STATE OF THE INDUSTRY WITH Alexandra Bilisi

By Louise May

Over the remaining issues of Hair Biz for 2024 we are going to be bringing our readers a unique and comprehensive understanding of the global landscape. We aim to delve into various aspects that shape and define the industry, offering a platform for thoughts on trends, challenges, and changes within the realm of hairdressing.

We will be featuring a Q&A session with global industry experts, who will share their thoughts on critical industry topics. We are particularly interested in exploring trends that highlight the creative side of hairstyling, insights on products making waves in the market, the ongoing challenge of skill shortages, and the evolving nature of the industry such as the rise of self-employed professionals, salon changes, and innovative business models.

In this article, we feature the amazingly talented Alexandra Bilisi.

Alexandra Bilisi is a Strategic Business Consultant, specialising in Luxury Markets and is the Owner & Publisher of Hair Trends International Luxury E-Editions. Alexandra is also one of our esteemed AHIA Creative - International Judges.

Hair Biz Editor Louise May chats with Alexandra to get her perspective on the state of the industry.

From your unique vantage point, what creative trends are currently shaping the world of hairstyling, and how do these trends influence the industry’s direction?

Social trends influence a lot the industry and create new styles that they mix and match trends that both sexes can adopt. The global financial situation, the after-Covid effect of finding new business models and the expansion of the social media lead to the innovative small independent business that invests differently. Not any more a classic approach.

Could you share your insights on standout haircare and styling products that have gained popularity globally? How do these innovations impact the way professionals approach their craft?

Therapies is the thing now for both women and men. The visitor of the salon today is a person more environmental conscience and more interested into health issues (especially after the long Covid period). Professionals ask for more training in the therapies field and the relative products gain more and more the trust of the salon clients.

Skill shortages persist as a challenge in the industry. What strategies or initiatives have you observed or implemented to address this issue, and what recommendations do you have for the industry at large?

This is a true problem and the main challenge that all salons face is to convince the young generation that the hairdressing industry is equally great to create a future as other ones that are more…advertised.

Salons try to attract talents but salaries in Mediterranean countries are relatively low and the working hours many times exceed the standard. I feel that training again is necessary but more business-oriented and with a clear view of the possibilities the industry can offer.

To advertise more success stories through social media and show how a hair salon is a true business organization that has more opportunities to create income than an office job because it is highly connected to the human relations and trust.

With the emergence of self-employed professionals, suites, and rental booths, how do you see the traditional salon model evolving? What opportunities and challenges do these alternative business models present?

I am very positive on this matter. We see more business paths for the professionals who normally have financial limitations in having their own standard salon and still they want to evolve. In this way, young talents may create their own collaborations and may place their talent under the roof of a bigger professional and still feel independent.

The challenges are again practical ones, including logistics, accounting, sometimes lack of alignment with the policy of the main salon for the rental booths etc Training again is key here, beginning with the various academies – new management and marketing courses should be added, and the usual academy curriculum should be revised.

The discussion around fair and equitable employment practices is gaining momentum. In your experience, what measures or policies have proven effective in promoting employee well-being and satisfaction within the hairdressing sector?

According to my experience, there is still a lot to be done. The mentality in many cases is still that of the family business or a kind of unique solution when there is no possibility to study at the university or no talent to do anything else.

Only who is in the industry talks well about the opportunities offered but it is the general view that should be changed. In Europe, we still miss TV ads or special shows that inform people about careers in the industry. The need for a serious and constant approach is evident because only individual marketing is not enough.

How have the characteristics and preferences of Gen Y and Gen Z professionals and clients influenced the industry? Are there specific strategies that cater to these generational shifts?

The influence is strong and runs very fast. Keeping the pace in social media is a good way to be always present and have a thorough view of the market as it is shaped now. The new generations are strongly connected to the media so any strategy should begin from the media and act in parallel with education.

In what ways has technology impacted the hairdressing industry? Are there specific tools or platforms that you believe are pivotal in shaping the future of the profession?

Technology helped a lot in offering sophisticated products and a global view of the market. Any salon owner, even the smallest one, have the possibility to know what happens in the world without moving from their chair. Online training though still cannot replace the hands-on experience. Social media share work and ideas but special platforms are needed for more technical experience at the advanced level. Technology opens the creative doors for new hair colouring techniques, and I feel that the new field is there – beyond haircutting.

Collaboration across borders can foster innovation. Have you observed successful instances of international collaboration within the hairdressing industry, and how can professionals benefit from a more interconnected global community?

Associations, fairs, international shows, and awards are a great opportunity to shape the global industry. From personal experience through our editions, I see how Europeans are amazed by Australian creativity for example.

Exchanging ideas will boost the industry to new boundaries and to the creation of new tools and products. This is an important benefit connected with the economy of the sector. Interconnection brings together younger generations too and media exposure helps a lot in that. My biggest wish is to see one day soon on the TV a live presentation of hairdressing awards!

@alexandrabilisi