LETTER FROM AMERICA

Well poised for the next stage, that’s the view of Peter Grimes of VOWS magazine, who is seeing a real change for the better

All the advice we’ve been hearing (and have repeatedly told ourselves) has served us well through those dark days of the past 18 months, regardless of whether our boutique’s location is in the US or the UK… advice and actions that will now sustain us, as we confront the brighter days of increased store traffic and sales against the dark reality of shortages, shipping delays and multiple price increases.

In the US as in the UK, actions were taken and advice followed that resulted in expanding the resilience in ourselves and in all those we lead and love.

Steps such as:

• Trusting in ourselves and monitoring our processes • Concentrating on the ‘trees’ instead of the ‘forest’ • Giving our best every moment and through every interaction with staff and client • Ignoring those debilitating ‘what if’

voices that do nothing but paralyze • Expressing gratitude when we might have been able to see what we were thankful for • Rejuvenating our enthusiasm for what we do and how we do it

In addition to attitude and perspective, the steps many boutiques have taken this season will carry them through to the next:

• Continually re-evaluating off-therack merchandising programmes • Concentrating on sellable styles by buying in multiples of sizes and pieces • Pursuing vendors with in-stock inventory • Passing through increases in shipping fees and manufacturer prices

And there are two additional factors for which to be grateful:

1. The issues we continue to face, address and react to are not unique to our industry, nor any specific segment of it. Virtually every business worldwide is facing similar headwinds, though some more debilitating than others.

Additionally, widespread near-saturation media coverage has increased every consumer’s awareness of these issues… especially ours.

Consequently, we now have a (mostly) understanding, though still nervous, bride who is more willing to listen to and follow our advice, and who is less deterred by the costs of her gown and accessories. We will always have a small percentage of self-absorbed over-thetop brides who “don’t want to hear it…”, which is certainly true here and now. For sanity sake, it’s even more crucial to learn from the difficult, hard-to-service few, and not let them overshadow the understanding many who appreciate what you do.

The conclusions

Every research paper studying the impact of COVID-19 and its variants on consumer attitudes and spending presents a picture of bridal retail done well: Today’s consumer wants and expects a human

In-person shopping connection, digitally offers real-life touch- enhanced, that addresses and-feel experiences and satisfies that build deep customer their individual desires within relationships that simply a memorable can’t be replicated online experience. An example of the advice offered to retailers is from Shopify’s Retail Blog, in which it announced that: “We’re entering a new era for physical retail stores, and in-person shopping offers real-life touch-and-feel experiences that build deep customer relationship (and simply can’t be replicated online).” It’s specific ‘must dos’ for bricks and mortar stores reads like a blueprint for bridal: • Invest in store design • Create community hubs • Offer gift customisation and personalisation • Leverage one-to-one interactions • Make stores a sensory experience

2. Recent studies, reports and books from retail consultants and businessto-consumer marketers confirm what we’ve known and focused on these past two years: bridal retail is uniquely positioned to provide exactly what today’s post-COVID consumer wants and needs. As a consequence, retail in general, whether brick and click, e-commerce only, or a hybrid of both, is embracing these researched conclusions.

Digital, direct-to-consumer brands are rapidly expanding into physical environments, as the result of these changing consumer preferences, and due to increasing costs of online customer acquisition.

Other signs

• New physical stores are opening (both national chains and small single owner/operated independents. • Amazon is expanding its physical store concept into larger department store-type settings • Luxury goods brands are ramping up their physical ‘footprint’ both in number and in store presentation to more effectively support their brand and deliver that personalised experience to ardent followers

And of special note

All this activity, and surprisingly strong retail sales numbers in the US (as reported by the National Retail Federation), are happening against the headwinds of major supply chain disruptions caused by a lack of shipping, warehousing and truck and rail capacity compounded by a shortage of labour across all categories and segments.

My point is this: there are still difficult times ahead in a marketplace that appears to be changing daily, but by enthusiastically providing what you do best is precisely what your bride needs and wants… especially right now.

So keep smiling – It’s proven to elevate mood, alleviate stress, reinforce resilience, and enable that great secret of life: enthusiasm.

As Norman Vincent Peale, best known for his work in popularising positive thinking, said: “There is a real magic in enthusiasm. It spells the difference between mediocrity and accomplishment”.