5 minute read
THE BALANCING ACT
The decision on what to stock in your store needs to be a balancing act between your head and your heart. Your head because you need to know that the companies you are working with are reliable in their dealings with you, and proactive in helping you to market your boutique. And your heart, because if you don’t love the gowns you carry, then how will your brides?
I am hoping to provide a few pointers on things I would think about when investing in collections and designers over the coming months.
Think this through
Firstly, take stock of what you currently have in your store. Is there anything missing? Unless you are a very specialist store and focused on a specific area, I would advise you to carry the most asked-for fabrics, James Waddington of Romantica is now dealing with a bigger than ever portfolio of collections, handling the Mon Cheri Bridals ranges for the UK and Europe, as well as UK distribution for Special Day. Who better to advise retailers on what to stock... and how?
silhouettes, price points and sizes – whatever they may be in your area.
Many stores I have spoken to in the past few months have been having to sell gowns off their rails in volumes like never before. Maybe you have big gaps in certain size ranges or certain styles?
Secondly, think about the brides you have had coming in – have they been looking for something different to what they had in mind before the pandemic?
Are they looking to go all out in the most decadent gowns – possibly as a reaction to 18 months of dressing lowkey? Or are they looking for something lighter and more flowing as they have missed the opportunity to dance with family and friends and just want to let their hair down?
Knowing what direction you need to take your rails in because of demand will be key to making sure you can continue to grow your business over the months and years ahead.
Take a good look at what your current suppliers are offering at Harrogate. Do they have the gowns you need to fill your gaps? Or are you going to have to look for another label? A big show like Harrogate is a great opportunity to meet with existing suppliers and to find new ones, but in such a large exhibition take care not to go snow blind! Do a bit of research – going to the show armed with a hit list of existing and new labels
Knowing what direction you will help you get the most out of need to take your rails in the experience. because of demand will be Prior to the show, check if those key to making sure you can you want to see are working to continue to grow your business an appointment system to help stop overcrowding, and also if their collections are available in your area. That way, you can make some key decisions early. I would also consider whether brides’ needs are changing because of the current circumstances. With so many venues booked up into 2023 and beyond, could this force more brides
to consider destination weddings? Do you have the right gowns in your store to meet that need? Are your brides on a tighter budget because of the pandemic squeezing their budget, or have they got more to invest in their wedding – and their gown in particular – because they haven’t had the chance to the spend sums set aside earlier? Knowing your demographic is vital in answering this question.
Redundant stock
Finally, consider how to realise as much capital as possible out of your redundant stock. Do you run sale events to clear out older gowns? Have you considered selling them on to stores that specialise in an off-thepeg offering? Are you reducing them enough in price?
Remember, these gowns are yours to do what you like with them. Is the skirt too big? Could you make the gown a tea-length? Is there a large and off-putting bow that the dress would appeal more without? Can you cut it off? Can you add a belt? Anything you can do to make these gowns more saleable should be considered.
Releasing money tied up on your sale rail will allow you to invest in the gowns you have identified you need in your store. Or maybe any funds realised would pay for a new marketing campaign to drive more footfall through your door. Or cover the cost of that lick of paint and those new light fittings you have had your eye on?
The choice is yours, but in any business, minimising old stock and keeping fresh product coming should be a priority.
At Romantica, we have been working especially hard throughout the past 18 months to try to help address some of the points mentioned here.
We now have more stock than ever to help you fill missing gaps quickly, and our design team have been working nonstop to produce a dazzling collection of new gowns for the 2022 season that we believe you, and your brides, will love.
Watch the exclusive interview with James about Romantica’s recent taking over from DOM Bridals and distributing for the Mon Cheri group
ROMANTICA
www.romanticaofdevon.co.uk
Come and see the launch of our new SS22 collection at the St George Hotel during the Harrogate Bridal Show, 12th- 14th September.
Its been too long, and we cannot wait to show you what we have been working on.
