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ATTIREBridalBridal
WWW.ATTIREBRIDAL.COM
MARCH/APRIL 2015 ISSUE 46
Plus� Business tips� News and events� Retail technology
Hot steppers Fashion forward footwear
We announce the big name exhibitors
The London Bridal Show TRACK THE
TRENDSStyle guide for
the coming season
London Bridal Fashion Week
In-depth preview
Fabulous formalwearWe’ve got male
London Bridal Fashion Week
We announce the big name exhibitors
The Gibson HotelPoint Village, Dublin 1, Eire
Sunday 22nd - Monday 23rd March 2015Doors open 10am both days
DON’T MISS OUT
BOOK YOUR
COMPLIMENTARY
SUNDAY LUNCH ON
01827 55123
All Companies listed are confi rmed and will display their latest range of beautiful bridal gowns and accessories. We look forward to seeing you.
Call 01827 55123 or Email us for more information: [email protected]
Tel: 01424 439165 /Victoria Kay Gowns | www.victoriakaygowns.co.uk
ATTIRE 15
Contents
Shop window
Slim pickings
68
Regulars20 Industry news Discover the latest bridal collections and trade events
58 Hine Insurance Rachael Carrington explains why it’s important for legal expenses to be included as part of your overall insurance protection
62 Shop window We show you how to create a stunning spring window display using the softest shades of pink, blue, yellow and green
64 Retailer round-up We speak to six boutique owners about their marketing plans for the coming year
91 PR & marketing Joanne Childs reveals her top 10 tips for increasing productivity
112 ACID Dids Macdonald, CEO of Anti Copying in Design, discusses recent changes in copyright law
115 Twitter update We bring you all the hottest news, stats and facts from our followers
The Fashion Files 68 Slim pickings Barely-there spaghetti straps add an effortless elegance to any bridal gown
75 The collections The perfect accessories to match our two key bridal themes
77 Feeling good From pretty pleats to striking corded laces, brides will be spoilt for choice with this season’s tactile textured fabrics
Columns84 Xedo Software Raymond O’Hare discusses how retailers are meeting a bride’s online needs
100 Heidi Thompson Heidi Thompson of Evolve Your Wedding Business reveals how any bridal retailer can employ the services of a virtual assistant 106 David Fairhurst The Head of Creative Online marketing at Intelligent Retail discusses how to protect and get the most out of your website
108 Retail Bridalwear Association Bridal shop owner and Chair of the RBA, Nicola Garton, examines the future of UK bridal trade shows
110 Richards Designs Louise Dicks looks for the positive in the Uk Bridal market
122 The White Closet Eve Broadhurst, Creative Director and Co-Owner of The White Closet, extols the virtues of online marketing
stats and facts from our followers
7762 Feeling good
16 ATTIRE
103Nilah
Collection focus
28London Bridal Fashion Week
Profiles88 Victoria Kay We find out more about this stunning bridal label that’s now celebrating its 10-year anniversary
103 Nilah & Company We speak to Nilah Petschelt to find out what the future holds for this sophisticated veil brand
Features31 Bridal trends We speak to leading designers and manufacturers to find out what brides will be wearing next season
36 Hot steppers Footwear for style-conscious brides
53 You’ve got male Fabulous formalwear to suit the groom and his attendants
60 Retailer interview Anna McDonald talks about the challenges of launching her second bridal boutique
82 Up and coming Emma Victoria Payne talks about her new collection, and why her great-great-grandfather has been such a huge inspiration
87 Buying sense Richard Edwards asks, what factors lead a potential customer to a purchase decision?
94 Collection focus Kelly Scully, Designer and Director at Tantrums and Tiaras, unveils her glamorous new accessories line
96 Retailer profile Find out about the first two years’ trading for Toni Bridal in Surrey 98 Turn back time Rachael and Vanessa Hand reveal how to style the bride according to past fashions
Shows28 London Bridal Fashion Week We announce the latest exhibitors to announce their attendance at this new trade show
41 The London Bridal Show Our independent preview of this spring event
94
60Retailer interview
Up and coming82
Editor’s letter
ATTIREBridal
Editor’s letter
ATTIRE 19
MANAGING EDITORJo Fletcher-Cross
TRADE EDITORDemelza Rayner
+44 (0)1376 535 [email protected]
SUB EDITORStephen Ducker
SALES MANAGERRobert Clark
+44 (0)1376 514 [email protected]
SALES EXECUTIVEJan Griffin
+44 (0)1376 535 [email protected]
PRODUCTION MANAGERScott Brothwell
[email protected]+44 (0)1376 535 616
DEPUTY PRODUCTION MANAGERSarah Young
GRAPHIC DESIGNERSAlex Bolton, Stephanie Hodder,
Charlotte Potter
WEB DEVELOPMENT MANAGERStuart Weatherley
SUBSCRIPTIONSKay Tilbury, Cherie Love
+44 (0)1376 514 000
KD Media Publishing Limited
Pantile House Newlands DriveWitham, Essex CM8 2APwww.attirebridal.com
Attire Bridal is solely owned, published
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Limited. Whilst every effort was
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time of going to press, the publishers
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ISSN 1758-0072
MARCH/APRIL 2015
Editor’s pick
Average Net Circulation: 3,236 01/07/2013 - 30/06/2014
Capital gainsWhere Harrogate once reigned supreme as the destination of choice for UK bridal trade events, it seems that London is now putting up a firm fight. Indeed, The London Bridal Show, taking place from 8th - 10th March at Olympia, is fast approaching. Turn to page 41 for information on the exhibitors and the collections they’ll be presenting to retailers at this annual event.
Just 10 weeks later, from 17th-19th May, the capital plays host to the newest trade event on
the block – London Bridal Fashion Week. Headed up by Alejandra Campos, former Event Director at White Gallery, it promises to bring the best international and local talent to the attention of UK buyers.
In this issue, we speak to leading designers and manufacturers to determine the hottest trends for the coming season. It seems that illusion necklines, sleeves and panels are here to stay, while colour continues to filter through many of the new collections.
If you started the year resolving to work more effectively, but are simply too busy to put those plans into action, then you’re not alone. Luckily, Heidi Thompson of Evolve Your Wedding Business and Joanne Childs of Sprae PR are on hand with some top time-saving tips.
Enjoy reading
Demelza Rayner
Editor
This gorgeous hair comb from Tantrums and Tiaras’ Maharaja collection is decadent and delicate.
Fashion file on page 68
Up and comingon page 82
Image courtesy of MiaMia Bridal www.miamiabridal.co.uk
DemelzaPS – Follow us on Pinterest at www.pinterest.co.uk/attirebridal or on Twitter at www.twitter.com/AttireBridal
Window dressing on page 62
20 ATTIRE
Industry news Read on for our roundup of the bridal industry’s movers and shakers.
Winners announced at You & Your Wedding bridal retail awards You & Your Wedding, one of the UK’s leading bridal publications, recently announced the winners of its bridal retail awards at a glitzy event held at London’s Rosewood Hotel.
Bridal retailers, designers and suppliers across the UK were recognised for their creativity and effort when helping to plan a bride’s big day.
Split into 13 categories, criteria are determined by the views of readers on what they want from their bridal shopping experience. All entrants were also put forward for the prestigious Editor’s Choice Award, which recognises one exceptional retailer’s service in delivering that once-in-a-lifetime experience.
The awards were decided by a panel of industry experts. These included celebrity hairdresser Daniel Galvin Jnr, interior designer Sophie Conran and fashion designer Pierce Fionda.
Emma Tindley won the accolade for Bridal Designer Retailer, Isabella Grace received the award for Independent Bridal Retailer and Miss Bush won Small Independent Bridal Retailer.
For more information on the awards, including a full list of all the shortlisted retailers, visit www.youandyourwedding.co.uk.
New collection from Rosie Willett DesignsRosie Willett Designs has launched a stunning wedding headpiece and jewellery collection.
Rosie says, “The new range includes a total of nine headpieces – a collection of delicate vines, combs and headbands made with sparkling Swarovski crystal.” She continues, “Crystal embellished wedding dresses are extremely popular this season and we’ve created a collection of headpieces and jewellery that will complement embellished gowns and add some sparkle to plainer dresses. The delicate nature of our designs is also perfect for pretty lace dresses and illusion necklines.”
Prices in this collection range from £72 to £266. To find out more, visit the website at www.rosiewillettdesigns.co.uk.
Stock up on colour at Textile Forum Textile Forum, taking place from 4th and 5th March, 2015 at One Marylebone, London will be a riot of colour with more choice than ever for designers sourcing top end, luxury fabrics for their autumn/winter 2015/16 and spring/summer 2016 collections.
“Many of our exhibitors have increased the colour options within their staple collections so that buyers can rely on continuity of shade across many seasons, as well as introducing the new season’s must-have tones such as bright blues, pinks and lilacs,” explains Linda Laderman, Co-founder and Organiser at Textile Forum.
Among the exhibitors offering expanded colour ranges is Pongees. It now has 160 shades in one of its of douppion collections and there are also enhanced colour selections in its crepe, organza, velvet and taffeta collections. At Alan Litman, navy and red have been added to the black, white and ivory options available in many of its staple collections. In addition to its extensive collection of laces, there are now plain fabrics, comprising a seersucker and a range of 60 trimmings, including beaded and sequined designs for the bridal market.
For a full list of exhibitors, visit www.textileforum.org.uk.
Pongees
News & events
ATTIRE 21
News in brief• Victoria Kay will be launching a new label at The Harrogate Bridal Show in September. For further details, visit the website at www.victoriakaygowns.co.uk. • Linzi Jay has given its fleet of vehicles a facelift, with new images featuring Miss Wales. Visit www.linzijay.com to find out more.• Alterego is the new UK and Ireland distributor for Shirley of Hollywood. Log onto www.alterego-lingerie.com for details.
Register to attend London Bridal Fashion WeekRetailers interested in viewing the 2016 bridal collections from some of the finest designers and leading brands can sign up now to attend London Bridal Fashion Week. This new international trade event has already generated incredible support from the industry and will take place from 17th - 19th May at the iconic Old Billingsgate building on the River Thames between London Bridge and Tower Bridge.
Charlie Brear, YolanCris, Madeline Isaac-James, Özlem Süer, Lambert Creations and Annasul Y are among the designer labels hosted in the exclusive Designer Showrooms. The Bridal Hall will feature premium brands such as Watters, Ellis Bridal, Demetrios, Kelsey Rose, Madeline Gardner New York and Amanda Wyatt. The Accessories Gallery will present an array of veils, headpieces, jewellery, tiaras and lingerie collections by top accessories brands including Rachel Simpson, Linzi Jay, Nymphi Design and Yarwood White.
Retailers can keep up to date with emerging trends at the fashion shows, or network with friends and colleagues in the industry at the Champagne bar and the Riviera restaurant.
Apply online for an invitation to attend this prestigious trade event at www.londonbridalfashionweek.com.
Immediate Media acquires Hitched.co.ukImmediate Media Co, the special interest content and platform company, recently announced its acquisition of Hitched.co.uk, a leading UK wedding planning brand.
Immediate Chief Executive Officer (CEO) Tom Bureau says, “Hitched is a great brand and business – and a perfect fit with our existing wedding portfolio. The acquisition is completely aligned with our digital strategy, focusing on developing special interest verticals and driving innovative digital business models. We’re excited to have the talented Hitched team join the Immediate family.”
Hitched founder and Managing Director Dean Yardley adds, “We’ve been helping brides plan their perfect day for the last 17 years by focusing on inspirational content and providing innovative online planning tools. Immediate Media is the perfect home for Hitched to continue to grow in the next 17 years.”
The brand will be overseen by Julie Harris, who joined Immediate in January as Group Managing Director. Prior to Immediate, Julie was formerly CEO of WGSN Group, the global digital fashion and retail intelligence service.
Find out more at www.immediate.co.uk.
MGNY
News & events
ATTIRE 23
New appointmentHelen Cooper, founder of Well Connected Bridal, has been appointed UK representative for Euro Mode Donner. Speaking about her new role, Helen says, “I have 20 years’ experience in the UK bridal industry working with international and UK-based brands. I’m delighted to be working with Euro Mode Donner to help promote and develop its Diane Legrand and Lisa Donetti collections in the UK and Ireland. We’ve an exciting year ahead of us and we’ll soon be exhibiting at The London Bridal Show.”
For further information, visit www.euro-mode.com.
Glitzy Secrets launches new websiteGlitzy Secrets, the multi-award-winning accessories company, has a brand new look and a website to match.
The new site – www.glitzysecrets.com – focuses on beautiful imagery and inspiring content. As well as a blog featuring articles on bridal style and wedding planning, there are insights into each collection, a gallery showcasing real Glitzy brides and easy, secure shopping options. Victoria Swan, Managing Director, says: “I’m absolutely thrilled with the new Glitzy Secrets website. For me, it was key to strike a balance between quick, easy shopping and providing inspirational browsing with a wealth of style and collection features. Understanding and interacting with our customers has also been a priority and I feel we’ve created an engaging website to inspire, encourage interaction and really take our customers on a journey.”View the new site at www.glitzysecrets.com.
Hermione Harbutt and Harriet Wilde collaborate on new collectionTwo talented British bridal accessory designers, Hermione Harbutt and Harriet Wilde, have recently collaborated on a new footwear range.
This joint venture has produced four styles that combine luxurious handcrafted floral embellishment on boots and shoes crafted in the finest French Chantilly lace, delicate tulle net and soft kid leather.
The new designs include Honey Blossom, featuring cherry blossom flowers made from fresh water pearls, to Marina Blossom, a dusky pink lace peep toe platform with a 4.5 inch stiletto heel.
Find out more at www.harrietwilde.com.
Deadline fast approaching for Interbride’s young designer initiativeThe organiser of Interbride, the international trade show for bridal fashion and occasion wear, is giving up-and-coming designers the opportunity to present their creations to manufacturers and industry professionals for the first time.
Speaking about the initiative, Ulrich Wendel, Interbride Chief Executive Officer, said: “In 2015, we intend to promote young designers by allowing them to showcase their talent on an international stage.”
Interested young designers can apply free of charge, using the contact form on the official website, www.interbride.eu, as long as their creations focus on wedding and bridal fashion and occasion wear and they are not under contract to one of the international brand manufacturers. The deadline for entries is fast approaching and submissions must be made by 30th March, 2015.
For further information about Interbride, which takes place from 6th to 9th June, 2015 in Düsseldorf, please visit www.interbride.eu.
24 ATTIRE
Girls Love Pearls in demand by leading bridal designerAccessories from Girls Love Pearls have been used in the latest Sassi Holford photo shoot. Ruth Morton, Designer and founder at Girls Love Pearls, says, “We were delighted when royal wedding dress designer Sassi Holford approached us last year to use our jewellery to accessorise her 2015 collection in the label’s photoshoot. We’ve worked with wedding dress designer Tracey Salt at Chanticleer for a number of years, and have recently been approached by a number of other designers to use our timeless jewellery to accessorise their collections.” Find out more at www.girls-love-pearls.co.uk.
DEBBIE CARLISLE UNVEILS TWO NEW COLLECTIONS British bridal accessories designer Debbie Carlisle has launched two collections for 2015, giving retailers the opportunity to choose from romantic bohemian hair vines and combs and vintage-style high-shine crystal headpieces.
Brides planning boho weddings will opt for Debbie’s Enchanted collection, made up of delicate hand-wired beaded hair vines, circlets and combs inspired by natural florals and botanicals. Every design is available in silver or a warm antique gold tone with a subtle shimmer, perfect for brides looking for delicate and natural hair accessories with a touch of elegant sparkle.
The Limelight collection is all about old Hollywood style glitz and glamour and will appeal to vintage-loving brides looking for serious red carpet sparkle.
Debbie says, “When I’m designing I try to create bridal hair accessories that can be worn in lots of different ways, and the Enchanted collection contains my most versatile pieces yet. “The wired wedding headpieces are designed to be worn as hair vines which will twist and turn around the head and nestle into, around and through the hair almost like real trailing florals. They can be worn in so many different ways.”
In the Limelight collection, Debbie’s designs were inspired by vintage jewellery and Hollywood starlets from the ’20s to the ’50s. She says, “This collection is all about glitz and sparkle so I used high-shine clear crystals to create red-carpet-worthy headbands, cuffs and belts as well as other hair accessories which were inspired by ’20s Art Deco brooches and dress clips.”
To enquire about stocking Debbie Carlisle accessories, email [email protected].
Barcelona Bridal Week 2015 celebrates its silver anniversary
The 25th edition of Barcelona Bridal Week, taking place from 5th-10th May, 2015, will once again turn the Spanish city into the world capital of bridal fashion.
This key event will become the global showcase for bridal design, with more than 20 prestigious international labels set to take part on the catwalk and more than 200 at the show to present their collections for the upcoming season.
Speaking about the event, Director Miquel Serrano says, “Our commitment to the industry can be seen in our initiatives to promote and draw in large buyers, not only in the United States but also in Italy, France, Germany, the UK, Portugal, Russia, Brazil, Latin America and the Middle East.”
Find out more at www.barcelonabridalweek.com.
News & events
ATTIRE 27
International Jewellery London launches Market FocusInternational Jewellery London (IJL) 2015 has announced the launch of a major new initiative – the IJL Market Focus – aimed at creating global jewellery trade commercial and cultural partnerships. Italy has been chosen as the first Market Focus for 2015 with In Stile Italiano a IJL showcasing a collection of inspirational Italian exhibitors at Olympia this September.
The launch of an annual Market Focus at IJL consolidates the show’s international commercial and networking reputation within the industry. Each year a new country or region will be showcased as a conduit to strengthen opportunities for business worldwide.
Event Director, Sam Willoughby, comments, “The new Market Focus promises to be a really powerful annual event at IJL. We’re hopeful this feature will open doors to strengthen international trade as well as increase awareness about the showcased market’s design set. Italy is a world leader in jeweller and goldsmithing and IJL at Olympia will be a stunning backdrop for this colourful and inspiring collective.” International Jewellery London takes place at Olympia, London from 6th-8th September, 2015. For further information visit the website at www.jewellerylondon.com.
Award winners announced at Jewellery & Watch BirminghamThe Houlden Group has named Siobhan Maher of Domino and Rachel Galley of Rachel Galley Jewellery Design the winners of the 2015 Bridal Design of the Year awards, topping an impressive shortlist of exquisite wedding and engagement ring designs.
Speaking about her award win, Siobhan Maher says, “I’m absolutely thrilled to be a Bridal Design of the Year award winner. It’s great to be involved in a competition that specifically recognises innovative yet commercial bridal design.”
Equally delighted with her win was Rachel Galley, who said, “I’m so excited to have had the design recognised by Houlden and look forward to working with the members with the new bridal collection.”
To view the full shortlist and winning designs, visit the website at www.jewelleryandwatchbirmingham.com.
Dajana Basic unveils Peony Collection Fresh from up and coming bridal label Dajana Basic is its new Peony Collection, comprising pretty pastel shades in this season’s key styles. Retailers can view the range at White Gallery this May, where Dajana Basic will be exhibiting in the ‘New Talents’ section.
Find out more at www.dajanabasic.com.
28 ATTIRE
London CallingWe speak to some of the exhibitors at London Bridal Fashion Week to find out why the capital is such a big draw for designers, manufacturers and retailers.
In BriefLondon Bridal Fashion WeekLocation: Old Billingsgate, 16 Lower Thames Street, London. EC3R 6DZNearest tube stops: Monument, Tower Hill, London BridgeDate: 17th-19th May, 2015 Exhibitors: See full list online Website: www.londonbridalfashionweek.com
Emmanuela Silvestridis, Nymphi Design“LBfw is an exhibition that brings together the best of bridal design and we’re happy to be a part of its launch. We’ll be showing a new range of luxury veils, destination wedding accessories and showstopping headwear.”
Amanda Wyatt “The concept and beliefs for the LBfw mirror ours at Amanda Wyatt – one show that’s beautiful, well organised, central and is open to both designers and manufactures. With London being the capital city, it attracts a wide footfall of UK and international retailers as well as all the leading press.”
Rachel Simpson “We’re truly excited to be a part of the debut London Bridal Fashion Week (LBfw). Having always prided our brand in crossing the bridge between designer and premium, LBfw provides the perfect platform to showcase the collection to buyers from both markets. The fact that it’s taking place in such a stunning location is the icing on the cake.”
Fiona Cooper, Felicity Cooper Bridal “We’ve been looking for the right event to launch Felicity Cooper Bridal and LBfw was the perfect platform. An iconic and quirky venue like Old Billingsgate matches our brand style and we’re really looking forward to launching the label there.”
ATTIRE 29
Retailer interviewLBfw
Anne Kathrine Rantzau, Lilly “We chose to participate at the LBfw because the May timing is perfect for orders and subsequent deliveries for next season. London is easy for our overseas buyers to visit, both logistically and if time is sparse – you can easily make a ‘hit and run’ for LBfw and have all the most important labels covered. We’re looking forward to visiting London in the spring and spending a lovely time with customers and friends, showing all our new 2016 bridal collections, as well as flowergirls and bridesmaids collections.”
Mandi Visser Markham, Charlie Brear “We were keen to join LBfw, not only because it’s an exciting new event gaining global attention but it’s also in our favourite city. We proudly design and make our products in London and feel that the show will educate new international clients about British brands.”
Joanna Florczak, Özlem Süer “We think that LBfw is a great opportunity to present our latest collection in a beautiful location in one of the world’s greatest cities. We firmly believe that it’s going be a successful trade show, which means it’s a great opportunity for us to establish new contacts. At Özlem Süer we’re happy to embrace something new and fresh and LBfw seems like the perfect forum to connect with UK retailers. London is the centre of the UK’s fashion industry.”
Neil Flatley, Linzi Jay and Arianna Tiaras “I felt that LBfw was a good opportunity for our brands to be more exposed to international markets and understandably the capital city is the place to be. The timing of May is good, and I reflected on the type of suppliers and designers who will be attending and just felt that it was definitely worth us being there.”
Register online at www.lbfw.org/invitation for your free invitation to LBfw and take advantage of special hotel rates.
Barry Waterman, Ellis Bridals “We’re excited to be a part of the first London Bridal Fashion Week 2015. It’s set to be a stylish exhibition set in iconic surroundings. We believe in one collection a year and this May event serves as the perfect backdrop to launch our 2016 designs, ready to start delivering from September.”
Our special off er for you:Place an order with our wonderful agent, Maikel, and you are entitled to enjoy our 3 for 2 special off er!
Th inking of becoming a new stockist? Call Maikel for details on our very attractive fi rst order promotion!
Please contact Maikel Martens on 07879 296322 or [email protected]
EMMERLING GmbH, Liebengrabenweg 1, D92224 Amberg, Germany | UK freephone 0808 2389084 | www.emmerling.co.uk
Market leader in Germany for bridal and evening accessories
ATTIRE 31
Bridal trends
STYLE GUIDEWe take a look at the key bridal trends for autumn/winter 2015 and beyond.
Bridal trends
Hilary Silvester, Sacha Jameswww.sacha-james.com“For the coming season we’ve played with flirty silhouettes and soft textures to create a chic, timeless and classic look. We’ve also used the palest of colours to warm the skin tone. Illusion necklines and sexy low backs feature strongly, as does rich guipure lace. These design details are reflected in our Curvy range, but with added structure to show off our brides’ curves.”
Tracey Salt, Chanticleer www.chanticleerbrides.co.uk“Brides are definitely moving away from structured fabrics, favouring fluid, draped fabrics like crepe satins, silk chiffons, soft tulles and of course lace is still a big feature. Illusion backs and necklines, including off the shoulder, with detailed embellishments and textured fabrics are becoming increasingly popular. I also think full-length, wispy or sheer sleeves are going to sell well. In fact, we’ve already produced several hand-made bespoke gowns with this design feature.”
32 ATTIRE
Laura Biggs, Phoenix Gowns www.phoenixgowns.co.uk“Our stockists are currently experiencing great success with plain full satin skirts and demure lace necklines. The ’50s-inspired gown shown here – from the 2015 Baroque collection – is currently our best-selling gown of all time.”
Ben Speed, Mia Solano www.miasolano.com“There are two bridal shapes in demand at present – fit and flare, and a more form-fitting A-line shape. Lace is still very much in demand and we’re seeing delicate beading making a big come back.
“Ivory is the colour of the moment but don’t count out richer colours and multi-tone variations like ivory over champagne and ivory over light gold. Check out the glow on M1546Z. You just can’t get softness like this with white.”
Naomi Neoh www.naomineoh.com “I anticipate that brides will get bolder in their choice of non-traditional wedding dresses as coloured gowns are becoming incredibly popular. For the new season, alongside the signature blush pink gowns I’ve developed more soft peach hues, which are proving popular in the 2015 collection. I’ve also introduced oyster and silver grey into our colour palette.
“Lace remains popular with brides but with a move towards lace detailing, such as illusion backs, lace straps and intricate details rather than full lace gowns.”
M1546Z
Designed and manufactured in the UK
If you would like to become a stockist of this exclusive collection please call Chanticleer on +44 (0)1242 226501
or email me direct: [email protected]
@chanti_brides/Chanticleerbrides
Celebrating years
ATTIRE 35
Bridal trends
Wendy Peddlesden, Qiana Bridal www.qianabridal.co.uk“Shades of ivory will still dominate the bridal market, while soft nudes and chalky pastels will be in evidence. Skirts will be full and frothy or sleek and slim. Soft tulles, luxurious satins and organza will be used to create these very feminine shapes. Sexy low plunging necklines will feature strongly in the new season’s collection, together with cut-out necklines and illusion backs. Delicate laces, beading, embroideries and soft ruffles will create elegant embellishments.”
Bridal trendsLydia Sayles, True Bridewww.truebride.co.uk“For autumn/winter 2015 I predict an inspiring palette of colours – think beautiful blushes, soft greys and dreamy antiques, worked into feminine silhouettes with detailed necklines. The sheer illusion will be here to stay, but reintroduced using corded laces and three-dimensional embellishments to create a dramatic neckline. That said, there’s a definite move toward a more minimalist look too, where it’s all about the cut and finish. Expect to see slinky figure-flattering silhouettes with clean lines and low backs, adorned with crystal jewellery-like beadworks. Slim and sparkly is a look we’ll be offering for next season, inspired by the glamorous ’30s trend that brides are loving right now. Expect to find soft and floaty gowns in delicate fabrics. It’s all about the glam.”
Vatana Watters, Watters www.watters.com“We’re excited about the 2015 autumn/winter trends. We love that more is happening on the shoulders than simply strapless and sweetheart necklines. Yes, that look is classic, but we adore playing with off-the-shoulder designs and interesting straps. We’re also excited about light-as-air skirts and blending fabrics to create the larger-than-life look. And then, of course, there’s illusion. It’s one of the most creative ways to play with a design.”
36 ATTIRE
Shoes
Hot steppersFootwear designers reveal the top trends for style-conscious brides
36 ATTIRE
Rachel Simpson
ATTIRE 37
Bridal shoes
A
Sonia Brown, Le Soulierwww.lesoulier.co.uk “This year will be all about romance. Brides are seeking a fairy tale wedding with a strong element of personalisation.
“Wedding shoes in 2015 will play a more significant part in the bride’s big day than ever with the couple’s love and personality shining though.
“Metallics – including copper – will be on the rise, adding a touch of sophisticated glamour. This fits perfectly with the new season’s trend for antique embellishment.
“2015 is all about adding a splash of colour on the big day with palettes including caramel, pale gold, powder blue, lilac and blush. The look is enhanced with exquisite rhinestones, lace and brooch detailing on heels and flat shoes alike.”
Joshua Sewell, Irregular Choicewww.irregularchoice.com “Brides are looking for a special pair of shoes that will create their very own Cinderella moment. We’ve incorporated bows and trims in blue on certain footwear styles this season, as well as creating matching clutch bags. From stitched flower designs to delicate suede rosettes and even clustered pearl detailing, our shoes have a distinctive style.
“This season we’ve introduced our first ever ‘Bride and Groom’ character heels, so we really cater to every bride, taste and theme.”
Rachel Simpson www.rachelsimpsonshoes.co.uk“There’s a beautifully soft, ethereal feeling coming through at the moment, with the emphasis on luxurious materials, subtly contrasting textures and a delicate, tonal colour palette. This is a dream to work with for shoes and sits naturally with our signature look. The new collection combines all these elements on brand new silhouettes to create something truly striking for 2015.”
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Ruth Shaw, Harriet Wildewww.harrietwilde.com “Floral embellishment is an important influence on current bridal trends, created with three-dimensional fabric flowers, embroidery, beading and floral fabrics. We’ve recently introduced a laser sandal with flowers intricately cut by laser.
“The colour palette features soft shades of ivory, pale grey, blue, mint and blush, with accents of metallic. We’ve introduced a new handmade lace fabric and are layering tulle and lace to create delicate, feminine and romantic styles. Sheer panels with tulle net and lace are another important trend for bridal this year.
“The pointed toe shape is definitely getting more popular and is trickling through to bridal. Heel heights have seen a definite shift to a lower and mid heel height.
“The bespoke service we offer in the London showroom is more in demand, so upscale is a definite trend. Clients love adding extra embellishment and being able to create exactly what they want, including making styles on different heel heights or making a shoe in a particular colour and material.”
Charlotte Millswww.charlottemillsbridal.co.uk “Red is one of the big colours for 2015, which lends itself perfectly to wedding shoes as it’s traditionally associated with romance and love. Coloured wedding shoes are proving really popular for us, and brides can wear them again after the big day. Our Alexis design is available in red and pink, our Anabel design can be ordered in blue, red and pink, while Ana is available in blue.
“Block heels and point toe courts are the freshest silhouettes of the season. As well as the popular single sole sandal, we’re seeing platforms start to re-emerge. “Simple single strap sandals are as popular as ever, while T-bars and skinny ankle straps are becoming key after strong appearances on the catwalks.We’re adding
more of this style in April.”
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ordered in blue, red and pink, while Ana is available in blue. “Block heels and point toe courts are the freshest silhouettes of the season. As w“Simple single strap sandals are as popular as ever, while T-bars and skinny ankl
more of this style in April.”
Simon Ashworth, Glamour n Glitz www.glitzshoes.com “Our current sales show that the long reign of lace in bridal footwear may be behind us. In fact, satin is now just as popular, and is likely to take the lead in the coming year.
“We’ve had excellent early year sales with our latest designs. These include pretty peep toes and pointed courts, as well as stylish flats in our most popular fabrics.”
Le Soulier Bespoke Hand Painted Wedding Shoes
www.lesoulier.co.ukTel: 07884 053156
Wear your heart on your heels
Beautiful Dresses, Affordable Prices
www.verisebridal.com | [email protected] | 0208 573 0914 verise.bridal
ATTIRE 41
London Bridal Show
Read on to find out about the hottest new collections on display at The London Bridal Show this March…
Springsourcing
ATTIRE 41
London Bridal Show
IN BRIEF Event: The London Bridal Show Date: 8th-10th March, 2015 Location: Olympia, London Website: www.thelondonbridalshow.com
Allure
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TRUE BRIDE Stand B21 www.truebride.co.uk True Bride will be showing its latest collections at The London Bridal Show. Speaking about the new lines, designer Lydia Sayles, said, “True Bridesmaids continues to go from strength to strength. We’ve worked beautiful new laces and decadent beadworks onto our signature figure flattering cuts, to create a range of dresses that are fashion-forward, original and affordable.” Lydia continues, “Our Luna Collection by Nicki Flynn has had an exceptional reaction from retailers. Think slinky silhouettes and ‘Gatsby’ inspired beadworks.”
Also on display will be the firm’s two bridal collections – True Bride, which offers some glitz and glam with a vintage edge, and Nicki Flynn, which is directional and effortlessly elegant.
JLM EUROPE LTD Stand C10 www.jlmcouture.com JLM Couture is a New York-based multi-label design house and manufacturer with internationally renowned labels such as Tara Keely by Lazaro, Jim Hjelm Occasions and Blush by Hayley Paige. Retailers can view all its collections at The London Bridal Show, including the two newest to the portfolio – Ti Adora and Lovelle by Lazaro.
Nicki Flynn
True Bridemaids
Ti Adora
Lovelle by Lazaro
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London Bridal Show
LILY BELLA AND YARWOOD WHITE Stand A1www.lilybella.co.uk and www.yarwood-white.comDon’t miss the new hair vine collection from Yarwood-White. Featuring a mix of delicate pearls, crystals, rhinestones and flowers, each piece comes with a detachable ribbon to match the bride’s hair colour. The vines can be worn towards the back of the head or nearer the front, and are perfect for a bohemian or festival-inspired look.
Also on display will be the new range of belts from Lily Bella. Offering the utmost in glamour and sparkle, they’re created using a mixture of rhinestones placed on satin or tulle ribbon.
EURO MODE DONNER GMBH Stand B10 www.lisadonetti.com and www.dianelegrand.eu Euro Mode Donner will be showcasing its two signature bridal collections at the London Bridal Show.
Diane Legrand launched in 2011 and is now competing with top European brands thanks to top quality fabrics and excellent fit. Lisa Donetti offers a range from trendy short dresses and elegant silhouettes with clean lines to bridal gowns with voluminous skirts. Stunning colourful accents such as belts and sashes add to the character of the collection.
Diane Legrand
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CRYSTAL BREEZE Stand E27 www.crystalbreeze.net Crystal Breeze kicks off the prom season with a collection of new styles including floaty chiffon and tulle dresses decorated with sequins, lace and crystals. Pastels and nudes continue to flourish as the season’s hottest colours, while open backs and a peep at the midriff add a little adventure to the collection. Retailers can also choose from soft, flowing silhouettes, fish tails and fluffy short skirts, all at highly commercial prices.
IMPRESSION BRIDAL Stand D14 www.impressionbridal.com Impression Bridal will be showcasing its latest collections at Olympia. Chic silhouettes and classic A-lines sit alongside more flamboyant creations featuring feathers and dramatic ruching.
For the fashion-conscious bride to be, the Cristiano Lucci collection offers the latest styles at an affordable price, with the brand’s classic semi-couture range. It promises to keep up with the latest trends of the glitterati, minus the exorbitant price tags.
Cristiano Lucci
Impression Bridal
JLMCOUTURE.COM
ATTIRE 49
London Bridal Show
ALLURE BRIDALS Stand A30/B29 www.allurebridals.com The latest collection from Allure Bridals boasts original embroidery and beading, along with pared-down silhouettes designed to emphasise the detail and lines of the gown. Allure Bridals is known for its patented corset construction, providing brides with a fabulous fit.
The Allure Women plus size collection offers an extensive selection of gowns that flatter the curvy figure. The structured bodices are built with an internal support system within the gown itself. It’s easy, incredibly comfortable and flattering, all in one.
Finally, don’t miss the exquisite Madison James spring bridal line, which borrows inspiration from international textile patterns, striking floral embroidery and vintage design. Whimsical and delicate, it’s a collection for true romantics.
Madison James – style MJ09
Allure Couture – style C323
MICHAEL’S BRIDAL FABRICS Stand E20 www.michaelsbridalfabrics.co.uk Michael’s Bridal Fabrics will be showing some new laces this year, some with re-embroidery for an antique look. In plain fabrics, the firm has added a soft shell pink colour to its best-selling duchesse satin and chiffon. It’s also seen a demand for heavy crepe and in the past year has doubled the number of colours it offers in this popular fabric.
Retailers can also expect to see many more motifs, suitable for bridal belts, along with grosgrain and satin ribbon. Finally, Michael’s Bridal Fabrics has introduced 10 new magnetic brooch designs for 2015.
LILLY Stand E22 www.lilly.eu Danish house of bridal fashion, Lilly, has a large portfolio of brands, designed to complement each other and offer a full service to retailers. Each collection is supplemented by a wide collection of matching accessories such as jewellery, veils, shoes, purses, jackets and headwear such as tiaras or floral hairpieces. Alongside bridalwear, Lilly also has an eveningwear and a bridesmaid collection as well as fashion for flower girls and pageboys, communion dresses and christening-gowns.
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PRIVATE LABEL BY G Stand B11 www.plbgbridal.com Private Label by G offers high quality bridal gowns at commercial prices. The latest Kenneth Winston collection comprises elegant gowns with eye-catching embellishment. Retailers can expect to see sleek silhouettes, illusion necklines and fashion-forward design.
TWILIGHT DESIGNS Stand E21 www.twilightdesigns.co.uk From bridal jewellery sets to sparkling hair combs and veils, Twilight Designs will be presenting plenty of new accessory designs to retailers visiting the show. It offers competitive prices and fresh ideas, and only supplies to the bridal trade.
Twilight Designs will also be presenting its latest styles from Utopia Prom, its popular new prom and evening wear collection.
Kenneth Winston
Ella Rosa
ATTIRE 53
LingerieFormalwear
MALEFormalwear to suit the groom and his attendants
ANDY ROBERTS, UK AGENT, WILVORST www.wilvorst.de
What were your best-selling pieces in 2014 and why do you think they were so popular? We had a fantastic year with French blue. It’s very much the colour of the day for our three-piece suits and tail coats. We’ve had this colour in stock for four or five years but it took off with a vengeance in 2014. As a result of its success, we’re now running it from stock service in slimline tailcoats, waistcoats and trousers with a slim 16inch leg, as well as a very trendy single button drop 8 jacket, which is shorter in length with a slim drain pipe sleeving. The reaction from stockists and the general public has been incredible.
What do you predict the key formalwear trends will be for the coming year with regards to style, inspiration, colour and fabric? Very much the same – French blue, French
blue and more French blue in the wool/mohair fabric styles already mentioned.
Have you launched any new designs for 2015? We’re constantly upgrading our styles and fabrics. At present I can’t see past the success of our current styling in the drop 8 three-piece suit, slimmer trouser and slimline tail coat for 2015. Going forward, Wilvorst anticipates adding to these styles with a slightly longer jacket. In our high fashion brand Tziacco we’re seeing a lot of brocades coming to the fore.
retail stockists? We offer a very good stock service, along with a quick production time of as little as four weeks. All our accounts are able to go online to look at production, dispatch dates and so forth, for their current orders. Customers can also look at our stock service or choose from many images available for advertising or websites. All can be downloaded in high-resolution for marketing purposes.
You’ve got
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RUPERT BOWLING, RUPERT THE TAILOR www.rupertthetailor.co.uk
What were your best-selling pieces in 2014 and why do you think they were so popular? This year’s certainly going to be an interesting one and we believe it’ll be a colourful year for weddings. In terms of best-selling pieces from the past year, we’d say that blue was the colour of choice – from bright azure blue to a much softer pale blue. Gentian blue was hugely popular with its rich and sophisticated colour.
What do you predict the key formalwear trends will be for 2015 with regards to style, inspiration, colour and fabric? Colour is a theme that continues into 2015, whether across the entire suit or simply as an accent in the lining, waistcoat or bow tie. Increasingly, the groom is seeking to show his personality in his wedding suit and this becomes evident through use of colour. For 2015, I think our deep aubergine purple and pale linen are going to be the colours of choice.
From our Pinterest site – www.pinterest.com/suitsmen – the most pinned image is of a grey suit offset by a purple waistcoat and tie, with the look being completed by a matching purple boutonnière. It’s the interesting colours, the eye for detail and the statement image that makes this pin so popular.
Another popular look is tweed – for the more down-to-earth, folksy wedding, where the band plays, the sun shines and the tables are awash with flowers and fairy lights. For those travelling
to warmer climates, our linen suit proves very popular and colour can add an individual twist. Have you launched any new designs or collections for 2015? For 2015 we’re extremely excited about the forthcoming launch of our website. The online ‘outfit builder’ enables a groom to see his suit materialise before his eyes, based on the design decisions he’s made. The groom can choose from an array of colours, plus numerous materials and jacket, waistcoat and trouser designs. He can choose the lining, the buttons and the stitching. The resulting suit can be viewed online – this includes tablets – and choices can be easily changed before the final submission. Rupert the Tailor lets its customers mix the traditional with the modern, the plain with the funky and the serious with the outrageous.
retail stockists? We offer our stockists a package of support, from the forthcoming website, to national advertising and commission on local sales via the website. We will direct customers to our retailers either through online listings or by telephone and can provide sample stock for wedding fairs when required. We’ve recently been awarded Feefo Gold Trusted Merchant accreditation in recognition of our excellent customer service throughout 2014. The accreditation is awarded based on feedback received directly from our customers. We aim to achieve Gold standard with all our business contacts, and that would certainly apply to our retail stockists.
ATTIRE 57
Lingerie
A
NEILL COTTON, LLOYD ATTREE AND SMITH www.lloydattreeandsmith.com
What were your bestselling pieces in 2014 and why do you think they were so popular? We’re well-known for our ties, cravats and wedding waistcoats. In 2014, however, the balance of styles shifted towards a less overtly ‘weddings-only’ interpretation of formal. So, in neckwear, we’ve seen more men choose a regular, traditional tie rather than a wedding cravat, and we’ve seen more bow ties being worn as well. In waistcoats, our tweed and other wool/wool-rich styles have been popular, bringing a softer and more on-trend look to formal weddings.
What do you predict the key formalwear trends will be for 2015 with regards to style, inspiration, colour and fabric? We see formal cues from the worlds of television and celebrity continuing to influence wedding
formalwear during 2015. Tweed and warmer-handle fabrics will continue to feature well – which we’re preparing for with six new styles and several colours in our waistcoat range, together with tweed/wool ties and tweed/wool bow ties. Within formal wedding waistcoats, we’re seeing a trend towards simpler and more classic designs but often in brighter colours, which we’ve also reflected in our new range.
Have you launched any new designs for 2015? As ever, we’ve literally hundreds of new tie styles – many of which make beautiful wedding ties. Within that, specifically with the wedding customer in mind, we’ve a range of bright new satins. In waistcoats, we’ve a whole new range of very bright, very bold polyester and viscose styles that look superb whilst being priced keenly enough for either the rental or sale wedding markets. Some of these are made from beautiful jacquard fabrics originally designed for traditional Chinese ‘cheongsam’ dresses.
We also have some much more subtle, tonal wedding waistcoats that add depth and texture to a traditional wedding outfit without looking like statement pieces. And new this year we have four designs of luxurious pure silk wedding waistcoats.
retail stockists? Rather than spending too long theorising about the PoS or promotional ideas that we could develop centrally only to find it’s a struggle to crow-bar them into any particular retailer’s space or plans, we prefer to work individually with our best customers – who tend anyway to have the best ideas – on any opportunities where we can merchandise or promote our range better. This has included bundling ties and pocket squares together with the sale of waistcoats; showing how colour-keyed and radically contrasting ties can work with different waistcoats; and working closely with our very best retailers on colours and designs.
Formalwear
ContactHine Insurance
+44 (0)161 438 0000www.hine.co.uk@hineinsurance
facebook.com/hineinsurance
Legal disputesRachael Carrington, an experienced Commercial Account Executive with Hine Chartered Insurance Brokers, explains why it’s important for legal expenses to be included as part of your overall insurance protection.
A lengthy legal dispute is a far cry from the idyllic picture most bridal shop owners or managers paint for themselves when opening their doors, but legal expenses cover can at least help them to stay open. With an industry worth
£10 billion a year in the UK, it’s no surprise that the 718 couples who get married every day want their celebration to be perfect. And bridal retailers and suppliers nationwide spend a lot of time, effort and money on their part in delivering the dream.
Despite such aspirations, things can get in the way, whether one of your brides won’t pay the balance, your supplier has provided a substandard gown or your retail customer is holding back a payment. And with the high costs and emotions that can scupper the best laid wedding plans, these issues can soon escalate.
No small business wants to become embroiled in a full blown legal dispute, be it with customers or suppliers, not least for the sake of your hard-earned reputation, something that’s invaluable in an industry that often relies on word-of-mouth recommendations. But a legal dispute doesn’t need to become the costly, time-consuming and stressful scenario it first appears to be with the help of adequate insurance cover.
LEGAL PROTECTIONA legal expenses policy will pay for solicitors’ and barristers’ fees, court costs, expenses for expert witnesses, attendance expenses, accountants’ fees and employment compensation awards. It will also pay the costs of appealing or defending an appeal. The main elements of a legal expenses policy are:• Defence of employment disputes (including compensation awards)• Tax protection – policyholders costs in connection with a tax investigation• Defence costs following alleged non-
compliance with laws or regulation• Employees extra protection – defence against unlawful discrimination
For SMEs who don’t have the luxury of a dedicated human resources or legal department, financial defence and the legal advice that comes with it through most legal expense policies can prove invaluable.
With the relatively low cost of cover, you could save your business thousands of pounds – a deal which makes financial sense by any business’ standards, let alone one which deals with tight supplier to customer margins.
With specialist knowledge of the bridal sector, Hine Chartered Insurance Brokers can give you expert advice on all of these areas, as well as additional popular covers in the industry including:
• Contract disputes – negotiating for your legal rights in a contractual dispute arising from an agreement or alleged agreement entered into by you or on your behalf, for the purchase or hire or sale or provision of goods or services • Debt recovery – negotiating for your legal rights including enforcement of judgment to recover money and interest due from the sale or provision of goods or services.
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A
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When did you open your first boutique and what prompted you to do so? I opened Anna McDonald Bridal Gallery in July 2008. Having taken 10 years out of my career to bring up my children, I wanted to set up my own business. I saw a gap in the local market for an exclusive bridal shop that offered leading designer and a service-driven approach. One of my close friends had been through the same start-up process in the bridal industry two years previously so I was able to check my business plan against her own experience. How has the business evolved and what have been the key milestones in its development? The business has evolved considerably and it’s now one of the leading bridal shops in Oxfordshire. Initially I had to promote the shop to local brides which required considerable investment in marketing. With several successful years of trading, I’m now able to hire more staff, and am investing more money in my leading designers, especially Justin Alexander with whom I became a premium stockist in 2014. Our social networking presence is highly visible, with the ripple effect of six years of investment and loyalty from hundreds of brides that tell their friends about their positive experience at the boutique. What factors influenced your decision to open a second shop? My husband was trying to persuade me to extend the brand to another location and I was initially reluctant as I’ve seen many bridal shop owners struggle when taking on a second premises. However, we were inspired by a conversation we had with a shop in East Anglia that had seen a trend towards plus size dresses. Thame seemed the ideal location for such a venture as our overheads are shared across two shops only 100 yards apart. Within the
opening month we’ve seen orders far exceed those experienced in the early days of our very first boutique.
Is there anything you did differently when opening your second store compared to first time around? We’ve learnt so much from the Bridal Gallery that we could apply to Curve Couture. We were able to replicate the interior fit out and bespoke design and select designers based on experience and market presence. The first shop took three months to open, whereas Curve Couture was opened within seven weeks. What criteria do you have when sourcing and selecting your designers? Our suppliers are crucial to the success of
our business so we selected designers that we believed would support our business plan. Obviously they have to supply a range of luxury gowns that our staff are happy to sell, but it’s vital that our designers respond quickly to market demands, have regular designer days and heavily promote their gowns through active marketing strategies.
What do you enjoy most about your role and the bridal business in general? Being a retailer in the historic market town of Thame is a privilege and I find it hard to believe that we have two boutiques here. I was born in this beautiful location and live here with my family, so having my business so close to home is a dream come true. I love my staff and the fact that they’re passionate about what they do
GROWING the businessBridal shop owner, Anna McDonald, talks to Attire Bridal about the challenges of launching her second bridal boutique, Curve Couture, into a new sector of the market.
ATTIRE 61
Retailer interview
gives me great pleasure. Knowing we’re helping a bride’s dream come true is a massive bonus and we’ve developed so many friendships with our customers during the past six years.
What’s been the highlight of your time in bridal retail to-date? The main highlight of my time in the bridal industry was unquestionably opening Curve Couture on 23rd November, 2014. I lost my father last year and he designed and installed so much of the bespoke build of the Bridal Gallery in 2008. I was able to recreate the look by using his ex-colleague to install like-for-like cabinets in Curve Couture. I know he would have been so proud. How do you ensure that the service your boutiques provide is second to none? Everything we’ve ever done in our business focuses on service. We offer exclusive
appointments to our customers so they feel comfortable, special and have the time and space they deserve to choose their dream dress. My staff are never pushy – they help and advise. On the odd occasion when customers have found a dress elsewhere, we regularly receive thanks for our service. What do you believe is the key to running a successful bridal retail business? In my opinion you have to provide honest advice and impeccable service to every single customer. You have to stay true to your principles as building a successful bridal business takes time and most of your future sales will come from customer referrals. What are the main challenges you face as a bridal shop owner? There are many challenges such as stock selection and turnover, marketing spend and prioritisation, shop refurbishment and refresh, new entrants to the market and so on. Maintaining a brand where customer service and quality underpins the business’ success requires every single issue to be dealt with quickly and professionally, even things that are out of your control. It’s how you deal with them that’s important.
How important is your website and interacting with brides on social media? The bridal market is no different from any
other business to consumer market in that the internet has transformed how we do business. Even brides that are client referrals will visit our website and social media pages to check our credibility and range of dresses. Content is key and communication is now daily but it has to be informative and exciting. With more than 1,000 Facebook followers we’ve a great platform for future sales through referrals and goodwill. Without this electronic platform we wouldn’t be open to the new type of bridal customer. What are your plans for Anna McDonald Bridal Gallery and Curve Couture over the next few years? With two shops now open, we’ve an energy and enthusiasm that sets us up for some great years ahead. Innovation is vital to our business so we’ll be introducing a new website in early 2015 providing a door to Anna McDonald Bridal Gallery or Curve Couture through one access point. We’ll be welcoming a larger percentage of brides from outside Oxfordshire into Curve Couture due to the originality of this offering in the market, and we predict sales to exceed the core business within two years.
We’ll continue to invest in both boutiques and we’re already thinking about the next venture to be launched from the Anna McDonald Bridal Group.
A
CONTACTAnna McDonald Bridal Gallery
+44 (0)1844 214 190 www.anna-mcdonald.com
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Pretty pastelsWe show you how to create a stunning spring window display using the softest shades of pink, blue, yellow and green.
Tony Bowls by Dom Bridals +44 (0)1954 232 102 www.mon-cheri.co.uk
Bombe bedside unit with butterfly design, £375, Out There Interiors +44 (0)20 8099 7443 www.outthereinteriors.com
Julianne chartreuse velvet armchair, £349, Tesco +44 (0)800 323 4050 www.tesco.com
Honeycomb balls, £6.99, Hampton Blue +44 (0)7989 573 171 www.hamptonblue.co.uk
Light green floral design cushion, £32, In Spaces +44 (0)20 7580 1990 www.in-spaces.com
Lime green bud vase, £14.95, Annabel James +44 (0)845 548 0210 www.annabeljames.co.uk
Easter egg and twig wreath, £21, The Contemporary Home+44 (0)2392 469 400 www.tch.net
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Light green floral design
Lustre tea light, £4.50 each, The Contemporary Home +44 (0)2392 469 400 www.tch.net
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Bombe bedside unit with butterflyB
Grid storage box set, £26, Quince Living +44 (0)1738 449 098 www.quinceliving.co.uk
HH+4w
64 ATTIRE64 ATTIRE
Many HAPPY returnsWe speak to six retailers to fi nd out which marketing activities generate the best response from brides.
Kate Allen, Katherine Allen Bridal www.katherineallenbridal.co.uk
How do you promote your boutique to brides?We’ve a healthy online presence, we
interact with potential customers through social media platforms and we gain many new customers via word of mouth recommendations. We use our customers as our primary marketing tool. Th ey’re the best promotional vehicle we have, as long
as we keep providing them with excellent customer service. We work hard to keep our website current and visually attractive as we understand that it’s the fi rst time people meet us, albeit virtually. It looks like an extension of the shop so when people visit us online, they’ll have a good idea of what to expect when they come to the boutique for their very fi rst appointment.
Social media is hugely important to our customers so we use Twitter, Facebook, Instagram, Pinterest and Google+, and try to update our pages as much as possible.
Which marketing activity are you planning to
increase this year and why?We’re expanding our designer weekends. We’ve previously just promoted one designer but as they’re so popular we’re opening it up to the rest of the in-store collection.
We’re also planning to hold more accessories events in the spring, when brides are keen to complete their outfi ts.
Which marketing activity are you planning to reduce this year and why?We’ll only be exhibiting at a couple of wedding fairs this year at venues we really enjoy visiting, and crucially where we seem to attract the best customers.
Emma Phillips, Emma Phillips Bridalwww.emmaphillipsbridal.com
How do you promote your boutique to brides?We’ve been open for nearly fi ve years and
we’re lucky that a lot of our brides now come from personal recommendation. I’m addicted
to social media so I use our website, Facebook, Instagram and Twitter feeds to gradually build brand awareness.
Which marketing activity are you planning to increase this year and why?We’re defi nitely going to use paid promotions on Facebook again this year and we’ll try to attend a few more wedding fairs. We found that in the fi rst year we wasted a lot of time, energy and money on attending wedding fairs, without
seeing great returns. It was a worthwhile exercise nonetheless as we now know the ones that bring new custom to the boutique.
Which marketing activity are you planning to reduce this year and why?We’re probably going to reduce our advertising spend in freebie local wedding magazines. It’s not the cheapest marketing strategy and we found we were regularly listed alongside all our local competitors.
Melanie Storer, Wedding Belles of Four Oakswww.weddingbellesbridal.co.uk
How do you promote your boutique to brides?Facebook plays an important role in our business. We also blog almost every day to reveal new collections, the day to day excitement of running a boutique or topics of interest to the bridal industry.
We like to provide brides with plenty of inspiration, whether on new trends, cake design or bouquet ideas.
Our website is very important and we work extremely hard to keep the information up-to-date and relevant.
Instagram has recently proved invaluable to showcase dresses and we often advertise in national wedding magazines.
We also connect with brides at local
wedding fairs and exhibit at the National Wedding Show at the NEC in Birmingham.
Which marketing activity are you planning to increase this year and why?We plan to enhance our presence on Instagram and intend to set up a Twitter account to network with other British bridal businesses.
Which marketing activity are you planning to reduce this year and why?Our boutique now has a great reputation locally. As a result, we’ll put more energy into exhibiting at the National Wedding Show rather than the smaller regional wedding fairs.
ATTIRE 65
Retailer round-upRetail roundup
ATTIRE 65
Rachael Scott, Th e Bridal Lounge Highgatewww.thebridalloungehighgate.co.uk
How do you promote your boutique to brides?During the past 18 months we’ve experimented with a variety of marketing
techniques. Th ey’ve all brought brides into the boutique but some have been more successful than others. Facebook and our website are our biggest promotional tools. We advertise on
Facebook and spend at least three hours a week updating statuses, answering questions and booking appointments. We ensure our website is always up-to-date and brides can make an appointment online.
We also advertise in several regional magazines. Even though they’re not specifi cally targeted at brides, we want the local community to know where to fi nd us.
In addition, we attend wedding fairs throughout the year and now know which ones generate the best response from brides.
Which marketing activity are you planning to increase this year and why?
We already use Pinterest and Twitter but this year I’d like to build upon our existing presence as well as pushing forward with Facebook. We’re attending three wedding fairs this spring as well as a pop-up shop at a lovely local wedding venue.
We’ve also formed close working relationships with some other wedding businesses and promote each other to our brides.
Which marketing activity are you planning to reduce this year and why?Th is year we’ll keep our print advertising to a minimum. It’s usually more costly than our other marketing activities and isn’t so eff ective.
Deborah Griffi ths, Lola Bridalwww.lolabridal.co.uk
How do you promote your boutique to brides?
At Lola Bridal we try to use as many of the diff erent marketing channels we can. We constantly track and monitor our marketing and react to the results. We always refer to our yearly marketing plan, but aren’t afraid to drop anything that isn’t working or to add
something that’s new. As Albert Einstein said, “Insanity: doing the same thing over and over again and expecting diff erent results.” We need to constantly adapt and change as diff erent marketing opportunities are always presenting themselves.
Our window display is the most cost-eff ective visual marketing tool we have, but we also use social media as this can be targeted to our key market and has an extensive reach. Word of mouth is very powerful – our brides are the greatest form of marketing we could have.
Which marketing activity are you planning to
increase this year and why? We’re keen to increase our social media marketing as we’ve found this most eff ective in targeting our audience and allowing a greater source of interaction and feedback. We’ll also have a bigger presence at wedding events, as we’ve taken on extra staff which enables us greater fl exibility at weekends.
Which marketing activity are you planning to reduce this year and why? Print advertising will be reduced as it can be expensive. Cost per bride/appointment has shown us it’s not as eff ective as other marketing practices.
Odette Lister, Brides by Solowww.bridesbysolo.co.uk
How do you promote your boutique to brides?We exhibit at Sunday
wedding fairs and are fi rm believers in on-line marketing, search engine optimisation (SEO) and pay per click (PPC). We send out monthly newsletters using Mailchimp, have an active presence on all the social media sites and even
employ a professional blogger.We ask all new brides how they heard
about us so we can review our marketing and advertising eff orts.
Which marketing activity are you planning to increase this year and why?We regularly update social media sites but Pinterest is something I need to spend more time on this year. We continually monitor, review and invest time and money into our SEO, making sure we’re up in the Google rankings. Th is requires a lot of time but I feel it’s the worth the eff ort.
We’re also doing more in-house bridal events, from designer weekends, to a bridesmaid or accessories month.
Which marketing activity are you planning to reduce this year and why?After years of exhibiting at wedding fairs, we’re now more selective about the ones we attend. Indeed, we’ll only be exhibiting at the main events. We’ve stopped all newspaper advertising and have cut back on magazine advertising, choosing to support bridal magazines rather than general magazines with a bridal supplement. A
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Fashion files
ATTIRE BRIDALFashion Files
FILE
1
FILE
4Up and Coming
FILE2The Collections
Gorgeous accessories to match our two
key fashion trends.FILE
3
Slim pickings
Barely-there spaghetti straps add an effortless elegance to any bridal gown.
Feeling goodTactile textured fabrics are one of this seas on’s top design accents.
Emma Victoria Payne unveils her new 2015 collection and reveals why her great-great-grandfather has been such a huge inspiration.
Naomi Neoh
True Bride
Barely-there spaghetti straps add an effortless elegance to any bridal gown.
PickingsSLIM
Naomi Neoh +44 (0)20 8670 7070 www.naomineoh.com
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1 2
3 4
1. Emma Hunt +44 (0)20 8879 7871 www.emmahunt.co.uk
2. Sacha James +44 (0)1245 690 035 www.sacha-james.com
3. Cristiano Lucci +44 (0)1727 851 452 www.cristianolucci.com
4. Love by Bonny Bridal +44 (0)1279 418 555 www.bonnybridaluk.co.uk
File 1
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Elizabeth Dickens
+44 1353 723675 email: [email protected] web: elizabethdickensveils.co.uk
DESIGNERS & MANUFACTURERS OF BRIDAL VEILS. CREATING THE PERSONAL TOUCH
1 2
3 4
1. Jesús Peiró +34 902 200 490 www.jesuspeiro.com
2. Isabelle Montagu +44 (0)1392 274 694 www.decorumbride.com
3. Elbeth Gillis [email protected] www.elbethgillis.co.za
4. D’Zage +44 (0)20 8502 2257www.veromia.co.uk
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New Evie belt £22
50 + wholesale bridal belts from £[email protected]
www.lilybella.co.uk
View our new Belt collection at The London Bridal Show - Stand A1
www. sacha - j ames . comto become a stockist, please call +44 (0)1245 690035
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File 2
The CollectionsWe showcase a collection of fabulous accessories to match our two key fashion features.
Delicate, ethereal accessories are perfect for complementing gowns with barely-there spaghetti straps.
Slim pickings
FEELING GOOD
Debbie Carlislewww.dcbouquets.co.uk
Camilla Carringtonwww.camillacarrington.co.uk
Charlotte Mills+44 (0)161 943 2584www.charlottemillsbridal.co.uk
Rosie Willett+44 (0)845 838 1869www.rosiewillettdesigns.co.uk
Lily [email protected]
For this season’s tactile textured fabrics, mix and match embellishments for the perfect fi nishing touch.
Samantha Wills+61 2 9690 2122www.samanthawills.com Freya Rose
+44 (0)845 371 4466www.freyarose.com
Irregular Choice+44 (0)1273 733 869www.irregularchoice.com
Klaire Van Elton+44 (0)116 318 3100www.klairevanelton.com
Nymphiwww.nymphidesign.com
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File 3
Chanticleer+44 (0)1242 226 501www.chanticleerbrides.co.uk
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FeelingGOODFrom pretty pleats to striking corded laces, brides will be spoilt for choice with this season’s tactile textured fabrics.
Chanticleer +44 (0)1242 226 501www.chanticleerbrides.co.uk
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1 2
3 4
1 House of Nicholas +44 (0)20 8802 1399www.thehouseofnicholas.co.uk
2 Complice+357 22 381 856www.complice-st.com
3 Decorum Bride+44 (0)1392 274 694www.decorumbride.com
4 Hollywood Dreamswww.hollywooddreams.co.uk
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File 3
True Bride +44 (0)1273 728 637 www.truebride.co.uk
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1 2
3 4
1 Hayley Paige +44 (0)1423 873 320www.jlmcouture.com
2 Claire Pettibone+44 (0)7733 884 501www.clairepettibone.com
3 Venus Bridal +44 (0)113 256 9627 www.venusbridal.co.uk
4 Catherine Parry +44 (0)845 094 4775www.catherineparrybridal.com
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Creating Exclusive Luxury Bridal Gowns
For stockist enquiries or private viewing contact us 01323 741419
E-mail – [email protected]
www.qianabridal.co.uk
BLOSSOMdesigned in the uk since 1986
01202 477873 | www.blossom.co.uk | [email protected]
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Emma Victoria Payne talks to Attire Bridal about her new 2015 collection, and why her great-great-grandfather has been such a huge inspiration.
Can you tell us a little bit about your design background? I was given my first sewing machine at the age of eight and I’ve always loved making things. I graduated in Fashion Print from Central St Martins and then designed for several haute couture houses in London and Paris, which inspired me to launch my own boutique in Knightsbridge, London.
When did you set up your bridal brand and what prompted you to do so?I opened my bridal boutique in Beauchamp Place in 2010. It’s such a special street and it’s a privilege to be based here. It’s always been my dream to have my own label offering a bespoke service. I absolutely love designing with luxurious silks and intricate lace and tulles.
What inspires you about bridal design?I adore creating dresses that mean so much to my clients and it’s an honour to be part of their special day. Lace has such a romantic, timeless quality and my 2015 collection features full lace overlays as well as delicate trimmings. My great-great-grandfather was a lace designer in Nottingham and I’m so inspired by his work.
How would you describe your debut bridal collection and how often will you be releasing new designs? While working in Paris I was influenced by the elegance of vintage silhouettes and bias cut styles. I wanted to create dresses that combine elegant simplicity with natural cuts and defined silhouettes while capturing a romantic and
feminine feel. I’m continually designing and I keep adding to my collection throughout the year, so my clients always have something new to discover.
Which era of design is the most interesting to you? I’m fascinated by the ’20s and ’30s, as the gowns were so elegant and sleek.
How would you describe your signature style? The Emma Victoria Payne bridal collection captures the essence of sophisticated luxury with beautiful silhouettes that emphasise femininity, style and romance. Each gown retains an individual character and original charm, designed with meticulous attention to detail.
LACEand luxury
Aspen
Cressida
Aurelie
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Up and comingUp and coming
Where are your bridal gowns designed, and for what reason?All of the dresses are designed and developed by myself at the boutique in Beauchamp Place to provide the most personal service.
What is your favourite dress from the collection and why? Delphine is one of my favourites, as I absolutely love the delicacy of French Chantilly lace, the subtle silhouette and the striking pearl button detailing at the back.
What type of retailer is your collection most suited to? It’s most suited to a luxury high-end boutique for discerning clients who will receive the highest levels of personal service. We currently supply The Pantiles Bride in Tunbridge Wells with our gowns and are interested to hear from other potential stockists.
How does running your own boutique inform your designs?I ensure that I meet all of our clients and this enables me to gain an invaluable insight into emerging trends.
Which other fashion designers do you admire and why?I have a great respect for Dior, particularly its timeless vintage designs as they were so beautifully crafted.
If you could design a bridal gown for anyone in the public eye, who would it be and why?I’d love to dress a member of the British Royal Family. It would be an absolute honour.
What do you hope to achieve in the next five years?I hope to continue to grow the brand while offering a truly personal service. A
ContactEmma Victoria Payne +44 (0)20 7584 8322www.emmavictoria
payne.com
Hattie Celeste
Delphine
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Raymond O’Hare, Director at Xedo Software, speaks to leading names in the industry to find out how they’re meeting a bride’s online needs.
Today, more than ever before, the wedding industry needs to pay close attention to what’s happening in the world of technology. Thankfully, this isn’t just my opinion, but a view shared by many of the industry’s leading designers and suppliers.
In view of this, I thought it would be helpful if I asked bridal designers and suppliers about their view of technology, and what role they see it playing in the future of their companies and the industry as a whole. You may be surprised by their opinions, and their expectations that all of us will make better use of technology over the coming seasons.
I spoke to some of the industry’s leading and most well respected players. These included Steve Lang, Chief Executive Office of Mon Cheri; Justin Warshaw, his counterpart at Justin Alexander; and Kelly Crum, President of Allure Bridals. I also caught up with Richard Freedman, CEO of Xedo Software. He’s working with all three of these industry giants and his technology vision for the industry is gathering support fast. The thinking of all four individuals makes fascinating reading.
Setting high standards I started by asking Richard Freedman what major changes will take place in the next year in the bridal sector. His response was enlightening and potentially disruptive. “Today’s bridal
customers are used to incredibly high standards of service and flexibility from both traditional and online retailers. John Lewis, Next and many others have set the bar very high in terms of integrating the consumer experience across all platforms. Research, browse, click and collect whenever you want from whatever device you happen to be using. We mustn’t think that our bridal customers will expect anything less from us.”
Picking up on this point, Steve Lang added, “Today’s brides are constantly browsing on their mobiles and tablets. We, as well as our retailers, need to be able to engage with our customers on their terms, ensuring availability of and access to our stockists and our dresses 24/7 via any device.”
Open all hours I appreciate bridal stores cannot be open 24/7. However, by embracing technology, surely they can extend their engagement with brides during the online research phase and look to capture them in that purchasing mode, securing a face-to-face appointment there and then?
Justin Warshaw was keen to stress that, “We value the high levels of service our retailers provide and we need to support them in driving more opportunities direct to their stores where
they can offer their exceptional personal service and the added value of the in-store experience.”
Allure Bridal President, Kelly Crum was equally emphatic when asked about the role of technology in his business and across the bridal industry in general. He said, “The most important role to play is providing brides with universal access to our products and then channelling those opportunities as quickly as possible to our retailers.”
Online generation In conclusion, I would highlight a Forbes magazine article, which reported that in a recent Google survey, 60 per cent of customers surveyed stated that they were at least 60 per cent of the way through the sales process before they engaged with a company or a person.
Closer to home, a recent survey by the UK Alliance of Wedding Planners suggested 80 per cent of couples spend up to 10 hours a week on wedding-related websites. While it’s great to see some individual designers and retailers embracing technology, we need to see a much closer collaboration and use of technology to ultimately deliver a better experience for the bride. After all, she’s worth it!
Vision of the future
CONTACT Xedo Software
+44 (0)141 781 6545www.xedosoftware.com
A
“The most important role to play is providing brides with universal access to our products and then channelling those opportunities
as quickly as possible to our retailers.”
“Today’s bridal customers are used to incredibly high standards of service and flexibility from both traditional and online retailers.”
07711 208586 or 01202 [email protected]
www.miasolano.com
If you would like to become a stockist, please contact Mark & Sam Everard
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Column
That’s the key question that we, as marketers, need to answer to help the clients and companies we work with. Whether you’re a marketing professional, or an owner looking to build your business, knowing the factors involved is essential. It means you can create a complete marketing strategy and direct the marketing budget to activities that support it. Importance of valueValue is a subjective perception created through a blend of need, price and the belief that one product is better than another. A product or service described as good value is seen as a high-quality solution, which meets all a customer’s needs at a reasonable price. But let’s stop and break down how need, price and belief are really constructed, and how they play into a perception of value. NeedI may see a pair of hiking boots on special offer, and I may recognise the brand as a market leader, but the fact that I don’t go hiking or have any other need for the boots means that I won’t value them highly.
Some modern marketing works to convince the consumer they need a product where perhaps they wouldn’t have thought so before. Let’s use the hiking boots again. If, before I had seen them, I had also read an article explaining how hiking boots improved posture, helped stimulate blood flow and were good for your feet, then by the time I saw the boots, I may have developed a ‘need’ for them.
Priming potential customers by providing this kind of information is an excellent way of enhancing the perceived value for your product or service and can help you break into new markets. PriceThe first rule of starting a new business is to set your price point as high as you can – assuming you aren’t targeting the budget end, of course. This won’t help you on your way to buying a yacht, but will enhance the perceived value of your product.
Why do people buy branded products over supermarkets’ own brands, despite a huge price jump? Because they reason that superior products cost more to create. This is often a fair justification,
but does the difference in production cost really justify doubling the price? Probably not.
A big mistake that I see companies make all the time is to slash their prices or offer tremendous discounts on their low-volume products. This can work, particularly when it comes to more exclusive discounts, such as a voucher for loyal customers or an introductory offer. However, offering a huge discount lowers the perceived value of the product. I mean, who is going to pay the full price for a sofa at DFS when most of the year it’s offering 50 per cent off ?
Belief in productThis factor overlaps somewhat with price. The price point will often lead customers to believe one product is much better than another. However, people won’t be willing to pay a higher price point if they don’t believe in the product. It may sound a bit circular, but in reality the two factors work in tandem.
However, the belief factor goes much further. It’s about your brand, your marketing of the features of your product, and their knowledge of the range. It is what 80 per cent of your marketing budget goes in to creating. And it’s also the area in which you have the most control. Creating a belief in your productSo how do you go about creating this belief in your product or service? Is there a single best method, or does it depend on the item or service you are selling? Does it really matter whether you are selling business-to-consumer or business-to-business?
While there may not be a single method of developing belief in your product, there is a core concept. It rests on the old Chinese proverb, “Tell me and I’ll forget, show me and I’ll remember, involve me and I’ll understand.”
Tell meLet me be clear, telling is still an extremely important step. Yes, people will likely forget the specifics, they may even forget your brand, but they’ll be primed to receive your brand, product and service, and this priming can be important in establishing credibility.
For example, you may conduct a PR campaign where you write thought-provoking articles
relating to your product or service. In the article, you can describe the problem (establish a need), drop some hints as to a solution (brand priming) and get it featured in an established trade magazine (credibility). Show meThe visual memory is more powerful for most people than the purely verbal memory, particularly when ‘show me’ still involves some verbal explanation. Show and tell, if you will.The efficacy of showing off your product or service is demonstrable by the growing popularity of exhibitions and trade shows. You’d have thought that with the digital revolution live events would all but die out, yet almost the opposite has happened. Involve me‘Involving’ your prospect creates an experience that uses all three types of memory/learning: verbal, visual and kinesthetic (touching and using) to create an almost unbreakable belief in your product. If you’re there to tell the prospect the benefits of the product or service, you can create a need for certain features. At the same time you show how the product or service meets those needs visually. Then, the final step, you let the prospect have a play with the product or service, and get them involved in using it.
Creating a complete and immersive experience of your product or service increases recall, generates belief in the product and, in the end, turns prospective customers into brand ambassadors. You aren’t as likely to share the fact that you saw some new product, but you will want to tell people what you just tried out. Experiences are made to be shared! A
Buying senseRichard Edwards, Director of Quatreus asks, what factors lead a potential customer to a purchase decision?
Richard Edwards is the Director of Quatreus. The company specialises in creating face-to-face experiences that strengthen relationships and improve communication for both internal and external audiences. Activities include customer facing events and activities, exhibitions, trade shows, roadshows and interactive experience centres, as well as conferences, AGMs, and staff and stakeholder engagement programmes. For more information see: www.quatreus.com.
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In celebration of its 10th anniversary, Victoria Kay is launching a new collection. We speak to Lisa Al-Amoodi, who set up the business with her husband Khalid, to find out more…
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RETAILER turned distributor
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Profile
When did you launch Victoria Kay and what prompted you to do so? We launched Victoria Kay in 2005 from a small office in Hastings. We were determined to create a successful UK label and are delighted that we’re still designing new collections, 10 years on.
How has your business evolved and what have been the most memorable moments in its development? It’s grown steadily during the past decade. We’re always thrilled when customers praise us for our excellent customer service and high quality gowns.
This year is the 10th anniversary of the business – how are you planning to mark the occasion? We’ll be marking the occasion at The Harrogate Bridal Show in September, where we’ll be launching a new label. It’s an incredibly exciting year for the business.
Why do you think your label has stood the test of time, where some other labels have struggled? We believe that our business is still trading today because we focus on giving our customers the best service possible. Khalid and I are very hands on in our business and we really think it shows. In addition, our prices are alwaysextremely commercial.
What inspired the 2015 bridal collection and what fabrics and embellishments have been used in the designs? In our 2015 collection we’ve used lots of vintage lace and satin. We’re thrilled with our new designs, and hope they’ll appeal to a wide variety of brides.
Which gown from this collection do you predict will be the best-seller and why? Our blush pink lace style 1503 has already been a massive hit with our customers and brides, and we expect it to continue to sell well during the months ahead.
How would you describe the past year’s trading for Victoria Kay? Our past year’s trading has been very encouraging. Sales were up by 50 per cent on the previous year and we anticipate 2015 will prove even better.
How often do you release new bridal collections?
We always release one big bridal collection a year. This works well for us and for our retailers, as they’re not constantly being asked to take on new gowns. Can retailers expect to see you at any bridal trade shows this year? If so, which ones and why? Yes, we’ll be attending several shows this year, starting with The Cairn Hotel in Harrogate on 1st and 2nd March. We’re also exhibiting at The London Bridal Show, the Gibson Hotel in Dublin, the Taunton Show, the Stirling Show and The Harrogate Bridal Show.
How would you like to see the brand grow over the coming years? We’d like our brand to continue to grow steadily, just as it has done in the past decade. We absolutely love our job and designing gowns for our brides.
ContactVictoria Kay
+44 (0)1424 439 165 www.victoriakaygowns.co.uk
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PR & marketing
Joanne Childs, Owner and PR Director at Sprae PR, offers 10 top tips for boosting productivity.
Time for changeIt’s the end of a busy day, but before you leave your bridal shop there’s still a mountain of outstanding work. This scenario is common to most retailers, many of whom would love an extra hour in the day to tie up all those loose ends – providing it doesn’t cut into personal or family time.
So, what can you do about it? How can you change the way you set out your schedule and plan your daily tasks so you don’t lock up the shop each day knowing there’s a huge workload waiting for you in the morning? Below are my 10 top tips for boosting productivity. You don’t need to use them all, but if you determine which ones help you streamline your day, then you’ll achieve your goals more effectively.
1 Map out your week First thing on a Monday morning, map out the week’s meetings and
appointments, making sure you include travel time if these take place outside the boutique. Then look at your task list and allocate a day to
each of the items. The key is to create structure and discipline for your week ahead.
2 Create a realistic ‘to do’ list Who doesn’t love a ‘to do’ list? If you’ve mapped out your week, this can assist
with keeping you on the ‘straight and narrow’, instead of being easily distracted by less important tasks.
Sometimes when you write everything down, these lists can make your day look daunting, potentially resulting in a reduction in productivity. There’s nothing more soul-destroying than transferring items on your ‘to do’ list across to the next day, and then the one after, so be realistic about your plans.
3 Prioritise your workSometimes you have so much to do that you feel like you can’t have a productive
day because you don’t know where to start. What’s more, the thought of prioritising your tasks can take a lot of mental effort. To make your day productive, I find the most simple solution is to have everything accessible and
in one place. That way, a simple glance at the weekly plan can help you refocus your attentions and keep on track.
4 Block out task timesIf you have a job that needs doing and requires your full attention, it’s well
worth blocking out time in your calendar to complete the task in question. If you don’t proactively block out time for these tasks, they can drag on and you might lose focus, meaning that your jobs won’t get done when you originally planned and it can have a knock on effect for the rest of that week.
5 Timing your meetings and appointmentsAside from a bride’s first appointment,
which generally takes 90 minutes to two hours, try to keep all other meetings short and to the point. Indeed, when you are time restricted,
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most subjects can be handled in 30 minutes and some can even be handled in 15 especially if everyone who’s attending the meeting in person or on the phone knows how long it’s going to last.
6 Get socialSocial media is one of the most beneficial and effective ways to network but it
can also be one of the most time-consuming tasks. It’s a great way to network but it’s also important to schedule some time to simply add posts and news. If you set aside five to 10 minutes every day – ideally first thing in the morning – you’ll be able to schedule your posts on all your social media, freeing up the rest of the day for other tasks. Remember, some social media sites link in with one another and it saves a great deal of time if one post can appear on multiple platforms.
7 Emails be goneTry to address your email inbox first thing in the morning. That way it will
set you up for the day ahead and you’ll feel like you can achieve anything. Try to prioritise
your emails in the same way as your to do list. Start by opening a message, respond if you can and then file it away and repeat until you have actioned all your high priority emails. If you receive a message that needs a bit of work, schedule it into your working day.
8 Stop multitaskingIt’s tempting to try to do two things at once, like emptying your email inbox
while you’re on a phone call, or making notes on your marketing plans during a meeting with a supplier. The problem with this is that split focus can make the meeting or phone call far less productive. When you’re distracted, you’re not fully concentrating on either of the tasks you’re undertaking.
9 Take breaks and fuel upRemember to take regular breaks. I know this can be hard but even if you
just get up to make a coffee, this can often clear your head so you’re ready to start working again. Sometimes you’ll find yourself at your computer looking for inspiration and it never comes – if you move away for five minutes,
it can often spark creative ideas. Professionals recommend taking five minutes’ break every hour when you’re sitting in front of a computer screen, but I know as well as anyone that this isn’t always practical. Coffee, breakfast, lunch and snacks all form part of a productive day because it’s been scientifically proven that low blood sugar and hunger can disturb your working day and make you lethargic, uncreative and unproductive.
10 Protect your personal or family timeAs hard as it is, especially if you
run your own business or you work from home, switching off in the evening is key when it comes to being productive. Spending time just for yourself or with your family is important, so try to set aside time when there’s no phone and no email. I know no one can completely shut down but if you proactively free up time every day to spend time with your family or loved ones it will help you become more productive in the long run. A
ContactJoanne Childs
Owner and PR Director at Sprae PR
www.sprae.co.uk [email protected]
+44 (0)7720 893 867Twitter: @SpraePR
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Can you tell us a little about your background in bridal accessory design?I’ve been making bridal accessories for 10 years. I’m entirely self-taught, so I’m always looking for new ways to do things and coming up with fresh ideas.
When did you set up your bridal accessories label and what prompted you to do so? In 2005 I fell ill and wasn’t able to do anything except sit on the sofa. A neighbour suggested I return to making jewellery and – despite not having made anything since childhood – I was soon creating and selling beautiful pieces to
everyone that came to visit. I didn’t create the brand name of Tantrums and Tiaras until a few years later, when it was clear the business was going to be a success.
How has the company grown and evolved since that time? Back in the early days, it was all about creating traditional tiaras using pearls and crystals. As time went on, I found a great passion and enjoyment for exploring other eras of design along with dress trends of the period. As a result, I began making pieces that were very different to anything I’d made previously.
Would you say you had a ‘signature style’? I like to set trends rather than follow them, and strive to create versatile designs for my customers. I love the idea of brides being able to wear the same piece in several ways to create different styles, especially if they can also wear the design after their big day.
How would you describe your latest accessories collection and where did you find inspiration for these designs? I was inspired by the ongoing trend for lace along with colours seen in the classic ’20s fashion. I wanted to combine these two
EAST MEETS WESTKelly Scully, designer and director at Tantrums and Tiaras, chats to Attire Bridal about her glamorous new accessories collection.
Keegan
Sweetpea
Henrietta
Collection focus
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concepts to create an original range that was still commercial enough to appeal to both brides and stockists. The new collection is called Maharaja, a collection of glamorous East meets West headpieces. The new range features big jewels, delicate mehndi-inspired details and pretty metallic tones.
What components have you used in these designs, and where did you source them? I’ve used exclusively British suppliers for this collection. I design with Swarovski pearls and crystals, Preciosa diamantés and a few secret ingredients to help bring the magic alive.
What’s your favourite piece from the Maharaja collection? I’m passionate about so many of my designs. I love the delicate nature of Emma and Coco, but I also like the versatility of Kathleen. I adore the simplicity and clear lines of Keegan, while being drawn to the dramatic nature of Jasmine. I’m also incredibly proud of Caitlyn – it’s a completely new design to the industry and it’s my ‘wild card’ this year.
What type of customer would these designs appeal to? The collection truly has something for everyone, whether the bride desires a relaxed bohemian vibe or a design for an exotic destination wedding.
How many stockists do you have? I have 19 stockists in the UK and two overseas, and I’m always on the lookout for new retail partners. At the moment I do really well in Yorkshire and the Thames Valley but I’m keen to secure additional stockists in London, the Midlands, Scotland and the West of England.
What do you think sets you apart from other bridal accessories designers? Everything that we supply is hand-made from basic components. As such, brides can be assured of a quality product that’s been lovingly crafted using materials that are sourced solely from British suppliers. This personal touch means that every piece is fully customisable, which is ideal if the bride wants to be fully involved in the design process.
I believe this mix of quality, originality and firm support of British-made goods sets Tantrums and Tiaras apart from others in the sector. All too often companies supply mass-produced, high-profit pieces to the market by utilising pre-made components from overseas.
What’s your marketing strategy for growing your brand and raising its profile? I’ve been waiting in the wings for the past few years and now have a lovely seven-month-old baby and a challenging but hilarious three-year-old to show for it. I intend to get back to exhibiting and doing designer events with my
stockists. I’ve already attended one trade fair this year and the Maharaja collection was very well received.
I’ve redesigned the website too. I wanted more of an editorial style of home page, improved navigation and something that better reflected my brand and its unique selling points. I’ve more amendments planned and I’m really excited about seeing the completed site. I’ll also be adding to the Maharaja collection throughout the year, which will keep the line fresh and dynamic. I can’t wait to get to work on the new pieces although it will be time to work on next year’s collection before I know it. I already have an idea as to what it may look like so watch this space.
What do you hope to achieve in the next five years? My main aim is to keep going! It’s a hard industry and you have to put a lot of yourself into your brand to keep it on track. Too many established brands have gone by the wayside and I’m so proud that I’ve been producing desirable and sought-after accessories for the past decade.
I do have plans for the next five years which include a myriad of activity. I have a range planned which will be new to the bridal market, I’ll continue to launch fresh collections each year and I plan to exhibit at the larger bridal trade shows again.
ContactTantrums and Tiaras
+44 (0)7740 341 747 www.tantrumsandtiaras.org
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Coco
Jasmine
Caitlyn
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Building a businessAngela Sin-Yue Wong, owner of Toni Bridal in Surrey, reveals the highs and lows of her boutique’s first two years of trading.
What inspired you to set up a bridal boutique and how long did it take you from the initial idea to opening? I’ve always been interested in the fashion industry, but my creative skills were somewhat limited so I pursued other options. During my maternity leave I researched the UK bridal industry, and decided to open a boutique so I could work closer to home and get away from the rat race.
your respective roles? I have two ladies working for me – Charlotte and Sarah. They help me to run the shop and are wonderful with our customers.
Where are you based and how did you go about
We’re based in a small town called Hackbridge in Surrey. The premises are perfect as we have several huge windows in which to display our latest gowns.
your boutique, compared to others in the area?We have a small section of traditional Chinese bridal wear for a very niche market. We also try to stock some unusual designs for brides looking for something original and distinctive.
trading? What have been the highs and lows? It’s been a very steep learning curve. Being Chinese – although British-born – I encountered
some hostility from suppliers when I first attended the trade shows in Harrogate. I soon realised that there’s a huge problem in the industry with copycat dresses being made in China and
sold on the internet at knock-down prices. I’m proud that Toni Bridal is an authorised stockist of many leading bridal labels. We opened the boutique during the recession which made for a difficult trading environment at first, but we’re gradually seeing an improvement.
Which bridal designers are currently stocked at Toni Bridal and why? Will you be welcoming any more names over the coming months? We currently stock Disney Fairy Tale Weddings by Alfred Angelo, Wtoo by Watters, Private Label by G, Pure Bridal, Nicki Flynn, Art Couture and Eternity Bride. We will assess how the collections are performing at the end of this year and then decide on whether we need to introduce any more labels.
bridal party? Are there any plans to introduce new lines?We stock a good range of bridesmaid dresses and accessories. We’re still finding our feet so we have no plans to introduce new lines at this stage.
What do you enjoy most about running your bridal shop?We’re genuinely happy when a bride finds her dream dress. It’s wonderful when we receive thank you letters, emails and cards and are able to see
photos of our brides on their big day. We were delighted to be a finalist in the 2015 You & Your Wedding Bridal Retail Awards recently in the category for New Bridal Retailer.
What are the most challenging aspects of running your bridal shop?Choosing the right stock is key. Since opening we’ve constantly listened to our brides to find out how well we’re meeting their needs. It’s tricky dealing with demanding brides but we pride ourselves on our customer service.
What are your future plans for Toni Bridal?I’d love to be able to open a second shop, but those plans are a long distance into the future. In the short term, I simply want to build up my existing business.
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CONTACTToni Bridal
+44 (0)20 7998 3431 www.tonibridal.co.uk
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Turn back timeRachael and Vanessa Hand of Heirlooms Ever After reveal how to style the bride according to past fashions.
When brides ask us where we get our inspiration for our designs, we love telling them how our grandmother’s dress and other headdresses from times gone by set off our creative spark. We put an original twist on designs from the past to bring modern brides a taste of the stunning pieces that Victorian and Edwardian artists produced.
Throughout the ages, bridal accessory design has come full circle. Read on for our take on each era so that when a bride chooses her dress, you’ll be able to match them with complementing accessories.
CENTURY STYLE The pre-classical period continued into the 1900s and bridal accessories were rather lavish, statement pieces. Brides often wore veils and their headdresses were more like headpieces due to their size and ornateness. Many were encrusted with crystals, pearls and silk flowers to create a beautiful tableau. After the wedding of Queen Victoria to Prince Albert, in 1840, her real orange blossom hair vine was replicated using wax flowers, a design that we’ve reproduced with modern sophistication
and charm.Moving into the ’20s, Flapper-inspired pieces were worn with cropped
hair styles and the dramatic designs would set a fashion that would appear decades later. Headpieces were often worn low over the forehead with lace, feathers, diamantés and crystals. Drop waist dresses would still play an important fashion role during the following decade.
Indeed, the ’30s saw a traditional revival with veils playing an important role in bridal attire. They’d often cover the entire head creating a laced veiled cap effect known as the Juliet Cap. Sometimes the brides chose circlets of lace, ribbon and flowers to create a soft and feminine look for their bridal headdress.
BRIGHT AND BEAUTIFUL Not all ’40s brides had the same choice of bridal headdresses as Princess Elizabeth (now Queen Elizabeth II), who married in 1947. In the austere years during and immediately after the Second World War, brides wanted traditional, princess tiaras with crystal and shine. With long flowing
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cathedral length veils being the order of the day and, at times, a full headpiece being chosen, brides of the ’40s looked stunning.The actresses of the roaring ’50s created a new wave of glamour that filtered its way through to the everyday bride. With short, crisp and sassy veils teamed with sophisticated bridal headdresses,’50s brides wanted glitz and glamour.
The ’60s saw a few styles vying for attention. The hippy movement embraced daisy chains, flowery, blousy, natural and simple creations, whereas ladies sporting big bouffant hair styles often wanted the traditional crystal tiara and long flowing veil. Larger styles of headdress seemed to appear again in the ’60s with some brides wanting fuller circlets to create a statement against the simpler waist-cinching dresses.
FLOWER POWER In the ’70s, our favourite era for bridal dresses and accessories, there was a huge surge in bohemian brides with flower circlets and flowing locks. Just as popular were full tiaras, bonnets, headpieces and – in some cases – large
blousy hats. These were becoming a popular choice, along with the more demure and alluring pill box hats with birdcage veils.
As for the ’80s – wow. There were bows everywhere, along with satin, ribbon, flowers and hoops. The ’80s saw big hair, big veils, ruffles and bows and long wedding dress trains, although not many brides chose to emulate the 25ft beauty worn by Princess Diana.
In the ’90s there was an eclectic mix of accessory styles. Some brides chose traditional tiaras full of crystal and bling, while others were experimenting with dresses that leaned towards a pre-classical style with full-length capes or watteau, full sleeves, embroidered lace and a Maid Marian-inspired innocence. Towards the end of the ’90s and into the ’00s vintage pieces were starting to emerge, with beautiful designs being made from antique and vintage jewellery. These are the heirlooms of tomorrow.
CONTACTHeirlooms Ever After +44 (0)1629 732 745
www.heirloomseverafter.co.uk
Heirlooms Ever After can offer a full restoration service or provide stunning antique and vintage-inspired accessories.
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Work smartHeidi Thompson of Evolve Your Wedding Business reveals how any bridal retailer can implement systems to work more efficiently.
If you feel like you’re too busy all the time, you’re not alone. Being busy is like a badge of honour in our society but it doesn’t always mean you’re making money or you’re doing something that matters. If you want to stop being needlessly busy and start making better use of your time, you’ll love this article.
There’s a big difference between actually being busy and being needlessly busy. I did an experiment when I was employed to see if I could go an entire day looking really busy but doing absolutely nothing. In case you’re wondering, I was successful. The point being, it’s very easy to be busy doing nothing.
‘I’m busy’ is quite possibly the single most overused phrase among small business owners and it’s not because they’re actually busy doing things that matter. In case you haven’t heard, busy is the new lazy. Not creating, learning and implementing systems to make your life and work easier and more efficient is lazy.
So it’s not a being-too-busy problem, it’s an organisation problem. I hear people tell me all the time how hard it is to keep up with their email or social media or about a million other things, but it’s not difficult if you use the right tools and approach it strategically. My natural approach to solving problems is to ask myself, “Is there an easier way to do this?” and that’s how I manage to get so much done. We have access to all the information in the world and the answer to that question is a simple Google search away.
I want you to look at the things that suck your time. Is there an easier, more efficient way to do them? The idea of setting up systems in your business can sound daunting and abstract, so let’s look at how your life would change if you didn’t have systems in place.
Do you do all of your grocery shopping at one time? That’s a system. Without that system, you’d be going to the store every time you ran out of something and you’d probably do nothing else in life but grocery shop.
Do you wash your clothes in loads? Of course you do. Washing them one at a time would be a
waste of energy and would take too long.When running errands, do you go to several
places in one trip? That’s a lot more efficient than going home between each stop isn’t it?You see, you already have systems in your life. You just have to take this idea and apply it to your business.
Here’s how I use systems in my business:• I do all my bookkeeping and accounting in one sitting on a set day of the month.• I check in with my monthly goals in one sitting on a set day of the month.
• I schedule as many social media updates as I can at one time so I don’t have to search for something to say on social media – which will inevitably lead to getting lost in something interesting I find – and it only takes me about 30 minutes a week at most.• I plan my topics for my blog ahead of time so I’m not left with nothing to write about at the last minute.• I do my content creation in blocks so I can use that momentum to get lot done at once.• I have a very specific process I go through after I publish a blog post to promote it.
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• I always schedule things in Google Calendar, even if it’s just something for me. My content creation blocks are in there as appointments with myself and I take them just as seriously as appointments with anyone else.• I use a fantastic tool called Unroll.me to manage my email from lists I’ve subscribed to and I check that folder only once a day. This helps keep my focus and prevents me from getting distracted by emails.• This is the most important one: I have a system set up to generate leads consistently, nurture them and convert them into customers. My Book More Weddings Academy programme teaches you exactly how to do that in your own business so you never have to chase after potential clients again.
I want you to become more productive today. Here are some action steps to help you make the most of your time.
1 Schedule your day ahead of time. That way, when you wake up you know exactly
what you need to do. In fact, you know the night before so you can be prepared. As you’re scheduling your day, make sure that all these tasks you’re setting yourself are actually important to your business. Will they move you closer to your goals?
2 Separate your business time and your client time. You have to work on your business
to make it grow and you have to work in your business with your clients. Those two areas should remain separate because they require two totally different mindsets. When you’re working on your business, you have your CEO hat on, and when you’re working with clients it’s your worker bee hat. Make time for both these types of activity.
3 Set yourself up for success by eliminating distractions. When you’re working on your
business you shouldn’t have your email or social media sites open because they’ll distract you.
Eliminate everything that could distract you and you’ll be able to focus much better.
4 Remember, email is not an urgent form of communication. You don’t need to keep
your email inbox front and centre all day, every day. I’m willing to bet that not one person who’s emailed you is expecting an answer in five minutes and they wouldn’t suffer from waiting for you to respond at a time you’ve allocated to do so. Check your email at specific times of the day and keep it closed at all other times so you can focus on the task at hand without any other interruption.
5 Schedule everything – even your social media time. There’s no need for you to
spend your precious time sitting on social media sites thinking of what to say when you can write your posts in advance, schedule them
and just do a brief check-in each day to respond to people personally. In my next article, I’ll be sharing the best social media tools to help you remain productive.
Start with even one of these action items. You’ll begin to see a shift in how you’re spending your time and how you feel about your workload. A
ContactHeidi Thompson
Evolve Your Wedding Business www.evolveyour
weddingbusiness.com
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Retailer interview
Nilah Petschelt launched her first wholesale line of beautifully crafted bridal veils in 2011. We speak to the talented designer to find out what the future holds for this sophisticated brand.
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Can you tell us a little about your background in bridal design? I learned from a number of Master Tailors when I was younger and I’ve applied those techniques to the bridal industry. We work with our clients to turn their dreams of the perfect dress into reality by restoring a vintage family heirloom or custom making their vision. We’re also able to redesign or alter their store-bought wedding gowns. When did you set up your company and what prompted you to do so? I started the company 27 years ago as I saw a niche in the bridal market for quality alterations and exceptional customer service. I’ve always had a passion for sewing and design.
How has it evolved since this time? Over the years we’ve evolved from a one-women, one sewing machine operation to our current facility comprising 4,800 sq ft. This space accommodates our current needs and will facilitate our future growth.
What factors influenced your decision to launch your wholesale veil business in 2011? From many conversations with my clients, I recognised there was a need and desire for quality veils that they couldn’t find in existing markets.
Where are the veils designed and made? All of our products and veils are designed and then manufactured in our facility located in Havertown, Pennsylvania, in the United States.
How would you describe your latest veil collection, and where did you find inspiration for these designs? I’m inspired by suggestions from my many retail clients. However, other ideas just pop into my head when I least expect it.
What fabrics and components have you used in these designs, and where did you source them? We use the finest tulles, French, Italian and Spanish laces as well as a selection of Swarovski crystal elements.
What are your favourite pieces from the collections and why? I don’t have any specific favourite pieces as they’re all so different and I enjoy the entire creative process. Individually, all of them appeal to different senses, from sweet and innocent to chic and sophisticated.
What type of customer would these designs appeal to? Our designs appeal to a range of women and their wedding visions.
Will you be showcasing this collection at any trade exhibition this year? We’ll be exhibiting once again at White Gallery London in mid-May as well as at
the International New York Bridal Market in October
How many stockists do you currently have and how would you like to grow this stockist base? We currently have 15 stockists and have a desire to expand relationships with both bridal salons seeking a quality veil line and dress manufacturers looking to enhance their collections.
What do you hope to achieve in the next five years? We hope to see steady and solid continued growth domestically and internationally.
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ContactNilah
[email protected] www.nilah.com
Elisa
Bella Kitty
Anna
Elizabeth Dickens+44 1353 723675 email: [email protected] web: elizabethdickensveils.co.uk
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I travel to work every day in a big V8 4x4, count motorsports as an enjoyable pastime and regard man-made global warming as a politically expedient myth, driven by the need of governments to control the oil supply and gain ever more fuel tax. From this, the casual observer might surmise that I don’t care about the planet. Nothing would be further from the truth.
Many years ago, when I started my first business, I remember lots of people were talking about the ‘paperless office’. What a great idea – everything digital, nothing wasted. Unfortunately here we are in 2015, still with an insatiable appetite for paper.
Every year, we consume vast quantities of it. The environmentally aware among us will know that a good percentage of this paper nowadays is recycled, and the government has put resources in place to at least encourage us all to get into the habit of separating our easily recyclable materials. Yet still world consumption of paper is growing, having gone up by as much as 400 per cent in the past 40 years alone.
As the increasing use of paper means more and more trees are cut down, we have fewer trees available to absorb all the carbon dioxide and noxious gases produced by farmed animals, volcanoes, industry and yes, those horrible, planet killing cars. Replanting schemes certainly help, but as trees take time to grow, the available pool of mature trees is getting smaller and smaller every year.
E-receiptsIf – like me – you marvel at the amount of waste that society creates and wonder what will happen when all the trees have been chopped down, you’re going to love the idea of e-receipts. If you’re also tasked with marketing your bridal business then you’re going to love
them even more!Top e-commerce retailers such as Argos, as
well as banks and other institutions have started to use e-receipts as they offer a whole host of extra benefits, not just for retailers but also for customers.
Instead of a paper till receipt, customers have the option to receive an electronic version via email and text message. In addition, all purchase history is stored alongside warranty information in an easy to access online account. For the customer, there are further benefits, with instruction manuals, videos and recipes, for example, being available alongside this purchase history.
Benefits to retailersMarketing lives and dies on customer data, which is why schemes like Tesco’s Clubcard and the Nectar card scheme work so well for retail.
Smarter marketing with e-receipts
David Fairhurst, Head of Creative Online Marketing at Intelligent Retail, discusses the benefits of replacing the traditional paper document.
“Instead of a paper till receipt, customers have the option to receive an electronic version
via email and text message. In addition, all purchase history is stored alongside warranty
information in an easy to access online account.”
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Modern electronic marketing relies on huge amounts of social profiling, purchase and search history data, while technology’s getting smarter every day. Did you know that location tracking and embedded data on your mobile phone can tell a retailer what you’re looking at, what interests you?
Something else that e-receipts can provide you with, as a retailer, is the sort of behavioural data that more intrusive technologies employ, without customers feeling that they’re being ‘spied on’. This way, you can precisely target offers to customers based on previous purchase history and brand identity. This type of data can help you as a retailer to structure your offerings both in-store and online in a way which will capture the maximum spend and the best conversion rates.
A recent Experian benchmark and trend report highlights the potential financial benefits for retailers of using e-receipts as a customer communications channel, where revenue can show a 600 per cent increase over traditional ‘spray and pray’ marketing techniques. This means using them to communicate timely, targeted marketing to your customers can give you a major advantage on your competitors,
while cutting waste and helping your customers manage their purchases.
Do you want an even bigger incentive to use e-receipts? Paper costs money and thermal receipt paper is even more expensive and may be potentially damaging to health, some studies say. Adding this to the reduced need for rubbish collection at your premises – at exorbitant business collection rates – means that savings in these areas can be put into smarter promotion for your business or improving stock levels.
So it seems we’re finally moving away from the need for paper and more towards electronic methods of servicing customers and marketing to those same customers, using freely available and very reliable data.
Oh… and if like me, you prefer to drive something big and comfortable but still think of yourself as being environmentally responsible then I have a phrase for you, ‘LPG (Liquefied Petroleum Gas) Conversion’. It’s 66p per litre, has by far the lowest emissions of any readily available combustible fuel and the government has more or less frozen fuel duty on LPG for the next 10 years. A
David Fairhurst is Head of Creative Online Marketing at Intelligent Retail. David has been involved with search engine optimisation and web development since 1999 and has spoken at many retail and SEO conferences including Spring Fair and SES London. Contact David on T: +44 (0)845 680 0126.
“A recent Experian benchmark and trend report highlights the potential
financial benefits for retailers of using e-receipts as a customer
communications channel, where revenue can show a 600 per cent
increase over traditional ‘spray and pray’ marketing techniques.”
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In the 20 years since the RBA was established, buying patterns in the UK bridal market have changed considerably. Initially, there were no minimum order requirements and shops moved freely between designers and manufacturers. In addition, there were only two shows a year – both in Harrogate. These were well attended, vibrant events. In those days, dresses were mostly made in the UK and the standard delivery time was 12 weeks. This meant a show in September would guarantee arrival of your new stock in January. Furthermore, with a 12-week delivery, most brides could wait until January to order their dress for the coming spring/summer. The March Harrogate show was a nice top-up event to give retailers’ rails a boost and enable shop owners to look at all the accessories, shoes and accessories. The timing was perfect, as the lovely new shoes and accessories were available in-store when brides came for their fittings. The two shows were also great social events, with the RBA Ball in September and Bridal Buyer’s award ceremony in March. Both were highlights of the industry calendar. CHANGING TIMES As delivery times have become longer, the timing of the shows is now out of kilter with when new dresses arrive into our stores. Most retailers agree that with up to a six-month waiting time for some gowns, we need a show in May so we can order our dresses and have them delivered in September, which is when the buying season really picks up for the following year. Suppliers and retailers would like to see one main show in May with all the designers, manufacturers and accessory suppliers showing under one roof. Most stores offer multiple price points and it’s
always interesting to see what’s happening in the market, even if it’s not a look or price that your own brides would entertain. LONDON BRIDAL FASHION WEEK This year retailers are being asked to attend another show – London Bridal Fashion Week – taking place in London in May at Old Billingsgate market, running on the same dates as White Gallery. This trade exhibition has been set up to showcase all price points in one place. Leading label, Ellis Bridals, has decided to support this new event and a representative for the brand explained that it wants to see strong and busy shows that attract stores catering for all price points and from all areas of the country. It’s currently offering retailers extended payment terms. This means that shop owners can order their new stock in May to arrive in September, but payment is not required until January, giving retailers a chance to take repeats and build up some extra cash flow before Christmas, traditionally a slow time for bridal retailers. This all sounds like a step in the right direction and retailers are crying out to have one comprehensive show rather than many smaller ones. Several suppliers now host their own shows around the country. However, on talking to many of our members, it’s still time and money out of their stores to attend these events. LESS IS MORE Buying has become too fragmented. If you’re a new retailer you simply wouldn’t have time to visit all these stand alone shows just to see if a collection was something you might want to stock. The RBA is working with all the parties
involved to try and move to fewer shows, but to hold those shows at a time of year more suitable to retailers and suppliers. We need shows to be a highlight of the buying calendar and to really excite us with the thought of a mix of new and established companies showing the very best the British industry has to offer. Talking to parties, we all want the same thing – to have fewer shows, and more dynamic and exciting events just once or twice a year, with perhaps one in the north of the country and one in the south. TIME IS MONEY The cost of taking time out to visit all these shows is taking its toll on our members, and it seems as if the time is right to try a fresh approach. We all need to work together to keep our industry healthy and that means healthy competition between suppliers. Seeing all the designers under one roof gives the buyer the opportunity for comparison and look at the new trends coming through. Retailers would be able to compare price, quality and style before making that all-important final buying decision. Hopefully, in the future we’ll see a more cohesive buying platform without the need to travel up and down the country to see our favourite designer’s collections. This means we will be able to spend more time in our shops, which is vital to the wellbeing of both our businesses and our pockets. A
Event horizonNicola Garton, owner of The Wedding Shop in Colchester, Essex, and Chair of the Retail Bridalwear Association (RBA), discusses the timing of UK trade shows.
ContactThe Wedding Shop [email protected] www.rbaltd.org.uk
Designed and made in the UK
Opulent...Sumptuous...Breathtaking
For wholesale enquiries, please email us at:
RandallRibbonsMother of the Bride or Guest,
we can tailor make your perfectwedding hat or fascinator.
www.randallribbons.co.ukRandall Ribbons, 12 Frederick Street, Luton, LU2 7QSTel 01582 721301 ✺� Fax 01582 611054Email [email protected]
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When a colleague suggested that I write my next column on how the industry seems to have turned a corner after the recession, I can’t deny that there was a seed of doubt in my mind. Is it all just hype? Are people simply fed up with feeling negative, or has there been a real, significant change in business that’s prompted these positive feelings? The future’s bright In the past few weeks, we’ve heard that our stockists are seeing more brides than ever, and everyone seems more optimistic. But why is this? I’m not really into finance and politics – I leave those things to other members of my family – but I did a little bit of digging to see what’s happening in the rest of the world that could be affecting our small industry.
First, it seems that more entrepreneurs are starting their own businesses. According to Experian, a greater number of businesses launched in 2014 than the number that closed. That’s a good start. In fact, our own experience reflects this finding. We opened more accounts for new shops last year than the number that permanently shut their doors. Secondly, the Office of National Statistics (ONS) reported
that in 2014 the UK economy recorded its fastest annual growth since 2007. On first impression this looks like good news, but some experts are still unsure whether we’ve reached a peak or if this growth will continue. Finally, inflation is currently at a 15-year low of 0.5 per cent. Will this cause deflation and price drops – or will it, as the Chancellor George Osborne insists, aid economic recovery and create jobs? With the election just around the corner, politicians are telling us that things will
get better, taxes will drop and our economic woes will be a thing of the past. Perhaps these promises make a difference to the attitude of the nation as a whole, giving confidence to those that spend and those that sell and – most importantly – those planning on settling down, getting married and starting a family.
I’m not going to pretend I’m an economist or a politician, so this news left me feeling a little unsure of what this means for our industry. I needed to look beyond my own world at Richard Designs to find out what’s really happening in bridal retail in 2015. In-store improvements This January, we’ve heard that many of our customers are refurbishing, moving or expanding their premises, suggesting an industry-wide optimism. I spoke first to Maria Yiannikaris from Mirror Mirror Bridal in London. Maria’s in the process of moving four shops into one beautiful, Grade II listed building. Hearing about a true British bridal store that started more than 25 years ago and is still growing is hugely encouraging.
Together with Jane Freshwater, her business partner and sister-in-law, Maria started Mirror Mirror Bridal in 1989 as a designer and atelier,
MAKING PROGRESSLouise Dicks, Marketing Director at Richard Designs, looks for the positive in the UK bridal market.
Natalie Ann Brides
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making bespoke gowns. After 15 years, they took on other labels, of which they now have 10. Maria comes across as a true professional, who knows her art and her customers and is constantly reassessing her techniques and practices. She told me that their success is – in part – down to the fact that “we problem solve every day, and are always ready with plan b”. The duo aren’t too proud to say when they need to change direction, and they work through their problems with a positivity, understanding that “attitude affects everybody and everything”.
Maria believes the industry’s more buoyant than it’s been recently, but she insists that there’s still a certain amount of hesitation when brides are making purchases, asserting that it’s “not to do with money, but with politics and uncertainties in the world at large. This makes people feel nervous and more cautious about their spending.”
So what can we do to give our customers confidence? Maria chooses to provide good service to her brides every day. This approach, combined with beautiful products, means clients leave the shop feeling excited, which is encouraging and uplifting for everyone working in the industry. Combined with business acumen, it’s a strategy that clearly works for Mirror Mirror as it’s fully booked for the rest
of the month, and boasts a long history of satisfied customers.
Next I spoke with Karen Bleasdale, the owner of Natalie Ann Brides who recently refurbished her shop alongside her manager, Natalie McDonald.The two ladies told me that they “didn’t want to change something that wasn’t broken by moving premises after 21 years. Instead, we decided to extend and refurbish to meet the demand of our busy store, offering quality and enjoyment to our existing and new customers.” Their focus was on making brides feel special, giving each customer a memorable one-off experience. The choice to improve the shop and create more space hasn’t gone unnoticed by the brides.
Natalie says, “Since the big refurbishment, the energy and atmosphere in store is buzzing. We’ve been fully booked seven days a week and
weekend appointments are booked up until the end of next month”.
Michelle Beach the owner of The Bridal Boutique in Tonyrefail, Mid Glamorgan, took ownership of her shop at the end of 2014. She chose to refurbish the store immediately, as well as investing in new collections as well as a prom range. Michelle told me, “We acquired the boutique in late October, 2014, and we weren’t expecting to be so busy in the lead up to Christmas. All our expectations have been exceeded. Our success in November and December has carried into January and we’re extremely positive for the future.”
It’s wonderful to hear that shop owners and managers are making the time and the investment to improve their stores, with an eye on improving the bride’s experience. For too long, there’s been a fear of financial outlay within the industry that’s led to stagnation. You could say this was for the best, as brides were also being more cautious with their spending. But now we have some good news in the UK, it’s up to independent retailers to make sure we offer brides a wonderful experience that they’ll remember forever.
ContactRichard Designs
www.facebook.com/richarddesigns
www.richard-designs.com
A
Natalie Ann Brides
Natalie Ann Brides
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When creating a two-dimensional design, whether it’s a new greetings card range, artistic work or illustration, the protection of its copyright often goes down the list of priorities when considering all the other demands to hit the market running. Taking the time to be more intellectual property (IP) savvy could make the difference if there are copycat predators around, and in today’s market this is a reality. Only good designs get copied, so what can you do to protect yours?
For a work to be protected by copyright, it must be original and developed independently by its originator, involving creativity. Copyright then arises automatically – you can’t officially register © in the UK. This protects your work and stops others from using it without your permission. So think about copyright when you create an illustration, photography images, website design, pattern or surface decoration and wording in your marketing material or technical specifications. Mark your work with the copyright symbol ©, your name and the exact date of creation. If you can prove you own the copyright in your work, you can prevent others from copying, distributing, renting or lending copies of your work, making an adaptation of your work or putting it on the internet. Creating that all-important signed
and dated audit trail from the original idea to marketplace is really important.
Many people find IP a complex subject, but it’s just a name for something created from the intellect or creativity of your mind. IP is the generic term for copyright, design right, patents and trademarks and creating copyright in your work is just like any other property that you own, it’s about giving others permission to use. So if you don’t want someone to use your work without permission it’s up to you to say so in the strongest possible terms. A cost-effective and easy route to do this is to put a simple statement on your website. “All intellectual property rights in our designs are and will remain the property of (insert your name). Any infringements will be taken seriously.” If you’re a member of ACID, accompany this with our brand of deterrence logo with its proven track record, which adds a strong message.
ACID supports the protection of copyright works through our Design Databank. Members send in their designs and they’re lodged securely with date evidence. Each year we receive 25,000 designs and provide vital third party evidence should you have to prove your design audit trail or if your ownership is challenged. ACID Marketplace offers a safer trading platform that promotes and tracks, giving designers
the assurance that any buyer looking at their designs on Marketplace will have agreed to a Buyers Charter and can easily be IP-tracked by the creator.
Launched on 1st February, ACID IP Insured now adds the ultimate deterrence. Offering cover for up to £100,000 of costs should you have to take legal action in the Intellectual Property Enterprise Court, it’s a no-brainer. The scheme covers registered designs, unregistered designs and copyright which are lodged on the ACID Design Databank and fall within the criteria required to be an original two- or three-dimensional work. The scheme is strengthened by a powerful logo and its use on the insured party’s website is mandatory, providing a powerful burglar alarm. It says what it does on the tin. “Copy me at your peril because my intellectual property is insured!”
Copyright – protect the © in new designs
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CONTACT
fromlucy.com fromlucy.com
fromlucy.com
Sue Mackintosh Designs
STUNNING OCCASION HEADWEAR
UNIQUE HANDMADE DESIGNS | FINEST QUALITY MATERIALSCOLOUR MATCH SERVICE
www.suemackintoshdesigns.com
formerly of Rose Belinda
Morgan De VereMens formal hire wear
2 Sales Agents RequiredNorth and South of England
To market a range of Suits, Waistcoats, Neckwear
and shoes to existing Hire Wear Retailers
Quality products at outstanding prices
Excellent Rates of Commission (negotiable) with repeat commission on all outlets opened
Telephone 01452 520644 for confi dential discussion
Heirlooms Ever After are working on their latest collections for the White Gallery 2015 and will be adding new designs to all of their ranges.
Heirlooms work closely with their stockists to provide a full bespoke service to their brides. Each of their pieces can be customised to create unique and
personal bridal accessories and jewellery for the brides who are wanting something different and special. Specialising in Marcasite sterling silver
jewellery there are accessories to complement any bride.
Contact Rachael on 01629 732745 [email protected] | www.heirloomseverafter.co.uk
Tara Lee UK Manufacturers of
Flower Girl & Holy Communion Dresses.
Lead time of only 2-4 weeks. No minimum order. To become a stockist contact Tara Lee sales agent Samee Everard mob 07967 452558email: [email protected] [email protected]
www.taralee .co.uk
Made in England
Made in England
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We’re now following:Bridalwear brand@bylizfields Liz Fields
Bridal boutique@cinderellas071Cinderella’s Bridal Boutique
Bridal accessories@laceybellbridalWholesaler of bridal accessories
Attire Bridal is at the very heart of the online bridal community. Here’s a quick update on what’s been happening…
WEB WATCHTotal number of followers:
7,620!
This month on Twitter we’ve mainly been:Tweeting about our Jan/Feb issueRetweeting hot industry storiesPosting news about London Bridal Fashion WeekWelcoming new followers
Welcome to our newest followers:@suzanne_hurlowIndependent agent for Nicole Spose
@tohave_toholdBridal boutique in Mirfield, West Yorkshire
@zoedressdesignExclusive designer bridal wear
@moncherieurope Manufacturer of bridalwear and occasionwear
@petals_paperStunning bespoke floral decorations
@winniecoutureModern bridalwear
SHORT AND TWEETTalented bridalwear designer, Emma Shard, explains why Twitter is such an invaluable social network for her business.
Name: Emma ShardCompany Name: Emma Hunt LondonFollow me at: @EmmaHuntLondon
When did you set up a Twitter account and what prompted you to do so?I took to Twitter on 3rd April, 2012 to interact with like-minded businesses, bloggers and the media.
Twitter is incredibly useful for finding creative and mutually compatible collaborators for promotional events that help us reach a much wider audience. Of course, it’s also a fun and effective way to a have direct dialogue with clients and potential customers.
We tweet on a daily basis, mainly about what happens behind the scenes of Emma Hunt London along with our latest news, collaborations and events. We regularly retweet to help our followers whenever possible.
Set yourself realistic objectives, then decide who you want to reach out to and engage politely with your targeted audience. You should never write something on Twitter that you wouldn’t say to someone in person.
We follow some of the most talented and inspiring individuals and companies in the industry – just check our followers list. A
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Download our latest issue, free of charge online. Those working within the bridal retail trade can register to receive free regular copies of the magazine.
If you would like to find out more, log onto
Improved supplier directory, enabling instant access to 100s of bridal suppliers.
Online
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Supplier Directory
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ATTIREBridal
Every issue of Attire Bridal is now available to download from our Back Issues Archive.
Live Twitter feed, giving you real-time industry updates from www.twitter.com/attirebridal.
116 ATTIRE
www.helenacotter.co.uk
HELENA COTTER
Enquiries from overseas retailers always welcome
+44(0) 7896 944759 +44(0) 1582 451238
Sales Training Courses and Consultancy services
Let me show you how to work smarter, not harder. Call or email me today for details.
Invest in your most important asset:
Your staff.
Next issue
ATTIRE 119
Plus
Next Issue
Business tips
News and events
Retail technology
ISSUE 47May/June 2015Advertising deadline: 10th April, 2015Available from: 1st May, 2015
Crystal clearSparkling bridesmaid jewellery
Fashion files Two key trends for the coming season
Show special • London Bridal Fashion Week• White Gallery • Interbride
Maiden voyageBeautiful bridesmaid gowns
True Bridesmaid
Yarwood-White
Samantha Wills
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On Display
We offer a fast, reliable and friendly service on our continually increasing range (currently over 3,500 choices) of bridal fabrics,
embroidered and beaded edgings, motifs and accessories.
Our range of dress accessories now exceeds 950+ articles including many brooches and buckles with crystals.
Showing at: The London Bridal Show, 8th - 10th MarchThe Bridal Roadshow, Dublin, 22nd - 23rd March
Email: [email protected] - www.michaelsbridalfabrics.co.uk
ATTIREBridal
To advertise here call Jan on 01376 535 612or visit www.attirebridal.com
Please mention Attire Bridal when calling advertisers
We’ve always been sociable bunnies at The White Closet and – from day one – we’ve enjoyed communicating with our brides through online networking platforms. Our role as retailer opens up a little window into the bride’s life and sometimes we create quite invested relationships with them and their extended families.
This is very much a perk of the job and there’s nothing nicer than receiving a Facebook message, email or card bursting with pictures and messages from the happy couple after their big day.
This exchange of post-wedding thanks was how our online presence began. Many brides stay in touch once married and often revisit the boutique with their friends and relatives. They use online networking platforms to offer recommendations and advice to their nearest and dearest, and it’s our role to respond to any queries that might come our way.
Starting out Facebook was our first foray into social media. It allowed us to advertise events, enter into
discussions, congratulate new White Closet brides and give the outside world a chance to see into our boutique before they even make an appointment.
It’s also a great way to link to a blog if there’s an event or topic that needs more information and images than you think will work on Facebook itself.
Then came Twitter, which we use mainly for business to business communication. It’s wonderfully instant, but it does require constant attention and can’t be left to fend for itself. We use it to interact with like-minded professionals and to arrange meet-ups with our fellow bridal boutiques at trade shows.
Snap happy Instagram is my personal favourite out of all the social networking platforms. It requires very little text and I’ve always believed an image can say more than a paragraph of words – especially when you’re trying to grab the attention of busy brides. In its early days, it helped us create a wonderful scrapbook for all our fabulous images and allowed us to edit the shots the way
we used to on Photoshop, this time with a few quick swipes and clicks. Now it’s a brilliant tool for creating an overview of the year’s brides, to support a cause or to tag a trend.
When posting images on Instagram, it’s simple to link them to your Facebook and Twitter pages, which reduces the amount of time you spend sitting at your computer or iPad. But don’t do this with every image as followers will soon get bored.
Pinterest is another invaluable platform. It provides a great way to group images, find inspiration and drip feed your boutique name into a bride’s searches and her own personal Pinterest boards.
Go the distance We’ve accumulated more than 16,000 followers across all our social media platforms and there seems to a be a new breed of ‘White Closet Fan’. Whether they’re current or past brides, singletons or other supporting businesses, they’re very much appreciated as they voluntarily promote us to their own followers.
Although keeping up to date with the various social networking platforms may seem like an awful lot of work and time, it really isn’t. I spend at least 25 hours in front of the computer each week between appointments or outside of work hours and I don’t begrudge a moment of it.
We all love scrolling through images in bed, while our partners are watching TV or while waiting for the washing to finish. And this is the best time to post, chat, regram, like and discover all kinds of inspirational items. It really is worth it.
The Social MediumEve Broadhurst, Creative Director and Co-Owner of The White Closet, extols the virtues of online marketing.
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Contact The White Closetwww.thewhitecloset.co.uk
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Showcasing our collections at
London Bridal Show - Stand D29Sunday 8th - Tuesday 10th March 2015
held at Kensington Olympia, London, W14 8UX
Tel: 01189 885 344www.rosacouture.co.uk
Tel: 01189 885 344www.kittychencouture.com
