Boutique Magazine April 2021

APRIL 2021

ISSUE 125

Welcome back Inspirational buys Brilliant British brands Reforming business rates Inside London’s (Ki:ts)

EDITOR’S LETTER

EDITOR Gemma Ward gemma@bpmedialtd.co.uk PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Catherine Ridings – cath@bpmedialtd.co.uk Tel 01795 509106 DESIGN AND PRODUCTION Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk Tel 01795 509108 CREDIT FACILITIES MANAGER Beccy Wells – beccy@bpmedialtd.co.uk Tel 01795 509106 PUBLISHERS Julie Neill, Beccy Wells MANAGING DIRECTOR Julie Neill © 2021 Boutique Professional Media Ltd, Office 2, The Old Stable Block, Crescent Road, Faversham, Kent ME13 7GU. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope.

Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to Boutique Professional Media. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.

ON THE COVER:

Image courtesy of Nomads; Tel: 01566 777 338 Nomadsclothing.com

I

Retail eturns

t’s official: non-essential retail can reopen on 12 April after a long 14 weeks. According to industry analysts, there will be more people hitting the shops once the high street is back in business compared to those that did after the first lockdown. This is largely due to retail and hospitality reopening on the same date as well as ‘vaccine optimism’ following the successful immunisation roll-out.

While it’s undoubtedly great news for fashion indies, some are remaining cautious about a retail resurgence.

Office for National Statistics data reveals that although sales did begin to rise in February when compared to January, transactions are still a far cry from their pre-pandemic levels. Only time will tell whether the move to e-commerce is permanent. Moreover, if the government has done enough to prevent further lockdowns. According to the British Retail Consortium, retailers have lost £27 billion over the course of the pandemic. CE Helen Dickinson warns, “It’s essential that all retailers are able to open and stay open” to prevent further catastrophe.

(For the full story, turn to pages 7-10).

There are many retailers fighting to survive that will be paying off pandemic debt for years to come. For this reason, many industry insiders are calling for the government to help retailers and reform business rates.

In 2020 it promised it would review the system - last month it released

its interim report. We’ve asked two experts to offer their opinion on the government’s post-pandemic support for retailers, starting on page 33.

There’s certainly a lot to do for fashion indies, who have been waiting patiently to welcome back shoppers.

So, as usual, this issue has some inspirational buying ideas to help you create covetable in-store edits.

From independent homeware brands (pages 26-27) to brilliant British labels (19-24), we hope you find something wonderful to tempt shoppers.

From everyone at Boutique magazine, we wish you a very successful reopening week and a lucrative summer.

Gemma Ward, Editor follow us on Twitter @boutiquemag

STOCK UP

STOCK UP

Indie nteriors

COMPLEMENT YOUR WOMENSWEAR COLLECTIONS WITH THESE BEAUTIFUL INDEPENDENT HOMEWARE BRANDS

DOWN TO BUSINESS

Online opulence

LIveAReA’s eLLIott JAcobs ReveALs how LuxuRy bRAnds ARe tRAnsLAtIng theIR fIve stAR In-stoRe exPeRIence to e-commeRce

F

JUST SLATE COMPANY

SEP JORDAN

An acronym of Social Enterprise Project, SEP Jordan offers beautiful fashion and homeware products hand embroidered by female refugees in Jordan. Its creators are trained at the brand’s academy, employed and then paid weekly above market rates.

Meanwhile, a percentage of its projects are reimbursed into society to help with education and health care. The label’s luxurious cotton and linen cushion covers and throws are among its best sellers, mixing intricate handembroidered geometric patterns with distinctive colour combinations.

CONTACT: E: info@sepjordan.com Sepjordan.com 26 | boutique. | APRIL 2021

KATIE LEAMON

Independent homewares brand Katie Leamon has collaborated with womenswear designer Lily and Lionel to create a timeless collection of stationery. Taking six of Lily and Lionel’s iconic prints and applying it to Katie Leamon’s luxury notepads, gift wrap and greetings cards, the duo’s Heirloom line will bring a unique feel to boutique edits this SS21. Standout products in the range include twosided gift wrap, pretty notebooks and printed thank you cards. Expect intricate details such as scallop edges that both brands are known for as well as sustainably sourced materials.

CONTACT: E: Katie@katieleamon.com Katieleamon.com

A family business based in Fife, Just Slate Company produces almost all of its products – from cheeseboards to glasses - locally. The brand is credited with creating the concept of slate tableware, which includes cheeseboards, mats and serving boards as well as barware and glasses.

Each product is foam backed and wipe clean. Among its best sellers include slate boards with country or Scottish themes engraved onto them.

Meanwhile, Just Slate’s sister brand, Scottish Made, produces chunky wooden boards made from sustainable oak from a social enterprise project in Fife. Each has a country theme or animals etched onto the material and comes in a wide variety of sizes.

Moreover, its new brand The Linen Table offers premium linen napkins, mats, tea towels and table runners produced from linen made by the last traditional mill in Scotland.

CONTACT: Tel: 01592 654 222 Justslate.co.uk/trade-enquiries

EARTHBORN JOE BROWNS

Combining daring colour combinations and quirky prints, Joe Browns’ homewares range offers affordable interior updates for fashionled boutiques. Its line is divided into several stories, enabling buyers to select key pieces that will speak to their target customer. Among its hero products are statement rugs, animal print doormats, scented candles and diffusers, brightly coloured tablewear and unique lighting pieces such as this Perfect Peacock Table Lamp (pictured) with a gold base and Art Nouveau inspired fringed shade.

CONTACT: Tel: 0113 272 6371 E: wholesale@joebrowns.co.uk

WILD FLOWER ILLUSTRATION CO.

Founded by a husband and wife team based in the heart of the Cotswolds, the Wildflower Illustration Co offers prints and stationery inspired by nature and travel. Designer and cofounder Rebecca hand paints each print, capturing the beauty of the world around her. Its range includes everything from cards, notebooks, diaries and pens to art and digital prints. Starter trade packages from £60.

CONTACT: E: hello@ wildflowerillustrationco.com

Launched in 2002, Earthborn offers a true eco-alternative to conventional paints. Its products contain a carefully selected line-up of environmentallyfriendly ingredients while they are manufactured using advanced processes and formulations. The result is a range of water-based breathable paints that are suitable for allergy sufferers, pregnant mums and newborn babies. The brand was also awarded with the first UK licence of the EU Ecolabel for Indoor Paints and Varnishes. Choose from a palette of chic paint colours in various finishes for interior walls, outdoors and furniture.

CONTACT: Tel: 01928 734 171 Earthbornpaints.co.uk APRIL 2021 | boutique. | 27

rom Zoom styling consultations and digital VIP dinners to dial-in personal shopping experiences, luxury brands have had to be innovative recently to woo the wealthy and add splendour to spending. The pandemic accelerated digital uptake in the luxury market, forcing brands to engage and experiment with new technologies from virtual clothing to online catwalks and showrooms.

Two years ago, 80 per cent of luxury sales were influenced by online. This could be anything from seeing fashion opinions from friends on social media to buying crystal-embellished Jimmy Choo heels on Farfetch. According to global consultancy firm Mckinsey, that figure is likely to be even higher now.

So, what does this mean going forward? Well luxury brands are now having to emulate the premium experiences they’ve created in-store, online. And they’re up against the rise of pure-play brands like Farfetch and Net-a-Porter, who are pioneering digital luxury experiences focused on data. However, luxury requires a refined strategy compared with other e-commerce sectors. Purchases can be more considered and take longer. They are not dictated by price, which works for fast fashion. In fact, in luxury, cost can have the opposite effect.

In the past, luxury brands have dictated the terms of engagement.

With the rise of social media, ownership of the brand is shifting.

Co-creation is more apparent. Brand image and buy-in have moved towards the domain of the consumer. It is no longer dictated by a management team in the Swiss Alps or a Milanese mansion.

So, let’s explore some of those luxury digital trends brands are deploying…

Online drops

Luxury brands are moving to this model to stay constantly relevant.

They market new items on a monthly basis instead of just seasonally in accordance with the annual fashion week schedule. A buzz is created via Instagram or WeChat before a product goes live. Brands fuel anticipation

34 | boutique. | APRIL 2021

APRIL 2021 | boutique. | 3

www.capriclothingonline.com • sales@capriclothing.co.uk • Tel: 0203 819 0819

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CONTENTS

april 2021 | boutique. | 5

Fashion Fix

ESSENTial NEwS fOr iNDiES

TiM MOSSHOlDEr ON UNSplaSH

Fashion retailers get ready for post-pandemic recovery as non-essential shops prepare to reopen

R

etailers are preparing to reopen following confirmation that the next phase of lockdown relaxation is going ahead. Boris Johnson announced the news on Easter Monday after almost 14 weeks of enforced non-essential store closures.

To help kick-start the sector’s recovery, retailers can apply for longer trading hours from Monday to Saturday. Meanwhile, the government has also introduced a Restart Grant, worth up to £6,000 per premises, to help businesses navigate what is hoped will be the final stages of restrictions.

Lastly, communities secretary Robert Jenrick also unveiled plans for a £56 million Welcome Back Fund last month to help councils boost the look of high streets and prepare for the safe return of shoppers.

The British Retail Consortium (BRC) estimates a £30 billion loss for shops affected by the three lockdowns

and is urging the government to avoid enforcing future closures.

New figures from the Office for National Statistics reveal that while retail sales volumes began to recover from January, transactions were still down by 3.7 per cent compared to pre-pandemic February 2020. In the three months to February 2021, retail sales volume fell by 6.3 per cent when compared with the previous three months, with strong declines in nonfood stores.

Clothing retailers saw the largest fall of 50.4 per cent year-on-year while fuel sales declined by 26.5 per cent.

Meanwhile, online sales continued to rise, with an increase to 36.1 per cent in February 2021 – the highest on record.

Helen Dickinson OBE, chief executive at the BRC, comments: “After months of closure for nonessential retail, shoppers can look forward to visiting their favourite stores. Retailers have spent hundreds

of millions of pounds to make shops Covid-secure. Town and city centres have seen footfall nosedive throughout the past year, with the three lockdowns estimated to have cost non-food stores £30 billion in lost sales.

“While we expect an initial surge in spending when shops first open, the real test will be how this holds up in the weeks and months that follow. With fitting rooms open to the public, we expect a rise in demand for clothing as shoppers take the first opportunity to fit out their summer wardrobe.”

Last month market analyst Springboard forecast a +47.9 per cent rise in UK footfall during the first week non-essential retailers are allowed to reopen. Its predictions show this will equate to an increase in footfall of +128.5 per cent from the same week in 2020 when the nation was three weeks into Lockdown 1, but it will still be -61.8 per cent below the 2019 level. april 2021 | boutique. | 7

FASHION FIX

Chelsea prepares for retail reopening with grand outdoor plans to enhance shopping experience Al fresco dining will be introduced across Chelsea when non essential retail reopens this month, with over 500 additional seats added to the area’s newly pedestrianised Pavilion Road and Duke of York Square. A pop-up experience will also be in operation on Sloane Square throughout the summer featuring public art pieces and live performances.

The initiatives are being rolled out by property developer Cadogan, which owns over 90 acres across Chelsea and Knightsbridge. Its plan

is to create a welcoming destination to attract shoppers post lockdown.

Festive flags, bunting and seasonal installations will also be in place to enhance the overall experience, with flags on the King’s Road designed by local artists and a floral installation over the arcade entrance to Duke of York Square.

In addition, there will be new flagship stores opening for Ralph Lauren in Sloane Square and Balenciaga on Sloane Street, while Burberry’s Knightsbridge store will also move to Sloane Street. Danish

label Ganni will be opening on King’s Road while British brand Rixo will move to a permanent store site following a successful trial of pop-up shops.

Research reveals 44 per cent of shoppers are willing to pay more for luxury sustainable brands New research has found that up to 44 per cent of today’s consumers are willing to pay more for sustainable products. Global research and insights agency Nepa polled 970 UK-based consumers on 67 leading brands – including Ted Baker and Mulberry - across eight categories. Its findings reveal that brands perceived as sustainable see an average increase of 34 per cent in Willingness to Pay (WTP). This occurs regardless of industry, with a 29 per cent increase for skincare and haircare brands, 33 per cent for food and 44 per cent for luxury brands.

Two thirds of consumers believe brands need to use sustainable energy sources to be credible while

59 per cent expect brands to engage in the fight against climate change. This focus on the future of the planet was prioritised over socioeconomic issues such as health and wellbeing, equal rights and decent working conditions.

Nepa UK MD Lindsay Parry comments: “Communicating MOrNiNG BrEW ON UNSplaSH sustainability effectively is a delicate balance but one that is worth investing in.

As this research demonstrates, getting will see sustainability going from a it right will add to your brand value as nice-to-have purposeful afterthought well as help save the planet. At Nepa to being essential for future brand we are convinced the new decade growth.”

Giving and Living Online to take place next month Organisers of Giving and Living have announced that a virtual version of the trade show will take place this 10-12 May. The event, which focuses on home furnishings and gifts, was originally planned to take place in Exeter over the same dates. However, it will now go ahead virtually to adhere 8 | boutique. | april 2021

to lockdown restrictions. Buyers will have free access to a curated line-up of companies via its website, which will present new products and advice via downloadable catalogues, online videos and virtual meetings.

There will also be additional content from organisations like the Giftware

Association. “Normally most of our visitors are from the south west,” comments the show’s Jennifer Trotman. “But Giving and Living Online will enable buyers from all over the UK to attend, browse and meet new suppliers.”

Pre-register at Givingandliving.co.uk

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FASHION FIX

Luxury consumers want e-commerce journey to rival physical shopping experience, reveals research A poll of luxury consumers reveals retailers who are reluctant to invest in their e-commerce experience risk losing loyal customers seeking a superior online experience.

Out of the 1,000 high-end shoppers surveyed, three-quarters (75 per cent) say the quality of a retailer’s website and online experience determines where they shop. Those polled say they want retailers to showcase highend products better (63 per cent), offer an opportunity to try products in a virtual environment (43 per cent), provide an online consultation service (38 per cent) and make websites easier to browse and interact with on mobile (35 per cent).

Michael Valdsgaard, CEO at augmented reality specialist London Dynamics, which commissioned the survey, comments: “Luxury retailers are rightly proud of their bricksand-mortar stores, which will always be a huge part of an omni-channel strategy. However, the pandemic has

10 | boutique. | april 2021

barometer Industry sales fIgures february 2020 (versus february 2021)

-57.55% Average sales quantity

-13.57% Average selling price

-26.77% highlighted the need to bring their online experience in line with their offline one. The results are clear: if retailers provide high quality imagery of products in real-life environments, empowered by augmented reality, shoppers are more than ready to spend.”

Free PR platform launches to help promote independent retailers The UK’s first free PR platform has launched, giving independent retailers hit hard by the pandemic a chance to be featured in the local, national and trade press. Newspage, which is the brainchild of PR agency Rhizome Media Group, was set up during the first national lockdown to help small businesses struggling to afford traditional PR. Its site (Newspage. co.uk) enables retailers to create their own publicly visible and fully branded media centre in a matter of minutes.

Once registered, users will receive in-app NewsAlerts to breaking news stories they can contribute to while they can also add news stories of their

Boutique

own. The Newspage team will promote stories it believes will be of interest to the media with no cost implications for businesses.

Founder Dominic Hiatt comments: “We want to give independent UK retailers, which have been hit particularly hard by the pandemic, the chance to have potentially important exposure in the media for free. Since the pandemic began, we’ve had small independents on the BBC, in almost all national newspapers, and in countless local newspapers and websites. It’s important that small retailers remain visible and we intend to ensure they do throughout 2021 and beyond.”

Profit margin These figures represent findings from a cross section of independent online and bricks-and-mortar retailers around the UK. Total stock management and EPoS provider Top to Toe has compiled this industry index to offer Boutique readers an insight into what’s happening on the high street and online. Tel: 0203 376 5888 E: info@toptotoe.com Toptotoe.com

Our collection is available to view via our B2B website and digital look books.

Digital appointments available.

FRANK SAUL (FASHIONS) LTD. FRANK SAUL HOUSE, STEELE ROAD, PARK ROYAL, LONDON NW10 7AR TEL. + 44 (0) 208 965 1522 FAX. + 44 (0) 208 965 1518 EMAIL. info@mascaracollection.com WEB. www.mascaracollection.com Copyright © 2018 - 2021 Frank Saul Fashions and/or its suppliers. All rights reserved © Crown copyright 2017. All rights reserved

FASHION FIX

Wear forever

Offering luxury jumpsuits, dresses and coordinates, Lola Tara’s timeless investment pieces can be dressed up or down. The brand is the brainchild of fashion model IB Oyerinde (pictured left) who wanted to offer a stylish alternative to fast fashion. Its capsule collection includes premium pieces crafted in Japanese poly satin, available in a range of colourways. £POA; E: hello@lolatara.com Lolatara.com

Timeless style

Handmade in Somerset by local seamstresses, Pearl Lowe’s vintage-inspired blouses and dresses make the perfect timeless investment.

Its collections include Liberty Print fabrics and eco-conscious materials such as cupro twill. £POA; E: enquiries@pearllowe.co.uk

Boutique oves…

Chic nightwear

Independent brand LJ Signature specialises in luxury pyjamas, kimonos and nightdresses that come with a matching head scarf. Expect pretty prints and soft satin fabrics alongside luxe finishing touches such as French seams and mother of pearl buttons. Coordinating bonnets are also available to buy separately. £POA; E: lisa@ljsignature.com

Duvet days

HOT BUYS TO THRILL SHOPPERS THIS SEASON AND BEYOND

Everyday luxe

Bring some luxe to your everyday look with Scream Pretty’s flat snake chain necklace. Crafted with recycled sterling silver with the option of 18ct gold plated, its sleek design captures the light from all angles for a brilliant shine. £23.50; Tradescreampretty.com

Created by husband and wife team Pia and Chris Coster, Danish womenswear label Coster Copenhagen focuses on style and comfort. For AW21, its collection features clean Nordic lines and a neutral colour palette, with standout pieces including this effortlessly stylish duvet coat. £POA; Tel: 0045 5084 9855 Costercopenhagen.com 12 | boutique. | APRIL 2021

New Spring/Summer 21 www.nourlondon.com

FASHION FIX

In bloom

Created by Dorset boutique owner Penny Callaghan, From My Mother’s Garden offers robes and kimonos made from environmentally responsible fabrics and techniques. This lightweight Blossoming Robe features an exclusive apple blossom print and draping viscose fabric that will bring timeless glamour to outfits. £POA; Frommymothersgarden. co.uk/wholesale

Stylish selection

Separated into capsule ranges, the AW21 collection by Nomads features exclusive prints, handloom weaves and new eco-friendly fabrics such as Ecovero. Buyers can select pieces that reflect customers’ changing lifestyles, such as loungewear, as well as a new mid-season group for July delivery. £POA; Tel: 01566 777 338 Nomadsclothing.co.uk

Treasure trove

STANDOUT PRODUCTS TO INSPIRE SHOPPERS

Soft as silk

With Italy’s quality SERI certification trademark, Sésam’s ethical silk scarves are a chic choice for AW21. The brand is also pledging 10 per cent of the sales of its Capri Foulard design to supporting marine conservation. £POA; E: sesam@ sesamofficial.com

Autumn update Perfect planning London-based stationery brand Martha Brooks creates pretty and practical notebooks and diaries with an option to have each piece personalised. £POA; E: hello@marthabrook.com 14 | boutique. | APRIL 2021

Perfect for layering over a ribbed knit on cooler autumn days, Lily and Me’s cord shirt dress is crafted in cotton elastane pincord to create a flattering silhoutte. Available in Teal, Navy or Damson; deliveries from the end of July. £POA; Tel: 01452 207 766 E: orders@lilyandmeclothing.com

www.JessandLou.com Contact sales@jessandlou.com to request a login to see wholesale prices, or call Damon on 07709664141.

Stock available for next day delivery

FASHION FIX

Easy breezy

With a focus on comfort, Riley Studio’s latest collection features cool and lightweight organic linens across shorts, joggers and shirts, creating the perfect summer loungewear. Elsewhere the collection comprises lighter knits and wardrobe staples in sustainable cashmere and jersey. £POA; E: hello@riley.studio Riley.studio

Sustainable choice

Danish brand by basics offers a wide range of Oeko-Tex certified styles designed and knitted in Denmark.

From its blusbar cardigan in 100 per cent merino wool to a poplin shirt from the OWN line and harem pants made from bamboo, choose from a wide range of colours and styles with no minimum order requirements. What’s more, by basics orders are produced uniquely for each customer to reduce waste. £POA; Tel: 07504 117 954 E: info@jpf.london Jpf.london

Eco chic

SUSTAINABLE PRODUCTS AND BRANDS

Family affair Founded by mother and daughter duo Elsa Fredrikke Nedrebø and Gunn Auglend Nedrebø, Norwegian brand HØST and VÅR creates transseasonal sustainable womenswear. Its pieces are feminine, bold and colourful, featuring unique patterns and fabrics such as cupro, organic cotton, recycled denim and alpaca wool. £POA; E: info@hostandvar.com

16 | boutique. | APRIL 2021

Hand made

Social enterprise label SEP Jordan brings thousands of women above the poverty line with its handembroidered accessories that support Jordan’s refugee camps. Each intricately embroidered piece takes four weeks to make and is designed to last a lifetime. £POA; E: info@sepjordan.com

Ocean friendly Featuring fabric made from 20 plastic bottles, Ucon Acrobatics’ planet-friendly backpacks stand for quality, innovation and creativity – with each one made at the brand’s studio in Berlin’s vibrant Friedrichshain neighbourhood. £POA; E: hello@uconacrobatics.com

BUSINESS SENSE FOR FASHION RETAILERS

Good uck

The Boutique team would like to send our very best wishes to all of our lovely readers as fashion retailers reopen their shops this month. Whether you’ve already welcomed your customers back into your store or are planning to do so in the coming weeks, we’d love to hear your stories!

Please tag us in all of your reopening posts on Instagram @boutiquemaguk and use the hashtag #reopeningofretail.

We’ll be sending a bottle of Champagne to our favourite!

T: 01795 509106 E: julie@bpmedialtd.co.uk | gemma@bpmedialtd.co.uk @boutiquemag @boutiquemaguk

www.boutique-magazine.co.uk

British by by nature Lily & Me Autumn/Winter 2021 Collection View the collection through your local agent or contact Lily & Me Head Office using the details below. orders@lilyandmeclothing.com Boutique Autumn Winter 21 March 1.indd 1

lilyandme.com

+44(0) 1452 207 766 02/03/2021 14:18

Stock Up

What to buy noW

Best of British

CELtIC anD Co

S

how your support for homegrown talent by stocking our great nation’s best fashion brands. We pick out some of our favourites… aPRIL 2021 | boutique. | 19

BRITISH BRANDS

Cool Britannia

Fly the Flag For great Britain with our pick oF standout home-grown womenswear Brands

RIXO

Founded in 2015 by friends Henrietta Rix and Orlagh McCloskey, premium womenswear label Rixo is perfect for free-spirited fashion fans looking for bohemian style. Its signature dresses, skirts and blouses feature hand-painted prints and figure-flattering silhouettes, while its use of high quality fabrics work effortlessly from day to night. The London-based label also works alongside crafters in Europe and Asia, with one supplier operating a completely female-owned factory in India. Its latest collection includes animal prints and bold florals across floor-length summer dresses, pretty minis and easy-wear separates.

CONTACT: E: wholesale@rixo.co.uk Rixo.co.uk

RARE LONDON

Established for over 20 years, independent British brand Rare London is known for its statement partywear pieces and show-stopping silhouettes.

During the pandemic the young fashion label has diversified into loungewear, creating shape-enhancing coordinates and separates that appeal to its youthful target market. The brand’s collections are designed in-house by its team of designers, who create high quality garments using ethically sourced fabrics and embellishments.

CONTACT: Tel: 0151 315 1172 E: info@rarelondon.com

PHOEBE GRACE

Premium British womenswear brand Phoebe Grace is committed to sustainability and creating conscious clothing. Its signature prints are inspired by nature while its production process aims to minimise fabric and resource waste as well as reduce its environmental impact. The brand uses digital printing to reduce fabric and water wastage. Meanwhile, its collection includes as much recycled materials as possible – from its fabrics to its packaging. With a focus on local production, its silk and rPET fabrics are printed in Worcestershire while its garments are sewn in East London.

Standout pieces in its latest collection include graphic print dresses, silk blouses and effortlessly cool matching coordinates.

CONTACT: E: charlottes@phoebe-grace.co.uk Phoebe-grace.co.uk 20 | boutique. | april 2021

www.luellafashion.co.uk New Spring/Summer 21 collection available for immediate delivery

BRITISH BRANDS

NOMADS CLOTHING

Dedicated to creating beautiful clothing with ethical values, Nomads was founded in 1989 as a fair trade fashion brand celebrating traditional artisan skills. Its designers embrace the slow fashion movement, with producers skilfully creating its garments using natural fibres and GOTS certified organic cotton. Based in Cornwall, its collections are designed in the UK while its clothing and fabrics are sourced and manufactured in India. For AW21, it has transformed its range to reflect its customers’ changing lifestyles. Its line-up includes loungewear and occasionwear that are true to its aesthetic and core values. Styles can be mixed and matched between groups while there’s also a new mid-season group delivered in July that bridges the gap between seasons. Beautiful new exclusive prints, handloom weaves and new eco-friendly fabric bases such as Ecovera combine to create an exciting new look.

Key pieces include a rich red Rowan Handloom Coat in 100 per cent cotton, a sustainable jersey Panelled Tie Midi Dress and a Textured Knit Turtle Neck Jumper.

Wholesale prices are around £28 per piece while the minimum order requirement is £500.

CONTACT: Tel: 01566 777 338 nomadsclothing.com

LILY AND ME

British print-led lifestyle brand Lily and Me offers beautiful and practical clothing with an emphasis on femininity. With family values at the heart of the business, its Gloucestershire-based team offers boutiques a product, service and experience that keeps them returning season after season. For AW21, its collection is inspired by a slower pace of life. Homespun techniques and gentle crafts inspire its unique prints, with its designer drawing handpressed flowers collected from her back garden during the lockdown. Split into two colour palettes, Coastal and Winter Solstice, expect rich raspberry pops, gentle chalk reds and ochre colours sat against navy to create timeless, easy-wearing clothes. The collection is separated into transitional and winter drops to offer relevant product for early season through to the colder months. Standout styles include the ditsy floral woven viscose Haywood Dress with full length skirt and sleeves, the boxy-style cord Autumn Jacket in several colourway options as well as its Banbury Dress in a recycled polyester brushed knit fabric.

Meanwhile, its knitwear is particularly strong this season, offering myriad options from Pointelle and Block Colour Jumpers to Jumbo Rib Knit Cardigans. Wholesale prices are around £16 per piece on average while the minimum order requirement is £1,000.

CONTACT: Tel: 01452 207 766 Lilyandmeclothing.com 22 | boutique. | APRIL 2021

BRITISH BRANDS

SCREAM PRETTY

Designed by sisters Lucy Lee and Jessica Pearce, British brand Scream Pretty specialises in demifine fashion jewellery. All of its earrings are made from sustainable recycled silver while its ranges are dispatched from its Berkshire headquarters.

Its latest launch is based on the idea of simplified layering, offering new chain sets that combine different textures and lengths that are perfect for creating a ‘neck mess’ look! Choose from a combination of designs, with each working together effortlessly to create a stunning highlow look. Hero pieces include its luxurious and chunky Figaro chain necklace, which is a staple piece that is ideal for layering. Meanwhile, its Chain Reaction Hoop Stud earrings are perfect for creating a sophisticated yet edgy look and the Bamboo Chain Choker is unique with its simple yet surprisingly intricate design. Wholesale prices are around £10-£15 per piece on average while the minimum order requirement is £200 with free delivery on orders over £250.

CONTACT: Tel: 01753 424 160 E: sales@ screampretty.com Screampretty.com

CAPRI CLOTHING

Based in the UK, Capri Clothing’s collections are designed in-house and distributed from its London headquarters. The brand creates fun and flattering womenswear with a focus on fluid styling and casual elegance. Its pieces are made from natural fabrics, with unique textures and striking in-house prints.

For SS21, its short order range highlights the brand’s passion for colour, print and natural fabrics as well as style and comfort. Prints in this collection are stronger than ever. Expect bold, colourful and graphic patterns with abstract florals and striking geometrics taking centre stage. Inspired by special memories of past travels to Bali, each piece evokes the island’s beautiful colours and natural landscape with indigo, duck egg and cornflower sitting alongside lemon, honey and lime. Key designs in the range include its versatile floaty shirt dress that can be worn open or buttoned up as well as its sleeveless printed jersey dresses with keyhole back detailing. Wholesale prices are around £20-£35 per piece on average while there is no minimum order requirement for new stockists.

CONTACT: Tel: 0203 819 0819 E: sales@capriclothing. co.uk Capriclothingonline.com

24 | boutique. | APRIL 2021

BRITISH BRANDS

LUELLA FASHION

Designed in the UK by an in-house team led by founder Alison Townsend, Luella is renowned for its cashmere blend knitwear while its range also includes cotton and linen dresses and accessories. The team responds quickly to emerging trends, designing pieces quickly before manufacturing at its Italian factory. With its sister Cotswoldsbased boutique Sassy and Boo, the brand is uniquely positioned to understand what customers want to buy. Key signature pieces include its Original Classic Star jumper, which is frequently updated with the latest seasonal colours. For SS21, the label is playing its part in creating a more sustainable fashion industry with the introduction of 100 per cotton knitwear using a blend of Ecotec yarn. The production cycle is traceable and certified, with each piece produced with recycled components and being completely reusable at the end of the garment’s life. Buyers can expect the brand’s usual attention to detail and fresh colours, with standout pieces including the sporty striped sleeved Cassie. Meanwhile, the latest two additions to the cashmere blend knits range include the casual chic Remi in four colourways and the essential striped Cielle jumper. Stock available for immediate delivery; wholesale prices are around £23.50 for cashmere blend knits and £18.50 for cotton knits while there is no minimum order requirement.

CONTACT: Tel: 01454 238 940 E: info@luellafashion.co.uk Luellafashion.co.uk

New from Boutique Boutique Social Media Masterplan and guide Created xclusively or ndependent etailers…

If you would like more information please email julie@bpmedialtd.co.uk APRIL 2021 | boutique. | 25

STOCK UP

Indie nteriors

COMPLEMENT YOUR WOMENSWEAR COLLECTIONS WITH THESE BEAUTIFUL INDEPENDENT HOMEWARE BRANDS

JUST SLATE COMPANY

SEP JORDAN

An acronym of Social Enterprise Project, SEP Jordan offers beautiful fashion and homeware products hand embroidered by female refugees in Jordan. Its creators are trained at the brand’s academy, employed and then paid weekly above market rates.

Meanwhile, a percentage of its projects are reimbursed into society to help with education and health care. The label’s luxurious cotton and linen cushion covers and throws are among its best sellers, mixing intricate handembroidered geometric patterns with distinctive colour combinations.

CONTACT: E: info@sepjordan.com Sepjordan.com 26 | boutique. | APRIL 2021

KATIE LEAMON

Independent homewares brand Katie Leamon has collaborated with womenswear designer Lily and Lionel to create a timeless collection of stationery. Taking six of Lily and Lionel’s iconic prints and applying it to Katie Leamon’s luxury notepads, gift wrap and greetings cards, the duo’s Heirloom line will bring a unique feel to boutique edits this SS21. Standout products in the range include twosided gift wrap, pretty notebooks and printed thank you cards. Expect intricate details such as scallop edges that both brands are known for as well as sustainably sourced materials.

CONTACT: E: Katie@katieleamon.com Katieleamon.com

A family business based in Fife, Just Slate Company produces almost all of its products – from cheeseboards to glasses - locally. The brand is credited with creating the concept of slate tableware, which includes cheeseboards, mats and serving boards as well as barware and glasses.

Each product is foam backed and wipe clean. Among its best sellers include slate boards with country or Scottish themes engraved onto them.

Meanwhile, Just Slate’s sister brand, Scottish Made, produces chunky wooden boards made from sustainable oak from a social enterprise project in Fife. Each has a country theme or animals etched onto the material and comes in a wide variety of sizes.

Moreover, its new brand The Linen Table offers premium linen napkins, mats, tea towels and table runners produced from linen made by the last traditional mill in Scotland.

CONTACT: Tel: 01592 654 222 Justslate.co.uk/trade-enquiries

STOCK UP

EARTHBORN JOE BROWNS

Combining daring colour combinations and quirky prints, Joe Browns’ homewares range offers affordable interior updates for fashionled boutiques. Its line is divided into several stories, enabling buyers to select key pieces that will speak to their target customer. Among its hero products are statement rugs, animal print doormats, scented candles and diffusers, brightly coloured tablewear and unique lighting pieces such as this Perfect Peacock Table Lamp (pictured) with a gold base and Art Nouveau inspired fringed shade.

CONTACT: Tel: 0113 272 6371 E: wholesale@joebrowns.co.uk

WILD FLOWER ILLUSTRATION CO.

Founded by a husband and wife team based in the heart of the Cotswolds, the Wildflower Illustration Co offers prints and stationery inspired by nature and travel. Designer and cofounder Rebecca hand paints each print, capturing the beauty of the world around her. Its range includes everything from cards, notebooks, diaries and pens to art and digital prints. Starter trade packages from £60.

CONTACT: E: hello@ wildflowerillustrationco.com

Launched in 2002, Earthborn offers a true eco-alternative to conventional paints. Its products contain a carefully selected line-up of environmentallyfriendly ingredients while they are manufactured using advanced processes and formulations. The result is a range of water-based breathable paints that are suitable for allergy sufferers, pregnant mums and newborn babies. The brand was also awarded with the first UK licence of the EU Ecolabel for Indoor Paints and Varnishes. Choose from a palette of chic paint colours in various finishes for interior walls, outdoors and furniture.

CONTACT: Tel: 01928 734 171 Earthbornpaints.co.uk APRIL 2021 | boutique. | 27

Restore the Rhythm Your business may soon be back up and running but, understandably, it may not be quite back to normal just yet.

Playing music is one way in which you could help get your business back to its best. Even small changes could make a big difference, and music could help enhance the atmosphere, lift the mood and create a more positive environment.

If you are going to introduce music, or if you are already using music in your business, you’ll usually need a music licence.

TheMusicLicence covers virtually all commercially released music, including the millions of most popular and well-loved songs and recordings, not just from the UK but also from around the world.

So while you are making your business back to its ensure that you are set up TheMusicLicence

all of the arrangements to get best, now is the perfect time to appropriately licensed, and for your business.

Music could help your business get back to its best.

Restore the rhythm and put the power of music into your business with TheMusicLicence.

0800 0868 801 pplprs.co.uk/restore-the-rhythm

TML DPS Post CV 2020.indd All Pages

02/09/2020 10:03:07

ACCESSORIES

Fashion Extras

GEMMA WARD PICKS OUT THIS MONTH’S BEST BAGS, JEWELLERY AND FOOTWEAR

Sustainable showstopper

Style update

Add pizzazz to everyday style with Laslett England’s 1970s inspired Tuxedo scarf, crafted in 100 per silk with a two-sided print. £POA; E: melanie@laslettengland.com

Feet first

Summer loving

Inspired by Mediterranean getaways, Sésam’s Capri Foulard Silk Scarf is made from GOTS and SERI certified ethical silk. £POA; E: sesam@ sesamofficial.com

Planet kind

Available via new digital showroom República, El Salvador brand Alma creates sustainable accessories using recycled plastic thread. £POA; E: contact@proyectorepublica.com

Made from 100 per cent GOTScertified organic cotton, Dedicated’s planet-friendly statement socks come in a range of patterns including these fun Sigtuna Lips print. £POA; Dedicatedbrand.com

Designed in Spain and ethically manufactured in Asia, Lefrik creates stylish bags and accessories made from polyester derived from recycled plastic PET bottles. £POA; E: kevin@ northandsouthfootwear.co.uk

Shine bright

It’s a celebration

Step into spring

London brand Tiana Jewel designs power healing crystal rings, earrings and necklaces, such as this Saffire Green Diamond Pendant featuring a gemstone from Brazil. £POA; E: sofia@ blackpr.co.uk Tianajewel.com 30 | boutique. | APRIL 2021

Empreinte has launched a limited edition of one of its most iconic bras to celebrate its 75-year anniversary.

The Cassiopée Célébration features stunning arabesques and embroidery. £POA; E: c.remy@empreinte.eu

Perfect for spring footwear edits, Rosamund Muir’s premium Stefana sandals are handmade to order and available in a rainbow of colourways. £POA; E: contact@rosamundmuir.com Rosamundmuir.com

ACCESSORIES

Love links

With Love Darling’s jewellery provides artisans in third world countries with income so they can lift themselves out of poverty. £POA; E: love@ withlovedarling.com

Show of hands

Star quality

Fun and feminine, Cocorose London’s new Hoxton trainers feature leather outers, cushioned footbeds and softpillowed tongues for all-day comfort. £POA; Tel: 0208 829 8919

Urban living

Italian design

Handmade in Italy, Le Babe’s high quality leather footwear can be ordered in different colour combinations so buyers can create unique collections. £POA; E: colmsheehy.sheehy@gmail.com

Good vibes only

Hand crafted using traditional techniques, Loren Lewis Cole’s spiritually influenced Astrid ring is decorated with rows of triangles and made from gold-plated silver. £POA; E: enquiries@lorenlewiscole.com

Coster Copenhagen’s super-practical belt bag will bring an urban edge to outfits this AW21 while ensuring the wearer has all of their daily essentials to hand. Tel: 0045 5084 9855 Costercopenhagen.com

Get ready for a great British summer with Tiba + Marl’s x Smiley Picnic Blanket. Soft, padded and with a water resistant base, its carry handle can be attached to a buggy or clipped to a bag. £POA; E: wholesale@tibaandmarl.com

Modern update

Hello sunshine

Spring staple

Handmade by artisans in London using locally-sourced materials, Hill and Ellis’s leather pannier bags offer a modern twist on a classic satchel. £POA; E: Catherine@hillandellis.com Tel: 0203 488 5890

The all-new Sun Lite range by Austrian eyewear brand Silhouette sees a revival of retro shapes, nostalgic colour palettes and total UV protection. £POA; Tel: 0208 987 8899 Silhoutte.com

Crafted in luxurious cow hide with a metallic block heel, Native Dubai’s Boxxy Sandals in rose gold are a great choice for everyday styling and special occasions. £POA; E: info@nativedubai.com APRIL 2021 | boutique. | 31

www.joannaedwardsagency.co.uk 07989014141 / 07512550346 joannaedwardsagency@gmail.com

Down to Business A helping hAnd for fAshion indies

Retail by numbers

N

sTil on UnsplAsh

ow the business rates holiday has been extended to help struggling bricks-andmortar retailers, calls to reform the system are growing ever louder.

Two finance experts discuss how the government could overhaul the controversial tax…

April 2021 | boutique. | 33

DOWN TO BUSINESS

The pandemic has shone a harsh light on the crippling effects of business rates and changes are long overdue” The Spring BudgeT BroughT good newS for reTailerS, BuT The governmenT muST noT ignore The iSSue of BuSineSS raTeS, SayS marTin davenporT

“A

s you’re undoubtedly aware, chancellor Rishi Sunak announced a threemonth extension of the business rates holiday in his Spring Budget. For many, it certainly came as a surprise: most of us were expecting a six-month extension at least. And I had hoped this would also be extended in due course.

“However, this relief must still be commended. Steps are being taken to protect small and medium sized retailers, particularly given the £2 million cap for retailers that had to close on 5 January and the 66 per cent relief from July onwards.

“This £6 billion tax cut and £5 billion grants package should be an immense short-term support.

Although, it should have been announced in January to give business enough time to forecast.

“However, regardless of all the commentary for and against the Budget, now is the time when government must not turn its back on business rates.

Not an easy road

“UK retail has been forced to think on its feet over the past year. From restricting the number of customers allowed in stores at one time to closing dressing rooms and – ultimately - the entire shop floor, there has been no shortage of hurdles for retailers to tackle since the pandemic began.

“But even before we knew anything about Covid-19, headlines were littered with news of leading brands being forced to close their doors forever. Many blamed the rise of 34 | boutique. | april 2021

e-commerce, making bricks-andmortar stores redundant. However, the inflexible business rates system also played a vital role in restricting innovative retail and experiential shopping and therefore restricting the sector’s chances of fighting back against the internet.

How can we change this?

“There are four key pillars of the business rates system that must be amended to enable retailers to bounceback from the hardships of the past decade.

“Firstly, they can no longer be expected to go through the arduous task of challenging their business rates through Check, Challenge and Appeal (CCA) when attempting to set up a new innovative offer. There must be more flexibility in the system in order to foster creativity. How can the old players keep up in the race if they’ve got their feet bound?

“The Uniform Business Rate (UBR) also needs to be reduced to align the UK with the rest of the world. It is currently £0.50 in every £1 (one of the highest in Europe) and should sit closer to £0.30.

“Additionally, empty rates relief needs to be extended beyond the current three-month window to allow landlords more time to find replacements for their vacant spaces, just as downward transition must be abolished so rates are in line with rent.

In short, an old system needs to be hauled into the twenty-first century – acknowledging the current business backdrop and ensuring business rates promote business growth, rather than stunt it.

A new business backdrop?

“The pandemic has shone a harsh light on the crippling effects of business rates. But, with hardship often comes opportunity. Now, as we hopefully leave the final UK lockdown behind us, it is time to make these changes.

“With the government hoping for a strong post-pandemic economic recovery and the review of the rates system coming up this autumn, it is the ideal time to push for a transformation of this archaic system.

For this reason, I urge the government to reflect on how crucial this relief has been for retailers throughout the pandemic and realise that changes to business rates are long overdue.”

Martin Davenport is head of business rates and partner at independent property consultancy Hartnell Taylor Cook and former president of the Ratings Surveyors Association.

The Complete End-to-End Retail Solution Simple. Powerful. Affordable.

Cloud POS, Ecommerce and Intelligent, Seasonal Reporting

“We looked ... there isn’t another retail system out there that costeffectively delivers the End-to-End solution like that of Citrus-Lime Cloud POS. It doesn’t seem to exist.”

Paul Trepte Trekitt Managing Director

www.citruslime.com

DOWN TO BUSINESS

“The government is in a tricky position of needing to promote business growth and recovery in order to stabilise the economy” While unpopular among retailers, Business rates are crucial for funding services, says harry Johnson at langleys solicitors

“T

he government announced during the 2020 Budget that it would conduct a full review of the business rates system.

This came after consistent calls from business owners for a reform because of the negative impact and burden the tax has on sustaining growth. Their interim report was released on last month’s ‘tax day’, which was followed by news of high street store closures from TUI and John Lewis.

“Following a significant delay in the discussions over reviewing business rates, the government has finally provided its long-awaited update on its review. The review is being undertaken in the context of wider public policy concern, mainly the future of the high street. During lockdown restrictions we have seen multiple major high street names fall victim to dropping demand for physical retail, while we have also seen online retailers thrive.

The government will need to balance out the advantage that online retailers are currently afforded if they want to preserve high streets - something that businesses believe the reform or even complete removal of businesses rates will achieve.

“Additionally, while the business rates holiday has helped parts of the retail and hospitality sectors cover costs, there are hopes that the government will bring about a further extension to the holiday well beyond the current expiry date of 30 June 2021 to allow for high street retailers to fully recover throughout the next year. However, there are also those who have highlighted that the exclusion of this support for other high street businesses may result in 36 | boutique. | april 2021

town shopping centres becoming significantly under populated.

“To combat this disparity, there has been a proposed introduction of an online sales tax, aimed at the sale of online goods, and another tax aimed at the delivery of consumer items. The latter suggestion would also provide additional environmental benefits as it could see a reduction in traffic.

Though for these to even be considered as replacing the current businesses rates, they would have to not result in a deficit on tax revenue.

Balancing act

“There have been consistent calls for a change to the system, as many believe that business rates have disproportionately increased in comparison with inflation and other taxes. Moreover, that the increased costs for businesses requiring a physical presence is putting them a critical disadvantage against purely online businesses.

“While business rates have been increasingly unpopular among business owners, they’ve always been valued by the government as a stable revenue for funding key local services.

The government is in a tricky position of needing to promote business growth and recovery in order to stabilise the economy, while also providing

sufficient finance for local councils and services that have been the backbone of the UK’s coronavirus response.

“Any further postponement to business rates reform is likely to be met with backlash from a large percentage of business owners who are reluctant to believe the government is trying to make significant change to the system.”

Harry Johnson is a solicitor at Langleys Solicitors in Lincoln.

Join the dots

PROMOTION

How Citrus-Lime’s aLL-enCompassing system Can make running a retaiL business easier

D

ealing with the everyday commitments that running a business can bring can be challenging.

And this is especially true if your Point of Sale goes down.

If the system you use at your boutique is made up of software from different providers, there can be times when the platforms don’t talk to each other effectively. When this happens, it’s down to you to manage the situation. All of this takes time, which makes the benefits of an allencompassing POS clear.

Cloud POS forms the basis of Citrus-Lime’s End-to-End Cloud Retail Solution. It allows you to keep track of your stock positions in real-

time and is full of useful features to help you grow your business. Having sight of stock locations and availability simplifies inventory control, while setting automated re-order points ensures you never run out.

Fantastic features Staying up-to-date with supplier stock levels and delivery times is easy with Citrus-Lime’s Supplier Integration Module. Knowing what’s available at source is particularly useful if instore space is limited. Meanwhile, connecting your website to suppliers through the Ecommerce solution gives customers greater choice and a better buying experience. Its Click and Collect feature complements the offer,

Patricia Eve Half Page Advert Boutique April 2021.pdf CONTACT: Citruslime.com

1 06/04/2021 13:34:34

making it one of the easiest ways to attract extra footfall to your store.

It’s goes without saying that intelligent and easy-to-read reports can help you understand how your business is performing. Citrus-Lime’s Cloud Reports shows you where sales are up to and highlights your best (and worst) sellers so that you can make smart decisions. To encourage loyalty, its Customer Rewards scheme also gives shoppers savings on future purchases – offering a fantastic way to generate sales.

Lastly, its End-to-End Cloud Retail Solution is affordable and easy to use.

Full training and support is provided, so you’ll never be left on your own.

Best of all, it makes space in your life so you can concentrate on growing your business.

Tel: +44 (0)1423 885374, Email: info@patricia-eve.co.uk, Website: www.patricia-eve.co.uk

C

M

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CM

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apriL 2021 | boutique. | 37

DOWN TO BUSINESS

Online opulence

LIveAReA’s eLLIott JAcobs ReveALs how LuxuRy bRAnds ARe tRAnsLAtIng theIR fIve stAR In-stoRe exPeRIence to e-commeRce

F

rom Zoom styling consultations and digital VIP dinners to dial-in personal shopping experiences, luxury brands have had to be innovative recently to woo the wealthy and add splendour to spending. The pandemic accelerated digital uptake in the luxury market, forcing brands to engage and experiment with new technologies from virtual clothing to online catwalks and showrooms.

Two years ago, 80 per cent of luxury sales were influenced by online. This could be anything from seeing fashion opinions from friends on social media to buying crystal-embellished Jimmy Choo heels on Farfetch. According to global consultancy firm Mckinsey, that figure is likely to be even higher now.

So, what does this mean going forward? Well luxury brands are now having to emulate the premium experiences they’ve created in-store, online. And they’re up against the rise of pure-play brands like Farfetch and Net-a-Porter, who are pioneering digital luxury experiences focused on data. However, luxury requires a refined strategy compared with other e-commerce sectors. Purchases can be more considered and take longer. They are not dictated by price, which works for fast fashion. In fact, in luxury, cost can have the opposite effect.

In the past, luxury brands have dictated the terms of engagement.

With the rise of social media, ownership of the brand is shifting.

Co-creation is more apparent. Brand image and buy-in have moved towards the domain of the consumer. It is no longer dictated by a management team in the Swiss Alps or a Milanese mansion.

38 | boutique. | APRIL 2021

So, let’s explore some of those luxury digital trends brands are deploying…

Online drops

Luxury brands are moving to this model to stay constantly relevant.

They market new items on a monthly basis instead of just seasonally in accordance with the annual fashion week schedule. A buzz is created via Instagram or WeChat before a product goes live. Brands fuel anticipation

• Bespoke packaging tissue – all colours available • Personalised branding for your stores T: 01395 223405 E: info@suttonswrap.co.uk www.suttonswrap.co.uk

SIMPLY GORGEOUS JEWELLERY AND SCARVES

BRITISH TRAVELGOODS AND ACCESSORIES ASSOCIATION

Buy online at missmilly.co.uk or call: 01905 622 509 APRIL 2021 | boutique. | 39

DOWN TO BUSINESS among followers by using countdown clocks and push notifications. Supreme leads the way in this area while Louis Vuitton and Burberry have also successfully adopted this approach.

Virtual assistants

These can be engaged via video links and are an increasingly important feature in luxury e-commerce. Net-APorter is expanding its offering, hiring more than 100 new personal shoppers and client relations managers, pairing the most loyal customers with a dedicated personal shopper. Gucci is opening six customer service centres staffed by 500 people, reinventing the traditional shop assistant for the smartphone age. The centres deal with enquiries by phone, email or live chat.

Virtual personal styling is also part of this movement.

Blockchain

With high-end online sales growing, authenticity via digital purchases is vital. Luxury brands are deploying blockchain or distributed ledger technology (DLT) to ensure authenticity and traceability. This involves a so-called “single source of truth”, reconciled between parties such as wholesalers, stores, luxury brands and their partners if a transaction is to be completed. It can be used to verify whether goods are fake or not.

Influencers

This involves deploying personas that resonate with high-net worth consumers, as well as the luxury ecosystem as a whole. Influencer campaigns are multi-dimensional.

The market is sub-divided into those prominent in fashion, travel or fitness.

Brands have to work with many different interest-based influencers to penetrate new areas where their products can be discovered.

Influencer ROI is crucial, especially in the luxury sector where costs can be high. This is also the age of call-out culture, where authenticity trumps everything. Brands are moving towards co-creating, where influencers, customers and data from consumers inform the next iteration of 40 | boutique. | APRIL 2021

luxury products and experiences.

Summoner’s Cup.

Levelling-up social

Unboxing

High-end consumers continue to look for novelty in their social media feeds. Look out for the rise of niche social platforms such as TikTok and expect luxury consumers to seek out more intimate digital spaces. The digital commons will be rife with those looking for more meaningful, life-enhancing connections with likeminded people and brands.

The social media sphere is not standing still either; expect traction through Instagram as social shopping comes to the fore. There will also be more fluidity between both stores and online. It will be crucial for luxury brands to offer unique experiences that connect customers’ social and online lives to their physical environments.

Burberry’s social retail store in China is a prime example.

Blended reality

Many luxury brands are looking at using technologies that enhance their presence in the market. Gucci has been teaming up with avatar platform Genies. Users of the technology can dress digital figurines in Gucci’s fashions and send them to friends via WhatsApp, Instagram and Facebook Messenger. In an era where retail has truly become 24/7, this collaboration hits the mark on delivering high fashion to consumers exactly where they are, when they want it and, most importantly, how they want it.

Gaming

The convergence of gaming and luxury looks set to grow and brands increasingly realise the power of immersing consumers in a digital experience. For instance, in 2019, Louis Vuitton was the first luxury brand to team up with Riot Games and its online video offering League of Legends. The luxury fashion house offered in-game skins and a corresponding capsule collection by a top designer. Louis Vuitton also designed a carrying case for the League of Legends World Championship trophy, known as the

It is said that unboxing is the new storefront, which will be even more apparent after the pandemic. Social media ‘unboxing’ trends with countless influencer posts dedicated to filming the unpacking of a luxury shopping haul have worked to place additional focus on packaging. This will increasingly play an important role in elevating the luxury e-commerce experience. With affluent consumers shopping online more regularly than before, creating a delightful and memorable premium unboxing experience will be crucial.

The challenge for luxury brands will be to find the right balance between luxurious packaging and sustainability goals. Worthy not wasteful will be the new mantra. There will be luxury brands trialling new sustainable materials, digital storytelling around these elements and reimagining of packaging as treasured keepsakes.

So, what’s next?

Younger shoppers will deliver a great deal of growth for luxury goods and will shape how high-end products are bought and sold. These are digital natives, more socially conscious and very active on digital platforms.

It’s not only about online – they just don’t view offline and online shopping as two separate entities. Brands need to consider how to weave new digital experiences into the retail experience and offer a combined, improved purchasing experience, from social media to mobile payments and instore retail experiences.

The opportunity is now. If a brand is more adaptable with a more comprehensive digital offering, powered by data, the cloud, digitised supply chains and enhanced online experiences for customers, those brands will realise these benefits even more when the pandemic has passed, stores are open and footfall returns.

Elliott Jacobs is EMEA commerce consulting director at global customer expeirnece and commerce agency LiveArea.

shop talk

“In a rapidly shifting climate accelerated by a pandemic, retailers simply cannot afford to ignore the need to adapt and upgrade their current fulfilment offerings” Hari KrisHnadasan, Md at Capri ClotHing, disCusses tHis MontH’s HigHly antiCipated reopening of retail

“A

fter months of coronavirus-related closures, non-essential retailers will be able to apply to trade from 07:00 to 22:00 BST from Monday to Saturday. This move will help customers avoid peak times and ease the pressure on transport, enabling businesses to recover and customers to shop safely.

“The retail, hospitality and leisure sector will receive a £5 billion restart grant, as well as continuing the business rates holiday. This combined should give the non-essential retail sector a £6 billion boost. The business rates holiday and furlough schemes will continue into June and September respectively, helping the physical sector come back to life after the latest (and hopefully final) lockdown. Furthermore, the £56 million Welcome Back Fund announced by the government will provide a much-needed boost for many businesses – protecting jobs, reducing pressure on public transport and supporting people and communities to continue to visit their local high streets safely.

“At the same time, however, it must be noted that there has been a fundamental shift in shopper habits over the past year. This move is something that we expect is here to stay. The figures speak for themselves: we’re no longer gradually shifting to online, we’re evolving dramatically.

To keep pace, the forward-thinking retailers I have spoken with are putting the right resources in place to meet these changing customer needs.

“The future of retail is hybrid. Most of these ‘hybrid retailers’ have seen a large shift in their business from in-store to online, and customer

preferences have similarly shifted, highlighting the personalised experience online shopping can provide. I’m excited to see many examples of this across social media from our retailers showcasing Capri products.

“A spokesperson for the British

Retail Consortium (BRC) said: ‘The UK retail industry is a global leader in digital innovation and online retail has provided a vital lifeline for many households across the country over the course of the pandemic. Businesses should look to improve their digital skills and develop their online offering to boost an already dynamic sector.’

Another industry report concluded that the key to survival and growth will in fact be a hybrid approach, bridging the gap between the online and offline world. As such, omni-channel initiatives are being recognised as crucial investment options, with almost a quarter of brands planning to invest in Buy Online Pickup Instore (BOPIS) capabilities ahead of this year’s peak season. Figures show that 30 per cent are planning to invest in curbside pickup and 25 per cent in their ship-from-store capabilities.

“In a rapidly shifting climate accelerated by a pandemic, retailers simply cannot afford to ignore the need to adapt and upgrade their current fulfilment offerings.

Omni-channel investment and operational infrastructure will prove to be make or break for retailers in 2021 and it’s becoming increasingly clear that a hybrid approach to retailing is needed for the sector to survive. This will not only inject value back into bricks-andmortar retail, which will no doubt experience a surge from 12 April and continue to do so, but it will also help physical retailers keep up in a digital era.” april 2021 | boutique. | 41

Shop Talk

Industry opInIon

Best of both

O

(KI:ts)

ffering a curated edit of Japanese lifestyle brands alongside its own leather accessories, London indie (Ki:ts) is a firm favourite with the area’s fashionable visitors. We meet founder Takaharu Osako to discover his post-pandemic business plans…

AprIL 2021 | boutique. | 43

SHOP TALK

Cultural fusion

How one cHance meeting led to a global brand for Japanese accessories designer takaHaru osako 44 | boutique. | april 2021

SHOP TALK Named after English romantic poet John Keats, independent leather accessories brand (Ki:ts) mixes British craftsmanship with Japanese design.

Last year it opened a flagship store in Central London, selling its own range alongside a curated edit from independent Japanese lifestyle brands.

We speak to founder Takaharu Osako to find out why the concept has been a big hit with London shoppers…

What is your career background?

I graduated from Central Saint Martins College and continued my career in the UK, working as an accessories designer for 10 years as well as buying for a fashion and lifestyle store in Japan.

Why did you launch Ki:ts?

It launched in 2009 after a buyer for BEAMS (one of Japan’s top fashion stores) asked me where my belt was from. I told him that I had made it by hand and from this chance meeting they began to stock my belt. Other prestigious Japanese stores such as United Arrows and Isetan started placing orders, which allowed me to expand my business and move production to England.

What is the concept behind the brand?

It’s a London-based fashion and lifestyle brand mixing British craftsmanship with Japanese design.

It has a contemporary aesthetic that

strikes the perfect balance between classic and cosmopolitan, elegant and practical.

Why did you want to open a physical store?

We opened the (ki:ts) flagship store in London in December 2019 to mark the brand’s 10 year anniversary. The store curates an edit of eclectic and independent brands from across Britain and Japan, which complement our own leather-goods brand. Our target customer has a keen interest in fashion with a special love for Japanese culture and quality design.

bags of �tyle 4 Hero products from latest (ki:ts) collection

How has the pandemic affected your business?

Lots of the products that we stock are very tactile or scented, which can be difficult to translate via our online store. We have also missed interacting with our customers on a daily basis.

However, we have seen a spike in sales towards our home and beauty products as more people have spent time at home.

SQ Backpack

How would you describe the Japanese design aesthetic?

Japan has a rich culture and a world renowned reputation for elegant design, which is very popular within the UK at the moment. I aim to select products that will fit into the lives of someone living in Britain. London especially, is a melting pot of diverse culture, who’s inhabitants have a global taste and a desire to try new things.

Tower Barrel

What are your plans for the next year?

I want to continue to expand my customer base and build my brand’s name with the core products that I already make. However, I aim to continue to source new and interesting brands to stock at the (ki:ts) store.

Fold Purse

How about for the longterm?

Ultimately, I would like to open a concept store in Tokyo, where I would stock and sell British labels for Japanese customers.

Drawstring Bag

april 2021 | boutique. | 45

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