Bridal - Attire Bridal magazine

Transcription

ATTIRE
Bridal
JUL/AUG 09 ISSUE 12
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Bridesmaid
Fashion
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brides
Our exclusive
market report
Fabulous
ACCESSORIES
Retail Insurance
Gorgeous designs
for the entire
wedding party
Are you covered?
Plus
Industry
News
Bridal Trends
Retailer Interview
Maternity
Bridal
Your essential guide
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Contents
Regulars
52
7
Industry News
We showcase the industry’s movers and
shakers in our regular round-up
18
Retailer Interview
Demelza Rayner talks to retailer, Jo
Christoforides, about the latest move in
the history of her successful boutique
30
Q&A Technology
Beth Scott shows you how to boost your
business through social networking sites
46
Business as Usual
Regular columnist, Abigail Neill, talks
about her typical day in bridal retail
48
56
60
66
39
Business Link
Peter Mulhall reveals what to consider
when buying a business
Q&A Special
Expert advice from Jane Watson and
Brad Davis
Up and Coming
We speak to Rachel Simpson about her
stunning range of bridal shoes
Features
21
A Growing Market
We take a look at maternity bridal to
determine how this sector is developing
27
Come Rain or Shine
Christine Naysmith talks to Attire
Bridal about her bridal umbrella and
parasol company
33
Leading Ladies
Established suppliers of bridesmaid
dresses talk trends
36
Sale Solutions
Neil McFarlane of T.H. March advises
on appropriate insurance cover for
your business
39
Bridal Trends
This issue we focus on pretty blush
coloured gowns and dresses fit
for a princess
50
Timeless Glamour
Astral Sundholm-Hayes reveals all about
her successful vintage bridal brand
52
Firm Foundations
Support your bridal sales by stocking
some of the best new lingerie lines
58
The Heights of Fashion
Fabulously flamboyant headwear for
brides in search of glamour
Jane Watson
Our regular columnist offers her top 10
tips on running a successful bridal store
21
ATTIRE 3
Fashion
JULY/AUGUST 2009
ATTIRE
Bridal
GROUP EDITOR
Demelza Rayner
+44 (0)1376 535 609
[email protected]
CONTRIBUTORS
Danielle Harvey
+44 (0)1376 535 611
[email protected]
Great Expectations
with some reports suggesting that at least one
in 10 women get married when expecting. No
longer the taboo it once was, pregnant brides are
proud to show off their bumps, and the wedding
SALES MANAGER
Mark White
+44 (0)1376 514 000
[email protected]
DESIGN MANAGER
Vicky O’Connor
+44 (0)1376 535 616
[email protected]
GRAPHIC DESIGNERS
Sarah Barnes
Sophie Farage
Laura Perry
Steve McKea
+44 (0)1376 535 616
PRODUCTION MANAGER
Stuart Weatherley
+44 (0)1376 535 616
Industry News Page 7
Maternity Bridal Page 21
Bridesmaids Page 33
Bridal Lingerie Page 52
The number of pregnant brides is on the increase,
Jennifer Kettle
+44 (0)1376 535 613
[email protected]
SALES EXECUTIVE
Frankie Jefferson
+44 (0)1376 535 612
[email protected]
Cover image courtesy of
Kosibah Creations
© Freelance The Work Space
Photographer: Natalie Zapala
Hair Stylist: Bridal Wig
Collection by Eugene Davis
Stylist: Tega Akpojotor
day becomes a joint celebration. In recent years,
bridal designers have recognised the need
for specialist maternity bridalwear and have
responded by creating glamorous gowns in figure-flattering fabrics. But is
there room in the market for further growth, or is maternity bridal only ever
going to remain a niche market? We talk to some leading suppliers to find
out more.
Average Net
Circulation: 2,655
(01/07/08 to 30/09/08)
If it’s business advice you’re after, then Peter Mulhall of Business Link
reveals the many aspects to consider when buying a new business,
while Beth Scott explains how any retailer can boost their profile through
judicious use of social networking sites. Our regular columnists, Abigail
Neill and Jane Watson also provide sensible advice on running a
ADMINISTRATION
Scott Brothwell
+44 (0)1376 514 000
successful bridal boutique.
Kline Davis Limited
Broseley House
Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
Also in this issue we focus on the market for bridal lingerie. Simply
introducing one or two lines into store can help support sales. Turn to
page 52 to find out about the best brands around.
Staff photographs courtesy of
Ian Scott Photography
Tel: 01707 263 844
www.ianscottphotography.co.uk
Finally, as of next issue, Rebecca Winward will be taking over as
ISSN 1758-0072
[email protected] or on +44 (0)1376 535 609. I wish you all a
Attire Bridal is solely owned,
published and designed by Kline
Davis Limited. Whilst every effort
was made to ensure the information
in this magazine was correct at the
time of going to press, the publishers
cannot accept legal responsibility
for any errors or omissions, nor
can they accept responsibility of
the standing of advertisers nor by
the editorial contributions. The
views expressed do not necessarily
reflect those of the publisher. Attire
Bridal is published six times a year.
Subscription rates for overseas
readers are £40 per annum (incl.
p+p), Cheques should be made out
to Kline Davis Limited and sent to
Attire Bridal @ Broseley House,
Newlands Drive, Witham, Essex
CM8 2UL.
successful 2009 and look forward to taking the helm again in 2010.
Editor during my maternity leave. She can be contacted via email at
Enjoy reading
Demelza
Demelza Rayner
ATTIRE 5
News & Events
INDUSTRY NEWS
Read on for the latest information on the bridal industry’s movers and shakers…
New made-to-order collection
at Little Eglantine
French designer Stephanie Staub has launched a new, more
affordable, range of made-to-order collection of flower girl
dresses and page boy outfits.
Responding to the current economic situation, Little
Eglantine decided to help brides-to-be to enjoy luxury children’s
wedding garments without the tag price.
Clients can still choose exclusive designs and fabrics especially
selected for the range, pick the correct size and buy the garments
online. For further details, visit www.littleeglantine.com.
New rates of national minimum
wage announced
The British Shops and Stores Association (bssa) is delighted
with the Government’s response to the Low Pay Commission
recommendations. “An increase of 1.22% in the adult rate
to £5.80 per hour effective from October is a recognition of
the strain payroll costs are placing on retailers in the current
economic climate and, from an employer perspective,
compares very favourably with previous inflation busting rises,”
comments CEO John Dean. “The Government has adopted a
pragmatic stance of accepting the importance of limiting the
impact on payroll costs whilst simultaneously accepting the
necessity of maintaining a realistic level of minimum wage.”
The adult rate will be reduced to 21 year olds in 2010 and
an announcement of a potential plan to name and shame
employers who disregard the minimum wage laws is also in
the offing.
“This is a very satisfactory outcome coming as it does
shortly after the Government’s decision to defer an element of
the rise in Business Rates,” commented Dean.
SPANISH SHOW REPORTS STRONG
ATTENDANCE FIGURES
More than 165 Spanish and foreign bridal brands took
part in the seventh edition of the International Bridal
Fashion Exhibition, between 23rd and 26th April, the first
edition under IFEMA’s organisation. Buoyant trading and
strong attendance figures were reported, as a total of 4,751
professionals attended the event to place orders.
The show provided the setting for the annual wedding
competition for new designers. Sustainability and
preservation of the environment through recycling was the
theme and, in total, some 115 original designs (in sketch
form) were presented in the following categories: bridal
gowns, bridegrooms’ attire and party wear. The winners
were Sandra Marin Rodriguez in first place, Elisa Munoz
Navarro in second and Leandro Cano Duque in third.
The next edition of the fair will be announced later this
month. For further details, visit www.ifema.es.
ATTIRE 7 ·
Wedding TV launches
Wedding TV Asia
On June 1st Wedding TV, winner of the Broadcast magazine
Best Specialist Channel award, launched Wedding TV Asia
(SKY 267 & Freesat 401). This is a worldwide first free channel
dedicated to the diversity of Asian wedding culture both in
the UK and internationally, and the format will feature a wide
range of Asian inspired wedding focused programming.
With Indian weddings said to be a Rs. 800 billion industry,
with an estimated annual growth at 25%, Wedding TV
Asia will have its finger firmly on the pulse. Whether it is
wedding planning, providing inspiration, information and
entertainment, celebrities and reality TV or credit crunching
tips, Wedding TV Asia will be at the forefront of the Indian
wedding market.
Currently in its third year, Wedding TV is responding to a
clear gap in the market and the demand for further content
dedicated to the UK Asian population. The initial foundation
of Wedding TV Asia will be drawn from real weddings working
alongside wedding film makers.
Marc Conneely, Co-Founder and Director of Wedding TV
said: “We believe we are responding to a public demand and
looking at a big business opportunity. Our research in the UK
shows the Asian wedding market is booming in terms of the
amount of money spent on wedding ceremonies each year
and even in a recession the colourful traditions and culture
make for compelling television content.”
For further details, visit www.weddingtv.com.
As Hemlines Go Up, Prices
Go Down at Angela Stone!
Angela Stone has hiked up her hem lines for her new
collection of ultra-glamorous 50s-style wedding dresses,
taken straight out of Hollywood but without the price
tag! Decked with ruching and rosettes, her gowns have
hit knee high and higher.
Angela is always able to keep up with the latest
trends as her wedding dresses - without exception
- are designed and manufactured at her shop at Kew
Gardens. This allows her to express her flexibility with
colour and style as well as providing an extremely
efficient and flexible lead time for her brides. New for
this season, she has introduced an heirloom range of
gorgeous gowns and handmade accessories. For further
information call +44 (0)203 274 1003 or visit the
website at www.angelastone.com.
Olivier Laudus Design
launches charity ring cushion
Bridal accessory designer Olivier Laudus has created a beautiful special edition
wedding ring cushion for Leukaemia Research.
Inspired by the Calendar Girls story, Olivier designed the cushion in memory of
his mother, Lily, who died at the end of 2008 after a long battle with cancer.
The cushion features a brightly beaded sunflower depiction against a backdrop of
pearls and can be personalised with bride and groom’s initials and wedding date.
Olivier commented: “I am delighted to be working with Leukaemia Research. Losing a parent is very painful process to go
through; however, I was able to forget my own sadness for a while, by speaking to clients who were getting excited about their
wedding preparations. Creating the Sunflower Cushion also gave me a focus and seemed the perfect way of honouring the
memory of my mother. She absolutely loved flowers and had the most stunning sunflowers growing in her garden in Perpignan.”
The Sunflower Cushion is on sale now, priced at £65. From each sale, 10% will be donated to Leukaemia Research. Visit the
website at www.olivierlaudus.co.uk to find out more.
8 ATTIRE
Victoria Kay
T h e A r t o f t h e D re s s
The stunning new collection
is now available
Please phone our sales team for an appointment.
+ 44
(0) 1424 427284
www.victoriakaygowns.co.uk | [email protected]
News & Events
Henry Kaye releases fun
accessories for hen nights
and honeymoons
Henry Kaye has just launched a collection of
honeymoon lingerie as well as fun games
and accessories for memorable hen and
honeymoon nights.
As Sharon Gavin, Managing Director
of Henry Kaye, said: “The build up to a
wedding can get quite serious so we
thought we’d give brides some
good fun ideas of
how to ensure some
merriment on their
hen night and sizzle on
their honeymoon.”
The new collection of
honeymoon lingerie as well
as the games and accessories
designed for playful hen nights
and heavenly honeymoon nights
can be ordered online from Henry Kaye at
www.henrykaye.co.uk.
DON’T MISS the new Benjamin Roberts
collections at the British Bridal Exhibition later
this year. “I’ve only just chosen the collection and
have to say that it’s particularly strong this year,”
reveals Managing Director, Karen Taft. “The
Constantina and Blue designer collections have
the most beautiful ideas and photography, while
for Benjamin Roberts and Tia we’re bringing in
gorgeous lace up backs, and dresses for size 18s.”
For further details, visit the handy website at
www.benjaminroberts.co.uk
New tool to tackle credit card fraud
UK businesses which handle customer card data can benefit from a
new package to help protect them from the potentially crippling effects
of credit card fraud.
The package provides companies with the tools to reduce the
risk of credit card fraud, by protecting cardholder data, building and
maintaining a secure IT network and implementing strong access
control measures. It is also designed to help companies comply with
the mandatory requirements of the credit card industry.
It is mandatory for any organisation which electronically holds,
transmits or processes credit card information, to comply with the
Payment Card Industry’s (PCI) Data Security Standard (DSS) - a
rigorous testing programme to prevent fraudsters using stolen credit or
debit card information.
RSA’s new initiative provides access to the tools which are needed
to comply with these standards and includes onsite workshops, selfassessment questionnaire support, consultancy and onsite analysis
to uncover any gaps in documentation, process and technical
requirements. This also covers the audit and quarterly system
scanning service necessary to meet the mandatory standard. RSA will
be the first insurance provider to actively promote access to a service
of this nature.
For further information on how RSA can help your business,
please talk to your broker or contact Des Cross, Head of Retail, RSA
on telephone +44 (0)20 7337 5702. Alternatively, send an email to
[email protected].
ANELLÀ COUTURE REDUCES
WHOLESALE PRICES
Due to the new company structure, headed up by
Clare Wilson, along with the popularity of the
2009/2010 collections, Anellà Couture has been
able to substantially increase its buying power.
“From 1st June 2009, we reduced the wholesale
price of our wedding dresses,” asserts Clare. “We
have negotiated a better price for our gowns and,
as a result, have decided to pass this saving directly
onto retailers as we feel this is the way forward
for the company and for the collection within the
bridal industry.
For further details, visit the informative website
at www.anellacouture.co.uk.
ATTIRE 11·
Phil Collins
BRIDAL MEGASTORE OPENS
Brides of Ashford in Wellesley Road, a wedding megastore, recently
opened, bringing with it the accolade of the largest bridal showroom
in Kent.
The store stocks over 500 gowns, bridesmaid and flowergirl outfits,
as well as everything for the man of the moment.
Group director Anthony Keates also has plans to offer couples
a complete wedding day package for £2,299. This will include the
wedding gown, two bridesmaids’ dresses, a wedding cake, shoes,
flowers, transport, photographer, photographs and a wedding planner.
Major wedding dress designers stocked include Romatica, Alfred
Angelo, Ellis Bridals, Alexia Designs, Pheonix Gowns, Mori Lee and
Phil Collins.
Wedding boutique launches own
label bridal collection
Luella’s Boudoir, Wimbledon
Village’s exclusive bridal boutique,
recently launched its own label
collection created by South
African designer Shane Ryding.
The 12 gowns, ranging from
simple shifts to full-length dresses,
made their debut alongside
Shane’s signature collection
on 28th May at Christ Church,
Spitalfields. Both ranges include
veils and bridesmaids’ dresses to
complement the wedding gowns.
Shane’s signature designs are
renowned for their simple
elegance, incorporating beading
and lace to create beautiful dresses inspired by 1950s glamour. In contrast,
her collection for Luella’s has a softer, more relaxed feel, which reflects the
individual nature of the boutique.
Luella’s owner, Rachel Attwell has created the ideal setting for brides
to take full advantage of her soon-to-launch wedding planning service,
or to shop for all important finishing touches, ranging from beautiful
stationery to vintage inspired wedding accessories.
For further information, visit www.luellasboudoir.co.uk
12 ATTIRE
New design released for
the Blossom Collection
Brand new for 2009/2010 is ‘Faith’, a new
style of flower girl dress, recently added to
the Blossom Collection. Created from taffeta,
the dress features spaghetti straps tied at the
shoulder, and a shaped front neckline to the
bodice. The skirt has full gathers and has a net
underskirt attached to the lining. The sash and
the pretty bow are detatchable.
Faith is available in any combination of
colours, including the new navy taffeta, in sizes
2 to 8.
To find out how to become a stockist of the
Blossom Collection, simply visit the website
at www.blossomflowergirldresses.co.uk or
telephone +44 (0)1516 774 809.
WINNING RETAILER
Congratulations to Helen Allen of 7th Heaven
Bridal, based in Congleton, Cheshire, who
has won a bespoke bridal course, courtesy of
Attire Bridal magazine and Shelagh M.
“Winning the course has been fantastic,”
says Helen. “We’re a fairly new business, so
will really benefit from Shelagh’s expertise.”
Shelagh will be visiting 7th Heaven Bridal this
August to demonstrate fitting and altering a
wedding gown.
“We’re still learning so much, so having
the chance to speak to Shelagh about her
30 years in the bridal industry is wonderful,”
adds Helen. To find out more about Shelagh’s
courses, simply telephone the following:
+44 (0)1490 412 273 or +44 (0)7702 668 103.
Trudy Lee
Bridal Dress Collection
www.anellacouture.co.uk
www.honourbridesmaids.co.uk
www.trudylee.co.uk
email: [email protected]
tel: 01707 643633
A stunning and inspiration collection of bridal
and bridesmaids gowns.
Please contact us to make an appointment to view
or call our UK sales agent Philip Swift 07984876330
BRIDAL CONSULTANCY
SERVICE:
‘The only complete consultancy service
for the industry’
BEAUTIFUL WEDDING DRESS BOXES
& TRAVELLING ABROAD BOXES
Jane Watson has over 30 years experience within
the Industry Offering help with the following:
• Starting a Bridal Business?
“Possibly all you ever need to know about the Industry”
• Help to re-evaluate your existing business
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• Staff training
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ZZZVWDUWLQJDEULGDOEXVLQHVVFRP
BRIDAL BUSINESS FOR SALE OR TO BUY
Do you need help to sell your Business or
purchasing an existing Bridal Business?
ZZZEULGDOEXVLQHVVFRXN
• Adorable Boxes that every bride will want to keep her
dress in after the wedding.
• Unrivalled quality
• Protect, preserve, prevent yellowing (pH neutral).*
• Handmade in the UK for 20 years
• Add prestige to your shop and customer services.
• Excellent trade discounts.
• Travel boxes for weddings abroad- very popular!
* If you supply gowns in plastic covers they are not suitable for
long-term storage and correct storage advice to brides should be offered.
:HZLOOEHH[KLELWLQJDW7KH%%(+ththth6HSWHPEHU
7KH%UDPKDPVXLWH7KH2OG6ZDQ+RWHO+DUURJDWH
&RQWDFWXVQRZ3
For full colour brochure and prices
Tel: (01306) 740193 The Empty Box Company, Wescott, Surrey RH4 3LW
www.emptybox.co.uk
News & Events
New winter wedding wear
Fresh from Celtic Sheepskin is their new range of bridal accessories,
perfect for the winter bride.
Celtic Sheepskin care a great deal about how their clothing is made and,
in particular, what fabrics they use for each individual piece. The company
has grown up hand-making the trademark Sheepskin Ugg Boots &
Slippers and, ever since their early beginnings, husband and wife directors
Nick & Kath Whitworth have been devoted to selecting the highest
quality, natural fabrics for their collections.
Sheepskin is a highly versatile and completely natural product. It can
be shaped into many forms and, not only is it warming and extremely
comfortable, but it’s also a great statement piece that’s ideal for winter
brides. Like Sheepskin, Cashmere will keep brides snug with its warming
properties. The Cashmere wool is spun from renewable sources and the
Sheepskin is a by-product from the food industry. Both fabrics create
delightful lifetime pieces that become softer with age, giving brides the
chance to continue to enjoy them long into their marriage.
For further details, visit www.celtic-sheepskin.co.uk.
NEW HAIR
ACCESSORIES FROM
JEWELLERY WORLD
With a reputation for
keeping their ears to the
ground, the directors
of Jewellery World use
their wealth of contacts
here in the UK, and in
the Far East, bringing
together designers and
manufacturers, to provide
a vast range of bridal
accessories for trade buyers in the UK.
Their dedicated buying department enables Jewellery World to offer
its customers a vast collection of designer bridal products at non-designer
prices, including tiaras, bridal jewellery, hats and fascinators.
Jewellery World has recently introduced an exciting collection of
fascinators and bridesmaids’ hair ornaments including combs, pins
and headbands with feathers and beads in a range of pastel, bright and
monochrome designs. For further details, visit www.jewellery-world.co.uk
IJL to Kick Start businesses
International Jewellery London has launched
a new IJL bursary initiative called ‘Kick Start’,
which has been created to support fledgling
designers whilst they develop their businesses.
The initiative is set to provide a commercial
platform for new designers who will benefit
from gaining more business experience to
complement their existing creative skills.
Working with the British Jewellers’
Association, IJL will host a group stand at the
forthcoming trade show for designers who want
to gain knowledge, exposure and retail contacts
at the UK’s only dedicated jewellery trade event,
which will run from 6th – 9th September 2009.
Designers will exhibit alongside established
names in IJL’s prestigious Design Gallery and
attend training sessions where they will learn
how to effectively market their business, price
their products, deal with retailers and hear top
PR tips. Amongst the many other benefits, they
will receive support from experts and exposure
to IJL’s impressive 9000 strong visitor audience,
as well as being featured on the IJL website.
The Kick Start initiative also supports British
design, as all work must be designed in the
UK. The jewellery will be design-led, which is
in keeping with IJL’s focus on showcasing the
very latest and most innovative design talent.
Participants will be required to join the BJA or
be existing members of the organisation, which
will also enhance their business as the BJA’s
main objective is to promote businesses whilst
protecting the growth and prosperity of UK
based designers. IJL has a strong commitment
to developing new emerging designers of the
future, and Kick Start will run alongside the
show’s successful Bright Young Gems initiative.
Application forms for the bursary can be
downloaded at www.bja.org and to find
out more about IJL access the website at
www.jewellerylondon.com
ATTIRE 15
www.JonathanJamesCouture.com
The stunning ICON Collection is now available.
Please contact us to make an appointment.
UK Sales Executive: Mr Robert Wilson
07783 476 408
Relocation,
Relocation
Demelza Rayner talks to retailer, Jo Christoforides, about the
latest move in the history of her successful bridal boutique
Tell me a little about your background. What
prompted you to open a bridal boutique?
If the old family tales are true, I was born with a
love of silk! Attempts to fob me off with synthetic
substitutes were doomed to failure from the outset
and I carried my silk square with me everywhere
until (I’m ashamed to say) I reached the age of
about 12.
My mother and maternal grandmother were
both accomplished seamstresses and I was always
surrounded by the joyful clutter of dressmaking. I
even accompanied my mum to her weekly classes
at the local college. Needlework at school – I so rue
the day that these lessons were phased out – was
the subject that I looked forward to every week and
I learned crucial, basic skills as I studied hard for
my ‘O’ Level.
The more accomplished I became with a
needle and thread the more I wanted to push the
boundaries so I taught myself to cut patterns. I
had to indulge my desire to work with the most
luxurious fabrics and laces and so bridal was a
natural avenue to pursue. It wasn’t really a decision,
just an instinctive progression.
Since 1987, the launch of the business, you have
moved six times. What do you look for when
choosing a new location for your boutique?
18 ATTIRE
I started out very modestly on a first floor in Wells,
but soon became frustrated by the lack of display
possibilities there.
So, one of the first lessons I learned was to look for
full length windows to create impact, preferably
framed by a period, real wood shop front to add a
romantic character element that always suits our
product so well.
My studio in Glastonbury was just outside of the
town itself but thousands of cars passed every day
and I didn’t need to advertise for the entire 10-year
period that I occupied that site.
So, lesson two (which I subsequently ignored
at my cost) was to look for a shop that was in a
high visibility zone, though not necessarily in a
prime shopping area by accepted retail guidelines.
Now I’ve found myself a shop that possesses all
the qualities that a bridal shop should aspire to
embrace; space and light, a layout that ensures a
natural flow between product ranges, adequate
privacy for trying on gowns, ample parking close by
and most importantly of all, a healthy footfall every
day of the week.
How did you decide on the latest location for
the store?
Actually, I was torn between two locations once
I had decided that I couldn’t commit to another
lengthy period in the premises that I had been
occupying for the past five years. I made my
decision on the 5th January this year after mulling
things over during the Christmas and New Year
break. I visited both potential locations in an
afternoon. One looked picturesque but there was
not a soul in sight. The other, in Wells, was buzzing
with activity! There simply was no contest.
Is the move to Wells a long term plan, or do you
see yourself moving again over the next few years?
No this is definitely it! We’re going to be here for
the long haul.
What advice would you give to other people
considering moving their bridal boutique?
After years of trying to analyze the behaviour of
brides, and thus plot as sound a course as possible
through the ups and downs of this business, I
came to the conclusion that the only way to have
any chance of success in this highly competitive
field was to dispense with any last vestige of
romanticism that might be clinging around the
edges of my motivation and see the future in terms
of numbers, pure and simple. So…high visibility
should be the number one priority whether the
shop is seen by customers on foot or in cars. If
people don’t know that your shop exists, you can’t
deliver a platinum quality experience to your
customers or achieve healthy sales figures!
Did you do anything special to celebrate the shop
opening on 9th April?
No. We closed the old shop, installed the shop
fittings, moved everything and dressed the new
shop in four days flat. I was convinced that we
wouldn’t make the deadline of 9th April but after
some frayed tempers the day before, the whole
“production” suddenly came together and once I’d
dispatched my partner Nick to the pub, I enjoyed
a quiet couple of hours arranging the window
display. By 8pm, all was finished and I felt a
wonderful glow of satisfaction when I turned the
spotlights on for the first time. I keep pondering
the wisdom of a big opening event but as we’ve
Retailer Interview
literally hit the ground running, somehow I feel
that the moment has passed. We’re so busy now,
really getting stuck into the season and even as I
write this, I should be designing a wedding gown
that I’ve been commissioned to create for a big
society wedding that’s taking place in July. There
are never enough hours in the day!
How have local brides-to-be responded to the
new boutique?
Well of course the environment is brand new and
although we’ve brought our existing stock from the
previous shop, somehow it looks different in the
more intimate space that we now have. Bridesto-be and visitors have described the new store as
“awesome”, “beautiful”, and “very classy indeed.”
How would you describe your current in-store
bridal collection?
Our collections are selected in accordance with
my own standards of quality and design. We
carry labels that appeal to classic brides as well as
those who aspire to red carpet glamour and our
accessories are carefully sourced to ensure that we
don’t overlap with what’s on offer elsewhere in the
region. We’ve recently taken on a range of gowns
that has a younger, more fashion-led emphasis to
it as I expect to have a more varied client base in
the new shop. True to form, I do maintain that the
majority of our gowns must be 100% silk.
What designers do you stock and why?
I stock Jenny Packham, Alan Hannah, Ritva
Westenius, Lusan Mandongus, Charlotte Balbier
and Kate Sherford. My bridesmaid brand is
Occasions by Jim Hjelm. Style directions change
from season to season and I’ve found that despite
my best efforts, my confidence levels go up and
down when it comes to selecting gowns that are
going to appeal to the broadest cross section of
brides. I believe that the portfolio of designer labels
that I carry covers most options while reinforcing
the overall brand that I’m cultivating for the shop
itself. It goes without saying that these designers
all operate extremely professional businesses and
are always accessible and generous to a fault with
their support and back up, and that counts for a
great deal.
What do you enjoy most about your role and the
bridal business in general?
I’m not immune to the frustrations of this business
- we all know what they are - but I find that I still
do love people and in my role I get the chance to
meet so many different characters. I think that
the joy of creating will never leave me and in that
capacity I work with some of the best friends
that anyone could wish for, friends that I’ve made
over the course of the past 20 years. Having been
self employed my whole adult life I still relish the
freedom of running my own business though the
hours are punishing and the holidays non-existent!
Do you hold in-store events?
Yes but I always worry that I’ll let my suppliers
down by not booking enough appointments and
selling enough dresses.
What do you feel makes your store unique and
how do you self-promote?
We do have a fabulous USP. I have designated
one area of the new shop as my design studio and
I do as much of the bespoke design work, pattern
drafting and cutting out of the one-off gowns as
I can there, in full view of my customers and the
public in general. In theory, a bride could visit the
shop and actually see her own dress develop from
a two dimensional sketch and pattern through to
a three dimensional garment and all the complex
stages in between. In order to promote the shop,
I’ve tried fashion shows, Ask the Experts evenings,
the obligatory wedding fairs, networking, PR, and
advertising, which incidentally, I don’t feel that I’ve
mastered even after all this time. In truth you name
it, I think I’ve tried it. I’m totally committed to my
website too and manage the content myself which
is tremendously fulfilling.
How often do you update your window display?
Once a week from now on!
What do you believe is the key to running a
successful bridal retail business?
• Resilience - an inbuilt ability to bounce back time
after time.
• Possession of a natural liking for the general
public, brides (a race of their own) in particular.
• Brilliant and loyal staff - I honestly couldn’t
manage without mine.
• Unquestioning support at home.
How would you like to see your business develop
in the next five years?
It has always been my dream to have a financially
self-sufficient business in which every member of
the team is happy, gains huge job satisfaction, and
is properly and generously recompensed for the
time and effort spent at work. I include myself in
that idyllic description of life in a perfect bridal
business. Naturally, the icing on the cake would be
the freedom and resources to buy liberally though
wisely each season, to continue to cement my
relationship with my suppliers and as a result have
the best possible offer for miles around. A
Further information
Jo Christoforides is located at 74 High Street,
Wells, Somerset BA4 2AJ.
Telephone: +44 (0)1749 670 170
Website: www.jochristoforides.co.uk
ATTIRE 19
www.linzijay.com
Maternity Bridal
Clementine
Oyster
A GROWING MARKET
We take a look at maternity bridal to determine how this
sector is developing…
Tiffany Rose, Designer,
Tiffany Rose Bridal
www.tiffanyrose.com
Describe your current maternity collection.
Tiffany Rose offers a wide range of stylish
maternity designs which includes maternity
wedding gowns and matching boleros, evening
gowns, bridesmaid dresses, cocktail dresses and,
most recently, stylish day wear – a fabulous
selection of premium suit jackets, trousers and
co-ordinating tops.
Our philosophy is to create beautiful, elegant
and modern designs, inspired by classic styles. We
only work with high quality fabrics such as pure
silk, lightweight chiffon, sumptuous satins, fine
lace, elegant prints and premium jersey.
The Tiffany Rose Collection is made exclusively
in the UK and has been requested by well-known
celebrities including Tess Daly, Charlotte Church,
Emma Bunton, Sarah Beeny and more.
selling a huge number to both pregnant and nonpregnant brides.
The Jasmine Wedding Gown is beautifully
simple and elegant and what “sells” it is the classic
cut (which works so well for maternity), balanced
with the hidden, feminine detail such as the
layering of three gorgeous silk and satin fabrics, the
texture of crinkle chiffon, a fitted bodice with the
hint of a sweetheart neckline and the full length
silk and satin sash which can be tied how you wish.
This, combined with a price tag of just £349, makes
it such a good find.
What trends in terms of fabrics and cut can we expect
from your s/s2010 maternity collection?
Tiffany Rose’s signature style is classic, modern
and elegant and these core elements will be carried
through all of our new designs. However, we can
tell you now (shhh!) that we will also be having
fun with interesting palettes of colour and new
textures. Sorry that’s all I’m allowed to say right
now! Watch this space.
What is your favourite maternity bridal dress from
your current collection and why?
My personal favourite wedding gown is the
Athena. It is absolutely stunning and the handpleated bodice is beautiful. We have received such
positive feedback from our customers (as well as
many wedding photos) and it never fails to look
breathtaking on every bride.
How would you describe current demand for
maternity bridal wear?
According to the latest figures from the Office for
National Statistics, nearly 20,000 brides in the UK
are pregnant on their wedding day – making up
nearly 10% of all first marriages for under 45 yearold brides.
What is your best-selling maternity bridal dress from
So far this season it is has to be the Jasmine Gown,
although both the Ella and Athena gowns come
close joint second! The Clementine Gown (recently
worn by Tess Daly), which is a floral print silk
gown, is not a traditional bridal gown but we are
How easy is it for retailers to include a maternity
bridal line as part of their bridal wear offering?
Tiffany Rose offers retailers an affordable choice of
maternity bridal wear which can be purchased with
no minimum order requirement and is available for
immediate despatch. This business model works
very well for boutiques otherwise specialising in
non-maternity and who wish to offer a wide range
of styles without the need to hold large amounts
of stock. Pregnant brides can enjoy the experience
of trying dresses specifically designed with them in
mind and, with Tiffany Rose designs, the store can
receive the gowns in days, rather than weeks. More
and more bridal stores are now realising this is an
opportunity they can’t afford to ignore.
What suggestions would you make to retailers when
fitting a pregnant bride for a wedding dress?
We design all our dresses in accordance with our
customers’ pre-pregnancy size. We not only take
into account the growth you can expect over the
months to ensure a good fit, but also that it needs
to look beautifully flattering whatever stage of
pregnancy. This reduces the requirement for any
alterations and fittings and, in the event this is
required, our seams are specifically designed for
fuss-free alterations.
How do you see the market for maternity bridal
wear developing over the coming year?
Based on the last two years, we believe the demand
for maternity bridal wear will only continue to
develop. Current statistics show that the birth
rate is at its highest level for 36 years, there is
a continuing change in social attitude towards
pregnant women getting married – (this is no
longer regarded as something to be ashamed of,
but something to celebrate!) and finally, a label like
Tiffany Rose means pregnant brides can have their
dream wedding.
ATTIRE 21 ·
MIJ032
Natalie Gladman, Designer,
Madeline Isaac-James
www.maternityweddingdress.co.uk
Describe your current maternity collection.
Our current maternity collection offers a great
selection of maternity gowns suitable for all
expectant brides – whether she is looking for a
structured design that shows off her curves, to a
floaty, romantic design. Daring to be different, our
collection uses traditional bridal fabrics to create
an array of stunning maternity wedding dresses
- without a hint of stretch fabric in sight - instead
relying on expert tailoring and clever design details
to ensure that the bride looks truly wonderful
in her maternity wedding dress. We use fabrics
including taffeta, satin, lace, organza and chiffon
to create gowns that appeal to both brides and
retailers alike.
What is your favourite maternity bridal dress from
My favourite maternity bridal dress from the
current collection is a beautiful strapless chiffon
gown with beautiful hand-beading on the bodice
(MIJ032). It features our signature silhouette
– gently fitted to accentuate the expectant bride’s
natural curves - but without feeling restrictive. The
chiffon adds an element of romance and femininity
with beautiful pleating detail on the skirt at the
side and back – yet it is still beautifully structured
and really supports the expectant bride in all the
right places.
What is your best-selling maternity bridal dress from
The current best-selling maternity bridal dress
is a strapless lace gown with contrast satin sash
(MIJ025). Many expectant brides say that they
want to wear something a little different, however
in reality they don’t tend to move away from quite
a traditional look. This gown offers expectant
brides the best of both worlds – it fits beautifully,
has a subtle ‘sparkle’ throughout the lace and the
contrast satin sash brings a different element to the
gown. In addition, they can wear a matching lace
bolero jacket which offers them the opportunity
to completely change the look of the gown as they
choose and from a practical perspective, provides
brides with more coverage without compromising
on the look and style.
What trends in terms of fabrics and cut can we expect
from your s/s2010 maternity collection?
We are continuing to use the fabrics we have
consistently used with in all of our collections
– taffeta and satin to provide a more structured
and fitted look, and chiffon for a more fluid and
romantic look. Lace now features in our core
collection and we have used beautiful laces to great
effect combined with both satin and chiffon. As far
as the cut is concerned, all of our maternity gowns
are now available with a corset back as standard,
and we are introducing more gowns with straps
22 ATTIRE
to provide a greater
selection of styles to
brides. In addition,
we have gowns with
bolero jackets (satin
or lace) to provide
additional coverage
to our strapless
designs.
How would you
describe current
demand for
maternity bridal
wear?
We are continuing
to see a strong
MIJ025
demand for our
maternity bridal
collection, consistent with our growth in the past
eight years and despite the current economic
climate (we saw a 107% increase in maternity
bridal sales from 2007-2008). Maternity bridal
gowns still remains an absolute requirement,
backed up by figures from The Office of National
Statistics, which earlier this year published figures
estimating that in 2008, 20,000 brides in the UK
were pregnant on their wedding day. According to
these figures, most brides are aged between 25 and
29 and are around three to five months’ pregnant
on their wedding day. Interestingly, our two most
popular gowns retail at an average of £1250 - a
higher value than last year’s most popular gown
(retailing at £799) and which is somewhat in
defiance of the current economic climate!
How easy is it for retailers to include a maternity
bridal line as part of their bridal wear offering?
It’s easier than ever for retailers to include a
maternity bridal line as part of their bridal wear
offering. We have worked very hard to make our
collection as accessible as possible by retailers
by continually reviewing both the collection
styling and commercial viability of same. We are
introducing two new mainstream bridal collections
this year which we are very excited about, and
retailers stocking the mainstream collection will
be able to offer maternity bridal gowns as well
as the mainstream collection. In addition, we
have very low minimum ordering requirements
for retailers just wishing to stock the maternity
bridal collection. Whilst we have seen substantial
increased production costs in the past 12 months,
we have also worked hard to keep margins as high
as possible for our retailers and offer, on average, at
least a x2.8 mark-up on the majority of our gowns
– and keeping the price point attractive to both
brides and retailers.
In addition, we offer three delivery options for
retailer: (i) standard leadtime is 10-12 weeks; (ii)
express delivery is 6-8 weeks; and (iii) an in-stock
program for when time really is of the essence. This
provides retailers maximum flexibility in meeting
all expectant brides’ requests.
What suggestions would you make to retailers when
fitting a pregnant bride for a wedding dress?
We encourage expectant brides to visit their
local retailer as early as possible to provide them
the maximum choice of gowns. Once the bride
has chosen her preferred style, retailers can
calculate the correct sizing based on the size
charts we provide. In addition, we provide specific
information for all of our retailers with regards
how to accurately measure an expectant bride for
a wedding dress, however the key elements are (i)
her measurements on the order date, and (ii) how
many weeks to her wedding day. From this we
can accurately calculate the most appropriate size,
although to make ordering even easier, all of our
gowns are based on the brides’ pre-pregnant size
and the sizing takes into account average growth
rates during the pregnancy.
How do you see the market for maternity bridal
wear developing over the coming year?
With the anticipated ‘baby boom’ in the UK over
the next year, we fully expect to see continued
(and increased) demand for our maternity bridal
collection. In addition, social attitudes continue to
soften with regards expectant brides, and expectant
brides themselves demand gowns that do not
compromise on any way on style, accentuating
their newfound pregnancy curves. In addition,
increased media focus on maternity bridal helps
raise awareness that a specific product exists which
has been designed to properly fit and flatter the
expectant bride in all the right places – directing
these brides to retailers that can provide the gown
they require.
Maternity Bridal
We speak to two retailers of maternity bridalwear to find out more...
Julie Wickenden, Proprietor, Nu Nu
Maternity Wear of Harrogate
www.nunumaternitywear.co.uk
When did you
first introduce a
maternity bridal
line and what
prompted you to
do so?
I’ve actually
stocked a range of
maternity bridal
wear since opening in 2005, but have stocked
Tiffany Rose exclusively since 2007. The reason
for doing so was that I wished to respond to the
many phone calls I had from desperate brides-tobe, sisters of the bride and mothers all wanting to
have a lovely dress for their special day. Maternity
bridal was not a range I had considered before
opening my shop, as I was not sure of the size
of the niche, but the deluge of telephone calls
changed all that.
(including a wide selection of Tiffany Rose),
which is very hard to find on the high street, and
this seems to attract brides as well.
How does your maternity bridal offering fit with
your other lines?
My maternity bridal offering fits in especially
well with the other ranges in my boutique, as I
concentrate on the higher end of maternity wear.
I stock a large range of evening wear/ballgowns
How would you describe the current market for
maternity bridal?
I would describe the current market for maternity
bridal as blooming (if you will pardon the pun).
Quite often, my customers had already bought
a wedding dress for their forthcoming marriage,
only to find that they had a little person on the
way and had to change their wardrobe plan
slightly! It is no longer a “discreet” event to get
married when pregnant; on the contrary, pregnant
brides feel that they want to look beautiful and
glamorous on their big day, and want their bump
to be part of the occasion. My customers are
willing to travel very long distances to try on
maternity bridal gowns - a radius of 100 miles or
more is not uncommon.
Mrs Jenny Berry and Mrs Melissa
Stratton, Joint Diretors,
The Bridal Suite
www.thebridalsuiteonline.co.uk
When did you first introduce a maternity bridal
line and what prompted you to do so?
We introduced maternity bridal in September
2007. Our shop had been open for 11 months
and we had already had probably half a
dozen maternity brides that we had adapted
“standard” wedding dresses for. This in itself
caused a lot of problems and certainly set
our seamstress a challenge which she rose to
admirably. However, adapting standard dresses is
very time consuming and a little risky with the
bride growing daily. Maternity gowns are cut
differently - there is not the boning in the bodices
which could restrict the ladies’ bumps and be
uncomfortable - and they are cut in a way that
they grow with the maternity bride.
How does your maternity bridal offering fit with
your other lines?
Since introducing maternity bridal we have had
customers travel hundreds of miles to see a dress
and the vast majority are pleased with what they
see when they get to us. A maternity bride is no
different to any other bride, they want a beautiful,
comfortable dress for the whole wedding day.
As a business we have won The Customer
Care Award in The Grantham Journal Business
Awards two years running and also won The New
Business of The Year Award in our first year of
trading. We were also proud to be a Finalist in the
National Wedding Retailer Awards 2008.
How would you describe the current market for
maternity bridal?
The current market for maternity is growing in
every sense of the word. Ladies are proud, quite
rightly so, to be pregnant and are not letting it get
in the way of getting married or indeed having an
occasion wear dress that looks and feels amazing. A
ATTIRE 25
Pink Bella
Pagoda Umbrella
Profile
Battenberg
Lace Parasol
Come Rain
or Shine
Christine Naysmith reveals all about her successful
bridal umbrella and parasol company…
Tell us a little about
your background.
I’ve worked in retail
since I was a teenager
and throughout
university where I
studied interior and
product design but in
the back of my mind
I always had grand
ambitions to have my
own shop. I was employed by a silver jewellery
company called Palenque and worked my way
up from part-time staff to Edinburgh Manager
and then eventually moved to the HQ in York
to become their Operations Manager. Working
for a smaller independent company you have to
adopt many hats and because of my computer
and art skills I created and developed their online
shop, created and coordinated window displays
throughout all the shops in the UK and had a
say in the jewellery design and eventually the
re-branding of the company and shops’ stylish
interior design.
On one particularly rainy day, while I was still
manager of the Edinburgh shops, I had about two
customers all day and spent my time watching
unhappy people rushing by my window with
broken and bashed umbrellas or ones with terribly
hideous patterns.
Now I have always loved umbrellas and working
in Edinburgh I used to see lots of different
umbrellas with beautiful designs and lovely curly
handles but normally being held by foreign visitors.
Having a fondness for Musicals like Gigi and My
Fair Lady, I always love seeing the flamboyant
parasol designs.
So on this dreary day I thought to myself:
‘Where do people get these beautiful umbrellas
from?’ and throughout the day I came up with
the very rough idea of selling umbrellas over the
internet and toyed with the name Brolliesgalore.
On returning from home that day, my mum
(Linda) called and said she had been made
redundant and we had a family meeting on things
she could do other than working in the electronics
sector. She had already been selling items over
ebay and thought that she could perhaps set up
an online shop but wanted ideas on what we
could sell… I don’t really believe in fate but what
a coincidence! So I piped up with my umbrella
idea and it was replied by a joking “Umbrellas?!!”
from everyone. But the more we talked about
it and researched it, we found that there was a
wee niche in the online market. So from there
Brolliesgalore.co.uk was ‘born’. That was nearly six
years ago. We started off with a small but concise
umbrella collection, Linda slowly but surely
building it up while I was working down in York
and about three years ago we decided to go for it. I
left Palenque, moved back up to Scotland and we
developed the business and increased the range.
My Dad (Gilbert) also came aboard when he was
made redundant. It really has been a family effort
with my sister and brothers stepping in to cover
holidays. We ran the business from home initially
but soon realised we needed more room to develop
the business and moved out into a business estate.
We became Naysmith Ltd in April 2007 retailing
products through five online shops.
What prompted you to set up a company
specialising in the distribution of wedding
umbrellas and parasols, and when was the
company first launched?
Over the first five years of Brolliesgalore.co.uk we
had lots of calls/e-mails from bridal boutiques
wanting us to supply them with our wedding
umbrella range but we just kept declining as
we were solely retail. Over the last few years
Can Can Umbrella
in Cream
the sales in wedding umbrellas have increased
for two reasons, the wet summers we have been
experiencing and a rising awareness of sun damage
to the skin causing a market for ladies’ parasols.
So we thought it was time to set up a wholesale
range of wedding umbrellas and we launched
the wholesale side to the business last year at the
BBEH in September 2008.
Tell us a little about your current collection
- how you would you describe it?
It is a small but concise collection of white and
ecru toned umbrellas but this ranges from extra
large umbrellas for the best rain protection to
dainty lace parasols for sun protection, allowing
our customers to be fully prepared no matter what
the weather.
What are your best-selling designs?
Our best sellers are the Chauffeur ‘Golf-Sized’
Umbrella, the Amore Umbrella and the Battenberg
Lace Parasol.
How would you describe current demand
for wedding umbrellas and parasols, and
what further growth do you see in this
niche market?
We are finding that retailers are initially buying
small quantities and then are quite surprised when
they sell out quickly, so I think that it is a small
market but is in its early stages. Umbrellas do not
have the mark-up or revenue a dress will bring, but
they make a unique addition to the ever popular
accessories market.
What prompted you to take a stand at the
British Bridal Exhibition this March?
We had been building a contact list of shops who
had enquired about wholesale but the BBEH is the
perfect place to promote products to boutiques.
ATTIRE 27 ·
Sophia Umbrella
in Ecru
Isabella Umbrella
in White
We really wanted to be anywhere in the main
halls but getting a stand is difficult and has a
waiting list for the main halls. We finally exhibited
for the first time in Hall Q last September (an
extra hall taken on only in Sept) and all the other
stand holders were saying it was really quiet and
the main halls where much busier. March came
along and we were lucky as we were selling an
unusual product – no one else was selling such a
range – and we managed to acquire a superb stand
in one of the main halls.
How did retailers respond to your collection
and do you think you will continue to exhibit
at trade shows in future?
Yes, we will be continuing to exhibit at the BBEH
and have no plans to change this. Retailers
responded well to our collection, obviously having
themselves a lot of potential customers coming in
looking for appropriate umbrellas to use at their
wedding due to the threat of rain. They loved the
idea and the designs, but perhaps not the Ecru
colour that was strangely so popular through the
website Brolliesgalore.co.uk.
Some brides will not want to entertain the
possibility that it might rain on their big day.
Is it difficult to persuade some retailers to
take the umbrella range for this reason?
All the retailers that have stopped even for a chat
have had customers into their shops looking for
wedding umbrellas or parasols – I think brides
mainly like to be prepared, so rain will not ruin
their day. But some retailers initially go just for the
parasols but have eventually branched out to stock
a range of umbrellas too, and have been surprised
at how well they sell.
They are a great way of getting people into your
shop that wouldn’t normally enter. The parasols
are especially eye catching when displayed in the
window and they will sell not necessarily just to
brides but to people who are going on holiday or
to the races, and will pass on remarks about where
they got it from to relatives and friends. In one
case I know of, a shop eventually sold a dress to the
granddaughter of a lady who had originally bought
an Emma parasol from them.
28 ATTIRE
We have a lot of photographers interested our
range as props for photo shoots. The umbrellas/
parasols give a lovely frame to the photos.
How many stockists do you have in the
UK? Is this stockist base something you
are hoping to grow and would you consider
approaching stockists in other countries?
We have about 40 stockists at the moment in the
UK and about 20 in southern Ireland and abroad.
We are still in the early days and we are expecting
that our stockist base will grow, hopefully in the
London and South East England as we have a
lot of customers in this area calling up through
Brolliesgalore that want to order a parasol or
umbrella but want to see it first before buying.
What advice would you give to retailers on
displaying umbrellas and parasols in their
bridal boutiques?
Next week I am picking up a delivery of umbrella
stands which will be available to buy… these
display the umbrellas nicely and will not take
up too much room in a shop as it can be placed
anywhere. But like I said before, the window is
the best if you have the room – open one out and
hang using nylon, you can dangle other accessories
from them like purses looped around the handle,
gloves, shoes etc. Or, if you don’t have the room to
have one open, choose an umbrella like the Amoré
that looks just as fantastic closed with its pompom
frilled edge.
If you have room in your shop open one up and sit
it on the floor, perhaps filling an awkward corner
or decorating the changing room? Brides to-be can
then pose in the dresses with a parasol in front of
the mirror.
I’ll stop there as the possibilities are endless, it
does really depend on your shop design but main
thing is to be creative with your displays but keep
it chic, simple and fresh, never let the dust settle on
your displays if you want it to be eye-catching. The
umbrella is an icon that everyone knows from an
early age and will catch everyone’s eyes.
What do you enjoy most about your role?
Finding new products. With the wholesale side of
things I have now finally been able to get involved
in the design. Plus exhibiting at the shows gets you
out of the office and seeing your customers face to
face helps to clear your head and gives you fresh
ideas on how to move things forward.
What can we expect from your brand in
2009/2010?
We are starting to develop a new range of
umbrellas that will have the desirable ‘off white’
ivory tone that most retailers have been looking for.
Hopefully six umbrella shapes all with the same
colour fabric to enable your customers to mix and
match for different needs; for example pagoda
shaped umbrellas for the bride and bridesmaids
and with the larger more practical chauffeur
‘golf sized’ umbrella for the rest of the party.
Samples will be available to view at the BBEH in
September. A
Emma Lace
Parasol in White
Anna Umbrella
in Ecru
Further information
Find out more by visiting the website at
www.weddingumbrellas.co.uk
Emma Tindley
designed and hand made in the UK
BBEH Stand D8
191 London Road, East Grinstead, West Sussex RH19 1HA
01342 321514 emmatindley.co.uk [email protected]
Q&A Technology
Beth Scott from Loud-n-Clear.com Ltd looks at social networking sites
and how you could use them for your business…
Loud-n-Clear.com Ltd has been making
websites for over a decade, specialising in
e-commerce sites for independent businesses.
Beth Scott from Loud-n-Clear.com answers
your questions.
@ɑɄсȵȐɑǸȨɕȨȽȝ
Q
A
What is “social networking” all about? I’d like to find out how I can
make the most of these sites to raise the profile of my business online.
It does seem as though everyone’s talking about social networking
services these days, posting their photos on Flikr, finding old schoolmates
on Friends Reunited, checking out new bands on MySpace and keeping in
touch with everyone on Facebook. But what are they for and can businesses
make use of them?
According to Wikipedia, “A social network service focuses on building
online communities of people who share interests and/or activities, or who
are interested in exploring the interests and activities of others. Most social
network services are web-based and provide a variety of ways for users to
interact, such as e-mail and instant messaging services.”
We’re going to look at two examples, but there are hundreds of others Wikipedia has over 130 in its non-exhaustive list of main active sites!
Facebook (www.facebook.com) is a free social networking site where people
can add friends, send them messages, share pictures with them and update
their status and personal profiles to keep friends informed. Users can also join
networks (geographic, work, educational) and groups (with common interests,
ranging from serious to utterly frivolous) to connect and interact with other
people. There are also many applications available for Facebook users and these
can be shared with other users either through profile updates or by actively
sending an invitation.
This sharing of information is the appeal of Facebook to the business
owner: you can set up a Facebook page for your business that will be visible to
everyone. People can become “fans” of your page, which will be flagged in their
profile, leading their friends to see what they are fans of and hopefully then
looking at your page. You can also set up an event (such as a bridal fair) and
invite fans of your page and your friends, giving them the option of inviting
their friends in turn.
Advertising on Facebook is another option that can be used, along with your
page, events and profile, to deliver a very targeted set of prospects.
LinkedIn (www.linkedin.com) is a business-oriented social networking
site, mainly used for professional networking. You build up a network of
colleagues and business associates, and you can use the network to answer
questions, find a new job or a new business opportunity. It’s a good place for a
business to have a presence, especially if you can build a network of customer
and professional contacts that will recommend you. You could also use it to
research brand new suppliers or outlets and see what other people are saying
about them.
30 ATTIRE
ɰɜȐȽȇɴɄɤɑɑȐǸȃȣ
Q
A
How can I encourage people to “post my content” onto social
networking sites?
In addition to joining social networks yourself, it’s very beneficial if
people on those sites are also talking about your products or services. To
make this easy, social networking sites provide code that you can include on
your web pages so that people can easily post your content. So if someone likes
one of your products or thinks one of your articles is interesting, it only takes
them one click to add it to their favourite site. You could add code for all the
sites yourself, but there’s a much easier way: AddThis (www.addthis.com). This
free tool provides a simple way to add your page to a host of social networking
sites, as well as bookmarking the page or emailing it to a friend. And you can
see analysis of where and when your site is being listed. A
Further information
We welcome readers’ questions for future issues. Please visit our informative
web page at www.loud-n-clear.com to find out more about the numerous
services available.
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Clare Wilson, Director,
Anellà Couture
Bridesmaids
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www.anellacouture.co.uk
Describe your current bridesmaid
collections. What sets them apart
from others on the market?
Our current bridesmaid collections
have a sophisticated and elegant
look to them. All of our dresses can
be made in both satin and taffeta
allowing them to be sold to a much
wider market. We have a large
selection of colours that caters for any
taste. All of our dresses are designed
to fit the petite and fuller figure, this
way whatever the shape and size of
the bridesmaids our dresses will look and fit perfectly.
How is the current economic climate having an impact on the market for
bridesmaid dresses?
We wouldn’t know any different; if anything, since launching our new
2009/2010 ranges, our sales are up significantly; the collection has been
received fantastically within the industry.
How do you support stockists of your bridesmaid collection?
After the initial appointment with our agent our stockists receive a full back
up service from both my team and myself. We are always available to answer
all the questions that arise from taking on a new collection and ones that are
asked by their customers. As a company, we feel that the service provided to
our stockists is one of the most important jobs we do.
What are your plans for expanding your stockist base in the UK and abroad?
Our agent is currently promoting and selling the collection throughout the
UK. We are looking to expand into other areas in the next few months due
to the popularity of our new 2009/2010 collections. We will be launching
our HONOUR Junior Miss, HONOUR Child’s Collection and HONOUR
Prom collection in September at Harrogate – this is one not to be missed.
What do you feel the future holds for the bridesmaid market?
We feel the future market for bridesmaids’ dresses is to offer versatility within
our ranges, being able to cater for both the bridal and bridesmaids market. This
means if you have a bride wanting a elegant dress for a wedding abroad, but
wanting to spend no more than £200, this can be done and the bride will still
feel like a million dollars. Any retailer stocking our dresses can sell to more
than one market due to the fabric colourways we have within our range and
the quality and design of our dresses.
Prom is now seen as a market of great potential in the UK. What are your
thoughts about diversifying into this sector?
We have just finished designing our first prom collection to be known
as HONOUR Prom Collection. This will be launched at Harrogate in
September. All our designs are very fresh and young with a sophisticated twist.
Having a retail shop of my own and two teenage daughters I understand how
important a prom dress is to the girl wearing it. I have listened to the girls and
what they are looking for and brought this into the new collection.
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Stuart Turner, UK Sales Manager, Mori Lee
www.morilee.eu
Describe your current bridesmaid collection. What sets it apart from
others on the market?
Our collection has something for every bridesmaid – sophisticated styles
that can double as evening wear, contemporary styles in a multitude of
colours, a fun shorter range that is very ‘now’. All the styles can be used
for other events e.g. prom and garden parties, a big plus point in these
straightened times. Plus the legendary quality that one would expect from
Mori Lee at an affordable price.
bridesmaid dresses?
Price is very important particularly if a number of bridesmaids are
involved. Some brides are reassessing the number of attendant bridesmaids
and going for a select group of more mature friends and relatives, often
selecting the more sophisticated styles, and more are going for the modern,
shorter hems.
We make available all the new season samples at a very competitive price
to enable stockists to take all the collection without going over budget. We
supply swatches and small fabric pieces to help complete the sale, and a
free brochure plus images on disc to promote the collections.
What are your plans for expanding your existing stockist base in the UK
and abroad?
As we have had a subsidiary in the UK for many years we have a mature
customer base and no further expansion is needed. This enables our
stockists to be sure of their catchment area without the fear of another
shop in the town having the same dresses. However we are expanding
in mainland Europe where the demand for Mori Lee has been largely
unfulfilled in the past. We expect our market in Europe to expand greatly
over the next seasons!
Bridesmaids will become more and more a fashion led market with girls
expecting to look modern and sophisticated, and in particular looking for a
dress that they can wear again!
Mori Lee has supplied the high school prom market in the US for many
years; our designer Madeline Gardner was presented with a legend
award in America for her Prom design in 2007. We have supplied the
market in the British Isles for five years and we like to think, as in the
States, a prom girl aspires to have a Mori Lee Prom gown.
ATTIRE 33 ·
Victoria Woodley,
Office & Sales
Manager,
JLM Europe
Jim Hjelm
Occasions
www.jlmeurope.co.uk
Describe your current
bridesmaid collection. What
sets it apart from others on
the market?
Jim Hjelm Occasions
collection is a fashion forward
collection combining elements
of current catwalk trends to
create a dress perfect for many
special occasions.
Lazaro’s gowns exude
elegance, luxury and
sophistication, perfect for bridesmaids and eveningwear.
Alvina Valenta classic collection of beautiful dresses are traditional
gowns with a contemporary twist.
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Nicki Flynn, Director,
True Bride
www.truebride.co.uk
How is the current economic climate having an impact on the market
for bridesmaid dresses?
Stores are working hard to close the bridesmaid sale but we have found
that in general the bridesmaid party has increased and bridesmaids are
more willing to pay for their own dresses. We know that girls are looking
for value for money and so are wanting to wear their dresses again, this is
where a collection like ours does well as our dresses can be used for many
special occasions.
collection. What sets it apart from others
on the market?
True Bridesmaids have always focused
on exciting colour palettes and fashion
led designs, suitable for both bridesmaids
and occasion wear. Although prices have
remained competitive, this collection
has been predominantly design led with
interesting mixes of fabrics and trims
reflecting bridal trends each season. Reacting
swiftly to the “credit crunch” headlines last
autumn, True successfully launched the “Essentials” range with price as its
main focus. The colour palette remains as extensive as ever with literally 100s
of colour options, the quality and structure of the dresses are not compromised
but the price range competes with high street stores.
We support our stores in every way possible and truly believe that
customer service comes first. We have a very strong advertising campaign
within the best selling bridal magazines. Our advertising campaign raises
brand awareness and so bridesmaids are actively looking for our product.
We offer the full collection of samples for stores to do a designer day. We
give free of charge swatches for stores to give to their customers as well as
a full swatch book for in the store. JLM Europe offer standard deliver of
10-12 weeks but offer several rush cut dates subject to availability.
bridesmaid dresses?
Bridesmaids sales will suffer in today’s climate unless retailers listen carefully
to the customer.
Price is not always an issue, but where it is then Essentials will step up
to the mark; with retail prices starting at £99, and a huge colour and sizing
spectrum, bridesmaids are affordable. Alternatively, the suitability of a
bridesmaid gown as a cocktail or evening gown will often sway customers to
invest in something special.
and abroad?
We are showing in Modatex and Sposatex this summer to promote
our brand in Europe and have a member of staff in the UK dedicated
to customer service in Europe. In the UK we will continue with our
advertising campaign and look for good quality accounts in the areas we
need them. We will carry on working hard encouraging growth within our
existing customers.
A great website, stock of nearly all our bestselling dresses for quick turnaround,
new shades every season with lovely large swatch books!
Teenage dresses can be made to match every adult style and if a customer
requests a fabric change we will always bend over backwards to assist…
anything to clinch that sale.
I think the future in general looks good for bridesmaids. There is the
threat from the high street chains but I feel the recession is encouraging
customers to look at independents first. We need to promote the benefits
of customers buying from a specialist store as opposed to the high street.
It will take wholesalers, retailers and the media to promote the benefits.
Bridesmaids are a very important part of our industry and if done right, a
real boost to a store’s turnover.
Prom is now seen as a market of great potential in the UK. What are
your thoughts about diversifying into this sector?
The prom market does have potential, but the dresses required tend to
be bright colours with lots of beading. This is not our market and not
something we plan on extending into. Our collections have been used for
many occasions over the years and are already very popular for college/
university ball season as well as being used for eveningwear functions.
34 ATTIRE
The Essentials collection is allowing us to naturally spread our wings,
attracting new stockists throughout the UK…to be honest we are only
targeting areas we do not already have a stockist for either collection, we have
always been true believers in building solid relations with fewer stockists than
spreading our sales too thinly.
It will be a challenge BUT we just need to listen to our customers and not be
afraid to invest in something new.
Prom has been a stable part of True since we launched in 2005. All
bridesmaids will double up as Prom dresses, especially in the more fashionable
shades, and likewise we are finding some of the proms are doubling up as
bridesmaids in colour and silhouette...another sign that customers are looking
for something both different and versatile!
Bridesmaids
Gemma Crew,
Marketing
Executive, Ronald
Joyce
www.ronaldjoyce.com
Describe your current
bridesmaid collection. What
sets it apart from others on
the market?
The Ronald Joyce Bridesmaids
collection offers stylish and
contemporary designs with
an exquisite palette of colours
and stunning embellishments
so the bridesmaids feel as
glamorous as the bride! There
is a selection of individual
styles including the popular
shorter length, one shoulder
designs and the feminine
strapless designs. The unique designs and interesting colours really set this
collection apart in the market. Every design has its own modern, fashion
led style so the dresses can be worn again to different occasions.
How is the current economic climate having an impact on the market
for bridesmaid dresses?
People are still getting married and so there is the demand for bridesmaids
dresses; however, the price is playing an important role. Brides are wanting
to purchase dresses that the girls can wear again, so they are searching
for a more glamorous and fashionable style that can be worn for party or
evening wear.
We offer a fantastic collection of modern, well designed dresses at highly
competitive prices, offering the finest of fabrics. We supply our stockists
with beautiful brochures, image disks so the dresses can be promoted on
their website and colour swatches to be used in-store. We also offer a
‘bridesmaids pack’ so stockists can purchase this pack and have a variety
of the dresses in the collection in a range of colours. This is a very popular
choice with our stockists.
and abroad?
The Ronald Joyce collection already has very strong coverage in the UK
and Europe, with fantastic loyalty and support from our retailers. The
European market is developing rapidly and we are already seeing a huge
improvement this year. The Bridesmaids collection has been a particular
success this year in the UK and Europe, brides are falling in love with the
unique styles and fresh colours.
Bridesmaids will always play a key role in a wedding but I believe that
when the bride is choosing the dresses, there will be a greater demand
for a more contemporary, fashionable design. They will search for dresses
that offer style and glamour rather than the traditional style of bridesmaid
gowns. This is supported through our new collection with the introduction
of more fashion led designs.
Prom is now seen as a market of great potential in the UK. What are
your thoughts about diversifying into this sector?
The prom market is a huge success in the UK and we only anticipate this
market to grow over the approaching seasons. Ronald Joyce launched its
first prom collection last year with a small sample of dresses to test the
market, which worked very well. This season we will be increasing the
collection and developing the brand awareness in this fascinating market.
Mark Monk, Mark Lesley
www.marklesley.co.uk
collection. What sets it apart from
others on the market?
The Mark Lesley collection is young,
trendy and very versatile. From
bridesmaid, prom, party dress or dinner
occasion, our collection caters across
the board. We pay careful attention
to fashion colour trends and filter
these through the collection to keep it
fashionable, modern and on trend. We
offer full and tea length adults with
matching teen and flower girl in all the
key fabrics; add to this one of the largest
colour selections available and flexibility to change fabrics or add a lace back.
bridesmaid dresses?
We are not currently finding today’s economic climate is having any affect on
our bridesmaid sales. We have experienced a significant increase in unit sales
this year and have seen the average bridesmaid party size steadily increase.
There also appears to be much more flexibility in the retail price point which
we feel is in line with many of today’s bridesmaids now prepared to pay for
their own dress, which is where the economic climate has impacted but in a
positive way.
We invest a huge amount of resources in creating our bridesmaid collection
and developing many new on trend colours each season. We ensure an
excellent level of consumer advertising in national wedding publications as
well as many features in regional magazines. The collection is also extensively
featured on our website with pictures of front, back and detailed shots.
Every Mark Lesley bridesmaid stockist is supplied with full colour swatch
packs which incorporate around 80 different colours per fabric enabling
our customers to easily compliment colour choice. We also offer our clients
a loan service which enhances sales significantly. In addition, we currently
personally attend around six to eight designer weekends from November
through February to promote our new designs and our retailers, these are very
successful in booked orders for our retailers and also we see our designs on real
life bridesmaids.
We are always looking to carefully expand our customer base both UK and
overseas and regularly invite new potential stockists to view the collection;
however, growth is carefully controlled to ensure our excellent service is
maintained. We are very strong on further developing our current customers
sales and regularly see year on year growth with our existing clients.
We feel the market is still strong and that bridesmaid sales have the potential
to increase. It’s our opinion this is primarily due to two reasons: firstly
customer feedback indicates more and more bridesmaids are willing to pay
for their own dress, which has led to an increase in the bridesmaid party size.
Secondly, with the prom market growing, many girls who do not want the full
Quinceanera dress are now opting to buy a bridesmaid dress for their prom.
Mark Lesley had predicted the potential growth within the prom market
so has always had prom dresses as part of its collection. However, due to
the current demand we have experienced, the collection has been expanded
and now offers long, short and Quinceanera prom. Also for 2010, we will
be significantly increasing our stock holding to maximise the potential this
market offers. A
ATTIRE 35
Peace of mind
Robust insurance cover not only protects your business but also gives you peace of mind,
so whether you’re a small or large retailer, an insurance policy should include a number of
standard elements. Here Neil McFarlane, sales and marketing director of T.H. March & Co
Limited advises on the appropriate levels that are vital to the security of your business.
Neil McFarlane
Protect against
disaster
Along with stock and
staff your property is one
of your most valuable
assets, so any damage,
be it from robbery,
natural causes or a
fire will be a potential
disaster to the running
of your business. Your
current insurance policy will of course provide
cover for property damage but for much needed,
extra protection, look for a policy that offers a
seasonal increase of around 25 per cent for at
least three months and obviously pick these
months wisely, i.e. the Christmas period when you
will be carrying higher stock than usual.
“You should always check
if your policy extends to
cover attendance at trade
exhibitions and whether this
extension is sufficient to
cover the values at risk.”
Keeping covered when you are on
the road
As a bridal retailer, your property isn’t the only
place your stock could be at potential risk so
‘goods in transit’ cover is a must. You should
always check if your policy extends to cover
attendance at wedding fairs and whether
this extension is sufficient to cover the values
at risk. Remember that commercial policies
are traditionally subject to an underinsurance
36 ATTIRE
condition, which means that if you insure for 50
per cent of the value taken to the exhibition any
claim will be reduced by 50 per cent.
Extending your cover
As well as goods in transit cover, public liability
protection should feature in your policy. Again if
you regularly attend wedding fairs, there may be
exclusions within your policy for this protection.
Also, a number of exhibition event organisers
demand a minimum level of cover of £5,000,000.
Whilst this can often be purchased separately it
is often cheaper to increase the limit under your
annual cover than take out small extensions to
cover the two or three wedding shows that you
may attend.
“Theft or loss could happen
at any time so make sure
your policy covers this
and protects you for the
maximum amount of cash
you are likely to hold.”
in your insurance policy. Close attention should
also be given to the period of time your business
will be affected by the loss, known as the
indemnity period. Standard indemnity periods of
12 or 24 months should be considered.
Looking after you and your employees
Be prepared for theft and loss
Sales mean money and that’s something vital
to your ongoing business success. But what
about when you’ve had a busy day and you’ve
got a bundle of cash on the premises or if you’ve
had a successful day at an exhibition and you
are carrying a sum of cash to the bank? Theft
or loss could happen at any time so make sure
your policy covers this and protects you for the
maximum amount of cash you are likely to hold.
“Employers’ liability is a
fundamental part of your
policy, and protects you if an
employee is injured at work.”
Protecting against the unexpected
Loss of earnings can result for a number of
reasons. Your current policy should have
coverage designed to protect you against loss
of earnings, following the operation of an insured
peril and you should ensure that this is included
Employers’ liability is a fundamental part of your
policy, and protects you if an employee is injured
at work. In the nature of your business, your staff
maybe required to work overseas on a temporary
basis. Look out for this in your policy, a reputable
insurer will protect you against this.
As the retail world continues to develop and
change, so will the terms of your insurance
policy, but the above should come as standard.
If you are with an insurer who offers exclusive
retail insurance, you should also look for legal
expenses cover. A
Further information
T.H. March is a well-established family
business founded in 1887. With offices
in London, Birmingham, Manchester,
Glasgow, Sevenoaks and Yelverton near
Plymouth, the company has departments
covering household, motor, travel,
commercial and scheme insurance. To find
out more visit www.thmarch.co.uk
Fashion
Blushing
BRIDES
If it’s romance and feminine charm your brides are
after, these pretty pastel pink dresses are perfect…
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Alfred Sung
+44 (0)1909 774 471
www.alfredsungbridals.com
ATTIRE 39 ·
ATTIRE 39
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Ronald Joyce
+44 (0)845 833
2525
www.ronaldjoyce.c
om
Stevies Gowns London
+44 (0)20 8803 8084
www.steviesgowns.co.uk
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40 ATTIRE
Leigh Hetherington
+44 (0)1912 605 757
www.leighhetherington.co.uk
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Romance by Car
lM
+44 (0)1245 425 55
8
www.romance-brid
al.co.uk
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UK
Impression Bridal
2
+44 (0)1727 851 45
al.co.uk
www.impressionbrid
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Fashion
Trudy Lee
+44 (0)1707 643 633
www.trudylee.co.uk
Eternity Bride
+44 (0)870 770 7670
www.eternitybridal.co.uk
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Alice James
+44 (0)1254 279 766
www.alice-james.co.uk
Hollywood Dreams
+44 (0)20 8801 9797
www.hollywooddreams.co.uk
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Ellis Bridals
+44 (0)20 8888 8833
k
www.ellisbridals.co.u
ATTIRE 41
Larger than Life
Bubbly brides wanting to be centre of attention
on their big days need look no further than
these show-stopping gowns…
Alfred Sung
+44 (0)1909 774 471
www.alfredsungbridals.com
42 ATTIRE
Fashion
Emma Tindley
+44 (0)1342 321 514
www.emmatindley.co.uk
Kate Sherford
+44 (0)1823 256 012
www.katesherford.com
Leigh Hetherington
+44 (0)1912 605 757
www.leighhetherington.co.uk
Oscar de la Renta
www.oscardelarenta.com
Trudy Lee
+44 (0)1707 643 633
www.trudylee.co.uk
ATTIRE 43 ·
Romance by Carl M
+44 (0)1245 425 558
www.romance-bridal.co.uk
44 ATTIRE
Fashion
Venus Bridal
+44 (0)1603 409 315
www.venusbridal.co.uk
Blue by Enzoani
+44 (0)1792 564 710
www.bluebyenzoani.co.uk
Jonathan James Couture
Tel: +44 (0)7783 476 408
www.jonathanjamescouture.com
Hollywood Dreams
+44 (0)20 8801 9797
www.hollywooddreams.co.uk
Sassi Holford
+44 (0)20 7584 1532
www.sassiholford.com
ATTIRE 45
BUSINESS
AS USUAL
Regular columnist, Abigail
Neill, reveals a typical day in
bridal retail…
It’s 6am Saturday morning and I wake to Radio Four’s humdrum of news
and weather. Being tuned to this station for my radio alarm is arguably a little
dull, agreed, but it’s a strategic move. You see, if I’m not out of bed fast enough
in just a few minutes I’ll be forced to listen to Open Country or, worse still,
Farming Today thus ensuring I’m up quickly and keen to get started. ‘Saturday’
often means two things, a busy and profitable day, followed by a well deserved
weekend rest. Lovely!
It could be the masochist in me but I always look forward to Saturday.
Our Georgian shop premises features two sets of stairs which take a massive
hammering from up to 90 pairs of feet - partly due to large menswear
groups. Our ‘lads pad’ style menswear department is located upstairs. Ambi
Pur loves us, up on the top floor alone there are three hard working plug
in air fresheners intensely challenged by the fact that most of the guys are
still recovering from undigested vindaloo and too much Friday night Stella.
Saturday and menswear is a no go girlie zone - thank goodness for my
husband Rob and his underperforming sinus receptors!
Saturday was a buzz and business as usual. Staff arrive without fuzzy heads;
we’ve all learnt that Friday night is not the night to party. Our appointment
system usually ensures we all know what to expect. Well I say ‘expect’, what
“Lauren calmly assisted one bride as she
navigated her way through the complicated
politics of three competitive girls wanting different
dresses and all forgetting whose big day this
really is.”
“No shows’ are significantly reduced by
checking customers in on the preceding day
but annoyingly we suffer the odd NSI (no show
ignoramus). I find this really frustrating but sanity
is often saved by our waiting list.”
46 ATTIRE
I really mean is we know how many customers are booked but that number
and how many turn up do not always correspond. ‘No shows’ are significantly
reduced by checking customers in on the preceding day but annoyingly we
suffer the odd NSI (no show ignoramus). I find this really frustrating but
sanity is often saved by our waiting list.
So the day started well, the first two bridal appointments bought while the
third had to ‘think about it’. Think about what, I’m not always sure? Think
about the fact that they ‘love this dress and are convinced it’s the one’ (their
words not mine). Think about the fact that I had to offer tissues for their
happy tears? Think about what exactly? Ohh I see! Got it...think about the fact
that they just want to check another two shops for others they might like too.
Damn it! The next lovely bride thought she knew what she wanted elsewhere
until I suggest an alternative style which she adored. I mentally predict she’ll
buy, in fact she would have, had it not been for Mum preferring the other
favourite, (thanks Mum); the bride resists my sales efforts and opts to book
a 2nd appointment instead. Damn it again! The next few customers have
collection appointments, all of which need no further alterations and finally I
have another bridal sale opportunity where I get to prove that our dresses are
tear jerkingly gorgeous.
Favourite staff blunder of Saturday was when one of my lovely girls explains
to me and my room of customers that a ‘slightly losing the plot’ bride has
rung to say one of her bridesmaid dresses doesn’t fit and urgently demands
a resolution. Privately, I explain that this is not really something that needs
public announcement but that mention of the thank you bottle of wine
that’s just been dropped off by a happily married couple could work instead!
Aside from that, and the fact that two of a total party of four bridesmaids
are now pregnant, the bridesmaids’ department was also business as usual;
Lauren calmly assisted one bride as she navigated her way through the
complicated politics of three competitive girls wanting different dresses and
all forgetting whose big day this really is. Later she explains patiently to a
size 8 (spanx wearing) bridesmaid that ‘no’ her bum really doesn’t look big.
After which Lauren discreetly obtains tissues for another bridesmaid who is
in tears because she dislikes her dress and is very size conscious. Size 26 and
a shocking fuchsia pink tea length style perhaps wasn’t the kindest choice,
especially considering the rest of the girls are significantly slimmer and
prettier than her, poor thing.
“I think it would be virtually impossible to make a
success of this business if the staff and I didn’t
have a passion for it.”
Sometimes I think I should persuade Rob to swap departments. Then I
realise that he would probably get side tracked whilst measuring! Besides
I’m not so sure I could cope with the Menswear room which, at the end
of Saturday, looks more like the morning after a dodgy party with clothes
randomly strewn and empty beer bottles stacked.
Menswear suffered only one breakage. A cute but long armed eight year old
boy knocked over a glass complete with its blackcurrant contents, (yes I know
what you are thinking, it’s a ridiculous refreshment option). Just in the nick of
time our drinks hostess and emergency button-sewer manages to rescue two
hire shirts but couldn’t do a great deal to save the 42 regular jacket which has
annoyingly been altered and morphed into a 42 extra short! Thank goodness
we have another 10 days before their big day!
Philosophically I remind myself that these are the days sent to try us.
Despite the politics, accidents, unreasonable demands and hearing ‘I’d like to
think about it’ more often than I care to, I try to stay smiling as I deal with
each challenge. Actually I think it would be virtually impossible to make a
success of this business if the staff and I didn’t have a passion for it and, despite
being a country girl at heart, I’d far rather work in bridal than listen to Radio
Four’s Farming Weekly - although I could probably feature in one of their
reports what with my sometimes headless chicken impression, maybe I should
get in touch... A
Further information
Abigail Neill runs Abigail’s Collection, based in Colchester, Essex.
Tel: +44 (0)1206 574 575
www.abigailscollection.co.uk
ATTENTION
ALL BRIDAL
SHOPS
TURN YOUR Ex SAMPLE AND
DISCONTINUED DRESSES INTO CASH
THE BRIDAL SALE SHOP
Will buy all discontinued or sample
dresses.The dresses must be
recent styles no more than
3 years old, clean with no rips or tears
PLEASE TELEPHONE
(in absolute confidence)
01452 520 643
www.bridalsaleshop.co.uk
ATTIRE 47
Setting up Shop?
If you are thinking of taking the plunge and opening your first shop, Peter Mulhall of
Business Link looks at some of the important questions you will face.
Firstly why do you want to open a shop?
I know, to sell your products. But have you
considered other routes to market, for instance
the Internet, mail-order, trade fairs, or a market
stall etc?
If you have successfully tried other routes
to market and genuinely feel that you have an
opportunity in ‘bricks and mortar’ retailing, you
must have a solid business proposition in the
form of a business plan. Speak to your local
Business Link for help on this.
Have you got the skills?
If you are already running a business, don’t
assume that you have what it takes to run a
shop. You will need solid retail skills: buying,
merchandising, display and selling skills, in
addition to the general business management
and commercial skills required of any business
owner. This is very important because running
a bricks and mortar shop involves higher fixed
overheads and is, therefore, much more risky
than other businesses.
On the subject of risk, are you prepared
for that?
The cruel fact is that most retail start-ups fail in
the first few years. A profitable online, mail-order
or market stall business can easily become lossmaking if it fails to cover the extra costs required
by a retail shop.
If you have never run your own business
before, but dream of owning your own bridal
boutique, you will be taking an even greater
risk. There is advice and training for start-up
businesses - ask your local Business Link for
more information.
If you are looking to buy an existing shop, don’t
automatically assume that a change of ownership
on its own will result in the growth you require.
It is true that a new owner can invigorate a tired
business, but the reverse can also be true if the
existing owner has a loyal customer following.
48 ATTIRE
“If you are looking to buy an
existing shop, don’t assume
that a change of ownership on
its own will result in the growth
you require. It is true that a
new owner can invigorate a
tired business, but the reverse
can also be true if the existing
owner has a very loyal following
for some reason.”
Due diligence
This is jargon for investigating and researching
to ensure that the business you are targeting is
worth the investment and is viable. There are two
main elements to due diligence:
1. The market i.e. will it support another shop at
the income you need;
2. Financial: particularly if you are buying an
existing business you or your accountant will
need to examine the books and accounts to
assess performance and to ensure you are
paying a fair price.
The three key areas for due diligence are:
• What is the true past performance?
• What are the prospects for the future?
• What is a fair value for the business?
The second question involves a bit of crystal ball
gazing, but your own knowledge of the sector,
your and others’ local knowledge and the past
performance trends of the shop will all contribute
to your estimate of the future potential.
Location, location, location
Famously said to be the three most important
elements of the retail mix. Whether you agree
with this or not, it is important for you to research
the right location because you could have the
best product but if no one can find you it will
remain a secret. Prime sites are more expensive
and secondary or tertiary sites attract fewer
customers, so your marketing budget will be
higher to try to attract the customers.
Once you have found your ideal site, research
it thoroughly. Count the customer traffic at
different times of the day and days of the week,
speak to neighbouring shop owners about
the area, check what future plans exist for the
area with the local authority. If you are buying
an existing shop you will still need to research
the location thoroughly but you will also have
access to the past and current accounts and
performance records of the shop.
Your next point of focus should be on the
shop itself
Look through the eyes of the customer: what
impact does the shop have from the street?
What about the interior: the amount and quality
of selling space, storage space and amenities?
How much work will be needed on the shop
front, windows and interior to convert it to your
needs and vision? Measure it out and draw up
your initial plans and drawings to see if it works
visually and practically.
Crunch the numbers!
Sorry, but it has to be done. You will need to
budget for any conversion costs (i.e. alterations,
decoration etc), equipment, fixtures and fittings,
display window and shelving, signage, stock and
contingency to name just the obvious ones. Also,
budget for monthly overhead costs such as rent
and rates, light and heat, marketing, staffing and
your own wages etc.
An important cost element will of course be
opening stock and a buying budget for regular
purchases based on sales projections.
Estimates of sales will be a lot less precise, but
Business Link
being certain of your costs will help you calculate
the turnover and gross profit needed to cover the
costs and make a net profit, and then you can
decide whether or not the required level of sales
is realistic for this particular site.
Get specialist help
An accountant, a solicitor and a surveyor (if
you’re buying the premises) are important. You
should also seek free help and advice from
Business Link.
Agree the price
If, after the research and due diligence is
completed, the prospects look good and you
decide to buy, the next step is about getting the
shop or the premises at the right price.
You are likely to need help with this, particularly
if the other party has representation. Either way
you should negotiate rather than accepting the
asking price. Don’t rush it because the other
party may well be far keener to sell than you are
to buy.
Rather than a lump sum you may choose to
offer any of a variety of payment options: for
instance, a proportion on contract completion
and the rest over a period of months, or quarterly
payments. You may even secure the services of
the existing owner for a period depending on your
own level of experience and the degree to which
you respect her or his skills. This is common in
‘earn-outs’, where a proportion of the price is
dependent on future business performance.
very picky, so make sure your business plan is
watertight. Your local Business Link will advise
on sources of funding including grants, although
grants are rare for retailers.
If you are under 30, The Prince’s Trust may
help. Otherwise there may be other local
schemes for lending to business if you are
refused by the bank. Few lenders will lend 100%
of what you need, they are more likely to offer
50%. You may need more than one other source
of funds.
Timing is an issue, particularly in a highly
seasonal business. Sellers will want to sell after
“There is no doubt that money
is tight at the moment but
banks and others are still
lending to viable businesses.
However, they are being very
picky, so make sure your
business plan is watertight.
Your local Business Link will
advise on sources of funding
including grants, although
grants are rare for retailers.”
a busy season, but do you want to have weeks
or even months of low sales and to have to fund
the overheads without a head of steam from the
peak sales period? If you have no choice, you will
need sufficient working capital to survive the early
lean weeks or months.
An action plan for the exciting stuff
In parallel to this, and as the legal and contractual
aspects grind slowly along, you can plan your
shop decor, layout, visual merchandising and
product mix as part of your project planning up
to opening day. You may even be recruiting staff
(don’t forget existing staff generally come with the
business and with their service rights intact under
TUPE rules).
Careful project planning at this stage will pay
massive dividends.
Fast-forward to opening day
Pre-launch marketing successfully completed,
crowds in the street waiting in anticipation, the
local celebrity cuts the tape and you’re open.
Good luck! A
Further information
For more details on all Business Link
services, including details of events in
your area, visit www.businesslink.gov.uk or
telephone +44 (0)845 600 9006.
“Once you have found your
ideal site for your business,
research it thoroughly.
Count the customer traffic at
different times of the day and
days of the week, speak to
neighbouring shop owners
about the area, and check what
future plans exist for the area
with the local authority.”
How will you raise the money?
Make sure your costings and financial forecasts
are as firm as possible and that you have a well
thought out business plan.
There is no doubt that money is tight at the
moment but banks and others are still lending
to viable businesses. However, they are being
ATTIRE 49
Bianca
musicals as a child with Joan Crawford, Fred
Astaire and Ginger Rogers with my mouth open
at the incredible cut dresses in silks, satins, feathers
and sequins and would daydream that I was one
of them. I was very lucky to be brought up with
clothes from that era due to my mother’s trade and
would take full advantage to dress up in a gown
and feel like a star.
What are your best-selling designs?
MY THREE BEST SELLERS ARE:
Y“Martha” the short 1950’s style wedding dress
is silk satin with a ‘50s petticoat just sells and sells,
brides love the neckline and the 1950s silhouette
it creates.
TIMELESS
GLAMOUR
Talented designer and businesswoman, Astral
Sundholm-Hayes, talks to Attire Bridal about her
successful label, Circa Vintage Brides
ell us a little about your background. What
prompted you to set up your company,
Circa Vintage Brides?
I grew up in the 1970s in London where my
mother dealt in vintage clothes, and I spent my
childhood dressing up in satin bias cut dresses
while my father toured the world as a musician.
I didn’t stand a chance to go into any other
profession as my love for fashion was too strong
and I went on to study fashion at Chelsea School
of Art and Winchester School of Art. I then
worked with Julien Macdonald as his pattern cutter
for a number of years before freelancing for other
fashion designers. I then decided to open a Vintage
boutique where I could also have a studio to create
my own designs.
I have owned Circa Vintage for 12 years, a high
end women’s vintage boutique in London where
designers, celebrities, models and actresses come
to find “one-off ” creations. Over the years so many
women have asked for vintage wedding gowns,
but sadly most I came by were unflattering with
high necks and long sleeves or the fabrics were
T
50 ATTIRE
rotten or discolored and there was only one! So
with my background in high end fashion and my
passion for beautiful vintage clothes I decided to
design a collection of bridal gowns which capture
the silhouette from each decade for today’s women
and thus Circa Vintage Brides launched back in
September 2006.
How you would you describe your current
bridal collection?
The collection is based on classic silhouettes
inspired by antique clothes from the Edwardian
period right through to the 1970s and brought
inline with women’s body shapes of today. With
each dress named after a Hollywood screen legend,
the collection is made from beautiful silk satins,
georgettes and crepes in natural colours with
attention to simple and elegant details.
Which is your favorite era and why?
My favorite era is the 1930s; for me this was
the most glamorous time in women’s fashion. I
remember watching black and white films and
Y“Ava” the 1940s matt silk crepe full length
wedding dress with quilted waist band and
Kimono style sleeves, looks incredible on and has
fullness in the skirt which drapes across the floor
and an open back detail.
Y“Vivienne” the 1930s heavy silk satin bias cut
wedding dress with train and double silk georgette
train scarf ’s creates the ultimate glamorous
wedding dress as its liquid fabric clings to the body
in all the right places and is very flattering around
the bust too.
How often do you launch new lines?
I launch one new collection a year and I also
keep bestsellers on as they are timeless. I always
make sure the website is up to date and looks
good as this is the first place brides get to view
the collection. The imagery and branding is very
important so I always work with professional
fashion photographers, models, stylists, hair and
make up to create the right look.
What fabrics to you enjoy working with
and why?
I love working with silk as the whole ethos of
creating a vintage inspired gowns would not be
right in man-made fabrics although I have had to
adapt when using tulle and having it embroidered
to my own design. I also line all my dresses in silk
satin so the bride feels incredible when she wears
the dress. I was taught by a mentor to never cut
cost on the linings and it really is true, especially
when it’s the most expensive dress a women will
ever buy, she has to feel wonderful.
How does running your own boutique shape
your relationship with other retailers?
Profile
Vivienne
in touch with stockists in America as I have a lot
of brides emailing me from the USA and other
European countries.
How are you being affected by the current
economic climate (if at all) and what steps are
you taking to minimise its impact?
I have only been affected by the economic climate
in terms of potential new stockists and took the
step to bring the new 2009 collection into my own
boutique which has paid off as a result. Also, as my
wedding gowns are made in London and all my
silks are bought from English Silk suppliers, I have
not been affected by the fluctuating currency.
It was never my intention to sell my collection
through the Vintage boutique initially and
actually I only started selling the Circa Vintage
Brides wedding dresses through my own shop
in September 2008 mainly due to the fact that
stockists were sticking to established designers.
I’m actually delighted we did bring the collection
into the boutique then as I have had brides coming
from all over the world to buy dresses from Circa
Vintage Brides which they have found on the
website or through press coverage.
How many stockists do you have in the
UK? Is this stockist base something you
are hoping to grow and would you consider
approaching stockists in other countries?
I have a couple of stockists in England and one
in Ireland. I would love to grow the stockist base
as I have so many brides from all over England
travelling to London to see the collection so to
have a stockist in Scotland, Wales, The Midlands
and South West England would make it more
accessible for brides to view and try. I have been
on designing a dress which was simple and
striking with beautiful cutting and still created
all the glamour you would expect from a royal
wedding dress. I would also like to design a dress
for Angelina Jolie as she carries herself so well in
clothes, it would be a real challenge to make her
dream dress. A
FURTHER INFORMATION
To find out more about Circa Vintage Brides,
visit the website at www.circabrides.com
Ava
How do you view the current market for bridal
wear and what trends do you see emerging
over the coming months?
I think bridal market is so much more exciting now
than five years ago, when all you could find was a
polyester strapless meringue. There are still plenty
of brides wanting that type of style but fashion has
finally started to come through and there is a lot
more choice out there for brides. I think it’s great
because it keeps wedding dress designers on their
toes and there’s a real excitement as brides could
end up with a dress inspired by an Oscar gown
rather than a 1980s cake topper. There is also more
press coverage about wedding dresses with Vogue
featuring their star stylist wedding and on vogue.
com’s designer wedding page and which is repeated
in Hello magazines etc. All the top fashion houses
are bringing back the wedding dress as their final
gown as wedding dresses have become fashionable
again. I think there is a shift to glamour and detail
and luxury fabrics as brides expect more quality
and design in their wedding dress.
What can we expect from your bridal brand in
the future?
I want to grow the business and expand the
brand so the dresses are available worldwide, with
production still based in England assuring a quality
product and all dresses made from the finest
fabrics. In terms of the collection, I’d like to create
at least another dozen or so dream dresses over
the next year to complement the best sellers in the
current collection.
If you could design a bridal gown for anyone
in the public eye, who would it be and why?
I think it would have to be Kate Middleton, as
it would be incredible to create a gown for her,
especially as Royal wedding dresses have to be
more conservative with the shoulders covered
and not cling to the body. I would concentrate
ATTIRE 51
FIRM
Foundations
Support your bridalwear sales by stocking some
of the best new lingerie lines
Diane Houston,
Lingerie Designer at Gilda & Pearl
www.gildapearl.co.uk
How can bridal retailers benefit from stocking a specialist lingerie line
in-store?
I think brides would expect to find their dress and perhaps a few
accessories - but beautiful lingerie will be more of an unexpected,
welcome indulgence which will make their experience with the retailer
stand out. It’s hard not to give in to temptation of irresistibly beautiful
lingerie on such a special occasion!
We always receive comments on our uniquely feminine designs and the
quality of our handmade craftsmanship too - this places Gilda & Pearl
perfectly within bridal retail and adds to the customer experience.
What retailer support can Gilda & Pearl offer?
Because we’re a boutique sized business and we design and make all of
our items in house in the UK, we are very efficient and flexible to work
with. With this in mind, we don’t impose minimum order restrictions and
our turnaround times can be quick. We can even offer a custom service
for our clients, allowing them to choose their own colours and tweak our
standard styles slightly.
What’s more, our gorgeous pieces make the customer experience more
unique, and our ‘lingerie to love’ ideal perfectly complements the idea of
indulging and discovering something beautiful for the big day.
What advice should retailers offer brides-to-be when deciding upon
appropriate bridal lingerie?
It’s good to have a professional lingerie fitting, but brides should use
their own instincts too on such a special day. Brides should go with
what is comfortable and makes them feel really good. We offer beautiful
underwired bras and beautiful yet practical knickers - as well as our
‘Something Blue’ bridal silk tie-side knicker and garter set and our
‘Brigitte’ sheer ivory chiffon babydoll sleepwear set with delicate ruffles.
Brides should always check that their lingerie works with their
dress, but, like in days of old, we love the idea of having a trousseau of
gorgeous lingerie for the honeymoon and beyond. Brides could even
wear something a little more practical on the day and something more
glamorous at night. Gorgeous lingerie is so important - it can boost your
confidence from the inside out and make you feel amazing.
52 ATTIRE
Mike Flay,
UK Sales Manager for Panache
www.panache-lingerie.com
in-store?
Stocking an in-store lingerie line benefits both the retailer and the customer.
The retailer is able to correctly fit the dress around the correct foundations
and the bride is safe in the knowledge that her dress is fitted around her
stunning lingerie.
What retailer support can Panache offer?
We offer in-store point of sales for bridal ranges plus beautifully crafted card
bags for bridal lingerie from our Masquerade range.
What advice should retailers offer brides-to-be when deciding upon appropriate
bridal lingerie?
To ensure the bra fits properly is an essential. A poorly fitting bra could
ruin the fit and overall look of the dress. Also crucial is to select the correct
style of lingerie for the dress. Whether it be strapless, multiway or a smooth
cup under a silk dress- there is a style to suit each style of dress.
Bridal Lingerie
Vanessa Haden,
Intimas Group Merchandiser for
Charnos/Lepel
www.charnos.co.uk
Lepel: +44 (0)115 983 6000
How can bridal retailers benefit from
stocking a specialist lingerie line
in-store?
The first and most important thing
for a bride, when thinking about her
dress, is being fitted for the correct
sized lingerie, as this can change the
shape and fit of her dress completely.
With any outfit the right underwear
can enhance the final outerwear look
and, with sizes up to a G cup, both
Charnos and Lepel offer a great
bridal lingerie selection.
What retailer support can Charnos/Lepel offer?
Charnos and Lepel are both able to offer support with showcards and
fixtures to create a bridal lingerie feature in-store. The brands can also
offer lingerie ideas for Mother of the Bride and bridesmaids too. As
well as the Intimas Experience Days, every representative on the road is
qualified to advise and train staff to professionally fit lingerie, so stores
can also offer an additional service. Minimum orders for both brands is
£500 and deliveries are possible within the week.
Above all else, lingerie should be comfortable and the perfect fit can
only be achieved with a professional fitting. Brides should also consider
a broad spectrum of lingerie styles including multiway bras that offer a
combination of styles and are also available in larger cup sizes.
Susi Henson,
Design Director for Eternal Spirits
www.eternalspirits.com
in-store?
Stocking bridal lingerie as well as gowns makes life easier for the bride. We
make gowns as well as bridal lingerie so having both means that we can
offer the full service to retailers. It also makes fittings much easier when the
bride can choose her foundation garments from the same retailer, meaning
the bride hasn’t got to source it elsewhere which can delay fittings or cause
problems if the correct foundation wear hasn’t yet been purchased.
What retailer support can Eternal Spirits offer?
We work with each store individually on minimums and point of sale
depending on their needs. We offer a bespoke product and service with a
very personal touch and this means that every thing we do is made to order
in house in Nottingham. Delivery times can be between four-six weeks…
but sometimes quicker depending on the time of year.
Fit is of the most importance; it has to work with the gown.
Richard Ellis,
Account Manager for Gossard and Berlei
www.gossard.com
How can bridal retailers benefit from stocking a lingerie line in-store?
It is important for the bride to be fitted in the underwear she plans to wear
on the day too, as this also affects the fit of the dress and the bride’s overall
silhouette. Bridal retailers tend to stock shoes as other ‘add on’ sales, so it
makes good business sense to stock a range of underwear too to add on to
the sale and to offer the bride a ‘one-stop shop’ for all of their bridal needs
for the big day!
What retailer support can Gossard offer?
An opening order is £500 (at wholesale). Our minimum replenishment
order is 10 items. If less than this we charge £5 carriage. We deliver
replenishment to stores within 24 hours and opening orders can be
processed in two weeks.
Retailers should assert that a good fitting bra can change the silhouette of
the bride’s body and can make her visually lose weight and change shape. A
good supporting branded bra will make the bride feel confident and alluring
on her big day. A
ATTIRE 53 ·
Charnos
www.charnos.co.
uk
Lepel
+44 (0)115 983 6000
Luxury Lingerie
We bring together some of
the hottest bridal lingerie
designs about…
Silhouette
www.silhouettelingerie.c
o.u
k
Gilda & Pearl
www.gildapearl.co.uk
Panache
.com
www.panache-lingerie
54 ATTIRE
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NEW WEBSITE: www.elizabethdickensveils.co.uk
QA
ALL THE ANSWERS
Jane Watson and Brad Davis solve your retail worries…
Brad Davis works for
Pension Practitioner.com,
a team of pension experts,
who specialise in structuring
and administering small
schemes for business
and entrepreneurs.
Send an email to info@
pensionpractitioner.com or
call + 44 (0)800 634 4862
to find out more.
Jane Watson has over 30 years’
experience in bridal retail,
previously selling dresses to
brides and supplying shops
with Eva Jordan Couture Bridal
and Samantha Jane Collection
Bridesmaids and Proms.
Seven years ago she launched
a consultancy firm, ‘Starting a
Bridal Business’, to advise new
and existing bridal retailers
on all aspects of running a
successful shop. For details call
+44 (0)1256 766 744.
New venture
Q
A bridal shop in my area has recently been put on the market. I’ve
been working in a bridal salon for the past five years, but am seriously
considering buying the premises to set up on my own. What questions should
I be asking about the past performance of the shop?
A
Jane Watson says: Make sure you have enough money to invest in the
business as if you are short of funds and have to use an overdraft this
could be the beginning of the end for your business.
Ask about the length of the lease and if there are any break clauses. If the
lease is due to be renewed in the next year to 18 months you may be able to
negotiate a new lease with terms to best suit you, remember this is a buyer’s
market. Check that the stock is worth the asking price and that you can repeat
orders from all samples. Don’t pay top prices for discontinued goods.
Ask to see three years’ accounts, and if the company is nine months into
their financial year ask for accounts up to and including the last nine months.
If the business is vat registered you could possibly have to pay vat on top of the
purchase price. However, if you are vat registered you may not have to pay the
vat as it will be an ongoing business.
56 ATTIRE
Asset protection
Q
A
How do I best protect my assets against tax?
Brad Davis says: All income earned is liable to tax beyond certain
threshold levels for UK tax payers. One of the exemptions allowed by
Revenue and Customs is to pay income derived from employment into a
pension scheme. Contributions grow in a tax free environment and you or
your employer’s business may receive tax relief on those payments. There is no
capital gains tax on an increase of the funds. Income to your pension scheme
is generally free of income tax. Normally, on death before age 75, assets paid to
your estate could create an inheritance tax charge above the present thresholds
of £325,000 for the current tax year.
By using a pension scheme, such as a small self administered scheme
(SSAS), you avoid inheritance tax on death before age 75. You can receive
25% of your pension fund in cash tax free from age 50/55. The balance is paid
as income which is taxed at normal income rates. You can make ‘in specie’
contributions in relation to commercial property, which is very tax efficient.
Cash will receive gross interest, rather than being taxed. Even if you don’t
have cash, you can still make either a full or partial contribution of an asset.
You can make other investments into the scheme including shareholdings.
There is no need to involve a third party trustee with a SSAS. You receive tax
benefits and maintain control of your money.
Retail rates
Q
My local council has recently put up its rental rates for retail space in the
town centre and I’m struggling to make ends meet. Can you give me any
advice on ways to cut costs, without compromising stock or staffing?
A
Jane Watson says: Please speak to the council as I believe there may be,
in some areas, small business relief that you could be entitled to.
When was the last time you prepared a business plan? Check out all your
costs to determine where cuts may be made.
Take a look at your last year’s accounts to see how much you spent on
advertising, petrol etc.
What % did you pay the credit and debit card company for taking
customers’ payments? This is normally a big hidden cost. Of course you need to
buy new samples but do not overspend, visit BBEH with a budget and keep to
it. Do you have lots of discontinued dresses? If so, you may need to sell these
goods to release capital. I have a great sale advert that really works – contact
me for further details.
Phoenix Gowns
Elegant, beautiful, affordable
QA
Phoenix Gowns are the only
choice for exceptional quality &
design at affordable prices
Business loan
Q
A
How can a SSAS assist my business?
Brad Davis says: A small self administered scheme [SSAS] can make a
loan, up to a maximum of 50% of the total assets of the pension scheme
into your business. Interest repayments will be paid into your SSAS rather
than a bank. The loan could be used to ease cash flow pressures or aid business
diversification and expansion. You can also avoid exorbitant bank interest
rates and set up fees. The maximum loan period is five years and allows you to
roll up the interest and capital for one year during the period if needed. The
pension scheme may well receive a better rate of return than on other current
investment alternatives. It is less risk adverse as the loan will be secured.
You can free up cash for your business by selling an asset to the pension
scheme. The scheme can also either fully or partially invest in the company’s
commercial property or other assets, which will be tax advantageous. The
scheme is able to purchase shares in your business.
For enquiries please call
01322 338 503
www.phoenixgowns.co.uk
Email [email protected]
Crowd pleasers
Q
Rather than bringing in their mother or close friend to provide a second
opinion on their gown, more brides-to-be than ever are bringing in what
can only be described as an ‘entourage’. Not only does this add to a bride’s
confusion (with so many different opinions), but it also fills up my bridal
boutique so other brides are unable to browse in a relaxed atmosphere. How
can I best deal with this situation?
A
Jane Watson says: When making the appointment, ask the bride how
many guests she will bring. Being a Saturday, if she says more than two
suggest that it is best to have less opinions as every opinion may be different;
explain that this could be confusing for her. Also mention how busy you
are on a Saturday and if she would like to bring mum, mum in law and five
bridesmaids, maybe a weekday would be better when they can have the
showroom to themselves.
Whilst the bride is in the changing room, maybe with a member of staff, I
recommend having a quiet word with her guests and asking them to ‘please
let the bride make her comments before you give your opinions as her taste
may be different from yours’. If you approach this in the correct manner your
customers will not be offended.
If the appointment is being booked for a Saturday perhaps offer the bride
the option that after she has chosen her dress she may like to bring her friends
into your showrooms one day in the week when you are not so busy. A
Further Information
If you have a question about any aspect of your business, simply write to Q&A Special,
Attire Bridal magazine, Broseley House, Newlands Drive, Witham, Essex
CM8 2UL. Alternatively, send your queries to [email protected]
ATTIRE 57
The Heights of
Fashion
Fabulously flamboyant headwear for brides in
search of glamour
Rosie Willett
+44 (0)845 838 1869
www.rosiewillettdesigns.co.uk
Something Blue
58 ATTIRE
Passionate about Vintage
+44 (0)7957 588 651
www.passionateaboutvintage.co.uk
Hair Flair
Going for
GOLD
Passionate about Vintage
+44 (0)7957 588 651
www.passionateaboutvintage.co.uk
Crystabelle
+44 (0)161 485 6585
www.crystabelle.co.uk
Pearls of Wisdom
Rosie Fox
+44 (0)8454 650 400
www.foxjewellery.com
Liza Designs
+44 (0)1754 610 300
www.lizadesigns.co.uk
Love
On the Wings of
Crystabelle
+44 (0)161 485 6585
www.crystabelle.co.uk
Lucy Marshall
+44 (0)7947 065 530
www.lucymarshall.com
Rosie Fox
+44 (0)8454 650 400
www.foxjewellery.com
Other useful contacts
G & S Designs
+44 (0)1652 658 000
www.gandsdesigns.co.uk
Linzi Jay Ltd
+44 (0)1254 665 166
www.linzijay.co.uk
Halo & Co
+44 (0)1745 859 730
www.haloandco.com
Richard Designs
+44 (0)8451 188 120
www.richard-designs.com
Flo & Percy
+44 (0)1277 637 143
www.vintagetiaras.co.uk
Rosie Willett
+44 (0)845 838 1869
www.rosiewillettdesigns.co.uk
Swoon
www.swoonlondon.com
ATTIRE 59
Vintage
Amelie
Glamour
Shoe designer, Rachel Simpson, talks to Attire
Bridal about her current bridal collection, desire to
design for Kate Winslet and long term vision for
her fledgling brand…
A
fter graduating from university with a
degree in footwear design, Rachel set
up as a freelance designer in 2001, working
with several clients including Rombah
Wallace, whom she went on to work for full
time. From designing men’s and women’s
footwear, Rachel then accepted a position
for high street store, Next, where she
designed children’s shoes and accessories.
In the following three years, Rachel
returned to her freelance work, this time
designing shoes for a variety of suppliers to
high street stores including Office, River Island and Wallis. This also heralded
her introduction to the bridal market, when she worked on a number of
bespoke commissions, designing and hand making wedding shoes.
“I’ve always loved art and design, and to me shoes are the perfect
combination of the two; they can be crazy, sculptural pieces of art but still need
to be an engineered, practical product at the end of the day,” she says.
Since launching her own bridal and special occasion footwear label to the
public at the National Wedding Show last September, Rachel Simpson has
already secured 31 stockists nationwide. An impressive start, particularly in
the current economic climate, but with plenty of experience in the footwear
market, Rachel was well placed to carve out her own niche. We speak to this
talented designer to find out more…
How would you describe your current collection?
Rachel Simpson is a collection of vintage inspired bridal and special occasion
shoes. The emphasis is on creating an elegant line, and on the quality of
materials. I use a variety of on-trend heels and shapes and combine these with
beautiful vintage detailing to create a look which is unique yet timeless.
What is your
Mimi
favourite shoe
from the collection and why?
That’s a tricky one! I have
several favourites, for different
reasons. One style I’m particularly
fond of is Amelie, as it has such a 1920s
feel, with the classic Mary Jane style and button, but
I love the simplicity of styles like Mimi and Rosa, which demonstrate how my
shoes can be worn just as easily with a pair of jeans as with a wedding dress!
How did retailers respond to your collection at the British Bridal Exhibition
earlier this year?
I was thrilled with our first show as the reaction was so positive. I think there
has been such an increase in the variety of gowns in recent years, and my
collection provides the shoes to compliment this. As well as great product,
service is also important, and retailers liked our offer on this front as well as
the look of the shoes themselves.
Where are your shoes manufactured and why?
The collection is manufactured in Spain, which was an important choice for
the business. I became frustrated with the copycat fashion which floods the
high street and wanted to offer something which would last, both in terms of
quality but also style. Working in Spain also allows me to work closely with
the factories both for development and production.
What did you think about the exhibition and did it meet your expectations?
It would be fair to say it exceeded any expectations I had. It’s a great
opportunity to talk to retailers and get their feedback on what their customers
are asking for. It also gives a great insight into which forthcoming trends are
going to be popular.
What inspires your designs?
I take a lot of inspiration from the elegance of 1920s and 1930s footwear,
when the look was glamorously stylish. I love the delicate stitching and
attention to detail, and combine this with current trends and colours to achieve
a modern but classic look.
How do you view the bridal shoe market?
Shoes are such a key part of an outfit now, more than they were even 10 years
ago. So, rather than being merely a secondary purchase, brides now view their
accessories as a fantastic way of personalising their outfit. The choice of shoes
on offer in the fashion market didn’t seem to translate to the bridal shoe
60 ATTIRE
market, with more and
more girls going to
the high street for their
wedding shoes. I’m trying to give
retailers a point of difference for
their brides, which is still on trend
but unique to the independents.
Coco
If you could design a pair of bridal shoes for anyone in the public eye, who
would it be and why?
I’d love to design for Kate Winslet as she has such an elegant sense of style
and looks as glamorous dressed down as she does on the red carpet. She’s not
a slave to high fashion but knows her style and always carries off high glamour
without looking like she’s trying too hard. She always comes across as such a
genuine person too.
As an independent label, how do you hope to compete with some of the
bigger names in the market?
As a small company we really listen to our stockists and customers, and
can quickly put their feedback into work for new collections. We intend to
keep the brand exclusive so we don’t flood the market, and always to offer
something unique.
What can we expect from your next collection?
The new autumn/winter collection has been designed to compliment the
current collection, with a beautiful selection of closed toe styles including an
on-trend, Victorian style shoe-boot. The low-heel collection offers an elegant
solution to girls who are taller than their partners, or those who just don’t do
heels! The round toe styles are soft and feminine on a selection of heel heights,
and the lace styles complement one of this season’s key trends perfectly!
How would you like the company to grow over the next 12 months?
My long term vision is to build a brand based around fantastic product, to sell
through a strong stockist network and supported at all times by the website.
I’m working on a lot of exciting new developments at the moment, so it’s set
to be an exciting year! A
Further Information
To find out more about Rachel Simpson Ltd, simply telephone
+44 (0)121 428 2698, email [email protected] or
visit www.rachelsimpsonshoes.co.uk
ATTIRE
Bridal
e
n
i
l
On
If you’ve enjoyed reading Attire Bridal magazine, you’ll love our on-line presence at
www.attirebridal.com. Containing up-to-the-minute news, events and special offers,
the site is updated regularly with information to help you build your business.
Find a Supplier
The latest feature on www.attirebridal.com,
the supplier directory, allows you to contact
advertisers in the magazine for more information
about their products and services. Simple to use
and available world-wide 24 hours a day, the
supplier directory is a reader reply service for the
21st century.
Special Features
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62 ATTIRE
Next Issue
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Bridal
Jewellery
Optimise your add-on sales
Customer
Service
Top tips on securing those all
important referrals
Formal
Wear
How to attract style-conscious grooms
BBEH
Autumn Preview
Our bumper show guide
ATTIRE
ISSUE 13
Bridal
September/October 2009
Available from: 24th August 2009
Advertising deadline: 7th August 2009
DESTINATION
DRESSES
Capitalise on this fast-moving market
Plus
Industry
News Bridal Trends
Retailer Interview
ATTIRE 63
Subscribe
Attire Bridal magazine, the leading trade title for the bridal industry,
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On Display
On Display
Michael’s Bridal Fabrics
Unit F15, Northfleet Indst Est, Lower Road, Northfleet, Kent DA11 9SW
Tel: 01322 380480/568 FAX: 01322 380680
The fabric of a great wedding…
…starts with a great dress
We offer a fast, reliable and friendly service on our continually increasing range
(currently over 1,500 choices) of bridal fabrics.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, shimmer,
chiffons, crepes, various embroidered and beaded fabrics, inc tulles and chiffons.
Help your bride choose the best fabrics
for her bridal party. The Carrington Bride
book is a beautifully presented collection
of stunning, quality fabrics brought
together in one indispensable volume.
&
st le
Fa liab e
Re ervic
S
Place your order 24/7
View online swatches
Order samples swatches or full orders
quickly and easily
%HQHÀWIURPRQOLQHGLVFRXQW
See our latest ranges as they are added
To order your copy
call 01204 692223 or visit
www.carringtonbride.co.uk
We also offer a range of embroided/beaded edgings and motifs.
If you would like to meet us during the Harrogate show to see our
existing collection or the newest articles, then please e mail or phone
us on the numbers shown here to make an appointment.
We have no minimum order value or quantity.
Credit/Debit card payment accepted. Free monthly updates on stock availability
Email: [email protected] - www.michaelsbridalfabrics.co.uk
Specialists in the Art Of Dyeing Shoes
ATTIRE
Bridal
To advertise here call Frankie Jefferson
on +44 (0)1376 535 612
or visit
to download our media pack
ATTIRE 65
Bridal basics
Regular columnist, Jane Watson, offers her top 10 tips on running a successful
bridal store
The following may be stating the
obvious; however, we thought we
would give you a quick refresher
course on running a successful
bridal store.
1
Open six days a week if possible. Being
open for the maximum number of hours a
day is also helpful.
When visiting some bridal retail shops I have
found that the premises open different times
each day, completely confusing the customer. I
personally would give up and visit a retailer with
good opening hours. After purchasing a dress I
wouldn’t want to encounter difficulties trying to
make appointments for fittings because I could
never figure out when the premises were open. As a
guide, consistent hours would be to open Monday
to Friday from 10am to 4pm, then perhaps
Saturday from 9am to 5pm.
2
Good window displays are vital so change
the display twice a week if you are not
too busy. After all, customers notice if the
display looks new and fresh so keep the window
uncluttered and clean.
Purchase room fresheners to put around the
showroom and have mood music playing (make
sure you have a music license).
3
Now for my favorite topic, always answer
the phone. I have written so much about
answering phones and can’t believe
there are still bridal shops that rely on a standard
automated message when the staff can’t answer the
phone or the premises are closed. How much effort
does it take to record a decent message telling the
potential bride when you are open? Why are you
paying the invoice every quarter for this service
and not always using it to enhance your business?
Now is the time to record a message with opening
times and encourage potential brides to leave their
number or call back. Take your diary home and
66 ATTIRE
make calls in the evening to secure appointments,
listen every day to your messages and, if you really
want to be busy, let the customer know you are
interested in her business.
4
Another reason to answer the phone is so
your suppliers can reach you.
Don’t avoid talking to them if you have
overdue invoices. By keeping the communication
lines open you may be able to come to an agreeable
arrangement to pay outstanding invoices so you
still may be able to receive some of your customers’
orders. Suppliers will prefer you to contact them
rather than them having to chase you. Let your
suppliers know you are willing to be professional
and honorable. There is nothing better than a
retailer being aware of their commitments and
wanting to fulfil them.
5
Keep your showroom clean and tidy.
Check the sample dresses are clean and
tidy, repair hanging loops, broken zips,
loose buttons and double check that the
dresses have new price labels with no red writing
and prices crossed out. It is worth asking your
dressmaker to sew hooks and loops on the back of
the bridal gowns to lift the train so brides can see
the beauty of the back of the gown when displayed
on a hanger.
6
When was the last time you updated
your web site? Why not take a fresh look
to see if you can enhance it in any way?
Your suppliers will possibly have excellent web sites
so ask your web designer to make sure you have a
link so potential customers can see the complete
collection available from the suppliers’ samples you
have in stock.
7
Do you have a contact page where your
brides could email you and ask questions
or you could possibly email them each
month with events happening in your showrooms?
Organise events as often as possible in your
showrooms as brides to be want to enjoy the run
up to their wedding. They may visit all the wedding
fayres in your area over a period of six months so
make sure you are at those events. If brides keep
seeing you they may remember you when looking
for their dress.
8
Email is your letterbox and if the post
came through your door you would
probably open the post there and then.
Always open your email every day as brides do
not want to think you can’t be bothered to reply to
their email.
Always look in the junk mail box as sometimes
post you really want has not been recognised and
sent there in error.
9
Keep on top of your sales figures and
targets. Make sure you have an up to date
financial statement so your targets are as
accurate as possible. Make sure you have your end
of year accounts within three months after your
year end if possible.
Receiving accounts 11 months after your year
end is not helpful as you may have made the
same mistakes again and cannot possibly have the
correct sales forecast for the year ahead.
10
Finally, do you have any helpful
tips on being a successful bridal
retailer? Contact us now and
perhaps we could pass on your ideas to our readers.
Do you have suggestions of how you would like
to see the industry change or develop to help make
the bridal industry an even better place to work?
Then we would love to hear from you. Contact
Jane Watson on +44 (0)1256 766 744 or email
from www.startingabridalbusiness.com or from
www.bridalbusiness.co.uk A
Further information
To find out more, simply call Jane Watson on +44
(0)1256 766 744 or visit www.bridalbusiness.
co.uk or www.startingabridalbusiness.com

Bridal - Attire Bridal magazine

Transcription

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