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

Just 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”.

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

approaches that helped them succeed during other periods of economic and societal turmoil.

Many seem to be doubling down on stylist sales training, and tightening relationships with key resources.

Often heard: “Recession? Bring it on. I love recessions… it helps clear out my competitors… those boutiques that don’t know what they’re doing.”

From both ends of this spectrum, I see the workings of self-fulfilling prophecsies, specific examples of how powerfully beliefs can impact our lives positively and/or negatively. In these examples, one is fearful and worried about losing what they have; the other recognises the challenge with confidence. It’s a classic half full, half empty mind set.

Self-fulfilling prophecies are something of which I’m very familiar with, having struggled through my own ‘prophecies’ during a recent long walk.

What I came to understand is that a self-fulfilling prophecy has more staying power and impact than merely positive or negative self-talk or attitudes, because it is often infused with and driven by strong emotions attached to the ‘story’, whether those emotions are fear, joy, anger or love.

Defining behaviours

Wikipedia defines it such: “A self-fulfilling prophecy is the psychological phenomenon of someone ‘predicting’ or expecting something, and this prediction or expectation coming true simply because the person believes or anticipates it will, and the person’s resulting behaviours align to fulfill the belief.”

Psychologist Michelle Maidenberg, writing for Psychology Today, expands that definition: “There are two types of selffulfilling prophecies: Self-imposed prophecies occur when your own expectations influence your actions. Other-imposed prophecies occur when others’ expectations influence your behaviour. All opinions you value can cause this prophecy… and can be positive or negative.”

For US stores, as for those in the UK, the future is uncertain, with crazy times at their doorsteps and plenty of opportunities to be taken down that rabbit hole of “What if” and worstcase scenarios. Yet the world has always been crazy… and bridal retail is no exception.

For those stores, regardless of location, stymied, overwhelmed by the onslaught of bad news and fearful expectations, step back a moment and remind yourselves that you have survived COVID and thrived due to your ability to dip deep into your inner well of resilience, perseverance and character.

That’s the script you need to write, the prophecy you need to follow. Not only because it is a powerful affirmation of who you are, and what you’re capable of. But because it is the truth.

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