LONDON - Attire Bridal magazine

Transcription

ATTIRE
MARCH/APRIL 2016 ISSUE 52
Spotlight on
formalwear
Bridal
LONDON
BRIDAL SHOW
Your essential guide
Bridal
TRENDS
Marketing
know-how
Expert advice from
Joanne Childs
Key looks for
AW 2016
Plus
Fabulous
Business
tips
News and events
Retail technology
FOOTWEAR
Chic styles for
effortless elegance
WWW.ATTIREBRIDAL.COM
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Torre
Tres Chic
True Bride
Twilight Designs
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THE HOUSE OF NICHOLAS
London Bridal Show 6-8 March
www.thehouseofnicholas.co.uk
info@thehouseofnicholas.co.uk
020 8802 1399
BRIDAL ROADSHOWS
Droitwich 28-29 February
Harrogate 13-14 March
Cumbernauld 17-18 April
Victoria Kay
Show Dates 2016
28th-29th February - Droitwich
6th-8th March - London
13th-14th March - Harrogate
3rd-4th April - Dublin
17th-18th April - Scotland
(Trade Only)
Contents
Regulars
28
Industry news
Discover the latest bridal collections
and trade events
42
Shop window
A totally tropical window display
in honour of Brazil, this year’s host of
the Olympic games
44
Retailer round-up
We catch up with six UK retailers to
find out about their stock
requirements for the year ahead
100
112
117
PR and marketing
Joanne Childs talks about traditions
versus trends when promoting your
bridal business
ACID
Dids Macdonald, CEO of Anti
Copying in Design, explains why IP
awareness is so important
Twitter update
We bring you all the hottest news,
stats and facts from our followers
42
Shop window
Collection focus
86
The Fashion Files
Columns
63
Decorative designs
Intricate beading and embroidery is a key
trend this season
38
Hine Insurance
Rachael Carrington offers advice to
bridal retailers about minimising the
risk of underinsurance
69
The collections
The perfect accessories to match our two
bridal themes
84
Heidi Thompson
Heidi Thompson of Evolve Your
Wedding Business offers some top tips
on boosting your social media profile
88
Xedo Software
Raymond O’Hare, Director at Xedo
Software, highlights how technology
can help keep the supply chain’s lines
of communication open
98
David Fairhurst
The Head of Creative Online
Marketing at Intelligent Retail advises
how to make sure your website is loved
by visitors
110
Richard Designs
Louise Dicks offers bridal retailers
advice on making the most of the
forthcoming year
115
Retail Bridalwear Association
Bridal shop owner and Chair of the
RBA Nicola Garton takes a look ahead
to the spring shows
122
The White Closet
Eve Broadhurst, Creative Director
and Co-Owner of The White Closet,
offers her advice on getting the most
out of attending a local wedding fair
70
Nights in white satin
The top softly shimmering gowns around
70
Nights
in white
satin
ATTIRE 23 ·
Profiles
47
78
Modecca
We find out more about this successful
bridal label as it celebrates 70 years
in business
90
True Bride
Nicki Flynn talks to us as
True Bride celebrates 10 years in the
bridal industry
Features
40
Retailer interview
With more than 10 years of
experience, Helen Lord, owner of Lulu
Browns in Lancashire, reveals how she
maintains a thriving bridal business
76
Up and coming
Raman Bhangle, Marketing Director
at White Ivy, talks about his stylish
bridal accessories collection
80
Bridal trends
We speak to leading designers and
manufacturers about the key bridal
looks for the season ahead
86
Collection focus
We chat with Lisa Al-Amoodi to find
out more about Victoria Kay’s new
budget-friendly bridal label, Blush
93
Hot footed
The latest footwear for stylish brides
96
Retailer profile
We catch up with Rachel Burgess who
champions home-grown talent and see
how her bridal boutique has gone from
strength to strength
The London
Bridal Show
69
The
collections
76
Up &
coming
24 ATTIRE
104
Retailer
insight
Suited and
booted
107
103
Helen Cotter
Helena Cotter, wedding sales trainer
and consultant, offers her advice on
securing that all-important sale
104
Retailer insight
Kate Allen, former owner of Katherine
Allen Bridal, bravely talks about the
highs and lows of her eight years in
bridal retail
Shows
36
London Bridal Fashion Week
We reveal the latest exhibitors to
announce their attendance at this show
Suited and booted
The latest formalwear trends for the
modern man
47
The London Bridal Show
Our independent preview of this
popular spring event
107
Tara Lee UK
Manufacturers of
Flower Girl & Holy
Communion Dresses.
Made in England
LEAD TIME 2-4 WEEKS.....TO BECOME
A STOCKIST CONTACT Tara Lee sales
07815758037 email..gloria@taralee.co.uk
Made in England
www.taralee .co.uk
FOR STOCKIST ENQUIRIES
Krystal Agency
Tel: 01204 888285
Mob: 07935 156275
krystalagency@btinternet.com
www.qianabridal.co.uk
letter
Editor’s letter
MARCH/APRIL 2016
Image courtesy of
Mia Solano
+44 (0)1202 424 477
EDITOR-IN-CHIEF
Alexandra North
EDITOR
Julie Bonnar
+44 (0)1376 535 609
editor@attirebridal.com
CHIEF SUB EDITOR
Louise Prance
SUB EDITOR
Tim Nelson
DIRECTOR OF SALES
AND MARKETING
Tony Fields
SALES MANAGER
Michael Richards
+44 (0)1376 514 000
michaelr@attirebridal.com
ADVERTISING SALES
Jan Griffin
+44 (0)1376 535 612
jang@attirebridal.com
PRODUCTION MANAGER
Scott Brothwell
artwork@attirebridal.com
+44 (0)1376 535 616
DEPUTY PRODUCTION
MANAGER
Sarah Young
SENIOR GRAPHIC DESIGNER
Vicky O’Connor
GRAPHIC DESIGNER
Stephanie Hodder
WEB DEVELOPMENT MANAGER
Stuart Weatherley
PRODUCTION ASSISTANT
Charlotte Potter
SUBSCRIPTIONS
Kay Tilbury
+44 (0)1376 514 000
KD Media Publishing Limited
Pantile House Newlands Drive
Witham, Essex CM8 2AP
www.attirebridal.com
ATTIRE
Bridal
New beginnings
Editor’s pick
I love this stylish
hair comb from
White Ivy – no
wonder it’s
one of their
top sellers. Find out more at
www.white-ivy.com.
I’m delighted to be stepping into the breach and
putting together Attire Bridal while Demelza is
on maternity leave for the next 12 months or so.
Although the Bridal industry is new to me, I’ve
been a journalist for more than 10 years and
worked on one of Attire Bridal’s sister businessto-business publications for three years. I’m up
to speed with the sorts of topics that concern
retailers, whatever the industry, and am looking
forward to sinking my teeth into all things bridal!
As we go into show season, I’m looking forward to meeting many
of you in the industry at the forthcoming events. In this issue, we
start by previewing two of the big shows, London Bridal Fashion
Week (page 36) and the London Bridal Show (page 47). We also
look at what’s fashionable in footwear for stylish brides (page 94)
and also what the modern groom is wearing these days (page 107).
As usual, we’re joined by a myriad of expert writers who share
their business insights. Heidi Thompson offers some top tips on
boosting your social media profile (page 84) and Raymond O’Hare,
Director at Xedo Software, highlights how technology can help keep
the supply chain’s lines of communication open (page 88).
Enjoy reading
Julie
PS – Follow us on Pinterest at
www.pinterest.co.uk/attirebridal or on
Twitter at www.twitter.com/AttireBridal
Fashion file 1
on page 63
Up and coming
on page 76
Julie Bonnar
Editor
ISSN 1758-0072
Attire Bridal is solely owned, published
and designed by KD Media Publishing
Limited. Whilst every effort was
made to ensure the information in
this magazine was correct at the
time of going to press, the publishers
cannot accept legal responsibility for
any errors or omissions, nor can they
accept responsibility of the standing
of advertisers nor by the editorial
contributions. The views expressed
do not necessarily reflect those of the
publisher. Attire Bridal is published
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(incl. p+p), Cheques should be made
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Window
dressing on
page 42
Average Net
Circulation: 3,201
01/07/2014 - 30/06/2015
ATTIRE 27
Industry news
Read on for our roundup
of the industry’s movers
and shakers.
Dajana Basic London introduces new
headpiece collection
Charlotte Balbier launches new website
Charlotte Balbier’s website now includes new features that
will make it easier to view her collections. Functionality has
improved and it’s possible to view the different collections
individually from Wilda Rose, Separates, as well as a Hall
of Fame encompassing all of the designer’s favourite
gowns. The company prides itself on interaction with
its brides, and is excited about the new website section
that’s devoted to real life brides wearing the designs.
For more information and to view the collections, visit
the website www.charlottebalbier.com.
PONGEES IS MOVING
Photography by Michela Nale,
Styling by Marta Lenzi, Louis
Maharaj and Sabrina Priano
Dajana has just introduced
its Delicate Headpiece
collection in collaboration
with bridal accessories
designers, Heirlooms Ever
After. Each hair adornment
has been carefully handmade
in the UK and can be \
colour-coordinated to suit the
bride’s preferences.
For further details, call
+44 (0)20 3290 7602 or visit
www.dajanabasic.com.
28 ATTIRE
Pongees has been based in Hoxton Square in London for more than
20 years, but has now moved its office, warehouse and showroom to
new premises outside the capital. “As we’ve considerably increased our
fabric range, the move is timely as we needed more space for stock
and additional room to cut and despatch customer’s orders,” explains
Will Steele, Pongees’ Managing Director. “While our showroom
remains in Hoxton, just a few hundred yards away from Hoxton
Square, our head office and all the other operations will now be based
in Dartford, Kent.”
The Dartford premises will continue to offer high levels of service,
and despatch UK orders. “The one difference is a customer will no
longer have the facility to cut orders while you wait in Hoxton,” adds
Steele. For more information, visit www.pongees.co.uk.
News & events
Luella’s latest diverse collection
This year, Luella’s collection of wedding dresses has been designed in partnership with British designer, Charlotte Casadejus. Charlotte was chosen
for her natural sense of style and ability to create beautiful silhouettes that are both sexy and easy to wear. The line is a wonderful mix of modern
Bohemian, a British Victoriana influence, and glamorous Biba style of the late ’70s. The dresses combine long, loose-flowing skirts, intricate looped
chain, fringe detailing and beaded floral motifs that are indicative of bohemian style and complex laces, long sleeved and high necked frocks of the
Victorian era. The range consists of seven original styles in a mixture of warm Mediterranean colours with lots of style variations of beading and
detachable elements. There’s also a range of accessories to complement it including belts and hand-beaded capes.
Photographed by Ashlee Taylor from Taylor Barnes in the beautiful Spanish region of Aragon – a logical choice since the original Bohemians were
from central Europe. The line took more than eight months to make from initial design concept to completion and uses intricate design techniques
including hand-painted gold leaf on to the fabric, the use of hand pleats, production of Cornelli lace and a number of intricate hand beaded details.
All of the dresses are made in the UK and can be made with short lead times, and specifically designed to be as versatile with the option to have the
dresses made in a variety of colours, style variations and sizes.
For more information visit the Luella Boudoir website, www.luellas.co.uk.
IJL LAUNCHES NEW DEVICE-READY
WEBSITE FOR 2016
International Jewellery London (IJL) – UK’s premier jewellery
trade show organised by Reed Exhibitions – has an innovative
new cross platform website. Clever design technology ensures
that the site responds seamlessly to the user’s device, whether
it’s a laptop, tablet or mobile. The improved resolution and
usability makes navigation quick and easy.
“With over a third of IJL’s audience visiting the site on mobile
devices, the new website provides a great visual platform for all
our show updates and exhibitor news in the lead up to IJL 2016,”
comments IJL’s show director, Sam Willoughby.
The fresh website also features plenty of exclusive advertising
opportunities for exhibitors who want year-round exposure, as
well as providing the perfect launch pad for new products. Find
out more by visiting www.jewellerylondon.com.
ATTIRE 29 ·
News & events
YOUNG DESIGNERS IN
THE SPOTLIGHT
AT INTERBRIDE
The International Fashion Fair, Interbride, is on
the look out for up-and-coming wedding, bridal
and special occasion-wear designers for this year’s
competition. For the second time, the fair is offering
international young designers a presentation
platform at the show to promote their works to an
audience of international manufacturers, specialist
retailers and media representatives. This show
attracts 160 international brand manufacturers and
5,500 visitors so it’s a brilliant opportunity for bridal
designers to get noticed.
Anyone interested in taking part should apply by
15th April, 2016 by visiting http://www.interbride.
eu/en/young-designers-2016-en.
Muscat to concentrate
on its collections
Muscat has rebranded to assist its change of focus – the
company will now concentrate solely on bridal collections.
The Muscat label is all about luxury and simplicity, and since
its set up in 2012 has established a reputation for romantic
and minimal designs.
Each collection is made up of a selection of dresses,
separates, over-skirts, trains and accessories. Self-taught
designer Kevin Muscat moved from his native Malta to
London 20 years ago, and uses his background as a ballet
dancer to inspire movement in his designs. Every Muscat
piece is designed and handmade in London. Muscat will be
showing the 2017 collection at White Gallery in May.
For more information visit www.muscatlondon.com.
Textile Forum goes from strength to strength
Building on the success of its largest
Bella Tella
show in October, the next edition of
Textile Forum has attracted a number of
new and returning suppliers who will be
showcasing luxury fabrics and trimmings
for stock lines and spring 2017.
“Sourcing luxury fabrics has never
been easier for designers,” says Textile
Forum co-founder Linda Laderman.
“Our venue One Marylebone provides
an elegant, spacious backdrop that
complements our exhibitors collections,
which is why some of the biggest names
in the fashion industry have already
registered to attend the March event.”
Among the first-time exhibitors is
Hand & Lock, the famous embroiderers,
whose work can be found within the
Tiss et Teint
collections of the top couture houses.
The company will be displaying samples
of its intricate handwork.
Bridalwear is a particularly important
sector especially for spring and designers
will be spoilt for choice with the plain,
embroidered and fancy fabrics offered by
companies including Bella Tela, Sanmartin and Jose Maria Ruiz. Michael’s
Bridal Fabrics, which is seeing a demand for 3D designs and those with
a vintage look, says that the next trend will be in silk blend and polyester
brocades in ivory and soft pastel colours. This time, the forum will also offer menswear fabrics for formal, evening
and casual occasion including the finest cloths from Holland & Sherry, who
will celebrate its 180th anniversary this year as well as, A W Hainsworth and
Dugdale Bros. Textile Forum has retained many exhibitors who have shown year on
year such as Laurent Garigue, Solstiss, Henry Bertrand, Bennett Silks,
Makowers, Ringhart Fabrics, Tiss and Teint, G H Leathers, Bernstein &
Banleys and Alan Litman, who mark its 70th anniversary this year too.
Textile Forum will be welcoming a garment manufacturer to the show for
the first time this year. London-based Plussamples specialise in men’s and
women’s soft tailoring, soft separates and lightweight silk and jersey fabrics.
Textile Forum runs between 9th -10th March 2016 at One Marylebone. A
full list of exhibitors can be found at www.textileforum.co.uk.
ATTIRE 31 ·
NEW SHOWROOM IN LONDON’S PIMLICO
FOR NAOMI NEOH
KNUTSFORD’S BRIDALWEAR DESIGNER
CREATES FAIRYTALE DRESS FOR LOCAL
WEDDING SHOW
Bridal design label Felicity Cooper unveiled an exclusive dress for Bride
The Wedding Show at Tatton Park this February. “We were so pleased
to be asked to create a dress for this fantastic north west wedding show.
The design has a real Cinderella feel with an exquisite hand-beaded silk
chiffon top and a full ballgown silk chiffon skirt with a glitter
tulle layer. The gown is the feature dress of the 2017 collection that
we’ll be launching at LBfw in May,” says the label’s creative director
Fiona Cooper.
For more information on this exciting new British bridal label, visit
www.felicitycooperbridal.co.uk.
New Treasured collection
from Victoria Fergusson
Award-winning accessories designer
Victoria Fergusson has revealed the new
Treasured collection, which features a stunning
range of coordinating and interchangeable
bridal accessories.
The collection is designed to offer wonderful
stand-alone pieces with the option to combine
multiple pieces together to create subtle and high
impact looks. Inspired by classic tiaras and jewels
from legendary design houses such as Tiffany &
Co, Cartier and Faberge, the Treasured collection
comprises wedding embellishments that can
be set as combs, clips, hairpins, brooches,
headdresses and even as dress appliqués.
This collection provides brides with versatile
one-of-a-kind looks and includes two special
bejewelled headdresses – a stunning tiara and
a forehead adornment.
The hair accessories are also supported by an
array of beautiful coordinating jewellery pieces
including earrings, bracelets and a necklace. All
pieces are handmade by Victoria with the finest
materials, including Swarovski crystals in gold,
rose gold and rhodium plated settings, gold-filled
and sterling silver findings and a host of other
seed beads and sequins.
The collection is available from the website
www.victoriafergusson.co.uk.
32 ATTIRE
The new Naomi Neoh
showroom will be located
in classical Pimlico, within
easy reach of Victoria
with its multiple travel
connections. The opening
of the centrally located
showroom gives Naomi the
opportunity to showcase
her collections in their
entirety, as well as allowing
her to further indulge in
her love of luxurious fabrics creating new designs, including a
Couture line coming later this year.
“Behind the scenes we’re creating a beautiful emporium
for our bridal pieces which will be a relaxed and welcoming
haven for bride’s to be. An intimate and private space of
uncomplicated styling and easy elegance awaits brides where
they can glide and swoosh in my signature silk chiffon gowns,
while indulging in the romance and whimsical movement of
my dresses,” comments Naomi. The new showroom will open
sometime in spring 2016.
For more information, visit www.naomineoh.com.
Rosa Couture
Exhibiting at The Bridal Roadshows & the London Bridal Show, Stand A13
01189 885 344 | info@rosacouture.co.uk | www.rosacouture.co.uk
229 HYDE END ROAD, SPENCERS WOOD, READING, BERKSHIRE RG7 1BU
News & events
BLOOMING DESIGNS FROM
TIFFANY ROSE
Eclectic collection from Mascara
Mascara’s latest collection has a distinctively sophisticated feel that
focuses on fine quality, luxury and comfort that’s demanded by today’s
savvy, modern and glamorous women. Extending the emphasis on fitted
silhouettes and high quality fabrics, the label is gaining international
recognition thanks to its feminine and innovative styling, and is ticking
the trend boxes when it comes to special occasion wear. The collection
includes gowns with clean lines, elegant draping in deep rich colours
of red, plum, berry and teal. Fabrics used include silk, jersey, chiffon
and lace in smooth flattering silhouettes with delicate detailing that
showcases the new collection perfectly.
For further information, visit www.mascaracollection.com.
PLATINUM CELEBRATIONS FOR DOM
BRIDALS CAMBRIDGE BRIDAL SHOW
Join DOM Bridals in celebrating 20 years in the business with an
exclusive catwalk presentation showcasing its stunning autumn
collection. Opening with David Tutera for Mon Cheri and Privato
on Sunday 13th March followed by Sophia Tolli Australia and
Enchanting by Mon Cheri on Monday 14th March. To view the
beautiful new season gowns retailers need to book a place by
calling +44 (0)1954 232 102. DOM Bridals will also be holding a
glittering evening of magic, laughter, entertainment and dancing
on Sunday 13th March to celebrate the anniversary year and to
thank their loyal customers for their continued support.
For more information about the show, visit either
www.mon-cheri.co.uk or www.sophiatolli.co.uk.
Tiffany Rose is renowned
for creating special
occasion dresses to
flatter pregnant figures,
using soft, premium
jerseys and luxurious
laces. The dresses
have been worn by
a host of pregnant
celebrities including Holly
Willoughby, Katherine
Jenkins, Crown Princess
Victoria of Sweden and
Princess Sofia of Sweden.
Tiffany Rose maternity
gowns are made in
Britain from sketch to the
finished garment, and
available in sizes 6 -18.
The company has
just unveiled this
season’s Maternity Bridal
collection. The new collection consists of fairytale gowns
featuring swathes of luxurious chiffon, floaty-sleeved Grecian
designs, demure sheer panels and romantic shimmering
lace. Each design offers innate elegance and a sublime fit
designed to work with the bride’s newfound curves. The
wedding collection ensures an unforgettable entrance with
British bridal flair. For the blooming bridesmaid, there’s also
a range of maternity styles to work with every wedding colour
palette. Further details can be found on the website
www.tiffanyrose.com.
DEXTER BLACK TO WORK WITH HIGHEND DESIGNERS
Dexter Black is a leading bridal sales
agency representing high profile bridal
designer brands including Claire
Pettibone Couture and Romantique,
Israeli bridal designer Flora and luxury
bespoke fashion designer Clinton Lotter.
Founded in 2015 by partners Russell
Blackburn and Daniel Poindexter, the
agency draws upon the duos shared
wealth of experience within the bridal
industry to drive sales and growth for its
brands. Alongside the agency, Russell Blackburn owns award-winning
bridal boutique Blackburn Bridal - where he has been successfully styling
brides for the past 10 years. Daniel Poindexter, fellow business partner,
draws upon his extensive knowledge of international sales and operations
from his 10-year role as founding operations manager for Ian Stuart. This year, Dexter Black plans are to expand the business - working with
a handpicked selection of high-end bridal designers appealing to luxury
bridal boutiques. For further informaion contact Russell and Daniel on
email: dexterblackagency@gmail.com. ATTIRE 35
It’s all in the design
We reveal some new designers to London Bridal Fashion Week, who’ll
be showcasing their collections and capturing the latest trends, including
beautiful backs, lovely lace and stunning sparkle.
IN BRIEF
Event: London Bridal Fashion Week
Location: Old Billingsgate
Date: 13th-15th May, 2016
Website: www.londonbridalfashionweek.com
CHARLIE BREAR
British bridalwear brand Charlie Brear offers a modern alternative
for the style-aware bride that have a feminine edge, including
simple luxe crepe and slipper satin dresses that can be personalised
with clever styling additions such as lace jumpers, tees, crochet
crop tops, raglan-sleeved crushed fur coats and graphic cut-out
lace overskirts. Stand-out dresses this season include; Selva, a lace
ballerina length style with modern metallic panelling and Talaia, a
simple round-necked dress in sand-washed silk with a directional
front split. Everything is made in the UK using beautiful fabrics
including soft tulles, weightless chiffons and geometric laces.
36 ATTIRE
LBfw
ELLIS BRIDALS
Based in London since 1912, Ellis Bridals creates contemporary award-winning bridalwear with
a real emphasis on classical craftsmanship, intricate detailing, made-to-measure fit and original
design work.
RACHEL SIMPSON
Beautifully crafted from the finest materials,
Rachel Simpson shoes are known for their
one-of-a-kind elegant designs and traditional
approaches to shoe making. Taking
inspiration from both past and present, the
collection has a distinct style with deliciously
soft leather linings and wearable heels –
they’re as comfortable as they are beautiful.
STEPHANIE BROWNE
The acclaimed Australian label Stephanie Brown
is set to showcase jewellery and accessories
collections at the show and this year celebrates 25
years in the bridal industry.
Established in 1988 by Stephanie and her
father Robert Biddle, Stephanie continues to
create beautiful vintage-inspired bridal jewellery
and accessories that have a touch of glamour.
The majority of her pieces are painstakingly
handmade in her Melbourne showroom and
can be made to order giving weddings or special
occasions that personal element.
ST ERAMUS
Luxury British
jewellery brand
St Erasmus
designs the
most wonderful
hand-made
accessories
using Swarovski
crystals,
precious stones,
the finest
quality lace
and silk fabrics, silks and woven precious
metal threads. Launched in 2002, St Erasmus
was born under the creative leadership of
Pieter Louis Erasmus following a long career
working for the British jewellery house,
Erickson Beamon. Living by the motto
‘Glamour comes from inside and manifests
itself in jewellery,’ the label is set to sparkle as
it introduce its designs at LBfw.
MGNY
Madeline Gardner is an internationally
recognised bridal designer from New York
who proudly puts her name to the glamorous
MGNY collection. Madeline has been
designing Mori Lee’s bridal, bridesmaids
and prom dresses for more than 17 years.
Meanwhile, MGNY is exclusive to the
UK and Europe with influences from the
cosmopolitan city, New York. This label
oozes sophistication and style, with attention
to detail and shape. The dresses are
tailored using high quality fabrics and the
desginer’s signature embellishments.
DEMETRIOS
Demetrios is an
international
bridal company
that has been
in business for
35 years. The
owner and
founder of the
company, Mr.
Demetrios
James Elias,
lives and
works in New
York. Being an
international
traveller for years has also enabled him to have
a very original perspective on design. He’s
known for adding a signature touch to each
of the styles, making every beautiful dress
truly extraordinary. A
ATTIRE 37
Rachael Carrington, a highly experienced Commercial Account Executive,
explains how underinsurance works and offers some helpful hints to avoid
the potentially costly situation.
At this time of year it’s likely you’ll be getting ready to bring in your new
stock for the coming months. However, as your new range arrives and the
value of stock increases there’s a chance that your bridal shop could be left
in the lurch by insurance cover that doesn’t take this increase into account.
INCREASED STOCK, ADDED RISK
You likely have insurance cover to help protect your bridal shop, including
cover for things like your building, stock, staff, and customers. But did you
take seasonal stock increases into account when deciding upon cover?
You may have provided your insurer with an accurate valuation of your
business when you first purchased your cover, but if you’ve recently accrued
a wealth of new stock, does it still cover the increased value of your shop?
UNDERINSURANCE AND THE CONDITION
OF AVERAGE
Underinsurance is not uncommon among businesses – in fact, a report in
July 2014 by the BCIS (Building Cost Information Service), part of the
Royal Institute of Chartered Surveyors (RICS) estimated that almost 80
per cent of commercial properties could be underinsured by as much as 60
per cent. Of course, it’s not just property that can be underinsured, with
new stock, new equipment and new staff all having the potential to increase
the value of a business and render its insurance cover ineffective.
Being underinsured might not seem too bad. After all, a disaster like theft
or a burst pipe might be damaging and hugely inconvenient, but it’s unlikely
to cause damage equal to the total value of your business. However, thanks
to something known as the ‘condition of average’, being underinsured could
have a huge effect, even if you only need to make a relatively small claim.
This clause is used by insurers to work out how much to pay out in the
event of a claim and is based directly upon how insured (or underinsured)
you are. Say you’ve insured your stock to a value of £50,000 but £5,000
worth of it is damaged in a fire. You might assume this would mean your
claim would be easily covered, but it’s not always that simple. If the arrival
of next season’s items has pushed the value of your total stock to £100,000
then you would effectively be 50 per cent underinsured. Because of this,
it’s likely your insurance company would only pay out 50 per cent of
your claim, leaving you with only £2,500 instead of the £5,000 you might
originally have expected.
CHANGING WITH THE SEASONS
It’s important that your insurance cover accurately reflects the value of your
stock, but changing your insurance cover every time your stock fluctuates
could be exhausting. Thankfully, it’s often possible to arrange insurance that
takes seasonal stock increases into account. This means you’re not left with
cover that’s only effective for some of the year. It also means that you’re not
paying more for a level of cover you simply don’t need all year round and
revaluating your stock and amending your policy to match.
If you’re due to receive a bumper delivery of new dresses and attire from
your suppliers, now might be the time to double check your insurance cover
to make sure it accurately accounts for your new arrivals. If you think it
might fall short, remember you can always talk to your insurer or insurance
broker about your cover to make sure you’re not caught out if you find
yourself needing to make a claim. A
Contact
Hine Insurance
+44 (0)161 438 0000
www.hine.co.uk
@hineinsurance
facebook.com/hineinsurance
38 ATTIRE
Forward thinking
With a decade of experience under her belt, we chat to Helen
Lord, owner of Lulu Browns in Lancashire, to find out how she
maintains a successful bridal business.
Back row from l to r: Pam, Helen, Jennie
Front row from l to r: Beverley, Kate
When did you open Lulu Browns and what
prompted you to do so?
Lulu Browns started life as a lingerie boutique
and opened in December 2005. Rather
unfortunately, my opening also coincided with
the start of the recession. A hefty rent increase
a year later (of £10k per annum) meant my
underwear business was no longer profitable
enough to cover my overheads and I needed to
add something extra to my offerings.
I was at a local event in 2007 when I started
talking to a lady who owned a nearby bridal
boutique. Things were not working out for them
financially, and they were closing their shop.
After a quick chat to my financial advisor
(my Dad!) I decided to take the plunge and
plough my last pot of money into buying the
bridal business’ goodwill and assets. I confess to
knowing nothing about the bridal industry at this
point, but I figured I knew how to deliver great
customer service and I could learn the rest.
Although the shop I took on turned out to be
a bit of a nightmare initially, it set me off on the
path to what Lulu’s has become today. And what
a steep learning curve it has been.
For many years I was the tea and coffee maker,
bridal consultant, accountant, marketer, cleaner…
the list goes on and I’m sure its one most of you
are familiar with.
It was a tough time, when working seven days
a week was the norm and I missed out on many
special occasions, such as a honeymoon and a lot
of my eldest son’s young life.
Finally, after six years, the lease at my boutique
was coming up for renewal, the crippling rent had
pushed my rates sky high and my overheads were
now nearly £40k per year simply on these two
things alone.
My husband and I made the decision to
relocate the business four miles up the road to
our home village of Whalley. We would own the
premises and I would be a two-minute walk away
from our front door. I planned for the financialhit of no longer being on a busy high-street and
downsized my shop accordingly.
I took on two members of part-time staff and
planned for a much quieter life. How wrong was
I – my two new members of staff turned out to
be wonderful. Jennie is now my now full-time
manager and heads our team of seven, and Kate
helped me smash our first year’s sales targets in
the new boutique and continues to do so.
I truly believe that taking on Jennie and Kate
was the catalyst to a much more successful
business. I was no longer fire-fighting day to day;
I had the luxury of being able to work on my
business rather than in it.
I can’t stress enough how lucky I am to have
such a fabulous team. Jennie and I have worked
hard training them, and I’ve invested time and
money ensuring they always feel fulfilled in the
role they have at Lulu’s. As the business grows, so
does their role.
What criteria do you have when sourcing and
selecting your designers?
Two designers I had with me from the beginning
are Enzoani and Justin Alexander, and it’s no
surprise they’re still my best-selling brands. The
support I’ve received from them over the years
40 ATTIRE
has been invaluable and, in return, I make sure I
invest heavily with them and never once miss
a payment.
I expect any designer on my rails to hit a
minimum return every year (discussed with them
before taking them on) as my floor space is small
and every inch has to perform. I don’t tolerate
late deliveries or poor-communication.
I grew sick and tired of designers pointing
the finger at my store when sales were poor.
I’m confident in my boutique and staff so if
something isn’t selling well, it’s usually down to
the product.
Don’t be afraid to let a designer go for fear of
them ending up in a competitor’s store. Chances
are, if it didn’t work for you, it won’t work for
them either.
What do you enjoy most about your role and the
bridal business in general?
My role now is more marketing based than sales.
I’m very lucky to be a mum to two wonderful
boys and like to spend as much time with them as
possible. Work for me now normally starts when
they’ve gone to bed.
Our website and social media take up a large
part of my working day, as does the financial side
of things. I do enjoy a good spreadsheet!
I’m fiercely competitive and I love to win.
Time has taught me to compete with myself
rather than focusing on what other people are
doing. Setting targets at the beginning of the
year and reviewing them at the end is one of my
favourite things to do. It keeps me focused and
always ensures we have something to aim for.
How do you ensure that the service your boutique
provides is second to none?
I’m constantly looking at training for our staff to
ensure we continue to offer the great service we
have become known for.
We have regular meetings, which allow me
to listen to feedback from our shop-floor staff.
Retailer interview
Customer comments and ideas are always
encouraged and welcomed.
We never forget how much money brides
are investing in our company. We band deposit
figures around like they are nominal, but when
you actually think about parting with £700 on
just a deposit, you gain an insight into how the
bride must feel.
What’s been the highlight of your time in bridal
retail to-date?
Winning a Bridal Buyer award and the regional
Great Northern Wedding award was fantastic
PR for the boutique and confirmation that our
commitment to customer service is working. But
by far the best aspect of winning these awards is
the look on our team’s faces when our name is
read out. They all work so hard, and it’s a fantastic
confidence boost for them to get this vital
external-recognition.
You celebrated your 10th anniversary in 2015. Did
you do anything special to mark the occasion?
Many local wedding industry professionals
have been instrumental in Lulu’s reputation, so
when we celebrated our 10th birthday back in
December, I took the opportunity to throw a
party especially for them.
It was a great chance for people to visit our
boutique and see behind the scenes.
As a thank you to all our current brides, we
entered all our 2016 brides into a draw, and the
winner received a £1,000 voucher towards the
cost of her dress. It’s fair to say she was delighted.
What are the main challenges you face as a bridal
shop owner today and how does this compare to the
challenges you faced when you first opened?
One of the hardest aspects of running our
business is hiring good staff. We currently have
two positions free and recruiting hasn’t been
plain-sailing so far. After reading one CV that
cited watching Say Yes to the Dress as experience
within our industry, I nearly gave up!
I’m very picky, admittedly, but so are many of
the candidates it would seem. They don’t want to
work Saturdays or late nights, and if they could
finish by 3pm, all the better.
What do you believe is the key to running a
successful bridal retail business?
We spend a lot of money on outsourcing
professional services; I could buy a new Mulberry
bag every season if I gave up our marketing
company, and the same again for the accountants
we use. However, these people have enabled
Lulu’s to grow quicker, and are trusted aids for
our future.
Financial planning is essential. Knowing your
budgets before entering buying-mode will save
you a lot of money in the long run.
The biggest investment you will make is in your
staff. Treat them well, value them and you will
reap the benefits very quickly. Undervalue them
at your peril.
How do you view the current state of the British
bridal market?
I think we’re getting bogged down in the Internet
selling/fake/copies situation. There will always
be someone out there who will say they will do it
quicker and cheaper.
Our foreign holidays are littered with cheap
copies of just about anything from every designer
there is. It’s a fact of life unfortunately.
Keep your head down and concentrate on your
own service. You’re selling your brand as well as
bridal gowns. Make people want to shout from
the rooftops that they bought their gown from
your boutique.
What are your plans for Lulu Browns over the next
few years?
Our plan is to keep doing what we’re doing. We
have no plans for a second shop currently, as I
don’t think my nerves could stand it and my
husband may leave me!
Our recruitment drive continues, and
hopefully it will be a successful one.
We plan to up the targets again for 2016 and
welcome even more brides to Lulu Browns.
What advice would you give to new bridal shop
owners with regards to creating a successful retail
business with longevity?
Firstly, don’t expect to take a wage for the first
three years. Knock 25 per cent off every sales
figure you think you will achieve and make sure
you can still pay the bills, just in case.
Use professional companies. Even if they are
charging more, it will be more cost effective in
the long run.
Find a great seamstress and hang on to them
with both hands.
There will be good months and bad months.
Always look at your figures over the course of a
year rather than monthly. It will save your sanity!
Never forget what a trusted role you hold.
Providing a wedding gown for someone is a
responsibility no-one should underestimate.
And finally, there will always be the nightmare
bride who causes you to wake in the middle of
the night in a cold sweat. We normally average
about seven a year. Well…we need something to
keep us on our toes! A
CONTACT
Lulu Browns
+44 (0)1254 825 574
www.lulu-browns.com
ATTIRE 41
Lagoon coral embroidered
cushion, £24.99, Arthouse
+44 (0)1706 239 600
www.arthouse.com
w
Hawaiian tropic leaves pendant
light, £425, Alexander & Pearl
+44 (0)20 8508 0411
www.alexanderandpearl.co.uk
Gilded gold pineapple, £30, Housee Junkie
+44 (0)1886 884 091
www.housejunkie.co.uk
nkie.co.uk
Ladybird
www.ladybird.nl/en
Tropical birds long silk scarf,
£30, Collier Campbell
mpbell
+44 (0)20 8964 5203
www.colliercampbell.com
bell.com
TOTALLY
Tropical
oppical str
Tropical
straws, £1.25 for six,
The Oak Room
+44 (0)1992 501 040
www.oakroomshop.co.uk
The Olympic and Paralympic Games’ host nation
for 2016, Brazil, has inspired a vibrant window
display to make passers-by stop in their tracks.
Majestic macaw handmade lampshade,
£50, Martha and Hepsie
+44 (0)7813 812 896
www.marthaandhepsie.com
Iron pineapple wall hooks,
£8.95, Melody Maison
www.melodymaison.co.uk
Mimosa table lamp base,
£166.80, Dar Lighting
www.darlighting.co.uk
Sasha grand chair, £1409,
Darlings of Chelsea
+44 (0)20 7371 5745
www.darlingsofchelsea.co.uk
42 ATTIRE
Buying rights
We chat to retailers from around the UK to find out about their stock requirements for the
year ahead.
Rachael Leaitherland,
Atelier Bride
www.atelierbride.com When are you planning to do
your bridal buying this year?
I’ll visit my current designers
in the spring once their new
collections are available to
view, and will attend White Gallery and London Bridal
Fashion Week (LBfw) in May. I’ll then spend a few
days in the office, looking at all the collections again,
before choosing which pieces I want to order from each
designer. I believe that it’s important to offer brides a
curated collection that really represents each designer
well, and also features the upcoming trends. at Olympia and the Maggie Sottero/Sottero &
Midgely Roadshow. In May we’ll be at White
Gallery and the Justin Alexander show, then in
September we’ll head to Harrogate.
Tara Reddish and
Andrea Wyatt,
Wedded Bliss
www.weddedbliss
bridalstudio.com
When are you
planning to do your
bridal buying this year?
Like many bridal shops, we find the fact that
there’s no longer a March Harrogate really
difficult. Not being able to see all the designers
in one place and at the same time makes buying
very hard, as well as meaning we’re away from
our stores more than we would like. In March
we will be attending the London Bridal Show
Melanie Storer,
Wedding Belles of
Four Oaks
www.wedding
bellesbridal.co.uk
When are you
planning to do your
bridal buying this year?
Most of our designers now have their own
private launch shows, and we have two or
three of these to attend in March alone. Some
of the other designers will visit the shop at
one point or another throughout the year,
while we’ll be attending Harrogate as always
for the September show.
44 ATTIRE
What’s top of your ‘must-have’ list for 2016?
I’m loving the French beaded lace that’s being used by
Lyn Ashworth by Sarah Barrett in its 2016 collection.
It’s just exquisite and the fabric makes brides feel
incredibly special.
What’s been your biggest ‘buying success’ to-date and why?
I’m increasingly seeing brides who want to create
something bespoke, but without the fear of having
to design a dress from scratch. Our British and Irish
designers – Sassi Holford, Lyn Ashworth by Sarah
Barrett and Sharon Hoey – offer brides the opportunity
to buy their handmade dresses straight from the
collections, with the option to change fabrics, necklines,
straps etc to create a bespoke, handmade dress that they
won’t see anywhere else. What’s top of your ‘must-have’ list for 2016?
To be honest, as we’ve recently opened our
second shop, we’re not looking for anything
new this year. However, knowing us that could
well change.
What’s been your biggest ‘buying success’ to-date
and why?
We were lucky enough to secure the gorgeous
Alan Hannah label for our new store – Romsey
Bridal Boutique – which we’re over the moon
Top of our list was a new sign and shop
frontage which has just been completed, along
with a fresh logo and look for 2016.
In dress terms, we’re always on the look-out
for fashion forward trends. It’d be nice to add
some more non-lace gowns to our current
collections too.
What’s been your biggest ‘buying success’ to-date
and why?
We came across a new label at the London
Bridal Show last March. They were a little
different and the stunning gowns have gone
down a storm since arriving in store, so we’re
very happy that we took a chance with this.
about. Having British-made gowns that brides
can adapt or have made to measure is proving
very popular with our customers.
Retailer
Retailer
R
eta ler
roundup
round-up
rrooundund--up
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Deborah Griffiths, Lola Bridal
www.lolabridal.co.uk
When are you planning to do your bridal
buying this year?
We’ll be visiting our current designers at
LBfw and White Gallery in May. We also
plan to see a couple of our other designers
at their showrooms during the same period
which will involve lots of zig-zagging across London.
We’re on the hunt for a new designer this year to complement our
current collections. We’ll be looking for dresses that will inspire our
brides and offer something slightly different, whether it’s the type of lace,
the colour, style or design. We’ll see who can grab our attention in an
exhibition full of ivory.
Laura Shepherd, Perfect Day Bride and Flossy
& Willow
www.perfectdaybridal.net
www.flossyandwillow.uk
We have a Sincerity dress that we can sell every week and have repeated
on it so many times we’ve had to buy two new samples for the shop to
replace the poor worn out ones. It just seems to be a magic dress as it
suits all shapes and sizes from a size 6 to a size 26. I just wish we had a
shopful like this.
had told us that ‘a Naomi girl will always walk out with a Naomi dress’,
and how right they were. In our opinion, these dresses are an easy sale and
girls in our area go crazy for them. We’ve been totally blown away by how
fabulous these dresses have sold for us and we can’t wait to see the next
collection at White Gallery.
When are you planning to do your bridal buying
this year?
We’ve already done some of our buying as we
were lucky enough to see the Jésus Peiró 2017
preview launch. These gowns were available in Perfect Day at the beginning
of February. Of course, White Gallery is a must and we might also look a
little further afield this year for the next new talents.
We’re finding our country brides are seeking an exquisite dress and, as a
result, simple lines with touches of glamour are a must on our buying list.
For the fashion-forward bride, separates are still going down a storm and
our very successful years with Charlie Brear are set to continue.
More recently we purchased the Naomi Neoh collection. Other boutiques
Odette Lister, Brides by Solo
www.bridesbysolo.co.uk
When are you planning to do your bridal
buying this year?
We’re kicking off our buying season
in February with Romantica in Westonsuper-Mare. We’ll attend the London Bridal
Show in March, Maggie Sottero’s Roadshow
in London, Sincerity Bridal at the Waldorf Hotel in London, the
Harrogate Bridal Show in September and for the first time this year will
be going to Europe to look for new labels. That’s six separate weekends!
Anything by Maggie Sottero seems to go down a storm. Mark Lesley has
also hit the nail on the head with price and quality, offering fashionable
styles with excellent customer services. Lastly, we’ll be looking at Linzi
Jay’s new hair accessories as their price point is just right for our brides. A
Price and quality are important factors for us. This year we’re looking
for exciting styles in fabrics other than lace. We’re also looking for
well-priced ballgowns for the bride with a £1,000 budget. We know our
market very well and don’t tend to take too many risks.
ATTIRE 45
London
Retailer Bridal
interview
Show
LONDON BRIDAL Show
We take a look at the first
major bridal trade show of
the season, taking place from
6th-8th March at the National
Hall, Olympia. Read on to find
out about the new collections
on display this year…
Madison James
www.madison-james.com
ATTIRE 47 ·
NEVITI
WWW.NEVITI.COM
STAND A3
New to Neviti’s expansive
wedding collection comes To
Have and To Hold, a stunning
new range of decorative items
and table accessories featuring
a subtle colour palette and
imaginative design. Comprising
beautiful items to dress wedding
tables and other elements of
a wedding celebration, this
comprehensive range allows couples to create a harmonious theme across
every aspect of their special day.
To Have and To Hold includes traditional must-haves such as confetti
and napkins, but couples can also choose from unusual extras, such as
lottery ticket holders, Mr and Mrs chair bunting and pretty luggage.
ROSA COUTURE
WWW.ROSACOUTURE.CO.UK
STAND A13
Entering its 10th year in business, bridal company Rosa Couture is
intent on providing fresh new styles to suit every budget. With prices
ranging from £400 to £1,200 the label offers a wide range of gowns
that marry the classic and traditional with the modern. Sizes range
from two to 30. The design house now has three collections; Rosa
Couture, a range of contemporary styles with a vintage twist; Blush
by Rosa Couture, a selection of simple designs perfect for destination
dresses plus fluffy tulle gowns, and Curves by Rosa Couture, its brand
new plus-size collection providing excellent structure and support.
Last year’s bestseller was Darcy, a lace fishtail with pretty straps and
a low back, and is still available to order.
MORI LEE
WWW.MORILEE.CO.UK
STAND C7
Madeline Gardner truly loves what she does and the Mori Lee Fall 2016
collection is in no way an
exception in showcasing
the beautiful signature of
this incredible designer.
Every gown is adorned
with fine detailing
and expertly crafted
embellishments. The
pieces in this season’s
collection master
a perfect blend of
traditional classics and
modern styling, whether
you prefer delicate
embroidery, meticulous
beadwork, or romantic
ruffles. With a variety
of stunning silhouettes
and luxurious fabrics,
retailers are sure to find
the perfect dress for their
bride’s special day. 48 ATTIRE
London
Retailer Bridal
interview
Show
MOJGAN BRIDAL COUTURE
WWW.MOJGAN.CO.UK
STAND A1
Retailers visiting The London Bridal Show this March will be able to
view Mojgan Bridal Couture’s Regal Garden collection, inspired by
the British designer’s love of art, nature and fairytales.
The collection celebrates the female form, ranging from timeless
elegance to feminine silhouettes. One stand-out design is Flora,
with its original floral print combined with a full organza skirt and
sweetheart neckline.
As a special offer for retailers purchasing six gowns at the show,
Mojgan is offering the seventh free of charge.
DIANE LEGRAND
WWW.DIANELEGRAND.EU
STAND B8
Diane Legrand creates gowns for the modern bride, unveiling her
classic side with traditional lace and innovative designs.
Her latest bridal collection incorporates Swarovski stones, pearls
and sequins, combined with romantic lace and back lacing.
MICHAEL’S BRIDAL
FABRICS
WWW.MICHAELSBRIDALFABRICS.CO.UK
STAND E15A
Michael’s Bridal Fabrics will be showing a number
of affordable new slimline motifs suitable for belt
pieces, as well as some new coloured fabric designs
with matching motifs and edgings.
The firm will also be showcasing its four new plain
fabrics – a medium-weight stretch satin, a crepe
georgette, a satin crepe and a mikado satin. There are
also a few more new designs in silk blend jacquards as
well as fresh coloured laces for bridesmaid dresses.
On the accessories side, Michael’s Bridal Fabrics
has increased its selection of magnetic brooches, and
there are now around 30 different designs available.
ATTIRE 49 ·
LADYBIRD AND AFFINITY BRIDAL
JOAN LEE ACCESSORIES
WWW.JOANLEE.CO.UK
STAND A7
Joan Lee Accessories will be showcasing its luxurious collection of
marabou and ostrich feather wraps, boleros, jackets and capes in
London this March. Feather items have been in particularly high
demand over the past few months, so the firm is busily dispatching
these to bridal shops all over the UK and Europe. Soft and light to
wear, they’re also snug for winter weddings.
For bridesmaids and flower girls, Joan has created 12 beautiful
colours in her feathered accessories, along with some cute capes, while
for curvier brides there’s a good range of plus-size marabou feather
boleros and wraps.
50 ATTIRE
WWW.LADYBIRD.NL
STAND B14
Ladybird and Affinity Bridal is one of the top-selling, longest-established
bridal brands in Europe, which launched into the UK in September 2015 to
great critical acclaim.
UK retailers will be able to view the much-anticipated autumn bridal
collection at the London Bridal Show this March. The majority of the
designs (over 400 dresses each year) have a UK retail price point of £1,000,
with gowns varying from £500 - £1,400.
Richard Lill, Business and Development Manager UK said, “Ladybird
is the brand the UK is waiting for. Shops are thinking about their future
and strategy and just need a reliable and flexible partner who is offering
everything they want and deserve. Ladybird ensures a true 3x mark-up, free
standard delivery and joint advertising in national magazines.”
See us at The London Bridal Show
6-8 March | Stand No. D11a
The Bridal Roadshow Harrogate
13-14 March
London
Retailer Bridal
interview
Show
EDDY K
WWW.EDDYK.COM
STAND A12/A24
Eddy K will be presenting its
2017 bridal preview collections
at the London Bridal Show
this March.
Brand new is its new Dreams
collection, which offers a
selection of gowns with boho
chic as well as original use of
beading and laces. The current Dare To Dream
2016 collection has been one
of the most successful to date,
and the firm hopes to build on
its success with its innovative
2017 collection.
LISA DONETTI
WWW.LISADONETTI.COM
STAND B8
The Lisa Donetti bridal collection epitomises Italian extravagance with
classic silhouettes.
The latest range offers a wide variety of evening gowns alongside its
elegant bridalwear.
ELIZABETH DICKENS
WWW.ELIZABETHDICKENSVEILS.CO.UK
STAND B7
Elizabeth Dickens will be showcasing new designs at the London Bridal Show, including
appliqué-trimmed veils. These designs offer lace appliqués spaced around the train – veils
like Miami, Flora and Vogue – rather than the fully lace-trimmed veils that have been so
popular in recent years.
Another new veil from Elizabeth Dickens is Sylvia – a bugle-bead edge with pearls in
flower and leaf shapes.
ATTIRE 53 ·
LOULOU BRIDAL
WWW.LOULOUBRIDAL.CO.UK
STAND D11
LouLou Bridal is launching its vintage-inspired 2016 collection,
featuring plenty of fitted bodices and full lace circular skirts. Intricate
design detail includes pearl and diamanté-trimmed pockets that
BONNY BRIDAL EUROPE
WWW.BONNY-BRIDAL.CO.UK
STAND E6/8
All of Bonny Bridal
Europe’s 2016
collections combine
traditional shapes
with modern features
to create original and
beautiful gowns.
The firm’s
signature Bonny
range uses some
enchanting designs
with striking details
to fulfil the dreams
of every bride, while
Unforgettable is
designed exclusively
for plus-sized brides.
Finally, the Love range comprises classic gowns using
minimal styling and high-quality design.
54 ATTIRE
encapsulate ’50s charm. Retailers can also expect layers of spotted tulle
appliqued and trimmed with exquisite laces, while subtle hues of pink,
pearl and blue lay beneath silk organza and lace, creating understated
colour. Beautiful brocade dresses appear alongside full length ’50s
sophistication with figure-flattering fit and flare skirts.
Designer:
Mojgan Noorian Bellamy
London Bridal Show
6th -8th March 2016
Harrogate bridal show
11th - 13th September 2016
New stockists enquiries are welcome
W: www.mojgan.co.uk
E: studio@mojgan.co.uk
T: 0207 293 0119
See us at: The London Bridal Show
6-8 March | D10
The Bridal Roadshow Harrogate
13-14 March
0208-368-1500
WWW.WHITEROSEBRIDAL.COM
London
Retailer Bridal
interview
Show
LOVEITSOMUCH
ANGEL
WWW.ANGELBBRIDE.CO.UK
STAND D11A
Angel Bridal will be showing its new collection,
which comprises a new range of separates for
bridesmaids. The range has 15 new pieces, using
soft chiffons alongside sequinned meshes. The
colour range is soft pastels, based around a palette
of sugared almond colours. The collection ranges
from simple satin dresses with lace or beaded
jackets to match, to soft tulle skirts to go with
sequined bodice tops.
WWW.LOVEITSOMUCH.NET
STAND A17
Loveitsomuch is a young company evolving from the needs and requests of bridal shops,
designers and seamstresses within the UK and Europe. Rather than offering a diversity of
accessories, Loveitsomuch focuses solely on crystal, rhinestone, pearl and beaded appliqués
and trims.
The firm is currently looking to expand its stockist base so pop along to the stand to view the
entire collection.
JLM EUROPE LTD
WWW.JLMCOUTURE.COM
STAND C10
JLM will be showing its many bridal
collections in London this March. Ti
Adora by Alvina Valenta combines
soft fabrics and lace combinations,
luxe embroideries and inspired
silhouettes.This season’s collection
features sweetheart necklines with
spaghetti straps, soft sheer bell sleeves
and convertible straps.
Designed by Hayley Paige, the Blush
bridal collection is characterised by casual
elegance and femininity. Soft tulle, cotton
lace, and blush tones create a feel of
whimsy and romance within each design. Also designed by Hayley Paige, the
award-winning Occasions collection
features draped V-necklines for 2016,
along with short sleeve detailing and key
hole backs in delicate vintage hues.
Finally, the Tara Keely collection,
designed by Lazaro Perez, offers a mix of
detailed laces, lush tulles, and accents of
shimmering sparkle. ATTIRE 57 ·
ALLURE BRIDALS
WWW.ALLUREBRIDALS.COM
STAND B10
Allure Bridals will be showcasing its new bridal collections at the
show this March, featuring a range of on-trend looks balanced by
timeless design.
Allure Couture epitomises dramatic elegance. Only the most
luxurious fabrics and accents are used to create a striking gown.
Allure Romance offers a subtle nod to the classics, featuring lace,
sweetheart necklines and timeless ballgowns.
Allure Woman is the award-winning plus-size range, offering
fashionable designs for any full-figured bride. This season the
collection focuses on shapely silhouettes and gorgeous textures.
Finally, Madison James is the dream of any fashion-forward
modern, sophisticated bride, featuring fresh silhouettes, avant-garde
fabrics and innovative textures and patterns.
PRIVATE LABEL BY G
WWW.PLBGBRIDAL.COM
STAND B9
For 2016 and beyond, the Kenneth Winston collection will comprise
a complete line of styles that cater to a large spectrum of brides.
The label’s specialty has always been in the elaborate details in all
its designs, with focus on master beadwork and the combination and
layering of fabrics and laces to create depth and luxury that blends
together into a fluid design.
Allure Woman
Madison James
58 ATTIRE
To become a stockist call: 0208 946 0171 or email: sales@shamali.co.uk / info@daisysbridalcouture.co.uk
Fashion files
ATTIRE BRIDAL
Fashion Files
FILE
1
Decorative
designs
It’s all in the detail with
these beautiful bridal
gowns featuring intricate
beading and embroidery.
2
FILE
The
Collections
Gorgeous accessories
to match our two
key fashion trends.
Nicki Flynn
PLUS Up and Coming
We find out more about White Ivy, a
stunning new bridal accessories label.
Cristiano Lucci
FILE
3
Nights in
white satin
Help your brides to
shine on their big
day with these softly
shimmering gowns.
ATTIRE 61 ·
Enchanting silk occasion wear
made in the heart of London
visit us at lbfw | 13-15 may
www.felicit ycooper.co.uk
01565 734 860
Please enquire to see if your area is available,
large exclusivity given and low minimum orders.
www.littlebevan.co.uk | 020 7821 9499
File 1
Mia Solano
+44 (0)7967 452 558
www.miasolano.com
DECORATIVE
designs
It’s all in the detail with these
beautiful bridal gowns featuring
intricate beading and embroidery.
ATTIRE 63 ·
1. Eddy K
+44 (0)1204 888 285
www.eddyk.com
64 ATTIRE
1
2
3
4
2. True Bride
+44 (0)1273 728 637
www.truebride.co.uk
3. Christina Rossi
www.christinarossi.com
4. Nicki Flynn
+44 (0)1273 728 637
www.truebride.co.uk
File 1
Lisa Donetti
+44 (0)7931 370 425
www.lisadonetti.com
ATTIRE 65 ·
1. Allure Bridals
+44 (0)1707 643 633
www.allurebridals.com/uk
66 ATTIRE
1
2
3
4
2. Diane Legrand
+44 (0)7931 370 425
www.dianelegrand.eu
3. Alvina Valenta
+44 (0)1423 873 320
www.jlmcouture.com
4. Sydneys Closet
www.sydneyscloset.com
Bridal Industry
Consultancy
Over 20 years experience in innovating
businesses within the Bridal Industry
Starting a Bridal Business
This can be a daunting task, contact us to book a
consultancy appointment to receive all the information
you need about the industry and preparing your business.
Enhance your business
Too much stock, Slow cash flow, Overdraft,
Can’t pay creditors, Need to increase sales?
Then contact me now - complete confidentiality assured.
Businesses that have used our services
•
•
•
•
New companies starting up
Existing retailers wanting to enhance their businesses
Bespoke designers wanting to expand into retail shops
Established businesses wanting to sell
Network membership available
to all new and existing bridal retailers
Contact me now
Jane Watson
07500 33 44 80
janewatson@bridalbusiness.co.uk
www.bridalbusiness.co.uk
www.bridalretailersnetwork.com
www.bridal-retailers.com
We are exhibiting at
The Bridal
Roadshow
If you would like to become a stockist,
please contact Mark & Sam Everard
07711 208586 or 01202 424477
prettymadesmia@hotmail.co.uk
www.miasolano.com
To book an appointment,
please see website for dates and venues
www.bridalroadshow.co.uk
See us at
THE LONDON BRIDAL SHOW | 6th - 8th March
STAND A7
0161 456 2211 • joanleewholesale@btconnect.com
www.joanlee.co.uk
^ĞĞƚŚĞŶĞǁĐŽůůĞĐƟŽŶƐĨŽƌ2017 at
dŚĞ>ŽŶĚŽŶƌŝĚĂů^ŚŽǁ͕ϲͲϴDĂƌĐŚ͕^ƚĂŶĚϭϴ
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dŚĞ,ĂƌƌŽŐĂƚĞƌŝĚĂů^ŚŽǁ͕ϭϭͲϭϯ^ĞƉƚĞŵďĞƌ͕^ƚĂŶĚϰϯͬϰϰ
www.nixa.se
File 2
The Collections
We showcase a collection of fabulous accessories
to match our two key fashion features.
Decorative designs
Rachel Simpson
www.rachelsimpsonshoes.co.uk
It’s all in the detail with these beautiful bridal
accessories featuring beading and crystals.
Dajana Basic
www.dajanabasic.com
Athena Bridal Jewellery
www.athenabridaljewellery.com
Lily Bella
www.lilybella.co.uk
NIGHTS IN WHITE SATIN
Richard Designs
www.richard-designs.com
Benjamin Adams
www.benjaminadamslondon.com
Help your brides to shine on their big day with these
softly shimmering finishing touches.
Harriet Wilde
www.harrietwilde.com
Claudia Bradby
www.claudiabradby.com
Richard Designs
Pink by Paradox
www.paradoxlondon.com
ATTIRE 69
Qiana Bridal
+44 (0)1323 741 419
www.qianabridal.co.uk
Night
s in white sat
in
Help your brides to shine on their big day with these softly
shimmering gowns.
70 ATTIRE
File 3
1
2
3
4
1. Ladybird
+44 (0)7767 351 270
www.ladybird.nl/en
2. Savin London
sales@savinlondon.com
www.savinlondon.com
3. Alan Hannah
+44 (0)20 8804 1444
www.alanhannah.co.uk
4. Bonny Bridal Europe
www.bonny-bridal.co.uk
ATTIRE 71 ·
HELENA COTTER
+44(0) 1582 451238
+44(0) 7896 944759
Are you fully prepared for the future
of your business?
Invest in your most important asset:
Your staff.
I shall be attending the London Bridal Show
on 7th and 8th March. Call me today to book
an informal chat at the venue.
I look forward to meeting you there.
Specialist Coaching and Consultancy
services for the Bridal Industry.
Let me show you how to work smarter, not harder,
in this niche Industry.
Call or email me for details.
info@helenacotter.co.uk
www.helenacotter.co.uk
Enquiries from overseas retailers always welcome
HCCoaching
New
E
£22vie belt
50 + wholesale bridal belts from £16
wholesale@lilybella.co.uk
www.lilybella.co.uk
LouLou
+44 (0)20 8368 1500
www.louloubridal.co.uk
File 3
ATTIRE 73 ·
1
3
2
4
Photography by Ian Trayner
1.Chanticleer
+44 (0)1242 226 501
www.chanticleerbrides.co.uk
74 ATTIRE
2. The House of Nicholas
+44 (0)20 8802 1399
www.thehouseofnicholas.co.uk
3. Cristiano Lucci
+44 (0)1727 851 452
www.cristianolucci.com
4. Shamali
+44 (0)20 8946 0171
www.daisysbridalcouture.co.uk
One of Europe’s top selling, longest established bridal brands
Looking for a refreshing change?
Thinking about the future?
Want drama, diversity and
the flexibility to buy what is
right for you?
Exceptional quality & unique fit. • The very best UK retail price range from £500 - £1400.
TRUE 3x markup. • FREE standard delivery. • Agree enhanced area of exclusivity.
National advertising. • Up to 600 dresses in stock for immediate delivery.
Specialist plus size collection & so much more.
316076
Visit us on Stand B14 or secure your area prior by contacting
Richard Lill - UK Business Development Manager
Mobile: 07767 351 270 Email: richard.lill@lionheartportfolio.com
See us in the fashion show and you will receive
your voucher for your free gift as a thank you.
316078
Sharon
316012
Lina
316007
Myrelle
View the full collections at www.ladybird.nl & www.affinity-bridal.com
High design
We speak to Raman Bhangle, Marketing Director
at White Ivy, to find out about his stylish bridal
accessories collection.
76 ATTIRE
Up and coming
Contact
White Ivy
+44 (0)1474 556 166
www.white-ivy.com
When did you set up your bridal brand and
what prompted you to do so?
White Ivy has been established for a few years
now, and is going from strength to strength,
building an extensive customer portfolio
worldwide. Our foundations were built
from 10 years of expertise within design and
bespoke jewellery. We decided to focus within
the prom and bridal market, launching a fresh
brand and a stunning new collection.
Where are the accessories designed and made,
and for what reason?
Our distinctive jewellery collections are
created in the UK by our expert in-house
designer who is constantly innovating and
staying ahead of trends. We only import the
finest Swarovski crystals and freshwater pearls,
ensuring great quality products.
How have you been raising awareness of the
brand within the UK bridal industry?
Through networking
and marketing,
including
participating in
European trade
shows and featuring
in the biggest bridal
magazines. In
addition, our efficient
online trade site has proved helpful, as well as
use of our reps promoting our many products
to new and existing customers.
How would you describe your latest collection
and how often will you be releasing new designs?
We always like to be on trend and maintain
this through consistent market research and
attending trade shows. We release two new
collections a year.
Our latest collection features a number of
new vintage and boho floral designs and is
already proving popular.
What is your favourite piece from the collection
and why?
It would have to be our bridesmaid gifts
collection. They’re top sellers, so are a great
addition to any bridal retailer. The designs
are beautiful and undoubtedly the perfect
gift for brides to give to their bridesmaids,
especially with the adorable personalised ‘for
my bridesmaid’ gift packaging.
What are your best-selling pieces to-date
and why do you think these items have been
so well-received?
Our hair combs such as C002 have been very
popular. As well as our bridesmaids collection,
our original hair chains collection continues to
be admired.
What type of retailer is your collection most
suited to? What support can you offer your
retail partners?
We’re predominantly suited to bridal retailers.
All our staff at White Ivy are very approachable
and happy to help with any queries through
email and phone. In addition, we provide an
easy-to-use and efficient trade website, making
repeat orders simpler than ever.
If you could design a bridal headpiece for anyone
in the public eye, who would it be and why?
It would most definitely be any designers
dream to design for royalty; therefore, it would
have to be the beautiful Kate Middleton. We
would design a vintage-style headpiece.
Which bridal trade shows will you be attending
in 2016 and why?
We’ll be exhibiting our collections in London,
Harrogate, Europe and more so keep a look
out on our website for all the show dates.
What do you hope to achieve for the business
over the next five years?
We plan to continue building up our
client base worldwide and maintain good
relationships with current stockists. We also
hope to keep bringing retailers and brides
many more stunning designs. A
ATTIRE 77
Successful at 70
To mark its milestone 70th anniversary in the bridal industry, we speak to Dick
van Zutphen, owner and director at Modeca to find out where it all began.
Congratulations on your label’s 70th
anniversary – are you planning any special
events to mark the occasion?
Modeca has certainly come a long way; we first
started in 1946 in Oldenzaal, The Netherlands,
as a little shop that sold lace, buttons and
other little knick knacks. After a while, Modeca
successfully moved on and started designing
hand-crafted bridal designs. From this point on,
the business flourished and Modeca has jazzed
up the bridal industry ever since.
To mark our 70th anniversary we’ll be holding
a Modeca fashion event in The Netherlands,
introducing our 2017 Modeca collection and
our 2017 Le Papillon by Modeca collection
on the continent. This will take place on
3rd-4th April, and we plan to celebrate with all
our partners, friends and brides wearing our
beautiful dresses.
Why do you think Modeca has enjoyed such
success when many other bridal brands have
not stood the test of time?
We listen to everybody and try to see things
Le Papillon by Modeca
78 ATTIRE
from different perspectives. For us, it’s
important to have a finger on the pulse of
current affairs and to be ahead of time, without
losing our own identity. This can be a thin
line, but it’s important to develop, and that’s
something we can only do together with our
customers and our brides.
Therefore, we take the input and ideas we get
from brides-to-be very seriously as this forms
the foundation of our next collections. We bring
to life what our future Modeca brides want to
see and what they’re dreaming about.
On the other hand, we know exactly what
life’s like in a bridal shop as two of our team
members from the head office work in a bridal
shop on a regular basis during the week.
This gives us an invaluable insight into the
working life of our customers and partners. We
know which aspects we have to tackle as we
see ourselves in the shoes of our customers
and partners. That makes things a lot easier
because we exactly know which points we have
to focus on if we want to do things right for the
shops and – as a consequence – for the brides.
Modeca
Because of this, we can always invent
things for the better when it comes to the
product, design, customer service, marketing,
administration and operations.
What are the key challenges Modeca faces
today, compared to when the label first started
up 70 years ago?
Every industry, including the bridal industry,
has been going through changes over the past
years. When Modeca started as a very small
company 70 years ago, most of the markets
were compact; today we’re facing a global
world that’s progressing fast. It’s an amazing
thing to see, but it’s also a challenge that we all
have to face.
However, with any business, it’s about
people. At Modeca we know that people are
key – we love to be in touch with our customers
and want to be there for them. That’s what it
was 70 years ago and what it still is today.
Therefore, we pride ourselves on having
fantastic customer service, quick deliveries and
great high-quality products. We believe strongly
Tiamo by Modeca
Profile
Le Papillon by Modeca
Barcelona Bridal Week in Spain, SiSposaItalia
in Italy and Interbride in Germany. Also set
in our calendar is The Nordic Bridal Show in
Scandinavia as well as The Harrogate Bridal
Show in September.
that this is a big positive for customers, so they
can have a good mark-up on our dresses, and
for our Modeca brides as well. We support our
stockists with everything they need and if they
have special wishes we will do our very best
to accommodate them. In the end, we know
that we’re doing all this for one person: for our
Modeca bride. And we want to make her shine
bright in a Modeca dress on her big day. It’s
our goal to create a bridal gown for our bride
which is the ‘dress of her life’ – even though
she only wears it once in her lifetime.
Modeca recently moved premises – where
is the label based now, and what factors
influenced this decision?
Due to ongoing growth, the Modeca head
office has moved to new premises, giving us
more space and a higher flexibility with regards
to logistics to react on our stockists’ requests
and process their orders.
We have stayed in the same area in
Oldenzaal, even in the same street. So it’s only
the house number that’s changed from 46 to
6; but as always, it’s the little things that make
a big difference. Therefore Modeca Europe BV
is now based in Enschedesestraat 6 in 7575AB
Oldenzaal, The Netherlands.
Modeca was originally established in the
Netherlands. Why do you think the designs
translate so well to the UK market?
Modeca stands for Dutch design and we’ve
noticed that it’s a big selling point. We listen
to our customers and can react to industry
trends quickly and effectively. Mainly two
team members are responsible for coming up
with ideas for the next collections. They draw
sketches and create a specific design that
gives each label its own handwriting. Together
with the whole team, we then finalise the design
for each single dress of both labels – Modeca
and Le Papillon by Modeca.
Would you say Modeca is now a global bridal
brand? Are there any territories in particular
you are keen to target as part of your longterm plan for growth?
We’re still in the process of growing. Calling
Modeca a global bridal brand is something
we’re trying to achieve on a long-term
perspective, but there is still a long way to go.
Which trade shows are you attending this year
and for what reasons?
We’ll be launching our beautiful 2017 Modeca
collection and our stunning 2017 Le Papillon
by Modeca collection onsite at The London
Bridal Show in March. The weekend after, we’ll
be showcasing our dresses in Düsseldorf,
Germany and of course everybody is
looking forward to our Modeca Event in The
Netherlands at the beginning of April. It will
be exciting to showcase our collections at the
How important are your agents in facilitating
the growth of the Modeca brand in the UK?
Whatever we do at Modeca, we do it as a
team. That might sound a bit twee – but it’s
true. Everybody is important – whether he or
she is based in the UK, Ireland or the Dutch
head office. We’re constantly in contact with
each other, talking about ongoing activities and
developments in bridal. And specifically this
does already show how vital it is to have agents
on the ground, for example in the UK. Tony
Bromilow represents Modeca in the UK and
he’s our ‘man on a bridal mission’ with love and
passion for his job, with dedication for bridal
and a huge knowledge and experience within
the industry. He’s approachable and he knows
that it’s key to listen to our customers and that
we can only get things moving when we are
doing things together.
Can we expect any new collections from
Modeca during 2016?
Yes, of course. We’re looking forward to
introducing the 2017 Modeca Collection and
the 2017 Le Papillon by Modeca collection with
a total of 80 dresses to the UK market at The
London Bridal Show this March.
The Modeca collection will score with
romantic designs and stunning A-line gowns,
including shiny styles and sophisticated
simplicity. Of course, the typical Modeca
signature style is evident here, as well as a
totally new fashion approach with clean and
straight shapes and lines. We will still be
carrying dresses with amazing tattoo-effects
but for 2017 we have designs with fantastic
3-D-elements which are simply stunning.
Our 2017 Le Papillon by Modeca collection
will still keep our gorgeous lace and stretch
lace dresses but will also show elegant designs
with fuller and richer skirts, which is completely
new for 2017. We are focusing on detailed
embroidery for both collections; but especially
Le Papillon by Modeca comes along with a
high-end approach, focusing on beading
and glamour. A
Contact
Modeca
www.modeca.com
ATTIRE 79
STYLE GUIDE
We discover what the bridal designers have in store for brides this AW16.
Allure Bridals
www.allurebridals.com
“It’s all about the fine details from beading, floral appliqués, dramatic backs, and
perfect draping. Beaded lace, English net and rich satin create gowns that are
nothing but glamorous. Within the Allure Women collection, the company is
focusing on texture and structure. The construction element is perfect for fuller
figured brides. Look out for classic designs and timeless ballgowns balanced with
elegant silhouettes, rich detailing and romantic lace, and sweetheart necklines.” 80 ATTIRE
Bridal trends
Sophia Tolli,
www.sophiatolli.co.uk
“This season’s fabric is predominantly light,
but without compromising on fit and includes
soft misty tulles, flowing chiffons as well as soft
satin to keep things light, fluid and breezy. Lace
remains strong, with an emphasis on soft, barelythere laces, corded laces that highlight shoulders
and trim the hem, and dramatic gold and pewter
accent laces that make a soaring statement. Black
is also back, but in a subtle accent way. Texture
is also a key focus with delicate bead and crystal
detailing. Impeccable fit is foremost. Our new
collection La Dolce Vita is inspired by the
romantic charm of Rome.”
Mojgan Bridal Couture
www.mojganweddingdresses.com
“The key trend that we’re seeing for this forthcoming autumn is stunning
voluminous gowns with gorgeous amounts of layered tulle, as seen in our
Golam, Eshgh and Assal designs. Gowns with a tinge of luxurious caramel such
as the Donya wedding dress, subtle and full of pure indulgence are sure to make
a big impact on any bride’s day. Figure hugging gowns, which are soft to the
touch, crushed velvet, cascading draped gowns and waist enhancing bodices
that sculpt the figure and flatter curves are still making an appearance. These
silhouettes are suitable for any women.”
ATTIRE 81 ·
Madison James
www.madison-james.com
“We foresee brides sticking to the classics but adding one-of-a-kind
touches of their own, such as delicate, eye-catching embroidery
to a ballgown or a strapless mermaid silhouette featuring unusual
textures. This year’s collection blurs the lines between modern
and vintage, appealing to a sense of whimsy and romance. Open,
dramatic and embellished backs aren’t going away anytime soon. The
dramatic back has taken the place of the Cathedral-length trains,
and is the show stopping detail. Mermaid shapes prevail that hug
curves and give brides sophisticated glamour and can be embellished
with crystals for more drama. Many brides love the form-fitting
wedding dress but we’re also seeing an increase in softer silhouettes.
Multi-layered tulle skirts are part of this more ethereal trend. We’ve
brought the lace look up to date with laser-cut designs for brides
who want to make their own subtle statement.” Wendy Makin
www.wendymakin.com
“The big word in bridal wear is separates. Separates allow
brides to co-ordinate different looks on the big day without
breaking the budget, allowing them to wear a separate
bodice and change skirts during the day or the option to
wear a fitted dress with an overskirt to create a formal look
with a full train or switch to a more casual trainless style for
the reception. In our French collection by Wendy Makin,
we’ve created slip style gowns as overdresses, which allow
brides to mix it up and wear an ivory dress to the ceremony
and swap to a nude or tea rose overskirt for the reception.”
82 ATTIRE
BETTER blogging
Heidi Thompson of Evolve Your Wedding Business offers some top
tips on boosting your social media profile.
Most bridal shop owners seriously underutilise
their blog. The truth is, it can be one of the
most powerful marketing tools in your arsenal.
Your blog can do so much more for you than
just serving as a sort of portfolio. It can actually
attract your ideal clients and then help you
book them.
Instead of simply telling you that blogging is
good so you should do it, I’m going to lay out
why it matters. I’ve never been a fan of being
told what I should do and I have a sneaking
suspicion you probably don’t either.
1
Google loves it when you blog
More blog posts means that your
site will have more pages indexed
with Google which really helps your
SEO or search engine optimisation.
When you create new content, Google comes
back to your website more often and that really
boosts your search rankings. Google loves fresh
content, in fact you’re actually penalised for not
creating new content. If you want more people
to find you via Google search, blogging is the
way to go.
2
You get to show off your skills
Writing blog posts, shooting videos
and recording podcast episodes all
allow you to demonstrate how much
you know about weddings, which
helps you prove that you are an expert in your
field. Awards and testimonials are great, but
they can only do so much and blogging gives
you a chance to show off your expertise instead
of just talking about it.
Blogging also allows you to write content
that’s beneficial to your audience. People who
are visiting your website will remember that you
answered their most pressing questions and that
will set you apart from the pack. Most of your
competitors do nothing but source people to
collaborate with them. By helping people, you
become a resource that people will turn to and
naturally want to work with when they’re ready.
According to a survey of over 14,000 people
married in 2011 by Splendid Insights, “More
important than a website is an updated blog.
Your website is your business card, the blog is
the conversation. For example, 85 per cent of
Ritzy Bee’s clients hired them because of their
blog and then those same clients refer via word
of mouth.”
3
It helps you to build trust with
potential clients
Blogging enables your potential
clients to get to know you at their
own pace and show them that you’re
a reputable business. We only trade with people
that we know, like and trust and your blog is
a great way to let people get to know, like and
trust you. We all make purchasing decisions
based on emotional factors and then we later
justify them with rationale and logic. We
choose to buy from people we know, like and
trust because we feel emotionally connected
to them.
Building trust is incredibly important and
is often overlooked. Your ideal client doesn’t
want just a dress – they can get just a dress from
anywhere. They want guidance, support, the
feeling that they’re well taken care of, and a fun
experience. They want someone they can trust
because this is a huge decision for them. It’s
these less tangible things that compel us to buy
from one company over another.
4
You get to showcase who you are
to your clients to see if you’re a
good match.
If you were going to spend a day in a
bridal shop with your bridesmaids,
wouldn’t you want to know that the shop
owner’s the kind of person that you’d like to be
around? This is very important to your clients
too. In fact, your personality plays a huge role in
why your clients decide to work with you over
someone else.
We often think that purchasing decisions
come down to logistics and price but really
they’re all about emotion and relationships.
You’re not right for every couple and they’re
not right for you, so your blog allows them to
qualify themselves as an ideal client for you
or let them know they’re in the wrong place.
Either way, it’s a good thing.
84 ATTIRE
Column
If you want to be a client magnet you have
to acknowledge that magnets both attract
and repel. It’s what they do and it’s what your
business does when you show who you are and
who you love working with. This is how you
create that ‘they really get me’ feeling with your
potential clients.
5
It gives your social media a real job
Many bridal shop owners use their
social media profiles to tell people to
buy from them. Your blog posts give
you something helpful to share on
social media to build your brand. You can easily
break up a top 10 tips blog post into 10 separate
tweets that link back to your post. That drives
traffic back to your site where they can learn
more about you, what you do and how you can
help them. If you create blog posts you’ll never
be lost for something to share on social media.
Indeed, they serve an important role in taking
people from social media back to your website
where they can find out more about you and
choose to work with you.
6
It gives your potential clients a
reason to stay on your site (or to
come to it in the first place)
I hate to break it to you, but no-one
is going to come to your site to
excitedly read your home page over and over
again. It’s just not how we use the internet.
However, when you have interesting and
helpful blog posts, your website visitors will
spend time on your site. This means that they’ll
learn more about you and what you have to
offer. It also gives them a reason to come back.
This is critical for wedding professionals because
couples spend a lot of time researching before
making a decision to meet with someone.
When your website has nothing to offer, they
aren’t going to remember you.
7
Potential clients will remember you
When you position yourself as a
helpful resource instead of just a
merchant, you become much more
valuable and memorable to your
potential customers. Your website visitors may
not be ready to do business with you just yet,
but by giving them a reason to come back,
they’ll remember you when it’s time to buy.
Making decisions about all of the individual
vendors that need to be coordinated is a big
deal and can be daunting to a newly engaged
they can’t wear a certain kind of dress because
of their body type.
5. Set up a Feedly account and subscribe to the
blogs that your ideal client would subscribe
to. This is a great way to spark ideas and get
inspiration by seeing what other blogs that
appeal to your ideal client are doing.
But what do I write about?
6. Write a post that helps your ideal clients
This is the question that holds a lot of business
figure out what would be a good choice for
owners back when it comes to blogging. They
them. This could be a post about the best
just don’t know what to write about. Here are a
dresses for different body types, or you could
few ideas to get you started:
break this into several posts. You could do this
1. Start writing down every question you get
for people who want a casual look, a bohemian
from a potential or current client. Each one of
look, a dress in another colour, and so forth.
these is a potential blog post topic.
Just remember that writer’s block is just an
2. Add the common questions past clients have
invention of people who are nervous about
asked you to this list.
writing. Nobody gets talker’s block. Writing a
3. Add the questions you WISH people would
blog post is just like speaking to someone.
ask you to this list.
If you want more blog post ideas and to find out
4. What are the common
how to attract more of your ideal clients from
misconceptions or objections that
your blog, I’ve created a free download that
Contact
your potential client may have
outlines my super simple five-step system
Evolve Your
about what you do? Maybe
to doing this. You can download it
Wedding Business
they think that all wedding
online at www.evolveyourwedding
www.evolveyourwedding
dresses are the same or that
business.com/5steps. A
business.com
couple, so they need time to research and figure
out what they want. Couples do a huge amount
of research before deciding to do business with
someone and providing them with content
reminds them who you are, how awesome you
are and how you can help them.
ATTIRE 85
Affordable
LUXURY
Victoria Kay is starting 2016 with a new
budget-friendly bridal label – Blush. We
speak to Lisa Al-Amoodi to find out more…
86 ATTIRE
Collection focus
Contact
Victoria Kay
+44 (0)1424 439 165
www.victoriakaygowns.co.uk
What inspired you to launch your new bridal label,
Blush, and what type of bride is it aimed at?
When speaking to our existing stockists, we
found that there was a great deal of demand for
an affordable bridal label that didn’t compromise
on style.
What inspired the debut collection and what
fabrics and embellishments have been used in
the designs?
We’ve used satin, lace, tulle and chiffon in the
new collection, with a variety of designs to suit
every shape. Blush features stylish slimline gowns
as well as creations for curvier brides.
How many designs feature in the 2016 collection,
and does Blush have a signature style?
Our debut collection comprises 25 designs. We
felt that this number of new gowns would offer a
broad choice of styles for bridal retailers.
What do you predict the best-selling gowns will be
from the 2016 Blush collection and why?
We predict that our lace and satin gowns will
do very well for us in 2016 – lace is still a very
strong seller.
Do you have a favourite gown from the
new collection?
No – we’re passionate about all our designs.
How does Blush complement the other Victoria
Kay collections?
This year we’re delighted to be able to offer bridal
retailers three very different collections. We
have the Victoria Kay Rose collection, our 2016
White Collection, and now Blush appeals to the
cost-conscious bride.
How often will Blush release new collections?
We will release a new collection annually.
What is the price range of the Blush collection?
Our wholesale prices range from £159-£239,
with a recommended retail price of £399-£599.
They’re affordable gowns that offer quality.
What type of retailer is Blush most suited to?
It’s ideal for a shop who wants to offer their
brides a wide choice of bridal gowns, yet at a
price that will appeal to those with an eye on the
wedding budget.
What retail support can you offer to stockists who
take on the new label?
The new range will be extremely well promoted
through the bridal press. We’re also proud to
offer excellent support at every stage of the
buying process.
Where can potential stockists view the designs
in 2016?
Retailers can view the designs through our
website, as well as ‘in the flesh’ at a number
of Bridal Roadshow trade events throughout
the year. A
ATTIRE 87
Demand good supply
Raymond O’Hare, Director at Xedo Software, reveals how technology can help
keep the supply chain’s lines of communication open.
It’s pretty common, in most industries, for one
part of the supply chain to complain about one
of the other parts. In bridal, that chain is pretty
short, so what tends to happen is that bridal
stores can often feel that they’re being treated
in a heavy-handed or unsympathetic way by
their suppliers. In turn, suppliers can become
frustrated if they feel their products aren’t being
sold and marketed in the manner they would
expect them to be. There really is no need for this
sort of friction any more, and I say that for two
good reasons – technology and communication.
“A key issue for your suppliers is
stock rotation. Analyse the validity
of each dress: if it’s not selling, sell
it on or remove it. Would it not be
better to get some money for
old stock and expand your range
of winners?”
Stay in touch
There have never been more ways for suppliers
and retailers to connect. Technology gives us so
many ways to interact, removing the obstacles
for us to have an open dialogue. Whether it’s by
email, social media, instant messaging, phone
(mobile or even landline) and, of course, face-toface, we can always share our thoughts, concerns,
issues and hopefully successes with one another.
However, we must remember that it’s a two-way
street and that retailers should be able to support
their suppliers too. A ‘partnership’ really is the
ideal relationship to aim for.
Technology will continue to play an
increasing role in both the suppliers’ and the
bridal stores’ success. Embrace the numerous
improvements that technology allows and use
it to communicate better and more often with
every one of your suppliers. Get on board with
them when they introduce more efficient ways
of ordering and marketing. The closer you can
get to them, the greater the results will be for all
your businesses.
88 ATTIRE
Be open and honest
Communicating with your suppliers is
incredibly important. Nothing ever got fixed by
complaining about things to the wrong person. If
you shop at Debenhams and complain about the
service you received to your friend who works at
House of Fraser, nothing is going to change. The
only way to make things better in business – just
like in life – is to communicate. Talk to your
suppliers, tell them what you want and why. Give
them feedback on what they could do better to
improve things for both of you.
Chances are that by being open, honest and
respectful – three great values which should be
at the heart of all our business dealings – you
will make progress. Aim to reach a common
understanding of how you can help one another.
By speaking to your suppliers, you can be sure
to take advantage of all the help they can provide,
from free marketing materials to support and
training for your staff in product knowledge.
If you just ask, your suppliers might be able to
help with attendance at bridal shows or even
alternative payment options if things are tight.
Some suppliers can offer instalment payments or
direct debits and would want to know and offer
help if one of their stockists were struggling.
selling, sell it on or remove it. Would it not
be better to get some money for old stock and
expand your range of winners? For example,
adding a size 18 in a bestselling style can prove
very advantageous.
It’s also important to avoid behaviour which
destroys trust. The issue of providing accurate
delivery dates is an emotive one. Honesty is
always the best policy here, but it works both
ways. Suppliers must be open and transparent
when there’s a potential delivery problem and
they need to address this at the earliest possible
point with the bridal store to allow the situation
to be managed and a solution found. However, it
isn’t helpful for retailers to specify unnecessarily
early delivery dates for dresses well before the
wedding dates. Open, honest and respectful
behaviour is what is needed in these situations.
But most important of all, please keep
communicating with your suppliers. It really will
make a huge difference. A
“There have never been more
ways for suppliers and retailers to
connect. Technology gives us so
many ways to interact, removing
the obstacles for us to have an
open dialogue.”
Keep proper records
When purchasing, make sure you have useful
records of your past sales and purchases. Set your
budget based on computerised data rather than
guesswork. If you don’t have proper records of
what you bought previously and what sold well
etc, then it’s high time you addressed this.
A key issue for your suppliers is stock rotation.
Analyse the validity of each dress: if it’s not
CONTACT
Xedo Software
www.xedosoftware.com
Elizabeth
Elizabeth Dickens
Dickens
See us at:
London Bridal Show 6-8 March
Bridal Roadshow Droitwich 28-29 February
Harrogate 13-14 March
Dublin 3-4 April
Cumbernauld 17-18 April
+44 1353 723675 • email: ninaandalan@freeuk.com • web: elizabethdickensveils.co.uk
Staying true
We talk to Nicki Flynn, the designer behind the True Bride bridal
label, as it celebrates its 10th year in the business.
The fashion industry was where you started out,
what made you progress into the bridal industry?
Having spent a hectic few years as a buyer for
Next, I was looking for a new direction. How
could I refuse an opportunity to work in this
amazing industry? Having said that, the bridal
scene was quite different back in the late ’80s
with a lot of white nylon lace and plenty of
‘Little Bo Peep’ bridesmaids!
With more than 200 stockists now, how has the
business evolved over the last 10 years?
We’ve grown with each season by listening to our
customers and responding to their feedback, and
gradually introducing new collections under the
True umbrella.
We first began with True Bride bridal and
bridesmaid collections. True Bridal characterised
commercial styling and competitive pricing, with
a focus on service that remains to this day.
With innovative designs that stay one step
ahead, True Bridesmaids maintains a strong
fashion edge. The styling and designs answer
the demand for ‘something different’, while
upholding appeal and staying relevant to the
mainstream market.
Once we’d established the foundations, the
next major milestone was the addition of a small
designer collection into the range under my own
name. The range focuses on luxury, with designs
that use one-of-a-kind fabrics and laces to create
pieces that stand out from the crowd.
We also introduced another bridesmaid
collection, Luna by Nicki Flynn. With popularity
soaring over the past few seasons, Luna by
Nicki Flynn is our fastest growing bridesmaid
collection. It’s characterised by fashion-forward
designs that use out-of-the-ordinary detail and
fabrics to showcase a more glamorous and deluxe
side to bridesmaid dress designs.
This year, we celebrated our 10th anniversary
and launched Brighton Belle, a retro celebration
of tea-length bridal designs; a collection that
we’re very proud of, and is causing quite a stir!
What factors do you think sets True Bride apart
from other bridal designers?
90 ATTIRE
Our ethos has always been to remain small and
focused. The collections need to evolve and
marketing tools adapt, but the team behind the
scenes remains as open, friendly and supportive
as we possibly can, with a personal touch.
What trends should retailers embrace for the rest of
the year, and why?
The desirable and classic Downtown Abbey look
continues for both bridal and bridesmaids, and
an ethereal, romantic Boho vibe is becoming
Profile
Profile
Contact
True Bride
something different to
www.truebride.co.uk
the mainstream; designs
that reflect the bride
and that can’t be found on
your average high street.
Pretty palettes of nudes and pastels are still a
popular choice, and we’ve seen this trend evolve
with an introduction of lilacs and soft banana
yellow hues. Having said that, there’s been a
definite resurgence of strong berry shades this
season too. Soft, fluted sleeves, unusual laces
and a focus on eye-catching necklines and
back detail are features to watch out for in the
coming seasons.
more popular too. Beautiful Hollywood themed
styling shows no signs of fading away and
continues to be a look that’s opted for again
and again.
From your collections, Brighton Belle is one of our
favourites – what made you decide to design this
wonderful tea-length range of bridal gowns?
True Bride has always been known for our
short and sassy designs. More and more brides
are choosing to opt for shorter styles, so we
thought what better way to celebrate the
much-anticipated ‘Tea-length revolution’ than
to launch Brighton Belle, an exclusive, retroinspired bridal collection? Each original piece is
full of character with a touch of retro glam, and
are fun, flirty and laced with nostalgia.
What type of customer would Brighton Belle
designs appeal to?
This is a bit of a tough question to answer, as we
continue to come across beautiful brides from
all walks of life, with a range of body shapes and
sizes, who have been taken with the charm of our
’50s-inspired pieces. Each bride brings her own
individual take on how they plan to style these
for their big day, and that will make their chosen
dress personal to them. Certainly brides who
seek something different and want to achieve
a vintage edge to their wedding day style are
coming to us in their droves.
What are your favourite pieces from your collections
and why?
I love W185 from True Bride. It stands out
as a really special and stunning dress as it has
breathtaking, intricate detailing, and a universally
flattering silhouette. I also still love Calla from
Nicki Flynn – it was designed four years ago but
Are you showcasing your latest collections at any
trade exhibitions this year?
Our latest collection will be showcased at The
London Bridal Show, and The Bridal Roadshows
in Harrogate and Dublin.
is still a firm favourite because of its classic design
and luxurious feel.
How important is it to stock bridesmaids collections
too and what colours should we look out for
this year?
The bridal industry as a whole is suffering with
copies from abroad. We understand our retailers’
concerns about being able to compete. This
makes it ever more important to offer a range of
bridesmaid designs. Don’t be too cautious, try
How many stockists do you currently have?
Are there any areas you’re particularly looking
to target?
We work with more than 200 stores throughout
the UK, Ireland and Europe. With six collections
in all, we can usually offer at least one of these
in an area. Brighton Belle is relatively new so
we would like to offer this in more areas. As for
bridesmaid dresses, the Luna collection is still
growing and demand for this is increasing.
What do you hope to achieve in the next 10 years?
We’ve spent the last 10 years evolving in our
home market. It seems that with the power of
social media, our labels are being discovered
internationally, and requests are reaching us
from further afield, so who knows where this
will take us! A
ATTIRE 91
The London Bead Co.
www.londonbeadco.co.uk
Swarovski Crystal Elements •
Beads •
Sew on stones •
+RWÀ[*OXHRQ
ÁDWEDFNFU\VWDOV
+DQG0DFKLQH(PEURLGHU\7KUHDGV
%ULGDO)DEULFV7ULPV
339 Kentish Town Road, London NW5 2TJ
0207 267 9403 | faye@londonbeadco.co.uk
Bridal shoes
TOE TAPPING
We find out about the latest collections from some of the
UKs foremost bridal shoe designers.
Attire Bridal is proud of its media partnership with Jewellery & Watch,
a fast-growing trade show to be held at the NEC, Birmingham, this
February. Read on to find out what to expect from this important event…
Freya Rose
www.freyarose.co.uk
ATTIRE 93 ·
HARRIET WILDE
+44 (0)20 7263 4147
www.harrietwilde.com
An established English bridal footwear
brand renowned for statement heels, floral
embellishment, luxurious materials and
a high level of craftsmanship, this season
Harriet Wilde has created a feminine
and elegant range, with both modern and
Bohemian elements.
The capsule collection has two styles in
total; Columbia, an on-trend leather mule
featuring two rows of exquisite handcrafted
3D leather flowers, and Adderley, another
mule with two straps to secure the foot.
Both styles are available in ivory kid leather.
Speaking about the coming trends, Ruth
Shaw, the Creative Director of Harriet
Wilde says, “Details are a key feature this
season,, showcasingg handcrafted
d
d 33D leather
embellishments in feminine floral motifs.”
CHARLOTTE MILLS
+44 (0)1457 879 900
www.charlottemillsbridal.com
The glamorous Havana nights
of bygone eras have inspired
Charlotte Mills’ latest bridal
collection. Geometric shapes and
curves are combined, creating sexy
silhouettes that are perfect for
dancing the night away.
Glitter and sparkle has been
key for the label, and Charlotte
will be continuing this into her
next range. Rose and nude tones
are an important addition to the
label’s colour palette. Retailers
can also expect to see a range
of metallics in mirror and matt
finishes, with a few bright accents. GLAMOUR N GLITZ BRIDAL
+44 (0)1282 773 891
www.glitzshoes.com
Glitz shoes are designed with the retailer in mind, offering fashion-forward styles
at commercial prices. Its Sabatiné label is ideal for the bridal market, with striking
metallic peep-toe platforms, slingbacks and vertiginous heels. The firm also offers a
range of matching handbags as well as suitable special occasion shoes for the rest of
the bridal party.
FREYA ROSE
sales@freyarose.com
www.freyarose.com
Freya Rose has launched two new
bridal collections for 2016. Violet
Grey is inspired by a fusion of
the opulence and frivolity of the
Edwardian and Bohemian eras. This
collection features five styles ranging
from a classic ankle strap sandal to a
sophisticated lace-up point.
Manhattan takes inspiration
from the unbridled decadence of
’20s New York. This collection sees
contemporary silhouettes bejewelled
with vintage opulence. A
94 ATTIRE
White Ivy is proud to present its stunning
new bridal jewellery collections at the 2016
London Bridal Show and London Bridal
Fashion Week 2016.
We will also be introducing beautiful new
additions to our 2016 collection at European
Bridal Week in Essen, Germany.
Our new jewellery ranges include, tiaras, hair
combs, birdcage veils and hair accessories.
Expertly crafted from Swarovski Crystals and
Freshwater Pearls our products are uniquely
and intricately designed to ensure both
flawless style and quality.
www.white-ivy.com
t: 01474 556166 | e: info@white-ivy.com
Waterman House, 1 Lord Street, Gravesend, DA12 1AW
Pride of Wales
In the three years since Rachel Burgess launched her bridal boutique to
champion home-grown talent, the business has gone from strength to
strength. Read on to find out more…
What inspired you to set up a bridal boutique and
when was its official launch?
Having had the honour of being a bridesmaid
eight times, I’d been to my fair share of bridal
shops and had a wonderful time with my nearest
and dearest girlfriends. However, I couldn’t help
noticing that many of the designers stocked
were international names and I questioned why
our Welsh Designers weren’t being represented.
From that moment I realised I was going to make
my dream of owning a bridal boutique a reality.
We’ve set ourselves apart from other bridal shops
by championing the fabulous handmade design
talent we have right here in Wales.
The Rachel Burgess Bridal Boutique officially
opened its doors in the seaside town of Penarth
on Wednesday 24th October, 2012. It was an
exciting day!
How long did it take you to open your doors
to brides?
I collected the keys to the boutique in May and
started to redecorate with the help of some
great friends. I met up with a number of Welsh
designers to discuss the launch collections and
during this time I learnt that there are 24 very
useful hours in a day!
Who are the key members of staff and what are
your respective roles?
In the boutique it’s just me. I love meeting my
brides and giving them my full attention during
appointments. The designers occasionally join us
for the dress fittings.
Where are you based and how did you go about
finding the perfect premises?
We’re based in the lovely seaside town of Penarth,
South Wales. I’m lucky that I live close to the
boutique so I can walk to work every day. It was
during one of my walks into Penarth town centre
pre-opening that I noticed a lovely little shop
with enormous windows which was hidden off
the beaten track. I thought to myself that if the
shop ever came up for rent that I’d be the first in
line – lo and behold it did, and the rest is history.
All images courtesy of Jon Turtle Photographer
96 ATTIRE
How have you created a point of difference in your
boutique, compared to others in the area?
I’m very proud that our dresses are classed as an
alternative option for brides. We don’t stick to
any rules here, if a bride wants to wear Converse
or Dr Martens boots then so be it! We’re thrilled
that we’re giving brides an opportunity to do
bridal their way.
Retailer profile
How have you found the first three years of trading?
What have been the highs and lows?
It’s been the best three years ever! I’m so lucky
that I’m surrounded by the most wonderfully
creative designers and beautiful brides who want
to support the talent we have right here in Wales.
I’m honoured that I get to be involved in such
an incredibly important decision. Owning the
boutique isn’t like any other job and I’m thrilled
that I can call so many of my brides friends by
the end of the process. There haven’t been any
lows as such, but anyone who owns a business
knows that it’s always tricky to find a work/life
balance – especially when your work doesn’t feel
like work!
Which bridal designers are currently stocked at
Rachel Burgess Bridal Boutique and why? Will
you be welcoming any more Welsh names over the
coming months?
I’m very proud to stock six Welsh designers here
in the boutique including the award-winning
Amy Mair Couture and Helen Rhiannon
Designer Label, E&W Couture and Ffrog. Our
accessories designers are Claire Hill Designs and
Kate Balrow. Not only do we all make a great
team but we’re great friends too. There will be a
new collection from Helen Rhiannon Designer
Label this spring which I can’t wait to have in
the shop.
How has the business evolved since the boutique
first opened?
I’ve noticed how powerful word of mouth
recommendation is. I’ve had brides travel from
London, Manchester, Leeds, Kent and Brighton,
and when asked why they’ve made the long
journey, many have responded with – my friend/
sister/colleague has recommended the boutique.
That’s an amazing feeling.
What do you enjoy most about running your own
bridal shop?
Every single bride I meet is different and I love
how varied a day can be. It’s just wonderful to
see a bride’s face when her gown’s ready. I enjoy
supporting our design industry and seeing that
brides do too. I adore working as a team and
bringing something new to bridal. I love how
cosy the boutique is, and how many smiles and
happy tears the boutique has witnessed from our
many brides.
What are the most challenging aspects of running
your bridal shop?
I have to say my poor feet at the end of six
appointments do tend to ache a tad. Also social
media is very important, and finding the time to
squeeze that into a busy day can sometimes be a
bit of a challenge.
What are your future plans for Rachel Burgess
Bridal Boutique?
I plan to keep working hard and providing the
highest of customer service, as well as proudly
continuing to champion our Welsh designers. A
CONTACT
Rachel Burgess Bridal Boutique
+44 (0)2920 709 701
www.rachelburgessbridalboutique.com
ATTIRE 97
Why user experience matters
David Fairhurst advises on how to guarantee search engines, as well as your
website’s visitors, love you.
Imagine this scenario. You have a brand new high street shop. All of
your shelving and display units are well laid out in the best way to entice
customers to browse through your wares. All good so far? Excellent.
Now imagine that for 70 per cent of your products, you spray paint over
packaging, making details of what’s actually contained in that packaging
completely illegible.
No sane retailer would of course do the above; it’d be the death knell for
sales and would lead to almost immediate bankruptcy, but sit down and
relax for a minute because you might be shocked to learn that many online
retailers do exactly this with their websites every day.
information to do all of your selling for you. In effect, the content on
product pages has to take on two tasks; that of the product packaging
and that of sales person; getting product descriptive information wrong is
therefore a massive blunder and will lead to poor sales.
Even worse, consider the fact that in an online store, customers aren’t able
to touch and see the products you’re offering before purchase; the best we
can do on a website is to provide large, detailed images and perhaps some
product videos for more technical/dynamic products. Miss off the images
or provide low quality imagery, and conversion rates drop even further than
if a description is missing.
VIRTUAL SALES PERSON
In your bricks and mortar store, you obviously spend a lot of time making
sure customer service is at a high level and interaction with customers is
focused on maximising spend.
On a website you don’t have the provision of a salesperson to answer
potential customer queries and have to rely on product and supplemental
“It’s probably no surprise to learn that the online shops
which were consistently rated with high feedback
scores were those which gave lots of product
information and put no barriers in the way of
a purchase.”
98 ATTIRE
Retail technology
WHAT CUSTOMERS REALLY WANT
A recent Which? report on online shopping behaviour highlighted which
online shops were regarded as giving the best shopping experience. More
importantly, the report laid out exactly why the panel of experts and
public thought each experience was good or bad. It’s probably no surprise
to learn that the online shops which were consistently rated with high
feedback scores were those which gave lots of product information and
put no barriers in the way of a purchase. The overall leader of the pack here
was www.ao.com, specialist in household appliances. AO were praised for
bountiful amounts of on-page content including large, clear images, videos
and reviews as well as, of course, full descriptions for each of the products.
We can therefore deduce that what online shoppers actually want is as
much product information as possible, laid out in an easy to absorb manner.
This gives the online shopper everything they need to know about the
product they might potentially be purchasing and makes the possibility
of that purchase much higher. Add to this free delivery (with the option
of same day delivery in some cases) and you can see why www.ao.com got
voted the best online shopping experience.
TAKE A STEP BACK
Now that we know what’s needed for a really great online shopping
experience, take a step back from your own website and view with the eye
of a typical website user. Do your pages give all the information you need as
a purchaser? Do you really want to purchase after reading the description
and looking at the images? Are your delivery policies enabling potential
sales? If the answer is no, then you really have to re-think how products are
presented on your website.
You really don’t need to spend too much energy here figuring out what
you need to do – take a look at what the top websites do and you’ll be on
the right track; after all, large companies spend massive amounts of money
developing websites and online strategies to make sure online sales move
forward; look what these top companies do and then do what you can to
mimic these successful websites.
Most of all, if you currently have products with poor quality images and
descriptions (or even worse, no descriptions and images at all) then do your
business a favour and rectify this as soon as you can, because, otherwise, that
well-designed website you have won’t be selling anything.
WHY PEOPLE SHOP ONLINE
Some traditional retailers bemoan the advent of online shopping, thinking
that traditional high street sales are affected because online traders are
able to offer lower prices. In some respects this is true. If overheads are
lower, goods can and do get offered at a lower price point. For most online
shoppers though, this isn’t the main driving factor of online shopping.
Convenience. That’s the keyword here. Online shoppers love the
ability to shop when they want and get goods delivered to their door; if
those products happen to be substantially lower priced than high street
alternatives then this is a bonus.
So online shopping is all about convenience, but if the correct
information isn’t present on a website then this not only ruins the shopping
experience but leads to frustration and loss of sales.
In the Which? survey mentioned, customers of the worst offending
websites complained about lack of information, products which were
grouped in the wrong categories and navigation systems which were
difficult to use. A good, fresh website using the latest technology will
sort out everything except the content, which is best left to a professional
copywriter, in most cases.
What’s needed is top quality, focused text on all category pages, original
product-focused text on each product page and a coherent content strategy
(interest and article pages, ‘how to’ guides etc.) which will grab attention
of both search engines and people, gaining links from other websites and
social media over time.
Get the content right and I guarantee search engines as well as your
website’s visitors will love you – and so will your bank manager. A
CONTACT
David Fairhurst is Head of Creative
Online Marketing at Intelligent Retail.
David has been involved with search
engine optimisation (SEO) and web
development since 1999 and has spoken
at many different retail and SEO
conferences including Spring Fair and
SES London. Contact David on
+44 (0)845 680 0126.
ATTIRE 99
TRADITIONS
VERSUS
TRENDS
Joanne Childs, PR Director at Sprae PR, offers advice on how
you can help the bride achieve an on-trend, yet timeless feel for
her big day.
100 ATTIRE
Retailer
PR
and marketing
interview
When my husband and I started planning
our 2012 wedding, I already had an
idea of what I was looking for in terms of
overall style. It did, of course, help that I
was working in the wedding industry and
I had a few contacts and suppliers that
I loved and trusted to help me achieve
my dreams.
It’s been just over three years since
my big day, but the industry has already
moved on. Brides now have a wide
variety of blogs and magazines to inspire
them, to make their weddings original
and memorable.
TALKING TRENDS
But what do brides do when they’re
caught between wanting the hottest,
latest trends while wishing to incorporate
some classic traditions so that their
wedding has a truly timeless feel?
Indeed, what was considered unique and
beautiful a year or two years ago may
already be considered out of date today.
Sometimes skipping an important
traditional moment to create an
original celebration may be something
couples look back on and regret. While
it’s tempting to capitalise on all the
amazing design elements out there,
couples need to weigh up what matters
most. Remember, it’s about the couple’s
family, guests and the overall experience
and not necessarily what the sweet table
display looks like or whether the huge
flower wall made a big enough statement
at the ceremony, that will be important in
the end.
KEEPING CURRENT
While traditions are something brides
need to be aware of, as a wedding
professional, trends are often the more
important of the two. In order to reach a
wide audience, this can mean that you
– as a bridal retailer – need to be up-todate on the latest fads that capture the
bride’s imagination. While it’s tempting
to focus on a specific style, constantly
adapting elements of your business to
fit what’s relevant today in the wedding
industry can be a huge asset.
Having the ability to change doesn’t
need to completely alter the foundation
of your business, but adapting and being
aware of the constant changes is key:
nobody wants to be the ‘dinosaur’ of the
industry, on the verge of extinction while a
new generation moves forward. Be aware
of what the millennial bride is looking
for and decide if providing this makes
sense for your business. With experience,
you may have grown accustomed to
incorporating timeless traditions, but
being open to what’s hot today and now
will help keep you relevant.
FORWARD THINKING
So, what’s going to be big in weddings
for the year ahead? What are the key
trends and what will brides be inspired
by in 2016 and beyond? These are
just some of the questions wedding
professionals ask themselves at the
beginning of each year. Look around for
inspiration and be ready when couples
ask you questions about the direction the
market is taking. Do some research on
all the wedding blogs and magazines,
both in the UK and overseas, and look at
what styles are going to be popular. Look
at bridal trade shows and catwalks to
see what type of gowns are set to be big
the following year. For the past few years
– thanks to the Duchess of Cambridge –
there’s been an abundance of lace and
sleeves, but is this set to continue or has
something else now taken its place?
BE MEDIA SAVVY
Often popular films and TV shows can
influence styles, so look at box-office
hits and top-rated dramas. Is there a
most talked-about dress or wedding
scene? Don’t forget to look at fashion
trends as well as interior design trends
– all of which will have elements that
will contribute towards the newest and
hottest trends for the forthcoming year.
Think about colours; at the end of each
year Pantone – the colour institute in
the United States – releases its top 10
predicted shades for the forthcoming
season. This year included a selection of
classic muted pastels and some unusual
vibrant shades. The association then
usually selects one of these as the colour
of the year, but this year it’s broken from
tradition and chosen two.
READ THE REPORTS
Another place to look for market
knowledge is the International Wedding
Trend Report by the International
Academy of Wedding and Event
Planners. With over 45 contributors from
all around the world, it offers a truly
global feel, providing wedding industry
professionals a detailed look into what
the top trends will be and what’s going to
be hot in weddings for the forthcoming
year. The report covers key trends, styling
and décor, colour combinations, themes,
venues and locations, floral design,
linen and accessories, stationery, cakes,
catering, beverages, entertainment,
photography, transport, LGBT, destination
weddings, fashion, pop culture and
interior design, offering tips and
inspiration for everyone.
To find out what this year’s key trends
are or to get a copy of the report visit
www.weddingacademylive.com/weddingtrend-registration/ A
CONTACT
Joanne Childs
Owner and PR Director at Sprae PR
www.sprae.co.uk
info@sprae.co.uk
+44 (0)7720 893 867
Twitter: @SpraePR
ATTIRE 101
Sabatiné Shoes
Shoes for all occasions
Weddings, Mother-of-the-Bride, Parties
www.glitzshoes.com
RUJHWLQWRXFK6DOHV2IÀFH
e-mail: sales@glitzshoes.com
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Email: admin@michaelsbridalfabrics.co.uk
www.michaelsbridalfabrics.co.uk
Retailer interview
Customer
care
Positive thinking
Wedding sales trainer and consultant, Helena Cotter, offers her advice on
securing that all-important sale.
In a world where there’s so much choice, what’s
going to make a customer want to buy from
you? Think about what makes you different
to other shops and consider your competitive
advantage. Try to offer something in your shop
the local competition do not or cannot offer.
Having said this, avoid over thinking what
other businesses are doing and focus your
energies on running your own company. Stay
true to yourself and your customers. Your
business is an extension of you so ensure it
delivers exactly what you want to portray.
Everyone strives to offer the best in service,
but what about customer care? This differs
from customer service as it shifts the focus from
‘what can we earn from this transaction’, to ‘how
can we care for our customers; how we nurture
and delight them.’
Be on trend and stay up-to-date with your
target audience. Ensure you keep up-to-speed
with your social media feeds, and make it
upbeat and exciting.
Avoid spreading yourself too thin by being on
too many sites. It can become a full time job.
“In a world where there’s so
much choice, what’s going to
make a customer want to buy
from you? Think about what
makes you different to other
shops and consider your
competitive advantage.”
YOUR CUSTOMERS
We’re all customers. None of us wish to go
into a shop and be treated like an interruption.
When you’re on the sales floor, all your efforts,
concentration and key skills need to come to
the fore and be focused on your customer.
Customers respond well to acts of kindness
and the smallest of gestures go a long way to
help build a relationship.
Customers like to buy, and further, they like
to buy from people who are caring, who listen,
are interested in them and knowledgeable.
DO YOU LOOK THE PART?
Customers want to see staff who look and
act like professionals. You have a very small
window of opportunity to make the best first
impression. Make it the best you can, first time,
every time.
PREPARE WELL FOR EVERY
SINGLE APPOINTMENT
Know where you’re going with your customers
and always assume they’re going to buy from
you. Have a positive ‘can do’ attitude that will
filter down through your staff. Set targets which
challenge – and are achievable.
YOUR SALES TEAM
A sale is the single most important part of your
business. Drive, ambition and self-motivation
are crucial. If you don’t believe in yourself, why
will your customer?
Good teamwork is essential in your business.
Staff need to be able to rely on each other and
work well together under pressure.
Ensure staff know what’s expected of them
and what they can expect from you.
Hold regular meetings to keep them in the
loop with regards to where your company is
going and how they can help you get there.
TRAINING YOUR STAFF
Ongoing, regular development of staff is a
crucial factor to the success of your company.
Both business growth and financial success can
be measured by the effectiveness and efficiency
of your sales staff.
Any sales person who is actively selling can,
over time, run dry. Slipping into bad habits and
forgetting the basic principles of selling which
include: questioning skills, negotiation and of
course, closing sales.
Selling today is very different from times
gone by. Even top, experienced sales people will
need refresher courses from time to time to
keep sharp and up to date.
New staff members who are trained and
prepared can start their bridal retail career
avoiding the pitfalls and awkward situations
inherent in the industry.
Skilled and knowledgeable staff, who
demonstrate strong communication skills and
irresistible presentations, provide a perfect
environment for your customers to buy. A
Contact Helena for details of her training
and consultancy services.
+44(0) 7896 944 759
+44(0) 1582 451 238
info@helenacotter.co.uk
www.helenacotter.co.uk
ATTIRE 103
EXIT STRATEGY
Kate Allen, former owner of Katherine Allen Bridal in Banbury, bravely
talks about the highs and lows of her eight years in bridal retail, which
culminated in the closure of her business in 2015.
It was in 2007 that dreams of running my own
business became a reality. I entered the bridal
industry as a bride (as so many do), but also
keenly aware that I wanted a business that
would weather commercial storms. It had to be
able to stand up against online trading. It had
to be selling a desirable yet affordable highvalue product that wouldn’t go out of fashion. It
had to be a product to justify the high costs of
renting a shop. Bridal was a great fit and I had
recent experience of the industry. I checked the
local competition and felt I could compete with
and complement what was already on offer.
BUILDING A BUSINESS PLAN
Once I got through the nitty gritty of setting up
a business, I had to concrete my USP into the
foundations of Katherine Allen Bridal. Firstly,
I had a desire to provide the following three
things to my customers: exceptional service;
expert consultancy from well-trained staff and
a relaxed and friendly environment. Secondly,
and this next headline may surprise you, my
staff and profitability were my top priorities. I
firmly believed, and still do, that good staff will
sell your product and your brand and I’ve been
lucky enough to work with truly amazing and
talented people. While customers make your
business feasible, staff make it successful.
Although autumn 2007 saw the financial
world crash to its knees, my turnover increased
and I was confident of the future. My staff
were exceeding my high standards and
Katherine Allen Bridal was claiming a greater
market share of the customer base year on
year. I managed to fit in having children over
the next four years and employed some truly
exceptional people, including my sister who
could not only sell spots to a leopard, but do
it with grace and humour. No hard sell was
required at Katherine Allen Bridal.
MOVE WITH THE TIMES
So, what changed? What made me, after eight
years, decide that it was time to call it a day?
104 ATTIRE
After all, both my children would shortly be at
school so I could commit more time to it just
when the UK financial situation was stabilising.
Let me reassure you, this wasn’t an impulse
decision, it was made after lots of analysis and
planning, over a period of time.
I noticed that in the latter stages of 2013,
whilst we had an upward trend in our sales,
purchasing psychology was changing.
Customers were becoming unrealistically
demanding of not only our abilities to deliver
products within time frames, but also of price
points. No matter what we seemed to offer, they
would shop around and more often than not,
find something online or at a warehouse. What
was happening to our internet-proof industry?
The customers were adopting a more, for less,
now approach, previously the reserve of lowvalue goods. They were no longer prepared
to wait for six months for a dress. In response
to this change in purchasing attitude, my staff
and I talked at length about offering off-the-peg
dresses. However, I was neither in a position
nor prepared to significantly further invest in the
business to provide a high stock level off-thepeg service. These were the main catalysts to
put my business on the market in 2014.
was designed to ensure all of my customers’
orders were fulfilled; as much of our stock
was sold as possible and my staff had time
to find alternative employment. I’m happy
to report that we managed to achieve all of
those objectives. I’ve always kept a tight hold
of my stock levels and there are few business
practices as important as understanding how
much your stock is worth and what level you
need to keep it at. I aimed to sell 75 per cent
of my stock before our closure date at the end
of November, which gave us just under five
months in which to do it. We managed to sell
over 90 per cent within this time and I have to
admit, it was some of the most enjoyable and
rewarding selling I’ve ever done. The customers
knew exactly what they were buying and that
it came with no promises of after-care from
Katherine Allen Bridal (apart from the details of
freelance seamstresses) and they didn’t seem
to mind at all. We didn’t have to dramatically
reduce the prices either. I have to conclude that
today’s bride is still happy to pay for a product
but they don’t want to wait for it, to worry that it
will never arrive or that it won’t fit. These savvy
more, for less, now shoppers will force the
bridal industry to address the threat of online
retailers and warehouse brands.
SELLING UP
It took us until July 2015 to nearly exchange
sale contracts with a couple who were
expanding their current bridal offer. They pulled
out with a feeble one-liner, emailed to me on
a Sunday morning. It ruined my breakfast,
but luckily I already had a comprehensive
exit strategy in place. As a case study, it was
interesting to analyse how the buyers of my
business were thriving financially and it only
confirmed my understanding of the changing
market. They were making their profits on
buying large quantities of un-sold stock and
selling it off the peg. It was something I had
roundly decided not to do.
Having decided to close down, I
implemented a six-month exit strategy that
PLAN FOR EVERY EVENTUALITY
I know that there are many bridal boutique
owners reading this who are questioning
their future. I’m not ashamed to admit that we
battled some ferocious commercial weather
without success. What does the future hold for
those of you who sell neither cheap nor high
end dresses? Is there a future for those of you
whose average customer spend is around
£1,000…where, despite increasing overheads,
it has resolutely stayed since I started in
2007? My decision to close was based on
both personal and commercial reasons but
the real clarity came from recognising that
my customers had changed but my industry
refused to. This seismic shift has been taking
Retailer insight
place for some years and the bridal industry
has to address it before we lose too many
brilliant, dynamic and hardworking businesses.
Stockists can no longer be asked to wait for
months to get their dresses delivered, minimum
orders have to stop and the big suppliers have
to work out a better system to support their
shops. If they aren’t concerned about the threat
of warehouse brands, they really should be.
My advice, should you wish to take it, is
this; as a group, act together to lobby your
suppliers for better service, quicker production
and alternative payment plans. Allow your
customers to tell you what they want, rather
than sticking your head in the sand hoping the
storm will blow over. Understand your stock
levels and be brutal, get rid of anything that
isn’t earning its keep. Make sure you employ
the very best staff available, they are your
greatest asset. Sit down now and plan your exit
strategy, even if you think you’re in it for life. No
one can be that sure, and you shouldn’t leave
it to chance. Work out how long it would take
to shut down your business, ensuring that your
staff and customers are looked after. Take a
long, hard look at your finances and work out
what your low break-even point is. If you are
getting close to that, make some fundamental
changes before you are forced to flee. Finally,
are you enjoying it? The answer to that question
is more important than anything else. A
ATTIRE 105
Formalwear
Strictly formal
We speak to leading formalwear companies to find out where
the market’s heading in 2016.
ANN-KATHRIN HUPE, WILVORST
WWW.WILVORST.DE
What’s new for 2016?
Wilvorst celebrates its centenary this year. To
mark the occasion, the firm is launching a
cutting-edge, young, exciting new wedding
collection with special highlights in terms of
materials, styles and styling.
The young men of generation Y and Z
who are interested in fashion and have an
adventurous streak are the founders of this
highly innovative After Six capsule collection
New Wedding’ will be presented for the first
time for autumn/winter 2016.
In other news, we’re offering a selection of
tight fits with innovative collars and voluminous
peak lapels. These combine elegance and
innovation. The new and modern bow tie has
conquered grooms’ hearts. In addition to
creative cravats with matching pocket squares,
the bow tie as a trendy accessory and an
important cornerstone of the groom’s look.
A brilliant collection of waistcoat fabrics
ushers in the 100th anniversary of Wilvorst and
perfectly rounds off the special occasion wear
for men.
Where can retailers go to see your products
this year?
In Germany, Interbride in Düsseldorf is our
most important trade show. It takes place in
the summer and many important German
customers come to visit the show as well as
customers from the Netherlands, Belgium,
Austria, Switzerland and Poland. In addition
to Interbride, Wilvorst attends The Harrogate
Bridal Show, MODA in Birmingham, HOT1 in
Salzburg and other trade shows in Scandinavia.
In another new development, our collections
will be shown at the CPM show in Moscow.
Which products do you predict will be your
best-sellers over the next 12 months and why?
We anticipate that our New Wedding collection
will do well this year. Blue is the crucial colour
statement and we’re certain it will be the bestselling shade for 2016. Without doubt, the white
tuxedo celebrates its comeback in the secret
agent’s look. Bracelets as cool and fashionable
alternatives to waistcoats are an important topic
of special occasion menswear.
What are your main business goals for
the year ahead?
For the future, Wilvorst adheres to the traditional
values which coined the company’s success.
We’ll continue to focus on high-quality fabrics,
excellent staff, fit and perfect workmanship
down to the smallest detail. Of course, this
tradition goes along with modernity, trends and
innovative ideas in order to ensure Wilvorst’s
future success.
ATTIRE 107 ·
KELLY POTTS AND SHARON BARTLETT,
HIREWEAR INTERNATIONAL/JEAN YVES
WWW.JEANYVES.CO.UK
The business is currently under new management, with some fresh staff, agents
and premises. Our warehouse content is having a make-over – we’re slimming
down some ranges and increasing stock on the more popular styles.
We also have new suits arriving in different shades, making it more interesting
for the groom, along with fresh shirt styles for 2016.
Where can retailers see your products this year?
Retailers can call our agents to arrange a viewing, with the possibility of a month’s
free trial. We’re introducing a new website so customers can see our stock
instantly, and we’ll also be returning to The Harrogate Bridal Show in September.
Which products do you predict will be your best-sellers over the next
12 months and why?
We believe our ever-popular Monaco and Elite shirts, available in tailored and
slim fit, will continue to sell well. They’re reasonably priced and of excellent quality.
The new 1/8" pleated budget shirt proved particularly popular when first put
into stock at the end of last year, along with the revamped Vegas and Reno
budget dress shirt.
Other suits and shirts styles are being introduced which we’re very excited
about – watch this space.
What are your main business goals for the year ahead?
We plan to bring more new styles to the market, giving a different edge. We also
aim to increase our reliability with our stock quantities. We’re confident there are
exciting times ahead for Jean Yves.
AMY EGAN, LLOYD ATTREE AND SMITH
WWW.LLOYDATTREEANDSMITH.COM
We’ve launched some beautiful warm handle waistcoats backed
with Liberty cotton fabric. These are perfect for the groom who
seeks a casual look but would still like a little added luxury – we
also have matching ties and squares to finish the look perfectly.
Alongside our new Liberty waistcoats, we’ve added three
more warm handle waistcoats, all with patterned satin backs and
complementary ties.
For the traditional groom who prefers a classic look,
we’ve an extensive range of fancy waistcoats available with
complementary neckwear – this season, we’ve added several
new satin bows to give the groom a choice of neckwear and to
allow him to ensure he matches the rest of the wedding party.
Where can retailers see your products this year?
This year, we’re exhibiting at Harrogate again after a successful
return last year. Harrogate falls after our next release of new
products, so expect to see more beautiful designs from August.
Which products in particular do you predict will be your bestsellers over the next 12 months and why?
Our warm handle collection remains ever popular so we
believe these will remain our best-sellers. In particular, our
Donegal-style, herringbone and herringbone check waistcoats
sell well and have matching ties, bows and squares.
We also think our Liberty collection will carry on selling
incredibly well, especially with the addition of our new waistcoats.
What are your main business goals for the year ahead?
As always, we’d like to see the business continue growing well
– with our outstanding group of sales agents, we’re more than
confident we’ll have a successful year. A
108 ATTIRE
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A positive outlook
Louise Dicks, Marketing Manager at Richard Designs, offers retailers advice on
making the most of the year ahead.
This year has kicked off so quickly that we already
seem to be riding the wave of orders, enquiries and
new shop openings. We’ve record orders coming
in for this time of year, and are expecting the rest
of 2016 to be a busy one. Wedding numbers are
anticipated to rise this year, due in part to the
increased number of celebrities tying the knot,
as well as a growth in the number of same-sex
weddings. Are you prepared for a busy year ahead?
Set yourself a goal for the season
When things are busy and brides are happy,
there’s always a positive feeling in the air, a rush
of adrenaline as you open up on a Saturday
morning and a buzz throughout your team.
What better time is there to set a target for your
business, practise it and then roll it out across
your staff ? Surely the most important thing to
any successful bridal business is customer service,
so set a target to make the most of every bride
who walks (literally and virtually) through the
door. For every enquiry you get, every bride-tobe who walks past your window or looks at your
website, every appointment, treat each one with
respect and with all the attention you can.
Ensure every customer is spoiled with your best
service, whether that be your telephone manner,
your helpful advice, a special consideration to
fit in with their needs, or an efficient reply. You
can break this down into a smaller target to start
with, for example just focusing on one specific
area, or you can set a time period and then
review your progress. Once your new systems are
underway, you can then start to set this as the
culture across your store.
Seize your opportunities
Selling bridal gowns should of course be a
focus, but don’t forget about the many other
opportunities you have with a customer. If your
bride doesn’t find her dream gown with you,
then make sure you sell her something else. Woo
her with your considerate customer service skills
110 ATTIRE
“The most important thing to any
successful bridal business is
customer service, so set a target to
make the most of every bride who
walks, literally and virtually, through
the door.”
and then ask her if you can book her in to come
back to choose her accessories once she’s found
her dress elsewhere. Show her friends and family
some bridesmaid dresses, mother of the bride
outfits and flower girl dresses, and make them
want to buy their dresses from you. Have some
small impulse purchases around which they
can’t help but fall in love with – shoes, brooches,
bridesmaid gifts, jewellery and favours. When
your customers have made the time and effort
to come into your store, they want to buy. All of
us girls know the feeling of spending a day out
shopping and coming back empty handed, it’s
so disheartening! Choosing something for your
wedding, no matter how small, is exciting. Cater
to this desire and ensure no one leaves your shop
empty handed.
Don’t fear social media
There’s a reason that Facebook now monitors
business pages and displays your response rate
to messages and your average response time.
Consumers expect instant feedback, something
that’s difficult for a lot of businesses to accept,
but understanding this and making it a key goal
for you and your staff is critical to keeping up
with your competitors. Typically, replies within
a day should be the minimum you strive for, as
we all know that consumers expect business to
be available 24/7 when they expose themselves
online. Fair enough really, you can’t expect to get
the free benefits of using social media if you don’t
work at it and play the game.
With social media playing an important role
in a bride’s decision-making process comes a
new kind of diversity in taste and expectations.
Brides are more adventurous in their styling, and
are more particular with their demands. Long
gone are the days when brides would come in
to a shop with little to no knowledge of what’s
available, and would choose exactly what was
suggested. This seems to be particularly the case
with accessories, which give brides the freedom
to have a little fun with their outfit and set
themselves apart from their friends.
Brides are adding all sorts of embellishments to
their gowns, from pretty back jewellery clipped
to their dress, beaded or lace straps to soften
the neckline, to adding an ivory sash for the day
and a coloured sash for the evening, wearing
a removable lace shrug, or embellishing with
brooches and extra lace, dress adornments are
growing in popularity. This extra business comes
with extra work and attention to detail from your
staff, but it should be embraced as the rewards are
enormous. You only have to spend five minutes
on Pinterest to see that what brides are browsing
day in and day out is a far cry from the traditional
tiara and plain gown of 15 years ago. Having your
bride featured in a magazine, on a blog or across
social media is a fabulous endorsement of your
service, so make the most of these opportunities
and share them with your brides to be, and
tell the story of how you can make them look
amazing too.
Re-prioritise bridesmaids
It’s always a marker of a growing economy
when the average number of bridesmaids in
a bridal party increases. Play on this and give
your customers more options when it comes to
bridesmaids. Give them a reason to come and
buy from your shop rather than ordering online
from Debenhams or ASOS. Whether this is
from the experience you offer them as a group,
or with your original and exciting product, make
sure you can work around your client’s needs and
Column
offer them something they can’t refuse. We hear
over and over how a bridesmaid is next year’s
bride. I am hesitant to write it again, but it’s one
of the only chances to get repeat business as a
bridal retailer. Shopping for your wedding dress
is exciting of course, but is also quite scary, and
going to a shop you’ve visited before and being
served by a familiar assistant is reassuring, and
the easy choice for brides to be.
“Take advantage of your suppliers
and make sure they work with
you to meet the expectations of
your brides.”
Get close to your suppliers
Take advantage of your suppliers and make sure
they work with you to meet the expectations
of your brides. With the immediacy of the
internet comes the increasingly difficult demand
from brides to have things quicker. Check your
suppliers’ delivery times, and make sure your staff
are aware of these. Some dress lines are struggling
due to longer delivery times, but there are some
out there delivering within five-eight weeks.
Seek these out to stay ahead of your competitors.
Making sure all of your lines are represented well
by your shop assistants takes time and effort, but
is critical to avoid dead stock and wasted buying
time. As soon as you have bought a line, write
up your notes about the brand, such as delivery
times, customisation options, key selling points,
and include how you felt about the brand or
collection and why you’ve chosen it for your
brides. Then use these notes to train your staff
on the new collections and make sure they have
the confidence to pick them out for brides. If
you have existing lines and are unsure what their
selling points are, pick up the phone and ask. I
would be surprised if there was a supplier out
there who wasn’t keen to give you their brand
story and the tools you need to sell their product
to brides.
Reassess regularly
As you get busier and your shop gets increasingly
low on stock and pressed for resources, schedule
in some time to refresh your store and ensure
your investments are working for you. Move
gowns around in your shop to find your most
lucrative brands, don’t let them linger in the
corner unseen. Order new accessories ready for
April and May accessory appointments, as tired,
grey veils and out-of-shape headpieces aren’t
going to cut it. Pep up your staff and reward them
for their hard work. Don’t wait until the season
is over and everyone is too tired to sit up and
notice those wasted opportunities. Time goes too
quickly to keep your head down for long – be the
leader in your business and keep a keen awareness
of what is happening in your shop at all times.`
Finally, let us know how it’s going. We’re all
guilty of the mistakes I’ve mentioned, so please
let us know how we can help you this year to
get through the busy season. We are keeping
our delivery times short, expanding our range
of styles and prices, and doing our best to help
you serve your brides. I would love to hear your
thoughts on 2016 so far. Wishing all of you a
busy season! A
Contact
Richard Deisgns
+44 (0)1353 661 600
louise.dicks@richard-designs.com
ATTIRE 111
Buyers need to be IP savvy
Dids Macdonald, ACID’s CEO explains why IP awareness is so important for
British design, and explains how buyers can help clamp down on imitations.
The UK giftware sector is a massive success story worth approximately
£5 billion and there’s a renewed renaissance in the Made in Britain tag
– a great boost for UK designer-makers and retailers. Consumers want
to buy British with pride and support the incredible UK design army
who are mainly small, but incredibly talented micros or SMEs. While
the creative industries, including design, are one of the UK’s greatest
achievements, growing at almost twice the rate of the wider economy and
worth a staggering £84 billion a year. The majority of the UK’s innovators
consistently fuel the diversity of great new product availability for this
ever-evolving sector.
So for buyers, whether they represent independent retailers, high street
multiples, department stores, heritage outlets or other stockists, design
matters! Why? Because original design is a key differentiator enabling
informed and profitable buying decisions. UK designers are world leaders,
but the dark side is that copies and knock offs threaten the sector and pose a
huge threat to originality and this has a consequence for all. So it’s the
duty of everyone in the market chain (designers and buyers) to clamp down
on imitations to preserve the oxygen that continues to breathe life into
this industry. Most buyers want to support original design because it
provides consumer choice. Often it can be one isolated but misguided
decision that can bring an otherwise respectable and valued brand
into disrepute.
Be IP savvy – it doesn’t make any sense to instruct a third party to
copy designs
• A design buyer can be liable if they authorise someone else to make a
copy of a design. In some cases, design buyers have even sent designs to
manufacturers in the Far East to source cheaper copies. This doesn’t make
sense because they can be sued quite effectively when the knock offs reach
western markets.
• Sometimes, when a designer’s original products have been selling
successfully, retailers have cut out the designer and sourced a remarkably
similar product more cheaply elsewhere. The misunderstanding that a
design can be “tweaked or changed by a percentage” to create a new design
is a complete myth.
• It makes sense to ask for indemnities and check the design’s audit trail. It’s
in a design buyer’s best interests to use only reputable suppliers who don’t
produce copies of designs as design buyers, too, can be liable for selling an
infringing design.
• Following the IP Act in 2014, and ACID’s long campaign, the intentional
infringement of a registered design is a crime (punishable by up to 10 years
in prison) and individual directors are also liable. UK design laws have
been strengthened considerably so that there are now very few loopholes
remaining to exploit.
In-house design teams: Do employ designers to produce
original designs
It’s cool to support originality. Sometimes design buyers invite companies
to tender for product placement; the samples are then taken apart and
examined closely with a view to producing a new version of that design.
Very rarely is feedback given to those that respond to tender with the
112 ATTIRE
reasons for being unsuccessful. This isn’t playing fair to unsuspecting
designers who deserve to be rewarded for bringing original designs.
A company is liable for the acts of each of its employees
Very often, it only takes one designer/buyer in a large company to cause
considerable damage to the reputation and business of that organisation.
Also social media is becoming the fast track to fair play. Look at the Tatty
Devine and Claire’s Accessories case.
Don’t defend legal cases just for the sake of it
If you do become the subject of a legal action for selling a copy, resist the
temptation to instruct lawyers to try to defend the action on technical
points. The longer a legal action goes on, the higher the legal costs will
be and, unless you succeed, you won’t only have to pay your own legal
costs, but also the other side’s legal costs together with any court- awarded
compensation. Being named in ensuing publicity isn’t good as a whole so
why should a few who choose the fast track to market, by not playing fairly
and within the law, bring this amazing sector into disrepute?
Case Study: Birds in Hats
ACID member, Alice Tams of Birds in Hats creates bird illustrations
wearing a variety of hats. She designed a distinctive penguin wearing
a Christmas jumper and a cracker hat, previously used as a Christmas
card design. She was alerted to a jumper on sale in Sainsbury’s under
their TU range featuring a penguin in a cracker hat and Christmas
jumper. After protracted correspondence between Alice’s lawyer, Gavin
Llewellyn of ACID Affiliate law firm Stone King, and the lawyers for
Sainsbury’s supplier, Jo-Y-Jo, a settlement was negotiated avoiding the
need for Court proceedings. Despite not acknowledging any copyright
infringement and claiming only a small profit for Sainsbury’s and a loss
for Jo-Y-Jo on the Christmas jumper, Jo-Y-Jo finally offered to pay Alice
Tams a substantial sum for damages and costs and agreed not to make
any further use of Alice’s penguin design. Alice said: “I’m very pleased
that I continued to fight my case and hope more small businesses fight
for their proper treatment and don’t see this kind of thing as a ‘rite
of passage’. I hope more big businesses can see the mutual benefits of
working with and supporting small businesses and designers openly.” A
What do you
think? Original
or copy?
CONTACT
To find out
more, visit
www.acid.uk.com
Sourcing luxury fashion fabrics
has never been so easy
Whether you are looking for luscious plains, laces, or embellished designs,
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Textile Forum is open 10am to 6pm daily
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For further information, please contact Amy Packham, Textile Forum Event Director, amy.packham@textileforum.org.uk
Column
Show stopper
Nicola Garton, owner of The Wedding Shop in Colchester, Essex, and
Chair of the Retail Brideswear Association (RBA), previews UK bridal
shows taking place this spring.
Spring can’t fail to evoke feelings of new
beginnings and a renewed enthusiasm in all areas
of our lives, but it really comes to the fore in
the world of bridal. I’ve expressed my concerns
in the past about the increasing number of
trade events for retailers and buyers to attend,
and the demand on our increasingly hectic
schedules. However, as long as you’re selective
about the shows that will work best for you, in
your location, there’s an amazing buzz and sense
of excitement that comes with the unveiling of
new collections and discovering what’s going to
be hitting our dress rails as early as September,
plus they do provide a number of invaluable
networking opportunities.
The cream of the crop will hit the capital in
March and May, with an unmissable RBA awards
ceremony thrown into the mix. Here are the key
dates for your diary and a low-down on what we
can expect:
London Bridal Show, Olympia,
6th – 8th March
First on the buying circuit, this vibrant
international exhibition is an unmissable
one-stop shop for bridalwear, accessories and
occasionwear and allows bridal retailers and
buyers the chance to browse an impressive 200
collections, discover fresh talent and learn the
hottest trends for 2016. Brand new for this year,
the exhibition will include twice-a-day catwalk
shows that I view as a great new addition, as
we’ll be able to see the dresses truly come to life
and certainly help inspire me and my buying
decisions. I’m also looking forward to attending
some of the sales-boosting seminars on topics
including creating impressive window displays
and managing cash flow. To register visit
www.thelondonbridalshow.co.uk.
And the winner is…
It’s nearly time to choose our party dresses and
get ready for an evening of pure glamour at the
RBA annual awards which is perfectly scheduled
to take place on the Monday night of The
London Bridal Show, 7th March. The venue is
the divine Kensington Roof Gardens and after
a busy day of buying at the show, it will be good
fun to celebrate the best of the industry and
party with colleagues and friends. Tickets are
priced at £40 plus VAT per person and include
wine throughout the night, canapes, finger
foods, entertaining, karaoke and lots of dancing.
Further information and tickets are available
from georgia@bridal-uk.com.
London Bridal Fashion Week (LBfw),
13th-15th May, Old Billingsgate
Back for its second year and held in the iconic
Old Billingsgate venue, overlooking the Tower
of London, Tower Bridge and The Shard,
LBfw is an innovative three-day event, focused
on representing the interests of both UK and
international premium and designer labels.
Buyers can source the best this sector has to offer
in bridalwear, occasionwear and accessories and
I particularly enjoyed the calm environment
of the show when I attended last year. It’s an
attractive event for discovering the global trends
that are going to tempt customers into our shops
and the fashion shows really do tick all the boxes
for glamour. To register for the event
and apply for a free invitation, visit www.
londonbridalfashionweek.com.
White Gallery, 15th-17th May, Battersea Park
The exclusive designer-only show is now set for
its sixth edition and is situated in the purposebuilt ultra-modern venue Battersea Evolution,
nestled in the heart of Battersea Park. This
show oozes elegance and the choice of premium
labels has been a major attraction for retailers
since it launched. I love that there is so much
homegrown talent under one roof and the fact
that the UK’s most influential designers will
be unveiling their luxurious 2017 collections
to international buyers and press gives it major
appeal. Visit www.whitegallery.com for more
information on the exhibitors.
Show survival tips
It’s easy to get swept away at bridal shows and
feel overwhelmed, leading to hasty buying, so I
believe it’s vital to do a bit of preparation before
you go. By doing a little homework and research
prior to hitting the buying circuit, you’ll gain
so much more from the shows and will enjoy,
rather than endure, them. Start by having a good
think about what may be missing from your own
shop in terms of collections, determine your best
sellers and assess your customers’ current needs,
so you have a loose buying plan in place.
Try and structure your days with some booked
appointments with designers, both existing and
new, have a clear set of questions you want to ask
them including delivery times, minimum order
requirements, extra charges for modifications
and any current incentives they may be offering.
However, my most important and valuable tip
for surviving show season is simple – always,
always wear comfy shoes as you’ll be doing a lot
of walking around and you’ll want to save a little
energy for partying in the evening! A
Contact
The Wedding Shop
info@theweddingshop.co.uk
www.rbaltd.org.uk
ATTIRE 115
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ATTIRE 116
Twitter Twitter
WEB WATCH
Attire Bridal is at the heart of the online bridal community. Here’s a
quick update on what’s been happening…
Total num
ber
followers of
:
8,566!
SHORT AND TWEET
Victoria Fergusson, talented bridal accessories
designer, explains why Twitter is such an invaluable
social network for her business.
Company name: Victoria Fergusson Accessories
Follow me at: @VF_Accessories
When did you set up a Twitter account and what prompted you to
do so?
I set up my Twitter account a few years ago, directly after exhibiting at
The National Wedding Show because I realised I was about the only
person there who wasn’t using it! I’ll admit that I’m always last to catch
on to anything like this.
,EW]SYVFYWMRIWWFIRIÁXIHEWEVIWYPX#-JWSLS[#
Yes, simply put, it keeps me better informed about what’s going on in the
industry. This is invaluable when I’m liaising with retailers, or designing
my new collections.
,S[SJXIRHS]SYX[IIXERH[LEXHS]SYX[IIXEFSYX#
I’m not a prolific tweeter, but I do like to share news about my
collections, events and collaborations.
;LEXEHZMGI[SYPH]SYKMZIXSÁVWXXMQIX[IIXIVW#
Don’t hesitate to try Twitter. If you don’t know what you’re doing to
begin with, try follow the lead of the more established accounts.
;LMGLFVMHEPGSQTERMIWHS]SYIRNS]JSPPS[MRKSR8[MXXIV#
There are far too many to mention them all, however, I do enjoy
following Jenny Packham, Jesus Peiro, the wedding blogs, magazines,
boutiques and photographers.
This month on Twitter we’ve mainly been:
iRetweeting hot industry stories
iShowcasing fresh boutique openings
iPreviewing LBfw
iSharing our followers’ successes
Welcome to our
newest followers:
@bridalsure
@dickiescrawley
@liverpoolbridal
Bridal shop insurance
from Hine
Formal hire company
in Crawley
Liverpool’s newest
bridal boutique
@mayssonltd
@mojganbridal
@jjveils
UK luxury
fashion label
Talented UK
bridalwear designer
Bespoke handmade
wedding veils
We’re now following:
Bridal boutique
Formalwear
Bridal boutique
@juliewickett
Forget Me Not
Bridalwear
@jeanyvesuk_hwi
Jean Yves
@blizzardsens
Blizzard Sensations
ATTIRE 117
Next issue
Next Issue
Eddy K
Luna by True Bride
Bridesmaids
• Stylish gowns
• Jewellery
Fashion files
We showcase two new trends
SHOW SPECIAL
• LBfw
• Interbride
• White Gallery
Powerful PR
Maximise your marketing potential
Plus
Business tips
News and events
Retail technology
ISSUE 53
May/June 2016
Advertising deadline: 8th April, 2016
Available from: 29th April, 2016
Anoushka G
ATTIRE 119
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ATTIRE 91
Is it fair?
Eve Broadhurst, Creative Director and Co-Owner of The White Closet,
discusses the merits of attending local wedding events.
Wedding fairs have given me a variety of
experiences – some good and some bad – in
the five years I’ve been working with brides.
How many times have we all agreed to
appear at a wedding fair, given up our only
day off, packed up our dresses and been up
and out at silly-o-clock on Sunday while our
partner snoozes away? All with the intention
of doing our business good. Sometimes they’re
a success, but more often than not they’re a
real disappointment.
My experience has also taught me that
the individual who co-ordinates the event is
instrumental in its success or failure. Passion,
education, experience, creative understanding
and appreciation of visuals is essential if you want
to create an event that draws in the public.
Show successes
When discussing an event with the
co-ordinator, we must learn to trust our
judgement and instinct. If they’re lacking at all in
social skills or wedding knowledge, then this will
be magnified on the day and result in models that
are not the size you were told, a stall facing a flat
wall, low attendance and businesses who seem to
be catering for completely different styles.
We’re rarely involved with wedding fairs
these days as we can always argue that opening
the boutique for that day is more worthwhile.
They’re wonderful for new businesses who need
to promote themselves, but for established
businesses with a jam-packed appointment book,
they’re lower down on the marketing must-haves.
There are also those fairs where you can dress and
sell direct to brides, however we’ve never taken
part in one of these events.
We’ve attended some hugely positive events that
were efficient, well publicised and innovative in
their design and execution. These wedding fairs
are a pleasure to be involved in and, for that day,
you become partners with all other businesses
and mesh your talents to produce a showstopping catwalk and breathtaking collection
of stalls.
One particularly memorable event for The
White Closet was the White Memoires Vintage
Wedding Fair at Stockport Town Hall (many
moons ago) by The Social Butterfly (now creative
genius behind the petite concept store and blog
ObjectStyle).
Each contributing creative was clearly selected
to slot perfectly within the day – we were all
there to impress and everyone made a huge
effort. This was a vintage-themed show, aimed
at the vintage-loving bride, therefore was a great
success. In my opinion, too many fairs are generic
and lack a target audience.
The weak links
The less successful wedding fairs that we’ve been
involved in over the years have lacked conviction
or direction. By trying to offer a generic range of
suppliers for all couples, soon-to-be-weds become
frustrated and feel like conveyer-belt-brides.
122 ATTIRE
“By trying to offer a generic range
of suppliers for all couples, soonto-be-weds become frustrated and
feel like conveyer-belt-brides.”
Final thoughts
Learn from my experience and always evaluate
the potential benefits of a wedding fair before
you commit. Research the company that’s coordinating the fair, review their previous events,
question them on all practicalities – never
assume they know you’ll need a table or lights,
ask for photos of models, only pay for it if you’re
impressed and if you aren’t sure then just open
your boutique instead and make sales. A
“The individual who co-ordinates
the event is instrumental in the
success or the failure of the fair.”
Contact
The White Closet
www.thewhitecloset.co.uk
VISIT US AT
STAND No. E21
Enjoy beautiful
dresses from
Modeca Bridal for
the 2017 season
and celebrate our
70th birthday with
us this year
w w w. m o d e c a . c o m | i n f o @ m o d e c a . c o m

LONDON - Attire Bridal magazine

Transcription

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