LETTER FROM AMERICA

Peter Grimes welcomes the new year and looks at the positives ahead, as well as the negatives that could affect progress

In the States, as I suspect for the UK, it is the best of times… and the worst of times… a time of promise and a time of uncertainty,

Best of times cines with the surge we experienced in the number of brides shopping and buying in brick and click boutiques this last quarter will be dwarfed by the potential increase in business forecast for 2022 and extending into 2023, partially based on the predictions that wedding numbers for the two coming years will vastly exceed 2021 numbers.

Worst of times in that costs throughout the system are dramatically increasing, including labour, goods, freight and shipping, with the added aggravation of product availability and shipping delays.

Freight costs in particular, remain volatile, dramatically increasing both for domestic and international, with recent ‘capacity surcharges’ for international freight adding $15-22 per kilo.

In addition to escalating rates, labour difficulties continue to be an issue both in increasing costs and in flow of production as factories increase rates for components and finished goods.

And it is not just Chinese production; these same issues affect India, Vietnam and Myanmar, with no predictable end in sight.

In reaction, manufacturers struggle to absorb what they can before passing along increases, and/or adding transportation surcharges to invoices; stores pass along what they can within the price of the gown, while appeasing a world-weary and anxious bride.

Light at the end of the tunnel?

However, in my optimistic view, the best of times and promising future clearly outweigh the drag of the worst of times and uncertainty of what variant is next... and what impact it will have on our businesses.

The reasons for my optimism include these:

✔ Consumers are very aware of shipping delays and rising prices, which provide a legitimate and added incentive for brides to make their buying decisions sooner.

✔ During this period, so different than pre-COVID, we are not seeing push back from brides regarding the price of their gowns.

✔ Online direct-to-consumer bridal resources are facing the same issues, but do not have the infrastructure and face-to-face contact you do that could help carry them through.

✔ Shipping delays may serve to drive brides into your store, where they can experience an actual person to assist, guide and answer their questions.

✔ Every brand is committed to getting you product when you need it. Most recognise that it is your reputation at risk, and work diligently to protect that reputation and relationship.

✔ Relationship priorities among single men and women have changed due to COVID 19. Specifically, and according to a Match.com recent survey, the majority of singles desire to be “off market,” with 62% desirous of the security and stability of a meaningful and committed relationship… and they want this relationship in the next year communication and leadership skills with staff to head off possible staff burnout. Be prepared to lean in when necessary. Bring joy and enthusiasm to every interaction. Create fun-filled staff meetings to vent frustrations and friction.

Steps you can take to ease the frustration and anxiety

✔ Pad your ship dates

✔ Know your vendors and choose wisely

✔ Looks are no longer the top priority for both men and women; their priority now is a partner who is open-minded, a good communicator, with a similar level of education and career goals. And men are more interested in getting married, with 22% more now looking toward marriage.

Overcoming the negatives

So how do we best handle these stresses that are essentially out of our control? How do we handle this crisis in confidence – confidence in factories by your resources, confidence in brands by stores, confidence in stores by brides?

With effective, direct, and consistent communication with your brands and staff, and by communicating to your brides the unique ways in which you personalise each experience to each unique bride.

Brides are nervous. They see price increases, understand product delivery delays, and know what is going on in the world, yet that doesn’t mean that they’ll forgive every miscommunication.

Consequently, to insure that your staff are all on the same page, create scripted answers for all questions you and your stylist receive from the bride, so that she is receiving consistent and authentic information. The key here is to avoid stylists talking off-the-cuff, making statements about deliveries, or product availability that could come back to haunt them and you.

And concentrate on your ✔ Backfill with best sellers and keep them in your pipeline

✔ Replenish your inventory throughout the season

✔ Control your expenses

✔ Push accessory items at the initial bridal appointment

✔ Evaluate what you are doing to personalise the bride’s experience in your store, and communicate your uniqueness to your brides.

According to a recent study by the consumer and marketing research group, Mckinsey & Company, 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen.

The study suggests that personalisation drives performance and better customer outcomes. Companies that grow faster, drive 40% more of their revenue from personalisation than their slowergrowing counterparts.

✔ Place order with ship date rather than holding order in house for several months.

✔ Notify your resources of critical dates when placing order‚ not after the order has been placed.

✔ Stay in contact with your resources with clear communication. If you have a particularly nervous or demanding bride, let them know. Most will work with you to get you product, and protect your reputation.

✔ Monitor inventory levels. In ‘normal times’ it’s difficult to maintain the right levels but for today not having any inventory is far worse than having a bit too much.

✔ Regularly check your goods costs and adjust quickly

✔ Pass through transportation surcharges

And breathe… were it not for all these brides, we wouldn’t be having these problems.

Consider this acronym as a reminder for dealing positively with the stresses of the selling floor: FACE.

The positive note

Focus: on goals, on the reasons you’re in this business, on the positive and enduring impact you have on your brides Attitude: not just a positive outlook but an infectious, enthusiastic approach to each client and each task Control: as in managing preparation, appearance, language and the words used, and importantly your time: pre appointment, during the appointment, and post appointment Empathy: understanding and empathising the different demons and circumstances in which the bride finds herself. It’s your superpower, in need more now than ever. As Robin Williams once said: “Everyone you meet is fighting a battle you know nothing about. Be kind. Always.”

Introducing the stunning Martin Thornburg collection from the Mon Cheri Bridals group. Exhibiting at Bridal Week London, for more information on any of the collections and to enquire about becoming a stockist, please email enquiries@moncheribridals.com or ring 01823 674 905.