OCTOBER 2019
ISSUE 108
Festive glamour Covetable Christmas gifts Perfect partywear Promotion planning Falmouth’s indie scene
UK Customer Services 0141 204 0699 fashion@premierfashions.co.uk franklyman.com
EDITOR’S LETTER
Oh, what a ight!
EDITOR Gemma Ward gemma@bpmedialtd.co.uk
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 Goddiva Tel: 0208 597 0337 Goddiva.co.uk
STOCK UP
BOREALIS BLOUSE, TWENTY SEVEN NAMES, £POA
STOCK UP
SILVER BAG, MASCARA, £8.95
Time to parkle
SEQUIN TOP, LUISA CERANO, £POA
CHRISTMAS COMES EARLY WITH THESE COVETABLE GIFTWARE BUYS
SKYE CLUTCH, BELL AND FOX, £32.95
CAPE, PEARL LOWE, £POA
SHOOTING STAR NECKLACE, LILY CHARMED, £15.50
RUFFLED DRESS, SCOTCH AND SODA, £46.10
Contemporary Christmas MIX BOLD COLOURWAYS WITH MONOCHROME FOR A MODERN FESTIVE SEASON LOOK
AUDREY DRESS, NU DENMARK, £POA
JACQUARD SUIT, SCOTCH AND SODA, £146.10
EARRINGS, LES GEORGETTES, £POA DOUBLE SPIN RING, OUTHOUSE, £POA
ANKLE BOOT, ASH, £POA
ASH Tel: 0207 323 1020; BELL AND FOX Tel: 01273 693 981; CELTIC AND CO Tel: 0333 400 0044 E: trade@celticandco.com; LATTE Tel: 0141 204 0699 E: info@latteclothing.com; LES GEORGETTES E: grant.murdoch@altesse.com; LILY CHARMED E: sales@lilycharmed.com; LITTLE MISTRESS Tel: 0203 617 7668; MARC CAIN Tel: 0207 436 0705; NU DENMARK Tel: 0207 702 0203; OUTHOUSE Tel: 0203 581 5900; PEARL LOWE E: enquiries@pearllowe.co.uk; SCOTCH AND SODA Tel: 0203 137 3901; SUGARHILL BRIGHTON Tel: 01273 911 393; TWENTY SEVEN NAMES E: info@twentysevennames.co.nz
24 | boutique. | OCTOBER 2019
Reminisce with this Cassette Tape Necklace from Lily Charmed, £16.95
Elliot Rhodes’ Chelsea card holder is the perfect travel companion, £29.80
Turn up the sparkle in Sugarhill Brighton’s Rita Harlequin Sweater, £17.50
Have a wild night in with À la’s Velvet Leopard Cushion, £POA
Shine bright with Buckley London’s Stargazer charm bracelet, £POA
If only fine jewels will do, choose the Sword Hoop Earrings by Alessa, £POA
Celtic and Co’s cashmere socks are sure to be on everyone’s wish list, £POA
Have a giggle with Newgate’s limited edition slogan clock, £41.75
GREEN DRESS, TWENTY SEVEN NAMES, £POA
HAND EMBROIDERED BALLERINA, SEP JORDAN, £POA RING, DRAJÉE LONDON, £POA DRAJÉE LONDON E: business@drajee.com; JOE BROWNS E: wholesale@joebrowns.co.uk; JOHNNY LOVES ROSIE E: wholesale@johnny-loves-rosie.com; LATTE Tel: 0141 204 0699 E: info@latteclothing.com; LUISA CERANO Tel: 0207 323 6100; MARC CAIN Tel: 0207 436 0705; MASCARA Tel: 0208 965 1522 E: info@mascaracollection.com; PEARL LOWE E: enquiries@pearllowe.co.uk; SCOTCH AND SODA Tel: 0203 137 3901; SCREAM PRETTY Tel: 01753 424 160 E: sales@screampretty.com; SEP JORDAN E: info@sepjordan.com; SUGARHILL BRIGHTON Tel: 01273 911 393; TWENTY SEVEN NAMES E: info@twentysevennames.co.nz
Have a heart this Christmas with Bell and Fox’s Adeline clutch, £29.25
LEATHER JOGGERS, CELTIC AND CO, £POA
DRESS, PEARL LOWE, £POA DRESS, SCOTCH AND SODA, £164.95
22 | boutique. | OCTOBER 2019
NEME JUMPSUIT, SUGARHILL BRIGHTON, £24.30
CATRINA SHIRT, SUGARHILL BRIGHTON, £17.15
CREATE A DAZZLING PARTYWEAR EDIT WITH OUR PICK OF SHINY WOMENSWEAR BUYS
A time or giving
BLACK DRESS, MARC CAIN, £POA
CYNTHIA DRESS, SUGARHILL BRIGHTON, £23.20
AUDREY TRIO EARRINGS SET, SCREAM PRETTY, £14.95
GEM HAIR CLIPS, JOHNNY LOVES ROSIE, £POA
Gemma Ward, Editor Follow us on Twitter @boutiquemag and Instagram @boutiquemaguk
STOCK UP SKIRT, MARC CAIN, £POA
PLEATED SKIRT, JOE BROWNS, £POA
fear not because we’ll be doing it all again in 2020! Back to business and this issue is filled with ideas to get your business into the festive swing. First up, we’ve got partywear ideas galore on our shopping pages, starting on page 21. Meanwhile, our Christmas Gift Guide on page 32 has all the inspiration you’ll need to create a dazzling product edit. Lastly, we speak to some leading UK indies and experts about driving extra Christmas sales from now until December on page 39.
Latte
PUBLISHERS Julie Neill, Beccy Wells
A
Little Mistress
CREDIT FACILITIES MANAGER Natalie Murray – creditcontrol@cimltd.co.uk Tel 01795 509103
fter a sparkling evening of celebrations, breathtaking views of the capital and many, many bottles of Prosecco, the winners of the first ever Boutique Star Awards have finally been announced. The glitzy winners’ party took place earlier this month at The Deck at the National Theatre on London’s South Bank, where television presenter Hayley Sparkes took to the stage to crown the winners of 12 different categories. We were thrilled to see so many boutique owners and suppliers in one room coming together to raise a toast to this amazing and unique industry. We’d like to thank every single person who took the time to enter our first ever competition and those who supported it by attending the event. I’d also like to congratulate every brand and business that made it onto the shortlist this year. The standard of entries was incredibly high so this is no mean feat. You are all doing an outstanding job of flying the flag for this industry and we hope you will display your Boutique Star Awards Finalist 2019 banners with pride. To find out who won what, please turn to our Fashion Fix section on page 7. We will also be running a special feature in our next issue with all the pictures and highlights from the evening. If you feel like you missed out by not submitting your entry this year,
Latte
DESIGN AND PRODUCTION Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk Lisa Humphrey - lisa@cimltd.co.uk Tel 01795 509108
Mascara
PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Beccy Wells – beccy@bpmedialtd.co.uk Catherine Ridings – cath@bpmedialtd.co.uk Tel 01795 509106
A LA alacollection.com/en/page/wholesale; ALESSA Tel: 0207 193 2817 E: sales@thehouseofluxury.com; BELL AND FOX Tel: 01273 693 981 Bellandfox.com; BUCKLEY LONDON Tel: 0113 230 5292 E: webtradeteam@buckleylondon.com; CELTIC AND CO Tel: 0333 400 0044 E: trade@celticandco.com; ELLIOT RHODES Tel: 0207 379 8544; LILY CHARMED E: sales@lilycharmed.com; NEWGATE Newgatetrade.com; SUGARHILL BRIGHTON Tel: 01273 911 393
32 | boutique. | OCTOBER 2019
OCTOBER 2019 | boutique. | 3
A PURE NATURAL F IB RE KNI TWEAR BRAND We are Paul James - a luxury, Leicestershire-based knitwear manufacturer. We strive to deliver the purest knitwear experience, which is why we shun man-made fibres, instead using only 100% natural fibre yarns in the production of our knitwear.
STOCK SERVICE NO MINIMUM ORDER WHITE LABEL
Women’s Chunky Merino Wool Cable Jumper Available in 4 colours Contact us to request our line sheets
M EN | WO M E N | W HO LESALE | WHI TE LABEL | PRI VATE L AB E L PAUL JAME S K N IT W EA R | L IF EG UA R D B U I L D I N G | 1 29 G R AC E R OA D | L E I C E STE R | L E 2 8 AJ | UK UK +44 ( 0) 116 402 9993 | SA L E S @ PAU L JA ME S KN I TW E A R .CO M
pauljamesknitwear.com
CONTENTS
21
37
35
boutique.
OCTOBER 2019
NEWS
BUSINESS
SHOP TALK
07 FASHION FIX
38 FESTIVE PROMOTIONS
47 COASTAL COMMUNITY
53 HAPPY CUSTOMERS
54 FROM AM TO PM
Essential news for womenswear indies
12 BOUTIQUE LOVES
Must-have buys to enhance your womenswear offer
14 TREASURE TROVE
October’s top fashion and accessories picks
16 MALE ORDER
Stylish menswear pieces to uplift your shop floor
BUYING 21 CHRISTMAS PARTYWEAR
Leading indie owners and retail experts reveal how to maximise sales in the run-up to Christmas Three ways to drive traffic into your boutique
55 FAST LIVING
Gemma Ward uncovers a vibrant independent retail scene in the coastal town of Falmouth Whale of a Time Clothing founder Ellie Wales talks us through her typical working day
Capri’s Hari Krishnadasan on sidestepping fast fashion
32 A TIME FOR GIVING
Classic and on-trend pieces to see you through the festive season in style
30 FASHION EXTRAS
This month’s best accessories and giftware
32 A TIME FOR GIVING
Giftware options to create a sparkling Christmas edit OCTOBER 2019 | boutique. | 5
www.pausecafe.fr
Ca fé W hy not try th e Pa us e le ct ion co lle ct ion with a sm all se of In-Sea so n stock? nt Si m ply re qu est ou r cu rre ll Em ail stock brochu re an d we ’ away! or po st it to you st ra ig ht
Pierre & Bhavna at Leap N Link Ltd. T:: 0161 713 1803 E:: info@leapnlink.co.uk W:: www.leapnlink.co.uk
Fashion Fix
ESSENTIAl NEwS fOR INDIES
YOUNG IDEAS, ASHBOURNE
Young Ideas named among the winning independent retailers at the Boutique Star Awards 2019
D
erbyshire independent group Young Ideas scooped three accolades at the first ever Boutique Star Awards, which took place in Central London on Tuesday 8 October. The premium multi-brand retailer, which operates four bricks-and-mortar stores, was named Womenswear Independent of the Year and Independent Group of the Year while its countrywear specialist store Henmores was named Multi-Channel Independent of the Year. A winners’ party was held at The Deck inside London’s iconic National Theatre. Over 100 guests attended the informal ceremony where presenter Hayley Sparkes congratulated all of the short-listed boutiques and brands for reaching the finalist stage of the competition. Publisher Julie Neill also took to the stage to thank sponsors City Goddess and Goddiva as well as all the attendees for supporting the event. Here is the full list of Boutique Star Awards 2019 winners...
BOUTIQUE STAR AWARDS 2019 WINNERS RETAILERS
SUPPLIERS
Womenswear Independent of the Year Young Ideas, Derbyshire
British Brand of the Year Naeco
Independent Group of the Year Young Ideas, Derbyshire Occasionwear Specialist of the Year Caroline Clark Bridal Boutique, Droitwich Creative VM Independent of the Year Haygen, Islington Social Media Channel of the Year Tilletts, Louth Multi-Channel Indie of the Year Henmores, Derbyshire
International Brand of the Year Lofina Fashion Agency of the Year Joanna Edwards Fashion Distributor of the Year Capri
SPECIAL AWARDS Newcomer Nesavaali Lifetime Achievement James Lakeland
OCTOBER 2019 | boutique. | 7
FASHION FIX
PAUL HANAOK ON UNSPLASH
Etailers “missing out on major opportunity” by failing to contact shoppers post purchase Diesel partners with Disaronno Denim brand Diesel has partnered with Disaronno on the launch of a limited edition version of its amaretto-flavour liqueur. Hitting supermarket shelves this month, Disaronno Wears Diesel features an eye-catching print of the label’s blue denim and is sure to be a big hit with fashion fans in the run up to Christmas.
Communicating directly with e-commerce customers once they have made a purchase during the shipping and returns period can significantly increase repurchase rates, reveals new research by ParcelLab. Its findings show that ‘most online retailers leave post-purchase communication to their courier company.’ According to the UK E-commerce Shipping Survey 2019, only 11 of Britain’s 100 largest online retailers contact their shoppers directly during shipping. ParcelLab CEO and founder Tobias
Buxhoidt says etailers are missing out on a major opportunity to boost customer retention: “We closely monitor the service we deliver to each of our clients and our research has found that enabling them to communicate directly with shoppers post purchase is driving three out of four customers on average back to their websites. This is significantly increasing repurchase rates – by up to 90 per cent in some cases. Meanwhile, our clients are also seeing on average 25 per cent fewer customer service enquiries, saving time and money.”
ITE Group rebrands as Hyve Group plc ITE Group, owner of UK trade shows Pure London, Jacket Required, Moda and Scoop, has rebranded to Hyve Group plc. The company says the “rebrand reflects the evolution of the group’s business,” which has “transformed into a next generation global events firm.” CEO Mark Shashoua comments: “We launch our new brand identity, Hyve, to move us into the future, with a clear vision, well defined strategy and a renewed energy. Our new name is a better reflection of who we are now 8 | boutique. | OCTOBER 2019
and captures our ambitions for our future.” The move follows the second year of like-for-like growth for the group, which had recorded declining revenue in the previous four financial years to FY17. This includes double-digit growth from its Top 10 events. “We are on a mission to deliver unmissable events,” adds Shashoua. “We believe our model gives us a distinctive competitive edge as customer needs evolve and we aspire to set the standard for our industry.”
JACKET REqUiREd
FASHION FIX
Boutique barometer Industry sales fIgures august 2019 (versus august 2018)
JACEK DYLAG ON UNSPLASH
August sales dip slightly following promising summer retail figures Retail sales dipped slightly in August compared to July, reveal the latest ONS retail figures. Overall spend fell by 0.4 per cent month-on-month, however year-on-year sales still grew in August by 2.7 per cent. In the Clothing and Textiles sector, sales only fell by 0.1 per cent in comparison to July 2019. The decline follows a healthy summer of retail sales on the high street and online, which rose moderately in the three months to August with e-commerce driving the largest portion of growth. “With clothing being so cyclical,
a minor fall towards the end of a season makes sense as consumers are waiting for the next season’s offerings,” comments Fashion Retail Academy CEO Lee Lucas. “Autumn stock has started gracing the rails, and retailers must capitalise on this summer’s welcome success by offering buyers surprises, alongside wardrobe staples. Immersive instore experiences and promotions will hopefully continue to attract shoppers throughout the colder months when visiting the high street may not be as enticing as it is during warm summer days.”
Connaught Village closes roads for car-free shopping event Independent fashion retailers took part in a car-free shopping event in London’s Connaught Village area last month to support the mayor’s initiative to reduce the number of vehicles on the road. Lucy Choi showcased a selection of its London Fashion Week footwear to a pedestrian-only filled street while couture wedding dress store Ritva Westenius presented its latest collection with designer James Clarke. Shoppers also took part in The Cuddle Club by London Dog Week, free bird feeder-making workshops, pony rides courtesy of Hyde Park Stables and free rickshaws to nearby art galleries. 10 | boutique. | OCTOBER 2019
-4.23% Average sales quantity
+5.45% Average selling price
+4.45% 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
FASHION FIX
Wearable fashion
Jumpsuits offer a chic alternative to dresses and can provide an easy transition from daytime to evening. This polka dot Pandora version by Sugarhill Brighton can be styled with heels or trainers - making it the perfect versatile piece for SS20. £23.30; Tel: 01273 911 393
Natural collections
Cornish brand Celtic and Co offers enduring contemporary womenswear using natural materials that are renewable, sustainable and a pleasure to wear. Originating in sheepskin footwear, its range now includes knitwear, homeware and leather footwear. £POA; Tel: 0333 400 0044 E: trade@celticandco.com
Boutique oves…
THE FRESH FASHION FINDS SETTING OUR WORLD ON FIRE
Luxury lounging
Crafted in 100 per cent silk satin, Violet and Wren’s signature silk kimono in Evergreen brings comfortable chic to a whole new level. £POA; E: helen@violetandwren.co.uk
Easy style
Curate ears with ease via Scream Pretty’s Opal Luxe Set of Three Single Earrings. Offering timeless elegance and dazzling colour, the stunning synthetic sun and ice opals catch the light - adding rays of iridescent white to any outfit. £POA; Tel: 01753 424 160 Tradescreampretty.com
12 | boutique. | OCTOBER 2019
Pretty accessories
Johnny Loves Rosie’s hair accessories offer a stylish and affordable way to add interest to your merchandising displays this season and beyond. £POA; E: wholesale@johnny-loves-rosie.com
FASHION FIX
Layer up
Stay cosy this AW19 in Cocoa Cashmere’s effortlessly stylish Selene jumper, featuring a roll neck and flashes of bold colour at the cuffs. £POA; Tel: 0203 914 3831 Cocoacashmere.com
Hitch a lift
Providing invisible lift and support for the décolletage, Lift Ups by Secret Weapons are washable and can be re-used multiple times. The accessory is perfect for upselling around the party season, providing maximum coverage and comfort for wearing under strapless and backless dresses and tops. £POA; Tel: 01423 885 374 E: info@patricia-eve.co.uk
Treasure trove Hot buys for tHe season aHead
Effortless style Cast your LBD aside this party season in favour of Nesavaali’s red and gold maxi dress. Created ethically using sustainable fabrics, it’s available to indies for an affordable price point. Christmas has come early! From 16; Tel: 07448 943 423 E: info@nesavaali.com
Food, glorious food!
From the creator of the iconic hot and cold drinks bottles, S’nack by S’well is a new range of stylish toteable food containers. Available in two sizes, expect whimsical designs and extended temperature retention - offering fun options that will transform eating on the go. £POA; E: agreen@swellbottle.co.uk Tel: 0203 540 7799 14 | boutique. | oCtober 2019
By the letter
The perfect festive giftware option, Emily Mortimer’s Echo Gold initial necklace is sure to be wellreceived by stylish recipients this Christmas. £POA; Tel: 07525 451 753 Emilymortimer.co.uk
www.capriclothing.co.uk • sales@capriclothing.co.uk • Tel: 0203 819 0819
FASHION FIX
Onto a winner
Power jewels
Men’s jewellery is becoming increasing popular and Buckley London’s stainless steel and enamel Axel pendant is a great way to tap into the trend. £POA; Tel: 0113 230 5292 E: webtradeteam@ buckleylondon.com
Inspired by the opulence of Las Vegas casinos, Newgate’s Britishdesigned chronograph G6 Vegas watch features a stainless steel gold plated case, Arabic numerals and a triptych of subdials. The timepiece comes with a choice of interchangeable black leather or gold striped canvas straps. £104.25; Newgatetrade.com
Off-court action
Male order
Based on a classic tennis sneaker, Tretorn’s Tournament Leather Hi-Tops feature natural rubber outsoles and insoles to offer extra bounce and comfort. £58; Tel: 01633 485 365 E: Caitlin@unify-bp. com Eu.tretorn.com
Give your menswear selection a swift update with these new discoveries
Street smart
Bringing the functionality of outdoor accessories to an urban audience, New York brand Manhattan Portage uses quality materials to create hard-wearing backpacks, messenger bags and smartphone cases. £POA; Tel: 0208 361 1963 E: customerservice@ manhattanportage.co.uk
Night and day
Swedish label Hanro gives classic men’s pyjamas a new season update with navy and khaki-green stripes printed on relaxed and breathable cotton poplin. £POA; Tel: 01580 241 111 E: charlotte@intimateslingerie.co.uk 16 | boutique. | octoBer 2019
WARM UP YOUR WORLD
WEAR KUSAN
PROMOTION
Artistic license
NEwly RE-BRaNdEd SahaRa RETuRNS TO iTS ROOTS ThiS aw19 wiTh a STRONg fOCuS ON COlOuR, paTTERN aNd TExTuRE
R
enowned for its contemporary bohemianchic collections, British womenswear label Sahara has announced a re-brand of its entire business. The overhaul sees the arrival of a new logo, labelling and packaging, as well as a brand new e-commerce site and mission statement to better reflect
18 | boutique. | OCTOBER 2019
the company’s vision and relate to its “free spirited and independent” target customer. Sahara was founded by Suzy Coppersmith-Heaven who set out to see the world in search of inspiration in the late 1970s. Sahara’s mission has always been to combine high quality natural fabrics with unique, traditional weaving and sewing techniques, infusing classic British styling with creative artisan inspiration from the East. Alongside its new look, Sahara continues to focus on furthering its charitable efforts and eco-conscious practices, producing over 60 per cent of its collections in the UK. With the opening of its new standalone boutique in Burford, the brand is determined to continue to nurture and support the British high street. AW19 sees Sahara returning to the brand’s roots with an even stronger focus on colour, pattern and texture. Embracing influences that are not restricted by passing fashion trends or
particular artistic eras, the collection creatively juxtaposes tactile soft crinkle checks, chenille jacquards, boucles and waffle textures. Colours increase in intensity as the season progresses and the play on pattern and texture adds a unique, classically Sahara aesthetic. Signature painterly multi-colour prints continue to gain traction for the brand. Best sellers include multicolour tartan in luxurious velvets and soft viscose twills. Dots, spots and scribbled circles punctuate the print selection. Stunning multicolour tropical prints on velvet jackets, meanwhile, are new season heroes. For Christmas, the brand launches its first collection featuring fabric from heritage brand Liberty of London. The range features Liberty’s signature peacock feather print on luxurious Italian silk across three key shapes. Sahara has plans to expand this series and is introducing Liberty prints on jersey and silks for SS20. CONTACT: E: wholesale@ saharalondon.com
We are unconstrained. Our
adventurous spirit leads
us beyond the High Street to destinations lesser known. For clothes that mean That add to the
story of our lives.
wholesale@saharalondon.com | +44(0)20 7483 8438 | saharalondon.com
more.
TRADEGALA MARKETPLACE
Stock Up
What to buy noW
That’s a wrap
nEXt
G
et ready for Christmas with our edit of standout partywear and musthave gift ideas…
oCtobER 2019 | boutique. | 21
STOCK UP SKIRT, MARC CAIN, £POA
PLEATED SKIRT, JOE BROWNS, £POA
CYNTHIA DRESS, SUGARHILL BRIGHTON, £23.20
SILVER BAG, MASCARA, £8.95
GEM HAIR CLIPS, JOHNNY LOVES ROSIE, £POA
BOREALIS BLOUSE, TWENTY SEVEN NAMES, £POA
Latte
AUDREY TRIO EARRINGS SET, SCREAM PRETTY, £14.95
Time to parkle
CREATE A DAZZLING PARTYWEAR EDIT WITH OUR PICK OF SHINY WOMENSWEAR BUYS
SEQUIN TOP, LUISA CERANO, £POA
RUFFLED DRESS, SCOTCH AND SODA, £46.10
DRESS, PEARL LOWE, £POA DRESS, SCOTCH AND SODA, £164.95
Mascara
HAND EMBROIDERED BALLERINA, SEP JORDAN, £POA RING, DRAJÉE LONDON, £POA DRAJÉE LONDON E: business@drajee.com; JOE BROWNS E: wholesale@joebrowns.co.uk; JOHNNY LOVES ROSIE E: wholesale@johnny-loves-rosie.com; LATTE Tel: 0141 204 0699 E: info@latteclothing.com; LUISA CERANO Tel: 0207 323 6100; MARC CAIN Tel: 0207 436 0705; MASCARA Tel: 0208 965 1522 E: info@mascaracollection.com; PEARL LOWE E: enquiries@pearllowe.co.uk; SCOTCH AND SODA Tel: 0203 137 3901; SCREAM PRETTY Tel: 01753 424 160 E: sales@screampretty.com; SEP JORDAN E: info@sepjordan.com; SUGARHILL BRIGHTON Tel: 01273 911 393; TWENTY SEVEN NAMES E: info@twentysevennames.co.nz
22 | boutique. | OCTOBER 2019
STOCK UP BLACK DRESS, MARC CAIN, £POA
NEME JUMPSUIT, SUGARHILL BRIGHTON, £24.30
SKYE CLUTCH, BELL AND FOX, £32.95
CAPE, PEARL LOWE, £POA
SHOOTING STAR NECKLACE, LILY CHARMED, £15.50
Contemporary Christmas MIX BOLD COLOURWAYS WITH MONOCHROME FOR A MODERN FESTIVE SEASON LOOK
AUDREY DRESS, NU DENMARK, £POA
JACQUARD SUIT, SCOTCH AND SODA, £146.10
GREEN DRESS, TWENTY SEVEN NAMES, £POA
EARRINGS, LES GEORGETTES, £POA DOUBLE SPIN RING, OUTHOUSE, £POA
ANKLE BOOT, ASH, £POA
ASH Tel: 0207 323 1020; BELL AND FOX Tel: 01273 693 981; CELTIC AND CO Tel: 0333 400 0044 E: trade@celticandco.com; LATTE Tel: 0141 204 0699 E: info@latteclothing.com; LES GEORGETTES E: grant.murdoch@altesse.com; LILY CHARMED E: sales@lilycharmed.com; LITTLE MISTRESS Tel: 0203 617 7668; MARC CAIN Tel: 0207 436 0705; NU DENMARK Tel: 0207 702 0203; OUTHOUSE Tel: 0203 581 5900; PEARL LOWE E: enquiries@pearllowe.co.uk; SCOTCH AND SODA Tel: 0203 137 3901; SUGARHILL BRIGHTON Tel: 01273 911 393; TWENTY SEVEN NAMES E: info@twentysevennames.co.nz
24 | boutique. | OCTOBER 2019
LEATHER JOGGERS, CELTIC AND CO, £POA
Latte
Little Mistress
CATRINA SHIRT, SUGARHILL BRIGHTON, £17.15
OCTOBER 2019 | boutique. | 25
PROMOTION
Dresses of dreams TuRn up ThE glamOuR This paRTy sEasOn wiTh gOddiva’s nEw COllECTiOn Of shOw-sTOpping gOwns
T
he latest short order collection by occasionwear brand Goddiva reaches new levels of luxury with pieces that are high in opulence, gloss and shine. Aptly named the High Gloss and Glass AW19 collection, the range is laden with exquisite hand-beaded and intricate embellished designs that have been given a chich Art Deco twist. Drawing inspiration from the 1920s, this new statement luxury collection is perfect for the party season and every festive celebration. Demure and divine, each piece in 26 | boutique. | OCTOBER 2019
PROMOTION
the range will turn heads when it lands in store. Expect to find show-stopping delicately hand-beaded maxi dresses in elegant black and gunmetal sequins alongside a deluxe golden two-tone sequin floor-length gown. Iridescent sequins bring some enchantment to the evening, as they adorn a stunning full skirt maxi dress in black or deep emerald colourways. This dress stands out with a plunging v-neckline and gradient sequins gracing a delicately pleated full skirt. This season’s tassel and fringing trend also features across the range, from 1920’s style flapper dresses in gold and silver gradients and strong fringe midi styles in dazzling gold and silver or black and petrol. Meanwhile,
there’s a standout midi with gunmetal heavy baroque style beading and statement tassels in navy or silver on silver. Elsewhere, the brand’s maxi with fringe detailing across the bust line and hip is available in wine, emerald or black. Last but not least, another predicted best-seller in the collection is the shoestring strap figure-hugging sensual gown. This dress of dreams features cross hatch beading and delicately placed diamanté for ultimate glamour. Wholesale prices range from £15 - £40 while the minimum order requirement is £150. CONTACT: Tel: 0208 597 2744 Citygoddess.co.uk OCTOBER 2019 | boutique. | 27
FRANK SAUL (FASHIONS) LTD. FRANK SAUL HOUSE, STEELE ROAD, PARK ROYAL, LONDON NW10 7AR TEL. + 44 (0) 208 965 1522 FAX. + 44 (0) 208 965 1518 EMAIL. info@mascaracollection.com WEB. www.mascaracollection.com Copyright © 2017 - 2020 Frank Saul Fashions and/or its suppliers. All rights reserved © Crown copyright 2016. All rights reserved
ACCESSORIES
Fashion Extras Autumn jewellery, home Accessories And footweAr picks for your boutique
Back to black
Lucky girl
Brit brand Sugarhill Brighton creates a Mini Me range for mums who want to twin with their daughters, such as this Nico Lucky Cat Sweater. £12.95; Tel: 01273 911 393
Perfect scents
A wardrobe staple for AW19, Joules’ flat black leather Westbourne Chelsea boots are perfect for adding an edge to this season’s winter florals. £POA; Tel: 01858 435 261 E: trade@joules.com
Infused with extracts from native Indian plants, Lavender and Lillie’s Palace Road Hand and Body Wash offers intoxicating fragrance for every shower setting. £POA; E: trade@lavenderandlillie.com
Off the cuff
Urban jungle
Perfect for Valentine’s Day edits, Les Essentielles Love Bracelet by French accessories label Les Georgettes comes with interchangeable coloured leather and Perspex inserts. £POA; E: grant.murdoch@altesse.com 30 | boutique. | october 2019
Offering luxurious printed scarves and cosy separates, Cashmere Couture by Simone Bruns is a great brand to have on your new season radar. £POA; Tel: 0207 937 5863 Shop.cashmere-couture.de
Taking shape
Designed with classic shapes and timeless colours, Swiss label Vanja Jocic produces beautiful hats that are both functional and elegant. £POA; E: hello@byvanjajocic.com
Starlight express
The perfect AW19 boots have arrived! Style Air and Grace’s Starlight Ankle Boots with winter dresses and cosy cashmere for ultimate cool girl style. £POA; Tel: 0777 933 2345 Airandgrace.com
Ready for rain
Perfect for carrying in handbags, Fulton’s Aerolite is its lightest umbrella to date - weighing in at just 86g, which is half the weight of a smart phone. £9.35; Tel: 0208 963 3010
ACCESSORIES
Moonstruck
Jewellery brand Outhouse specialises in cool on-trend designs that have caught the attention of celebs, such as these half moon Crescent Ear Studs. £80; Tel: 0203 581 5900
Finishing touch
Cinch in waists with Fairfax and Favor’s leather Hampton Belt, incorporating a raised contrasting suede inner stripe, brass buckle and embellished stud logo. £34.10; Tel: 01760 338 199 Fairfaxandfavor.com
Autumn gem
Sparkle your way through AW19 with Johnny Love’s Rosie’s Gem Hoop Earrings, featuring rows of dazzling light-catching faux stones. £POA; E: wholesale@johnny-loves-rosie.com
Winter warmers
Get ready for cosy nights in with Totes’ Novelty Mug and Sock Set, which includes a ceramic elephant mug for hot drinks and matching slipper socks. £6.25; Tel: 01277 630 277 Totes.co.uk
Out of her shell
Azure blue
Dream of blue skies whatever the weather brings this winter with Scream Pretty’s Turquoise Spike Necklace, featuring a slider clasp imported from Italy. £14.95; Tel: 01753 424 160
Warm things up
The shell jewellery trend is set to boom this SS20. Stay one step ahead of the game with Netherlands brand À la’s Mother of Pearl Ring. £POA; E: info@alacollection.com alacollection. com/en/page/wholesale
Celtic and Co’s cosy sheepskin-lined oatmeal Ballerina Slippers are the chicest way to transition into the winter months this AW19. £POA; Tel: 0333 400 0044 E: trade@celticandco.com
In the bag
Celestial being
With a range of custom inserts to fit designer bags of all shapes and sizes, Bag Pad provides a sustainable solution for storing cherished accessories. From £5; Tel: 0777 507 7600 E: info@bagpad.co.uk
Shine on this party season with Emily Mortimer Jewellery’s Cosmo Gold London Rhodalite Necklace, featuring a trio of stars. £POA; Tel: 07525 451 753 E: info@emilymortimer.co.uk october 2019 | boutique. | 31
STOCK UP
A time or giving CHRISTMAS COMES EARLY WITH THESE COVETABLE GIFTWARE BUYS
Have a heart this Christmas with Bell and Fox’s Adeline clutch, £29.25
Reminisce with this Cassette Tape Necklace from Lily Charmed, £16.95
Elliot Rhodes’ Chelsea card holder is the perfect travel companion, £29.80
Turn up the sparkle in Sugarhill Brighton’s Rita Harlequin Sweater, £17.50
Have a wild night in with À la’s Velvet Leopard Cushion, £POA
Shine bright with Buckley London’s Stargazer charm bracelet, £POA
If only fine jewels will do, choose the Sword Hoop Earrings by Alessa, £POA
Celtic and Co’s cashmere socks are sure to be on everyone’s wish list, £POA
Have a giggle with Newgate’s limited edition slogan clock, £41.75
A LA alacollection.com/en/page/wholesale; ALESSA Tel: 0207 193 2817 E: sales@thehouseofluxury.com; BELL AND FOX Tel: 01273 693 981 Bellandfox.com; BUCKLEY LONDON Tel: 0113 230 5292 E: webtradeteam@buckleylondon.com; CELTIC AND CO Tel: 0333 400 0044 E: trade@celticandco.com; ELLIOT RHODES Tel: 0207 379 8544; LILY CHARMED E: sales@lilycharmed.com; NEWGATE Newgatetrade.com; SUGARHILL BRIGHTON Tel: 01273 911 393
32 | boutique. | OCTOBER 2019
STOCK UP
Wrap up in Joules’ classic tartan scarf, £POA
Sparkle in Air and Grace’s Cosmic Gold Glitter Trainers, £POA
London fans will love Lavender and Lillie’s Dover Street Soap, £POA
Nothing says Christmas like Cyberjammies’ tartan PJs, £20.42
Say goodnight to a bad night’s rest with Violet and Wren’s sleep mask, £POA
Give everyday luxury via Cocoa Cashmere’s Cerys jumper, £85
Cosy up in Just Sheepskins’ ultra warm Duchess Slippers, £25.70
Stay chic on Christmas morning in Hanro’s Lynn Kimono, £POA
Channel eco-beauty with 58 Lifestyle’s beauty gift set, £POA
Care for your cosmetics with Rex London’s Love Birds bags, from £3.29
Fairfax and Favor’s Loxley Backpack is a year-round classic, £POA
Keep essentials to hand with Orbitkey’s leather key organiser, £POA
58 LIFESTYLE E: abbi@58lifestyle.com; AIR AND GRACE Tel: 0777 933 2345 Airandgrace.com; COCOA CASHMERE Tel: 0203 914 3831 Cocoacashmere.com; CYBERJAMMIES Tel: 01245 396 821 E: mark@cyberjammies.co.uk; FAIRFAX AND FAVOR Tel: 01760 338 199; HANRO Tel: 01580 241 111 E: charlotte@intimateslingerie.co.uk; JOULES Tel: 01858 435 261 E: trade@joules.com; JUST SHEEPSKIN Tel: 01277 630 277; LAVENDER AND LILLIE E: trade@lavenderandlillie.com; ORBITKEY E: sales@orbitkey.com; REX LONDON Rexlondontrade.com; VIOLET AND WREN E: helen@violetandwren.co.uk
34 | boutique. | OCTOBER 2019
Christmas luxe
PROMOTION
PERfECT yOuR PaRTywEaR EdiT wiTh BRiT-STiTCh’S EffORTlESS aCCESSORiES
B
ritish brand Brit-Stitch produces beautiful rainbow-coloured leather accessories at its own factory in South Wales. The label started in 1967, when master craftsman Peter Jones was asked to make a leather cash bag for the local milkman’s round. The rest, as they say, is history. Today the brand is run by Jones’ children and its bags come in Pint and Half Pint sizes as a nod to their father’s legacy. Staying true to tradition makes Brit-Stitch different and helps its design team create accessories that customers adore. For AW19, its collection encompasses a range of must-have pieces, including The Brit-Luxe Croc Clutch Bag (pictured right). The perfect night out partner, it is big enough to stash essentials but small enough to tuck under an arm. Each is made from beautiful croc-finish leather and comes in a range of classic colours. Wholesale prices range from £7 to £50 while there is no minimum order requirement. CONTACT: Tel: 01873 852742 E: info@brit-stitch.com Brit-stitch.com
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Down to Business A helping hAnd for fAshion indies
Christmas delivery
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AMArA
oost sales this Christmas with an outstanding product edit and in-store customer experience. We speak to leading indies and marketing experts to help you deliver your best festive season yet‌ oCToBer 2019 | boutique. | 37
DOWN TO BUSINESS
saBRi TuZCu On unsplash
Step into Christmas
BRillianT BusinEss idEas TO hElp dRivE salEs and gET yOuR CusTOmERs inTO ThE ChRisTmas spiRiT
Create the perfect gift edit
No one knows your customers better than you do, so play that knowledge to your advantage to create a standout Christmas gift edit. Even if your usual focus is on womenswear, expanding your giftware selection with ideas that appeal to your core customers can be a great way to increase December sales. Products that work well alongside womenswear include jewellery, beauty products, festive scented candles, books, make-up bags and socks. Megan Calcutt, buyer at South England indie group Cordelia James, says her stores also include a selection of unique ideas and gift sets: 38 | boutique. | OCTOBER 2019
“We’re introducing felted hot water bottles this year which will look lovely displayed in a large basket. We have plenty of scarves, mittens and hats – we like the ones that match because we can upsell a set. This year we’re going to have plenty of head bands too as hair accessories are a great category, plus we’ll be displaying a range of popup advent calendars in the windows to catch the attention of people passing by.”
don’t be discouraged about pushing Christmas – just focus on what works for your business. As Penny Rawson, co-founder of Cheshire womenswear group The Edit, attests: “We focus on doing what we do best for Christmas: great fashion. Knitwear will be our top selling category in the run up to the party season closely followed by dresses. We’ll also make sure we have plenty of jewellery and scarves in stock that bring us great margins.”
If in doubt, focus on what you do best
Choose your start date
If you’ve tried gifting in your boutique and it hasn’t worked in the past,
Some of the larger retailers begin pushing Christmas as early as September, but there’s a fine line
DOWN TO BUSINESS between encouraging sales and alienating your core customer base. Cordelia James starts to introduce gift ideas slowly to remind customers that they are there when they need them: “It’s a short selling season so we want to get everything in and sold as quickly as possible,” Calcutt explains. “Many of our customers start to think about Christmas in October and have their shopping done and wrapped by the end of November.” Meanwhile, other indies believe it’s better to wait, so it depends on your own unique customer base. Tilletts in Louth and Cleethorpes, for example, starts talking about Christmas in October, but “doesn’t really start pushing it until after Black Friday.”
Don’t ignore Black Friday
While it’s tempting as an independent to completely dismiss the three-daydiscounting extravaganza that is Black Friday, it’s possible to make it work for you without slashing prices. Offering customers added value on purchases they make that weekend will still make them feel like they’re getting a bargain without damaging your margins. Ideas to consider are a free gift with purchases over a certain value (speak to your suppliers as they might be able to help), double points if you run a loyalty scheme and free delivery if you sell online or by mail order.
Boost sales on Small Business Saturday
Taking place on the first weekend of December every year, Small Business Saturday is a great way to tap into the nation’s quest to shop at an independent store. It’s easy to take part: register your boutique for free on the Small Business Finder on its website and download a marketing pack. Visit Smallbusinesssaturdayuk. com for more information.
Decorate your windows and store
Choose a theme that will work from November to December to unify your windows and in-store merchandising. This could be a focus on a particular colour scheme, fabric or event - the 40 | boutique. | OCTOBER 2019
ANDREW NELL ON UNSPLASH
main aim is that it draws attention to the store and increases excitement among shoppers. “We focus on creating a massive Christmas window to drive footfall into our stores,” says Rawson. “We’ve previously wrapped the building in a giant red bow and created an 8ft lit wreath on the front of the shop that customers take selfies in front of.”
Take part in local initiatives
These days it’s no longer enough to curate an outstanding product edit - retailers must remind shoppers why they need to visit their store. At Christmas time, taking part in local campaigns can be a great way to generate traffic. So whether it’s late night shopping or an event to draw people to the town centre, make sure you’re involved: “We are excited about a new idea called Visit Lewes - Shop
Independent This Christmas,” says Calcutt. “Visit Lewes is a local group that encourages shoppers to visit indies and this year shoppers will be able to pick up a free tote bag containing a map of independent shops and a stamp card. Each time they buy something from a participating shop, they will receive a stamp. And when they’ve collected 10, they can return their card and be entered into a prize draw.”
Or create your own campaign If your local area isn’t running its own initiative, don’t be disheartened. Many small retailers are pooling their skills with other local businesses to create promotional campaigns. Last year Tilletts uploaded its own Christmas advert, Nutty Delivers, on YouTube and shared it across all of its social media channels. The short video featured other local store staff
OCTOBER 2019 | boutique. | 41
DOWN TO BUSINESS singing along to a Christmas sound track and has been viewed thousands of times. “On the back of that we ran a competition where our customers had to find Nutty and Santa hiding each day of advent and a winner was chosen each day; as the days went on the prizes got bigger and bigger,” explains owner Melanie Tillett.
Offer party styling and gift advice
As an independent retailer, you most likely already excel at customer service. So around Christmas time, letting customers know that you’ll go above and beyond to ensure they look their best for their party, or help them find their perfect presents, can be a great point of difference. “We tend to run fun things for our customers to take part in around Christmas rather than anything promotional,” says Tillett about her store’s festive strategy. “We help them put outfits together for their Christmas parties and run lots of competitions.”
Push your products online (even if you don’t sell via e-commerce)
Using your website and social media channels to increase sales is imperative at a competitive time like Christmas. At Cordelia James, the store creates an entire page dedicated to gift ideas: “These include images from our shops with combinations of items together,” explains Calcutt. “This page will be accessible from the home page and highly pushed so people click on it. Last year, I had customers coming in with the page open on their screens, picking up what they had seen, as if their list was already written.”
Be merry!
Your store should be a haven away from the madness of Christmas where shoppers can feel festive without being stressed. So whether you offer your customers a personal shopping service, gift wrapping or home delivery, your aim should be to make the overall shopping experience fun while reducing the pressure at this hectic time of year. 42 | boutique. | OCTOBER 2019
CRaig whiTEhEad On unSplaSh
Get personal on social media Sam BuRgESS ExplainS hOw indiES Can REally COnnECT wiTh ShOppERS On SOCial mEdia ThiS ChRiSTmaS “The number one tool that is often overlooked by independent retailers is that people buy from people. And this personal aspect is something that big retailers just can’t compete with. So, show up on your Instagram Stories, talk to the camera and be personable. By being present and engaging, you are more likely to attract a follower to come to your store and see you, or an online customer to reach out to you for
measurements on a product because they feel like they know you and are comfortable with talking to you. The first step in being more present and approachable on social media is as a simple as adding your name into your bio on Instagram, so people know whom they are talking with on Direct Message.” Sam Burgess is the founder of content marketing consultancy Small and Mighty Co, Smallandmighty.co
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PROMOTION
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idden in the idyllic Brecon Beacons National Park is W M Nicholls, a department store offering country and lifestyle clothing, gifts and jewellery. Since the implementation of EPoS and retail software system Cybertill, the retailer has reported “dramatically improved customer service levels, satisfaction and loyalty.” Loyal customers are the lifeblood of the Nicholls business. This is reflected in its loyalty scheme, which commands around 50 per cent of business. Cybertill’s EPoS with integrated CRM and loyalty module allows Nicholls to set its own customisable rules for how
the scheme is run, offering customers benefits that will keep them coming back. This includes points, special offers and promotions as well as keeping a customer profile including purchase history. The fact that Cybertill’s software is cloud-based is a key benefit for the retailer: “What we really like about the Cybertill EPoS system, and the reason we took it at the time, is that it is completely cloud-based,” explains online manager Luke Turner. This advantage ensures that WM Nicholls can manage its entire retail estate with precise and real-time data, meaning that store managers have full visibility
of stock across the whole network. Any item can be located quickly for a customer so they never miss out on a sale. This also means the store can provide great customer service, which helps keep its customers returning.
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AUGUST 2019
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Call: 01795 509106 or email: julie@bpmedialtd.co.uk / beccy@bpmedialtd.co.uk 44 | boutique. | OCTOBER 2019
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Shop Talk
Industry opInIon
Coastal community
T
FALMoutH, pIC: LEWIs GILLInGHAM
he Cornish town of Falmouth attracts strong year-round footfall thanks to its range of quirky independent stores. We discover why this vibrant town is a great place to visit and do business… oCtoBEr 2019 | boutique. | 47
SHOP TALK
Creative thinking HOw THE COasTal TOwn Of falmOuTH aTTRaCTs sHOppERs all-yEaRROund wiTH a viBRanT HigH sTREET TEEming wiTH uniquE sHOps and EaTERiEs
L
ocated on the south coast of Cornwall, Falmouth is a port with a purpose - a town continually shaped and influenced by its strong connection to the sea. Featured regularly by the Sunday Times as a perennial Best Place to Live and winner of the Best Coastal Community at the Great British High Street Awards, the town boasts over 200 independent outlets within three square miles and attracts around 750,000 visitors each year. It is also reputed to have the world’s third deepest natural harbour and supports a number of major businesses operating on an international level. This vibrant, entrepreneurial town is awash with opportunity; a fantastic location for doing business. This diversity of consumer options, aligned with its compelling location, vibrant year-round festivals programme and support from an award-winning Town Management Team, has attracted an impressive portfolio of quality driven 48 | boutique. | OCTOBER 2019
business owners. “Falmouth has an engaging shopping offer with a mix of around 80/20 in favour of independents over multiples,” says Richard Wilcox, manager at the Falmouth Business Improvement District (BID). “Businesses support the overall ‘spirit of the sea’ ethos and so think creatively about the offer that is tailored towards a year-round market.” In the town centre, traditional womenswear retailers sit with vintage outlets, while successful independent Cornish-owned companies like Finisterre and Seasalt tie in with the hip crowd, with innovative social media campaigns and films supporting their offer. There is also an exciting food scene, with Falmouth now being viewed as being one of the must visit foodie destinations in the south west. This has attracted the likes of Stein’s to the town but the offer is more wide ranging: think tearooms by day that transform into gin palaces by night
alongside underground rum bars and speakeasies, microbreweries offering tapas and tap house, South African and Caribbean restaurants and a pubcum-bookshop. Wilcox says the businesses in the town help create a unique and vibrant high street: “Clever thinking, creative businesses and collaborative outlets all located in an area of stunning natural beauty makes Falmouth unique,” he says. “It’s the combination of the two that attracts the entrepreneurial businesses who know that their offer will need to be different, special, and creative to succeed and thrive. Furthermore, the town’s strategic plans target a 12-month economy due to the three markets at play here – tourism, higher education and marine - meaning that this isn’t a seasonal destination like many other coastal areas.” We speak to the owners of four indies to find out why Falmouth is a great place to run a business…
SHOP TALK
Shop front
The inside sTory behind four success falmouTh independenTs
Henry’s of falmoutH
the town House, 48 arwenack street, falmouth, tr11 3JH ‘Coast to country’ store Henry’s of Falmouth offers a selection of men’s coastal clothing in the summer months and country styles in autumn and winter. The indie, which also operates a second store in the Cotswolds village of Moreton in Marsh, is the brainchild of former professional golfer and golf shop owner Neil Rowlands. Key brands on sale include premium countrywear labels such as Dubarry, Fairfax and Favor, Musto, Schoffel, RM Williams and Sebago. The Falmouth store opened in 2018 following the success of Rowlands’ original store in the Cotswolds. “My wife and I had been coming down to Falmouth to visit good friends of ours
and fell in love with both the town and Cornwall as a county,” he says. “Our first shop was doing well and we wanted to open a second store. We spotted a stunning unit for lease in Falmouth and just went for it. We always wanted to live by the sea and Falmouth is our favourite place.” Plans for growing the business further include a third store, although the owner says he is “in no rush to do it – if the right building and location becomes available then we will consider it then.”
Rowland says he is currently adding the finishing touches to the indie’s new online store, which will launch some time this month.
Eight jewellery, Native Youth, Anorak, Yokono, Mjus, Niaski and Wedgies. Meanwhile, some of its best selling products include Enamel Pins, One and Eight porcelain necklaces, Native Youth knitwear, Anorack beach mats, Bonne Maison socks and Black+Blum water bottles. The duo decided to open the store after moving to Falmouth at a similar time for family and work commitments as well as an aspiring beach-side lifestyle after living in London. Spotting an opportunity in the town, they decided to merge their skills to create a collaboration that
would offer Falmouth something “new and a bit different.” As a new business, the pair are focused on building their customer base and product offering: “Our short term aim is to grow our online and social media presence and to continue to source interesting products,” says Tridgell.
Blink
29 High street, falmouth, tr11 2aD Opened in 2017 by product designer Sarah Tridgell and footwear and fashion professional Norbert Benjamin, lifestyle indie Blink offers womenswear, accessories and homewares. “We wanted to showcase our expertise in a location that would not have been used to a lifestyle concept shop, to be able to offer products that have been curated by us that combine good design with sustainability as well as living and working amongst our local community,” explains Tridgell. The store focuses on small makers and craftspeople, but does also stock some well-known brands. These include the likes of One and 50 | boutique. | ocTober 2019
Free subscription Subscribe now at www.boutique-magazine.co.uk or call us on 01795 509106
ADINI
SHOP TALK
SecretS Boutique
20 Arwenack Street, Falmouth, tr11 3JD Owned by former retail training manager and accountant Susan Bliss, Secrets Boutique stocks exclusive fashion labels offering stylish, relaxed and individual garments. To compliment, it also sells a range of accessories including jewellery, bags, shoes and scarves. Key brands include Masai, Robell, Adini, Capri and Nomads. Meanwhile, best selling brands are Masai and Robell. The store itself is 35 years old and was an established business when Bliss took over in 2014. “When Secrets came on the market, the shop had already been established for over 30 years,” she says. “I looked at it and six weeks later I was the happy owner of a shop. We owe much of our long standing success to our local following, which over the years has grown solely by word of mouth.” Secrets Boutique delivers a standout
customer experience to keep its customers returning. Its experienced staff offer free personal shopping sessions and some have been working at the store for over 20 years. “When you visit us in store, we aim to be a source of inspiration, helping you to choose current trends that compliment and express your style and body shape, as well as your individuality and personality,” explains Bliss. The owner says that modern
technology and internet shopping is now “the way forward” for growing the business. “With the launch of our online website we are bringing Secrets Boutique into the Twenty First Century,” she says. “I would also like to see another store open within five years.”
the MArch hAre
20 church Street, Falmouth, tr11 3eG The March Hare has been stocking premium womenswear since 1964, with key labels including Frank Lyman Gina Baconi, Michaela Louisa, Doris Striec, Barbara Lebek, NYDJ and
52 | boutique. | OCTOBER 2019
marble Qneel. Owner Angela Cortis has worked at the store since 1968 and bought the business in 2001. She says she has “watched it evolve from a boutique
for teenagers to what we are today: a shop catering for the fashion conscious woman.” She adds: “We pride ourselves on helping our customers find the right outfit for a touch of something special.” Categories at the store include casual wear, coats, jackets, dresses, wedding outfits, evening and cruise wear while it also sells boots and accessories. “Whether it’s a wedding, evening out, special cruising holiday or simply to top up their wardrobe, we stock a wide selection of clothing including casual wear, coats and jackets,” says Cortis. “We can then help customers accessorise their outfit from our lovely collection of shoes, boots, bags and jewellery.”
PROMOTIOn
Happy customers Three ideas To drive Traffic and sales inTo your bouTique, by vend
W
ith the convenience of online shopping, getting people into your boutique can seem like an increasingly difficult task. But there’s good news: shoppers still want to shop in person — they just need a more compelling reason to do so. Here are three ways to help increase store visits…
1. Start a loyalty programme
Loyalty programmes are one of the best ways to drive sales, period. Studies show that loyalty members generate between 12-18 per cent more revenue than non-members. If you haven’t done so yet, design a loyalty programme to keep your best customers coming back. There various types of formats you can look into, but the most common ones include: • Points per purchase –one of the simplest to implement, customers earn a certain number of points for each purchase that they can then redeem in the future. • Membership programmes – With this format, customers pay a membership fee in exchange for exclusive perks and discounts. Amazon Prime is a great example. • Tiered format – This loyalty programme has different levels and the perks that members get depend on their tier.
2. Host an event
Hosting an in-store event can be a phenomenal way to bring in traffic. (You can’t really attend an event online. At least, not yet. VR is getting better and better though.) Here are a few ideas: • Run classes relating to your products, such as in-store styling sessions instore. • Host a charity event. Partnering
Marcus loKe on unsPlash
with a charity helps your store reach a new audience as well as enabling your brand to appear socially-conscious. • Provide a product preview to loyal customers. If you have a big launch coming up, providing an in-store product preview to your loyal customers can drive in-store traffic and build hype for the launch.
3. Offer superior customer service
While online shopping is fantastic at offering convenience, it typically lacks in customer service. Use this to your advantage providing services that shoppers can’t get from e-commerce. These could include: • One-on-one educational services. Classes are great, but having one-on-
one sessions, like personal shopping or styling, allows you to focus on the customer’s specific needs and recommend the best products for them. • Free gift-wrapping. For best results, run some cost effective marketing to let people know they can come to you for all their gifting needs. Did you know that Facebook has the capacity to target ads to people whose friends have upcoming birthdays? • Provide a free or inexpensive valet service. If you are located in an area with no parking, you’re probably losing a lot of footfall because people don’t want to hunt for parking just to come to a store. If possible, offer a valet service. If you can afford to make it free to your customers, you should. ocTober 2019 | boutique. | 53
shop talk
From aM to pM… ElliE WalEs, foundEr of WhalE of a TimE CloThing, Talks us Through hEr TypiCal Working day
MORNING:
My day starts at 7am when I wake up, have breakfast and put on my riding clothes to go for a ride on my horse, which makes for a good kick-start to the day – no pun intended! I then have a short drive to the office in West Acre and aim to get there before my team arrives at 9am. As soon as I get to the office, I take the three office dachshunds for a quick walk and, once an essential cup of tea is made, I have a morning meeting with the team to discuss what we all have planned for the day. After our meeting, the morning usually entails checking through and responding to emails, which can be quite time consuming due to the volume I receive! I’ll also be overseeing the team and their tasks, to ensure everyone is in a position to achieve what it is we’ve set out for the day. I will also go through any customer messages on social media to make sure everyone has been responded to.
LUNCHTIME:
In the summer I’ll have lunch outside in our picnic table area which is a great sun trap (when there is some!) and on Fridays lunch is my treat for the girls in the office. We’ll order in from Coco’s Deli, which is just up the road. On a regular day, I usually opt for pasta for lunch that I’ll have prepared and brought in from home.
PM:
My afternoons typically involve helping the team to pack orders – it’s all hands-on deck in our office – and process any returns and exchanges. I will also take care of any wholesale orders that need to be packed up and sent out too. I have a great, albeit small, in-house 54 | boutique. | oCToBEr 2019
team who I work alongside every day. I really enjoy having such a young and exuberant team around me to ensure the brand is being promoted as much as possible, and in the right way. Most of my time is taken with designing new product and refining these to tie in with the trends of the upcoming seasons. We need to make sure we are always two seasons ahead with samples so that our stockists, manufacturers and press team are up to date with what is being launched next! A working day tends to finish at 5pm in our office, however I am usually there until around 6:30pm finishing up for the day and making sure the office is left in a state I want to find it in the next morning.
AFTER WORK:
After work I go home, drop the dogs off and either relax there with them or head to the local pub for a drink with friends. Admittedly, I am very bad at cooking. So I really enjoy catching up with family over a home-cooked supper that is made all the better when I haven’t had to prepare it myself. As a rule, I try not to work in the
evenings because I find it hard to fully switch off otherwise. I have recently turned notifications for work emails off on my phone because I would spend hours every night on them. Now, in an attempt to wait until the next morning, I’m trying to get in the habit of not checking them in the evenings at all. I usually try to be in my bed around 10pm, so I get in enough hours before my morning ride!
MY TYPICAL DAY
7am – Wake up for the day and drive to the stables to ride my horse. 8:30am – Arrive at the office and walk the dogs before a team meeting. 9:30am – Check through emails and oversee the team’s tasks. Lunch – Eat lunch from home or order from a local deli for the team. Afternoon – Pack orders and process returns; work on new designs for the brand. Evening – Relax at home or meet friends in the local pub. I may also join my family for supper. I go to bed at around 10pm.
SHOP TALK
“We are consuming 400 per cent more clothes now than we did just 20 years ago” HaRi KRisHnadasan, OwnER and managing diRECTOR Of CapRi ClOTHing, On sidE-sTEpping fasT fasHiOn
“I
t feels as though fast fashion is everywhere. And while it may seem like the fashion industry has always been this way, it’s actually a relatively new sensation. We are consuming 400 per cent more clothes now globally than we did just 20 years ago. This increase in consumption comes at an environmental cost: fast fashion is responsible for 3 per cent of total global CO2 emissions and it’s the second most polluting industry on the planet second only to fossil fuels. In the UK, the House of Commons Environmental Audit Committee showed that people are buying twice as many items of clothing as they did a decade ago. “The cost of clothes has come down in recent years and for a certain demographic fashion is seen as disposable. Some people literally buy cheap high street clothes with no intention of ever washing or wearing them again. Advertising and social media have played a major role in encouraging consumers to replace clothes with newer and trendier items after just a couple of wears. This may sound like an innocent shift towards putting more choice into the hands of the consumer, but in fact it has a huge negative impact on the environment. “As cheap as fast fashion garments now are, it is the garment workers and planet that suffers. The UN’s research says that the equivalent of almost three planets will be required to provide the natural resources needed to sustain current lifestyles by 2050. “The good news is that because we all need to wear clothes we have the power to create change. This can be achieved by making different choices about the garments we wear and buy; options are out there for side-stepping fast fashion and not contributing to this demand.”
ADINI
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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 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@ brit-stitch.com W: www.brit-stitch.com Instagram: @britstitchuk Celtic & Co. Inspired by nature, crafted for life Contact: Clare Whitworth T: 01637 852541 E: trade@celticandco.com Covert Clip Wallets 12 Rosedew Road London W6 9ET T: +44 7900 910 493 E: sales@covertclip.com W: www.covertclip.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 56 | boutique. | OCTOBER 2019
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 S’ip by S’well Brands: S’ip by S’well + S’nack by S’well Contact: Anna Green, T: 0203 540 7799 E: agreen@swellbottle.co.uk W: www.sipbyswell.com Tempest Designs Fashion Jewellery, Handbags & Accessories Contact: Michael Webster T: 01656 842102 E: enquiries@tempestdesigns.co.uk W: www.tempestdesigns.co.uk
Business 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 Futura Retail Solutions Ltd The Old Forge, The Street, Tidmarsh, Reading, Berkshire, RG8 8ER T: 01189 841925 E: sales@futurauk.com W: www.futura4retail.co.uk 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 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
SUPPLIER DIRECTORY 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 City Goddess/Goddiva/Goddiva plus T: 0044 208 597 2744 E: sales@citygoddess.co.uk W: www.citygoddess.co.uk Diane Sykes Brands: Laurel, Marc Aurel and Fee G Showroom: Asia House, 63 New Cavendish St, London, W1G 7LP T: 07906 070081 E: diane@dianesykesfashion.com W: www.dianesykesfashion.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 Joules For more information or to book an appointment contact our trade team T: 01858 435261 E: trade@joules.com W: www.joules.com
Leap N Link Ltd Brands: Pause Cafe, Olivier Philips, Fuego Woman Contact: Pierre & Bhavna T: 0161 713 1803 E: info@leapnlink.co.uk W: www.leapnlink.co.uk 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. Brands: Desigual, Kaffe, MSCH, Coster, Grace & Mila, Compania Fantastica, Smashed Lemon, Up!Pants, Lysse, Go Silk, Lisa Todd, South Parade, Black Orchid, Arctic Army, Pajar Outerwaer & Footwear, Nero Giardini, Kendall & Kylie Footwear Contact: David Smith T: 020 7288 8704 E: david@leveloneshowroom.com W: www.leveloneshowroom.com Lily & Me Amari Designs Ltd, Unit 15, Gabwell Business Park, Quadrant Distribution Centre, Hardwicke, Gloucester, GL2 2JH T: 01566 779477 / 01566 772121 E: enquiries@lilyandmeclothing.com info@lilyandmeclothing.com W: www.lilyandmeclothing.com 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 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
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 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 Partners In Fashion (2019) Limited Brands: Erfo, Just White, Lecomte, Lucia, Rabe, Relaxed By Toni, Toni 35 Percy Street London W1T 2DQ Contact: Cathy Vandeputte T: 020 7636 4207 E: cathy.vandeputte@ partnersinfashion.co.uk W: www.partnersinfashion.com Sarah Tempest/Tempest Designs Italian Clothing Supplier Contact; Michael Webster T; 01656 842102 E: enquiries@tempestdesigns.co.uk W: www.tempestdesigns.co.uk YM Fashion Co (UK) Ltd Showroom, 78 Margaret Street, London, W1W 8SZ Contact: Pauline Sawyer T: 020 7436 8576 E: pauline@yaccomaricard.com
OCTOBER 2019 | boutique. | 57
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