Bridal Buyer Jul Agosto 2012

7/27/2019 Bridal Buyer Jul Agosto 2012

1/100

+JULY/AUGUST 12

*ISSUe

www.bRIdALbUYeR.c

*sottero & Midgley*Paradox*white rose*Menswear* business

Ruff ledthe tiers of a gown

HarrogatCheCk out the

many hundreds

of exhibitors

wholl see youin september

* showREVIEWwhite galler

modatex

BODYSHOPare your

mannequins

too old

for the job?

tHEREgoes the

BRIDEleaving you

with

the dress


3/100

R o m a n t i c a o f D e v o n

@ r o m a n t i c a d e v o n

ROMANTICAw w w . r o m a n t i c a o f d e v o n . c o . u k

S t y l e - T i e r n e y


4/100

B Y A L A N H A N N A H

0 2 0 8 8 0 4 1 5 6 7 M I A M I A B R I D A L . C O . U K

A N I T A


5/100

M: 07540 306 001 T: 020 3620 9755

www.msmodauk.com [email protected]

Please come and visit us on stand Q10 at

or to become a stockist call us today on:


6/100

www.victoria ka yg owns .co. ukThe Art of the Dress

Please visit our web site to see our stunning new collection.

For more information or to book an appointment please contact us on 01424 427284

or e-mail: [email protected]

Fantastic offers always available, Quality & Styles at competitive prices. With no minimum order.


7/100


8/100

callistabride.com

Dont make do with

It comes in a larger size.

Callista Bride. Designed for the

fuller figure!

Tel: 01909 774471

[email protected]

HIGHLY

COMMENDED


9/100

www.customsamples.com

For more information contact Michele ONeill

EMAIL: [email protected] CALL: 0845 838 1041


10/100


11/100

www.benjaminroberts.co.uk

benjamin roberts Limi ted, 6 europa way, FForestFach, swansea sa5 4aj

teLephone 01792 564710 [email protected]


12/100

Style 66036

Tel: 0845 833 2525 www.ronaldjoyce.com [email protected]


13/100

Weve seen the startof 2013 collcio

pigiou Wi Glly

Lodo; w gig dy fo

Big O, BBeh spmb,

w mo 350 collcio

will b owcd i full fo

fi im; w puig fil

ouc io x y Bidl

Buy awd pogmm; d w coly

updig ou wbi wic i cig

-icig umb of iio k o pick

up o l iduy goip d w d

oi. Pw!

ril poig lily bui d

uppli llig u p wll

bo xpcio. Of cou i d wok i

cu clim, bu d wok py off d

dliig ig poduc d b ic

i w mk diffc.

Pl k o of Bidl Buy

w dioil dd, blow;

po d mil y m.

EditorSusi Rogol 020 7193 8535 Editorial Ofe 14 Bracknell Gate,

London NW3 7EA [email protected] Kim Colley Proof Reader

Clive Burton Grop Ad Sales ManagerNardene Smith 020 7772 8317 nardene.smith@

oceanmedia.co.uk Prodtion Gemma Isteed 020 7772 8396 Mareting Exetive Carina

Hunter 020 7772 8596 [email protected] Sbsriptions Alliance 020 89557040 [email protected] Pblishing &Mareting DiretorJudith Sutton 020

7772 8393 Head of Bridal Wendy Adams 01423 770120 Printers Printech Europe

Bridal Buyeris published six times a year by Ocean Media Exhibitions Ltd,

1 Canada Square, 19th Floor, Canary Wharf, London E14 5AP.

Tel 020 7772 8300 Fax 020 7772 8587. wwwbridalbuyer.com.

From the editor

BAck ISSuES If you would like to purchase back issues

please call us on 020 8955 7040 or

email [email protected]

48

64

www.bridalbuyer.com13

J/A.12

Contents

68

34

Copyright 2012 Ocean Media Exhibitions Limited. All rights reserved.

Reproduction of any written material or illustration in any form for any purpose,

other than short extracts for review purposes, is strictly forbidden. Neither

Ocean Media Exhibitions Limited nor its agents accept liability for loss or

damage to transparencies or any other material submitted for publication.

The views expressed by interviewees in Bridal Buyer do not necessarily

reect those of the Editor or Ocean Media Group.

The views expressed by interviewees in Bridal Buyer do not necessarily

reect those of the Editor or Ocean Media Group.

Features20 reTailFOCuS

Polly Parkin of The Bride talks business

24 COVerSTOryTHeCaSeOFTHe

diSappearingbride

Expert advice on what is whose

32 OpiniOn

Emma Meek of Miss Bush Bridal lets us

have it

34 COVerSTOryTHeperFeCTFiT

Sottero & Midgley could be all yours

40 blingiSinTHeair

What makes Paradox sparkle

45 OaKSFrOMaCOrnS

The BBA on its many achievements

47 SHOpTalK

The RBA on where it is going from here

48 COMinguprOSeS

Its good-looking, top-quality, and offers a

bunch of the best. We love White Rose

50 ediTOrSMeSSage

Media supporters of the Bridal Buyer

Awards tell it like it is

68 Headgirl

Hats off to HT Headwear,coming to BBEH

78 COVerSTOryrOleMOdelS

Display for dummies, or vice versa

80 10yearSOFTexTileFOruM

Material wealth _ year after year

Fashion54 COVerSTOryClOSeTOTierS

Love is a many-layered thing

64 MajOrplayerS

The menswear names you need to know

Show business19 COVerSTOryMOdaTexreView

Europes biggest show_

and the best yet

60 COVerSTOryaTbbeH

Exhibitors showing their 2013 collections

72 COVerSTOrywHiTegallery

lOndOn2012

It was simply gorgeous. Our fave nds

Regulars15 need-TO-KnOwnewS

39 OnTHepHOne

71 yOu&yOurwebSiTe

85 buSineSSupdaTe

91 THeiTdeparTMenT

93 legalMaTTerS

98 baCKpagegirl

54

85


14/100


15/100

newsdont miss...


Its all happening... hereWith a handful of great shows behind us, and BBEH the Big

One coming up, its a hectic time. New collections from key

labels, and top-notch consumer shows, are in the news

Cover image. Dressed to frill, multi-layers that

fashion pundits say is The Ne Look, from

Sottero & Midgley, a collection youll be seeing

much more of. Check out our choice of the

latest tiered gons on page 54, and read about

the re-launch of the popular Sottero & Midgley

label on page 34, and the collection that ill

debut at Harrogate in September

In love with AnnikaDynasty introduced its ne-look

Annika label at Modatex and if its

reception there is anything to go by,

retailers ill be racing to put don

orders at Harrogate. This small, but

perfectly-formed 15-piece collection

of glamorous occasionear in

luxurious fabrics, inspired by the

stylish1920s, includes dusty pinks,

nude tones, icy blues and inter

hite and trimmings of beaded lace

and embroidery. Most of the dresses

have matching jackets, so they

are perfect for MOBs and edding

guests alike. Retail prices range from

349 to 699. +44 (0) 20 8736 0200

8C:G/C5CAB7AAC3#

EEE0@72/:0CG3@1

=;

SOTTERO

&MIDGLEY

PARADOXWHITERO

SEMENSWE

ARBUSINES

S

RuffledH


16/100

Mark Lesleywww.marklesley.co.uk

WINNER

Best Bridal Manufacturer

Mark Lesley and Donna SaladoShowcasing Their New CollectionsMark Lesley Hall Q Stand Q7 | Donna Salado Hall Q Stand Q7ABritish Bridal Exhibition Harrogate - 9th 11th September 2012

Stockist Enquiries

Tel: +44 (0) 1621 784784 | Email: [email protected]


17/100

the long-running national

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Getting the wordout about YOUR shop

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*70% of visitors are between25 and 34

*Show visitors include ancs,friends and family, but a

whacking 6,000 are brides-

to-be

*77% of them will be tyingthe knot in the next 7-18

months, 63% of them

planning to marry in a

venue, rather than a church

*50% of girls shopping for

their Big Day have their

bridesmaids in tow

*Couples are looking at anaverage wedding spend of

16,000 and they want

real choice before making

any buying decisions

*88% of National WeddingShow brides-to-be are ABC1;

they are their anc have

an average joint income of

58,000.

IFor more information about

exhibiting opportunities

contact Alejandra Campos

+44 (0)20 7772 8406 or Alex

Butler +44 (0) 20 7772 8319

The National Wedding Show audience its the one that you want

newsdont miss...

Retailers do a roaringbusiness at the National

Wedding Shows, where they

can meet thousands of

brides-to-be who are looking

for their dream dress


18/100

Mark Lesleywww.marklesley.co.uk

WINNER

Best Bridal Manufacturer

Mark Lesley and Donna SaladoShowcasing Their New CollectionsMark Lesley Hall Q Stand Q7 | Donna Salado Hall Q Stand Q7ABritish Bridal Exhibition Harrogate - 9th 11th September 2012

Stockist Enquiries

Tel: +44 (0) 1621 784784 | Email: [email protected]


19/100

newsdont miss...

Despite challenging

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Show report: Modatex, Essen

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Creations of Leiijten, drd w or

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MODateX Fshion Fir 2013

15-18 Jun 2013; Mss essn, grmny.

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Miquel Suay, Novia dArt, Raimon Bundo,

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ook w fuur rd, ud

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vr fod-work d , or o yr

of boo d. nov dar -

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brd dury.

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vry ufu d w ook o w .

so, o of b ordr, o of vry y

xbor, bu w wr b fid,

fr rr wr ord? hr r

om ofBridal Buyersfvour .

a Gaia Accessories, r of uf o frm f; Sky is No Limit,

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rbbo, d ku d mo for rr

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mod wr r-d w bro.

Javier Arnaiz o u w

d o w d rur of

Kimo Suits, rxd, oo, d .

e for m Sabato Russo,

Modatex was a dream

show. The right products. Arange of price points. Terrificatmosphere. And full orderbooks. Heres to 2013


20/100

20www.bridalbuyer.com

Winnertakes all

t

he Bride really does seem to

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npnu P .

St Albans town centre is idealfor an upmarket bridal shop. Itso happened that my husband

had bought a dilapidatedGrade II listed buildingopposite the cathedral itreally couldnt be moreappropriate for a bridal shop.

It is a beautiful old buildingwith beams, lovely windowsand bags of character. Itwas really run down and weembarked on an 18-monthrestoration project.

After studying History of Art and

Design at Brighton University I

landed a job at Next as a trainee

buyer in the home department.

I then moved to London as an

assistant buyer for menswear at

Debenhams. I decided to return

to Next when a junior buyer

position came up, and by the time

I was 26 I had been made a buyer

on bedlinen and furnishings. I

continued working as a retail

buyer until I had my children

(a son and a daughter, now aged

11 and 9). After a short career

break, I started to get itchy

feet, and with so many years

experience in buying behind me, it

seemed a natural move to open my

own shop.

Polly

o n

Polly

on

THE RIGHTBACKGROUND

LOCATION,LOCATION,LOCATION

R E T A I L

F O C U S

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21/100


Im an avid Vogue reader I couldnt imagine being withoutit! I love fashion and I always keep up with new trends. I think

its vital to be fully informed when you are selling to trendyyoung brides. Im a huge Topshop fan I follow the WhatsNew section of the website and mix it up with Whistles, Zaraand other high street labels. I think its really important for allmy team to have a genuine interest in fashion, and to have theirown sense of style. Customers are buying into you as much asinto what youre selling, and they need to feel that they are in

good hands when they are being styled for the most importantday in their lives! We have a very stylish sales team at The

Bride, and everyone is equally interested in keeping abreast ofnew trends and staying current.

There was no point in opening without the backing of some top labels, and

there was equally no point in securing stock with no shop to sell it in. I

really had to put my buying experience to the test here. I earmarked four

labels I wanted to carry and then did a really good sales pitch to each

of them. Despite my lack of experience in bridal, I think that being in St

Albans aorded The Bride some status, plus my own background in buying gave

the designers I approached some condence that I knew what I was doing.All four of them signed up! We opened on a Saturday in 2004 with a full

appointment book and even made a sale on our rst day. We hadnt even taken

the credit card machine out of its box!

Polly

on

CHICKEN AND EGG

WHICH CAME FIRST?

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im ckng w w i know wok fo

u. W lo cy cco by B

dgn by Polly edwd nd

Jnny Pckm, o by rnbow nd

vl by Joyc Jckon.

Id felt for a while that in my

home town St Albans therewas a big gap in the marketfor a bridal shop that sold thesame calibre of dresses as onewould find in the West End.The clientele was definitelythere it just needed someoneto provide the service!

Although I had no experiencein that specific field, I hadworked in retail and I hadbuying experience.

Coong nm fo my op w lly

mpl. i no bou m, o i ddn wn my

nm on doo. i ddn wn nyng

fncy o clv. t op bou bd,

o w i clld !

WHY BRIDAL?

Polly

on

WHATS IN A

NAME

Polly

on

THE

COLLECTION

Polly

on

Polly

on FASHION


22/100


One month before we opened I had put beautiful posters up in our windows with

the opening date and phone number for appointments. We started to book up the

diary very fast and were able to hit the ground running as soon as the shop

opened. Eight years on we have a really good relationship with the local paper,

and in an area like this that is very helpful. It is good for them to supportthe independent retailers it works both ways. Our website is a very important

marketing tool we keep it fresh, update it regularly, and we always suggest

to brides that they spend some time on there before they come into the shop

perhaps narrowing down their dress choice from what they can see on the site,

as there isnt time to try on everything when they come in! Facebook is another

great tool it is a lovely way of communicating with our customers in a less

formal way than the website. We run a designer day for each of our designers

once a year. This is all about the experience - we do the whole Champagne and

cupcakes thing and make it a really special day for the brides. Its a great

opportunity for them to meet the person who actually designed their dress, to

discuss it with her and maybe even to be measured up by her. My years working

for large companies like Next taught me a lot about corporate image and I

have employed a lot of what I learned there in my business. I believe it is

important to build up a brand image so I have been careful to use the same

colours, logos etc across my website, business cards, in store and so on. Its

all about building a strong brand image.

WINNING ANAWARD

Winning the Best Bridal

Retailer South Award wasa lovely reward for eightyears hard work. We nevertake our eye off the ball. We

pay attention to detail inevery aspect of the business,making sure our service levelis second to none. We havekept our heads down and

focused more on customerservice than self-promotion.

But we felt maybe it wastime to get out there andto let others in the tradeknow what we are about,and to see if we could getsome recognition for it.so I decided to enter. It wasa really wonderful surprisewhen we won!

WHAT TO BUY

My background is in buyingso I really do have the righttools for this part of the job.

When I go to shows I will mostprobably fall in love witheverything I see, especially

from my own designersbecause I admire their work somuch. But I only buy what Ibelieve we can sell; we look atthe fabric, the fit and the pricebands to make sure we pickthe most commercial gowns

from the collections we arelooking for the potential bestsellers. We know our clientbase well after eight years andon the whole we get it right. Ialways take the team with mewhen Im buying these arebig decisions to make on yourown and its really good tohave input after all, we willall be selling the dresses.

THE FUTUREMy short-term, medium-

term and long-term plans are

all the same to maintain The

Brides position as the premiere

destination in Hertfordshire to buy

high-end bridalwear in a boutique

environment.

Polly

on

Polly

on

Polly

on

Polly

on

R E T A I L

F O C U S

MARKETING


23/100


24/10024 www.bridalbuyer.com

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disappearingbride...

You try telephonIng,maii, wii b s ss. y a bid wi -aa cc . B wa if s ds?Is a v-s bm,sas lsi hac f ms bida s i Swid, Wisi,w as b i bida bsiss f 30as. I av sm ccd dssssais i m s w - ad is xmfsai. Csms d sd w w cac m ad i is kw fm as a ad dmad i

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Bc rbs, ws s Ccis

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The case of the


25/100

HelP line


Cancelled weddingsand uncollected

dresses havedefinitely increased.

We only had two in2011 but weve hadfive so far this year

Bds, has a saihfwad appach h

pbm.I hav a Cdiis f Sa fm which

bids ad ad si i m psc, h

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ad hu h dsss f

abu a a, h pu hm

back sa.

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shp, huh, s I hav

cha a sa f if a bid

was m s a dss

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OuT OF SPaCe

I hav a i bx m

wih ai s I ca s

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as Vick ra fm

Bida Dsis i Dcas. I is dfii

happi m f. Cusms ih d

u ph cas, h m h cm

ad cc h dss ad d u up.

I m ms ad cdiis i sas ha

w if hm wh h dss is ad, h

h shud cm i ad pa h baac wihi

w wks. Wha d I d if h d? If h

bid has paid f a dss mad f h ad sh

was i, am I bid u hm? I jus d kw.

I pf hm hav hi m back

ah ha hav a h if, admis lai

fm emma r f edibuh. Im si fiv

dsss a h mm wih usvd issus.

o bid appad f h dss fiv as

a! A m s w ud sid

f. Wh sh id h dss i was

sma u ca pu wih i fiv as bu

sh caimd I had dd h w siz. I m

ms ad cdiis i sas I wi hd a dss

f six mhs. I huh I was cvd b ha

bu appa .

WHaT THe eXPerTS Say

J Sw, Chai f h BBA, which psssuppis, sas ha h cu cmic cima

has mad h pbm ws. th a psii

dpds a h Cdiis f Sa h

d fm ha h bid has sid. ths

mus b waih bu ab, ma bida

shps d v hav pid d fms. If a

bid -appas wai h dss ad sh has

aad paid a as 50% f h a, wihu

a pp d fm, h shp is a fau. If h

shp has sd h w ad h cas cms

cu, h jud wi awas cm dw h

sid f h bid.

t avid a hs cmpicais shps shud

b mmbs f a ba fid ad assciai

such as h rai Bidawa Assciai ad

us hi cmmdd Cdiis f Sa

h d fms. th shp mus f hi

d fms h Sa f gds Ac 1979.

th rBA Chai laua Da, a ai hsf,

adds ha if a dss is fu

paid-f, i is h cusms

pp.

If sh ds cc,

u hav h pis, sh

sas.

o, wi qusi

ha h dss b ccd

ad csi a ivic f

sa/isuac/admi

css if i is .

tw, ship h dss

h bid b ps cui.

yu wi hav pa h cs

which u a ik cv ad if h

i has mvd hus h dss ma b ud

awa.

o, hid, sd a cdd-div

h as kw addss qusi

h mva f h dss wihi 30 das. If

ccd wihi ha im, h shp svs h

ih disps f h dss as h s fi,

cv hi sa/isuac/admi css.

If h is sps ad ps is udmakd awa u hav asab

uds f caimi ha h cusm has

abadd h dss ad u a f s i

cv u css. Kp a cspdc

ad a f u amps cac h

cusm, jus i cas! th Sma Caims Cu

appas a ach cas is mis.

Ja Was f h Bida rais nwk

a csuac svic which ffs a 24/7

hpi, as pis u ha is via hav

apppia, ad ua updad, ms ad

cdiis. If a dss has b paid f i fu

bu ccd, fis v fm f cac



HelP line

email, hone and leer. If heres no rel:

*Send a recorded-deliver leer for roof of

osing and noificaion.

*Inform he bride ha he dress is now her

roer and ask her o collec i wihin 28

das, giving her full deails of where and how

she can collec i.

*Ask her o ell ou wha she wans ou o do

wih he dress if is no longer required.

* If here is no rel wihin 28 das ell herha he dress will be disosed of a our

discreion. Jane sas she wouldn, ersonall,

disose of a dress unil afer he wedding dae.

* If a deosi has been aid, send a recorded-deliver leer informing he bride ha he

dress is read for collecion and he balance

ousanding is due wihin 28 das.

*If here is no resonse, send a second

recorded-deliver leer elling her she is in

breach of her conrac and if he balance is no

aid wihin 14 das Cour acion will be aken

or he dress sold o cover our coss.

*your local trading Sandards office is a good

source of advice if ou are unsure abou our

righs as a reailer.

perhas he las word on his issue should go

o Alison Sargean of Aurora Bride who sas

his: In his indusr we frequenl have o bie

our ongues, because no onl is he cusomer

alwas righ bu she is also a bride. this is a

massive exerience and a sressful ime for

her and is imoran o remember she ma be

acing oall ou of characer!BB

1Take reasonable steps to

trace the buyer, if they

or their whereabouts are

unknown. This will depend on

the circumstances, but might

include placing advertisements

in local newspapers, notices on

local community notice boards

or reasonable research enquiries

over the internet.

2If you take reasonable steps

to trace the owner but are

unsuccessful, you can sell

the goods. It would be sensible to

keep a record of the attempts you

have made.

3If you do trace the original

owner, you must send two

written notices to the owner

before you sell the dress.

You must give the owner of

h goo, a r wri oic

personally or by post stating:

*that the owner is responsible forcollcig h goo

*the details of the goods and

where they are

*your name and address

*how uch oy i ow, iay, or h goo wh h oic

i , or xapl, h co o h

rpair or raoabl orag charg.

You must also send the owner of

h goo, by rcor livry or

rgir po, a co wri

oic aig:

*you intend to sell the goods ifhy ar o collc by a a

giv i h oic

*the details of the goods andwhere they are

*your name and address

*how uch oy i ow, i ay,or h goo, wh h oic i

.

If the owner of the goods owes

you money, the period between

h co oic a h al o

the goods must be at least three

oh.

I h owr o o collc

the goods by the date given in the

oic, a you ar ur ha h

goods belong to the person who has

b h oic, h you ay:

*keep the goods

*sell the goods

*ipo o h goo.If the goods are sold they will then

legally belong to the person who has

bough h.

If you are the person selling the

goods, you must be able to show

the original owner that the sale

was handled properly to get a fair

pric or h goo. Apar ro h

expenses of selling the goods, forxapl, orag charg or aucio

fees, the original owner must be

given the money from the sale if

hir ar i kow.

If the goods had been left for

repair or alterations and were then

o collc, h co o h work

ca alo b uc. Raoabl

orag charg ca alo b

uc. I o, h oy u b

kp or h origial owr. Howvr,

ar ix yar h owr cao

clai, or u, or h oy.

A ipora poi o coir i

ha jug i h all clai

cour, whr clai i rlaio o

h abov ar uually hl, ca vary

ily i hir ouco. I i

therefore not sensible to rely on

Small Claims Court judgments as

prc or wha igh happ

i ay ubqu ca. O, h

jug will avour h cour. I i

therefore ideal to have watertight

coiio i plac ha crib h

position between the parties in the

v ha h buyr ail o collc

the item and to ensure that the

buyer understands the terms when

igig h r a coiio.

There is a risk however that even

wih uch coiio, h Cour

will rule in favour of the buyer if it

bliv ha h coiio i uair.

It is therefore important to have

your r a coiio rgularly

rviw by your olicior a o

k lgal avic i rlaio o ay

iiviual circuac.

The legal viewWe sought advice from Salehs LLP, Ocean Medias legal advisers. Lisa Rivers came back with this overview:

Bridal Retailers Network

www.bridalbusiness.co.uk

British Bridalwear Association

www.britishbridalwearassociation.org.uk

British Bridal Retailers Association

www.britishbridalretailersassociation.co.uk

Retail Bridalwear Association

www.rbaltd.org.uk

Salehs LLP

www.salehs.co.uk

If tHe teRms And COndItIOns

of sale do not provide what

happens if the buyer fails to

collc a i, h coo law

poiio will apply. I gral, hi

will mean that the item belongs

to the buyer if it has been paid

or i ull. th poiio i uclar

where the buyer has only paid a

deposit, as legal ownership has not

rarr.

Howvr, whr hr ar o

r a coiio i plac

setting out what should happen

where a deposit is paid and the

buyr ail o collc, i woul

seem prudent to assume that the

buyer has virtually the same rights

o h i, auig o cour,

hy pay h raiig balac.

The general position is that

you may sell the item if it remains

ucollc a log a h buyr

i rpoibl or collcig h

i. thi a ha h i

cao b ol i i i h llr

rpoibiliy o rur i. Ay

oy rciv ro h al,

l raoabl orag charg oray ohr raoabl co, uch

a agr alraio, c, u

be returned to the original owner,

or if that is not possible, kept on

accou or h.

If only a deposit has been

paid, then the deposit should be

returned to them on sale of the

i. th owr oly lo h

righ o h oy ar ix yar.

You u alo ollow h corrc

procur:

tHe ABOVe Is PROVIded As

GeneRAL GUIdAnCe OnLY And

sHOULd nOt Be InteRPReted

As LeGAL AdVICe OR ReLIed

UPOn. IndePendent LeGAL

AdVICe sHOULd Be sOUGHt In

ReLAtIOn tO AnY PARtICULAR

CIRCUmstAnCes.

Plas not that th abov

guidanc rlats to england only

Contacts


27/100

Style 1868

www.morilee.co.uk email: [email protected]


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32/100

During her commission by

t gvt t vw t

ft f bta tt,

t t ma Pta dtd

paat ad qval

adv at tal w a

d tat pt f

xplat f dalwa:

of att t a t tad

f bta w aad t

ak a lv t f tal t t a

av pl fald t adapt. had-wk,

ttd ad pfal ppl, fqtl

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t tal ff t t t al

dad xptat f tda .

i a, t fal m b,

alt Ja dalwa. T fal t

adapt wld av klld ff m b

t, g a vtal Vta w lv

pa vt w, lal

t ppl, ttd t t ad

pd tat t dvlp a al da

akt ad Pr pfil wa tatat t

lafi. g f t ad wk xpt

tat i lf av t attl wt w

pa, f t ak f t ft.

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av Vta val t attl;

t fal al da p

f w lk cl c f

T Wt r sffild w a

dl pat wt t

d; t avll la z

f ell sad ad caa

bavtk akt ad Pr afftv ad dtv a a wll-ad

mat.

T la adt tat fllw tat

t , wt a walt f talt ad

vv, a pvtd f j wt tad

aat t rbA ad bbrA tat d

t ta t kw ad pt a pl

fa va t wt tat wld av a 15-

a-ld w d .

n f t av v ad f,

td, t f t tw tad aat

wt w, awa, a fll f atv

a: wa t tt, wa fiaal

fal. bt t a t f d

kw a awfl lt at wdd l, w

a fll f lv, k ad da. it t ad

t fi t w t l attat dvdal

ad f 17,000 vt a da, wlt t

aat la wa dw t a

ak fa dw, fat, t a

pltl al.

The reTailer posiTionA a dt wv, ad i ld all

tat, a w tak t a f

a wdd kw tat t vta/k ta/

at da a t wk t al

fa f dal. T f dal a t

tal. W at wdd d p

f d. W at ak a lv

f a v, a k ad a ad atttd.

W a ld p t pad (bi Fat gypsy

Wddin), pll (Dnt Tll Th brid)ad pt

(Th Fixr). W a d rvw ct

ad ad f pfit. W a jt t

t t dad ta f p ad

attd f t pvd ta ad dwa

f lt.

yt w xpt t ad w ld, ad d

v. rf t t dv mada Pta

aa, t adv t tal pll t wat w

kw t t: svv tda val

dd, avl-dtd, v

fd akt a -appa w t

pt ad d t dfftl. W kw

w t t d t xp,

v ad pal.

* exc T tal xp a t dtv ad kp t tad

La cad, dt f ell, wt Th

osrvr t vval f t tt

patall t tat, it at tat

pla tat v wat t ; d t

at tat lt.

Th ecnmist tll tat f p t

pt wt l tal, w t f

xpv lt ad adt, tat t

wll wat t t f t ad tat t

wll appl pa f adv f ptt

al atat.

* svc T a f v t 21t t all kw ad

a f t av a

-dpt kwld tat d ad

adv t; v qt pl

t w ll. F t d d

t pa w pal

pp, tlt, ll, t fdt ad, aall, ak aa

*scmT wat w kw add. Wt t dplad f t t t

t wa tat palt tal kw w

t xp ad aft t xpt a

vt t d, t jt t pdt

t t pat tat t dt : t t

a, ftt, k, ta

k, pak, k

if pt t t fit, a Pta,

pt a pla fild ad

t l dfft t

RantEmma Meek, f m b bdal, a v d awa f v vw. o

qt f a sWoT aal f t akt a, a, pl f t t

lt, dat, a ad w tak a v ad t takl

Theareathatsupportedsix

bridalshopsin1988,when

MissBushopened,now

showsa

near800%increaseinretailers

or reasoned argument?

32 www.bridalbuyer.com


33/100

tt, th th t wll ad fid

y.

s w hav th v, th xpt, th

tt ad th pal. All w d

t h p iT kll, ha t wth th

l kd ad th ft lk ht. gt

y t-fd v tht, ak p

wth aal pdt ad tll th wld va

al da hw fa y a!

sWoT analysis done. or is iT?i th why dal hp h lk

va a dap ft? i y qt f fat

t ak p y w at at, i dd a had

t f hp wth y 15-l xl

z. i th val tat ad at

w hav wth ppl, th Vta

h y whh y th d wld

hav lv that ppl ptd

th 15-l ad tywd xlvty.

gt a ap ad l t, hwv, ad t a

dfft ty. A aaly aat wp f

a l d a gl ap hw m bh

t hav 45 ptt hp wth th lat

z. Add a l tw t that ad y ht all

th sW ptd.

A aph aa that pptd x dalhp 1988 wh m bh pd w

hw a a 800 p t a tal.

i th a pd f t, th at f

aa tak pla th uK ha dppd

y a thd f 340,000 p a t ad

240,000. Th a akt hap dl.

expt f th t th whl ty.

All th t i hav lvd that th pp f

th vat qatty f plyt ph th

tt had th t d wth th

d : th d.

it d t. it ha a lt t d wth a at

t that a dal hp t a

lvly j a pha i ha a lt. Th akt

f th vat lw f dfft,

plyt ha vyth t d wth ll

da t wd-yd tal wh, aa t

qt y fla had , fal t al

that a pfital tal a

tt whh fa yd th f f

th y ad th thll f th al.

A i td dpa ad dhatd

at h a tt mah, i ahly,

azly dlad that t f th d

ff w fit f ladfill. cyally ddwth a lttl alty a pl, th vat

dthal hd f d xt t

allw afat t th w

at.

suppliers, Take noTeLal, lal, fak d a,

dff, altatv t ptty h

at t th a that: y y

w pt a hp y dtp, fllwd

y y y ad d lal

w pt a hp y dtp. evtally

yll ha th a x: wll, 15 l

dfft dfft pat f th ty.

i a atatd akt wh th

f wdd dl fat th ly pt

afat ad d hav t a

akt ha. n xta d t plty

hp. All th whl th tad aat

ad tad p wy at th h

tad ad tt al, th thatt y ad y fiaal ty f th

pa that ppt t v .

F y tt xp th lat pl

f ya, th aat f th pply

ha f cha ha had a h pat

y . o patla faty f

a hth f a pay a lat that i

wa qtd 26 wk dlvy f pat

d d, fftvly d y tk

wthl a t ld a a apl f whh

t tak d.

A h f all kd f thal d, f t

val lal , what a dd th

pay tak t add th pl that

t at 50 pat d? Dd thy

datly wth pdt? n, thy

pt apl d thh th a

faty.

All th t whlt i ldt tak d

tk i had, thy had y spt

d wk. D th wal

at whth i wa ld t tak fth

dlvy f ddat tk, ad

ay apl w f th way

thh th hkd pply ha.

Dd th pay tp t ff

plat tk? Altatv apl? n,

f t. A tad hty that ha pad

th 5k - 10k a th f th pat t ya

wa tly vlkd.

buck passingTh lvl f pttd t ttd t

th a-akt lal. Pt lal hav

ffd v lp qalty, alat

p, dl dlay apl d

wth th a Tfl atd x t

t , t th fat. Th altly

way i ld tad y hp ad la

a afat; th k tp wth , th

lt tat wth .

Th Pr ah that v th t f

th wld a f th wld fdalwa. bad w ftvly pad.

it a ta that tal ad w

a t t a a al wtht ay

pptv Pr th p al

da. Th hw p ppt f tal

th ftl wh hav t xpla away th

av ha d t, qalty p

wtht ay al a pf.

i ad val th tal hav had t

l dataa t alt d t

dtat lt ad wp ha

dlv. Th dly daa

t a ad a ad th hld apfal Pr pay pa ad

lt th daa. All ppl a a fw,

aly sza nvll, J P ad JLm

ep, hav dplayd aa d

dpt.

s f th att that t tal dal

hd th appat h f th t

ppl, ad th att wak w hav

a y a lak f fftv pw thh

whh t ak had. Th

a h pptty f th at f a

fid v pak half f tal

p t th fd that f ppl.

Making changeTh taly a phtat th

a-pdd at that wat avalal

18 ya a. Th t ad ty a

fatat t, aly, th qalty

lpp ad d a tall, at t. Wth

th xy f plty, th hld th

alty t dv w lal. Wdd l

dat that vat wath f d dt wat

what th ajty f hp.

Phap t t w pld tth

ad wth d pw f th

fit pt f all f d, th ppl wh a

atally talk t th l ad th

fitt, w a xpt, palt

kwld ad tt t dat w

away f th ppl wh a dtd

t t ff w lf pply. BB

Ar? Disar? enrad? Dlihtd?

brath of frsh air? Kiss of dath? gt your

viws ovr. email bridal buyr today

STRONG opinion


34/100

The Sottero & Midgley label is about to

be re-launched. With a major marketing

campaign behind it, and an open invitation

to potential stockists visiting BBEH, this is

seriously good news for the market. Bridal

Buyertalked to Lyn Musselle

Theperfect

t34 www.bridalbuyer.com


35/100


Maggie Sottero has long been one of the big names in thebusiness. What is it that makes the collection special?It is Maggie Sotteros signature fit, innovative designs and quality fabrics.

The bride experiences luxurious looks at an affordable price.

Never quite sure about this. Is it an Australian brand,or an American brand and where are the companysheadquarters?The label originated in Australia and presently there are design teams

located both in Sydney, Australia and the USA. Our world headquarters

is located in Salt Lake City, Utah.

You have two labels Maggie Sottero and

Sottero & Midgley; what is the real differencebetween the two?Maggie Sottero caters to brides who are looking for classic

and traditional wedding gowns, while Sottero & Midgley

is designed with the fashion-forward bride in mind and

features avant-garde styling and high-fashion couture

elements that make a different statement..

Its really Sottero & Midgley we want to talkabout. How long has the brand been around?Sottero & Midgley debuted in 2007.

Why are you relaunching the label and what is involved?When Sottero & Midgley entered the UK marketplace, we took the

decision to offer our existing retailers first refusal on the initial

collections, as we felt that the Sottero & Midgley collection offered not

only a different look, but a different price-point, to the Maggie Sottero

collection already held in their stores.

The re-launch will involve a small selection of gowns from the Spring

2013 collection, going on-view in the main halls at Harrogate in

September, on stand A3. And, for the first time ever, it will be possible for

retailers to view the entire collection up in the Majestic Hotels Carriage

Suite, where a full catwalk presentation will be staged. And theres

another first! We will not be showing the collection on a strictly invite

only basis, as we have done in previousl years, so Harrogate will offer

the perfect opportunity for any buyer

who is considering taking on a new label

for their store, and looking for luxuriousfabrics, on-trend styles, and the signature

Maggie Sottero fit at a price-point that

wont break the bank. It is an exciting

prospect... and it makes perfect sense.

Tell us a bit about the designeror team behind the look. Whereare they based and what aretheir influences?

Sottero & Midgley is created by designers based in Australia and also

the USA. Influenced greatly by the latest high-fashion trends, red-carpet

looks and inspired by vintage styling, this team takes a synergistic

approach to design.

At BBEH we will not beshowing on an invite-only basis so it is theperfect opportunity forretailers looking for anew label for their store

so stylish

Sottero & Midgley

has a distinct story

to tell and it is one

of fashion-forward

design, superb

fabrications and the

fabulous t that has

made parent brand

Maggie Sottero rst

choice for so many

brides


36/100

Do you consider the label a style leader,or does it look at top designer trendsand adapt those for the mass market?Our design talent has been creating innovative

styles that set standards in the industry. With

Sottero & Midgley the bride experiences affordably-

priced couture-style fashion.

And what about fabrics: are theyexclusive to the brand?The fabrics we use are of the highest quality and include fine satins,

taffetas, chiffons and gorgeous lace. Our design team is very selective

when choosing fabrics, constantly scouring the international markets to

find what is new, and different, and perfect for a particular gown.

Do the retailers who stock Maggie Sottero also buySottero & Midgley?In the UK and the USA there are stockists who support not only the

Maggie Sottero collection but also the Sottero & Midgley range so that

they are able to offer their customers a wide selection of the latest styles

over a number of price points.

In the UK, where do you position Sottero & Midgley inthe marketplace?

Sottero & Midgley has captured that designer look, style and feel whilesitting comfortably within the mid-market price range.

How many pieces are there in any one collection and howmany of those are new? What is the longest runningstyle and when was it first introduced?We typically introduce between 50 and 60 new styles annually. In the

current collection there are nearly 130 styles available. The longest-

running style is JSM1103, a sophisticated A-line lace gown accented

at the waist with a slimming satin wrap and side bow. This style was

introduced in 2008 during Sottero & Midgleys second season and has

proved to be a tremendous seller.

Tell us a bit about the new silhouettes, fabrics,and details we can expect to see at Harrogate this

September? And also the retail price range.Vintage-inspired lace is prevalent throughout the collection, showcasing

illusion necklines and three-quarter-length sleeves. Gowns featuring

cascading tiers and swirls of soft fabric folds appear throughout the

collection with many surprise elements. Although body-hugging

mermaid and fit-and-flare silhouettes are core to the label, Sottero &

Midgley caters to all tastes, so whether a bride is seeking a modern ball

gown, sophisticated A-line, or a flowing chiffon style, she will discover herperfect dress in the Sottero & Midgley selection. As to the retail pricing,

the majority of gowns fall within the 800 to 1,800 price bracket.

How many Sottero & Midgley stockists do you have in theUK and are you looking to increase that number?Presently there are approximately 100 accounts throughout the UK, Eire

and Scandinavia and we are hoping to increase the number of Sottero &

Midgley accounts to a comfortable number, without intending to flood the

market as we do offer a respectable radius between accounts. However

between the combined areas of the UK, Eire and the four Scandinavian

countries we intend to keep the total number of retailers below the 200

mark.

What commitment does a retailer have to make in order tobecome and stay a recognised stockist?Sottero & Midgley is a once-a-year collection, shown in September and

therefore, in order for the collection to be fairly represented in a store, we

require a commitment of ten sample dresses per year.

Have you had problems with fake gownsappearing on the internet and how haveyou dealt with the issue? Has MaggieSottero become involved in the initiativeset up by Steve Lang of Mon Cheri inthe US and Larry Warshaw of Sincerityin Europe, to halt factories selling copydresses online?Maggie Sottero is formally involved in this and other

initiatives that include manufacturers, retailers, media outlets and other

services directed at the production and distribution of counterfeit goods.

New in the UK for 2013 will be the Certificate of Authenticity that Maggie

is renowned for in the USA. Each gown that leaves the UK warehouse, will

receive its own certificate which states the brides name, dress style and

store where it was purchased, in our bid to prevent not only counterfeit

dresses, but trans-shipping, a practice which all manufacturers know

exists, but few respond to. Maggie Sottero and The Bridal Company are

fully committed in the fight to ensure that this practice is stopped and the

UK and USA have closed and will continue to close, retailers found to be

participating in this practice. The UK Certificate of Authenticity will be

widely advertised in campaigns across all regions to actively encourage

all of our brides to demand their Certificate and verify its authenticity

through our email help line.

In the next year, how will you be supporting Sottero &Midgley in advertising and marketing and what sort ofpromotional plans do you have in place?Sottero & Midgley as a collection is equally important to Maggie Sottero

itself and to The Bridal Company and its retailers, so the label will be

advertised extensively, year round, and in all the major bridal magazines,

with the opportunity for retailers to participate. To further support our

stockists, we feature them on the Sottero & Midgley website, offer them

designer weekends, produce glossy brochures every year for their use in

store, and we give our retailers access to our high-quality images. Most

recently, we have made available to them a disc of live footage from the

New York Bridal Fashion week runway, which took place in April 2012,

and we hope to repeat this every season. BB

Sottero & Midgleyis a once-a-yearcollection, shownin September. Thegowns retail between800 and 1,800


so stylish

The Sottero & Midgley

design team source

the best and most

innovative fabrics

from the top makers

across the world.

Lace, a rm favourite

with brides today, has

been used both as a

highlight detail and as

the main fabric, with

delicate scalloped

edges, or in an illusion

panel


37/100

I N F O @ A L E X I A - D E S I G N S . C O . U K


38/100


39/100

Marina Adamou

FAST tALKINg

Hollywood Dreams boss on the past, present and future, and her new innovative campaign

Hollywood Dreams is about to

celebrate a big anniversary

how many years is it?

In 2013 we will have been in the

business for 30 years.

Tell us about Chic by Hollywood

Dreams. How did a diffusion

collection come about?

We felt that there was a place in

the market for gowns with our

glamorous handwriting but with

a contemporary twist and at a

different price point. The fabrics

I have used for Chic include high-

quality poly-taffeta, organza and

chiffon; and silhouettes cover

elegant, fitted A-lines and gowns

with movement and style details.

At White Gallery London in May,

were the same retailers were

buying into Hollywood Dreams

and Chic or were there two

distinct customer types?

A small minority bought both

collections, but the majority will

go with the one that fits in with

their existing pricing levels;

retailers catering to the upper end

want Hollywood Dreams, while

those who need to keep an eye on

costs will pick Chic.

on the phone to...

So every Hollywood Dreams

bride-to-be can actually save

150 on her gown? How long

will the campaign run for?

It started a few weeks ago and the

response has been amazing; we

are yet to set the closing date. .

Is this just the start of a new

wave for Hollywood Dreams?

Absolutely; well be making a

bigger splash than ever. And we

are proud to be producing some of

our gowns in the UK once again.

How many stockists do you

currently have in the UK?

Approximately 60, but due

to White Gallery London, the

number is now increasing.

Youve always been a real

supporter of your stockists.

Which of your initiatives has

worked best do you think?

We like to help our stockists,

especially in difficult times. I have

found that Designer Days can

really make a difference to sell-

through. I do them regularly and

talk brides through the collection,

dress them, style them and makethem feel extra special.

We understand you have an

amazing new support campaign

in place. Tell us about it.

Our Stockists Programme is

focused on increasing sales. The

package of initiatives includes

Authorised Stockist window

insignia, photo books, a new

website with stockist listings, PR

and, the jewel in the crown, the

brides Discount Voucher scheme.

How does the voucher scheme

work, what does it comprise?

All a bride-to-be needs to do is

register on our new website and

we will send them a voucher

worth 150. We will also advise

them of their nearest stockist.

Can you remember the first

ever Hollywood Dreams dress?

It was in satin, with a full,

two-tiered skirt, a fitted bodice

trimmed with Austrian lace,

and big puffy sleeves complete

with self-tying bows. The

first order was from

Harrods for 50 gowns

and the retail price was

995.

You have stayed

true to your

romantic signature

over the years.

Has this been

a deliberate

strategy?

Hollywood Dreams

has always had

a name for big,

romantic gowns

and our signature

style has been in

demand since we

first started and

right up to today. I

am delighted that

we are now dressing

the daughters of

earlier Hollywood

Dreams brides.

www.bridAlbuyer.com39

ChicbyHollywoodDreamsonthe

catwalkatWhiteGallery


40/100

A Paadox London, vyingi pakling, fo dazzlingnw collcion o lk nwadqua. Dominic Bliss alko Ada Bnjain abou puing

ig faion ino bidalBlngar

is in the


We Are the mAsters

of bling! ay Ada

Bnjain, dico of

o anufacu,

Paadox London. h

ifing oug apl

of bigly-coloud cyal a adon

any of bidal and occaionwa o i

copany poduc. Bind i a o of

o flaboyan o in i ang: d,

yllow, cyan, pupl, gn, vn a ig

pin, all glaing poudly on lf.

And pakl i poving aivly popula

all ov wold ig now. Paadox ll

wolal o aound 3,500 ail globally, in

a oal of 45 couni. W vn av a ocki

in Fiji, Ada ay. Akd ow any pai of

o ll alog, ay aound a

qua of a illion a ya. Foy p cn of

buin go o ail in UK and Iland,

ano 40 p cn o UsA and Canada, and 20

p cn aco of glob.

t a collcion und ublla

of Paadox London, all offing bidal o,

occaionwa o and a all nub of

bag. A low nd of ak, wi ailpic anging bwn 55 and 80, i Pink,

wic div bulk of Ada buin, ov

50 p cn of vying ll. tn co

Bll, iddl ang, wic will b gadually

pad ou by nd of 2012 and placd by

a op-c collcion a will launc a BBeh

spb. Finally, flagip ig-

nd collcion Bnjain Ada anging in

ail pic fo 150 o 500. No all a oally

bling; a o ob yl availabl, oo.

ti ya Paadox clba i n

annivay. In Januay copany ovd

ino nw pi in an induial pak


41/100

shoe show

in tonam, no London. I lik any

induial pak in capial, bu a you g

clo o Paadox, you uddnly uck by

i ug, iny black building, all gla and

mabl, noing lik dull, dbick facoi

and waou uounding i. Paadox

London i a family-un buin. 27-ya-old

Adam i dico, oving al, making

and Pr, wil i i, sopia Dvi,andl mcandiing, and i fa Bob i

manufacuing guu.

I ingiy of poduc, Adam

ay wn akd wa advanag a o

aving Bnjamin family in cag. Popl

know w av an aacmn o ou poduc.

W ca abou ou cuom. W no i

ug congloma of vnu capiali wi

fing in all o of pi. W a, lp, ba

i buin vy ingl day.

Adam ay a omaking in i blood.

I all ank o i fa wo ad off

lling o a a London mak ad in

aly 1980. A nd of a dcad movd

ino foowa ail, opning many op

aco capial. Af cion in

aly 1990 bgan manufacuing foowa,

wi a facoy in Walamow, in a London.

ti wa wn Adam, a a young, fi

bcam involvd. A a kid I ud o b in

facoy all im, mmb. I wokd

wi dign, cuing pan, laing

o. Id b all im, af cool.

Adam ill a om of aly dign

mad up a a kid. I would nv bing m

ou now bcau y would b dimnal o

m, fo u, jok.

a global operation

Wn vyon manufacuing ba movd

ou o Fa ea, Adam fa dcidd o

pciali in bidal and occaion foowa,

abliing Paadox London in 2001. t

company u facoi in spain (w mo

of Bnjamin Adam i manufacud), and

Cina and tailand (w o ang

a mad). Wil Adam ca om of

dign imlf, alo mploy a am of UK-

bad Ialian dign, wo daw up iniial

dign in UK bfo avling aboad o

m off facoy lin.

t company a fou waou alog.t tokyo ba uppli Japan, Alana uppli

No Amica and Caibban, Amdam

uppli wn euop, and London cov

of wold.

Adam bliv a Paadox a playd

a majo ol in canging yp of o

bid wa. Bfo un of millnnium,

bid ndd o op fo comfo ov faion.

And wy no? Com big day, y knw

y w going o b on i f fo a la

ig ou walking down ail, anding

fo vic, opping fom foo o foo in

cpion lin, making ound a

cpion, and dancing ill la. Bu aound i

im, wn inn allowd opp ofollow global faion nd muc mo cloly,

womn bcam mo faion-conciou in

gnal. Adam bliv ida of a adiional

wdding o i now anama o mo bid.

A a, Paadox dcidd o combin

comfo and faion by placing padding

inid i o a ky pu

poin. Fom ouid y may look

lik painful fiv-inc l, bu on

inid i mmoy foam, gl padding

and cuiond lining. suddnly bid could

u i uff on danc-floo no mo

uing back o ol oom bfo

dancing o wic ino fla pump. W boug

faion o bidal mak, Adam claim.

ta wa oming y adn n. I ally

ockd u fowad.

h ay a, in ig-nd pic poin

a Bnjamin Adam occupi, i a bcom

lading foowa band aco euop. h

admi no comping wi lik of

aopically xpniv Jimmy Coo oCiian Loubouin. Bu i volum of al

in bidal and occaion foowa mak

i nominal, add. I a iny pa of i

buin. Bnjamin Adam i now old in ov

2,000 ail woldwid.

Making the difference

so wa c o Paadox London

ucc? Innovaion, Adam ay af ju

a coupl of momn iaion. I fl ou

miion amn a a company i o callng

au quo. All im w coninu o

do a. ta o Iv alway ad. I

oming Iv lan fom my dad: a buin

a agna will di.

Adam ay i making agy i a goodxampl of ow Paadox innova. Inad of

olling ou ypical magazin adv wi

a gil in a big wi d, waing o,

and you logo, lik o poay i

company imag in a diffn way. h mig

poduc an adv wi 25 pai of o all

ackd og, fo xampl.

Adam inv avily in vido a wll a ill

poogapy. On i wbi, i vido

fooag fom locaion oo a a unning

piva ou in Oxfodi and an edwadian

balloom in ou London rivoli Balloom.

t la a bn ud a a pop vido locaion

rightnow.ParadoxLondon

Sparkleisprovingmassively

popularallovertheworld

sellsto3,500retailers

in45countries

The newly-opened premises in north London house

15,000 square foot of ofces and shoe warehousing

Thecompanyhastheworld

coveredwithfourwarehouses

altogetherinTokyo,Atlanta,AmsterdamandLondon



42/100

fo lik of elon Jon, Oai and tina tun.

Ada a ju akn on a full-i ploy o ak ca of ocial

dia. t plan i o ag bo bid and ail lling o o

bid. h alo innd o poduc-plac i o on f of clbii

uing ocial dia o gna publiciy. Alady, glaou odl Kai

Pic and Danill Lloyd av go icd in i o. h cnly id

an Aican Pr fi o lp i cack an-Alanic ak.

In i fi n ya, Paadox a won plny of awad. so of

o pigiou on including Bidal Buy on a diplayd

in copany boadoo. t copany i up fo a DeBI awad la

i ya. ta ong accolad fo Aican bidal induy,

Ada ay coolly. I a oug ak bcau w babi in Us. my

young copio a bn aound 30 ya. On a bn

inc 1890. W a nw guy inc wv only bn fou

ya. Plu w Bi. Bu wv ad ug uppo fo Aican

cuo. I ju op yll vo fo .

manwil, Ada a o global gion in i ig. Cina, ruia

and middl ea a paiculaly ipoan wn i co o i

occaionwa collcion. h i woking ad o find ig diibuion

pan, and o ngoia coplicad local gulaion.

ti global xpanion will all b paadd fo i adqua

in no London. I y abiion in lif o ak i band and ally

ak i oing, Ada ay cing i f und i okd

gla boadoo abl. On i f a a vy ap pai of bown ud

bogu a dignd a a pn o ilf.

h adi o bing oing of an Ilda maco wn i co o

i ponal o collcion. ti i baaing, an, ay wn

quizzd on acual nub of pai in i wadob. I would ay ju

y of 50 pai, and a don includ ain. Bu b, I canak o a lo of apl w ak. I no fivolou wi

ony.

Nx ya Ada i ging aid. h will of

cou b poing a pai of i own dign. And

plan o dign a bpok on-off pai fo i

bid. s will b waing y o, owi

won b a wdding, fo cain, ay.

And, I upc an i. s i alady

ouing by aying going o

buy a pai of Ciian Loubouin

ju o pi . BB

+44 (0) 20 8509 0001

www.paradoxlondon.com

Paradox London spends

serious money on its

imagery. Getting the

fashion and quality

message over pays off


43/100

Trudy Lee

www.trudylee.co.uk [email protected] 01707 643633

WE ARE NOWAT

STAND Q12 @ BBEH


44/100

Mikaella reflects and amplifies the very essence of simp

elegance the clean lines and selected detailing of th

collection promote the ideal that the subtle beauty an

grace of our gowns should accentuate the radiance of t

bride. Designed and manufactured in Canada.

Showcasing at BBEH , stand D11

Paloma Blanca, known for its exquisite designs, high quality

fabrication and construction has been providing exceptional

customer service, and guaranteed delivery, from its own

manufacturing facility in Canada for over 70 years.

Debi Award Winner Designer of the Year, 2006, 2007, 2008

Showcasing at BBEH , stand D12

HEAD OFFICE

Paloma Blanca 77 Sheffield Street, Toronto, ON Canada M6M 3E9 416-235-0585 [email protected]

Mikaella 77 Sheffield Street, Toronto, ON Canada M6M 3E9 416-235-2651 [email protected]

UK AGENTS:

Northern England & Scotland

Philip Swift Tel: 07984 876330

Southern England

Hazel Porter Tel: 07976 959725

Ireland

Karen Houston Tel: 0044 7879 77260

M I K A E L L Aby


45/100

t

he origins of the British Bridalwear

ac bck 1995 umb

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Various BBAdocumentsavailable tomemberslaid the

foundations ofa strong trade

association

that has stoodthe test of time


By aSSOCiaTiON

from


46/100

Manufacturers & suppliers of distinctive petticoats, Carnivallingerie, garters, stockings, hair crystals, sticky straps, gloves and

body shapers for Brides, Bridesmaids & Evening Gowns to create aDesirable & Enhancing Silhouette

ALL PETTICOATS ARE MADE IN THE UK.

Unit D2 Fairacres Industrial Estate, Dedworth Road, Windsor, Berkshire, SL4 4LE

Tel: +44 (0) 1753 622922 | Fax: +44 (0) 1753 622933web: www.jupon.com | email: [email protected]

ALL PETTICOAT ORDERS DISPATCHED IMMEDIATELY

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Please contact us for a brochureT: +44 (0) 1353 723675 | F: +44 (0) 1353 721647E: [email protected]

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BRIT ISH

www.rosacouture.com | i [email protected] | 07713 278352

Rosa Couture


47/100

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by association

The RBA Awards Dinner DanceThe Crystal Ball will be held at the Majestic Hotel on

10 September 2012. Tickets are 75 each ( members 65).

For membership enquires or further information:

[email protected]


48/100


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49/100

uNder CONTROL


White Rose and White Rose Plus reect the latest

trends, in fabrics, silhouettes and detailing. Special

orders are part of the offering, which makes changes of

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+44 (0)20 368 1500 / www.whiterosebridal.com

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Yvonnes top tipsI really believe that if retailers follow a few simple rules

they will succeed. This is what I think are the most important things

to focus on:

*Your shop window*First class customer service*Making surestaff have really good knowledge of the product *Having pride in

what you sell*

Keeping up with the latest trends

For White Rose contacts, visit the Brands Directory at bridalbuyer.com

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We asked the four

magazines that support

the Bridal Buyer Awards

programme with valuable

sponsorship, to predict the

up-coming trends

Editors

messagesome stunning pieces including a cuteMoroccan-inspired two-piece with capripants! I also loved Blue Bridalwear who had

the sweetest fifties-inspired dresses with

little collars. Other names I think are worth

watching include Sanyukta Shrestha, Anny

Lin and Gemy Couture Bridal.

What retailers are getting right?I think creating an experience is important

and from beautiful dcor to outstanding

customer service there are some boutiques

that are really

getting it right

they are creating

an environment

in which brides

feel comfortable

and at ease yet

truly spoilt!

Helen Webster

Perfect Wedding

What will be big?Soft fabrics, lace, embellishment and

vintage! I think well see more unusual

styles becoming popular though, with

brides still wanting to look pretty and

elegant but with a more individual twist.

Theyll also be making their look their

own by adding options such as shrugs,

detachable straps and detailed belts.

What will quietly disappear?Plain dresses in structured fabrics

brides want to move in their dresses

and are going for a prettier, less formal

style for both themselves and their whole

big day. I also think were seeing the end

of the big, princessy WAG look!

The names to watch out for?I loved Stephanie Allins new collection

at White Gallery London it included

Anything you can do to helpmarket your boutique is great andbeing an Awards finalist is something

to really shout about

The importance of trade shows?Even if you think you know who you want

to stock and are happy with your designers,

trade shows are a fantastic way to spot new

trends and see what brides may be looking

for next. Bridal fashion does move on and

sometimes more quickly than you might

think (just look how quickly brides were

asking for lace after Kates dress last year!).

The benefit of good displayI believe a bridal boutique should be a bit like

a girlie Aladdins Cave somewhere that is

a treat to visit and has all kinds of gorgeous

things you want to look at, touch and try on!

Its important not to over-stock though - you

may have the prettiest dresses and the best

accessories, but if they are all crammed in

and dont catch a brides eye then so many

sales may be lost.

If you owned a bridal shop.What would you call it,and what would your toppriorities be?Id call it Little White Dress because

I always fall in love with anything

tea-length, and would stock lots of

shorter styles.

*The first thing Id do is put a lot

more time into researching what I

would do if I owned a bridal shop!

* I would specialise in the beststyles inspired by the fifties and

sixties (Im a huge hoarder of vintage

clothing, so its the obvious choice).

*Id stock pretty but affordable accessories.

* Id send every single bride away feelinglike a million dollars, whatever her size,

shape or age.

Tell us about Perfect Wedding

Every month, Perfect Weddingis packedfull of the latest dresses, style ideas and

accessories as well as a dedicated bridal

boutique section. Our editorial is inspired by

the catwalk and celebrity trends and includes

the most stylish ideas for every budget. Our

readers are fashion-forward and want to see

the latest styles, with the majority saying the

fashion pages are their favourite part of the

magazine. We released a debut ABC earlier

this year of 22,074 and the magazine goes

from strength to strength with exclusive free

gifts, promoted issues and fantastic reader

competitions backing up quality editorial.

What they are getting wrong?Our readers will really travel to find their

dream dress and although some do get it

right, I think all boutiques should be making

the most of the potential offered by a good

website. Its a second shop window, after all,

and you can reach so many more brides byhaving one and one that tells a really good

story of the business ethos and the collections

carried.

The value to a retailer of being anawards finalist?Anything you can do to help market your

boutique is great and being an awards

finalist is something to really shout about. It

shows you offer a certain standard of quality

and commitment and that brides-to-be can

expect this when they visit you! It also gives

you a good reason to issue press releases and

get editorial coverage.


51/100

Media speak


What will be big?3D designs are going to be huge for the

new season. Not just pretty, dainty florals

appliqud on to dresses, but also oversize

floral corsages or origami-style pleats

and folds. Youll also see lots of flowing

chiffon capes (like those from Pronovias)

and to-the-floor veils that give a sense of

layering and movement. And brides are

likely to be more covered-up too. Ive seen a

lot of high, demure necklines and dresses

with long lace or chiffon

sleeves. Rather than low-cut

fronts, its all about the back

being on display with some

stunning cut-out details.

What will quietlydisappear?Edwardian-style, empire-line

dresses are likely to be thin

on the ground and also large,

voluminous, stand-out skirts.

The names to watchout for?At White Gallery London Greek

designer Victoria Kyriakides showed an

amazing collection of knife-edge pleats

pressed into organza and stunning back

details of macram and beading. Her

dresses have a lovely ethnic feel to them

and are incredibly adventurous. Also

look out for KatyaKatya Shehurina, a

young, spirited duo that creates fresh,

romantic looks with a bohemian feel.

The value to a retailer ofbeing an awards finalist?It shows the right type of recognition.

The importance of trade shows?From my point of view, trade shows are

invaluable as I can see collections together

in one place, get a good overview of

emerging trends, remind myself of who is

doing what and the styles I want to base

my fashion stories around.

The benefit of good display?A decent window display is what will draw

a potential customer in. It needs to be

inspirational, excite the shopper and entice

them into the store. Shops like Selfridges

and Harrods are famous for their window

displays but even the smallest of stores

should aim for something special. I am

shocked when I see bridal shops with

mannequins that look as if they have seen

better days and continue to show the same

display for months (or even years).If you owned a bridal shop, whatwould you call it, and whatwould your top priorities be?Id have to call it Hitched. Inside the shop...

*I would set aside space to arrange a

real moment for brides and their friends/

family. Maybe a manicurist on site or a

specialist in eyebrow shaping... or both!

And thered definitely be a bar area with

drinks and cup cakes).

*Id make sure that Hitched had a real

identity. My customer would be the bride

who reads magazines like Vogueand Elle.

*Decor-wise, I would like a library-

style wall of old romantic books and

another modern montage wall of amazing

photogra

Documents

Bridal Buyer Jul Agosto 2012