Attire Bridal magazine

Transcription

ATTIRE
JULY/AUGUST 2014 ISSUE 42
Express
yourself
How to secure
fabulous feedback
Bridal
Bright ideas
Jewellery trends for the
coming season
MODA
PREVIEW
CUFF
LOVE
Stylish
accessories
for grooms
Y
V
V
A
S
G
N
I
L
L
SE tips
Top eidi
from Hpson
Thom
Plus
Business
advice
News and events
Retail technology
WWW.ATTIREBRIDAL.COM
Elizabeth Dickens
+44 1353 723675 email: [email protected] web: elizabethdickensveils.co.uk
If you would like to become a stockist,
please contact Sam Everard
07967 452 558
[email protected]
www.miasolano.co.uk
Contents
Contents
Regulars
12
Industry news
Discover the latest bridal collections
and trade events
25
ACID
Dids MacDonald, CEO of AntiCopying in Design, discusses tougher
criminal sanctions to protect designers
becoming law
54
Shades of summer
The Fashion Files
47
Go with the flow
Help any bride to glide gracefully
down the aisle with these elegant
gowns in soft, romantic fabrics
53
The collections
The perfect accessories to match our
two key bridal themes
Hine Insurance
Rachael Carrington offers some timely
advice on securing the correct cover for
your boutique
54
Shades of summer
These pretty pastel and golden gowns
will help any bride to shine bright on
her big day
PR & marketing
Nicola Russill-Roy talks testimonials
– how to secure good ones and what to
do if you receive negative feedback
Columns
66
Shop window
With summer just around the corner,
we create a nautical but nice display
68
Retailer round-up
We broach the tricky topic of time
management with four retailers to find
out how they stay organised
70
76
80
David Mackley
Part one of a two-part series about
email marketing
93
Twitter update
We bring you all the hottest news, stats
and facts from our followers
66
Shop window
42
Heidi Thompson
Heidi Thompson of Evolve Your
Wedding Business unveils the secrets
of savvy selling
62
Retail Bridalwear Association
Bridal shop owner and Chair of the
RBA, Nicola Garton, outlines the
potential problems of entering into
disputes with customers or employees
82
Xedo Software Ltd
Raymond O’Hare reveals how retailers
can build strong, lasting relationships
with their suppliers
90
Richards Designs Ltd
Louise Dicks, Marketing Manager,
reveals a positive outlook for the UK
bridal industry
98
The White Closet
Eve Broadhurst, Creative Director and
Co-Owner of The White Closet,
reveals her top tips for hosting the
perfect in-store event
53
The collections
47
Go with
the flow
ATTIRE 7 ·
84
Terry Fox
Profiles
30
Liza Designs
Liza Harrison, talks to Attire Bridal
about her latest jewellery collection
84
Terry Fox
Specialising in elegant and quirky
bridal attire, we speak to designer
Terry Fox about making all her gowns
in the UK
Features
83
Men’s accessories
22
Product photography
Make the most of your images
33
Bridal jewellery
Leading UK designers predict the top
trends for the season ahead
60
Up and coming
Dajana Basic’s debut collection
features pretty pastel tones
64
Retailer interview
Froufrou Bridal has a host of award
nominations and accolades to its name
73
Collection focus
South-African designer, Elbeth Gillis,
first exhibited in the UK last
September and has already built a
strong following from British brides
78
Retailer profile
The Suffolk Bridal Company has just
celebrated its first anniversary
83
Men’s accessories
Styling ideas for the groom
86
Word on the web
We compare UK and US feedback
89
Young attendants
Cute outfits for the little ones
33
73
Collection focus
8 ATTIRE
Bridal
jewellery
30
Liza Designs
Shows
27
Moda
Preview of this top trade show
89
Young
attendants
Venus
www.venusbridal.co.uk
0113 256 9627
Editor’s letter
JULY/AUGUST 2014
Image courtesy of
Karen Willis Holmes
+61 (2) 9519 3901
www.karenwillisholmes.com
MANAGING EDITOR
Lauren Dowey
DEPUTY MANAGING EDITOR
Jo Fletcher-Cross
EDITOR
Demelza Rayner
+44 (0)1376 535 609
[email protected]
SUB EDITOR
Louise Prance
SALES MANAGER
Robert Clark
+44 (0)1376 514 000
[email protected]
SALES EXECUTIVE
Jan Griffin
+44 (0)1376 535 612
[email protected]
PRODUCTION MANAGER
Scott Brothwell
[email protected]
+44 (0)1376 535 616
DEPUTY PRODUCTION
MANAGER
Sarah Barnes
SENIOR GRAPHIC DESIGNER
Vicky O’Connor
GRAPHIC DESIGNERS
Lucy Dodds, Alex Bolton,
Aimee Smith, Sarah Young
WEB DEVELOPMENT MANAGER
Stuart Weatherley
SUBSCRIPTIONS
Rosie Childs, Kay Tilbury
+44 (0)1376 514 000
KD Media Publishing Limited
Pantile House Newlands Drive
Witham, Essex CM8 2AP
www.attirebridal.com
ATTIRE
Editor’s pick
I love the versatility and elegance of
this Bygone blossoms headpiece
from Glitzy Secrets.
Bridal
Summer sourcing
As we head into the summer months, it’s
wonderful to see that the rising temperatures
are beginning to thaw the British bridal industry
following a decidedly frosty 2013. Indeed,
this year is already seeing some encouraging
signs of growth as outlined by Louise Dicks,
Marketing Manager at Richard Designs, on
page 90. She reports that in the first quarter of
this year the UK economy has grown, there’s
been an increase in consumer spending and
consumer confidence is likely to continue on an upwards trend.
Great news all round.
In this issue we have plenty of features to help you boost your
business further: PR and marketing expert Nicola Russill-Roy
reveals how to secure and use testimonials – invaluable advice
whether you’re just starting out or have been running a bridal
shop for years. In addition, our regular columnist Heidi Thompson
divulges the secrets of successful selling while CEO of Anti
Copying in Design, Dids Macdonald, has some excellent advice
on design protection.
Finally, we take a look at some thriving sectors of the bridal
market – jewellery, young attendants and men’s accessories.
Fashion file
on page 54
Enjoy reading
Demelza
Demelza Rayner
Editor
PS – Follow us on Pinterest at
www.pinterest.co.uk/attirebridal or on
Twitter at www.twitter.com/AttireBridal.
ISSN 1758-0072
Attire Bridal is solely owned, published
and designed by KD Media Publishing
Limited. Whilst every effort was
made to ensure the information in
this magazine was correct at the
time of going to press, the publishers
cannot accept legal responsibility for
any errors or omissions, nor can they
accept responsibility of the standing
of advertisers nor by the editorial
contributions. The views expressed
do not necessarily reflect those of the
publisher. Attire Bridal is published
six times a year. Subscription rates for
overseas readers are £75 per annum
(incl. p+p), Cheques should be made
out to KD Media Publishing Limited
and sent to Attire Bridal @ Pantile
House, Newlands Drive, Witham,
Essex CM8 2AP.
Window dressing
on page 66
Average Net
Circulation: 3,162
Up and coming
on page 60
01/07/2012 - 30/06/2013
ATTIRE 11
Industry news
Find out about the latest
industry happenings with our
regular round up…
Hazaar releases the Grace
and Rose collections
Inspired by vintage elegance and classic style,
the new designs from Hazaar should appeal to
any bride. Speaking about the ranges, designers
Rachel Farrimond and Isoline Hickman say,
“We spend a lot of time deciding on the perfect
flowing chiffon, delicate lace or the softest satins
to create the fluidity and structure of each of
our gowns.”
Hazaar brides can select their favourite pieces
from the collections of sweeping skirts and
pretty tea-length dresses to create their signature
style. Each adaptable design is carefully created
to conceal a shorter dress for the reception –
one gown, two looks.
Visit www.hazaaroflondon.com to view the
latest designs.
The Empty Box Company expands into the
giftware market
Renowned for its elegant and stylish dress, hat
and accessories boxes for the bridal market,
The Empty Box Company has just released
its first range of gift boxes for the wedding
party. There are 11 boxes in all, including the
Bridesmaid’s Box, the Best Man’s Box and
the Groom’s Box. All contain a collection of
carefully selected gifts to reward the recipient
for all their hard work in the run-up to the
wedding day. It’s also possible to include a
personalised message.
To find out more call +44 (0)1306 740 193
or visit www.emptybox.co.uk.
12 ATTIRE
Darcy Weddings takes on an apprentice
Morpeth teenager,
Charlotte
Saddington,
is currently
undertaking a
year-long training
post with bridal
and occasionwear
business, Darcy
Weddings.
Knowing that
an extra pair of
hands would be
useful in their
expanding shop,
owners Jennifer
Donaldson and
Jayne Gould
partnered with
Team Valley
apprenticeship
specialists Ingeus to find a suitable candidate.
“Becoming an apprentice was the best move I ever made,”
Charlotte says. “I’m earning a wage and I’m gaining new skills
every day.”
Ingeus offers a broad range of training and apprenticeship
opportunities throughout the North East, leading to
recognised qualifications and job opportunities. Young people
keen to find out more are invited to contact Ingeus on +44
(0)845 330 8184 or online at www.starthereuk.com.
News & events
New SDEA directory out now
The latest SDEA Retail Display Directory – the essential
buyers’ guide for creating retail interiors – is available now.
Brimming with new ideas, creative concepts and innovative
retail display solutions, it showcases over 100 leading
designers, manufacturers and suppliers of specialist retail
display products and services. All are members of the Shop
and Display Equipment Association (SDEA).
For a limited period, a free copy of the SDEA Directory
is available to retail display buyers and specifiers by calling
SDEA on +44 (0)1883 348 911 or emailing [email protected].
Kickstarter line up revealed
Ten outstanding new jewellery designers have recently been unveiled as the IJL KickStarters for 2014.
International Jewellery London’s acclaimed KickStart bursary
initiative, aimed at supporting the Best of British young jewellers, offers
10 talented designers a place on this important mentoring
programme. The winners will not only benefit from exhibiting on a
group stand at the 2014 show but will also receive valuable marketing
and industry support from IJL and the British Jewellers Association.
IJL’s trend partner, the leading jewellery forecaster, Adorn Insight,
will once again be awarding the Adorn Insight Award to one outstandingg
KickStarter, which includes a year’s subscription and bespoke mentoring.
Sam Willoughby, IJL Event Director, commented, “KickStart has proved itself over
the past six years as a serious commercial launch pad for some of the most exciting new
jewellery designers in the UK. It’s a valuable opportunity for the lucky winners to impress
visitors at the show, as well as move their businesses forward with the full support of
the industry.”
IJL 2014 will run from 31st August to 2nd September, 2014 at Olympia, London.
LUXURY by IJL, The Ultimate in Luxury Jewellery, will run from 31st August to 1st
September, 2014 at the same venue.
Find out more at www.jewellerylondon.com/kickstartvote.
New boutique opening
Qiana Bridal unveils its brand new
Love & Romance collection
Launched at White Gallery, the new bridal collection
from Qiana Bridal has been inspired by classic
romantic novel heroines. It consists of 11 semi-couture
bridal gowns and one decorative organza coat.
Designer and owner of Qiana Bridal, Wendy
Peddlesden, says, “We want to create the gowns that
brides dream about, with a hint of now combined with
all that’s best from the past.”
For more information visit www.qianabridal.co.uk.
Holly and Ryan from Maria Senvo
Heritage Brides welcomed the cream of the wedding
industry to its recent launch event.
On hand to support the venture were dress
designers Holly and Ryan – the driving force behind
the sensational new label Maria Senvo. Having taken
the bridal press by storm, the Manchester-based
couple were on hand to show off some of their
stunning creations to real brides.
Also joining the party was Klaire Van Elton,
whose handmade bridal accessories are stocked at the
boutique. New designer, Kevin Muscat, who is about
to launch his first collection, also made an appearance
to discover for himself the Heritage Brides ethos.
Owner Sam Newby-Ricci says, “It’s so satisfying to
see everyone’s positive reactions to the boutique.”
Find out more about Heritage Brides by calling
+44 (0)1707 707 842 or visiting the website at
www.heritagebrides.co.uk.
ATTIRE 13 ·
News & events
Changes announced for
The 2015 Wedding
Industry Awards
Now in its 4th successful year, The Wedding Industry
Awards, celebrates the wealth of talent in the UK bridal
industry. To keep the competition interesting, there have
been a couple of amendments to the categories for 2014.
Firstly, the Best Venue category has been split into two
so the titles of Best Wedding Venue – Town or City and
Best Wedding Venue – Country are now up for grabs. A
similar change has taken place with the entertainments
awards so now brides can now vote for Best Wedding
Band or Best Wedding Solo/Duo. The other new category
of Best Online Retailer is sure to attract a good number of
talented entrants.
“We’re so excited to introduce these changes,” says
Founder and Chairman of the Judging Panel, Damian
Bailey. “We want to keep the awards relevant and we’ve
listened to feedback from brides, grooms and wedding
professionals so we know these changes are something
everyone will welcome.”
“For me, the best thing about The Wedding Industry
Awards is the very real difference even nominations
can make for a wedding business,” adds Damian. “Our
distinctive voting and judging system means everyone
competes on a level playing field and every vote counts.
So, for brides and grooms, when they see our logos on a
website, they know that the supplier really has something
special to offer.”
Previous entrants certainly agree. YAP Bridal Boutique,
a regional winner from 2014 says, “This is the only award
where your brides vote for you. These people give a true
reflection of what you and your business are all about.
Hence our screams of excitement to be shortlisted!”
Find out how to enter, or place your vote online at
www.the-wedding-industry-awards.co.uk.
Coco & Kate Atelier celebrates successful launch event
A brand new luxury bridal boutique in Hatton Shopping Village threw open its doors
recently. Owner Sophie Derry said, “Our first day was a chance for friends and family
to see the fruits of our labour for the past six months. With amazing cakes and cookies
provided by Delovely Cakes in Leamington Spa, it was a lovely and relaxed occasion.”
Coco & Kate stocks a selection of bridal gowns by Stephanie Allin, Watters, Wtoo
and Maria Senvo with accessories by Debbie Carlisle and Rachel Simpson.
Find out more at www.cocoandkate.co.uk.
NEVITI EXPANDS ITS WEDDING DÉCOR RANGE
With thousands of product lines, Neviti is the one-stop shop for any bride’s wedding décor
needs. New items include table numbers, luggage tags, pails, bunting, cake boxes and much
more. The new items are available in the popular colour combinations of ivory and gold or
white and silver and include items within the Vintage Romance, Chic Boutique, Elegant
Butterfly and Contemporary Heart collections.
Explore Neviti’s new wedding items at www.neviti.com.
Moda introduces E-Zone Live
Fresh for August 2014, Moda is fully embracing
e-commerce with the introduction of a new seminar
and feature area dedicated to online retail. The
E-Zone Live is set to create a new inspiration hub
for e-commerce, combining the best products and
services with practical business advice for the benefit
of all Moda’s visitors.
The E-Zone Live will launch at the August edition
of the show, when Moda will return to the NEC,
Birmingham between 10th -12th August 2014.
Members of trade can claim their free ticket to the
show by registering online at www.moda-uk.co.uk.
ATTIRE 15 ·
New organisation aims to
protect retailers
David’s Bridal rewards academic excellence
David’s Bridal recently partnered with the Mayor of Newham, Sir Robin Wales, to donate 150
prom dresses to promising students from Newham-based secondary school, Sarah Bonnell.
The initiative aimed to not only reward pupils who have excelled throughout their final
year with a new dress, but also to bring alive the prom tradition that is so integral to the
American culture – home of the David’s Bridal brand.
To learn more about David’s Bridal, visit www.davidsbridal.co.uk.
INTERBRIDE announces record visitor numbers
INTERBRIDE, the international trade fair for wedding, bridal and special occasion wear,
took place in Düsseldorf last month with a 10 per cent increase in visitors from the launch event
in 2013.
A total of 170 international brand manufacturers presented more than 370 collections to
bridal retailers.
“The sensational reception that our trade fair received in its second year shows that
INTERBRIDE has found its place as an international B2B forum within the industry”, declared
Ulrich Wendel, managing director of INTERBRIDE GmbH. “The appeal of our trade fair is also
attracting guests from further and further away, such as from the Namibia and Kuwait.”
In 2015, INTERBRIDE will take place from 6th-9th June. This earlier date has been put back to
give manufacturers enough time to complete their collections in the spring months.
For further information, visit www.interbride.eu.
16 ATTIRE
The Retailers Protection
Council is an organisation that’s
dedicated to providing and
encouraging education in areas
of manufacturing/retailing,
responsibility and market awareness
to retailers, manufacturers and consumers.
Headed by Rodrigo Cano, General Manager at
Eurotard/Julie France, the organisation’s website
is packed with information for those who support
retailers and aim to save them from possible
market elimination.
Find out more and join the debate online at
www.retailersprotected.com.
The perfect add-on sale
Both practical and pretty, these handy wedding
flip flops are the perfect go-to shoe when heels
start hurting.
They’re available in a variety of colours and
sizes – the most popular being the heart-shaped
design with translucent glitter strap. The
organza sheer fabric bag is perfect for holding
the discarded shoes or favours.
For further details visit www.
weddingflipflops.co.uk.
Unique dresses, hand crafted in England, individually customised to meet your brides desires
U
Stockists required - please contact us for available regions
01284 752191 www.terryfox.co.uk [email protected]
Krystal Agency
New Stockists welcome
T: 01204 888 285
M: 07935 156 275
E: [email protected]
W: www.eddyk.com
9A Longsight Road
Bury
Greater Manchester
BL0 9SL
News & events
New home for Surrey-based boutique
A chapel in Ripley has recently been converted into a
beautiful, contemporary bridal showroom to house the awardwinning Miss Bush Bridalwear.
Speaking about the move, Emma Meek, Managing Dirctor
says, “We’re so excited to be moving Miss Bush to The Old
Chapel. The space couldn’t be better as there’s more room to
try on gowns, we can offer more private appointments and we
can increase the number of gowns available.”
Find out more about the boutique online at www.
missbushbridalwear.co.uk.
Ian Stuart opens flagship boutique
Ian Stuart Blewcoat is the celebrated designer’s
first retail store, fittingly housed in an
impressive 300-year-old Grade I Listed National
Trust buiding that has been sympathetically
renovated. The theatrical setting offers a fivestar experience for customers, including private
consultations and on-site tailoring.
Speaking about his new venture, Ian says, “In
our liberated times, women are getting married
across all ages, partying at glamorous events
from their teens into their nineties, and want
to look fabulous while doing it – my store is a
celebration of this.”
Ian Stuart Blewcoat is open now. For further
details, visit www.ianstuart-blewcoat.com.
CARRINGTON FABRICS UNVEILS NEW LINES
The John Kaldor autumn 2014 range is now available for preview at Carrington
Fabrics. Fashion trends for the mother of the bride have been inspired by the
Roman era, Byzantine-style prints and monochrome garden prints with large
florals. These are available on a variety of base cloths from stretch satins to crepes
and jerseys.
Speaking about current trends, Cheryl Huddart says, “The demand for lace
continues – brides are opting for heavily embellished ’20s style laces or soft fluid
Chantillys. Fashion trends are seeing unbeaded laces in colours of champagne,
pistachio and ivory.” She continues, “Our most recent additions to John
Kaldor’s ‘Tocca’ corded lace now include vintage shades of pastel pink and silver
blush. We’ve also added seven brand new colours to our Naomi, corded and
beaded lace.”
All recent range additions are available to view at www.carringtonfabrics.co.uk.
ATTIRE 19 ·
The White House opens in Hampshire
An elegant new bridal shop has just opened in Alresford. Its
owners, Stephen and Melita Glaister already own two boutiques
in the town – No.42, and The Alresford Linen Company. Visit
www.whitehousebrides.co.uk for further details.
AWARD-WINNING RETAILER MOVES
PREMISES
Creatiques Boutique
Marmion Road and
Inspired by Creatiques Old
Portsmouth are moving
to a new location 151,
Albert Road Southsea on
9th July 2014.
Award-winning business
duo Andrew and Robert
Pearce and their team pride
themselves on excellent
customer service for their
clients. Their business in
the wedding industry, has
been trading for more than 20 years.
Robert says, “We’re very excited about bringing both shops together
under one roof to offer a greater selection. The new store is 1,200 sq ft
opposed to the 355sq ft of our current stores put together.
“We’ll be sad to leave Marmion Road as we’ve been there for more
than 10 years and have a great relationship with other businesses in
the area. However, we need to make this move to larger premises to
expand the business and improve our customer offering.”
More details on the progress of the move can be found at
www.creatiques.co.uk.
Bridal Roadshow hits Swindon
Organised by a select group of wholesale bridal manufacturers, The Bridal
Roadshow tours the UK using regional venues to bring the exhibition to the
retailer. The next event takes place at the Lydiard Suite, Hilton hotel in Swindon
from Sunday 10th August to Monday 11th August. Doors open at 10am, entrance
is free and there is no need to pre-register. Exhibitors include Twilight Designs,
Elizabeth Dickens, Decorum Bride, Venus Bridal, Mia Solano, Phoenix Gowns
and Michael’s Bridal Fabrics. Speaking about the event, the organisers say: “It’s
often incredibly costly for retailers to attend the mainstream bridal exhibitions
so we’ve created an event that can move all over the UK to where the customers
are. Swindon is the last event for 2014 but we’re already planning six further
roadshows for 2015.”
To find out more, visit the Bridal Roadshow Facebook page at www.facebook.
com/thebridalroadshow or call +44 (0)1827 55444.
UK weddings on the rise
The Office of National Statistics (ONS) has published its latest
marriage report, detailing changes in the market between 2011
and 2012.
The good news for bridal retailers is that the provisional
number of marriages in England and Wales increased by 5.3 per
cent to 262,240, from 249,133 in 2011. This figure doesn’t take
into account weddings abroad.
The greatest number of marriages was for men and women
aged 25-29 while, surprisingly, the largest percentage increase in
the number of marriages between 2011 and 2012 was for men
and women aged 65 to 69, rising by 25 per cent and 21 per cent.
Civil ceremonies accounted for 70 per cent of all marriages
that took place in 2012.
To view the document in its entirety, simply visit www.ons.gov.uk.
Lingerie brand releases sexy shapewear
Grace & Wilde™ has transformed shapewear into flattering, body-sculpting fashion, with dresses and bodices that can be worn either as underwear
or outerwear.
The first classics collection includes a slip, a dress, a boned bustier, a front-hook waist cincher, a body, and high-waist mid-thigh pants. All
garments are made of ultra-fine gauge polyamide/cotton/Lycra® performance fabric and revolutionary bonding technology that makes them
virtually seamless. Find out how to stock this stylish lingerie line at www.graceandwilde.com.
20 ATTIRE
Picture perfect
As an online business, your product photography is the closest your customers will get to the
real product before purchasing. Jason Thomas, Creative Director at Red Hot Penny reveals how
you can make the most of your images.
THE SEVEN COMMANDMENTS
TO FOLLOW FOR GREAT ONLINE
PRODUCT IMAGERY
The images that accompany your product
description will actually have more influence on
a buyer than the details in the text, so if you want
to give your stock the best chance of converting
you may want to review the images that you’re
currently using online.
Visuals are always extremely persuasive and
your product image needs to capture all the
intricacies of an item to give it every possible
chance of attracting an online buyer. If you can
afford to get professional photography for your
products rather than using the manufacturer’s
images then I’d definitely recommend this. It also
helps to add a dimension of brand personality
to your products that will set them apart from
competitors who might be selling the same items.
1
Provide more than one image and from
multiple angles
Do you still only display one solitary image on
your product page? Your customers will expect
more. You should aim to include at least three
images from various angles (usually front, back
and side) to really showcase the product. Your
images are also a very important contributor to
the overall brand experience a visitor receives
on your website. They help to tell your story,
as well as sell your products, so they should be
as high quality as possible and take up a large
portion of the product page. Your merchandising
strategy should also be extended to your product
photography to maintain brand consistency.
2
Create a sense of depth in your image
You need your visitors to be interested and
excited by your product imagery, and while
blank white backgrounds aid clarity they can
also be quite dull and uninspiring. To create
intrigue in the image, try placing the item against
a backdrop that sets it at the forefront of the
frame. If you’re worried about the background
of your image becoming too busy you can use
backdrops in different shades of white/cream to
add dimension without drawing the focus away
from your product.
22 ATTIRE
One Button, www.onebuttonuk.com
3
Show the finer details of the product
with zoom
If your products have delicate detailing, it’s
vital that you allow users to see this up close.
Including a zoom function is a quick and easy
way for visitors to see an enlarged version of
your main image. There are a variety of zoom
functions that you can use, the easiest being a
click to enlarge link under the main image which
will literally open a pop-up window of the image
in a bigger size. More advanced offerings using
Javascript or Flash include Magic Toolbox Zoom,
which operates without a pop-up box, and
Adobe’s Scene 7.
4
Engage with your audience
You know the perfect use for your product,
so why not photograph it in that precise setting?
Images that show an item in use or in location are
far more persuasive than those with an abstract
background. A pretty embroidered tablecloth
would appear far more desirable to a visitor if
it was shown in a teatime setting in the garden
rather than folded neatly on a plain white surface.
Think about how and where your product will be
used and plan your images to capture this scene.
5
Use a large default image
If your image is the most persuasive element
of a product page, it makes sense to ensure that
this is as large as possible, both on the product
page and in the search page. As a general rule,
your product image should take up a minimum
of 50 per cent of your product page, and the
product itself should be in 80 per cent of the
frame. Be aware that, when adding a larger image
to your page for the zoom functionality, you’ll
need to upload a smaller fully-formatted image
to be the main default. If you edit the large zoom
image in the source code to reduce it in size this
will only increase your page-load time, which can
infuriate visitors.
BLOSSOM
designed in the uk since 1986
One Button, www.onebuttonuk.com
6
Be different
Just because your competitors showcase its products in a certain way,
it doesn’t mean you have to stick to the same mould. Your product images
also represent your brand to a potential customer so by demonstrating
your brand style and creativity in your product photography you can help
customers buy into your brand vision, as well as the individual products
making an online experience far more enjoyable and memorable. The best
product photography will come after you’ve spent some time developing
your own individual image style, which can then be replicated through all
the images on your site.
7
Don’t be afraid to use rich media
Don’t restrict your product pages to only include images. 360-degree
product viewers and product demonstration videos are all fantastic ways
to improve the amount of information that you’re providing to your
customers, and can be relatively inexpensive to implement.
Video works particularly well, giving you the opportunity to showcase
the item in use, as well as the end result that can be created with it. Again,
if you’re using either of these rich media features try to include touches of
your own branding to create an original experience for the visitor.
Hopefully, this has given you some food for thought on the ways to
improve your own product photography. Once you’ve come up with a
plan of action, the next most important step is testing. Not all customers
will prefer the same features, so it’s recommended that you spend a month
testing the various different changes that you’ve identified before you make
any permanent amendments.
If you think your products would benefit from more images, first test
which amount works best – three may be too small, and five may be too
many. Similarly, if you are re-doing your photography to include shots from
different angles, you should start by trialling different images to identify
which angles create the most conversions. You may find that, depending on
the product, the inclusion of a side-view image is all that is needed to boost
sales, whilst other products may require a top-view and internal-view to
improve conversions. You may even discover a whole new market for your
products waiting just across the pond. A
01202 477873 | www.blossom.co.uk | [email protected]
Jason Thomas has over 15 years’ experience working within the design
industry, and has worked with some of the world’s leading brands
to develop and deliver creative solutions for both online and offline
audiences. Both a creative and strategist, Jason has a proven track
record in delivering creative projects that influence brand perception
and increase ecommerce sales. Formerly Founder and Creative
Director of a successful Brighton-based digital agency, Jason is now a
partner at Red Hot Penny, a creative ecommerce agency that provides
end-to-end solutions for retailers. Jason has also lectured on digital
design at Brighton University, been nominated for several awards and
won several Interactive Media Awards (IMA).
For more information, call +44 (0)20 3326 5150, email info@
redhotpenny.co.uk or visit www.redhotpenny.co.uk
ATTIRE 23
Elizabeth Dickens
+44 1353 723675 email: [email protected] web: elizabethdickensveils.co.uk
Acid
Design protection
Dids MacDonald, CEO of Anti Copying in Design (ACID), discusses tougher
criminal sanctions to protect designers becoming law
After a 15-year long campaign by ACID to
strengthen design protection, an Intellectual
Property Bill has been passed by both Houses of
Parliament and now awaits Queen’s Assent.
The ACID campaign for design law
reform will now include tougher penalties for
intentional registered design infringement,
communicating a real deterrent message to those
who take the fast track to market by free riding
on the backs of others’ creativity and innovation.
Clause 13 of the IP Bill will introduce criminal
provisions for the intentional copying of a UK or
EU registered design. The objective is to reduce
the scale of registered design infringement by
acting as a deterrent and to increase protection
for the holders of registered designs. The
introduction of criminal provisions will also
better punish perpetrators of blatant and
intentional design infringement. Taken together,
these measures will help designers and businesses
to better protect and commercialise their design
property. Individual directors will also be held
accountable and liable if they intentionally copy
a registered design. So, those who’ve hidden
behind a strategy of copying will have to ask
themselves a serious question, “Do I really want
to risk a criminal record if I intend to copy a
registered design?”
Registering your designs
Therefore, now couldn’t be a better time to
consider registering your designs either in the
UK with a national registration at www.ipo.gov.
uk, or in the EU at www.oami.europa.eu, with
a single registration covering 28 member states.
Another benefit of the IP Bill is that the UK will
become signatories of what’s known as the Hague
Convention, which means that with one single
application to the World Intellectual Property
Organisation (www.wipo.int) you can protect
your designs in around 60 different countries.
Some of the benefits of possessing a national,
EU or international design registration are:
• You have a numbered certificate which
effectively says you own the design. A registered
UK or EU design attracts a monopoly right,
lasting 25 years and renewable every five years.
• You don’t have to prove copying.
• It’s more straightforward for an IP lawyer to act
on your behalf.
• If your registered design right registration
number is displayed on product packaging and in
your marketing material, it can act as a deterrent
against copying.
• Having a registered design within your
IP portfolio is an asset and can be useful in
obtaining funding or grants. It demonstrates to
your competitors that you have taken the trouble
to register something that you value and should
be respected.
In the UK and EU you have a one-year time
period from first marketing your new product in
which to obtain registration. You therefore have
the opportunity to test your product’s popularity
before registering the design. This is useful to
know if budget parameters preclude registration
of all your new designs.
However, with registration comes cost
considerations and so the majority of UK
designers rely on unregistered rights; this is
where ACID’s newly launched Marketplace can
play a significant role in a joint design protection
and promotion strategy.
ACID’s Design Databank, where
approximately 25,000 designs are now lodged
annually, has developed a further benefit
in conjunction with ACID Marketplace,
incorporating the same security for members
who want the option of promoting designs as
that already in place for storing hidden designs.
Members can individually invite buyers to view
their new product launches or they have the
further option of allowing their designs to be on
full view to potential design buyers.
By providing a safer trading environment, the
design protection element includes the process
of design buyers registering their details and
agreeing to the ACID Design Buyer’s Charter
before they can view anything on Marketplace.
Each ACID member has their own profile, which
contains the results of a tracking system so they
can see who has viewed their designs. This is a
real positive and additional marketing benefit – a
bit like your own exhibition zone but with the
added security of knowing exactly who’s viewed
your designs.
Unregistered UK Design Right
Unregistered UK Design Right arises
automatically and applies to original, noncommonplace designs of the shape or
configuration of articles, which means that
it protects 3D designs but not pattern or
ornamentation, which is 2D (they’re protected
by copyright). EU Community design protects
only those designs that could be registered as
registered designs – where the appearance of
features, including the lines, contours, colours,
shape, texture, materials or ornamentation of a
product, must be new and have an individual
character (it must produce a different overall
impression on an informed user to any other
existing similar designs). UCD protection lasts
three years from the date when the design was
first made available to the public in the EU, and
protects EU wide (currently 28 member states).
Uploading designs to ACID Marketplace
incorporating the ACID Design Data Bank
doesn’t add to unregistered UK or EU IP rights
(designs and copyright) but provides third party
evidence of the existence of the design on the
date it was uploaded onto ACID Marketplace.
So, start making your designs work harder for
you by adding another marketing platform to
promote your products, where potential design
buyers can view seasonal or promotional launches
and new product ranges. ACID Marketplace
provides you with a safer trading platform for
your innovative designs, encouraging ethical
trading with those who respect originality. A
The ACID brand is a registered community
trademark offering exclusivity in 28 member states
Registration No. 004750741
CONTACT
To find out more, visit
www.acid.uk.com
25 ATTIRE
A few exclusive stockist areas still available
For an information pack please contact
[email protected]
01224 228665 or 07717 208614
Moda
Dans la Moda
The Birmingham fashion trade event returns with a raft of loyal exhibitors.
Big brands return to Moda Accessories this
season, with the welcome return of trenddefining labels such as Betty Barclay, Zandra
Rhodes Handbags and JK Henderson making
their second appearance at the Midlands-based
fashion trade show, which will take place at
Birmingham NEC from 10th - 12th August.
Zandra Rhodes Handbags will return to the
show with its latest collection, which is every bit
as colourful as the icon herself. Offering retailers
a host of new shapes and punchy colour schemes,
Alan Rosen, the brand’s Director, is confident
that it will build on the customer base it founded
at the February edition of the show.
Meanwhile, watch specialist JK Henderson
will present not only its eponymous collection
but also return with new pieces from the
Crosshatch, Goldigga and Thomas Calvi
collections, while Betty Barclay leads its summer
offer with its selection of eyewear.
Another brand benefitting from a loyal
customer base at the show, Eliza Gracious
will once again feature in Adorned at Moda,
confirming itself as a firm favourite among
accessories retailers. Following the brand’s
February 2013 launch, in the area dedicated to
original and boutique products, it’s witnessed
great support and this season will expand its
line of design-led jewellery to reflect this
growing demand.
Hoping to following suit, newcomers to the
show this season include Artsac from Smith &
Canova and NV Bags as they join the handbag
billing with Bulaggi, Maria Carla, Ashwood,
Sally Young, Peach Accessories and Bagitali to
name but a few.
Elsewhere fashion-forward jewellery will
be a key product line to watch, with the likes
of Malissa J, Suzie Blue, Tempest Designs,
Accessories by Park Lane, JewelCity, Gabys,
Capiz, Dante, Topazglow, Nouv-elle and Miss
Milly among the diverse roster of brands.
They’ll be joined by a host of millinery specialist
including market leaders Whiteley, Fischers, ID
Hats, Jane Anne Designs, SSP, Boardman, J Bees
Millinery, Failsworth and Peter Bettley.
Summer scarves and serapes round off the
diverse specialist products on show, with Funk
MODA INTRODUCES E-ZONE LIVE
Fresh for August 2014, Moda is fully
embracing e-commerce with the introduction
of a new seminar and feature area dedicated
to online retail. The E-Zone Live is set to
create a new inspiration hub for e-commerce,
combining the best products and services with
practical business advice for the benefit of all
Moda’s visitors.
A hand-picked selection of industry experts
will contribute to a full programme of free
seminars and workshops which will take place
in this stand-out area throughout the threeday show.
Topics including effective web design for
fashion retail, online payment solutions,
product photography, logistics and fulfilment,
IN BRIEF
Show: Moda
Venue: NEC, Birmingham
Dates: 10th - 12th August, 2014
Website: www.moda-uk.co.uk
n Joolz presenting its newly expanded collection
alongside other textile accessories companies
such as Pia Rossini, Siz-ellie, Casa Di Stella, Miss
Shorthair, Cottage Cashmere, Pure Fashions,
Moca Fashion and JayLey Collection.
To register for the show and find out more,
visit www.moda-uk.co.uk.
returns and omni-channel EPOS systems will
be among the core discussion points.
As well as offering advice for retailers looking
to improve their existing online businesses
or those making their first steps into online,
the E-Zone Live will also bring together the
market leaders for e-commerce technologies,
with industry leaders such as Visual Soft and
Retail IT already signed up to exhibit on stands
around the seminar theatre.
E-commerce has been a growing feature of
Moda’s seminar programme and this new area
presents the next stage in the evolution process.
This coincides with recent RAS publishing
surveys which show that 97 per cent of fashion
retailers asked said they have set clear targets to
increase their online business in 2014.
27 ATTIRE ·
Exhibitor profiles
Miss Milly
R61
+44 (0)1905 622 509
www.missmilly.co.uk
See Miss Milly at
Moda’s stylish Adorned
section for up-andcoming brands. The
award-winning jewellery
supplier has a great
selection of new pieces
for autumn/winter 2014, including lots of blue and purple tones; this
season’s must-have palette. The company is also launching a new range of
matt silver-plated jewellery, which comes in beautiful recycled gift boxes.
The latest scarves include striped jersey infinity scarves, as well as more
nature-inspired designs in soft viscose. With prices that offer retailers
excellent margin potential, Miss Milly is also shipping all UK mainland
show orders free of charge. The full range is available online, with a £50
minimum order and no minimum order quantity.
Jewelcity
O48
+44 (0)1494 444 200
www.jewelcity.co.uk
This season, Jewelcity’s
collection is all about
sophistication, with
luxurious textures,
rich colours and classic
styling characterising
the offering. The label
invites retailers to fill
their boutiques with soft
pony skin bags, intricately printed scarves and statement jewellery.
Meanwhile, year-round mainstays such as chunky knits, ornate florals
and retro-glamour gems also feature. Autumn/winter 2014 is all about
decadence for the company, which will be launching its latest selection
at the show. The minimum order level is only £50, while free delivery is
available on UK orders over £100.
Prom Frocks
E31
+44 (0)1942 238 643
www.promfrocks.co.uk
To mark the 40th anniversary of its
base company, Creation, earlier this
year, Prom Frocks will be presenting
its largest range of prom gowns todate at Moda this August. Comprising
some exciting new colours and styles,
the firm is keen to show bridal and
occasionwear retailers that it always has
its finger on the fashion pulse.
28 ATTIRE
Gaby
N11
+44 (0)1985 212 291
www.gabysfashions.com
Jewellery label Gaby has launched a collection of fresh pieces, which are
ideal for the fashion and gift market. Visitors should look out for classic
stainless steel necklaces and bracelets in silver and rose gold shades; with
their feminine lines and laser-cut shaping, the pieces introduce an organic
feel to the range, and have the added bonus of being hypo-allergenic
and non-tarnish. The brand’s all-new bee, heart and diamanté bracelets,
presented complete with gift cards and envelopes, would make ideal
Christmas presents for all ages. The all-new glittering Gaby gift boxes,
which add a luxe touch to the gesture, will also be on show.
Designed and made in the UK
No minimum
order
please email us at: [email protected]
www.sallycrawford.co.uk
6W\SLU[:\TW[\V\Z)YLH[O[HRPUN
please contact Sam Everard
07967 452 558
[email protected]
www.miasolano.co.uk
Great British design
Liza Harrison has been creating and making her on-trend bridal accessories in the
UK since 1988. Read on to find out more…
Can you tell us a little about your background
in bridal accessory design?
I started in the bridal industry in 1988 – some
26 years ago – after spotting a niche in
the market for quality British designed and
manufactured headpieces.
When did you set up your bridal accessories
label and what prompted you to do so?
Having a natural creativity and a love of
fashion and design, I initially offered a bespoke
service to brides, designing and hand making
everything to order.
Back in 1988, the choice of headpieces for
brides was limited. Imported goods made up
the bulk of tiaras sold through bridal stores in
the UK.
Seeing how fashion-led brides were unable
to find what they were looking for, and the
difference that a beautifully handcrafted
headdress could make to their complete look,
inspired me to offer this service further afield.
Seeing the business potential, my brother
Karl took a collection of headdresses out on
the road. He soon built up a strong base of
stockists throughout the country and Liza
Designs was born.
How has the company grown and evolved
since this time?
Back in the late ’80s bridal tiaras had just about
run their course and large floral and beaded
circles with bouffant veils were all the rage. The
size of these pieces complemented the rather
large hairstyles of the day. This is where we
began and, after 26 years, trends have come
and gone with vintage being the main influence
in recent times.
Liza Designs has moved with the times; after
all, that’s what fashion design is all about. My
daughter Kellie joined the company in 2000
and became the name behind our most recent
brand, Ellie K. This was still made in the UK but
at a slightly lower price point.
What factors influenced your initial decision to
make your accessories in the UK?
Importing products was never an option for Liza
Designs – to offer such good service to our
stockists, we have to manufacture here. Each
of our designs can be turned around quickly
30 ATTIRE
and efficiently. In addition, we can alter styles to
meet our customer’s individual needs.
We have the ability to be creative and forward
thinking and still have the product in our stores
without prolonged order times.
Have you noticed a shift in demand for British
made design?
Yes, for all the reasons above as this removes
so much stress associated with imported
goods. In addition, UK manufacturing is good
for the British economy.
How would you describe your latest
collections, and where did you find inspiration
for these designs?
Our latest collections are brimming with
romantic floral appliqués and delicate
beadwork for a truly feminine feel. Modern
elegance and vintage glamour are huge
influences with on-trend detail.
What components have you used in these
designs, and where did you source them?
Swarovski crystals and components feature
in almost all of our designs. Brides love a little
sparkle, with laces and appliqués.
What are your favourite pieces from the
collections and why?
I absolutely love our 1930’s lace cap style
bands and circles.
Profile
What type of customer would these designs
appeal to?
These latest designs would appeal to fashionled, on-trend brides who want to make a real
statement on their big day.
CONTACT
Liza Designs
+44 (0)1754 610 300
www.lizadesigns.co.uk
Will you be showcasing this collection at any
trade exhibition this year?
Yes, we will be exhibiting at The Harrogate
Bridal Show in September.
How many stockists do you have and are
there any areas you are particularly looking
to target?
At the moment we have around 250 retail
partners in the UK and overseas. We offer a
good area of exclusivity so will only take on a
new stockist if there is not another Liza Designs
partner in the locality.
What do you hope to achieve for the business
in the next five years?
We aim to continue to listen to our customers,
finding out what they’re looking for in a supplier
and how we can improve our service. We strive
to address their concerns and offer a service
that’s second to none, with an easy approach
to doing business.
We aim to maintain a cutting edge design
and quality product at a most competitive price.
We’ll support our stockists by not supplying the
bride direct. We don’t sell our product at the
National Wedding Shows or other consumer
exhibitions, nor do we retail online via a
consumer website. In addition, we will continue
to manufacture in the UK. A
ATTIRE 31
+ Next Day delivery
+ No minimum on repeat orders
+ Prices start from only £5.00
+ All items are presented in branded packaging
Tel: 0121 705 2244
www.girls-love-pearls.co.uk
e-mail: [email protected]
Joan Lee Accessories
0161 480 0435 • Email: [email protected] • www.joanlee.co.uk
Exhibiting at the HARROGATE BRIDAL
SHOW STAND B4 7 - 9 SEPTEMBER 2014
Jewellery
SPARKLY
EVER AFTER
Leading jewellery designers offer an advance look at their 2015
bridal collections.
Ruth Morton, Girls Love Pearls
How would you describe your signature style?
We are timeless and glamorous, and this is
reflected in our recent rebranding. We offer
jewellery for brides to love now and cherish
forever – our customers are effortlessly
sophisticated and are looking for jewellery with a
hint of glamour.
Which piece from your latest collection would you
say best expresses your signature style and why?
These lovely earrings (below) are a classic – they
comprise a diamanté twist with cream pearl drop
and have been chosen by several UK wedding
dress designers for their photo shoots. They’re
pictured here on the Ellis Shoot for their 2014
Blossom collection.
When will you be launching your 2015 collection
and what inspired these designs? Our 2015 collection is all about continuing our
chic vintage theme. It’s aimed at the glamorous
bride who has an elegant and contemporary
look. The collection will comprise Art-Deco style
jewellery featuring cubic zirconias which are set
like diamonds. They have the look and feel of real
diamonds but remain affordable. We’ve also used
lustrous pearls and diamanté centrepieces to give
our designs an effortlessly sophisticated style. ATTIRE 33 ·
Clare Guest,
Nymphi Design
www.nymphidesign.com
How would you describe your signature
bridal style?
We create dramatic, edgy and lookdefining pieces with a recognisable
ethereal, romantic and luxurious style.
Which piece from your latest collection
would you say best expresses your
signature style and why?
Our Zinovia body piece and our
Iphigenia veil are the designs from
our recent collection that we feel
best represent Nymphi’s style; both
are statement pieces with an elegant
splash of sparkle.
When will you be launching your
2015 collection and what inspired
these designs?
We launch our collection annually at
White Gallery and are considering
showing in New York too.
This year’s collection has taken
inspiration from the ornate, highly
embellished Byzantine style and the
next collection will focus on a more
classic feel with more colour and
metallic lace.
34 ATTIRE
HELENA COTTER
+44(0) 1582 451238
+44(0) 7896 944759
Are you fully prepared for the future of
your business?
Invest in your most important asset:
Your staff.
The better trained they are, the better
they will perform for you.
Come and join my ever growing
clientele of forward thinking achievers.
Take a look at my news/events page for all
the latest, exciting announcements.
$BMMPSFNBJMNFUPEBZUPmOEPVUIPX*DBOIFMQZPVJNQSPWF
ZPVSCVTJOFTT
Tel: +44(0) 7896 944759
&NBJMIFMFOBNDPUUFS!HNBJMDPN
www.helenacotter.co.uk
&ORVJSJFTGSPNPWFSTFBTSFUBJMFSTBMXBZTXFMDPNF
Heirlooms Ever After are adding to their beautiful bridal hair accessories along with
beautiful hand made, heirloom quality bridal jewellery at fantastic trade prices, made
with the finest components to last a lifetime! To view their growing collections visit
www.heirloomseverafter.co.uk/trade-collections-9-c.asp
or contact Vanessa and Rachael on the numbers below to discuss your own
requirements. With no minimum order and access to their entire trade collection
once an account is opened, you have nothing to lose! Visit them in the Designer Aisle on stand Q18 at The Harrogate Bridal Show, 7-9
September 2014 to see their entire collection and another industry first in bridal
hair accessories that promises not to disappoint!
Vanessa & Rachael ~ Heirlooms Ever After ~ 01629 732745 ~
07800 895382 ~ www.heirloomseverafter.co.uk
Contact one of the
team to view the collection
Tel: 01424 854387
Victoria Kay Gowns
www.victoriakaygowns.co.uk
Jewellery
Miss Milly
www.missmilly.co.uk
Our bridal jewellery collection consists of gorgeous, classic freshwater pearl
pieces in several colourways at very reasonable prices. We add crystals for
sparkle and have matching necklaces, bracelets, earrings and, in some cases,
rings. The jewellery is all hand made with intricate wiring skills and ranges
from small seed pearls to larger potato pearls. Which piece from your latest collection would you say best expresses your
signature style and why?
Our Pearl Cluster range is the set that we’d say best expresses what we want
to achieve. It’s classically elegant, has crystals that catch the light beautifully
and is available in ivory, royal blue, silver, cerise pink and peacock grey. With
the necklace priced at £8 excluding VAT, we think it achieves a fantastic look
at a relatively low price. When will you be launching your forthcoming 2015 collection and what
inspired these designs?
Our 2015 collection will be launched in January 2015 and we’re still
working on the new designs. You can expect to see more classic pearl and
crystal pieces with contemporary twists.
Vanessa Rosevear & Rachael Hand, Heirlooms Ever After
www.heirloomseverafter.co.uk
Our signature style is luxurious and timeless. We make heirloom-quality, hand-made
jewellery in versatile designs to complement any bridal gown. We’ve styled ourselves on
the Victorian innovations of dual-purpose jewellery – our Duet collection has a brand
new design we’re launching at The Harrogate Bridal Show so it’s all very exciting.
Which piece from your latest collection would you say best expresses your signature style
and why?
Our elegant sterling silver, freshwater pearl and blue topaz earrings and pendant
drop is an elegant, feminine bridal jewellery set. It has the added versatility to choose
whichever semi-precious stone the bride desires, from amethyst to zircons. A great
selling point is that the bride can wear them again after the big day.
When will you be launching your 2015 collection and what inspired these designs?
Our 2015 range was inspired by many of the 2015 lace gowns, with simple designs
for the more extravagant dresses and more dramatic pieces to complement the plainer
dresses that are coming through. They feature freshwater pearls, semi-precious stones
and crystals.
ATTIRE 37 ·
Linda Jury, Blossom Tiaras Ltd
www.blossom.co.uk
We’ve always excelled in classical elegance and timeless style. Some
e. Some
sts for
of our best sellers have been firm favourites with our stockists
many years.
Which piece from your latest collection would you say best expresses
resses
your signature style and why?
Our latest collection echoes the style and quality that Blossom
om
stockists have come to know and trust. Our necklace N212 and
matching earrings ER212 have been flying off the shelves.
When will you be launching your 2015 collection and what inspired
nspired
these designs?
Our 2015 collection will be launched this autumn. We aim,, as
always, to give our stockists a competitively-priced collection
on that
will appeal in style and glamour to their brides.
Victoria Swan,, Glitzy Secrets
www.glitzysecrets.com
com
Classic vintage perfectly describes our signature
style. Whether the era of inspiration is the
Roaring Twenties or ’50s Hollywood, our
designs take influence from authentic detailing
and incorporate our own touch to achieve the
style we’ve become renowned for.
Which piece from your latest colle
collection would you
say best expresses your signature sstyle and why?
It’s always
difficult
It’
l
diffi lt tto single
i l outt one specific
piece but, from our latest collection, I’d have
to choose two designs. At the higher end of
our price range, our Twenties Treasure side
tiara, priced at £120, captures heirloom style
and could be mistaken for an original piece.
In contrast, our Glamour of Gatsby hair pin,
priced at £42 with its intricate Deco detailing
is the perfect example of what Glitzy Secrets
represents – beautiful quality with an affordable
price tag and full of vintage style.
and what inspired these designs?
Although we continually launch new designs
throughout the year, we’ll launch our main
2015 collection in January and spin-off
collections will follow continually, ensuring our
range is always fresh and exciting. With 2014
being the year of our 10th anniversary, our new
collection will combine old and new, past and
future. While classic brides will adore the more
timeless designs, those looking for an unusual
piece for their special day will be delighted.
38 ATTIRE
Creating Exclusive Luxury Wedding
Dresses & Bridal Gowns
2015 Love & Romance Collection
For stockist enquiries please call
01323 741419
E-mail – [email protected]
www.qianabridal.co.uk
Magazines
Helping you to reach brides in your area
To find out more call 01376 514000
or visit our website
www.countyweddingmagazines.com
Jewellery
Rebecca Scott,
Eclectic-Mix Accessories
www.eclectic-mix.com
I would say the Eclectic-Mix style is a
combination of modernity mixed with heritage
craftsmanship. To achieve this we combine luxe
textures, delicate sheens and our relaxed take on
glamour to create a more refined style.
Which piece from your latest collection would you
say best expresses your signature style and why?
I would say our Mia-Flo necklace best expresses
our signature style. It’s a simple and classic style,
however, the braid gives it a modern feel with
great flexibility, making it very versatile and a fun
piece to wear. It’s also become a firm favourite
with many of our brides and bridesmaids.
and what inspired these designs?
We’re about to launch our second collection
‘For Vera’ this September. It’s a collection very
close to my heart and tells a story of the brand’s
heritage and progression. There are three ranges
within the collection all named after influential
family members. Each range will encompass
elements of the era in which the family member
married. Within this collection I wanted designs
that were more opulent through the use of
freshwater pearls, pure silks and gold work. A
ATTIRE 41
Savvy selling
Heidi Thompson of Evolve Your Wedding Business offers her top tips for
securing that all-important sale.
What do you imagine when you hear the word
‘sales’? I’m willing to bet that you’re picturing
a used car salesman who wants to talk you into
buying things you don’t need. I have some
good news for you – just because you’re selling
something doesn’t mean you have to be that guy.
Sales doesn’t have to feel uncomfortable.
Selling is just an exchange of value. It’s nothing
more than the process of giving people what
they want – in the form of what you offer – in
exchange for payment. Some people avoid sales
conversations out of fear but if you have what
someone wants and you don’t make it available to
them, you’re actually doing them a disservice.
WHAT DO YOU REALLY SELL?
When a 50-year-old man decides to buy a Ferrari,
what’s he really buying? It’s not the power of the
engine or the design, it’s the looks he gets from
his friends and possibly younger women because
that makes him feel like he’s not really that old
after all. Ferrari sells cars, but what they really sell
is confidence.
Here’s another example: When an insurance
salesman is discussing policies with you for your
16-year-old son’s new car, is he really selling
insurance? Nobody buys insurance, they buy
peace of mind.
Equally, when a bride-to-be buys a wedding
dress, she’s not just buying a dress. She’s buying
the feeling they get when they put that gown
on. Brides don’t want a dress, they want to feel
beautiful and make their partner’s jaw drop.
The price that people will pay depends on what
you actually sell. David’s Bridal sells dresses, Vera
Wang sells a luxurious, one-of-a-kind experience
that makes you feel special.
Knowing what you really sell allows you to talk
about it in a way that gets your customers excited
to buy from you. I came across this quote on the
Maggie Sottero website – www.maggiesottero.
com – that demonstrates this point beautifully…
“For every bride there’s a perfect dress waiting
to be discovered. It will whisper enchantment
when viewed, evoke emotion when befriended,
and inspire new beginnings when worn. Every
bride deserves such a gown, and to this end,
we design.”
LISTEN TO YOUR CUSTOMERS
The easiest way to find out what matters most to
your customers is by listening to them. What
questions do they ask? Each query can become
the topic of a blog post that will help your perfect
“For every bride there’s a
perfect dress waiting to be
discovered. It will whisper
enchantment when viewed,
evoke emotion when
befriended, and inspire new
beginnings when worn. Every
bride deserves such a gown,
and to this end, we design.”
customers find you.
Listen carefully and you will learn what they’re
looking for, what they’re afraid of and what
they’re struggling to find so that you can step in
and help them get what they want.
EDUCATE YOUR CLIENTS
Chances are your brides don’t buy wedding
dresses every day so you need to educate them
about your products. Spending time enlightening
your customers is a great way to demonstrate why
you’re better, not that the other companies are
worse. Don’t justify your prices, educate about
your prices.
I know everyone hates getting questions about
price but often that’s all people know to ask.
When we don’t know much about what we’re
buying we try to compare based on a metric we
understand – price. Use that as an opportunity to
teach them about why one dress costs more than
another. Did more work go into that dress? Is it
higher quality? Your customer doesn’t know so
you have to teach them.
FOLLOW-UP STRATEGY
There are many myths in the wedding industry
about following up and I think that’s because
most people don’t know that up to 80 per cent of
leads convert to customers after the 5th contact.
So if you’re only following up once or not at all,
you’re missing out on vital sales.
One of the biggest myths is that you’re being
‘too pushy’ and if they wanted to buy from you
they’d come to you. That’s just plain wrong. If
you were emailing or calling someone who hadn’t
42 ATTIRE
Column
bookmarks bar or set it as your homepage if you
need to!
STEP 7
Track your success rate
and when prospects
turn into customers. This information is priceless
and will give you so much more confidence in
your follow-up efforts. Knowing when prospects
turn into customers can help you plan better and
create a more effective follow up process that
results in more transactions.
KNOW YOUR NUMBERS
expressed any interest in your boutique, that’d
be pushy, but that’s not the case here. Would you
cook a dinner until it’s nearly ready and then
throw it out and start over? That’s essentially
what not following up does in your business.
You also have to remember that people may
have forgotten that they told you they’d call you
back or email you. I hate to break it to you but
they aren’t thinking about you and your work all
day. They often need a follow up to remind them
that they wanted to take things further. They can
always say that they aren’t interested and that’s
the end of the follow up. Never assume that they
don’t want to hear from you when they haven’t
expressly told you that.
IMPLEMENTING A FOLLOW-UP STRATEGY
When you have a
prospective customer,
request their name and email so that you can
create a file of the dresses they tried on. That way
they don’t have to remember the details and you
can email them the information as a follow up.
You can also provide a free helpful download
like an ebook that teaches them about the
different types of dresses on your website. This is
a great way to collect email addresses.
STEP 1
STEP 2
Choose a tool to keep
track of interested
prospects and your correspondence with
them. There are lots of free CRMs (Customer
Relationship Managers) like Highrise or
Insightly. Don’t try to keep all of this information
in your head. That’s a sure-fire way to get
confused along the way.
STEP 3
Do you know how many sales you need to make
each month? As a business owner, you need
to know how much money you need to make
to support your business and yourself. If you
don’t know this figure, take some time today
to work backwards from the amount you need
to make each year and figure it out. If you want
to be making more sales, you need to track the
transactions you’re currently securing so you
know when you’re doing really well and when
you need to change something.
Increasing your figures will be so much easier
when you approach it strategically. A
The frequency of your
follow-ups will vary
according to the person but make sure you
schedule any future correspondence in your
CRM so that it reminds you! In my business I set
aside time each Friday for follow-ups.
STEP 4
Decide the content of
your follow-up emails.
‘Just checking in’ emails have their place but you
can further demonstrate your value by including
a link to a recent blog post, a new dress they may
like or to your testimonials page. Think about
what they want to know or what they are hesitant
about and try to address the issue.
STEP 5
Give them an ‘out’. This
one’s optional but if you
feel like you’re being too pushy when it comes to
following up, simply add a line to the end of your
message to give the prospect an out. Something
like: “If you’ve already bought your dress just let
me know but if not let’s arrange a time to chat so
I can answer any questions you have.”
STEP 6
Use the system you’ve
set up. We’ve all signed
up to tools and said we were going to get more
organised but this is something you have to
make sure you actually use if you want to see a
difference in your sales. Put your CRM in your
Contact
Heidi Thompson
www.evolveyourweddingbusiness.com
ATTIRE 43
Bridal Roadshow
3`KPHYK:\P[L/PS[VU:^PUKVUMYVT:\UKH`[O(\N\Z[
[PS4VUKH`[O(\N\Z[KVVYZVWLUHT
/PS[VU:^PUKVU3`KPHYK:\P[L3`KPHYK-PLSKZ:^PUKVU:5<A
*HSSMVYHU`M\Y[OLYPUMVYTH[PVU
*HSSMVYH
(SSJVTWHUPLZSPZ[LKHYLJVUÄYTLKHUK^PSSKPZWSH`[OLPYSH[LZ[YHUNLVMILH\[PM\S
IYPKHSNVÛZHUKHJJLZZVYPLZ>LSVVRMVY^HYK[VZLLPUN`V\
Fashion files
ATTIRE BRIDAL
Fashion Files
FILE
1
Go with
the flow
Elegant gowns featuring
soft, romantic fabrics
epitomise this season’s
most stylish silhouettes.
FILE
BellaDonna Bridal
The
2
Collections
Gorgeous accessories
to match our two key
bridal trends.
Glitzy Secrets
FILE
4
Up and
Coming
Despite being a new
brand, Dajana Basic’s
colourful style is already
in demand with styleconscious brides.
Eliza Jane Howell
FILE
Shades of
Summer
3
These pretty pastel
and golden gowns will
help any bride to shine
bright on her big day…
ATTIRE 45 ·
Prices start at only £230
Stockist enquiries;
+44 7855 528 107
+44 7935 156 275
[email protected]
Cross my heartx
www.xmyheartbridal.com
www.verisebridal.com
[email protected]
www.facebook.com/verise.bridal
Verise Bridal are proud to present a stunning new collection, with no minimum order.
Visit us BBEH / Harrogate, September 7th - 9th, Hall A - Stand 10
File 1
Go with
the flow
Help any bride to glide
gracefully down the aisle
with these elegant gowns in
soft, romantic fabrics.
BellaDonna Bridal
+44 (0)1332 781 186
www.belladonna
gowns.com.au
ATTIRE 47 ·
Venus Bridal
+44 (0)113 256 9627
www.venusbridaluk.com
48 ATTIRE
File
File13
1
2
3
4
1. Emma Hunt
+44 (0)20 8879 7871
www.emmahunt.co.uk
2. Jesus Peiro
+34 902 200 490
www.jesuspeiro.com
3. Kisui
+49 (0)30 3450 6800
www.kisui-bride.com
4. Jenny Packham
+44 (0)207 428 1387
www.jennypackham.com
ATTIRE 49 ·
1
2
3
4
1. Christina Rossi
+44 (0)1224 228 665
www.christinarossi.com
50 ATTIRE
2. Maria Senvo
+44 (0)203 713 3265
www.mariasenvo.com
3. Naomi Neoh
+44 (0)208 670 7070
www.naomineoh.com
4. Stephanie Allin
+44 (0)1792 361 477
www.stephanieallin.net
File 2
The Collections
We showcase a collection of fabulous accessories to match
our two key fashion features.
Alan Hannah
+44 (0)208 804 1444
www.alanhannah.co.uk
Benjamin Adams
+44 (0)208 885 8000
www.benjaminadamslondon.com
Blossom Tiaras
+44 (0)1202 477 873
www.blossom.co.uk
LJ Jewellery
+44 (0)1373 462 069
www.ljdjewellery.co.uk
Chez Bec
+44 (0)7955 305 341
www.chezbec.com
Miss Milly
+44 (0)1905 622 509
www.missmilly.co.uk
Hues that girl?
These pretty pastel accessories complement the current trend for softly
coloured gowns.
TRUE ROMANCE
This season’s gowns feature soft lines and
gently flowing fabrics, an ideal match for
delicate headdresses and chic shoes.
The Wedding Garter Co.
+44 (0)1225 866 892
www.theweddinggarterco.com
Rachel Simpson
+44 (0)121 433 5492
www.rachelsimpsonshoes.co.uk
Miranda Templeton
+44 (0)7962 226 543
www.mirandatempleton.co.uk
Glitzy Secrets
[email protected]
www.glitzysecrets.com
Rosie Willett Designs
+44 (0)845 838 1869
www.rosiewillettdesigns.co.uk
ATTIRE 53
Elizabeth Stuart
+44 (0)115 958 3211
www.elizabeth-stuart.com
SHADES
OF
SUMMER
These pretty pastel and golden gowns will help
any bride to shine bright on her big day…
54 ATTIRE
File
File33
1
2
3
4
1. Alan Hannah
+44 (0)208 804 1444
www.alanhannah.co.uk
2. Nicki Flynn
+44 (0)1273 728 637
www.truebride.co.uk
3. Enzoani
+44 (0)1792 586 615
www.enzoani.com
4. Lyn Ashworth by
Sarah Barrett
+44 (0)1283 820 643
www.lynashworth.co.uk
ATTIRE 55 ·
File
File33
Eliza Jane Howell
+44 (0)207 436 2992
www.elizajanehowell.com
ATTIRE 57 ·
1
2
3
4
1. Cristiano Lucci
+44 (0)1727 851 452
www.cristianolucci.com
58 ATTIRE
2. Dajana Basic
+44 (0)203 290 7602
www.dajanabasic.com
3. Qiana Bridal
+44 (0)1323 741 419
4. Tabitha
+44 (0)208 850 5413
www.tabithabridal.com
www.sacha-james.com
To become a stockist please call: +44 (0)1245 690035.
Up and COMING
Talented designer, Dajana Basic, is one to watch – her love of
weddings translates effortlessly into beautiful bridal gowns with
delicate colour accents.
Can you tell us a little about your background
in design?
I’ve always loved fashion illustration. From a
young age I’d spend hours drawing anything from
princess dresses to casual day dresses inspired
by the elegant feminine glamour of Audrey
Hepburn and Grace Kelly in the ’50s and ’60s.
This passion has continued into my adult
life – I completed a Masters degree in Fashion
Management before undertaking work in
London as a personal stylist. Over the years I’ve
honed my creativity and developed the necessary
business expertise to launch my own label.
I don’t see myself as a typical designer – my
passion has always been to combine different
materials to achieve an outstanding look.
There’s always a story behind each collection and
I like to reflect this in my signature designs.
When did you set up your bridal brand and what
prompted you to do so?
I first had the inspiration for the brand in 2012
when working as a personal stylist for both men’s
and women’s wear. One of my more challenging
requests was to source original, memorable
bridal gowns on behalf of two brides-to-be. As
a result, I identified a gap in the market for a
fashionable bridalwear line featuring a variety of
contemporary colour accents.
Like most women, I adore the glamour of
beautiful white gowns yet I noticed there was
an appetite among stylish young brides for
something more distinctive – a modern twist
on the classic white wedding dress. This led me
to establish Dajana Basic London’s signature
designs of delicate colour accents in spring 2013,
and I officially launched the debut collection in
September 2013.
What inspires you about bridalwear design?
I adore everything about weddings – the mood,
the flowers, the attention to detail, the love
between a couple, the gathering of close family
and friends, the happy smile of a bride and
romantic fabrics like feminine lace, soft tulle and
extravagant organza.
60 ATTIRE
Up and coming
I love the feeling of designing the most
important dress in a woman’s life by combining
the bride’s wishes with modern designs, quality
and endless comfort, creating the perfect bespoke
bridal gown – it feels like a dream come true each
time for both of us, the bride and the designer.
How would you describe your debut collection and
how often will you be releasing new designs?
Dajana Basic London’s debut collection is
designed for a new generation of brides who are
looking for bold, original and eye-catching bridal
gowns. Each dress is imbued with a subtle pastel
colour accent, such as a shade of pale blue, warm
yellow or feminine pink.
In our first few years of trading we’ll be
releasing one main collection per year for the
spring/summer season of up to eight designs, as
well as a number of bespoke dresses. In the future
we’re aiming to release an additional autumn/
winter collection.
My signature style focuses attention away from
pure white and towards delicate colour accents!
These are new, fresh designs with an outstanding
touch of elegance for brides who like traditional
white bridal gowns but are looking for a quirky
modern twist.
Where are your dresses designed and made, and for
what reason?
Currently we’re running a 60/40 production line,
so all our bridal gowns are designed in England
and made overseas. We source our materials
from countries all over the world, such as France,
Spain, Portugal, Italy and Budapest, and we’re
working closely with highly skilled seamstresses
in Shanghai and Mumbai.
This production process allows us to keep our
prices competitive for our brides and stockists
during our start-up period and first year of
trading while being able to offer the finest quality
in bridal manufacturing.
By 2015 we’re aiming to run a full production
line of our gowns in the UK, establishing our
brand identity as a London-based label.
What is your favourite gown from the collection
and why?
I personally feel very attached to the Cherie
gown as it’s the first illustration I drew for
our debut collection. It somehow established
itself in my mind right from the start and was
instrumental in my brand’s development.
What type of bridal retailer is your collection most
suited to?
It’s best suited to an exclusive bridal retailer who
specialises in designer bridal gowns, targeting
fashion-forward brides.
Which other bridalwear designers do you admire
and why?
I absolutely love Vera Wang’s design aesthetic.
Her talent in fashion, creative layering and
attention to detail are very inspiring for my own
signature designs.
Oscar de la Renta is my absolute favourite
designer when it comes to soft colour tones
in bridal and feminine shapes – he’s truly the
women’s designer!
What have been the highlights of your career in
bridalwear design to-date?
It’s only been seven months since our launch so
I’ve been overwhelmed by the positive feedback
of the industry towards our signature designs.
Since the launch, our debut collection has gained
lots of interest and press coverage in leading
bridal blogs and wedding magazines.
I also had the honour of being invited to 10
Downing Street as one of UK’s most promising
start-up businesses, hosted by Prime Minister
David Cameron and UK Start-ups.
If you could design a bridal gown for anyone in the
public eye, who would it be and why?
It would have to be Olivia Palermo and Emma
Watson. Both ladies are inspiring, beautiful,
super-talented and fashion-orientated young
professionals. They’d reflect our London-based
brand identity perfectly.
What do you hope to achieve in the next five years?
We’re aiming to open our first flagship boutique/
showroom in central London by 2016. I’d
also like to join the industry awards, expand
our stockist list, design a bespoke gown for a
celebrity…but most of all continue doing what I
love and stay happy and healthy! A
Contact
Dajana Basic London
+44 (0)203 290 7602
www.dajanabasic.com
ATTIRE 61
Legal eagle
Nicola Garton, owner of The Wedding Shop in Colchester, Essex, and Chair
of the Retail Bridalwear Association (RBA), outlines the potential problems of
entering into disputes with customers or employees.
Owning your own business comes with great
responsibilities – no longer can you just open up
a shop and start trading. There are so many areas
that are heavily regulated, from health and safety
for staff and customers, fire risk assessments,
staff contracts and consumer law. It can be
overwhelming for some retailers to know how to
tackle these issues – if the worst were to happen,
would you know where to start?
With so much emphasis now on customer
experience and the high expectations of our
customers, we can often be left wondering where
it all went wrong. We feel that we’re giving a
great service and put our heart and soul into
giving the customer total satisfaction. The
bride leaves the store with her wedding gown
in pristine condition only to return it after the
event wanting a full refund because a few beads
fell off or a bustle tape broke! How do you deal
with situations like these and who do you seek
sound and correct legal advice from? There
seem to be a plethora of bridal forums available
online, all offering legal advice, but can you trust
it? Consumer and trading laws seem to change
almost monthly.
Employees also have considerable rights that
have to be taken into account. If you have a legal
dispute with a member of staff, not only can it
be emotionally demanding, it can also be hugely
costly if you have to pay out for advice. Similarly,
if you have a dispute with your landlord it can be
stressful and expensive. Tax and VAT are other
areas where legal costs can spiral out of control.
The RBA has negotiated a comprehensive legal
package for all its members, which covers the
following areas:
• Employment disputes and
compensation awards
• Contract disputes
62 ATTIRE
“Employees also have
considerable rights that have
to be taken into account. If
you have a legal dispute with a
member of staff, not only can it
be emotionally demanding, it can
also be hugely costly if you have
to pay out for advice. ”
“Owning your own business
comes with great responsibilities
– no longer can you just open up
a shop and start trading. There
are so many areas that are heavily
regulated, from health and safety
for staff and customers, fire risk
assessments, staff contracts and
consumer law.”
•
•
•
•
Debt recovery
Property protection
Personal injury
Tax and VAT advice
There’s also a 24-hour helpline available so
your query can be dealt with instantly, giving you
peace of mind. We’re pleased to add this to our
growing list of benefits which also include:
1) The RBA Brides Protection Scheme, i.e.
insurance for the bride’s deposit
2) Favourable rates for PDQ machines
3) RBA newsletter
4) Dedicated website
5) A helping hand and a friendly face to help you
deal with the day to day running of your business,
with over 100 years of combined experience.
As the only association that is recognised in
the industry by such organisations as the BBSA,
the RBA is growing in strength and will soon
be celebrating 20 years of representing the best
bridal retailers throughout the UK.
So I am proud to be Chairman of this fantastic
Association, which was bravely set up by the
generation of bridal retailers before me. I’m
confident that the subsequent and current
Executive Committee will take it successfully
into the 21st century in a professional and
competent way.
Yes, I am unashamedly, blowing our own
trumpet! A
Contact
[email protected]
www.rbaltd.org.uk.
Best of friends
Despite only celebrating its third anniversary this autumn, Froufrou Bridal, run by long-time
friends Helena Truett and Nicole Stillman, already has a host of award nominations and
accolades to its name. Read on to find out more…
When did you open your boutique and what
Nicole and I were so, so excited to open the
doors of our very first bridal boutique on 21st
October, 2011. I’d previously been working in bridal, first as a
freelance hair and make-up artist and then for an
independent bridal boutique in Herefordshire.
It was here I found my love of bridal styling
and first started dreaming of running my own
boutique. Starting out in bridal retail is a daunting task so I was delighted
when my close friend, Nicole, offered her expertise.
With experience in graphic design, fashion photography, styling, hair and
make-up, we put our talents together and our love for all things beautiful to
create a chic and contemporary bridal boutique.
Our aim was to bring a little bit of London to Kent. Steering well away
from the usual bridal fluffiness, our ethos was to create an eclectic and
original experience to wow our brides while showcasing a stunning selection
of designer gowns. How has the business evolved since this time and what have been the key
milestones in its development?
The past three years have been a whirlwind of highs and lows – there are
no certainties in business, especially bridal. We’ve grown Froufrou by
continuing to invest in new collections from amazing designers. It’s easy
to get carried away with bridesmaid gowns, accessories and shoes but if the
dresses are not working the girls won’t come! Getting the perfect designer
collections takes time – we’ve learnt from our mistakes and listened very
carefully to feedback from our brides to make sure we’re providing them
with outstanding service and the best designer gowns.
Since we opened our doors we’ve been finalists at the Kent Wedding
Awards, Bridal Buyer Awards and Wedding Industry Awards. A particular
high was being awarded Highly Commended for Best Bridal Retailer in the
UK at the 2013 Wedding Industry Awards. As you can imagine, we were
delighted to receive such an impressive accolade after only two years of
hard work.
How would you describe your in-store bridal collection?
We knew from the beginning that we’d appeal to the more creative and
alternative brides so we’ve strived to offer interesting and original gowns
bursting with personality.
Which designers do you stock and why?
We’re proud to offer beautifully crafted Stewart Parvin gowns alongside
stunning made-to-measure designs from Elizabeth Stewart. We also hold
the ethereal Sarah Seven and Ivy & Aster collections from the USA. They’re
generally suited to the bohemian, understated or relaxed bride and are
hugely popular. 64 ATTIRE
The Lusan Mandongus range with its endless layers of tulle and lace is
loved for the detail and quality of beadwork at an incredibly affordable
price point. For the real vintage lover we have a small capsule collection of
Belle & Bunty gowns.
The newest brand in our collection is Charlie Brear. The range boasts
a selection of separates so the options for creating two looks in one are
virtually endless. Since styling is something we pride ourselves on, we’re
really able to help the brides create the individual look of their dreams.
What criteria do you have when selecting your designers?
When sourcing new designers for the boutique there are three main criteria
we take into account. 1) Do we actually need them? It’s easy to fall in love with every bridal gown
we see but we have to make sure the gowns we invest in will fill a gap in our
current offering. The styles should not be available from any of our
existing designers.
2) How far away is the next stockist? We like to offer brides something a
little bit different so we never stock a designer that can be found elsewhere
in the locality. We tend to pull brides from far and wide across the UK
and Europe and we just don’t want them to feel disappointed with a nonexclusive range.
3) Finally, it’s the price point. As much as we’d love not to limit ourselves,
we find a comfortable budget for the majority of our brides is up to £2,500.
We do hold gowns up to £3,500 but only a small number.
What do you enjoy most about your role and the bridal business in general?
Firstly the dresses are incredibly beautiful and we get to play dress up
whenever we want to! But more seriously, the highlight of managing a
bridal boutique is being part of so many fantastic brides’ journeys up until
Retailer interview
CONTACT
Froufrou Bridal Boutique
+44 (0)1892 541 381
www.froufroubride.co.uk
their big day. Getting married is such a positive and happy experience that
it’s a pleasure to be involved. We want nothing more than to ensure the
search for their wedding dress is a memorable one!
How do you go about providing excellent customer service?
We think attention to detail is key, making sure the cakes are always fresh,
the mineral water is always chilled and the cushions are plumped. First
impressions set a standard for what’s to follow. We also feel it’s important to treat every bride as though she’s already a
Froufrou bride, even if it’s her first visit to the boutique. Even if we can’t
find exactly what the bride’s looking for, we can set a standard for the
shopping experience that she’ll want to shout about to her friends. From the point that the bride places her order, we make it clear that we’re
available by phone or email for any little query or worry they may have
along the way.
What do you believe is the key to running a successful bridal retail business?
Being true to yourself and what your original vision was when you first
decided on opening a bridal boutique is essential. It’s all too easy to get
influenced by your competitors. However, trying to change something
about the business when you’re already seeing many happy brides leave your
store with the perfect gown is allowing yourselves to compromise all the
hard work you’ve put into creating your vision.
Meeting and exceeding customer expectations is crucial. There’s no use
having something in a pretty package if once you open it you’re simply
left disappointed.
And finally, budget! As a new bridal boutique it’s tempting to overstock –
don’t be persuaded to overspend, have a budget and stick to it.
What would you say are the main challenges you face as a bridal shop owner?
One of the main challenges is to meet the needs of all our brides. Giving
everyone the service they expect can be challenging, particularly as
the wedding draws closer and the bride’s nerves kick in. That’s why we
endeavour to make our service impeccable.
Another challenge is holding the right level of stock and the right type of
gown. Unless money is no object you cannot always have a gown for every
single bride that walks through your door. But finding a balance between
what suits your boutique and what a bride wants (taking into account body
shapes, dress size and budgets) so you have a good cross section of styles is
important. In the beginning we would make too many choices based on our
own tastes, something we changed very quickly.
How important to you is your website and interacting with brides on the
various social media platforms?
Before a bride arrives in the boutique their main port of call is our website.
Brides know from one look that we’re offering something different. Keeping
our website up to date and our brides thoroughly informed is key to keeping
our brides happy and, ultimately, getting the correct brides in the boutique.
We try to stay on top of all our social media avenues, especially when
brides personally contact or mention us. Every aspect of communication
between us and our brides – no matter whether they have visited/purchased
or are yet to visit – is crucial. It can forge an opinion in someone’s mind of
who/what we are before they have even visited.
Are there any men or women ‘behind the scenes’ that have helped to make the
boutique such a success?
Starting a new business from scratch is one of the most difficult, stressful,
rewarding and exciting things you can do. Ultimately, it is Nicole and I
that run every aspect of the business, but without much invaluable advice
and support from our families, friends and business associates we definitely
wouldn’t have got where we are today.
We do have to thank one very special lady who has ensured that every
one of our brides leaves with a dress that fits them perfectly! Our seamstress
Tanya has been a rock through many of our ups and downs with plenty of
guidance, tips and tricks to help us along the way.
What are your plans for Froufrou Bridal over the next few years?
We would love the boutique to continue to gain popularity. We feel that
it’s been going from strength to strength since we opened in 2011 and
along the way we’ve learnt more than we could imagine. We’re constantly
adding to our little wish list of areas we would like to expand on as and
when finances allow, so there will be some big changes over the next few
years. Most of all we hope we’re doing much more of the same and creating
genuinely happy brides who have found something truly special
at Froufrou! A
ATTIRE 65
Martin Wiscombe set of two By the Sea
nesting boxes, £14.99, Mollie & Fred
+44 (0)1305 830 095
www.mollieandfred.co.uk
Stripe cushion, £16,
M&Co
+44 (0)800 0317 200
www.mandco.com
Amy and Kitty, Qiana Bridal
+44 (0)1424 846 791
Beside the seaside
With summer just around the corner, we create a
nautical but nice window display.
Medium rock lantern,
£21, Mobius Living
+44 (0)845 299 6331
www.mobius-living.co.uk
Sail Away hanging sign,
£7, M&Co
+44 (0)800 0317 200
www.mandco.com
Nautical round jute
mirror, £125, PUJI
+44 (0)20 8886 3000
www.puji.com
Sailbags
727 Sai
ilbags deck
chair,
h i £191,
£
Amara
+44 (0)1376 321 100
www.amara.com
Decorative seagull, £7,
Dunnes Stores
+44 (0)844 264 3185
www.dunnesstores.com
66 ATTIRE
$77,5(
ɑȨȇǸȵ
To advertise here call
Jan Griffin on
+44 (0)1376 535 612
Retailer roundup
We broach the tricky topic of time management with four bridal
retailers to find out how they stay organised…
Odette Lister, Brides
by Solo Newmarket
What’s the most timeconsuming aspect of
running your bridal
shop and why?
Where do I begin? As
a bridal shop owner
you end up being jack
of all tasks. The only things I don’t do are the
sewing or cleaning the windows. Everything
takes time and the daily ‘to do’ list is
longer than the hours allocated, even when
working very long days. I’m passionate that a
shop owner should work the shop floor,
Leonie Lawmon,
Leonie Claire
running your bridal shop
and why?
The paperwork always
takes up a lot of time.
I’m responsible for
all of the ordering in the business as well as the
book keeping and accounts. I’ve always retained
control of these two areas because I feel it gives
me a clear picture of what’s going on in the
boutique. However, we do have a new member
of the team who’s now helping me with the
administration to ease the pressure.
How do you stay organised? Is there any software/
are there any apps that you couldn’t be without?
I’m naturally an organised person so right
from the start of the business in 2006 I put
computerised systems in place to make sure
everything got done on time. I use the old
favourite Excel for many parts of my work. We
do have a computerised diary system that was
actually built for a spa but has translated perfectly
for us. This manages all of the client data and
stock as well as linking perfectly to Mailchimp
for marketing. I use Quickbooks for the accounts
68 ATTIRE
fitting brides and helping them chose their
dresses – this is key to understanding your
customer. I spend most of my days in sales
consultations. The paperwork can get done at
10pm at night – sales come first.
How do you stay organised? Is there any software/
are there any apps that you couldn’t be without?
Having email on my telephone helps me to
access work queries 24/7. We don’t have Xedo
software yet in our shop but we’re planning to
introduce it in the near future to streamline
the administration. My Assistant Manger keeps
me organised with lists of dresses to be altered,
steamed, cleaned, mended, and so forth. It’s a
military operation, especially as we’ve so many
and Adobe Fireworks for image editing. My
iPhone is full of social media apps so that I can
keep these updated while I’m on the move.
What do you wish you had more time for in the
boutique and why?
I’d love to have more time for being creative
brides to see in the busy summer period. Right
now I believe my fabulous colleagues are
better at keeping me organised than any
software I could possibly use!
boutique and why?
Time to think, time to catch my breath, time to
have a cup of tea, time to eat lunch before 4pm
(most days), time to thoroughly analyse my
accounts – the list goes on!
I wish I had much more time to research new
suppliers, to create elaborate window displays
and to refurbish the shop. Most days it’s a real
scramble to get the basic tasks done around the
sales consultations and fittings.
because I originally trained as a designer.
At present I spend most of my week either
in appointments with brides or at my desk
managing the office but I’m really keen to get
into the workroom. We’re currently expanding
the team which will enable me to get back to
designing later on this year.
Retailer
Retailer
roundup
round-up
Faye Gee,
Sposa Bridalwear
running your bridal
shop and why?
Administration has
to be the most timeconsuming aspect
of running our boutique, be it VAT returns,
preparing monthly accounts, placing orders,
or contacting brides and suppliers – it really
seems to be never ending! However in ‘crazy
season’, steaming, ironing and getting dresses
ready for fittings and collections comes a
very close second. It often feels like we work
in a laundry rather than a bridal boutique.
However, we save a fortune on facials as our
complexions glow from all the steam!
How do you stay organised? Is there any
software/are there any apps that you couldn’t
be without?
We really are stuck in the Dark Ages and only
use a paper diary, whiteboard and a lot of
spreadsheets to organise the business.
boutique and why?
I’d love to dedicate more time to driving the
boutique forward, either using social media or
more inventive marketing strategies. However,
we seem to spend most of our time playing
catch-up.
I really hope to have more time from
September when my youngest daughter starts
school. The life/boutique juggle should lessen
and hopefully I’ll have the opportunity plan
out the future of the business alongside the
day-to-day tasks!
Natalie Coleman, Brides by Natalie
What’s the most time-consuming aspect of running
your bridal shop and why?
I’d say the attention to detail that we pay to brides’
dresses. We offer a full alterations service to all our
brides which often includes hand-sewing additions
to gowns. This can be very time-consuming,
however we understand that a wedding gown is the
most important dress a bride will ever buy and we
endeavour to go that extra mile to make our brides
feel perfect on the most special day of their lives.
How do you stay organised? Is there any software/are
there any apps that you couldn’t be without?
My personal iPhone helps me to stay organised. It
holds everything from contacts to emails and diaries
– I really couldn’t be without it. My social media
apps are vital as I’m always updating our Twitter and
Facebook feeds. These are invaluable for advertising,
communicating and promoting the business.
boutique and why?
If I’m totally honest I’d prefer more time for
all aspects of the business – sales, alterations,
advertising, paperwork and general management
of the shop. I often feel there aren’t enough hours
in the day. However, I’m also a mother and a wife
and I think it’s important to get the right balance of
business and personal life. A
ATTIRE 69
Risky business
Rachael Carrington, an experienced Commercial Account Executive, offers her top 10 insurance
tips for new bridal retailers.
If you’re thinking of starting a
bridal business, your everexpanding ‘to do’ list may
already be very long. There
are premises to consider, staff
recruitment and training,
not to mention choosing that
all-important stock. The right
insurance policy to protect your business may not
be top of your list – it may not have made it onto
your list at all – but opening a boutique without
the right level of cover could lead to serious
problems if things don’t quite go to plan.
Insurance is an integral part of good business
management and can give you peace of mind
that your shop is protected in any eventuality.
An independent broker can offer you practical
advice on the important issues to consider and
the different types of insurance available. If you’re
thinking of starting a new bridal business, read
on for my top tips:
1
Assess your risks by talking to an
insurance broker, preferably one that’s
chartered. A thorough assessment will
help you to identify, assess and prioritise
the potential challenges facing your business, and
pull a plan together to mitigate their impact. A
risk assessment is a legal requirement, and if you
employ five or more people you must record its
significant findings.
2
3
Act sooner rather than later. You should
enquire about shop insurance as soon
as you’ve agreed a lease. A policy should
be ready to start from the day you begin
putting stock or contents in the shop. Your lease
may even require you to have insurance in place
before you move in.
Protect your premises. It’s more than
likely that you’ll lease rather than buy
your bridal shop premises, so you may
assume the building’s protected by your
landlord’s insurance policy. This may well be the
case but it’s important to double-check. It’s also
worth ensuring that your landlord’s fixtures and
fittings are insured in addition to the building itself.
70 ATTIRE
4
As with all businesses, liability insurance
is crucial to start-ups. Despite your
best intentions, accidents can happen.
Public liability insurance provides cover
against claims made by members of the public
who’ve suffered loss, injury or damage to their
property. Employers’ liability insurance – a legal
requirement in the UK if you employ staff –
provides cover against a claim from an employee
who is injured at work or becomes ill as a result
of their work for you.
5
Correct contents cover. Even as a startup business, you’ll hold a significant
amount of high-value stock. A broker
will be able to help you calculate a cost
value to insure. Remember, you’ll be responsible
for any customers’ dresses held on the premises
so it’s vital to include these in the calculation
too. A replacement value of all your business
equipment, fixtures and fittings will need to be
calculated separately.
6
Off premises cover. It’s also important
to ensure that your stock and assets
are covered away from your business
premises. Stock at the home of a
proprietor or seamstresses as well as that used
at exhibitions and wedding fairs should all be
taken into consideration and policies should
be checked to ensure these are included. What
if a dress gets damaged or stolen? This won’t
necessarily be covered under the shop insurance.
7
8
Business interruption: If your boutique
suffered a major loss because of flood,
fire or theft, could you still trade?
Business interruption cover protects
your income until such time that you’re able to
get back on your feet.
Legal expenses. In an increasingly
litigious and legislated commercial
environment, it can be hard to keep
up-to-date with all the changes
affecting a business. Few companies can afford
the luxury of an in-house lawyer and many do
not have dedicated HR personnel specialising
in employment law. With legal expenses
insurance you get comprehensive cover for your
business, with the benefits of legal advice and
representation, without the financial burden.
9
Talk to the experts. A good, competitive
insurance package will protect against
a whole host of business risks. A
chartered insurance broker will be able
to tell you what type and level of protection you
need, arrange cover on your behalf, and offer
advice and guidance throughout the lifetime of
your insurance policy. Your broker will be on
hand to help if you need to make a claim.
10
Regularly review your
requirements. If your bridal
business flourishes and you
consider taking on extra
premises or storage space for your stock, it’s vital
to let your insurance broker know as soon as
possible. This will help to avoid the heartache of
underinsurance if the worst should happen. A
“Insurance is an integral part
of good business management and
can give you peace of mind that
your shop is protected in
any eventuality.”
HINE offers
• specialist knowledge in the bridal sector
• expert advice on the type and level of
insurance you need
• competitive quotations from a range of
leading insurers
• help with your claim in the unfortunate
event of a loss
• comprehensive after-sales support
Contact
Hine Insurance
+44 (0)161 438 0000
www.hine.co.uk
@hineinsurance
facebook.com/hineinsurance
DESIGNS PITCHES DOCUMENTS? SAFEGUARD YOUR INTELLECTUAL PROPERTY (IP)
Use the ACID IP Tracker tR seQG FRQÀGeQtLDO ZRUN eOeFtURQLFDOO\
5eFLSLeQt hDs tR FRQÀUP teUPs RI DJUeePeQt EeIRUe GRZQORDGLQJ
3URRI RI seQGLQJ Ls UetDLQeG RQ the $&,' seFXUe seUYeU
www.acidtrading.eu.com
ZZZDFLGeXFRP
0845 644 3617
heOS#DFLGXNFRP
IP
Collection focus
Collection FOCUS
Talented designer, Elbeth Gillis, already has 20 years of experience in her
native South Africa, and is now looking to win the hearts of British brides with
her sophisticated bridal gowns.
Tell us a little about
your background in
bridal design.
I was about 12 years
old when I knew
I would study fashion. I grew up in a family
where almost everyone sews so it seemed like the
natural next step. I’d constantly be surrounded by
fabric, thread and patterns and I could often be
found drawing and making dresses for my dolls.
I studied fashion in Cape Town at a time when
South African designers didn’t have much
exposure to the rest of the world, nor was there
the opportunity to study overseas. This meant
that competition among local designers was
pretty fierce and you had to work really hard to
establish yourself.
When did you set up your bridal label and what
During my studies I discovered that I loved
designing eveningwear; daywear just wasn’t
my thing. After my studies I worked for a
department store group designing children’s
clothing, but I kept working on my own
collections of evening wear for several boutiques.
Bridal gown design was a natural off-shoot from
the eveningwear and it eventually became my
sole focus.
How has your business evolved since this time and
what have been the most memorable moments in
its development?
I think I started like most business owners: you
begin small and you do everything yourself.
Then the business begins to grow and you’re able
to employ one person and then two, and then
before you know it you need more space.
As for the most memorable moments? Every
time a bride is happy with her dress – it makes all
the work so worthwhile.
My dresses are ethereal, feminine and demure,
with a subtle sensuality that’s sophisticated
and classy.
I don’t really do sexy dresses. My style tends to
transcend fads because of the classic, flowing cuts
and the subtle details. I love exquisite fabrics – a
bride should have the best! When brides-to-be
see my dresses I frequently hear comments of
appreciation about the quality of the fabric and
the workmanship.
ATTIRE 73 ·
Contact
Mathews Bridal Agency
Tel: +353 87 6487531
Email: marion@
mathewsbridalagency.com
What can retailers expect from your 2015
collection, and where did you find inspiration for
these designs?
Retailers can expect a collection made for the
bride-to-be who wants to stand out from the
crowd. This collection is very romantic, fluid
and soft. There are lots of transparent neck and
back lines. The details are subtle with the barest
touches of beading and tiny petals and flowers.
I’m always inspired by vintage fashion and the
history of fashion. What appeals to me are those
designs that have stood the test of time, that
stand out even today as classic and strikingly
sophisticated in an Audrey Hepburn kind of way.
What fabrics and embellishments are you planning
to use in the designs and why?
A wedding gown is a magical thing. It presents
a rare opportunity for the modern woman to
completely transform herself, and that’s why I
use the very best fabrics. I use French laces, the
best silk and silk chiffons, little bits of tulle, hand
beading and sprinkles of petals and flowers.
What’s your favourite gown from the current
collection and why?
My favourite dress is the Sophie design because
of the fusion between classic and modern. The
cut is timeless but the transparent, corset-style
back brings a modern grace to it. Of course, just
because I love this dress doesn’t mean everyone
else loves it as much as I do. Brides-to-be have
fallen in love with the Edith and Jennifer dresses.
74 ATTIRE
How often do you plan to release new collections,
and what is the price range of your gowns?
I develop a new collection every year. My dresses
wholesale between £700 and £1,200; the price
points for retail begin around £1,900. My dresses
aren’t made in China; we’re talking dresses that
are heirloom-quality. Each dress is made to the
bride’s measurements and this made-to-measure
service is included in the price of the gown.
What type of retailer is your bridal range most
suited to?
Upmarket boutiques who want to offer their
clients unrivalled quality and a feminine
sophistication will appreciate my gowns. I have
good systems in place for gown delivery and
customer service.
What prompted you to exhibit in the UK for the
first time last year? Are there any other territories
you’re currently looking to target?
I exhibited last year with my friend, bridal
designer Kobus Dippenaar. It was so much fun
and our collections complemented one another
perfectly. His dresses are bold and sexy; mine
are sophisticated and demur. And yet both are
stunning in their own right. The experience with
Kobus at Harrogate made me realise that English
brides understand and appreciate the quality
I offer and the freshness that South African
designers bring. And of course it will be good to
expand, maybe to the United States, but we’ll see
what happens.
How would you like to take the business forward
over the next couple of years?
Now that I have a 20-year reputation in the
South African market I’m excited about growing
my brand internationally. After all, brides are the
same everywhere; each one deserves a day and a
dress to remember. A
Faultless feedback
PR and marketing expert, Nicola Russill-Roy, reveals how to secure good
testimonials to boost your business.
Feedback is
one of the
most valuable
weapons in
your business
arsenal. In this digital age, word of mouth isn’t
just limited to face-to-face interaction anymore,
and a happy customer has the potential to spread
the word about your business far and wide.
However, receiving feedback can be a bit of a
scary prospect for some retailers. What if nobody
wants to give you a good testimonial? Or what
if a disgruntled customer writes something
unpleasant about you online?
There’s a school of thought that says if people
are passionate about what you do, there will
always be vocal critics as well as supporters. With
success comes mixed opinion so how do you put
your best face forward and take control of your
brand image online using client feedback?
How to collect testimonials
Collecting testimonials is an ongoing process. If
you’re nervous, start by approaching current and
past clients that you know are happy with your
work. Ask if they’d be willing to write a short
testimonial about your products or services.
Once you’ve secured your first batch of positive
feedback, keep an eye out for future happy
customers. If somebody sends you a lovely thank
you note, reply to express your pleasure and ask
if you can quote them in the testimonials section
of your website. Asking to use existing private
feedback in public is a lot less intimidating than
asking somebody out of the blue.
“When somebody posts a positive
review online, it’s nice for them
to have a little interaction. Post
a thank you note and let the
reviewer know that they’re a
valued customer.”
76 ATTIRE
Finally, make life as easy as possible for people.
If you know they’re pressed for time, make it
clear that even a short testimonial is appreciated
and that it can be supplied by phone or by email
– whichever is the most convenient.
If somebody refuses your request for a
testimonial, do the daunting thing and ask why?
You may hear things you don’t like, but even bad
feedback is far better than none at all. Then you
can understand how to improve your offering in
the future.
How to use testimonials
In my opinion, there’s no such thing as too many
testimonials. It’s easy to be cynical and think that
companies only choose the very best feedback
to put forward, so putting up higher volumes
of shorter snippets demonstrates that you have
plenty of satisfied customers.
If you have testimonials from prestigious
companies or media coverage, make those
more prominent in any marketing materials as
they carry a lot of weight with consumers. If
somebody’s written an article about you, include
a quote from the article and then link to the rest
of it so that all your potential customers can read
it in context.
Aside from adding testimonials to your
“One thing you should never do
is start a dispute. Unfortunately,
in the public’s eyes, even the
most unreasonable customer is
king and you can’t afford to look
petty or to deal with complaints
unprofessionally.”
website, it’s also well worth posting the
occasional bit of praise on social media. It may
seem counter-intuitive to blow your own horn,
but remember this is legitimate feedback from a
happy customer, and shouting about it is just part
of a good PR strategy.
You can also use testimonials to win new
business or, with permission, as a quote in a
future press release.
How to react to reviews online
Before you can react, you need to know where
to find reviews of your products or services
online. If you’re selling a product, this could be
through your stockists. If you’re a bricks and
mortar retailer, it could be on Yelp, Tripadvisor
or popular social media platforms. Pay close
attention to what’s being said about your brand
PR & marketing
“The most important thing to take
from feedback is to understand
what you do best and what you
need to improve upon. Don’t be
discouraged and use all your
reviews, good and bad, as an
opportunity for growth.”
so you can stay on top of the conversation.
On Twitter, check regularly to see if your
business name is being mentioned. Set up a
Google news alert for your business name and
always check websites where you’re listed or likely
to be talked about.
When somebody posts a positive review
online, it’s nice for them to have a little
interaction. Post a thank you note and let the
reviewer know that they’re a valued customer.
Now for the tricky part – handling negative
reviews online. It’s a horrible feeling when
somebody posts something unflattering about
your business on the internet. You might even
feel unfairly targeted, which is when keeping
a cool head can mean the difference between
appeasing an angry customer and causing a much
bigger PR crisis.
One thing you should never do is start a
dispute. Unfortunately, in the public’s eyes, even
the most unreasonable customer is king and
you can’t afford to look petty or to deal with
complaints unprofessionally.
Unless there are outrageously damaging
allegations to answer – in which case, I would
suggest consulting a lawyer before responding
– keep it short and sweet and don’t get drawn
into an argument. Start by apologising that
the client feels let down. Then try to take the
criticism offline and into a private conversation.
If it’s a long-running issue rather than a one-off
mistake, explain that you’re very sorry and that
you’d like to resolve the issue. Provide a direct
email address for them to contact you and move
the conversation to a private context as soon as
possible to provide a refund, voucher or some
other form of compensation.
The most important thing to take from
feedback is to understand what you do best
and what you need to improve upon. Don’t be
discouraged and use all your reviews, good and
bad, as an opportunity for growth. A
Contact
Propose PR
+44 (0)203 286 5992
@ProposePR
www.proposepr.com
ATTIRE 77
Two of a kind
Kevin Bernhardt and Suzanne Cassidy own The Suffolk Bridal Company –
a new bridal boutique in Ipswich that’s just celebrated its first anniversary.
We speak to Kevin to find out more…
What inspired you to set up a bridal boutique and how long did it take you
from the initial idea, to opening?
Suzanne first started working in a bridal shop in 1989. She was with her
first employer for 16 years and the second for eight years, so is incredibly
experienced with all aspects of running a boutique. I’ve known Suzanne
ever since I opened my floristry business 11 years ago and over the years
have became increasingly interested in the bridalwear industry. In fact, I
accompanied Suzanne and her boss on three buying trips to Barcelona and
suggested that one day we should use our combined experience to open our
own boutique.
When we found out that Suzanne’s boss was closing her store, we decided
that this was the time to act. It was an incredibly quick process – from
signing the lease to opening took just under a month.
Who are the key members of staff and what are your respective roles?
We have three sales advisors, all of whom Suzanne has worked with
previously. Suzanne’s role is front of house, ordering the dresses and
78 ATTIRE
generally overseeing the running of the store. My role is to manage the
accounts, oversee our social media presence and marketing. I split my
time between The Suffolk Bridal Company and my floristry business. All
decisions regarding the boutique are made together.
Where are you based and how did you go about finding the perfect premises?
We’re based in the town of Ipswich in Suffolk. The boutique is a stone’s
throw from my floristry business and we’re surrounded by a number of
other useful retailers for brides including a celebration cake shop, beauty
salon and hairdresser. The seamstress we recommend is just round the
corner. When we first spotted the premises we knew it would make a great
bridal shop – luckily it was still vacant when we decided to secure it.
How have you created a point of difference in your boutique, compared to
others in the area?
We wanted to create a chic boutique that would wow brides with its styling.
As a result we invested in marble flooring, white wash walls and cream
Retailer profile
milestone with our staff. To be honest, we’re so busy that we’ve not had
time to arrange any bigger celebrations – we’re just thrilled with what we’ve
achieved so far!
Which bridal designers are currently stocked at The Suffolk Bridal Company
and why? Will you be welcoming any more names over the coming months?
We launched the boutique with Pronovias, Heritage by Amanda Wyatt,
Beautiful by Enzoani, Callista and Phoenix Gowns. This was soon followed
by Lillian West and Sophia Tolli. In addition, we’ll be welcoming two high
profile brands this summer – Ellis and David Tutera for Mon Cheri. All our
designers have been carefully chosen for their excellent customer service,
superb quality gowns and together they offer a wide selection of styles,
fabrics, structure and prices.
Aside from bridal gowns, what else do you offer the bridal party? Are there any
plans to introduce new lines?
We stock bridesmaids, mother of the bride, occasionwear, hats and
fascinators, bridal and special occasion shoes, lingerie and jewellery. We’ve
just started to stock a line of exclusive evening wear that can be used for
prom too.
What do you enjoy most about running your bridal shop?
We love seeing our brides’ faces when they find their perfect dress, and
building a great rapport with everyone who visits the boutique.
leather furniture. Five arches make for a dramatic window display, framing
each dress beautifully. The shop has lovely high ceilings and subtle lighting
that creates a relaxing environment for our brides.
How have you found the first year of trading? What have been the highs
and lows?
Our first year of trading has been fun. We’ve loved choosing our bridal
collections, styling the shop, building our reputation in Ipswich and getting
great feedback from our customers. We’ve certainly had stressful days but
our combined years of experience have kept us focused. We’re proud of
what we’ve achieved in the first year and have a firm foundation to build on.
Did you hold an event to mark your first year in business?
For our first anniversary we ran a special in-store promotion for all
our customers. We also opened a bottle of champagne to celebrate the
What are the most challenging aspects of running your bridal shop?
The most challenging aspect is the internet – brides are finding it
increasingly difficult to make a decision as there’s just so much choice
available online.
What are your future plans for The Suffolk Bridal Company?
Our aim for the future is to have a thriving business with a reputation for
offering the best customer service. We’re already considering the possibility
of opening a second boutique! A
CONTACT
The Suffolk Bridal Company +44 (0)1473 253 040
www.thesuffolkbridalcompany.co.uk
ATTIRE 79
Marketing tips
David Mackley brings you part one of a two-part series about email marketing.
Email marketing can be an under utilised tool
by retailers. We work with hundreds of retailers
and I only see a small percentage that really put
it to good use. Those that do reap the rewards
see longer-term customer engagement as well as
a direct impact on visitors and sales. So, what are
the different types of email campaign, how often
should you run them and how do you do it well?
This mini series of articles looks to answer these
common questions.
TYPES OF EMAIL MARKETING
There are different types of email marketing, and
having an understanding of each can help you
plan your campaigns.
PROMOTIONAL EMAILS
An email promotion or campaign tends to
communicate one single topic or idea, such as
your current sale or a new product.
The key to increasing your success with
promotional email campaigns is to segment
the customer base. In an ideal world, customers
would see an email personally tailored to them.
Amazon goes some way to doing this with
recommendations for the customer.
For most independent retailers, and in fact
most businesses, this is too hard to achieve.
“The key to increasing your
success with promotional
email campaigns is to
segment the customer base.
In an ideal world, customers
would see an email personally
tailored to them. Amazon goes
some way to doing this with
recommendations for
the customer.”
However, if an email is more relevant to the
customer, there’s a greater chance of getting
engagement. The tricky part is how to segment.
A survey of the email marketing industry found
that 73 per cent of companies are only doing very
basic segmentation.
The problem is there are so many ways to
segment customers; it’s hard to know where
to start. For example, products purchased,
age of child, number of children, customer
location, length of time since last purchase, sales
channels used, e.g. shop or web. The question
a lot of retailers ask is how far do you go with
segmentation? With limited time to do any
marketing, at least a global email is better than
nothing, unless it risks alienating your customers
and reducing the likelihood of them opening
further emails from you.
NEWSLETTER EMAILS
Newsletter emails often have multiple topics and
tend to educate (vs. sell) and build rapport with
your readers. Your newsletter should always offer
readers valuable information. You can include
items such as:
• News: Press releases, news about wedding ideas,
blog articles or other publications that will help
your readers. It’s a good idea to summarise longer
articles in a few short sentences and create a call
to action button for the reader to view the entire
article on your website or blog.
• Upcoming events: These may be events you’re
hosting or participating in.
• Important announcements: Include
improvements to your products or services, new
people in the team or new brands you’re bringing
on board.
• Images: Keep your newsletter interesting with
images relating to your content.
• Calls to action: Tell your readers what you
want them to do with clear calls to action such as
‘read more’, ‘learn more’ and ‘register now’. You
can easily create call to action buttons for your
website or emails and newsletters here.
WHY/WHEN TO SEND NEWSLETTER
EMAILS?
• Remind people about you. Build trust
and engage customers by providing useful
information. Announce new exciting ranges and
give them a reason to revisit.
• Newsletter can be sent out monthly.
TRANSACTIONAL EMAILS
These are emails that are triggered by a customer
80 ATTIRE
Do you wish your appointment book could
be in several places at the same time?
NEXT ISSUE:
Email marketing part two: David Mackley looks at how to write emails to
increase customer engagement and how to test for success.
r Bridal Shop
e dd
W
ing Sho
w
diarybooker
time saved is money made
oc
L
WHY SEND TRANSACTIONAL EMAILS?
• Transactional emails are less likely to be considered as spam as they form
a part of a process undertaken by your customer.
• As such they have nearly 50 per cent higher open rates than promotional
emails. They also have significantly higher click through rates.
• These emails also promote repeat custom.
Other types of transactional emails include reminders about orders
customers have placed. If a customer purchased a certain type of product,
whether it’s a brand or a general item like a buggy, why not send a
transactional email to every customer in the last few months offering a
cross-sell product special offer? A
u
Yo
r
al W
ay
edding F
e
action. For example, an email to all those people who signed up to your
loyalty scheme this month, welcoming them and highlighting some
member benefits. What about an email to all customers who shopped in
store or online in the last few weeks? Maybe thank them for their custom?
Zappos, a leading online retailer in the US, sends a nice welcome email to
new customers saying: ‘Let the good times begin… now you are part of the
Zappos family, you can keep up with the latest brands and styles. Enjoy
these perks too: Fast free shipping, free easy returns etc.’ Then they have a
call to action which links back to the website.
The WORLD’S easiest appointment
booking system lets you do just that
/M\]XIVLZ]VVQVOQVTM[[\PIVÅ^MUQV]\M[
for just £10 per month
www.DiaryBooker.com/Bridal
01242 37 50 56
David Mackley MBA BSc is Managing
Director of Intelligent Retail –www.
intelligentretail.co.uk – providers of
multichannel EPoS and e-commerce
websites for independent retailers. If
you have any questions you can contact
David on T: +44 (0)845 680 0126 or E:
[email protected]
+ Next Day delivery
+ No minimum on repeat orders
+ Prices start from only £5.00
+ All items are presented in branded packaging
Tel: 0121 705 2244
e-mail: [email protected]
Talking shop
Raymond O’Hare, Director at Xedo Software Ltd reveals how retailers can get
the best from their suppliers.
It never fails to amaze me that in almost every
industry I’ve worked in over the years, you’ll
find one part of the supply chain complaining
about the others. In the bridal industry, it’s a
reasonably short chain so what tends to happen
is that bridal stores can feel that they’re being
treated in a heavy handed or unsympathetic way
by their suppliers. In turn, suppliers can become
frustrated if they feel their products aren’t being
sold and marketed in the manner they would
expect them to be.
There really is no excuse for this sort of friction
any more, and I say that for two good reasons –
communication and technology!
Speak up
Communicating with your suppliers is
incredibly important. Nothing ever got fixed by
complaining to the wrong person. If you shop
at John Lewis and moan about the service you
received to your friends who work at Marks
and Spencer, nothing is going to change. It’s
human nature I know, but the only way to make
things better in business (just like in life) is to
communicate. Talk to your suppliers, tell them
what you want and why. Give them feedback on
what they could do better to improve things for
you both.
Remember, suppliers need savvy retailers
that not only understand how to survive in
an increasingly competitive and dynamic
marketplace, but also appreciate how the changing
face of retail can work to their advantage.
You won’t always get what you ask for but
chances are that by being open, honest and
respectful (three great values which should be
at the heart of all our business dealings) you
will make progress. Aim to reach a common
understanding of how you can help each other.
“Talk to your suppliers, tell them
what you want and why. Give
them feedback on what they
could do better to improve things
for you both.”
82 ATTIRE
By speaking to your suppliers you can be sure
to take advantage of all the help they can provide,
from free marketing materials to support and
training your staff in product knowledge. If you
just ask, your suppliers might be able to help with
attendance at bridal shows or even alternative
payment options if things are tight. Some
suppliers can offer instalment payments or direct
debits and would want to know and offer help if
one of their stockists were struggling.
“A key issue for your suppliers is
stock rotation. Analyse the validity
of each dress: if it’s not selling,
sell it on or remove it. Wouldn’t it
be better to get some money for
old stock and expand your range
of winners? For example, adding
a size 18 in a bestselling style can
prove very advantageous.”
Buying right
When purchasing, make sure you have records
of your past sales and purchases. Set your budget
based on computerised records rather than
guesswork. If you don’t have proper records of
what you bought previously and what sold well,
then it’s high time you addressed this.
A key issue for your suppliers is stock rotation.
Analyse the validity of each dress: if it’s not
selling, sell it on or remove it. Wouldn’t it be
better to get some money for old stock and
expand your range of winners? For example,
adding a size 18 in a bestselling style can prove
very advantageous.
It’s also important to foster a relationship
based on trust. The issue of providing accurate
delivery dates is an emotive one. Honesty is
always the best policy here, but it works both
ways. Suppliers must be open and transparent
when there is a potential delivery problem and
they need to address this at the earliest possible
point with the bridal store to allow the situation
to be managed and a solution found. However, it
isn’t helpful for retailers to specify unnecessarily
early delivery dates for dresses well before the
wedding dates. Open, honest and respectful
behaviour is what is needed in these situations.
“Technology will continue to
play an increasing role in both
the supplier’s and the bridal
store’s success. Embrace the
improvements that technology
allows and use it to communicate
better and more often with
your suppliers.”
Open dialogue
There have never been more ways for suppliers
and retailers to connect. Technology gives us so
many ways to interact, removing the obstacles
for us to have easy communication. Whether it’s
by email, social media, instant messaging, phone
(mobile or even landline) and, of course, face to
face, we can always share our thoughts, concerns,
issues and hopefully successes with each other.
However, we must remember that it’s a two-way
street and retailers should be able to support
their suppliers too. A ‘partnership’ really is the
ideal relationship to aim for.
Technology will continue to play an increasing
role in both the supplier’s and the bridal store’s
success. Embrace the improvements that
technology allows and use it to communicate
better and more often with your suppliers.
Support them when they introduce more
efficient ways of ordering and marketing. The
closer the working relationship, the better the
results will be for all your businesses.
But most important of all, please keep
communicating with your suppliers. It really will
make a huge difference. A
CONTACT
Xedo Software
+44 (0)141 781 6545
www.xedosoftware.com
Bridesmaids
Men’s
accessories
A MAN’S
WORLD
We showcase a selection of accessories for the modern man.
Midhaven
+44 (0)1299 851 513
www.midhaven.co.uk
Deakin & Francis
+44 (0)121 236 7751
www.deakinandfrancis.co.uk
Specialising in high-quality British men’s
accessories, Deakin & Francis offers a range
of products for the groom and his men, from
quirky lapel pins to classic cufflinks.
Shown here are three sterling silver designs
that are perfect for wedding wear – brogues
enameled in dark brown, stylish top hats
and more traditional oval cufflinks that have
been engine-turned in the firm’s established
Birmingham factory.
Midhaven’s Tribal Steel men’s collection continues
to expand with many new leather and stainless steel
styles. The range of stainless steel, carbon fibre and
rubber has doubled with lots of new engravable
lines including ID bracelets, tie slides, necklets and
cufflinks. Trade prices range from £4 to £20, and
sizes are from 19cm to 24cm with the fastest selling
size of 21cm accounting for around 70 per cent
of sales. A new men’s point of sale is available free
with orders of £200 or over.
Knots and Folds
+44 (0)7534 214 746
www.knotsandfolds.com
Knots and Folds is a fashion accessories label specialising in high-quality printed
neckties, bow ties and pocket squares. Its latest launch is the Tattoo collection,
inspired by the historical origins and social meanings of body art. Bow ties are
made from a mix of silk and cotton, and wholesale from £23 each. Suggested
retail price is £65. All products are designed, printed and made in England.
Lloyd Attree & Smith
+44 (0)1495 310 798
www.lloydattreeandsmith.com
Lloyd Attree & Smith has always had a strong
offering in wedding ties and cravats. It’s recently
added 36 colours in its plain satin tie range over
the last two seasons, reflecting continued demand
for ties that closely match bridesmaid’s dresses.
Coral, pale green, violet and lilac are all doing well
this year. The wedding silvers range has also grown
with plains, twills, and smaller geometric designs in silver and silver-grey.
Speaking about new trends in the men’s accessories market, Director Neill Cotton says, “As the choice of
wedding venues has grown, so has the diversity of men’s attire. This year, we’ve seen a huge increase in grooms’
parties wearing our wool and tweed waistcoats together with softer silk-wool blend ties, picking up on tweed in
high fashion, especially for celebrations in less formal venues.” He continues: “For more formal weddings we’ve
seen a small trend back towards plain waistcoats to match tailcoats rather than some of the more flamboyant
waistcoats of recent years. But brocade, jacquard and shantung styles are all still selling well – I think these
waistcoats add real style without looking too flashy, and coordinate with ties, cravats, pocket squares and
bridesmaid colour schemes.”
ATTIRE 83
Raising the curtain
There’s no mistaking Terry Fox’s theatrical but feminine
designs. We speak to this award-winning designer to find out
the secret behind her enduring success.
84 ATTIRE
Profile
When did you launch your label and what is
your background in bridal design?
I’ve been making bridalwear for over 35 years.
My first couture collection was stocked by
Harrods in the late 1980’s, and I’ve been selling
my gowns through independent boutiques for
the last four years.
How has your business evolved since this
time and what have been the most memorable
moments in its development?
I started out by creating one-off wedding
dresses for individual clients. This led to a
full collection of gowns, now stocked across
Europe. Every day is an incredible journey,
with many highlights along the way. Among my
most memorable moments, I have to include
being shortlisted in several national wedding
awards and winning the Best UK Wedding
Dress Designer. Winning such accolades is just
an amazing feeling!
My signature style is very detailed and I
embrace theatrical design, where each dress
tells a story. My current collection is very
romantic, pretty and full of dreams. I like to
say ‘simplicity with electricity’. I love it when a
stockist or a bride says ‘that dress is very Terry
Fox’. Sometimes you need other people to tell
you what your style is!
Which fabrics do you enjoy working with most
and why?
I love all fabrics, their textures, shades and
layers. I treat fabric like art – just the right shade
of silk can add depth while the correct touch of
lace gives a highlight. I need a dress to tell a
story and to hold someone’s attention. I would
be really disappointed if someone picked up
the fabric layers and didn’t linger over the
surface of the dress looking for the next detail
and that little surprise of colour and texture.
What inspired your latest collection?
My latest collection is called ‘SirenSong’,
inspired by the sirens of the sea. I love a good
fairytale and get very excited by the thought
of creatures weaving their mystical magic –
beautiful women (mermaids) calling men
into the depths of the sea and keeping them
for eternity. What better inspiration for a
wedding dress!
Which gown from the collection do you
predict will be the best-seller and why?
My prediction for the best seller from the new
collection would have to be ‘Siren’. It’s a simple
silhouette but is beautifully fitted. I love the
layers and floatiness of the silk organza over
silk satin. It’s very pretty, but incredibly sexy too,
with hand-worked lace appliqued to remind us
that it is a wedding dress above all.
Where are the gowns made, and how integral
is this to the identity of the brand?
All Terry Fox gowns are hand-made here in the
UK, and all the embellishing and finishing detail
work is completed under my watchful eye right
here at my Suffolk studios.
How many stockists do you have at present?
We have 10 carefully selected boutiques
stocking our gowns, and three more will receive
their stock later this year, making a total of 13.
I still accept commissions form a few private
clients each year, and the consultations and
fittings for these special brides take place in my
studio in Bury St. Edmunds.
If you could create a bridal gown for anyone in
the public eye, who would it be and why?
Helena Bonham Carter as I know I could
make her the perfect dress to suit her complex
character. She is beautiful, clever, funny, quirky,
sexy, strong and totally original.
How would you like to see the brand grow
over the coming years?
With continued interest from overseas
customers, we would like to see the brand
expand further around the world. We’re
focusing our attentions on the USA throughout
the 2014-2015 campaign, while continuing our
expansion throughout Europe. A
CONTACT
Terry Fox
+44 (0)1284 752 191
www.terryfox.co.uk
ATTIRE 85
Customer interaction
US consumers are twice as likely to share a bad service experience than their UK counterparts.
Nicola Brookes, Communications Director from NewVoiceMedia shares the fascinating facts.
media routing through our cloud contact centre
solution, ContactWorld. This integrates with
salesforce.com enabling agents to identify callers
with specific social media data before their call is
answered and prioritise accordingly.
Customers now want personalised and
engaging experiences every time, and through
every channel. Great customer experience is
the critical differentiator, and by doing it well,
businesses can drive and make successful its
customer acquisition, retention and efficiency. A
“
According to new research from
NewVoiceMedia, US consumers are twice as
likely to share a bad customer service experience
than those in the UK; whereas here in the UK
we’re more inclined to recommend a company
following a positive interaction. Following a poor
experience, 49 per cent of US consumers will tell
friends and colleagues not to use the business
against 27 per cent in the UK.
Thanks to social media, forums and review
channels, the modern consumer has a convenient
public platform at their fingertips to spread
negative sentiment about a business online.
NewVoiceMedia is a leading provider of cloud
contact centre solutions, and we’ve found that
nearly 59.3 per cent of US consumers aged
between 25 to 34 seek revenge online, compared
with 39 per cent of their UK counterparts.
Americans are also twice as likely to choose social
media as the most effective way of resolving a
problem (14 per cent versus seven per cent in the
UK). For Generation Y and Millennials (those
aged 16 to 34), this figure soared to 28 per cent,
with Facebook proving to be the favoured social
network for interacting with businesses.
One respondent explained, “The risk of
getting negative attention will cause the service
provider to act quickly.” In both regions, women
are more patient than men when it comes to bad
interactions, yet much more likely to head online
86 ATTIRE
to complain about a company, with 36 per cent
of US women doing just that and 19 per cent in
the UK.
However, the significance that consumers
place on excellent service presents opportunities
as well as threats, and organisations can really
boost its business by getting it right. A healthy
71 per cent of UK consumers will recommend
a company following a positive experience
(69 per cent in the US) and 72 per cent of
overall respondents said that good service had
a considerable influence on their loyalty. As a
result, US customers are more likely to spend
more money with the business – with 42 per cent
coughing up versus 34 per cent in the UK. It’s
possible to turn complainants into advocates by
prioritising the service they receive through other
channels. At NewVoiceMedia, we can offer social
While it’s damaging to a
brand when customers tell friends
and family that they’re dissatisfied
with service, it’s not nearly as
powerful and immediate as those
who take their complaints online.
Consumers are increasingly
reading about other experiences
online before choosing a
product/supplier. Over the next
few years, we expect to see these
statistics soar as the younger
generation matures.
Jonathan Gale, CEO
at NewVoiceMedia
”
NewVoiceMedia is a leading provider
of true cloud contact centre and voice
solutions, enabling businesses of all
sizes to deliver a personalised and
unique customer experience, quickly
and securely. Established more than
10 years, NewVoiceMedia has more
than 250 customers in 40 countries
on five continents, covering most
industry sectors. To download the
complete research paper, visit the
NewVoiceMedia website.
NewVoiceMedia
T: +44 (0)20 7206 8888
W: www.newvoicemedia.com
Tara Lee UK
Manufacturers of
Flower Girl & Holy
Communion Dresses.
Made in England
Lead time of only 2-4 weeks. No minimum order.
Made in England
To become a stockist contact Tara Lee sales
agent Samee Everard mob 07967 452558
email: [email protected] or
[email protected]
www.taralee .co.uk
RandallRibbons
Mother of the Bride or Guest,
we can tailor make your perfect
wedding hat or fascinator.
www.randallribbons.co.uk
Randall Ribbons, 12 Frederick Street, Luton, LU2 7QS
Tel 01582 721301 ✺ Fax 01582 611054
Email [email protected]
Specializing in boys suits, girls dresses and formal shoes for boys and girls.
T: +44 (0) 161 832 1526
Young
Retailer
attendants
round-up
Little women
We focus on two terrific British brands – one established and
one very new to the market – to find out what the youngest
members of the wedding party will be wearing next season…
Gloria Bretland, Tara Lee
www.taralee.co.uk
How would you describe your latest collection?
We’ve recently introduced our Little Princess
collection featuring sparkly tulle skirts with
diamante embellishment and customisable
sashes and trims.
Which dresses from the current collection
are already selling well?
Our Penny, Wendy, Suzy and Jessie styles are all
incredibly popular with our retail stockists.
How do you set yourself apart from
your competition?
We design and manufacture in the UK from
our premises in the Wirral. This means
we’re able to offer short lead times of two to
four weeks, and rush orders when required.
Customer service is key so stockists can call
us six days a week and have a one-to-one
conversation about any changes they would
like to make to a particular gown. We offer
made-to-measure on all designs and have no
minimum order.
Are you noticing there’s been an increased
demand for last-minute rush orders this year?
Absolutely – we’ve been incredibly busy over
the past few months and it seems that orders
are coming in much closer to the bride’s big day
than ever before.
How would you like La Pitchoune to grow over the
coming year?
We’re currently seeking quality retail partners in
the UK who share our vision for beautiful flower
girl dresses. A
Loulou Bontemps and Gemma Smith,
La Pitchoune
www.lapitchoune.com
How would you describe your debut collection?
For our opening collection we created elegant
styles using colourful fabrics. We wanted each
piece to be comfortable, durable and practical.
What do you predict will be the best-selling design
and why?
Our Ivory Belle design with its signature bow is
particularly popular at present. I also predict that
Raspberry Belle will become a best-seller as the
colour and fabric is divine and it can be worn for
many special occasions. How do you set yourself apart from
your competition?
We specialise in British-made luxury dresses
that are practical and fun. We make ourselves
accessible to our clients via phone, email and
social media as meeting our customers’ needs is
a priority. In addition, we offer a bespoke service
for our special occasions collection.
ATTIRE 89
Signs of recovery
Louise Dicks, Marketing Manager at Richard Designs,
reveals a positive outlook for the UK bridal industry.
We can all agree that 2013 was a bumpy year for
the UK bridal industry. Rumours have been rife
that 2014 is looking better for all of us, but now
that more up-to-date economic data has been
released in the last few months, we can finally
take a look at the possible implications for the
bridal industry this year.
At Richard Designs we’re lucky to work with
my sister-in-law, Jennifer Dicks, who earned
her degree in Economics at Bath university
and followed on to work with a prestigious
economics firm in Cambridge. Since 2010
Jennifer has been the business development
manager for Richard Designs, focusing on UK
and European stores. I wanted to share with you
her take on the current economic climate and our
predictions for the coming year:
In the first quarter of 2014 ( January-March)
the UK economy grew by 0.8 per cent and
growth has now remained positive for longer
than any other period since the start of the
financial crisis. Although economic activity isn’t
as high as its peak before the crisis, these latest
figures are very promising as they continue to
point towards a strong and sustainable recovery. “Although economic activity is
still not as high as its peak before
the crisis, these latest figures are
very promising as they continue
to point towards a strong and
sustainable recovery.”
Official retail sales figures have also been very
positive, with the latest data showing a 3.8 per
cent increase in spending compared to the same
time last year ( January-March 2014 compared to
January-March 2013). This is a good indication
that consumer confidence continues to rise, and
should mean that consumers are much more
willing to part with their hard earned cash for
all types of goods and services. Perhaps most
encouraging is the fact that retail spending in the
clothing and footwear sector of the economy
(in which bridal retailers fall) has been
particularly strong.
Consumer confidence and therefore retail
sales are likely to continue on this upwards trend.
Factors such as rising house prices (which create
a ‘wealth effect’ whereby homeowners feel betteroff ), falling unemployment (people not only
find it easier to obtain a job, but also feel greater
90 ATTIRE
job security if already employed), rising wages
(purchasing power is increased) and low interest
rates (making saving money less worthwhile) all
contribute to consumers feeling positive about
spending more money.
So what does this all imply for bridal retailers?
The UK economy has got off to a good start
in 2014 and all indicators point towards
a continuation of this positive economic
climate. Brides-to-be will be among the general
population of consumers who are more willing to
start spending rather than saving or making cutbacks, and so will perhaps start making plans for
long-awaited weddings. This should mean greater
footfall for bridal retailers this year and also
larger sales per customer, as brides are likely to
have more generous budgets than in recent years.
We hope that you’ve seen an increase of
footfall to your store and that this has translated
into orders. We’d love to hear your thoughts
on the latest economic news – you can tweet
to @AttireBridal or @RDBridal to start the
conversation. A
Contact
Richard Designs
www.richard-designs.com
Contact one of the
team to view the collection
Tel: 01424 854387
Victoria Kay Gowns
www.victoriakaygowns.co.uk
ATTIRE Online
Bridal
Featuring excellent usability, easy navigation and bags of content,
www.attirebridal.com is updated daily to ensure you’re in touch
with the latest industry news and trends.
Download our latest issue, free of charge online. Those working
within the bridal retail trade can register to receive free regular
copies of the magazine.
Supplier Directory
Improved supplier directory, enabling instant access
to 100s of bridal suppliers.
Back Issues
Every issue of Attire Bridal is now available to
download from our Back Issues Archive.
Twitter
Live Twitter feed, giving you
real-time industry updates from
www.twitter.com/attirebridal.
If you would like to find out more, log onto
92 ATTIRE
ATTIRE 92
Twitter Twitter
WEB WATCH
Attire Bridal is at the very heart of the online bridal community. Here’s
a quick update on what’s been going on…
Total num
ber of
followers
:
6,950!
SHORT AND TWEET
One of Attire Bridal’s many followers, Charlotte Partington, explains
why Twitter is such an invaluable social network for her bridal business.
Name: Charlotte Partington
Company Name: Lottie’s Bridal Boutique Follow me at: @lottiesbridal
When did you set up a Twitter account and what prompted you to
do so?
I set up a profile for the boutique as soon as I had signed the lease! I
knew that Twitter was one of the best platforms for raising awareness of
the shop and connecting with other like-minded bridal professionals. Has your business benefited as a result? If so, how?
Absolutely – I regularly take part in Twitter hours, which guarantees
brilliant chats with fellow suppliers and brides. My customers often
comment on my tweets so it’s a great way for people to stay in touch with
the boutique.
How often do you tweet and what do you tweet about?
My tweet rate varies depending on how busy I am and how excited I am
about various things! I probably tweet an average of two or three times a
week about anything from new dresses to what’s been happening in the
store recently. What advice would you give to first-time tweeters?
Reach out and join in on the conversation. It’s amazing how far you can
reach and the people you can meet along the way. Tweet little and often
and about something you think is interesting. Pictures always work really
well – they catch interest and more people will engage in your tweets. Which bridal companies do you enjoy following on Twitter?
I like following @ianstuartbride as we’ve recently become a stockist and
I do love everything Ian! I also enjoy @LoveMyDressBlog for beautiful,
elegant and pretty real weddings. A
This month on Twitter we have mainly been:
iFollowing new bridal retailers
iJoining in industry debates
iAdding posts about our latest issue
iRetweeting useful retail advice
Welcome to our
newest followers:
@kindcoronets
@ChilhamBridal
@Mira Zwillinger
Historically inspired
tiaras and headdresses
Luxury bridal boutique
in Kent
Couture wedding and
evening wear
@BridesatBestman
@_OpheliaMay
@AndreaHawkes_B
North west bridal shop
Beautiful handmade
bridal accessories
Essex-based bridal shop
We are now following:
Bridalwear designer
Bridal boutique
Milliner
@TraceyJaneSalt
Tracey Salt, Chanticleer
@LaBoutiqueBride
La Boutique Bride
@Alison_Tod
Alison Tod
ATTIRE 93
Next issue
Next Issue
The Harrogate
Bridal Show
Net Gains
Plan your visit with our
independent preview
Retailer round up
Tabitha
Hone your online operations
Bridal boutique owners talk shop
Qiana Bridal
Bridal Trends 2015
Leading designers predict next season’s key looks
ISSUE 43
September/October 2014
Advertising deadline: 8th August, 2014
Available from: 26th August, 2014
Plus
Business tips
News and events
Retail technology
ATTIRE 95
Subscribe
online
Register online at
Attire Bridal magazine, the leading trade title for
the bridal industry, is available free of charge,
six times a year, to qualified registered readers.
Subscribers based outside the UK may receive
six issues per year for a £75 fee.
SUBSCRIPTION FORM
Register online at
Yes www.attireaccessories.com
No
Are you responsible for purchasing?
Name
Company Name
Job Title
Address
Postcode
Telephone
Facsimile
Email Address
Tick one or more of the boxes below which best describes your business
Independent Bridal Retailer
Wedding Planner
Multiple Bridal Retailer
Other (please specify below)
Department store
Number of employees
1-5
6-15
16-30
31-50
51-100
101-300
301-1,000
1,001 +
Annual turnover
£0 - £25,000
£25,001 - £50,000
£50,001 - £100,000
£100,001 - £250,000
£250,001 - £1,000,000
£1,000,001 - £5,000,000
£5,000,001 - £10,000,000
£10,000,001 - £50,000,000
£50,000,001 +
Do you wish to receive a free copy of Attire Bridal Magazine?
Yes
Signature
96 ATTIRE
No
Date
Alternatively, fill in the form opposite and post to
Attire Bridal magazine, c/o KD Media Publishing
Ltd, Pantile House, Newlands Drive, Witham,
Essex, CM8 2AP UK or telephone us on
+44 (0)1376 514 000.
Top 5 reasons to subscribe
1
2
3
4
5
It’s free for anyone working in the
bridal industry.
Each issue will be delivered direct
to your door.
Find out about forthcoming trade
shows and exhibitions.
Be one of the first to preview next
season’s collections.
It’s packed with informative features
to help boost your business.
On Display
Full trade ordering available online
Visit our trade page to register for a
trade account at www.ljdjewellery.co.uk
No minimum order (Fast delivery)
• Bridesmaids Jewellery Sets
• Bridal Jewellery Sets
• Clip on Earrings Available
• Longer and Shorter Length Bracelets Available
Contact: Karen Brown 01373 462069
Email: [email protected]
www.ljdjewellery.co.uk
<UP[-5VY[OÅLL[0UKZ[,Z[3V^LY9VHK5VY[OÅLL[2LU[+( :>
;LS!-H_!
We offer a fast, reliable and friendly service on our continually increasing range
(currently over 3,500 choices) of bridal fabrics, embroidered and beaded edgings,
motifs and accessories.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, chiffons, crepes, laces,
brocades, various embroidered and beaded fabrics, inc tulles and chiffons.
Our range of dress accessories now
exceeds 650 articles including many
brooches and buckles with crystals.
We will be showing at:
The Bridal Roadshow, Swindon 10th-11th August.
Email: [email protected] - www.michaelsbridalfabrics.co.uk
ATTIRE 97
Crowd control
Eve Broadhurst, Creative Director and Co-Owner of The White Closet, reveals
her top tips for hosting the perfect bridal event.
In these turbulent trading times small businesses
can very easily find themselves in troubled waters.
Several bridal boutiques in our locality have
closed in the last two months. Of this number,
two were well known, established boutiques with
a great deal of talent to offer brides-to-be.
These untimely closures remind us to not take
our eyes off the ball. Indeed, there’s an array of
ways to keep your business at the top of every
bride’s list – not least events, campaigns and
special offers. This also has the added bonus of
boosting slow sales periods.
An important part of our yearly plan here
at The White Closet is a variety of in-house
events. We feel it’s important to bring people
into our gorgeous little boutique from time to
time as the rest of the working week we have the
‘appointment in progress’ sign up. This means the
boutique is given over to one lucky bride-to-be
so the closest anyone else can get to our beautiful
gowns during this time is with their noses pressed
up against our shiny windows!
We use new designs and collections,
anniversaries, seasons and trunk shows as
excuses to open for a whole weekend or an extra
evening to pop open the bubbly, put on some
live music and offer brides and their families the
opportunity to experience The White Closet in
all its glory.
These occasions not only generate sales to
keep the business going, they provide a firm
foundation for some positive promotion in the
media. You do have to put in some extra hours
but it’s definitely worth it.
I won’t reveal all our secrets here, but these
basic tips should stand you in good stead when
hosting any in-house event.
“Creating events in our
boutique is the exciting part of
the job where we can be creative
and approach something in our
own personal way. It’s chance
to break away from admin
and appointments to
reinforce the character of
our business.”
1
Don’t underestimate how long it takes
to set up before and clear up after the
event. I book out three hours pre- and
post-event before we’re ready to receive a
bridal appointment.
2
Provide plenty of bubbly – and
make sure that you have a glass
and enjoy yourself!
3
Use social media – Facebook, Twitter
and Instagram are essential. Extend
an invite to bloggers and local press to
cover the occasion.
4
Invite a photographer to document
the proceedings so that you can
continue to talk about it online for
weeks afterwards.
5
Make sure you have enough staff
support – we can have anything
from 40 to 150 brides attend and it’s
important that they feel looked after. Some
events will need an RSVP list.
6
Literature. If your event includes a
special offer with a time limit, print
some postcards off to highlight the
exclusive deal. Moo and Vista Print
are cheap and quick for these little bits
and pieces.
98 ATTIRE
These in-house events will only be successful
if you promote each one for long enough
beforehand and not too close to another event.
Don’t get carried away as brides might get
confused! We tend to have one ‘showcase’ every
two months so that we always have something to
tell brides about.
Creating events in our boutique is the exciting
part of the job where we can be creative and
approach something in our own personal way.
It’s chance to break away from admin and
appointments to reinforce the true character of
our business.
This has served us well over the years and each
event gets bigger and better with more exciting
reasons to celebrate. A
Contact
The White Closet
+44 (0)161 445 5678
www.thewhitecloset.co.uk
For stocklist enquiries contact Karl
[email protected]
01392 274 694
View the new & unique
Decorum Bride collections at
The Harrogate Bridal Show
September Stand A34
Bride
DECORUM
WWW.DECORUMBRIDE.COM

Attire Bridal magazine

Transcription

Similar documents

Sonia Allen Bridal Make-Up

Bridal Brunch Invitation, Feb 1.indd

Bridal house

2017 Brochure

RealWeddings Stephanie Hagen Ryan

XNSP52558 angelique bridal winter1

January 4th - 5th, 2014 - Lehigh Valley Weddings

Bridal Gallery by Yvonne - Success Magazine Weekly

7 Wedding Dress Trends from Spring 2016 Bridal Fashion Week

Love the Experience - Blushing Bride on 17