SPECIAL TIMES FOR SPECIAL DAY

Aware of the ramifications of both the pandemic and Brexit, and the effects being felt by UK retailers dealing with EU suppliers, Special Day has put measures in place to protect its customers. Joanne McFadden explains

Like all businesses in our industry, we have found the past 18 months a monster struggle for survival. In that period, you can throw in the new commercial regime of Brexit. It has been a huge task, and thankfully we are now beginning to see some light in the distance. But it will be a while before we can all get back to anything like, where we were before this nightmare. Much of the recovery will depend on whether the vaccines will work in the long term, but assuming they do, then we in Special Day are ready to meet the new challenges we face.

Looking ahead

Before Covid, we introduced a new Prom Collection, which was very well received. To kick start this project again, we showed our prom dresses at Harrogate Fashion Week in August, and we will follow up now showing at the Harrogate Bridal Show this month. We expect this to be the real start of the buying process for all of our customers in England, Scotland, and Wales.

Customers in Ireland, and Northern Ireland, are still very unsure of travelling in numbers to Harrogate, due to restrictions etc. I suspect that any customers from the mainland EU will be few and far between. That said, restrictions are lifting slowly but surely, and that will pave the way to better business.

Turning a negative to a positive

Then there was Brexit, which has led to many problems and new challenges, with Duty and VAT having to be paid upfront at the point of entry into the UK. The situation cannot fail but to change a retailer’s approach to buying a label, and this raises serious questions.

Apart from the sheer inconvenience, and cash flow implications, will these new rulings influence their buying decisions? And will suppliers from the EU who do not supply from within the UK, lose customers hand over fist? If retailers stay with these EU suppliers, they will have pay an extra 12.5% on all stock from outside the UK.

We at Special Day have teamed up with Romantica of Devon, and they will distribute our dresses within the UK, and we likewise will distribute their dresses within the EU. It is a winwin for both us as suppliers and our customers, and effectively it is exactly as before the Brexit decision was made.

We have been working this new business model since early May, and it is proving to offer a satisfactory solution to all parties.

INTRODUCING THE NEW COLLECTIONS

The Harrogate Bridal show will be our first major trade show since the start of the covid pandemic and we will be showcasing all the collections in the Special Day portfolio. These include our Special Day Bridal collection, Beautiful Bride plus collection, European Bridal collection, Diamond range of bridesmaids and our Special Day Prom Collection. Over 15 new designs will be on show in our Beautiful Bride Plus Collection. Silhouettes range from figure hugging crepe styles with beautiful embellished bodices to statement ball gowns. This collection is available from a UK18-UK36 and offers classic elegant styles for the fuller figured bride.

The Diamond Collection

features over 20 new styles of bridesmaids, teenage and flower girl dresses, which are available in over 80 colours. Key design features include delicate butterfly sleeves and plunging backs with lace inserts.

The Special Day Bridal collection features a beautiful range of classic elegant designs in a wide range of styles and silhouettes. These include sumptuous beaded ballgowns to elegant flowing styles in chiffons and crepe. Statement backs with oversized bows and tails to deep embellished necklines and cowl backs add a touch of Hollywood glamour.

Our European Bridal Collection offers affordable elegant wedding gowns to suit all tastes and budgets. The collection includes vintage boho styles, 50’s inspired tea lengths in soft blush and ivory tones in fabrics ranging from crisp Mikado to flirty polka dot tulles and vintage laces.

The Special Day Prom Collection features over 20 new styles.This season’s colour palettes range from soft blush and oyster tones to vibrant shades of reds and purples to create a showstopping look. Silhouettes also range from figure hugging ball gowns to slinky beaded crepes.