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ON THE COVER:
Image courtesy of Mascara; Tel: 0208 965 1522 mascara.london
Golden opportunity
The most wonderful (albeit, frantic and stressful) time of the year in retail is almost upon us. And despite economic challenges, certain categories are expected to perform well this golden quarter – particularly now retail sales volumes appear to be on the upward trend. We’re sure you already have your Christmas plans wrapped up. However, if there’s still room for manoeuvre – particularly on gifts and fashion - you’re in the right place. This month’s Stock up section is packed with partywear picks, need-to-know suppliers and gift ideas that are all still available to order in time for the festive rush.
Elsewhere, industry insiders are calling for the government to extend business rates relief ahead of this month’s Autumn Statement. Chancellor Rachel Reeves is expected to include further details on what might replace the scheme, which is currently due to end in April 2025, during her announcement on 30 October.
Bira CEO Andrew Goodacre says the loss of this relief would be a disaster for indie retailers, and is urging the government to extend the scheme until it carries out the wider rates reform promised in its election manifesto: “Even if the discount is reduced to 50 per cent in England, that would still double the rates paid by
many retailers,” he warns. Read more on what impact it could have on the sector on page 42.
In other news, at the time of going to press independent retailers are still awaiting payment from boutique marketplace Trouva. The company, which takes orders from shoppers before passing them onto boutiques for fulfilment, hasn’t paid some retailers since July. Those affected can now join a private Facebook group to share information and experiences in confidence. Please get in touch if you would like to receive an invitation (E: gemma@ bpmedialtd.co.uk).
Finally, we now have a limited number of tickets left for the Boutique Star Awards 2024 winners’ party. Taking place on Thursday 7 November at London’s May Fair Hotel, everyone’s invited to join in with the celebrations (find out more on page 8). We hope to see you there!
Gemma Ward, Editor
Follow us on Instagram @boutique.magazine
Fashion Fix
Trouva retailers awaiting outstanding payments invited to join new Facebook support group
Independent retailers selling on boutique marketplace Trouva say they are still awaiting payment for orders sent to shoppers dating back to July. Those affected can now join a new private and unsearchable Facebook group to share information and advice with other retailers in confidence. To request an invite, please email gemma@bpmedialtd.co.uk.
Trouva, which sells products to shoppers on behalf of boutiques, first alerted retailers to a delay in its usual payment schedule by email in August. It blamed the hold-up on an “integration project taking longer than anticipated,” and said it was waiting for additional financing to improve its consumer experience and website.
In a statement made in September, Trouva said the average amount it owed each boutique was less than £1,000, and that its team had already started making the first batch of overdue payments. Last month, CEO Tom Beverley also reassured those affected that he expected “the normal payment schedule to resume at the end of September.”
Several indie owners, who have asked to remain anonymous, have contacted Boutique magazine
over the past few weeks to say Trouva still owes their businesses “thousands of pounds.” Some say they have suspended all sales on the site and do not plan to start taking orders again until they receive outstanding funds.
The company lists around 400 fashion and lifestyle independents from around the UK, Europe and US as retail partners on its website. Shoppers place orders via its marketplace, which are then passed on for fulfilment to retailers. Boutiques are then usually paid for each customer order – minus Trouva’s commission fee – within a specified number of days following the transaction.
Trouva was originally created in 2015 by Alex Loizou, Mandeep Singh and Glen Walker. Before current owner Fy! took over in April, it had changed hands twice in two years, having been previously owned by made.com and then acquired by Re:Store in 2023.
The latest correspondence from Trouva, received by retailers at the beginning of October, announced the launch of its new high-speed AI-powered website, which is said to boast an easier check-out process and improved shopping experience.
Beyoncé stars in new Levi’s campaign
Levi’s has enlisted Beyoncé to star in its latest campaign following the release of the global megastar’s new song, Levii’s Jeans Entitled Reiimagine, the campaign sees Beyoncé taking centre stage in photographs and a film that nod to some of the brand’s iconic historic advertising, such as its 1985 Launderette ad. Emmy award-winning cinematographer Marcell Rév and photograper Mason Poole, who has previously worked with Levi’s on campaigns featuring Marlon Brando and Marilyn Monroe, were enlisted to help create the visuals.
Beyoncé says: “ Levii’s Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. Denim on denim has often been seen through a male lens,
so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.”
Bira urges government to retain rates relief ahead of Autumn Statement
The British Independent Retail Association (Bira) has emphasised the “critical need” for government to extend business rates relief ahead of this month’s Autumn Statement.
In a submission to the Treasury, Bira has urged chancellor Rachel Reeves to freeze the small business multiplier, continue the Small Business Rates Relief scheme and maintain the 75 per cent discount for retail, hospitality and leisure. It says these measures are “vital lifelines for independent retailers” until Labour reforms business rates as promised in its election manifesto.
“We’re deeply concerned that the new Labour government might not extend the RHL relief in its efforts to address the £22 billion deficit in the UK's finances,” says Bira CEO Andrew Goodacre. “However,
any increase in rates payable by smaller high street businesses would be catastrophic for our sector, threatening their ability to sustain operations and invest in growth.
“If this rates relief comes to an end, coupled with the likely 6 per cent increase in the National Living Wage, many independent retailers will face an existential crisis. Bira is calling on the chancellor to live up to her conference speech where she stated, ‘high street businesses are punished by an outdated system of business rates.’ Bira believes the chancellor can only make this happen by retaining these reliefs that support individual businesses and maintain the diversity and vibrancy of UK high streets.”
This year’s Autumn Statement is scheduled to be announced on Wednesday 30 October.
Tickets selling fast for Boutique Star Awards winners’ party
The last remaining tickets are now on sale for the Boutique Star Awards 2024 winners’ party. Taking place on Thursday 7 November at London’s May Fair Hotel, all industry insiders are invited to celebrate the year and network with leading indie retailers, agents and brand founders.
The evening includes a welcome drinks reception, three-course feast with wine, awards ceremony and after party. Retailer categories up for grabs include Fashion Independent of the Year sponsored by AIS/INDX, New Independent of the Year sponsored by City Goddess and Community Hero of the Year sponsored by Bira.
Almost 30 independent retailers have been shortlisted in the competition, including Young Ideas, Kiti, Velvet, Ediit, OSO Boutique, Fox + Feather and Atwin Store. Supplier categories, meanwhile, include Sustainable Brand of the Year and British Brand of the Year, with Lily and Me, Goddiva, Chalk and Fee G all up for awards.
Tickets cost £195 each and more information on purchasing can be found via boutique-magazine.co.uk/ star-awards-tickets/
Joor unveils world’s ‘top 100’ fashion independents list
Leading digital wholesale management provider Joor has unveiled an exclusive data-driven list of top 100 independent retailers around the world. Presented in no particular order, the Joor 100 Top Global Retailers 2024 names London’s Dover Street Market, Kafka Mercantile in Aberdeen and Boon the Shop in Seoul among the best indies on the planet.
This curated list draws on data from Joor’s expansive global network of buyers and brands. Metrics included breadth of brands carried, growth in orders, order volumes and activity in establishing new brand connections.
“We’re thrilled to announce the first Joor 100: Top Global Retailers list, celebrating those that have achieved success through their creative vision, commercial prowess, and customer-centric approach,” says Amanda McCormick Bacal, SVP of marketing. “Highlighting the power of Joor in helping facilitate global connections between buyers and brands, the list recognises the vibrancy of international independent retail and we congratulate all of this year’s honourees.”
Read more via jooraccess.com/r/ passport/joor-100-top-globalretailers-2024
Clothing sales increase in August as shoppers snap up late summer bargains
Fashion retailers experienced unseasonably strong clothing sales in August as volumes rose by 3 per cent on July, reveals ONS data. The sector saw the largest increase overall, with retailers attributing the growth to end-of-season sales and improved weather.
Despite rioting taking place in some town centres in early August, retail sales volumes grew by 1.0 per cent across every sector overall, following a rise of 0.7 per cent in July. Transactions also increased by 1.2 per cent in the three months to August compared to three months to May 2024.
And while online spending remained flat compared to the month before, e-commerce shoppers spent 4.4 per cent more on clothing than they did in July while online sales values increased by 4.3 per cent year-on-year.
“Another month of positive growth for retailers is a clear indication that the summer sales period performed well,” comments Greg Zakowicz at Omnisend. “The trouble lies in the price cuts that retailers have needed to bring in to attract customers.
“Young people are choosing to hold onto their cash and save what they can. Cheap online marketplaces such as Temu and TikTok shop are
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
surging in popularity among Gen-Z, meaning that the high street is having to rely more on older people who might still have some cash.
“The retail industry should not rest on its laurels over the next few months. The festive period brings with it the biggest shopping events of the year and it is critical that retailers get their communications nailed down ahead of Black Friday.” + 0.54% + 1.74%
Introducing Aruelle’s Seamless Underwear Collection where comfort seamlessly fuses with elegance.
Renowned for its exquisite pyjamas, bathrobes, and homewear, Aruelle expands its repertoire with the launch of seamless underwear, applying the concept of “Feel with us” to this innovative line.
October calls for an autumn wardrobe refresh and Danish slow fashion brand by basics has developed merino staples that shoppers will call upon year after year. We love its mulesing-free hoodie (pictured), which features a detailed neckline and handy side pockets. Each piece in the brand’s collection is made to order in a wide choice of colourways with a speedy lead time of three to five weeks. £POA; bybasics.com
Net worth
Eco-friendly Icelandic jeweller Aurum by Guðbjörg is celebrating its 25-year anniversary with the launch of its new ALVÖR collection. Inspired by the country’s seafaring and fishing heritage, its intricate pieces feature geometric net-like forms in recycled 18K gold plate and 925 silver. £POA; E: info@aurumiceland.com
Running club
Engineered for functionality and comfort, Pangaia’s 100 per cent recycled nylon tracksuit top is a sustainable yet stylish activewear option for conscious shoppers. £POA; uk.pangaia.com
Wild woman
Crafted from overproduced leather sourced from other luxury brands, Rosamund Muir’s limited-run footwear is beautiful and sustainable. The brand’s Roma leopard print over knee boots will make an alluring proposition for fashion lovers this AW24. £POA; E: rosamund@rosamundmuir.com
Bare essentials
Making everyday underwear beautiful, Elliot Organics offers super-soft knickers and bras in certified organic cotton. Its ribbed Chrissie bikini briefs are cut in a flattering shape and come in a choice of five colourways. £POA; Tel: alex@elliot-london.co.uk
Family heirloom
Blending ancient craftsmanship with modern design, sustainable brand The Charites London (pronounced kar-i-teez) creates chic jewellery that’s made to stand the test of time.
£POA; E: info@thechariteslondon.com
Enduring glamour
Nigerian-born label Wanni Fuga blends traditional craftsmanship with modern aesthetics. Expect sophisticated silhouettes, jewel tones and decadent details for women who like to stand out.
£POA; E: dody@blackpr.co.uk
Boutique loves…
Time to shine
SHOW-STOPPING FASHION AND ACCESSORIES TO TEMPT SHOPPERS
Let it burn
Launched in time for Christmas, L’Occitane’s scented candles boast the brand’s best-selling fragrances such White Lavender, Verbena and Osmanthus. £POA; E: contact@loccitane.co.uk
Offering show-stopping partywear crafted by local seamstresses in Leeds, Rebecca Rhoades’ latest capsule collection will bring sparkle to boutique womenswear edits this AW24. £POA; Tel: 0113 245 5187 E: info@rebeccarhoades.com
Bosom buddy
British heritage intimates brand Vollers has relaunched with a brand-new direction for AW24. Introducing four collections handmade by corsetières in Leeds, standout styles include the blue satin and lace Aria bra and high-waisted thong. £POA, JK@hess-enterprises.com.
The big reveal
Australian-born furniture brand Mustard has added a trio of vintage-inspired flutedglass lockers to its colourful collection. Available in a spectrum of shades, choose from a wall mountable medicine cabinet, chic sideboard or tall cupboard to stylishly store away clutter. £POA; uk.mustardmade. com/pages/stockist-application
Winter glamour
Molly Jo’s navy tie-neck blouse is the perfect piece for dressing up jeans and skirts this party season. Just add sparkly accessories for instant festive glamour. £POA; Tel: 0207 636 3063 godske.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
Leopard obsession
Everyone’s talking about leopard print jeans and these affordable straight-fit versions by Danish label Pieces are bound to be a sell-out. £POA; E: amalie.skjerning@bestseller.com
Piece maker
Luxury watch brand Bajer celebrates the rich culture and resilience of Kurdish women through its range of minimalist Swiss-made timepieces. Expect glossed dials, traditional motifs and stainless steel finishing. The brand also donates a portion of its profits to supporting the Kurdish community. £POA; E: elly@blackpr.co.uk
Fine art
Crafted in soft black leather with a subtle embossed logo, Munthe’s Foncho bag is a true investment piece that will be used for years to come. £POA; E: mkj@munthe.com
Stock Up
Party preview
The Christmas countdown has begun! Get ready for party season with our ultimate short order gift guide and in-season partywear picks…
AZALLIA
Turn up the glam
6 SHORT-ORDER PARTYWEAR BRANDS TO BRING SOME CHRISTMAS MAGIC TO YOUR BOUTIQUE
MASCARA
Embrace the joy of dressing up this festive season with Mascara’s sophisticated short-order eveningwear. Offering elegant styles in luxe fabrics, its stunning pieces will make a lasting impression on shoppers this AW24. Quality is at the heart of the collection, with decadent details sitting alongside luxurious fabrics such as jersey, satin and chiffon. Each piece is thoughtfully designed to enhance the silhouette - from figure-hugging gowns to flowing A-line dresses. Expect intricate stitching, delicate lace overlays and eye-catching embellishments as well as a rich and diverse colour palette. Hero shades of the season include classic black and rich jewel tones such as deep burgundy, emerald green and royal blue. Meanwhile, vibrant tones of fuchsia, electric blue and metallics offer daring options for shoppers who want to stand out.
CONTACT: Tel: 0208 965 1522 mascara.london
HØST & VÅR
Norwegian brand HØST & VÅR creates bold, feminine and colourful womenswear with a focus on ethical production and sustainability. Founded by mother-and-daughter duo Gunn Auglend Nedrebø and Elsa Fredrikke Nedrebø, the label’s cross-seasonal and crossgenerational pieces are produced responsibly via a fully transparent supply chain using low-impact fabrics. For Christmas 2024, its capsule collection includes evening dresses in various shapes and prints crafted in innovative materials such as biodegradable vegan cupro. The range includes stunning winter floral mini dresses, opulent midis and its best-selling tulle tutu-skirt in recycled polyester.
CONTACT: E: dody@blackpr.co.uk hostandvar.com
GODDIVA
From floor-length gowns to sequinned mini dresses, Goddiva’s head-turning styles are perfect for Christmas partywear edits. The brand’s design team reimagines the latest red-carpet trends every season, creating affordable alternatives to suit every budget. Buyers can select from a dazzling line-up of hand-embellished gowns, jewel-toned jumpsuits, metallic bodycon dresses and playful minis. The brand’s maxi dresses are the star of the show and come with head-turning design details such as fishtail silhouettes and elegant necklines. Standouts for AW24 include an Embellished Diamante Bow Mermaid Halter Dress, a silver Liquid Sequin Mini with flower corsage and an Off the Shoulder Frill Bodice Midi in red. Available to order for immediate delivery; wholesale prices range from £25 to £35 per piece on average while the minimum order requirement is £150.
CONTACT: Tel: 0208 599 5544
E: support@citygoddess.co.uk citygoddess.co.uk
CHALK
British short-order brand Chalk is expanding its womenswear range with luxe pieces that are perfect for the party season. Many of its garments are one-size, creating high sell-through opportunities for retailers. Standouts for AW24 include the pine green velour Tabby Pant and coordinating Becca top (both pictured), the faux leather Darcy trousers - available in two sizes and colours - as well as the satin Flo Shirt. The British brand’s jewellery and accessories ranges are also great for updating boutique gift edits in-season. Registered stockists can order online via its handy B2B portal and receive goods within 14 days. Wholesale prices start from £3 for jewellery and £23 for trousers. CONTACT: wholesale.chalkuk.com
PIECES
Part of the Bestseller group, Pieces launched in 2003 with a focus on affordable trend-led accessories. Today it has expanded into the full womenswear category, offering retailers a large selection of dresses, separates, knitwear, jewellery, bags and hair accessories all season via short-order. This Christmas its offer includes partyperfect garments at competitive price points, such as lace-trimmed satin dresses and separates, sparkly sequinned tops and glittery sheer blouses. The brand also operates a popular never-out-of-stock range (NOS) so stockists can re-order their strongest performers.
CONTACT: amalie.skjerning@bestseller.com
SMITH&SOUL
Since launching in 2016, German short order brand Smith&Soul has become renowned for its feminine trend-led fashion for modern women. Buyers can choose from eight collections each year distributed over 11 delivery drops, all with an approximate threemonth lead time. Stockists can also take advantage of in-season stock replenishment and NOS programmes to boost sell-through. Available to order now, the brand’s Christmas party capsule collection features sparkling sequins, soft velour and shiny lurex. Key pieces include silver skirts, gunmetal grey coords and a chic black jumpsuit. CONTACT: Tel: 0207 323 6652 smith-soul.de
Under the tree
THE ULTIMATE BOUTIQUE-FRIENDLY GIFT GUIDE FOR EVERY AGE AND BUDGET
Biscuiteers’ luxe Christmas Tree Decorations are good enough to eat, £POA
Christophe Duchamp’s luxury Swiss-made wristwear makes a truly timeless gift, £POA
Look cool and stay cosy all winter in Selected Femme’s ribbed knit beanie, £POA
Upgrade any self-care routine with L’Occitane’s limited edition Shea Combawa soap, £POA
Get ready to sparkle in Caroline Svedbom’s
Mini Dione Earrings, £POA
Bring the spa home this Christmas by lighting Chalk’s luxury Cove candle, £18.50
Damson Madder’s leopard print eye mask comes with matching PJs, too, £POA
Joe Browns’ whimsical glass Majestic Mushroom ornament is perfect for nature lovers, £POA
Celtic and Co’s braid trim sheepskin clogs will keep feet looking stylish and feeling cosy until spring, £POA
Animal fans will love Fable England’s leopard pendant necklace, £POA
Pieces’ checked scarf offers a stylish twist on a Christmas classic, £POA
Kind Bag’s rPET Hackney backpack is the perfect gift for conscious fashion fans, £POA
Because luxury decorations like Ginger Ray’s velvet beaded tree make excellent stocking fillers, £POA
Streamline any beauty routine with Every & One five-in-one wonder cream, £POA
Every La Bougie scent undergoes a meticulous eightweek process for extra special results, £POA
Cocorose London’s foldable Clapham flats make the perfect gift for weary heel wearers, £POA
Elevate your frames with Coti Vision’s recycled acrylic Amore Italia Duetto glasses chain, £POA
Add some romance to Christmas morning via Edblad’s sparkling Bel love heart bracelet, £POA
6
Update a traditional Christmas gifting option with Numph’s glitter socks, £POA
TBCo’s red striped cotton PJs are perfect for lounging between Christmas and New Year, £POA
CELTIC AND CO Tel: 0333 400 044, CHALK wholesale.chalkuk.com, CHRISTOPHE DUCHAMP christopheduchamp.com, COCOROSE LONDON Tel: 0208 829 8919 cocoroselondon.com, COTI VISION E: info@cotivision.com cotivision.com, DAMSON MADDER E: lois@damsonmadder.com, EDBLAD Tel: 07778 158 986 oldstrom.com, EVERY & ONE E: zoe@edenretailconsultancy.co.uk, FABLE ENGLAND Tel: 0203 397 5885 E: trade@fableengland.com, GINGER RAY gingerray.co.uk/trade, JOE BROWNS wholesale@joebrowns.co.uk, KIND BAG E: hello@kindbag.co, L’OCCITANE E: contact@loccitane.co.uk, LA BOUGIE E: lucy.hagerty@labougie.com labougie.co.uk, NUMPH E: mas@numph.dk, PIECES E: amalie.skjerning@bestseller.com, SELECTED FEMME E: cecilie.andersen@bestseller.com, TBCO tartanblanketco.com/pages/b2b
Fashion Extras
GEMMA WARD PICKS OUT THIS MONTH’S BEST ACCESSORIES AND GIFTS
Winter warmer
Fully lined with cosy natural lambskin, Birkenstock’s Boston Shearling clogs effortlessly combine cold-weather comfort and style. £POA; Tel: 0049 2683 9359 1100 birkenstock-group.com
Toast
of London
Designed in the capital and made by hand in Somerset, Honey and Toast’s premium leather handbags celebrate the best of British craftsmanshi p. £POA; E: info@honeyandtoast.co.uk honeyandtoast.co.uk
Woodland walk
Designed in collaboration with guest artist Catherine Rowe, Fable England’s fairytale print Into the Woods Backpack will keep belongings safe during outdoor adventures. £POA; Tel: 0203 397 5885 E: trade@fableengland.com
Feeling bougie
Featuring a blend of pure perfume and specially selected oils, La Bougie’s Room Diffusers will fragrance any interior for at least three months. £POA; E: lucy. hagerty@labougie.com labougie.co.uk
On the ledge
Available in two sizes, Mustard Made’s new The Ledge floating shelves are the perfect companion for its stylish lockers and cabinets. £POA; uk.mustardmade.com/pages/ stockist-application
Sole searching
Carefully crafted by hand at a small family-owned factory, Danish label Lofina’s edgy footwear features premium leather and lightweight rubber soles. £POA; Tel: 07512 550 346 E: joannaedwardsagency.co.uk
Silver lining
With a super chunky silhouette and shiny crinkled finish, Pilgrim’s recycled silver-plated Lincoln earrings will effortlessly elevate everyday outfits this AW24 and beyond. £POA; E: b2b@pilgrim.dk
Mitts off
Vero Moda’s padded mittens will keep fingers warm when the temperature plummets. A great choice for boutique Christmas gifting edits. £POA; E: agnete.hoyer@bestseller.com
Note perfect
Hand-poured in London, Brûler Candles merges style and scent with its beautifully fragranced (and aesthetically pleasing) products. £POA; Tel: 07748 633 433 E: info@bruler-candles.com
Gold rush
Crafted in 14k gold plated stainless steel, Edblad’s gold bead ring will make a statement both in-store and on fingers this AW24. £POA; Tel: 07778 158 986 oldstrom.com
Big weekend
Now available in six stylish prints, Kind Bag’s 100 per cent recycled Weekender is the perfect choice for adventures and overnight trips. £POA; E: hello@kindbag.co
Finishing touch
Bring some fun to living rooms and bedrooms with TBCo’s scalloped edge Rose Checkerboard statement cushion cover. Made from cotton and recycled polyester. £POA; tartanblanketco.com/pages/b2b
Dog friendly
Bring joy to boutique accessories edits with Pieces’ cute dachshund key chain, which will also keep essentials safe, organised and close to hand. E: amalie.skjerning@bestseller.com
Cowboy cool
Meticulously crafted in premium Portuguese leather, Mos Mosh’s Darwin boots capture the essence of the wild west with a modern twist. £POA; E: pl@mosmosh.com
Deck the halls
Chalk’s star print ramie cotton Christmas stocking is one of the brand’s annual bestsellers – stock up now in preparation for the festive season rush. 2pk £20; wholesale.chalkuk.com
Cap in hand
Add a burst of colour to everyday outfits this SS25 with Scotch and Soda’s 100 per cent cotton lavender Burton Morris Cap. £POA; Tel: damiano.patawala@ulacglobal.com
Check point
Wrap up when the cold weather bites with Danish brand Nümph’s vibrant rainbow check scarf. It makes a great Christmas gift option, too. E: mas@numph.dk
Down to Business
INSIGHT FOR FASHION INDIES
From working with microinfluencers to crafting the perfect email campaign, we reveal how indies can create a successful marketing strategy on a small budget…
FLORIAN KLAUER ON UNSPLASH
Within reach
MARKETING IDEAS TO HELP DRIVE SALES WITHOUT SQUEEZING PROFITS. BY DOTDIGITAL’S JULIETTE AIKEN
Small retail businesses are positioned to offer a highly unique and relevant offering for their customers. However, curating a marketing strategy to compete with those created by retail behemoths can be overwhelming.
The Dotdigital CMO Report, which surveyed 750 marketing leaders across the world, identified budget limitations as a major challenge for marketers, affecting 36 per cent of professionals across all levels from small businesses to large corporations.
But small businesses have a secret weapon that can help them gain traction: the ability to inspire loyalty. It’s important to keep this in mind, alongside the practical tips outlined below, when crafting a cost-effective, robust marketing strategy.
Repeat business
Email marketing was cited in the CMO Report as the top marketing channel, providing ROI (30 per cent). However, to capitalise on this potential, it’s essential to move beyond the initial “hello” and recognise the value of a good subscriber programme. Here are a few steps to create a robust nurture programme that will help inspire repeat sales:
Step 1: Build an email list
Offer low-cost incentives such as small discounts or entries into giveaways to encourage email sign-ups. Leverage platforms like Google Forms, integrating them with your website and social media profiles. Always ensure GDPR compliance by obtaining explicit consent for email communications.
Step 2: Craft effective emails
You can customise pre-designed templates with your branding and colour schemes to help save time. Allocate time to batch-create email content to ensure consistency and reduce frequent content creation.
To grab attention and prompt email opens, create compelling subject lines using clear and action-oriented language. Populate your emails with highquality content such as style guides, stock updates and special offers that resonate with your audience.
Step 3: Leverage automation
Set up automated welcome emails for new subscribers. For online businesses, you can create automated reminders for abandoned shopping carts, offering discounts to encourage purchase completion. Similarly, reach out to inactive subscribers with exclusive offers for re-engagement.
Step 4: Personalisation
To boost your email marketing efforts, celebrate subscribers' birthdays or anniversaries with special discounts or gifts. Personalise the emails by using customer data to address recipients by name and tailoring the content based on their purchasing behaviour.
Step 5: Social proof
Use integrations to trigger automated review requests following a completed purchase. Leveraging your loyal customers’ positive experiences will help attract new ones and will give your brand more trustworthiness.
Under the influence
The Dotdigital CMO Report also highlights influencer engagement as a top investment for 35 per cent of marketers in the coming year. Contrary to what some small business owners might believe, influencer marketing isn’t beyond reach. In fact, partnering with microinfluencers can be equally or even more effective than working with mega-influencers. Microinfluencers often provide better value due to a lower price point but higher level of authenticity.
The influencer landscape is no longer exclusive to celebrities. Everyday content creators are gaining traction by building small yet highly engaged audiences in various niches like fashion, skincare, and travel.
Micro-influencers, with 10,000 to 100,000 followers, and nanoinfluencers (1,000 to 10,000 followers), often achieve higher engagement rates compared to those with massive followings. For example, a micro-influencer with 15,000 engaged followers might receive 8,000 likes per post, whereas an account with over a million unengaged followers may only attract 50,000 likes.
To utilise micro and nanoinfluencers to boost customer engagement, follow these steps:
Step one: identify local influencers
Use tools and local hashtags to find influencers in your area with smaller follower counts who share your brand values and connect with your target audience.
Step two: research their engagement rates
Evaluate potential influencers by analysing their engagement metrics, such as likes, comments, and shares, which often indicate genuine audience interaction more than follower counts alone.
Step three: build a relationship
Follow them on social media and engage with their posts. Establishing a genuine connection can make partnerships more authentic and impactful.
Step four: leverage local events
Boost real-time engagement by inviting micro-influencers to store openings or exclusive previews where they can produce content, such as Instagram Stories, for instant interaction with their followers.
Step five: use user-generated content
Work with influencers to create authentic content with your products and share it on your business page. User-generated content typically earns higher trust and engagement. Provide influencers with unique discount codes too, so you can track which generate the most traffic.
Start today
Effective email marketing can significantly enhance customer engagement, loyalty and sales. Start small with manageable initiatives and gradually expand your efforts as you see tangible results.
Make sure to leverage tools available through marketing automation providers such as predictive analytics. This type of analysis is currently a key trend within AI adoption and can help small retail businesses assess which customer groups to invest in.
Maintaining a consistent approach and refining your strategy based on performance insights is crucial. And utilising these strategies will help cultivate a more engaged customer base, whatever your marketing budget.
Juliette Aiken is chief marketing officer at online marketing firm Dotdigital; dotdigital.com
Going places
HOW TO REACH A EUROPEAN CUSTOMER BASE IN A POST-BREXIT MARKET
As international e-commerce continues to evolve, there are still numerous opportunities for UK fashion retailers to tap into the EU market. What was once seen as a logistical challenge is now simply the new norm. Shipping clothing, shoes and accessories to the EU is not something to be held back by - instead, it’s an opportunity to refine your operations and grow.
The key to thriving in the new postBrexit environment is to embrace current policies, procedures and processes rather than seeing them as roadblocks. And with the right strategies in place, fashion retailers can move forward with confidence.
The key to success in the EU market lies in adaptation. Studies show that businesses with streamlined customs processes enjoy 10 per cent faster shipping times and face 15 per cent fewer delays in their supply chains. These gains
can directly translate into higher customer satisfaction, increasing repeat purchases and loyalty.
Understanding the expectations of EU consumers is crucial. Shoppers across Europe are diverse but share a common demand for fast and affordable shipping, transparent pricing and smooth return processes. A 2023 survey from eCommerce Europe found that 68 per cent of EU consumers are willing to pay slightly more for guaranteed, efficient cross-border delivery. Retailers who meet these demands - and exceed them where possible - are already gaining a competitive edge in the market.
Offering multiple delivery tiers such as economy and express gives customers the flexibility they crave. Furthermore, being upfront about customs duties at the checkout stage will mean fewer abandoned carts and higher conversion rates.
Returns, often seen as a logistical
headache, offer an opportunity for retailers to stand out. Fashion e-commerce has always experienced high return rates (according to Shopify data, typically 25-30 per cent of sales). But retailers who get it right have a chance to win over customers and improve their bottom line. Efficient returns processes not only keep customers happy, but also provide a cost-saving opportunity. Retailers with well-managed duty reclaim systems are seeing a boost in margins, with some reporting a 5 - 10 per cent increase in profitability on returned goods.
Incorporating technology can significantly streamline these operations. Automation tools that handle customs documentation, inventory management and customer communications are helping retailers cut through the complexity of cross-border trade. A recent eMarketer survey found that 56 per cent of e-commerce businesses have invested in automation technology to manage customs and compliance, leading to faster, more accurate processes and a reduction in human error.
The rules and regulations governing exports to the EU are here to stay, but they don’t have to be a hindrance. By integrating efficient customs procedures, offering flexible delivery and returns options and utilising technology to streamline operations, retailers can turn what might seem like logistical challenges into advantages that set them apart.
UKP Worldwide (UKPW) works with fashion retailer owners who have successfully navigated post-Brexit changes and adapted their operations to thrive in the EU market. The opportunity for success is there for retailers willing to embrace the new normal, ensuring that logistical processes enhance rather than hinder their e-commerce growth.
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Shop Talk INDUSTRY OPINION
Double vision
Change is afoot at Salisbury’s OSO Boutique - but if all goes to plan, the customers won’t even notice. Gemma Ward meets co-founder Jan Ashton and rising star Katie Gibbs to uncover the duo’s vision for the future…
JAN ASHTON AND KATIE GIBBS
A new era
GEMMA WARD MEETS OSO BOUTIQUE’S
JAN ASHTON AND KATIE GIBBS TO FIND OUT HOW THEY’RE FUTURE PROOFING THEIR SALISBURY-BASED BUSINESS
Salisbury’s OSO Boutique (pronounced oh-so) is quietly undergoing a radical transformation. The reins of the popular 11-year-old fashion independent are about to be handed over to former marketing exec Katie Gibbs, who has been diligently learning the ropes under the mentorship of co-founder Jan Ashton.
The pair hope the transition will take shape organically over the course of the next few months as Katie prepares to take on the role as eventual owner: “The changeover’s success rests on customers not even noticing there’s new management,” she says. “That’s when I’ll know I’ve done a good job.”
Shared vision
For Jan, who co-founded the store in 2013 with daughter Nat, this is the culmination of years of hard work - and a step towards a well-earned semi-retirement. “OSO was Nat’s baby in the beginning,” she says. “She took the lead with the store’s concept and buying strategy while I kept a tight leash on the finances. But within 10 months I was completely submerged in the business and enjoying every moment.”
Today OSO Boutique employs a team of five women who offer shoppers “fun and friendly” styling advice or just a place to chat. From the very start, Jan and Nat’s vision was to create a non-intimidating space
JAN AND KATIE
that welcomed every shopper: “We never wanted to be a scary boutique that certain people felt they couldn’t enter,” says Jan. “Community has been key to our ethos all along.”
Over a decade ago, the store opened with a clear focus on fashion jewellery. However, its small range of “affordable yet unique” clothing soon became equally popular with shoppers: “We brought in largely unknown brands,” says Jan. “To our surprise the fashion was more popular than the jewellery. The shop was a huge success, and after a short time we decided to expand our clothing range.”
Fast-forward to 2017, and the boutique had outgrown its space, leading to a relocation to its current, much larger premises. Inside shoppers can peruse beautifully curated tables, cabinets and rails offering clothing, jewellery, footwear and accessories. Everything in the store is artfully arranged by Jan (who buys with merchandising in mind) with the support of her talented team.
With the new larger shop floor space came new opportunities, and OSO was able to add brands like Mama B, Maison Hotel, and American Vintage to its roster alongside its long-established jewellery. For AW24, Jan says the team is excited to reintroduce Bonté London following its successful debut this summer alongside a wider selection of styles from Chalk. “We look for timeless pieces with an edge; something special shoppers won’t find anywhere else,” she says. “People don’t come here for the ordinary – they want special. The trick has always been to offer that while getting the price point right.”
With a mother-and-daughter as the original driving force behind the store, OSO has always stocked products that appeal to a multigenerational customer base: “We buy fashion for all ages, shapes and sizes,” says Jan. “For example, we will purposely select pieces we know will look great on a size 16, then buy more heavily into that
specific size.” This is also reflected by its staff, who are aged from 43 to 68 years old and wear UK dress sizes eight – 18.
Yet, despite its bigger focus on fashion in recent years, Jan says jewellery remains integral to OSO’s success. “It’s always been a strong category for us. Jewellery sells no matter the weather. And with Salisbury’s tourist trade, it's an easy purchase — something small but special that visitors can take home.”
City heights
Salisbury itself is a quiet yet affluent enclave in Wiltshire, based just 10 miles south of Stonehenge. Jan and Nat’s decision to open a boutique there was purely commercial: “We did consider several coastal towns for the location, but Salisbury had such strong potential,” Jan says. “It’s a very small city but it has the best cathedral in the country alongside amazing architecture. Plus, with 360 degrees of highly populated villages surrounding it, we felt it was a strong destination.”
The city hit the headlines in 2018 for the novichok attack on former Russian spy Sergei Skripal and his daughter, Yulia. Their poisonings cast a dark cloud over its centre, with footfall declining quite dramatically in the city centre in the months that followed.
However, according to Jan and Katie, fears created by the incident have subsided and the city is now thriving. “There are lots of independent shops already here and that’s gathering pace,” says Katie. “A lot of towns have declined over the years, but Salisbury has really turned a corner. The local BID is doing a brilliant job in attracting more shops and visitors, too.”
Last year family-owned department store Bradbeers arrived in the city, taking over a building that was formerly occupied by Debenhams. Jan says that while she had to tweak OSO’s brand list slightly, its arrival has been nothing but positive: “We dropped a few brands that were going to cross over.
THE OSO BOUTIQUE TEAM
Still, I don’t see it as a threat to us. There are plenty of suppliers out there plus it brings in more people to Salisbury. We need good shops in the town that will continue to draw in shoppers.”
Physical footfall is particularly important for OSO Boutique, as it doesn’t currently sell online. Instead, Jan and the team use daily Instagram posts – often featuring its staff members or customers - to drive shoppers into the store: “E-commerce was vital for us during the pandemic, but when we were allowed to reopen the physical shop, we made a deliberate decision to pull back,” says Jan. “Online needs to operate as a completely separate business, and at that time it wasn’t bringing in enough of a return to warrant the time or expense.”
Passing the baton
During the lockdowns, Nat also stepped away from OSO to open Rose the Store in Bournemouth’s Westbourne, leaving Jan to manage the business alone. Katie, a loyal customer, entered the picture at a crucial moment: “After taking a career break to have my three children, I was ready to return to work,” she says. “But I wasn’t sure in what capacity. So, I invited women I admired out for a coffeeand Jan was at the top of my list.”
This meeting turned out to be pivotal for both women: “Katie was extremely impressive,” says Jan. “I wasn’t ready to take on a marketing person, so I initially asked her to help over the busy Christmas period. I quickly realised she was special and began to consider how she could drive the business forward in the future.”
For Katie, who once led a highflying career in marketing, stepping into the world of boutique retail has been life-changing: “I’m learning so much, and I’m in a role I truly love that draws on many of my skills. I love the variety of running an independent retail business. And with Jan mentoring me, I can prepare for when the time comes for her to take a step back.”
As the two women discuss the future of OSO, it’s clear that this isn’t just a business transitionit’s a partnership built on mutual respect, creativity, and shared passion: “We’re buying together and planning together,” says Jan. “It’s a natural fit. I feel like fortune and the stars have all aligned.”
For shoppers, the coming months will bring more of the same carefully curated fashion and jewellery they’ve come to expect from OSO. But behind the scenes, a quiet revolution is underway, driven by the collaboration of two women with a shared vision for the future.
While Katie promises to retain the same OSO Boutique customers know and love, she is planning some small changes to modernise the business: “My main focus will be on keeping the store as good as it is today,” she says. “However, I do plan to begin capturing more customer data so that we can develop connections further with in-store events and fashion inspiration. We will also, when the time is right, re-introduce e-commerce. But the physical store will always be at the heart of the business."
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“Every Autumn Statement is important, but this one has special significance for indie retailers”
BIRA CEO ANDREW GOODACRE ON WHY THE CHANCELLOR MUST RETAIN THE BUSINESS RATES DISCOUNT FOR SMALL RETAILERS
It’s already October - and for many retailers, thoughts will be turning to the all-important golden quarter. Everyone working in the industry knows the value of this time of year.
For me, my focus turns to the Autumn Statement. This year’s is expected to be presented on Wednesday 30 October and it’ll be first by new chancellor Rachel Reeves. This is always an important statement. But it’s even more so this year because we have a new government and have all been made aware of the financial black hole in the country’s finances.
With this in mind, Bira’s main priority has been to ensure the retention of the so-called Retail, Hospitality and Leisure (RHL) Relief, which currently gives many of small high street firms in England a 75 per cent discount on the business rates.
A rates discount for small retail has been in place since 2019 (in England and Wales) following a campaign by Bira to reduce rates. The discount started at 33 per cent and increased to 100 per cent during Covid. For the past two years, it has been held at 75 per cent in England (and reduced to 40 per cent in Wales for the last 12 months). However, the relief is due to come to an end in March next year unless the chancellor intervenes.
In my view, any loss of this relief would be a disaster for indie retailers. Businesses have built business plans on discounted rates, having benefitted from the discount for five years. Even if the discount was reduced to 50 per cent in England, that would still double the rates paid by many retail business owners. Such an increase in actual rates payable would change investment plans; and without investment, we cannot grow the economy.
Bira has urged the chancellor to consider the context of the indie retail business sector. We are seeing depressed consumer confidence and low retail sales. Large chains are discounting more and for longer, squeezing the smaller retailer margins. Footfall continues to be low on high streets and we are seeing deflation in the prices of non-food items. Finally, the chancellor must consider what other impacting factors there might be next march when this rates relief is scheduled to end. We already know (based on statements by the Low Pay Commission) that the national Living wage is likely to increase by around 6 per cent and could, in fact, be more. This is now twice the level of inflation.
Every Autumn Statement is an important event, but this one has special significance for independent retailers. We have asked for the relief to be retained until we have wider rates reform, and we believe that it can be funded by increases in the rates bills of the giant online businesses. As the prime minister has said, the burden of the country’s financial problems should be borne by those with the broadest shoulders. Finally, you can also do your bit. It is not too late to write or email your local MP about this issue and call for the rates relief to be retained at 75 per cent. It is so important for the future of the industry, and we will all be awaiting the Autumn Statement with bated breath.
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