Wedding Trader - issue 2

Trader WEDDING

WEDDINGTRADERMAG.COM

Trying for a trophy?

WHICH AWARDS PROGRAMMES ARE THE WINNERS

BUYERS, BLOGGERS, MARKETEERS DELIVERING NEWS, VIEWS AND HONEST OPINION

SERVICE LIFTS WHAT TOP SUPPLIERS ARE PROMISING THEIR CUSTOMERS

ISSUE TWO • MARCH ‘18

Your buying season starts here WHO IS SHOWING WHAT... AND WHERE

BRIDES ON BOUTIQUES WHAT YOUR CUSTOMERS THINK ABOUT THEIR SHOPPING EXPERIENCE

YPOS

NOT ANOTHER ONLINE OP! IT’S YOUR PROBLEMS, OUR SOLUTIONS. HELP AT HAND WHEN NEEDED

FREE SAMPLES FOR QUALIFIED ACCOUNTS Apply online: www.dessy.com/retailers

For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041

Dessy Group styles featured from left: 3013, D744, JP1008, 8190

BRIDAL ROADSHOW BIRMINGHAM SOUTH 18TH & 19TH FEBRUARY

BRIDAL ROADSHOW HARROGATE 25TH & 26TH FEBRUARY

LONDON BRIDAL WEEK 25TH-27TH MARCH

Contact:

James McKenna T: 07551 006 995 E: jamesmckenna@rachelallan.com Kirsty Voce T: 01765 570 040 E: kirstyvoce@rachelallan.com

RACHEL ALLAN

Looking for stockists at this exciting time.

LONDON BRIDAL WEEK ExCel London 25 - 27 March 2018 Stand D19 chloebridals.com

contents

LONDON BRIDAL WEEK, P23 This year sees London Bridal Week and White Gallery come together at the superb ExCel London arena

WH AT ’ S WHER E 09

ED’S LETTER Welcome to Wedding Trader magazine from our Editor, Susi Rogol-Goodkind

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TALKING P OINT All the latest news and fascinating developments within the world of bridal

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I N MY OP INION Lauren Daly of Bellissima Weddings chats about changing times

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LO ND ON BRIDAL WE E K Wendy Adams on LBW, plus all the mustsee designers to catch at White Gallery

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32 HIT TH E ROAD Some four years ago, a group of suppliers created their own Bridal Roadshow…

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GL IT T E R ING P R I ZES As a boutique owner, what are the top UK award events that demand your attention?

B LO GGE R ’ S BEST Kat Williams from Rock n Roll Bride teaches us the tricks to expert blogging WHAT B R IDES T H I N K We asked real UK brides what they expect from a first dress appointment FAB U LO U S FO OT W E A R Ten terrific footwear designers that you should check out this coming season ACC ES S O RY TR E N D S We take a look at all the accessories styles that are hot off the catwalks for 2018

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ROME BR IDAL WE E K 77 DE L IV E R ING SE RV I C E Exciting details about this new Italian Four leading suppliers explain to us what wedding event to be held in the eternal city they do to support their retail stockists

i N - GR ID INTE RVIE W Design bravado from young pioneers Adam and Katie Barkley

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YP OS Your problems: our solutions from experts

53 Q& A – RACH EL AL L AN Can the prom sector continue to grow?

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GE T T ING YO U R NAM E O U T T H E R E Marketing guru Karen Campbell offers tips to stand out from the crowd

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S ECO ND O PIN I O N Angela Robson of Iconic Bridal talks to us about the experience of growing a business, despite the uncertainty of the times

CATHERINE DEANE

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MARCH 2018 ♦ WEDDING TRADER ♦ 7

THE GREAT

UNVEILING

Rome Bridal Week 200+ wonderful collections celebrating the best of the best 24-26 March 2018 Fiera Roma

romebridalweek.it 41 ♦ W E D D I N G T R A D E R ♦ M A R C H 2 0 1 8

CO NTACT US Editor

Ed’s Letter

Susi Rogol susi@meanttobemedia.com

Production Editor

As the only monthly business-to-business title in the industry, Wedding Trader is focussed on news that matters, views that should be shared, opinion that is open to challenge, and needs that demand to be met. We are here to service and support you, our retailers, and to work with you by providing advice, information and, yes, plenty of smiles along the way. It was your responses to the test issue of Wedding Trader in the autumn that have shaped our personality and the direction we will be taking from this, our launch issue, forward. And that’s why we want you to remain involved every step of the way and in every issue, every month.

Got something to say? Say it to us. Email me at susi@meanttobemedia.com MEET THE TEAM I’m delighted to be part of this ambitious new title and inspired by the freedom of speech it offers. Over my many years in bridal, I’ve come to know so many of you, and I look forward to furthering those longstanding relationships, and fostering more. And now, allow me to introduce you to the rest of the team…

Tom Harrod is our Assistant Editor and, because he never misses a trick, he’s in charge of production, too. If there was a proof-reading award, strong chances are that Tom would hold the trophy.

Laura Lismore is the one who makes sense of it all, dealing with our advertisers – your suppliers – and bringing in the capital that’s needed to produce a quality magazine.

CONTRIBUTORS Wendy Adams, Rebecca Baddeley, Donna Berridge, Karen Campbell, Laura Daly, Izzy Hicks, Michele O’Neill, Jade Pepperell, Natalie Pilgrim, Angela Robson, Simon Ryan, James Waddington, Kat Williams, Victoria Woodley, Clare Yarwood-White

Art Director Andy Allen andy@meanttobemedia.com

Fashion Sales Executive Laura Lismore laura@meanttobemedia.com Mobile: 07903 858078

Sales Executive Martha Cooke (maternity leave) martha@meanttobemedia.com Mobile: 07877 449122 EDITOR SUSI ROGOL-GOODKIND

@WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

Trader Trader WEDDING

WEDDINGTRADERMAG.COM

Andy Allen is one of the duo behind Meant To Be Media (his business partner is the lovely Jade Pepperell). Andy, as Art Director of Wedding Trader, is charged with making us look good.

His middle name is ‘Hi-res-please’.

Tom Harrod tom@meanttobemedia.com

Trying for a trophy?

WHICH AWARDS PROGRAMMES ARE THE WINNERS

BUYERS, BLOGGERS, MARKETEERS DELIVERING NEWS, VIEWS AND HONEST OPINION

SERVICE LIFTS WHAT TOP SUPPLIERS ARE PROMISING THEIR CUSTOMERS

WT2_Cover_RACHEL ALLAN 5aa.indd 1

WEDDING

ISSUE TWO • MARCH ‘18

Your buying season starts here WHO IS SHOWING WHAT... AND WHERE

BRIDES ON BOUTIQUES WHAT YOUR CUSTOMERS THINK ABOUT THEIR SHOPPING EXPERIENCE

YPOS

NOT ANOTHER ONLINE OP! IT’S YOUR PROBLEMS, OUR SOLUTIONS. HELP AT HAND WHEN NEEDED

03/02/2018 16:35

Wedding Trader magazine is distributed to hundreds of the best bridal retailers all over the UK. Designed and created by the makers of Love Our Wedding magazine and findyourdreamdress.co.uk, Wedding Trader is a new trade string to the otherwise consumer bow of Meant To Be Media Ltd.

MEANT TO BE MEDIA Wedding Trader is published by: Meant To Be Media Ltd, 68a Oldham Road, Manchester M4 5EE. Tel: 0161 236 6712 weddingtradermag.com meanttobemedia.com Meant To Be Media Ltd also publish: LOV E OUR

F IND YOUR

DREAM DRESS MARCH 2018 ♦ WEDDING TRADER ♦ 9

RO M A N T I C A WWW.R OMANT ICAOFD EVON . CO. UK

For an appointment call 0207 680 9716 Shop Online at catherinedeane.co.uk

Hit with Miss A new capsule collection of 20 pieces comes from Sharon Bowen-Dryden, the designer who knows no boundaries. Titled Miss and priced at £1,800-£3,200, colours are played down from the designer’s usual exuberance – ivory with a hint of mauve, silver and blush. Embroideries are gentle, with abstract flowers in raffia and crochet. See Miss at White Gallery, with the extraordinary BowenDryden Couture Bridal collection (RRP £3,500£7,500) that features two distinct looks: sheers with signature sequins, beadwork and silk thread embroideries over fishtails; and theatrical, plunge-neck ballgowns, oversized floral and fauna embroideries, left. +44 (0)7801 446985 info@bowendryden.london bowendryden.co.uk

TA L K I N G POINT Keep up-to-date with the latest news in the wedding world, right here!

MORILEE UNVEILS NEW ACCESSORY COLLECTION

POP UPS Planning a Designer Day, or a special in-store event? Add to the party atmosphere with letter balloons. How about the name of your boutique, ‘welcome’ or ‘sale rail’? These come from Flying Tiger stores countrywide and cost £1 each. See more at gb.flyingtiger.com.

Morilee now has everything a bride needs to put the classical finishing touches into their look, with the sparkling new addition of headpieces and veils joining belts in its accessories collection.

Veils in the softest tulle come in both fingertip and cathedral lengths, while the headpiece range offers on-trend tiaras, and hair clips dressed with crystals, vintage-style pearls and flowers. These will work perfectly alongside Morilee’s new gowns.

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A R O SY FU TU R E Ivory & Co Tiaras have included some fabulous rose-gold headpieces in their new range. Delicate leaves and crystals can be gently twisted into wonderful shapes or brought together with pale gleaming pearls.

20 years a winner Celebrating two decades of excellence in bridal, the Eternity Group is poised to take an even bigger slice of the market with a lineup of collections designed to meet all expectations, tastes and wants. From the romantic and glamorous for the traditionalists to avant-garde and the red-carpet sophistication, there’s plenty for us to delight in. Between the ranges – Eternity, Art Couture, Christina Wu and Adrianna Papell – the choice is huge, the quality is superb, and the finishing touches right on trend.

See the latest at London Bridal Week. +44 (0)8707 707 670 info@eternitybridal.co.uk eternitybridal.co.uk

M AT E R I A L M AT T E R S Pongees, exhibiting at Textile Forum in March, is now able to offer its customers the opportunity to shop 24/7 for its fabrics. “Our new website is another part of our on-going promise to deliver high-quality fabrics with a high-quality service,” say joint-MDs Will Steele and Nick Moore. Pongees is also extending its sales outside of the UK, as part of its strategy to become a global business.

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WHY WE LOVE VENI Veni Infantino’s passion for elegance has made Ronald Joyce Bridal a consistent winner. Veni’s latest collection includes shoulder decorations, jewelled backs and structured silhouettes, and a pastel palette featuring both lavender and nude shades. We love her beautifully detailed trains, range of sleeves shapes and sparkly fabrics. See the collection on the Preview Catwalk at London Bridal Week.

BREAKING NEWS

S OLE M AT ES The launch of Bowen-Dryden’s debut own-name fashion collection in London Fashion Week’s House of iKons catwalk show will feature the wild and wonderful Kookychu footwear range. This is the result of a close collaboration with designer and shoe supremo Diane Hassall, and their first joint foray into the mainstream couture market. Drawing on their shared love of luxurious texture, sensual fabrics and exquisite embellishment, these two innovative designers have maximised their natural synergy. The flamboyant clothing collection features BowenDryden’s classic trademark of exclusively-designed embroidered embellishments, fearless florals and sumptuous bohemian beading. In Kookychu, Hassall and Bowen-Dryden ramp up the glam with breathtakingly bold details such as ostrich feathers, silk ruffles and super-sparkly trims. Meanwhile, the trailblazers’ bridal collections will showcase at White Gallery.

The brilliantly conceived Justin Alexander and Justin Alexander Signature campaign has just launched, featuring British model Iskra Lawrence. Titled #BeYouXJustinAlexander, it promotes the brand’s offerings for every body type and personality.

They could not have chosen a better spokesperson. A champion of body diversity, Iskra has long been committed to improving the image of women in the media, having been told she was both “too big” for straight-size modeling and “not big enough” for plus-modeling. As Aerie’s #AerieREAL Role Model, Iskra stars in unretouched intimates, loungewear and swim campaigns and also tours universities across the USA to speak with students about body positivism. She is also a brand ambassador for the National Eating Disorders Association, creating the NEDA Inspires Award and she works to generate awareness and support for individuals and families affected by eating disorders.

Justin Alexander is also staging a sweepstakes on Instagram, giving away a free dress to one lucky bride. Justin Alexander gowns run from US size 2 to 32 and pricing is the same, regardless of the size.

TWO FIRSTS FROM CAMB RID GE Dom Bridals will be showcasing its latest and greatest new looks at the Cambridge Belfry hotel.

Dom is inviting all its customers from across the UK and Europe to a complimentary weekend that will include B&B, lunch and refreshments through the day as well as tempting special offers on the new collections.

New on-line offering Kaleidoscope is launching a small bridal collection of six dresses, priced between £199 and £399.

The styles are pretty, and may well appeal to brides on a tight budget (provided, of course, that they’re not after that special ‘experience’ that only bricks-andmortar retailers can deliver). The accessories, starting at £45, also include some good-looking bags.

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In my opinion Laura Daly, owner of multi-award winning boutique, Bellissima Weddings, talks about changing times in this, the first in her series of Wedding Trader columns

S

Bride’s getting married in two o, it’s 2008. You own a bridal month’s time – could be pregnant, but shop. You have a reasonable is definitely going to lose three stone number of dresses. Enter before the big day. Bride wants fishtail one bride and mum. Bride – but, then again, maybe not. Bride getting married next summer, she’d also wants boho but, then again, it’s like to tone up a bit. Bride and mum her big day, so pick out some Our customer has changed. she should be a dresses. In dress princess. Hates number one, And we need to change too, her arms, but bride cries. Mum auntie only likes cries. Ten more if we want to keep up strapless. And dresses are tried then hairdresser says bride needs to on – but nope, it’s still number one.

Dress is purchased, along with all the go for something more ‘sexy’…

Entourage pick out dresses while accessories. Bride comes back for bride tries to load Pinterest to show fittings. Bride pays for fittings without you a dress she’s seen – which will no questioning. Bride picks up dress and hands you flowers and a box of chocolates. Bride sends in a card of thanks and some pictures taken by a guest. Everybody’s happy.

Fast forward to 2018 You still have a bridal shop – although, these days, you wish you didn’t.

You have too many dresses – high minimums, label diffusion… too much Prosecco at Harrogate the culprit at play there.

Enter bride and mum, plus ten bridesmaids, five young flowergirls, auntie, mother-in-law-to-be, bride’s hairdresser and her ‘wedding planner’ (a.k.a. big sister, who wed last year).

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doubt be over-budget, unflattering and only available in Timbuktu or at your local competitor. Meanwhile, flowergirls have discovered your mirrors and are hand-painting them with chocolate buttons.

By dress number three, bride sobs (but in the changing room, on your shoulder, because mum said it made her look fat). Another 147 dresses are tried and there’s a ‘contender’, but no actual decision can be made today because bride has another ten shops to visit. Besides, her pony hasn’t seen it, yet.

Nothing is purchased. A retry is booked, three weeks after bride has

visited the aforementioned ten shops.

Bride rocks up for round two with hairdresser and demands another full session – despite having booked to retry ‘one or two dresses’. Bride Skypes Australia, and hairdresser holds a three-way conversation for the next two hours, having plugged his iPhone into one of your sockets (which he’s found by moving your sofa while you were in the changing room).

Bride still ends up liking the original contender and says: “Yes to the dress”.

Alternatively, bride leaves your shop

‘VERY BEAUTIFUL’ Laura and her brilliant team are based in Essex and opened their doors in 2001

empty-handed and, months later, social media alerts you that bride has posted a picture of herself in a dodgy copy of your beautiful gown.

You will have to repeat all 17 points to achieve the sale of a veil, while plying everyone with bubbly and a selection of speciality coffees. Fittings will leave you and your seamstress with mega-migraines. You may get a tag on Facebook after the wedding, if you’re lucky. However, you’re guaranteed a one-star review if you don’t bother consulting your crystal

ball to know what the bride wanted before she knew herself. The old adage of ‘if you always do what you’ve always done, you’ll always get what you’ve always got’ does not count in the world of bridal retail.

Can we make it to 2028?

Our customer has changed. A heck of a lot! And boy, do we need to change too, if we want to keep up.

Social media, television shows and celebrity weddings all conspire to give a false sense of reality and expectation. Gown-copying, offthe-peg retailers and outlets tempt customers away from our carefully chosen styles.

As retailers, we are not always supported by our suppliers. Delivery times can be too long and the minimums too many. Ladies, gents: it’s time for a long, hard look at our businesses and our industry. Serious revaluation of our stock, suppliers, décor, service and, ultimately, our individual viability in this market is vital if we still want to be trading in 2028.

I’ll be addressing these changes in future issues of Wedding Trader, and offering up possible solutions as I see dragged her entourage them.

Now, to move that sofa back to around cover up that visible plug socket…

Laura Daly B E L L IS S IM A W E D D ING S bellissimaweddings.co.uk And here’s a woman who knows!

• Winner of Bridal Buyer Best Longstanding UK Bridal Retailer 2017 • Winner TWIA 2017 • Best Bridal Retailer • Essex Businesswoman of the Year • Mid-Essex Businesswoman of the Year • Finalist Bridal Buyer Best Customer Service 2017 • Finalist Bridal Buyer Best Bridal Retailer England 2017 • Enzoani Platinum Retailer Award 2013-2017 And there’s more..

Twitter @bellissimaweds Facebook.com/BellissimaWeds M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 19

PURE BRIDAL MADE IN ENGLAND WWW.PURE-BRIDAL.CO.UK

www.catherineparrybridal.com Retailer areas currently available. For further details call +44 (0)1443 222600, email info@globalbridalbrands.com or see us at London Bridal Week 2018, stand D47.

SASSI HOLFORD

ExCellent This month, our preview coverage begins with the key bridal expositions that kick off the buying year. We look at the all-new event that brings two shows together in London, Rome Bridal Week, as well as the on-the-move Bridal Road Show

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LOCATION, LOCATION The ExCel (bottom-right) is in a fantastic location, close to the heart of the capital

MEET ‘N’ GREET London Bridal Week will provide an excellent opportunity to network

because we’re creating an event that’s with preferential hotel rates already secured by the concierge team.

The capital is due unlike anything the bridal community seen before. Significant emphasis for what promises has will be placed on curating our to be a cracking exhibitor base as well as attracting new talent to the show, to ensure that adventure in the event is a true representation of bridal: London the best manufacturers and designers that the industry has to offer. We’ve Bridal Week at the ExCel signed a three-year commercial deal with ExCel London that will enable exhibition centre in east us to focus on creating a show with London. We got Wendy Adams, longevity. We want this to become the ultimate meeting place for the entire event director supremo, bridal community, and we’ve invested significantly to ensure that the chatting about organiser networking and learning opportunities Ocean Media’s plans at this show will provide real benefit

Do buyers need to register for both shows or can they simply move between the two?

While the shows will be taking place in the same venue, there will be significant focus on ensuring that they retain their own individual identity.

Over the past eight years, White Gallery has become synonymous with luxury, and has established itself as the premium buying event. We’re committed to retaining the exclusivity that is integral to the White Gallery proposition, and are confident that we’ll deliver a stronger event for the designer community than ever before. to our attendees.

We want to make attending the event Why the decision to bring LBS and A switch to ExCel London – what can as easy and enjoyable an experience WG together under one roof? as possible for our visitors, from the you tell us about the venue?

The move came from an increasing The ExCel is one of the world’s leading time that they register to the moment demand from the exhibitor and the they set foot in the show. Visitors will exhibition venues, and the perfect retailer community. They wanted to only need to complete one application platform to launch London Bridal consolidate the events, and provide form and will then be able to move Week on an international stage. The a destination where retailers could freely between the two shows – which venue is ideally located a mere five access everything (from mid-range will be located in side-by-side halls minutes from London City Airport, collections to designer names) from with shared feature areas. The Fashion and has two on-site Docklands Light the leading UK and International Show Theatre will seat an audience Railway stations, which connect the brands. By combining the shows in of up to 250 retailers and press, an exciting and accessible venue, we venue with key London locations, have the opportunity to create the first including Canary Wharf and Westfield hosting up to four different shows bridal ‘super-show’ in the UK and the shopping centre. 500 free car parking each day, with dedicated designer and manufacturer showcases. ultimate spring buying destination for spaces have been secured for exhibitors and visitors to use while retailers across the globe.

At the 2017 London Bridal Show attending the event, and nine hotels It was essential for us to rebrand are within close proximity of the venue at Olympia, you ran a number the event to London Bridal Week,

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FRONT ROW SEATS Make sure to arrive ahead of time to get a good seat for the catwalks

of seminars – are you planning something similar this year?

A number of exciting fringe events will take place during the three days, including a retailer-focussed seminar programme and networking events that will bring the exhibitor and retailer community together.

The Bridal Retail Success Academy will run two educational seminars a day at the beginning and close of the show, with sessions led by industry experts, designed to advise retailers on all aspects of running a successful business. This will be a fantastic addition to the event. Visitors can also attend the Seminar Theatre to hear thought-provoking talks from industry experts, get one-to-one advice in the Business Advice Clinic, and watch live interviews with Bridal Buyer Content Editor Zoe Burke, as she quizzes designers, manufacturers, retailers and press on a range of hot topics.

How are you promoting LBW? We’re working with all of the UK bridal press, as well as the leading bridal publications and associations in Europe and the USA, to secure significant coverage for our exhibitors before, during and after the event.

This year, as part of the international media partnership agreements, we’ve asked them to invite the top retailers from their respective countries to the show on our behalf. In addition to

promoting the show and its exhibitors editorially, and to their database of international buyers, each publication will be required to nominate an agreed number of retailers for complimentary accommodation during show.

Similarly, through our VIP programme, we’re working with our exhibitors to engage their key UK and international buyers, and have approximately 600 complimentary room nights allocated to this purpose.

dedicated concierge agency that is on hand to assist our visitors and exhibitors with anything from securing the best accommodation rates, arranging transport to and from the show and assisting with restaurant bookings. This, coupled with the move to ExCeL (a considerably more accessible venue for International visitors) will mean that we now have the opportunity to position ourselves as a major buying event on the international calendar.

Visitors will only need to complete one form and then they can move freely between shows

What do you see as the effect LBW will have on Harrogate in September?

Are you looking at having one show per year, only?

The Harrogate Bridal Show is the longest-running UK bridal trade event.

We’ve found that by working in It’s the sheer wealth of choice that partnership with our designers, it sets it apart, with over 180 exhibitors enables us to ensure that we attract showing more than 350 collections. the right quality of buyers to the event. Harrogate has built a reputation as Data research has been a big project the home of UK bridal – the town for us over the past six months – comes alive during those three days, we’ve recently invested in a data with parties and celebrations. We research project that has given us a run a sell-out exhibition, but one with clean database of 3,500 international limited room to expand. The focus will retailers. Every one of these retailers be, instead, on maintaining the quality should have already received a copy and standard that has made the show of the show-dedicated magazine. a success for the past 30 years!

Can you tell us a bit more about this concierge operation?

Another addition this year is the partnership with MICE concierge, a

London Bridal Week and White Gallery runs from 25-27 March at London ExCel. londonbridalweek.com whitegallery.com

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DANDO LONDON The look is confident a one, with deeper necklines, lower backs and sheer panels; the signature lift-and-shape structure does wonders for the morale… and the derrière!

“The new-season brides will want to step away from tradition,” says the designer.

“Meghan Markle will influence the trends.”

BIANCO EVENTO With 60 wedding gowns and more than 350 accessories (including shoes), this stand is always packed with buyers looking for new ideas. There’ll be mermaids with volume, chic little jumpsuits, and popular off-the-shoulder looks. The range of veils and boleros is exceptionally good, offering real choice. Soft pink is tipped to be a bestseller.

ALAN HANNAH In the White Gallery London area you’ll find the classic couture line from awardwinning designer Marguerite Hannah, featuring its own catwalk show. Expect gorgeous cuts and wonderful colours, including a stunning violet gold. From the same UK house comes the best in boho – MiaMia – and a collection of short and sweet dresses from Rita Mae.

VICTORIA KAY With five collections from this UK-based designer, there is real choice on offer here.

Look out for dramatic cathedral-length trains, fabrics that include mikado, crepe, soft flowing satin, tulle and lace. The 3D corded lace is a treat to behold. You’ll see that blush pink and mocha are part of a new colour range.

ELLIS BRIDALS The lines here are cool and contemporary and the detail striking, with glamorous beaded gowns, elegant high necklines and off-the-shoulder cuts. Colour-coordinated embroideries and 3D flowers feature, while structured mikado and a great-looking platinum jacquard introduce texture.

Vintage rose is the colour to watch.

Expect to see in London...

MODECA The house of Modeca, in addition to its high-end Le Papillon range, and cool mix-and-match line Jazz, has introduced a plus-size extension to its core Modeca Collection, simply called Curves. A-lines, ballgowns and mermaids are part of the offering and illusion necks are a feature.

Sizes for Curves run from 16 to 34.

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MORILEE The pieces in Madeline Gardner’s latest collection master a perfect blend of traditional classics and modern styling.

Features include delicate embroidery, meticulous beadwork, plunging illusion necklines and romantic ruffles. Morilee will take to the stage as part of the main Bridal Preview on Sunday, 15 March at 6pm and at 3pm on the Monday.

SASSI HOLFORD A long-time star of the White Gallery London stage, this multi-award winning designer (whose gowns are handmade in the south-west of England by a team of talented pattern cutters, seamstresses and hand finishers) promises to wow audiences with their textural fabrics and modern laces, which includes a selection of striking silhouettes.

DIANE LEGRAND Soft laces with sheer necklines, illusion backs and hand-crafted embellishments are the focus for Diane Legrand here, in beautifully sculpted fishtails that do wonders to emphasise contours. There are also elegant fishtails in shades of ivory, Champagnes and light golds as well as pastel blues and pinks. Make sure you don’t miss out!

JUPON Are you looking for the perfect petticoat?

Then look no further, because you’ll be positively dazzled with what’s on offer here alongside wedding undies and accessories. Hot from Poirier is the all-new necklace collection of statement pieces, designed to give an understated gown a stylish, high-fashion look.

LADYBIRD A market leader in its native Netherlands, and increasing its reach in the UK, too. In both the main Ladybird collection and the recently introduced Emma Charlotte range, the looks are varied, spot-on trend and well-priced. Beaded appliqués and soft layers of colour beneath lace promise to top the popularity polls.

RONALD JOYCE With attention to clean lines, full skirts and plain structured silhouettes, Veni Infantino has created a fresh new look with statement-making shoulder decorations, back-jewelled embellishments and toneon-tone beading. Lavender, nude and light gold offer an alternative to the traditional ivory and white.

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ROSA COUTURE Rosa Couture are another brand with sublabels, including a particularly good plussize range where the structure and fit are exceptional. We here at Wedding Trader like the diversity of styles on show, and, in particular, the choice of dresses that are lightweight and perfect for destination weddings – a trend that seems to be on the rise of late.

LQ These collections will be joining other good-looking brands on the catwalk, so grab yourself a front-row seat and watch out for how best to accessorise their many silhouettes. It’s fantastic to see lots of great colours here as well as some particularly strong beadwork – the latter of which really brings out the best of all things that sparkle.

MARK LESLEY Blush, light peach and cashmere (as well as ivory) mix and mingle in tulle, pastel embroidery, laces and beading. Ruffle, waterfall and full circle skirts are a standout feature of the new collection, which includes pleated mikado and a new pique satin. If that hasn’t got your attention, nothing will. Hats off: designer Donna Salado has done it again!

WENDY MAKIN One of Australia’s top design talents, Ms Makin is known for her iconic florals (great for attention-grabbing window dressing), her slinky, fitted forms, and a French Collection of floaty gowns. Trends?

“Unstructured, boho-style gowns will move from the fringes into mainstream,” they say, “and we will see a sense of casualness moving into bridal.”

SPECIAL DAY This highly respected Irish house covers all sectors of the market, from communion – with the enchanting KoKo range – to Beautiful Bride Plus for curvaceous ladies.

The wedding gown and maids collections are exceptionally pretty for the season ahead. Full-skirted dresses in mikado (one of the fabrics to watch out for) have pockets – always a great selling point.

CHARLIE BREAR Featuring minimalistic draped gowns and sheer embroideries in beautiful, luxurious fabrics, the Spring 2019 Day for Night collection from Charlie Brear includes a soft, muted palette of blush pink, silver grey and metallic detailing, which complements traditional ivories and creams, forming a new season signature.

Vintage rose is the colour to watch.

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DAVID FIELDEN This design supremo has a pedigree of trend-establishing design excellence and returns to White Gallery London this year with his eponymous Sposa label, alongside the David Fielden London collection of gloriously coloured gowns.

Pared down, perfectly cut silhouettes and graphic details epitomise contemporary chic. We salute you, David!

LILLY There is fantastic choice here, and designs that cover all tastes, from the understated, to the get-me-noticed exuberant, to the carefree boho that is making big news. Transparencies, lace and embroideries – as well as some great detailing – all feature. The Pure White collection of clean, chic lines exemplify Nordic design at its best.

ARIANNA Individuality. That’s what today’s brides are after, and that is what Arianna delivers with its customisable handmade headpieces and jewellery. Beaded back jewellery in pearl and crystal offer another way to personalise a wedding dress, while tiaras, hair vines, combs and pins make a classic fashion statement. Want to provide those finishing touches? You need Arianna.

CHLOE Three ranges sit under Chloe’s banner.

Paradise features easy-to-pack lightweight gowns in crepe and chiffon with low backs and cowl necklines. The Signature Collection consists of romantic lace and tulle numbers in vintage shades.

Couture concentrates on unusual fabrics – be sure to check out the fully sequinned dresses with hand-sewn pearls.

ENZOANI Daring meets dazzling for Beautiful 2019.

High lace necklines bring a traditional look with a twist, while ballgowns have plunging necklines cleverly adapted to appear modest yet sensuous. Blue by Enzoani introduces great body skimmers with cut-out side panels alongside traditional A-line gowns that work for all body shapes.

CALLISTA One of the finest plus-size ranges with an immaculate fit, Callista’s latest collection includes some beautiful tea-length dresses in pastel shades and delicate florals, alongside full tulle gowns and fishtails with layered laces and detachable sleeves .Colour-wise, lavender, nude and light gold offer an alternative to the traditional ivory and white.

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P H I L C O L L I N S B R I DA L WWW.PHILCOLLINSB R IDAL . C O. UK

HIT THE R OA D Some four years ago, a group of suppliers formed their own exhibition. It was a travelling show, so to speak – taking bridal to retailers rather than getting the shops to travel, often across country, to visit one of the big events…

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he first ever Bridal Roadshow was staged in Drayton Park, Tamworth, in 2014.

The brainchild of Graham Bartlett (Twilight Designs), Alan Dicks (Elizabeth Dickens) and David Cottell (Omnisew), it initially had two aims.

The first was the save exhibitors money – the Bridal Road Show is nonprofit making. The second aim was, importantly, to save retailers time – on the basis that a one-day visit helped cash flow, negating the need for overnight accommodation required for a multi-day event.

Since that debut show, which featured the directors’ brands, plus Mia Solano, Jupon, Calla Rosa and Michael’s Bridal Fabrics, the programme has blossomed and this year is doing the rounds of no less than five venues: Birmingham South, 18-19 February; Harrogate 25-26 February; Dublin 4-5 March; Glasgow 8-9 April and Bristol 19-20 August, with more than 100 exhibitors.

While the industry big players will always continue to regard the

shops visit each event, now. It is very much a ‘local’ thing, and perfect for a busy shop who wants to catch up with suppliers in a relaxed environment.

Costs are kept down, there are no stands per se, just space. Meanwhile, exhibitors bring in their own rails, display props and signage.

The word is spread through the main trade events (such as London main channels – the trade press, Bridal Week and The Harrogate across social media, through printed Bridal Show) as their key platforms to unveil new collections to a big, global leaflets supplied to exhibitors to send out with their deliveries, and of course audience, the BRS is gathering a strong following. Between 100 and 250 online via thebridalroadshow.co.uk.

BRING YOUR OWN Exhibitors bring their own rails and display props to the Bridal Roadshow

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What to expect from Veromia The Veromia Group, showing at this year’s Bridal Roadshow Harrogate (which is being staged in the Majestic Hotel), boasts some of the best occasionwear as well as bridal and bridesmaids. Dedicated specialist designers will be focussing on evening, after six and mother of the bride, so that the signature of each brand has a distinct personality. Highlights for the season ahead include stretch fabrics, delicate beading, and tone-on-tone for the Irresistible collection; trims of feathers and pearls for the beautiful Dress Code and plus-size Dressed Up; and bold floral prints with in fuchsia and cobalt for Veromia Occasions.

ON THE MOVE Bristol is just one of the various locations around the UK that the Roadshow visits

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There’s already a real sense of excitement surrounding this new show that makes Rome the heart of bridal. Italy, after all, is a world-leader in fashion and the capital, the eternal city, underpins that sense of style

JOLIES NICOLE

AVENIR 35 LIGHT

Rome Bridal Week M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 35

NICOLE SPOSA

CRYSTALLINE

Pull quote new couture collection is a must see Why the chic new couture collection is

The proposition Leading event organizer United Fairs understands the needs of both exhibitors and show visitors – from the timing, to the staging, to the special features that will make an exposition exceptional and the experience an inspirational one.

The timing The show dates – 24-26 March – will be early on retailers’ buying schedules and deliberately so. Increasingly, shops want to view collections early, get their orders placed and know that they will have the newest looks on their rails as soon as possible.

The venue Fiera Roma is futuristic, built for business today, and one of the largest exhibition venues in Europe. It is located in the best position possible, being minutes from Fiumicino airport.

Over 100 airlines fly into here, as well as there being trains, buses and taxis on the doorstep.

The collections Around 200 are expected, split 50:50 across Italian and international brands.

You can expect to see some of the country’s best names at this event, including Toi Sposa, Jillian and Nicole Sposa. The organisers will be running their own show at the Marriott, but will also be represented at Rome

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Bridal Week. Meanwhile, collections from market leaders such as Justin Alexander, Casablanca, Mon Cheri and Modeca are going to be present too and part of the mix. Applicants are required to meet certain criteria – fine craftsmanship and expert design are key, but at the same time, originality, customer service and brand promotion play a major role.

The visitors “We want visiting retailers to expect the best; that’s what they will see,” says Andrew Lookman of United Fairs.

(It’s worth noting that United Fairs also stages European Bridal Week in April in Essen.) The organisers are aiming

Special extras Dazzling catwalk shows; shuttle buses to and from the airport and Fiera Roma ; shuttle buses to and from the partnership hotels; free parking next to the venue for those travelling by car; great accommodation deals; free Champagne and canapés in the Buyers’ Lounge.

What are you doing to spread the word, and how?

“We have invested in an in-depth marketing campaign. Weekly newsletters are going out to retailers, and the show issue of BridalBiz Italy will go out to more than 3,500 shops.

Our website is updated almost daily, and we are active on social media platforms. We are getting early registrations for the show and we know we are on to a real winner.”

DEMETRIOS

LILLIAN WEST

JILLIAN SPOSA

for 2,500 retailer visitors. Italy, which boasts more 1,200 specialist bridal boutiques, will obviously account for a large number of the shops represented at the three-day show, but healthy numbers are expected from the rest of Europe, Japan and the Middle East.

the industry for the first time. Those are the brands that innovate and get noticed, and are watched as they move into the spotlight. For many of them, Rome Bridal Week will be a springboard to success.”

Rome Bridal Week 24-26 March romebridalweek.com

Overview United Fairs also said, “We have some wonderful labels lined up, really big names, as well as smaller, specialist companies who will be showing to

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VISIT OUR 2018 SHOWS Birmingham South 18-19 FEBRUARY 2018 THE CHATEAU IMPNEY, DROITWICH WORCESTERSHIRE, WR9 0BN

Harrogate

25-26 FEBRUARY 2018 THE ST GEORGE HOTEL HG1 2SY THE MAJESTIC HOTEL HG1 2JD

Dublin

4-5 MARCH 2018 THE NATIONAL SHOW CENTRE, SWORDS, DUBLIN 5 MINUTES FROM DUBLIN AIRPORT OFF THE M1 & M50

Glasgow 8-9 APRIL 2018

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THE CROWNE PLAZA, GLASGOW G3 8QT

Bristol

19-20 AUGUST 2018 EXHIBITION AND CONFERENCE CENTRE THE UNIVERSITY OF THE WEST OF ENGLAND FILTON, BRISTOL BS16 1QY

WORKING IN PARTNERSHIP WITH BRIDAL RETAILERS FOLLOW US ON SOCIAL MEDIA FOR OUR LATEST RETAILER INCENTIVES

WWW.BRIDALROADSHOW.CO.UK INFO@BRIDALROADSHOW.CO.UK 01827 55 123

2018 What is The Bridal Roadshow?

We are the UK’s largest independent trade roadshow for the wedding industry, stopping at locations all over the UK providing bridal retailers the chance to come and see new collections and ranges from all the top designers and manufacturers. Here you will find all the information you require about our exhibitors, the events and more importantly, how we can help you as a retailer.

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What you can expect as a retailer attending the Roadshow: 1. Birmingham 2. Harrogate

• £1000 prize giveaway at each show 3. Dublin 4. Glasgow • Complimentary cocktail bar experience 5. Bristol • Candy cart, kindly sponsored by The Wedding Retailer Magazine • Fizz & cupcakes in support of Cancer Research UK • First look for many retailers at the new collections • Spread the cost of buying across the year by selecting a roadshow to suit you • All our venues have free parking & great transport links • Lovely relaxed atmosphere in comfortable surroundings • Meet reliable and trusted suppliers, as we only allow established companies to be involved.

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2 1 5

What the Retailers Say Well worth going to if you’re a retailer. Informal and friendly atmosphere in a more relaxed setting. More conducive to taking your time looking and comparing and getting just what you want.

Love the shared ethic of this show’s organisers & exhibitors, certainly working to help the industry rather than having profit as its motivation.

Love the excitement of the £1000 draw, the chilled-out atmosphere and the easy networking.

Gill Payne, Moments In Time Bridal, 21st September 2017

Joanie Dillon, Platinum Brides, 9th February 2017 LOV E OUR

FOLLOW US ON SOCIAL MEDIA FOR OUR LATEST RETAILER INCENTIVES

I couldn’t believe it when my shop won the £1000 raffle prize not once, but twice! There were so many lovely dresses & accessories to pick from though that I really struggled to choose what to spend it on. It was a really enjoyable and well-organised show, thank you.

Julie Wong, Brides & Belles Dalbeattie, 19th September 2017

DESIGNS

Trader WEDDING

WORKING IN PARTNERSHIP WITH BRIDAL RETAILERS

WWW.BRIDALROADSHOW.CO.UK INFO@BRIDALROADSHOW.CO.UK 01827 55 123

Launching our new collections at the following 2018 shows The Bridal Roadshow, Birmingham South 18th & 19th Feb 2018

Paris Bridal Show 14th - 16th April 2018

The Bridal Roadshow, Harrogate 25th & 26th Feb 2018

Barcelona Bridal Show 27th – 29th April 2018

The Bridal Roadshow Dublin 4th & 5th March 2018

Interbride, Germany 5th - 8th May 2018

London Bridal Show, Excel 25th - 27th March 2018

The Bridal Roadshow Bristol 19th & 20th August 2018

The Bridal Roadshow Glasgow 8th & 9th April 2018

Harrogate Bridal Show, Harrogate 9th - 11th September 2018

01827 55444 | Info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

I N -G RID: DES IGN BRAVAD O FRO M YOU NG

Pioneers

Adam Barclay, graphic designer/photographer and Katie Barclay, buyer-turned-tailor, partners in life as well as within work, are looking to make a difference.

And not just with their edgy bridal designs, but in their attitude and approaches towards production

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BRITISH FABRICS Katie is proud that their fabrics are all sourced right here in the UK

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BUSINESS PHILOSOPHY Ethical and sustainable factors are key to the beliefs that drive in-grid as a company

o be fair, it is rare in this day and age to come across a design team in bridal who have followed their own path and their own dream with no regard for what is existing in the marketplace. And it is something to celebrate when their ethos is built on a desire to bring change to what has long been the accepted. in-grid is a very special label.

It is a brand created for longevity, and consciously manufactured by hand in Sheffield. The company was founded a little over a year ago, but the first roots of it stretch back to when Adam and Katie started dating – their creative interests came together to form ideas, products and, eventually, a brand.

It started with white shirts. This, however, was not the initial aim, but through a process of designing and re-designing, it became apparent that they had the perfect platform on which to focus their detail-driven design methodology.

“All of our shirts are hand-made through the draping process,” Katie explains. “Briefly, to drape a pattern is to use a fabric such as calico to drape onto a tailor’s dummy. This

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process allows you to see the shirt being made in front of you. Then the design can be truly refined. I choose this way to achieve balance between practicality and grace and to focus on the essence of shape and cut.” in-grid was built on the principle of reduction… and then to reduce further. It continues to be exactly this – a process – two people’s dedication to mastering a craft with the intention of saying as much as possible with the fewest amount of components as possible.

“We use locality as one of our major tools to lower our carbon footprint,” adds Adam. “By celebrating the skills that exist here in England, we’re able to build lasting relationships with talented people while simultaneously allowing us to closely monitor the well-being of the individuals making our garments.”

Adam goes on to say: “We are also dedicated to producing the best-quality and most long-lasting garment as possible. We are proud of the ethical and sustainable decisions we have made, but there is still so much more to be done here at in-grid. Every year we hope to make new bigger steps into

being both a cleaner and more sustainable business.”

Adam and Katie are using fabrics that have something to say. “Our fabrics are sourced from different corners of England,” Katie explains.

“Our cottons are designed and woven in the north of England. Our organic peace silks are designed and woven in the south. All of our peace silks in the collection are in their natural form. No chemicals or dyes are used on the silks; the beautiful glow that the material gives off is how it’s naturally supposed to be.”

And it’s those very silks that feature throughout the duo’s latest venture: bridal.

Different it most definitely is. A unique personality that reflects newage attitudes and a particular sense of caring for our environment.

Katie expands: “At the beginning of this journey, as we delved deeper into the bridal world, I researched the offering in the industry. However, the in-grid bridal line is influenced by our ready-to-wear line rather than any outside effects. I think if you go with what you love, people will buy into your idea and the idea will come out stronger, rather than purposely working to fill a gap in the industry.

“Getting married myself and being influenced by my own wishes drives many of the thoughts around our bridal line. I wanted to wear a dress that lived with me throughout the day – one that was full of integrity and honesty as to who I was. We’re not about making people princesses for a day. We want our garments to shine a light on the bride and not a perceived bride.

“When designing a new collection, I’m always looking for inspiration – reading books, viewing art, watching films… An idea can jump out at you at any point. I like to stay aware so as not to miss an opportunity. The bridal collection is often in reference to the design decisions that are happening in the ready-to-wear line at the time. This allows a bride to wear a piece that they would wear in other areas of

their life as well as on their wedding day; it means that she does not need to dramatically change her style on the day she marries.

“Our dresses start with white.

Exploring planes and depths of white, we’re always looking for the perfect fabrics to adventure into texture and shade. Never flat, never boring. We don’t believe in over-complication and superfluous decoration. We’re confident that simplicity makes a statement.

Something special, but never too precious to be worn. We want our brides to feel like themselves, to feel comfortable and relaxed, but also graceful and to enjoy every moment of their special day.”

The bridal pieces range from sizes 6-18, but can be made the order. in-grid is interested in talking to bridal retailers who appreciate their views and, of course, love their collection. RRP is between £1,500 and £3,500, while the fabrics include organic peace silk, polka silk and polka silk tulle, a white cotton base with eyelash paper and coloured yarns threaded throughout the weave, organza silk and silk embroideries.

For further information about the bridal collection – or to check out the most perfect white shirt for women, contact Adam and Katie at studio@in-grid.co.

NOT JUST A DRESS in-grid’s aim is to create a kind of hybrid wedding dress for brides-to-be

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The foundation of your wedding day should start with the Lingerie. The correct lingerie will not only shape the body but will shape the dress to. It can also look as though you have dropped a dress size. It enhances your curves and brings you in at the waist.

All our bridal lingerie is figure correcting.

The correct petticoat will also shape your dress and enhance your dress depending on how full the bride would like her look.

Jupon are the one stop accessories shop offering Lingerie, petticoats, tiaras, Veils and much more.

All Jupon Petticoats are made in the UK, we offer same day dispatch before 2pm.

Jupon and Poirier have been in business for 27 years.

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YO U R P R O B L EM S OUR S O LO U T I O N S You came to us with a problem – that WED2B problem. Not only did we offer an ear of support, we’ve also got the solutions to help you overcome it, from four insiders within the industry We keep and sell from our sale rail all year round, although when new samples arrive, it’s helpful to free up space and cash by holding sale events and releasing lots of these ex-samples in one go. We run two sample-sale days each year, which have always proved to be very successful.

However, in the last twelve months we have struggled to maintain the footfall on sale days in comparison to previous years. Has the ‘WED2B effect’ prevented brides from attending sale events in boutiques? And if this is the case, what can we do to encourage them back?

OUR S OLUT ION S

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I’m going to hold my hands up here and be honest: WED2B has not impacted my business at all. However, a long time ago I made a firm decision never to have a sale in-store, because I felt this both devalued the dresses I was selling, and it devalued 46 ♦ W E D D I N G T R A D E R ♦ M A R C H 2 0 1 8

my business. Instead, I opted for a dedicated outlet store where I sell off my exsamples. Here I’m still able to make a profit on them (albeit a smaller one, of course) and I also buy in stock to sell them at under £1,000. This business model breaks even after all costs and overheads

are taken in, but is the oil on the cogs that keeps my business moving. In fact, brides who shop at WED2B actively visit my outlet store.

Once they’re in, we’ve got them hooked on our service!

Brides come in expecting a sale dress, but now they get all the trimmings of

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– because you don’t have Social media must be a full price gown, so free space on your rails for them. current, daily and targeted. storage, payment plans, Have a dedicated page and in-house alterations are Know your customer and on your website for these your area. Talk about price a given to ensure that we dresses. Put the prices on when brides book with you; are still offering the bride something that WED2B can’t. this seems taboo in the bridal – brides on a budget need to know what to expect You can still make money on industry and always comes price-wise before they visit, back to the Pretty Woman accessories and alterations. because they don’t want While some may think this moment, but it’s all about to be embarrassed. Take doesn’t make good business how you phrase it. Asking every opportunity in store a bride, when booking, ‘Do sense, I disagree. What to sell sale dresses, doesn’t make WED2B simply can’t offer our if it fits and you want good business sense is hanging quality service, nor do they have it gone, suss out your bride and see if on to ex-samples, our expertise – and that is she would consider letting them clog buying the sample. If up your rails with where we can win, every time you’re offering your nasty red labels usual fabulous service, why all over them, devaluing you have a budget we need wouldn’t she? For millennials, your whole brand. Cash in to be respectful of?’ is a it’s all about the experience – the bank and keeping your lovely way of saying ‘What they expect and demand this stock current does make can you afford?’. When a from us regardless of money good business sense; it bride mentions a budget, changing hands. It can be like enables you to buy into new you can’t accommodate on walking on ice, but ultimately collections, thus keeping your normal stock, point we have the upper hand any future would be brides her to your sale dresses over WED2B because they engaged, as it were. before she comes in for simply can’t offer our quality However, for those who her appointment, but do service. Nor do they have our sell off the rail in-store, there not give them labels such expertise, and that is where are still many things you can as ‘discontinued’ or ‘exwe can win, every time. do to maintain footfall and samples’. Explain that they Rebecca Baddeley actively encourage your are beautiful dresses at a The Dressing Room brides to shop with you. fraction of the usual price

A dress that appears too cheap can be off-putting. They may question what’s wrong with it, even if it’s in perfect condition. Instead, try selling samples all year with a smaller discount rather than having specific ‘sale days’. Your current model is sending mixed messages to your customers. Sale dresses are often ones we’re tired of looking at or mistake-buys.

We tend to focus on new dresses. Giving old samples some TLC will increase sales.

Regarding WED2B, there’s always be competition in any business. If your marketing is strong, if you fully believe in your product and truly know your customer, competition will have little bearing on sales. Don’t waste energy focussing on what other shops are doing. Put your energy into your own business. To encourage customers back, look to improve your appointment booking system, your appointment structure and procedures for customers who don’t buy today.

Offer services larger companies are unable or unwilling to. Being small is a huge advantage to an independent retailer.

Helena Cotter Coaching & Consultancy Services

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similar, now is the time to consider starting this. Keep in touch regularly with short but beautiful emails, and you are more likely to convert to appointments or sales when the time is right.

Promote the event on social media regularly – once isn’t enough. Set up a Facebook event, and use Facebook adverts to promote it to your targeted audience. You could also ask wedding magazines, blogs If sale prices alone and websites to list your sale are not attracting on their event pages. Include enough customers that all-important to your sample Competing on link back to a sales, there are dedicated page two areas of price alone is a on your website your marketing you can look at. depressing race with all the details, and let Firstly, make the to the bottom brides know that message more compelling, that can trigger places at the event are limited. and create frantic Google an irresistible Finally, make sale event that sure you have price searches a really strong will attract customers who call to action in value more than just a red all areas of your marketing, ticket klaxon. We all know explaining how a bride can that competing on price successfully book their place alone is a depressing race to at your essential sale. the bottom, and may simply Clare Yarwood-White trigger frantic googling to Opal & Co, Branding & find the same dress even Marketing Consultancy cheaper elsewhere. Remain true to your brand and focus on the details of the gowns, the style advice and the other fabulous touches that make a visit to your store so special, even during a sample sale. Use testimonials and behind-the-scenes images to create a warm, approachable atmosphere for your store and to give it a personality that brides can associate with.

Secondly, once you have designed your dream event, you need to promote it with real enthusiasm. If you are not currently managing a mailing list on MailChimp or

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then be liquidated through monthly discounts in addition to biannual sample sales.

Retailers should also assess and limit the number of manufacturers in which they invest their sample pounds, thus avoiding a build-up of unsold samples over a broad assortment of manufacturers in the first place. When it comes to offering, say, a selection of budget-friendly gowns, it’s Managing slowbest to focus on one or two selling inventory high-performing labels, then is a critical and augment with discounted, ongoing challenge for any past-season inventory from bridal boutique, especially designer brands. when brides can turn to Attractive marketing and high-volume retailers to merchandising is also key to find gowns for their price point. We recommend a dual managing your boutique’s approach to competing with sales. Position discounted items so as not to distract these chain stores: diligent from new stock in your monitoring of inventory and boutique, but keep them creative branding of the readily available and in ‘boutique experience.’ appealing condition for the When optimising budget-conscious bride. inventory, it’s important to evaluate fittings and reorders Likewise, showcase new to determine which lowand popular styles on your performing styles should be social media and website, marked for discount. Careful while subtly emphasising tracking helps retailers your ‘unique boutique identify less popular styles experience’ to any brides while samples are still in like- out there on a budget. new condition, which can (Targeted Google marketing and boosted Facebook advertisements are great tools in this effort.)

Christina Blanchette, VP of Sales & Marketing Maggie Sottero US

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Jenny Williams Head of Sales & Customer Services, Maggie Sottero UK Got a problem? Need advice?

Wedding Trader will get the experts on the case and we will not use your name or images. Want to get involved in giving advice?

Drop me an email at susi@meanttobemedia.com

amandaw yat t .com

London Bridal Week | Stand D21

O B

OPULENCE BRIDAL DESIGNED BY HANNAH GARDNER

WWW.ROMANTIC AOF DE VO N. C O. U K

LONDON BRIDAL WEEK ExCel London 25 - 27 March 2018 Stand D19 callistabride.com

Q&A

WIT H JAMES M CKENNA OF RAC HEL ALLAN We quizzed the UK Sales Manager of Rachel Allan for his opinions on the market right now – in particular, the continual growth of the prom sector

How do you plan ahead to deliver what the market wants?

Our own in-house design team are constantly reviewing the international bridal market. In order to look to the future, we have to understand consumer behaviour by conducting trend analysis, being aware of our competitors and sourcing the correct mix of relevant and fashion-forward fabrics and embellishments. Feedback from our stockists help us to deliver compelling styling, too. We’re also Both retailers and proud of our flexibility of suppliers must being able to react very quickly to trending styles. ensure that their Having a blueprint for the online presence future is important, but so is the ability to react to is up to date the market place.

What’s in particular demand right now?

Lace is still in high demand. We’ve introduced a number of dynamic lace patterns that we’re using to layer and hand-bead. Also, simpler fabrics like satin, crepe and mikado continue to build in popularity. Metallic embroidery and twinkling beadwork on ballgown shapes with frothy, voluminous skirts are part of our up-and-coming collections with a variety of silhouettes. Back details continue to play a part, with deep-V, sheer and covered backs still popular.

Do suppliers and retailers have to work in different ways with rising competition the high street?

Consumer behaviour has changed.

Information is now freely available, and the way the information is accessed is now immediate and mobile.

Social media platforms are now accessed via nearly eighty percent mobile devices, so retailers and suppliers must ensure that their online presence is relevant and up to date.

The pull of the high street is the immediate gratification of buying something and walking away with it; the experience and expertise from the independent retailer is still highly desired.

We have an informal bridal package that’s both highly competitive in price and designed to sell off the rail and M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 53

compete with the high street, as well as carrying a large amount of stock to be able to replace samples that have been sold or deliver within two weeks.

How do you build a relationship with boutiques?

Our relationships are built upon the acknowledgement that we are in a partnership. In order to be successful, a strong and honest relationship is paramount. We believe in communication and an open-door policy. We are delighted to welcome our dedicated UK Social Media Manager who will be supporting all our retailers. A print and web advertising strategy has been formulated to create consumer awareness and all loans, designer weekends and merchandising is handled from our UK office. We are extremely passionate about providing the best customer service possible and appreciate that everyone is different, therefore it’s important to treat each retailer as an individual.

Will the prom sector continue to see huge growth?

Yes, I think it will continue to escalate – every school is now taking part and it’s constantly getting bigger, as with all new opportunities to celebrate. Retailers have also identified this particular market as an alternative revenue stream. Trends include ruffles, two-pieces, dazzling embellishments – anything goes now, and girls following fashion trends will know what they want. High side splits, open backs and sparkle continue to be big-hitters, with structured fabrics like satin and mikado growing in popularity.

available. This translates exactly the same for prom, so they want – and expect – so see a good selection on offer.

What can stores do with regards to record-keeping when it comes to local prom sales?

I think this is a huge selling point, because that’s a major concern for prom girls. Stores who promise not to sell to the same school more than once are more likely to gain the consumers’ confidence. It should be easy to keep record of, by simply listing customers, their items, and their school.

Stores who promise not to sell to two dresses to the same school will gain the consumers’ confidence Check with teachers who are buying, too – there’s nothing more horrifying for a prom girl turning up in the same as her teacher (which does happen)! Especially so since the average spend for prom last year – including accessories – is approximately £500 (area-dependent, of course).

Is the destination-weddings market escalating? If so, do you cater to those brides who want gowns that are lightweight, pared-down and travel well?

Destination weddings are on the up, but so is the fact that brides do not feel they have to stay with a particular look for this type of wedding. Many brides now still want to wear a ‘proper’ wedding dress, so ballgowns and other fuller styles are not off the menu. However, for those that are looking for an easy-to-transport, lightweight gown, we have plenty of choice within the extensive Mary’s Bridal collections, including soft tulle, lace fishtails and crocheted fitted gowns.

Should retailers have a separate area for prom?

Space permitting, absolutely. These girls are your brides of the future, so your individual and focussed treatment for their prom gown will of course stay with them when the search for their bridal gown starts. Simply testing the water with a handful of styles does not work. These prom girls are rachelallan.com used to a high street experience with a vast array of products jamesmckenna@rachelallan.com

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Bridal Roadshow Birmingham South, 18th & 19th FebRUARY Bridal Roadshow Harrogate, 25th & 26th FebRUARY London Bridal Week, 25th-27th March Looking for stockists at this exciting time.

Contact: James McKenna T: 07551 006 995 E: jamesmckenna@rachelallan.com Kirsty Voce T: 01765 570 040 E: kirstyvoce@rachelallan.com

The Wedding Industry Awards

Glittering Prizes Being in the running for a recognised trophy adds gravitas and kudos to your name and your business. Being the actual winner of a much-contested title elevates you to a whole new level. Are you getting your entries right?

A

For starters, think about the wards programmes are great – especially if you’re on images you put forward to tell your story. Judges of retail awards want to a winning streak. However, getting your entry right takes see what your shop looks like (both inside and out), the special display time, energy, and plenty of careful thought. Too often businesses assume features and the sales team. Suppliers’ shot of gowns – however gorgeous that judges will know enough about they might be – don’t tell your story. them to pass favourable comment, Meanwhile, regardless of the information Too often businesses assume judges of supplier categories want they have that judges will know to know about provided on enough about them to pass your product and their entry the service you form. Bad favourable comment deliver, what you move. Others do to stand out from the crowd. And who go for it with a mix of pride whatever sector you’re in, if asked and passion could find themselves clocking up those all-important points what you do to go that extra mile, don’t come out with something that should that put them in the lead instead.

Imagine that you are a judge. One be expected of you anyway.

We thought, since it’s the start of with dozens, even hundreds, of entries the year, we should look at the various to wade through, analyse, question industry awards platforms. Not to and comment on. What would give compare one against another, but to you insight into a business? What would you want to know about? What give you an idea of how they work and what is expected of you. would impress you?

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23 Events Ltd W H E N LAU N C H E D ?

2011 NUMBER OF CAT EG O R I ES ? 25 VOTED OR SELFNOMINATED? Self-nominated, with recent eligible wedding clients involved in the voting.

E N T RY M E T H O D ? Entry is online and there is a fee of £70 plus VAT per entry. There are eight regional rounds before the grand National Awards event.

DAT ES ? Winners of the 2018 Awards were announced in January and can be found by visiting the-weddingindustry-awards.co.uk/2018/national.

The 2019 Awards open this year in late spring/early summer.

W H AT I S T H E J U D G I N G P R O C ES S ?

This allows wedding suppliers of all shapes and sizes to compete on a level playing field – it’s not just about how many votes you can get. The 2017 programme had 75 judges, all of whom are respected experts within their own niche of the wedding industry. There are either three, four or five judges per category. All judging is undertaken individually, remotely, independently and without consultation. This ensures that no single judge in any category has undue influence over any other judge.

I S T H E R E A PA RT Y ?

There are eight regional events in November, each attended by more than 200 people. These are stand-up drinks receptions with a 50:50 split of theatrestyle and seated awards presentation.

The National Awards event in January includes 500 guests in a similar format.

W H AT M A K ES YO U R S C H E M E S P EC I A L? “TWIA is the only client-voted awards that recognises and rewards excellent wedding suppliers both regionally and nationally. It is also the only award scheme that has regional events.”

The Bridal Buyer Awards Ocean Media Group W H EN LAU NC HE D? 2002 NUMBER OF CAT EGO R IES ? 20 VOTED OR SELF-NOMINATED? Self-nominated – except British Bridalwear Designer of the Year, which is based on nominations from industry experts.

E N T RY ME TH OD ? Entrants have to complete a series of questions (via entry form on awards.bridalbuyer.com), designed to find out as much about their businesses as possible.

DAT ES ? Entry opened on 29 January for the 2018 programme and it closes on 4 May. WHAT IS TH E JUD GING PR O C ES S ?

Entries are initially checked to ensure that they have met required criteria. Those that are short-listed are forwarded to the judging panels. There are two seven-strong teams – one that reviews and scores the supplier categories and one for the retailer categories. The judges work online and independently of each other; they have two weeks to go through the entries and score their top six in each category. Scores are then collated by an independent awards team, with top scorers becoming finalists and eventually winners. In addition to the retailer and supplier categories, there are three special categories: Wedding Dress of the Year, which is voted for by consumers through the

National Wedding Show website; British Bridalwear Designer of the Year, where finalists are compiled from nominations of over 20 industry dignitaries; and Student Designer of the Year, which is judged from the made-up designs of the student finalists from colleges from the breadth of the country.

IS T H E R E A PA RT Y ? One of the most glamorous events on the bridal calendar – black-tie, over 600 guests, great entertainment and partying until late!

WHAT M A K ES YO U R S C H E M E S P EC I A L? “The Bridal Buyer Awards programme is widely respected and often referred to as the Oscars of bridal. We recognise and celebrate talent from across all sectors of our industry and intend to do so for a long time, yet!”

OSCAR NIGHT This black-tie awards do is a glamorous affair, which has been running for 16 years

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The UK Wedding Awards

Immediate Media: hitched.co.uk; The Wedding Network; Perfect Wedding; You & Your Wedding WHEN LAUNCH E D ? 2015 – previously titled You & Your Wedding Bridal Retail Awards.

N UMB ER OF CATEGORIES ? 26 VOTED OR SELFNOMINATED? Self-nominated.

ENT RY ME TH OD ?

Online at hitched.co.uk/awards. There are questions to answer and images required to support each entry.

DAT ES? The 2018 Awards closed for entries in November. The public voting ran from October to February, and winners will be announced in March.

J UDG I NG P R OCESS? After the shortlisting process by the judging panel, which includes Immediate’s MD, publisher and editors, the public then decide on the winners.

IS T HERE A PARTY? There is no awards ceremony.

WHAT M AKES YOUR SCHEME SP ECIAL? “You & Your Wedding and Perfect Wedding provide need-to-know wedding planning advice to 70% of brides in the UK. We pride ourselves in being a solid foundation to engaged couples, whether it’s fashion advice or finding your venue.

Because of this, we strive to look for the very best in the wedding industry to help our readers know what is available in the market, but also reward the companies that make it happen for our readers and users. The Wedding Awards are a trusted organisation to both our consumers and wedding businesses.”

The British Wedding Awards

The Chelsea Magazine Company WHEN LAUNCHED? 2008 NUMBER OF CATEGORIES? 21 VOTED OR SELFNOMINATED? Self-nominated.

ENTRY METHOD? Online at thebritishweddingawards.com.

DATES? Nominations for 2019 will open this July; voting will start in

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VOICE OF THE PEOPLE Winners of these awards are decided by the all-important consumers’ vote

August and close in December 2018.

JUDGING PROCESS? Consumers view contenders online and cast their votes.

I S T H E R E A PA RT Y ?

Plan for a Champagne reception and three-course meal, where guests will enjoy a fabulous evening of celebration, entertainment and style.

WHAT MAKES YOUR SCHEME SPECIAL? “The British Wedding Awards were created to champion excellence in all things bridal; everything from stationery to shoes, dresses to destinations and, of course, retail.”

The Scottish Vows Awards DC Thomson Media WH E N LAU NC HE D? 2005 by Scottish Wedding Directory. Transferred to the DC Thomson Events Team in 2013.

NUMBE R O F CAT EGO R IES ?

Varies from year to year, but the number usually sits between 25 and 30.

VOTED OR SELF-NOMINATED? Voted. Wedding suppliers are nominated by brides and grooms.

E NTRY MET HO D? Online at dctevents.com/event/vows-awards.

DAT ES ? Nominations for 2019 will open this July; voting will start in August and close December 2018.

J UDG I N G P R OCESS? Contenders request their customers’ support by asking them to vote online. Only one nomination per wedding is counted and each supplier requires a minimum of ten nominations from different weddings to qualify. Those shortlisted will be asked to complete a business review form once voting has closed. The judging panel will receive those forms along with customers’ scores and testimonials.

I S T HERE A PARTY? This is a themed event with 720 attendees, a three-course dinner, entertainment and the awards presentation followed by dancing with a live band and disco.

W HAT MAKES YOUR SCHE M E S PEC IAL? “Because the awards nominations can only happen with the input and voting from past bridal parties, then winning a category carries fantastic weight within the sector. In effect, you mentally win by being shortlisted in your own category, and then you ‘win’ again on the night if you’re the lucky ones that get to come up on stage and pick up the award.”

“I currently hold the Bridal Buyer Awards Best Bridal Retailer England title and The Wedding Industry Award’s Best Bridal Retailer. These awards have made such a huge difference to both my business from a financial perspective, but also to staff morale. It’s taken ten years to shape my business in order to compete on this level, and the accolade is truly amazing. My store is buzzing with constant excitement, my staff are happy and energetic – and it shows! To me personally, it’s testament to all the hard work, dedication, and positive mental attitude that I have had to find every single day to support and guide my staff through what has been a difficult trading time for bridal retailers. While there have – and always will be – challenges, I’ve loved every single minute of it! I am tremendously proud of my staff, who have travelled this journey alongside me. Without them, none of this would be possible.”

Rebecca Baddley, The Dressing Rooms

WORTHY WINNERS Contenders need to gather ten nominations from individual customers to qualify

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2019 COLLECTION

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FIERA DI ROMA | ROME

24 - 26 MARCH

EXCEL | LONDON

25 - 27 MARCH

Blogger’s Best Kat from Rock n Roll Bride tells us what she looks for when spreading the word

Name: Kat Williams, Rock n Roll Bride When the blog launched: 2007 Number of followers: The blog gets 350,000 visitors a month. We have over 400,000 followers across our social media platforms.

The blog that got the biggest ever response: There are two that spring to mind: ‘Should I book a professional wedding photographer or get a friend to do it for free? A cautionary tale…’ bit.ly/1Ps4EwC The other was ‘Epic Las Vegas Elopement: Ainsley & Sebastien’.

This one was picked up by pretty much every major news outlet around the world! bit.ly/1PvLSJH

The most amazing wedding What’s the criteria that makes one in the world would probably get story better than another?

We’re in a very fortunate position here turned down if the photos were bad.

Without great pictures, it’s hard for at Rock n Roll Bride, in that hundreds us to convey the story of the day to of real weddings get submitted to us our readers. Bad photos will make for publication every week. Although everything in print look terrible! we hate turning people down, there’s The unique no way we could The most amazing wedding elements are harder to put your finger on physically in the world would probably or give someone the say yes exact criteria of what to every get turned down by us if we’re looking for. It’s one we’re the photos were bad really about the couple sent! We incorporating their own don’t have unique selves and ideas into their day. time, for starters. However, for us, the It could just be that they are supermost important things we need to look at when accepting a wedding are heavily tattooed, perhaps the bride wore an unusual dress, or the décor that the photography is really great was really creative – there isn’t really and that the wedding has something quirky or unique in it, or that little extra a formula to it, it’s just that it’s got a something about it. we haven’t seen before.

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What makes a great photograph?

There’s the obvious answer of the right exposure, composition, lighting, posing, the editing… But photography is so much more than camera settings and equipment. It’s about capturing a moment in time, about showing a unique view of the world and rousing emotion in the viewer. It’s impossible to put your finger on what that might be or to teach someone how to do it. I think you’ve either got it or you haven’t. After all, photography is art.

Should bridal boutiques run blogs on their own website? What are the top tips for getting it right?

While most people put all their energy into social media, I do still think blogging can be a very useful tool for wedding business. Sharing longer form content will not only help your SEO and keep your website up to date, it also means you’ll ‘own it’.

Imagine if Instagram decided to shut down tomorrow. There would be a lot of businesses that would be totally screwed, because they’d put all their promotional efforts into this one place!

Do you come straight out if you regard something as secondrate? Would you advise retailers, consumers against it?

I used to be a lot more ranty, if I’m honest! But age and being in the industry over ten years has taught me that sometimes staying quiet is a better way to be. I’m not in the business of ‘naming and shaming’ or being the person to expose shoddy

What are your biggest blogging tips?

First of all, think about who you want to be reading your blog and write posts that will interest them (not just suppliers. Honestly, I feel promote you). You also have to write they’ll end up doing that content that is useful for your ideal to themselves in the end. client, because this will help establish I want Rock n Roll Bride to you as an authority and make them be a positive keep coming place, a Think about who you back. Thirdly, website and you need to want to be reading your invest in great magazine that our blog and write posts photography. readers can People online that will interest them are very visual go to for some escapism from the and have limited mundane; escapism from the rest of attention spans. Good photography the wedding industry and feel good will hook them in. And finally, if you about themselves when they do so. If want to do it properly, you need to they were reading a negative ‘name make a commitment to blogging and shame’ articles all the time, I don’t regularly. It can be once a week or think our readers would feel good at even just once a month, but that all, afterwards! regular addition of content will help your SEO and give people googling for answers more opportunities to find What makes a good story? you and your blog.

The people. A happy ending. Love.

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lillianwest.com

F

or many newly engaged brides-tobe, the initial thought of dress shopping causes a warm, fuzzy feeling. A day out with their closest confidantes – perhaps her bridesmaids, perhaps her mother or close family relatives. Picking the perfect gown for her wedding day is a cherished event. It might be something that this woman has been dreaming of doing her whole life. It’s right up there among the other big-hitters when it comes to rites of passage.

So as boutique owners, you’re walking one heck of a dangerous tightrope if you dare ruin the occasion.

Now, obviously that’s not your intention. The fact is, however, that there are times when you can’t control all the factors when it comes to pleasing your customers – some are simply unforeseen.

The good news is that there are plenty of circumstances that you can control. And that’s where we here at Wedding Trader come in.

We asked UK bridesto-be the key question: “What do you look for in a first wedding dress buying experience?”. We were intrigued by the range of answers, and we think you will be, too. We’ll be looking at the positive responses while also not glossing over the negative reactions.

They’re the most important ones. They’re the ones that the industry needs to fix.

So join us as we enter into your customers’ shoes and see things from their side of the counter. Are you doing the right things, or are you guilty of slipping up? What do brides-to-be want from a first dress appointment?

Let’s find out…

MAKE IT FEEL LIKE A SPECIAL OCCASION

waiting, for example. So how do we do that?

“I wanted to feel special.

Emma and Jane from Cherished Wedding Boutiques

CREATE A RELAXED ATMOSPHERE FOR THEM “I felt relaxed as soon as I

definitely did that!”

Keighley

Special. That was the word most used in our range of responses. Of course brides-to-be want to feel

arrived and the fizz was a most welcome bonus!”

Lauren

There’s an idea of what buying the dream dress

What brides think We asked real brides-to-be to give us their honest opinion of what they hope for in their first dress appointment. Some of their answers might sound familiar to you, so how can you go about matching and managing these expectations? special – this is a once-ina-lifetime experience for them. Quality customer service is key to matching this desire of many brides.

You need to be able to dedicate time and attention to them, but if you can’t, you need to find a different way to help them feel ‘special’, perhaps while they’re

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would be like in an ideal world, and of course, it’s one that’s hassle-free. But the reality for most brides is that they can find it stressful, so making them feel at ease as soon as they arrive is a great way to introduce yourself to them.

Buying a wedding gown should be a time for

celebrations, and nothing recognises this more than a flute full of bubbles.

Offering your customers a drink on the house upon arrival and a comfy seat goes a long way to making them feel welcomed and relaxed (and, let’s go back to that word again, ‘special’).

Even if they decide against a drink, your gesture will be appreciated.

Don’t forget that a brideto-be rarely shops alone, so make sure you welcome all of her party. If they enjoy the experience too (and are also brides-to-be, or getting engaged in the near-future), then there’s every chance you could have a repeat customer on your hands.

You need to make the entire bridal party feel at ease.

BE CONSIDERATE WITH YOUR HELP AND ADVICE “I hope to get help and advice, because I have no idea what style to go for!”

Zoe

It goes without saying that of course you’re going to offer your customers help and advice. Looking beyond this though, is that we have to appreciate it can be overwhelming when stepping foot into a bridal boutique for the first time.

Some women might feel under a lot of peer pressure to find the right dress. Others, meanwhile, might simply not know anything about gown shapes or materials at all.

Each customer is unique, in terms of their tastes, body shape and confidence. You need to be a good judge of character when it comes to giving your customers advice, and to be patient.

This is a big financial investment for them, too

– so they might need time to absorb any information you’ve given them.

MUST TRY THEM ALL Managing your customers’ time – or at least their expectations of it – is vital

SO MANY DRESSES, SO LITTLE TIME “I would have liked more time to try on dresses.”

Nicola

Time can be a sensitive subject. As we mentioned above, this is not something the brides nor yourself should rush. You both want the best for the bride, and neither of you will achieve this by speeding through important decisions. If customers have booked appointments for specific time slots, ask yourself: is the appointment long enough for you to show off a range of dresses, and for them to try them on?

Only you will know how quick you can work at a rate that still offers quality customer service. But you need to communicate to your customers early on that if they want to try on a certain number of gowns, then, given your experience, it will take a certain (or approximate) amount of time. By explaining this to them at the start, your customers will have a reference of what can be

achieved in a certain time period, and they will be in a better position to not walk away feeling disappointed.

EXCELLENT VARIETY OF DRESSES FOR ALL SIZES “Hopefully there will be a good range of dresses in my size that suit my frame.”

Caroline

According to a recent study by the BBC, the reality is that the average body size for women aged 16-24 in the UK is a height of 5ft 5in, with a waist of 79.5cm

and having hips measuring 105cm, all of which equates to a size 14 (going by Marks & Spencer’s size range).

We have every faith that your range of gowns is fairly distributed to meet a variety of body shapes.

This has parallels to the previous point, however.

It’s important to explain to your customers that dresses require alterations, because every body shape is different. This is different to picking up a size 14 dress from a regular fashion store CELEBRATE GOOD TIMES We all associate bubbly with celebrating special events, and dress-buying is supposed to make brides feel special!

on the high street. This will be made-to-measure.

Again, the key here is to run through the reality of these things with your customers early on, so there are fewer opportunities for them to feel let down if they don’t see what they like in their size, or if the dress doesn’t feel ‘perfect’ when they try it on. The trick is doing this in a positive manner, so as not to destroy any impressions of dressbuying being a ‘magical’, or ‘special’ experience.

SO WHAT DID THE REAL BRIDES THINK? The ideal first appointment for buying a wedding dress should be a relaxed experience. Many bridesto-be don’t know what they want or what’s available, so they’d like plenty of explanation and your time. This could involve communicating with them what time-scales are involve, so as to neutralise any possible feelings of disappointment.

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WWW.ROMANTIC AO F DE VO N. C O. U K

DI BY DIANE HASSALL dianehassall.com Respected shoe designer Diane Hassall relaunched her signature brand last year, with a pared-down and perfected core collection of heels in chic nude tones. Romantic touches are featured, such as ribbon details and lace textures.

One to watch this year!

E M M Y LO N DO N emmylondon.com Luxurious and expertly crafted, the highend Emmy London collection is known for intricate, vintage-inspired styles and soft suede finishes. As well as shoes, the brand also creates a complementary range of bags, belts and hair accessories.

Footwear FABU LOU S

Check out these ten terrific footwear designers that demand your attention this coming season

RACHEL SIM PS ON

rachelsimpsonshoes.co.uk Much-loved British bridal brand Rachel Simpson is celebrating its tenth anniversary this year, and has been popular with brides since their debut in 2008. The brand is known for vintage-inspired styles, a chic colour palette of metallics and pastels, and extra details such as shoe clips and matching bags.

Aruna Seth arunaseth.com

British designer Aruna Seth is famous worldwide for her high glamour aesthetic, Swarovski crystal embellishments and bright trend-led colour palette. There are plenty of flats in the collection, but this stylish brand is characterised by its skyscraper Farfalla heels.

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F REYA ROS E freyarose.com Freya Rose designs are inspired by couture and high-end jewellery, which can be seen in her use of precious materials such as mother of pearl, Swarovski crystal and opal. This award-winning collection is the perfect addition to fashion-led boutiques.

Charlotte Mills charlottemills.com

A great option for quirkier brides, Charlotte Mills’ designs have a modern, fun feel to them. The bridal collection features on-trend elements such as block heels, glitter details, heart and bow motifs and rose gold colourways.

PA RADOX LO N DON P I NK pinkparadoxshoes.com The Paradox London brand was founded over 30 years ago, with a background in dance shoes, bridal and fashion footwear. Today they’re known for their extensive range of stylish bridal and occasionwear shoes and accessories, all at a very attainable price point for brides on tighter budget.

HARRIET WILDE

harrietwilde.com The Harriet Wilde brand has been serving brides for over a decade now, which is evidence of designer Ruth Shaw’s popularity in the bridal market. The collection is famous for floral details such as metallic 3D embellishments and laser-cut patterning.

Rainbow Club BE N JAMIN ADAMS

benjaminadamslondon.com Since its creation in 2004, London-based brand Benjamin Adams has gone from strength to strength. With a huge range of styles, from classic designs to more of-the-moment elements in both bridal and occasionwear, this brand is a solid bet.

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rainbowclub.co.uk One of the most famous names in bridal, Rainbow Club is a hugely versatile collection to have to hand, with their ranges including footwear for brides, bridesmaids and flower girls, veils, shoe clips and bags.

Their Colour Studio also allows customers to match shoes to their exact colour scheme.

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Stand Stand Stand Stand

BBEH BBEH C22/41Stand C22/41 BBEH C22/41 BBEH BBEH BBEH BBEH C22/41 C22/41 Stand C22/41 Stand C22/41Sta

WINNER

BEST OCCASIONWEAR COLLECTION

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BEST OCCASIONWEAR COLLECTION

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BEST OCCASIONWEAR COLLECTION

WINNER

BEST OCCASIONWEAR WINNER WINNER WINNER COLLECTION BEST OCCASIONWEAR BEST OCCASIONWEAR BEST OCCASIONWEAR COLLECTION COLLECTION COLLECTION

FRANK SAULLTD. (FASHIONS) LTD. FRANK SAUL (FASHIONS) HOUSE, STEELE LONDON ROAD, PARK ROYAL, LONDON NW10 7AR FRANK SAUL HOUSE,FRANK STEELESAUL ROAD, PARK ROYAL, NW10 7AR

TEL1522 . + 44FAX. (0) 208 965 1522 FAX. + (FASHIONS) 44E.MAIL. (0) 208info@franksaul.com 965 1518 info@franksaul.com WEB. www.mascaracollection.com 208 965 + 44 (0) 208 965 1518 www.mascaracollection.com FRANK SAUL LTD.E.MAIL.WEB.

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All rights 2011. reservedAll©rights Crown copyright 2011.

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All rightsand/ reserved Crown copyright reserved

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FRANK SAUL (FASHIONS) LTD.

DUNE LONDON

DUNE LONDON

DUNE LONDON

Glitz and glamour When it comes to sparkle, there’s no such thing as having too much. Brides are embracing heavily embellished shoes, belts and bags, as well as chandelier earrings and statement necklaces.

FREYA ROSE

JUSTIN ALEXANDER

A C CE S S O RY TR E N D S 2 018

With the new season upon us, we’re looking at the accessories trends coming straight off the catwalks

BRITISH HEART FOUNDATION

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The new black Monochrome touches are set to be big for 2018 and beyond, with bridal designers including black sashes and embroidery in their latest collections.

We’re expecting to see these combined with black heels, bags and belts this summer.

AGNES WALKER

IVORY & CO

CHEZ BEC

ARIANNA TIARAS

RACHEL SIMPSON

Velvet and suede Velvet has been massive news for 2018 fashion, so we’re expecting to see these tactile fabrics making an appearance in bag and shoe collections.

Think soft pastels for SS collections, and jewel tones for AW.

Back necklaces This elegant piece is making a comeback according to some accessory designers! Whether it’s a loose necklace or jewellery that attaches to the dress itself, brides are not dropping focus on the back of their gown.

Birthstones A combination of celestialinspired jewellery and heirloom pieces, birthstones and semiprecious jewels are likely to make waves this year, particularly when it comes to rings.

GEMONDO

Tiaras With two royal weddings taking place this year, tiaras are likely to see a surge in popularity.

Whether they’re classic full designs or modern side tiaras, be sure to have some on hand for would-be princess brides.

WILLIAM WHITE

IVORY & CO

ALAN HANNAH

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Embroidered veils Whether it’s to add personalised initials, floral detailing or pops of colour, veils this season are featuring more embroidered detail than ever.

MES RICHARD DESIG NS

MADISON JA

DAISY SHEL

DON

RAINBOW CLUB

Versatility More than ever, brides want to be able to mix up their bridal look from day to night.

Think removable straps and sleeves, lace and faux fur shrugs and detachable trains.

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NICLOVE

CROWN AND GLO

CROWN AND GLO

RY

RY

Mermaid magic Thanks to the love of everything mermaid, unicorn and holographic in 2017, we’re expecting this to trickle down into bridal accessories with perspex and iridescent touches.

Launching our new collections at the following 2018 shows The Bridal Roadshow, Birmingham South 18th & 19th Feb 2018

Paris Bridal Show 14th - 16th April 2018

The Bridal Roadshow, Harrogate 25th & 26th Feb 2018

Barcelona Bridal Show 27th – 29th April 2018

The Bridal Roadshow Dublin 4th & 5th March 2018

Interbride, Germany 5th - 8th May 2018

London Bridal Show, Excel 25th - 27th March 2018

The Bridal Roadshow Bristol 19th & 20th August 2018

The Bridal Roadshow Glasgow 8th & 9th April 2018

Harrogate Bridal Show, Harrogate 9th - 11th September 2018

01827 55444 | Info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

DE L I VE R I N G SE RV I CE TO RETA I L E RS W ILDERLY BY ALLURE BRIDALS

Business relationships have to be based on shared objectives if they are to be successful.

We asked four leading suppliers what they do to support their stockists – not just in difficult times, but every day and ongoing

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omantica is both a family-owned and family-run business. For the past 35 years we have prided ourselves on delivering on old-fashioned values of customer service and loyalty to our boutiques. It is for this very reason that I am still working with shops that my dad started working with 30 years ago.

The first point of contact for our customers would be the ladies in the office, led by Suzy. Approachable, knowledgeable and efficient, they are always at the end of a phone and happy to help with any reasonable requests.

The second port of call would be your area manager. Their role is to keep you informed of anything we can do to assist you and your business, from arranging regular designer days to supplying point-of-sale materials.

At Romantica, we recognise the real struggle faced by retailers every day, and we do not look to hide costs. We do not top up prices on plus sizes; we offer free designer days; and we do not charge for rush cuts. In addition, we have a team of full-time checkers led by Sally, who operate our custom steam tunnel and meticulously check, steam and pack all of our gowns ready to be sent to our stockists.

We also invest heavily in marketing support, driving brides into our stores. This effort is led by Hayley, our social media manager, who has delivered over 20,000 additional Facebook likes over the past 12 months. Our website receives over 10,000 hits a week and our private shop portal gives our stockists invaluable access to all of our high-quality image and video content. Much of this is created in our in-house studio by internationally-renowned photographer Simon Powell.

The reason we work so hard and invest so much in all of the above is to foster long-term relationships with our

clients. These are the foundations Romantica has been built on and will continue to be built on over the coming years.

The relationship built with our stockists is a two-way street and communication is key. Whether the issue is a need for greater support, questions about exclusivity or a problem with cash flow, without an open and transparent conversation none of these areas of concern can be effectively resolved. This is why my sales team and I speak to our customers as often as possible. We want our shops to discuss their worries with us – whether this means communicating with area managers, the marketing team or the credit control team. The more information we have, the better we can assist you and your business.

James Waddington Romantica of Devon +44 (0)7977 139 403 james@romanticaofdevon.co.uk M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 77

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he most important part of a relationship between a retailer and a wholesaler is communication.

Without communication there cannot be a relationship. Private Label by G understands how hard it is being on the front line of a bridal shop and that there are occasions when you have to deal with difficult situations – be it a problem the bride has created or something that went wrong with an order. As a wholesaler, our entire team is here to do everything we can to make your life easier, offering help, advice or reassurance that you are not the only store in the industry having a hard time.

I do not believe in minimums; I think a store should be able to choose what they want to carry. But I do know that only stocking a small number of dresses from a particular supplier means that the collection in question will not get a fair share of the sales floor and therefore not have the opportunity to perform well.

If a wholesaler does not get loyalty from a client, they are faced with deciding whether that store is the right store for their collection. This is a really hard situation and again can only be resolved by communication. Both parties need to be honest and open with each other.

I joined the BBSA because I wanted to make the industry a better place. The world of bridal is constantly changing and we are fighting more and more against the high street and the internet. Working together is the only way to make our industry strong, and that is why I am on the committee and I fully support the BBSA retailer side of the group. We are an association can offer unbiased arbitration between wholesalers and stores, if needed.

Victoria Woodley Private Label by G +44 (0)1765 530282 victoria@privatelabelbyg.com

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e here at Dessy are there to help our retailers at all times and whatever the situation. We want our stockists to start off with the best possible representation of our brands and, as a result, we provide a huge selection of samples to open an account for a very, very small investment – and we support that with a good number of samples that we don’t charge for at all.

What we do expect is that our shops reach a reasonable turnover within a year. After this period of time, if we see the orders coming in, we will reward that account with more samples from the next collection.

However, there have been occasions – although it must be said that they are rare – when we have seen the level of orders falling off or we have noted that a particular shop has taken on a competitive brand. It is then vital that we try to find out what more we as a company can do to help boost sales – certainly before providing the previous level of free samples.

Michele O’Neill Dessy +44 (0)7500 828 828 michele@rubyproductions.co.uk 78 ♦ W E D D I N G T R A D E R ♦ M A R C H 2 0 1 8

A

t Catherine Parry, we are proud of our customer service. Now I appreciate that most companies will say this, but we have a genuine point of difference to many other brands. Until recently, Maria and I were retailers, too.

We opened a bridal boutique in 2012 and grew it to a level where we were seeing more than 600 brides a year. We had won a number of awards, including the Bridal Buyer Award for Retailer of the Year Wales in 2017, shortly before exiting the business last October.

We’ve walked in our customers’ shoes.

We fully appreciate the challenges that retailers face, because we’ve faced them.

Running a successful bridal boutique isn’t easy. Unfortunately, too many people seem to come into the industry thinking it will be a piece of cake, only to soon find out that it can be extremely Last year we launched a retailer reward scheme, challenging. At Catherine Parry, our philosophy is that the whereby any repeats that our stockists make count towards more help that we can offer to our stockists, then the more free samples the following year. We’ve also recently successful they will be – which will also benefit us in the reduced our minimums, so that retailers can become a long run, too. stockist without being faced with having We encourage our customers to order large numbers of samples.

So the question is: how this has approach shaped the service that Another kind of ‘perk’ is that those to take advantage of the we aim to provide? retailers who are able to settle their For starters, we offer our initiatives that we offer – and to bills within seven days benefit from an stockists free training and advice early-settlement discount. We try to be let us know if there’s more we as flexible as possible with those that are sessions at their boutique – advice that’s based on the first-hand having difficulty in paying their account can do to support them experience we gained from having on time – so long as they maintain run an award-winning boutique ourselves. As retailers, regular communication with us and make regular payments we made every mistake in the book before we eventually in an attempt to reduce any overdue balances. achieved the success that we did; our aim is to help others Above all, we try to be fair and to treat our stockists in to learn from our mistakes and avoid the same pitfalls. the way that we would want to be treated. We encourage We also give all of our stockists our personal mobile our customers to take advantage of the initiatives that we numbers and encourage them to call us – even on offer – and to let us know if there’s more that we can do to weekends, if required. Perhaps they might have a bride support them. in the boutique who wants to know whether a particular Simon Ryan customisation can be done, or maybe they’re wondering if Catherine Parry a short wedding date can be met. We know that if that shop Simon +44 (0)7415 021648 / Maria +44 (0)7800 994816 had to wait until, say, Monday for an answer, the bride may info@globalbridalbrands.com find a dress at her next appointment at another shop.

What do you think your suppliers could do to help you more? Drop me an email – susi@meanttobemedia.com

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T H E G R E AT SOCIAL H I G H WAY Which social media network – or networks – should you be using to benefit your business? Are they a valid use of your time, as business owners? And, most importantly, are you making the most out of the ones that you are using?

Social media, with its many guises of helping us communicate, is growing at an incredible rate. Used in the right way, you can reach out to your direct audience with a great impact.

But which is the best platform for your boutique? How will you get the most Shares and Likes? And, perhaps most important of all, which one of these forms of social marketing is the best use of your time? Join us as we scroll down the timeline to find out…

What is social media?

If we’re going to trace the origins of social media, then we can look back to the humble internet forum, which acted – and still does act to this day – as a means for people to communicate online. MySpace followed, which allowed individualism to the user, but in a somewhat limited capacity. Then, in 2004, Mark Zuckerberg co-launched Facebook and everything changed.

APP FOR THAT The vast majority of your clientele will interact on social media via their smartphones

Initially, Facebook was designed as a social networking service, with memberships limited to Harvard students only. Popularity ensued, and Facebook expanded its membership to various other worldwide universities and then, in 2006, it threw its arms open to pretty much open registry – anyone 13 years old and above can now set up an account.

‘A different beast’ Fast-forward 14 years and it now has an astonishing 2.07 billion monthly active users. To put that in context, that’s 28% of the world’s entire population that log into the social media platform. It’s truly astonishing.

It’s also a very different beast to the one that Zuckerberg and his pals dreamed up in their college dorms.

It’s not just about social networking and maintaining friendships. It’s about creating content and, vitally, trying to spread your content through the channels’ forms of sharing.

All-important Shares Shares and Likes are the currency of the social media world. When someone Likes your post on Facebook, all of their Facebook Friends have the opportunity to see your post on their main news feed. It sits among all the other content that that person’s Friends have Shared or Liked. They are essentially scrolling though a collage of adverts. And often, if they see something they like, they too will Like or Share it to their news feed. The best thing is about all this is that these people will do this for you for free. That kind of generosity rarely occurs in other forms of marketing, so why would you turn down the opportunity? You cannot afford to ignore the almost-deity like presence that is Facebook.

What are the weaknesses?

It all sounds perfect, but there are, however, weaknesses to Facebook.

While yes, you can target your audience to the best of your abilities, you can’t guarantee they’ll see it organically, since so much content

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passes through the hectic Facebook highway. It’s far too easy for people to scroll past your post if it’s in among hundreds of other pieces of content.

Our brains can have short attention spans; our eyes can be fickle. How do you make your posts stand out?

Including a unique, fascinating image to the post will work wonders.

Text, no matter how interesting or relevant it might be, can be plain to look at and time-consuming to absorb. (If you’re going to just have text, at least have it on a gorgeous, classy background.) There’s a reason why Instagram (now owned by Facebook) is so popular. We’re living in an era of smartphones and lack of patience now, where you can lose your audience in a microsecond.

An interesting image will at least spark an iota of attention from your targeted readers. It doesn’t have to be outrageous or wacky. It just needs to be the sort of thing that appeals to them, to give them a sense of value.

And if you think that an still image works wonders, just imagine what you can do with a video… (Flick to page 85 to read more about Karen Campbell’s tips for social videos.)

A little boost You can also, of course, boost posts.

This does come with a charge, but it increases the chance of your post reaching more people and thus, as a result, obtaining more engagement.

This could be crucial if you create and want to share something like a competition post, because no doubt you’ll want to spread the word as far and wide as possible. Boosting a post assists you in reaching those that might not have connected directly with your own Facebook Page yet. It also benefits you because it temporarily improves your EdgeRank (a kind of algorithm that ranks posts on Facebook in terms of their interest levels). Boosting posts is a worthwhile investment – but don’t do it for every post you publish.

Finally, there’s also a danger to Facebook (and all social media channels, in fairness) that nobody

GLOBAL REACH Crunch numbers to see how much of an impact your posts are having

likes to admit… It can be the ultimate means to procrastinate. Because any of your Friends can post pretty much anything they want – all of which can find its way onto your news feed – you’re not going to see pure content of relevance. You’re going to see all kinds of posts. And once you allow yourself to start scrolling, before you know it you’ll be well and truly down the rabbit hole, and you’ll have just spent the past 20 minutes watching cat videos.

piece of content, ‘tweets’, have a character count limit. This used to be 140 characters, but as of November 2017 this has been doubled to 280 characters (that’s about two or three sentences). But the aim of the game here is to be shorter, sharper, snappier.

You have to make every word count, but at least this means your audience sees exactly what you want them to see with minimum effort.

bit.ly and GIFs Worried that a lengthy URL link is eating up all your precious characters?

Use a bit.ly. This condenses URLs into much shorter lines of text, and they can even be personalised to your choice so they look less like a line of unpronouncable letters.

Since tweets are quicker to digest, You need to have strong willpower to it’s more likely that your readers fight against this kind of thing on any will retweet them, thus sharing it form of social media. and the ripple effect begins. Again, Facebook might be the big don’t ignore the power of images kahuna, but it’s not the most popular social networking site in every country. to accompany your tweets, though.

Something vital for any social media While it easily dominates Europe, the platform is that you stay true to you – Americas, Australasia and India, its your company’s voice and personality. far less powerful in Asia. In Japan in Don’t be afraid to keep your sense of particular, Twitter is leading the way. humour under lock and key (within reason!). There is no harm in making Making every word count your audience smile, and Twitter can Twitter has 330 million monthly provide this. The use of an appropriate active users and its USP is that each

Boosting your Facebook post increases their reach and temporarily improves your EdgeRank rating

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TIME-CONSUMING? Managing your social media accounts doesn’t have to be a slog

thrive here. Gender statistics aside, the fact remains that Pinners use the platform to gather information about to buy products. Your products.

Because Pinterest caters for users to indulge in every niche possible, this can be fantastic for you to benefit from these users if your business has such a niche in its bow – because these users will effectively advertise your product for you, thus reaching your target audience. The only problem is that growing your audience takes time and patience – two things not all of us are blessed with.

The power of Hootsuite Sounds good, you might think, but I don’t have time to create a constant ‘presence’ across multiple social decide to change it, of course). This media platforms. You don’t have to or ironic GIF (Graphics Interchange Format; a kind of two- or three-second could be a tweet that has a link to your post thrice-daily, the more often that you can post, the better, but video on a loop) can often give people most-viewed blog post, your bestselling item, or perhaps a competition having multiple logins can be a huge a reason to stop scrolling, pause and faff. What you need is a system like read your tweet in among the crowded you are running that you want to get retweeted as much as possible.

Hootsuite, wherein you can publish throng. In a world where space is the same post, simultaneously, across limited, a picture that tells a thousand On the topic of pinning… multiple platforms. Here you can words is pure gold.

We can’t talk about social media see all of your social media in one without mentioning Pinterest. 81 ‘Dashboard’, and even schedule posts Pin that top tweet percent of Pinterest’s monthly active to become published in advance.

We’re going to assume you’ll be users are female – that’s something Some 15 million businesses use posting regular – or at least semiyou can’t ignore. Subjects and topics Hootsuite to manage their social regular – tweets on your account. If that attract female audiences will media this way. you can attract members towards

81 percent of Pinterest’s monthly active users are female – that’s something you can’t afford to ignore your actual Twitter account page itself, here they will see all of tweets in one long feed – in chronological order of publication, most recent at the top. You want to make the absolute most of this opportunity, to ensure that these people see exactly the content that’s most valuable to you as a business. So how to do you approach this? You pin the most single most relevant, important tweet of your choice to remain at the top of this feed on a permanent basis (or until you

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BRILLIANT BANNER You can update Twitter banner as much as you like, so keep it on-trend

www.morilee.co.uk

M O R I L E E S TA N D C 5

ronaldjoyce.com

Visit us on STAND C7 to view the NEW collection

G ET T I N G YO UR N AME O U T THER E It can be tough standing out from the crowd and getting your wonderful brand known. Marketing guru Karen Campbell works with a number of small businesses to help them achieve just that. Here she shares her tips…

Know your offer This sounds blindingly obvious, but it’s crucial to defining your message.

Ask yourself what exactly are you offering – is it a specific niche product or a particular service, or a special shopping experience for brides? What makes your shop special?

I work with a designer, Paula Moore, paulamoore.co.uk who is passionate about vintage, but fully aware that dresses of past decades were designed for a very different body shape. Her unique selling point is that she makes vintage-inspired wedding dresses for the women of today.

Once you have your offer nailed (and it can be as niche and specific as you like), think about who your customer is.

engaging content. Have a think about how you can create the right material and what you can talk about and where you can share it. A blog is a great addition to a website and, from an SEO perspective, it really helps because Google loves nothing more than new, original content. A blog can

be written as regularly as you want (so, happily, there’s no pressure on you to churn out lots of words). Also, it’s a great way of sharing news about your shop and what you’ve been up to, as well as product updates and forthcoming events like designer days.

Social media This is another free opportunity to showcase your offering. Social media is where retailers can really make their mark because, in comparison with the high street, it can create a unique identity, look and feel for your business and engage directly with your customers. What’s crucial to remember here is that you – yes, you – are part of your story; people are interested in knowing who is behind a brand. Therefore, remember that alongside shop and gown shots, quotes, inspirational images and posts, include material about yourself.

INSTANT CONTACT The various social media platforms, used effectively, create a powerful awareness

Who is your customer?

Building a clear customer profile is a key insight into your brand and defines your marketing strategy. Give them a name, age bracket, hobbies, where they go, what their interests are and what appeals to them. Once you build this profile, you have a clear vision of who you’re talking to.

How to reach them Your customers – both existing and potential – like interesting and M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 85

Newsletters Newsletters to your database is a great way of sharing information with people who may not necessarily go on your site. They don’t have to be laborious – use your blog content (with a link back to your site); include quotes from brides about your business and service; upload images; and share insights on topical events and or news that relates to the business of bridal.

Mailchimp is a great tool to build your newsletters. It allows you to monitor engagement and open rates, so you can tweak and modify any future newsletters and you get to see what people are enjoying reading.

Plus, it’s free to use, which is a bonus!

SHARING NEWSLETTERS MailChimp allows you to not only distribute news to your clients, but also analyse engagement

Remember to make it easy for people to sign up to, too – have a sign-up box prominent on your homepage.

Get out there!

There’s still nothing better than face-to-face interaction and meeting and speaking to people about your company. Have a look at your local community and fellow business owners – is there anything you can get involved in and support? If there isn’t, why not start a meet-up or a networking event – designer Paula Moore goes out of her way to promote others in the area. News of activities can be publicised on social media and the rewards can be great.

Video I can’t stress enough how important video can be to a brand. Making quick, easy video content is free and simple – you just need your phone. It may feel a bit cringey, but go with it because it gives another dimension to your operation. You can use video to introduce yourself, your products, your thoughts, your customers and your premises. Short 30-second videos are great for posting and sharing on social media, too. Remember, it doesn’t have to be too serious – have fun with it!

who visit your store. Offer a refer-afriend scheme so you can tap into their networks – it’s not only the 30 people on your list, it’s all of their networks too, remember.

Press Do you know how many local press newspapers, magazines and blogs there are in your area? They all need content and love local angles. Why not approach them and tell them your story? And not only what your offer is, but how you got there and why you’re doing what you’re doing. Have a look at online hubs, portals, magazines and groups that you can approach and spread the word about your shop.

Be an authority I work with a wonderful client at shaunjohnsonevents.com who is a wedding planner in London, who cut his events teeth at The National before launching his own company. Shaun is great at ‘owning’ his knowledge and hosts a ‘Sunday Tips’ section on his Instagram, offering insight and suggestions alongside in-depth blog posts about the dos and don’ts of events. You too can be the go-to person for comments, tips and insight and establish yourself as an authority figure among like-minded business owners and customers.

Focus on your organic contacts A lot of my clients say to me that they worry that their database is too small. Website Make sure your website is looking and But here’s a top tip: never buy data. working the best it can, since this is While 3,000 followers on Instagram or Facebook might look great initially, often the first impression a potential customer has of your business. Is it when only three people engage easy to navigate? with a post Is it clear and then it looks There is still nothing better looks inviting? suspicious. It’s better to have than face-to-face interaction Are your images high-res and 30 people on and meeting and speaking to clear? Are your your list who have voluntarily people about your business contact details and newsletter engaged with sign-up options you, have an investment in your brand and support prominent? Look at other sites that you enjoy using and incorporate any you, rather than a list of random features you like into yours. names who mean nothing to you nor your business. Focus on your tribe and grow them organically – your previous Does your business need any and existing clients, local and regional marketing help? Contact karen at press, fellow business owners, people karencampbellmarketing.com.

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Valencia Lisbon

Brisbane

by Showing at Harrogate & Bristol Bridal Roadshows Harrogate 25th & 26th February, stand 45 Bristol 19th & 20th August, stand 32

For stockist enquiries please call: 02380 334322 or email: tiffanys-online@hotmail.co.uk

Second opinion Celebrating the second anniversary of her shop in Mansfield, Angela Robson of Iconic Bride shares the experience of growing a business – despite the uncertainty…

O

nce Iconic Bride opened in 2016, the thing I quickly learned about bridal is change. Change in bridal-buying habits because of the internet, change in how we engage brides, and change in the unexpected loss of big players that send shock waves through the industry. I also know that change is still needed – the mountain of old samples filling my boutique is an example of that. It makes me realise that being able to adapt and re-strategise is the key to success in

this business.

I love being a retailer, but it can be tough and stressful – it’s not a profession for those without a strong disposition.

As we celebrate our second birthday, business is good. We owe it to sheer hard work (and the occasional Royal Wedding) and the three key guides that have become our unofficial bible. They’ve kept us focused in this uncertain post-Brexit decision time, helped us weather the bridal war against cheap internet WINDOW SHOPPING Angela’s boutique has to compete against the ‘juggernaut’ of WED2B

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selling sites, and meeting the demands of minimums imposed on retailers by suppliers. They’ve also helped us consider (and continue to do so) how we address the impact from the heavy-weight juggernaut of dresses for the masses, WED2B. (One response is we go more high-end.)

Our first guide is to know your bride and cater for her. Our bride generally wears a dress size below UK average, so that’s what we now predominantly stock; our bride is a working professional and wants the experience of being looked after; our bride thanks us for stocking dresses in her size, offsetting the need for numerous encumbering clips which give her no real idea about her dress and the fit. We attend the wedding fayres we know she will be at – staged at stately homes and rustic country venues. We know her budget – yes, I ask her. Importantly, I know our USP, because I know our bride.

The hardest part is knowing when she’s likely to buy. Sales predictions and trends help us to avoid panicking when we think bridal annihilation is about to happen, or when brides have ‘checked in’ at a competitor,

who proudly announce they are fully booked or enjoyed a record sales day.

Being armed with the right information helps us with investing in relevant collections, providing the right boutique ambiance, delivering the best possible customer service and working to meet a bride’s expectations.

Knowledge unquestionably influences our spending, which is guide two: cash flow. Getting into the early habit of completing cash flow forecasts means we’ve proactively implemented plans to cover periods where money is tighter. It keeps us grounded when reinvesting in stock, and that is so important when a healthy profit-and-loss account could easily lead us astray at the trade shows. We’ve already had our fair share of frustrating, elusive and cancellation brides; managing key issues means we always remember we are a business first and foremost.

Lastly, we embrace being a keyboard warrior. Most of our business

skills and expertise. For that, I am and presence has been generated both extremely appreciative and through our new skills of being a unapologetic. There is some truly social media savant – or at least, trying to be one! Using a social media outstanding talent, passion and creativity in this industry and I love management tool and every app nothing more than tapping into that. going, we work hard to engage our I look forward to coming together brides and build important contacts with more like-minded creatives with suppliers and fellow industry colleagues across all our social media to see what new and interesting things we can do platforms. We to prosper this have enjoyed Know your bride and cater fantastic industry, several because it’s one collaborations for her… I know our USP, that I’m very proud in the format because I know our bride and passionate of photo- and to be part of. video-styled shoots, and it’s important partnerships And, because it’s one I want to see successfully continue to evolve in like these that enabled us to put on a times of such change. sell-out launch party for our newlyacquired couture designer, Caroline Castigliano. A sponsored event with a Wedding Trader is YOUR monthly lucrative top prize (a £1,400 donated news magazine and in every issue local spa retreat) is a great proposition, we’ll be running opinion pieces from and one that attracts an audience that, our audience of retailers. Got a strong hopefully, will generate customers. viewpoint? Fancy having a rave?

Or a rant? Drop me an email I’ve leaned heavily on fellow susi@meanttobemedia.com retailers for their knowledge,

IF THE DRESS FITS… How well do you know your bride? How can you offer her exactly what she needs?

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F IND YOUR

DREAM DRESS

MOST VIEWED… BRIDAL DRESS DOMINIQUE BY ROMANTICA Brides are loving this romantic lace fit-and-flare for the illusion neckline and back, and flattering ivory colourway.’

Digital snapshot

F I ND Y

DRE DRE

WHAT ARE BRI DES A RE SHOPPING FOR O N LI N E ?

The stats don’t lie – we show you what styles your customers are searching for right now MOST READ… BLOG FEATURE PLUS-SIZE BRIDAL TRENDS FOR 2018 This shows it’s more important than ever for both brands and boutiques to appeal to the plus-size market when it comes to sizing and design.

MOST SEARCHEDFOR… DRESS SHAPE FIT AND FLARE A flattering silhouette that looks to be taking over from A-line as the dress shape of choice for UK brides.

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WHAT IS FIND YOUR DREAM DRESS? Brides-to-be can use this super-helpful website which allows them to filter various categories in order to find their dream dress in among FYDD’s database. Then, the site tells the brides where the nearest boutique is to them that stocks their dress of choice. If you’re a designer and you’d like to see your collection of gowns featured here, or if you’re a boutique owner that would love to have your business included in the search results, then visit findyourdreamdress.co.uk to find out more. Alternatively, drop Laura an email at laura@meanttobemedia.com.

MOST SEARCHEDFOR… DESIGNER ENZOANI All three of Enzoani’s designer collections are some of the most-viewed on the site, thanks to a wide range of styles and silhouettes, appealing imagery and a good mix of trends.

MOST VIEWED… MOTHER OF THE BRIDES DRESS STYLE 991121 BY VENI INFANTINO Ronald Joyce’s Veni Infantino collection is proving to be popular with mums looking for modern elegance.

MOST VIEWED… PLUS-SIZE DRESS STYLE CARMEL

BY CALLISTA We love that curvy brides are looking for more fashion-forward styles, like this floral print ballgown from Callista, in particular.

MOST VIEWED… BRIDESMAID DRESS STYLE B193007

BY JASMINE B2 This bridesmaid dress from Jasmine’s B2 collection combines some of the most popular trends of the moment, including sequins, rose gold, high neck and blush pink.

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MAGGIE SOTTERO

TRADE EVEN TS Find the best dresses across the globe at one of these exceptional trade shows

24th-26th March 2018

6th-9th April 2018

21st-23rd April 2018

ROME B RI DAL W E E K

M IL AN B R IDAL WE E K

E U R O P E A N B R I DA L W E E K , ES S E N

romebridalweek.com

sposaitaliacollezioni.it/en

europeanbridalweek.com

25th-27th March 2018

15th-17th April 2018

5th-8th May 2018

LOND ON BR IDAL WEE K & WH ITE GALLE RY

T HE KNOT CO U TU R E S HOW, NE W YO RK

I N T E R B R I D E FAS H I O N FA I R , D Ü S S E LD O R F

londonbridalweek.com

coutureshow.com

interbride.eu M A R C H 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 93

NE XT M ONT H’ S

April issue

• As the buying season gets into full swing, we pick some cert winners • Advice, opinion, and information… from your colleague retailers • Who’s doing what? Supplier initiatives you’re going to love

BLUE BY ENZOANI

• Communication – making it work

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sonsie by veromia ‘Embrace Your Fabulousness’

The Bridal Road Show Harrogate Showing in The Reading Room, The Majestic Hotel 25th – 26th February Email: info@veromia.co.uk Website: www.veromia.co.uk www.irresistible.com Unit 7, Prospect Business Park, Langston Road, Loughton, Essex, IG10 3TR

Tel: 020 8502 2257

I NDUSTRY

Classified From job vacancies to new closures or relocations, you’ll get the lowdown on opportunities and announcements here

ROMANTICA OF DEVON – FIELD SALES REPRESENTATIVE Romantica are looking for an ambitious person who wants to be rewarded for hitting their targets N E WSFLASH and will thrive off the continuous coaching, training and career feel that the time has come for us to SOMETHING BLUE PUBLIC close our doors.” As a result, the Retail development. Experience of regional RELATIONS ANNOUNCEMENT Bridalwear Awards are due to move to field sales is great, however it’s not Leading wedding, lifestyle and a requirement. However, what is a new location – the Aloft Hotel. events communications consultancy important is that they’re looking for Something Blue PR is delighted to people who have the personality to announce its appointment by Hugo JOB VACAN CIES bring their brands alive. Reporting Burnand Photography with effect into the Sales Manager as a Field from February 2018. Holder of the ESSENSE OF AUSTRALIA – Royal Warrant as appointed by His BRIDAL FASHION WHOLESALE/ Based Sales Representative, you will deliver sales targets within an existing Royal Highness The Prince of Wales, BUSINESS DEVELOPMENT customer base by strengthening Burnand is widely regarded as one of EXECUTIVE existing relationships and creating the world’s finest portrait and events Essense Designs (operating as new business opportunities while photographers. Perhaps best known Classique for Brides, LTD in the UK) becoming an expert in the bridal as the official photographer for the is an international bridal design industry. To find out more, email marriage of Their Royal Highnesses company with substantial sales and enquires@romanticaofdevon.co.uk.

The Duke and Duchess of Cambridge distribution throughout the United in 2011, Hugo’s portfolio also includes Kingdom. They are currently seeking portraits of Victoria Beckham, Michael to hire an individual with experience STOC K IST S E A R C H Jackson, Lucien Freud, Spike Milligan, in the bridal industry to join their Sales Oswald Boateng and the former Prime team as a Business Development CATHERINE PARRY Minister, the late Baroness Thatcher.

Executive. They are looking for Catherine Parry are looking for more someone with a passion for the bridal retailers around the UK to stock their industry to assist them in servicing stunning designs. Contact George CLO S URES their existing retail partners as well Efstratiou on 07834 606229 or as building their business and brand Customer Service on 01443 222600.

W H I TE M I S C H I E F B R I DA L in the UK. In this role, you will work We are sad to announce the closure of this beautiful bridal boutique directly with other UK based Business LOVE OUR WEDDING Development Executives as well in the south of England.

The UK’s favourite free monthly as their global Sales leadership to consumer magazine, Love Our continue to build sales in an assigned Wedding, is looking for more KENSINGTON ROOF GARDENS territory. Also, you will interact This iconic bar, based in Kensington boutiques across the UK to stock personally with stores during sales Street, London, is closing after 37 their magazines free of charge. These trips, industry trade shows and years of business. The Roof Gardens handbag-sized magazines are the in-store trunk show events. Visit said that their premises “has stood perfect gift to brides that come in store essensedesigns.com/careers and the test of time, but in the face of or for goody bags at special events. unpredictable market conditions and follow the prompts to submit a cover To become a stockist now, email letter, CV, and online application. a challenge to remain profitable, we andy@meanttobemedia.com.

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“When I first started in this business, ‘change’ meant a new collection. Today it is integral to the way we work and a very regular occurrence. Being kept up-to-date on what’s happening where and when will be invaluable moving forwards. A retailer cannot afford to be left behind in this day and age.”

“I for one am delighted that I’ll be getting full details of all the shows on the international circuit; you never know when or where you’ll pick up that unknown name that can make all the difference to set you ahead of the competition.”

“There is so much out there and it is always tempting to buy – or at least to sample – everything you fancy. I appreciate being told by those I respect when to say ‘no’. Budgeting is not my strong point so I need to be bullied from time to time.”

“Our industry is ready for sound advice, regular assistance and groundbreaking news that will help us shape the direction we take as retailers in what is, after all, a tough environment.”

“I really appreciated Wedding Trader’s trial issue. It’s great that it is up and running and will provide another information platform to us news-hungry retailers.”

“I love the idea of being able to voice an opinion or ask a question, knowing that I will be heard by all sides of the industry, and, more importantly, supported. That freedom will make a huge difference to the way I work and will inspire me to be ever more adventurous.”

...and finally Got a view? Share it with us.

We’re here, every day, every week, every month, to help make your working life better

“Advice from experts – that’s what we all need. And when that advice comes from within the industry, so much the better.”

“I have been looking forward to this.

The fact that you are concentrating on retailers’ views makes a big difference to me.”

“I’ll never turn down the opportunity to see how things are going for fellow business owners. There is respect in this industry for those who do it right.

After all, we’re all in this together.

Competition should make us stronger, not weaker.”

“There’s no longer an elephant in the room.

We all know that the online competition is there and it’s not going anywhere any time soon. Reading the trial issue of Wedding Trader gave me great hope – a magazine that didn’t just sprinkle fairy dust around and pretend everything will work out all right in the end. It gave us the facts. It gave us opinions. It gave us answers.”

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LA BRIDAL ROADSHOW BIRMINGHAM SOUTH, 18TH & 19TH FEBRUARY BRIDAL ROADSHOW HARROGATE, 25TH & 26TH FEBRUARY LONDON BRIDAL WEEK, 25TH-27TH MARCH

Contact:

Looking for stockists at this exciting time.

James McKenna

T: 07551 006 995 E: jamesmckenna@rachelallan.com

Kirsty Voce

T: 01765 570 040 E: kirstyvoce@rachelallan.com

The London Bridal Week 25 - 27th March 2018 Stand: D9 Head Office: Victoria Woodley victoria@privatelabelbyg.com 01765 530282 Southern UK Agent: Lucy Minas lucy@privatelabelbyg.com 07917 410410 Northern UK Agent: Phil Swift phil@privatelabelbyg.com 07984 876330 Ireland Agent: Paula King paula@privatelabelbyg.com 00353 86 8234121 Germany Agent: Frank Ib & Alex Wiese frank@privatelabelbyg.com 004522803084 alex.wiese@d-line.eu 004917664083068 Scandanavia Agent: Frank Ib frank@privatelabelby.com 004522803084 Netherlands Agent: Miranda Van Ommen miranda@privatelabelbyg.com 0031631218713 Hungary Agent: Szilvia Kassay kassay.szilvia@igenszalon.hu 0036302173339 Portugal Agent: Katia Oliveira katia@bridalchique.pt 00351222013087

Kenneth Wi nston K E N N E T H W I N S T O N . C O M