Letter from America Dealing with difficult times unquestionably divides us into camps – those who stand proud and meet every challenge head on, and those who simply cannot cope. Peter Grimes
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ust as with boutiques in the UK, those in the US are all painfully aware of the litany of economic issues and circumstances affecting their world, their businesses, their staff and their brides. The media is full of throaty opinions about rising inflation, the impact of hardening divisions in our political discourse, and conflicting predictions about a looming recession… all of which add emotional strain to already exhausted boutique owners, and to their overworked, stressed, (and in so many instances) skeletal staff. Compounding the impact of this turmoil 24/7 is that it is hitting just as US boutiques were fully and finally
emerging from the long winter of COVID and looking to replace lost sales and benefit from a promising spring season indicated by an increase in the number of brides and strong sales in February, March and April. Continued economic uncertainty and the prospects of a recession became that much more real to some, as a quieter eight-week period in May and June seemed to confirm their worst fears. Combined with the mounting challenges of selling and serving an increasingly stressed and entitled bride, some boutique owners lamented “being close to breaking point”.
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Many also voiced concerns that rising prices of dresses and accessories, and frequent transportation surcharges, would negatively impact their brides’ budgets, which in turn could hamper sales at a time when they are most needed. There is also some talk about bringing in lower cost goods, and planning cost-cutting steps, including ill-advised cuts to advertising and marketing. Which group are you in? However, attitudes and opinions are vastly different for other boutiques. Instead of fearfully retreating or retrenching, these owners – many of whom have a long and established history in their individual marketplaces – are seizing the opportunity to gain market share. Their approach is to concentrate on what they do best and to focus on what they are known for… and to reinforce those procedures and
