YESTERDAY, TODAY AND TOMORROW

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

Dilemmas that needed solutions : how to overcome the problem when our artistic directors/designers were in lockdown in the USA but the design studio itself is in Taipei. Even our Enzoani Creative Director, Kang Chun Lin (a resident of Taiwan) had huge restrictions when gaining studio time, due to personal lockdowns. But the endless Zoom calls, and the back and forth of fabrics from the design studio to the Creative Directors in the USA, somehow produced the most stunning designs to date, and the addition of two brand new labels.

Of course, this past season has been the most difficult that retailers have seen perhaps in the whole of their time in the industry. With this in mind, Bridal Collective has worked hard to be as supportive as possible to our loyal customers.

We know that the next season is going to be difficult for retailers, so the first decision made was to drastically reduce the number of pieces in the collections. This, combined with a relaxing of minimums, was very well received; our retailers seem appreciative that the number of pieces we are focusing on now makes the buying decisions more manageable in the current climate. Understanding retailers may wish to completely refresh their rails, large discounts are also offered to encourage them not to overspend their allocated budget.

Zoom did its stuff

The collections launch was an outstanding success, with all three signatures hosting live Zoom calls to retailers around the globe, 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 hanger appeal!

Badgley Mischka, as always, delivered the Hollywood glam and red-carpet opulence that we’ve come to expect. With a wealth of A-list designs under their belt, inspiration comes naturally, and shows in the most stunning designs, and use of fabrics.

If you are already a Bridal Collective retailer, you may have watched some, or all, the Zoom seminars, designed to give a first insight into new collections, and to whet appetites.

The Bridal Collective marketing team also focused on providing a fantastic array of sales tools, videos, and information on the BC Hub, after receiving so much positive feedback from the 2020 season and retailers’ experiences. In particular, it was encouraging to hear how many of our stockists were more than happy to be visited by their Account Executive in person and work through their buying in the comfort of their store. With smaller collections we were able to produce some incredible images on a much shorter timeline, and incorporated some video footage of each dress in movement.

This was well received by retailers who are recognising that today’s buying experience is one that has distinct advantages and, importantly, new opportunities.

BLUE ÉLYSÉE ATELIER

LOVE

Designed by Kang Chun Lin – Enzoani Artistic Director

INSPIRATION THAT CAME FROM THE IMPACT OF THE PANDEMIC

Enzoani has introduced this new line, that shows KC’s unparalleled vision. Think LOVE and think PYT – Pretty with clean, simple, romantic details, Youthful and understated with a modern, refreshing twist.

Youngest sister in the Enzoani family, LOVE has the Enzoani signature, but it’s scaled down to create something new and refreshingly lighter.

“We receive many requests each year to include clean, simple gowns in both Enzoani and Blue, and LOVE is the answer to those requests,” explains Mark.

“LOVE, is a simply romantic gown, taken back to basics with the emphasis on fit and quality structure – clean, chic, romantic and striking. We have a collection that ‘holds hands’ with the rest of KC’s amazing designs.” As KC was unable to see his partner of many years, due to covid travel restrictions, he took to listening to a shared favourite track, which evoked special memories of special times, French song L’encre de tes yeux, remastered by Francis Cabrel about memories of love sent by the beloved partner.

He also had a photo printed of a Cherry Blossom Tree taken in an old friend’s house. Combined with the warmth of the music, this gave KC inspiration for his collections.

“Covid-19 has made us pause and take stock of what is most important to us: family, friends, loved ones, human relationships, touching, seeing faces, seeing smiles. Weddings have taken on even more meaning,” he says.

Accordingly, his new collections for 2022 go back to basics and give us the things that are most meaningful to us. “Imagine you are wearing your grandma’s earrings, or a bracelet that your mother gave to you when you were a child, the scenes of the city you and your beloved visited together for the first time… These small but meaningful touches are what I have tried to incorporate into my newest collections.”

ÉLYSÉE X ÉDITION

Designed by Chris and Mark Russell – Élysée Artistic Directors

“Chris and Mark Russell have introduced a new collection that we feel is going to be the benchmark for all size-inclusive designs,” says Mark.

“These gowns are for brides who love ÉLYSÉE styling and aesthetic, and they look very similar to their counterpart names from the ÉLYSÉE collection, but that’s where the similarity ends. Outstanding creative construction, plus new lining and pattern-cutting techniques, help give these gowns, size 20-34, real wowfactor appeal.

“Personally, I am super excited about this collection and really think it will be a hit with both brides and retailers. We will be featuring the ÉLYSÉE X Édition at Harrogate, where we will have the full collection to view in size UK 24, so stockists can see and feel the incredible construction first hand.

Elegance simply oozes from Chris and Mark’s designs. Classical baroque shapes and floral designs in the laces that are thoughtfully placed for body contouring effect, expanding on core styles to provide more options with some new features is a great additional feature.

Showtime

“We had our private showing of all collections at the incredible venue, Botanical Gardens of Birmingham, in mid-August, running our presentation over four days (as opposed to one) with scheduled appointments to ensure we protected both our retailers and our own staff, while we all come to terms with living and working safely alongside this pandemic,” Mark explains.

“Harrogate Bridal Show also gives us the opportunity to exhibit our new collections on a stand that is dedicated to these latest additions to our portfolio. There, retailers will see Élysée X ÉDITION and LOVE alongside ÉLYSÉE Atelier and Badgley Mischka, and we’ll be presenting them on mannequins. Safety is of key importance to us.

“And while all of our designers would love to visit retailers in the UK, Covid travel restrictions mean that it will be a very unlikely wish for this year. Despite not being able to travel, their presence is felt when Bridal Collective exhibit at the planned trade events this year.”

Looking ahead

“After the past 18 months, the bridal industry is bouncing back with an incredible flourish,” says Mark. “Our industry has only been ‘on pause’ and not completely lost like many others. With full diaries, retailers are feeling that surge, that flurry, and the relief is without doubt felt across the nation.

“We truly appreciate our retailers, and will be there for them as they adjust to a new norm. We know that this journey back from the affects of the pandemic will be hard for many, and we will be supporting the industry as much as we can to aid full economic recovery for our incredible and unique industry.”