SHOWS OF THE FUTURE

Ed’s Letter

It’s been a nail-biting, teeth-gritting few months; the added restrictions have put more pressure on us all, and of course, our businesses, but if tough lines ease the spikes that have been felt everwhere, and the longawaited, much talked-about vaccine proves to be a solution, then we are closer to emerging into a new world and being able to look back on what we actually achieved in 2020, rather than the failings that were unavoidable.

The response to our last issue was amazing and proof that commentary and an opportunity to share and exchange thoughts is exactly what’s needed right now when the future is undecided and the many parts of the industry that make up the whole need real support.

We’re thinking now that we’ll continue to build on the platform we have created for discussion, gathering information and detail from retailers, suppliers, event organisers, wedding planners and specialist essential services, including photographers, florists and stylists. We’re all involved in the world of bridal and we know we are stronger together, offering a shoulder to cry on when needed, and an applause when there’s something special to celebrate.

The next few months will be difficult – not just for our industry, but across the world and in every sector of life. But we are better prepared now, having shown our resilience and resoucefulness throughout 2020, to deal with the the next chapter ahead of us.

We’ll be happy to say goodbye to 2020 – no question about that – and are ready to approach 2021 with grit... and the unfailing enthusiasm that our industry is known for. Let’s share a glass of bubbly – virtually of course – and toast – not just a better future, but each other. I am incredibly proud of being part of the bridal story for close to two decades.

Trader WEDDING WEDDINGTRADERMAG.COM ISSUE 24• NOVEMBER/DECEMBER ’20

TIME WELL SPENT

HOW OTHERS ARE MAKING CHANGES

Dear MP...

HERE’S THE LETTER EVERY RETAILER SHOULD WRITE

PROUDLY SUPPORTING BRITISH BRIDALWEAR RETAILERS

TEAM TALK

EDITOR SUSI ROGOL-GOODKIND

Shows of the future

WHAT THE ORGANISERS PREDICT FOR 2021

BUSINESS PLANNING

THIS IS WHAT YOU SHOULD FOCUS ON

Andy Allen Art Director “Read Alison Hargreaves’ suggested letter to MPs. This is a way to get heard as an industry. We should all do it.” (p32)

WT24_Cover JP.indd 1 15/11/2020 16:34Cover image: It doesn’t get better than this! Gown by Morilee

Jade Pepperell Love Our Wedding “Hearing how retailers have got in tune with the very different buying habits of 2020, shows we will not be beaten.” (p46) Editor

Susi Rogol

susi@rogol-goodkind.com

Menswear Editor

Dominic Bliss

dominic.bliss@btopenworld.com

Art Director

Andy Allen

andy@meanttobemedia.com

@WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

Trader WEDDING

Wedding Trader magazine is an online magazine read by 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 the trade string to the otherwise consumer bow of Meant To Be Media Ltd.

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FIND YOUR DREAM DRESS

THEY WAY WE WERE The days of Harrogate, above, and Barcelona, right, as they once were

SHOW BUSINESS 2021

What is going to happen to our fabulous trade shows in 2021? Jill Eckersley talks to organisers about the future of bridal events

Although some dates have already been set for 2021 – London Bridal Fashion Week and White Gallery at ExCel London 18-20 April, and the HarrogateBrdal Show at HCC for 12-14 September, both exhibitors and visitors would have to be real optimists to see those dates as set in stone.

With restrictions on all kinds of face-to-face meetings being imposed, and then lifted, and then imposed again, venues allegedly being made ‘covid-safe’, it’s no wonder that bridal is facing waves of uncertainty as 2021 beckons.

As one event organiser we spoke to said:c“As much as we want to do shows for our clients, everything is so uncertain right now. We are in the planning stage with different options – floor plans, social distancing – but it all depends on how far we have come through with Covid infections, vaccines and ability to travel in 2021.”

Of course bridal is not the only industry which is in this position. Trade shows are an important part of many others and the country’s biggest events venues are doing all they can to keep pace with developments.

The AEV (Association of Events Venues) has issued guidelines and produced a framework of support and assessments to ensure a safe return to live events when that is possible. Major venues like London’s ExCel and Olympia, and the NEC in Birmingham, have postponed events until 2021 or 2022, waiting to finalise plans according to the latest Government guidelines.

There have been suggestions catwalks, no cocktail parties and that trade shows, as we have always definitely no air-kissing!” known them, could be a thing of the Some commentators have even past and that they could be replaced questioned whether the fashion by virtual events. world even wants to go back to

With some companies, this is the way things were. There are already happening, and with a great climate-change and carbondeal of positive response. The US footprint implications involved when business website Forbes reminded businesspeople travel thousands us that the global spread of Covid-19 of miles to attend a prestigious brought trade shows and exhibitions event, in addition to the impact to a screeching halt in early 2020. on company budgets. So could

“The days of crowded trade show traditional bridal trade shows ever floors are SO 2019,” they said, “but be permanently replaced by their the industry is adapting to virtual digital counterparts? events.” Not according to Wendy Adams,

Some major players in the director of The Harrogate Bridal world of fashion are already using Show, which has been established technology and virtual reality for 35 years now. to continue to reach their target “It was very upsetting that we audiences. had to cancel both London and

Shanghai Fashion Week held its Harrogate for 2020, although of first totally digital event back in course all our exhibitors were April. London Fashion Week held refunded their money in full,” she a virtual showcase in June with – says. “In 2019 we had 300 brands according to The Guardian – “No and 4,900 visitors to London Bridal

Week and 330 brands and 5,200 visitors to Harrogate. We haven’t done a virtual show in 2020 as we don’t see an appetite from either our clients or our visitors at the moment.

“We truly believe that traditional trade shows will continue. We have already had video meetings with many retailers and found that they don’t want an alternative. They enjoy attending the shows, meeting faceto-face with their suppliers, meeting other shop owners, learning from our educational programme, and watching the live catwalk shows.

“Most importantly, they like to see the dresses, feel the fabrics, and check the quality. Every retailer we have contacted has said that they can’t wait for the shows to come back, and that seeing all their brands in one venue makes a show easy, simple and, above all, enjoyable.”

From the perspective of New York-based house Justin Alexander, Marketing Director Jennifer Wu

makes a similar point, although the company has hosted several extremely successful virtual events over the year as well.

“Many of us miss the personal interaction you get at a traditional trade show,” she says, “and there are benefits in being able to feel and touch the dresses.

“On the other hand, having no trade shows in 2020 can spur creativity and innovation in showcasing product, as we have experienced ourselves this year.

“In the Spring, we held virtual trunk shows, which were widely successful in showing our collections in an unprecedented way to brides, stores and Press alike. For New York Bridal Fashion Week in October, we virtually presented the new collection from Justin Alexander Signature in the same way to our retailers and brides worldwide. CEO of Viktor & Rolf; and Savannah

“Additionally, on the same day, Miller. We were delighted to team we showcased the whole of our up with VOW in time for International luxury group to include the latest Day of the Girl which coincided collections from Viktor & Rolf and with the October bridal week. We Savannah Miller. are keen to continue to offer virtual

“For 2021 we are going to be options, and to explore different participating in regional pop- event and charity components.” ups with limited numbers, and By contrast, Valmont Barcelona additionally meeting with our Bridal Fashion Week 2020 was retailers for individual appointments an innovative, all-digital event, in our showrooms. We also 18-22 September, with almost anticipate that our major marketing one hundred firms, 64% of them events will again be virtual. international, participating.

“As far as promotion is concerned, The VBBFW App was a digital before the NYBFW show platform designed to allow bridespresentations, we hosted an industry to-be and fashionistas all over the round-table on Zoom with our world to view the latest collections, partners and press friends to benefit as well as linking companies and VOW, a non-profit organisation professionals in the bridal industry which works to end child marriage. on a global level. For a month from Prominent VOW Ambassador, 18 September, nearly 16,000 users – Princess Mabel van Oranje from more than half of them from abroad The Netherlands spoke, as did the – connected to the digital platform. leaders behind our luxury brands The event’s Director, Estermaria – Justin Warshaw; Andrea Collesei, Laruccia, said at the time: “The

digital transformation of the show has been an exciting challenge for us, as it involves a readjustment of how to connect the different parts of the industry

ISABEL SANCHEZ with one another. “The concept of a global platform to publicise bridal fashion brands has not changed, but the communication channel has. Moreover, it enables us to reach an even larger audience and open up to bridesto-be so that they can enjoy seeing all the latest trends, too.” President of the show Jesus Diez pointed out that the digital event provided a boost for the whole industry: “Thanks to technology, the dissemination of images from the VBBFW collections has never been so wide, nor has the public been so heterogeneous. This has provided us with the visibility we needed in terms of buyers and prospective brides from all around the world so as to reactivate the industry and generate new business opportunities.”

As this issue of Wedding Trader went to print, the country was informed that one of the new anticovid vaccines in development had been successfully trialled in more than 40,000 volunteers. With the NHS planning to use it in late 2020 or early 2021, Wendy Adams, director of Bridal Harrogate, said that she was hoping that this could make a real difference. Watch this space!

It was announced just a few days ago that Pure London and Scoop February 2021 events have been cancelled so expect a big focus on the virtual forum, Fashion Together.