Bridesmaids - Attire Bridal magazine

Transcription

ATTIRE
Bridal
MAY/JUNE 2014 ISSUE 41
F
O
T
BESTISH
BRI n talent
ow
r
Homeg
The Essential
Collection
Top new signings
Website SOS
Refresh your
online offering
BRIDESMAID SPECIAL
• Dresses
• Jewellery
WWW.ATTIREBRIDAL.COM
Plus
Business
advice
News and events
Retail technology
Stand 8A-A001
INTERBRIDE
31st May-3rd June 2014
We look forward to seeing you at
Interbride Düsseldorf where we
will be showing Veromia, D’Zage,
Bellice and Sonsie Bridal plus a
selection of our Bridesmaids/
Occasionwear.
www.veromia.co.uk
Stand 8A-A001
Contents
Contents
Regulars
16
Industry news
Discover the latest bridal collections
and trade events
34
Adding pinterest
Find out how the art of pinning is
driving customers into store
38
Shop window
We select some sensational products to
create a glamorous display
40
96
101
104
Retailer round-up
Bridal shop owners reveal their top tips
for building a successful relationship
with suppliers
David Mackley
Our retail technology expert
investigates how one leading high
street name has embraced e-commerce
ACID
Dids MacDonald, CEO of AntiCopying in Design, advises how you
can protect your designs
PR & marketing
Joanne Childs, founder of specialist
agency Sprae PR, reveals how bridal
businesses can maximise their
marketing budgets
47
In the swim
The Fashion Files
47
In the swim
These figure-flattering mermaid gowns
will help any bride make a splash on
her big day
53
The collections
The perfect accessories to match our
two key bridal themes
54
Focal point
Eye-catching accents are the order
of the day with these 10 on-trend
wedding dresses
The collections
Columns
107
Twitter update
We bring you all the hottest news, stats
and facts from our followers
62
Xedo Software Ltd
Raymond O’Hare reports on the
changing face of bridal retail
109
Hine Insurance
Rachael Carrington offers advice on
protecting your stock at exhibitions
84
Richards Designs Ltd
Louise Dicks take a look at a typical
day at a bridal exhibition
90
Heidi Thompson
Our new columnist, Heidi Thompson
of Evolve Your Wedding Business,
reveals how to give your website a
spring clean
38
53
114
54
Focal
Point
Retail Bridalwear Association
Bridal shop owner and Chair of
the RBA, Nicola Garton, does a
SWOT analysis
Shop window
ATTIRE 11 ·
98
Watters
Profiles
98
Watters
Read on to find out how this
popular US bridal brand is courting
UK retailers
102
Karen Willis Holmes
The talented Australian designer is
becoming a global sensation, with a
growing portfolio of UK stockists and
the launch of her flagship boutique in
New York
92
Features
36
79
Bridesmaid jewellery
65
42
Read all about it
Attire Bridal speaks exclusively to
Sarah Christopher, Creator and Editor
of Juno & Joy, about how bridal
retailers can use wedding blogs to help
their business
60
Up and coming
Charlotte Mills’ luxury bridal shoes
will add an element of fun to any girl’s
big day
65
Always the bridesmaid
We ask leading designers to reveal
the key design elements for the
season ahead
74
Fashion focus
Visual showcase of the top bridesmaid
styles and colours
77
Bridesmaid jewellery
Must-have accessories for the
glamorous bridal party
82
Retailer profile
The Manageress of Brides by Natalie is
quick to point out that the boutique’s
early success should be shared five ways
86
Collection focus
The debut collection from Maria
Senvo promises fashion-forward
designs for sophisticated brides
Always the bridesmaid
92
12 ATTIRE
Retailer interview
Leonie Lawmon’s ability to evolve
according to changes in the market
has enabled her to stay well ahead of
the competition
Best of British
We spotlight the best homegrown
bridal talent
Best of British
Shows
24
The Essential Collection 2014
Exclusive preview of this top trade show
28
Interbride interview
Mr. Ulrich Wendel chats to Attire Bridal
about the early success of this new
German trade exhibition
31
Interbride preview
We showcase some of the collections on
show in Düsseldorf this May
24
The Essential
Collection
A few exclusive stockist areas still available
For an information pack please contact
[email protected]
01224 228665 or 07717 208614
We would like to welcome all the new stores that became stockists at
The London Bridal Show
Editor’s letter
MARCH/APRIL 2014
Cover shot courtesy of
Diane Harbridge
www.dianeharbridge.com
MANAGING EDITOR
Georgina Cassels
DEPUTY MANAGING EDITOR
Lauren Dowey
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
Rebecca Clarke, Sarah Young,
Alex Bolton, Aimee Smith
WEB DEVELOPMENT MANAGER
Stuart Weatherley
SUBSCRIPTIONS
Kay Tilbury, Tammy Watt
+44 (0)1376 514 000
KD Media Publishing Limited
Pantile House Newlands Drive
Witham, Essex CM8 2AP
www.attirebridal.com
ATTIRE
Bridal
Editor’s pick
These cute shoes with repeating
heart motif from new designer,
Charlotte Mills, are sure to
be a hit with this
year’s brides.
Taking action
Just when we thought we’d seen the last of
the trade show changes, Ocean Media Group
Ltd recently announced the cancellation of
its two German bridal exhibitions – Modatex,
due to take place in Essen this May, as well as
the planned launch of White Gallery Germany.
The retailers and exhibitors have spoken and
it appears that relative newcomer, Interbride,
which only launched in 2013, is now their
German trade show of choice. In this issue, we
speak to its Managing Director, Mr. Ulrich Wendel, to find out what
he makes of Interbride’s early success.
Now that spring has well and truly sprung, we take a fresh
look at the bridesmaid market and report on emerging trends
in both gowns and accessories. We also celebrate a wealth
of homegrown talent in our focus on some of the best British
designers and manufacturers.
On the business front, we have plenty of features to help you
brush up your business basics: Heidi Thompson offers her
advice on improving your online presence, while Joanne Childs
concludes her two-part series on marketing a new bridal boutique.
Finally, turn to page 24 for all the latest news on our summer
trade show, The Essential Collection.
Collection
Focus on
page 86
Enjoy reading
Demelza
Demelza Rayner
Editor
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
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do not necessarily reflect those of the
publisher. Attire Bridal is published
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Essex CM8 2AP.
Window dressing
on page 38
Average Net
Circulation: 3,162
Karen Willis Holmes
on page 102
01/07/2012 - 30/06/2013
ATTIRE 15
Industry news
Read on for an exclusive
update on the bridal trade’s
movers and shakers…
Alterego takes on Ballerina Hosiery
Alterego is now the exclusive distributor for Ballerina Hosiery. Known
throughout Europe for its quality and innovative designs, Alterego
operations manager, Gareth Laycock, told us, “We’ve been trying to get
Ballerina into our portfolio of brands for some time as we think that
they’re the best hosiery product on the market in terms of design and
quality, and they have a superb speciality bridal collection which our bridal
retailers have been asking us for.”
Ballerina produces over 150 lines, which will all be held in Alterego’s
UK warehouse for immediate dispatch, with no minimum quantities, and
even dropship available. For retailers, free point of sale material is available.
Gareth continued, “One of Ballerina’s exciting new collections is
called ‘Hush Hush’ – a range of pretty hold-ups that are infused with
pheromones through a patented process. They’re beautifully packaged and
attractively priced, and judging the feedback we’ve had so far, we think
they’ll do well”.
For further details call Gareth Laycock on +44 (0)845 094 6603
or [email protected].
Bridal Elegance of Eccles, Manchester wins
Retailer of the Year accolade
Eccles-based boutique, Bridal Elegance, was recently awarded the British
Bridal Retailers Association (BBRA) Retailer of the Year title. Speaking
about her win, owner Fiona Boardman says, “Our motto in the shop is
‘enter a customer but leave a friend’ and we truly mean every word. We’re
a small intimate shop and our team is always on hand to offer brides advice
on every aspect of dressing for the big day.” To find out more about the
BBRA visit www.britishbridalretailersassociation.co.uk.
Accessories firm re-opens to trade
Chez Bec, the award-winning accessories company headed
up by Rebecca Doyle, has recently re-opened its wholesale
business to attract a select number of retail stockists.
Most of the collection is designed and hand-made in Chez
Bec’s design studio in the south east of England and uses the
finest A-grade freshwater pearls and Swarovski crystals.
For further details, visit www.chezbec.com
New solution to rainy wedding days
Marissa Murphy has created a highly tailored, transparent rain mac to
protect the bride and her gown in wet weather.
Made from a specialised crystal pvc which is see through and waterproof, the
macs are all made in the UK with a highly tailored finish. The hidden pocket at
the back keeps the train dry, clean, protected and off the floor at all times.
A three-quarter version is also available for bridesmaids and mothers of the
wedding party.
For further details, telephone +44 (0)7590 219 944
or email [email protected].
16 ATTIRE
News & events
Bridesmaids boutique
announces collaboration
Bridesmaids Boutique
has joined forces with
the award-winning,
London-based designer
Anna Ackred, in
bringing a bespoke
new bridesmaids
dress collection to the
beautiful countryside
boutique.
The new collection,
entitled ‘This Modern
Love’, features delicate
chiffon gowns with
pretty ribbon waist ties.
There are no zips or
buttons in the range as
each dress is designed to slip on easily.
The capsule collection complements the vintage
romantic styles on offer in the Surrey-based store.
Find out more by calling +44 (0)1883 743 196 or
visiting www.bridesmaidsboutique.co.uk.
Wendy Makin launches new range
Australian award-wining designer, Wendy Makin, will launch a new collection from
BellaDonna Bridal and a new Wendy Makin ready-to-wear collection at a private event for
existing and new customers at the Radisson Blu hotel in Derby on Sunday 1st June, 2014.
Retailers will be treated to three exclusive fashion shows, where they’ll see the gowns that
will be sought after by brides in the coming year. New trends include golden hues along with
beautiful new laces and more structured fabrics like mikados.
Speaking about the event, Wendy says, “We’ll offer buyers an incentive program plus we’ll
launch the Wendy Makin ready-to-wear collection to the UK market. These gowns will
wholesale between £500 and £800 and offer the same fabrics and quality as our Australian
handmade gowns.”
For more information visit www.wendymakin.com.au or www.belladonnagowns.com.au.
Freya Rose releases python courts
Brand new from footwear designer, Freya Rose, is the
‘Natalie Snake’ design. This chic almond pointed style
should prove popular with women looking for an
elegant shoe at a comfortable height.
The perfect choice for any occasion, it includes
delicate gold leaf hand painted onto the python skin,
creating a combination of neutral and metallic.
Find out more by calling +44 (0)207 354 8424
or visit www.freyarose.co.uk.
ATTIRE 17 ·
News & events
Miss Milly wins a Scoot
Headline Award
Miss Milly, wholesale jewellery and
fashion accessories supplier, has won a
Scoot Headline Award in the national
campaign to find Britain’s most
successful companies. The company was
presented with a trophy and certificate
at a presentation ceremony in Millbank
Tower, London on 28th April, 2014.
Sarah Watmore, Managing Director
of Miss Milly, is delighted with the
announcement, “Miss Milly is a
relatively new business competing on a
national level and servicing customers
all around the UK and overseas. I’m
really excited about this award, which
proves that it’s possible for anybody
to build a successful business if they’re
dedicated and passionate enough.
“We’re incredibly positive about
2014 with the launch of our brand,
Little Miss Milly, offering jewellery and
accessories for girls, along with new
jewellery collections and brand new
packaging. This award is absolute proof
that we’re going in the right direction.”
As a result of this Scoot Headline
Award success, Miss Milly has been
invited to have its winning paper
published in The National Business
Leaders Yearbook, the leading work
of reference on successful business
techniques and best practice, so that
others can follow its lead and learn from
their achievement.
See more about the business and its
products on the company’s website,
www.missmilly.co.uk.
OLIVIER LAUDUS RELEASES NEW COLLECTION
The 2014 Great Glamour line, new from wedding accessory boutique Olivier Laudus, is all about
evoking Hollywood glamour and the elegance of a bygone era. Aimed at stylish contemporary brides
with an appreciation for elegance and glamour, the collection comprises ’20s-inspired headbands,
forehead chains, vintage tiaras, oversized bracelets and art deco style jewellery using Crystallised
Swarovski Elements, pearls, diamante, feathers and ribbon. Prices range from £65 to £235.
To find out more, call +44 (0)208 374 1239 or visit www.olivierlaudus.com.
ATTIRE 19 ·
BJA WINNERS SHOWCASED AT JEWELLERY
& WATCH BIRMINGHAM
The winners of the 2014 British Jewellers’ Association’s Cocktail Rings on
the Catwalk awards were announced at Jewellery & Watch Birmingham,
with Silver Service and Rosie Sanders taking home prizes for their cocktail
ring designs.
Silver Service’s winning design, Wings of Desire, took the top prize in
the non-precious category. The yellow bronze ring features a wing design
that wraps around the finger with a hand-carved skull set into the centre.
Emerging designer Rosie Sanders scooped the award in the precious
category with her Kaleidoscope ring – an elaborate gold vermeil design
that forms part of her wider Renaissance Rebel collection, set with a large
London Blue topaz.
To find out more about the BJA, visit www.bja.org.uk.
Neviti releases vintage wedding range
The wedding dress is one of the first purchases on any bride-to-be’s
wish list, so why not capitalise on this by introducing some carefully
selected add-on sales into store?
The new Just My Type collection from Neviti offers a stunning
selection of decorations, stationery and accessories. The range
features a heart emblem against a traditional brown paper style
background, finished with a red and white candy striped cord.
Tracey Cooper, Director at Neviti, commented, “We’re thrilled to
be launching this original wedding collection combining wedding
traditions with a modern twist. The range offers some beautiful
pieces for any bride’s wedding along with some lovely items for
guests to take home as a souvenir of the big day.”
For more information visit www.neviti.com.
Double apprenticeship win for Sassi Holford
Leading bridal designer Sassi Holford has been designing and making classic, English wedding gowns for over 30 years. The
company today produces four brands in its Somerset workrooms producing close to 2,000 dresses a year with 40 staff in the
workrooms and two retail outlets. All cutting, machine stitching and hand finishing is carried out onsite by highly skilled
staff who have been locally recruited and trained in house.
In 2010, Sassi Holford was approached by a student from Bridgwater College who was eager to gain an apprenticeship
placement with the company; it was this enthusiasm which drove Sassi Holford to take on its very first apprentice. Four years
on, Sassi Holford now has four apprentices with one qualified apprentice who has gone on to work with Sassi Holford full
time. Speaking about the opportunities, Sassi says, “It’s enabled us to put in place a formalised training schedule which has benefitted our existing staff
with better delivered new skills training and our work experience placements. Introducing young, enthusiastic people into our work place has had an
energising effect on our existing employees.”
This year has been a successful one for the company and its apprentices as Sassi Holford won Employer of the Year at Bridgwater College’s Awards
evening with Sassi Holford apprentice, Yasmin Mansfield, snapping up the accolade for Apprentice of the Year. Sassi Holford then went on to win
Small Employer of the Year at The Somerset Apprentice Awards.
“Apprenticeships are not just the future of my business but also the future of the fashion and textile industry,” states Sassi. “Niche manufacturing has
already started to return to the UK and this is set to increase over the next few years.”
20 ATTIRE
C HANTICLEER
Celebrating
25 years
of UK design and manufacturing
If you would like to become a stockist
of this exclusive collection please call
Chanticleer on +44 (0) 1242 226501
or email me direct;
[email protected]
www.chanticleerbrides.co.uk
@chanti_brides
/chanticleerbrides
Our new collection is now available to view
for an appointment
please contact one of the team
Tel: 01424 854387
Victoria Kay Gowns
www.victoriakaygowns.co.uk
Simply Devine celebrates 10 years in
the millinery industry
News & events
Joy Devine and her daughter, Liz Devine-Wright set up Simply
Devine in 2004 as a destination hat store. By 2006 they had
expanded into online selling, sending hats, fascinators and
accessories worldwide.
In 2009 Pashmina by Simply Devine was introduced. After
travelling Nepal for over a decade and having seen the huge
success of pashminas sold in store, Liz started to import them
Acorn
and now has a trade customer base in the South of England
and overseas.
Then in 2011, Joy took the decision to retire, with Liz buying her out in 2012. Continuing on single handed, Liz
progressed forward with a careful buying plan, including the introduction of Mother of the Bride styles and two
websites to match: www.motherofthebrideboutique.co.uk and www.motherofthegroomboutique.co.uk.
Supporting the Made in Britain campaign, the company buys UK-designed headwear, and while it has an more
expensive price tag compared to hats made in China, Simply Devine is a high-end hat shop in Tadcaster, whose
core clients are those attending international race meetings, including our very own British Royal Ascot and the
Dubai World Cup, for ladies who want a head-turner and something different. Liz emphasises that the customer
finding something to suit them is of the utmost importance, saying “We don’t sell a piece of headwear that doesn’t
suit just to make a sale. If we lose a sale, we don’t lose our reputation.”
Speaking of Simply Devine’s success in 2013, Liz says, “Winning the Forward Ladies Retailer of the Year
Women in Business Award 2013 has been a fantastic feather in our cap, and in my opinion speaks volumes about
the Simply Devine business. Following nearly 10 years of hard work, networking and sheer determination, we’re
confident it has elevated Simply Devine as one of the very best hat shops in the UK. I just can’t believe it has been
10 years since York Press came to take photos on our first day of opening!” To find out more about the boutique,
visit the website www.simplydevine.co.uk.
IJL announces
plans for exclusive
May show preview
in Manchester
Following the successful
launch of show previews in
Edinburgh and Leeds in 2013,
International Jewellery London
has announced plans to hold
an exclusive regional preview
in the key retail destination of
Manchester. The invitationonly event will take place
on May 21st at the stylish
Malmaison Hotel.
“We had such positive
feedback from last year’s
regional events that our only
choice was to build on that
success. Senior retailers and
buyers travel to IJL from
across the UK and the mini
events give them a real flavour
of what to expect from IJL
in more intimate surrounds.
The event will give everyone
a fantastic taste of what IJL
2014 is all about – fresh,
insightful, a must visit event”,
commented Event Director,
Sam Willoughby.
Find out more at
www.jewellerylondon.com.
Images courtesy of www.rchive.gr.
8ɴȹɉȣȨɄпȐɑɕсɑɕɜȵɄɄȰǸɜȽȐɬȃɄȵȵȐȃɜȨɄȽ
This year’s bridal range retains many of the elements for which Nymphi’s become known. Veils range from
statement and ethereal to classic and demure, sashes sparkle from every angle while the accessory line also
includes floral hair pieces, intricate shoulder pieces and much more. This year Nymphi is also introducing a
range of gloves, Byzantine inspired jewellery and a number of must-see body pieces.
This year’s photoshoot followed the tale of the Dryads & Oreads and was set in the wonderful mountains of
the Mani Southern Greece, home of Nymphi.
For further information, visit the new Nymphi website at www.nymphidesign.com.
ATTIRE 23
2014
6TH-8TH JULY 2014
As the only summer bridal trade show, The Essential Collection provides the perfect opportunity
for placing early orders for the S/S2015 collections. Read on to find out more…
There’s no doubt that the bridal trade show
calendar is going through a period of turbulence
– not just in the UK, but also in mainland
Europe. However, despite these changes, The
Essential Collection stands true to its beliefs
that a once-a-year trade show, in the middle of
the year, accessible to retailers wherever they are
based in the UK, creates the best possible buying
environment for retailers.
Now in its fourth year, The Essential Collection
is rapidly establishing itself as the go-to trade
show for early ordering of the S/S2015 bridal
collections. What’s more, travelling to the show
couldn’t be easier – it’s within a two-hour drive
of most major UK cities. As a result, organised
retailers can arrive when the show opens, view
the product offering, take in a fashion show and/
or seminar, have lunch while reviewing potential
orders, place orders and travel home – all in a day.
24 ATTIRE
The Show
Aside from the excellent location and plentiful
free parking, there are so many reasons to visit
The Essential Collection 2014. To begin with,
the wide aisles inside the exhibition hall give
the show a relaxed and unhurried feel, while the
fashion-forward styling of the stands provides the
perfect backdrop for the new season’s collections.
The show has been carefully edited to provide
retailers with a broad mix of product types and,
as The Essential Collection is timed hot on the
heels of other major European bridal exhibitions,
retailers can see and order from many of the 2015
spring/summer collections, for the first time in
the UK.
Our popular Fashion Shows take place eight
times over three days and provide retailers with
the perfect opportunity to reflect on the new
season’s trends, as well as firming up their orders.
New to the catwalk this year is BellaDonna
Bridal from Wendy Makin. Speaking about his
decision to exhibit at The Essential Collection,
Managing Director, Geoff Makin, says: “The
timing and positioning of the show is its
strongest positive. Being central and placed in
one of the quieter retail times of the year means
that more stockists will be able to attend the
show and they will be in a better frame of mind
to buy. We’re also of the belief that one collection
released in the middle of the year is far more
helpful to the retailer. They receive their gowns in
good time for their peak selling season, they have
good cash flow when the gowns arrive and they
have the gowns on their rails for a good period
of time before they have to buy again. I see it as a
winning combination.”
Our FREE seminars provide the perfect
opportunity to brush up on your business basics.
“The timing and positioning of the show is its strongest positive. Being central and placed in one
of the quieter retail times of the year means that more stockists will be able to attend the show
and they will be in a better frame of mind to buy.” Geoff Makin
BellaDonna Bridal
True Bride
Decorum Bride
“I’m delighted to be able to bring Decorum Bride to The Essential Collection in July as I believe
it’s a great time for retailers to place their orders for delivery prior to the rush in January.”
Karl Metcalfe
New for 2014 is Heidi Thompson,
founder of Evolve Your Wedding Business
(evolveyourweddingbusiness.com), who will be
hosting a session on blogging for bridal shops.
You’ll learn not just why you need to be blogging
but also how to determine what to write about,
how often to post and how to get your blog posts
in front of your ideal client.
Heidi will be appearing at our Seminar Theatre
at 2.45pm on Monday 7th July.
Also hosting a seminar is Attire Bridal
columnist, Louise Dicks, who will be discussing
the future of UK textile manufacturing, and the
impact this has on UK bridal retailers. Louise
will be appearing at our Seminar Theatre at
11.15am on Sunday 6th July.
We’re also delighted to welcome back the team
from County Wedding Magazines, who will be
offering a valuable insight into working with
consumer publications. Whether you want to
know the best way of securing editorial coverage
for your store, or even the secrets to a successful
advertising campaign, this workshop is for you.
The Exhibitors
This year our exhibitor offering is stronger than
ever, with a number of leading bridal names
exhibiting at The Essential Collection for the
first time. Diane Harbridge, Wendy Makin’s
BellaDonna collection, Night Rose Bridal and
Rupert The Tailor are all new for 2014.
Our most recent signing is Decorum Bride.
Speaking about his decision to exhibit for the
first time in 2014, Sales Director, Karl Metcalfe,
says: “I’m delighted to be able to bring Decorum
Bride to The Essential Collection in July as I
believe it’s a great time for retailers to place their
orders for delivery prior to the rush in January.
With so many manufacturers placing their orders
for their new collections after the Harrogate
show in September there’s often a delay in getting
the gowns into the store for the new season, by
ordering in July you can get ahead of the masses
and have your gowns in store by November.”
More importantly, we’re delighted to welcome
some of our exhibitors back for a second, third
and even fourth year – a testament to the event’s
success. Romantica, True Bride, Mia Solano, Tara
Lee, Crystal Breeze and Michael’s Bridal Fabrics
are all looking forward to another busy show,
catching up with existing stockists and meeting
many new ones.
Aside from bridal wear, a number of leading
accessory suppliers will be exhibiting including
Elizabeth Dickens, Yarwood-White, En Vogue,
Liza Designs Ltd and Calla Rosa Designs.
Prom also takes centre stage, with a first look at
the brand new collection from Utopia Prom.
ATTIRE 25 ·
En Vogue
Mia Solano
Information about our latest signings
The Essential Collection 2014 will welcome two first-time exhibitors to
the show this July.
Wholesale newcomers Plush Dresses and Lou Lou Puchalka are the
latest bridal suppliers to sign up for this year’s event.
Plush Dresses is a new bridal, prom and occasionwear label, covering
everything from wedding gowns to flower girl and pageant dresses.
Founder, Niama Khan will unveil a collection with an emphasis on
femininity, with sleek silhouettes, delicate fabrics such as chiffon and
lace, sleeved styles, hand beaded gold and silver embellishments.
Niama says of the show: “I’m looking forward to The Essential
Collection because I want to be able to connect with retailers who want
to see something fresh and different. I’d like to meet business owners
who are open to a collaborative approach, as I want to offer a more
tailored service to both the retailer and the bride. The experience of the
show is something I’m really looking forward to.”
Meanwhile, Louise Puchalka of Lou Lou Puchalka is already an
established occasionwear accessories retailer in Leeds. She will be
showcasing pieces from her collection of bridal hair vines and birdcage
veils, made from exquisite freshwater pearls, Swarovski crystals and lace.
Talking about why she decided to launch the wholesale range at The
Essential Collection, Louise says: “This is the first show we’ve done.
I’ve been putting a lot of thought into where would be best to launch
the wholesale collection, and I feel that The Essential Collection has
the ideal location and atmosphere to debut the pieces, and the retailers
attending are serious about buying.”
NightRose Bridal will present its first collection by designer Samantha
Bertins at The Essential Collection 2014 this summer.
Twilight Designs will launch new prom and evening wear lines at
The Essential Collection 2014.
Having spent years designing and making ‘one off ’ couture gowns,
Samantha has now decided to take her collection into the wholesale market.
Called the English Rose collection, the look is soft and romantic, perfect for
English country weddings and hopelessly romantic brides.
Twilight Designs, one of the UK’s most popular bridal accessory
suppliers, is launching its latest Utopia Prom and Evening Wear lines
at The Essential Collection 2014.
All of Samantha’s designs are made by hand, here in England, from her
workrooms in rural Lincolnshire. A lot of work goes into the construction
of each gown to make them fit beautifully and feel supportive. Combined
with beautiful fabrics and beadwork, the end result is an exquisite gown.
Samantha explains the brand’s decision to show at The Essential Collection
2014, “It was based on two reasons: the location, which is perfectly central,
so within easy reach of more potential stockists; and the timing of the
show, which means the stockists can get an earlier look at the collection and
therefore have their gowns in their shops sooner.
“In our experience The Essential Collection is beautifully organised and is
the perfect place to launch our brand new collection.”
Retailers attending The Essential Collection 2014 can contact NightRose
Bridal direct by calling +44 (0) 1529 307737 or sending an email to
[email protected].
The brand will also showcase its wide range of bridal tiaras, matching
jewellery sets, hair accessories, eveningwear and prom dresses, while
gaining market insight and meeting new and existing clients.
Twilight Designs specialises in prompt delivery times and excellent
availability with a superb continuity of supply policy. It also offers
its customers a guaranteed non-competition policy, selling to
retailers only.
Joy Higgs, owner and founder, says, “It’s such an exciting time for
the development of our company and the opportunity to work with
many new retailers in such an experienced and established market.”
Established in 2008, Twilight Designs believes in providing its
customers with high quality products, using excellent components,
twinned with high volume selling styles to forge an excellent
partnership with retailers.
For more information about the range of products available from
Twilight Designs, please visit www.twilightdesigns.co.uk.
26 ATTIRE
TEC2014
Workshop
This year Helena Cotter will be running a
number of sales workshops around the UK, and
we’re delighted that she’ll be holding a halfday workshop on Monday 7th July, 2014 at The
Essential Collection.
Business owners will discover how to close
more sales, improve their profits and, ultimately,
save money.
The three-hour course starts at 10am and is
priced at £110.
A discount will be available for anyone wishing
to book a full day’s training after their taster day.
To book, simply call +44 (0)1582 451 238 or
visit www.helenacotter.co.uk.
The Visitors
Fellow retailers reveal why they’ve chosen to place orders at The Essential Collection in 2014…
Jill Court, Taffeta and Lace, Gloucestershire
www.taffetaandlace.co.uk
Sarah Courtney-Green, Sarah Belle Bridal, Swindon
www.sarahbelle.co.uk
“I’ve attended the show since it launched in 2011 and many of my
suppliers exhibit, including Romantica, True Bride and Twilight Designs.
“Although it’s a smaller show than Harrogate, it’s much more relaxed so I
can view exhibitors’ stands properly and take more time to decide what
to buy.
“My main business aim is to place orders for some of the following
year’s collection, which arrives at my shop earlier than if I did all my
ordering in September at Harrogate. This keeps my shop looking fresh for
my brides. I also visit the show to find new suppliers that might fit into
my boutique, and I make sure I catch up with industry friends.”
“It’s easy to get to The Essential Collection 2014 and back in a day,
without exhausting me for a full week afterwards! The timing of the
show is perfect for placing my initial order for the next prom season - I
only wish suppliers would get the full collections ready sooner!
“My plan is to buy next season’s products as well as catching up with our
suppliers to discuss what went well this year and what we need to do to
keep moving forwards. I also find The Essential Collection is the perfect
place to uncover the key trends for the season ahead.”
Have you registered yet?
• The Essential Collection is free to attend. Please register in advance by visiting the show website at www.tec2014.com
• To find out how to reach Stoneleigh Park, simply visit the exhibition website at www.stoneleighpark.com
• Follow us on Twitter for the very latest information at @EssentialColl A
ATTIRE 27
Trading places
As the newest – and now only – German trade show for bridal retailers,
Interbride has won early support from the industry. We speak to Managing
Director, Mr. Ulrich Wendel to find out more…
What inspired you to launch Interbride in 2013?
The idea for this new exhibition concept
came about in 2012 in collaboration with 24
manufacturers of wedding and event fashions.
Everyone involved is an industry expert.
Our current criteria for success are that all
premium brands shall unite under one roof,
and collaboration with the exhibitors shall
be sustainable and transparent. We intend
the bridal exhibition to be a reliable partner
for specialist trade, and our aim is consistent
expansion according to regular dialogue with
exhibitors worldwide.
When you first launched Interbride in 2013, how
confident were you that bridal retailers would
support a new German trade show, despite having
an established competitor in the marketplace?
The initiators of Interbride are also
manufacturers of bridal fashions, so we’ve all
been in the role of the exhibiting company. In
retrospect, a certain melancholy pervaded the
industry when Interbride was founded. On
the one hand, the many positive experiences
from the time of the IGEDO trade show
could still be felt; on the other hand, the desire
for a transparent, reliable and economically
interesting forum was growing. Therefore, we
created a trade show concept tailored to these
criteria, using our insider knowledge.
Why did you decide to locate the exhibition
in Düsseldorf ?
At Interbride, internationally renowned fashion
producers exhibit and present their collections,
thereby setting the trends for the coming
fashion year. Düsseldorf is and remains the
number one fashion metropolis in Germany,
making it the perfect venue. What’s more, the
28 ATTIRE
city is optimally connected by air and rail links.
A further important criterion is the
modernity of the exhibition centre in
Düsseldorf itself. Both visitors and exhibitors
in 2013 praised the ambience. Our industry has
a lot to do with emotion and, at the same time,
progress and high quality. We can offer such a
setting in Düsseldorf.
Interbride is now in its second year. What changes
have you implemented for 2014 and why?
We’re expanding, and it shows. Last year, 100
international exhibitors came to Düsseldorf
as well as over 2,600 specialist visitors. The
registration figures of the past months show a
clear upward trend – more exhibitors and even
more visitors. For this reason, we’re expanding
the exhibition space into a neighbouring hall.
In total, we shall be exhibiting on more than
15,000 square metres.
What promotions are you undertaking to raise
awareness of the event?
This year we’ve expanded our organisation
team with specialists for media and public
relations work. We wish to develop Interbride
into the leading exhibition for wedding, bride
and event fashion across Europe. For this to
happen, there’s a clear communication strategy
of needs so that the international specialist
trade can be informed about all aspects of our
exhibition. Here, PR is the means of choice.
The second important platform beside this
is the internet. Exhibitors and visitors can
get all the information, hall layouts, hotel
recommendations and so forth, online.
How many visitors are you expecting this year,
and how is this likely to differ from 2013?
According to our data analysis, around 100
national and international exhibitors presented
Interbride
themselves in 2013 and 2,600 specialist visitors
came from all over Europe and some from
overseas. The addition of the second hall is proof
of the rising number of exhibitors. The same can
be seen in the number of visitor registrations.
How many companies are exhibiting at Interbride,
and from which countries? How does this compare
to 2013?
For starters, all exhibitors from last year will be
back again and new registrations are arriving
daily. The majority this year are European
companies, but equally there will be companies
from the USA and Lebanon. We put this down
to the success of 2013, which set off a wave
of word-of-mouth publicity from satisfied
exhibitors and visitors.
What else can retailers expect to see at Interbride,
apart from exhibition stands?
Interbride is, at its core, an ordering exhibition.
The traders operate a revolving door policy
so that they can manage their schedule in an
efficient timeframe. This nevertheless takes
place under ‘feel-good conditions’ for the buyers
thanks to our exclusive atmosphere and our firstclass gastronomy.
What impact has the cancellation of both Modatex
and the planned launch of White Gallery
Germany had on Interbride this year, and in
future years? Will the show continue to take place
at the end of May/beginning of June or, in the light
of recent changes, would you now consider a new
date/venue?
The selection of the date is absolutely crucial
for the course of a trade show. Ultimately, a
lot of completely different parameters have
to be reconciled – and not just nationally,
but internationally too. Our target audience
travels from all over the world. We’re currently
in dialogue with the parties concerned to
determine the optimum time: the manufacturers
need sufficient time for the completion of
their collections and the purchasers need the
greatest possible time to plan. Interbride got off
to an explosive start in 2013 and we were able
to gain the confidence of the manufacturers
and the specialist retailers right away. We take
this responsibility into account sensitively and
deliberately and are consistently following
the path of developing Interbride into an
international leading trade show.
What would you say is key to Interbride’s early
success in the industry?
Right from the start, Interbride’s pillars were
high product quality, professional service and a
complete focus on our clientele: the international
specialist trade. We tailored the concept to
its needs and who knows these better than
ourselves, who deal with the purchasers of this
world on a daily basis?
Do you see Interbride as a single exhibition taking
place in Germany, or as a brand that can be rolled
out to other European countries?
Interbride wishes to take on the role of being
the industry leading exhibition across Europe.
For this reason, we’re working on successively
expanding and intensifying the visitor radius.
However, for the time being the venue remains
in Düsseldorf.
How would you like to see Interbride develop over
the coming years?
We’ll stick to our course consistently in future.
Interbride is the innovative B2B exhibition for
wedding, bride and event fashion at which the
top decision-makers in international specialist
trade order their collections for the new season.
We wish to capture the interest of a large audience
and the starting conditions are ideal for this. A
CONTACT
Interbride
www.interbride.eu
29 ATTIRE
Interbride
Stars of the Show
We offer a brief roundup of some of the firms exhibiting at Interbride in 2014…
Dom Bridals
www.mon-cheri.co.uk
www.sophiatolli.co.uk
Dom Bridals will be presenting the Sophia Tolli and David
Tutera for Mon Cheri Fall 2014 collections at Interbride
this year.
This season Australian designer Sophia Tolli focuses on
glittering gowns in a varying range of silhouettes. “I was
inspired by light streaming through crystals this season,”
remarked the designer. “I wanted to capture a balance
between the clean lines of a silhouette and the softness of
fabrics used in the collection.”
The Fall 2014 David Tutera for Mon Cheri collection is
awash in stunning yet soft pastel tones with eye-catching
accents of Swarovski crystal beading and rich lace. This
season’s collection also offers gorgeous layers of fabric with
tulle over taffeta and organza over satin in a myriad of
silhouettes. David Tutera’s modified mermaid silhouette
continues to be popular by providing proportion in all of
the right places.
Kisui
www.kisui-bride.com
Kisui will be presenting its 2015 bridal
collection at Interbride, inspired by reflection
and transparency. The range features soft,
flowing lace dresses, multiple layers and
prints. Soft yellow and light grey tones have
been introduced for 2015 alongside classic
white and ivory hues.
Speaking about her brand’s appearance at
Interbride, designer Kerstin Karages says,
“We aim to grow our stockist portfolio in
the Benelux states, France and Austria. We
also have a special eye on the British and Irish
market where we want to secure a number of
additional stockists.”
31 ATTIRE ·
Michael’s Bridal Fabrics
www.michaelsbridalfabrics.co.uk
Fresh from Michael’s Bridal Fabrics is a new
range of jacquards that some customers
are seeing as ‘life after lace’. The firm’s also
showcasing pleated chiffon and soft satin
alongside new motif and edging pieces. Talking
about his aims for the show, Michael Bristow
says, “We’re exhibiting at Interbride as a follow
up to the success we had in the first year of the
show, last year. We’re hoping to meet up again
with many of the 36 new customers we took on
during last year’s show. Most of the customers
were from Germany but also a reasonable
number were from surrounding countries.” He
continues, “We’re also hoping to meet many
other new customers – with the demise of
Modatex we’re hoping that there will be quite a
few first time visitors to Interbride this year.”
Veromia
www.veromia.co.uk
Veromia will be
showing its new
main season
collections of
Veromia Bridal,
D’Zage Bridal,
Bellice Bridal and
the award-winning
Sonsie Bridal
collection for
the fuller figured
bride. Veromia
and D’Zage
Bridesmaids will
also be on display.
Speaking about
Veromia’s presence
at Interbride,
CEO of Veromia
Limited – Vivien
Felstein – says,
“We’re very
excited as we’ll
be showing our
new enhanced
fit which was
launched mid-season at The London Bridal Show and will be
launched at Interbride for the European market.” She continues:
“The timing and location of Interbride worked for us and our
customers, and we wanted to be with the movers and shakers of the
European Bridal market. We went to look at the show last year and
liked what we saw.
ATTIRE 32
Wilvorst
www.wilvorst.de
Wilvorst will be presenting its autumn/winter collection at Interbride
this year. In terms of colour, blue is leading the way in all variations,
complemented by trendy shades of grey. Its top-selling After Six
collection comprises slim fitting suits and rich details.
www.sacha-james.com
To become a stockist please call: +44 (0)1245 690035.
ADDING
As the newest form of social media,
Pinterest, and specifically the act of ‘pinning’,
is driving customers into stores and
influencing purchase decisions.
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Recent data distributed by Vision Critical and highlighted in the
Harvard Business Review adds credence to the notion that social media
has finally emerged as a key commerce-driver and that the threat of
showrooming (customers that actually go to the store to buy) to online
purchasing is overrated. The survey asked nearly 3,000 social media users
in the UK and North America about their shopping habits.
Key summary of the report:
• 26 per cent reported regularly engaging in showrooming only to
price-compare and buy it for less money online.
• While in comparison, the good news for retailers is that 41
per cent of respondents said they practice what is being called
‘reverse showrooming,’ where customers browse online and then
purchase in stores.
• Pinterest is an especially popular driver of in-store sales: 21 per
cent of the Pinterest users surveyed said they bought an item instore after pinning, re-pinning, or liking it with 36 per cent of users
under 35 claiming to do this.
Vision Critical found that 50 per cent of the items that caught user’s
attention were found while they were casually browsing Pinterest itself –
24 per cent on a stranger’s board, 19 per cent on a friend’s, and 7 per cent
on a retailers. Another 10 per cent came from Pinterest searches.
Unlike traditional showrooming, which is spurred by e-commerce giants
like Amazon and eBay, ‘reverse showrooming’ seems to have its roots in
social media and social commerce: friend and stranger recommendations
can inspire shoppers’ purchase decisions, both offline and online.
According to recent surveys, Pinterest consistently delivers high quality
traffic to sites, and with a high percentage of female users the target
audience is perfect for bridal retailers selling both online and in store.
So, if you’re a bridal shop owner and you’ve not quite got to grips
with Pinterest, now is the time to give it a go. You’ll be opening up an
excellent opportunity to utilise what is the shop window of choice for so
many potential consumers.
“Our goal is inspiration, not just sales. We
showcase Etsy’s values to drive loyalty and
engagement, and we post things that resonate with
our community. We maintain a careful balance of
Etsy items and other content pinned to maintain
authenticity with our audience,”
comments Alison Feldmann, Editor in Chief
34 ATTIRE
Showcasing Etsy’s brand on Pinterest
The Etsy team was drawn to the visual nature of Pinterest as a way to
showcase items for sale in the Etsy marketplace. Over time, they invested
more in shaping their brand presence on Pinterest. Their editorial team
posts new pins daily to Etsy’s boards, drawing from Etsy items as well as
content from other sites, inspired by what’s trending on Pinterest.
Create a Pinterest Business Account
At the end of 2013, Pinterest started offering businesses a business
account rather than using a personal account. A personal account can be
converted into a business account so there is no need to start a new one
and rebuild your images. The advantage of a business account is that you
have additional features such as analytics and also the option to select a
business category. To convert to a business account, go to the following
website: https://www.pinterest.com/business/convert.
The major change is the terms of service. If you are pinning for a business
you must convert your account as just like other social media platforms
you must abide by certain etiquette. For a full guide, visit the website at
http://business.pinterest.com/tos.
Do’s and Don’ts of pinning
DO re-pin other user’s images.
DO pin from your own website.
DO make sure that images are a readable size.
DO add the URL of the website from which you have pinned.
DO watch how much time you spend as you can easily lose track of it!
DO watermark images of your own artwork or products.
DO leave positive comments for other users’ pins.
DON’T change their description or the link to which the image leads.
DON’T claim a pin is yours if it belongs to someone else!
DON’T leave pin descriptions blank, use descriptive key words to
promote the pin.
DON’T pin inappropriate images.
Perfect Planning
As the manager of Leonie Claire Bridal, Leonie Lawmon’s ability to evolve according to changes
in the market has enabled her to stay ahead of the competition. Read on to find out more…
When did you open your boutique and what
prompted you to do so?
I opened the boutique in September,
2006 after working in the bridal industry for
five years. My first role – after I graduated
with a 1st Class Hons Degree in Fashion
Design – was with British bridal designer,
Caroline Parkes, as her design assistant. I
fell in love with the bridal industry straight
away and knew this would be my future. By
2006 the time was right for me to start up
on my own.
How has the business evolved since this time and what have been the key
milestones in its development?
When we first opened I did everything myself, from appointments to
fittings, alterations, book keeping and business planning. I now have a small
but perfectly fabulous team who I couldn’t be without. Two of my staff have
been with me since 2007!
To begin with our collection had something for everyone and our price
structure was incredibly broad, from £425 to £3,000. Since then we’ve
defined our customer and now have a narrower price offering but with more
options within that range.
Three years ago was the biggest turning point for us. Due to a
considerable increase in new bridal retailers in our area we needed to find
our niche. We revised our ongoing business strategy and decided we were
perfectly positioned to focus on the luxury end of the bridal market, both in
the product we stock and the level of service we offer.
How would you describe your current in-store bridal collection?
The designs within our collection are incredibly diverse but are all
beautifully made. Our prices range from £1,200 to £3,600. We work hard
to create an offering that has styles to suit a multitude of tastes from boho
to glamour, English country garden to city chic.
Which designers do you stock and why? What criteria do you have when
sourcing and selecting your designers?
With my background, the quality of cut and make is paramount. It simply
has to be exceptional. I love strong brand awareness, imagery and a designer
that uses social media to good effect. Good margin and realistic sample
commitment is very high on my list.
I’ve worked with Justin Alexander since we first opened. I chose
the brand for its broad appeal, superb shape and internal structure. Its
photography was rich, opulent and striking. The price was just right too and
is currently our entry price point.
I added Claire Pettibone to our collection three years ago and am utterly
in love with this designer and her collection. I was searching for a truly
original label that was incredibly pretty but sophisticated too. Three years
36 ATTIRE
later, there’s still no designer quite like her and I’m incredibly proud to carry
her collection.
For our classic bride we stock the fabulous Sassi Holford. The cut and make
of her gowns is absolutely divine and the customer service is simply outstanding.
Her collection has a quintessentially British feel to it that we love.
Blush from JLM has just arrived in store. Having spent the last 12
months reviewing our customer shopping habits in great detail we found we
had a gap in our collection. Barns and gardens were incredibly popular and
our collection was missing something a little less formal. We chose Blush
having worked with JLM in previous years and knowing how fantastic
they are to work with. The collection is whimsical, doesn’t take itself too
seriously and is just perfect for our brides.
What do you enjoy most about your role and the bridal business in general?
I genuinely love meeting our brides and finding all about their plans – that’s
the loveliest bit about working in bridal. My favourite part of my role is
planning strategy. I always strive to improve and I constantly set new goals
and targets. I love the challenge of buying at trade shows, sticking to my
plans and searching out the right product for my brides.
How do you ensure that the service your boutique provides is second to none?
We aim for perfection and then go even further. We work as a team to
constantly review our service and ask our brides for feedback wherever
possible. If something goes wrong, we ask why it happened then make sure
it never happens again. I’m a stickler for watertight processes, double and
triple checking, and letting nothing slip through the net.
“I fell in love with the bridal industry straight
away and knew this would be my future. By 2006
the time was right for me to start up on my own.”
Retailer interview
“We’ve just completed
refurbishing our showroom and
the two floors of work rooms
above it so everything is looking
really smart. With the newly
polished website we feel ready
and raring to go.”
What do you believe is the key to running a successful bridal retail business?
There are four cornerstones: know your customer, know your staff, know
your suppliers, know your numbers. I’m incredibly fussy about my business
strategy and, even though I love nothing more than being on the shop
floor helping brides to find their dream gown, my role is to direct the
business. I’m super strict when it comes to budgets and if something isn’t
working I address it straight away. My business has evolved and taken on a
new direction in the last three years because it needed to. I’m not afraid of
change but I’ll look at every angle before I make a decision. I work with my
team weekly to make sure we’re offering the best possible experience for our
brides. We constantly review, evaluate and plan for the better.
What would you say the main challenges are that you face as a bridal shop owner?
As the retailer, you are between the end customer and the manufacturer.
When brides are constantly asking for discounts and suppliers enforce huge
sample minimums it can be really hard to make a decent profit margin.
Sometimes we are squeezed in the middle and it can be quite a headache.
Despite being asked constantly we don’t discount unless it’s a special event
and thankfully I don’t have an overstock issue.
The sheer number of bridal retailers is quite astonishing. Given the
decreasing number of brides, it seems madness that this number seems
to go up and up. Finding your niche, sticking to your budgets and giving
exceptional service is the only way to survive.
How important to you is your website and interacting with brides
on social media?
Absolutely vital! Our website was re-launched last year but we have just spent
six weeks giving it a further re-vamp so it’s optimised for mobile devices. It
now has more information, more inspiration and more gorgeous images of
our brides. I use social media every single day, particularly Facebook. I can’t
always be on the shop floor but our brides get to know me through social
media so it’s been invaluable strengthening this form of communication.
CONTACT
Leonie Claire Bridal
+44 (0)1273 711 458
www.leonieclaire.com
What are your plans for Leonie Claire Bridal over the next few years?
We’ve just completed refurbishing our showroom and the two floors of
work rooms above it so everything is looking really smart. With the newly
polished website we feel ready and raring to go.
I’ll continue to strengthen relationships with our existing designers so that
we’re working for the benefit of each other. It is a two way street after all.
My focus within the boutique is going to be on service, service, service. I will
be asking how can we go the extra mile? How can we exceed expectations?
High on my list of priorities is that I’m going to be working very closely
with my team, my Leonie Claire family, to make sure they’re progressing
and developing and really enjoying their roles. A
ATTIRE 37
Cut out heart t-light,
£9.95, Karenza & Co
+44 (0)1252 621 145
www.karenzaandco.com
Bay round velvet cushion,
gold green, £19, Made
+44 (0)845 557 6888
www.made.com
Gold cherub candelabra,
£84.50, Alison at Home
+44 (0)207 087 2900
www.alisonathome.com
Out of my mind print,
£18, Arty Harty
[email protected]
www.artyharty.com
Chanticleer
+44 (0)1242 226 501
GoldenGirl
Gold bowl serving set,
£25, Pierro Tetcoco
+44 (0)141 649 2489
www.pierrotetcoco.com
We select some sensational
products to create a glamorous
and decadent display.
Palais French chair, £325,
The French Bedroom Company
+44 (0)845 644 8022
www.frenchbedroomcompany.co.uk
Hever porthole mirror, £175,
The Chandelier & Mirror
Company Ltd
+44 (0)1322 437 112
www.chandeliersandmirrors.co.uk
38 ATTIRE
BLOSSOM
designed in the uk since 1986
01202 477873 | www.blossom.co.uk | [email protected]
Designed and made in the UK
For wholesale enquiries, please email us at:
[email protected]
www.sallycrawford.co.uk
Opulent...Sumptuous...Breathtaking
Bridal bonds
Six retailers reveal their top tips for building a successful
relationship with your suppliers.
Deborah Griffiths, Lola Bridal
www.lolabridal.co.uk
How many suppliers do
you work with?
We’re currently working
with five bridal designers,
two accessory and two
shoe designers.
What are the most important qualities you look
for in a supplier?
Exclusivity is key – we find that if another
shop in the area is stocking the same brand, the
brides try and play one off against the other.
This often results in price cuts which we will
not entertain.
Claire Jackson and Melanie Storer,
Wedding Belles of Four Oaks
www.weddingbellesbridal.co.uk
How many suppliers do
you work with?
We work with four
bridal suppliers and two
bridesmaid suppliers.
What are the most
important qualities you look for in a supplier?
We’d rather keep to a small number of suppliers
that we know and trust. We work very closely
with the designers and like to support them
by keeping the collection well stocked.
UK customer support is essential as well as
deliveries being on time and products arriving
in perfect condition.
Do you think you’ll be taking on any new
suppliers in 2014?
Yes, we’ll be taking on one new bridal supplier
this year, which we’re hoping to finalise at a
forthcoming bridal trade show.
40 ATTIRE
A supplier that’s easy to contact, visits
the boutique and is interested in us and our
style always ranks highly. Designers that are
knowledgeable about their products and have
a good media presence is also important.
Promotional shots and marketing activity are
vital as they drive business to the boutique.
Opportunities for designer days are useful
and working closely with us to complete rush
orders is invaluable.
Are you taking on any new suppliers in 2014?
We’re always open to speaking to new suppliers
but we won’t compromise on quality or price.
The number of minimums designers require is
also important – too many and it becomes a
greater risk if the label does not sell well.
Claire Miller, White Dresses and Tiaras
www.whitedressesandtiaras.com
How many suppliers do you work with?
We work with five different bridal gown
suppliers but have multiple ranges to
present a great variety. We’ve worked
with some excellent designers so if and
when the opportunities arise to take on
other ranges within those brands, we’ve
jumped at the chance. Our latest was
Enzoani after having a great start with its Blue range.
What are the most important qualities you look for in a supplier?
Good retailer support is crucial so factors like express order
services, sample loan and some stock availability will influence
our decision. It makes our job so much easier as we’re getting
so many brides through the door for summer weddings and
it’s good to be able to give them a wide selection of gowns so
that they don’t feel like they’re having to ‘make do’.
Do you think you’ll be taking on any new suppliers in 2014?
At the moment I’m really happy with our designer collection
but you never know what’s round the corner so I’ll be keeping
my eye out at the trade shows.
Retailer
Retailer
roundup
round-up
Dudu Sibanda, Couture & Tiaras Bridal
www.coutureandtiaras.com
We currently stock four bridal labels and four bridesmaid labels.
When we sign up a new designer label we always do our homework
beforehand. We normally speak to other stockists to find out their experience
of the potential supplier’s customer service. We then approach the supplier
directly to review the quality and design of their products. We appreciate a
supplier who is approachable and understanding. Reliability is not optional – we’ve had to let go of
suppliers in the past for this very reason. Reasonable pricing is the most important factor to keep us
in business. We appreciate a supplier who can acknowledge a mistake from either parties and work
harmoniously in rectifying the problem without blame. We like to be appreciated!
Kate Allen, Katherine Allen Bridal
www.katherineallenbridal.co.uk
We work with a total of 15 suppliers, five
of which are for bridal gowns, two for
bridesmaids and flower girls and eight
for accessories.
What are the most important qualities you look
for in a supplier?
The most important quality for any supplier
is reliability. We require absolute certainty
that they’ll deliver the right product, in great
condition and in a timely manner. Luckily all
of our current suppliers fit this brief, but we’ve
had run-ins with previous business partners
(the relationships didn’t last long!). The
other important quality is customer service,
which does go hand in hand with reliability.
On the rare occasion when something does
go wrong at their end, we’d like it dealt with
professionally and politely. After all, we’re at
the coal face so if we’re confident about the
service we will receive, we can pass that onto
our customers. Obviously other qualities like
craftmanship, attention to detail and excellent
range are really important too.
Do you think you’ll be taking on any new
suppliers in 2014?
We’re really happy with our product mix at
the moment and aren’t planning on taking on
any more suppliers. In 2013 we took on a new
bridal designer and a new accessories designer
so we’re going to see how the year evolves
before making any final decisions. No doubt
we won’t be able to resist looking at new and
exciting products come the autumn shows!
Absolutely – to cater for the evolving dynamic bride we’ve identified a gap in the styles we currently
offer that can be fulfilled by another designer. I’m so excited as I’ve just received an offer from a
major designer brand I’ve been waiting for five years to stock. We thrive on carrying the best brands
the industry has to offer.
Pam Hope, James Bride
www.james-bride.com
Four main suppliers provide me with seven separate bridal
collections. Many other companies provide the accessories.
As a city centre store I have two departments – one with
collections priced up to £1,500 and the other with gowns that cost
in excess of £1,500. By choosing different collections from the
same supplier it enables me to build strong, lasting relationships.
Once a collection becomes established in store and is working well for me, the most important
quality is customer service. You need to have confidence that each supplier is going to deliver on
time and that it will do all it can to deliver rush orders and even carry some stock dresses.
I’ve been through some stressful times which have resulted in me having to drop a collection. I’m
pleased to say in all the years of trading I’ve always been able to fulfil my commitment to a bride
but there have been some close calls!
Relationship and loyalty works both ways and I support my suppliers just as they support me.
I also think that the company’s advertising and social media presence is very important. Girls love
to spend many hours looking for their dream dress before they even leave the house. So we need all
the connections to be put in place to bring the girls to the shop.
Yes, I’ve become aware of a gap in the collections I carry and wish to introduce a new look which
brides have been asking for.I’ve no desire to change direction from the other collections I stock
but you always have to have an open mind to new trends in weddings. It always come back to
relationship – if it works then don’t change it!
I’ve met some amazing people over many years who love and are so enthusiastic about what they
have designed and made and wish to give their best all the time. What more can we ask of them?
We all enjoy what we do and in working together we deliver the best for every bride.
A
ATTIRE 41
Read all about it
Attire Bridal speaks exclusively to Sarah Christopher; Creator & Editor of Juno & Joy about how
bridal retailers can use wedding blogs to help their business.
Juno & Joy is a UK wedding
blog for couples wanting to
create a day that’s not only
full of pretty but also full of
personality – their personality
and the kind of pretty that
makes them tick! Its aim is
to provide a place that will
inspire brides to create the day of their dreams by
publishing daily inspiration and partnering with
trusted wedding suppliers throughout the UK.
Sarah Christopher explains more: “For me, there’s
nothing better than getting up close and personal
with a garment. I’m an aesthetics person and I
like to see and feel something tangible before I
go ahead and invest in it, and I’m pretty sure the
same can be said for the majority of brides-to-be
out there. This is why the relationship between
wedding boutiques and blogs are so important.”
“
For me, there’s nothing better
than getting up close and
personal with a garment.
”
Sarah continues, “We can provide the bait – a
little morsel of inspiration – whether it’s a ‘real’
bride wearing a show-stopping ensemble that
becomes one girl’s must-have, to a styled shoot
incorporating a celebrated designer’s latest lovely
creation. A blog’s aim is to send them running
to their nearest stockist of said gown where
they should (we hope) have a once-in-a-lifetime,
stomach-a-fluttering, I want this dress, moment.
“And the same can be said for any accompanying
accessory, it’s how women tend to work. Visually,
then physically – a head to heart reaction. We
see something we like, cue movie in our minds
where imagined moment of looking exceptionally
stylish happens, followed by stampede to buy said
item…I’m not the only one, right?
“Us bloggers need to be, and I’m very proud to say
42 ATTIRE
I think most are, actively working in partnership
with our fellow industry members to sing from the
rooftops about the vast array of choice available
within the wedding world. We champion those
who go the extra mile to innovate, inspire and
offer the finest of experiences to those involved in
planning a wedding.
“For our part, we aim to provide passion for what
we’re blogging about to enable brides to turn their
vision into a reality. At Juno & Joy we do this via
in-house shoots with loans from dress boutiques,
accessory designers and other bridal brands.
Shoots are styled by a team of other vendors
(normally a wedding planner or stylist hoping to
showcase a certain look) and by publishing real
weddings. All of which gives us the opportunity
to mention and link to specific suppliers who we
and, most importantly, our readers can trust and
create an on-going relationship with. We feel this
original way of collaborating benefits all those
involved. It’s a wonderful way to learn about so
many aspects of the wedding industry, whether it’s
a colour trend that keeps cropping up, a particular
hairstyle brides are requesting or a style of gown
that’s particularly popular.
“Our hope is that by listening to our readers,
engaging with them and offering them our
own take on weddings, through inspiration
we’ve found on the catwalks, in the high-street,
interior trends, celebrities or even just an eureka
moment – that message will filter through our
posts via mood boards, trend alerts and other
creative articles. In this way, when you work with
brides who are perhaps unsure in their plans or
overwhelmed by the choice available and are in
need of that extra bit of assurance, we’re a point of
reference. A place they can come and feel assured
that not everyone’s planning or celebrating a
certain way and that it’s ok to find their own
wedding day style.
“Our readers are on the hunt for off-beat
inspiration, for ideas that incorporate strong
statements, whether it’s a piece of jewellery, a
show-stopping dress or something as striking as a
trophy jacket worn over their gown. Brides today
are enthusiastic about owning their wedding day
style in a way that is an extension of their day-today look.” A
Contact
Juno & Joy
www.junoandjoy.co.uk
www.verisebridal.com
[email protected]
F www.facebook.com/verise.bridal
If you would like to become a stockist,
please contact Sam Everard
07967 452 558
[email protected]
www.miasolano.co.uk
Fashion files
ATTIRE BRIDAL
Fashion Files
FILE
1
In the
Swim
These figure-flattering
mermaid gowns will
help any bride make a
splash on her big day.
Nicki Flynn
FILE
The
2
Collections
Gorgeous accessories
to match our two key
bridal trends.
PLUS
FILE
4
Up and
coming
Charlotte Mills’ luxury
shoes will add an
element of fun to any
girl’s bridal look.
Cocoe Voci
FILE
3
Focal
Point
Eye-catching accents
are the order of the day
with these 10 on-trend
wedding dresses.
ATTIRE 45 ·
Sasso
Contact: Elaine and Katie Carter
www.sassobride.co.uk
Email: [email protected]
[email protected]
[email protected]
Freephone: 08081 789103
Freefax: 08081 789183
Sasso Bride Ltd, Sasso Emporium,
20-22 King Charles Street
Leeds, LS1 6LT
Glamour n Glitz Shoes
Shoes for All Occasions
Weddings, Proms, Mother of the Bride
www.glitzshoes.com
RUJHWLQWRXFK6DOHV2IÀFH
e-mail [email protected]
For your special occasion and moment to shine
www.fabledreams.com | email [email protected]
File 1
Swim
IN THE
These figure-flattering
mermaid gowns will help any
bride make a splash on her
big day.
Isabelle Montagu
+44 (0)7983 446 878
www.isabellemontagu.co.uk
ATTIRE 47 ·
BellaDonna Bridal
+44 (0)1332 781 186
www.belladonnagowns.com.au
48 ATTIRE
File
File13
1
2
3
4
1. Alan Hannah
+44 (0)208 804 1444
www.alanhannah.co.uk
2. Elizabeth Stuart
+44 (0)115 958 3211
www.elizabeth-stuart.com
3. Enzoani
+44 (0)1792 586 615
www.enzoani.com
4. Louvelle
www.jlmeurope.co.uk
ATTIRE 49 ·
1
2
3
4
1. Emma Tindley
+44 (0)1342 321 514
www.emmatindley.co.uk
50 ATTIRE
2. Nicki Flynn
+44 (0)1273 728 637
www.truebride.co.uk
3. Venus Bridal
+44 (0)113 256 9627
www.venusbridaluk.com
4. So Sassi
www.sosassi.so
HELENA COTTER
+44(0) 1582 451238
+44(0) 7896 944759
My range of Sales Training Courses will
help you increase your sales, improve
\RXUSURÀWVDQGVDYH\RXPRQH\
&RPHDQGMRLQP\HYHUJURZLQJ
FOLHQWHOHRIIRUZDUGWKLQNLQJDFKLHYHUV
The recent London Bridal Show was a great success for us at Heirlooms Ever
After and we secured exclusive bridal boutique stockists who are eagerly awaiting
the delivery of their first order from us! As we design and handmake each piece
ourselves in the heart of the Derbyshire Dales, we are limiting the number of
stockists we are taking on board so if you are interested in stocking our unique
designs please get in touch or visit our trade collections page:
www.heirloomseverafter.co.uk/trade-collections-9-c.asp
Our 2015 collections include: Wax Flowers, Duet, Elegance and Keishi Ranges
and feature only the finest quality components made with care and attention to
detail. With the ability to customise each design to complement a bride’s gown
or wedding theme brings a bespoke element to our accessories making each one
totally unique to the bride and her day!
We look forward to working together!
Vanessa & Rachael ~ Heirlooms Ever After ~ 01629 732745 ~
07800 895382 ~ www.heirloomseverafter.co.uk
7DNHDORRNDWP\QHZVHYHQWVSDJHIRUDOO
WKHODWHVWH[FLWLQJDQQRXQFHPHQWV
$BMMPSFNBJMNFUPEBZUPmOEPVUIPX*DBOIFMQ
ZPVJNQSPWFZPVSCVTJOFTT
Tel: +44(0) 7896 944759
&NBJMIFMFOBNDPUUFS!HNBJMDPN
XXXIFMFOBDPUUFSDPVL
&ORVJSJFTGSPNPWFSTFBTSFUBJMFSTBMXBZTXFMDPNF
+ 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]
File 2
The Collections
To accompany our bridal fashion features this issue, we’ve
compiled a selection of accessories to complete the look.
Olivier Laudus
+44 (0)20 8374 1239
www.olivierlaudus.com
Chez Bec
+44 (0)7955 305 341
www.chezbec.com
Glitzy Secrets
[email protected]
www.glitzysecrets.com
Alan Hannah
+44 (0)208 804 1444
www.alanhannahaccessories.co.uk
Sea Goddess
Pretty pearl accessories provide the perfect finishing
touch for this season’s popular mermaid gowns.
Rachel Simpson
+44 (0)121 433 5492
www.rachelsimpsonshoes.co.uk
FOCAL
POINT
Help your brides stand out from the crowd
with these striking statement designs.
The Wedding Garter Co.
+44 (0)1225 866 892
www.theweddinggarterco.com
Alan Hannah
+44 (0)208 804 1444
www.alanhannahaccessories.co.uk
Benjamin Adams
+44 (0)208 885 8000
www.paradoxlondon.com
Flo & Percy
+44 (0)1277 637 143
www.floandpercy.com
Britten
+44 (0)1225 866 892
www.brittenweddings.co.uk
ATTIRE 53
Kisui
+49 (0)30 3450 6800
www.kisui-bride.com
FOCAL
POINT
Eye-catching accents are the order
of the day with these 10 on-trend
wedding dresses.
54 ATTIRE
File
File33
1
2
3
4
1. Cocoe Voci from Lark Bridal
+353 (0)90 649 4698
www.larkbridal.com
2. Jesus Peiro
+34 902 200 490
www.jesuspeiro.com
3. Lusan Mandongus
[email protected]
www.lusanmandongus.com
4. Lyn Ashworth by Sarah Barrett
+44 (0)1283 820 643
www.lynashworth.co.uk
ATTIRE 55 ·
File
File33
Diane Harbridge
[email protected]
www.dianeharbridge.com
ATTIRE 57 ·
1
2
2
3
4
4
1. Sassi Holford
www.sassiholford.com
58 ATTIRE
2. Maggie Sottero
[email protected]
www.maggiesottero.com
3. Watters Too
www.watters.com
4. Cristiano Lucci
+44 (0)1727 851 452
www.cristianolucci.com
Creating exclusive luxury
wedding dresses and bridal gowns
2015 Love & Romance Collection
01323 741419
e-mail [email protected]
www.qianabridal.co.uk
Up and
COMING
Charlotte Mills’ luxury
bridal shoes will add
an element of fun to
any girl’s big day.
Read on to find out
more about her debut
collection…
Can you tell us a little about your design background?
I graduated from the prestigious Cordwainers College (now part
of The London College of Fashion) six years ago and felt it was
important to gain industry experience before I could set up my
own brand. In this time I’ve worked with factories in the Far East
and Spain, designing ranges for many of the UK’s best known high
street stores.
When did you set up your bridal brand and what prompted you to
do so?
In my final year at university I noticed a gap in the market for
luxury, design-led bridal footwear. For my degree show I created a
collection of special occasion shoes and this is where it all began.
After gaining experience in the industry I now feel it’s the right
time to launch the brand and to finally make my dream a reality.
What inspires you about footwear design?
For as long as I can remember I’ve always had a passion for shoes.
I simply can’t imagine designing anything else. I find it so inspiring
to create shoes that a bride will fall in love with, and will reflect
her personality.
How would you describe your debut collection and how often will you
be releasing new designs?
Love hearts provide the inspiration for my debut collection – each
style is romantic and fun yet stylish and sexy. Each season I’ll be
releasing new designs to keep the brand fresh and exciting.
Which era of design appeals most?
I’m in love with the ’20s as the styling and shapes from this era
really inspire me. If I could go back in time for a day it would most
definitely be to London in the ’20s.
60 ATTIRE
Up and coming
Contact
+44 (0)161 943 2584
www.charlottemills
bridal.com
How would you describe your signature style?
My style is romantic yet fun, with my signature love hearts used
in original ways. Each shoe is hand finished with the Charlotte
Mills Bridal in-sock and sole. The saying ‘something old, something
new, something borrowed, something blue and a silver sixpence
in her shoe’ is embossed into the leather sole. I’ve also included an
original sixpence in every shoe.
Where are your shoes designed and made, and for what reason?
I design all the shoes myself in the UK, then they’re hand made by
master craftsmen in Spain. The factory is one I know well and has
been making occasion and wedding shoes for over 50 years. This
experience is evident in the attention to detail and the quality of
the finished product.
If you could design a pair of bridal shoes for anyone in the public eye,
who would it be and why?
I would love to design the recently engaged Olivia Palermo’s
wedding shoes. She has an utterly enviable sense of style that always
looks so effortless.
What do you hope to achieve in the next five years? I want to grow the
collection to include more lines.
In time I’d like to introduce the brand to other countries, in
particular the US and Europe. I also plan to offer a bespoke service
for brides in the coming years. A
What is your favourite piece from the collection and why?
My favourite pair of shoes is Angela. I love the laser-cut heart
detail on the back strap which is layered over ivory leather. It
looks beautiful on a bride, but can be easily worn again for any
special occasion.
What type of retailer is your collection most
suited to?
It’s best suited to bridal boutiques who know their customer and
have gowns and accessories which complement the collection.
Which other footwear designers do you admire and why?
Sophia Webster is an amazing designer – I love her fun
approach to styling and her bold use of colour. Another designer
I admire is Charlotte Olympia. Her distinctive footwear really
makes a statement.
ATTIRE 61
The Changing
face of Retail
Raymond O’Hare, Director at Xedo Software Ltd discusses how technology continues to
transform the retail experience.
By the end of 2016, online shopping will account
for more than half of all online traffic and 23 per
cent of all retail spend in the UK – and this will
continue to grow. At that point, online retail
will make up almost 11 per cent of all UK GDP
(gross domestic product).
Smartphones and tablets are always on – with
80 per cent of Brits admitting to often browsing
on their tablets whilst watching TV! Anyone
involved in retail who thinks that this will not
have an impact on their business is surely heading
for disaster. If you need further proof, ask
Comet, HMV, Jessops and many other previous
household names.
2) Constant Communication
Retailers now have access to their customers
24/7, and vice versa. You don’t have to wait until
you’re on the high street to think about shopping
or make an enquiry. Social media, digital
television and, in particular, the availability of all
of these things on mobile devices has changed the
retail world. John Lewis’s Christmas advert (love
it or hate it) launched on YouTube (over 3m hits)
and also to its 35,000 followers on Twitter where
it trended in the UK. Statistics from YouGov also
revealed that it reached 26 per cent of the UK
Twittersphere with their Christmas advert. Social
media is here to stay and you should embrace and
start engaging with customers.
Why is retail changing?
There are many reasons, but three facts stand out
above all the others:
1) More information and more choice
As mentioned before in this column, there are
now more smartphones, tablets and laptops in
the world than there are people. Consumers are
able to buy from anyone, anywhere, at any time
and using any device. Smartphone users will take
pictures of products, scan barcodes and compare
prices before committing to a major purchase.
Today’s tech-savvy brides are no different and
will make sure they have all of the information
before choosing their dress. Make sure you and
your staff ‘walk the web’ just as you would your
store to help them have as much knowledge as
your customers.
“Retailers now have access to their
customers 24/7, and vice versa.
You don’t have to wait until you’re
on the high street to think about
shopping or make an enquiry.”
62 ATTIRE
“Smartphones and tablets are
always on – with 80 per cent of Brits
admitting to often browsing on their
tablets whilst watching TV! Anyone
involved in retail who thinks that
this will not have an impact on their
business is surely heading
for disaster.”
3) Higher expectations
Major retailers such as Amazon and Next are
training its customers to expect more from their
retail experience. Customers want to access
information easily and immediately! They want
to shop when, where and how best suits them,
not you.
The special experience brides get from
visiting a good bridal store remains a valuable
differentiator, but don’t forget about making life
easier and more convenient for your customers.
No one is going to order a wedding dress and
click and collect, but the truth is your website,
“Don’t give your customers a
mediocre experience. Make every
part of their engagement with you
an enjoyable one.”
your blog and your presence on social media
does matter, and if these things are not treated
seriously and are not attractive to customers –
they will never make it into your store in the
first place!
Don’t give your customers a mediocre
experience. Make every part of their engagement
with you an enjoyable one. It’s tough for small
businesses to get it right and yes, it does cost
money to do some of these things. However,
keeping your website up to date and engaging
in social media is a low cost and effective way to
reach your customers. Look for the right software
to help give you the multi-channel capability that
customers want.
The big guys don’t always get it right either.
M&S has just launched a new website which
only works properly on one internet browser.
If you use Chrome or Firefox it doesn’t display
properly. Customers have had to change their
passwords and the site has saved the wrong
default delivery addresses. Customers are up in
arms and rightly so.
Retail has changed and will continue to evolve.
It’s all about multi-channel and with a special
emphasis on mobile devices. Make sure that
you’re giving customers what they want or, quite
simply, they will find another option. A
CONTACT
Xedo Software
+44 (0)141 781 6545
www.xedosoftware.com
Venus
www.venusbridal.co.uk
0113 256 9627
RandallRibbons
Mother of the Bride or Guest,
we can tailor make your perfect
wedding hat or fascinator.
www.randallribbons.co.uk
Come visit us at:
The Essential Collection
Stand C21
6th-8th July 2014
Randall Ribbons, 12 Frederick Street, Luton, LU2 7QS
Tel 01582 721301 ✺ Fax 01582 611054
Email [email protected]
Tara Lee UK
Manufacturers of
Flower Girl & Holy
Communion Dresses.
Made in England
Lead time of only 2-4 weeks. No minimum order.
To become a stockist contact Tara Lee sales
agent Samee Everard mob 07967 452558
email: [email protected]
Made in England
www.taralee .co.uk
Bridesmaids
Bridesmaids
ALWAYS
bridesmaid
THE
We ask leading designers and manufacturers to
reveal the key design elements for the season ahead.
James Waddington, Romantica
www.romanticaofdevon.co.uk
What new styles/colours have you introduced into your bridesmaid collection
for 2014?
Retro colours were all the rage last year and we see that trend
continuing. In addition, lace has now arrived in the bridesmaid world
and we’re finding that this fabric is proving very popular.
Which dresses from the collection(s) are already selling well?
Lace styles are still very much in demand. However, we’re finding that
the simpler styles in satin and organza are selling well, especially with
the addition of one of our coordinating belts.
What is your strategy for securing additional retail partners in 2014?
Romantica has good coverage throughout the UK and our other labels
are looking to fill spots where necessary. We find that our brands are
highly desirable so they tend to fill areas by recommendation.
What support do you offer your stockists?
Our stockists know and stay with us because they have the backup of a
dedicated and helpful team. Our telephone staff are second to none and
every member of staff will do everything in their power to make sure
that customers are treated with dedication and respect. We also have
a loans service for dresses, are happy to do promotion days, can supply
pop up posters to help promote our stockists and always have time to
answer any questions that may arise.
What trends are you currently seeing in the bridesmaid market?
The bridesmaid market has become a difficult one for most stockists. We
find that we’re certainly getting the orders for the larger parties and last
year saw a trend for using different styles of dress in a palette of colours.
We’ve been very encouraged by the way the bridesmaid market has been
able to hold its own, and we follow the trends as required.
ATTIREE 65 ·
Exclusive designer footwear
with handbags to match
See us at Interbride, Hall 8A, Stand B020
Available from stock, Buy cartons or single pairs
Lexus International ltd
Lexus House, 182-185 Dudley Road, Wolverhampton
WV2 3DR, England, U.K
Tel: (+44) 01902 456800
[email protected] | www.lexusinternational.com
Bridesmaids
Michele O’Neill, Dessy
www.dessy.com
for 2014?
Halternecks are back, as are off-the-shoulder styles. Sheer yolks with
jewel necklines are dominant for autumn/winter, with full circle chiffon
skirts and satin bodices.
We’ve introduced strong jewel tones and neutrals with lace, as well as
beaded belts with jewel pins inspired by ’40s Hollywood Glamour.
Which dresses from the collection are already selling well?
Best sellers this season are 6611, 2832 and 6675 with ‘midnight’ being
the new black and pinky nudes the top-selling colours.
What’s your strategy for securing additional retail partners in 2014?
The UK market is currently very stable so we’re opening new shops in
mainland Europe.
Our retailers have been losing out to the high street when brides leave
ordering too late. As a result, we’ve enhanced our support this season to
enable shops to supply dresses for very quick wear dates. We’re now able
to deliver our best-selling dresses in the top-selling colours in one-two
working days.
Three to four is still the average number of bridesmaids, while long
chiffon is the most popular style.
Gloria Bretland, Tara Lee
www.taralee.co.uk
What new styles/colours have you introduced into
your collection for 2014?
For 2014 we’re introducing our Little Princess
collection featuring gorgeous sparkly tulle
skirts in a variety of colours.
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.
We’ll be exhibiting once again at The Essential Collection in July and
regularly advertise in Attire Bridal magazine. We’re still taking on select
stockists throughout the UK.
As we design and manufacture in the UK, we’re able to offer short lead
times of two to four weeks, and rush orders when required. Our prices are
also incredibly reasonable, starting at just £40.
We’re currently seeing multiple flower girls in the wedding party, usually
between two and four, although we’ve recently had orders for five flower
girl dresses for one wedding.
ATTIRE 67 ·
Nicki Flynn, True Bride
www.truebride.co.uk
for 2014?
Strong silhouettes adorned with delicate laces and a soft, muted colour
palette. Jewel shades of ruby, peacock and emerald offer a modern twist that
complements classic vintage styling to create a bold ‘statement’ look.
Chiffons continue to top the most-wanted list for bridesmaids, although
satin is definitely set for a comeback! Feminine ‘illusion’ necklines, detailed
with sheer lace panels and ruched detail/pleats that flatter the female form
are proving most popular.
With the availability of three different collections, we’re almost always able
to offer potential new stockists a collection to choose from to carry in store.
We continue to support retailers with consumer advertising as well as our
website, an active social media profile and wide range of images.
A small, close-knit team, we pride ourselves in working closely with our
stockists, offering top rate customer service with a personal touch. Strong
lines of communication and a positive approach are key to forming and
sustaining a solid working relationship between customer and supplier.
More frequently we see that bridesmaids are buying their own dresses, and
are seeking something fashion-forward and ‘different’ that can be worn
again and get the most out of their investment.
David Charles
www.davidcharleschildrenswear.co.uk
for 2014?
For 2014 David Charles has introduced a number of different colours.
Exotic, vibrantly coloured flowers have inspired the colour palette which
includes pink, turquoise, lime green, yellow as well as ivory.
Designs which are already selling well are the tulle skirted lace dresses and
pleated lace and brocades.
We want to target the whole of the UK; however, for 2014 we want to
focus on making our own retail website stronger and driving traffic to it.
A strong trend in the bridesmaid market is mix and match. Brides no
longer want their bridesmaids to all look the same so they’re tending to buy
a variety of different dresses and styles. It may be that they have one theme
running through them like colour, length or material.
Having young bridesmaids seems to be coming back on trend rather than
just having friends. This could be because people are waiting longer to get
married and so are more likely to have friends with young daughters.
68 ATTIRE ·
Rebekah Hock,
Eternity Bride
www.eternitybridal.co.uk
What new styles/colours have you
introduced into your bridesmaid collection
for 2014?
We’ve introduced some subtle shades
to appeal to vintage themes, including
blush pink, mint and champagne.
New styles include soft chiffon
dresses with draped fabric, waterfall
details, and soft floating skirts with high
low hems. Asymmetric pleating is still
popular, as are vintage style diamanté
brooches and folded rosettes
Which dresses from the collection are
The best-selling dresses in the collection
are some of the longest standing styles
– 22329 and 22347. They’re full length
chiffon gowns with simple detailing.
What’s your strategy for securing
additional retail partners in 2014?
We’re targeting retailers in London,
Scotland and the north west.
VRB 71356
We keep Pretty Maids in stock ready
for immediate delivery for those last
minute customers who can’t find what
they want on the high street. Our prices
are very competitive.
We have a full stockroom with stock
that can be shipped out within two
days. This can also be accessed online
by our retailers to see what’s available at
any given moment.
What trends are you currently seeing in the
bridesmaid market?
Brides obviously don’t want to spend an
absolute fortune on bridesmaid dresses
and they often don’t budget for the
costs involved.
More brides than ever are running the
risk of ordering for bridesmaids online
from Chinese sites which we are trying
to discourage.
We try our best to keep our prices
realistic and we have set up the Brides
Beware campaign (www.facebook.com/
bridesbeware.com) to inform brides of
the risks.
Vivien Felstein, Veromia
www.veromia.co.uk
What new styles and colours have you introduced into your bridesmaid collections for 2014?
Every season we introduce new styles into our D’Zage Bridesmaid collection which we
give away when our customers purchase D’Zage Bridal. This collection is also available to
buy separately. We’ve introduced four new colours into this collection for this season.
Veromia Bridesmaids has one new range per year. This will be launched in June for
Interbride and will be sold on the road and at Harrogate in September.
Which styles from the collections are already selling well?
All our dresses are hugely popular with retailers but VRB71356 and DAB11251 are our
best sellers.
We have sales representatives on the road and we exhibit at The London Bridal Show,
The Harrogate Bridal Show and Interbride.
We offer good customer service, quality and delivery. We offer free bridesmaids’ dresses
on D’Zage and a half price package of adult, teen and baby bridesmaids on Veromia.
What trends are you currently seeing in the bridesmaid market with regards to number of maids,
budget, and type of gown?
We’re selling mainly long floaty adult dresses made of chiffon, a popular fabric at present.
70 ATTIRE
Bridesmaids
Michelle Hailey,
European Director of twobirds Bridesmaid
www.twobirdsbridesmaid.co.uk
for 2014?
This year we’ve introduced four new gorgeous pastel shades – duck egg,
mint, heather and peach. These are already proving hugely popular with
brides looking to dress their maids in a range of different colours while
sticking to a complementary colour palette. The Heather especially has
surprised us as a real ‘bridging colour’ for these mixes. We’re definitely
seeing braver brides this year who are keen to experiment with colour!
Our classic ballgown continues to account for the majority our sales. Girls
are looking for the elegance that a long dress brings along with its flattering
qualities, setting the bridal party apart from the guests.
Having organically grown to secure a great geographical coverage in the
UK without saturating the market, we’re turning our attention to Europe
and Scandinavia for 2014. So far we’ve secured two stockists in Norway,
two in Austria (where we have an agent for the first time) and are now
exploring possibilities in Germany and Spain – it’s going to be another
busy year!
Are there any areas in the UK you’re particularly looking to target?
We have over 40 stockists now in the UK and Ireland so aside from a few
small pockets in Herefordshire, Norfolk and Liverpool we are well covered.
It’s never been our desire to saturate the market, we grow at a measured rate
and offer a 20 mile exclusivity radius to our stockists.
First and foremost we like to make our stockists’ lives easier by offering
a high quality product, made in the UK, backed by exemplary service.
We pride ourselves on excellent working and, in many cases, personal
relationships. The no fitting element of our dresses is a real bonus from
both a time and cost perspective and the fact that we manufacture in the
UK means we can be very responsive to rush orders. We invest in both
online and print advertising along with a comprehensive social media
campaign across Facebook, Twitter and Pinterest and attend bridal shows
through the year. Sample loans are available on request and at certain times
of year, reduced price samples are offered to assist in building the best
representation of the brand and increase sales.
Budgets do thankfully seem to be increasing again, along with the number
of bridesmaids in the party. While there are still budget conscious brides,
there seems to be a shift back to understanding the value of quality and
service. A mixing of colours in the party is definitely on the rise and since
we’ve launched a men’s neckwear offering through our London Flagship,
we’ve been surprised by the number of groomsmen in the bridal parties!
ATTIRE 71 ·
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be in several places at the same time?
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Bridesmaids
Erica Rosenfeld, Bari Jay
big hit as well as style 851 with a chic
ruffled peplum.
www.barijay.com
What new styles/colours have you
introduced into your bridesmaid collection
for 2014?
We have beautiful beading on some
of our bridesmaid gowns, gorgeous
flattering ruffled peplums, removable
vests in lace and chiffon over elegant
chiffon and satin gowns. As for colours,
we’re always adding new colours based
on current trends. We’ve added mint,
pink, navy and tulip to our newest
crinkle chiffon. We’ve introduced
purple and blush to our bella chiffon,
and teal, Bordeaux red, midnight navy
and tulip to our iridescent chiffon.
Which dresses from the collection(s) are
We always do well with our strapless
sweetheart pleated dresses and style
864 offers that design in two tone or
solid. Also the removable vests are a
851
859
864
880
What is your strategy for securing
additional retail partners in 2014?
We just want to help girls that are
looking for our brand in the UK. We
receive many e-mails from girls that
can’t find our gowns in their local stores.
We have wonderful customer service
and are always open to feedback.
Many of the colours we add are at the
suggestion of our stores. We also offer a
standard delivery, a rush and super rush
which is four weeks.
What trends are you currently seeing in the
bridesmaid market?
We see larger bridal parties, all wanting
different styles or colours. Sometimes
there are many dresses in the same colour
family, and sometimes the same dress in
different colours.
Lyndsey Granger, JLM Europe
5414
www.jlmcouture.com
5401, 5402, 5411
What new styles/colours have you introduced into your bridesmaid collections for 2014?
For 2014, JLM Couture has brought together the elegant styling of head designer
Francesca Pitera and the fresh and fun approach of Hayley Paige. The resulting
Occasions collection focuses on feminine silhouettes complemented by soft ruching and
elegant draping. It mixes refined lace, flowing chiffon and opulent silky taffeta with this
season’s hottest colour tones; coral, raspberry, teal and indigo.
Our other bridesmaids collection – Alvina Valenta – focuses on the details from a
delicate cap sleeve or a figure-enhancing fluted skirt, to an illusion neckline. This is
classic, elegant styling with a contemporary twist.
For Occasions styles 5427, 5402, 5412, 5414 are our best sellers, while for Alvina Valenta
Maids styles 9420, 9423, 9424, 9430 do well.
Backing beautiful design with an inspirational advertising campaign in leading
publications and friendly, efficient service ensures we offer our retailers support at every
stage. We’re always happy to receive interest from possible new retailers, this season we’re
looking to fill gaps in Liverpool, Bristol and areas of Kent in particular.
5423, 5424
We provide a sample loan service, designer days, free of charge fabric swatches for
boutiques and brides, as well as rush cuts at no extra charge where available. Finally, we
offer friendly and efficient customer service at all times. A
ATTIRE 73
TREND
COLOU
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two-ton :
e
Dream
ICE-CREAM
This season’s mouthwatering
colour palette is all about pretty
pastels and warm neutrals.
Bari Jay
+33 1 48 00 00 03
www.barijay.com
74 ATTIRE
Bridesmaids
D
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STYL t
li
side sp
D
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STYL ist
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sparkl t
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JLM Europe Ltd
+44 (0)1423 561 870
www.jlmcouture.com
Eternity Bridal
+44 (0)8707 707 670
www.eternitybridal.co.uk
TREND
STYLE:
pleated
fabric
Romantica
+44 (0)1823 674 412
www.romanticaofdevon.co.uk
TREND
:
FABRIC
lace
True Bride
+44 (0)1273 728 637
www.truebride.co.uk
ATTIRE 75
Bridesmaids
BRIDESMAID
JEWELLERY
Leading suppliers reveal the must-have accessories for the bridal party.
Linda Jury, Blossom Tiaras Ltd
www.blossom.co.uk
How many new designs have you introduced into your collection for
bridesmaids this year? Which one do you predict will be a best-seller
and why?
We’ve introduced seven new designs that are perfect for bridesmaids this
year. I predict that the overall best seller will be HP135 as this is an affordable
vintage accessory for the bridesmaid and will complement without overshadowing the bride.
What would you say are the main trends for bridesmaid jewellery for the
season ahead?
We think that small, understated pieces will remain popular for bridesmaids,
allowing them to be worn afterwards to other special occasions and functions.
The rich tones of rhodium plating coupled with warm ivory pearls will, in our
opinion, appear at every vintage-themed wedding.
Karen Brown, LJ Designs and Oaks Jewellery
Vicky Leyshon, Gecko Jewellery
www.ljdesigns.co.uk
www.geckojewellery.com
How many new designs have you introduced into your collection for
bridesmaids this year? Which one do you
predict will be a best-seller and why?
We’ve eight new designs that introduce new
colours. Our prediction for our best seller
is the clear teardrop earring and pendant
set which goes beautifully with this season’s
neutral tones.
What would you say are the main
trends for bridesmaid jewellery for
the season ahead?
Current colour trends appear to be natural
and nude tones, and a romantic theme
of dark blue with accents of yellow. This
creates a calming balance with a strong use
of colour.
Accessorising using a selection of
shaped stones gives some definition to the
bridesmaids’ accessories.
How many new designs have you introduced
into your collection for bridesmaids this
year? Which one do you predict will be a
best-seller and why?
For one of our in-house collections, Elements
Silver, we’ve launched over 100 new designs
with bridesmaids in mind. Pearls in particular
are huge sellers for us, but I predict the designs
with rose gold plated filigree hearts and delicate
freshwater pearl drops will do exceptionally well
within the bridal market.
What would you say are the main trends for
bridesmaid jewellery for the season ahead?
I’d say that pink is definitely back in the form of
soft sugar-spun shades – think rose quartz, pink
pearls and rose gold. We’ve also seen that brides
are trying to be more original by giving their
bridesmaids an edge. Big stones and statement
pendants are always a nice touch and add showstopping glamour. Pearls are timeless and work
effortlessly with any gown.
ATTIRE 77 ·
Sangeeta Laudus,
Olivier Laudus
www.olivierlaudus.com
into your collection for bridesmaids
smaids this year?
Which one do you predict will
best-seller
ll be a best-sell
ler
and why?
A great way of bringing out the theme of a
wedding is choosing bridesmaids accessories
in the accent colour. Although coloured stone
necklace sets are still popular, we’ve introduced
five new simple pearl and diamanté sets this year
as we think there’ll be more emphasis on classic
elegance in 2014.
What would you say are the main trends for
bridesmaid jewellery for the season ahead?
Having some sparkle in bridesmaids’ hair can
work really well and tie in beautifully with the
bride’s headband or tiara. We think mini combs,
particularly with some Art Deco detailing, will
be popular with bridesmaids as a way of having
some bling without stealing the limelight from
the bride.
Victoria Swan, Glitzy Secrets
www.glitzysecrets.com
How many new designs have you introduced into your
collection for bridesmaids this year? Which one do you
The diversity and affordability of our range allows us to
develop a strong selection of designs suitable for bridesmaids
in each collection. In fact, we’ve just launched a versatile
collection of stud earrings and pendants which is perfect
for the entire bridal party as prices retail at less than £24. I
also envisage that our Starlet’s trio earrings and pendant will
become a particular favourite with brides looking for classic
bridesmaid jewellery that will make the perfect thank you gift.
What would you say are the main trends for bridesmaid
jewellery for the season ahead?
In terms of bridesmaid jewellery trends, we’re seeing
continual emphasis on a theme to enhance the overall
wedding day style. From geometric detail to emulate Gatsby
Glamour, cute pearl and bow accents for a retro ’50s look
to floral accessories for a boho style, brides are becoming
more aware of the impact of the finer details. The number
of brides opting for coloured gems is still limited, with
most preferring classic crystal and pearl pieces for their
bridesmaids. Aside from reducing the need of colour
matching or coordinating, brides want their bridesmaids to
be able to wear their jewels after their special day.
78 ATTIRE
Award Winning Lily Bella, the UK’s
leading birdcage veil & bridal belt
specialist. Stocked in award wining
boutiques worldwide. Over 30 styles of
affordable belts with a large retail mark up.
Birdcage veils from £5.00
Bridal belts from £16.00
www.lilybella.co.uk
[email protected] Lorraine Thomas
01245 360949
[email protected]
www.lido-collection.co.uk
Bridesmaids
Lorraine Thomas, Lido Collection
www.lido-collection.co.uk
How many new designs have you introduced into your collection
for bridesmaids this year? Which one do you predict will be a
I’ve introduced around 30 new designs this year and as we specialise
in pearls, many are suitable for bridesmaids. I’ve also launched
several gift sets that are ideal for bridesmaids, including a simple
pearl pendant and pearl studs.
Finally, we’ve released a beautiful pearl cuff that’s suitable for
brides or the chief bridesmaid, along with an elegant pair of long
pearl drop earrings.
What would you say are the main trends for bridesmaid
jewellery for the season ahead?
This season sees a trend for asymmetrical and goddess-style dresses.
Pastel and jewel colours seem the most popular and an increasing
number of brides are selecting a colour palette for the bridesmaids
rather than a single hue.
Shorter styles for summer weddings are growing in popularity,
while fabrics are soft and silky with lots of draping.
Ruth Morton, Girls Love Pearls
www.girls-love-pearls.co.uk
How many new designs have you
introduced into your collection for
bridesmaids this year? Which one do you
We’ve introduced around 10 new styles to
our existing collection of pure diamante –
the range is competitively priced with classic
styles featuring cubic zircons, which are set
like diamonds. They complement the styling
of the dresses perfectly and can be worn
time and again. The Evangeline bracelet will
be one of our biggest sellers this year – it’s
a timeless design and adapts to all special
occasion dressing.
What would you say are the main
trends for bridesmaid jewellery for
the season ahead?
Girls are looking for an understated yet
enduring style. Bridesmaid wear has seen a
shift to sp
special occasion dressing so we’ve
noticed a trend towards
to
brides buying
classic styles. Long strands of cream pearls
are incredibly versatile and complem
complement
this look perfectly.
Sarah Watmore, Miss Milly
www.missmilly.co.uk
into your collection for bridesmaids this
year? Which one do you predict will be a
We’ve introduced about 12 new lines for
bridesmaids this year, from brightly coloured
flower pendants for younger girls to beautiful,
handcrafted freshwater pearl pieces. Our
freshwater pearl jewellery sells incredibly well,
which is down to the variety of colours and
the reasonable price points, so we expect the
new lines to do well too.
What would you say are the main trends for bridesmaid jewellery for
the season ahead?
Pastel colours are key for spring while tropical brights will take centre
stage for the summer, so we expect this trend to be mirrored in
bridesmaid jewellery. Having said that, we find that ivory, blue and
purple always outsell other colours. Brides are looking to differentiate
themselves more and more, and with a growing number of second
marriages and overseas weddings allowing for greater individuality,
we’re increasingly selling all kinds of jewellery for weddings, and not
just our staple bridesmaid pieces. But pearl and crystal stand head and
shoulders above the rest as the preferred components, and we can’t see
that changing in the foreseeable future.
ATTIRE 81
Team Effort
Natalie Coleman may be the Manageress of Brides by Natalie, but she’s quick to point out that
the boutique’s early success should be shared five ways.
What inspired you to set up a boutique and how long did it take you from the
initial idea, to opening?
Our inspiration came from a shared dream of providing brides with an
exclusive experience. Our prospective brides benefit from the wealth of
skills and expertise we offer, gained from working across all sectors of the
industry. We chose our motto ‘Brides by Natalie – where dreams come true’
to reflect this intention.
Who are the key members of staff and what are their respective roles?
We’re a team of five creative ladies – myself, Sharon, Janet, Helen and Diane
– who have a passion for bridal. We’re a mix of experienced dress makers
and pattern cutters who pay meticulous attention to each bead and seam,
and friendly, confident and knowledgeable sales staff who support and
guide brides to be through the array of satin, lace and organza gowns. We
feel our different skill sets complement each other and enable us to tailor
our customer service for each bride.
Where are you based and how did you go about finding the perfect premises?
We were lucky to secure our ideal premises relatively quickly, situated in a
leafy suburb of north Liverpool. From taking ownership of the property, to
opening the doors to our first customers, took only six months.
Our boutique is easily accessible from Liverpool city centre and takes full
advantage of a busy high street. After redesigning the internal structure,
customers are now able to view our beautiful collection of designer label
wedding dresses, shoes and accessories over two floors.
How have you created a point of difference in your boutique?
We’ve strived to earn ‘Brides By Natalie’ a reputable brand name in the
bridal industry. Over this first year, we feel we’ve achieved this by working
closely with our customers, listening to their feedback using social media
networks such as Facebook and Twitter, as well as talking and listening to
each prospective bride and their families and to evaluate their experience.
We review how we’ve performed and analyse what we could do better.
To date we’ve received excellent feedback from our customers and 90
per cent of new brides have come along on the recommendation of other
brides. We’re confident that as we move into our second year of trading,
prospective brides will see our label online or at a wedding fair and will
know a fabulous wedding shopping experience awaits them.
How have you found the first year of trading. What have been the highs and
the lows?
It’s certainly been an exhilarating year and we’ve all grown in confidence
and ability. The wedding business is hugely competitive but we feel we’ve
found a niche in the market and can offer our own original experience. We
see the highs being the satisfaction of watching a bride walk away with her
dream dress and can honestly say we’ve yet to experience any low points. We
know it’s crucial that our reputation and service levels remain at a high level.
It’s a challenge but we’re passionate about our work, be it selling or creating
wedding dresses, and this will sustain us as we move forward.
Did you hold an event to mark your first year in business?
After completing such a successful first year we decided to stage a mini
bridal fair at the boutique to celebrate. We’ve worked hard to build
excellent working relationships with a number of local wedding suppliers
so we invited them to share our day and exhibit within the shop. It
was an exciting day for all of us and we were overwhelmed by the good
wishes of brides past, present and future. It successfully generated further
appointments for everyone and, at the end of the day, family and friends
joined us to celebrate our first year of success and achievement.
Which bridal designers are currently stocked at Brides by Natalie and why?
Will you be welcoming any more names over the coming months?
Choosing the bridal designers to work with in our first year was one of
the biggest areas we tackled when putting our business plan together. We
knew that this decision would ultimately define ‘Brides by Natalie’ .We used
82 ATTIRE
Retailer profile
“We’ve strived to earn ‘Brides By Natalie’ a
reputable brand name in the bridal industry. Over
this first year, we feel we’ve achieved this by
working closely with our customers, listening to
their feedback using social media networks such
as Facebook and Twitter.”
service’ to brides. Both have led to us exploring the potential opportunities
for future growth in these areas.
our collective knowledge and experience about bridal designers and our
customer base to carefully select those we felt could offer our prospective
brides the dress of their dreams. We’re delighted that the current collection
includes wedding dresses by Sottero and Midgely, Pronovias St. Patrick and
Venus Bridal.
How has the business evolved since the boutique first opened?
We’ve evolved from day one by learning the lessons from each business day.
We constantly review our practice, we remain savvy about brides’ buying
habits, listening and responding to their feedback and staying one step
ahead of the game. We recognise the influence of social media and the key
role it plays, so we use it as a free marketing tool to profile the boutique.
Aside from bridal gowns what else do you offer the bridal party? Are there any
plans to introduce new lines?
Initially we focused on supplying bridal gowns but more and more brides
asked us to supply bridesmaid dresses and accessories. Delighted by the
boutique and our range of dresses, brides to be were keen to have the
same quality gowns and customer service for their family and friends. We
now offer a selection of bridesmaid dresses and accessories and it’s a huge
growth area for us. This has led us to offer a dressmaking service from
our seamstresses who design and create bespoke dresses to complement
the bridal gown. We continue to listen to our customers and respond to
individual requests. Recently we completed an order for accessories for the
groom and best man and we now provide a ‘dressing on the wedding day
What do you enjoy most about running your bridal shop?
We unanimously agree that owning and managing our own business is what
we enjoy most. We’re business partners and friends so our business is based on
solid trust, hard work and mutual support. We love the freedom of being our
own bosses, taking our own decisions and deciding on our collective future.
What are the most challenging aspects of running your bridal shop?
We’d have to say that maintaining the integrity of the brand is the most
challenging aspect of running our bridal shop. It’s taken a lot of hard work
in this first year to establish ourselves in the market and we know it’s crucial
to stay ahead of the game. From monitoring our website, we know that
we’re followed by prospective brides at home and abroad, many of whom
book appointments to visit the boutique when back in the UK. They read
about and hear the complementary feedback we receive from our customers
on Twitter or Facebook. We’re delighted to have achieved this fantastic
reputation in such a short time and will strive to maintain it as we go forward.
What are your future plans for Brides by Natalie?
We’ll continue to grow the brand slowly and steadily across 2014. There’s
scope to develop some areas of the business further whilst continuing to
showcase more beautiful gowns. We look forward to being part of the bridal
business for many years to come. A
CONTACT
Brides by Natalie
+44 (0)151 291 7746
www.bridesbynatalie.co.uk
ATTIRE 83
Stand and deliver
Louise Dicks, Marketing Manager at Richard Designs, takes a first-hand look at
a day in the life of an exhibitor.
As I sit to write this month’s column, I can hear
the celebration continuing downstairs in the
customer service office as we’ve just found out
that we’ve been nominated for two accolades in
the RBA awards this year. We’ve won the RBA’s
Best Accessory Supplier five times now and
each year we’re surprised and humbled at the
continued support for our company. But this year
we’re so amazed and grateful to be finalists in the
Best Customer Service award, alongside two of
the industry’s biggest names: Pronovias and Mark
Lesley. Just being finalists makes us incredibly
happy, as excellent customer service is something
that we pride ourselves on, and something that
we feel keeps our special bridal industry alive.
The March Harrogate weekend marked the
beginning of the 2014 show season, and what
an excellent start it was. Eighteen suppliers came
together, despite the cancellation of the British
Bridal Exhibition, and showed in hotels across
the beautiful city of Harrogate. Customers came
from all over the UK and Ireland to see their
favourite suppliers and their newest offerings. It
was an interesting show as it was far smaller than
we’re used to. Up until 2013, we were the third
largest exhibitor at Harrogate in terms of floor
space. This time we were given a small corner
of a hotel conference room, and we welcomed
the challenge.
The blank white canvas, fresh clean carpets
and bright shining lights were all gone, and in its
place were ornate pillars, stained glass windows
and old photographs on the walls. Before a show
starts, we spend months planning in minute
detail to ensure that everything looks incredible
and the days run smoothly. In the past we’ve
created spectacular displays, including a rockery
complete with a crystal waterfall, a real fountain
with crystal pools, a Victorian bedroom with
genuine Victorian wardobes and dressing tables,
a Tuscan garden with candles and roses, a Romeo
& Juliet inspired dressing room, and an Art Deco
display with clean lines and crisp edges. It seems
almost ridiculous to put so much time and effort
into something that only lasts three days, yet it
84 ATTIRE
allows us to show you the theme of our newest
collection, and the attention to detail that we
put into everything we do. It gives our customers
ideas for display in their own shops, and overall it
provides an experience for visitors to our corner
of the exhibition centre – or the Cairn Hotel as it
was this March.
I take a big role in show planning, and this
spring it was up to me to make sure that the
stand looked good on the day. One small
problem though – I’d never been in the Cairn
Hotel, much less seen the room we were to
exhibit in. All I had to go on were some plans
– were they to scale? I still don’t know – and
some fuzzy photographs from odd angles. One
important lesson my mum gave me – go with the
expectation that you need to change your plans,
be open minded and accept change and it will all
work out.
When we arrived at the hotel on the
Saturday morning, having left foggy-eyed from
Cambridgeshire at an hour too early to mention,
I breathed a sigh of relief as the room was just
how I had imagined. Characterful, spacious, light
and welcoming. So after some quick hellos and
a catch-up with our fellow exhibitors, we got to
work unloading the van and putting everything
in its place. We think of every eventuality when
we’re preparing for shows, and pack everything
we would ever need. When we show in the US,
the other exhibitors have learnt that the Richard
“Before a show starts, we spend
months planning in minute detail
to ensure that everything looks
incredible and the days
run smoothly.”
BLOSSOM
designed in the uk since 1986
Contact
Richard Designs
www.richard-designs.com
Designs stand is the place to come if you’ve forgotten your screwdriver,
first aid kit or a little extra velcro. So it came as no surprise when I spotted
my brother Ben pulling out his roller and touching up some paint on our
display stands. Just another day at a show set-up.
This year our family has received some wonderful news as my brother
William and his wife Jennifer (who both work with us) are expecting their
first baby. This meant that Jennifer was being watched like a hawk by all of
us, and was never allowed to carry anything heavier than a reasonably sized
tiara. A little huffing and puffing later and everything was in its place ready
for a magical touch of Windolene before the product goes on.
Now this is the time consuming bit. Anyone watching would think it
ludicrous that it takes a whole afternoon to lay out a few tiaras and veils on
some glass, but it slowly moves from looking like a tornado has hit to
a beautiful, sparkling display. Meanwhile, the rest of the team are
preparing the order pads and stationery, hoovering and cleaning, adding
lights and signs, and of course waiting for that little touch-up of paint
to dry, all the while fuelling themselves with snacks and drinks from our
charity snack bar.
This display may have been just a small slice of what we once brought
to Harrogate, but we still get the same satisfaction when we step back
and realise what we’ve created. My brother Ben and I reluctantly drove
back to Cambridgeshire the next morning leaving Jennifer and William
to show our customers the new collection. Ben and I returned home to
continue with the show planning for our next two shows which run one
weekend after another in Chicago and New York. We’ve changed the plans
slightly for the coming show and are hoping to turn heads with an unusual
display including bamboo shoots! Then we’ll be off to Germany to show at
Interbride in June, where we will be continuing our new theme.
I hope we will see you all at a show or two this year, as we love to welcome
retailers to the stand and give them the Richard Designs experience for an
hour or two as they are swept away into a whole new world. In this time of
show-confusion, don’t underestimate the value of visiting your suppliers
on their stand. You will learn and absorb so much more than just flicking
through a catalogue. You can immerse yourself in the product, try on new
veils and tiaras, and hold them up next to each other to see how they will
work with your gowns. And nothing beats seeing the subtlety of the new
colours such as champagne, mink and pebble in person. It’s not just the
new designs that you’ll learn about, but new elements of the service that
you may not have found out about without chatting to them in person. The
atmosphere and buzz of a trade show can give you renewed enthusiasm and
fresh ideas for when you return to your store. Happy visiting! A
01202 477873 | www.blossom.co.uk | [email protected]
Designed and made in the UK
For wholesale enquiries, please email us at:
[email protected]
www.sallycrawford.co.uk
Opulent...Sumptuous...Breathtaking
ATTIRE 85
Collection FOCUS
The debut collection from Maria Senvo promises fashion-forward designs for
sophisticated brides. We speak to joint Managing Directors, Holly Cuthbert
and Ryan Wilkinson, to find out more.
Can you tell us a little
about your background
in bridal design?
Ryan and I previously
worked in the bridal
and luxury ready-to-wear markets, and saw a
gap for designs that were stylish and combined
tradition with forward-thinking fashion. We’re
jointly responsible for every element of the
brand, which I think really comes across in
our collection.
Asana
When did you set up your bridal label and what
The label is new to the market but has already
had a great reaction from brides and boutiques.
Taking the leap to leave our jobs and set up
our own label has been such a highlight of our
careers. Every day is a rollercoaster ride, from
responding to press requests to organising trade
events, but we wouldn’t change a thing. We love
being so hectic!
What was the inspiration for the brand name?
Maria Senvo is an anagram of the term ‘vena
amoris’ – the vein that runs directly from the
heart to the fourth finger of the left hand. We
wanted a name that wasn’t attached to one or the
other of us, so opted for a creative approach!
Edith
How would you describe your debut collection,
The Fifteen Collection, and where did you find
inspiration for these designs?
We always ask the question... “If you’re a cool girl
and your ‘am to pm’ wardrobe is simple, pared
down and effortless, what do you wear to get
married in?”
That bride, someone not unlike ourselves,
really is the inspiration for each and every design.
The aim was to master that elusive pared-down
aesthetic with just the right amount of glamour.
86 ATTIRE
Even the campaign, shot at a British sculpture
park, oozes an essence of what the brand is really
about – creating a striking new presence in a
somewhat traditional industry.
What fabrics and embellishments have been used
in the designs, and why?
Our first collection is new and bold but to call us
minimalists would be too simple. The seemingly
uncomplicated pieces are stylish, playful
experiments in shape and fabric with a focus on
Collection focus
Bo
Joy
Rye and Joy
Contact
Maria Senvo
www.mariasenvo.com
Ida
the finer points in design, so that the inside of the
garments are just as beautiful as the outside. Trust
us – when stepped into, they feel sensational!
Intricate beaded bodies, elongated lines and
pleats are key features and, when turned around,
reveal scoop detail backs and razor-sharp styling.
Each gown is handmade and hand beaded,
and the fabrics range from soft silks to heavy
luxurious crepe chiffon.
What’s your favourite gown in the collection?
We both have our favourites for different
reasons! Mine is the Joy gown, as it’s the first
one we designed and happens to be one of the
top choices with our brides so far. Ryan loves
the Edith gown as the shape is so different to
anything else out there and the heavy lace teamed
with the soft crepe looks elegantly stylish.
How often do you plan to release new collections,
and what is the price range of your debut collection?
The collection will be updated annually with a
pre-collection launched every November. The
Fifteen Collection features 18 pieces in total with
a retail price ranging from £1,500 to £2,600 for a
Swarovski beaded design.
What type of retailer is the collection most suited to?
We’re looking to partner retailers who stock
original bridal design. We want to work together
to build brand awareness for the label within
their area and hope these boutiques will have a
strong vision for a future-proof business in this
industry. This includes those who embrace social
media, host events in store, and generally are
looking to service the new generation of brides
with innovative design.
What type of bride would these designs appeal to?
Our bride is encouraged by fashion and loves
mixing her looks within her signature style.
She is pared down but glamorous, chic yet not
overdone. Many brides are being bold with their
big day looks and embrace the unexpected, be it a
bright lip colour teamed with her Rye gown, or a
statement necklace with the Ida gown.
Are you exhibiting at any bridal trade exhibitions
over the coming months?
Rather than exhibit at trade shows, we’re looking
to meet with our potential stockists individually
so we can learn the best way of developing the
relationship. Exhibiting will be something we
will try once we have our key retailers on board.
For now, we’re holding buyer preview events
across the country that are by appointment only.
How would you like to take the business forward
over the next couple of years?
As we’re such a new label every day is different
and it’s hard to plan so far ahead when living
in the moment is so exciting. Our aim has and
always will be to bring something fresh into a
traditional industry. If, in five years’ time, our
collections still generate the same excitement,
we’re doing something right! A
ATTIRE 87
July 6th - 8th 2014 - Stoneleigh Park, Exhibition &
Conference centre, Warwickshire
There have been many changes in the
bridal trade industry since last year with
exhibitions being moved, dates changed
and even long standing events folding.
Even now there is much uncertainty.
The Essential Collection, though, remains
steadfast and committed to its aim of
providing you with an opportunity to
view the latest collections, make new
contacts and meet new suppliers. As
one of our exhibitors, Decorum Bride,
mentioned in their recent press release:
“Perfectly timed, the company’s presence
at the event in July offers retailers the
opportunity to place their orders for
the latest collection earlier in the year,
resulting in delivery of these orders
in advance of the key Autumn/Winter
trading period, allowing stores to present
the new designs to brides looking in the
late Autumn for 2015 weddings.”
Visitor research 2013
87% of visitors liked the dates of the show
84% of visitors placed orders at the show
exhibitors was right for them
83% of visitors thought the quality of
86% of visitors thought the location was
85% of visitors said they would be back
right for them
next year
• Catwalk show • Seminar programme • Champagne bar
• Restaurant • Coffee lounge • Relaxing atmosphere
Bridal
WHAT WILL YOU SEE?
Who are we? The company behind The
Essential Collection is a well-established
and respected publisher of both the UK’s
leading trade magazine, Attire Bridal
and of seventeen regional consumer
wedding titles through our County Wedding
Magazines’ portfolio. Our reach to those
planning to get married in 2015 and
beyond is unparalleled. Bridal accessories
are regularly featured in another of our
leading trade magazines, Attire Accessories.
Why visit the show? We attract top UK and
international designers and manufacturers
who will exhibit their 2015 collections,
many for the first time in the UK. You will be
able to meet suppliers, make new contacts
and enjoy your day in a thoroughly relaxing
environment.
Bridal fashions - Choose from great
brands You will be able to choose from
some of the best brands around for your
Prom
Accessories
brides. The Essential Collection brings you
a show with a great range of dresses and
styles to help you to offer brides the dress of
their dreams.
Prom - from major designers As Prom
grows in popularity, choose dresses and
menswear from some of the industry’s top
designers.
Bridal accessories – completing the look
Finish off that great look for your customers
with accessories from some of the best
designers around. The Essential Collection
brings you shoes, veils, jewellery, lingerie
and much more.
Where and when? 6th-8th July 2014.
The Essential Collection 2014 is held at
Stoneleigh Park in Warwickshire, ideally
situated in the very centre of the country in
the month of July, ideal for your business to
get a head start for
Stoneleigh Park
Located in the heart of England within 100 miles of most of the UK’s major cities,
Stoneleigh Park is ideally placed to allow visitors to travel easily to the show.
Plan your visit
GETTING THERE
Address: Stoneleigh Park Exhibition and
Conference Centre, Warwickshire, CV8
2LG, UK
BY ROAD
All sat nav users should use CV8 2LG
From the North West: Leave the M6 at J2
following signs for Warwick (A46). After
joining the A46 from the A45, take the exit
signposted Stoneleigh NAC. Follow roadside
signage to the Stoneleigh Park showground.
From the North: Leave the M1 and J21
following signs for Coventry (M69). At the end
of the M69, follow signs for Warwick. After
joining the A46 from the A45, take the exit
signposted Stoneleigh NAC. Follow roadside
signage to the Stoneleigh Park showground.
Media partner
In association with
Magazines
From the South: Leave the M40 at J15
following signs for Coventry (A46). After
approximately 8 miles on the A46, take
the exit signposted Stoneleigh NAC. Follow
roadside signage to the Stoneleigh Park
showground.
BY RAIL
Royal Leamington Spa, Warwick and
Warwick Parkway rail stations are situated
on the main London Marylebone Birmingham line whilst Coventry is a regular
stop for the Virgin West Coast mainline.
BY BUS/COACH
Coventry bus station is 6 miles (10 km) away
from Stoneleigh Park. Warwick bus station is
9 miles (14km) away.
BY TAXI
AA cars and minibuses are permanently
located at Stoneleigh Park and can be
contacted on +44 (0)1926 425252.
BY AIR
Stoneleigh Park is within a 30 minute drive
of Birmingham International Airport.
PARKING
Don’t forget there is unlimited free on-site
parking at Stoneleigh Park.
ACCOMMODATION
There are over 40 local hotels and guest
houses within easy reach of Stoneleigh Park.
A selection of which can be found through
www.booking.com, www.hotels.com
or www.laterooms.com.
REGISTER NOW
www.tec2014.com or call 01376 514000
Spring clean
your website
Heidi Thompson of Evolve Your Wedding Business discusses the six most
common mistakes wedding professionals make with their websites.
Spring is upon us and while
you might think to give
your house or office a spring
clean, have you thought
about giving your website a ‘once-over’? There are
lots of small, easy changes you can make that will
make your website work more for you and your
customers. Read on for my list of common website
mistakes and how to rectify them…
1
Your website has a bad case of ‘me,
me’ syndrome
Does your website read like this? “I
studied for years and I won this award
and my shop is the best”? If your website contains
lots of personal pronouns like us, me, we, I and
our, then your business has ‘me, me’ syndrome.
Thankfully there is a cure.
Tough love time: I hate to break it to you, but
your customers don’t care about you, they care
about what you can do for them. This is why
your content needs to pass the ‘What does that
mean to me?’ test. When you write, put yourself
in your customer’s position and question every
sentence with ‘What does that mean to me?’
What matters to you may not (and probably
won’t) matter to them because they want to
know what’s in this for them. Make use of ‘you’
and tell your audience what they will get from
working with you. Speak to them, not at them.
2
You’re using industry jargon
Almost every business owner is guilty
of this at some point because we forget
that our experience isn’t the same as
the experience our customers have. Most of
your customers have never planned a wedding
before and using industry jargon can confuse and
intimidate them. You know what the difference
90 ATTIRE
is between a chapel and a cathedral train but
those terms mean nothing to your customer. Your
marketing materials should be in your customer’s
language, not the language you speak with other
wedding professionals. You could be extra helpful
by offering a downloadable jargon buster on your
website to help brides find the best dress for them.
3
You’re not asking your visitors to
do anything
When someone reads your blog posts,
website content or marketing materials,
do they know what you want them to do next?
This might seem silly but it’s statistically proven
that using calls to action (CTAs) increases the
likelihood of a visitor taking a specific action.
Calls to action are simply words that are used
to get your prospect to take a specific action
like ‘click here’ or ‘sign up’. Take a look at every
page on your own website and think about what
action you want the reader to take after they read
it and add in the relevant CTA. For example,
the end of a product page might have a link to
schedule a time to come in and try it on.
4
You’re not demonstrating that you know
what you’re doing
Putting together a simple website is no
longer enough for people to see you as
being credible and reliable because anyone can
do it. You can demonstrate credibility through
blogging on your own site, and you could start
guest blogging and link to those articles/promote
them on your social media. I highly suggest
adding more compelling testimonials to your site
by adding a photo or video to accompany them.
You should also add a photo of yourself on your
‘about’ page and give more insight into who you
really are. People buy from people they know, like
and trust and they can’t know, like and trust you if
you don’t give them any way to get to know you.
“When you land on a website
you make a judgement about
it within seconds and that first
impression is crucial. That’s why
it’s important for your website
to reflect the kind of brides that
you’re trying to attract.”
5
Your website no longer/never did reflect
your ideal client
When you land on a website you make
a judgement about it within seconds
and that first impression is crucial. That’s why it’s
important for your website to reflect the kind
of brides that you’re trying to attract. If you sell
dresses to brides who love all things vintage, your
website needs to reflect that so that they know
they’re in the right place for them. The point
here is that you can’t be all things to all people
so you have to choose who your target client will
be. When that person lands on your website,
they need think ‘this is so me’. An example
of a website that does this really well is www.
offbeatbride.com. Go to some top designer sites
that you admire then go to the David’s Bridal
website and the bridal section on the TK Maxx
website. I think then you’ll see what I mean.
6
You’re trying to get married before the
first date
Most websites in our industry describe
products and services and then ask the
visitor to get in touch with them. The problem
with this is that it’s moving much too fast for the
sort of purchases that we’re asking people to make.
Column
When a bride or groom lands on your website,
they are more than likely in research mode and
are gathering information. They need to get to
know you and learn how this whole wedding
thing works before they make a purchase.
Lead nurturing is the process of educating
your prospects and it can be much easier than
it sounds. Many businesses offer a free offer in
exchange for the prospect’s email address and
then communicate with them by email. The
emails that you might get from Amazon are a
great example of lead nurturing emails. They
serve to take you a step closer to a purchase,
remind you to visit their website again or attempt
to make an additional purchase.
I can’t teach you how to do that in this small
space but if you want to learn more, head over to
www.mindthegapcourse.com to learn more.
Quick tweaks that will have your website
running better than ever
hacked every day and contrary to popular belief,
most of those are small business websites like yours.
• Are you using a personal email as your
professional email? This is a big no-no because
it makes you look unprofessional. Your clients
know the difference between an @hotmail.com
and an @nameofmyweddingbusiness.com email.
If someone from a company you were dealing
with emailed you from a personal email address I
bet you’d think it was odd, the same thing applies
here and it’s very cheap to get dedicated email
hosting with Google Apps For Business or Zoho
Email Hosting.
• Is your website Flash based? Flash is very 1990s
and it presents a whole host of problems from
not being able to be read by Google (so that
means no search engine rankings for you) to
being useless on iPhones which a lot of people
are now using as their main way to access the
internet. You can read more about the perils of
having a Flash-based website and what to do
about it at www.evolveyourweddingbusiness.
com/flash
• Add social sharing buttons to your product
pages and blog posts. If you use Wordpress you
can find my plugin recommendations at www.
evolveyourweddingbusiness.com/plugins.
Making things easy to share increases the
likelihood that people will share them. A
“When someone reads your
blog posts, website content or
marketing materials, do they
know what you want them to
do next? This might seem silly
but it’s statistically proven that
using calls to action (CTAs)
increases the likelihood of a
visitor taking a specific action.”
• Do you use Google Analytics? If you don’t,
install it today because it’s free, incredibly useful
and only starts working from the day you install
it. Check in with your stats monthly to see how
people are interacting with your site so that you
can continually improve. I did an interview with
a Google Analytics expert that will help you learn
how to make the most of your stats:
www.evolveyourweddingbusiness.com/7
• Is your contact information easy to find? Ask
someone who has never seen your site to use it
and let you know – you might be surprised.
• Are you using auto-play music or auto-play
videos? Stop doing that. It sends your potential
clients running in the other direction and you
may blow their cover if they’re looking at your
site while they’re at work.
• Is your website mobile friendly? Test it on
different devices to see how it displays. In a recent
interview I did with a website developer she
found that an event planner’s site was redirecting
to a porn site when accessed on a mobile phone
and the planner had no idea because she hadn’t
implemented any security measures or tested her
site. Hear more about that story here:
www.evolveyourweddingbusiness.com/6
• Protect your website by backing it up and
preventing any hackers from getting access with a
tool like Vaultpress. Around 30,000 websites are
www.tkmaxx.co.uk
Contact
Heidi Thompson
www.evolveyourweddingbusiness.com
ATTIRE 91
Best OF BRITISH
Leading bridal designers reveal why they’ve chosen to manufacture their gowns in the UK…
Maggie Cordell, Chanticleer
What does ‘made in Britain’ mean to you?
I feel very proud when I’m able to tell people
that Chanticleer is celebrating its 25th year of
UK manufacturing this year. This is a huge
achievement considering within that same time
period so many other British companies have
moved their manufacturing overseas.
All of my gowns are handmade here in the UK.
From research and development, right through
to design, sales and distribution, I’ve total control
of my products and how they’re marketed and
distributed. Brides know that when they purchase
a Chanticleer gown they’re getting the very best
in a British bespoke, handmade gown at a price
competitive to those manufactured abroad.
What factors influenced your initial decision to make
your gowns in the UK?
I feel that UK manufacturing continues to
innovate, finding cost-effective ways of bringing
products to market. By manufacturing in the
UK, I own my own designs – they don’t belong to
a factory who can sell them onto another bridal
label. I don’t have to worry about long lead times
for either my brides or my stockists, or incur
importation or transportation and storage costs.
All of my gowns are made above my boutique in
the regency town of Cheltenham so I also have zero
carbon emissions!
Have you noticed a shift in consumer demand for
British made bridalwear?
There will always be competition from emerging
countries such as China and India in terms of lower
overhead manufacturing costs which enable some
bridal labels to be price competitive. But what
I’ve discovered over the past 15 years – and more
recently – is that there’s been a considerable change
in the way brides are purchasing their wedding
gowns, with the majority favouring the UK
manufactured route.
Even though brides are aware that the price will
be higher than those gowns made overseas, they
know that they’re getting a much higher quality of
dress for their money and have a personal say into
how their gown is manufactured.
How can retailers benefit from stocking British made
bridal lines?
92 ATTIRE
We operate an open door policy at Chanticleer,
meaning we’re available when our stockists need
us to be. From a simple enquiry regarding any
changes their brides may want to make to one of
our gowns, to production decisions and delivery
schedules, I ensure our stockists are kept informed
of developments.
We feel it’s important to support our retailers
and we do this in a number of ways – we loan
them sample gowns, we hold designer weekends
and trunk shows, and we promote these events
on our Facebook and Twitter sites as well as with
traditional printed adverts. We recently did a
‘Twitter takeover’ hour with one of our stockists
which proved very successful and we plan to offer
this to all of our stockists over the coming months.
we do find that girls come to us specifically as we
make our gowns in Britain.
How can retailers benefit from stocking British-made
bridal lines?
We have the ability to make dresses with a very
quick turnaround time. We also monitor and
oversee all dress manufacturing ourselves. We’re
available by phone during the same working hours
as our UK customers and can answer any questions
promptly. We also have the privilege of offering a
customised service as we’re a manufacturer as well
as a retailer.
How will the recent Budget affect your business?
With the acceleration in the domestic market
of manufactured goods over recent years, the
government has realised that it has a responsibility
to ensure that UK manufacturing remains
competitive within a global market place. The
reduction of business energy costs is a good start as
is the cost of exporting to other countries.
Stephanie Allin
www.stephanieallin.net
Made in Britain means everything to me. I employ
over 25 members of staff who all work in one of my
two shops or my workroom. I’m extremely proud to
continue making my dresses in Britain where I can
monitor the quality, support the local industry and
continue to back the British bridal industry.
Chanticleer Brides
your designs in the UK?
I started making the dresses by myself and wanted
to maintain control when the company grew.
Quality is extremely important to me as well as
flexibility – to ensure I was in control of both of
these things I would never consider anything but
supplying British-made dresses.
British-made bridal wear?
Yes – there are a lot of designers manufacturing
overseas and this used to be seen as a big negative,
but is perhaps less so these days. On the other hand,
Stephanie Allin
Made in Britain
Erica Stacey
www.ericastacey.co.uk
Keeping our manufacturing in Britain is
something we’re passionate about. There’s a danger
that vital sewing and manufacturing skills will die
out if we do not start training younger people and
encouraging them to work within the clothing
industry. People’s expectations of clothing prices
have been affected by the availability of very cheap
garments and hopefully this will change as the
made in Britain resurgence takes hold.
Our brides really appreciate how much time and
skill go into producing their dress. They don’t
trust ordering a dress online from overseas, so
they put their trust into being able to order a
gown that is produced entirely in the UK, where
they can physically go to visit the studio at any
point throughout the manufacturing process.
They also adore being involved in the design
process from start to finish rather than ordering a
dress off the peg.
bridal lines?
Both my business partner, Terry, and I’ve been
lucky enough to work in a factory environment
to appreciate how much work and skill goes into
producing garments for the high street. Every
element of our gowns is produced to a very high
standard and hand finished in our Manchester
studio. We have full control of every stage of
production and wouldn’t like to hand that
responsibility to an offshore manufacturer. We
enjoy working one-to-one with our bespoke brides
and can offer very short lead times.
It’s easy to communicate with a British-made label,
so the boutique can have more control over when
the gown is likely to arrive in store. We feel it often
adds value to a product if it’s made in Britain.
As we don’t export products, the increase in loans
to exporters to £3bn will have no effect. We’re
pleased to hear that 100,000 more apprentices will
be supported through extending small business
grants but where we feel we will benefit most is
through the extension on business rates relief.
Alan Hannah
Alan Hannah
Made in Britain must mean designed and
manufactured in the UK. Not just designed in
Britain, or ‘proud to be British’.
your Alan Hannah collection in the UK?
When we started designing, you had to have the
technical skills to actually make the dresses. At the
time Chinese manufacturing was very primitive
and not able to produce dresses to a high enough
standard. Marguerite – our designer – also cuts
the patterns and using and making patterns is vital
in the process of producing a successful design.
The dress fabric needs to be draped and shaped on
a mannequin or human being before the correct
pattern can be made. A flat sketch will not
always translate into a garment that works on
a real person.
There’s a qualitative difference between
a designer who can sketch, cut, drape and
understand construction and someone who has
only a theoretical understanding of the latter three
elements. That’s not to say that there are some very
good designers who do understand these skills and
manufacture their gowns abroad successfully.
Erica Stacey
We’ve always known that there’s a customer who
appreciates the difference between an originally
produced design and the countless generic Chinese
factory rereads which are ubiquitous at the
moment. This also informs our sister collection,
MiaMia, which is designed using our own
knowledge and construction whilst actually being
made abroad. Also from a retailer point of view we
can produce Alan Hannah dresses much quicker
and offer more hands on and accurate bespoke
elements to the dresses as well as being able to
supply them very quickly if necessary.
bridal lines?
There’s a much closer relationship between the
designer and the retailer. The retailer can speak
to us and describe the nuances and requirements
of a particular customer and know that they’re
speaking to someone who completely understands
them and is the very person who is going to oversee
the making of the dress. As we speak, Marguerite
is talking to one of our London retailers who has
a bride standing in one of our dresses and she is
advising the consultant on what size to order!
I don’t really see anything that will directly affect
us but it would be good to see a commitment to
reducing or abolishing employer NI contributions
to encourage UK manufacturers to take on more
staff without extra cost.
ATTIRE 93 ·
Wendy Peddlesden, Qiana Bridal
www.qianabridal.co.uk
Made in Britain means that we’re showcasing
all the skills and talent that we have available
to us – we’re proud to manufacture and source
everything we use from UK suppliers. We feel
that by supporting these companies we can prove
that British quality can stand alongside the best in
the world.
Having been in the industry for over 30 years, we
decided that Qiana Bridal wanted to continue
using these valuable skills that are unique to our
industry. Our own team is trained by us to these
high standards and we want these skills to be
passed on to the young stars that are emerging
within the trade today.
British made bridal wear?
British made bridal gowns are becoming a talking
Richard Designs
point within the industry as the quality and
suppliers within Britain are of such a high standard.
However, the high cost of sourcing the products
here in the UK remains a huge sticking factor.
bridal lines?
With a British-made bridal label, the retailer has all
the benefits of being in better control of the process
when placing an order. If a bride wants to change
the style of the dress by adding or removing parts –
for example sleeves or straps – then this can often
be individually tailored to the bride’s requirements
by speaking to the designer directly. You also have
the added advantage of a made to measure service
and rush orders.
After the recent Budget announcement it appears
that the Chancellor has now realised that by
simulating home grown business within the UK, it
will in turn create growth within the country.
An example of this is the announcement of the
extension of the business rate relief which, in turn,
helps the retailer.
Louise Dicks, Richard Designs
www.richard-designs.co.uk
In terms of product, made in Britain means high
quality items, flexible delivery times, and almost
unlimited customisation options. In wider terms it
means employing local staff, passing on valuable skills
that they will carry with them through their lives and
contributing to the growing the UK economy.
More than 30 years ago, founder Elaine Dicks
could see the need for flexibility for brides so that
they could specifically match their accessories to
their gown. Brides also expected to be able to have
any size on every style of veil, something that was
rare but was a possibility due to making everything
to order in the UK. The range of styles and colours
in bridal accessories went from small to unlimited
for brides in Britain, something that was, and still
is, very well received.
British-made bridal accessories?
The bridal industry is fortunate to be able to
sustain a high demand for British-made goods. The
nature of weddings calls for high quality bridal
accessories made to the exacting specifications of
the bride, something that manufacturing in Britain
can provide.
94 ATTIRE
Qiana Bridal
bridal lines?
Retailers can forge close relationships with those
that are in direct contact with their product and
their processes, giving greater control and clarity
over what is being made for their clients. Back
this up with fast delivery times (we are currently
offering next day delivery), a swift reaction to
fashion trends and demands, and no worries about
import taxes and duties, and you have a winning
combination. Not to mention the marketing
benefits and kudos to your store that the made in
Britain label provides.
In terms of UK manufacture, the extension of the
annual investment allowance will mean that we
can afford to invest much more in new machinery
and equipment as there will be a tax benefit for
capital investment.
In terms of employement, the personal tax
allowance change will mean our staff have more
take-home pay each year, which is great news for
everyone. Also, the introduction of the childcare
allowance will improve staff retention, as more of
our employees will be able to work whilst paying
for childcare.
Finally, the suggested tax breaks for married
couples will both make it more affordable for
people to work, and should encourage more
weddings! A
Online Shopping
David Mackley looks at Marks & Spencer and its new look e-commerce system.
It’s not every day that we see such a major new
e-commerce site launch in the UK. After running
its website on the Amazon platform for seven
years, Marks and Spencer has moved away to a
system developed in house. This has been over
two years in the making at a cost of £150m. The
brand sees it as crucial in the transition in its
development as a multi-channel retailer. It aims
to serve its six million online customers better
while also hoping to tempt more of the 14.5
million who shop in its stores to buy online.
Websites like M&S have the potential to
influence the way consumers expect other
e-commerce sites to work, so it can be interesting
to see what they’ve done and how your site stacks
up against it.
HOMEPAGE
Laura Wade-Gery, who heads up e-commerce
for M&S, says: “We’re making a big play of being
a daily publisher from a style point of view. We
need to cater for people who know what they
want and for those looking for inspiration.”
As such the new site has a magazine style
knitted into the e-commerce structure. Research
has shown that shoppers who engage with
editorial content were 24 per cent more likely
to buy, so this may have had a bearing on the
increased editorial focus. Of course there are also
SEO benefits to rich up to date content as well.
The home page initially loads with a single
picture that fills the screen with a simple message,
The New Look – very much like an online
magazine cover. After a short time this initial
image has the other usual e-commerce elements
displayed over the top of it.
NAVIGATION
On a desktop, the menu opens in two stages.
This is to allow many more categories. The Home
category has six second-level categories such
as Living Room, then the third level menu has
around 40 choices. This means the Home menu
has around 240 category choices; too many for a
single menu dropdown. Pictures have been added
to some menus as well.
Once a category has been selected you’re taken
to a fairly typical category page, starting with
some introductory text, good for SEO and user
experience to aid navigation. Then there’s a row
of user settings, starting with an indication of
how many products are in your chosen category.
Alongside that are the usual options to Sort
By and number of products per page. This is
consistent with other e-commerce sites – clear,
logical and simple.
In this section, you can also choose to display
clothing pictures as a simple product image or
On Model. Also on the category page in the
fashion section the images have hover-over and
change to an alternate image. This gives a very
interactive feel to the site.
Refine by navigation is fundamental here and
is strong on the new site. It gives clear options to
refine the product selection down to a smaller
more manageable group. In kids clothing you can
choose by style, size, colour, brand and a price
slider. All option groups such as size are initially
open to show all options, but you can close each
set to simplify things.
PRODUCT PAGE
It’s very much a minimalist look here. It’s
clear that the company has aimed at reducing
distractions on the product page with all nonessential information stripped out. This is likely
to increase the conversion as it focuses the
visitor’s attention.
Description – In line with the minimalist
approach, only the first few lines of the product
description are shown. By clicking on More
Details a pop-up style screen appears from the
right giving all the extra information.
Select Colour – The brand has used colour
swatches to select colour. There’s no written
option next to each. Even if the product has
additional colour options, the core colour is
still presented and automatically selected. This
is probably there as it supports the Refine By
navigation for colour.
Stock Levels – M&S is communicating three
levels of stock; In Stock, Low Stock and Out of
Stock. Indicating low stock is interesting and the
benefits can be two fold. On a customer service
level it informs whether you have to decide
quickly to reduce the chance of losing out on
your purchase, and of course at the same time
it drives customers to buy now, again likely to
increase conversions.
Progress Bar – A designer arrow slides down
the product page pointing to the part that
requires the next action, whether this is choosing
Colour, Size or Add to Bag. This is useful partly
as the Add to Bag button starts off greyed out;
96 ATTIRE
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]
for my liking it’s too inconspicuous being rather a light shade of grey. New
visitors tend to orientate themselves with this element on a product page,
so it’s usually considered best practise to make it more noticeable. They
will probably have done this to avoid buyers clicking the button before the
colour and size choices have been made.
Images – Laura’s view is: ‘If you’re shopping online, you’re essentially
buying a photo.” And in light of this, images are 50 per cent bigger on the
new site. Additional images and zoom functions are all pretty standard,
with some items having 360 degree view options. Videos are available on
some ranges and integrated in the same area as the images.
Objection Handling – Key to maximising conversions is handling
objections through the buying process. M&S has stripped out any detail on
the product page, there are just the words Delivery and Returns to click on.
Clicking on these delivers a pop-up style screen that handles the question.
Social integration – Typical links to Facebook, Tweet, PinIt and
Google+ are available under the product pictures.
Customer Reviews – As the minimalist design allows each feature to
stand out more, the review stars are very strong on this page. You have to
sign in to create a review. The site does let you submit a review on a product
without proving you purchased it; this is not immediately published so
they may have checks in place to verify a purchase was made.
Accounts – M&S has imported customer accounts although existing
customers would need to create a new password and those that created an
account after 1st January, 2014 will need to create a new account so these
were not passed over.
Supporting desktop, mobile
and tablet – On the desktop site
the navigation is driven from a classic
horizontal menu below the logo.
On a tablet the horizontal menu is
replaced by a Main Menu button
in the top left of the screen. It then
pops out on the left of the screen and
is clearly designed for touch with
wider button areas and fewer choices.
When tested on an android tablet
and iPad this didn’t work fully – a
few early teething troubles. Mobile is
again a specific platform for the small
screen. A lot of work has clearly gone
into getting the experience right for
each type of device. A
98 ATTIRE
Stateside Style
Vatana Watters, president and founder of Watters, chats to Attire
Bridal about her innovative and luxurious gowns for the whole
wedding party.
When did you launch Watters and why did you
locate the business in Dallas, Texas USA?
Watters was founded in 1985. The reason that
we picked Dallas over Los Angeles or New York
City was that it’s a friendly place to start a new
business and it’s centrally located. Dallas is the
town with southern hospitality and we’ve met
many people in the industry willing to help a
start-up business.
How many collections are there in the
Watters portfolio and how do they complement
one another?
We currently have eight collections plus our own
line of veils and bridal accessories. Our luxury
brand, Watters, offers designer bridal gowns and
bridesmaid dresses that are fashion forward with
hand-crafted details. Our aspiration brand, Wtoo
offers affordable designer bridal and bridesmaid
dresses that are trend driven in endless colour
options. Encore, the perfect little before and after
number, is a collection of white dresses ideal for
a rehearsal dinner, a gorgeous exit dress or an
informal wedding gown. Collection 20 is a range
of special occasion dresses and glamorous suits
for mothers of the bride and groom, and stylish
guests. Our cute brand, Seahorse, offers junior
bridesmaids and flower girls dresses designed
for starry-eyed princesses. The new addition
to the Watters family is D.I.D. by Watters, a
collection of gowns ranging from glamorous to
bohemian, elegant to effortless. D.I.D. offers
the perfect dress for the non-traditional bride.
Watters offers a stylish solution for every member
of the wedding party, no matter the age, colour
or fabric need.
How would you describe your signature style
to retailers?
Our dresses are known for understated elegance,
luxurious fabrics, exquisite hand details, modern
approach and exceptional fit.
Which fabrics do you enjoy working
with most and why?
I love working with lace as it’s timeless,
traditional and yet it can be modern. Having said
that, it can be tricky to manipulate at times. The
lace pattern, width and weight dictates how it
can be incorporated into a gown.
What characteristics epitomise a
‘Watters Bride’?
A Watters Bride is a girl with effortless style and
an eye for hand-crafted details. She’s looking
for a timeless wedding day design that lets her
personality shine through.
What significant changes have you witnessed
within the industry since you first began designing
bridal gowns?
Brides are now taking risks, truly thinking
outside the box and dressing for their husbandto-be. They’re seeking a wedding dress with
a hint of sex appeal and feminine, original
embellishment.
What do you predict will be the key influences on
bridal design for autumn 2014 and beyond?
The bride! Brides really are fearless nowadays.
They’re taking risks and pushing the envelope
which makes us step up our game.
How many stockists do you have at present and
how would you like to grow this base?
We’re currently looking to expand our stockist
numbers in Ireland and the UK. Earlier this
year we opened our office in the UK, reinstating
a strong presence and support for our existing
stockists and the perfect opportunity to continue
expanding our brands.
Are you planning to launch any new ranges into the
Watters portfolio for 2014?
As mentioned above, this April we launched
D.I.D. by Watters, a collection of gowns ranging
from glamorous to bohemian to effortless
elegance to fabulous and flowing bridal gowns.
D.I.D. offers the perfect old heritage feel dress for
the non-traditional bride. A
Contact
Watters
www.watters.com
ATTIRE 99
Acid
Closely guarded
Secrets – guard them with your life! Says Dids MacDonald,
CEO of Anti Copying in Design (ACID)
Trade secrets and Intellectual Property
What are the aspects about your enterprise
that gives you the competitive edge? Can you
identify confidential business information that
would compromise your position in the market
if everyone knew? If so, then you probably have
trade secrets that encompass manufacturing
or industrial and commercial secrets. What’s
more important is that their unauthorised use
by anyone other than the holder is regarded as
unfair practice and a violation of the trade secret.
According to the World Intellectual Property
Organisation, “The subject matter of trade
secrets is usually defined in broad terms and
includes sales methods, distribution methods,
consumer profiles, advertising strategies, lists
of suppliers and clients, and manufacturing
processes. While a final determination of what
information constitutes a trade secret will
depend on the precise circumstances of each
individual case, clearly unfair practices in respect
of secret information include industrial or
commercial espionage, breach of contract and
breach of confidence.”
A recent directive on trade secrets by the
European Commission focuses on the protection
of undisclosed know-how and business
information against their unlawful acquisition,
use and disclosure. In a fascinating seminar
recently this could, according to Jonathan
Cornthwaite of Wedlake Bell, be a real boon to
SMEs and a ground-breaking initiative. Why,
because unlike most other types of intellectual
property rights, breach of confidence (of trade
secrets) is not subject of any specific legislation
and so there is uncertainty. The benefits of the
directive (in draft at the moment) will mean
that existing laws will have legislative certainty
and it should help to raise the importance of the
protection of business confidences.
SME tips and guidelines on trade secrets
Assess whether your design is protected by
formal IP rights. The most common are
copyright, trademarks, design right and patents.
If so, register or, in the case of copyright, which
arises automatically, make sure this is signed
and dated.
Ensure that there are provisions in your
organisation that as few people as possible know
about your trade secret and that all that do are
aware that it’s confidential information.
Have a look at your employment contracts and
check whether there’s a clause about maintaining
confidentiality for a period of time, even after
the employee has left your company. Know-how
is hard to gain and easy to share if not properly
protected by agreements.
Never underestimate the strength of signing a
confidentiality agreement with business partners
whenever you are discussing or disclosing
confidential information. Sadly, relationships do
go wrong and, if they do, it’s much easier to seek
legal redress if you can rely on the small print.
Trade secret protection is not limited to time
unlike other intellectual property rights and so a
trade secret can continue indefinitely as long as
it’s not revealed to the public. Look at the recipe
for Coca Cola, probably one of the best-kept
secrets! Also, there are no registration costs
involved and trade secrets have immediate effect.
There are no formalities such as disclosure to any
Government authority.
Make prevention of theft of trade secrets a
priority. Once a trade secret is disclosed, whilst
litigation is available, the damage has usually
been done.
Do you have a protocol or guidelines on trade
secrets within your company? Importance on
what can and can’t be disclosed is key. Always
ensure that sensitive documents are stored
securely or, if they are no longer required,
disposed of by specialist companies.
Never underestimate the value of your sales
lists and data and put in place measures that will
safeguard their confidentiality. A
CONTACT
To find out more, visit
www.acid.uk.com
The ACID
brand is a
registered
community
trademark
offering
exclusivity in 28
member states
Registration No.
004750741
101 ATTIRE
Going Global
Karen Willis Holmes has come a long way from her native Yorkshire. The
Australian-based designer has just launched her first flagship boutique in
New York and this, she says, is only the beginning…
When did you launch
your label and what
is your background in
bridal design?
I launched the couture
label in 2000, when I opened my Sydney atelier,
after moving from Perth, Australia. In 2004,
following the success of the couture label, we
decided to start a ready-to-wear bridal collection
and the brand has expanded from there.
I was drawn to bridal, and still am, because
there’s a demand for unfaltering attention to
detail. I love 18th century design, as well as
1940’s silhouettes. With bridal you have the
opportunity to adapt these silhouettes into
something wearable, without it being seen
as a costume.
How has your business evolved since this
time and what have been the most memorable
moments in its development?
I first opened the Sydney boutique in
September 2004; following that I opened a
flagship boutique in Melbourne in 2006 and one
in Brisbane in 2011. We also have a number of
stockists in Australia and more recently have had
the opportunity to expand internationally with the
biggest news of late being that we have opened
our first flagship boutique in the US, in New York
City. Each time I opened a new boutique, it was
such a huge achievement for me and the brand.
It’s high on my agenda to sell gowns into the UK
Alassandra
as I’m originally from Yorkshire and would love to
sell gowns back home.
How would you describe your signature style?
My gowns are all vintage inspired with a
contemporary, modern twist.
Which fabrics do you enjoy working with most
and why?
I will use any beautiful fabric in my designs –
Willow with Clarisse train
Emmy
there are so many stunning silks and thousands
of different laces to choose from. In saying that,
there are also some amazing manmade fibres
that can be uses for certain designs, where a
natural fibre may not be suitable.
When did you launch your ready-to-wear
collection and what prompted this decision?
In 2012 I started the KWH by Karen Willis
Holmes collection which is a completely readyto-wear range. It can be bought off the rack,
unlike the bespoke collection, which is made
to order. There had been such a high demand
for off the rack gowns around that time, and
there still is, which was the main reason that
prompted the collection.
What inspired your 2014 ready-to-wear
bridal collection?
As with our 2014 bespoke collection, the KWH
by Karen Willis Holmes collection was inspired
by modern and metropolitan influences, still
with a vintage feel. There are architecturalinspired shapes and lines throughout and
especially with the RTW collection there is a
definite glamorous black tie aesthetic.
Where are the gowns designed and made,
and how integral is this to the identity of
the brand?
The bespoke and couture collections are
102 ATTIRE
Profile
Alassandra
Alassandra
Emmy
Lyla
made in our atelier in Sydney, Australia by our
amazing team of skilled gown technicians.
Each gown is cut individually by hand, then
passed onto our expert machinists; from there
some gowns have draping, or they will go
straight onto the hand sewing technicians to be
finished by hand. Each gown is made with the
utmost attention to detail and with love.
The fact that these gowns are made in
Australia is very integral to the brand because
we are able to have such a high level of quality
control, ensuring the gowns are to the level we
want them to be. I think brides also like knowing
that their gown is individually made.
The KWH by Karen Willis Holmes ready-towear gowns are designed in Sydney but made
by a wonderful team of artisans in India. Their
skill set is amazing and we’re all totally amazed
by how these gowns are made and so different
to the ones we make in our own workrooms.
Is there a particular type of bride who seeks
out a Karen Willis Holmes gown?
Yes, certainly, she is a trend conscious bride
looking for exceptional fit, with something that
makes a little bit of a statement but is different
to a traditional gown.
How many stockists do you have at present,
and how would you like to grow this number?
Are there any territories you are particularly
looking to target?
We have a number of stockists in Australia,
and we have now started our move into
the international market. So far we have six
stockists in the US, two in the UK, one in
Ireland and one in New Zealand.
This is just the beginning for us in expanding
internationally, I took part in The White Gallery
in London in April and did two tradeshows in
New York last year. The trade shows in New
York were fantastic for meeting with potential
stockists and is where I gained my first retail
partners in the US.
What support are you able to offer to
your stockists?
We work individually with each retailer to come
up with the most suitable package for their
business. One thing in particular that I think
our stockists like, is that we specialise in rush
orders. As all of the gowns are made here at
our workroom in Sydney, we’re able to make
them quickly and it doesn’t take very long to
send them overseas.
Congratulations on the opening of your
flagship boutique in New York. Do you have
any plans to open up further boutiques in any
other territories?
Thank you, it’s something I’d been dreaming
of doing for quite some time, so it was a huge
achievement to make it a reality. I always
envisaged that I would open a London boutique
before New York, so I would certainly say
London is my next stop.
How do you plan to grow your bridal brand
over the coming year?
Our main focus is our expansion into the
international bridal market, by increasing our
number of stockists in the US and the UK. A
CONTACT
Karen Willis Holmes
+61 2 9519 3901
www.karenwillisholmes.com
ATTIRE 103
Starting Out
Joanne Childs, founder of top wedding firm, Sprae PR, offers her
advice on launching a new bridal business.
The wedding
industry in the
UK is a multibillion pound
enterprise and, with so much competition,
starting your own bridal business and launching
it into this industry can be bit of a daunting task.
Whether you want to open a boutique, become
a wedding planner, start your own atelier or
become a photographer, creating a new business
can be a bit of a minefield. However, if you can
put in the hard work and dedication required
then you’re well on your way to success.
Offer sensational service
Good customer service is the lifeblood of any
business. You can offer promotions and slash
prices to bring in as many new customers as
you want, but unless you can get some of those
customers to come back, or to recommend you
to their friends, your business won’t be profitable
for long.
Creating a strong online presence
Like many new businesses, you may have
a modest marketing budget, but one thing
that’s worth investing in is a website. Potential
customers will be able to search for you online
and the more content on your site, the better. If
you don’t have enough budget for a website then
start a blog – many can be created free of charge.
It’s a great way to showcase your knowledge,
services or products and Google loves content
so it will help your potential customers to find
you online.
Whether you have a website or a blog, try to
keep your online offering up to date with fresh
news or events.
Embrace social media
Most business owners, large or small, have now
accepted that social media is a necessary part of
104 ATTIRE
the marketing mix. With new platforms popping
up all the time, it can be confusing to know
which ones are worth the time you invest. But
whichever one you choose – Twitter, Facebook,
LinkedIn, Instagram, Vimeo, Google+, Pinterest,
or YouTube – learn how to do one well, then
move onto another to expand your reach. Test
what works for your business and what doesn’t.
They’re all effective ways to make new contacts
within the industry and also potential clients.
Start networking
Some of the best business relationships have
been founded on chance meetings or five-minute
conversations but the idea of networking can be
intimidating for the uninitiated. Networking goes
hand in hand with running a successful business
so, if you’re looking to make the contacts, you need
to be prepared to go to where the contacts are.
Search on social media, local business websites
or on wedding websites to see if anyone near
you is holding a networking event or a tweet
up (a meet up organsied via twitter). Join in on
conversations like #weddinghour on Twitter
which takes place every Wednesday evening and
get talking with other business and brides, not
only in your area but across the country.
These sorts of conversations will increase other
companies’ and brides’ awareness of your business
and will also help to boost traffic to your website
or blog. You’ll also start making some great
contacts within the industry such as members of
the media.
Introduce yourself to the press
You never get a second chance to make a first
impression. In this day and age, where everyone
Marketing
“Your company’s grand
opening allows you to throw
open your doors and welcome
potential customers inside.
It gives you a chance to
showcase your products
or services as part of the
marketing component of your
business plan.”
is selling something, most of all themselves,
mastering the art of introductions across multiple
channels and media surely has to be one of the
great unsaid business skills. Whatever your style,
background, personality, profession or purpose,
remain convinced that a little thought and
practice can return incredible results.
Having good contacts in the media is key
to any successful strategy. Always be polite to
journalists as they have the power to decide
what your customers read or hear about you – if
anything at all. A phone call, e-mail and text all
within five minutes are overkill. Be timely and
keep it simple, but don’t be a stalker. The way you
follow up will depend on the situation, and the
relationship you have with your contact.
Holding events
Your company’s grand opening allows you to
throw open your doors and welcome potential
customers inside. It gives you a chance to
showcase your products or services as part of
the marketing component of your business plan.
Throwing together a quick grand opening at
the last minute is likely to waste your time and
money. Begin planning the details long before
you are ready to open for business to ensure you
have a good turnout.
Advertise the grand opening through press
releases, in-store signs, and by advertising online
and in wedding magazines. On the day of
the event, place large signs, balloons, banners
or other promotional paraphenalia to draw
attention to your business. Invite the wedding
media, local news reporters, business advisers
and business owners in related industries, for
example, invite florists, photographers or cake
decorators who could provide referrals. In
addition, a photographer on the day is vital so
you can follow up with any media afterwards and
so you can add the images to your website and
social media platforms.
Send all attendees away with information
about your company and, if the budget allows,
provide every guest with a small goodie bag or
gift related to your business. A
We offer some weekly PR and
marketing tips on our blog every
Tuesday at www.sprae.co.uk.
Contact
Sprae PR
www.sprae.co.uk
ATTIRE 105
(OL]DEHWK'LFNHQV
HPDLOQLQDDQGDODQ#IUHHXNFRPZHEHOL]DEHWKGLFNHQVYHLOVFRXN
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…
SHORT AND TWEET
Total num
ber of
followers
:
6,700!
One of Attire Bridal’s many followers, Georgina Cassels, explains why
Twitter is such an invaluable social network for the portfolio of County
Wedding Magazines.
Name: Georgina Cassels, managing editor
Company Name: County Wedding Magazines,
KD Media Publishing Ltd
Follow me at: @CWMEdit
When did you set up a Twitter account and what
We set up our consumer-facing @CountyWeddings account almost two
years ago and have built up a loyal following but we wanted a separate
account our editors could use to use to network with wedding suppliers,
and so @CWMEdit was born.
Has your business benefited as a result? If so, how?
We hope so! We find new and exciting suppliers via Twitter to feature in
the magazines and network weekly on #WeddingHour.
The goal is to build our profile and readership and deliver superb
regional content, and if we generate a few leads for our sales team, all
the better.
How often do you tweet and what do you tweet about?
We tweet daily - or several times a day, deadlines permitting!
On @CWMEdit we generally post about what we’re working on at
any given time and invite our followers to contribute – e.g. a feature
on bridal boutiques for our Manchester title. We’ll also tweet about
new magazines we’re launching and what’s happening at County
Weddings HQ.
What advice would you give to first-time tweeters?
Set a schedule for posts and stick to it. Social media accounts needs to
be maintained. An account that hasn’t been updated for six months is a
terrible advert for your business.
Be proactive – join a networking event and reach out to any
potential contacts.
Avoid the hard sell – to attract and keep followers, you need to add
something to the space and engage your readers.
Have fun but keep your business hat on – check your tweets for
spelling mistakes and bad grammar before you hit send and keep it clean!
Which bridal companies do you enjoy following on Twitter?
Yorkshire-based @artofmallow and @sugaredsaffron always get our
taste buds tingling, @paperbeagleUK creates some stunning favours
and we rely on @TheJennyPackham and @ianstuartbride for our daily
fashion fix. A
This month on Twitter we have mainly been:
i Following new bridal retailers
i Adding posts about our latest issue
i Retweeting useful retail advice
i Announcing new exhibitors for The Essential Collection
Welcome to our
newest followers:
@aecbridal14
@weddinggarterco
@LinziCrawford1
British bridal
wear designer
Garters hand crafted
by Britten
Mother of the bride
and groom wear
@AlisonJBridal
@news_lilly
@RockTheFrockWed
Bridal boutique
in Yorkshire
Bridal gowns
and accessories
Essex-based
bridal shop
We are now following:
Bridalwear designer
Bridal boutique
Menswear retailer
@wendymakin
Wendy Makin
@HeritageBrides
Heritage Brides
@dyfedmenswear
Dyfed Menswear
ATTIRE 107
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
108 ATTIRE
ATTIRE 108
Insurance
Safety first
Rachael Carrington (Cert CII), a highly experienced Commercial Account Executive, takes a look at
some of the steps companies can take now to ensure the bridal show season goes without a hitch.
If the imminent exhibition
season is one of the vehicles
you use to promote your
bridal products and services,
it’s important to make sure
you have the correct insurance
in place.
Protect your investment
Attending a bridal show as an exhibitor or
stallholder is a huge commitment of both your time
and money. Unfortunately, things can, and do, go
wrong and seeking professional advice beforehand
from an independent insurance broker – together
with the right type and level of insurance cover – is
essential. This will give you the peace of mind that
no matter what happens, your business and your
customers will be fully protected.
Assess your risks
Taking the time to review and identify the
potential problems associated with running your
stand is vital. A risk assessment will enable you
to take action before the event takes place and
reduce the likelihood of people suing you for
negligence. It may be a condition of your policy
to have a written risk assessment. If you don’t
have one, your insurer may not pay out if an
accident occurs.
“
A risk assessment will enable
you to take action before the
event takes place and reduce
the likelihood of people suing
you for negligence.
”
Don’t rely on the event organiser’s insurance
Never assume that you’ll be covered under the
event organiser’s insurance policy as they’re only
responsible for the common areas outside of
an exhibitor’s stand. To comply with their own
insurance company’s requirements, they may
need evidence that an exhibitor has arranged
adequate insurance for the event before they
allow access to the venue.
Check your cover
It’s the responsibility of individual exhibitors
to arrange their own insurance cover. It’s always
worth checking to see if your existing policy
would meet all of the organiser’s requirements.
Exhibitors with their own commercial policy
may decide to take out a special policy if their
own doesn’t meet the minimum coverage
requirements or the policy does not extend to
the country where they are exhibiting.
It’s important to consider the following:
Event cancelation insurance: This type of
specialist insurance will protect you from
any financial loss you may suffer as a result of
circumstances beyond your control. This includes
illness that means you’re unable to attend, lost,
damaged or stolen property or equipment that
you have bought or hired as well as the cost of
the stand itself. Importantly, it also includes
protection if the organiser is forced to cancel the
event. Policies can be tailored to your individual
circumstances and if you plan to exhibit at a
series of events, they can all be covered under a
single, cost-effective and convenient policy.
Public Liability Insurance:
The most common liability claims are known
as ‘slips, trips and falls’ such as a member of the
public stumbling over loose cabling. This type of
accident is commonplace and some can result in
losses in the millions. Public liability insurance
will cover you if have to pay compensation to a
third party following accidental bodily injury or
damage to their property if the incident happens
during the event. It also includes injuries from
food poisoning caused by food or drink served by
you as hospitality.
Employers’ Liability insurance:
This cover will protect you if you face legal and
compensation costs should a full or temporary
member of staff attending the event have an
accident on your stand.
Talk to a professional insurance broker
Seek advice from a professional insurance broker
who will work with you to assess your risks and
advise you on the right level of event insurance to
ensure you’re properly protected no matter what
surprises the bridal show season brings. A
“
Never assume that you’ll
be covered under the event
organiser’s insurance policy as
they’re only responsible for the
common areas outside of an
exhibitor’s stand.
”
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 Chartered Insurance Brokers
+44 (0)161 438 0000
www.hine.co.uk
Twitter @hineinsurance
facebook.com/hineinsurance
109 ATTIRE
Next issue
Diane Harbridge
Bridal
Jewellery
Chez Bec
Next Issue
In-depth market report
Retailer
Round Up
Boutique owners
talk shop
Fashion Files
We track the top trends
PR AND
MARKETING
True Bride
Advice from
the experts
Liza Designs
The Essential Collection
• Exhibitor guide
• Seminar programme
• Catwalk schedule
ISSUE 42
July/August 2014
Advertising deadline: 6th June, 2014
Available from: 23rd June, 2014
Plus
Business tips
News and events
Retail technology
ATTIRE 111
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?
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Signature
112 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
<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:
Interbride Dusseldorf 31st May - 3rd June
The Essential Collection 6th - 8th July
Email: [email protected] - www.michaelsbridalfabrics.co.uk
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
ATTIRE 113
RBA Column
SWOT analysis
Nicola Garton, owner of The Wedding Shop in Colchester, Essex, and
Chair of the Retail Bridalwear Association (RBA), examines the strengths,
weaknesses, opportunities and threats in the bridal industry.
The best thing about our industry is that with a
constant focus on the importance of marriage,
and therefore weddings, we know that we’ve a
ready market to buy our products. There were
over 255,000 weddings in the UK in 2012
(latest available figures). This doesn’t include
weddings abroad, which aren’t recorded and are
estimated by some to be as high as one in three.
Although statistically over the years the average
cost of a wedding has come down, the amount
spent on bridal wear and outfits has increased,
taking a significant proportion of the wedding
expenditure. Nowadays brides prefer to opt for
quality brands and cut corners elsewhere. They
also tend to prefer to buy their dresses from small
boutiques who give good customer service.
What are the weaknesses of our industry?
As a wedding is huge expense, some couples
who don’t have the financial means to marry
may choose to live together without having a
formal ceremony.
One of the biggest problems, however, is
that the market is overcrowded, with too many
boutiques and manufacturers leaving little
potential for growth or for new companies to
succeed. The industry needs to become more
streamlined to become healthier and more
sustainable. A recent spate of shop closures
identifies the problems that saturation in
the market causes: brides become upset and
distrustful of boutiques while devastated shop
owners, who’ve often put their life savings or
redundancy payout into their business, wonder
why they ever entered into the bridal industry in
the first place.
What are the opportunities in our industry?
Marriages of same-sex couples became legal this
114 ATTIRE
spring so there’s a great opportunity to grow
our customer base. Weddings in churches often
require more formal dresses and outfits so this
could be a new source of revenue over the
coming years.
There’s also an increasing trend for brides
to buy more than one dress, selecting a lighter
gown that’s easier to manoeuvre for dancing and
enjoying the evening reception. Although these
second purchases are not the norm, it’s widely
thought that this trend will continue to become
increasingly popular. The American bride also
has a bridal style dress she wears to the wedding
rehearsal, so this is also a trend that might make
its way across the pond.
What are the threats to our industry?
The internet is definitely one of the largest
threats to our industry. From a bride who’s visited
her local bridal store and then tries to buy the
identical product online from a copy website
known as ‘showrooming’, to the bride who simply
buys her dress from an online company that sells
directly to the bride and makes its own designs,
this is having a serious impact on our industry,
especially at the lower to middle end of the
market. Tempting prices are persuading brides to
part with their hard earned cash, sometimes by
using genuine pictures from the designers they
are copying. The double negative of this is that
a lot of these same brides are spending a huge
“The best thing about our
industry is that with a constant
focus on the importance of
marriage, and therefore weddings,
we know that we’ve a ready
market to buy our products.”
“There’s an increasing trend
for brides to buy more than one
dress, selecting a lighter gown
that’s easier to manoeuvre for
dancing and enjoying the evening
reception. Although these second
purchases are not the norm, it’s
widely thought that this trend will
continue to become popular.”
amount of time in our boutiques, benefiting from
a lovely experience and styling advice without
ever having the intention of actually purchasing
from us. As a result, some stores are now charging
a consultancy fee for Saturday, Sunday and
evening appointments. There’s also been an
increase in missed appointments, resulting in
lost opportunities and ultimately lost sales
and profits.
High street retailers are also becoming much
more interested in the bridal market with shoes
and accessories having been particularly hard hit
by competition from the high street. Bridesmaids
for adults and particularly the children’s sector
has been eaten away by retailers offering a more
off-the-peg approach with much lower prices.
This is where companies such as David’s Bridal
will take an ever larger market share.
So perhaps it’s time to take a SWOT at our own
businesses and identify our strong and weak areas
and see how we can strive to improve them. A
Contact
[email protected]
www.rbaltd.org.uk.
Style 421
Style 424
Style 426
Style 434
Style 1412
Style 1420
Style 1421
Style 1423
Style 1424
Trade enquiries can contact us on
01279 418555
www.bonny.co.uk

Bridesmaids - Attire Bridal magazine

Transcription

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