13 minute read
SUMMER HAIR
Turn up the heat
As summer approaches we are featuring an in-depth summer hair focus as we look in to how keeping up to date with seasonal trends can benefi t your business.
As the warmer weather tip toes in and diaries fi ll up all over the country with a mountain of plans after the muchanticipated resumption of social lives, it’s only natural that your clients are going to want to look their best as they head on out to make the most of normality.
Post-pandemic or not, summer always sees an array of new hair trends falling at our feet. As a business owner or stylist, we’re sure you’re already aware of how paramount it is to keep on top of the ever-changing styles and developments within this fast-paced industry. Being ahead of the game is ultimately what will make you stand out from the rest.
With that being said, it’s all well and good knowing what colour is going to be hot this season but it’s more about how you share that information. Shout about it! This is what will entice your clients in. With the help of some of the industry’s most sought-after stylists, we are getting the answers to questions such as why staying on top of trends is essential to a salon business, where should you be getting your inspiration from to ensure you’re keeping on top of new styles and exactly how a business should market their summer hair offerings and knowledge to get the most out of it.
When it comes to running a salon, Celebrity hairdresser and salon owner Jay Birmingham, believed that one of the most important things is to ensure that you are delivering what your clients and target clients want. This comes down to services and being able to offer current trends for example balayage colour services as clients move away from only wanting full head of highlights.
“Showing that you are aware of current trends is also important from your client’s perspective. They are trusting you as their hairdresser (the professional) to give them the hair they desire and being on trend is important to them.
“As trends emerge and grow in popularity the demand becomes more which in turn means you can charge a premium for offering certain services.”
Jay explained that it can be challenging to keep on top of the latest trends but believes that knowing where to take your inspiration from instantly puts you in a better position.
“Personally I like to look at Instagram for inspiration. Browsing celebrity accounts and looking at what is popular
Image from ROAR
Image from Jonathan & Nikita Fisher Thomas Hills
amongst them is one avenue to go down. I also like to look at fashion catwalks and magazines. You can note trends emerging from catwalks in terms of styling and cuts and I fi nd this really useful.” Added Jay.
Of course, it’s all well and good knowing what’s on trend for s particular season but you want people to know that you’re clued up on this, it put you at a major advantage.
When it comes to marketing and communication, there is no one size fi ts all approach for salons. One way to market your summer hair offerings is to create bespoke packages to show your services. Jay advises creating a package with tape extensions combined with bespoke balayage and foils as this would work well for his clients in the salon: “I can then communicate this with them via my social media and website using images and visuals to inspire clients to book in. You can also add in other services including treatments and cuts for maximum profi t.”
Brian ‘Leo’ McCallum, owner of Roar Hair and Beauty, also knows that keeping up with the latest trends is key if you’re going to run a successful salon business.
If you’re charging your worth your clients will be paying a premium price and therefore rightly expecting a premium service.
“You can’t carry out the best service possible if you’re not aware of current trends that your clients may request in the salon.
This also ties in with education, particularly when it comes to colour services. Your team should not only be aware of current trends but also fully aware of how to carry them out and deliver the services your clients are likely
Nikita Fisher
to want.” Explained Brian.
If you are unable to accommodate your client’s request because you’re unaware of the latest trends they will go elsewhere and have the service carried out at a different salon. Brian said: “It defi nitely pays off to be up to date with current trends and ahead of the game wherever possible.”
Nikita Fisher Nikita Fisher
Jonathan Andrew, Fudge Professional Global Brand Ambassador, also notices that staying on top of trends is of great importance, but not necessarily for a business. He commented: “Keeping up with the ever-changing trends is important for the individual stylists and the rapport they have with their clientele. This works mainly in two ways; it shows the client you are knowledgeable and passionate about what you do but also allows you to have a better understanding of ways to offer your clientele new and interesting looks. Having the ability to do this will help keep your clientele engaged and committed to you as stylist.”
So, exactly how should a business market their summer hair offerings to get the most out of it? The approach Jonathan uses is by adding relevant imagery to an e-campaign email to send out with specifi c services you are pushing for that season, allowing clients a direct understanding of what you’re offering. It
may be things which hadn’t even crossed their mind, allowing you to show off your knowledge as an expert.
Jonathan and Nikita Fisher are salon owners at Palmer Fisher London and also believe learning, understanding and appreciating current trends is imperative for a salon business as it helps to keep your salon modern, up to date and a desirable destination for clients.
“Social media has been incredible for showcasing professional hair work, showing the world what we are capable of, but in some cases, it has also given clients unachievable expectations.
“Heavily edited photos, or images showing only the end result and not the process can cloud clients understanding and think everything is achievable, in one sitting. Having detailed and honest consultations with clients is paramount to ensuring the client understands the full process, commitment, and cost.”
Whilst staying in the loops with trends is essential, Jonathan and Nikita want to remind you that also the new techniques and innovations in professional services which often come along with that are hugely important too: “This will ensure you can provide the best and most effi cient services to your clients with the most current methods and technology.”
Social media is a fantastic place to market your services to new and existing clientele – after all, it is the fi rst place we all go to check out businesses, whether it be a new restaurant, shop or hair salon.
“Ensuring you have a diverse range of services and styles showcased on your social media channels will make you more desirable to a wider audience and is great way to market yourself to new clients.
“It is also important to show full processes on socials; reels are a fantastic way to do this, especially if you’re doing a dramatic transformation as you can show before looks, during processes and the fi nished result, all with captions and edits explaining time, process and money – all of which is great information for clients whilst being delivered in a modern and fun way.” Explained Jonathan and Nikita.
When it comes to marketing your seasonal hair offerings, Thomas Hills, Director at TH1 Hair, thinks that it helps to make your menu client friendly and ultimately, understandable.
At TH1 Hair for example, they adapt our seasonal colour menus to incorporate any trend-led offerings with wording that is clear and concise.
“Adaptability is key; we don’t subscribe to a one-size-fi ts-all approach, and by highlighting this in our colour service menu we have been able to communicate our skillset to our clients more effectively. We also wanted to make the wording that we as technicians take for granted, easier for our clients to understand.” Added Thomas.
With the increase in clients seeing extreme colour changes on celebrities, infl uencers and models across social media, the team at TH1 have also had to become more adept at managing their client expectations in terms of the commitment required from them in terms of both time and money: “Clarity is key and an essential part of building a loyal and trusting client base.”
As hairdressers, creativity lies at the heart of what you do, and you will all agree with Thomas that it is essential to the evolution of a business to stay at the forefront of creativity by offering clients looks with a truly trend-led appeal.
With consumer knowledge at an all-time high, it makes sense to keep an eye on trends, while understanding the importance of making them truly translatable, taking current catwalk styles and learning how to distil them into commercial looks to suit the everevolving needs of your diverse clientele. A huge part in this is how you market them, so follow our expert’s lead and do your thing.
Nikita Fisher
ISNEW Collection Hair: Hairkrone Hair Instagram: @hairkrone Photography: David Arnal @davidarnalteam Make up: Hairkrone @hairkrone Styling: Visori FashionArt @visorifashionartstudio Video: Juan Nito
Welcome to Stylebook Directory
Stylebook Directory is the new online platform for stylists to create a professional portfolio/profi le based on experience within their hairdressing career. Within this platform they can upload their hair images. After being used by some of the industry’s most sought after stylists we caught up with company founder Sarah Yorke, as she explains exactly how the platform works.
What is stylebook directory and what is it designed to achieve?
Simple, Stylebook Directory is an online directory of hairstylists, trainees, barbers and all hair industry professionals. You can use Stylebook Directory as an online portfolio to showcase your work to your desired audience, whether that may be to build up your clientele or future employee. Your portfolio can be built over time and can be used for many things.
It was designed initially for clients
Imagine Auto Trader, change the cars for hairstyles and the garage for a stylist.
Stylists and salons can use the site for:
• To help gain employment • To build clientele • To promote your salon and stylists • To sell yourself onto a project • To secure freelance jobs • Record your skill development • To give you credibility • To grow your reputation • To build your online presence to fi nd a hairstylist in a specifi c area through searching for a desired hairstyle or stylist listing. The category section can be used to view styles, each style having the stylist profi le attached, making it easy for clients to fi nd a stylist they have confi dence in knowing they deliver exactly the look desired.
What is the process of setting up a profi le to then gaining clients?
Stylists and salons will join now for free and create their profi le. Stylists who are working within a salon can then attach their profi le to the salon profi le. The salon then has all stylists linked to the salon or the stylists can be independent, Clients can also create a profi le, this will enable them to save their favourite style, salon or stylist. Once a profi le is created you can use it to share with whoever you would like to advertise yourself to, it’s a great tool as a CV.
How will the platform enable users to be seen? Tell us how it works in the simplest form.
If you imagine Auto Trader, change the
cars for hairstyles and the garage for a stylist. When you look for a car, you wouldn’t go on Google images for a Golf and then take a picture to a garage, you fi nd the car fi rst and go to the garage that has the car you want. Same here – clients can fi nd the style they want in the area (perfect for weddings out of the area) and choose the stylist through the style which is desired. There is a refi ne search tool to type a stylist in a particular post code e.g. salon based, mobile hair extensions. The more information and images shared, the more exposure you will get, the better the images the better you will look.
What would a typical profi le include?
Profi le picture is essential, you will not be listed until this part is done. You will need a bio to tell us exactly what you want us and potential clients to know about you including your qualifi cations/ experience. Your pricelist, opening times and a gallery of hair pictures can also be included. You are able to tag as many categories as possible to one style in order for you to be seen more, for example – a specifi c colour or length. The profi le picture is the only feature which is obligatory, the rest are optional.
Andrew Barton, Celebrity Hairdresser
In an ever-changing industry with consumers searching for the best recommendations to buy a service, Stylebook is innovative in its approach and a powerful communicator of best practice operators. I’m delighted to be a founder member.
Samuel Ashmore, Trainee Barber:
“Stylebook Directory is easily accessible, user friendly and free. It’s fantastic! Since creating and uploading my trainee profi le I’ve become part of the national Stylebook Directory community. This has impacted my business and professional reputation in such a positive way. Stylebook has instantly expanded instantly expanded my client reach which is essential for building my business. With a multitude of inspiring individuals who have various levels of skill, experience and differing services within the industry.”
Safy Burton, owner of Safy B Salon:
Stylebook is a new platform for showcasing your work in your local area and reaching new clients. It’s also great for salons as each team can set of their own profi les within the salon account showcasing the whole team.
Wesley Martin, multi award winning colour specialist:
Stylebook gives me a platform for my artistry to be seen and for clients to be able to fi nd exactly what they are looking for. Unlike other platforms, it’s purely dedicated to hair, it’s user-friendly interface is so intuitive it almost knows what I want to do before I do it. Defi nitely a tool that I wouldn’t be without now I’ve found it.
*Images taken from professional profi les on
Stylebook Directory
www.stylebookdirectory.com
