Trader WEDDING
WEDDINGTRADERMAG.COM
Beat the competition HOW TO ENSURE THAT BRIDES CHOOSE YOU! P33
ISSUE ONE • SEPTEMBER ‘17
THE FUTURE OF RETAIL
INDUSTRY EXPERTS REVEAL THEIR VIEWS ON THE CURRENT CLIMATE
Trade events A HANDY GUIDE TO ESSENTIAL UPCOMING SHOWS
ONES TO WATCH AT HARROGATE TOP EXHIBITORS TO ADD TO YOUR MUST-VISIT LIST THIS SEPTEMBER
YOUR BEST YEAR EVER STARTS NOW
INDUSTRY INSIDER GET UP-TO-DATE NEWS FROM BRITAIN’S TOP BRIDAL RETAILERS
Instant style PINTEREST-WORTHY SHOP DECOR & WINDOW IDEAS
TIME TO SHINE
BRIDESMAIDS
For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041 Free samples for qualified accounts. Apply online: www.dessy.com/retailers
T H E M AJEST IC HOT EL H A R ROGAT E | SEP T EMBER 10 -12 The Reading Room and Drawing Room. Ripon Road, Harrogate HG1 2HU
A L L U R E B R I D A L S . C O M
PURE BRIDAL MADE IN ENGLAND Introducing the brand new Made In England range from Pure Bridal. Our new collection is designed, sourced and produced in the heart of the Devon countryside. Contact our team on 01823 674 412 for more information on becoming an exclusive stockist. Come and visit us at The Harrogate Bridal Show, KS2, Main Halls. www.pure-bridal.co.uk
Trader WEDDING
Editor Jade Pepperell jade@loveourweddingmag.com
Deputy Editor Izzy Hicks izzy@meanttobemedia.com
Art Director Andy Allen andy@loveourweddingmag.com
Sales Executive Martha Cooke martha@loveourweddingmag.com Mobile: 07877 449122
Sales Executive Pippa Florijn pippa@loveourweddingmag.com Mobile: 07725 539115
@WeddingTraderUK WeddingTraderMag Wedding Trader is published by: Meant To Be Media Ltd, 68a Oldham Road, Manchester M4 5EE. Tel: 0161 236 6712 www.weddingtradermag.com
CONTENTS 08
INDU ST RY NE WS Get up to speed with the latest news and developments in the wedding world
13
T HE FU T U R E O F R E TA I L We discuss the greatest threats to the industry, and how to overcome them
21
O NES TO WATC H AT HAR R O GAT E Check out these top labels that will be exhibiting at Harrogate this September
33
HOW TO B E AT T HE CO M PE T I T I O N We team up with Helena Cotter to reveal the best ways to stand out from the crowd
38
PINT E R EST-WO RT H Y WINDOWS Make a great first impression with wowfactor windows
48
FIND YOUR DREAM DRESS Are you working with this great website yet?
50
R E TAIL R O U N D - U P Job vacancies through to closures
Ed’s Letter
W
elcome to the first issue of Wedding Trader! This brand new magazine is designed to bring the wedding world closer together, discussing the issues we are all currently facing in the bridal market. It’s tough out there, no doubt about it, but there’s also a lot to be positive about. We look at the good, the bad and the ugly, encouraging open discussions with retailers and manufacturers alike. This mini mag is a taste of things to come as we launch the full magazine in December this year. We hope you enjoy it, and please do get in touch with any thoughts or topics you’d like to put EDITOR Jade Pepperell forward for upcoming features.
WEDDING TRADER ♦ 7
A NEW LOOK & NEW LABEL FOR ALLURE
NEW L A B E L BY JAS O N JENN I N G S
Allure Bridals have lots of exciting news to share. Firstly, the upcoming Allure Bridals collections will feature fresh accessories including capes, detachable skirts and trains, and reversible contouring slips to give brides a changeable look and smooth silhouette. Secondly, Allure introduces Wilderly Bride – a capsule bridal collection designed for the free-spirited, contemporary bride, to be released in 2018. Exciting times, indeed!
A new label by a renowned designer, Story Bridal has four capsule collections to inspire brides. Offering bridal gowns, separates and matching accessories with glamour, bohemian and modern vintage vibes, it’s a must see at the BBEH.
S T RE N GTH TO S T R EN GTH Catherine Parry will be launching another new collection at The Harrogate Bridal Show. Be sure to visit the husband and wife team to get the first look!
POL LY & BELLA This new luxury headpiece label by industry veterans Polly Edwards & Kirsteen Connell is full of stunning handmade pieces. The aptly-named First Water Collection features the finest gemstones and Swarovski crystals, creating truly indulgent pieces. To become an exclusive stockist, visit pollyandbella.co.uk.
Chloe goes couture... Chloe Bridals will launch its first couture collection on Runway 1 at The Harrogate Bridal Show. This capsule collection comprises of 8 dresses, 5 slips and over-dresses that can be mixed & matched to allow different looks within one dress. 8 ♦ WEDDING TRADER
Time to celebrate! Eternity Bridal are going to be celebrating their 20th Anniversary next year, and to start the celebrations they are holding a prestigious event in their beautiful hometown of Harrogate at The Crown Hotel on 13th August. Congratulations to the team from all of us at Wedding Trader!
ALFRED ANGELO CLOSURE After the sad news of the closure of Alfred Angelo, Wedding Trader will be supporting all stockists. Email tom@meanttobemedia.com for more information.
BU D GETFRIEND LY OPT IONS Have you discovered the brand new label Millie May Bridal yet? This budget label by the Direct Eastern Group will help shops rival chain bridal and outlet stores, with no compromise on quality and style. See Stand A6 at The Harrogate Bridal Show.
A PE R F ECT PA I R I NG!
Brilliant new websites Justin Alexander has unveiled new websites for all five of its collections. The mobile-responsive websites feature large imagery, immersive video, and engaging content, including quizzes and real bride galleries. It’s now much easier for brides to locate stockists in their area, including premier retailers and stockists carrying plus sizes. See for justinalexander.com for more information.
By now you’ve most likely heard about this amazing collaboration between US bridesmaid powerhouse, Dessy, and the ever-popular designer, Jenny Packham. A match ‘maid’ in heaven, you can be the first to order these dresses at Harrogate, with first deliveries in January. Retailing from £250-£270, we think they’re going to sell like hotcakes!
INDUSTRY NEWS Keep up-to-date with the latest news in the wedding world, right here! BRIDESMAIDS RETAILERS INSPIRE NEW DESIGNS
For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041
Free samples for qualified accounts. Apply online: www.dessy.com/retailers
Romantica will launch the Made in England collection under the Pure Bridal label at Harrogate. The collection was developed by listening to their stockists, helping them to create a range of timeless styles to suit modern brides. WEDDING TRADER ♦ 9
“Designer look for less�
Showing at Harrogate stand A6
www.milliemaybridal.co.uk 0208 368 1500
Showing at Harrogate stand C29
0208 368 1500 • www.englishrosebridal.co.uk
w w w. e nzoa ni.co m
Industry insiders discuss the biggest threats to the bridal industry and how to overcome them with solutions they’ve found to work
THE PROBLEM – WED2B
Jade Pepperell, Wedding Trader
It appears one of the biggest competitive threats that keeps coming up again and again is WED2B. I am currently undergoing a huge research/investigation into how the company works and getting feedback from the he wedding industry has always been so full of most important people of all – the brides – with the results positivity, with many family-run businesses making in the next issue of Wedding Trader, later this year. But so far brides’ dreams come true every day. But there’s no it’s clear to me that comments from some retailers I’ve heard denying it, the industry has shifted significantly in recent stating ‘the service is not as good there’ and ‘the brides that years, and those businesses who thrived only years ago go there have small budgets and would not have come to are now beginning to feel the heat, sadly resulting in many us anyway’ aren’t always true. One retail store closures and the demise bride claims: ‘From the moment we of some of bridal’s most beloved ‘We had appointments stepped through the door, without designers and manufacturers. Week an appointment, we were greeted by in, week out, we speak to retailers who booked at local retailers, their lovely staff. Nothing was rushed, are all saying the exact same thing but as WED2B didn’t need we weren’t pressurised and we had – it’s tough at the moment, we can’t shift our samples, the likes of WED2B, an appointment, it meant we as long as we wanted.’ Another bride went to a few local retailers first, but e-tailers and high street stores are could just walk in there first...’ then headed to WED2B, saying: ‘As a stealing our business. So what’s the plus-size (18) bride, I found most local answer? This issue we’re looking at stores either didn’t stock plus-size gowns, or didn’t have ways to push your brand as much as possible big enough samples, which made me feel really upset. I in the modern world, but it’s also important to see what looked online at WED2B and they had plus-size collections these competitors are doing right. In this feature we look and samples, so I headed over there instead. They were at some of the biggest problems in bridal right now, great quality and a great price.’ It’s very difficult to compete highlighted by the industry’s retailers and manufacturers, with a store that spans all over the UK with dresses from and discuss tried and tested solutions.
T
W E D D I N G T R A D E R ♦ 13
W ILDERLY BY ALLURE BRIDALS
TH E F U T U R E OF R E TA I L
HARROGATE WEDDING LOUNGE
as little as £99, brand new, who are also open seven days a week, 9am-10pm. WED2B make a point of this on their website, stating: ‘Unlike a traditional boutique, you can visit us at a time that suits you and there’s no time limit – take as long as you like, relax and have fun! Plus all our stores are open 7 days a week.’ Simply suggesting that only brides with small budgets attend their stores is also a myth, as I found out from another real bride: ‘I had a budget of £1,500 and was happy to spend that. We had appointments at local retailers, but as WED2B didn’t need an appointment, it meant we could just walk in there first. As it turned out, I cancelled my other appointments because I found my dream dress there for only £600!’
THE SOLUTION – SHOUT ABOUT YOUR USPS The answer is not one that may come easy to everyone, but in the current climate, it’s a must. Fight fire with fire. With WED2B really pushing their brand hard on social, ensure you are doing the same, targeting local brides. Do you open 7 days a week? Make a massive point of this on all your marketing and social media platforms. You may not be able to compete with the ‘no appointment needed’ policy, but could you afford to have one day a week appointment-free? Perhaps ‘walk-in Wednesdays’ and promote the fact? Do you offer a plus-size collection, or regular labels in plus sizes? This is a HUGE pull for brides, so make a song and dance about it not only through marketing, but on your shop 14 ♦ W E D D I N G T R A D E R
windows (see page 38), and in store make sure plus-size mannequins can be seen through the window. Make a point of the lowest priced dress you have in store, ‘with luxury gowns from as little as £300’, for example. Having a sample sale? Get all the bridal media on side to shout about it for you, and include you in their diary dates pages. Put a boost on your social campaigns for these especially. Take a look at what WED2B aren’t doing – offering bubbly as brides walk through the door, giving them a feeling of exclusivity as no other brides can walk in at any time. Consider giving brides a luxury gift bag when they book an appointment – even if they don’t buy a dress, they will be incentivised to come into the store, and that’s better than boycotting a shop entirely. The chances are when you get them in, they will purchase as long as they are made to feel welcome, looked after and extra special. Most of all, be confident about what you can offer that others can’t, and shout it from every avenue you have to promote yourselves. For more ideas on how to beat the competition, turn to page 33 now.
THE PROBLEM – ONLINE COPIES
Neil Flatley, Linzi Jay The current challenges in the industry include online selling. We get high volumes of calls from our stockists
RESEARCH REVEALS Brides would prefer to buy their dresses through independent retailers
with upset brides who have bought online and their dresses haven’t arrived in time for their wedding or arrived in the wrong sizes. The most common issue is that they look nothing like the image the website is portraying i.e. bad quality, poor fabric and incorrect sizes, to name a few. Often, images are taken from well-known names within the industry and used to sell copy dresses.
THE SOLUTION – POLICING IMAGE USE It’s extremely hard to police people using your images, so this is a huge hurdle to overcome. Manufacturers can however use image download restrictions like we do at Linzi Jay, so users must be registered and the images cannot be accessed without an approved login. There is also a lot of work being done behind the scenes to combat this in the USA, via the BBSA, and through companies set up to trace copy-images instantly and pull down copycat websites. Post regular blog posts about horror stories you’ve experienced and share those from others to raise awareness, too.
THE PROBLEM – RIGIDITY
Sally Waddington, Romantica of Devon There are various waves of fear sweeping through the bridal industry currently, but this is nothing new. The
bridal market is ever-changing and there will always be changing demands and new competition to rival us and our stockists’ bridal boutiques on the high street. As our brides’ desires change, we must evolve with them to meet their needs and that of the bridal market place.
THE SOLUTION – EVOLUTION By keeping up with the market and forever reinventing ourselves, we feel that the bridal market will adjust itself to buying demands of the ever-more discerning public. This has to be the case from not only the designers and manufacturers, but the retailers as well.
THE PROBLEM – BREXIT
Maria & Simon Ryan, Catherine Parry With the uncertainty around Brexit, 2017 has brought difficult trading conditions for many sectors of the economy, with high value purchases such as property, cars and holidays being hit the hardest. Weddings are another significant expense – the average wedding spend is now approaching £30k – so it’s no surprise that the bridal sector is also having a tough time and outlet stores are taking an increasing share of a contracted market. W E D D I N G T R A D E R ♦ 15
THE SOLUTION – PAYMENT PLANS We’ve been helping to ease the financial burden on our stockists by offering payment plans for sample orders, an early settlement discount on invoices and we’re currently looking at introducing a recognition scheme that gives stockists free samples based on the number of repeat orders they’ve placed in the previous year.
THE PROBLEM – MINIMUM PURCHASES
Vivien Felstein, Veromia After recent news of yet another manufacturer closing their doors, there have been many comments from both our stockists and other retailers. There seems to be a lot of anger out there about manufacturers and the amount of labels they run and the amount of samples they expect the retailers to buy.
Veromia have taken note of what the retailers are asking for, which is less labels and smaller minimums. The retailers don’t want to be dictated to, they want to be listened to. At Veromia, we want to help our stockists and listen to what they have to say and come up with solutions to any problems they are facing. To this end, we have sent an email to all our stockists to tell them that rather than creating more bridal labels in this difficult time for bridal retailers, we have made the decision to merge our Veromia and D’Zage bridal labels. This means that, as far as bridal labels go, The Veromia Group will only produce Veromia Bridal with dresses covering all price points, with a minimum of 5 dresses each year, and Sonsie Bridal for curvy brides, also with a minimum of 5 dresses. Obviously we hope our stockists will like our new collections so much they will want to buy more, but we will not pressure them into this. We will also be loaning dresses free of charge to our stockists in future.
THE PROBLEM – SHIFTING SAMPLES IN STORE
Ruth Rawson & Joanne Rosewarne, Isaac Charles Bridal Studio With the rise of stores like WED2B and other discount bridal warehouses, it is near impossible to sell the number of samples we need to in order to recoup costs and clear space on our rails for next season’s minimums. The stores who are selling dresses off the rail for under £500 are taking a large chunk of sample sales away from us, and with it, the profitability in our businesses.
THE SOLUTION – PROMOTION IS KEY As tough as the competition is, the truth is that brides love a bargain, and as long as the sample prices are competitive and well promoted, you have a great chance of shifting
16 ♦ W E D D I N G T R A D E R
BEAS BRIDAL STUDIO
THE SOLUTION – REDUCING ORDERS
them. Unlike the new dresses in WED2B with very low price tags, you may be offering designer labels at a fraction of the price, which may appeal more than buying a new, potentially poorer-quality design. The brides then get the kudos of affording a high-end gown for their wedding. Play on this fact, put out there the original prices and savings, and the calibre of designers you have on offer. If you’re struggling to get people through the door for a sample sale event, consider teaming up with a few other retailers nearby and booking a hotel or venue to host a mass sample sale. This will inevitably reach more brides and benefit everyone – there’s strength in numbers.
IN SUMMARY... Although a difficult time in bridal, undoubtedly, there’s no need to panic. There are lots of solutions for current problems, with communication and awareness – from the manufacturer to the retailer to the brides – playing a vital part. Coming up with solutions together, we can only strengthen the industry in the fight against online fraudsters, bulk sellers and such like. Wedding Trader is proud to be a link for designers and manufacturers to their retailers, and we always want to hear from the people in the know – you! Please do send us your opinions and suggestions for upcoming features to tom@meanttobemedia.com.
Introducing the stunning 2018 collection from Romantica. Visit the website to view the entire range or contact our team on 01823 674 412 for more information on becoming a stockist. Come and visit us at The Harrogate Bridal Show, The Swaledale Room, St George Hotel. www.romanticaofdevon.co.uk
Showing at Harrogate stand B24a
BRIDESMAIDS 0208 368 1500 • www.angelbbride.co.uk
Majestic Hotel
A L LUR E BR I DALS Allure Bridals often takes pride of place at Harrogate, thanks to their popular labels that span couture, plus-size, budget-conscious and trend-led. The new collections introduce new detailing and fabrics, with silk mikado and soft, lace-paneled crepe, as well as blush tones, modern matte-finish fabrics, layers of soft tulle and Allure’s signature lace.
Enzoani
STAND Q45
Following the success of their 2018 collection launches in both Europe and the US, Enzoani will be exhibiting their three main lines at Harrogate this year: Enzoani, Blue by Enzoani and Beautiful. Covering a range of price points and huge number of styles, Enzoani cater for younger, trend-led brides as well as high-end, more classic markets. One of the most versatile brands in bridal today.
STAND M15/28
CASABLANCA BRIDAL The success of American brand Casablanca Bridal can be put down to their commitment to their brides and retailers alike. As they rapidly expand into the UK market, each design is made to order, and features hand-beaded detailing and unique laces. Definitely a brand to get behind, and a definite hit with British brides.
Harrogate O NES TO WATCH AT
Planning your route around the UK’s biggest trade show? Ensure these labels are on your list...
W E D D I N G T R A D E R ♦ 21
L A DYB I R D As one of Europe’s most successful bridal brands, Ladybird is looking to STAND further expand their M22/23 stockist network in the UK while still protecting the exclusivity of their existing stockists, which makes this a great time to invest in the brand. Their labels have a true commercial price point of £140-£530, with the majority sitting at the £290-£390 mark. “We care about you and your profit – after all, that’s what counts,” says Company Director Richard Lill.
STAND M32
Emma Charlotte
Launching as part of the Lionheart Portfolio, Emma Charlotte is set to debut the 2018 collection at this year’s show. Be one of the first UK retailers to pick up this divine collection, and you’ll benefit from Emma Charlotte’s distinctive design, superior quality, and a huge range of styles, silhouettes and trends. Marketed as a luxury collection at a commercial price point, this label is bound to appeal to any bride.
CAT HERINE STAND PARRY M34
The team behind Welsh bridal brand Catherine Parry have the distinct advantage of seeing both sides of the market, having owned and run the award-winning Sentiments Luxury Bridalwear boutique before setting up their inaugural bridal brand. Catherine Parry is now growing faster than ever before, as their mix of both fashion-forward and vintageinspired designs appeals to a wide range of brides.
22 ♦ W E D D I N G T R A D E R
chloebridals.com
callistabride.com
View the New collections at The Bristol Bridal Roadshow & Harrogate Bridal Show - Stand B22
1 0 - 1 2 S E P T E M B E R 2 017. H I C
BRISTOL 20 - 21 AUGUST
www.catherineparrybridal.com Currently seeking stockists in many areas of the UK and Ireland. For further details call +44 (0)1443 222600, email info@globalbridalbrands.com or see us at The Harrogate Bridal Show 2017, stand M34 (Hall M).
STAND M13
SACHA JA MES Trading across Europe and Scandinavia, Sacha James specialises in traditionally beautiful bridal designs that will stand the test of time. Their attention to detail and luxurious fabrics make their gowns covetable for classic brides, and they offer a soft colour palette to flatter all skintones. The Sacha James Curvy collection demonstrates the same elegant design ethos in UK sizes 16-36, and has been incredibly popular at past shows with stockists and brides alike.
RI C HA RD D ESI G N S Richard Designs are famed in the industry for their vast collection of handcrafted accessories; for jewellery, belts, veils and hair pieces, they should be one of your first stops at the show. However, they’re also branching into bridal for the first time too, and their debut collection doesn’t disappoint. It’s a stylish, well thought-out range of gowns that’s sure to be as successful as their ever-popular accessories, and there are plenty of shrugs, straps and sashes to give your customers flexibility when putting together their bridal look.
STAND A34
Callista
STAND B22
These days, catering to a plus-size bridal market is key, and therefore a trip to Callista should always be a priority when attending Harrogate. Their concise collections are going from strength to strength, thanks to their impeccable tailoring, luxurious fabrics and nods to recent trends such as floral prints and sheer bodices.
W E D D I N G T R A D E R ♦ 25
STAND QS2 V E R OM I A Now in its 15th year, Veromia is a leader in the industry, boasting nine stunning collections under the umbrella of The Veromia Group. As well as their excellent bridal collections (which includes multiaward-winning plus-size label Sonsie), Veromia are also a smart choice for occasionwear, bridesmaid gowns and mother of the bride dresses. This year in particular is a great time to visit, as Veromia will be exhibiting in the Queen’s Suite, debuting their brand new loyalty scheme to retailers.
Millie May
STAND A6
New brand alert! Millie May is an exciting new budget-friendly label from the Direct Eastern Group, designed to help boutiques rival chain bridal stores and outlets without compromising on quality and look. The styling, quality and value of this collection is excellent, and we can’t wait to see more from Millie May.
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STAND B15/25
LQ D ES IGN S
UK-based bridal and eveningwear brand, LQ Designs, are famed for their flexibility when it comes to customising their designs for brides. Their UK-based manufacturing team can create styles up to size 34 in over 100 colours to match your clients’ exact needs. With prices ranging from £75 to £399, this is a commercially-minded collection with excellent customer service to back up your investment.
THE
GROUP
D’ZAGE
VEROMIA
SONSIE
D’ZAGE BRIDESMAIDS
VEROMIA OCCASIONS
VEROMIA BRIDESMAIDS
DRESS CODE
IRRESISTIBLE
DRESSED UP
NOW IN THE QUEEN’S SUITE – THE HARROGATE BRIDAL SHOW
We look forward to seeing you to treat you to breakfast, lunch, afternoon tea and all day cocktails whilst you browse our stunning new collections style@veromia.co.uk
www.veromia.co.uk
Individually hand-made bridal gowns • • • • • • • • • • •
Bespoke design service 8 week delivery Diverse collection Sample payment plan No annual minimums Complementary veils and accessories Made to measure Standard prices to size 24 Sales training Designer events & loan support RRP average £2150
www.augustajones.com T: 01903 814463 christine@augustajones.co.uk
St George Hotel
R O M ANT ICA O F DE VO N We’ve always been big fans of the family-run Romantica powerhouse, and we’re especially looking forward to seeing the brand new Pure collection launching at Harrogate this year. All the gowns are designed and created in the UK, making this an excellent label to invest in to support the British bridal industry, not to mention the reasonable price point for both retailers and brides.
White Rose Bridal DESSY
STAND B39
One of the most popular names for bridesmaid fashion both here and in the US, you can always count on Dessy when it comes to both quality and style. As mixand-match bridesmaid dresses continue to increase in popularity, it’s always worth expanding your in-store range to capitalise on this trend, and Dessy is one of the best labels to choose from, hands down. With their new collaboration announced with Jenny Packham, there’s never been a better time to get on board with Dessy.
STAND C29/31 /33
This British bridal brand has been dressing brides for over 20 years, and it’s easy to see how their collections have mirrored the changing fashions while still having a timeless feel. Their latest collection is filled with soft, feminine takes on some of this season’s biggest trends, such as floral prints, sexy low backs and sheer details. Their plus-size line, White Rose Graceful, is the perfect choice to suit customers size 18-30+, making White Rose a fabulously versatile brand. Pop over to their stand to see the collections yourself, they’re even better up close! W E D D I N G T R A D E R ♦ 29
Showing at Harrogate stand C29-C31
0208 368 1500 • www.whiterosebridal.com
See the brand new 2018 collection at Harrogate, stand M13 www.sacha-james.com
CHARLOTTE BALBIER
HOW TO BE AT T H E
Competition We’ve teamed up with bridal consultant, Helena Cotter, to give tips on how to stand out from the crowd in this ever-competitive market
leader. Keep striving to be the best you can be. Focus on your success stories. Put all your positive energy into making your business shine.
3
Avoid fads that come and go and offer no real substance. Understand what works, what doesn’t work and why. That’s how you learn to keep moving forward. That’s how you stay one step ahead.
1
It’s important you familiarise yourself with what is going on around you in terms of competition in your geographical area. Keep them in your peripheral vision, but avoid fixating on what they are doing. It will dilute all you are trying to achieve.
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Remember, your competition are at a disadvantage; they are not you! They may copy what you do, but take it as a compliment that you’re considered the market
5
Focus on what your customers are going to want in the years to come – that never changes; customer service, attention to detail, honesty, trust, healthy relationships, rapport and empathy. Be the people who really care, who listen and communicate well. Examine your USPs. What can you offer that other businesses are unable to in terms of service, care, W E D D I N G T R A D E R ♦ 33
customer buying experience, location, and products? If you offer something different, shout about it! Do you have plussizes of your gowns? Do you offer discounts on bridesmaids when a bride buys her dress? Make a point of this on all your marketing and advertising, as well as in store.
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Take a good hard look at your marketing and advertising. Are you stretching yourself too thin on social media? It can be a full-time job, so pick carefully when deciding which platforms to promote your business on. Post regularly, keep it upbeat, of the moment and exciting and always use images to draw attention.
CALLISTA
When did you last look at your company image? What image are you trying to portray? Do you need to update your company image? Everything should match and be seamless, from your website to advertising, through to the customer experience and after sales care. Areas to focus on: your website, social media, logo, colours, font, shop window, shop décor, fittings etc. This doesn’t have to cost a fortune. Small changes make a huge difference, such as rotating your gowns to maintain a fresh energy in your shop. How many times has a bride said to you ‘Is this a new dress?’ when all you have done is move it?
STUDIO B LABELS
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None of us want to see an outdated website with old news. This is such a fast-moving world, news comes and goes in an instant. Customers are constantly looking for the next piece of news so take any really old news stories off your website. Nowadays, we have a very limited attention span so make it short, sweet, appealing and apt. Give a little background information on your website and social media platforms. Customers love to know the story about you and any staff you have. It makes you more human, approachable and helps to build trust. For nervous customers it can help break the ice.
9
Be credible and believable. Customers don’t tend to like risk and can resist change and decision making, so make it easy for them. Build trust into all you do. This is what will differentiate you from any competition.
34 ♦ W E D D I N G T R A D E R
HELENA
♌
COTTER
THE BRIDAL INDUSTRY EXPERT Est. 2003 Discover the secrets of how to work smarter, not harder in this niche Industry. Investing in your staff is a safe way to guarantee the future health of your business. Looking for guaranteed results? Join my Retail Revolution today. 01582 451 238 / 07896 944 759 info@helenacotter.co.uk www.helenacotter.co.uk
T: @HCSalesTraining Insta: hccoaching LinkedIn: Helena Cotter
WT1_Helena Cotter .indd 34
27/07/2017 16:52
www.lqdesigns.com
Showing at Harrogate stand B15/25
Fairy tale comes to life in the 2018 ‘Love story’ collection. Bringing you exclusive designs incorporated by Diana Elizabeth dresses. Fine delicate embroidery and appliqué detailing the perfection of design and implementation. Diana Elizabeth dresses will make your wedding day a true ‘Love story’. Diana Elizabeth’s signature style is wedding dresses with and amazing silhouette and fit.
www.dianaelizabeth.co.uk Telephone +44 (0) 7850 855673
TOM HALLIDAY
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Give brides an incentive to get their engaged friends through your door. Give a ‘thank you’ bag to each bride who purchases her dress, with a discount voucher off accessories for a friend who buys her dress there as well. Also, take photos of the bride in store saying yes to the dress and share on social media, tagging her in it for all her friends to see.
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If you find you don’t spend too much time on the shop floor these days, do go back and listen to your employees and your customers’ feedback. Leadership starts from the top and your employees need you as a visible presence. Autonomy is all very well, but we all need a little reassurance and guidance.
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Being pushy is one of the main things that puts brides off. Ensure staff are friendly, on hand to help but don’t go in too strong to get a decision. Many brides will go home to think and then come back at a later date. They won’t if they feel they’ll be coming back to pushy staff.
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Finally, go the extra mile. Offer families a glass of fizz when they come in, or a nice soft drink, and any canapes you may have. It doesn’t have to cost the earth but it will mean an awful lot to the brides and their families.
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Avoid trying to be everything to everybody. You’ll burn out and your hard-won reputation may suffer. The same goes for working extra-long hours, evenings and Sundays. If you can honestly say, hand on heart, working so many hours overtime brings in the sales for you, then keep doing it. However, being focused and having superb time management during ‘normal’ business hours is far more preferable in order to function more efficiently.
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Make sure that when the bride is trying dresses on you get to know the people accompanying her – getting them on side will only work in your favour.
HELENA COTTER With her motto of ‘Empower, Innovate and Inspire’, Helena Cotter has helped countless businesses through her bridal
consultancy and coaching company. “I started my company with the vision of developing a universal standard of excellence for bridal retailers,” says Helena. “I love to make lives easier by giving you the tools you need to be even more successful.” Whether you’re just starting out, or you’re well-established in the industry, Helena’s expertise can help increase sales and improve profits, saving time and money. Call 01582 451238 or email info@helenacotter.co.uk. W E D D I N G T R A D E R ♦ 37
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PINTEREST-WORTHY
W IN D OWS Don’t miss your opportunity to make that all-important first impression with a wow-factor shop window. Here are our top tips for creating an effective display...
USE PROPS... The easiest and most effective way to add a touch of interest to your window displays is with the use of props. They can add different height levels to your display for visual interest, and help create an editorial look in a small space. Hanging a chandelier from the ceiling can 38 ♦ W E D D I N G T R A D E R
instantly give your boutique window a glam look, while bunting gives more of a country chic feel. Larger pieces like a chaise longue or a vintage-style bureau act both as a prop and as a handy display for smaller pieces or accessories, while a garland of silk flowers (or even a hanging display) give the whole look
a romantic feel that will have brides itching to make their way through the front door. . . . B U T N OT TO O M A N Y ! Having said that, your merchandise should always be front and centre in your displays – use too many props and you’re in danger of overcrowding
THE HARROGATE WEDDING LOUNGE
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your window and distracting from the dresses. An effective window display should make an impact from across the street, so making it too busy can work against you.
I N V E S T I N YO U R MANNEQUINS There’s no point in displaying your beautiful dresses on worn-out or bargain basement mannequins. It may seem like a small detail, but brides will absolutely notice, and it will cheapen your merchandise. Pick a style that reflects your boutique’s ethos; a highgloss black style looks modern and contrasts wonderfully with the gowns,
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while a vintage-style dress forms a softer, quirkier style. BE SEASONAL Changing your displays to reflect the seasons can make a real difference. Not only will it give the impression that you’re always carrying brand new stock that’s on trend, but it gives you a chance to appeal to brides of all seasons – not to mention, you can flex your creative muscles when it comes to the décor. Natural elements will really help here; think sprayed branches or Christmas trees for W E D D I N G T R A D E R ♦ 39
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while potentially upselling some accessories in the process. Mix up the looks at least once a week. Shoes Winter, colourful leaves and berries for Autumn, fresh greenery and pastel can easily be displayed next to corresponding dresses, too – try a bell flowers for Spring and plenty of gorgeously bright blooms for Summer. jar or display cube near to your chosen design, or go for something quirky like a birdcage or cake stand. C R E AT E A LO O K Your dresses may be the focus of T RY A D E C A L your display, but don’t pass up an A decal can be a great, modern way opportunity to accessorise your to make your window really pop, as gowns to create a full look. Add well as conveying vital information to veils, belts, cover-ups and jewellery your customers. You could go purely to your mannequins to change creative and create a pretty border up the base gown, and you’ll help around your windows to draw more brides to visualise their big-day look
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attention to your gowns, or you could use them to highlight sales or your contact information. If you have plus sizes in store, make sure you shout about it on your windows, too. I N C LU D E T H E B R I DA L PA R T Y Brides rarely go shopping on their own, so take this opportunity to display options for bridesmaids or mothers of the bride. Not only will this show range, but it’ll also provide a colourful backdrop for your bridal gowns to pop against. Be sure to reflect current trends – mixed pastels or metallic sequins are big hitters this season.
WIN ALLURE GOWNS FOR YOUR STORE! Share your window display and win £500 of Allure Bridals stock!
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e want to see your window displays! Share a photo of your best boutique window on social media with us, and you could win an amazing £500 worth of stock from Allure Bridals! The lucky winner will be able to choose their stock from Allure’s fabulous bridal and bridesmaid ranges, which cover everything from younger, trendled styles to sumptuous couture and flattering plus-size gowns. We’re looking for creative displays that both think outside the box and show the dresses off in the best way possible, so it’s time to get your thinking caps on!
Trader and Allure Bridals on social media – you can enter via Facebook, Twitter or Instagram using the social handles below – using the hashtag #AllureWindowCompetition. You have until 11.59pm on 11th September 2017 to enter, and the winner will be contacted via the social platform they entered on. Good luck!
HOW TO ENTER To enter, simply share a photo of your display with both Wedding
T&Cs: Open to UK bridal boutiques only. The winner will be able to choose their £500 stock from the following lines: Allure Bridal, Allure Romance, Allure Women, Allure Couture, Madison James and Allure Bridesmaids. No cash alternative.
Twitter @WeddingTraderUK @UKAllureBridals Facebook Instagram @weddingtrader @WeddingTraderMag @AllureBridals @AllureBridal
ELLIE ROSE BRIDAL
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W E D D I N G T R A D E R ♦ 41
A N E W COL L ECT ION FROM A L LU R E BR I DA L S T H E M AJEST IC HOT EL H A R ROGAT E | SEP T EMBER 10 -12 The Reading Room and Drawing Room. Ripon Road, Harrogate HG1 2HU
Showcasing at The Bridal Roadshow Bristol, Exhibition & Conference Centre University of the West of England on the 20th & 21st August 2017 and The St George Hotel, Harrogate 10th-12th September 2017 Visit our website to view our stunning collection of Bridal Accessories
01827 55444 | Info@twilightdesigns.co.uk | www.twilightdesigns.co.uk
ALLURE BRIDALS
Find the best dresses across the globe at one of these exceptional trade shows
TRADE EVEN TS
20th-21st August 2017
7th-9th October 2017
6th-9th April 2018
T HE BRIDAL ROA D SH OW, BR ISTO L
T HE KNOT CO U T U R E S HOW, NE W YO R K
M I LA N B R I DA L W E E K
www.bridalroadshow.co.uk
www.coutureshow.com
www.sposaitaliacollezioni.it/en
10th-12th September 2017
18th-19th February 2018
21st-23rd April 2018
T HE HARROGATE B RI DAL SH OW
T HE B R IDAL R OA D S H OW, B IR M INGHAM
www.theharrogatebridalshow.co.uk
www.bridalroadshow.co.uk
E U R O P E A N B R I DA L W E E K , ES S E N www.europeanbridalweek.com W E D D I N G T R A D E R ♦ 45
JOIN US! The Bridal Roadshow Bristol 20-21 August and Harrogate Bridal Show 10-12 September STAND C9/10
PHOENIX GOWNS 2017 ENCHANTED COLLECTION To see the full collection and find your nearest stockists visit: www.phoenixgowns.co.uk email: sales@phoenixgowns.co.uk @phoenixgowns
JOIN US! The Bridal Roadshow Bristol 20-21 August and Harrogate Bridal Show 10-12 September STAND C9/10
Danielle Couture United Kingdom
To see the full collection and find your nearest stockists visit: www.daniellecouture.co.uk email: sales@pheonixgowns.co.uk @DanielleCBridal
DanielleCoutureBridal
DanielleCoutureGowns
F I N D YOU R D REAM DRESS Have you had your dresses or bridal boutique added to this brilliant new website yet? Here’s why Find Your Dream Dress is a great place to promote yourself... WH AT IS F I N D YO U R DR EAM D R ES S ? Find Your Dream Dress is a fashion website dedicated to helping women find their dream dress for a special occasion. Featured categories include Bridal, PlusSize Bridal, Bridesmaids, Mother of the Bride, Occasionwear & Accessories. The women simply filter the dresses – from shape and size to colour and fabric – to find the most suitable choices, then locate a stockist near them using the database 48 ♦ W E D D I N G T R A D E R
of over 2,600 UK & Irish bridal boutiques and occasionwear stores & over 2,000 US retailers. Finding their dream dress isn’t the only reason women visit this great website – Find Your Dream Dress also has a useful blog that is updated daily with fresh content about the world of fashion and bridal, attracting a global audience with numbers growing daily. The features include everything from dressing for your shape to styling your wedding
day, and, importantly, every month Find Your Dream Dress promotes shopping in trusted independent boutiques in the fight against online fraudsters, high street labels and mass-bridal stores. W H AT F IND YO UR DR EAM DR ESS O F F ER S DESIGNER S Designers can list up to 40 dresses per collection to Find Your Dream Dress, which can be updated once a year for a small annual fee. Exceptional editorial benefits come with every package to give maximum exposure to the brand. By advertising your dresses, you are also supporting your retailers, because all retailers of advertising designers will automatically be added to the website’s directory for free, and will be given the opportunity to stock Love Our Wedding for free also (UK only). Packages include website takeovers and MPUs on the website, but also the ability to send newsletters to the large trade or consumer database, specifically for your brand.
Women find their dream dresses, then track down their nearest stockists Search by dress shape, colour, length, neckline, fabric and style
WH AT F IN D YO U R D R E A M DR ES S OF F E R S R E TA I L E R S All retailers are added to the Directory, free of charge, with the option of upgrading to a Premium Listing. Premiums include an enhanced listing with a photo, description, link to your website, and the opportunity to be top of the stockists above competitors. Premium listed stores can also stock Love Our Wedding magazine free of charge (UK only). Boutiques will be added to the large newsletter database, giving them the inside track on new collections as well as information about upcoming trade and consumer shows. All boutiques can submit information on their upcoming fairs and events, to be listed on Find Your Dream Dress and in Love Our Wedding magazine. They will also have the opportunity to receive extra magazines for goodie bags for free (UK only), and will get added exposure of their events on the Find Your Dream Dress and Love Our Wedding social media channels.
WANT TO K NOW MORE? Simply get in touch with the friendly team now by calling 0161 236 6712 or email izzy@meanttobemedia.com!
Brilliant blog posts are updated daily
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I NDUSTRY
Classified
From job vacancies to new premises, get the lowdown on opportunities and announcements within the wedding industry, here...
Business. A wonderful way to celebrate the year anniversary in style!
N E W PR E M IS ES J O B VACANC I ES
customer service experience along with a hardworking, flexible and committed approach to ENZOANI – CUSTOMER provide a great experience for our SERVICES ACCOUNT MANAGER customers. Please send your CV, Leading global bridal gown with current salary details to wholesaler, Enzoani, are looking for the right person to join their Customer careers@twobirdsbridesmaid.com. Services Department based in Swansea on a 6-month temporary contract. The ideal candidate will S PECIAL O CCAS ION S have previous experience in an admin/customer service role and will 1ST BIRTHDAY possess excellent communication Flutterby Bridal Boutique will be skills (German and English) both celebrating their first birthday on 30th written and verbal. Proficiency in MS August. Congratulations team! Office products is essential. This is a full-time position Mon-Fri 8:30am to 10TH BIRTHDAY 16:30pm. To apply please email your Platinum Brides recently celebrated CV to recruitment@enzoani.co.uk. a decade in business on 4th August. A huge achievement, and TWOBIRDS BRIDESMAID the shop seems to only go from – OPERATIONS & SALES strength to strength. Congratulations EXECUTIVE to everyone involved! The team at twobirds Bridesmaid are looking for a highly organised 20TH BIRTHDAY and driven Operations & Sales Congrats to Eternity Bridal who are Executive to be an integral part of celebrating a whopping 20 years in the small twobirds team, based business soon! in Covent Garden. The jobholder is responsible for the day-to-day AWARD WINNERS running of the twobirds’ retail arm On 30th July, George James Bridal including sales appointments, diary celebrated the year anniversary of management, client communication their new, much larger location on and administration, along with the Bromham Road. This seemed to be management of the showroom timed perfectly with George James and office. The ideal candidate will Bridal also winning two accolades have experience in a fast-paced at the recent SME Business Awards. administrative role, and be able to Nicola took home the title for Service demonstrate luxury sales and/or Excellence and Best Bedfordshire 50 ♦ W E D D I N G T R A D E R
RACHEL LAMB BRIDAL DESIGN Rachel Lamb has moved premises to a spacious showroom and workshop. The new address is: Rachel Lamb Bridal Design Unit 15 Sedgeway Business Park Witchford, Ely, CB6 2LH.
C LOS U R ES QUELLO BRIDAL BOUTIQUE We are sad to announce the closure of this beautiful bridal boutique in Kenilworth.
STOC K IST S E A R C H CATHERINE PARRY After announcing 13 new stockists in the first 7 months of this year alone, Catherine Parry are looking for more retailers around the UK to stock their stunning designs. Contact George Efstratiou on 07834 606229 or Customer Service on 01443 222600. LOVE OUR WEDDING The UK’s favourite free monthly consumer magazine, Love Our Wedding, is looking for more boutiques across the UK to stock their magazines free of charge. These handbag-sized magazines are the perfect gift to brides that come in store or for goody bags at special events. To become a stockist now, email andy@loveourweddingmag.com.
The stunning new 2018 collection from Phil Collins Bridal. Please visit the website to view the entire range or contact Phil on 07799 847 400 for more information on becoming a stockist. Come and visit us at The Harrogate Bridal Show, Nidderdale and Calderdale Suites, St George Hotel. www.philcollinsbridal.co.uk
www.ivoryandcobridal.co.uk