Boutique Magazine April 2022

APRIL 2022

BUSINESS SENSE FOR FASHION RETAILERS

ISSUE 137

Wanderlust

Suitcase-friendly fashion Buying British Spring Statement Anna Park

Showing at INDX stand P380 & Harrogate Fashion Week Stand M47 www.capriclothingonline.com • sales@capriclothing.co.uk • Tel: 0203 819 0819

EDITOR’S LETTER

Spring update

EDITOR Gemma Ward gemma@bpmedialtd.co.uk PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Tel 01795 515288 Tel 07960797383 Catherine Ridings – cath@bpmedialtd.co.uk Tel 01795 515288 DESIGN AND PRODUCTION Jack Witcomb – jack@bpmedialtd.co.uk CREDIT FACILITIES MANAGER Beccy Wells – beccy@bpmedialtd.co.uk Tel 01795 515288 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 SCHIESSER GmbH Schiesser is distributed by Concrete Concept Ltd Email: sales@concrete-concept.org

R

ishi Sunak’s Spring Statement was a disappointment for small businesses, with many desperate for help with rising costs.

Indies will be hit with a sharp rise in energy costs this month alongside higher business rates bills and wages. And while the government has implemented a cut on fuel duty and increase to the Employment Allowance, critics say it will do little to relieve the financial pressure they currently face. Turn to page 39 for some expert analysis.

On a more positive note, many shoppers are preparing for a summer holiday abroad this year for the first time since 2019. Sales of high summer fashion are expected to boom as consumers refresh their holiday wardrobes. So, if you find your store is selling out of key pieces and you’re looking for fresh stock, don’t miss our holiday essentials edit on page 21. We also highlight some top short order suppliers offering suitcase-friendly pieces on page 26.

Meanwhile, with support growing for local businesses and independent home-grown brands, British fashion is also experiencing a resurgence.

With that in mind, we’ve hand-picked some leading womenswear collections created by talented UK-based designers starting on page 33.

Elsewhere this month we also interview Anna Park, founder of the eponymous boutique group, Anna.

Her mini womenswear chain is among the most successful in the UK, offering a truly outstanding service paired with an irresistible fashion edit. Having been in the business for almost 30 years, Park has had to adapt to many changes along the way. However, her original concept of selling beautiful clothes remains.

Turn to page 49 to find out how she’s navigating the world of e-commerce.

Last but not least, if you haven’t already submitted your Boutique Star Awards entry, there’s still time. Head to boutique-magazine.co.uk/submitand-entry for a chance to win.

Good luck!

Gemma Ward, Editor Follow us on Instagram @boutique.magazine

Holiday Holidaymode mode STOCK STOCK UP UP

STOCK STOCK UP UP

JETJET OFFOFF INTO INTO THETHE SUNSET SUNSET WITH WITH THESE THESE SUNNY-DAY SUNNY-DAY WOMENSWEAR WOMENSWEAR ESSENTIALS ESSENTIALS SUNGLASSES SUNGLASSES SCOTCH SCOTCH AND AND SODA SODA £POA £POA

HAT RAINS HAT RAINS £POA £POA CLOVER CLOVER DRESSDRESS SUGARHILL SUGARHILL BRIGHTON BRIGHTON £26.80£26.80

EARRINGS EARRINGS JOANNA JOANNA LAURA LAURA CONSTANTINE CONSTANTINE £54 £54

STOCK UP

Buying British SUPPORT HOME-GROWN TALENT BY STOCKING UP ON BRITAIN’S BEST FASHION BRANDS

NECKLACE NECKLACE MISS MILLY MISS MILLY £7.50 £7.50

MAGGIE MAGGIE STAR TEE STAR TEE SUGARHILL SUGARHILL BRIGHTON BRIGHTON £10.70£10.70 KAFTAN KAFTAN SEP JORDAN SEP JORDAN £POA £POA

JUMPSUIT JUMPSUIT LEE JEANS LEE JEANS £POA £POA BAG BAG SEP JORDAN SEP JORDAN £POA £POA

DRESSDRESS SCOTCH SCOTCH AND AND SODA SODA £POA £POA

BAG BAG SCOTCH SCOTCH AND AND SODA SODA £POA £POA SUNGLASSES SUNGLASSES HOUSE HOUSE OF OF DAGMAR DAGMAR £POA £POA

DIDI SLINGBACKS DIDI SLINGBACKS TITI ADESA TITI ADESA £POA £POA ZOYA ZOYA SANDALS SANDALS TANKTANK STEIGER STEIGER £POA £POA

HOXTON HOXTON TRAINERS TRAINERS COCOROSE COCOROSE LONDON LONDON £POA £POA

STAR STAR FISH FISH EARRINGS EARRINGS LILY CHARMED LILY CHARMED £12.50£12.50

W

hen you think of Britain, what springs to mind?

Perhaps it’s the Royal family and unpredictable weather, or maybe your mind conjures up images of a pot of freshly brewed tea. For us it is this nation’s vast contribution to fashion.

After all, it was designers based in this country that first conceived the trench coat, Chelsea boot, Oxford shirt and miniskirt.

London itself has always had a reputation as one of the most creative cities in the world. And largely thanks to the popularity of London Fashion Week, premium UK designers export millions of pounds worth of products every season to markets around the world.

Here in the UK, shoppers are also keen to support British-made and designed brands. This coincides with the growing trend for choosing local businesses and shopping with small firms, which has boomed during the pandemic.

UK manufacturing specifically is worth around £192 billion to the UK’s economy and employs 2.7 million people. Kate Hills, founder of Make it British, says: “It has never been more important to buy products that are made in the UK and support local manufacturing.

By pledging to buy products that are made in the UK you are lowering your carbon footprint, saving essential skills, helping local economies and creating job opportunities.”

In addition, supporting locally designed brands will help boost the UK’s economy and reduce any Brexit red tape on importing fashion. And with so many British designers and manufacturers to choose from, supporting homegrown talent has never been easier.

Here are some of our favourite brands that are setting the style agenda while flying the flag for Great Britain…

CELTIC AND CO

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DESIGNERS HANDMADE JEWELLERY Sigal Distribution 01784482888 sigaldistribution@gmail.com www.sigaldistribution.com

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www.lizabella.co.uk www.ellaboo.ie T: 07712 398549 01132 459064

6 | boutique. | APRIL 2022

FASHION FIX

Fashion Fix

ESSENTIAL NEWS FOR FASHION INDIES

KLARNA

U

Mobile shopping is booming in the UK as a result of the pandemic, reveals new data

K shoppers are increasingly using mobile devices and shopping apps to make purchases as a result of the pandemic, new research

by Klarna reveals.

The fintech giant surveyed more than 13,000 consumers across 13 countries to create its 2021 Mobile Shopping Report. Its findings reveal that seven in 10 UK-based consumers (67 per cent) now shop on their mobile devices more often than they did two years ago. This increase is the largest of any country in Europe, especially compared to those that implemented less restrictive covid measures such as Sweden (54 per cent).

In the UK, consumers across all generations have increased shopping on their mobiles in the past two years from Gen Z (77 per cent) and Millennials (79%) to Gen X (68 per cent) and Baby Boomers (56 per cent).

The data also shows that while shoppers are now returning to physical stores, they increasingly seek to combine their online and inperson shopping experience. Six in 10 (62 per cent) say they use their mobile devices to research products while shopping in-store. Meanwhile, nine in 10 use their phones to compare prices (90 per cent) and look for the best deals or price promotions (94 per cent). Eight in 10 (78 per cent) also say they search on their mobile for shopping inspiration.

Klarna’s report also finds that shopping apps are becoming more popular in the UK. The majority of consumers (60 per cent) say they have between one and five shopping apps installed on their devices. However, it also shows that consumers are becoming increasingly frustrated with the overload of apps: four in 10 (35 per cent) feel overwhelmed by the number

of apps available and a quarter (24 per cent) say they would delete more than half of their existing shopping apps. Most UK consumers (63 per cent) would prefer to have a single app that incorporates all aspects of their shopping journey, with eight in 10 (79 per cent) saying this would simplify their shopping experience.

“The digitalisation of retail means that we will stop talking about online shopping and physical stores as separate experiences, with consumers able to access the best of both worlds to make informed purchase decisions,” says Alex Marsh, head of Klarna UK. “Shopping apps will play an increasingly important role in the way we shop and consumers will choose those apps that can support them in all the stages of their shopping and payment journey, helping them save money and time.”

APRIL 2022 | boutique. | 7

FASHION FIX

Indie jewellery brand founder joins female entrepreneurs at House of Lords Miss Milly founder Sarah Watmore joined over 100 other female business owners last month for a special reception at the House of Lords. The event was held as part of Small Business Britain’s ƒ:Entrepreneur #ialso100 campaign, which celebrates females founders across the country.

Watmore, a former retailer who launched her own accessories brand in 2012, was named an ƒ:Entrepreneur #ialso100 in 2021. The Westminster event was attended by her fellow cohorts as well as special guest speaker Labour MP Dr Rosena Allin-Khan, who paid tribute to the power of female entrepreneurship.

“Getting to meet so many inspirational women was an absolute joy and such fun after two really tough years,” Watmore says.

“And Dr Rosena’s speech was very motivational and humorous.”

The f:Entrepreneur campaign launched in 2017 to highlight the stories of female founders while providing role models across the small business community. Now in its fifth year, the campaign offers a host of events, training and networking opportunities to boost skills, capability and confidence.

8 | boutique. | APRIL 2022

Anine Bing marks tenth birthday with Irina Shayk campaign Irina Shayk has been chosen as the new face for LA brand Anine Bing. Marking the label’s 10-year anniversary, the supermodel stars in a series of stunning imagery to relaunch its Classics Collection and debut its Resort range.

Anine Bing’s Classic Collection offers best-selling wardrobe staples designed to transcend seasons.

Every piece is intended to mix, match and layer with everything from the brand’s collections, with

tailored separates, elevated basics and luxe leather accessories.

Meanwhile, making its debut this May, Anine Bing’s first ever Resort Collection includes swimwear and holiday-inspired womenswear.

“It’s been a dream working with Irina,” says founder Anine Bing. “She is effortlessly beautiful, confident, kind and completely embodies the brand. I can’t think of a better person to represent Anine Bing as we celebrate this ten-year milestone.”

Premium trade show Scoop announces new venue for SS23 The next edition of Scoop will take place at Olympia West to coincide with sister trade show Pure London.

Opening its doors from 17-19 July, the event will mark the premium show’s twenty-first season and will be easily accessible to Pure London attendees.

Olympia West is part of the site’s major £1.3 billion redevelopment.

The space is big enough to host 5,000 people and boasts its own entrance as well as lots of natural light.

Scoop founder and MD Karen

Radley says the show’s next edition will showcase the very best premium and ready-to-wear women’s and men’s clothing, accessories and lifestyle collections: “I’m delighted to be celebrating 21 seasons of Scoop. After many conversations with buyers and designers who have expressed their desire for our datelines to align with Pure London, I look forward to taking Scoop to Olympia West and continuing to focus on introducing brilliant fresh talent and new designer collections.”

31 JULY - 1 AUGUST 2022

SEE YOU NEXT SEASON

APRIL 2022 | boutique. | 9

FASHION FIX

Classic STINE GOYA Ugg boots given couture makeover for Paris Fashion Week Ugg’s famous sheepskin boots were given a catwalk makeover

by Kevin Germainier for his eponymous brand’s first Paris Fashion Week show. The Swissborn Central Saint Martinstrained designer took the classic boots to new heights by updating the silhouette and adding extravagant embellishments such as vibrant feathers and upcycled Swarovski crystals.

Germainer specialises in sustainable fashion, designing high-end pieces using upcycled fabrics and materials discarded by other brands. Its SS22 collection, which comprises sculptural jackets and glittery dresses, is due to land on matchesfashion.com this spring.

“I envisioned a very unique Ugg Couture boot and I like that the final result is unexpected,” he says. “In these silhouettes,

10 | boutique. | APRIL 2022

barometer INDUSTRY SALES FIGURES FEBRUARY 2022 (VERSUS FEBRUARY 2021)

+ 197.30% Average sales quantity

-27.49% Average selling price there is everything that roars in me; everything that pushes me to transform darkness into light, to tell life in all its brilliance.”

Generation Z influenced by social media more than any other demographic Gen Z is influenced by social media more than any other generation, reveals a study of 6,500 global shoppers aged between 16 and 24.

According to the research, eight out of 10 use social platforms on multiple occasions throughout the day while seven out of 10 say they have purchased products discovered on Instagram, TikTok or Facebook.

The study was commissioned by global payments platform Thunes, which says businesses must understand this generation if they are to achieve growth past 2030. Gen Zedders or Zoomers currently represent the largest population on earth, accounting for almost 2.5 billion people.

Its research also finds that Zoomers spend a slightly larger proportion (19 per cent) on online shopping than on socialising, eating out and

Boutique

entertainment. About a quarter in western markets almost never use cash while one of the most important drivers when they are considering a purchase is brand trust.

Thunes CEO Peter De Caluwe comments: “Gen Z is a misunderstood and overlooked generation, but we should start to take them seriously as the revenues and strategic plans of many businesses - especially those that are relying on fast growth - are dependent on them. We knew that social media would be a key part of a Zoomer’s daily life, but what our survey helped to reveal is the extent to which it is driving spending activity in this demographic. Failure to recognise the imminent influence of the digitally native Zoomer could result in a once perfectly shoppable brand witnessing slipping sales.”

+3.49% 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

PHOTO BY JUNE AYE ON UNSPLASH

APRIL 2022 | boutique. | 11

FASHION FIX

Sensational summer

German womenswear label Smith & Soul offers modern feminine pieces on short order, with eight collections launched each year. Dropping into boutiques this May and June, its latest line-up includes high summer dresses and separates in vibrant prints and colourways. £POA; Tel: 0207 323 6652 E: tim.ryan@genusfashion.com smith-soul.de

Practical choice

Available in 220 colourways, EastPak’s iconic Padded Pak’R backpack is a super practical choice for work and off duty. The padded shoulder straps can be adjusted for optimum comfort while the handy front pocket is ideal for stashing essentials. £POA; Tel: 0203 137 3901

Boutique loves…

STYLISH BUYS TO ELEVATE YOUR OFFER THIS SS22

Nice curves

British brand Sugarhill Brighton is expanding its size range for SS22 with the launch of its new Curve collection. Buyers can now purchase 50 of its best-selling jumpers and tees in up to size 22, with more due to roll out for AW22. £POA; Tel: 01273 911 393

Cool collab

Made from cashmere for ultimate comfort, Pantherella’s Aria sock is now available in three new hues to add a pop of colour to summer outfits. Choose from bright aqua and damson mix or neutral camel. £13.50; E: info@pantheralla.com

Outerwear brand Rains has teamed up with French boot icon Palladium to create a new footwear line for SS22. The collab sees two of Palladium’s classic styles – the Pallashock and Pampa – reimagined with Rains-inspired fabrics, colourways and details. £POA; E: jc@rains.com 12 | boutique. | APRIL 2022

Bright spark

GENUS FASHION MULTI BRAND AGENCY

For further details please contact: Tim Ryan 020 7323 6652 tim.ryan@genusfashion.com www.genusfashion.com

genusfashionagency

3RD FLOOR, 5-11, MORTIMER STREET, LONDON, W1T 3JB

FASHION FIX

Old school cool

The perfect gift for music fans, Scream Pretty’s Mix Tape Earrings are a fun nostalgic throw-back. Pair with the brand’s best-selling mix tape necklace for the ultimate nod to old school cool. Crafted in sterling silver with the option of 18ct gold plated silver, £10.95; tradescreampretty.com

April showers

Available in Tomato Red and Soft Teal with a pretty floral lining, Lily and Me’s cotton blended showerproof Chedworth jacket is the perfect cover-up for spring downpours. Available for immediate delivery, £POA; Tel: 01452 207 766 lilyandmeclothing.com

Treasure trove

Inspired by a trip to the Dorset coast, Capri London’s SS22 collection features fun and feminine womenswear in botanical and abstract prints. As part of its new direction, the brand has also introduced more organic, GOTS tested and recycled fabrics this season to create conscious clothing that’s made to last.

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

INJECT NEWNESS INTO YOUR STORE WITH THESE STANDOUT WOMENSWEAR BUYS

Rainbow bright

Showcasing its love of colour, Luella’s new 100 per cent cotton Fair Isle tank combines multiple hues in one nostalgic-yet-contemporary design.

The spring-perfect piece is designed at the brand’s Cotswolds-based studio and made in Italy using 50 per cent Ecotec cotton. £POA; Tel: 01454 238 940 luellafashion.com

Beach ready

Available on short order, Tempest Designs has launched 14 irresistible resortwear styles in a luxurious viscose silk mix. From kaftans to kimonos and floaty hi-lo dresses to elegantly embellished tunics, the line-up is the perfect choice for boutique holiday edits this SS22. From £16.95; tempestdesigns.co.uk 14 | boutique. | APRIL 2022

Conscious choice

FASHION FIX

Follow the herd

An unexpected style staple for spring, Sheep Inc’s sleeveless crewneck vest is crafted with 100 per cent merino wool sourced from New Zealand farms. Each includes a removeable digital tag to trace the garment’s origins and update shoppers on their own sheep. £POA; sheepinc.com

Easy on the eye

Made in Italy using sustainably sourced materials, House of Dagmar’s sunglasses feature biodegradable acetate derived from a mix of renewable wood and cotton pulp as well as ecofriendly Bio-Nylon Lenses. £POA; E: sales@houseofdagmar.se houseofdagmar.com

Eco chic

SUSTAINABLE PRODUCTS AND BRANDS

Lovely in linen

Linen is the original sustainable fabric, created from flax fibres that produce zero waste when grown in the ideal geographical location. Danish label by basics offers a wide range of linen pieces in 20+ colourways as part of its made-to-order collection, including this easy-wear dress (pictured). £POA; E: pg@bybasics.com bybasics.com

Weekend style

Crafted in organic cotton, Chalk’s signature Robyn top features a loose fit and round neck that looks great styled with joggers or jeans. £17; chalkuk.com/wholesale

Rain on me

Ready for all weathers, Rains’ Curve jacket is the Danish label’s reinterpretation of a classic trench. Expect the brand’s signature PU fabric and ultrasonically welded hems for an exceptionally stylish waterproof finish. £POA; E: jc@rains.com 16 | boutique. | APRIL 2022

pg@bybasics.com bybasics.com

FASHION FIX

#Grid goals TOP POSTS WE’VE LIKED ON THE ‘GRAM THIS MONTH

@shopatanna

“Happy Mother’s Day to all the wonderful mums!

Enjoy your special day.

Outfits by @ganni - call to buy.”

@biscuitclothing

“@stinegoyastudio in the windows this week… looking to stop the traffic!”

@thedressingroomsocial

“A sneaky peek at one very exciting rail, stay tuned @deryanetadd has a gorgeous new styling video coming your way this weekend.”

@irisandviolet_shop

“Happy sunny Saturday from our Cambridge shop.

We are so excited to be collaborating with the amazing @camsatchelco today…”

Social butterflies

THREE INSPIRATIONAL INSTAGRAM ACCOUNTS TO FOLLOW NOW

@kindbag

@makeitbritish

@rixo

Specialising in colourful sustainable accessories, British brand Kind Bag will brighten up your Instagram feed this spring.

Created by Kate Hills to support British manufacturing, hit the follow button on Make it British for industry insight and inspiring business content.

Founded by Henrietta Rix and Orlagh McCloskey, London brand Rixo has earned itself a reputation for its beautiful dresses and cool feminine aesthetic.

18 | boutique. | APRIL 2022

To view the full collection and digital catalogue visit our website

www.dantejewellery.co.uk T: 01260 226 588

Email: info@dantejewellery.co.uk

Spring collection and digital catalogue are available on our website No minimum for online orders and no-quibble returns policy if an www.dantejewellery.co.uk item is not what you expected via our Freepost address

Telephone 01260 226 588

Email : Info@dantejewellery.co.uk

STOCK UP

Stock Up

WHAT TO BUY NOW

CAPRICE SS22

The jet set

W

ith far-flung summer holidays back on the agenda, suitcasefriendly dresses, cool separates and beachy accessories have reached the top of shoppers’ wish lists. Here we pick out some of our best buys for SS22…

APRIL 2022 | boutique. | 21

Holiday mode STOCK UP

JET OFF INTO THE SUNSET WITH THESE SUNNY-DAY WOMENSWEAR ESSENTIALS SUNGLASSES SCOTCH AND SODA £POA

MAGGIE STAR TEE SUGARHILL BRIGHTON £10.70 JUMPSUIT LEE JEANS £POA BAG SEP JORDAN £POA

DRESS SCOTCH AND SODA £POA

DIDI SLINGBACKS TITI ADESA £POA

22 | boutique. | APRIL 2022

STOCK UP

HAT RAINS £POA CLOVER DRESS SUGARHILL BRIGHTON £26.80

EARRINGS JOANNA LAURA CONSTANTINE £54

NECKLACE MISS MILLY £7.50

KAFTAN SEP JORDAN £POA

BAG SCOTCH AND SODA £POA SUNGLASSES HOUSE OF DAGMAR £POA

ZOYA SANDALS TANK STEIGER £POA

HOXTON TRAINERS COCOROSE LONDON £POA

STAR FISH EARRINGS LILY CHARMED £12.50

APRIL 2022 | boutique. | 23

STOCK UP SANDAL SANTE + WADE £POA

BIKINI BALR £POA

WOODSTOCK NECKLACE CELESTE STARRE £POA

SUNGLASSES TRIBAL EYES £POA

SWIMSUIT POUR MOI £POA

SHORTS SCOTCH AND SODA £POA

KALINA SANDAL VIONIC £POA

BALR E: carl@startagency.co.uk, CELESTE STARRE E: sales@celestestarre.com, COCOROSE LONDON Tel: 0208 829 8919 cocoroselondon.com, HOUSE OF DAGMAR E: sales@houseofdagmar.se houseofdagmar.com, JOANNA LAURA CONSTANTINE E: amber@emsliecreative.com, LILY CHARMED E: sales@lilycharmed.com, LEE JEANS Tel: 0845 600 8383, MISS MILLY Tel: 01905 622 509 missmilly.co.uk , POUR MOI pourmoi.co.uk, RAINS E: jc@rains.com, SANTE + WADE E: hello@santewade.com, SCOTCH AND SODA Tel: 0203 137 3901, SCREAM PRETTY trade.screampretty.com, SEP JORDAN E: info@sepjordan.com, SUGARHILL BRIGHTON Tel: 01273 911 393, TANK STEIGER E: wholesale@tanksteiger.com, TITI ADESA E: sofia@blackpr.co.uk, TRIBAL EYES E: sofia@blackpr.co.uk, VIONIC Tel: 07860 132 846

24 | boutique. | APRIL 2022

Fashion Jewellery | Silver Plate | Homeware One-Size Clothing | Display

STOCK UP

Get packing UPDATE YOUR SUMMER HOLIDAY EDIT WITH THESE STANDOUT COLLECTIONS

LUELLA

ORIENTIQUE

Combining exquisite colourful prints with flattering laid-back silhouettes, Australian womenswear label Orientique is a great choice for holiday wardrobes. Its exclusive hand-drawn and hand-painted prints are created in-house or by artists around Europe, giving the range a unique point of difference. For SS22, its collection includes bright prints and plain colourways on natural fabrics such as organic cotton and rayon.

Standouts include digital print shirts, its best-selling signature Godet dress and cotton biker jackets in bright prints. Only stocked by boutiques, the brand is already reporting strong sell-through rates for the collection since it landed in stores this February.

Wholesale prices are around £16 for tops and £28 for dresses on average while the minimum order requirement is £1,500.

CONTACT: Tel: 0800 612 9009 E: info@carolccollections.com carolccollections.com 26 | boutique. | APRIL 2022

AQUA BLU

Known for its lush fabrics, directional designs and statement prints, swimwear brand Aqua Blu has been an Australian icon for over two decades.

Its range is designed and styled in Australia with global shoppers in mind, offering chic and sensual styles with a bold yet sophisticated aesthetic.

With a strong focus on quality and craftsmanship, buyers can expect modern and revolutionary designs that celebrate femininity. For SS22, its range includes a strong line-up of one-pieces, bikinis, tankinis and rash guards in cutting-edge shapes and striking bold prints.

CONTACT: Tel: 01423 885 374 E: info@patricia-eve.co.uk patricia-eve.co.uk

Designed in its Cotswolds studios, British brand Luella offers a wide range of sustainable linen garments that are perfect for updating your customers’ summer wardrobes. Its collections are designed to bring colour to everyday dressing with quality staples for all occasions. For SS22, its 100 per cent linen collection includes tunics, dresses and tops in natural colours such as ivory, tan and ecru alongside summer brights. Linen is a timeless choice for summer as it is cool, soft and breathable. Each piece in Luella’s range is fast-drying and can be packed easily – making it ideal for summer adventures. Standout styles include the Eloise Tunic, which is the ultimate layering hero or pool-side cover-up.

Its Sahara Dress, meanwhile, is cut in a flatting below-the-knee shape with a pin-tucked v-neck. Lastly, the Layla linen top features an elasticated shoulder that can be worn either as a round neck or off the shoulder.

Wholesale prices on application, no minimum order requirement after first initial order.

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

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Vacay vibes

MAKE A SPLASH WITH MIRACLESUIT’S FIGURE-ENHANCING SWIMWEAR

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ombining fit, form and function, the genus of Miraclesuit’s swimwear begins with its exclusive innovative fabric, Miratex. Boasting a high concentration of Lycra Spandex, it delivers three times the control of ordinary swimwear material without relying on inner linings and constrictive panels. The brand’s designers also utilise the best in bra support, such as its latest innovation: a one-piece moulded construction with underwires built into a foam bra. With leading technology and a uniquely fashionforward point of view, its exclusive designs and silhouettes are perfect for modern women. This season its collection includes one-piece swimsuits in bold graphic patterns, engineered florals, European-inspired prints, classic dots and a new take on animal print. Complete the look with coordinating pareos, scarves, shirts and dresses all designed to take the wearer from swim to soirée with ease.

CONTACT: Tel: 01423 885 374 E: info@patricia-eve.co.uk patricia-eve.co.uk Patricia Eve Half Page Advert Boutique April Miraclesuit Swimwear.pdf 1 29/03/2022 14:25:49

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

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SIMPLY GORGEOUS JEWELLERY AND ACCESSORIES

HELLO! SPRING & SUMMER 2022

BUY ONLINE www.missmilly.co.uk or tel: 01905 622 509 28 | boutique. | APRIL 2022

FIND US

PROMOTION

Just one click away

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FROM CONSCIOUS FABRICS TO ONLINE ORDERING, DANISH LABEL BY BASICS IS HELPING RETAILERS BECOME MORE SUSTAINABLE ONE GARMENT AT A TIME

anish label by basics offers a slow fashion concept centred on seasonless made-toorder buying and conscious fabrics.

But that’s not all. The brand also focuses on online availability, which minimises the reason for buyers to travel while optimising flexibility for its stockists.

launched,” CMO Gitte Borup explains.

“Here, the customers get full access to all styles, sizes, colours, pack shots and images. During the pandemic, we started putting our inspirational material online with a showroom, YouTube videos and a flip through look book on our website. This is all designed to inspire customers in the best possible ways.”

Digital approach

Real-time fashion

If the last couple of years has taught anything, it’s the value of real-life interaction. However, it has also taught us a lot about using online tools.

For by basics, online was a natural part of its approach before the pandemic struck. But the last couple of years have increased its online focus further still: “We’ve had a B2B webshop ever since the brand

Although technology and online presence are essential for by basics, so are people. So the brand places a strong emphasis on local agents and trade shows too.

With +60 colours of merino wool available in its range and a high focus on quality, some buyers prefer to see and feel its garments before buying.

Therefore, by basics also has local

agents operating in several countries: “We believe in people and want to offer the best service possible to our customers,” says Borup. “So we have local agents all over Europe, which visit customers. Retailers can also visit their showroom and meet up at local trade shows.”

She adds: “We try to keep it as local as possible – the same way as our production is made locally in Europe.

This way, we reduce travel emissions and increase local flexibility.”

In the UK, by basics has two local agents: John Pearce Fashion in London and V and J Cates in Glasgow, which retailers can contact directly for appointments.

So, whatever your preference for buying fashion, by basics can help you place the right orders for your business whenever you need.

CONTACT: John Pearce, Tel: 07504 117 954 E: info@jpf.london jpf.london; Jeremy Cates, Tel: 07770 934 363 E: info@catesfashion.com APRIL 2022 | boutique. | 29

ACCESSSORIES

Fashion Extras GEMMA WARD PICKS OUT SPRING’S BEST SHOES, JEWELS AND PYJAMAS

Perfect scents

Bristol-based home fragrance brand The Shed Collection produces handmade premium reed diffusers in intoxicating scents like Luscious Vanilla. £9.57; Tel: 07775 597 420

Cool runnings

A great choice for teaming with skirts and summer dresses, Gerry Weber’s chunky sneakers feature a high outsole and reinforced toe for guaranteed allday comfort. £POA; Tel: 01530 830 921 E: office@josefseibel.co.uk 30 | boutique. | APRIL 2022

Bring me sunshine

Crafted in organic cotton, Sugarhill Brighton’s semi-fitted Simone Jumper features a sunny summer sky print that will add colour to any boutique line-up. £19.30; Tel: 01273 911 393 sugarhillbrighton.com

Wake-up call

Brighten up early mornings with Newgate’s no-tick Ronnie Alarm Clock, which features a retro oval shape, clean Arabic dial and matt yellow finish. £POA; newgatetrade.com

Take a seat

Designed and made in Portugal to the highest standard, Sentta’s Ada armchair is crafted in beech wood and upholstered in cotton velvet for a modern take on mid-century style. £POA; Tel: 0035 122 4119 120 sentta.pt

Day to night

Worn as a clutch or shoulder bag, The Cambridge Satchel Company’s Pushlock is a versatile piece thanks to its compact size and handy detachable strap. £POA; E: wholesale@cambridgesatchel.com

The weekender

Perfect for a seaside trip, Vendula London’s Heritage Edwardian Pier Weekender Tote features a fun print and candy stripe interior. £POA; E: wholesale@vendulalondon.com

Full bloom

Decorated with a pink Japanese blossom print, Londonetti’s silver and vegan leather watch is the perfect accessory to brighten up womenswear this spring. £POA; E: trade@newgateworld.com

ACCESSSORIES

Spring green

With a large pendant and silvercoloured partial torque, Miss Milly’s lime green resin necklace is the perfect statement piece to dress up outfits this spring. £POA; Tel: 01905 622 509

Minimal style

Korean jewellery brand Numbering specialises in handcrafted minimalist designs such as these 14-carat gold plated brand Chain Unit Earrings. €39; E: order@victorshowroom.com online.victorshowroom.com

Spring steps

Made from natural Australian sheepskin with a flexible rubber sole, Emu Australia’s iconic Mayberry Slippers will provide an easy transition from cold spring mornings to high summer days. £POA; Tel: 0207 713 2080

Sunday vibes

Made for lazy weekends, Isla Day’s Sunday Morning pyjamas are a twist on a classic, combining a relaxed girlfriend-fit shirt with drawstring elasticated shorts. £POA; E: sofia@blackpr.co.uk

Tough choice

Inspired by the Japanese art form of furoshiki, Kind Bag’s Scarf Bag is made from one piece of silky PET fabric that can be fashioned into a scarf, bandeau top, headband or chic round bag. £POA; E: hello@kindbag.co

Pearly queen

Offering delicately handmade jewellery inspired by vintage and high fashion trends, Joanna Laura Constantine’s pieces combine semi-precious stones with gold plated rhodium and enamel. £51; E: amber@emsliecreative.com

Festival queen

Perfect for dancing under the bright lights of the Pyramid Stage, Celeste Starre’s multi-coloured Glastonbury bracelet is a real headliner. £49; E: sales@celestestarre.com celestestarre.com

Pyjama party

Featuring cotton hand-printed in India, Thelma and Leah’s Moroccan Collection includes six pyjama styles crafted by artisans in an independentlyrun factory near Madrid. £POA; E: welcome@thelmaandleah.com

The good life

New York brand Jimmy Lion specialises in organic cotton unisex socks. Its new Garden Collection features botanical and wildlife prints including oranges, beetles and frogs. £POA; E: hello@jimmylion.com APRIL 2022 | boutique. | 31

art inspired bynature Wearable

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Kimonos Robes Womenswear Fashion Accessories Giits

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New designs available now and throughout the season while stocks last frommymothersgarden.co.uk | info@frommymothersgarden.co.uk | 07825 148040

Available in a wide choice of colours with sizes ranging from XS - XXXL, low minimums and no packs, you are free to create your perfect collection.

Approx. six week lead time.

02083063034 info@thebamboowardrobe.com www.thebamboowardrobe.com

32 | boutique. | APRIL 2022

STOCK UP

Buying British SUPPORT HOME-GROWN TALENT BY STOCKING UP ON BRITAIN’S BEST FASHION BRANDS

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hen you think of Britain, what springs to mind?

Perhaps it’s the Royal family and unpredictable weather, or maybe your mind conjures up images of a pot of freshly brewed tea. For us it is this nation’s vast contribution to fashion.

After all, it was designers based in this country that first conceived the trench coat, Chelsea boot, Oxford shirt and miniskirt.

London itself has always had a reputation as one of the most creative cities in the world. And largely thanks to the popularity of London Fashion Week, premium UK designers export millions of pounds worth of products every season to markets around the world.

Here in the UK, shoppers are also keen to support British-made and designed brands. This coincides with the growing trend for choosing local businesses and shopping with small firms, which has boomed during the pandemic.

UK manufacturing specifically is worth around £192 billion to the UK’s economy and employs 2.7 million people. Kate Hills, founder of Make it British, says: “It has never been more important to buy products that are made in the UK and support local manufacturing.

By pledging to buy products that are made in the UK you are lowering your carbon footprint, saving essential skills, helping local economies and creating job opportunities.”

In addition, supporting locally designed brands will help boost the UK’s economy and reduce any Brexit red tape on importing fashion. And with so many British designers and manufacturers to choose from, supporting homegrown talent has never been easier.

Here are some of our favourite brands that are setting the style agenda while flying the flag for Great Britain…

CELTIC AND CO APRIL 2022 | boutique. | 33

British style

BRITISH BRANDS

FLY THE FLAG FOR GREAT BRITAIN WITH THESE LEADING UK-BASED WOMENSWEAR AND ACCESSORIES BRANDS

LUELLA

Designed to bring colour to women every day, British brand Luella specialises in high content cashmere knitwear, in-season Italian linens, printed cotton shirts and flattering wear-everywhere dresses.

Its collections are designed in its Cotswolds-based studio by a design team led by founder Alison Townshend. As an experienced independent retailer, she wanted to fill a gap in the market for inseason quality womenswear offered at affordable price points. With stock held all year around in its UK-based warehouse, stockists are able to repeat order as required to meet demand. For SS22, the brand’s linen and cotton ranges feature bright colourways and flattering silhouettes, with standout pieces of the season including its Layla top, Alison tunic and Chloe dress.

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

CHALK

Known for its signature star print, Chalk offers a capsule range of UK-designed womenswear, loungewear, homeware and accessories with an emphasis on quality. Its timeless womenswear includes slouchy dresses, jumpsuits and loungewear in fabrics such as premium jersey, cotton and rayon. Best-sellers include its Robyn top (pictured), which is reworked every season in several prints and colourways. Meanwhile, its home fragrance and skincare range is made in the UK and packaged in recyclable amber glass, offering a sustainable option for boutiques. Standout products include its Lavender and Geranium Hand and Body Lotion as well as its Lime and Herb Room and Pillow Spray.

CONTACT: chalkuk.com/wholesale

MISS MILLY

Specialising in colourful and contemporary resin and hand-painted jewellery, Miss Milly’s creations are all designed in the UK. The brand embodies modern, feminine British style, offering statement necklaces with coordinating earrings, bangles and rings. For SS22, its collection was designed with the end of covid restrictions in mind, offering shoppers fun and frivolity. Buyers can expect pretty pastels and tropical brights with lightcatching properties and head-turning designs. Key pieces include a statement torque necklace with a disc of marble-style resin in lime green, turquoise or amethyst. There’s also its best-selling layered resin and paint necklace in a mix of vibrant hues alongside a trio-coloured disc pendant necklace adorned with strips of painted metal.

CONTACT: Tel: 01905 622 509 E: hello@missmilly.co.uk missmilly.co.uk 34 | boutique. | APRIL 2022

BRITISH BRANDS

FULTON

Leading UK umbrella manufacturer and Royal Warrant holder Fulton offers fun designs boasting quality materials and workmanship. The brand has recently launched its first sustainable line of umbrellas featuring rain-proof fabrics made from 100 per cent PET and stateof the-art bamboo handles. The range draws inspiration from the natural world, offering three eye-catching prints including Beehive, Marching Elephants and Natural Bloom. Combining the brand’s renowned quality and unique designs, the line utilises the latest sustainable technology to create products that are kind to the planet while offering protection against the unpredictable UK weather. Additionally, Fulton has also released its first ever reusable bag made from recycled materials.

CONTACT: Tel: 0208 963 3010 E: sales@fultonumbrellas.com

CAPRI LONDON

Designed in the UK, Capri London’s womenswear offers casual everyday elegance. Its collections encompass easywear shapes and vibrant prints with cleverly placed design details that flatter the body, such as pockets, buttons, dipped hems and side splits. Its signature styles are fun and quirky with bold modern prints, textured jerseys and colourblocking. For AW22, its collection combines natural fabrics, clever use of colour and contemporary styling.

The brand’s striking new prints are hand drawn in-house and inspired by primary shapes, which are manipulated in the studio to create a new abstract appearance. Relaxed and timeless, buyers can also expect new super-soft ethical fabrics such as bamboo, cotton Lycra and cotton cord. Hero pieces this season include a new cord cotton shirt dress and colour-block bubble hem dress.

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

MARBLE

British womenswear brand Marble specialises in ageless and stylish clothing designed to be worn season after season. First launched in 2008, the Glasgow-based label is the brainchild of co-owners Lynn Paul and Nick Williams, who have more than 60 years’ collective experience in fashion wholesale and retail.

Today Marble has grown into a major global fashion brand and despite being sold all over the world, its headquarters – where all its ranges are created – remain in Scotland. For AW22, bold statement colours are the main focus of the collection. Super soft knitwear is central to the range and is available in numerous shapes, yarns and finishes. There’s also a line of high-quality outerwear in a new longer length alongside elegant printed woven dresses and blouses, cotton loungewear, partywear and classic denims. Wholesale prices range from £12 for tops to £35 for knitwear while the minimum order requirement is £2,000.

CONTACT: Tel: 0141 882 6743 marblefashions.co.uk APRIL 2022 | boutique. | 35

36 | boutique. | APRIL 2022

STAR

AWARDS

2022

Entries now open Categories as listed below, please enter online via boutique-magazine.co.uk

Retailers Womenswear Independent of the Year Independent Group of the Year Creative VM Independent of the Year Social Media Strategy of the Year New for 2022 New Independent Retailer of the Year Sustainable Independent of the Year

Suppliers Fashion Agency of the Year British Brand of the Year International Brand of the Year Fashion Distributor of the Year Occasionwear Brand of the Year Sustainable Brand of the Year New for 2022 Black-Owned Brand of the Year Accessories/ Footwear Brand of the Year

Special Awards open for all…..

Lifetime Achievement 2022 Open for nominations only, this award is for an individual that has made an outstanding contribution to the industry.

Newcomer 2022 This award will recognise an outstanding individual who joined the independent fashion retail community on or after 2020.

Please visit Boutique Star Awards » Boutique Magazine (boutique-magazine.co.uk) or email Julie@bpmedialtd.co.uk

APRIL 2022 | boutique. | 37

To register, please scan here

Register as a Buyer today

Source from thousands of new products, all guaranteed to be handmade here in the UK by authentic experts.

38 | boutique. | APRIL 2022

Image: Emma-Jane Rule in her Leicester studio

Support over 250 new and established designer-makers at the market leading trade exhibition for British Handmade

DOWN TO BUSINESS

Down to Business INSIGHT FOR FASHION INDIES

Planning ahead

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ishi Sunak’s Spring Statement has been pulled apart by critics who believe it falls short on helping struggling families and SMEs. Here’s how the experts believe the measures could affect small retailers now and in the future…

PHOTO BY MARISSA GROOTES ON UNSPLASH APRIL 2022 | boutique. | 39

DOWN TO BUSINESS

Key points from the Spring Statement

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HERE’S WHAT THE GOVERNMENT’S LATEST SET OF MEASURES COULD MEAN FOR YOUR BUSINESS

hancellor Rishi Sunak unveiled his highly anticipated Spring Statement last month amid the growing cost of living crisis and news inflation had risen above 6 per cent. His ‘mini budget’ measures have been heavily criticised by finance experts and analysts, who say they don’t go far enough to help struggling families and small businesses. Here we reveal how experts believe the key changes could affect independent retailers…

Fuel duty cuts

WHAT RISHI SAID: “I’m going to help motorists. Today I can announce for only the second time in 20 years, fuel duty will be cut. Not by 1, not even by 2, but by 5 pence per litre. The biggest cut to all fuel duty rates – ever. And while some have called for the cut to last until August, I have decided it will be in place until March next year – a full 12 months. Together with the freeze, it’s a tax cut this year for hardworking families and businesses worth over £5 billion.”

WHAT THE EXPERTS SAY: “SMEs will be relieved that the chancellor has cut VAT on fuel by £0.05,” says ParcelHero’s David Jinks. “That means it’s around £3.30 cheaper to fill up a typical petrol vehicle with a 55-litre tank. However, SMEs are reportedly paying 40 per cent more for diesel than last year and still face significantly increased transport costs.” Lee Murphy, MD at The Accountancy Partnership, adds: “The cut to fuel duty on the surface 40 | boutique. | APRIL 2022

is promising, however in practice, it will only reduce the cost of a tank of fuel by £2-3. Those small businesses that cover lots of miles will not see a real benefit, and it is still to be seen if there will be further rises in the cost of fuel due to the on-going war in Ukraine.”

Energy bill cap

WHAT RISHI SAID: “People should know that we will stand by them, as we have throughout the last two years. That’s why we’ve announced a £9 billion plan to help around 28 million households pay around half of the April increase in the energy price cap. And people should be reassured that the energy price cap will protect their energy bills, between now and the autumn.”

WHAT THE EXPERTS SAY: “Businesses were desperately hoping for a cap to their energy bills, similar to the cap consumers currently benefit from,” says Jinks. “They will be extremely disappointed that this has not happened. Some businesses are reporting electricity prices are 250 per cent up on last year, and that’s unsustainable for many.”

Murphy adds: “Support for businesses facing soaring energy prices is missing, putting further pressure on businesses’ operating costs. This is reflected in the FSB’s new research which found a worrying 5 per cent of businesses do not think they’ll survive the next three months. More must be done to prevent the price increase from being passed on to customers, further increasing inflation.”

Business rates

WHAT RISHI SAID: “I want to help smaller businesses right now, so let me remind the House of our plan: our business rates discount will take effect in April for retail, hospitality, and leisure businesses. They’ll get a 50 per cent discount on their business rates bill, up to £110,000. A typical pub will save £5,000. That’s a tax cut for hundreds of thousands of small businesses worth £1.7 billion.”

WHAT THE EXPERTS SAY: “Britain’s business rates pre-covid raised £25 billion a year for the chancellor’s coffers and were the highest in Europe,” says Jinks. “Sunak has announced relief for eligible properties, but SME retailers still face an eventual return to full rates.

That’s a threat hanging like the sword of Damocles above them.” He adds: “Sunak has been discussing funding ongoing business rates reductions through a new tax on online sellers who, he argues, are likely to have a lower rate burden than physical stores. Such a scheme is clearly flawed, as even the government’s own consultation document acknowledges the higher costs online sellers pay for delivery networks, marketing and warehousing technology. Nor does it consider that every successful retailer also sells online.”

Employer’s National Insurance Contributions

WHAT RISHI SAID: “From this July, people will be able to earn £12,570 a year without paying a single penny of income tax or

DOWN TO BUSINESS

PHOTO BY KELLY SIKKEMA ON UNSPLASH

National Insurance. That’s a £6 billion personal tax cut for 30 million people across the United Kingdom.

A tax cut for employees worth over £330 a year. The largest increase in a basic rate threshold ever and the largest single personal tax cut in a decade.”

WHAT THE EXPERTS SAY: “We were pleased to see that the National Insurance contributions threshold will be raised but were disappointed that the government is still pressing ahead with the proposed contributions increase from next month,” says Adam Harper, director at the Association of Accounting Technicians. “Employers are already facing unprecedented challenges due to staff and materials shortages, increased costs and the ongoing effect of Brexit and the pandemic – as well as the conflict in Ukraine – and a rise in National Insurance contributions will only slow the UK’s economic recovery further.” Jinks adds: “Most employers will still each have to pay an extra 1.25 per cent in tax. Businesses fear the increased National Insurance Contribution could stifle future job opportunities

and create more unemployment.

The National Insurance starting thresholds rise may be of benefit for lower earners but will do little to help the overall situation.”

creation for those that employ two or more people. However, microbusinesses and sole directors that don’t employ enough people are omitted from the benefit.”

Employment allowance

Continuation of Help to Grow

WHAT THE EXPERTS SAY: “One announcement welcomed by SMEs is the Employment Allowance, which gives relief to smaller businesses’ National Insurance payments,” says Jinks. Murphy adds: “The Employment Allowance increase to £5,000 will reduce employers’ National Insurance bills for small businesses that are planning to employ workers, which has the potential to stimulate job

WHAT THE EXPERTS SAY: “We were pleased to hear the government’s continued support for small businesses, including the Help to Grow schemes and announcement that business investment tax rates will be cut in the Autumn Budget,” says Harper. “However, we were disappointed that there were no changes to eligibility for Help to Grow. Although both schemes have real potential to boost small businesses across the UK, the current eligibility criteria excludes over 90 per cent of small businesses.”

WHAT RISHI SAID: “The Employment Allowance cuts small businesses’ tax bills, making it cheaper to employ workers. In my first Budget two years ago, I increased that allowance.

Today, I am going further. From April, the Employment Allowance will increase to £5,000. That’s a new tax cut worth up to £1,000 for half a million small businesses – starting in just two weeks’ time.”

WHAT RISHI SAID: “Our Help to Grow: Management scheme offers businesses mini-MBAs, 90 per cent funded by government – a benefit worth several thousand pounds. And Help to Grow: Digital gives businesses a 50 per cent discount on buying new software worth up to £5,000.”

APRIL 2022 | boutique. | 41

DOWN TO BUSINESS

Sell

more online ONETIMEPIM’S DR PAT VIOLARIS REVEALS HOW TO GET YOUR PRODUCTS IN FRONT OF MORE SHOPPERS IN 2022

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n an ever-expanding e-commerce world, it can be a challenge to get your products in front of the right customers at the right time. Marketers use a variety of tactics. However, an eclectic mix of techniques, no matter how creative, doesn’t necessarily make a persuasive marketing plan.

Your product and your business model will dictate which tactic and channel you use. The marketing approach should fit the market you’re targeting. Make informed choices about your marketing channels based on your customer demographics, and adjust as the results come in.

Customer data is like a garden.

Frequently, you can grow both the value you receive from your customers as well as the value your company receives from them.

Customers who return to a business compound in value, too. Having a customer who makes a second purchase will allow you to reduce the cost of acquiring them, and they could recommend your shop to others who have similar tastes.

Product information management (PIM) systems can provide huge benefits in helping this process.

Here are five ways to get your products in front of customers in 2022…

Paid search advertising

In 2020, search advertising accounted for £8.4 billion in spending in the UK alone. It is therefore imperative to focus attention on your keyword and paid advertising strategy in such a 42 | boutique. | APRIL 2022

PHOTO BY ROBERTO CORTESE ON UNSPLASH

saturated and competitive space.

Hidden within PPC accounts, wasted spend on keywords with little to no conversions is a very common sight.

For example, broad match keywords can often lead to Google bidding on keywords that aren’t particularly relevant to what you are selling, leading to wasted spend if these ads are clicked. Broad match keywords can be used effectively, but it is important to monitor them and add irrelevant words to negative search terms. Poorly set up conversion tracking can also hinder the accuracy of the data your Google Ads account uses. The starting point of any PPC strategy should be to ensure that conversion tracking is set up correctly, tracking exactly what you want to track.

Categories

Once a customer reaches your site, you want to ensure it is as easy as possible to navigate to the products they want to buy and discover new products. This becomes particularly relevant if you have a large range of products. Keeping your ideal customers in mind can help formulate a way to sort your products into groupings that allow your customers to find what they are looking for.

Filtering

Put simply, the more accurate and detailed product information you provide to your customers, the better they can filter through the products and find something that works for them. If your product data is not in a good place, you may miss out on customers who cannot find what

they are looking for on your website.

Systems such as PIM can be useful in this respect.

SEO marketing on products

Search engine optimisation allows you to promote your product by increasing traffic to your website via internet marketing. By implementing SEO techniques on your website, you can gain better visibility in search engine results. Increasing the search engine results ranking can bring in higher quantities of traffic to the site, which advertises your product to a greater number of potential customers. This can be done at no cost to yourself, but you can enhance your efforts by paying for some services.

Social proof

Nearly 70 percent of online shoppers typically read between one and six customer reviews before making a purchasing decision. Less than one in ten shoppers did not have a habit of reading customer reviews before buying. It is absolutely essential to leverage the power of customer reviews in 2022.

The bottom line

It sounds deceptively simple. Your business growth can be elevated by a thoughtful and strategic marketing strategy. You can acquire new customers with great marketing, but retention is the key ingredient that many companies overlook. Prior to acquiring more customers, it’s your responsibility to reengage your existing customers. A well-planned, effective marketing campaign is the way to achieve this.

PROMOTION

Time to thrive

BREAKDOWN THE BARRIERS BETWEEN YOUR PHYSICAL SHOP AND WEBSITE WITH SHOPTILL-E’S ALL-IN-ONE SYSTEM

O

ne of the key challenges facing retailers today is juggling the demands and costs of running both a physical shop and e-commerce division.

Managing two separate systems can be extremely time-consuming you’re essentially duplicating work by updating information and products in both places. Not only does this take time, but it also means training staff on two different systems, which can lead to errors.

Another problem retailers often face is tracking stock easily. This is especially difficult when your POS and e-commerce platform are two

separate things. And if you’re selling via other channels such as Amazon, eBay and social media, these issues are multiplied.

But ShopTill-e makes it simple.

The system has been specifically created to take away the headache of running multiple systems and makes multi-channel retail fast, accurate and cost-effective. With its seamless EPoS system and e-commerce platform, it has everything retailers need to manage and sell successfully, such as full inventory management, ability to sell everywhere, real-time stock levels, click-and-collect, a loyalty programme and so much more.

Plans and pricing are easy to understand and offer value for money, starting at just £35 per month.

Cornwall shop owner Dan Tancock and ShopTill-e customer says: “The front-end till system is easy to use for our store staff and the back-end EPoS system is the easiest and best I’ve worked with in 25 years of retail.

Because this seamlessly links with our websites, it has made our life so much easier than our previous system.”

CONTACT: book a demonstration or start a free trial at shoptill-e.com

Tech talk

THREE SOFTWARE’S ROB FINLEY REVEALS SOME KEY BENEFITS OF INVESTING IN A FASHION-SPECIFIC EPOS SYSTEM An Electronic Point of Sale system (EPoS) can be used to record all your sales simply and securely, removing mistakes and errors. Every item is allocated with a unique barcode and when you scan it into the system, it finds the product accurately at the correct price. Each transaction generates a receipt and deducts the item from stock.

How does it work with e-commerce?

It’s crucial you don’t have noneinterfaced solutions as part of your EPoS set-up as this would mean inputting all your store’s

products twice. Plus, you could also accidently over sell. Ideally you also want your card processing integrated into your EPoS system, but be careful you aren’t overpaying.

We routinely save indies hundreds of pounds each month by working with our card partners.

What are the benefits?

Knowing when your stock is selling and getting the price right for it every time could see your gross profit go up by 4-8 per cent. There could also be a 30 per cent drop in stock holding because you know exactly what you’ve got. Plus, you’ll be able to pinpoint

exactly which brands, categories, colours and sizes are selling.

So, how much does it cost?

Most EPoS firms can lease you a system and ours starts from £99 per month including the hardware.

However, make sure the company really understands fashion retail and that your chosen system has a size and colour database. Plus, very importantly, that it has a support desk that is manned by real people seven days a week.

CONTACT: Tel: 07488 389 477 E: rob.finley@threesoftware.com APRIL 2022 | boutique. | 43

PROMOTION

Future retail FUTURE-PROOF YOUR OMNI-CHANNEL STRATEGY WITH A VISIT TO THIS MONTH’S RETAIL TECHNOLOGY SHOW

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ollowing the enormous shift towards e-commerce in recent years, a trip to the Retail Technology Show is an ideal way to ensure your boutique stays one step ahead.

The show is set to open its doors at Olympia London from 26-27 April, giving retailers access to over 200 leading technology providers from the UK and Europe. There will also be a stellar speaker line-up and conference programme offering invaluable advice from those in the know. And with boundless networking opportunities, including the show’s BIG Retail Reunion Party, it promises to be an unmissable event for retailers of all sectors and sizes.

“After the unprecedented challenges of the last two years, this will be the most important retail event you will attend this year,” says Lee Allen, marketing 44 | boutique. | APRIL 2022

manager for show organiser the Nineteen Group. “The pace of technology innovation within the entire retail space is changing rapidly, driven not just by the commercial and financial needs of the sector itself, but accelerated by the global pandemic and an increasing expectation from your customers. The Retail Technology Show is the platform to navigate your future success through tech and digital innovation.”

Visitors will be able to see, feel, hear and touch the future of retail.

They will be among the first to see new ideas as they land and try out the latest tech in-person while meeting the people who make it happen. “You’ll come away feeling energised and connected with fresh ideas, better solutions and new clarity to build a sustainable, future-proof omni-channel retail strategy,” adds Allen.

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SHOP TALK

Shop Talk

INDUSTRY OPINION

Park life

S

ince the first Anna store opened almost 30 years ago, founder Anna Park has created a hugely successful retail business based on beautiful products and outstanding service.

Here we discover the story behind her eponymous boutiques…

ANNA, PRIMROSE HILL APRIL 2022 | boutique. | 49

SHOP TALK

Inventing Anna SINCE OPENING HER FIRST EPONYMOUS BOUTIQUE IN 1994, INDIE OWNER ANNA PARK HAS CREATED A THRIVING INDEPENDENT RETAIL GROUP WITH A SUCCESSFUL FASHION BRAND TO BOOT

“W

e don’t just go the extra mile for customers – we go the extra 10,” says Anna Park, founder of the hugely successful independent womenswear group, Anna. And with six stores, a growing e-commerce site and own-label fashion brand under her belt, you get the feeling she isn’t exaggerating.

The first Anna store opened in Norfolk’s Burnham Market in 1994 at a time when retail was a completely different beast. Park, a former chefturned-retail-boss, decided to start her own business after the devastating loss of her father. So, after enlisting her mother to help, the pair embarked on their new project.

50 | boutique. | APRIL 2022

The concept for the first Anna boutique was simple: beautiful clothes to be worn every day alongside an exemplary customer service. Park says the idea came from her own philosophy for fashion, which her mother instilled in her from a young age: “While friends might have been spending money on cheap clothes constantly, I used to save up for that one really special piece,” she says. “I’ve always appreciated fine clothes and understand the value of the quality and craftsmanship. My mum loved clothes and I learned a lot from her.”

Even now, Park says she wouldn’t think twice about spending £250 on a cashmere jumper or £400 on a pair of trainers. But when it

comes to eveningwear, she adopts a more cautious approach: “Paying £600 for a dress you’re only going to wear once or twice just doesn’t make sense to me. Yes, the things in my wardrobe cost money, but I get to wear nice things all the time. That’s part of the mantra of Anna – investing in pieces you’re going to wear every day.”

The store’s concept was so popular among Burnham Market’s well-heeled locals that Park opened another boutique just a few years later in London’s affluent Primrose Hill. Today that store operates as Anna’s flagship and was quickly proceeded with further branches in Bury St Edmonds, Saffron Walden, Holt and Woodbridge.

SHOP TALK best season ever for orders prior to SS20, but unfortunately when the lockdown was announced, we had lots of panicked stockists phoning to say they couldn’t pay us. It was tough as I’m a retailer too and was in the exact same position. I found it very hard to be cutthroat, so some people did take advantage.”

Retail in a pandemic

Anna’s edit

So, what’s can shoppers find when perusing the rails – virtual or otherwise - at Anna? “People do come for my edit,” says Park. “You will always find lots of print and colour in my shops - I have a good understanding of colour and what suits people.”

Core labels include Ganni, Golden Goose, 360 Cashmere, Rag and Bone and Leon and Harper.

Anna also does very well with Five’s slogan tees and neon summer dresses by Greek label Devotion.

Although the group mostly stocks premium labels, Park maintains she isn’t a “label snob” and will “literally buy any brand as long as I like it.”

This mantra is adopted when making selections for new season edits: “People sometimes ask me if I would wear everything I buy,” she explains.

“The answer is of course not - I’m only one age and one size at one time.

It’s more about thinking whether I’d wear it if I was 20 years old, for example, or wore a larger dress size.”

Another of Anna’s year-round best-sellers is its own label, Primrose Park. The range is based on the indie owner’s commercial background and offers highly wearable wardrobe staples in exclusive hand-drawn prints. Working with print designer Amy Beech, the pair create a capsule range each season comprising premium dresses and separates in natural fabrics such as silk and viscose. Best-selling shapes – such as the popular Sandy top – are reworked with new prints each season.

Since its launch, Primrose Park has been a success among both shoppers and independent stockists.

And while the pandemic was a challenging time for the brand, Park says the wholesale division is on the up: “It’s very popular and is growing organically. We had our

Although Park describes the pandemic as “temporarily horrendous for small retailers,” she is grateful for the help offered by the government. She explains: “We were able to claim some of the grants and the rates holiday really helped. The furlough scheme was also brilliant as it meant we could keep everyone.

Most of my team have been with me for over a decade so I would have done everything possible to keep paying them.”

Anna kept five staff members on salary during the lockdowns so the group could continue selling online.

And although Anna already had a solid e-commerce division in place, Park still says it was an incredibly busy and stressful period: “I think I actually worked in my sleep,” she says. “Suddenly all the shops were closed and we could only interact with customers through social media and Instagram.”

Park is a trained chef and her flair for cooking served her well during the pandemic when her customers were looking for inspiring content on their feeds. “We really worked hard to create a lifestyle account rather than just a platform selling clothes,” she says. “I shared videos of me cooking my favourite recipes, book recommendations and even local walks. People really loved it; in fact, we still get customers commenting on how much they enjoyed making my recipes.”

But as soon as covid restrictions began to ease and non-essential retail reopened, Park says customers rushed back to their local Anna store. “It was like a see-saw,” she says.

“Suddenly all those online sales were back in the physical stores.”

APRIL 2022 | boutique. | 51

SHOP TALK

As we move towards a postpandemic future, the retailer believes the mood is shifting towards supporting small businesses and appreciating communities.

“Retail is not dead,” she says. “I think it’s having a resurgence and that’s not just in Britain, but all over the world.” With more people working from home, Park believes little neighbourhoods will thrive: “Our younger people are savvy shoppers and they really care about the overall experience,” she says.

“They’re visiting small cafes because they specialise in certain coffee or they’re going to chef-owned restaurants and getting excited about meeting the chef.”

Outstanding service

Experience is something that Anna prides itself on. And Park is so exceptional at customer service that she used to train retail staff on the topic long before she started her own business. So, what’s her secret? “I think the beauty of our stores is the very relaxed and natural approach we take to selling. I want customers to feel like 52 | boutique. | APRIL 2022

they’ve just joined a party, not walked into a shop. Everyone is welcome – they don’t have to buy anything.”

But of course, Anna is a premium boutique and it’s not just about atmosphere: customers are also treated to a certain level of service.

For instance, there’s its Dressing Room initiative, which allows shoppers to choose a basket of products online and then opt to try them on in-store. “Everything will be in the fitting room waiting for them at their chosen date and time,” says Park. “If we already know the customer we might add in some other pieces we know they’ll like.

There will probably be a coffee or glass of Prosecco waiting too.”

You may be forgiven for thinking that the owner of one of the UK’s most successful womenswear indies takes her foot off the pedal from time to time. However, that couldn’t be further from the truth. “You never stop learning – I’m never done, I’m always striving to be better,” she says.

“Life is a learning curve and you just keep evolving, which is the same for the business too.”

Currently, Anna is in the process of launching a pre-loved scheme to reward her customers for their loyalty. Shoppers will soon be able to receive credit for their old Anna pieces to spend on something new. All the pre-loved stock will be collected and re-sold across the group – first on a standalone rail and possibly taking over the upstairs of one of the boutiques.

Park says the initiative will reward its long-standing customers while allowing other shoppers to buy pieces they may have missed the first time around.

But back to the present and Park is about to rush off for a ‘live at five’ stream on Instagram – a fact that she finds amusing: “It’s funny, isn’t it? All these years I’ve been pushing against the idea of online shopping and social media, feeling like it’s something we shouldn’t be doing. Then suddenly, because of the pandemic, it was thrown at me to embrace literally overnight. My heart will always be inside my shops, but perhaps there’s a happy medium.”

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SHOP TALK

“Shipping costs have risen between six and 10 times what they were at the start of 2019” CAPRI LONDON’S HARI KRISHNADASAN ON OVERCOMING SUPPLY CHAIN CHALLENGES IN THE FASHION INDUSTRY

“H

alf of all global businesses suffered supply chain disruptions in 2021, with one in eight severely affected. This was due to a combination of global and local factors, including material and component shortages, transportation bottlenecks, staff unavailability and rising shipping costs. As these logistical roadblocks continue into 2022, margins are impacted yet again.

These challenges have only intensified this year with global surges in demand clashing with unpredictable pressures on freight services, ports and terminals.

Speaking with industry peers, we are concerned that increased levels of disruption and price hikes could last longer term or even represent a new logistical norm for the fashion industry.

“After the many lockdowns and restrictions were lifted, demand is surging and brands have struggled to get products on time, with manufacturing and transport delays at sea, in the air and on land.

Brands including Capri, which have manufacturing operations in regions severely impacted by the pandemic, have faced staff shortages and factory closures. Outbreaks of covid have worsened port congestion and restricted vessel availability, as I’ve personally experienced with our sea shipments from Mumbai.

54 | boutique. | APRIL 2022

“Alongside all these logistical challenges, fashion and shipping companies are facing a range of new regulatory and trade hurdles. For brands shipping between the EU and UK, Brexit adds new layers of paperwork and customs delays. A lack of road transport drivers, both domestically and internationally, will exacerbate operational costs something I’ve experienced scanning through my own courier invoices.

“Shipping costs have risen between six and 10 times what they were at the start of 2019. This shows no signs of coming down and in fact will likely continue to climb and remain above pre-pandemic levels in the longer term. In response, fashion brands may need to abandon the idea that these cost increases are just temporary hiccups and instead plan for a permanently more expensive logistical future.

“The fashion industry is reliant on an intricate web of global supply chains that are seeing unprecedented levels of pressure and disruption. With added new layers of complexity such as the logistical logjams we’ve recently faced as a brand alongside rising shipping costs and shortages, companies must rethink their sourcing strategies while implementing cutting edge supply chain management. The industry will need to build in greater flexibility to keep products flowing with customer demand in the year ahead.”

FAHRUL AZMI ON UNSPLASH

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www.boutique-magazine.co.uk APRIL 2022 | boutique. | 55

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APRIL 2022 | boutique. | 57

SHOP TALK

“The idea of an Online Sales Tax divides retailers both large and small” ANDREW GOODACRE, CEO AT BIRA, DISCUSSES THE CONTROVERSIAL ONLINE SALES TAX

“E

-commerce currently accounts for 25 per cent of all retail sales in the UK. It experienced rapid growth during the pandemic and online shopping has often been cited as a key reason for large high street failures such as Debenhams and Arcadia.

“Personally, I’m not convinced these failures are entirely down to the internet. But clearly the availability of e-commerce is changing consumer behaviours and covid encouraged lots of people to try online shopping for the first time.

“Large companies dominate online retail with Amazon as the clear market leader. However, the pandemic has also bought many smaller independent retailers to the digital world. With more being sold online, it seems inevitable that a government should seek to derive income from this activity, especially with shop owners consistently asking for a business rates reform and a ‘levelling of the business playing field’ between online businesses and physical retailers.

“The latest idea is indeed a potential Online Sales Tax (OST).

The Treasury department is currently asking for industry views on such a tax however it is not seeking to establish whether such a tax is the right thing to do, but rather how it could be implemented.

“I can tell you that the idea of an OST divides retailers both large and small. Those against OST believe that it is another tax on a sector that already pays too much and that it will ultimately be counterproductive for both businesses and shoppers.

58 | boutique. | APRIL 2022

PHOTO BY PICKAWOOD ON UNSPLASH

Those for OST believe that it will address the imbalance in the tax paid by online businesses vs physical stores and that it would support the high street’s recovery.

“I think individual opinions are shaped by the volume of sales a business has online and its longterm commitment to the high street.

The more a business trades online, the more likely it will be against an online tax.

“But we’re not being asked to consider whether it’s right or wrong at the moment. In reality we have to establish whether or not such a tax can be implemented in the first place. Taxation is inevitably complex, and an OST would be no different.

We have to decide what is in scope (is it just products or do we include services); is the tax a flat fee or a percentage of the sales value (as with VAT); do we include click and collect purchases; how is the tax accounted for, and will it be an administrative burden to businesses. There are also many other issues, not least defining an online sale as business models change and technology merges instore and digital retail.

“Bira is actively discussing OST with our members and other retail associations. We have already identified some guiding principles.

Firstly, any administration burden must be kept as low as possible.

We would also support a sales threshold/ limit (similar to the VAT limit) and businesses with online sales below this level would be exempt from applying/ paying the OST (this would naturally reduce the burden on smaller retailers). We would also want to ensure that every penny raised by an OST is used to reduce the overall business rates burden so the overall taxation to the business does not increase. Clickand-collect is an interesting option because it naturally brings footfall to the high street, so this should be encouraged with purchases exempt from OST. “It will take some time for all this information to be collected, considered and then a tax implemented (if at all). The fact that the tax is complex should not deter the policy makers if there is evidence that it will support the high street in the long term.”

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