attire...attire 3 regulars 8 industry news keep up-to-date with all the latest news from your...
TRANSCRIPT
ATTIREBridal
WWW.ATTIREBRIDAL.COM
MAR/APR 09 ISSUE 10
PlusIndustry NewsBridal TrendsRetailer Interview
BBEH SPRINGYour exclusive preview
Arm CandyBeautiful bridal bags
Mother Knows BestStylish occasion wear
FORMAL HIREStylish suits for grooms
Marketing Know-HowTop tips from
Business Link
Wholesalers and importers of tiaras, bridal hair accessories, occasion hats,
ATTIRE 3
Regulars
8 Industry News
Keep up-to-date with all the latest news from your industry
43 Service with a Smile
Our regular columnist, Abigail Neill, talks
customer service
50 Marketing Know-How
Roma Bhowmick reveals some smart ways to keep your business strong
72 Q&A Special
Jane Watson and Steve Kirkham answer
your retail queries
75 Retailer Interview
We speak to Ellie Sanderson about her successful bridal boutique
80 Jane Watson
More useful advice from our regular bridal columnist
88 Q&A Technology
Beth Scott solves your online problems
90 Up and Coming We speak to Mark Monk about his
diverse bridal range
93 Insurance Health Check
Expert advice from T H March
Features44 Handle with Care
We take a look at bridal bags that are as
practical as they are pretty
47 Sew Far Sew Good
Th e multi-talented wedding ring cushion designer, Olivier Laudus, reveals all about his colourful career and his
hopes for building his bridal brand
53 Lovely in Lace
Brides will love these beautiful and
elegant lace designs
60 Tropical Twist
Why not add a splash of citrus colour to
your rails this summer?
65 Website Clinic
Find out how to enhance your online
presence courtesy of I Do I Do
67 Hire and Mighty
Discover how formal hire could boost
your business
70 Cliff Valins Interview
On the cusp of his retirement, Cliff Valins talks to us about his long standing
bridal career
83 Mother Knows Best
Fabulous special occasion shoes
86 Improving Business Effi ciency
Sound advice from David Mackley
Shows16 BBEH Introduction
We take a look at this popular bridal
trade show
21 BBEH Retailer Round-up
Retailers reveal what they will be buying
at this year’s event
25 BBEH Profi les
Find out about the newest bridal lines
for autumn 2009
Contents
90
44
53
47
60
Fashion
ATTIRE 5
GROUP EDITOR
Demelza Rayner
+44 (0)1376 535 609
CONTRIBUTORS
Danielle Harvey
+44 (0)1376 535 611
Jennifer Kettle
+44 (0)1376 535 613
SALES MANAGER
Mark White
+44 (0)1376 514 000
SALES EXECUTIVE
David Jenkins
+44 (0)1376 535 612
DESIGN MANAGER
Vicky O’Connor
+44 (0)1376 535 616
GRAPHIC DESIGNERS
Sarah Barnes
Sophie Farage
Laura Perry
Steve McKea
+44 (0)1376 535 616
PRODUCTION MANAGER
Stuart Weatherley
+44 (0)1376 535 616
ADMINISTRATION
Scott Brothwell
+44 (0)1376 514 000
Kline Davis Limited
Broseley House
Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
Attire Bridal is solely owned,
published and designed by Kline
Davis Limited. Whilst every effort
was made to ensure the information
in this magazine was correct at the
time of going to press, the publishers
cannot accept legal responsibility
for any errors or omissions, nor
can they accept responsibility of
the standing of advertisers nor by
the editorial contributions. The
views expressed do not necessarily
refl ect those of the publisher. Attire
Bridal is published six times a year.
Subscription rates for overseas
readers are £40 per annum (incl.
p+p), Cheques should be made out
to Kline Davis Limited and sent to
Attire Bridal @ Broseley House,
Newlands Drive, Witham, Essex
CM8 2UL.
Customer satisfactionWelcome to the March/April issue of Attire Bridal.
As the trade magazine that reaches more bridal
retailers in the UK than any other title (ABC
certifi cate dated 30th January 2009-31st December
2009), we’re committed to keeping you informed
about the key issues that affect your business. In
this issue Business Link advisor, Roma Bhowmick,
reveals some smart ways to keep your business
strong in the current economic climate, while award-winning retailer, Abigail
Neill, tackles the tricky topic of customer service. Is the customer really
always right? We’d love to hear your thoughts on the matter, so don’t
hesitate to email your opinion to [email protected].
Not surprisingly the big feature this issue focuses on the British Bridal
Exhibition, taking place in the pretty spa town of Harrogate this March. We
talk to a selection of retailers to fi nd out what they’re hoping to gain from
attending, and provide an independent report on the new collections being
shown at this top trade event. Turn to page 16 to fi nd out more.
Finally, we take a look at two markets with great potential for growth:
formal hire and mother of the bride. Both sectors could provide your
boutique with an additional revenue stream, so why not consider
diversifying into either of these markets?
Enjoy reading
Demelza Rayner
Group Editor
Demelza
ATTIREBridal
MARCH/APRIL 2009
Cover image courtesy of Alfred Angelo
Industry News Page 8BBEH Preview Page 16Bridal Bags Page 44Bridal Fashion Page 53
Staff photographs courtesy of
Ian Scott Photography
Tel: 01707 263 844
www.ianscottphotography.co.uk
ISSN 1758-0072
8 ATTIRE
INDUSTRY NEWSRead on for the latest information on the bridal industry, both here in the UK, and abroad…
Paris store welcomes Suzanne ErmannTowards the end of 2008, the Suzanne Ermann show took place in the famous Parisian department store, Le Printemps. During this special event, three stunning lines were showcased: couture wedding dresses, evening dresses and ready-to-wed.
Models walking down the runway wore make-up courtesy of Yves Saint Laurent.Suzanne Ermann has now entered into a brand new partnership with the department store and is now a designer-parner for their luxury in store bridal service.
Perfume River trials new designsOne bridal company that continues to innovate is Perfume River, with its stunning fl owergirl designs. Designer, Ha Ngo, offers us a sneak preview of what buyers might be able to expect from the new collection released later this year. For further details visit www.perfumeriver.co.uk
Stephanie Staub, the French designer for luxury fl owergirls dresses and page boy outfi ts, has just launched Little Eglantine’s 2009 summer collection, now available to view online at www.littleeglantine.com.
Inspired by French elegance and a sense of luxury, the designer harmoniously mixes embroidered and plain taff etas to create the most charming outfi ts.
“Fabric is very important to me. Once I have sourced the most exquisite embroidered taff etas, I love to play with fabrics and colours to make them harmonise. My next summer collection will feature pastel tones and more vibrant and contrasting colours,” she says.
Whether the bride-to-be requests a specifi c model amongst Little Eglantine’s collection or would like to create her own bespoke garments, the designer will help her to choose and develop designs that look perfect on children.
Little Eglantine releases its new summer collection
News & Events
ATTIRE 9
Reed Exhibitions have announced a number of important promotions and appointments to the management and executive team in the lead-up to IJL 2009. Th ese promotions refl ect the show’s position as the premier dedicated jewellery event for the industry.
Chris Hartley, previously the IJL Event Director, has been promoted to Group Event Director. Working closely with Chris, Syreeta Tranfi eld has been promoted from IJL’s Marketing Manager to Exhibition Manager for the show. Sarah Hicks becomes IJL’s new Marketing Manager, supported by Julia Paynter who joins the team as Marketing Executive. Finally, Holly Burgess joins the IJL sales team as Sales Executive. IJL 2009 takes place at Earls Court 2, London, from 6th-9th September 2009. For details visit www.jewellerylondon.com
Small screen success for Nicola AnneA stunning bridal gown from Nicola Anne, has just been chosen to be featured on the BBC2 programme It’s not easy being green.The bride, Jo Struggles, wanted to minimise her carbon footprint, so purchased the dress through Jessicas in Shrewsbury, a Nicola Anne stockist. The gown Jo chose is made from pure silk and has been designed and made in the UK. The series started on 7th January and runs for eight weeks. For further details visit the website www.nicolaanne.co.uk
INTERNATIONAL JEWELLERY LONDON STRENGTHENS MANAGEMENT AND EXECUTIVE TEAM
New Geox kids collectionBoth Geox baby and junior ranges include shoes so sweet and pretty, it’s impossible to detect the technology that lays at the heart of the designs. Indeed, Geox footwear features pioneering, patented technology, which allows sweat to escape through a micro-porous membrane yet prevents water coming in, perfect for keeping little ones comfortable all day long. Th e Angy is available with or without a strap in plain silver or artistically adorned with pink prints and sequins, while the Sandal Limeor Cherry sandal designs are available in a variety of seasonal shades accessorised with diamante gems or small beads. Visit the website www.geox for details.
Fantasy Collection of fl ower girl dresses for magical weddingsHenry Kaye’s new Fantasy Collection fl owergirl dresses should capture the imagination of any princess-in-waiting.
Managing Director, Sharon Gavin, says: “Th e Fantasy Collection is not to everyone’s taste but these gorgeous fl ower girl dresses are just the ticket for a fairytale wedding and budding princesses will adore wearing them.”
Th ere are three fantastic dresses for bridesmaids to choose from. Th e Princess Ballgown is a sumptuous pink duchesse satin dress with beautiful fl ower corsage trim and a sparkly fur trimmed jacket. Th e Sparkle Ballgown is a pretty pink fl oaty bridesmaid dress with twinkly beaded motif and tiered net skirt. Finally, the ivory Sequin Ballgown has a sequined and velveteen strappy bodice and a billowing full skirt tastefully trimmed with satin ribbon. Th e dresses are available in sizes from age three to 10.
Th e new Sparkly bridesmaid shoes, available in twinkling pink or off white, have also just been added to the 2009 Henry Kaye catalogue as the perfect party slipper to complement these Fantasy Collection bridesmaid dresses. For further details visit www.henrykaye.co.uk
Ch
ris
Har
tley
Sar
ah H
icks
Syr
eeta
Tra
nfi
eld
News & Events
ATTIRE 11
Angèle Noir range launched by Aurora DesignsAurora Designs has unveiled a new range of headdresses under the “Angèle Noir by Aurora Designs” label. Launched in January 2009, this range is aimed at the alternative wedding and burlesque market.
As with all of Aurora Design products, each one is handmade to order with Swarovski crystals and pearls, and are available in either black or red. Other colours are possible to meet specifi c customer requirements.
Details of all Aurora Designs products can be found on the website www.auroradesignsdirect.com. Alternatively, contact Kirsty or Melanie Fletcher on +44 (0)1603 629 950.
Bridal pearl collection from LidoTh e best selling seven strand freshwater pearl necklace from Lido is the ideal necklace for mother of the bride, bridesmaid or bride. Wholesaling at £15 and available in 20 colours with a matching bracelet and choice of earrings, it is the ideal choice when something is needed to fi ll in the neckline.
Th e Lido Collection is a specialist collection of pearl jewellery that is suitable for a wide range of retailers including boutiques and bridal shops, and incorporates both fashion and classic pieces.
Pearls in natural and dyed colours are combined with semi precious stones and gemstones to create elegant jewellery for any occasion.
Lido is also the UK and Eire distributor for Bulatti Jewellery. For further details, send an email to [email protected] or
telephone +44 (0)1245 360 949.
Charlotte Balbier reports business growthTalented bridal designer, Charlotte Balbier, has reported a good start to the business in 2009. She says: “As well as the new 2009 bridal collection, the Charlotte Balbier hair fl owers are proving to be a real hit and are selling very well.” She continues: “My designer days and trunk shows are fully booked, and the number of orders being taken from them is excellent. So far this year has been great and I am working hard to make sure it continues. Charlotte Balbier can be contacted on +44 (0)1625 521 547.
12 ATTIRE
“Business Doctor” offers support to wholesale businessesScotland’s largest business support organisation
has launched a new programme of support to help
wholesale businesses survive the credit crunch.
The “Business Doctor” programme, launched by
GO Group, aims to aid ailing wholesale businesses
with a range of training and advisory services, focusing
on nurturing business start-ups, supporting business
growth and encouraging innovation during the next
financial year.
Liz Metin, Deputy Director of Learning and
Development at GO Group, said: “It’s a fact that some
90% of applications for equity funding in Scotland fail
to achieve their objective every year, proving that it’s
tough, and getting tougher, to secure the cash to drive
business growth.
“It is therefore vital, now more than ever, for
companies to become forward thinking and prepare
thoroughly for what lies ahead. GO Group has
designed a programme of support that looks closely at
the reality facing Scottish wholesale businesses. Our
aim is to prepare business owners with tailored advice,
to help them through these difficult economic times so
they will grow and flourish when they make it through
to the other side.”
For more information on the training available from
GO Group please call +44 (0)845 602 1249 or visit
www.thegogroup.co.uk
ATTIRE BRIDAL SECURES ABC CERTIFICATEEver since the launch of Attire Bridal magazine back in 2007, we’ve
been committed to keeping all bridal retailers informed about issues
that affect their industry. Sent out free of charge to retailers based in
mainland UK, Attire Bridal now has a standard certificate of circulation,
awarded by the audit bureau of circulation (ABC), the only bridal trade
title in the UK to do so. Issued on 30th January 2009 and valid until
31st December 2009, the certificate
testifies that 2,655 copies per issue are
distributed to those working within
the bridal industry. To find out more,
visit www.abc.org.uk
New boutique opensThe new Madeline Isaac-James bridal boutique, located in a pretty Victorian shop in Farnborough, Hampshire, opened on 8th January 2009. Officially opened by the Mayor of Rushmoor, the boutique offers three collections from Madeline Isaac-James – the Silhouette and Platinum mainstream bridal collections as well as the maternity bridal collection.
Mark LesleyGlamour at its best....
Showing inThe Rose RoomOld Swan Hotel
8th - 10th March 2009
For further information on becoming a stockist please contact Mark Monk
Tel: +44 (0) 1621 784784Email: [email protected]
www.marklesley.co.uk
14 ATTIRE
NEW COLLECTIONFROM EDDY KEddy K is launching his new Volume29
collection of exquisite dresses for 2009
in early March. Ranges have something
for everyone, from simple, classic, fitted
styles, to intricate beaded designs, with
incredible attention to detail and quality.
Eddy K won’t be showing at
Harrogate in March, but the collection
is available from Michael Spriggs
Agencies. Call +44 (0)116 236 2304 or
email [email protected] for
further details. Eddy K will, as usual,
be hosting a gala party for stockists in
Milan, in June, where ranges of bridal,
cocktail and prom will be shown at Eddy
K’ s lavish show piece yearly event.
Growing demand for maternity bridalThe Office of National Statistics recently published figures estimating that last year, 20,000 brides in the UK were pregnant on their wedding day. Most of the brides are aged between 25 and 29, say the figures, and are around three to five months pregnant on their wedding day.Speaking to BBC Radio, Natalie Gladman confirmed that these figures correspond to the increased demand that Madeline Isaac-James has seen with its maternity bridal label. Madeline Isaac-James reported a 107% year on year increase in maternity bridal gown sales from 2007 to 2008, reflecting the increased demand for maternity wedding dresses that fit and flatter the expectant bride’s form.
Since launching their collection to the trade in September 2007, Madeline Isaac-James now has over 30 stockists of their maternity bridal collection, both in the UK and internationally, with forward thinking retailers recognising the need to stock a quality maternity bridal collection to cater for this growing market.
Staff appointment at Madeline Isaac-JamesMadeline Isaac-James is very
pleased to announce that
Seon Broad has joined the
company, based from their
head office in Farnborough,
Hampshire. Seon joins
Madeline Isaac-James with
a wealth of experience in the
bridal industry (both retail and
trade), and will have specific
responsibility for providing
excellent customer service
and support to stockists of
the Madeline Isaac-James
collection. Stockists can
contact Seon directly on
+44 (0)1252 377 725
or by email at seon@
madelineisaacjames.com
16 ATTIRE
Show TimeThis March, Harrogate will once again be packed with bridal retailers, all keen to make the most of the buying opportunities offered by the British Bridal Exhibition. Read on to fi nd out more…
In Brief
Show: Th e British Bridal Exhibition in Harrogate (BBEH)Dates: March 8th-10th 2009Location: Harrogate International Centre, Kings Road, Harrogate, HG1 5LAOpening times: Sunday and Monday 9.30am-6.30pmTuesday 9.30am-4.30pmWebsite: www.bbeh.co.uk
Th e British Bridal Exhibition in Harrogate opens its doors once more, this year from 8th-10th March. Although the show may not be as well supported as the September event, buyers will nonetheless benefi t from viewing new collections fi rst hand, the excellent networking opportunities and a fi rst look at the new season’s bridal trends.
Exhibitors include popular bridal names Eternity Bride, Maggie Sottero, Veromia and Christina Rossi; accessory designers Vivien Sheriff Millinery, Halo & Co., Girls Love Pearls and Richard Designs, and formal wear suppliers, Heirloom, Th e Ultimate Formal
Hire Co. and Masterhand.Th ose buyers keen to preview the latest
autumn/winter 2009 designs should head to Th e Bridal Preview Show, where top mainstream bridal manufacturers will be sending their latest designs down the catwalk. Th e show takes place twice on Sunday – once at 2pm and once at 6pm, when there will be a complimentary drinks reception prior to the latter performance. Th e show will take place three times on Monday – at 11am, 1pm and 3pm, and then a further two times on Tuesday – once at 11am, and then again at 1pm.
Getting to the exhibition
AIRPORTLeeds/Bradford airport is only a few miles from Harrogate.
TRAINSA regular service connects Harrogate with the main rail network via York and Leeds.
SHUTTLE BUS A complimentary bus service to and from Leeds/Bradford International Airport is available. Book in advance by contacting Rachel Hall on +44 (0)1789 840 999 or emailing [email protected]. Seats are on fi rst come fi rst served basis.
TAXISBlue Line Taxis can be contacted on +44 (0)1423 503 038.Yellow Line Taxis can be contacted on +44 (0)1423 521 531.
CAR PARKING Th e Harrogate International Centre has two large underground car parks, which will be open on a pay-and-display basis throughout the exhibition. All major hotels have adequate parking for their guests. Alternatively, there is on street parking (metered) in the town centre.
bbehhA
BBEH
ATTIRE 17
The BBEH Exhibition layout plan above shows the layout of the whole exhibition including the location of Harrogate International Centre, Majestic Hotel, St George Hotel, Old Swan Hotel and the White Hart Hotel.
On site facilities
INTERNET LOUNGETh is is a complimentary service, providing buyers with the opportunity to access the internet from the comfort of the show.
CAFÈBuyers in search of light refreshments can visit the Kings Suite, situated between Halls C and Q where lunch is served every day, along with snacks and drinks. Alternatively, the Bistro will be serving a two course daily menu with wines and Champagne for those in search of more luxurious surroundings.
CLOAKROOMTh ere are two cloakrooms adjacent to each entrance in Hall A and Hall M. Luggage can also be stored here.
CRÈCHETh ere is a free crèche facility available on Sunday only and this is located at the front of Hall A.
FIRST AID A medical service will be provided during the exhibition opening hours. Th e fi rst-aid room is located in the link between Halls A and B.
VIP LOUNGE Th is is situated upstairs in the Queens Suite off ering free refreshments to all VIP and Overseas Buyers badge holders and their guests.
www.JonathanJamesCouture.com
The stunning ICON Collection is now available.
Please contact us to make an appointment.
UK Sales Executive: Mr Robert Wilson07783 476 408
www.JonathanJamesCouture.com
By EShenda Modawww.ayanacollection.comTel 0044(0)208 200 3560Fax 0044(0)208 200 6623E-mail [email protected]
BBEH
ATTIRE 21
ZOWIE CARR, PARTNER, SIGNATURE BRIDES
Will you be attending the British Bridal Exhibition in Harrogate
(BBEH) this March?
Yes we will certainly be at Harrogate.
How many days will you be attending the show for?
We will arrive late on the Sunday night (this is due to attending a consumer
wedding fayre all day on the Sunday in Tunbridge Wells) and we are staying
until the end of play on the Tuesday.
What are your reasons for attending? Is there something specific you are
hoping to source/order?
We attend for a number of reasons: 1) Vibe and atmosphere – it’s important
to enjoy and be enthusiastic within your profession. Harrogate, for us, has a
buzz and we always take that back with us. 2) Trends – it is important for us
to be aware of all trends both current and up and coming. We may or may
not choose to follow a particular trend, but either way Harrogate is the best
opportunity to decide. We are also able to see what our closest competitors
are doing. 3) Dresses with bodies in them – both my mum and I have a
good eye for dresses. However, nothing compares with seeing a body in
it, rather than on paper. We take this opportunity to often quiz the model
about comfort, fit, weight, boning etc.
Would you make any changes to the existing show format? If so, what?
We spend a lot of time at our current designers annd we believe that
Benjamin Roberts have perfected their format. When leaving them
sometimes it can feel a little overwhelming and almost like a boot fair.
If you are staying in Harrogate, would you recommend any particular
hotel in the area and why?
We stay at the Cairn Hotel, which is perfectly located. We eat out at one of
the restaurants in town for our evening meal.
Retailer Round-UpWe speak to bridal retailers across the country who are currently preparing for the British Bridal Exhibition
LORRAINE MOORE, OWNER,TANTRUMS ‘N’ TIARAS
Will you be attending the British
Bridal Exhibition in Harrogate
(BBEH) this March?
Yes, I will certainly be attending the
BBEH in March.
How many days will you be attending
the show for?
I hope to go for two days; we have tried
previously to go in one day so as to keep
the store open. However, it was so exhausting and I didn’t feel I could take
it all in. I believe two days will be perfect for what I wish to look at.
What are your reasons for attending? Is there something specific you are
hoping to source/order?
I love to go and see what’s in and what’s not. It is good to see what your
competitors will be offering this season, but mainly I go to carefully choose
a good stable collection that will see the year through. I may look for a
lower budget range to fill a hole in our collection which I hope will soften
the price for our “credit crunch’’ hit brides. I would also like to add to our
larger sizes which are selling well. I do find March hard as we are only
just receiving September’s gowns which we are all still excited about. It
is also great to see gowns in full swing; I find it hard to choose from reps’
photo books. I understand how hard it is to drag gowns form store to
store; however, when we invest in dresses it’s nice to see and feel the gown
and look at alteration needs etc. Plus I love going to Harrogate for the
Romantica “evening entertainment” - everyone lets their hair down and the
staff lay on a great, friendly time for all their stockists.
Would you make any changes to the existing show format? If so, what?
If I could change anything about Harrogate it would be a cease to the
22 ATTIRE
March event as I find it a struggle to attend. Indeed, it’s our busy time in
store, we have just received September’s gowns and are looking at large
invoices from those collections, and I find myself looking around my store
and struggling to find anything we are desperate for. I am always happiest
with my collections at the early part of the year, and I must say that some
of the collections offered in March are only “top up” ranges and often I
will wait until September as it always seems to be a stronger show. I do
think that stores should not feel under pressure to purchase miniums at
this time of year and perhaps losing the March edition of the British Bridal
exhibition and having a fabulous once a year show would ease purchasing
pressure. I also believe that the hours of the show would be better for me
if they were longer. I’m sure the exhibitors have all had enough by the end
of the day; however, I could easily do a one day visit which would be much
better for my store. I could then view all day and go back in the evening
to purchase.
If you are staying in Harrogate, would you recommend any particular
hotel in the area and why?
I do stay overnight and mainly at The Crown, which is lovely. I’ve also
stayed at one or two bed and breakfasts right opposite the secondary
entrance to the show; it was fantastic as, being opposite the door, we
sat drinking coffee and watching out the window until the doors of the
exhibition opened and we rushed over the road.
CHAS HOWELL, ACCOUNTS MANAGER, BRIDAL GOWNS AT JODI LTD
Will you be attending the British Bridal Exhibition in Harrogate
(BBEH) this March?
Yes, we will be attending the exhibition this year.
How many days will you be attending the show for?
We will be staying up in Harrogate for two nights to make the most of the
bridal exhibition.
What are your reasons for attending? Is there something specific you are
hoping to source/order?
We attend the exhibition to view the bridal gowns on display and to visit
our existing suppliers. If we need to order more gowns, we will also do this
at the show.
Would you make any changes to the existing show format? If so, what?
For us, the show format is fine. We wouldn’t make any changes to the
current set-up.
If you are staying in Harrogate, would you recommend any particular
hotel in the area and why?
We’re happy with any hotel, as long as it is close to the exhibition centre!
For areas still available please contact Jenny Williams on 0151 339 9139
or alternatively visit our stand at BBEH A23/31
to view our latest collection.
Available in sizes UK4-30 in over 150 colours.
www.ebonyrosedesigns.co.uk [email protected]
BBEH
ATTIRE 25
bbeh
Alexia DesignsTh e Ballroom and Garden
Room of the Old Swan Hotel
Tel: +44 (0)113 274 9999
Web: www.alexiadesigns.com
Alexia Designs focuses on
stylish, aff ordable gowns cut to
a European fi t. Th e emphasis is
placed on couture-style gowns
without the couture price tag.
Th is March, Alexia Designs
will be showcasing 2009 bridal
gowns, 2009 bridesmaid gowns,
a new bling bodices and skirts
collection, prom wear, mother
of the bride occasion wear and
fl owergirl dresses. Customers
ordering six bridal gowns at the
show will get six bridesmaid
samples for free.
Christina RossiHall C, Stand 1/2
Tel: +44 (0)845 686 0015
Web: www.christinarossi.com
Christina Rossi’s latest bridal collection taps in to many of this year’s top
trends. Featuring empire lines with pleated bust panels, 1950s style gowns
and a multitude of neckline options including halters, sweetheart, cap sleeve
and more, there really is something for every bride-to-be. As a special off er
for the show, buyers ordering 10 bridal designs will be rewarded with a free
bridesmaid collection.
Eva Jordan Bridal LtdSamantha Jane Bridesmaids and PromsOld Swan Hotel, Th e
Blenheim Room
Tel: +44 (0)1954 263 030
Web: www.evajordan.co.uk
Following the sale of Eva
Jordan Bridal and the
Samantha Jane Collection
to Clare Wilson, both
brands will be relaunched
at the BBEH with a
fantastic new collection
of both bridal and
bridesmaids dresses.
Th e new styles are very
up to date and for the
modern bride, and there
are many new colours for
the bridesmaid and prom
dresses in both taff eta and
satin. To celebrate the
re-launch, buyers can take
advantage of two special off ers. For Eva Jordan, buyers purchasing 12 bridal
gowns will receive a 50% discount, while buyers purchasing six Samantha Jane
dresses will receive three free.
BBEH
We showcase some of the sensational new bridal collections on display in Harrogate this March…
Bridalpreviews
L
26 ATTIRE
Impression Bridal UK LtdHall C, Stand 28/34
Tel: +44 (0)1727 851 452
Web: www.impressionbridal.co.uk
Impression Bridal will be showing its new autumn 2009 bridal range along
with best sellers from the spring 2009 collection. Th e theme of the spring
range continues into the new autumn range. Dresses in satin with simple
lines are subtly adorned with swarovski crystals and beautiful beading.
Sweetheart and off the shoulder necklines also feature in the new collection.
Mori LeeHall M, Stand 24
Tel: +44 (0)1476 541 116
Web: www.morilee.eu
Mori Lee will be launching the new bridal and bridesmaid collection at the
BBEH this March. Featuring pretty A-line gowns, sleek silhouettes and a
range of necklines, the bridal collection has an elegant feel to appeal to brides
in search of a classic gown with a contemporary twist.
Trudy LeeHall A Stand 1
Tel: +44 (0)7791 925 040
Web: www.trudylee.co.uk
Trudy Lee will be introducing a fantastic mid-season collection which will
consist of 12 new designs, wholesaling between £200 - £300. Th e main
fabrics used are beautiful taff etas, soft satin and, as always, there will be
a signature sparkly tulle number. Silver and soft gold are key colours, in
addition to ivory and white.
bbehBridal L
Head Office: Schaliënstraat 32-36, 2000 Antwerpen - Belgium
UK and Ireland:
Visit www.marylise.be to find a store near you.
< Taupe
BBEH
ATTIRE 29
JLM EuropeHall C, Stand 24/40
Tel: +44 (0) 1423 561 870
Web: www.jlmeurope.co.uk
JLM Europe will be showing three collections at the
BBEH; Jim Hjelm Occasions, Alvina Valenta and Lazaro.
Each collection has their own designer based in New York
where the dresses are made. Th e collections have their own
personality yet are versatile enough to let the customer
chose diff erent dresses in the same colour and/or fabric
from any collection to sit together. Th is provides a solution
to the party of bridesmaids that are all diff erent shapes and
want something diff erent.
Th e collections are available in a range of 10 fabrics with
hundreds of colour options. Th ere are both tea length and
full length dresses with fl ower corsage trims, ribbon details
and delicate beading accenting the superb cut, fi t and
styling of the designs.
BridalL
Lazaro
Alvina Valenta
Je T’aime Bridal
30 ATTIRE
Jasmine DesignsTh e Billiard Room, Majestic Hotel
Tel: +44 (0)8708 638 780
Web: www.jasminebridal.com
Th e Jasmine bridesmaid collection off ers beautiful designs with all the
fl exibility needed to net even the most diffi cult of customers. Prices range
from £40-£60 on B2 and £40-£80 on Belsoie.
New from Jasmine Designs is the accessories pack. Retailers can order
a pack of classic cut jackets and shawls, featuring the most popular shapes
starting at a very competitive £10 individually or £70 for the pack price,
providing fantastic added value.
Maggie SotteroTh e Carriage Suite, Majestic Hotel
Tel: +44 (0)151 339 9139
Web: www.maggiesottero.com
Th e autumn 2009 collection from Maggie Sottero features a selection of
gowns, ranging from traditional beauty to sophisticated chic. Dramatic
embellishments are used creatively throughout the collection on skirts and
bodices, while fabrics including rich chantilly lace, opulent taff eta, and
sumptuous satin are used to great eff ect.
True BrideHall A, Stand 30
Tel: +44 (0)1273 728 637
Web: www.truebride.co.uk
Th is March, True Bride will
be off ering four excellent
retailer deals for the four
collections they will be
exhibiting at the British
Bridal Exhibition. Retailers
buying from the True Bride
or Nicki Flynn collections
will receive six dresses for
the price of fi ve (cheapest
free); those buying from the
True Bridesmaids collection
will receive 12 dresses for
the price of 10 (cheapest
free); those buying the
True Essentials Bridesmaid
pack will receive six ‘True
Essential’ bridesmaid and
prom dresses for £295.
bbeh
Bridal L
BBEH
ATTIRE 31
VeromiaHall C, Stand 16
Tel: +44 (0)20 8554 6436
Web: www.veromia.co.uk
Veromia will be showing all brands at the British Bridal Exhibition: Veromia,
Veromia Bridesmaids, D’Zage, D’Zage Bridesmaids, Je T’aime, Bellice, Ebony
and Ivory, and D’Zage Prom. Veromia is also pleased to announce their new
association with talented bridal designer, Jason Jennings, who will be on stand
to meet customers. His new collections will be launched at Sposatex and
Modatex in June and July 2009, and at the BBEH in September 2009.
Je T’aime Bridal
D’Zage Bridal
BEAUTIFUL WEDDING DRESS BOXES & TRAVELLING ABROAD BOXES
• Adorable Boxes that every bride will want to keep her dress in after the wedding.• Unrivalled quality• Protect, preserve, prevent yellowing (pH neutral).*• Handmade in the UK for 20 years• Add prestige to your shop and customer services.• Excellent trade discounts.• Travel boxes for weddings abroad- very popular!
* If you supply gowns in plastic covers they are not suitable for long-term storage and correct storage advice to brides should be offered.
For full colour brochure and pricesTel: (01306) 740193 The Empty Box Company, Wescott, Surrey RH4 3LW
www.emptybox.co.uk
32 ATTIRE
Alfred AngeloTh e Harewood Suite, Holiday Inn
Tel: +44 (0)1908 262 626
Web: www.alfredangelounitedkingdom.com
While not part of the offi cial British Bridal Exhibition, Alfred Angelo will
be showcasing their stunning autumn 2009 bridal collection in the Holiday
Inn hotel, which is adjacent and attached to the Harrogate Exhibition
Centre. Showing in the Harewood Suite, Alfred Angelo will be open for
buyers on Sunday, Monday and limited availability Tuesday morning. To
make an appointment, simply call the telephone number above.
Bridal L
Ronald JoyceHall M, Stand 19
Tel: +44 (0)8458 332 525
Web: www.ronaldjoyce.com
Ronald Joyce will be launching the new bridal, bridesmaid and occasion
wear collections at the British Bridal Exhibition this March. Featuring
stunning new designs, pretty detailing and styles to suit all brides, retailers
are sure to be spoilt for choice.
Eternity BrideArt CoutureHall C, Stands 38 and 25/39
Tel: +44 (0)8707 707 670
Web: www.eternitybridal.co.uk
Web: www.artcouturebridal.co.uk
After a very successful 10th anniversary show last September, Eternity Bride is
looking forward to an equally enjoyable March exhibition.
After much demand, the autumn/winter 2009 lines will see a return to the
famous Eternity ball gown style. Bridal gowns will focus on expertly boned
lace up bodices, creating tiny waists, teamed with oversized skirts. Asymmetric
pleating plays a big role, while diamante beading detail, vintage brooches,
oversized bows and corsages will stand out. Silhouette is key, whether it be
corseted and sculpted or soft and sleek.
BBEH
ATTIRE 33
Elizabeth DickensHall B, Stand 7
Tel: +44 (0)1353 723 675
Web: www.elizabethdickensveils.co.uk
Established in 1996 and run by Alan and Nina Dicks, Elizabeth Dickens
Limited has grown steadily to become one of the leading suppliers of
bridal veils in the UK.
Th e fi rm moved to their current premises in Soham, Cambridgeshire, in
2002 and added more space with an additional unit in 2004.
“We take the
greatest pride in
our product range
and we design and
produce all our
veils in our UK
factory. We are
specialists who
only manufacture
veils and wraps
which means we
can provide you
with the quality
and service you
deserve,” they say.
Th e company
can mix and
match stones,
edges and colours,
and has veils in
28 stock colours,
many of which
are exlcusive to
Elizabeth Dickens
Limited.
Vivien Sheriff BrideHall C, Stand 11
Tel: +44 (0)1725 512 983
Web: www.viviensheriff millinery.co.uk
Specialists in hats and headpieces for the whole wedding party, including
the bride and mother of the bride, Vivien Sheriff has much to off er
special occasion retailers. Over the years, the company has become
synonymous with stylish and innovative millinery which cleverly
anticipates and engages the most current trends in style and colour and
brings added elegance to any outfi t, whether bold or delicate, vintage
or contemporary. Th e Bridal Collection, launched autumn/winter
2008, combines the very best quality fabrics with some dramatic and
exciting silhouettes.
As a special off er to buyers, Vivien Sheriff will be off ering a 5% discount
to any new customers who place an order with her at the show.
Accessories
L
34 ATTIRE
Contact: [email protected] Tel: 0116 2362304 www.eddyk.com
Lexus InternationalHall C, Stand 79
Tel: +44 (0)1902 456 800
Web: www.lexusinternational.com
Th is March, Lexus will be launching its all new leather range of bridal
shoes, “Lexus Couture”, a range that is reported to feel even more
comfortable and look even more glamorous than the normal range, but still
at an aff ordable price point. On display will be many new styles featuring
diamantés, bows, fl owers, sequin and bead concepts in an array of the latest
fashion colours including red, gold, silver, purple, blue, plum, burgundy,
cream, bronze to match the dress perfectly.
Accessories
L
BBEH
ATTIRE 35
AriannaHall B, Stand 23
Tel: +44 (0)1254 665 104
Web: www.linzijay.co.uk
Arianna head-pieces are made in the UK using Swarovski elements,
offering romantic classic styles and eye-catching up-to-the-minute trends.
The spring 2009 collection takes inspiration from vintage fabrics
fused with old Hollywood glamour, using intricate pearls and Swarovski
crystal to create lace effect tiaras. Large crystals are entwined to achieve
a fashionable and dramatic look. The Arianna collection will also unveil a
collection of timeless head-pieces with a style to suit every bride.
Manufacturers & Wholesale Suppliers of Bridal & Evening Accessories Tiaras and matching jewellery, fascinators, marabou wraps…
EMAIL: [email protected] TEL: 01469 589646 - FAX: 01469 589647
BBEH Stand M9/10
BBEH
ATTIRE 37
Halo & CoHall B, Stand 18
Tel: +44 (0)1745 859 730
Web: www.haloandco.com
Th is year Halo & Co will be off ering stockists the security of an established
company, coupled with hottest new looks that are encouraging brides
nationwide to trade up on heirloom pieces. At a time of recession, quality
plays a huge part of the end consumer’s choice with the selection of ‘Timeless
Classics’ that Halo & Co have introduced in all their ranges, from headpieces
and veils to matching jewellery.
Liza Designs LimitedTh e Foyer of the St. George Hotel
Tel: +44 (0)1754 610 300
Web: www.lizadesigns.co.uk
In 2009 Liza Designs celebrates 21 years designing and manufacturing
beautiful bridal headwear. Th e company’s designer and Managing Director
Liza Harrison and her daughter Kellie Li, also a designer for Ellie K, are both
in the fi nals of this year’s awards at BBEH for best headdress designer. Kellie
is also in the fi nals for the Best Bridal Innovation category.
All Liza products are designed and manufactured in the UK without
exception; this enables the company to be fl exible with colour and designs as
well as providing an extremely effi cient lead time.
Th e company produces Liza, Ellie K, Rogue Exclusive and Tiarastar
collections of distinctive bridal headwear and veils. Liza is the only UK
headdress designer to be recognised by Austrian crystal giants Swarovski by
providing their CRYSTALLIZED components logo for use on every Liza
Designs product.
AccessoriesL
bbehhBBEH
Girls Love PearlsHall M, Stand 2
Tel: +44 (0)121 705 2244
Web: www.girls-love-pearls.co.uk
New for this season is an upmarket collection of diamanté and faux pearl
necklace and earring sets. Th is ultra glamorous movie star look is taken
straight out of Hollywood, but without the price tag!
Girls Love Pearls’ bridal jewellery is featured in magazines and on the
catwalks of leading bridal fashion shows. Th e company travels the world
from New York to Milan keeping up to date with the latest wedding
fashion trends.
38 ATTIRE
Richard Designs Hall M, Stand 33
Tel: +44 (0)1353 661 600
Web: www.richard-
designs.com
Th e March 2009
Harrogate show is an
opportunity to see the
pinnacle of British
design talent. Th is
season’s collection will be
focusing on elegance, and
the essentially feminine
qualities attributed to a
Richard Designs creation.
Th e main collection
remains focused on
understated style and
sophistication; with
new designs including
silver jewellery set detail,
commonly incorporated
in the season’s top gown designs. A number of design themes focus on tactile
fabrics, used in a limitless exploration of innovative ways. With this in mind,
a number of designs incorporate delicate frothy fl ower corsages and intricate
jewelled hair accessories, to complement the trend for simple yet fl oaty gowns.
While the majority of the designs are created in ivory and antique white,
there are still many exciting options for the contemporary bride, with pink,
mink, gold, red, mocha, and even black as a style alternative. Accessories
remain very popular and current designs include veils, tiaras, crystal bouquets,
jewellery, hats, and some beautifully crafted hair fascinators and accessories.
Accessories
LConcept Covers Ltd Hall C, Stand 78
Tel: +44 (0)1384 897 101
Web: www.conceptcovers.com
Concept Covers is a family run business which has built an excellent
reputation over the past 20 years and still manufactures all of its garment
covers in the UK. Only the fi nest materials are used in the manufacture;
quality fabrics, 100% cotton bias trims available in over 100 colours, superb
zips and outstanding silk screen printing.
Being UK based, the fi rm can off er a quick turnaround with only small
minimum order quantities
required and the added benefi t
of a bespoke garment cover
sample for approval before
placing the order.
Concept Covers Ltd can
off er most colourway
combinations in various fabric
qualities including silky soft
2oz nylon ideal for wedding/
bridesmaid dresses and the
luxurious poly/cotton chintz
also for couture bridal dresses.
For the mens formal hire wear
market, the fi rm off ers a robust
lightweight but extremely
strong cover produced from
4oz nylon material which can
include accessory pockets and
carry handles.
40 ATTIRE
Heirloom Waistcoats Hall B, Stand 34
Tel: +44 (0)1706 367 722
Web: www.heirloomwaistcoats.co.uk
With the expansion of the stock service and addressing the current ‘credit
crunch’, Heirloom will have in stock its best selling colours of neckwear
and waistcoats for 24 hour delivery. New shades of fucshia, purples and
greens have been introduced to the new collection in varying shades.
Heirloom is also intoducing subtle patterned ties and rouches in classic
stripes and paisleys. Specialising in wedding attire to the hire trade, the
fi rm prides itself on excellent customer service.
Menswear
L
Th e Ultimate Formal Hire CoHall B, Stand 31
Tel: +44 (0)1706 367 722
Web: www.heirloomwaistcoats.co.uk
Off ering a clean and contempary range to independant bridal shops and
menswear retailers nationwide, Th e Ultimate Formal Hire Co will be showing
its range of formal suits, kilts and exclusive collection of waistcoats designed
by Heirloom. All the new colour trends of neckwear available in the collection
are illustrated in a modern fresh brochure, aimed at today’s grooms.
MasterhandHall B, Stand 7
Tel: +44 (0)870 300 0822
Web: www.masterhand.com
Masterhand will be launching its partnerships with Technology leasing
and HIREMASTER LTD. Both are exciting opportunities for existing
and new customers.
In addition, two innovative stories will be added to the comprehensive off er
from the Masterhand stock service. Th ese feature a new fabric yet to be seen
in formal wear, along with the re-launch of an old theme: elegant embossed
lightweight velvet, but shown in classical – traditional styles.
Please phone our sales team for an appointment.
+ 44 (0) 1424 427284
Victoria KayThe stunning new collection
is now available
www.victoriakaygowns.co.uk | [email protected]
The Ar t of the Dress
ATTIRE 43
Column
CUSTOMERSBiggest Asset or Biggest Headache?Personally speaking I loathe bad customer services,
actually ‘loathe’ is one way to describe it, another
would be to say quite bluntly that I despise it! It’s
a view that my husband and I share and one that
probably explains why our own company is as
customer focused as it is.
Building a bridal business that delivers an
exceptionally high level of customer service and
that does things a little differently was always
significant to my planning. I didn’t want to open
just another ‘wedding dress shop’. From the
moment a customer steps in I wanted it to be a
unique shopping experience: simply sumptuous
surroundings and personable staff would never
have given our business the edge that I was
ambitious for. And so we do it our way. And for us
it works, extremely well.
Winning a customer services award and
being tested against other consumer orientated
businesses was a proud achievement for us. As is
the high volume of customer recommendations
and beautifully written thank you letters we receive,
many crammed with complimentary words which
indicate that ‘going the extra mile’ has really paid
off. We are often told that it is the little things that
make a difference and as a keen consumer myself I
understand why.
You see, I too am a shopper that wants to be
looked after. I want service with a smile. At it’s
most basic I want to be told how much my goods
are, followed by a friendly ‘please’ and ‘thank you’.
I like convenient shopping hours and I prefer it if
my newly purchased garments are carefully folded
into a bag and not thrown. I notice when a shop
assistant is polite and friendly and I quickly notice
when they’re not; it is then (given the choice) that
my wallet and I go elsewhere.
‘Please’ and ‘thank you’ hardly constitute good
customer services but the attitude of staff before,
during and after a sales transaction can make
a huge difference. As a business owner I know
that this also applies to our clients which is why
employing staff with first-class interpersonal skills
is crucial.
Annoyingly last week I was aggrieved by a shop
assistant that stood guarding a clothing shop
entrance at 4.45pm, 15 minutes before closing
time! Shutters half down and keys in hand she
wore that smug ‘come in if you have too but make
it damn quick’ look. Commercially it makes no
sense especially as I am more than capable of
choosing a whole new wardrobe in much less time.
The creators of Supermarket Sweep would be very
impressed by my octopus grabbing shopping style
as indeed would the shop’s snooty manageress who
missed the chance to increase her daily takings
once again.
It’s true that because of our industry and the
products associated our interpersonal skills can
sometimes be tried. After all these are not just any
kind of customers. Oh no… these can sometimes
be emotionally challenged, stressed, hormonal or
just simply ‘demanding’ brides. And yes they may
well be accompanied by their sisters or mothers
wearing handbags containing note pads, cameras,
hidden agendas and files of complicated politics
– in my view even more reason why they should be
handled with care.
When confronted by an ‘anti’ (or aggravated
auntie) our newest member of the team Kirsty
strategically employs a ‘kill them with kindness’
technique, which is now our preferred sales method
for our trickier clientele. It certainly proves more
effective (if not more entertaining) than the ‘count
to ten through gritted teeth, it’s been a very long
day approach’.
Kirsty is yet to bare a full lecture from me
about customer services so her technique must be
working. My lecture will go on for a while, after all
it is a subject I am passionate about; ‘…So Kirsty
if you say to a customer that you are going to do
something please ensure sure that it is done…After
sales service is as important as the sale itself...
Successfully handling a complaint requires
listening as a skill and a tactfully empathetic
approach, not a list of laws according to trading
standards…’ This lecture usually culminates in two
of the golden oldies best delivered standing with
arms raised ‘…Kirsty always remember that our
biggest asset is our customers, please treat each as if
they are the only one and please, Kirsty, understand
that at Abigail’s Collection the customer is King!’
I jest. But in truth I believe these snippets are
actually more fact than fiction and maybe I
should deliver the full version of this training
session soon. Bridal demands appear to be on the
increase and with shoppers wanting more for their
money, business owners may need to rethink their
customer services policy - if they have one. Against
our competitive landscape it’s my belief that the
customer experience is the next frontier for driving
revenue and profitability; particularly given the
economic climate.
There are many things that can make a customer
shopping experience special and, unless you are
one of our brides or grooms, you will not know all
of our own customer orientated secrets. These are
the things that say we care and that we are pleased
to be at their service. These are the things that say
we want their business and every possible future
recommendation that they care to make! These are
the things that drive my business forward and help
to make it the unique business that it is.
Of course, there are retailers who will make a
success of their business without extra ‘fluffy bits’.
But this is how we choose to do it and whilst some
may criticise our somewhat gracious ethos, our
brides and grooms certainly do not. In our shop
the customer really is King and our staff happily
embrace this policy - dare I say that within the
walls of our retail business even Bridezilla’s get to
wear a crown!
Regular columnist and award-winning retailer, Abigail Neill, debates the issues surrounding customer service…
Further informationAbigail Neill runs Abigail ’s Collction,
based in Colchester, Essex.
Tel: +44 (0)1206 574 575
www.abigailscollection.co.uk
A
44 ATTIRE
Handle with CareThese beautiful bridal bags are as practical as they are pretty
On a daily basis, most women will carry all manner of
‘essentials’ in their handbags, from lipbalm and make-up to
a mobile phone and purse. However, at a wedding the usual
carry-all would look rather cumbersome. Th e perfect bridal bag
will, therefore, match the fabric and colour of the bridal gown,
be discreet, yet will still have enough room for the essentials,
i.e. make-up miniatures, tissues, mints etc.
We reveal the styles that brides will be carrying this season
and beyond…
Dec
orativ
e
Det
ail
Embellishments and brooches add a touch of glamour to bridal bags
1. Amanda Wyatt+44 (0)1625 522 344 www.amandawyatt.com
2. Belle UK+44 (0)20 8509 0001 www.paradoxlondon.com
3. Olivier Laudus+44 (0)20 8374 1239 www.olivierlaudus.com
4. Pink by Paradox+44 (0)20 8509 0001 www.paradoxlondon.com
5. Benjamin Adams+44 (0)20 8509 0001 www.paradoxlondon.com
1.
2.
3.
4.
5.
ATTIRE 45
Bridal Bags
Easy
Open
ing
Providing instant access to all manner of bridal
essentials, these stylish bags all feature top clasps
1. Hassall+44 (0)1392 207 040 www.hassall.co.uk
2. Olivier Laudus+44 (0)20 8374 1239 www.olivierlaudus.com
3. Rainbow Club Couture+44 (0)1392 207 040 www.rainbowclub.co.uk
4. Belle UK+44 (0)20 8509 0001 www.paradoxlondon.com
5. Benjamin Adams+44 (0)20 8509 0001 www.paradoxlondon.com
1.
2.
3.
4.
5.
Trudy LeeBridal Dress Collection
www.trudylee.co.uk email: [email protected] tel: 01707 643633
Stand A1 at BBEH
Profile
ATTIRE 47
We talk to the multi-talented wedding ring cushion designer, Olivier Laudus, about his colourful career and his hopes for building his successful bridal brand…
Tell us a little about your background and what
prompted you to set up your company?
I grew up wanting to be a chef and would work
my holidays on my dad’s ship cooking for the crew.
At the age of 17, I started a four year course at
the famous Belgian catering school Ter Duinen,
and got my first job when I graduated as a chef
on a superyacht in Cannes. It is strange how life
leads you in a different direction from the one you
imagined, as only a year after starting this job, I
met my wife-to-be and decided to follow her back
to London.
Gradually I moved away from working as a
chef and started doing some modelling while at
the same time training as a food stylist; working
for magazines such as Family Circle and, for a
while, behind the scenes on the TV programme
Ready Steady Cook. It was while doing this that I
started the business: designing luxury personalised
wedding ring cushions – simply because we
couldn’t find a nice cushion for our own wedding
in 2002.
How has the product offering changed since the
launch of the company?
I initially only had a collection of eight designs
which I exhibited at the National Wedding Show
at Olympia in 2004. I taught myself to sew (with
the curtains closed in our living room in case
anyone saw me!) The stand was very basic as we
didn’t have time to dress it up - I had been more
worried about having all my cushions ready in
time. It embarrasses me to think about how terrible
the stand looked now; however, the reaction we
received to the cushion collection was very positive
and convinced me to push ahead with the business.
As sales increased, I was unable to continue
doing the sewing and beading myself, and now
have a top workshop where my designs are created.
We also offer more than just ring cushions. I
found a lot of clients were constantly asking if I
had any other products which led to me create
www.olivierlaudus.com in 2007 – an online bridal
boutique offering a range of beautiful and stylish
wedding accessories.
Tell us a little about your current collection - how
you would you describe it?
My current range is very contemporary – using
duchesse satin or dupion silk adorned with
Swarovski pearls and crystals. Although we don’t
offer themed collections as such, clients can match
products if there is a particular look they are after
– for example if they want a heart-shaped design,
they can get a Cinderella personalised ring cushion,
guestbook, dolly bag etc.
What are your best-selling designs?
My all-time best sellers for ring cushions are the
Cinderella and Etoiles designs, although I have
to mention the Hollywood cushion too - the first
design I came up with back in 2003 and how it
all started! Bridal bags, which I included in my
collection in 2007, have also proved to be very
popular, the Angelique and Margot designs being
the best-sellers so far.
How often do you launch new lines?
Once a year although I am constantly looking at
trends and new accessories out there to add to
my range to give all my clients the best choice I
possibly can.
What do you enjoy most about your role?
I love the element of creation and design. It’s also
a great reward when you know you have made
someone’s wedding day that extra bit special. Being
a small company, I like to think we work together
with our clients and stockists and we will go that
extra mile to make sure they are happy. Customer
satisfaction is very important to me.
How do you promote your business?
Initially, I attended a number of wedding and trade
shows; however, in the last few years I have relied
Sew far sew good
Olivier Laudus Margot handbag
Cinderella dolly bag
48 ATTIRE
more on advertising in key bridal magazines as
well as using PR to promote the brand. Celebrity
clients have also helped to increase awareness and
generate new leads and sales. It’s been a bonus that
my wife works as a freelance PR (sangeetalaudus@
yahoo.co.uk) and takes care of this side of the
business for me.
How many stockists do you have in the UK? Is
this stockist base something you are hoping
to grow and would you consider approaching
stockists in other countries?
Currently we have around 22 stockists (including
Kiss Kiss Divine, All Th ings Bride and Beautiful
and Confetti) and are stocked in a couple of
international retailers. I am always happy to discuss
retailers taking on some of my range and although
we have a minimum order policy we do off er free
postage on orders over £175.
Do you off er a bespoke, as well as wholesale
service to your customers?
Yes, ring cushions, guestbooks and dolly bags
can be individually embroidered with initials and
wedding date and some of our jewellery can also be
tailored to meet client specifi cations.
We also have an off -the-shelf range of
unpersonalised wedding ring cushions which
have been very popular with stockists. Th e
collection remains faithful to the original concept
of stylish design and beautiful beading and like
the personalised cushions, each one comes in a
stunning white presentation box packed with
luxury tissue paper.
How do you view the current market for bridal
accessories and what trends do you see emerging
over the coming months?
I think people will be watching their pennies due
to the current economic climate and having smaller
weddings; however, I think brides will still want
to make sure they look as good as they can and a
stylish wedding need not be hideously expensive by
looking for key pieces and standout accessories.
I think the key theme this year will be romance
with fl owers and butterfl ies being in the forefront,
although sparkles and glamour will continue to be
very popular.
In short, I think all brides and grooms-to-be
will want their wedding days to be a clear source
of happiness in the face of all the doom and gloom
there is out there.
When did you launch your website and who
designed it? How does it support your business?
Th e website was launched in 2003 and has had
several incarnations since then. I have been
responsible for the look and design of the sites,
although I have had help from some great web
developers. As we are an online boutique only
for now, the website plays an integral part to the
business and the majority of our clients will make
their purchases using our simple but secure online
payment facility.
What can we expect from your brand in
2009/2010?
I hope to be able to continue to off er a good
range of stylish yet aff ordable accessories and am
currently working on a new collection which I am
very excited about as well as a number of other
projects in the pipeline including, hopefully, a
collaboration with a charity at some point. A
Further information
To fi nd out more about Olivier Laudus, simply
visit www.olivierlaudus.co.uk or telephone
+44 (0)20 8374 1239.
Margot handbag
Princess guest book
Antoinette ring cushion
50 ATTIRE
When market conditions get tough, smart firms
take a long hard look at their business, focus on
what they are best at doing and turn adversity into
opportunity. So says SME support specialist Roma
Bhowmick, who explains that a bit of ‘navel gazing’
now could be just what the doctor ordered to help
you avoid the recession blues and be fit and healthy
when the post-recession party begins.
“Any change in market conditions is as much an
opportunity as it is a threat,” says Business Link
Adviser Roma Bhowmick. “And those businesses
that can identify and exploit opportunities will
come out of the recession as much stronger and
more capable organisations.”
Roma, like her fellow Business Link Advisers
at Business Link in the East of England, has been
devoting much of her time recently to giving her
clients comprehensive ‘health checks’ to make
sure they are in a position to survive, and even
thrive, through the recession. With the economic
downturn impacting on small to medium size
enterprises (SMEs), Roma and her colleagues
are keen to use the full armoury of Business Link
services to help businesses cope with difficult
trading conditions.
“One key feature of this recession is that many
younger companies have no experience of trading
through an economic downturn,” continues Roma,
“and our challenge is to demonstrate to them that
they can turn tough trading conditions to their
advantage, by going back to basics and applying
best business practice.”
DON’T DOWNSIZE YOUR MARKETING
DIRECT IT TO WHAT SELLS
When firms are looking at reducing their costs,
marketing spend is often one of the first casualties.
But, as Roma points out, smart businesses invest
more in marketing during a downturn: “If your
competitors are cutting
down on their marketing
and sales, you have an
ideal opportunity to win
over their customers
and grow your market
share. This is especially
important when you are
competing for a smaller pot of money.
“The key is to market smarter – look at all your
marketing opportunities and only pick the very
best. Ask yourself: ‘What is the most appropriate
marketing that will sell more of my most popular
and profitable products or services?’”
And as the cost of retaining existing customers
is considerably lower than recruiting new ones,
making sure your customer service is maintained,
plus implementing customer retention initiatives,
such as discounts, loyalty schemes and regular
communications, will help keep costs down and
sales up. Providing efficient service, fast delivery
and – for very special customers who have an iron-
clad credit rating – flexible payment terms should
be considered a given.
“Talking regularly to your customers and always
asking ‘Is there anything else we can be doing for
you at the moment?’ often results in you spotting a
customer service issue before it becomes a crisis,”
continues Roma. “If they’ve been talking to your
competitors you may find out what’s been offered
and proactively match the deal. But don’t be
tempted to slash prices automatically; things like
your superior customer
service, reliability and
flexible payment terms
might be more important
to customers than a
discount.”
But, cautions Roma,
beware of a customer
backlash if your service has not always been up
to scratch: “If you’ve had issues with customers in
the past and you’re suddenly all over them like a
rash, they may take offence and take your sudden
interest the wrong way by asking, quite reasonably,
‘Why wasn’t I treated this way before?’” The
lesson is to know customers well and apply careful
judgement on a case-by-case basis.
FOCUS ON CORE SKILLS
It is hugely tempting to reduce staff training to the
absolute minimum, viewing it as a ‘non-essential’
cost when looking to reduce overheads. Like
marketing, the opposite should be the case as it is
highly motivated and productive employees that
will get small businesses through the recession.
Roma’s advice is to conduct a skills audit
and really understand what your employees
Marketing Know-HowRoma Bhowmick reveals some smart ways to keep your business strong in the current economic climate
“If your competitors are cutting down on their marketing and sales, you have an ideal opportunity to win over their customers and grow your market share. This is especially important when you are competing for a smaller pot of money.”
Business Link
ATTIRE 51
A
can do: “Your staff will be really nervous right
now; they are no fools and understand that the
economic troubles might mean job cuts. They may
instinctively be looking for other opportunities
to work for organisations that they perceive to be
more resilient to a recession. And the chances are,
of course, that the best
people you want to keep
will be the first to find
work elsewhere.”
So, Roma explains, the
best way to send a strong
message of confidence to
staff is to continue investing in training. Employees
will feel more valued and motivated and are likely
to be more productive, resulting in a potential fast
return on any investment you make in training.
There is also a huge amount of assistance
available from the government agency Train
to Gain, to help small businesses identify their
training needs. And there is cash available,
usually through matched funding or various fully
funded programmes, to help with training costs.
“Business Link Advisers are able to refer businesses
to their local Train to Gain skills consultant,”
explains Roma. “They will complete a skills audit,
recommend what training is needed and signpost
sources of grant funding to help with any necessary
training costs.”
CHOOSE REDEPLOYMENT NOT
REDUNDANCY
And whilst job losses are possibly inevitable as the
effects of the recession are felt by more businesses,
small businesses should consider redundancy as
a case of last resort. The effects of redundancy
on remaining staff can be devastating and
replacements for good people may be difficult to
find when the market improves.
The alternative, says Roma, is retraining and
redeployment: “With the considerable amount
of support available from Business Link and
Train to Gain, companies are able to explore
these options much faster and with less risk to
themselves, rather than succumbing to the knee-
jerk reaction of redundancy.”
Small firms can often survive a deep recession
where larger corporations fail, because of their
flexibility and ability to react quickly to changing
market conditions. “You don’t need a crystal ball
to see that we are in for a tough year or so, and
things will get worse before they get better,”
concludes Roma.
“But, with a little help
from Business Link,
small firms can use
the downturn to their
advantage and emerge
much stronger and
more competitive to take on the markets when
they pick up.”
FREE CHECKUP TO ASSESS THE
HEALTH OF YOUR BUSINESS ONLINE
OR IN PERSON
Are you concerned about your ability to trade
through this recession? If so, Business Link has
developed an interactive online Health Check
that can identify those areas of your business that
require your attention.
To take your company through the simple
steps that might mean the difference between
merely surviving and actually thriving through
the recession, visit the informative website at
www.businesslink.gov.uk/healthcheck
The Health Check will cover issues of key
importance to your business including:
• Finance and banking
• Sales and sales projections
• Customers and money owed
• Business administration
• Your staff
• Your position in the business.
You can work through the Health Check online,
or contact your local Business Link and arrange
for an experienced Business Adviser to visit your
company and conduct a Health Check in person,
just call +44 (0)8457 17 16 15 or visit the website
www.businesslink.gov.uk/healthcheck.
“Talking regularly to your customers and always asking ‘Is there anything else we can be doing for you at the moment?’ often results in you spotting a customer service issue before it becomes a crisis.”
Wedding Flowers • Foliage & Fillers • Table Centres • Button HolesFavour Boxes • Ribbon • Wedding Confectionery • Confetti • Candles
Plus so much more to help create the perfect look, making their day extra special.
Createthe Look
LeedsArdsley MillsBradford RoadEast ArdsleyLeedsWF3 2DW
Tel: 0113 218 9090
ManchesterChaddock LaneAstley Industrial EstateAstleyManchesterM29 7LB
Tel: 01942 888 090
Glasgow297 Blochairn RoadBlochairnGlasgowScotlandG21 2DU
Tel: 0141 552 7781
BirminghamGibbs RoadLyeStourbridgeBirminghamDY9 8SY
Tel: 01384 896 888Country Basketswww.countrybaskets.co.uk Trade only. Sorry no children. Open 7 days.
ATTIRE 53
Fashion
laceLovely inBrides will love these beautiful and elegant lace designs…
ATTIRE 53
Kate Sherford+44 (0)1823 256 012 www.katesherford.com
Fashion
54 ATTIRE54 ATTIRE
1
45
2
3
1. Benjamin Roberts +44 (0)1792 564 710 www.benjaminroberts.co.uk 2. Alfred Sung +44 (0)1909 774 471 www.alfredsungbridals.com
3. Complice-Stalo Theodorou +35 722 381 856 www.complice-st.com 4. Amanda Wyatt +44 (0)1625 522 344 www.amandawyatt.com
5. Blue by Enzoani +44 (0)1792 564 710 www.bluebyenzoani.co.uk
ATTIRE 55
FashionFashion
ATTIRE 55
6
7
8
9
6. Emma Tindley +44 (0)1342 321 514 www.emmatindley.co.uk 7. Chanticleer +44 (0)1242 226 501 www.chanticleerbrides.co.uk
8. Charlotte Balbier +44 (0)1625 521 547 www.charlottebalbier.com 9. Constantina +44 (0)1792 564 710 www.constantinabridal.co.uk
10. Complice-Stalo Theodorou +35 722 381 856 www.complice-st.com
10
Bridalwear.
Fashion Couture Bridal
2009 Collection
• Stylish, elegant maternity bridal-wear for discerning brides and retailers.
• Maternity bridesmaid dress collection.
• No minimum order quantity on bridal gowns (unless exclusivity is required).
• Excellent mark-ups and support toretailers.
• Fast standard lead-time and express delivery programme.
madeline isaac-jamesmaternity bridal
T: 01252 377725E: [email protected]: www.maternityweddingdress.co.uk
ATTIRE 57
Fashion
ATTIRE 57
Fashion
11. Forget Me Not Designs +44 (0)1983 563 885 www.forgetmenotdesigns.co.uk 12. Mori Lee +44 (0)1476 541 116 www.morilee.eu
13. Leigh Hetherington +44 (0)1912 605 757 www.leighhetherington.co.uk 14. Lucca Bride +45 9893 0144 www.luccabride.com
15. Novia D’Art +34 932 378 015 www.noviadart.com
11 12
13
14
15
58 ATTIRE58 ATTIRE
16. Nikki Flynn @ True Bride +44 (0)1273 728 637 www.truebride.co.uk 17. Mark Lesley +44 (0)1621 784 784 www.marklesley.co.uk
18. Weise +49 7962 8910 www.weise.eu 19. Trudy Lee +44 (0)1707 643 633 www.trudylee.co.uk
20. Sassi Holford +44 (0)20 7584 1532 www.sassiholford.com
16 17
18
19
20
www. impress ionbr idal .co.uk
For the best in Bridal, Bridesmaids and Promsee us at BBEH stand C28/34
FREE bridesmaid sample range (£2000+ wholesale value) to all bridal stockists.Call 01727 851452 for further info.
60 ATTIRE
Tropicaltwist Why not add a splash of citrus colour to your rails this summer?
60 ATTIRE
ALVINA VALENTA+44 (0)1423 561 870www.jlmeurope.co.uk
Fashion
ATTIRE 61
ALVINA VALENTA+44 (0)1423 561 870www.jlmeurope.co.uk
LOU LOU BRIDAL+44 (0)208 368 1500 www.louloubridal.co.uk
KELSEY ROSE+44 (0)20 8888 8833www.kelseyrose.co.uk
JONATHAN JAMES+44 (0)7783 476 408www.jonathanjamescouture.com
Fashion
62 ATTIRE
EDDY K+44 (0)116 236 2304www.eddyk.com
VENUS BRIDAL+44 (0)1603 409 315www.venusbridal.com
EBONY ROSE DESIGNS+44 (0)151 347 2147www.ebonyrosedesigns.co.uk
TRUE BRIDE+44 (0)1273 728 637www.truebride.co.uk
ALICE JAMES+44 (0)1254 279 766www.alice-james.co.uk
MORI LEE+44 (0)1476 541 116www.morilee.eu
ALTERATIONS CAUSING A PROBLEM?
The answer is to learn how to add more profi t to your bottom line, by adding more knowledge to your work room
More information please contact Shelagh on01490 412273 or 07702 668103Email: [email protected]
www.shelaghmbridalgowndesigner.co.uk
SHELAGHM.BRIDAL GOWN DESIGNER
FITTING AND ALTERATION COURSE
BRIDAL GOWN CONSTRUCTION COURSE
Each course takes place on your premisesand is tailored to the students needs
Fast & Reliable
Service
The fabric of a great wedding… …starts with a great dress
Place your order 24/7View online swatches
Order samples swatches or full orders quickly and easily
See our latest ranges as they are added
Help your bride choose the best fabrics for her bridal party. The Carrington Bride book is a beautifully presented
collection of stunning, quality fabrics brought together in one indispensable volume.
To order your copycall 01204 692223 or visit
www.carringtonbride.co.uk
Technology
ATTIRE 65
You’re sitting at your desk when your next appointment walks through the door – a salesman from a new potential bridal supplier. He’s dressed in a tatty, old-fashioned pullover, his trousers have a hole in them, and his shoes are dirty. Not surprisingly, he doesn’t get your business – your immediate impression was of a sloppy, unprofessional, old-fashioned company.
Your website is your most often seen sales member. If it’s not a natty dresser, and doesn’t inspire trust, you may be losing business. Researchers have found that the user makes decisions about a company in just a 20th of a second of viewing a web page. You have microseconds to convince visitors to stay.
Here are a few simple tips to make sure your website is giving a good impression.
1 Ask other peopleCanvas some opinions, especially from
people who really will tell you that your bum looks
big in those jeans! If possible, canvas the specific
market you’re targeting. Ask existing customers
their opinion - they’ll be flattered you value their
opinion, and you’ll get some great feedback.
2 Fashionable designHas your website been redesigned recently?
If it’s a few years old, chances are that it’s desperate
for a facelift. Web fashion changes fast – nearly
as fast as clothing fashion, so unless your original
designer was brilliant and created a timeless web
design, your website may be committing the
ultimate fashion crime.
3 Up-to-date contentIs your website’s content up-to-date? If you
have “news” from 2005 on your website, you’re
saying to customers that your website is horribly
neglected, you never come to visit it, so why should
they? Make sure it’s telling customers what your
business is doing today.
4 Helpful content Does your website have helpful content
that reflects your business? Articles that help
your customers, are readable, and convey some
personality? If you think of your website as your
online super sales person, you’ll get the idea.
Seriously great sales people are helpful, warm,
friendly, and good company.
5 Clear navigationIs your website easy to navigate? To find out,
ask a computer literate acquaintance who hasn’t
seen your website before to see how quickly they
can find a specific piece of information. If it’s not
reasonably obvious where they should click to find
more information, you probably have a problem.
6 Broken-up contentIs your content broken up into edible
chunks? Users read web content in a very different
way to reading printed material – web content
needs to be optimised for skim reading. Make sure
your content is broken up, has bold headings, and
is brief and to the point.
7 White spaceDoes your website make good use of white
space? Believe it or not, the parts of your website
that have nothing in them are really important. If
you have too much content crammed in, it can look
visually messy, make your website hard to read, and
turn off users.
8 Consistent fontsDoes your website have consistent fonts?
One of the most common mistakes is to use too
many different fonts and, even worse, multi-
coloured paragraphs. Web pages end up looking
inconsistent, hard to read, and just plain ugly.
9 Appropriate sized imagesMake sure your images are optimised for the
web. Good quality but not so massive that your
computer groans with the effort of rendering them.
Most people (being the impatient lot we are) get
cross at this point and move on. You may be losing
customers from the outset.
10 Appropriate use of technologyDoes your website use appropriate
technology that enhances the user experience,
rather than irritates the user? Keep focused on your
website’s purpose and remember the user’s primary
reason for visiting – probably a fact-finding
mission, rather than wanting to listen to music, or
to watch a Flash® introduction.
Top 10 TipsIs your website a top seller or ready for retirement? Keren Alderson, Director of I Do I Do explains how you can improve your online presence…
Further InformationFor more details call +44 (0)121 314 6068.
Alternatively, visit www.idoido.co.uk
A
Creative Wedding & Portrait PhotographerLaunches New Bridal Fashion Photographic Services
Discounts for new accounts
• Print Packages from £400.00 (All day Photoshoot)
• Digital Packages from £250.00 (Half Day Photoshoot)
• Albums to showcase your images also available, prices from £250.00
Do not leave your presentation images
to chance
BOOK NUNO SILVA PHOTOGRAPHY NOW
07939 500 757•[email protected] www.nunosilvaphotography.com
If you would like to be an exclusive stockist of these designs visit us in Hall A Stand 9or contact us now: 01954 263030 | www.evajordan.co.uk | www.samanthajanebridesmaids.co.uk
We aim to continue offering a dedicated service to all existing and new clients
Celebrate with us and take advantage of fantastic offers
for the re-launch
If you are looking for new Collections for your showrooms...
JE“New Elegant Designs”
Created for Eva Jordan Bridal
by Clare Wilson
Stunning collection, wide choice of fabrics to support all price ranges.
Exciting New Collection of Bridesmaids and Proms from
Samantha Jane also created by Clare Wilson.
Fantastic colours, best quality fabrics, give all the dresses that elegant look
whilst being affordable.
Select 12 Bridal gowns of your choice and receive 50% discount from the total invoice
Select 12 Bridal gowns of your choice and receive 50% discount from the total invoice
Buy 6 Bridesmaids/Prom dressesand receive 3 Dresses FREE
Buy 6 Bridesmaids/Prom dressesand receive 3 Dresses FREE
Now under new ownership
Exhibiting at the BBEH for 22 years
Eva Jordan Bridal &
Samantha JaneBridesmaids and Proms
Eva Jordan Bridal &
Samantha JaneBridesmaids and Proms
You won’t want to miss this opportunityYou won’t want to miss this opportunity
Formal Hire
ATTIRE 67
Andy RobertsUK Agent for Wilvorst
When was the company
first launched and how
has it developed since
this time?
Wilvorst was established
in 1916; from those
early beginnings as a
small family business it
has evolved into one of
Europe’s leading formal
wear manufacturers.
From those early years,
Wilvorst’s concentration
was on lounge suits and
jackets with a small
amount on formal wear,
dinner suits etc. It became
clear over the years there was a large gap in the market for wedding suits, tails,
evening tails, dinner wear etc and expanding this side of the business was the
way forward. Wilvorst has not looked back since.
Do you think the demand for formal hire is the same, greater or less than
five years ago? Why do you think this is?
I think the numbers of weddings is probably the same as five years ago;
however, there are many more people in this market place today. Wilvorst
is very much at the middle to better end of the market, where there are still
many customers loyal to our brand on quality, delivery and service.
What are your best-selling suits for formal hire? Why do you think this is?
The traditional look of morning tails has always been very strong, but we have
seen a noticeable decline in the longer Prince Edward jacket.
For the majority of Wilvorst customers the popularity of the Prince Edward
jacket (which has been a good servant for many years) has been taken over by
the shorter and very stylish “Slimline” jacket.
Black and grey tails in herringbone fabrics will always be strong and also
very durable for the hire market, but the downside is they are also very heavy
to wear in hot conditions.
This is where the launch last year of our new “Prestige Light Weight Tails
and Slimline Suits” has been a great success.
Due to this success, Wilvorst carries large stocks of lightweight black, navy
and mid grey tails with an option of matching trousers or very modern striped
trousers, all in “Mix & Match”. This also including the three piece Slimline
suits in black and mid grey.
On the high fashion side, plain and self striped brown lightweight suits
and tails has been very successful over the last four to five years. This has
taken everybody by surprise, especially the way it has kept going and possibly
remains as one of the main colours for seasons to come.
How many formal hire stockists do you have in the UK and how are you
looking to expand this retailer base?
We have over 200 accounts, with approximately 100 to 150 of these being live
at any one time. Expanding on this number is done through hard work!
Do you offer exclusivity to your stockists? If so, how is this defined?
We do offer exclusivity, but this tends to be only on our more exclusive
lines. Each customer is assessed individually on what the local population is,
distance to the next Wilvorst account etc.
How do you support your stockists?
Each season all accounts are sent the Wilvorst “After Six” and “Classics”
brochures which include many new fabrics for suits and fancy fabrics for
waistcoats. This brochure shows the latest fashion trends in colour and style.
This is followed up by appointments; exhibitions like the Harrogate bridal
fair are also a very good for showing our collection in full.
How have you been affected by the current economic climate (if at all) and
have you taken any steps to minimise its impact?
Even though I believe the hire market will have had a good year by the end
of the season (2009), it is very evident that there will be a lot of late bookings
this year. This always tends to be the trend when there is an economic
downturn/recession. However, on a couple of positive notes, the hire industry
in the past has generally fared quite well under these poor economic times.
One of the hire market’s main sources of exposure to the public is wedding
fairs; these have been very well attended throughout last autumn and now this
January, which is always seen as a positive sign!
I fear the problem most accounts will have, will be the juggling of cash flow.
Until wedding parties are confirmed and money taken, the first quarter of the
year will be a lean time for many!
This, in turn, will lead to later ordering from manufacturers causing many
production headaches!
For this reason, Wilvorst have doubled their stock holdings (which is always
a gamble for manufacturers) for the UK market place and I believe this is
where much of the turnover for 2009 will come from.
How would you like to see the business develop over the coming years?
For business to develop,
you must first of all keep
to your high standards
of quality, delivery and
make regular contact with
the customer.
The next thing you should
do is make sure you have
a strong team around you
and Wilvorst certainly has
this in abundance.
We are very lucky at
Wilvorst to have a young
and exciting design and
technology team, all in
house (no consultants)
and constantly pushing
the boundaries of fashion.
Development just comes
naturally!
Suits You SirWe speak to some of the leading suppliers of Formal Hire to the UK market
68 ATTIRE
Graham Phebey Masterhand
When was the company first launched and how has it developed since
this time?
Masterhand was first launched as a formal specialist in 1988, having been
formed in the 1950s as a uniform and men’s suit and jacket manufacturer.
Do you think the demand for formal hire is the same, greater or less than
five years ago? Why do you think this is?
1994 saw the real progress in the UK market with the introduction of the ¾
length morning jacket, closely followed by the fancy and ornate jacket that
became synonymous with the brand.
What are your best-selling suits for formal hire? Why do you think this is?
As fashion trends alter to a more traditional and classic style, we have seen
a large increase in the lightweight traditional coat, teamed with a classic
waistcoat and perhaps a striped tie. Black and grey seem to be the dominant
colours, with brown now firmly establishing itself as not just a short term
fashion colour.
How many formal hire stockists do you have in the UK and how are you
looking to expand this retailer base?
With a client base of over 250 retail outlets our expansion plans are based
more on an increase of unit sales as opposed to the opening of many
more accounts. To this end, we are launching the introduction of a unique
purchasing scheme at Harrogate this March.
Exposure of our brand is to increase by assisting retailers in their own
marketing with new brochures, and photographic opportunities to follow
during 2009.
How would you like to see the business develop over the coming years?
We look forward to a healthy increase in turnover during the next 12 months,
with the downturn in the high street being seen as our opportunity to
capitalise on our strengths and offering new ideas and opportunities to our
forward thinking retailers.
Ultimate Formal Hire
Jane Powell Managing Director
When was the company first launched and how has it developed since
this time?
Ultimate Formal Hire was launched at Harrogate in September 2008,
although the company was formed over 30 years ago supplying the trade in the
North West of England under the Family name ‘Swarbricks’, now offering
their services nationwide with a brand new brochure and collection.
Do you think the demand for formal hire is the same, greater or less than
five years ago? Why do you think this is?
The demand is just as great these days as it was five years ago although these
days the people getting married demand a better service and choice – there’s
nothing wrong in that!
What are your best-selling suits for formal hire? Why do you think this is?
At the moment our best selling suits are grey, as the bridesmaids colours
usually dictate this. Current trend colours for bridesmaids are purples, blues
and pinks, and all look great with grey.
The more contemporary designs in waistcoats are the most popular at the
moment; the grooms seem to be going for a very simple look.
How many formal hire stockists do you have in the UK and how are you
looking to expand this retailer base?
Since the launch of Ultimate Formal Hire the increase of new accounts has
been phenomenal; our new clean and contemporary look has had a big impact
for bridal shops and independent menswear retailers.
How do you support your stockists?
We try to support our stockists by having regular contact and acting on any
problems or queries that may arise immediately.
How have you been affected by the current economic climate (if at all) and
have you taken any steps to minimise its impact?
It would be wrong to say that we have not been aware of the current problems
on the High St. But, in some ways this only makes you step up the mark. We
all need to keep our fingers on the button and, remember, the customer is
always King.
How would you like to see the business develop over the coming years?
In the coming years we would like to see more formal wear shops
concentrating on customer service, choice and quality, and less on discounting
and undercutting. When there is a wedding involved I believe it is impossible
to look after the groom properly if the ‘groom goes free’. Something has to
give somewhere.
L A Z A R O ALVINA VALENTA
exhibitionWe are launching the latest collections at Harrogate Bridal Exhibition 8th - 10th March 2009Stand C24/40
showing
our service to youOur collections are available in a vast range of colours, with delivery in 10-12 weeks. Cost includes shipping. First class customer service with freeswatches and brochures for your store and customers. Our stunning photoshoots are available on disc for you to use in your own advertising. Onlinestore listings with a brand name that the consumer recognises. If youwould like to find out more about the collections or to take up theoffer of joining JLM Europe please contact us ...
Tel: +44 (0) 1423 561870 Fax: +44 (0) 1423 562444 [email protected] [email protected]
J I M H J E L M
E U R O P E L T D
70 ATTIRE
Heirloom Waistcoats
Jane Powell Managing Director
When was the company first launched and how has it developed since
this time?
Heirloom Waistcoats is now in its sixth year. The business started by creating
a waistcoat range for its own company, ‘Swarbricks Formal Hire’, and now
supplies the industry nationwide with quality waistcoats and neckwear
developed for the formal hire trade.
Do you think the demand for formal hire is the same, greater or less than
five years ago? Why do you think this is?
Since day one of Heirloom we have seen changes in formal hire. Colours and
trends change annually and, as with everything in life, we have to move with
the times. A new range is launched at Harrogate each September addressing
these demands.
We now have a vast range of designs and colours from the most
contemporary grooms waistcoats to the outrageous acid colours for the school
proms which has become a massive market.
How many formal hire stockists do you have in the UK and how are you
looking to expand this retailer base?
We now have over 500 stockists in the UK. Our range; however, is so vast that
we can offer exclusivity on a design.
How have you been affected by the current economic climate (if at all) and
have you taken any steps to minimise its impact?
We have noticed with the current climate that retailers are being more
‘careful’. I think the media has had a big part in this. We have noticed that the
expansion of our stock service has been well received to help our customers
with their credit control.
For us the main problem is the Euro being so weak, we are paying a lot
more for cloth and, because of current problems, are not able to raise our
prices. These things are sent to try us!
How would you like to see the business develop over the coming years?
In the future I would like to see more specialist formal hire shops opening,
offering a great service and range.
When did you start working in the bridal industry and in what capacity?
I started working in the bridal industry as an agent for various bridal
companies in 1958.
Which bridal-related job have you enjoyed most and why?
I have certainly enjoyed working with My Lady the most. We have the most
fantastic product, have wonderful customers and enjoy a great relationship
with our suppliers.
How have you seen the bridal industry change over the past 50 years?
When I first started out in the bridal industry 95% of manufacturing was done
in the UK, as opposed to 5% of manufacturing now. Back in the day, most
weddings took place in January, February and March as there were big tax
rebates for getting married before 5th April.
What are the key challenges facing the bridal industry today?
Today there is much more competition now in manufacturing and retailing
than there ever was. When I started out in the industry, there were only 20
bridal shops located in the North West.
What are your plans for your retirement?
I’m planning to spend a lot more time on the golf course and will continue my
regular dog walking.
Years in the businessOn the cusp of his retirement, Cliff Valins of My Lady, talks to Attire Bridal about his 50 years in the bridal industry
50
Further informationTo find out more about My Lady, simply visit the website at www.mylady.co.il
A
A
Phoenix GownsAt Phoenix Gowns we offer a diverse collection of styles that range from chic and sophisticated to fairytale and romantic.
We use a variety of high quality fabrics, beadwork and embroidery and offer a wide selection of sizes as well as a bespoke sizing service. Our gowns offer the look and
feel of luxury but at amazingly affordable prices.
Phoenix Gowns are committed to outstanding quality and service. Having recently expanded our staff, Tian
is able to concentrate on building a unique relationship with all our customers.
At Harrogate we will be exhibiting some exciting new designs in luxury fabrics, whilst still keeping our
classic styles available to view.
Come and join us at Harrogate stand C60for a truly personal experience.
We look forward to welcoming both existing and new customers.
Tel 01322 338 503 | Fax 01322 338 503 | Email [email protected]
www.phoenixgowns.co.uk
72 ATTIRE
AQALL THE ANSWERS
Jane Watson has over 30
years’ experience in bridal
retail, selling dresses to brides
and supplying shops with Eva
Jordan Couture Bridal and
Samantha Jane Collection
Bridesmaids and Proms.
In response to retailer
demand, seven years ago she
launched a consultancy firm,
‘Starting a Bridal Business’,
to advise new and existing
bridal retailers on all aspects
of running a successful shop.
Steve Kirkham is managing
partner of Spofforths
Chartered Accountants.
Steve specialises in
business and management
consultancy, tax planning,
audit, assurance and
professional partnerships.
He is based in the firm’s
Brighton office.
E-mail: stevekirkham@
spofforths.co.uk
Jane Watson and Steve Kirkham solve your retail worries
Loss and learnQHow can I offset trading losses against previous tax years?
ASteve Kirkham says: Currently businesses can offset unlimited trading
losses against income in the preceding year and reclaim previously paid
tax. Trading losses of an unincorporated business can be set against an indi-
vidual’s general income, including income from other businesses, investment
income and employment income, of the loss making year and or the previous
year. Individuals can also relieve trading losses against capital gains of the
same tax year. Unincorporated businesses in the early years of operation and
those ceasing to trade can carry losses back for three years. Unrelieved trading
losses can be offset against profits in the same trade in future years. The Pre-
Budget Report [PBR] provided additional relief for trading losses incurred in
accounting periods ending between 24th November 2008 and 23rd November
2009. These changes will apply for one year and allow trading losses to be
carried back and offset against profit for three years in a continuing business.
The amount of loss offset against the first preceding year remains unlimited. A
maximum of £50k of the unused losses can then be carried back for the further
two years. The relief available on the further two years is less expansive and is
limited to offsetting losses against profits in the same trade not allowing for
offset against general income.
Keeping it in the family
QTo date, my business has been family run so I have never needed to
interview anyone. How would I go about advertising the position, and
do you have any advice on employing a new member of staff?
AJane Watson says: When placing the advertisement I believe you
cannot advertise for a young person or a mature person as this may be
discrimination. Because of the type of business you “may” be able to say you
need a lady. I also believe there are questions you are not allowed to ask, for
example, are you pregnant? Do you intend to have children? etc. You will need
Chic and uniqueQI only have a small bridal studio. Do you have any tips on making the
most of the space available without making it look too cluttered? Any
advice would be greatly appreciated.
AJane Watson says: My first recommendation would be to have good
lighting. I would also suggest that you do not have too many sample
dresses as brides will not want to struggle through rails and rails of gowns.
Make sure the dresses are displayed at a good height, so it is possible to see to
the wall and the floor behind them. This will give a feeling of the shop being
more spacious. Display a few samples of the shoes you have, keep as many
shoes in their boxes as possible and store the stock out of sight but having easy
access to them.
Have just a half metre rail for your veils (no hat stands).
Finally, don’t over-dress your window display; keep it simple to retain a
touch of class.
ATTIRE 73
AQFurther InformationIf you have a question about any aspect of your business, simply write to Q&A Special,
Attire Bridal magazine, Broseley House, Newlands Drive, Witham, Essex
CM8 2UL. Alternatively, send your queries to [email protected]
a contract of employment, so please to read up on employment law, and visit
the ACAS web site for all the relevant information.
I would strongly recommend you pay wages by cheque calendar monthly
and fill in the relevant PAYE forms.
When someone applies for the vacancy don’t ask them their age before
or during the interview. However, when interviewing you could possibly ask
some of the following questions: Do you like dress making, arts and crafts,
cross stitch etc? This will indicate that the applicant perhaps has a good feel
for colour and design and likes sewing. If she likes cross stitch she will have
patience and will be able to handle any small repairs on the dresses such as
buttons and hanging loops.
Talking tax
QWhat measures can I take to avoid the new 45% income tax introduced
in the Pre-Budget Report or even the 40% band?
ASteve Kirkham says: If you are currently operating as a sole trader
or partnership then there are advantages to changing the structure
of the business into a limited company. Sole traders or partnerships pay
income tax in the year it is earned and if profits are variable you could find
yourself dipping in and out of the higher tax rates. With a limited company
structure you can elect to keep the profits in the company and pay tax at the
lower corporation tax rates and therefore avoid the 45% tax rate, unless your
personal requirements demand otherwise. Pension contributions give you
tax relief at your top rate of income tax, with limits based on earnings and
currently an annual cap of £235,000, which is due to increase to £255,000 in
2010/11. Pension contributions could reduce your taxable income so that you
avoid the 45% tax band. In a lucrative trading year then maximising pension
contributions becomes an attractive alternative to paying increased income tax
and charitable donations could be another option worth considering. A
Concept Covers are British
manufacturers of quality wedding,
bridesmaid and eveningwear dress
covers designed to your own chosen
colour ways and produced from the
fi nest 2oz nylon and cotton chintz
fabrics, including outstanding logo
screen printing. Concept are also
manufacturers of robust 4oz nylon
garment covers for men’s formal hire,
the ultimate in strength and durability.
What the World’s best dressed clothes are wearing
Quality Garment Covers Designed
and Manufactured in the UK
BBEH Stand C78
Concept Covers Ltd.Monarch House, Balds Lane, Lye, West Midlands. DY9 8TETel: 01384 897101 Fax: 01384 891171E-mail: [email protected]
Retailer Interview
ATTIRE 75
Tell me a little about your background. What
prompted you to open a bridal boutique?
I trained as an interior designer but when I left
college I went into retail for a few years to gain
enough experience to set up my own interior
design business. Th at was 20 years ago. I have had a
fantastic career path to date which is why it took so
long to leave and set up on my own. I fi rst worked
for Marks and Spencer in a number of posts
from store manager to buyer, to manager of store
presentation, to area controller. I was the youngest
female manager at that time, although I suspect I
have now been knocked off that perch by at least
10 years!
I then worked for Harveys Furniture as a
commercial controller, a very scary and cut throat
business, then at TK Maxx as group operations
manager and a year at Th e Pier as country manager.
So it’s been an incredible journey. I lived in so
many parts of the UK, did so many jobs, and
learned so much about retail. Marks and Sparks
was my fi rm favourite - I loved it. So, after 15
homes in 20 years and knowing most of the
Pickfords removal men personally I decided now
was the time to set up my own business. I knew
it had to be retail as that’s what makes me tick
and I knew I didn’t want to be in the blood bath
that is fashion on the high street; I didn’t want to
go into home furnishings for the same reasons.
So after spending a several months exploring my
options I decided that I wanted to go into bridal. I
was surprised that so many of the shops I visited
seemed quite ‘90s in layout, presentation and also
service philosophy.
How did you decide on the location of your store?
Having lived all over the UK, personal location for
me was secondary. Finding the right area was key
and that took two years. Th e area had to have the
right density of population; it also had to have the
right demographics and age profi le. I found all of
this in Old Beaconsfi eld. Th ere are a number of
great bridal shops near me, with terrifi c reputations
but I off er a very diff erent business model to them.
So when I found my gorgeous shop, in the most
prestigious road, in a very affl uent town, I went
for it. Mind you, my work was cut out for me
We speak to Ellie Sanderson about her beautiful bridal boutique…
Sense and Sensibility
If you serve 300 brides a year you need good business systems in place, you need good customer information systems in place and you need to love what you do. Cynicism or negativity has no place and, in business, people buy people. Surround yourself with positive and successful people.
76 ATTIRE
convincing the landlady, as there were seven other
businesses after the premises!
How did you decide on which designers to stock?
I admire the work of each and every one of my
suppliers; I also love the fact that I have a terrific
relationship with them. I have been open almost
two years now and am still with my original set
of suppliers. So, I feel happy and lucky at the
same time to have chosen so well. I firmly believe
that sticking to six suppliers and developing a
great business with them is critical. There is a fine
balance of not putting all your eggs in one basket
versus spreading your sales too thinly. What’s the
point in label collecting and selling a handful of
dresses from 12 labels; there will be no loyalty
from any designer, your shop will look disjointed,
and your staff will not be able to keep up with all
the stock. I have also steered away from designers
who demand you buy eight gowns a season. Again,
if I did that then I would be forced to buy almost
50 new gowns a season. I do buy a lot of gowns
each season but I control who I buy with. If I am in
love with a designer’s new collection I will buy into
it well, if I am not, I won’t. Isn’t that my choice?
Sadly this forcing of range buying will squeeze out
the buyers that don’t do it, and that is a sin.
Did you have any teething problems?
Apart from firing the builder on day four, not
really. I did have a really steep learning curve. I sold
a gown the first day I opened and didn’t know how
to do a sales invoice on my wonderful new business
system. I also didn’t expect so much emotion from
my brides; I was used to supplying goods, well
displayed, clearly priced and then take the cash. I
was not prepared for body issues, mother issues,
jealous sister issues, crazy bridesmaid issues and so
on. But two years on, it’s all in a days work and I
love it.
What advice would you give other people
opening a bridal boutique?
I am always shocked when I hear young girls
say: “I am going to open a bridal shop because
it so lovely.” Well it is, but it’s not all frocks and
fancy. It’s cash flow, establishing a brand with a
difference, selling gowns at a good margin and
being sharp and professional. If you serve 300
brides a year you need good business systems
in place, you need good customer information
systems in place and you need to love what you
do. Cynicism or negativity has no place and, in
business, people buy people. Surround yourself
with positive and successful people.
How would you describe your current collection?
I have a great collection; I rely on Augusta Jones
Best mens fashion to celebratewww.masterhand.com
PEINE UK LtdTel: 0870 3000 822
Visit us at BBEH in Marchon stand B7
78 ATTIRE
and Kate Sherford for young, fresh and funky
designs whilst Sassi Holford, Stewart Parvin and
Ritva Westenius offer gorgeous classic English
gowns in terrific fabrics. Then I have Stephanie
Allin who creates some really quirky and fashion
led designs. I guess my boutique has a certain
stylish and classic look, but that is what we do.
What do you enjoy most about your role and the
bridal business in general?
Selling, selling and selling; there is no better feeling
than helping a bride find the right gown for her
wedding day. I love the bridal business but do have
a huge fear in the next year of recession we may
just ruin it. It seems that so many retailers’ prices
are up for negotiation. Brides are learning that they
can play us against each other to get discounts. I
saw this in the furniture trade; eventually people
lost faith in the ticket price and just played games
with retailers until they knocked the price down.
We are in danger of allowing this to happen in the
bridal trade. Of course, during this time of careful
spending we should be seen to offer more, but big
discounting will ruin our reputation forever and
working in that permanent “discount today” or “48
hrs of offers” environment is horrible, trust me.
It’s also the beginning of the end. I would urge
retailers to think about payment plans or free shoes
with a gown, fittings included etc. Add value; don’t
de-value the sector that we are in.
Do you hold in-store events?
We love them, we have regular accessory parties,
designer weekends, girls nights in parties and so
on. Any excuse for wine and loud jazz and to get
the till out!
What do you feel makes your store unique and
how do you self promote?
I believe we offer a unique one to one experience
for every bride; they see the same consultant from
the start to the end. We touch base with each client
every month to offer help with shoes, bras, veils
and so on. We know what brides have and, more
importantly, haven’t bought so we tag them and
then keep in close contact to help. Finally, we offer
a dress-the-bride service which they love.
I employ a fantastic marketing company called
Webstrudel.com who invest my marketing budget
wisely. The great thing is they have to justify all
spend with business benefits so I know what works;
we also spend a lot of cash on Google marketing
and search engine optimisation.
How often do you update your window displays?
Every single day, seriously we do. We are on a
main road to the M40 and our windows bring in
more brides than any local magazine, so the last
job every night is to change them to give the girls
in the next day’s traffic jam a treat. We had a bride
come in to buy a Sassi Holford Gown she saw in
my window nine months before she got engaged.
We also had a groom propose in one window
because his girlfriend kept going on and on about
our wonderful windows and gowns! The next day
we did a sign saying ‘she said YES’!
What do you believe is the key to running a
successful bridal business?
Product, price, people - not in any particular order.
Will you be attending Harrogate in March?
I always attend Harrogate, it’s a key date in our
diary and I look forward to the time out to focus
on the next year and of course a good catch up
with people in the trade.
What are you hoping to source from the event?
I am not looking to add any designers, I am
looking to build on the collections I have.
How would you like to see your business develop
in the next five years?
This year, without doubt, is a time to consolidate
and watch costs. We have been open for almost
two years and, having reviewed our business plan
in January, there are a number of changes we will
make due to our growth, on line accessory and
shoe sales being one of them. As for the next
shop, that will only happen when I am totally
convinced I have the right formula and being
a total perfectionist that could take some time.
It would also be at least a hundred miles from
Beaconsfield. This year I am getting married so will
have lots on. I have found myself a lovely wedding
photographer, now I am looking for a gown!
Working in that permanent “discount today” or “48 hrs of offers” environment is horrible, trust me. It’s also the beginning of the end. I would urge retailers to think about payment plans or free shoes with a gown, fittings included etc. Add value; don’t de-value the sector that we are in.
Further information
To find out more, visit www.elliesanderson.com
A
80 ATTIRE
Recession-proofyour businessJane Watson offers her advice on staying strong in a recession
A
Yes it’s been confirmed we are now in a recession.
I have spoken to bridal retailers who are saying
they are really busy; this is great as they are
benefiting from brides who have already booked
their weddings back in 2007 and early 2008.
Indeed, they have booked the Church, reception
venue, car and photographer to make sure they can
have the wedding date and services they want. So
the weddings for 2009 will go ahead regardless; but
how can you encourage the brides to continue to
book their weddings for 2010? You need to work
on this situation “now”.
I would suggest workshops focusing on
alternative ways a bride can still have her dream
wedding, but at the same time cutting the cost.
Ask your staff to make suggestions then prepare a
planner to work from during the event.
The workshops could be held every three
months; who knows, you may have a waiting list as
you approach the 3rd quarter.
Speak to local hotels, travel agents and all the
other services known to you to see what offers they
are giving; don’t forget it is in everyone’s interest to
make sure brides still book weddings.
Now is also the time to sit down and take a
realistic look at your business and planning ahead
is essential. Create a spreadsheet and list the costs
of all your overheads. There may be areas where
you can reduce the overheads, for example, when
was the last time you checked out the competition
regarding the interest you are paying when
you accept a credit card? You could be paying
too much. What are you paying annually for
advertising? Are you spending over your budget?
Always ask for discounts as a regular advertiser, and
perhaps set up the telephone for incoming calls
only and use your free call time on your mobile to
contact customers and suppliers; there are some
really good deals with the mobile phone companies
so take advantage of these offers. Furthermore,
attend as many wedding fayres as possible. It is
not a waste of time, as if a bride sees you at all the
wedding fayres she may think of you first as she
has seen you so many times. How can she forget
that nice Lady from “Mary Browns Bridal” If you
would like help with the advertisng flyer you are
welcome to contact me.
Further informationTo find out more, simply call Jane Watson on +44(0)1256 766 744 or visit www.bridalbusiness.co.uk or www.startingabridalbusiness.com
“Speak to local hotels, travel agents and all the other services known to you to see what offers they are giving; don’t forget it is in everyone’s interest to make sure brides still book weddings.”
“Attend as many wedding fayres as possible. It is not a waste of time, as if a bride sees you at all the wedding fayres she may think of you first as she has seen you so many times before.”
www.expression-photography.co.uk
ATTIRE 83
Mother of the Bride
One of the most popular colours for the mother of the bride, these pretty pink shoes range from fun and funky to stylish and chicIn the Pink
Top to Toe Aside from the bride, all eyes will be on her mother so it’s important that she’s impeccably presented from head to toe. We showcase a selection of shoes sure to add glitz and glamour to any wedding day outfit…
1. Elise +44 (0)1392 207 040 www.rainbowclub.co.uk 2. Aruna Seth +44 (0)20 8773 7859 www.arunaseth.com 3. Rainbow Club Colour Studio +44 (0)1392 207
040 www.rainbowclub.co.uk 4. Ravel +44 (0)1706 212 512 [email protected] 5. Rainbow Club Couture +44 (0)1392 207 040 www.rainbowclub.co.uk
6. Odeon +44 (0)1604 593 600 [email protected] 7. Furla +44 (0)20 7434 3812 www.furla.com 8. Freya Rose +44 (0)845 371 4466 www.freyarose.co.uk
1.2.
3. 5.4.
6. 7. 8.
84 ATTIRE
1
Shining Examples
Featuring modern neutrals and the sheen of silver and blue, these stylish shoes would satisfy the fussiest mother of the bride or groom
1. Hassall +44 (0)1392 207 040 www.rainbowclub.co.uk 2. Moda In Pelle +44 (0)870 410 1001 www.modainpelle.com 3. Rainbow Club Colour Studio +44
(0)1392 207 040 www.rainbowclub.co.uk 4. Furla +44 (0)20 7434 3812 www.furla.com 5. Lotus +44 (0)1604 593 600 [email protected] 6. Rainbow
Club Colour Studio +44 (0)1392 207 040 www.rainbowclub.co.uk 7. Freya Rose +44 (0)845 371 4466 www.freyarose.co.uk 8. Rainbow Club Couture +44
(0)1392 207 040 www.rainbowclub.co.uk
1.
2.
3. 5.4.
6. 7. 8.
BRIDAL, BRIDESMAIDS & PROMS
0208 802 1399
To view our collections please call Nick or Katia on 0208 802 1399
1400
1445
1443
5308
86 ATTIRE
Good news stories are few and far between at the
moment. However one area of retail that has taken
big leaps forward in recent years is technology for
independent retailers.
Computers are now cheaper and more
powerful than ever. Retail software has moved
far beyond EPoS (Electronic Point of Sale) into
comprehensive tools to help manage a modern
retail business, and many have point and click
screens making them easy to use even for the
computer novice.
So, how can technology help? Well one key
area is improving business efficiency. And the
best places to start are the big three cost areas:
staff, property and stock. In the coming issues we
will look at each of these starting here with staff
effectiveness.
Staff effectiveness is about working efficiently.
Working effectively means getting the most out
of your time. Good time management really helps.
A time management technique used in many
successful companies is the urgent/important grid.
This grid allows you to identify which tasks are
urgent and which are important, and then you can
prioritise accordingly. If you have not seen this
before the results may surprise or even scare you.
Urgent tasks are deadline based like those
pressing tasks that must be completed immediately.
Urgent tasks are not always important. Important
tasks give a positive answer to the question;
“Will the activity I am about to participate in
make a significant and long lasting impact on my
business?” The grid shows an example for a retailer.
Improving business efficiency in tough times
With the outlook for 2009 looking pretty grim, we can expect tough times on the high street. So what is an independent retailer to do? One approach is to batten down the hatches and hope the cold winds of recession will pass over. An alternative, more proactive approach is to use this time to make the business stronger, more efficient and better equipped to deal with the changing competitive climate in the years to come.
In the first of a series on retail technology for tough times, expert David Mackley looks at how retailers can improve business efficiency through technology. The
reward for those who get it right is a thriving and more profitable business when the economy turns upwards again.
Urgent Not Urgent
Quadrant 1: Important / Urgent• Serve customers• Manage customer returns• Discounts• Stock replenishment• Place orders• Receive orders• Tidy shop• Cash up• Keeping the books• Manage website
Quadrant 2: Important / Not Urgent• Range planning for profitable product lines • Sell more to existing customers• Make more of suppliers• Keep customers coming back more often• Find new customers• Sell into more channels such as the
internetImpo
rtant
Not
Impo
rtant
Quadrant 3: Not important / Urgent
• Trivial requests from others• Apparent emergencies• Ad-hoc interruptions and
distractions• Accumulated unresolved trivia
Quadrant 4: Not important / Not Urgent• ‘Comfort’ activities, net surfing, excessive
coffee breaks• Chat, gossip, social communications • Lower value activities like tidy stock room
or updating filing
Figure 1. Time management grid.
The fact is that retailers spend most of their time in
Quadrant 1 and 3. Yet it is those tasks in Quadrant
2 that are critical to business success. The problem
is there are so many Quadrant 1 and 3 things to be
done, a retailer has nowhere near enough time for
Quadrant 2. Yet these are the tasks that will change
the business for the better.
The answer is that retailers have to get a
handle on the Quadrant 1 tasks to make time
for Quadrant 2... but how?
This is one area where computers can make a
real difference. They are just naturally very good
at doing repetitive tasks. They can make it much
quicker to manage customer enquiries, discounts,
special orders, replenishment, re-orders and
minimise book-keeping. They can add control and
simplicity and really can put hours back into a day.
Retail Technology
ATTIRE 87
Reducing time in Quadrant 1Here are some areas where computers help retailers
save time. If more than half of these apply to your
shop, how much time might it save you?
1Serve customers: With barcodes and
prices built in to the system serving
customers becomes so much faster and
more accurate. So you have to add the stock
in the first place but adding stock gives you
benefits across many Quadrant 1 and 2 activities.
Once you have done it there are many efficiency
improvements. In giftware, many products don’t
have barcodes and this is fine as well, they can be
sold from the stock system without stock codes
very quickly, failing that hotkeys can be used.
Even if the percentage of products not on
the system is 50 per cent, it still means that the
other 50 per cent will be stock controlled and real
improvements gained.
2Manage customer returns: By scanning
the sales receipt the transaction is
identified, the return button will issue
a refund or credit note and add the item back to
stock so it can immediately put it on the shelf
again.
3Discounts: Instant price changes can be
applied, then a simple POS sign applied
and all the till prices will be correct.
4Stock replenishment: First thing in
the morning, a report can be printed
that shows which stock needs to be
replenished.
5Place orders: The system shouldn’t
dictate what you are selling, it should
make recommendations to you. It can
make good recommendations by analysing sales
trends and profitability of each line. You then have
information at your fingertips to help make the
right decisions quickly. Because all the supplier
information and many of the products are on the
system, reordering existing products is easy. And
adding a new product to the order is very simple as
well and once you have done it, it never needs to be
done again.
6Receive orders: When orders come in
they are booked into the system. Any
item found damaged on delivery is dealt
with quickly. A system can automatically create
a returns letter explaining how many items were
received faulty which can be immediately faxed to
the supplier.
7Handle customer queries: The system will
keep a record of customers so any queries
about special orders, handling deposits
or a Christmas club can be dealt with quickly and
efficiently.
8Tidy shop: There is not much here that
can be done by a computer - well not yet
anyway.
9Cashing up: A computer will keep a
record of all cash and card transactions
and will allow you to check your total
when you cash up and help track where any
discrepancies are more quickly.
10Keeping the books: Many retailers
do a lot of their own bookkeeping,
and it takes ages. Well the computer
system will track all sales values and VAT. A report
will give the information needed to be passed to
the accountant.
11Manage website: Adding and
removing products can be time
consuming. With a multichannel
stock system you only need to add a product
once for the shop, then the information is already
there for the website as well. Name, cost, price
etc. is already there, all that is needed is a picture
and additional text. A computer system saves
duplicating effort by doing everything once.
These are some of the ways in which computers
can save staff time, they can add up to a
large percentage. This can be important, even
fundamental to the success of the business as
it allows precious time to be spent on the vital
Quadrant 2 activities to push the business forward.
In the next issue, staying on the subject of staff
effectiveness we will look at how computers can
help with some of the Quadrant 2 activities in the
time management grid.
David Mackley MBA BSc is MD of Intelligent
Retail, Award Winning Multichannel EpoS
and eCommerce for retailers. He can be
contacted on +44 (0)845 680 0126 or dmackley@
intelligentretail.co.uk. A
“Computers are now cheaper and more powerful than ever. Retail software has moved far beyond EPoS (Electronic Point of Sale) into comprehensive tools to help manage a modern retail business, and many have point and click screens making them easy to use even for the computer novice.”
“A time management technique used in many successful companies is the urgent/important grid. This grid allows you to identify which tasks are urgent and which are important, and then you can prioritise accordingly.”
88 ATTIRE
Beating the Credit CrunchIn these diffi cult economic times, we all need to try new ideas to achieve our targets. Today we tackle a couple of questions on fi nding new customers and getting more sales, without spending a lot of money.
Loud-n-Clear.com Ltd have been making
websites for over a decade, specialising in
e-commerce sites for independent businesses.
Beth Scott from Loud-n-Clear.com answers
your questions.
Branching outQ I want to fi nd new customers by adding new sales outlets. Do you have
any suggestions?
A Th ere are two obvious sales channels you could consider, and both of
them could be done in addition to your own e-commerce website.
Firstly, you can sell both fi nished items and materials on eBay, either listing
them as conventional auctions, BINs (Buy It Now – a fi xed price listing) or
by opening an eBay shop. Th ere are hints and tips to both maximise sales
and minimise costs, so it is worth spending a bit of time reading eBay’s help
systems (they do handy selling guides and also host useful forums) and other
dedicated internet sites. Start with www.ebay.co.uk/help/sell.
Secondly, you could dip your toe into the Amazon marketplace – it’s easy to
think of Amazon as merely somewhere to buy books and CDs but they also
provide a marketplace for myriad traders to sell a huge range of products. Th eir
fees tend to be slightly higher than eBay’s but the way it works make receiving
payments and, if necessary, processing refunds simple and smooth. Again, they
provide comprehensive trading guides and useful forums. Start with
www.amazon.co.uk/gp/help/customer/display.html?nodeId=3149141.
Spend, spend, spendQHow can I encourage customers to buy more?
A Th is is a tricky question – it’s easy to just think “drop the prices” but
there are other approaches you should consider fi rst.
Th ese could include cross-selling (“customers that bought this have also
bought…” or “and you may want the following matching items”), upselling
(putting links to the more expensive items you sell or to options and
accessories), wishlists and “recommend this to a friend” buttons. You could
also off er a free gift or free delivery for sales over a certain level, to encourage
people to add something more to their order. Alternatively you can tempt
people to come back for further purchases by using regular competitions,
newsletters and discount vouchers or codes.
With discount codes there is also the opportunity for some viral marketing
if you can encourage customers to pass them on to friends or, even better, post
them on internet discussion forums or discount websites. If you are selling to a
market that has dedicated online communities, such as mailing lists or forums,
then it may be worth off ering specifi c discount codes to these groups.
Looking at the ways your competitors or other businesses in a similar
market sector attempt to increase their sales can give new ideas and is always
an interesting investment of your time.
Further informationWe welcome readers’ questions for future issues. Please visit our informative
web page at www.loud-n-clear.com to fi nd out more about the numerous
services available.A
NEW WEBSITE: www.elizabethdickensveils.co.ukVisit us at BBEH Stand M38
90 ATTIRE
Tell us a little about your background and what prompted you to set up
your company, Mark Lesley?
I started working in the bridal industry in 1985 and, after 21 years with the
same company, I decided it was time for a new challenge. After discussing this
with my wife Lesley, who at this time had her own successful career in the
civil service leading a large team in an intense and pressurised environment,
Lesley also felt she was up for change. I knew that with Lesley’s extensive
customer services skills, managerial and training experience, coupled with my
industry and business knowledge, we had the potential to create a formidable
partnership. Once Lesley had decided to support the new venture there was no
looking back and Mark Lesley was born.
What do you enjoy most about your role?
Mark Lesley has brought us many fresh challenges and experiences which
we thoroughly enjoy. Developing new designs together and seeing them sell
strongly in the market place is very exciting; however, I have always been very
much a people person and I really enjoy the daily contact I have with my
customers both in person and on the phone. I find this really rewarding and no
matter how successful Mark Lesley becomes this will not change.
Tell us a little about your current bridal collection - how you would you
describe it?
The Mark Lesley collection is very diverse and wearable, there are designs
which suit all tastes, sizes and budget. We place significant emphasis on
quality, fit, comfort and structure; the collection could best be described as
affordable glamour at its best.
What are your best-selling designs?
The collection is split in to four different areas; Mark Lesley Bridal, Paradise
Bridal, Bridesmaids and Prom. Each collection has its own success stories;
however, 3021 from the Mark Lesley collection is a beautifully embroidered
and hand beaded design with a timeless yet classic sweetheart neckline. The
gown is incredibly well structured and flatters all sizes - classic trade marks of
a best seller.
How often do you launch new lines?
We launch two new collections per year to coincide with the British Bridal
Exhibition (BBEH).
You often exhibit at the BBEH – how important is this to your business?
We exhibit at BBEH both September and March. It is very important to our
business as it offers us the perfect platform to showcase our new collections to
both existing and new buyers from many different countries. It also offers us
the perfect opportunity to meet, talk and discuss new ideas face to face with
our customers.
How do you promote your business?
Mark Lesley designs are featured every month in national bridal magazines
and on a regular basis in regional bridal and trade publications. We also
regularly receive editorial coverage of our collections and have just recently
achieved our first front cover (Perfect Weddings Mark Lesley Paradise Design
5014) and also in the following issue Mark Lesley design 3008 was the gown
featured in real life weddings. We currently personally attend around six to
eight designer weekends from November through February to promote our
new designs and our retailers. These are very successful in booked orders
for our retailers and we also see our designs on real life brides. We are very
proud to be regularly recommended by current Mark Lesley stockists to other
retailers, resulting in new customer accounts being opened.
How are you being affected by the current economic climate (if at all) and
what steps are you taking to minimise its impact?
We are not experiencing any downturn during the current economic climate,
A PerfectPartnershipWe speak to Mark Monk about his successful bridal label
Mark Monk and his wife Lesley
ATTIRE 91
in actual fact completely the reverse: our new design opening sales from
BBEH September 2008 to end December 2008 are up by over 60%, while
repeat sales in the first five months of our financial year to end January
2009 are incredible, we have seen month on month growth of over 100% in
comparison to the same period last year. What’s very pleasing is the majority
of this increase has been achieved with current Mark Lesley stockists; however,
we are also continuing to grow our client base carefully.
How many stockists do you have in the UK? Is this stockist base something
you are hoping to grow and would you consider approaching stockists in
other countries?
Our current UK stockist base stands at around 90, which we are looking to
grow to around 150. We also have clients in Norway, Sweden, Finland and
Denmark, supported via an excellent agent and this will see continued growth
through to 2010. Other counties which have bought from us include Lebanon
and Israel.
When did you launch your website and who designed it? How does it
support your business?
Our website was launched August 2007. We currently work with Paul
Taylor and Mike McGuire from Global Effects who, with ourselves, were
an important part of the initial design set up for the website. This is a very
important tool for the business and generates many successful leads and sales
for our customers; ultimately it is the only window for the brides to view the
entire Mark Lesley brand.
What can we expect from your brand in 2009/2010?
For 2009/2010 we will be launching a very exciting new Mark Lesley
collection at March BBEH - we strongly believe our best to date. We are
expanding our current offer to include a higher end collection that is classic
and elegant, and you will also see the introduction of short bridal to the Mark
Lesley brand and over 20 new young and exciting bridesmaids available in
over 50 colours. A
Further information
To find out more, visit the website at www.marklesley.co.uk
G & S Designs
Manufacturers and wholesale suppliers of quality
fashion and bridal accessories.
Come and see our collection at BBEH - Hall A, Stand 22
Tel: 01652 658000 Email: [email protected]
www.gandsdesigns.co.uk
TH March
ATTIRE 93
Winning the lottery is about the only
guaranteed way to beat the credit crunch.
Just imagine how good it would feel, as
you calmly told your business banker that
his extortionate loan and overdraft facility
was no longer required.
Unfortunately in reality very few of us
will ever have the privilege of doing that,
in fact we are 1,000 times more likely to
die over the weekend than scoop the big
prize. Cheery news indeed!
Whilst two of the major banks have
recently announced packages to help
small businesses the fact remains that
lending criteria will still be based on the
long term viability of any given business.
Business owners should, therefore,
be identifying their key business assets
and ensuring that they are adequately
protected to guarantee the future viability
of the business.
Business insurance can play a part
in this by providing funds to replace
the business’ physical assets, buildings,
contents, stock etc, paying for loss of
profit following a gap in trading or
protecting you against claims made by
employees or members of the public.
Look around you now, I would bet
that everything you see is protected by
insurance in some way or other. But, are
these the key assets of the business?
Now look in the mirror, how important
is the asset looking back at you, what
would happen if you were not there or
if another influential member of staff
was unable to work either in the short or
longer term. What insurance is in place to
cover that?
Whilst work related injuries and ill
health within the retail and wholesale
sector are better than in many industries
the fact remains that in 2007/8 95,000
employees suffered an illness which was
either caused by or made worse by their
job. There were 3,429 reported major
injuries and 17 fatalities.
Our roads are safer than they have ever
been but despite this more than 247,000
people were injured on our roads in 2007
with 2,940 losing their lives.
Recent events in Mumbai have served
to bring the risk of terrorist attack back to
the front pages of our news papers.
The fact is that we put our key business
asset at risk every minute of the day.
We clearly underestimate the
importance of people in our businesses
focusing on cost reduction, efficiency
and profit maximisation rather than
relationships with customers and
suppliers, knowledge, experience and
confidence in the business.
• Succession planning – transfer
knowledge to another member of staff so
that the business is not so reliant on you;
• Training – identify someone who
can start learning some of the key skills
required to minimise the potential impact
of losing a key staff member; and
• Insurance – purchase cover to:
- Pay the costs of temporary staff while
a key staff member is off following an
accident or illness;
- Offset lost sales during the period
someone is absent or the time it takes to
find a replacement;
- Pay off bank loans and other financial
commitments;
- Pay a financial benefit to employees and
their dependants.
Types of cover that are available include:
• Life Assurance
• Permanent Health
• Critical Illness
• Personal Accident & Sickness
Because everyone’s circumstances are
different it is important that you get
professional advice from a professional
independent adviser to ensure that the
protection offered exactly meets your
needs providing you with a degree of
financial certainty in what are very
uncertain times.
On the other hand you could always have
a pound on the lottery!
You wouldn’t leave major business decisions to the roll of the dice, so why gamble on insurance? In the current economic climate covering potential hazards is more important than ever. Leaving things to chance might seem like a saving in the short term but it’s a risky business and could ultimately prove disastrous.
A Risky Business
Further information
T H March is a well-established family business founded in 1887. With offices in London, Birmingham, Manchester, Glasgow, Sevenoaks and Yelverton, near Plymouth, the company has departments covering household, motor, travel, commercial and scheme insurance. To find out more visit the informative website at www.thmarch.co.uk
A
Jim Pittman
“If you believe that the loss of key individuals in your business would significantly impact the future viability of the business, what can you do?”
Enquiries: 020 8801 9797 Email: [email protected]
Web: www.hollywooddreams.co.uk
Visit us on Stand B16 at BBEH
Hollywood DreamsDesigner Bridal Gowns
25 Years O f ExcellenceG
ow
n ‘
Mo
nta
nn
a’
Next Issue
ATTIRE 95
Prom WearYour essential guide
Bridal TrendsWe run down the top five
Get AheadFocus on hats
Window DressingSteps to success
ATTIREBridalISSUE 11May/June 2009Available from: 27th April 2009Advertising deadline: 9th April 2009
Next Issue
Industry News Bridal TrendsRetailer Interview
Plus
Best Foot Forward
Stunning bridal shoes
96 ATTIRE
Attire Bridal magazine, the leading trade title for the bridal industry, is available free of charge, six times a year, to qualified registered readers.
To subscribe either:Fill in the form opposite and post
to Attire Bridal magazine, c/o Kline Davis Ltd, Broseley House, Newlands Drive, Witham, Essex CM8 2UL.
Photocopy the form and fax to +44 (0)1376 514 555
Telephone +44 (0)1376 514 000 Register online at our website
www.attirebridal.com
Subscribe
SUBSCRIPTION FORM
Are you responsible for purchasing?
Yes No
Name
Job title
Company Name
Address
Postcode
Telephone Facsimile
Email Address
Please tick one or more of the boxes below which best describe your business.
Independent Bridal Retailer Wedding Planner
Multiple Bridal Retailer Other (please specify)
Department Store
Number of employees
1-5 6-15
16-30 31-50
51-100 101-300
301-1000 1001 +
Annual Turnover
£0-£25000 £25,001 - £50,000
£50,001 - £100,000 £100,001 - £250,000
£250,001 - £1,000,000 £1,000,001 - £5,000,000
£5,000,001 - £10,000,000 £10,000,001 - £50,000,000
£50,000,001 +
Do you wish to receive a free copy of Attire Bridal Magazine?
Yes No
Signature
Top 5 Reasons to subscribe
1 It’s free for anyone working in the bridal industry2 Each issue will be delivered direct to your door3 Find out about forthcoming trade shows and exhibitions4 Be one of the first to preview next season’s collections5 It’s packed with informative features to help boost your business
£§•
FIELD
7 Standen StreetRoyal Tunbridge WellsKENTTN4 9RL
(01892) 521146
Royal Tunbridge WellsKENTTN2 5TN
(01892) 548511
98 ATTIRE
On Display
Exclusive designer footwear & handbags for occasional, party and bridal wear.
182-185 Dudley Road,Wolverhampton WV2 3DR
Tel: +(44) 01902 456800
Fax: +(44) 01902 457568
Mobile: 07866 592293
Email: [email protected]
www.lexusinternational.com
See us at:
Moda Footwear, NEC, Birmingham
British Bridal Fair, Harrogate
Beadmaster.com are a leading supplier of loose beads and jewellery making components to costumiers, jewellers, designers, dressmakers, dancers and many more people.
We are dedicated to offer a new and extensive range of beads and components to our loyal and new customers.
Tel: 01924 240 947 Email: [email protected] www.beadmaster.com
We offer a fast, reliable and friendly service on our continually increasing range (currently over 1,500 choices) of bridal fabrics.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, shimmer, chiffons, crepes, various embroidered and beaded fabrics, inc tulles and chiffons.
We also offer a range of embroided/beaded edgings and motifs.
Michael’s Bridal FabricsUnit F15, Northfleet Indst Est, Lower Road, Northfleet, Kent DA11 9SW
Tel: 01322 380480/568 FAX: 01322 380680
We have no minimum order value or quantity.Credit/Debit card payment accepted. Free monthly updates on stock availability
Email: [email protected] - www.michaelsbridalfabrics.co.uk
If you would like to meet us during the Harrogate show to see our existing collection or the newest articles, then please e mail or phone
us on the numbers shown here to make an appointment.
Specialists in the Art Of Dyeing Shoes
CLASSIC GLAMOUR FOR EVERY OCCASIONA stunning collection of stylish brides-
maids, prom and eveningwear.
Dresses in sizes 6-30 wholesale at £75 to £95, with flowergirls for ages 2-11 from £50.
For a sales appointment contact:01823 [email protected]
KATESHERFORD
to book an appointment with our
Sales Executive to preview the new
2009 Spring Collection contact:
01823 256012
designed and handmade in England
www.katesherford.com
OL I V I A MA EOL I V I A MA E