lfmagencies.com

Extravagance Brands: Sarah Pacini, NY77design Contact: Nazma Chaudhry T: 0207 636 1280 M: 07881 622 888 E: nazmachaudhry@gmail.com W: www.sarahpacini.com W: www.ny77design.com

Lyn Burns Fashions Showroom: 1st Feb – 3rd Mar 2019 44 Hallam St, London, W1 W6JJ Brands: Simclan, Vetono, Backstage, One Life, Nor Admin Office: 01737 851141 M: 07711847275 E: lynburnsfashions@yahoo.co.uk

Joules For more information or to book an appointment contact our trade team T: 01858 435261 E: trade@joules.com W: www.joules.com

MDA International Fashion MDA are a multi-branded womenswear fashion and distributor working with the very best independent boutiques across the UK & Ireland.

Brands: Lauren Vidal, La Bottega di Brunella, Gershon Bram, Mama b, THING, Chiara Cocol, Mes Soeurs et Moi, TRINE KRYGER SIMONSEN T: 0207 971 1084 Martin, Phil & Hannah E: office@mdainternational.co.uk W: www.mdainternational.co.uk

Lily & Me Amari Designs Ltd, Unit 15, Gabwell Business Park, Quadrant Distribution Centre, Hardwicke, Gloucester, GL2 2JH T: 01566 779477 T: 01566 772121 E: enquiries@lilyandmeclothing.com info@lilyandmeclothing.com W: www.lilyandmeclothing.com

Michael Dawson Fashion Agency Brands: BIGGI M, KJ Brand, Laurie, Mona Lisa T: 0161 236 1976 E: michael.dawsonfa@ntlworld.com W: www.mdfa.co.uk

Nomads 9 Western Road, Launceston, Cornwall, PL15 7AR Contact: Shallon and Jo T: 01566 777 338 E: info@nomadsclothing.co.uk W: www.nomadsclothing.com OD’s Designer Clothing Contact: Chris O’Dea T: 01744 730985 E: ods1@btconnect.com W: www.odsdesignerclothing.com Sarah Tempest/Tempest Designs Italian Clothing Supplier Contact; Michael Webster T; 01656 842102 E: enquiries@tempestdesigns.co.uk W: www.tempestdesigns.co.uk TCA Established in 2009 TCA Showroom has become one of the leading fashion agencies and distribution for womenswear within the UK and Ireland. TCA showroom specialises in distributing fashion European brands, from fast fashion to premium and contemporary labels.

Brands: Access Fashion, Cara, Compania Fantastica, Coster Copenhagen, Cristina Gavioli, Denim Hunter, Desigual, Fracomina, Freequent, Garcia, Goa Goa, Grace + Mila, Ioaku, Kaffe, Naf Naf, Salsa, Silvian Heach Contact: Dahlia T: 020 3432 6385 E: sales@tcashowroom.com W: www.tcshowroom.com YM Fashion Co (UK) Ltd Showroom, 78 Margaret Street, London, W1W 8SZ Contact: Pauline Sawyer T: 020 7436 8576 E: pauline@yaccomaricard.com

To advertise on these pages please contact the team on

01795 509106 or email

julie@bpmedialtd.co.uk beccy@bpmedialtd.co.uk APRIL 2019 | boutique. | 53

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