Yesterday, Today and Tomorrow
enabling the designers to have close communication directly with our stores even during lockdown. As always, Kang Chun Lin gave a refreshing view to his collections and the inspiration behind them, and also shared an insight into the new LOVE label, and why he had chosen to introduce it now. Chris and Mark Russell shared their enthusiasm and insight into the ÉLYSÉE collections but blew us away with their new and ground-breaking Élysée X Édition – a size-inclusive label that has the most incredible design and construction and amazing Chun Lin (a resident of Taiwan) had huge restrictions when gaining studio hanger appeal! Badgley Mischka, as always, time, due to personal lockdowns. But the endless Zoom calls, and the back delivered the Hollywood glam and red-carpet opulence that we’ve come and forth of fabrics from the design studio to the Creative Directors in the to expect. With a wealth of A-list designs under their belt, inspiration USA, somehow produced the most comes naturally, and shows in the stunning designs to date, and the most stunning designs, and use of addition of two brand new labels. fabrics. Of course, this past season has If you are already a Bridal been the most difficult that retailers Collective retailer, you may have have seen perhaps in the whole of watched some, or all, the Zoom their time in the industry. With this in seminars, designed to give a first mind, Bridal Collective has worked insight into new collections, and to hard to be as supportive as possible whet appetites. to our loyal customers. The Bridal Collective marketing We know that the next season team also focused on providing a is going to be difficult for retailers, fantastic array of sales tools, videos, so the first decision made was to and information on the BC Hub, after drastically reduce the number receiving so much positive feedback of pieces in the collections. This, from the 2020 season and retailers’ combined with a relaxing of experiences. In particular, it was minimums, was very well received; encouraging to hear how many of our our retailers seem appreciative that the number of pieces we are focusing stockists were more than happy to be visited by their Account Executive in on now makes the buying decisions person and work through their buying more manageable in the current climate. Understanding retailers may in the comfort of their store. With wish to completely refresh their rails, smaller collections we were able to produce some incredible images large discounts are also offered to on a much shorter timeline, and encourage them not to overspend incorporated some video footage of their allocated budget. ilemmas that needed each dress in movement. solutions : how to overcome This was well received by retailers Zoom did its stuff the problem when our who are recognising that today’s artistic directors/designers The collections launch was an buying experience is one that has outstanding success, with all were in lockdown in the USA but the distinct advantages and, importantly, three signatures hosting live Zoom design studio itself is in Taipei. Even new opportunities. calls to retailers around the globe, our Enzoani Creative Director, Kang
Lockdown certainly threw a few curve balls towards the bridal industry, demonstrating the definite need to review, adapt and explore new avenues, says Mark Stevens, Sales Director, Bridal Collective
D
14 ♦ 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 2 1
