LETTER FROM AMERICA

Peter Grimes, publisher of VOWS magazine, the key trade title in the US, believes it is vital that retailers have a carefully planned strategy and a process in place to inject positivity into the new chapter in the life of the bridal industry

In the US – as in the UK – retailers, their teams (and their brides) are worried, apprehensive and anxious about the health of their families and staff, and about their own short-term financial well-being as they struggle to meet the changing COVID-19 precautions, and adjust to fewer appointments and smaller bridal parties.

Stores’ success through this period ranges from low traffic and disappointing sales to near 100% closing ratios and strong sales in a limited appointment environment. Though there is rarely a single reason for this disparity, I do believe that how we rise to this challenge exhibited through all interactions with staff and customers may be the deciding factor.

Essentially, the store owners we see succeeding here understand that they play a critical role in easing concerns and providing reassurance, comfort and confidence, and are very aware that what they say and do can bring positivity and balance into times rattled by widespread uncertainty and fear.

The next issue of VOWS addresses this ‘new normal,’ and includes the following suggestions and encouragements:

Embrace your entrepreneurial spirit: Entrepreneurs are risk takers and doers. As a retailer, you’ve already confronted fear and unease. You’ve opened a store. You’ve dealt with challenging, tough customers. You’ve likely endured an economic downturn or two. You’ve stared at debt and confronted shifting market conditions. And being here, remaining open after the unexpected hit COVID-19 delivered, proves your resiliency.

Lean on that for inspiration as you navigate these challenging times. Honor thy mission: Every business should hold some mission statement – or at least possess a guiding purpose behind its actions. Leaning heavily on that mission, letting it direct decision-making and communicating it often, pushes conversations away from fear or uncertainty and into

something positive. And in the case of thoughtful responses. many retailers, that’s ensuring brides Practice empathy and compassion: have a magical day. With employees as well as customers, Prioritise communication: A failure to work to understand their challenges communicate will likely spark angst and concerns. Staff might be taxed as and unease. Provide clear information they juggle work and home life. Brides to customers and staff on store might be concerned about the ability policies regarding safety protocols or of beloved relatives to attend their changes to the ‘normal’ appointment. wedding. Show genuine concern.

Regular, open communication will If you sense an employee is help put people at ease and nudges overwhelmed, encourage them to everyone onto the same page. Yet take a walk or find a sub for their more, using different vehicles to hours. If you see a bride having a communicate, from video to even particularly stressful experience, vignettes in store windows, can all encourage her to take a private project positivity and reinforce the key moment for herself. messages you want to share. Offer individuals the time and space Celebrate positive moments: Counter as well as the support to discover negativity by recognising positive balance and inner peace. moments in the day. Respond appropriately to bride’s

When a bride says yes to her dress, virus or political rants: As boutiques give that moment its proper weight: reopen, consultants have encountered Ring a bell. everything from Blast some brides with zero music. Pop Remaining open after the fear who seem some bubbly. When a stylist unexpected hit COVID-19 annoyed by safety precautions and closes a sale, delivered, proves your aren’t shy about acknowledge a job well done. resiliency. Lean on that for sharing their opinion that the Share photos inspiration as you navigate virus is majorly or notes from overblown, to recent brides these challenging times brides who are on an in-store so nervous they bulletin board. call ahead of Where goodness exists, celebrate it. time to quiz you extensively about Be honest: Though transparency can whether masks are required and staff be tough amid challenging, uncertain temperatures are taken daily, then times, acknowledge concerns, give arrive for their appointment practically straight answers and be as clear and wearing a full hazmat suit. honest as possible without stirring Promote teamwork: During times added stress and fear. If supply of fear, people often feel alone or chain issues arise, for example, isolated. Bring consultants together acknowledge those and suggest over morning coffee or an afteralternatives to brides. If the business is hours gathering to help them feel facing financial difficulties, share those connected and part of a bigger unit. with staff and brainstorm solutions or Side with optimism: Even if the future note actions being taken. is cloudy, continue to look ahead and

Such transparency helps people plan for it. understand present realities, prevents Brainstorm ways the boutique can rumours or misinformation from adopt and pivot – something so many sending people down dark paths and retailers did with curbside pickup assures others that you’re actively and virtual meetings amid the novel involved, listening and crafting coronavirus pandemic – and be open to ways your business can find its footing amid a new normal. Continue marketing: Put events on your calendar. Stay active with creative and appropriate social media campaigns. Look to your resources, brands and designers. Keep championing your brand promise. Insist on walking forward.

Feedback from VOWS social media poll

71% of boutiques surveyed in a VOWS social-media poll say they have been subject to some kind of ‘virus rant’ from a bride over the past month.

And that is not the only hot topic on peoples’ minds: some brides are bringing up the Black Lives Matter Protests during their appointments, too.

It puts the stylist in an awkward position regarding how to respond. Should she ignore it? Agree with the bride? Engage in meaningful dialogue? Knowing the right move to make feels a bit like navigating a minefield, especially given the sensitive nature of these topics and the importance of building a rapport with (not alienating) any customer.

While generally speaking you want to mimic your client’s mood to gain her confidence, in this specific case, it’s best to reassure the bride while returning her focus to the dress search. The best approach allows you to acknowledge the customer’s viewpoint without getting involved in a potentially emotionally charged, alienating discussion.