Trader WEDDING
WEDDINGTRADERMAG.COM
LY PROUDTING R SUPPO ISH BRIT EAR W BRIDALILERS RETA
ISSUE 17 • SEPTEMBER/OCTOBER ’19
It’s show time...
HARROGATE GETS READY FOR A BRIDAL BONANZA
LADYBIRD FLIES INTO A WHOLE NEW CHAPTER AS PART OF PRONOVIAS
ELEGANT BRIDAL SUPERSTORES ARE THEY WHAT TOMORROW WILL BRING?
TALKING SHOP: WE GET RETAILERS TOGETHER
TRANSPARENCY THE FROCKS THAT PUT BODIES (AND KNICKERS) ON DISPLAY
ELLIE SANDERSON AND OTHERS SPEAK FROM THE HEART OF BRIDAL
INTRODUCING
A new multi-way transformative dress.
View the Loop Dress and display at the British Bridal Exhibition, Harrogate Convention Centre September 8-10 • Stand KS1 For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041 The Loop Dress Is US and foreign patent pending.
RO M A N T I C A C O L L E C T I O N S BRITISH BY DESIGN
We will be launching our brand new 2020 collections at The Harrogate Bridal Show from the 8th - 10th of September. Find us at The St George Hotel. For more information about becoming a stockist, please email: enquiries@romanticaofdevon.co.uk www.romanticaofdevon.co.uk
FINALIST Occasionwear Supplier of the Year Marketing Campaign of the Year Best Supplier Customer Service of the Year Bridalwear Manufacturer of the Year
ronaldjoyce.com
T H E H A R R O G AT E B R I D A L S H O W 8 - 10 Sept - Stand M19
CHANEL
contents
GLITTERING PRIZES Who will walk away with this year’s trophies?
W H AT ’ S W HE RE 13 TA L KING P OINT The latest need-to-knows in bridal
76
19 I N MY OP INION Laura Daly talks shopping
80
22 L ET TER FROM AME R ICA Peter Grimes on working together
84
26 TA L KING SH OP Retailers exchange ideas
88
33 EL L IE Honesty... and telling it like it is
92
36 S IX O F TH E BEST Boho means big business
94
40 T HE FINALISTS ARE ... The line up of bridal’s best
98
44 MYR NA Max on the digital experience
100 L IGHT ING U P
46 L A DYBIR D FLIES H IGH What being part of Pronovias means
102 TECHNO
50 HA RR OGATE What this month’s event will bring
104 FY DD
62
FOC USING ON FACT Ellis’s view on the state of industry play
107 GO ING TO T HE P O ST
68 I N CONVERSATION A business chat with Justin Alexander
108 M O NE Y M AT TE R S
74 B EH IND TH E SCEN ES Wendy Adams and planning for success
110 T RAINING
Q & A WIT H C L A R E S T H O M P S O N Meet the Director of The Wedding Club A B IT O F T RAN S PA R E N CY Our guide to the latest see-throughs S ECO ND O PIN I O N Sue Lovell on the dangers of online harrassment S M ART C HAPS The sharp, chic way for men to shop BRIDESPEAK Making appointments... making decisons
DAY IN T HE L I F E O F. . . Tony Bromilow’s acion-packed schedule Our pick of the best-looking chandeliers
KELSEY ROSE WHITE
THE FABRIC OF BRIDAL The top makers on the latest fabrics
Can robots deliver the experience? No way!
Check out what your brides are fixed on
Michael Cahill answers your questions Shaping up and playing it smart
114 AND FINAL LY. . .
Here’s what you have to say this month
SERRANO BY SUZANNE NEVILLE
Gary on getting the message right
SEPTEMBER/OCTOBER 2019 ♦ WEDDING TRADER ♦ 7
www.morilee.co.uk ww w.morilee.co.uk
8 TH - 10 TH SEPT, STAND M24 REAGAN
CO NTACT US
Ed’s Letter
Editor Susi Rogol
Hectic times indeed, with Harrogate ready to open its doors, the big awards programme ready to unfold (congrats to all you finalists), and retailers from around the world ready to get into buying mode and celebrate the 2020 collections. Talking to many shop owners and suppliers in recent months, one picks up on the positive vibes. Despite so many concerns about a downward trend in sales, optimism is on the up again as news spreads fast about the spiralling number of venue bookings for the year ahead – 2020, it seems, has a far more appealing ring to it than 2019 (remember all that negativity about 2013?). Destination weddings are on the increase, too, but while they do not show up in National Statistics, they account for big numbers. Make sure you have the gowns – and accessories – that travel well! You could even consider an instore destinations day, and get tourist boards to provide you with great visual material. A glass of rosé and some great background music and you’ll have a captivated audience. EDITOR SUSI ROGOL-GOODKIND TEAM TALK Andy Allen Art Director “I found hearing what brides have to say is enlightening, especially when it comes to making appointments.” (p92) Laura Lismore Sales Executive “It’s great to be back! And great to read about market-leading brands and what they’ll be showing in Harrogate.” (p50) Martha Cook Sales Executive “Retailers and suppliers forming a department store environment is fascinating... and a great read.” (p88) Jade Pepperell Love Our Wedding “Exchanging views and sharing information has to help bring the industry together.” (p26) CONTRIBUTORS Wendy Adams, Stephanie Allin, Rebecca Baddeley, Dominic Bliss, Tony Bromilow, Michael Cahill, Helena Cotter, Laura Daly, Wendy Deodel, Rebecca Doyle, Jill Eckersley, James Ellis, Peter Grimes, Tracey Hales, Sue Lovell, Chris Partridge, Jade Pepperell, Andrew and Robert Pearce, Myrna Plaisir Daramy, Ellie Sanderson, Clare S Thompson, Justin Warshaw, Amy Watts, Gary Wilkins
Trader WEDDING
WEDDINGTRADERMAG.COM
HARROGATE GETS READY FOR A BRIDAL BONANZA
dominic.bliss@btopenworld.com
Art Director Andy Allen andy@meanttobemedia.com
Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122
Sales Executive Laura Lismore Laura@meanttobemedia.com Mobile: 07903 858078
@WeddingTraderUK @WeddingTraderMag @weddingtrader
LADYBIRD FLIES INTO A WHOLE NEW CHAPTER AS PART OF PRONOVIAS
weddingtradermag.com
ELEGANT BRIDAL SUPERSTORES ARE THEY WHAT TOMORROW WILL BRING
Trader WEDDING
TALKING SHOP: WE GET RETAILERS TOGETHER
TRANSPARENCY THE FROCKS THAT PUT BODIES (AND KNICKERS) ON DISPLAY
WT17_Cover1aa/s.indd 1
Menswear Editor Dominic Bliss
ISSUE 17 • SEPTEMBER/OCTBER ’19
It’s show time...
Y PROUDL TING SUPPORSH BRITI EAR BRIDALW RS RETAILE
susi@meanttobemedia.com
ELLIE SANDERSON AND OTHERS SPEAK FROM THE HEART OF BRIDAL
09/08/2019 09:51
Cover image: Intricately-beaded statement gown by Amare
Wedding Trader magazine is distributed to hundreds of the best bridal retailers all over the UK. Designed and created by the makers of Love Our Wedding magazine and findyourdreamdress.co.uk, Wedding Trader is a new trade string to the otherwise consumer bow of Meant To Be Media Ltd.
MEANT TO BE MEDIA Wedding Trader is published by: Meant To Be Media Ltd, 68a Oldham Road, Manchester M4 5EE. Tel: 0161 236 6712 weddingtradermag.com meanttobemedia.com Meant To Be Media Ltd also publish: F IND YOUR
LOV E OUR
DREAM DRESS
SEPTEMBER/OCTOBER 2019 ♦ WEDDING TRADER ♦ 9
www.dandolondon.com
FOR SPECIAL SHOW OFFERS VISIT US ON STAND Q1A AT HARROGATE
For details on becoming a Dando London stockist contact sales@dandolondon.com Headquarters: DP World Logistics Centre, Ground Floor, North Sea Crossing, Stanford le Hope, Essex. SS17 9ER (+44) 1420 23490 media@dandolondo.com
Dando London
TALKIN G POINT The latest news in the wedding world, right here, right now
The Best Of Boho The popularity of boho continues to increase and no wonder with gowns like this stunner from the Alan Hannah Moonshadow collection by award-winning Marguerite Hannah. Leyla is slimfitting and sleek, bringing together fine French lace, soft crepe, and a flurry of feathers to dress the neck and sleeves. It comes in sizes 8 to 30 and RRP is £2,600. +44 (0)20 8804 1444 info@alanhannah.co.uk alanhannah.co.uk
ASK THE EXPERTS While you are at Harrogate, make the time to grab inside info and advice from the Ask the Experts team who will be running one-to-one sessions in the Queens Suite Foyer. Marketing, PR and sales are some of the topics they will cover. You need to book at the show – it’s a first-come-first-seen thing. The pros you can learn from are Abigail Neill, Jane Watson, Jo Stott, Linda Huckle, Megan Germers and Terry Fox. S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 13
An all-new Moda for a new decade New dates, new halls, a re-edit and newly-curated sectors set the show’s course for the future. Moda, the industry’s leading fashion trade show and the UK’s National Footwear Show, is set to deliver an all-new event in February 2020 with a refreshed image, new shell scheme and an improved floor plan giving exhibitors the best space to showcase their collections and to meet the changing needs of brands and buyers. According to Event Director Adam Gough: “59% of buyers have been attending Moda for over 20 years,
41% spend over £150k, and 90% of visitors return every season and are owners with sole purchasing power. “The show has this incredible heritage and is the heart of UK fashion. However, retail is changing and the show needs to adapt. A refreshed edit will ensure that Moda remains a leading hub for contemporary, diverse and inspirational brands to cement their presence in the UK market. Much of our plan is dedicated to drawing in the key names in fashion retail, from online retailers, multiples and department stores, and with this in mind, we have altered our date lines for the AW20 edition to avoid clashing with Milan show MICAM. In our new halls 6,7 & 8, Moda will now be taking place 23-25 February 2020. “With continued investment and long-term commitment to the show, we have put in place dynamic new teams who all share the common goal to make Moda the best it can be. We are extremely excited to showcase our newly-curated sectors Edge, Luxe, Fusion, Occasion and Life, in February, alongside the finest in footwear and sourcing.” Edge will offer ready-to-wear collections from leading UK and
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international womenswear labels aimed at 18-30 year olds; Occasion will stage a selection of eveningwear and occasionwear brands from around the world; Luxe will showcase premium womenswear collections, and visitors will discover a clear edit of diffusion collections at affordable prices within Fusion. As industry demand for sustainable fashion continues to grow, Moda Life will introduce leading ethical and eco labels across the womenswear, accessories and footwear sectors. Moda is also putting huge investment into its Buyer Acquisition Programme. “The value of trade shows lies, first and foremost, in the connections and networking opportunities they provide,” says Adam Gough. “We’re pleased to announce the expansion of our programme that is designed to bring top-name buyers directly to Moda. As well as increased investment directed towards the targeted VIPs, the February show will also boast a bigger catwalk and more inspirational content, both areas that visitors have stated adds value and interest to their visit to Moda.” Visit moda-uk.co.uk for further information and updates.
LA R G E P R INT
VIVIEN V
COLUCCI BI
ANCA BRAN DI
In occasionwear, prints are the big story for 2020-2021, especially in the Italian designer collections. The small and sweet have no place in the style stakes – if you’re going to go with it, make that statement bold and bright!
CARLA RUIZ
Correction It has been pointed out to Wedding Trader that Debbie Buck of Glamour Bridal, Bolton, was not a member of the forum Bridal Retailers UK & Ireland, so we retract all associated comments on this. We apologise for this error.
S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 15
Getting To Know...
SAY I T WI T H F LOWE RS Fancy sending good customers a bunch of the best? Serenata Flowers (serenataflowers.com) has produced a list of anniversary blooms. 1st – Carnation 2nd – Lily of the Valley 3rd – Sunflower 4th – Hydrangea 5th – Daisy 6th – Calla 7th – Freesia 8th – Lilac 9th – Bird of Paradise 10th – Daffodil 25th – Iris 50th Yellow Rose and Violets
Michael Hanks, whose wife Stephanie owns the highly-successful Bride to Be store in Reading, is naturally familiar with the industry; he has personally been in the print business for over 30 years dealing with corporate companies. Discovering that many of his friends in bridal were finding it increasingly difficult to source the printed branding materials they needed in one place, Michael had that lightbulb moment and created a bridal portal website with all the items that a boutique would use – bridalprint. bridalprint can provide everything you need to promote your business, from high-quality appointment cards and business cards to luxury dress labels, order pads, compliment slips etc. The range on offer is considerable, and the prices seriously competitive. Unsurprisingly, bridalprint’s most indemand products are its dress labels, that show the shop’s name on elegant laminated cards with the dress details on the reverse, and its stylish A5 folders, complete with logo and details, that make an elegant keepsake for a bride and offer the option of adding information for her friends and bridesmaids… your future brides! +44 (0)1462 411818 / info@bridalprint.co.uk www.bridalprint.co.uk
M AT E R I A L WH I R L Michael’s Bridal Fabrics is launching a new website that will make it easy for buyers to order online. In the planning stages for over a year and a half after very many months of concept development, the new offering has got detail down to a fine art. The company’s biggest investment ever, designed to bring it to the forefront of technology, has meant new internal software and special staff training. Michael’s now has its database of products and customer records in place on the system and clients will be able to sign in and access and print off all information, 24 hours a day, relating to their account – like invoices, and articles ordered – rather than having to speak to a member of staff; full German and French versions will be available within a month and the website will also be optimised for use on mobile
and tablet devices. Key, however, is the search function, through which customers can feed in product criteria and check stock levels; prices will only be seen by those who have log-in access, and it will be possible to make secure online
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payments. Read about Michael’s best-selling bridal products on page 90. See the collection at the Harrogate Bridal Show this month, and Textile Forum in October. michaelsbridalfabrics.co.uk
A ND T H E FAB DESTI NAT I ON G OW N . . . Check this gorgeous number out! It is Olsen by Sottero & Midgley in ivory tulle topped with an exclusive
lace. Hard to say no to this one! +44 (0)3443 240324 contactus@maggiesottero.com
Where Are They Heading? Location is one of the key factors today when it comes to planning the nuptials. And it is reckoned that one in every four couples will opt to do it abroad. Latest figures from the ONS (Office of National Statistics) say that 600,000 people get married in the UK. Meanwhile, In the past two years alone, more than 400,000 brides and bridegrooms married on holiday, mostly in tropical resorts; according to the poll carried out by YouGov for Direct Line Home Insurance, they spent more than £4,300 each, as opposed to the £30k+ bill for doing it at home. The top destinations vary from list to list with travel companies naturally picking those they find are most in demand (or have a collaboration with). We like the choice from Flowercard (flowercard. co.uk) based on social media research, of the Top 10 Most Instagrammed wedding spots. They are: 1. Bali - 1,570,192 posts 2. New York City - 750,000 posts 3. Miami - 601,302 posts 4. Los Angeles - 406,896 posts 5. Las Vegas - 386,437 posts 6. Arizona - 371,929 posts 7. San Francisco - 221,804 posts 8. Tuscany - 182,309 posts 9. Paris - 173,950 posts 10. Santorini - 128,153 posts The Sun newspaper’s reckoning of the most popular European destinations is: 1. Cyprus 2. Ibiza 3. Malta 4. Olu Deniz, Turkey 5. Algarve 6. Rhodes 7. Tenerife 8. Dubrovnik, Croatia 9. Mallorca 10. Sorrento While website 101 Honeymoons picks: 1. Mauritius 2. Seychelles 3. Sri Lanka 4. Bali 5. Thailand 6. Italy 7. Las Vegas 8. South Africa
S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 17
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In my opinion Laura Daly has her dancing shoes at the ready as she looks forward to waltzing down the aisles of Harrogate looking for the best of the new collections. Take note of her buying habits... it takes years of practise to get it right
S
eptember – and, for me, that can mean only one thing; a trip to Harrogate is looming. I look forward to spending a few days socialising, catching up with industry friends, and eating and drinking far too much. Oh, and buying a lot of next year’s stock, of course. The manufacturers of most of my mid-priced dresses will be showing their 2020 styles and, naturally, I need to be there to see them. All being well, I’ll be buying – but it’s never a given. Over the years, I’ve developed a thick enough skin to weather and reject comments like “if you don’t buy this season, we’ll offer it to your nearest competitor” or “your minimums are eleventy-million this year”… These days, I’m happy to walk away and spend my pennies elsewhere. Designers who have stood the test of time with me are those who have understood that sometimes I need a season off; that, if the dresses aren’t appealing enough, I won’t be buying... but that doesn’t mean I won’t be back the following season. They won’t enforce silly minimums on me because they know that, for the vast majority of seasons, I’m happy to invest in at least the required minimum. In a year where maybe I’m having to cut spending, or the designer has produced a weak or repetitive collection, I know that these companies have my back and understand the
swings and roundabouts or, perhaps I should say, the snakes and ladders of bridal retailing. During the year, I pay my bills on time and put in good repeats. In return, I expect a certain level of understanding and support when buying my stock. If you spy me on a stand drinking all the Prosecco and scoffing all the jelly babies, it might look to the uninitiated like I’m only there for the free booze and a sugar rush. Don’t be fooled, though. I’ve actually done my homework and I know exactly what I’m looking for. In any event, I tend to feel that, one way or another, the cost of the refreshments is more than included in the price I’m paying. Over the past 18 years, I’ve got a system down that helps me to take some of the guess work out of buying and I’m happy to share it. I do have to say that it works for me because I don’t sell older styles off-the-peg. I tend to keep a dress I have invested in for as long as it’s repeating, so I’m only looking to fill the gaps on my rails left by the bugbear that is the inevitable catalogue of discontinued gowns. I list all my current styles, sorted into shapes, and work out the percentage of each style held on my rails. Maybe 10% sparkly ballgowns, 30% lace fishtails, and so on. Then I look at the last year’s worth of sales with a close eye on what has already sold for next year and, again, work out
the percentages. This acts as a guide to how I need to adjust what I have on my rails. So, using the figures already mentioned, if I’ve sold 20% sparkly ballgowns then I’ll up my pieces to include a better offering, and if I only sold 20% lace fishtails but they take up 30% of my stock, I won’t be so keen to keep buying loads more. Once I‘ve got those figures, I’ll go onto the shop floor and check the condition and age of the samples concerned. If all the fishtails are very old and dirty, then that could be the reason for the slump in their sales and so, in this instance, I’ll cull any sad old dears and replace them with fresh new styles. I’ll add to that all the feedback from my consultants as to what next year’s brides are looking for – particularly if they’re looking for something we don’t currently offer – and also what is being re-pinned on my shop Pinterest pages by future brides. Before I finally make my mind up, however, I’ll have a good look around the halls at Harrogate and get a proper overview of what’s on offer from other labels, just to make sure I’m not missing a gem I didn’t even know existed. I can’t say I’m completely immune to the occasional ill-advised, slightly squiffy purchase, and this system certainly isn’t foolproof, but it has served me well enough over the years. Happy buying and best of luck!
S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 19
Letter from America Working together – retailers and suppliers – will lead to a stronger industry, says Peter Grimes, publisher of VOWS magazine
A
s the US bridal market evolves to meet a changing business environment and to adapt to the ever-changing needs of its brides, it also continues to struggle with the age-old demon of conflicting desires and goals that often (and historically) dominate the retailer-manufacturer relationship. Though friction has long been inherent in this buying and selling partnership, today’s challenges are clearly ratcheting up the pressure.
What we hear from the more vocal store: “Manufacturers/brands are inflexible, demand ever higher minimums, drown us in samples, have poor customer service, don’t monitor their pricing and discounting policies, saturate the market, discontinue styles too quickly, sell online merchants, go around us by selling direct to the consumer, and seem to forget that I sold a lot of their dresses over the years.” What we hear from the more frustrated manufacturer: “Retailers unjustly complain about their competitors, demand special pricing, resist paying for their own mistakes, push for exclusivity, refuse shipments, don’t pay their bills, don’t support us with merchandising, object to buying both seasons, have little commitment to our company, and ask for favours though they haven’t bought the line in four seasons.” Essentially, both parties accuse
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each other of lack of support, claiming that ‘give-and-take’ is now “you give and I take.” Though this is rarely an attitude from or about established ‘A’ stores in good standing, they, too, are more aggressive in their demands on their manufacturers. One result of this finger-pointing turmoil: the troubling development of US-based bridal companies closing wholesale divisions to shift to a directto-consumer model, and the quiet development of separate collections for online sales only. The rationale: To compete against Chinese factory-direct shipment websites by selling low-quality dresses at the lowest price point to a consumer most salons don’t pursue. To provide and prosper from the online shopping experience today’s consumers reportedly desire. And to survive... Every business has the right (within reason) to sell to or buy from whomever they choose. And there is
nothing inherently evil in a company deciding to pursue the direct-toconsumer model. But I can’t help thinking that for this tight-knit industry, a growing choir of voices promoting online buying for bridal will make it that much more difficult for brick and click stores to break through the noise and have a chance at telling their own stories or to offer the very real reasons why bridal boutiques are still relevant today. There is a silver lining, however, to this climate we find ourselves in... stores in the US seem more willing to tackle these issues as a group, or to at least voice their opinions publicly – partially a result of the momentum of industry-wide actions taken by retailers, manufacturers and reps to protest the possible imposition of tariffs on Chinese manufactured apparel imported into the US. In that regard, The International Bridal Manufacturers’ Association (IBMA) has found success with two recent major programmes, both achieved with significant input from key retailers:
w The creation, funding and launching of a national PR campaign and website in support of full service bridal salons.
Stores in the US seem more willing to tackle issues as a group, or to at least voice their opinions publicly, partially a result of the momentum of industrywide actions Created under the tagline COME FIND YOUR YES! and the hashtag #ComeFindYourYes, the national consumer marketing effort includes traditional media, social media and special events to reinforce the importance and experience of shopping at specialty bridal boutiques. A store locator guide is also provided, and is currently populated by over 1,000 stores.
w The development of the Industry Rapid Response Team comprised of retailers, manufacturers and associations to work together as one with the goal of countering negative publicity about the industry and to work on solutions for the issues facing the industry – including those adding to the friction between retailers and manufacturers. This fledgling participation, and willingness to work together to address common issues, is also evident in the support the American Bridal and Prom Industry Association (ABPIA) is receiving in its anti-counterfeit battle and its Congressional lobbying efforts, and in the launch of the National Bridal Retailers Association. Yes, there is noticeable friction amongst us this side of the Atlantic. But I’m hopeful that it is a pressure that will ultimately be beneficial, as in the words of Lucius Annaeus Seneca: “A gem cannot be polished without friction, nor a man perfected without trials.”
Calling all boutique owners! Give this brilliant free wedding magazine as a gift to your brides!
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ISSUE FOUR • OCTOBER 2015
ISSUE THREE • SEPTEMBER 2015
DRESSES FOR EVERY SEASON STUNNING STYLES FOR EVERY TIME OF YEAR
Trend alert!
THE BEST DETAILS TO MAKE YOUR DAY WOW
REAL BRIDES
BEAUTIFUL WEDDINGS & REAL ADVICE INSIDE
ESSENTIAL PLANNING TIPS TACKLE THE BIGGEST PLANNING WOES WITH OUR HANDY GUIDE
PERFECT REAL-LIFE WEDDINGS
MADISON JAMES
DISCOVER MORE FROM THIS HOT NEW LABEL
FOUR REAL BRIDES SHARE THEIR BIG DAY STORIES, P58
DATES FOR YOUR DIARY THIS SEASON’S MUST-VISIT SHOWS
WIN TICKETS TO THE NATIONAL WEDDING SHOW!
‘I’m engaged!’ WE FOLLOW A REAL BRIDE-TO-BE ON HER WEDDING JOURNEY
EVERYTHING YOUR GIRLS NEED TO KNOW!
Gift ideas
FOOD IDEAS
GIVE YOUR NEWLYWED NEST A VINTAGE GLOSS WITH OUR BEST BUYS
TASTY DISHES FOR YOU AND YOUR GUESTS, P86
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03/08/2015 20:17
DRESSES FOR EVERY BODY SHAPE FIND A GORGEOUS GOWN THAT LOOKS & FEELS INCREDIBLE
Cute as a button
ADORABLE IDEAS FOR FLOWERGIRLS
GET AN AMAZING 25% OFF YOUR ACCESSORIES! PLUS-SIZE SHOPPING TIPS GREAT ADVICE FOR CURVIER BRIDES
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FLAWLESS NEW FROCKS FOR YOU & YOUR BRIDESMAIDS
• STATIONERY • DECOR • SHOES • JEWELLERY • CAKES &
MUCH MORE
Photo finish EXPERTS REVEAL THE BEST WAYS TO POSE FOR PHOTOS
Justin Alexander
THE SIGNATURE STYLES YOU’LL FALL IN LOVE WITH
LOW27_Cover Justin Alexander 3aa JP.indd 1
SO SASSI
SEE THE NEW STYLES FROM ONE OF BRIDAL’S FAVOURITE DESIGNERS
She’s the one
INCREDIBLE DRESSES FOR EVERY BRIDE, P14
31/08/2015 17:38
ISSUE 13 • JULY 2016
50 GORGEOUS NEW DRESSES
Perfect planning
WE SELECT OUR FAVOURITE BRIDAL DESIGNS FOR 2017
He’s the one!
TIPS TO CREATE THE WEDDING OF YOUR DREAMS, FOR LESS!
REASONS TO HIRE YOUR GROOM’S SUIT, P50
ELBETH GILLIS
WORRIES OF A BRIDE-TO-BE SECRET THOUGHTS EVERY BRIDE HAS
HOW ONE OF SOUTH AFRICA’S BEST DESIGNERS IS SET TO WOW THE UK
BENJAMIN ROBERTS
Let’s celebrate!
NEW WAYS TO KEEP YOUR GUESTS ENTERTAINED
BEAUTIFUL WEDDINGS
WHY THE NEW COLLECTION IS THEIR BEST YET!
TREAT YOUR LOCKS TO ONE OF THESE CUTE LOOKS
Catwalk chic
A BUMPER 1ST BIRTHDAY ISSUE!
SHOW TIME!
MUST-VISIT FAIRS TO ADD TO THE DIARY FINISHING TOUCHES MAKE YOUR DAY STAND OUT!
Seasonal food ideas DELICIOUS DISHES FOR YOUR MENU
OUR BIGGEST SELECTION OF BEAUTIFUL
01/05/2016 18:20
LOW13_Coveridea Benjamin Roberts 8aa final.indd 1
WEDDINGS TO INSPIRE YOU
31/05/2016 17:49
REAL BRIDES
BRILLIANT IDEAS AND INSPIRING STORIES
The finer details
FROM STATIONERY TO BRIDAL ACCESSORIES, FIND HUNDREDS OF FINISHING TOUCHES INSIDE
LOW5_Cover idea Allure 5aa NEW COLOURS.indd 1
Curvy couture
18 PAGES OF IDEAS AND INSPIRATION
HOT PLUS-SIZE GOWNS FOR FULLER FIGURES
MINI MAIDS ADORABLE PICKS FOR YOUR FLOWERGIRLS
FIND MY VENUE! WE DISCOVER THE UK’S BEST COUNTRY HOUSE VENUES, P115
WIN A N HONEYMOO IN CRETE WORTH OVER £2,500
Cute
couples
VENUE SPECIAL FIND THE PERFECT PLACE FOR YOUR BIG DAY
12 PAGES OF BEAUTIFUL REAL-LIFE WEDDINGS
HOW TO DE-STRESS BEFORE THE BIG DAY KEEP THOSE NERVES UNDER CONTROL WITH OUR TOP TIPS
Wedding dress how-to FIND THE DRESS OF YOUR DREAMS WITH OUR BRIDAL GUIDE
You said
yes! OUR PLANNING TIPS FOR NEWLYENGAGED BRIDES
READY, SET, CAKE! WEDDING CAKE TRENDS FROM A GREAT BRITISH BAKE-OFF PRO
Enzoani HOT 2018 STYLES FOR EVERY BRIDE
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Mini maids
PRETTY FLOWERGIRL DRESSES THEY’LL LOVE
DREAMY DISCOUNTS GREAT DEALS FOR EVERY READER!
02/10/2015 12:55
20/11/2017 16:30
Br ides REAL IDEAS, ADVICE AND DETAILS TO INSPIRE YOU
HOW TO PLAN YOUR PERFECT WEDDING!
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WE FIND OUT WHAT THIS AMAZING TEAM HAVE IN STORE FOR 2017
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ISSUE 38
Travel special
FROM MARRYING ABROAD TO IDYLLIC HONEYMOON IDEAS – WE’VE GOT YOU COVERED
Blue by Enzoani WHY WE THINK THIS IS THE BEST COLLECTION YET!
Wedding trends 2018 EVERYTHING YOU NEED TO KNOW FOR YOUR DREAM DAY
Fashion special THE DESIGNERS AND DRESSES YOU HAVE TO SEE
DIY WEDDING FLOWERS HOW TO CREATE PRETTY PAPER BLOOMS
We love curves! GORGEOUS GOWNS FOR FULL-FIGURED BRIDES
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Wilderly Bride WE VIEW THE STUNNING SPRING COLLECTION FROM ALLURE BRIDALS
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PUMP UP THE JAMS! HOT WEDDING SONGS FOR YOUR PLAYLIST
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AMAZING ACCESSORIES DELICATE DETAILS TO FINISH YOUR LOOK
FOUR INSPIRING BIG-DAY STORIES
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BRIDAL GOWNS TO SUIT EVERY BODY TYPE
YOUR DREAM DAY FOR LESS! MONEY-SAVING TIPS THAT EVERY BRIDE NEEDS
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LIVE, LAUGH, LOVE & GET MARRIED!
ISSUE 16 • OCTOBER 2016
• APRIL 2018
Stress-free planning
MENSWEAR TRENDS FOR THE NEW SEASON
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A HANDY GUIDE TO MARRYING OVERSEAS
WHY WE ADORE THEIR CHIC NEW COLLECTIONS
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ISSUE 34
Dress up!
‘I do’ abroad
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• SEPTEMBER 2018
Gorgeous Weddings
Finding the one
BE INSPIRED BY THESE THREE REAL-LIFE CELEBRATIONS
OVER 100 GORGEOUS WEDDING GOWNS
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• MAY 2018
Spring in her step CELEBRATE THIS SEASON WITH OUR BRILLIANT TIPS
Get the look GORGEOUS STYLES FROM VINTAGE TO GLAMOUR SO MUCH TO DO, PLENTY OF TIME! OUR CHECKLIST MAKES PLANNING A BREEZE
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FALL HEAD OVER HEELS FOR THE NEW ROMANCE COLLECTION
Darling details LOADS OF PRETTY BUYS INSIDE, FROM JUST £1
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TISSUES AT THE READY FOR THESE SUPER-CUTE WEDDING STORIES
30 BRIDESMAID DRESSES YOUR GIRLS WILL BEG YOU TO LET THEM WEAR!
GREEN WITH ENVY VEGETARIAN RECIPES THAT ARE HEALTHY AND DELICIOUS, P70
• JUNE 2018
Inspirational Weddings REAL COUPLES SHARE THE DETAILS OF THEIR BEAUTIFUL BIG DAYS
NICHE NECKLINES COOL LOOKS FOR YOUR BRIDESMAIDS
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ROCK THE DRESS! 50 FIGURE-FLATTERING STYLES WE ADORE – AND SO WILL YOU!
Show time! ESSENTIAL DATES FOR YOUR CALENDAR
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• OCTOBER 2018
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WAYS TO IMPRESS
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Mum’s the word HOW TO GET YOUR MUM INVOLVED WITH THE PLANNING, P101
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SHIMMER & SHINE!
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GORGEOUS GROOMS GREAT IDEAS FOR YOUR MODERN MAN
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• MARCH 2018
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HOW TO PLAN YOUR BIG DAY IN SIX MONTHS
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• JANUARY 2018
Real-life weddings
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A little something extra for your brides Packed with top planning tips, dreamy details and bridal fashion, Love Our Wedding is the UK’s favourite free wedding magazine, and you can give this handbag-sized treat to your brides, free of charge! Every issue can be delivered to your door in packs of 20, so you can distribute them to your brides as you wish. Proudly display them in store or put them in goody bags for your customers to take away. To become a stockist, email andy@meanttobemedia.com.
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It must be love! OUR GUIDE TO A HAPPY MARRIAGE PLUS THREE LOVELY REAL WEDDINGS
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JENNIFER WREN BRIDAL
Introducing our brand new Jennifer Wren Bridal collection! Be the first to see this stunning collection at The Harrogate Bridal Show from the 8th - 10th of September. Find us at The St George Hotel.
For more information about becoming a stockist, please email: enquiries@romanticaofdevon.co.uk www.romanticaofdevon.co.uk
SHOP TALK
Exchanging views on everything from busiest months to predictions for 2020 keeps the retail buzz going... We asked five leading retailers where it is at for them right now
ISABELLA GRACE TUNBRIDGE WELLS Year opened 2011 Owner Rebecca Doyle Main labels carried Essense of Australia, Martina Liana, Stella York, Justin Alexander, Theia Bridal and Eliza Jane Howell. Average price achieved in the past year £1,675 Busiest month in the past year January and August Has business been better or worse than expected – and what do you put it down to? Much better than expected! 2019 is up over 15% on our figures for 2018. 2020 is going to be a bumper year for weddings that’s for sure! Silhouette most in demand? Definitely the A-line, with either a soft, floaty skirt or a more structured Mikado skirt. Have brides been challenging your pricing? Not at all this year. We used to get a lot of requests for discounts but they seem happy with our pricing and happy to pay the price on the ticket. Have you bought more or less than in previous years? More as we have
taken on two new labels – Theia and Stella York. Which trade events have you visited this year? The Essense of Australia Convention in Amsterdam in March and London Bridal Fashion Week and White Gallery in April. Harrogate – are you going and how long for? Yes, we will be in Harrogate on the Monday and Tuesday. Looking to see existing suppliers or looking for new names? We are buying from existing suppliers only. No more new labels for us this year after the two new ones we have just
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taken on. Are you looking for anything in particular? Some exciting new styles to add to our existing collections and a few more gowns in plus size. Are you going to the Awards? Not this year. Do you reckon department store closures will benefit independents It won’t really affect us as they don’t compete with us on our price points. Will 2020 be a good year for bridal? Absolutely 100%. The biggest year for weddings since we have been in business I think!
ICON BRIDAL KETTERING Year opened 2015 Owner Tracey Hales and Amy Watts Main labels carried Ronald Joyce, Paloma Blanca, Watters Average price achieved in the past year? £1,300 Busiest month in the past year? October Has business been better or worse than expected – and what do you put it down to? Better than expected, I think a lot of brides are wanting to get married 2020. Silhouette most in demand? A-line Have brides been challenging your pricing? No Have you bought more or less than in previous years? More Which trade events have you visited
this year? London Bridal Fashion Week. Harrogate – are you going and how long for? No, not going. Looking to see existing suppliers or looking for new names? No Are you looking for anything in particular? No Are you going to the Awards? No Do you reckon department store closures will benefit
Silhouette most in demand? Fit and flare in crepe. Have brides been challenging your pricing? A bride will either accept that Year opened 2014, but we are celebrating 28 years in the industry. the prices of the gowns may be higher in boutiques, due to the overall level Owner Andrew and Robert Pearce of customer service she receives, and Main labels carried Justin the quality of the gowns, or she will Alexander, Maggie Sottero, Mark miss out on the ‘bridal experience’ Lesley, Sottero & Midgley, Eliza to purchase something cheaper Jane Howell, Sincerity, Lou Lou and off-the-peg at one of the ‘bridal Bridal. Average price achieved in the past supermarkets’. Have you bought more or less year? £1,200-£2,000 than in previous years? Our buying Busiest month in the past year? technique has adapted over the year. June/July Has business been better or worse Our approach is no longer to buy because we like the gowns – we now than expected – and what do you spend a great deal of time analysing put it down to? It’s been harder to our current collection before buying convert sales over this past year trips to see what we are missing, or and hard to determine whether it what is selling well. is the Wed2B competition, or the Which trade fact that 2019 doesn’t seem an events have you overly popular year to get married visited this year? – lots of couples we have spoken London Bridal to at wedding fairs have said they Fashion Week, are waiting for 2020 – perhaps Barcelona. the date has a better ring to it. Harrogate – are The other argument is that there you going and are now more and more shops how long for? Yes, and boutiques around, and the Sunday to Tuesday. competition is a lot higher. CREATIQUES BRIDAL BOUTIQUE SOUTHSEA
independents? No Will 2020 be a good year for bridal? Yes
Looking to see existing suppliers or looking for new names? We are always open to seeing new suppliers. However, we feel that the collections we have instore at present are strong and we maintain an excellent relationship with our suppliers. Are you looking for anything in particular We recently opened a Mother of the Bride suite, so we are in the market to expand that, It’s always exciting to see the new gowns, Are you going to the Awards? Yes Do you reckon department store closures will benefit independents? In Southsea, both Debenhams and John Lewis are closing. We have already seen an influx for hats, and the demand for MOB outfits is growing rapidly.
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TDR – THE DRESSING ROOMS BRIDAL HALESOWEN, WEST MIDLANDS Year opened 2007 Owner Rebecca Baddeley Main labels carried Morilee, Ronald Joyce, Enzoani, Justin Alexander, Sottero & Midgley, Mooshski Average price achieved in the past year? £1,615 Busiest month in the past year? January Has business been better or worse than expected – and what do you put it down to? Business is as expected, the uncertainty of Brexit hasn’t helped, but we are holding our own; we have streamlined our operations and merged all three shops into one. Silhouette most in demand? Trumpet, followed by A-line. Have brides been challenging your pricing? No, we don’t get challenged on our prices; even alterations this year have so far been hiccup free. Have you bought more or less than in previous years? Much less, apart from Enzoani in May because it really was
the strongest collection I have seen in years. Which trade events have you visited ths year? London Bridal Fashion Week, Harrogate and the Enzoani event in Birmingham. Harrogate – are you going and how long for? Yes, three days… couldn’t miss it! Looking to see existing suppliers or looking for new names? Existing only – I don’t need any new labels. Are you looking for anything in
particular? Nothing specific, we tend to buy what we love rather than fill a gap. Are you going to the Awards? Of course! Friends of mine are up for Awards so we wouldn’t miss it! Do you reckon department store closures will benefit independents? Yes, to a point, though it will take time to feed through. I think brides are starting to value ‘the experience’. Will 2020 be a good year for bridal? Yes
And the views from one own-name designer boutique... gown, a soft fitted silhouette closest to a trumpet style. Have brides been challenging your pricing? No. Year opened 1996 Have you bought more or less than Owner Stephanie Allin in previous years? Not relevant to us. Main labels carried Which trade events have you Stephanie Allin only Average price achieved exhibited at? White Gallery in the past year? £3,750 Are you going to the Awards? Yes Do you reckon department store Busiest month in the closures will benefit independents? past year? April Not really as our market is different Has business been being a destination single-designer better or worse than store, but it may help some of expected – and what our amazing stockists across the do you put it down to? Better than country. expected because our expectations were not high given the uncertainty of Will 2020 be a good year for bridal We cannot predict the future but we the economy. can hope and plan for a positive year Silhouette most in demand? Our ahead. bestseller has been our Monroe STEPHANIE ALLIN COUTURE MUMBLES
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We will be launching our brand new 2020 collection at The Harrogate Bridal Show from the 8th - 10th of September. Find us at The St George Hotel. For more information about becoming a stockist, please email: enquiries@romanticaofdevon.co.uk www.romanticaofdevon.co.uk
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Over to Ellie’s place Ellie Sanderson continues to address the current climate for bridal boutiques, and discusses how to move with the times to ensure success...
I
n the July/August issue of Wedding Trader I wrote about Debbie Buck, owner of Glamour Bridal in Bolton and her decision to close her boutique. I interviewed her about the changes in the industry and retail in general that forced her to make this major decision. I had a number of emails thanking me for lifting the lid on such a taboo subject and making it less shameful. This month I want to pick up on the key issues Debbie faced along with the worries that retailers have highlighted since this article. Sadly, I wasn’t surprised that this article struck a chord with so many retailers. Right now we are trading through the Retail Revolution and major change happens monthly. Retailing has always been about change and attracting customers with new products and looks. But today’s retail world is changing in a way we have never seen before. Staying ahead and keeping ahead is way harder than it has ever been. More and more fashion businesses close and so do bridal businesses.
Surprisingly, though, just as many seem to open, believing they can do it better. With the boost of start-up cash, heaps of enthusiasm, no hefty stock commitments or liabilities it seems easy. But by year three the back-log of stock is apparent, the liabilities to invest in new stock are a real pressure and it starts to feel a lot harder. Making a living becomes tougher and the dream turns into a matter of pride to keep going. The reality is that our consumer is behaving differently and believes they are empowered to shop wherever and whenever they want. They are no longer being dictated to by the old norms. A staggering 49% of general retailers have said that is now difficult or very difficult to predict how their customers will spend over the next 12 months (source: Inside Retail). This is also applicable to bridal retail. What used to work, no longer works and what should work is often impossible to achieve. I took the opportunity to chat
to those retailers who emailed me on this very topic and how it was affecting the bridal market. Most agreed that the business model they set out with is no longer applicable and in most cases no longer working. The majority were united in their views and those views were very similar to the reasons that Debbie decided to close her doors. We talked about key areas… THEN and NOW. TRUNK SHOWS Then Five years ago they were brilliant footfall drivers; they created excitement and conversion rates were strong on the day as boutiques offered incentives. They were a great boost to cash flows and a brilliant team motivator creating energy and urgency to buy. They felt special and exclusive. Now w The market is saturated with them and they are no longer perceived to
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be special. This means they are poorly attended. w Because the market is saturated there is no urgency to buy. Retailers are also less likely to give discounts as costs and margins are so very tight. w Add to this that some designers now charge to borrow samples to achieve sales of their dresses and it is not financially viable. CONVERSION RATES Conversion rates are at an all time low with revisits at an all time high. This has a massive impact on staff costs, operating time, over-heads and staff morale. Then w 12 years ago when I opened we sold to every other bride and we also closed a sale on every retry booked. (often it was higher than this). w On average it took us four hours to sell a £2k dress. Then a further four hours to style and fit.
poorly attended, the growth of low price point new dresses mean the consumer doesn’t want a sample any more. w Wed2be, online selling channels and the second hand market have all created the lack of desire for samples. w The market is also flooded with stock from boutiques that have ceased trading, pop up stores and outlet stores. Sample buying is a critical part of keeping our stock current. It’s also a critical part of keeping our designers liquid. Sadly, designers with high minimums are seeing retailers having to walk away from contracts especially if the samples are repetitive. Our inability to shift the old samples is killing most small boutiques.
DESIGNERS/MANUFACTURERS Then w Choosing the right people to work with has always been key. Trust, Now integrity and a united approach is w Today it takes us six hours to sell a crucial for everyone’s success. £2k dress and often five hours to w Expectations to buy lots of samples style and fit. Trust me, my team are the best I have ever had but brides are at Harrogate were always on the agenda and nearly always achievable coming back for two or three retries by the retailers. with more and more friends before they will decide. They are also having w We enjoyed buying at one or two shows, twice a year. more wobbles at fittings and styling. w In crude terms if a shop sells 100 Now dresses a year it used to take 800 w The market is saturated with shows man-hours to sell them. Now it takes across the UK and Europe. 1,100 man-hours to sell them. w Retailers have to expend huge w That’s an extra 300 man-hours a amounts of money to see all the year. With an average pay of £10 per hour that’s an extra cost of £3,000 per labels they stock. w As sales change due to the above annum. That is huge… and just slips factors we all need to adjust our out of your profit almost un-noticed. expectations and that includes minimums – currently there are SALE DAYS NO LONGER WORK retailers terrified of not buying Then minimums incase they get the chop w Sale days were always a fast cash boost and a way to clear the space for by the supplier. This is FACT. the next collection. Conversion was often high as girls who couldn’t afford So what’s the answer? a full price dress flocked in to buy one Retailers need to buy less labels and commit more to the best-selling at a discounted rate. labels. That way our suppliers will support us in return for our loyalty Now to their brand. Why plan to carry 70 w Sale days are more often than not
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samples with 10 labels when you know you have to buy 80 per annum. I have 65 samples per shop with five labels. Commit to a less-is-more policy. Don’t be afraid to drop accounts that don’t hear your issues and work with you. Trust me on this. I have closed accounts with some of the biggest brands and I am still here and still selling. Be confident in your own brand being a thing, too! Our suppliers need to deliver product little and often in order to respond to the changing market place. We need to up our game with lead times especially at designer level, runway to retail sitting at six months is not an option any more. Our suppliers need to say NO to new boutiques that want to open and challenge areas of exclusivity – they only gain once here and that’s from sample selling. Equally, if a supplier has a retailer ‘hogging’ a label then they should be bold and move the account on. It’s too tough to keep accounts going for history’s sake. Our suppliers need to consider a swap-out scheme on dresses that simply haven’t performed. Our suppliers must and do perform credit checks on retailers and so must all retailers do the same. Believe it or not, most retailers are not insured. The list is endless; the key point I want to leave on is this: If you feel vulnerable with low sales, poor appointments, high stock commitments and big overheads it may be time to review your plan; just because it worked in the past doesn’t mean it will in the future. Don’t be afraid to seek professional advice. Often you can be too close to the situation to evaluate it without emotion. It may be time to restructure for the future – do it now without delay. Change can take months to come into play. Good luck...
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BOHO
As the popularity of destination weddings increases, so does the demand for dresses that are boho and beachworthy...
C HARLI E B REA R Style: Nyika Silhouette: Kimono-style low v-neck dress with tie Fabric: Luxe crepe Colours: Ivory Special features: Available with an additional lace panel to add coverage Size range: UK 6-18 RRP: £2,145 T: +44 (0)20 7907 7710 E: enquiries@charliebrear.com W: charliebrear.com
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O L IVIA ROSE B R IDA L Style: Peachleaf Silhouette: Mermaid Fabric: Lace Colours: Ivory or Champagne/ivory Special features: Lace tasselled arm straps Size range: UK 6-32 RRP: £1,275 T: +44 (0) 1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk
PRONOV I AS
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Style: Capella Silhouette: Soft Fabric: Transparent guipure, chiffon Colours: Ivory Special features: V-neck bodice, keyhole back Size range: EU 32-60 RRP: POA E: info@pronovias.es W: pronovias.com
Style: Ava Silhouette: Under and over dress Fabric: Crepe and tulle Colours: Ivory Special features: Contemporary lace Size range: UK 6-24 RRP: £1,395 T: +44 (0)1322 537741 E: hello@fredabennet.co.uk W: fredabennet.co.uk
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Style: 320043 Silhouette: Soft A-line Fabric: Lace over stretch jersey Colours: Champagne/ivory (pictured), ivory/ivory Special features: The stretch minimises alterations Size range: UK 6-34 RRP: £1,275 T: +44 (0)1423 876 380 E: Richard.lill@lionheartportfolio.com W: ladybird.nl
Style: 66064 Silhouette: A-line Fabric: Lace and point d’esprit Colours: Champagne/ivory (pictured), ivory/ivory Special features: Bell sleeves, crisscross back detail Size range: US 2-32 RRP: £1,650 T: +44 (0)1908 615599 E: info-uk@lillianwest.com W: lillianwest.com S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 37
ALLUREBRIDALS.COM
AND THE F I N A L I ST S... Our congrats to all the finalists in this year’s Bridal Buyer Awards. The winners will find out who they are on 9 September in what promises to be a glamorous celebration of the best in the industry. THE FINALISTS Bridalwear Retailer of the Year – England Along Came Eve Emma Hartley Bridalwear Love Me Do Brides Wedding Belles of Four Oaks Pure Brides The White Closet Bromley Brides Bridalwear Retailer of the Year – Ireland Eden Bridal Belle Mariée Bridal Serendipity Bridal Boutique Peony Bridal Diamond Bridal Marie Me
Bridalwear Retailer of the Year – Scotland Olivia Cameron Bridal Ltd Rachel Scott Couture Alison Kirk Bridal Sophia Grace Couture Love Your Curves Bridal
Retailer Customer Service of the Year The Bridal Collection of Lancaster Emma Hartley Bridalwear Rachel Scott Couture Wedding Belles of Four Oaks Amica Bridal Boutique Lily Christina Bridal Collection
Bridalwear Retailer of the Year – Wales Do You Believe? Allison Jayne Cariad Bridal Laura May Bridal Eva Ashley Bridal Lounge White Orchid Bridal
Retailer Website of the Year Louise Victoria Couture Bridal Love in Lace Bridal Willow Bridal Boutique Emily Bridalwear Ellie Sanderson Bridal Boutiques
New Bridalwear Retailer of the Year Amara Bridal Ltd Romancia Bridal Love in Lace Bridal La Môr Bridal BRIDE by Aster Adella Bridal Long-standing Retailer of the Year Creatiques Bridal Boutique Brides Of Southampton Natalie Ann Brides Emma Hartley Bridalwear Ellie Sanderson Bridal Boutiques Pure Brides Bell’ Amore’
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Best In-Store Design Love in Lace Bridal Knowsley Bridal Suite The White Yard Elisa Belle Bridal The White Collection Portishead Ian Stuart Blewcoat The Bottom Drawer Bridal Boutique Employee of the Year – Retailer The Bridal Collection of Lancaster: Esther Baker,Manager Emily Bridalwear: Danielle Wallace, Bridal Stylist Creatiques Bridal Boutique: Kayleigh Middleton, Assistant Manager Pure Brides: Gemma Bean, Manageress Dreamaker Bridal: Stephanie Hill, Manageress
Bridalwear Manufacturer of the Year Maggie Sottero Designs Morilee Ladybird Enzoani Ronald Joyce Justin Alexander
Employee of the Year – Supplier Bianco Evento: Lucinda Robson Maggie Sottero: Claire Hicken Rachel Allan: James McKenna Rachel Allan: Kirsty Voce Rachel Allan: Lydia Chandler Rachel Allan: Laura Hodson
Occasionwear Supplier of the Year Gill Harvey Collection To the Nines Glamour By Victoria Kay Veni Infantino 2 Cute Prom Mascara
British Bridalwear Designer of the Year Alice Temperly Charlie Brear Hermonie DePaula Philipa Lepley Stephanie Allin Suzanne Neville
Student Designer of the Year Abby Nicholls Norwich University of the Arts Georgia Marshall Hull School of Art & Design Jenna Martin Colchester Institute John Gall Hull School of Art & Design Bridesmaid Manufacturer of the Year Lisa Cowen Hull School of Art & Design Onlyway Bridesmaids Tessa Dykes Morilee Norwich University of the Arts Maids to Measure Motee Maids True Bride The Dessy Group Bridal Accessories Supplier of the Year Miranda Templeton Bianco Evento Rainbow Club Twilight Designs The Couture Veil Ivory & Co
Best Supplier Customer Service of the Year Maggie Sottero Designs Ladybird Enzoani Justin Alexander Ronald Joyce Catherine Parry Marketing Campaign of the Year Bianco Evento Justin Alexander Enzoani Ronald Joyce True Bride Modeca Bridal Emerging Brand of the Year Lilly and Charles Rachel Allan/Mary’s Bridal To the Nines Freda Bennet Gözde Karadana Randy Fenoli Bridal
THIS YEAR’S JUDGES They’ll have worked long hard hours examining qualifying entries and making tough decisions... SUPPLIER CATEGORIES Abigail Neill, Abigail’s Collection Jo Stott, Jo Stott Consultancy Kimberley Fairfowl, Eden Bridal Laura Daly, Bellissima Brides Maria Musgrove, Pantiles Bride Millie Lord, The White Closet Nicola Garton, RBA Chair, The Wedding Shop Sharon Cousans, Chimney Formalwear RETAILER CATEGORIES Alan Hannah Bernadette Chapman Charlotte Balbier Diane Hassall Hannah Wilkinson James Waddington Neil Flatley Richard Lill Stephanie Lomas Sarah Bussey
JUST A REMINDER OF THE 2018 WINNERS... Abigail’s Collection & The Groom’s Room Bridalwear Retailer of the Year – England Eden Bridal Bridalwear Retailer of the Year – Ireland Eleganza Sposa Bridalwear Retailer of the Year – Scotland Laura May Bridal Bridalwear Retailer of the Year – Wales Ian Stuart Blewcoat Best In-Store Design Halo & Wren Bridal New Bridalwear Retailer of the Year Lulu Browns Bridal Boutique Long Standing Retailer of the Year Sophie Grace Bridal Retailer Customer Service of the Year Ellie Sanderson Bridal Boutique Retailer Website of the Year Chimney Formal Menswear Best Mens’ Formalwear Retailer
Enzoani Best Bridalwear Manufacturer Motee Maids Best Bridesmaid Manufacturer Ellie Wilde Best Prom Collection of the Year Justin Alexander Best Plus-Size Collection Veni Infantino for Ronald Joyce Best Mother of the Bride Collection of the Year Miranda Templeton Best Headdress Collection of the Year Catherine Parry Supplier Customer Service of the Year Essense of Australia - Style 2322 Wedding Dress of the Year Sassi Holford British Bridalwear Designer of the Year Hollyann Tullet – University of Brighton Student Designer of the Year
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MAGGIE SOTTERO. SOTTERO AND MIDGLEY ZANDER
PRIVATE ABEL BY G 1808
JUSTIN ALEXANDER 88003
MORI LEE 2044
ROMANTICA SYMPHONY
ENZOANI NURIT
The Wedding Dress of the Year finalists
LOVE IS IN THE AIR Give special day fabrics the care and attention they deserve. Visit propress.co.uk VISIT US AT HARROGATE STAND C7
Extending the customer experience digitally Is top-notch service enough? Today a retailer has to deliver more than that to capture interest and grab attention of those in their target audience, says Myrna Plaisir Daramy This sentiment seems to be an industry-wide concern here in the US, as many of my clients in the wedding industry have expressed their unease about the fact that brides have made store-hopping and polyamorous vendor engagement a recreational sport. It’s no surprise that today’s modern bride values customer experience. Research by American Express found that 60% of customers are willing to pay more for a better experience. In recently had a conversation with fact, studies show that by the year one of my bridal salon clients who felt stuck over how she could 2020, customer experience will drive level-up her services and provide customers, more than any other key brand differentiator, to spend more. better customer experience to her So what does this mean for bricksbrides. and-mortar retail stores? In particular, She and her bridal stylists bricks and mortar stores that don’t are extremely attentive to their often have repeat customers? clients, providing them with the It means that you have to map out highest-quality service. From the all of your touchpoints into stages, moment they come in for their first appointment to their final fitting every consider the steps your customers interaction is thought out and pristine. take through their purchasing journey But her concern is that brides have and improve every single customer touchpoint, including the ones that now become accustomed to this degree of service since it seems as if occur virtually. her competitors offer the same; she has begun to feel as if the exceptional Stage 1: Establish brand awareness The first stage is to make your level she provided now seemed customers aware of your brand. This typical and normalised.
I
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stage most often happens virtually so you need to take some time out to do a little research. You do this by assessing the habits of your ideal bride and identifying where they spend their time. Ask yourself the following questions: w What websites do they use? w What social media platforms are they using? w What blogs do they read? w What venues do they tend to select for their ceremony and reception? w What magazines do they read? Although most business owners believe that the customer experience starts with an inquiry or appointment request, chances are your target bride has already established an impression of your brand way before she fills out your inquiry form. Your goal is to place messaging in the right locations that will connect with your target bride. The most effective strategy to use in order to establish brand awareness is to make sure that your business name and profile information is cohesive throughout all digital touchpoints.
Your brides will encounter your brand in several locations so, in order to avoid any confusion and to establish consistency, your brand should look like the same business across all channels. Another very effective strategy to use in this stage is reviews and testimonials. Although this is not your actual brand messages, millennials place a ton of value on the opinions of their peers and would much rather make decisions based on what others have to say about your store. I suggest making sure that you have solid reviews on platforms like Facebook, Google, Yelp, and popular wedding websites.
become very effective during this stage is to have self-service assistance options on your website. Frequently Asked Question pages (FAQs) and online appointment request forms give brides the opportunity to get the information they need and makes it easier for them to move along the customer journey. Create value-ads that will require them to provide you with their email address so you can add prospective brides to your email marketing list and send them exclusive content and promotions. Also, encourage customers to find and follow you on social media platforms.
Stage 2: Remember your curb appeal The second stage is to remember your online curb appeal by making it easy for brides to become familiar with you and establish an emotional connection. Before customers will do business with your retail store, they need to be interested, excited and feel welcomed enough to make an appointment. At the end of the day, brides want to work with real, down to earth people who can truly connect with them and give them the guidance they are looking for. Questions to ask yourself:
Stage 3: Guide customers once they are moving closer towards coming in-store The third stage is crucial because brides are actively engaging with several vendors at the same time before they actually come in for an appointment. Establishing an emotional connection is very important. Your customer is looking for authenticity that would counteract any skepticism or doubt they may have. So you need to be consistent and transparent with
w Is it easy to find your store? (Have you optimized your website?) w Is it easy to tell what type of store it is and what you are selling? w Is the mobile experience of your website amazing? w Are there clear directives on what steps to take in order to move forward with purchasing from you? w Do you create a clear customer experience vision for your prospects?
whatever you tell them about your services. They will be fact-checking through their research so if what you reveal seems right, they will follow through and visit you in-store. Once a bride sends you an inquiry, you have the opportunity to wow her and give her an idea of what it will be like to work with you. Adding special touches like video, what-to-expect guides, and informational content about gown shopping inside your email correspondence will give her clues on the overall experience. Your goal is to make every touchpoint a positive interaction and to provide the customer with exactly what they need when they need it. Potential brides are learning from your every action what it’s like to work with you. They are doing research and seeking out information constantly. So, in order to extend customer experience beyond what happens in-store, you need to consider these three stages. After all, brides care about the process almost as much as the outcome. Wedding couples are all about the journey and not just the destination. They want to enjoy the 450 days of wedding planning, and not just the Big Day itself.
MAKE IT EASY FOR HER Make sure your messages are clear so a bride knows what she can expect
You have to look at your business as an outsider and consider whether your cues and information is clear enough to give brides sufficient information to move forward. Something that has recently
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CONSIDERED STYLING One of Ladybird’s great strengths is its on-trend design versatiity
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CHOICE IS THE BYWORD Dedicated collections include a plus-size range and that must-have – boho
It was recently announced that Dutch house Ladybird, a long-run family business, has been acquired by Pronovias Group, the leading luxury bridal house from Barcelona. Wedding Trader talked to CEO Olaf van den Brink about the future of his brand, which is represented in the UK by Richard Lill How did this all come about – had you been looking to partner with another house? Ladybird is a big, well-established brand, with a number of collections each designed to cater to specific market sectors. We have long enjoyed a strong position in northern Europe, in particular in the Benelux and German-speaking area and, of course, we’ve started very successfully in the UK. With more than 500 loyal stockists we have to always be one step ahead and recognise early the changing market needs. Delivery times are crucial today when brides expect a fast turnaround from order, and the need for a sizeable stockholding is great. It’s more complicated to achieve our development ambitions as a solo company; a partnership with a big, international house was our chosen way forward. Was it a difficult decision? Difficult because since 1995 I have
been building the company up and together with my sister Ingrid and a wonderful team supporting us, there was the consideration as to whether we would lose our independence and personality. But at the same time it was challenging and exciting, seeing where the right collaboration would take us. We met with the Pronovias team in Barcelona and they were so welcoming. That confirmed our thinking that this partnership would make Ladybird stronger. What are the key advantages? Ladybird has such great potential to broaden its reach into countries that are new to our network – notably southern Europe and the USA – and now that will be possible through our relationship with Pronovias. The appeal of our labels is the combination of a fashion-forward image and an excellent price-to-quality ratio. Add to that equation our reputation for service and promotion, and our top-
level photography, and you can see how we sit well with the Pronovias and Nicole brands. The collaboration is one of complementary companies that each maintain their independent signature. The dominant global positioning of Pronovias will be of huge benefit to us. Will you and Ingrid continue to be the driving force behind Ladybird? Absolutely. It is business as usual for us. We have committed staff and agents and they are key to our operation ongoing. And what about design influences, and pricing, production and service – will there be changes in those areas? As I said, Ladybird will retain its identity in every area and that, of course, includes design where we have an established personality. Our staff know existing customers well and will continue to raise the bar
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and deliver the best service. And where we are now able to enter new markets, the high level of support that Pronovias is able to give us will secure awareness in those territories and open avenues for sales. We will now be building a whole new customer network and our total operation will be backed by the promise of faster deliveries, quality checks and a substantial stock holding. Ingrid is now on the board of the Pronovias Group which means we have a voice and will be heard in any decisionmaking process. So what do you see as the biggest changes that this new chapter in Ladybird’s life will bring? We will become more international, that goes without saying. The ability to sell world-wide – and indeed to countries we have not been able to serve previously because we have lacked sales representation there –
will bring huge changes and place us firmly on the global stage. Our design style and price-to-quality ratio will make us stand out, and that has been made possible through our new partnership. What will be the first stages of change? In addition to the growing of our distribution network, we will be able to piggyback in areas on which we have not really focused. We have always put our heart and soul into the collection, our brand and our customers. Our strength lies to a lesser extent in the area of automation. A good IT infrastructure is a natural part of a modern company and that must today include a perfect login portal for customers. We have a fairly basic portal that we would like to update. We will take advantage of the knowledge of the Pronovias Group
so that we can continue to do what we enjoy: serving our customers and creating our collection. Is there a concern that if Pronovias continues to acquire more businesses, Ladybird will be lost in the picture? We are confident that even when the Pronovias portfolio continues to grow with further acquisitions, we will stand on our own platform as an individual label of consequence. It is vital to us that we focus on the development of Ladybird and its portfolio and continue to be known as a powerful force in bridal. Over the years we have gained respect and support from our retailers. Moving forward, there will be more retailers as new areas open up to us, and it is paramount that the same respect and support is integral to the mix. This is an exciting time for us, and our existing customer base.
Worth Knowing About Ladybird Ladybird is based in Huizen (Netherlands), and was established in 1970 under the name Sarlini. In 1995 the company’s interests were split into Sarlini Accessories and Ladybird. With the arrival of Ingrid van den Brink in 2009, Ladybird grew from a distributor to a leading bridalwear brand in Northern Europe. About Pronovias Based in Barcelona, the Pronovias Group has an unmatched portfolio of renowned brands like Pronovias, St Patrick, White One, Nicole and now Ladybird. It has been the only bridal firm on the Deloitte Top 100 Global Powers of Luxury Goods report. The company’s bridal and occasionwear lines are distributed through 155 Pronovias boutiques and 4,000 independent retailers.
“I am excited to start working closely together with Amandine Ohayon and the talented teams of the Pronovias Group. Their efficient network and international expertise will allow us to offer Ladybird’s beautiful dresses and service to new customers around the world.” Olaf van den Brink, Ladybird “I greatly admire Olaf and Ingrid’s vision and talent and how they grew the company so successfully to become a highly regarded and leading brand in Northern Europe. The strategic combination of Pronovias and Ladybird is not
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only very complementary from a geographical and product point of view, but as both companies share the same values and focus on customer service, it will allow a smooth integration. We are very excited to welcome Ladybird to the Pronovias family.`’ Amandine Ohayon, CEO of the Pronovias Group “I am really proud, happy and eager to be a part of this highly-renowned company. The Pronovias Group share my love for wedding dresses, and I feel we connect in a very strong way, which is for me the most important basis to start a successful partnership.” Ingrid van den Brink, Managing Director and Creative Director of Ladybird
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S HOW BUSI NESS The Harrogate Bridal Show will open its doors at the Convention Centre to a big audience on 8 September. Some 350 collections for 2020 will be there to discover during the three-day event. Here’s what you need to know about some of the leading names and what they will bring you
R O N A L D J OYC E
MAS CA RA
Labels: Ronald Joyce and The Victoria Jane Collection Signature style: Classic and tradition wedding gowns Number of pieces showcasing at Harrogate: 50 New season fabrics: Lace, tulle, organza, soft satin, net, crepe, mikado. What buyers will love: Some really iconic pieces that just scream Veni Infantino! Size range: UK 6-30 RRP: £950-£2,200 Show offers: Contact you sales rep at the show for details. Delivery on orders placed at the show: January/February T: +44 (0)1636 1636 53483 E: enquiries@ronaldjoyce.com W: ronaldjoyce.com Stand: M19
Signature style: Stylish, seductive red-carpet dressing. Number of pieces showcasing at Harrogate: 200 New season fabrics: Chiffon, rich tulle, luxury velvet, embroidery, beading and sequins. What buyers will love: Great colour range from dark to light to bright; a brilliant prom selection. Size range: UK 2-28 RRP: £139-£446 Show offers: Special offer depending on purchasing volume. Delivery on orders placed at the show: January 2020 T: +44 (0)20 8965 1522 E: info@mascaracollection.com W: mascaracollection.com Stand: C22/41
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AVENIR 35 LIGHT
M AG G I E S OTTER O
I VO RY & CO Signature style: Modern twists to classic styles and thoroughly informal design with special elements. Number of pieces showcasing at Harrogate: 40 gowns New season fabrics: Gowns – silk, tulle, damask, lace and mikado. Accessories: look our for all-new bronze. What buyers will love: Soft, deconstructed silhouettes, see-through illusion bodices. Size range: 0-16+ RRP: Gowns £795-£1,900 Delivery on orders placed at the show: 16 weeks for gowns; accessories a few weeks. T: +44 (0)1684 592030 E: info@ivoryandcobridal.co.uk W: ivoryandcobridal.co.uk / ivoryandcotiaras.co.uk Stand: B34
Labels: Maggie Sottero, Sottero & Midgley, Rebecca Ingram Signature style: MSD is known for its quality construction and impeccable fit to ensure brides feel like the best version of themselves on their wedding day. Number of pieces showcasing at Harrogate: We will show full collections from the Maggie Sottero, Sottero & Midgley, and Rebecca Ingram lines on the cawalk, as well as in our boutique. New season fabrics: Patterned glitter tulle, sparkle tulle, mikado, crepe, lace and and Scuba crepe lining designed for a smooth, supportive and ultra-flattering fit in the Sottero & Midgley collection. Delicate tonal beading. What buyers will love: Off-the-shoulder, bishop sleeves, deep V-necklines, detachable overskirts and trains. Size range: UK 2-30 RRP: Mid-market Show offers: Retailers meeting their minimum order requirements will receive sample discounts, and a 20for-20 promotion on Rebecca Ingram. Plus, retailers will receive a gift with a qualifying purchase. Delivery on orders placed at the show: 12-16 weeks T: +44 (0)344 324 0324 E: contactus@maggiesottero.com W: maggiesottero.com Stand: Queens Suite
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V I CTO R I A K AY Signature style: Princess-style dresses with long trains Number of pieces showcasing at Harrogate: 30 New season fabrics: Soft tulles, silky satins, gold accents. What buyers will love: The availability of pattern changes which means that brides can get involved in creating the dress of their dreams and the shops can get more from a single dress. Size range: UK 4-40 RRP: £849-£1,699 Show offers: Buy five, get one free Delivery on orders placed at the show: 16 weeks T: +44 (0)1424 439165 E: sales@victoriakaygowns.co.uk W: victoriakay.co.uk Stand: A15/36/37
W I LVO R ST Labels: Wilvorst, Prestige, After Six, Green Wedding, Wilvorst Classics Signature style: Formalwear, tails, suits, waistcoats, black tie Number of pieces showcasing at Harrogate: Up to 20 new pieces New season fabrics: Checks with matching or contrast waistcoats. Main feature will be a plain flannel fabric, very trendy. What buyers will love: That new flannel, in blues, greys and browns. Size range: From children to larger gents. RRP: From £550 for a three-piece suit Show offers: Watch out for invites at the show. Delivery on orders placed at the show: 4-8 weeks T: +44 (0)117 932 7905 E: wilvorst@ara.uk.com W: wilvorst.de Stand: B30
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Signature style: Massive range of colours and styles of accessories. Number of pieces showcasing at Harrogate: 10 new lines New season fabrics: Tweed and worsted fabrics, plains with texture What buyers will love: New and existing ranges are stock-supported; everything is manufacturered in the UK in Heirloom’s own factories. Size range: Boys’ 20 to men’s 60 RRP: Mid-market Delivery on orders placed at the show: Within one week T: +44 (0)1706 367711 E: jane@heirloomwaistcoats.co.uk W: heirloomwaistcoats.co.uk Stand: B34 AVENIR 35 LIGHT
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H EIR LOOM
R I TA MA E Signature style: Short and informal dresses Number of pieces showcasing at Harrogate: 10 New season fabrics: Sheer lace and chiffon What buyers will love: Floaty long dresses perfect for weddings abroad. Size range: UK 8-30 RRP: £600-£1,200 Delivery on orders placed at the show: January 2020 T: +44 (0) 20 8804 1444 E: info@ritamae.co.uk W: ritamae.co.uk Stand: Q23
M I RA N DA T E M P L E TO N Signature style: Fine detailing, intricately textured, clear lines of symmetry. Number of pieces showcasing at Harrogate: Over 100 including vines, halos, bands, combs, sashes and back jewellery. New season materials: Oversized pearls, pearlised elements and silk blooms What buyers will love: The new Free Spirit Collection. Inspired by the festival vibe. RRP: £80-£180 Delivery on orders placed at the show: Up to 8 weeks T: +44 (0)7962 226543 E: info@mirandatempleton.co.uk W: mirandatempleton.co.uk Stand: KS4
AVENIR 35 LIGHT
RA I NB OW CLU B Labels: Rainbow Club Shoes, Rainbow Club Veils Signature style: Timeless elegance with trend-inspired details. Number of pieces showcasing at Harrogate: 40 bridal shoes, nine kids and communion shoes, five shoe clips, ten handbags, 22 veils and five communion veils. New season materials: Italian Snow glitter, bold embellishments. What buyers will love: New lasts and heel heights and, following the success of the recent collaboration with Ivory & Co, more Limited-Edition styles with guest designers. Size range: Kids’ footwear, 5-5; women’s footwear, 3-10 RRP: £20-£195 Delivery on orders placed at the show: Mid-October 2019 T: +44 (0)1392 207030 E: shoes@rainbowclub.co.uk W: rainbowclub.co.uk Stand: M40/M42
N I CO L A A N N E Signature style: Structured couture gowns with internal corsetry, designed and made in the UK. Number of pieces showcasing at Harrogate: 20 New season fabrics: Mikado, embroidered tulle, Art Deco lace, new Scuba heavy stretch crepe. What buyers will love: The new With Love collection. Size range: UK 8 to any size RRP: £1,100-£1,700 Delivery on orders placed at the show: 8-12 weeks T: +44 (0)1455 250151 E: info@nicolaanne.co.uk W: nicolaanne.com Stand: Q15
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DA N D O LO N D O N Signature style: Dando London is known for giving brides the most amazing outline and shape – regardless of size with gowns designed to enhance the female form in every guise. Number of pieces showcasing at Harrogate: 50 new styles. New season fabrics: Unique laces, satin crepe, mikado. What buyers will love: Fitted crepe dresses with the famous ‘Dando London derrierre’. Crystal embellishments, pearls, jewelled shoestring straps, detachable tulle trains. Size range: UK 4-18 RRP: £1,608-£3,249 Delivery on orders placed at the show: 18 weeks T: +44 (0)142 023490 E: sales@dandolondon.com W: dandolondon.com Stand: Q1A
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E LI ZA JA NE HOW ELL Signature style: Luxury looks, hand beading, vintage hints to recreate iconic looks. Number of pieces showcasing at Harrogate: 60 pieces New season fabrics: Mixing tweed with hand beaded sequins; a new colour called Tickle Me Pink. What buyers will love: The Astor sequinned skirt and the matching Astor sequinned body, shown here. Size range: UK 6-18 RRP: £595-£3,000 Delivery on orders placed at the show: January 2020 T: +44 (0)20 7436 2992 E: andrea@elizajanehowell.com W: elizajanehowell.com Stand: B38
B I A N CO E V E N TO Labels: Bianco Evento, and Avalia Signature style: Simple but elegant designs that match with over 200 accessories and shoes. All manufactured from high-quality materials, in the EU. Number of pieces showcasing at Harrogate: 200+ New season fabrics: Glitter tulle, satin, mikado satin, and a unique heavy lace. Look out for illusion-lace bodices, a whole new separate bridal skirt collection and wonderful v-necklines. What buyers will love: There is so much choice, that buyers now have a hard time deciding which dresses to purchase. Size range: We have a whole new size range in this collection, with dresses now going from a size XL (UK8) to a size 6XL (UK26). Any special show offers: Brand new discounted petticoat prices. Delivery on orders placed at the show: From November this year, although some items may be delivered earlier. T: +44 20 38 85 00 87 E: sales@bianco-evento.com W: bianco-evento.com Stand: C20/42
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CASA B LA NCA B R I DA L
Labels: Casablanca Bridal, Beloved by Casablanca Bridal & Amare Couture Signature style: Each gown is unique from the hand beaded designs and exquisite laces, to the fit and customization for every bride’s specific needs. Number of pieces showcasing at Harrogate: 50 new styles. New season fabrics: Glitter tulle, satin, mikado satin, and a unique heavy lace. Look out for illusion-lace bodices, a whole new separate bridal skirt collection and wonderful v-necklines. What buyers will love: Back necklaces, removable sleeves, unique laces, subtle blue-toned gowns, black dresses. Gowns are completely customizable and stylish, while staying within a very affordable budget both for stores and brides. Size range: US 2-32 RRP: Casablanca Bridal: $1,100-$1,800 Beloved by Casablanca Bridal: $650-$1,100 Amare Couture: $1,800-$3,000 Special show offers: Gowns – Buy one more than the minimum and get a free gown; buy one gown and get the matching veil 50% off; leave a complete stock order at the show for a chance to win one gown. Delivery on orders placed at the show: 14-16 weeks T: +44 (0)7935156275 E: michelle@casablancabridal.eu W: casablancabridal.com Stand: M15/28
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E N ZOA N I Labels: Enzoani, Blue By Enzoani, Beautiful, Élysée, Badgley Mischka Bridal Signature style: Use of luxurious fabrics, exquisite beadwork, and unmatched construction techniques. Number of pieces showcasing at Harrogate: 116+ New season fabrics: Luxurious and innovative, with new bespoke beading – from subtle sparkle just to enhance, to glamorous beading to make a statement. What buyers will love: The stable price point, adhered to across an eclectic collection spanning the three Enzoani labels… everything from boho to full-on couture looks. Size range: UK 4-32 Price range: Enzoani £2,070-£4,590; Blue by Enzoani £1,275-£2,095; Beautiful £1,095-£1,380; Élysée £1,380£2,490. Any special show offers: Yes, fabulous ones, but being kept top secret until show day! Delivery on orders placed at the show: Available on request at show. T: +44 (0)1792 586615 E: infouk@enzoani.co.uk W: enzoani.com Stand: Q6A
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CATHER I NE PA R RY Signature style: Attainable luxury. Number of pieces showcasing at Harrogate: Over 30 New season fabrics: Multi-layered lace; soft, flowing chiffon, rich beadwork. What buyers will love: Split skirts and richly-beaded bodices; dramatic fit-and-flare gowns in lace with full lace sleeves. Size range: UK 6-32 Price range: £1,065-£1,775 Any special show offers: Each show order of six styles will qualify for a seventh sample free and orders of eight or more styles will qualify for two additional styles. Payment plans are also available to help retailers to spread the cost. Delivery on orders placed at the show: 14 to 16 weeks for standard orders; eight to 10 weeks for rush orders. T: +44 (0)1443 222600 E: info@globalbridalbrands.com W: catherineparrybridal.com Stand: Q38
T H E D ES SY G R O U P Signature style: Classic chiffon gowns, timeless elegance. Number of pieces showcasing at Harrogate: Over 60 New season fabrics: There’s a great range here that includes all our real favourites. What buyers will love: Great classic looks but also some more trend-driven pieces. Everyone is ready for colour again after a long stretch of neutrals. Size range: US 00-32 Price range: £175-£250 Delivery on orders placed at the show: 16-18 weeks T: +44 (0)1909 774444 E: michele@dessy.com W: dessy.com Stand: KS1
F RA NCES MA R LOW Signature style: Plus-size dresses and separates Number of pieces showcasing at Harrogate: 30 New season fabrics: Vintage lace in nude tones What buyers will love: Trousers and bodices mix and match options that allow a bride to create the look she’ll love. Size range: UK 6-32 Price range: £195-£689 Delivery on orders placed at the show: January T: +44 (0)1909 774471 E: designer@francesmarlow.co.uk W: francesmarlow.co.uk Stand: KS1
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R U BY P R O M Labels: Ruby Prom and new Envie Signature style: Beaded fishtails, amazing colours. Number of pieces showcasing at Harrogate: 70 in Ruby, 25 in Envie. New season fabrics: Sparkly jersey in Ruby Prom and lots of glitter printed tulles; Envie features ostrich feathers. What buyers will love: The vast selection of styles meaning they can service more girls from each school – buyers will love the price point of Envie. Size range: UK 000-26 (and that’s not a typo!) Price range: Ruby Prom £235-£550; Envie £115-£250 Special show offer: Buy 10 get one free. Delivery on orders placed at the show: If from stock then immediate delivery, otherwise November. T: +44 (0)1909 557522 E: Info@rubyprom.com W: rubyprom.com Stand: KS1
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E LB ETH G ILLIS Signature style: Pure luxury, modest sensuality, timeless yet modern designs. Number of pieces showcasing at Harrogate: Luminescence – 10 one-piece gowns; Arniston Blue mixand-match separates, seven tops and six skirts; Desire, 15 one-piece gowns. New season fabrics: Light-as-air mohair, silk jersey, chiffon, tulle. What buyers will love: The sensuous touches of femininity evident throughout; beading sparkles and glitters, tulle skirt overlays tempt, lace cap sleevelets entice, and back and side cut-outs seduce. Size range: Made to measure Price range: £1,400-£3,300 Delivery on orders placed at the show: 12-14 weeks T: +27 (0)21 423 2220 E: info@elbethgillis.com W: elbethgills.com Stand: Q26
H O U S E OF MOOS HK I
MIAMIA Signature style: Classic with a boho twist. Number of pieces showcasing at Harrogate: 20 New season fabrics: Lace, in ivory and pale pink, hand beading. What buyers will love: Beautiful light chiffons and sheer lace. Size range: UK 8-30 Price range: £995-£1,800 Special show offer: Order six pieces, get one free. Delivery on orders placed at the show: January. T: +44 (0)20 8804 1444 E: info@miamiabridal.co.uk W: miamiabridal.co.uk Stand: Q23
Labels: Mooshki and Grace Philips Signature style: Mooshki for short, vintage inspired wedding dresses; Grace Philips for perfectly edited sleek, modern and elegant bridalwear Number of pieces showcasing at Harrogate: Mooshki 34; Grace Philips 15 New season fabrics: Mooshki – tulle, satin, lace, mikado with beading; . Grace Philips faille, crepe and heavily embellished laces. What buyers will love: Mooshki’s frothy girly fun; Grace Philips extravagantly beaded ballgowns. Size range: UK size 4-36 and beyond if need be Price range: Mooshki short dresses £1,400 -£1,700, longer dresses £1,800-£2,250; Grace Philips £1,100-£2,250 Special show offer: Buy 6 dresses and receive bestselling Sara, free. Delivery on orders placed at the show: 12-16 weeks T: +44 (0)1915260772 E: bridal@houseofmooshki.com/info@gracephilips.com W: houseofmooshki.com/gracephilips.com Stand: Q34
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R O M A N T I CA O F D E VO N Labels: Romantica, Romantica Bridesmaids, Silhouette Bridal, Olivia Rose Bridal, Pure Bridal, Pure Bridesmaids, Prom By Romantica and new Jennifer Wren Bridal. Signature style: Design driven, great choice, affordable prices. Number of pieces showcasing at Harrogate: 200 New season fabrics: Satin, chiffon, tulle, lace, sparkle tulle, organza, georgette (for maids) and mikado. What buyers will love: Layers, golden hues, ethereal charm, off-the-shoulder, ballgowns. Size range: UK 6-32; Silhouette 16-34; Prom 2-32 RRP: £165-£1,450 Show offers: Contact your area manager for details. Delivery on orders placed at the show: 12-16 weeks, depending on label. Limited stock availability of Prom by Romantica. T: +44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk/ sales@romanticaofdevon.co.uk W: romanticaofdevon.co.uk Stand: St George Hotel
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MOR I LEE Labels: Morilee, Morilee Blu, Morilee Voyage and AF Couture. Signature style: traditional wedding gowns with a romantic and sexy flare. Number of pieces showcasing at Harrogate: 60 New season fabrics: Satin, lace, English net, chiffon, tulle. What buyers will love: lace ball gowns plus some simpler plainer gowns, peekaboos and keyhole backs. Size range: UK 2-30 RRP: £600-£2,000 Show offers: Contact you sales rep at the show for details. Delivery on orders placed at the show: January 2020 T: +44 (0)1636 700889 E: ukmarketing@morilee.com W: morilee.co.uk Stand: M24
ELLIS
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KELSEY ROSE WHITE
KELSEY ROSE BRIDAL
KELSEY ROSE PINK
Ellis Bridals was launched over a century ago, in 1912, and remains a family business today. Its multi-award-winning labels continue to raise the bar, every year, setting new standards of design bravado and quality manufacturing. We asked James Ellis for his views on the current market The past year has not been the easiest for many bridalwear retailers. As a key supplier, how have you found the climate? Across the country our retailers have struggled, as footfall has fallen nationwide. They are working harder than ever to close the sale while also doing their best to increase their visibility online to get customers in-store. We work to support them as much as possible, with our London customer service team and using our social media platforms to promote and direct customers to stores. What do you see have been the biggest challenges? I feel that there is a saturated market of retailers and suppliers, with both a falling demand and change in customer behaviour. Will major high street closures actually help improve the life of the
small independent? I think this will help the independents. There is certainly a demand for a more bespoke experience and selection. The median age of newlyweds has risen by almost a decade; our modern brides are more discerning and interested in having the very personalised experience that independents can offer.
– that is great news. Do you regard this as the most important UK trade event – retailers certainly love it? There is no doubt everyone loves Harrogate! Unfortunately the date is very late and I still believe in one show a year in May would suit the British bridal industry.
MOB – is that market seeing big changes, too, not just in design, Have buying habits changed much in but in terms of pricing? With major stores going, surely occasionwear the past five years – and especially the past two years? Are retailers less specialist retailers will benefit hugely? ready to commit? Buyers are now very aware the public Trends are changing and occasionhave become more trend-conscious, wear retailers have been forced to adapt very quickly to a changing with the rise of Instagram and other market. social media platforms. They are slightly less traditional and open to How are you getting your message experimenting with trends and more to brides themselves? What unique styles. They like to discover new brands that not every retailer has. percentage of your communications is via social media today? Do you see that increasing? You’ll be at Harrogate once again
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THE PORTFOLIO Ellis Bridals Designed in London, Ellis Bridals is a distinctly British bridal house revolutionising the industry for over 100 years. Attentive detail, expert construction and contemporary design define an Ellis gown.
JOHN CHARLES
John Charles Beautifully-crafted British fashion. John Charles specialises in impeccably designed eventwear, creating effortlessly glamorous designs for special occasions.
“We’ve been dressing brides for over 100 years and regardless of trends, across both fashion and society, a bride has always wanted just one thing: to look and feel her best on the day she will remember forever.” Regine Ellis The majority of what we do today is digital. We put a lot of energy into communicating directly to our brides via our website, Instagram, Facebook and newsletter. It’s a very informal, immediate form of customer service and engagement that is important to build our brand reptutation. Brides magazine closing is certainly the end of an era in terms of print; Ellis advertised in their very first issue!
Where do you manufacture today and could that change ? We keep to only a few factories in Asia that we have been working with for almost 25 years. How much stock do you carry at any one time? We always carry some stock so we can fulfil a last minute wedding if needed – it happens more often than you would expect!
Do you give exclusivity to your If you had to paint a picture of stockists? Yes we do; this is discussed on a case- the year to come, in terms of opportunities to be grasped, how by-case basis.
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Kelsey Rose Bridal Vintage-inspired but decidedly modern, Kelsey Rose Bridal is defined by a relaxed glamour. Bohemian details are elevated by beautiful beading and luxe crystals, making for a collection that is unique, effortless and easy to wear. Kelsey Rose Bridesmaids Kelsey Rose create gowns for the modern bridal party. Unique and romantic, the 2020 collection is all about one-of-a-kind metallics. With beautiful draping, subtle ruching and chic pleats shaping the designs, every fabric in the collection is exclusive.
would it look? Wedding venues are booked up for 2020 which is always a good sign – it seems a year people want to get married in. I think the clearest opportunities ahead lie in a personalised, bespoke service for experience-minded brides. Key trends for 2020 ? Old Hollywood glamour is having a real moment. We interpreted elements of this iconic style, reimagined for the English Rose. We are also loving the updated cape trend for 2020 in beautiful sheer tulles with lace trims.
www.fredabennet.co.uk hello@fredabennet.co.uk 01322 537741
The Harrogate Bridal Show | 8th-10th September 2019 | Stand Q17/18
Prom
BY ROMANTICA
Modern, glamorous and unforgettable... Let us introduce you to our brand new Prom collection. Available to view at The Harrogate Bridal Show, find us at The St George Hotel.
A REAL SWEETIE The Sweetheart collection puts pretty high on the list of design priorites
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find jobs,” he remembers. “I always intended to join the company, and never wanted to take the opportunities it gave me for granted. “I had studied International Business at the University of Connecticut and was always interested in fashion, especially bridal. But I was also interested in business and in marketing so I wasn’t sure where I would fit in best and what I could contribute. Creative, design, marketing, commerce - when I joined the firm I wanted to learn everything!” Making a difference Justin now feels that one of the biggest changes he has seen since he joined is that all the company’s marketing is now done in-house. “When Dad was in charge our marking was done outside,” he says. “We now employ 12 people in our New York office and cover everything ourselves, from design and marketing to graphics and social media. We’re dealing with some of the same issues as we were in 2008. On the back of the financial crisis, fear was driving buying decisions and we had major competitors in the US and the UK. “We have all had to change and move on since 2008. It’s no longer enough to have a good product, we have to be strong digitally as well. ith five of their own That applies to our company but also to our retailers. Shops now need to distinctive brands offer a full package. It’s no longer plus two recent enough to have a pretty store. Your ‘partnerships’ ‘digital store’ needs to be attractive one with Dutch as well. If brides like what they see bridal entrepreneurs Viktor & Rolf in on your homepage and what they 2016 and a similar link up with British hear about you on social media, they designer Savannah Miller in 2018, will come to your shop. It’s not just they would appear to have the bridal about a good product and exceptional market covered. However, they still service, though of course those things remain a family business – Justin Warshaw is the third generation of his still matter. Bridal boutiques need to family to take part in their success and be strong in every area.” With a vast variety of styles in its in an era when the bridal industry is big portfolio, it is interesting that the changing almost by the day. company chose to extend its range Justin joined the family firm back in 2008, at a time when he admits the by forming partnerships with Viktor & banking crisis meant that the outlook Rolf and Savannah Miller. The first are two Dutch designers who introduced for young graduates like himself was their avant-garde luxury fashion less than promising. house back in 1993 and became “My friends were struggling to
Justin Alexander is, of course, one of the best-known names in bridal. The international fashion house started as a modest New York-based outfit producing veils and headpieces in 1946, and has grown into a global concern. Jill Eckersley talks to the man in charge today
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known for their unconventional and often provocative designs; the latter, Savannah Miller – described by Vogue magazine as ‘the designer of the moment’ – is known for her boho styles. Savannah was married herself in 2005 and designed her own gown. So how do these two distinctive names fit in with the Justin Alexander brand, we asked. “Viktor & Rolf approached us for global distribution and technical help at a show in Barcelona,” Justin says. “Our European headquarters is in the Netherlands anyway and we hit it off at once. The partnership helps to push designers to new levels in a collaboration between fashion and technology. Savannah was looking for a partnership, too. “These are independent designers, working on their own designs and doing their own shoots. Then we take over and do the rest, from manufacturing to marketing. This arrangement wouldn’t work for every company and it wouldn’t work for us if, for example, they wanted to do a diffusion line which might affect our own products.”
JUSTIN ALEXANDER SIGNATURE
LILLIAN WEST
COVERING ALL TASTES Across five distinctive ranges there is something for every taste
to create strong businesses together. Facing facts Like everyone working in bridal, Justin We deliver a good product; they are good local marketeers with excellent is more than aware of the challenges posed by online sales. The company’s websites and social media, who know gowns are not available either directly how to service brides the right way. “We have lots of contact with from them, or online, but only from both retailers and customers. Our one of their 1,400-1,500 retailers designers visit stores to review what is worldwide. They have no plans to selling and what is not. Some markets change this. move more quickly than others and “We believe in the bridal shop it’s important for us to know this. We experience,” Justin says firmly. “We work as a team!” feel that buying a wedding gown The company needs a dedicated Our retailers are our partners also believes in the global economy and stylist who and we can create strong has been working knows what in partnership with she is doing businesses together. We factories in China, and how to fit a bride. deliver good product; they are Myanmar and Vietnam, some for as “At good local marketeers long as 20 years. Harrogate “US factories just this year could not produce the quantity of we propose to educate retailers so dresses we need, at prices which our that they can explain to brides the customers would be prepared to pay,” difference between a gown bought Justin explains. online and one bought from a shop. “We have a standard ethical We will demonstrate the difference charter which all our factory partners in quality, the straight seams, the have to comply with. It covers labour fabrics. We consider our retailers to policy, wastage of materials and be partners, people who can help us
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SINCERITY
PHOTOGRAPHY IS FUN Justin Alexander invests in imagery that evokes interest and smiles
human rights so that we know that our workers are taken good care of.” “When we visit countries such as Myanmar we can see that working for us really helps local people living in difficult conditions. We have created air-conditioned environments for them to work in, we pay them a living wage and we help them to find somewhere to live, so it’s a positive thing and we are proud to be changing peoples’ lives for the better.”
The possible Brexit effect It is impossible to interview any businessman these days without mentioning the dreaded B word and its possible effect on future relationships. “I’m generally an optimist,” Justin laughs. “We don’t want Brexit but we are, of course, prepared to make adjustments as Britain is our second-biggest market after the USA, and you are very important to us!” Finally a brief SWOT analysis of the Justin Alexander approach to the Doing something for the planet future of bridal… “We are thinking more about “Well, our strengths I would say are environmental considerations too, in service, diversity and the quality of things like how to reduce our carbon our product,” Justin says. footprint. We’re looking at more “Weaknesses? We can’t compete efficient ways to transport product online and that’s not what we do. We by reducing double shipments, believe in building brands, not just introducing biodegradable competing. packaging, and making sure we ask Opportunities? We are always our partners what they really need working to build a stronger team and – should we be providing them with things like hangers and garment bags, be the best partners we can be to our manufacturers and our retailers. for example? Also, we are trying to We have always maintained a growth produce less paperwork by working digitally. Younger generations all over mindset and our partners who have that attitude will be as successful as the world are much more digitalwe have been. savvy!”
THE PORTFOLIO As far as design is concerned, the company’s brands can offer something for every bride, no matter what her size, personal style or budget. Justin gave us a rundown on exactly where each label is positioned. Justin Alexander is about timeless taste and style. Sophisticated, glamorous, somewhat on the traditional side, with clean styling and a classic look – ‘preppy’ being the US term for it! Gowns retail in the UK at between £1,200 and £1,600 on average. Signature is the portfolio’s most ‘designer’ label, very trend-focused, and often with seasonal themes – couture with a twist, floral patchwork in organza and lace, embroidery for Fall, a very contemporary look, retailing at between £2,000 and £4,000. Lillian West is for the more alternative bride, featuring gowns which are made in softer and more lightweight fabrics but which still offer support. This is a more contemporary collection for the offbeat bride, with lots of boho influences, with gowns retailing at between £900 and £1,400. Sincerity is the most traditional range in the Justin Alexander portfolio with the sort of princess styles and classic ballgowns that every young girl dreams of. The retail price range here goes from £900 up to £1,400 again. Sweetheart is a mixture, young and fresh driven by price, well balanced but also trend-focused. The gowns here come in at under £1,000.
Threats? These have come from chainstores and we also know that Generation Z can be open to purchasing online. Our vision is always working in the best interests of our retailers and as I said, I am generally an optimist!”
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Behind The Scenes... When you arrive at a show – be it in Harrogate, London, New York or Barcelona – do you ever consider how the event has been orchestrated? Wendy Adams, regarded as the show expert, talks us through the complexities
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ver the years, Wendy Adams has orchestrated no less than 65 major events and is known, pretty much across the world, as the bridal show supremo – there from the very start when, in 1983, bridal became its own entity, rather than an arm of the twiceyearly fashion stage spread across the hotels of Harrogate. So, one could say, here is the woman who has been there, done it and changed its form to become a global power house that attracts the key brands looking to do serious
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business in the UK. And retailers flock in by the thousands, knowing they will always find, alongside the big names, the newcomers who will shape the industry in the years ahead. At the end of each event, is that sitback-and-relax time? “Absolutely not,” says Wendy. “Shows are a full year in the planning, and you have to take into account the pros and cons of the one just finishing and build them into your strategy for the next event.” The basics are the building bricks – reserving the venue, negotiating and confirming main contractors
to ensure the stand build, carpet, electrics, furniture are in place. Next – and early on in the process – is the need to finalise floor plans, agree accommodation so bedrooms are on hold for visitors. And, of course, the need to finalise a budget is vital. How do you estimate the level of exhibitor interest? “We talk to as many exhibitors at the current show and see who wants to rebook… this is usually a pretty high percentage for Harrogate,” says Wendy. “It is essential to know where you stand early on in terms of selling space. We start getting new enquiries soon after a show closes and we need to know what we can make available as early as possible in the cycle.” Introducing change Then of course there are the decisions about what’s included with the space. Wendy created a stand package and over the years it has met every need. However, she did increase the rail allowance this year recognising that many exhibitors had growing collections and diffusion ranges that needed extra hanging space. A question that so many ask is how event organisers establish criteria for exhibitors and, more importantly, how they impose it. Wendy explains: “Each new company wanting to show has to complete a form which gives us details of the brand. We then check their website, look at what other International shows they do, their social media presence, advertising, and product delivery. We have to do our best to ensure they will not let any buyers down who may place orders at the show. “Once we are happy with an application, we show potential exhibitors the stand plan and work with them to offer the best location and size to suit their budget. When everything is agreed a contract is drawn up and signed by both parties with payment terms.” The design and layout of an exhibition are paramount, too – exhibitors and visitors alike want to
see a fabulous environment, so what goes into the décor planning process – do exhibition companies like Ocean Media call in interior designers to create a certain style? And what about those all-important props, flowers and furniture? “We decide design elements ourselves and recognise the importance of décor trends and the need to give an event a creative edge. Last year we introduced major changes to the three entrances, and adopted a different stand build, even down to our choice of carpet colour. It really worked for everyone and that is what is key in the planning stages. This month there will be some different colours and furniture choices in some areas.” Seeing and doing Exhibitors come to Wendy – after all, Harrogate is so established – but she and her team do attend other International shows to see if they are missing anything. “Doing the rounds of the major events gives us a chance to see how we compare with the look and feel of a particular show and visitor experience it delivers. And, naturally, we do get to meet new names in the industry whose lines may be appropriate to a UK audience.” But it is the show ‘extras’ that really heighten the whole visitor experience. Special features like seminars, catwalk shows, and even food options come high up on the list of planning priorities. “We don’t have a to-do list per se, having run Harrogate for over 34 years,” Wendy admits, “but we start to look at potential features and timetables almost immediately. “We have a ‘wash up’ meeting after each event and discussion includes feedback from buyers and exhibitors that gives us an indication of what can be improved. And we are very aware of the importance of things like local accommodation; we check the hotels that have been refurbished and our agency MICE also keeps us as up to date as possible about any changes.” One of the big and complex
aspects of show planning is, without question, the catwalk programme which involves numerous exhibitor collections and dozens of models. “We employ a specialist production company who do many shows around the world,” says Wendy. “We work with them on themes, stage sets, and special effects and produce a tight brief. Once that’s done I feel it’s best to let the experts get on with it, and add all the necessary polish.” If you’ve never sat through a Harrogate catwalk show in the lavish Royal Hall, do allow time for the spectacle. It’s a great way to see the forthcoming trends and how the designers themselves, and their stage stylists, accessorise a look. Getting the word out Ocean Media has a marketing team that runs a six-months schedule which starts immediately after the London show finishes in March. They agree Harrogate’s media partners and send out regular press releases to get coverage on the show and the brands involved. The biggest challenge, however, as Wendy sees it, is trying to give every exhibitor what they want both space and location-wise, and coming up with new and exciting things for the visitors each show. Ask Wendy what she rates as her biggest success stories over the decades and she goes back to the beginning and moving the show from the local hotels to the exhibition centre, creating the industry’s first professional trade event. And later, building up White Gallery as the first UK show dedicated to the best International designers, followed by relocating the March Harrogate show to its new home in London and bringing in an International audience. There’s the more personal side to all this, too. “Being respected by the bridal industry for so many years is an honour and many of the characters in the trade have become close friends. It’s upsetting that some are no longer with us, but they will always been remembered.”
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Q&A
W I TH THE W EDDI NG C LU B Clare S Thompson is the Director of The Wedding Club, with three luxurious stores – one in Birmingham, and two in London, in Knightsbridge and South Kensington. Her success story sets an example... When was The Wedding Club launched, and which of the branches came first? We launched in 2001 with our first store in Birmingham.
Was owning a shop a long-held dream? Actually, it was more of a natural progression from the wedding planning to the love for fashion.
Were you involved in the bridal business before going into retail? Yes. The business began as a wedding planning company for UK brides getting married in the US.
Was extending to London – twice over – always part of your ongoing plan? Although we think strategically and have long-term plans, we allow
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ourselves flexibility, as we are aware of the need to adapt to a fast changing market. Extending into three stores has been a response to demand. How many staff do you have at each branch? We have three at each.
YolanCris, Zuhair Murad. With so many, is it difficult to do them all justice in terms of number of pieces stocked? Each store carries a different edit, which allows each designer a good representation.
What sort of support do you expect from your suppliers? We look for companies who view the relationship as a partnership and who offer flexibility. We need to be able to work together and do whatever is necessary to service the clients. Are most of your brides local and how many visits do they make before settling on their dream dress? Our brides differ across all stores. We see brides from all over the world. Most brides decide by their second appointment.
Do you offer out-of-hour appointments? Yes. Late night Thursdays and weekends, as standard. What days/times are the most requested? Weekends are still the most requested, with Fridays also becoming very popular.
How do you get your message out to potential brides – what works best for you? Social media is our main marketing tool, alongside recommendation from previous brides and industry colleagues.
Which were the first labels you carried and how did you source them? Jenny Packham, at the Harrogate Bridal Show, and Pronovias, during Barcelona Bridal Fashion Week.
How long and how private are your first appointments? We offer an hour-and-a-half first private appointment, unless we are staging a particularly popular event such as a sale or trunk show.
Where is your hunting ground today – which shows do you visit each year? New York and Barcelona. With so much talk about the challenges in the market currently, how are you finding the climate… and the 2020 prospects? We are busier than ever but we now have global competition, rather than just UK, making the conversion much tougher. Which labels do you carry now? Many! Alexandra Grecco, Atelier Pronovias, Berta, Bliss Monique Lhuiller, Bramley Rodgers, Carolina Herrera, Chosen by One Day Curve, Costarellos, Ghost, J’Aton, Katie May, Maid with Love, Naeem Khan, Muse by Berta, Marco & Maria, Savannah Miller, Rue de Seine, Rita Colson, Suzanne Neville, Steven Khalil, Temperley London, Two Birds, Victoria Percival, Valentini Sposa,
Do you find much price resistance today? Yes, our brides and collections tend to fall into clear brackets.
What criteria do you apply before taking on a label? Most importantly, we need to love the brand ourselves, both in terms of the dresses and design direction and also the people with whom we have to build a relationship. Pricing, exclusivity and popularity are then taken into consideration.
What makes you stand out? We offer a luxury experience that is also friendly.
Three pieces of advice to other retailers? 1. Be original and don’t just copy what your competitors are doing. Look for the gap that you can fill. 2. Listen to what your clients are asking for and don’t be afraid to take risks. Do you demand exclusivity? 3. Put in the hours and the hard It depends on who the designer is and work if you want your business to for which store we are looking. be a success. SEPTEMBER/OCTOBER
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Second opinion Sue Lovell of SNOB – Susan Nichols Opulent Bride – in March, Cambs – is also the founder of trade association BrideCo. Here she looks at the dangers of ‘trolling’ – which is illegal – and asks forum administrators to stop online harrassment
I
n the current climate, shop owners are finding themselves under huge financial pressures just to keep the doors open, and the effect on their mental health is enormous. I have spoken to women on the brink of suicide, and have also heard of a case where an owner did actually take her own life. The pressure and the worry over ‘failure’ is intense, and the fear of judgement from others overwhelming. One of the main issues that I am seriously concerned with, and I am trying to raise awareness of, is the Malicious Communication Act 1988 and the Communications Act 2003. This is particularly relevant with how bridal retailers react when a shop goes under. We all expect that social media will ignite with angry brides once a closure is announced, but I have been horrified as to how some bridal shop owners have reacted over a recent closure, and I have seen the impact that false rumours, lies and horrible personal
attacks on forums, have on a business owner, who is already under huge pressure. I have heard from some owners, that they are angry when a shop does fail, because it damages the bridal industry, and erodes customer confidence on the high street. That is understandable, but when those same owners have no qualms about publicly attacking, and sharing false information online, that is when the reputation of this industry really does suffer. On bridal forums and chat rooms, a witch hunt can take place, with women in business publicly attacking other women in business. The admin on these groups have a duty of care to all members to moderate what is said but some sadly fail in that duty. This reflects horribly on the industry, and should have no place in today’s online social networks and communities. Being a ‘closed group’
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does not give you immunity against prosecution. Rather than empathy and an understanding that many businesses are struggling, and have to make the very hard decision to close, some women will choose to judge and attack. A closure isn’t an option that any of us want to consider, we all hope that next month will be better. But if the time comes, that decision is made not only after months of worry but also months of hoping that next week will see sales rise, and fortunes turn. All this, only to finally come to the realisation that all the hard work, the hours on social media sharing and advertising, the super human effort they have put in, has ultimately not paid off, and it is devastating. At times like that we look for support and guidance, but often feel that we must remain isolated as fear of how others will use that information and try to add fuel the fire, in many cases
deflecting from their own troubles, by focusing on someone else’s. There are some traders out there who may well be heading into closure with malicious intent, and knowing that they are taking money without being able to fulfill an order. But that is not the case for the vast majority of businesses, who are desperately battling the current climate, trying to change the way they operate, going without wages, days off, self-funding the business, all in order to survive. For many it is a rough patch, and they will get through it, but for others it will be time to call it a day. The right approach As a founder of BrideCo, I take our responsibility to shop owners and the bridal industry very seriously. BrideCo members offer their customers free dress deposit insurance, and a discounted rate for Full Wedding Insurance. We can only offer it; we cannot force brides to take it out, but can only provide them with all the details, and advise them to take advantage of it, especially as the Wedding Attire Insurance is free. It is the mark of a responsible shop owner to offer this service. We should all be training our staff in the importance of Wedding Insurance, as not one of us can see into the future, but anyone of us can be affected by unforeseen circumstances. We are not immune to hard times, however loudly we may say on social media to the contrary. Recently, I have been supporting some shops who are having to face very hard choices. Suppliers have them over a barrel, and are often unwilling to help a shop out with a dress that is required urgently for a bride, but insist that stock orders have to paid for in full first, before the order is released. The main aim for the shop, and for us at BrideCo, is to ensure the bride gets her dress, as we understand that once it gets out on social media that a dress can’t be delivered on time, then the shop is often forced into closure,
as panic sets in with other brides. This abuse or attack. The ‘Jeremy Kyle Effect’ is damages confidence in the industry. The reality is often that it is a cash- now being taken very seriously. No flow issue, that could be resolved longer is it acceptable to encourage with the sale of a few dresses off abuse, humiliation and scorn the peg, but shops are not given under the guise of ‘entertainment’ breathing space. Some suppliers will or ‘free speech’ or ‘lively chat’. It actively try to block every avenue is now understood that the wider available to a shop to find that dress implications of such actions, can be for a bride, rather than help out a devastating. shop during a difficult trading period, If admins or moderators do not with no understanding of what it take action to stop this, or actively really is like for a shop owner to be encourage it, then we have to be struggling not only financially, but also held accountable. The National emotionally, as we all take our roles Crimes Agency are now taking these very personally. instances very seriously, and we owe Not everything is as black and all our members a duty of care. white as many accounts departments would like it to be It is a crime for shops, and we Virtual mobbing need to work with We should be protecting and trolling are each other, for crimes under the good of the the integrity of the industry the Malicious industry. Communication The bridal Act 1988 and the and offering to support industry as a Communications whole will have others in their time of need Act 2003. Admins to make some of groups who very big changes: allow these confidence is low, and discussions are cybercrimes to take place, and needed in order to protect supplier, those who participate in them, store and customer. should be aware that the Our strength lies in our numbers, consequences of their actions could and our ability to work together, damage their own businesses, and and with suppliers for the good of so think twice before they share lies, the industry. If we are to survive the false rumours and engage in trolling storm, we should be protecting the and online abuse. The bridal industry integrity of the industry, and offering needs to act now, to protect those support to others in their time of need, who are victim to it, and stop those rather than giving a platform to those who encourage it. who choose to attack, spread false The majority of bridal shop owners rumours and humiliate others. in this country are exceptional and All admins on discussion groups supportive, but the small minority need to be held accountable for what who take pleasure in abusing or they to allow to be said on these bullying others online, need to be forums. We can share issues, raise aware that all of us are only a season concerns, ask questions etc, without away from hardship, and perhaps censure, but when conversations consider how a few minutes of are libellous or defamatory, or when attack online can have far-reaching trolling is accepted as ‘banter’ then consequences, not just on the admins need to act. intended victim, but also on the As women in business we should original poster and the admin of the also hold ourselves accountable, group, if they fail stop it. and understand that having a strong This industry should be better opinion is no excuse for bullying, than that.
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Going To Town A few months ago, we ran a story on The Kent Wedding Centre, a fast-growing collective of brands under one roof. This time round, Dominic Bliss has been to visit The Wedding Gallery in London, an uber-elegant ‘store’ of fine labels with a design edge. Could this be the face of tomorrow with a group of retailers coming together to offer a total experience? 88 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 1 9
D
own in the crypt, beneath a neo-classical Regency church in London’s Marylebone, a revolution in wedding retail is taking place. This is the home of The Wedding Gallery, a 20,000-square-foot department store for brides and grooms. The main focus, and the lion’s share of retail space, is of course dedicated to bridalwear. But
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among the hundreds of brands represented, there is also a sizeable men’s wedding wear section (called The Groom’s Room), plus a broad selection of wedding venue suppliers, jewellery makers, hair and makeup stylists, florists, cake-makers, caterers, stationers, photographers, filmmakers, musicians and DJs. Everything you might possibly need to get married. All the various sectors are separated within the labyrinth of arches, alcoves and corridors that make up the crypt. A uniform battleship-grey brick interior gives the gallery a clean, stylish feel.
Opened in November 2017, The Wedding Gallery is the brainchild of George Hammer, owner of the huge events company occupying the church above. Built in 1828 by Sir John Soane, and called Holy Trinity Church, it is now known as One Marylebone. Head of menswear here is Dominic Trooper who currently styles around five grooms a week in The Groom’s Room. But so far that has been without any advertising support. A new website and online advertising campaign is planned soon which, Trooper believes, will increase his business to between 20 and 25 groom appointments a week.
A man’s world His fitting room – an L-shaped area of 1,300 square feet – sits underground, beneath street level, as does the rest of The Wedding Gallery. There are no windows or natural light, which some customers may find stifling; others might appreciate the air of privacy. “Grooms come straight into the menswear section and feel quite safe down here,” Trooper says. “Nine times out of ten it’s a groom whose bride has already been here to be fitted for her dress.” On offer in The Groom’s Room are made-to-measure and bespoke suits from Casely-Hayford, Labassa Woolfe
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and the Wedding Gallery’s own brand S.J. Soane, named after the Regency architect. In addition, there is footwear by George Cleverley, socks and underwear by Pantherella and Laperla, and shirts and ties by both Emma Willis and Turnbull & Asser. There is a range of S.J. Soane morning suits for hire, mainly aimed at ushers. Sofa seating and an old-fashioned drinks cabinet add to the atmosphere, all designed to make grooms feel as comfortable as possible. Trooper says the demographics of his clientele is fairly broad, but the majority are 20-something professionals, with an average budget of £3,000. The temptation is there, however, to spend a lot more. Trooper offers his consultations for free; they used to charge £70 but that discouraged the slightly reluctant grooms. His prices are neither low nor too punchy: a three-piece S.J. Soane suit, for example, starts at around £1,000, while a made-to-measure CaselyHayford starts at £1,895. The top spend on a suit is around £4,000, occasionally north of that figure. But, as Trooper admits, his customers are coming to him for economies of scale, rather than for the convenience of a one-stop shop.
occasionally helps with bridal styling, so he’s used to dealing with brides as well as grooms. Which begs the question of whether men are easier to style than women? “Some men are. Some are very difficult. But I enjoy a challenge,” he says with a smile. “Often, grooms will say they like the look of our morning suits, and our evening suits, and our lounge suits. And we have to meet somewhere in the middle.” One thing that still surprises him On a personal note… about grooms is how little time they Trooper prides himself on certain typically allow between their first bespoke tailoring details which, he consultation and the actual wedding says, give his suits – and the grooms in them – individuality. He encourages date. “Guys are always late,” he says. “They’ll come in six weeks before the his customers to be bold with their wedding and we always manage to choice of lapels, cuffs, waistcoats pull it off, even though our lead time is and suit linings, for example. The seven weeks.” latter, where grooms are offered the With all the other wedding chance to have their wedding date, services on site, the grooms inevitably or a special message, or a quotation embroidered inside the suit jacket, are get involved in more than just purchasing their suits. Trooper sees particularly popular. them taking a keen interest in The “We like to play with the grooms’ Wedding Gallery’s stationery service, styling ideas once they’ve given for example, and the jewellery, the them to us,” Trooper adds. “We try photography and the videography. He to change some elements. We don’t says his colleagues try to get them want to turn everyone out the same.” excited about all aspects of the big Trooper also works in The Wedding day. (Except for the dress, of course,) Gallery’s jewellery section, and
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The idea of a wedding department store is a brilliant one which is sure to spread. Provided The Wedding Gallery, and any of its future imitations, maintain excellent service and work with the very best brands, there’s no reason why this model shouldn’t eventually become standard. As owner George Hammer explained in a recent interview about the UK wedding retail market: “At one end you have the classic bridal boutique and at the other you have the big wedding fairs. The Wedding Gallery is a hybrid, taking the best of both experiences and combining them to harmonise the process of planning a wedding.” His business is fighting back against the online wedding industry. “The biggest threat to traditional retail is online,” he says. “We are addressing bricks-and-mortar costs by making The Wedding Gallery an experience rather than just a shop; by having a point of difference and negotiating exclusivity with our brands.” Who knows? Perhaps every big city in this country will one day have a wedding department store like The Wedding Gallery.
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“Of course I shopped around, but I was backed up with info gathered from various social media platforms and some magazines. Obviously magazines show dresses in the best possible way and I was a bit disappointed when I saw a dress I had earmarked and it was nothing like it looked in the magazine spread. I suppose I made appointments in five shops, two close to home in the Midlands, and the others some distance. ”
Out of the Mouths of (Bridal) Babes... So many retailers say that brides shop around. Of course they do and today, why not? We asked brides what attracted them to a particular boutique...
“Going on friends’ suggestions, I made appointments in four boutiques. I didn’t like having to fill out online forms to request a date and then waiting two days for a response – I simply lost interest and would rather have been able to speak to someone there and then. One shop answered the phone quickly and the sales person’s voice 92 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 1 9
“Although I live in the west country I went to a designer-name shop in London having seen so many photographs over the years of this particular guy’s work. It was a great experience and I was treated like royalty and had the showroom to myself. The staff made a fuss of me and helped me decide what worked best for me and then they suggested I went to one of their stockists, much closer to my home town, and said they would let the manageress there have all the details of what I liked and the right sizing etc. I thought that service was amazing and never looked elsewhere.”
was friendly and welcoming and I felt there was a instant bit of bonding going on there. When I arrived on that appointment, I was met by the same person I spoke to originally and that made me feel really comfortable. I think I decided within minutes that this was the boutique who would deliver what I wanted. And they did.”
“I probably made the classic mistake of not knowing what I wanted and therefore going to too many bridal boutiques thinking that I’d have a light-bulb moment and fall instantly in love with a dress. I made eight appointments and went to all but one of them. To be honest, that was a huge mistake because I just got overwhelmed and then completely confused. On my last but one appointment the sales consultant seemed to recognise my quandry. She sat me down with a cup of tea, and suggested we talked about me and my wedding plans rather than look at dresses. I felt instant calm and made a date to return the following week. She gave me the confidence I obviously needed.”
“I went to a big chain first, having heard so much about their prices, the choice of dresses and accessories, and that you could buy there and then and take the dress away with you. With more than a year until my big day, buying on the spot was not a priority, but the price promise was attractive. That said, I wanted what my married friends had and that was a relationship with their boutique and ongoing support and advice. I went to two shops who had some designers in common, and settled on the second because everything about it was lovely. I lost a considerable amount of weight before the wedding, and my sales lady promised me that the dress ordered would be altered perfectly before the wedding and even introduced me to the seamstress. A bride-to-be needs that sort of reassurance.”
“I work long hours and sometimes six days a week in the NHS. The first shop I contacted told me that most brides would take time off for a dress appointment during a normal working day so they were off my list immediately. I made four out-of-hours appointments, including one on a Sunday but I liked the first one so much I actually cancelled the others. I think you sense when a boutique – and especially the staff – are right for you and you have to follow that instinct. The sale consultant I was given seemed genuinely interested in my work, and I liked that.” S E P T E M B E R / O C T O B E R 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 93
TH E FA B RI C OF B R I DA L At Textile Form, 16-17 October, you’ll be spoilt for choice when the leading fabric suppliers unveil their latest ranges. You’ll discover, alongside the latest twists on the classics, amazing materials that owe much to modern technology. Wedding Trader got the low down from the style leaders
CARRINGTON FABRICS AND JOHN KALDOR When launched: 1972 Best known for: Bridal fabrics and fashion fabrics in general and prints in particular. Best-selling fabric of all times and colours: Satins in ivory or porcelain. What’s new that will hit the fashion headlines: A move away from lace towards plain fabrics – especially those with good drape – and quality fabrics that offer something different, such as surface features like embroideries and sparkle. Delivery from date of order: Next day Minimum run per fabric: 1 metre The bridal/occasionwear industry has had a challenging year – has it been the same for fabric suppliers? Yes, it has been particularly tough, there was no momentum during the ‘busy’ spring period. Are you expecting an improved 2020? That’s what we are hoping for but so much depends on the Brexit outcome especially as a significant part of our turnover is export related. T: +44 (0)1204 692223 E: robert@carringtonfabrics.co.uk W: carringtonfabrics.co.uk
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JAMES HARE
the nearest 10cms. The bridal/occasionwear industry When launched: 1865, family-run, now has had a challenging year – has it been the same for fabric suppliers? in the fifth generation. Best known for: We are best known as Yes it has been a challenging year, but a silk specialist, now branching out into by adding the silk mix and polyester versions of our bestselling silks we mixes and polyesters. can offer our customers a much wider Best-selling fabric of all times and range of options which have been well colours: Our dupion – we have over received and proving very successful. 200 colours but our crepe-backed Are you expecting an improved satins and silk crepe are both selling really well, particularly in ivory and sea 2020? We have really listened to our customers’ feedback over the past pearl colourways. year and are hoping we can provide What’s new that will hit the fashion exactly what they are looking for, not headlines: For the next year we are only from the prevailing trends but expecting the trend of simple, elegant plain crepe dresses to continue, as well we have created some more sparkly as all the glitz and glamour of the new laces, which was something that was specifically suggested. beaded and sequinned tulles. T: +44 (0)113 243 1204 Delivery from date of order: Next day Minimum run per fabric: No minimums E: sales@james-hare.com but we always ask that all orders are to W: james-hare.com
PONGEES
organza, double crepe and chiffon satin will come in coral pink, geranium, old rose, pale pink, dusk, sky blue, When launched: More than 80 years peppermint, ash, lily, taupe and ago. lavender. Best known for: Fabulous silks in a Delivery from date of order: Next fantastic array of colours and qualities day by our courier to a UK address, Best-selling fabric of all times and or less if customers order first thing colours: For bridalwear it is probably in the morning and collect from our our damask and duchess satins in white and ivory tones – the classics, but showroom in Shoreditch, London. we make sure we have on-trend fabrics Minimum run per fabric: 1 metre per colour and colours so that we always have a The bridal/occasionwear industry best-selling silk each season. has had a challenging year – has it What’s new that will hit the fashion been the same for fabric suppliers? headlines: Pongees has distilled By providing high-quality fabrics and predications into three groups, with high-quality service we have not only more colours in its washed crepe de maintained our existing customers but chine, washed georgette and spun silks available now, and new shades in also grown the business, both in the UK and overseas. As we deal mainly jersey and twill qualities due shortly. with designers and upmarket brands Colours include neutrals – sable, we have not been as affected as those tan, pearl, mocha, cream and oyster suppliers to the high street; in fact, we juxtaposed with midnight blues, teal, have had record years in 2017 and 2018 turquoise, aqua and peacock. There’s and are on target for another record 12 a touch of punk in textured industrial months in 2019. damasks and bold herringbones in black, storm, steel, silver, charcoal and Are you expecting an improved 2020? We expect 2020 to be even better. graphite spiked with sharp shocking We are trading with more customers pink, blood red, electric blue and acid overseas and our online sales are yellow. Classical sheer chiffon, tulle, growing. We constantly extend the translucent changeant, georgette,
colours and qualities that we sell so that there is always something fresh for customers to review. Latest fabrics include soft and tactile water-washed georgettes, crepe de chines and sandwashed spun silk. T: +44 (0)20 7739 9130 E: nick@pongees.com W: pongees.com
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MICHAEL’S BRIDAL FABRICS
embroideries, many larger and with a greater variation of densities across the width of the fabrics. In plain fabrics there will be an When launche: May 1996 increase in demand for soft and flowing Best known for: Offering one of the satins and crepes, and much more largest stock collections of bridalinterest in fabrics with lycra/elastane;. related fabrics/edgings/motifs and accessories of any company in Europe, we have several new qualities with one combined with a high level of customer and two-way stretch. Delivery from date of order: 90% of service and satisfaction orders are shipped the same day Best-selling fabric of all times and colours: Duchesss satin and tulle have and in the UK are delivered the next been at the top for over 20 years now, working day. in various shades of ivory. In terms of Minimum run per fabric: No minimum colour, in the mid 90s it was peach, on stocked products. Non-stock items followed by dusty pink and then lilac, depend on type/colour/manufacturer. but over the past decade there has not The bridal/occasionwear industry really been one stand-out colour like has had a challenging year – has it before. been the same for fabric suppliers? What’s new that will hit the fashion It has been a challenging year and headlines: I think we will see a gradual continues to be so, but our main market progression rather than a dramatic here in the UK has seen a downturn change, so more sophisticated equal to the overseas increase we variations on laser-cut 3D designs have experienced in Spain, Portugal, and a greater number of non-floral Germany and Eire.
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Are you expecting an improved 2020? None of us know what 2020 is likely to hold in store politically and economically or the terms we will be working with in our largest export market collectively (The EU). If everything carries on as now then I think our business will increase significantly in this region, and with the imminent appointment of an agent for Estonia/Latvia, Lithuania, and ongoing discussions for an agent in Canada, I expect strong growth in the export markets to continue. If, however, import and export tariffs are applied then I am concerned that the export markets will fall and that there will also be a significant drop in demand in the UK. We are prepared for this, and have already had exploratory discussions regarding the options that will be open to us. T: +44 (0)1322 380480 E: admin@michaelsbridalfabrics.co.uk W: michaelsbridalfabrics.co.uk
Elizabeth Dickens
DESIGNERS & MANUFACTURERS OF BRIDAL VEILS GET IN TOUCH WITH ELIZABETH DICKENS
Phone: +44 (0)1353 723675 Email: enquiries@elizabethdickensveils.co.uk | Web: www.elizabethdickensveils.co.uk
Design Displayed: “Lucille”
WE ARE EXHIBITING AT THE HARROGATE BRIDAL SHOW STAND A11/A12
Elizabeth Dickens
DESIGNERS & MANUFACTURERS OF BRIDAL VEILS GET IN TOUCH WITH ELIZABETH DICKENS
Phone: +44 (0)1353 723675 Email: enquiries@elizabethdickensveils.co.uk | Web: www.elizabethdickensveils.co.uk
EN FAMILLE Four youngsters and a big portfolio of brands make for a busy life
Waking Hours Tony Bromilow and his wife Claire run a huge portfolio of leading brands from the Netherlands, France, the USA and the UK. Every day is action-packed for them 7am The alarm goes off and those who know us will know we have four children so let the craziness begin! Emily, the five-year-old, has probably got into our bed during the night and been poking and prodding to get up from 6am – she has the job of going to the other bedrooms waking the other three up and she is super popular as you can imagine. Up we get for pack
lunch and breakfast duty and total bedlam 8.30am Claire packs them into the car to start the one hour round trip of a school run leaving me to clear the deck and check the fridge for teatime inspiration. 9.30am Claire returns and we have a quick coffee and write a list of objectives for the day ahead. 10am As Harrogate is approaching and we have quite a few brands in our portfolio including Modeca, Randy Fenoli, Herve Paris, Libelle Bridal, Miranda Templeton and the latest addition, Almarella Occasion Wear, so we have quite a lot to do leading up to the show.
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First job of the day is replying to emails received from the previous evening from stores; this normally takes around an hour or so depending on the complexity of the questions asked. 11.15am Quick chat with Helena from Modeca and GBS regarding the plan for Harrogate as we are taking two stands facing each other in the walkway from halls A, B, C and D to hall Q which is a fantastic position and you won’t miss us. Helena deals with the planning of the stand and all the marketing materials that go on it so between us we should have pulled together a great-looking area and made room for the most important component, the fridge that will hold the endless flow of Prosecco .
,
Today is a great day... we receive the email we have been hoping for – three of our brands have been nominated for Bridal Buyer Awards – Modeca, Randy Fenoli Bridal and once again Miranda Templeton. This is fantastic news for all our brands and for our stockists, many of whom we can see have also been nominated. 3pm It’s my turn on the school run so grab some water and set off. 4pm When I return I usually close the door on the family chaos to spend another hour in the office.
GBS, if you are wondering, is the company running three of our brands – Randy Fenoli, Herve Paris and Libelle 5pm Feeding time at the zoo for which Bridal – globally. my wonderful wife and business partner would have made something 12 noon-ish Put the kettle on and amazing for the kids and something knock a bit of salad together for lunch with no calories for us :) No complaints (we are on a diet and it’s killing us – no from me... just gratefulness. wine through the week, no bread, no We always have tea together except chocolate and what seems like 500 when I’m out on the road visiting stores. hundred gallons of water a day). It’s so important to us to sit and listen to the day the children have had. Life is so busy we cherish our family time. 12.30am Back in the office and the afternoon is generally spent on the phones speaking to existing or 6pm In the van and drop Imogen prospective new stockists about our (number three) at her football practice, collections. I nip over to the workshop at award-
winning Miranda Templeton (we won the Best Headdress category in the Bridal Buyer Awards last September). We have some new pieces that Mel has designed for the Harrogate Bridal Show and we need to go through costings. 8pm I return and Emily is already in bed and everyone else tucked up for 21.30. 9.30pm Another quick check of the emails and then an hour spent watching a bit of TV before it starts again tomorrow.
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Lighten up!
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Showcase your gowns in a beautifully lit room, courtesy of these chic buys...
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01 www.matalan.co.uk £110 02 www.cultfurniture.com £95 03 www.lipsy.co.uk £40 04 www.habitat.co.uk £45 05 www.johnlewis.com £60 06 www.cultfurniture.com £39 07 www.cultfurniture.com £95 08 www.audenza.com £149.95 09 www.dowsingandreynolds.com £209.99 10 www.cultfurniture.com £18 11 www.habitat.co.uk £125 12 www.furniturevillage.co.uk £199 13 www.fritzfryer.co.uk £POA 14 www.audenza.com £298 15 www.audenza.com £215 16 www.sohohome.com £600 17 www.delightfull.eu £POA 18 www.johnlewis.com £210 19 www.bocadolobo.com £POA 20 www.ligne-roset.com £POA
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with the real world using projection eyeglasses or Virtual Reality (VR) headsets. The bride will be able to see herself wearing the gown, not only at rest but moving, perhaps even in the setting of the church or venue. Gowns ordered through Anomalie are made by seamstresses in the traditional way, though the software system allows a considerable deal of agglomeration of the manufacture of common elements leading to substantial cost savings. But the next step will be to make gowns by robot. Sewing is a difficult skill for a robot to master. A tailor or seamstress will control the fabric instinctively, but coordinating two grippers to keep the tension constant is a considerable challenge for a machine. The current generation of robotailers such as the Sewbot from American company Softwear, have sophisticated vision systems that guide the fabric through the sewing machine, creating a unique garment devoted to shows following brides every time, complete with label. At searching for the perfect dress. present, they can only produce simple Technology may be coming garments such as T-shirts but what to the rescue, however. Systems they do, they do at staggeringly low are being developed that enable cost. According to a recent Oxford retailers to modify designs on a Economics study, a traditionally-made tablet or smartphone. Robots at the T-shirt carries a staff cost of 33 cents. manufacturers produce the modified The Sewbot does the job for just five gown in a matter of hours and for cents. immediate delivery. Robots are likely to spearhead One indicator of the way things the return of manufacturing to the are going is the online bridal gown retailer Anomalie in the US which uses UK, albeit without bringing many highly-sophisticated software to allow new jobs... one human can look after brides to design their own dresses on six Sewbots. But the advantage for a computer screen, creating a sketch consumers is that the garments will be made nearby so delivery times will which is then tweaked by their own be slashed. experienced designers and sent to The future may be even more manufacturers in China. integrated. Amazon recently gained The process takes longer than a patent for ‘on-demand apparel going into a shop and buying off the shelf, but the result is a bespoke gown panel cutting’ that would manufacture at an off-the-peg price. The downside bespoke clothing to orders online. for Anomalie is that they have to offer The vision is for a computer system that can take orders, including a 100 per cent refund if the bride is measurements, fabric types and not completely happy, which cannot colours and other parts such as zips be rare. and buttons. Templates would be Where bricks and mortar retailers created to allow the fabrics to be can outdo mere software is with printed with customers’ designs. Augmented Reality (AR) which is a The design would then be sent to way of combining computer images
Ultimately, the experience will beat the robots The technology that could ultimately see the end of traditional manufacturing cannot fail to amaze, says Chris Partridge. But brides will continue to want personal treatment, regardless of what robots can deliver
B
rides are legendarily choosy about their gown. After all, they have probably been thinking about it from their early teens. So they are often unable to find what they think want on the rail in the bridal shop. With margins cut to the bone, it is impossible to carry a wide enough stock to cater for every demand and modifications are time-consuming and costly. Whole TV channels are
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IT’S AN ANOMALIE Yes, the bride DIY’ed her dress on-screen and that is exactly what she got
textile cutters, assemblers and sewing stations, followed by a quality check and delivery via Amazon’s standard service. Interestingly, the patent also envisages the robot garment service being offered to other retailers, so a bricks and mortar store could offer bespoke gowns to clients. Amazon has a history of offering its gigantic assets for the use of competitors – it is the world’s largest supplier of cloud computing services, for example. Amazon also envisages offering the service to other suppliers, such
as designers, so brides could look through an online catalogue, mix and match components for their dream dress, and get that prestigious designer label, too. What brides want For any retailer who finds the prospect of competition from the American behemoth alarming, the one thing Amazon will not be offering is the personal touch that most brides need – indeed demand – in today’s experience economy. Offering a sophisticated environ-
ment where a bride, her bridesmaids and her mother can gather to design her frock just for her, look at it in AR, and drink tea from bone china cups (or even, if they are lucky, Champagne from crystal flutes), will always trump a computer screen at home. Chris Partridge has been writing about technology since the days of wireless sets with real mahogany cases with glowing valves inside, mainly for newspapers such as The Times, the Daily Telegraph, the Observer and the Sunday Times.
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F IND YOUR
DREAM DRESS
MOST VIEWED… BRIDAL DRESS PURE GRACE BY IVORY & CO Since the new Ivory & Co designs were added to the website, they’ve been seriously hot property, and it’s no surprise! This beautiful A-line gown has been most popular.
Most searched for... WHAT YOU R BRI DES A R E SHOPPING FOR O N LI N E We look at what trends brides are searching for this month on findyourdreamdress.co.uk MOST READ… BLOG FEATURE WOW-FACTOR WEDDING DRESSES FROM ENZOANI Brides have been keen to seek out a dress that won’t only impress their partner and guests, but blow them away completely! The offerings from Enzoani have been keenly looked at by the FYDD visitors. WHAT IS FIND YOUR DREAM DRESS? Brides-to-be can use this super-helpful website that allows them to filter various categories in order to find their dream dress in among FYDD’s database. Then, the site tells the brides where the nearest boutique is to them that stocks their dress of choice. If you’re a designer and you’d like to see your collection of gowns featured here, or if you’re a boutique owner who would love to have your business included in the search results, then visit findyourdreamdress.co.uk to discover more. Alternatively, drop Martha an email at martha@meanttobemedia.com. 104 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 1 9
MOST SEARCHEDFOR… DESIGNER ROMANTICA OF DEVON With all their beautiful collections, brides are spoilt for choice at Romantica. The searches for them specifically have spiked recently, and their signature collection is proving to be very sought after.
MOST SEARCHED-FOR… DRESS SHAPE FIT & FLARE There has been a recent flurry of searches for A-line but this figure flattering shape is still number one, with dresses like this one from Enzoani stealing the spotlight.
MOST VIEWED… PLUS-SIZE DRESS W444 BY ALLURE WOMAN This breathtaking fit-and-flare gown is ticking all the boxes of plus-size brides right now. We adore the tulle layered mermaid skirt.
MOST VIEWED… BRIDESMAID DRESS STYLE 1616 BY ALLURE BRIDALS Another week, another hit for Allure! This time it’s this pretty floorlength gown with its unusual neckline. An ideal choice for Spring/Summer weddings in 2020.
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E: admin@michaelsbridalfabrics.co.uk • T: 01322380480 • W: www.michaelsbridalfabrics.co.uk
We provide a fast, friendly and reliable service on our increasing range of products such as…. Plains • Laces • Embroidered Beaded •Tulles • Edgings • Motifs • Buttons • Accessories COME & SEE US AT: Bridal Roadshow, Bristol, UK 18th - 19th August 2019 Bridal Wholesale Showing, Melbourne, Australia 25th - 26th August 2019 Bridal Wholesale Showing, Sydney, Australia 1st – 2nd September 2019 Harrogate Bridal Roadshow, Harrogate, UK 8th – 10th September 2019 Textile Forum, London, UK 16th -17th October 2019
Michael's Bridal Fabrics
@michaelsbridalfabrics
@MichaelsBridal
IT’S ALL IN THE POST year. That is colossal considering that the other nine photos behind it making the top 10 are all celebrities who each have millions of followers anyway. So why? Even the guy who created the post said: “This is crazy, what a time to be alive”. He clearly thought outside the box – the egg box! There is no logic behind what n this edition we are going to look causes a stir on social media more in-depth at posting. What sometimes, but try and be different, try to post. When to post. And what to think of something witty to caption makes a post great. an image every now and then. There are many statistics on our On a Friday, I try to find a funny friend Google that tell you when image, gif or quote not even relevant to to post, but these are all different bridal and use the hashtag #Fridayfun. depending on the platform you chose. This normally has a great response I tend to post as and when I feel the and gets shared or liked. There are so need, although I do try to post at least many different hashtags for days of the once a day. I think that if you stick to week that’s just one example of how the recommended ‘how often’ you to mix things up a little. I have seen can flood your feed and you will fail to some shops add regular images, funny showcase the products sufficently. or sad, relevant to bridal, these are What to post. This can be trickier also liked; it’s something different that than its sounds. You want, of course, to breaks up the usual content. post relevant content to your page, but So really I think pot luck has a lot Make it great people view things in many different to do with how these posts go viral Let’s look into the fifty-million-dollar ways so sometimes you have to question... what makes posts great? Is it so quickly, I don’t think suppliers think outside the box and not be too or retailers are greatly bothered by just pot luck? repetitive with you products. the number of followers or likes we Social media really can be quite Let’s say you have 14 new dresses have – although the more the better bizarre, I’ve had it myself with Jupon in store and you post once a day. You – what I mean is that we not into this have new fresh content for two weeks. products and seen many times in my to generate millions of followers like Great! This can be classed as repetitive personal platforms. Posts are just the celebrities, but are aiming to get a and may even be classed as boring and surprising. Let’s look at the most-liked no one wants that. So what can you do post on a social media platform to date, decent amount of followers, likes and shares to generate good sales for our On Instagram it’s an egg. Nothing to change it? bridal market. amazing about this... it’s just a chicken There are shops out there that do egg! However this egg, pictured on a live feeds, which are a great way to Thank you for taking the time to read my white background smashed records interact with your clientele – you can columns over the months, I hope that I and more than doubled the previous tell them how excited you are to see have helped you gain knowledge to an record, Over 53 million likes were the new products and how beautiful essential tool for your business. they are... this is your chance to sell the recorded in on this image earlier this
Gary Wilkins’ final column looks at how to max on the impact of a post
I
product to a multitude of people. You will want to keep the live short, you don’t want to drone on. You want to get your point across. I personally use live feeds at shows and photoshoots, and it doesn’t have to be Jupon products that I’m showcasing. That it is relevant to bridal is what is key. These lives work really well for us and receive plenty of comments, likes and shares which is, after all, what we are all looking to achieve. There is also the option to change the model and location. Some shop owners post videos of themselves and their staff parading around and twirling with a dress on and this also results in lots of interaction as it’s not the standard video material. Some shops have beautiful locations near to them and see the wisdom in setting up a small shoot with a model. This creates interest and the audience out there also wants to know about the location.
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Money Talks...
GOING LEGAL
This issue, our accountancy expert Michael Cahill answers your questions about creating T&Cs to present to your suppliers, facing price-cutting competitors, and saving for a rainy day or your retirement If I wanted to draw up my own terms and conditions to agree with my suppliers, rather than the other way round, could I include something on payment terms? If I knew I had extended credit it might make me more willing the increase the size of my orders. What would be reasonable, and how binding would those terms be? The terms of a contract must be agreed by both parties. If you are unhappy with the existing terms that you have entered into, then it would be appropriate to try to negotiate with your supplier some amendments to the terms to make them more acceptable to you. How willing the supplier is to agree to amended terms will be affected by a large number of factors and each situation will be different. For example, if the supplier has a dependency on your custom, you are likely to be able to exert more influence than where you represent a small proportion of the supplier’s business. In order for a business to be successful it is crucial that it manages its cash flow well, and a key part of this is managing risk so that customers pay in full and on time. The willingness of your supplier to agree to extended payment terms is likely to be affected by your past trading history, by the strength of its own balance sheet, the strength of your balance sheet and, if your balance sheet is not particularly strong, what other protection is available (eg personal guarantees). Another option which might be worth exploring with the supplier could be a consignment stock arrangement 108 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R
– this would be where you hold the stock but it is legally owned by your supplier meaning that the risks and rewards regarding the stock remain with the supplier and you would be responsible for the retail and distribution. You would only pay for the item when it is sold, but it may be that you have to accept a lower profit margin as you will no longer be exposed to the risk of stock obsolescence. The first step is to have the conversation with your supplier and then if amended contractual terms can be agreed In principle, and I’d suggest you might then want to discuss these with your accountant and a commercial lawyer if the contract is significant to your business.
A shop in a nearby town who carries some of the same collections as I do, is undercutting my prices and putting it out on social media that hers is the boutique that understands budgets. What do I do? I have already had two brides cancel appointments saying they’ll save money elsewhere. Competition is tough in many industries and price is often used as a way of competing to win more business. However, if everyone tried to win on price alone, the main winner is likely to be the consumer. Each business therefore needs to find its own place in the market and find its own Unique Selling Points (USPs) in order to differentiate itself. If your competitor is carrying the same ranges at a better price, one of the ways you can differentiate yourself will be to deliver a better experience to the bride in order to attract her custom and justify the higher prices. For example, you might be more welcoming / helpful when they visit, have a wider range of accessories to compliment the dress itself, or be able to process orders and deal with adjustments quicker. You also need to be able to market these differentiators and you should therefore consider how best to do this. The use of social media and google reviews (or features in bridal magazines) may all contribute to this. I think it is time I started thinking about those rainy days, or at least how I build up a nest egg towards a comfortable retirement. I reckon I can put away £1,500
Get connected with the UK’s most exciting, passionate, new wedding industry magazine every month, but where do I start? I am in my mid-40s and my small shop is doing very well despite the current climate. Firstly, well done on the success of your shop and I’m pleased that you are planning for your future. I am unclear as to whether you are trading through a limited company or an unincorporated business. This is important to understand as if it is through a limited company, and you wish to have the savings in your own name, the money will have to be extracted in a tax-efficient manner. There are many ways in which you can save for a rainy day / your retirement and the ones most suitable to you will depend on your own attitude to risk and potential need to access the fund in the future. Common ways of saving include pensions, ISAs (both cash and stocks and shares), and property. I recommend that you speak to an Independent Financial Advisor (IFA) who will offer independent advice on financial matters and recommend a suitable financial plan to meet your needs and help you achieve your goals. Most IFAs will offer a free-ofcharge meeting initially to meet you, get a better understanding of your position and clarify any costs if you wish them to carry out further work on your behalf. You can search for a Chartered Financial Planner near you at https://www.cii.co.uk/web/app/ charteredtitle/FSSearch.aspx Email your business finance questions to susi@meanttobemedia. com for inclusion in the first available issue of Wedding Trader. If you’d like to consult directly with Michael Cahill for professional advice, then email michael.cahill@ albertgoodman.co.uk
Trader Trader Trader Trader WEDDING
WEDDINGTRADERMAG.COM
The High Street debate continues WE CANVAS OPINION ON THE FUTURE OF INDEPENDENT RETAILING
THE NEXT BIG THING
WELL, WHAT’S IT TO BE?
WEDDINGTRADERMAG.COM
Justin & Savannah INTRODUCING THE PERFECT COUPLE
BRANDS THAT MEAN BIG BUSINESS
SAME SEX WEDDINGS SOMETHING TO SERIOUSLY CELEBRATE
SOLE MATES STEPPING OUT IN STYLE WITH THE LOVELY RACHEL SIMPSON
SLEEVES
GOING TO NEW LENGTHS, AND ANYTHING BUT PLAIN
ISSUE TEN • NOVEMBER ’18
Changing the game plan
ADDING EXTRAS TO YOUR OFFERING THAT WILL PULL IN NEW BUSINESS
PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS
VIVA ESPAÑA SAY HOLA TO THE
LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL
WEDDING
WEDDING
ISSUE NINE • OCTOBER ’18
WINNERS! WHAT IT FELT LIKE ON THE BIG NIGHT
GROOM SERVICE
Get togethers
ENTER THE NEW-AGE BOYS’ ZONE
WORKING WITH OTHER SERVICE SUPPLIERS
OH KNICKERS! WHAT GOES UNDER THAT BEAUTIFUL DRESS
WEDDINGTRADERMAG.COM
WEDDING
ISSUE ELEVEN • DECEMBER ’18
Survivial of the fittest
PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS
WHERE DO WE GO FROM HERE? OPINIONS, ADVICE AND HARD-HITTING FACTS
WEDDINGTRADERMAG.COM
ISSUE 15 • MAY/JUNE ’19
IAN STUART TAKES TO THE ROAD AND COMES BACK WITH A SMILE
Chat and snap THE NEW BREED OF PHONES THAT TAKE THE BEST PICTURES
STATEMENT-MAKERS FOR THE MEN IN THE BRIDAL PARTY
JEWELLED HEELS... SIX OF THE ABSOLUTE SPARKLING BEST
WHAT THE WELLDRESSED WOMAN WILL BE WEARING
FAMOUS FACES THE VALUE OF HAVING BIG NAMES ON BOARD
The talk of the shows
THE TRENDS SET IN THE SEASON’S TOP EVENTS
Mum’s the word
A RETAILER’S GUIDE TO SETTING UP YOUR VERY OWN PHOTO SHOOT
OUR GUIDE TO THE PRETTIEST PROM FROCKS
New York
DISCUSSION: SHOULD YOU SHOW PRICES ON YOUR WEBSITE?
THE STARS AND THE SHOW STOPPERS
Trader Trader Trader Trader
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Assessment
IS IT TIME TO RETHINK YOUR BUSINESS STRATEGY?
DOING IT ABROAD THE DESTNATIONS THAT ARE IN DEMAND
More winners
BEST SELLERS CHOSEN BY THE BEST
HAT TRICKS OUR PICK OF CROWNING GLORIES
09/10/2018 13:40
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WEDDING
WEDDING
ISSUE THIRTEEN • FEBRUARY ’19
VALENTINE’S DAY WILL IT DELIVER A WAVE OF NEW BRIDES?
Show business GET READY TO BUY THE BEST – WE TELL YOU WHERE AND WHEN
PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS
BLOG IT LEARN FROM THE ABSOLUTE BEST
WEDDINGTRADERMAG.COM
ISSUE 14 • MARCH/APRIL ’19
Showtime
WHAT THE TRADE ASSOCIATIONS CAN DO FOR THEIR MEMBERS
GO AWAY... HEAD FOR THE BEACH DESTINATION DRESSING – OUR GUIDE TO THE VERY BEST
WHO IS IN THE RUNNING FOR A COVETED TROPHY?
WEDDINGTRADERMAG.COM
Y PROUDL TING SUPPORISH BRIT EAR BRIDALW RS RETAILE CAPES... SOMETHING YOU SIMPLY HAVE TO HAVE IN 2020
07/05/2019 12:21
ISSUE 16 • JULY/AUGUST ’19
What you think...
THE BRICKBATS AND BOUQUETS OF BRIDAL TODAY
Getting ready for Harrogate
Closing the doors
FREDA BENNET PROMISES TO BE EVERYONE’S FAVOURITE
ONE RETAILER ON WHAT MADE HER CHANGE DIRECTION
HOW THE BIG NAMES HELP THEIR STOCKISTS
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WEDDING
HOW US TARIFFS MIGHT AFFECT THE UK MARKET
Designer-owned bridal stores
05/03/2019 15:51
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WHY THE SHOW WITH A PROUD HISTORY REMAINS FIRST CHOICE
OUTSPOKEN OPINIONS BIG NAMES – POWERFUL VIEWS
BREXIT THE POSSIBLE POSITIVES FOR BRIDAL
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EMERGING TALENTS NAMES TO KNOW FROM ACROSS THE POND
The Awards
David’s Bridal WILL ITS REPRIEVE HURT THE INDUSTRY?
AND WORKING WITH DESSY
07/01/2019 21:39
ISSUE SEVEN • AUGUST ’18
ON CHANNEL 4’S MOST-WATCHED LIST
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WEDDINGTRADERMAG.COM
06/11/2018 09:56
Ian Stuart
BIG AND BOLD OR EXCLUSIVE AND INTIMATE... WHICH SHOW IS FOR YOU?
DESIGNER SPEAK THE BRITPACK TALK ABOUT FORTHCOMING TRENDS
WEDDING
03/07/2018 18:09
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01/07/2019 16:57
TO WORK W ITH US, CO NTACT: Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122
Sales Executive Laura Lismore laura@meanttobemedia.com Mobile: 07903 858078
Editor Susi Rogol susi@meanttobemedia.com
Finally, it feels that the gap has been bridged and suppliers and retailers are all on the same page, working and talking together. Susi and the fabulous team have recognised this in abundance and created a monthly handbag explosion of fascinating insight, constructive opinions, hints, tips and captivating reads. Truly inspirational! Jeanette Stevens, Managing Director, Enzoani Europe
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S H APING U P What do today’s customers want and expect from you? Helena Cotter explains the winning formula
relevant, or as much of a priority, as the customer’s perception of value... and this can take various forms. Customers invest time, effort and energy in appointments, too, so they want to feel rewarded – and not necessarily financially. The flip side is that customers ften the first thing we all do recognise money for value! They are when shopping is go online willing to pay for something they see as valuable. to find the best price. In When you understand what your fact, 85% of us do that. customer drivers are, you can then However, 53% of customers today want to feel they are getting value for tailor your services to match their needs and by providing for every money in a bricks and mortar shop. requirement, your get their loyalty. The price or cost of an item is not as
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1 CUSTOMER SERVICE Customers want to be (and deserve to be) looked after. Price is, of course, important in relation to today’s economic climate. But the cost of your dresses and other products are merely part of the experience they are paying for. It’s rather like when eating in a fabulous restaurant. You are not just paying for the food... the service, attention to detail, ambience, seating, crockery, cutlery, the way the waiters and waitresses look after you and go that extra yard with small acts of kindness are what make that difference; all of these elements form part of what you are paying for. Therefore, when looking at bridal retail, your service excellence should always include: w The actual appointment. A one-toone specified amount of time devoted to the customer. Even if you do not work to appointments, the time will still be dedicated to a customer. w A skilled, knowledgeable, professional bridal consultant who will guide their brides. On this note, it is imperative your staff are trained in all aspects of their job. w An ongoing customer relationship – customers will be looking for reassurance you are in it for the long haul. You will be working with them all the way from start to finish. w Delivering the best possible experience within the boundaries you set. 2 EASY SHOPPING Streamlined and uncomplicated; 71% of customers say they would like a consistent experience throughout the shopping process. Despite this, only 29% feel they get it. • You can achieve customer satisfaction by providing a seamless, effortless journey to your customer. • Keep it simple. • Be clear in your message. 3 RELIABILITY Customers want to know you have their best interests in mind:
• 66% of customers have experienced different messages being given by different members of staff! • This highlights the fact that in order to build and retain customer trust, reliability is a huge influencer which often goes unnoticed when busy. • Ensure your systems for communications are 100% watertight. • Look to improve any areas of communications which fall short. • Review how messages are given and received by all members of staff and the business owner. • Analyse how conversations and connections are managed and recorded with your customers. • Always do what you say you are going to do. • Broken promises do not make for customer satisfaction.
atmosphere they simply cannot get at home or sat behind a desk at work. • As such, 73% of customers love to visit a shop to touch, feel and see a dress in the flesh. • A strong, personalised presentation knocks spots off an online purchase. To the extent, and unsurprisingly, that 79% of shoppers will buy in a boutique where they feel most comfortable. • Customers are more likely to open up and share stories and important information where they are treated as an individual. Something which is impossible to deliver online. • Ensure you carry a consistent message across all aspects of your business. This is important to over 89% of customers.
6 COMPETITIVENESS Being competitive doesn’t mean you have to offer discounts. I am no 4 QUALITY We still expect top notch quality, even advocate of discounting your product, unless in the most exceptional when shopping economically: circumstances. • Your attention to detail. • It cheapens what you do and all you • Quality includes your gowns, your give in terms of uniqueness, and a boutique, your fixtures and fittings. fabulous shopping experience. • Quality of all areas of knowledge in • Not to be confused with sales/ the business. promotions/offers. • Your presentation. • Competitiveness can be • A superb after care service. demonstrated by the quality of your gowns, your service and care. 5 ONLINE vs BOUTIQUE PURCHASE Believe it or not, many customers Recognise what you excel at – today are not used to shopping in a bricks and mortar shop! It is important and own it! to understand that: Helena will be in The Club Room at • Buying patterns have changed dramatically over the past few years. The St George Hotel, Harrogate on Sunday and Monday, 8-9 September The real life retail environment launching her online courses which will is taking a back seat, with online shopping accounting for many more be available to buy through her new website shop. sales. Booking for the seminars is • Given this, it’s no surprise an appointment in a bridal boutique can essential so check the website blog page for details. Or, pop along to have be a strength because the human a chat about how she can help you element is missing online; it’s one work smarter, not harder. dimensional. • Despite the rise in online sales, 68% T: +44 (0)1582 451238 / +44 (0)7896 of customers still want to go into 944759 a shop to make a large financial purchase; including a wedding dress. E: helenacotter.co.uk • Customers want an experiential retail W: info@helenacotter.co.uk
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THE HELENA COTTER TRAINING ACADEMY - B R I DA L . E S T. 2 0 0 3 IT’S A FIRST! FREE sales seminars in Harrogate & the world exclusive launch of Helena’s new online shop
The Club Room, The St. George Hotel, Harrogate, North Yorkshire Sunday September 8th & Monday September 9th 2019 Seminar times: Sunday 8th September 10.30 am & 15.00 pm Monday 9th September 10.00 am & 14.30 pm Spaces are limited, so book your place now! Preferential rates for online & in - house courses purchased on these dates Book a one to one meeting at Harrogate and let me show you how my services will help you grow your business +44(0) 01582 451 238 / +44(0) 07896 944 759 info@helenacotter.co.uk www.helenacotter.co.uk
@HCSalesTraining hccoaching Helena Cotter
ATELIER PRONOVIAS
COMING IN THE NEXT ISSUE... • Luxe dressing – it’s all about glamour and gloss • Got a problem? We’ll get advice on how to sort it • The winners. If you were at the Awards you know who they are. If you weren’t, now you do! • On order... who bought what at Harrogate • More talking shop because that’s what’s making a difference
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“Ellie Sanderson deserves a huge pat on the back for telling it like it is and making other retailers feel less insecure. There are times when one keeps their worries inside for fear of what others might say and straight honesty from someone like Ellie makes you feel you are not alone. Ellie: you are the spokesperson for our industry and especially for all of us retailers.”
“You have to stop showing all those extras that make my rush for my credit card! That said, the ‘wifey’ and ‘hubby’ coffee mugs are gorgeous and I have bought a number to give my brides as gifts when they pick up their gown.”
“I personally am delighted that you are starting to
MARK LESLEY
give regular coverage
“I am finding your series on best sellers really fascinating, not just because of the countrywide differences but also because of the similarities. Like ivory being the best-seller most of the time, and A-lines being in demand. So often I get carried away with how dresses are photographed by their designers that I buy samples that end up on the rail, when an ivory A-line would have been tried on again and again. Please keep this feature going in future issues.”
to men’s formalwear – I need all the help I can get on this front as my main focus is bridal and MOB. Knowing a bit about the trends does give me confidence to talk to brides and suggest they get their fiancé in to see us. Not sure about the peacock colours and tweeds though, my audience goes for the classics every time.”
...and finally What’s the word on the street? We’ve rounded up who’s been saying what, whether it’s about Wedding Trader or the industry in general
“I wish I had read your article earlier on phones and e-readers etc that will survive a bit of sand and water on summer holidays. And I laughed like mad about the comment on using touch screens with wet hands... my teenage son thought his iphone had a major fault. Will techno stuff be a regular? I hope so. Especially anything about security which is a key concern of mine.” 114 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 1 9
“It is interesting how many successful retailers are offering mentoring services today. I can’t think of anyone better than a fellow shop owner to recognise what I am doing that could be improved.”
“I was planning to give Harrogate a miss this time round because of cash flow concerns. You made me change my mind and I am going for the day to see what the market is offering for 2020.”
F IND YOUR
DREAM DRESS Use our handy tool to search through 1000’s of dresses online for all the bridal party, then click to find your nearest stockist!
www.findyourdreamdress.co.uk
Th we e ne bs w ite FY is DD liv e!
Find your en dream dress th r track down yout nearest stockis