bridal buyer 2011-09 10
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BUYIN
THEBES
THESHOW
Thethinking
brideWHAT IS HER VIEWOF RETAILERS?
TRENDSTHE KEY
PLAYERS PREDICT
CLEVERPLANNINGGETTING THE
BEST OUT
OF HARROGATE
SMALL
TALKMAKING THEMOST OF TWITTER
PROMPOWER
SCHOOL-LEAVING
AGE WILL
CHANGE IMPACTON THE MARKET?
350+
STARSOF
COLLECTIONSWHY BBEH
IS UNMISSABLE
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BBEH 2011
Hall Q - Stand [email protected]
|
justinalexanderbridal.com
|
01908615599
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2011
FINALIST
Best Bridalwear Manufacturer
2011
FINALIST
Designer of the Year
We look forward to seeing you on Stand C16where you can view all
our beautiful collections including Veromia Bridal, Veromia Couture by
Jason Jennings, Sonsie and Veromia Bridesmaids.
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020 8804 [email protected]
Come and see us at
British Bridal Exhibition Harrogate, UK
Designer Hall Stand D2011-13 September 2011
Sophia
BY ALAN HANNAH
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Stand C16
We look forward to seeing you on Stand C16
where you can view our beautiful Bridal, Bridesmaid and Prom Collections
2011
FINALIS
Best Bridesmaid Collectio
2011
FINALIS
Designer of the Year
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Come and view our gorgeous award winning dresses on Stand C16,
we look forward to seeing you there
2011
FINALIST
Best Bridalwear Manufacturer
2011
FINALIST
Best Plus-size Collection
2011
FINALIST
Designer of the Year
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2011
FINALIST
Best Bridalwear Manufacturer
2011
FINALIST
Designer of the Year
We look forward to seeing you on Stand C16 where you can view all our beautiful collections
including Veromia Bridal, Veromia Couture by Jason Jennings, Sonsie and Veromia Bridesmaids.
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See us at:
BBE HARROGATE
Sept. 11th-13th
Stand M20-M23
Couture Bridal Division of
UKfree phone:0808.120.2337
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SPRING 2012 collections launching at BBEH
11 - 13 September, Hall C Stand 27/36
For more information, contact Michele ONeill:
[email protected]; tel. 0845 838 1041www.dessy.co.uk
Existing accounts please visit: www.customsamples.com To apply for a new account visit: www.dessy.com/retailers
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A L F R E D S U N G
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Victoria KayThe Art of the Dress
Please visit our web site to see our stunning new collection.
For more information or to book an appointment please contact
us on 01424 427284or e-mail: [email protected]
Please visit us at BBEH stand A21 to view our 2012 collection
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We will be showing our stunning2012 collection at:
Visit us on Stand 42 Hall Q
Receive significant discountswhen you place your order at the fa
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~
The INSPIRATIONALnew SUITCASE collection.EXCEPTIONAL FITTING
bridal gowns designed to GOANYWHEREfor your big day.
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w w w. j o h n c h a r l e s . c o . u k
LONDON
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|
sinceritybridal.com
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0190861551
1
2011
FINALIST
BBEH 2011
Hall Q - Stand Q1
Best Bridalwear Manufacturer
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Are you keeping your brides happy? Are
you sure about that?
BIS advises on the best ways to buy
Features
Beverly Lister in the spotlight
Raising the school-leaving age could be
very good indeed. For brains and business
What the key suppliers plan for 2012
What the industry rates as the best bits
Report from Europes largest bridal show
Top-notch advice for would-be exporters
Is it worth a retailers time?
Time to brighten up your best features
Regulars
Copyright 2011 Ocean Media Exhibitions Limited. All rights reserved.
Reproduction of any written material or illustration in any form for any purpose,
other than short extracts for review purposes, is strictly forbidden. Neither
Ocean Media Exhibitions Limited nor its agents accept liability for loss or
damage to transparencies or any other material submitted for publication. The
of the Editor or Ocean Media
BACK ISSUES If you would like to purchase back issues
please call us on 020 8955 7040 or
email [email protected]
132
166
EditorSusi Rogol 020 7431 2259 114 Cholmley Gardens,
London NW6 1UP [email protected] Kim Colley
Clive Burton Nardene Smith 020 7772 8317
[email protected] Gemma Isteed 020 7772 8396
Allana House 020 772 8312 [email protected] /Alliance 0208955 7040 [email protected] Judith Sutton
020 7772 8393 Wendy Adams 01423 770120 Printech Europe
Bridal Buyeris published six times a year by Ocean Media Exhibitions Ltd,
1 Canada Square, 19th Floor, Canary Wharf, London E14 5AP
Tel 020 7772 8300 / Fax 020 7772 8587 / wwwbridalbuyer.com
20
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120126
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Contents
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www.davincibridal.com
Davinci welcomes new and existing stockists to view the new Spring 2012 Davincibridal and bridesmaid collections at BBEH 11-13 September stand C74
For further info please call 01727 85145
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THE
AWARDS2O12
Benjamin Roberts is about to make a
lot of women, and the boutiques they
shop at, very happy. You can saygoodbye to across-the-pond sizing
(and guesswork) as, starting
with Spring 2012 deliveries,
LOVE by Enzoani patterns
will be graded according to
typical UK 12, 14 and 16 sizes
with an additional one inch added
to the waistline (thank you Ms Taft).
Size 6 will be a much-welcomed little
additional for the label. +44 (0)1792
564710 / BBEH Cairn Hotel
NEWS you need to knowWhere do you start? The biggest news of all is what will be
unveiled at Harrogate and, from the sneak previews we have
had, the new season kisses goodbye to safe styling and goes all
out for serious glamour, a signal that the good times are back
Cover image: Main shot, stunning black andwhite gown from the 2012 collection ofEternity Bridal, C25/39; insets, left to right:Crystal Couture; Jasmine Couture; Venus;Rainbow Club; Jean Yves. All gorgeous. All at
Harrogate, 11-13 September.
Thethinkingbride
350+
Feathery friendsJOAN LEE IS A BBEH REGULAR
and her great accessories collectiois always popular. New for 2012 is a
luxury range of real feather wraps,
boleros, capes and even jackets in
ten high-fashion colours with wrap
and capes also available in large siz
+44 (0)161 480 0435 / BBEH B4
ARIANNA, THE DESIGNER ARM
of leading UK bridal accessories
company Linzi Jay, has introduceda beautiful collection of barefoot
jewelled sandals that are perfect
for destination weddings and
honeymoons. The concept is
perfect sparkling foot jewellery
that ensures top-to-toe style and
the colour choice in stones is
brilliant, so bespoke is available.
+44 (0)1254 665104 / BBEH
Cairn Hotel
UnmistakeablyMaggie
FOR MAGGIE SOTTERO, SPRING
2012 ushers in a return to all things
feminine: ribbon belts jewelled
with sparkling embellishments,
hourglass silhouettes designed to
cap sleeves and bodices to enticeand intrigue. Skirts vary from grand
whimsical tulle and organza ball
gowns to the chic sophistication of
slim chiffons A-lines. At Harrogate
you will see voluminous skirts
crafted from soft folds of fabric,
cascading layers, and an individual
take on short gowns.
+44 (0)151 339 9139 /
Majestic Hotel
Beach beauties
NEWSIN BRIEF
Perfect fit
Dont forget!Cake
and bubbly and your
chance to win one of
20 fab goodie bags
on the Bridal Buyer
stand A45. But you
have to wish us Happy
Birthday to qualify.
Pick up your awards
entry packin Hall
A, next to the Bridal
Buyerstand and hey
good luck.
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Can you pick a winner?These six gowns, from Amanda Wyatt, Ellis Bridals, Justin Alexander, Maggie
Sottero, Mark Lesley and Veromia, are finalists in the Wedding Dress of the
Year category in the Bridal Buyer Awards 2012. They will be on display at
BBEH September. The winner, selected by consumers voting for their favourite
online, will be announced at the Bridal Buyer Awards, 12 March, 2012. There
will also be a display of 2011 awards winning pieces at BBEH September.
GOOD NEWS? OH YES. HALO & CO
will be launching a new website at
Harrogate which could change the way
you can purchase its products.The Halo
team will be on hand at BBEH to talk
you through the site and answer any
questions. Whats different? According
to sales director Vince Frodsham, the
site is designed to reach and excite
brides-to-be about the Halo & Co brand,
who will then be re-directed to the
brands stockists to make the sale, unlike
the accessory companies who vie with
retailers and sell direct to consumers. Of
particular interest is the trade section of
the site which will have a fully-automated
ordering facility and show all the
collections, plus news, reviews and trend
advice. +44 (0)1745 859730 / BBEH B17
HALO & CO isabout to boostyour business
Good readsat the showBridal Buyer /
www.bridalbuyer.com A45
Perfect Wedding C10
Wedding Ideas A42
Brides Media Lounge
Irish Wedding Journal Media Lounge
Scottish WeddingDirectory Media Lounge
Bonny goes for goldDo you know about Bonny Bridals Gold? Introduced a couple of
years ago, it is never advertised and does not appear on the companys
website. The only images stockists see are those in the Gold catalogue
and they have to sign a contract agreeing that they will not use
the images online, or photograph the gowns. That way Bonny can
guarantee that Gold cannot be faked and
strengthen its fight against copy-shops.
See the new Gold Collection at Harrogate.
+44 (0)1279 418555 / BBEH A20/34
JUSTIN ALEXANDER MAGGIE SOTTERO AMANDA WYATT
ELLIS MARK LESLEY VEROMIA
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01625 521547A www.charlottebalbier.comA [email protected]
VISIT US AT STAND A37 AT BBEH
Designed in the UK
Introducing
the new 2012 collection
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Anny Linn a true originalFootloose nomoreRAINBOW CLUB HAS NOW
brought its childrenswear
collections together under one
umbrella and from 2012 all kids
shoes will be available in the newRainbow Club Kids range, providing
a coherent offer for retailers while
allowing customers a wide choice
of designs. Included in the dye-
able collection is Abigail, chosen
by the Duchess of Cambridge for
her little bridesmaids and Sam,
the popular trainer style for girls
and boys. New styles include
Jemima, with beautiful bow detail
and pleating across the front, and
Hetty, dressed up with a hand-
trends include elastic bar straps,
satin-covered heels and pretty
decorations with just enough
sparkle to be magical.
+44 (0) 1392 207030 / M42
Its a wrapNeed a garment bag? A display
stand for jewellery? A gorgeous
box for bridal treasures? The
suppliers at BBEH will have what
you want at the right price
Alphawrap B1
Angel Forever
by Elegancia UK Q31
Concept Covers C78
Hoesh International B29
Inca Jewellery C55
Jewellery World C51
The Empty Box Company Q28
Not content with adding the excellent MOB range Bella Rosa to its ever-growing portfolio, Romantica has signed a deal with design star Anny Linn
European launch pad. Imaginative, exciting, and gaining critical acclaimeverywhere, this young talent really has something different to offer. Shemay be tiny in stature but her couture collection in silk, chiffon and taffetais stylish, clever and tells a very big story. +44 (0)1884 860728 / BBEH St
George Hotel
Lingerie at BBEHArianna Cairn Hotel
Benmark B5
Blue Ribbon Petticoats M29
Body Wrap for Brides Q21
By Wishes C62
Carnival Creations A10
Diva Intima C62
Dominique Lingerie B5
Elila Lingerie B5
Flattering Me Collection A10
Glamour You Bra C62
Heading Up! M34
Imogene M15
Julie France Shapewear B5
Jupon A10
Lormar B5
Merry Modes B5
Power Curves C62
Secret Weapons C62
Silhouette M12a
Sticky Straps A10
Swappers C62
First timers at Harrogate
Aahan Jewellers Q20
Annais Q42
Belle Luxe Q17
Blossom Tiaras M9
Body Wrap for Brides Q21
Claire Mischevani D24
Crystal Couture L3
Elegancia UK Q31
Hazaar of London Q22
Her Best-Kept Secret L6
Kevan Jon L4Jonathan James D3
La Femme B13
Lisa Marie L5
Lizzie Agnew L2
Lovett & Co Q21a
Martha May Q23/24
Pilgrim Q26
Private Label by G Q45
Starlet Jewellery Q34
Verise Collection Q30/38
Victoria Ann Millinery B23
Some are brand new names in the
business, some are established
labels looking to build their
customer base. All are new to
Harrogate and have something
special to offer.
STARLET JEWELLERY
PILGRIM
VERISE
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Hall Q Stand Q7
Stockist Enquiries
Tel: +44 (0) 1621 784784
Email: [email protected]
The British Bridal Exhibition
11th 13th September 2011
Mark Lesleywww.marklesley.co.uk
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* THE RBA DINNER-DANCEyou may still be able to get a ticket
for the Associations annual bash
at the Majestic where there is good
food and drink, entertainment, the
chance to mix and mingle awayfrom the pressures of work and,
oh yes, the announcement of the
winners of this years RBA awards.
Whos going to walk away with the
titles this year? For ticket enquiries,
email [email protected]
* ALREADY SUPPORTERS OFWater Aid, CAFOD and Habitat for
Humanity, Amanda and Andrew
Bradwell of Eternity Bridal are now
using their experience and contacts
in the bridal industry to raise
money towards various important
charity projects in Uganda. Setting
up shop, they intend to keep it
supplied with wedding apparel, the
proceeds of which will help fund
various initiatives set up by Children
of Hope Uganda. Amanda has
booked a Harrogate restaurant, Le
Bistrot Pierre, for dinner, sponsored
by GAC Logistics, on Sunday 11
September, right before the BISCO
party at the Majestic, and is inviting
show exhibitors to buy tickets.
The 10-per-head charge (which
includes a two-course meal and a
full bottle of wine per person), will
be donated in full to the charity.
Space is limited and available on a
email
[email protected] to book.
Shape assuredUS BRAND, BODY WRAP,
one of the originators of shape-
wear, will be launching its Bridal
Wrap Collection at Harrogate. Using
seamless technology to enhance
places, the functionality of theproduct is counter-balanced by
touches of prettily-printed lace. The
science-side of the Wrap which
is impressive will be explained by
the experts at on the stand at BBEH.
+44 (0)1423885374 / BBEH Q21
ENJOY
New for 2012 and featured at
BBEH is the cleverly-namedDrama Queen by Amanda Wyatt,
a fab collection of gowns forprom princesses, fashion-minded
bridesmaids and party-goers
who want a great look.
Available in sizes 4-26, a
kaleidoscope of colours and
a huge numbers of stylish
silhouettes, the collection
is priced from just 69.
+44 (0)1625522344 /
BBEH A18/36
Making a drama of it
Dom Bridalslaunches newlabelSEPTEMBER BBEH WILL SEE
a new name entering the
competitive, accessible-price
arena, a sector in which
Dom Bridals is not currently
represented. Prices in this
highly-commercial collection
start at just 165, with
bridesmaid dresses (available
in taffeta, chiffon and satin
and 60 colours) starting at
60; get an order in for six
bridal gowns for stock and
you will receive six bridesmaid
dresses free an excellent
introductory offer. On top of
all this very good news is that
orders placed at Harrogate in
September will be delivered
before Christmas. Enjoy a
glass of bubbly on Doms new
stand in Hall Q.
Donna Saladojoins MarkLesley
MARK LESLEYS BURGEONINGbusiness, which now
encompasses bridalwear,
bridesmaids, prom and destination
weddings collections, as well as
the eponymous top, has taken on
top talent Donna Salado as Head
of Design. In addition to assuming
responsibility for the creative
direction of Marks brands, Donna
will continue to develop her
own-name couture label under
the Mark Lesley umbrella. Mark
has pledged to put the same level
of customer service, back-up and
support behind the Donna Salado
label as he applies to his core
new and vibrant media campaign
is planned.
+44 (0)1621 784784 /BBEH Q7 and Q7a
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The Ronald Joyce team invites you to view our beautiful new collection
on Stand M19 at The British Bridal ExhibitionStyle: 65002
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On the Brimas stand you can see its specially-developed
software in action, and not only will the benefits become
immediately apparent, but so will the ease with which the whole
thing operates. Large touchscreens, ipads and android tablets
will take you through the technologies and show how the
software can help improve your bridal business. Designed over
a two-year consultation period with over 100 bridal retailers,
this is seriously worth consideration. There is a show-only offer
to retailers who sign up to the product at BBEH of a discounted
set-up fee. Dont miss out on a great opportunity for a deal and
a glass of bubbly! +44 (0)141 530 9061 / BBEH A3
RACHEL FARRIMOND
(above left) and Isoline
Hickman met when
they were both studying
costume design in 2004
Now in business together under the
name Hazaar of London, they produce
inspired convertible wedding gowns of
fabrics sourced in the UK. It is Hazaars
aim that a bride can walk down the
aisle looking classically beautiful and
walk into her wedding reception
looking equally stunning, but ready for
the celebration.Bridal Buyertalked to
Harrogate.
How did you two get together
where did you meet, and was it
We met while studying Costume
Design and Construction at the London
together on an 18th-century project
and realised that our concepts, design
styles and interests were developing
in similar ways.
So when you were ready to set up in
One of the things we loved about
Costume was designing for a character
or personality. We really feel that bridal
is often about that, a one-off beautiful
Some of our style icons are Dior and
Grace Kelly in the 50s we love the
glamour and elegance of fashion in
that era.
Who are the names you admire
We love the delicate detail of Jenny
Packham and the drama of Vivienne
David Fieldens use of fabrics and
surface textile design exciting and
admire the uniqueness of their design.
Tell us about the collection youll be
showing at Harrogate what gives
it its personality and what makes it
They are all convertible dresses
designed with elegance and
sophistication in mind. Each dress has
a removable under- or over-skirt giving
the bride the option to change her look
without the need to buy a
second dress.
Where are you sourcing your fabrics
and embellishments, have you been
All of our fabrics and embellishments
are sourced in the UK. We like to
use UK suppliers for our fabrics and
trimmings and our gowns are all
made in the EU.
We are inspired by a mixture of things
the small waistlines of the 50s, art
deco design, the elegance of ballet
and classic style. Our interests are
incredibly varied and we are always
evident in our collection.
Will you be checking potential
stockists out before you supply
them and what will you be looking
We want buyers who share our passion.
There are some retailers we know
of that we would love to work with.
However, we are looking forward to
meeting lots of shops at Harrogate as,
through talking to them, we will be able
to guage how our brand would work
with individual stores.
What are some of the pitfalls, and
We actually work really well together
and bounce ideas around all the time.
We are always coming up with new
designs and discussing what we do or
dont like about them. We have quite
a silly sense of humour, which helps
if we dont agree on something as it
generally ends up being quite comical.
What price bracket have you
We have tried to keep our price
range within the middle market. Our
wholesale prices will start at 450 and
go up to 800, with recommended
retail prices of 1,200 to ,2500.
if you could design a dress for
crossed you wont say Pippa
Middleton!)
We would love to design a unique dress
for Lily Cole. She is classically British,
we consider her to be a contemporary
icon with intelligence and grace and
feel her personality would translate well
with our design concept.
See Hazaar of Londons stunning
collection of convertible gowns at
BBEH, stand Q22.
A two-way storyChapter one: Two bright young design students meet at the London
College of Fashion, work together on a project, fall head over heels
in love with bridal, and set up in business. Now Harrogate is the
start of a new chapter for Hazaar of London
Special extrasButterfly L1
Helena Cotter Sales Training KS1
Industry Development KS3
Klassy Covers C76
Makepiece C56
Retailers Network (Bridal) KS3
Rockliffe House M32
Brimas going live
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BBEH - Designer Hall D3
www.jonathanjamescouture.com
JONATHAN JAMESC O U T U R E
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R E T A I L
F O C U S
It takes a degree of bravery to open a brand-new bridal shop well
away from a high street. More so, when the two partners have zeroexperience in the industry. But now in its second month, Anya BridalCouture is proof that dedication and the will to succeed is what it takes
W
ITH AN ADDRESS
that reads The
Hampshire Barn, St
Clairs Farm, newly-
opened Anya Bridal
Couture certainly
looks, on paper,
like a fairytale. The story is in fact a dreamcome true for friends Anja and Lisa, who only
started discussing opening a shop together last
Christmas and just seven months later, in July,
were ready for business.
One could assume that this was the natural
progression of two women who had spent
several years in the industry, but in fact Lisas
background is in sales and marketing for a
luxury yacht company and Anja, while having
20 years experience in retail, had sold mainly
white goods.
We both wanted to get into something more
feminine, and bridal offered us that as well as
the ability to help people fulfil their dreams,
says Lisa. Selling wedding dresses enables us
to play a big part in a very special occasion and
that really appealed to us. However, neither of
us has ever worked in bridal before, so this is
Something newhousing the bridesmaids dresses and the other
the office. At ground level there is one large
changing room and plenty of seating for the
bridal party. The three main hanging areas
hold the six collections; there is a separate shoe
section, and areas for veils and accessories.
We wanted somewhere with character and
originally found a unit in Fareham town centre
but the landlord was dragging his heels and
we were in a hurry. As time was of the essence
we widened the search once we startedlooking outside the box, we found the Barn
pretty quickly. It was wasted as an office for
structural engineers and is far more suited to
our beautiful bridal shop.
The girls were able to put up half the money
required themselves and sought a bank loan for
the rest. They had a really good business plan
drawn up and finance was easily arranged.
Lisa liked Anja as a name. Although Anja
herself was less keen but was persuaded
eventually when they changed the spelling to
Anya to prevent mispronunciations.
Although the Barn is in rural countryside it
one huge learning curve.
Cue lots and lots of research! Lisa trawled
internet forums to find out what girls expected
from their bridal shopping experience. She
made a note of all their findings, both good and
bad, and she and Anja set about learning lessons
from this. Next step was Harrogate in March to
source some dresses. We found some fabulous
suppliers to work with and particularly fell
in love with the Jasmine collections, but we
werent in a position to place any orders as wehadnt signed a lease. We made a note of the
dresses we wanted and got back in touch once
the property was sorted out.
The partners also went to visit Romantica
and Phil Collins at their premises and Ronald
Joyce came to the Barn when it had tatty blue
carpet and nothing elsenot even facilities to
offer a cuppa! says Lisa.
The tatty blue stuff is long gone, replaced by
plush cream carpet to complement the country-
style limed wood furniture and contrast with
the beamed ceiling. The barn is open, spacious
and light with two mezzanine floors, one
Anya Bridal partners, Lisa Davis,
left, and Anja Yilmaz, shared a
business plan that included a fair bit
of research meant that they were
ready to open their business just
seven months later
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Cream carpet, dark wood and subdued
lighting set the stage for the magical
shopping experience. Accessories have
their own, individual areas allowing a
customer to stay focussed, initially on
months since they opened the doors of
Anya, their reputation has spread
is on a main road and only ten minutes from the
M27. With plenty of free parking, total privacy
and masses of space it is everything they could
possibly want.
As they are not on the high street the girls
cant rely on passing trade, but they are
focussing on effective marketing. Lisa does
regular mail shots, and ensures that the shop
has an active Facebook and Twitter presence.
Anya advertises in Wedding Ideas, Perfect
Weddingand also a local magazine. They are
registered on and advertise on several online
wedding directories. Lisa closely
monitors the referral rates from
these so she can plan where to
advertise next year. They also
do local advertising and show
at local wedding fayres. We
really enjoy doing them they
are a chance to meet brides face
to face. They can see that we are
friendly and helpful and we go
armed with our iPad to show off photos of
the fabulous barn and our beautiful dresses!Starting small with just a handful of
collections, Lisa and Anja nevertheless feel
confident that they can offer something for
everyone. With prices ranging from 450
to 2,000 and sizes going up to 22, most
brides should find something here. As well as
traditional styles weve also got some unusual
pieces and in just the few weeks since opening
we have been told many times that we have a
stunning collection.
They currently carry bridesmaids dresses
by Romantica and Ronald Joyce, and they
plan to add another range at Harrogate in
September. We dont carry MOBor prom wear
as such yet, but the Ronald Joyce bridesmaid
collection could very easily be used for evening
and occasion wear. There are a lot of military
personnel in this area with the need for dresses
for summer balls and we offer a 10 per cent
military discount, says Anja.
The shop carries accessories from Paradox,
Filippa Scott and Halo & Co as well as the latters
pick-and-mix veil system. Stocking accessories
means that we can offer the complete look,
says Lisa. Sometimes adding a veil or the right
hair accessory makes the
dress and therefore makes
the sale!
Owning 50 per cent of the
business each means that
Anja and Lisa are a very
tight partnership. With only
the two of them working
there (plus an independent
seamstress who does the
fittings onsite), they both
need to be hands-on and available seven daysa week. The paperwork is shared, with Lisa
dealing with marketing and ordering while
Anja takes care of the accounts and pays the
bills. Meanwhile they are both in evidence on
the shop floor.
If we are really busy, or one of us is away,
my mother-in-law will come and help. But we
need to run the business for a while before we
are in a position to hire anyone. That means a
lot of hard work and long hours for us for a
while but thats the same in any new business
it will be worth it! says Lisa.
The girls are to be commended for putting so
much into their new business, but sometimes it
pays to outsource certain elements. Naturally
we wanted a really good website and as I have
trained as a web designer I set out to do it
myself, says Lisa. But there was so much
else that needed to be done, it kept slipping to
the bottom of my to do pile. So I caved in and
enlisted the services of a professional, and he
has finished it off for us. The website is crucial
to any business we are proud that ours looks
fantastic with lots of great photos and has all
the information our brides need.
Anja and Lisa have taken the unusual step of
opening the shop purely on an appointments-
only basis, from 8am to 8pm seven days a week
We believe that brides deserve an experience
that is truly special and we could not guarantee
this unless we have just one bride in at a time.
They have the whole Barn to themselves and are
made to feel like a princess! Each appointment
lasts two hours, which allows plenty of time
for a bride to make one of the most important
decisions of her life, says Anja.
The grand opening on the weekend of
July 9 and 10 was a huge success, with 200
people through the doors and 58 appointments
booked. The duo created a mini wedding fayre
in the next-door barn, which was a great draw
and has inspired them to do a mini vintage
wedding event when they launch a collection of
Anoushka G dresses in September.
We saw the Anoushka G range at White
Gallery and really felt that it was right for our
shop, says Lisa. It is a stunning collection
of stylish designs some are heavily-beaded
creations and others are simply timeless. We
are very excited about this range; we feel it
will suit women of all ages. The styles are less
traditional bridal gown - maybe suited more
to a bride who is searching for something
different yet still sophisticated and stylish.Standing on the threshold of this new horizon
is very exciting, but daunting nonetheless
especially at such a difficult time in the
economy. We are totally focussed on making
our business go from strength to strength,
says Lisa.
Anja agrees: We plan to increase our
ranges very slowly, while continuing to offer
outstanding service. We offer something over
and above a traditional bridal shop, yet we
have dresses at affordable prices. We think that
brides deserve an unforgettable experience. We
are here to provide just that.
R E T A I L
F O C U S
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to e nqu i r e a b ou t thi s e xqu i s i t e l i ne p l e a se c onta c t
UK 0800 961 140
Eire 1800 556 118
www. e s s ens e de s i g ns . com
see why Essense, by design, is different
view the new
September 2011 collection
at
British Bridal Exhibition
HARROGATE11th - 13th September 2011
in the
Queens Suite
Acc ess fr om the li nkwa y b etw een Hal l C & Hal l Q v ia an esc al ato r, li ft or sta irs
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Hollywood Dreams has alwaysremained faithful to its opulentand much-loved look. So, whenbroadening its offering, it madesense to introduce a new label withits own personality and name
How chichow right
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M
ARINA ADAMOU, THE NAME
and talent behind Hollywood
Dreams, has been designing
fairytale dresses for close to
30 years and today, as one
of the doyennes of the bridal
industry, she is dressing the
daughters of many previous Hollywood Dreams brides.
So distinctive is the labels look that the newest
generation of aficiondos know exactly what to expect big,
voluminous skirts, perfectly-sculpted bodices with nipped-
in waists and the most fabulous beadwork and embellishments. The look
is timeless, as is the appeal. Over the years colours have been added to the
traditional ivories and whites chalky-pale pinks, powdery blues, rich
champagnes, and who can forget that amazing scarlet? but it is the fit
and the silhouette that has remained true to the brands unique identity.
Early on in her career, Marina knew the direction she wanted to
take. Coming from a family long-established in the fashion industry
she could have easily remained focused on the mainstream, but it was
her fascination with old movies, and Hollywood in its siren heyday,
that influenced her work; bridal was a natural outlet for that passiongiving the young designer the freedom to create her own expression of
glamour. The name Hollywood Dreams was a natural; the success that
accompanied it nothing short of amazing.
With a formidable pedigree that has spanned decades, and an
international demand for the original Hollywood Dreams style, the idea
of moving into a new arena has been a real challenge for Marina.
Recognising the value of her core proposition, and the ramifications
of moving away from it, she spent time analysing the market and its
present-day needs. What I found, she said, is that there is a place
for a collection that has the same quality standards as Hollywood
Dreams, the same approach to design excellence, the same individual
personality, and that is underpinned by the reputation of a highly-
regarded parent brand. Once I understood that, and took the message
on board, the picture for a new line became quite clear.
One thing that was apparent at the start of this
journey, was that the new venture had to be aimed at
a different market. Hollywood Dreams brides will not
settle for anything else. But not every bride can afford a
Hollywood Dreams dress.
In creating the new collection which we have called
Chic we have focused on a different sort of bride, one
who wants sophistication and elegance and is very
modern in her lifestyle and attitude. She is a girl who
wants a contemporary take on the fairytale gown, so for
her there are slimmer lines, lighter touches, more plays with fabric than
beaded embellishments. Chic is fresh and feminine, red carpet rather than
grand ball, with lots of twists and turns and high-octane sex appeal.
Retailers who have seen the collection are already heralding it as a
big player for the future. The fact that it carries a more accessible retail
price tag 795 to 1,350 means that shops who could not offer the
Hollywood Dreams collection because of price, can buy in to a top-quality
proposition from a heritage brand. Great news for the market in general,
and particularly for discerning brides working to a budget.
At Harrogate, you will see a stunning 15-piece Chic collection. Thefabrics Marina has chosen, to keep prices carefully pegged, include
polyester taffeta, organza and soft tulle, some with beaded lace
embellishments; colours this season are the bridal classics, white and
ivory. Sizes on offer will be 8-18, and larger sizes will be possible, at a
surcharge. All in all, a pretty perfect equation.
Advertising support for the new label has already started the Chic by
Hollywood Dreams message comes over loud and clear and it is one that
brides will pick up on fast, and start checking for their nearest stockist.
You can see the brand, alongside Hollywood Dreams, at BBEH.
Thanks to careful planning Marina and her brilliant team are perfectly
organised orders placed at the show will be delivered in December. And
that is the best news of all.
+44 (0) 20 8801 9797 / BBEH A32
Wheraas Hollywood
Dreams is all about
big skirts and
heavily-beadworked
embellishments,Chic has a lighter
touch, a slimmer
silhouette, and
simple but highly-
effective details. The
Hollywood Dreams
pedigree is another
big bonus
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HarrogateStand B-14/16
September 11-13
MacDuggal.com
Tel: 001-630-789-1011
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martina l iana is global glamour
for bridal couture
to enquire about this exquisite line please contact
UK: 0800 961 140
Eire: 1800 556 118
view the new September 2011 collection at
British Bridal Exhibition
HARROGATE
11th - 13th September 2011in the Queens Suite
Access from the linkway between Hall C
and Hall Q via an escalator, lift or stairs
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El l a Br i dal s i nv ite s y out o ex per ien c e t he e n c han t in g n ew
Stem 2011 Coectinat
British Bridal Exhibitio
HAR R O GATE
11th - 13th September 2011
in the Queens Suite
Access from the linkway between Hall C
and Hall Q via an escalator, lift or stairs
www. e l l ab r ida l s . c om
To make your appointment please call
UK : 0800 961 140 | Eire: 1800 556 11
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think they wanted us to buy something and
get out of there. Struggling out of one gown,
she fell over. It was time to leave. We couldnt
believe it. As soon as we got in the car, we all
burst out laughing. I just thought, if this is
what its going to be like, then its going to be
an absolute nightmare. It was the first shop Id
gone into and it really put me off.
Brides often complain about rushed or
uninterested assistants. Valentine had an
appointment with one boutique, but noticed
that staff were rushing around and werent
interested in what I wanted. They seemed more
interested in themselves. They were almost
rushing me and my friend out of the shop.
Needless to say, they didnt get a share in her
1,000 dress budget.
Event organiser Jo Penfold, 35, married
transport manager husband Joe, 39, at a
boutique hotel in Lewes, Sussex in December
2009. I visited about four shops, she says. I
had a few bad experiences with snooty sales
staff in one who made you feel you werent good
enough for their dresses and were very pushy
and clock watching.
Ogunleye, whose August
2011 Catholic church
marriage to 37-year-old fianc
Akin Bobola combined UKand Nigerian traditions, had
a similarly unsatisfactory
experience. She admits that
she was hard to please (she
had fallen in love with Alan
Hannahs Melita dress but
couldnt afford it, and nothing
else seemed to match up).
But when she visited one
retailer with her six bridesmaids after making
an appointment, she found staff hurried and
impatient.
When she tried on then rejected the first two
dresses, an assistant asked her if there was
any point in continuing. I just thought that
was rude, Ogunleye says. Maybe I was being
a bit of a bridezilla at that point. But I wasnt
too impressed with that firs
visit.
Inflexibility is another
complaint. Lloyd, who has
three bridesmaids, says oneshop would only let her bring
two to a fitting. Brides feel mos
let down when a shop already
has their custom but still treats
them shoddily.
Penfold, who had a 1,200
dress budget for her 2009
wedding, was initially pleased
with the service from the shop
where she bought her ivory Mori Lee gown. Bu
things went downhill when she returned with
her five bridesmaids to buy their dresses.
Penfold was told no appointments were
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necessary, but found the shop was packed and chaotic with few staff to
help. Assistants made unwelcome comments. Two of my bridesmaids had
recently had babies and staff made them feel uncomfortable about their
weight and how much they needed to
lose, she says. My 12-year-old niece
had just started wearing a bra and
was self-conscious. She was told not
to be stupid and uncover herself to
get into her bridesmaid dress.
If a bride has a bad experience, or
even hears about one, it could put her
off shopping in boutiques completely.
But it really doesnt have to be this
way, if retailers listen to customer
feedback then act on it.
The message from modern brides is
straightforward. Retailers must at least get the basics right if they are to
win their custom. A warm welcome, pleasant staff (and enough of them),
good, honest advice and a great range.
Extra touches can help to push a boutiques status from good to great,
say brides. Evening opening would be a boon. So many weekends are
taken up with sorting other stuff for the wedding like menu tasting,
says Forbes. It would be nice to finish work and go and try a dress on. If
they were open until 8 or 9pm, that would be great.
Shops could also raise their game, say brides, by offering a drink on
arrival and water during the fitting. One recent bride suggested shops
provide an inspiration area stacked with bridal magazines; another said
a ten-minute initial consultation on wedding theme ideas would help. The
best shops, of course, are already offering many of these things.
Above all, brides want to be made to feel special as they approach their
Big Day. When they walk into a shop, they could be feeling frazzled from
a hard week of work or childcare. Staff may also be under pressure, but
the brides dont want to see this. They need to be soothed, not stressed.
As Penfold puts it: Treat the bride-to-be like a VIP. This is one of the
biggest purchases of their life, during a stressful period. Some tender
loving care is much needed.
MOST BRIDES SAY THEY SURFED THE INTERNET FOR DRESS IDEAS.
Bride Molly Forbes says: When any of my friends went to a wedding or got
married Id be on Facebook straight away looking at the pictures of the
bride and checking out her dress.
The web was also important for
technician Sandra Jones, 41, needed
a plus-size gown for her March 2011church wedding to Chris, 42. She used
the web to track down shops with a
decent plus-size range.
Some of the brides looked online
for second-hand dresses, but none
considered buying a new dress that way.
Only one Rebekah Lloyd said shed
from a second stockist then using this to
dont get. Weve saved thousands of pounds through negotiating.
The web plays a big role inbridal planning
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We havent seen you for a while.
Where have you been hiding out
Ms Lister?
I bought my shop three years
ago, and have been channelling
a lot of my time and energy
into developing the product mix
and introducing new designs.
I have a strong relationship
with my current stockists and
have continued to supply them
with new styles which have
been promoted via the press
and through PR, even though
I havent formally exhibited at
Harrogate in the past couple of
years.
So in that time has your design
approach changed?
No, the design approach has
remained the same. I still believe
in classic shapes, beautifully
cut and made from the finest
materials I can find. The Beverly
Lister brand is very much about
creating timeless and flattering
gowns and these qualities can be
seen throughout my collections
over the past 20 years.
How would you compare your
work now with, say, ten years
ago? What influences you and
inspires you the most?
I have grown massively in
confidence as a designer in that
time and I believe my style is more
identifiable now than it was then.I have always been inspired
by the glamour of 1950s fashion
which can be seen in many of
the designs but other influences
such as the recent Royal Wedding
are carried through the design
process in line with current trends
and what brides are looking for.
How many pieces are there in
total in your 2012 and what is
the retail price range?
My retail price range is 1,800
to 2,800. So far we have 12 new
styles in the collection but I will
continue to add as inspiration
takes me.
Who would you say is the
Beverly Lister bride today? How
old is she, whats her style?
The Beverly Lister bride knows
her own style and wants a gown
that is classic and timeless, but
not mainstream. Im not entirely
sure that age comes into it as we
have made gowns for brides aged
Ive had amazing exposure on the
popular bridal blogs, websites
and within national consumer
and trade press over the past 12
months which has generated
substantial brand exposure.
The blogs in particular have
proved very effective as a media
platform as they are current and
relevant to brides today, providing
fresh content virtually every day
of the week.
We have also been involved in
styled shoots such as the hugely
successful Cool Britanniashoot to
celebrate the Royal Wedding and
will continue to be involved
in shoots such as these.
I have a PR agency onboard
to push brand awareness and
ensure consistent coverage of the
collections and all this activity is
supported with carefully-targetted
advertising and promotions in the
appropriate media.
You know, better than many
designers, what the retailers lot
is like. How have you made your
shop different and what brands
do you carry?
I made a decision to only carry
labels that are designed and made
in England. This is important
to me and is also extremely
important to my brides. They
Welcome back to Harrogate. Tellus about the collection you will beshowing in September?The 2012 collection is classic and glamorouswith ingnue touches a bit Audrey Hepburn-
meets-Doris Day. Lace will, of course, bea feature as its a signature look for theBeverly Lister brand and very on trendat the moment, as will croppedjackets, sleeves and waistline styles.
20 to 70, but typically our brides
are aged between 25 and 35.
How many retailers are you
looking for in the UK and
abroad?
Now theres a question! I believemy designs suit a niche market
and I want to have a very firm
hold on production and quality
control. Twenty shops would be a
good number to ensure that the
Beverly Lister label is accessible
without sacrificing the quality
that is integral to the name.
What plans do you have to
promote your label now and
what support will you be giving
stockists?
52
Her talent is hugely admired and her gowns much loved. Now you can see them at Harrogate Beverly Lister
In conversation with...
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go to great lengths to utilise
local suppliers and products for
their weddings, so why would
they want a dress that is made
abroad? I am thrilled to showcase
the work of Lyn Ashworth, Blue,
Chanticleer, Leigh Hetherington,
and of course, Beverly Lister!
We also offer a collection of
lovely accessories including
Polly Edwards, Cherished, Joyce
Jackson and Rainbow among
others to create a complete look.
We are very privileged to have
the skills to offer a bespoke
service for brides and our made-
to-measure gowns (we make an
individual pattern for every bride)
is nothing short of awesome. We
guarantee a perfectly-fitting gown
for every bride.
Have you missed being in the
very heart of bridal? Whats
brought you back?
For me, the heart of bridal is the
bride. Meeting and styling brides
in my store is design heaven I
get inspired every day by talking
to them and helping them find
their ideal look.
However, I have been inundated
with trade enquiries since the
re-launch of the Beverly Lister
website last year and the beautiful
photography of the 2011
collections that I thought it felt
the right time to make a returnto The British Bridal Exhibition
in Harrogate and share
the collections with other
retailers.
What are the biggest
changes you have
witnessed in the market
over the years, from a
designers standpoint and
also a retailers?
The internet has had
a huge impact on this
industry of ours. Brides
can now view any collection
anywhere in the world,
which can be more than a
bit disconcerting and is not
always helpful in their search
for that special dress.
In many ways, I think
shopping for a gown is going
to come back to basics with
brides visiting a designer and/
or a boutique that will advise
them and style them, and not
just sell. Its interesting that so
many designers have opened
flagship stores to showcase
their collections and be on the
front line personally meeting
brides. Its often just as much
about the brides overall
experience as it is about the
dress and nothing compares
to a one-to-one boutique
experience.
Okay, got to ask the question
who would you most like to
dress?
Pippa Middleton her style
is at once classic, elegant and
youthful. She looked absolutely
incredible at the Royal
Wedding as a bridesmaid, as
the world unaminously agrees,
so who wouldnt love to dress
her?
Forfurtherinformation,visitwww.beverlylister.co.ukSeeBerverlys2012collectionatBBEHDa6
So what are your very favouritefabrics right now, and colours?Lace is my fabric of choice without a doubtbut I also love high-quality satins, doubleduchesse and cotton/silk duchesse. Pale
oyster has been exceedingly popular as acolour as it gives a depth of tone to lace andhas a very vintage feel.
,
www.bridalretailersnetwork.co.
Membershipis available to all Bridal Retailersregardless of time trading.
Visit the Website for full list of benefits ofbecoming a member.
Bridal Consultancy Service
Bridal Retailers Network
Starting a new Bridal business?Established Bridal Businesses?Everything you need to know about the industryVisit the website for additional information.
www.bridalbusiness.co.uk
Enquiries:07500 33 44 80or visit
BBEH Kings Suite KS3 next to Hall Q
www.bridalretailersnetwork.co.uk
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The closing dateThe closing date is 5 December 2011. Entries
received after that date cannot be included.
The judging processThere will be a number of judging panels:
A 7-member panel comprising suppliers, a
member of the media and a trade association
representative will judge the North and
South retailer awards. Secret shopper and
spot checks may be included.
A 3-member team made up of web experts
will judge the Best Retail Website category.
A 7-member team of retailers, media and a
trade association representative will judge
the supplier awards.
For the first time, The British Bridal Designer
of the Year will be the designer who has been
selected by no less than 20 of his/her peers.
The Best Student Designer is judged by
sponsor Ian Stuart and Susi Rogol of Bridal
Buyer.
The Wedding Dress of the Year will be voted
for online with consumers picking their
favourite of the finalist gowns at the websites
of the National Wedding Show, You & Your
Wedding magazineandCosmopolitan Bride.
Entrants who have made it to the final
line-up will be informed by email by
4 January 2012.
73
THE
AWARDS2O12
The 2012 categories
Best Bridal Retailer North
Best Bridal Retailer South
Best Groomswear Retailer North
Best Groomswear Retailer South
Best New Bridal Retailer
Best Retail Website
Best Bridal Manufacturer
Best Groomswear Manufacturer/Supplier
Best Bridesmaid & Prom Collection
Best Occasionwear Collection
Best Bridal Headdress Designer
British Bridal Designer of the Year
Best Plus Size Collection
Best Student Designer
Wedding Dress of the Year
HallofFame
Startingwiththe2012A
wardsprogramme,anyc
ompanyorindividualwh
ohaswonthesame
titleforthreeconsecutiv
eyearswillmoveintoth
eAwardsHallofFame,
affordingagreater
opportunitytoothersinthefield.
The Awards NightThe Bridal Buyer Awards
will take place in Harrogate
on Monday 12 March,
during BBEH, at the
Harrogate Exhibition
Centre, and hosted again byTV stylist John Scott. The
glittering event, attended
by more than 600 guests
representing all sectors of
our industry, is a highlight
of the year. For ticket
enquiries,contact Georgia
Pick on +44 (0)1423
770120.
The 2012 Bridal Buyer Awards
programme will cover 15 retailer
and supplier categories, and two
special awards. It is time to start
thinking about your submission.
Entry packs will be available on theBridal Buyer stand at BBEH (11-
13 September), and online at www.
bridalbuyer.com from 1 September
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www.ELLISB
RIDALS..co.u
k
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schoolt
HE CURRENT PLAN IS TO RAISE THE SCHOOL
leaving age to 17 in 2013 and then to 18 in 2015.
Whether this is a good thing or not for students,
teachers, and not least the youth unemployment
figures will, no doubt, continue to be
debated. Theres also a big question-
mark over the impact it will have on ourindustry. With no school-leaving to celebrate at
16, what will happen to the school prom?
School proms are an American import.
Formal dances have been held for years at
the end of the senior year in US high schools.
In the UK they are largely a 21st-century
phenomenon, a catalyst of which has beenHigh
School Musicaland similar American films and
TV shows. Proms have become an important
rite-of-passage for British teenagers too, often
their first-ever chance to look really glamorous and have fun
before they say goodbye to their schoolfriends. The end of
the summer term now sees stretch-limousines packed with
58
According tothe Department
of Education,the school-
leaving age isset to rise in
the next coupleof years, for
the first timesince 1972.JillEckersleylooks
at the possibleeffect on the
prom market
Whats happeningto the
prom?excited 16- and 18-year-olds in their first grown-up dresses
celebrating with their tuxedo-clad boyfriends before they all
go their separate ways. If these youngsters are staying on
at school, will they still be celebrating?
Manufacturer Mark Monk of Mark Lesleythinks they will, though he has detected signs
of nervousness among a very few retailers.
Some are saying they wont be buying as
much promwear, he says. The truth is we dont
know what the impact will be, but I have spoken
to three big suppliers who all felt it would be
minimal. Certainly we, as a company, are not
planning to reduce our numbers of promwear
designs at all. Kids are used to this type of event
now. Raising the leaving age may mean that the
structure changes slightly but thats all. The school prom
is the first big opportunity they have to dress up and
have a special night out and that wont change not
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according to our young employees anyway!
Our industry is going through a tough time but retailers
can be re-assured that the prom market is solid over the
next few years. In fact it could be a growing market!
An extremely un-scientific straw poll among a dozensecondary schools all over Britain reinforced Monks view
that the prom will continue to be a big feature in the lives
of Britains teens. Most of the schools we spoke to actually
have two proms one for the Year 11s who have just
finished their GCSE year and another for Year 13s who have
completed their A levels and are planning to go off to college
or university. None could see the situation changing.
Haydon School in Pinner, just outside London, was a
fairly typical example. We have year 11 and Year 13 proms
and havent really considered what might happen once
the leaving age is raised, said a spokeswoman. They are
organised by the students themselves but supported by the
staff. Theyve become more elaborate over the years; some
spend a lot on clothes, hair and make-up but others much
less. The prom is something the students look forward
to, a big event in their lives. Our proms have always gone
smoothly and given the students a chance to celebrate
finishing their exams. We havent even discussed the
possibility of any changes.
We have discussed it but we think our Year 11 and Year
13 proms will continue, was the message from Bourne
Grammar School in Lincolnshire. The students love gettingdressed up and having a special celebration. We may change
the name of the Year 11 prom to the Summer Ball rather
than focussing on leaving but otherwise we expect it to
carry on.
Greenbank High School in Southport, which is in an area
where students transfer to sixth-form college after GCSEs,
say that their Year 11 prom will continue to be held even
after the school-leaving age is raised.
So far, so re-assuring. Promwear manufacturers are also
optimistic about the changes.
It wont affect us one iota, says Sonny Johar of Wembley-
based company Gino Cerutti, whose office, co-incidentally, is
very close to a company which rents out stretch limousines
to eager prom-goers. Sonny has seen for himself that there
is an increasing demand.
Young women are extremely fashion-conscious and
the school prom is an important part of becoming an
adult for them, he says. They are not going to give it up
and we may find that the market for promwear gets even
stronger. Our job is to make sure that the girls have a good,
lasting memory to take with them. They send us photos of
themselves in our dresses and stories about their proms. It
is now an important part of teen culture.
To be honest I didnt know about the raising of the school-
leaving age, says Lucas from Xcite Prom. In any case the
school prom is like a coming-of-age celebration and I cant
see that changing. The next generation of teens wont want
to miss out whether they are staying on at school, going to
Is there a style trend for
prom? Some girls will
always go for glitter and
layers of netting what
could be more party-ish
than that? but others,
perhaps the slightly older
ones, are looking for
dresses with red-carpet
appeal. Below left: sparkle
from Ruby Prom; right:
elegant dressing from
Xcite Prom
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sixth-form college or starting an apprenticeship. We find that todays
prom designs are quite mature and that the 16- and 18-year-olds aspire
to similar looks. Theyre influenced by celebrities and the red-carpet
styles more expensive and sexier than traditional princess dresses.
Michele from Ruby Prom also feels that school proms will continue.
She has also noticed the beginnings of a trend towards junior proms
for children leaving primary school.
Some of the shops we deal with have taken our dresses apart for
younger children, she comments. To me it feels a bit wrong, its
straying into the territory of kids beauty contests, but it is a very small
number of shops.
Sonny Johar, on the other hand, describes the demand for junior
prom outfits as astonishing. By the age of ten or 11 children are very
aware of fashion and retailers like Zara and H&M are changing the rules.
At this age, they are still children though, and manufacturers
have to be careful to get the designs just right.
What do the retailers themselves think? Jules Pearson
of Bridal Belles in Bolsover, Derbyshire is pretty sure
that proms will continue.
If anything, were selling more promwear, she
says. Girls come in and tell us they cant wait
for their prom. This year weve seen a trend
towards cocktail-type styles rather than
the big prom dress but it varies from
year to year. Schoolgirls want what
their friends have one year it maybe short, the next year its long! With
the younger girls, its usually mum
who pays so they dont look at the prices,
but the 18-year-olds are often buying their
dresses with money from their part-time
jobs, so they are more price-conscious.
One of the local schools has had
a junior prom and I have been
asked a couple of times about
Prom is all about colour and the brighter the
better. Shortie dress, left, by Gino Cerutti;
ballerina-length gown by Mark Lesley
dresses, but generally parents are not willing to spend a lot of money on
an 11-year-old and prefer to buy something off-the-peg.
Louisa Turner is now studying at Uni and has happy memories of both
her Year 11 and Year 13 proms at Brook Weston City Technology College
in Northamptonshire.
They wont die out. If the schools stopped organising them, the
students would take over! she says. We all definitely wanted a prom
with long dresses like other local schools.
The Year 11 one was more expensive. Mum bought me a 100 dress
and we had a limo there and back. Some of my friends spent more. By
Year 13 you dont need the same pomp because youve been there and
done that, but its still fun!
Oh, it will stay the same, agrees 16-year-old Gabby
Pegg, who recently attended her Year 11 prom at
Uppingham Community College. Everyone talks about
it all year and it has become a tradition. The Year 9s
and 10s came to watch and wont want to miss out
when its their turn! It does come out expensive,
my dress was 180 and there was hair, make-
up and a limo on top. Most of my friends spent
the same. Apart from a wedding, its the most
expensive event in your life!
Tasha Blythe-White wore a bridesmaids
dress (30 from TK Maxx) to the Allerton
High Year 11 prom in Leeds.
Some of the girls paid up to 300 for theirdresses, though, she says. Im sure the school
prom will carry on, my school had proms for Year
11s and Year 13s and everyone enjoyed them!
Time to worry then? The only thing retailers
should be worrying about is if you have
enough room for all the promwear your young
customers will want.
At BBEH September you will find more
than 60 promwear collections. Check out
the exhibitors on page page 106. You can
pre-register for the show at www.bbeh.co.uk
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Stockist Enquiries
Tel: +44 (0) 1621 784784
Email: [email protected]
The British Bridal Exhibition
11th 13th September 2011
Hall Q Stand Q7A
Come and Experience the New Fabulous Donna Salado Collection
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10
Retailers are under pressure to survive in thistough economic climate. Rachael Rowles, Salesand Marketing Executive at Trudy Lee, suggeststhe measures that should be taken to stay aheadof the competition
GETTING BRIDES INTO YOUR SHOP IS ONLY HALF THE
battle. You need to ensure that you have the best collection
of dresses within your shop to keep every bride happy; this
is why its so important to represent the labels you stock in
a way that makes your shop stand out.
1I HAVE ALWAYS BELIEVED ITS BEST FOR A
shop to carry fewer labels and to spend their money
investing in these collectione showing your brides
the best, at the same time while building strong and
lasting relationships with your suppliers.
63
TIPS
TOP
ITS IMPORTANT THAT YOU AND YOUR STAFFhave in-depth product knowledge of your variouscollections, and pride in what you are selling. This willgive brides the confidence to buy from you, knowingthat they will have an unforgettable experience.2
3WHETHER YOU ARE A NEW BUSINESS DECIDING WHICH
suppliers to carry, or an existing stockist looking to take
on a new label, its vital to do your research. There is no
point in having gowns on your rails that cost 3,000,
when your customers will not pay more than 1,000 for
a dress. Concentrate on your own market, and let other shops who
only stock 2,000-plus dresses sell to those brides. This will allow
you to invest in the collections that will work best for you.
4WHEN ORDERING YOUR SAMPLES, ENSURE THAT YOU
have an eclectic collection of dresses across your
different labels. Look for styles within each collection
costly mistake; you want gowns to offer a real choice of
silhouettes, details and fabrics.
5
NEVER SELL BEST-SELLERS OFF THE RAIL WITHOUT
replacing them you will be missing out on potential sales
if you do. At Trudy Lee we carry stock of our best-sellers,so that when a retailer sells a sample to a bride who has
left it to the last minute, for example they know they can
replace it fast and not miss out on additional business. And
if a label discontinues a style that has done well for you, look to your
other suppliers for a similar style or silhouette.
7ENSURE YOU HAVE NEW STYLES
coming into your shops throughout the
year; buying only once a year puts you at a
disadvantage over your competitors. Bride
who start shopping for their wedding dress
early could well come back to your shop
several times and will expect to see something new. Buying
your collections twice a year will allow you to show brides
new styles, as well as highlight new trends. Remember the
early bird always catches the worm!
OFFER YOUR BRIDES THE FULLpackage add-on business can makea healthy difference to the value ofa sale. A selection of tiaras, veilsand shoes will help you to style a
brides look, but be discerning inyour choice too many differentstyles can be confusing. Dealingwith bridesmaids can sometimes
be a challenge too many girls,too many options and, often, alow budget to work with. But youshould never forget that its these
bridesmaids who will one daybecome brides and you want them to
think of your shop first when theylook for their own dream dress.
10REMEMBER THAT A PROFITABLE
business constantly reviews ways to make
it more successful. Look at your opening
hours and monitor the times of your
booked and walk-in appointments. Would
it be wise for you to change your opening hours? If your
competitor is closed on Monday would you benefit by being
open that day? And, dont forget, your website is a fantastic
opportunity to sell yourself. Use your suppliers images as
those are the ones girls will see in magazines.
8HAVING A GOOD CHOICE OF SAMPLE SIZES IS
essential ordering all your dresses in sizes 10 to 14 is a
big mistake if your brides average size is 14-plus. Every
bride deserves to look her best and to feel beautiful
no matter what her size and should have the same
experience as every other bride. Dont miss out on this opportunity:
stock a plus-size label or choose a supplier who, like Trudy Lee, has
no upper size limit on their chart. Ask your sales rep for advice he
or she knows which dresses have hanger appeal in larger sizes.
9
6DO NOT OVER-CROWD YOUR RAILS. IF A DRESS IS NOT
performing, then why hold on to it? Sell it off and replace
it with a new-season sample. Ask your sales reps about
top repeaters and consider those styles with a proven
track record. Also, make sure your samples are kept
clean and fresh no bride will feel like a princess in greying tulle.
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Opposite page, Tiana; above
left: Sleeping Beauty; right:
Ariel; below, sketches from the
all-new maidens range which
will launch at Harrogate
Layering in someform or another is
the key story from
this stunning label.
It could come in
narrow tiers that
movement, or in
transparencies that
show off a simple
silhouette beneath a
top layer dotted with
elaborate detail
treasures of the sea, with a mermaid silhouette featuring embroidered
lace, pearl beading and sequin sparkles, while the regal, one-shouldered
taffeta gown for Tiana reflects her independent spirit with an asymmmetric
bodice and ruched skirt. The latest addition to the range, Rapunzel, is one-
shouldered with a dropped waist and pleated bodice, incorporating three-
dimensional satin petals on the skirt with light-catching crystals and
sequins. The current collection is available at over 69 bridal boutiques in
the UK and Ireland at retail prices that range from 599
to 1,199 and in sizes from 6 upwards.
I first saw the dresses in Chicago, says Richard Lill,
Vice-President of UK Sales for Alfred Angelo. Until then
they had been a closely-guarded secret but the media
picked up on them straight away and UK customers
started to make enquiries, literally within minutes in
fact we had our first hit after 22 seconds! The gowns
were launched in the UK last November.
I have been in bridal for 14 years and I had never
seen a response like it. Retailers were taking
orders from their customers before their samples
had reached their shops; brides wanted them
without having had the chance to see them,
touch them, or try them on! It seemed that the
Disney name, alongside our own, was enough
for them. The essence of the princess theme
runs through all the designs the pricing,
the Alfred Angelo name, the Disney brand
every component is right.
Lill points out that Disney is a sophisticated
and highly-professional company. The
strength of brand is astounding, he says.At Harrogate this September, retailers will
see the 2012 collection for the first time,
which will include Rapunzel (who will
actually be granted princess status at the
Kensington Palace event in October) and
eight bridesmaids (known in Disney-speak
as maidens) gowns and eight Blossoms
or flower-girl dresses, all designed by Michael
Shettel and his team.
Lill is looking for further country-wide
distribution for the label which is available n o t
only to his Alfred Angelo stockist network but al so
to non-Alfred Angelo stockists; he believes retailers
commiting to the collection will reap great rewards. We have had no
negative feedback. Cinderella is our fifth best-seller over our complete
range, followed by Belle, and Ariel, a fishtail design. I suppose I was mos
surprised by the success of Jasmine, which is the least mainstream of
the designs and not suitable for every body shape but that has sold really
well, too. At the end of the day its the design and quality which counts
and the Princess gowns score high on both points. Price is another of the
special attributes of the collection.We want the collection
to be accessible to every bride so she can realise her dream
without going beyond her budget.
Naturally the company is hoping to attract more retailers
at Harrogate but they have to be the right buyers, Our
shops have to agree that they wont sell online and must
respect our recommended retail prices, says Lill. We fee
that price-cutting cheapens a brand. And we oversee
our stockists advertising and make sure its
appropriate.
And stockists taking on the brand will be be
assured of real support. Every retailer is
important to us and we will back them with
strong marketing campaigns and beautiful
thought-provoking images, says Lill. The
Disney connection is very important to us
as a company and we are proud of the
association. We have always been a large
advertiser; we invest in our brand so tha
people know we are there.
Stockists will be listed on our websiteand the Disney Fairytale Weddings site
Some 80,000 brochures with stockist details
are sent out to brides who enquire about
Disney Fairytale Weddings. We advertise in
bridal magazines and provide window banners
and individual hang-tags for each dress. For
example, the Belle tag reads: the heart, like a
rose, blossoms when lovedand on Jasmine i
says: happy ever after becomes your greates
adventure. Our aim is to make every brides
fairytale dream come true!+44 (0)1908 585818
BBEH The Cairn Hotel
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Making the most of BBEHAt Harrogate September there will be hundreds of collections to see, many
from companies you already know, others from names that are new to you
and whose offering looks promising. Louise Dicks of BIS member Richard
Designs, offers her suggestions for a successful buying trip
The starting pointBEFORE COMMITTING TO AN ORDER, check
the terms and conditions. Do you need to pay
in advance? Is there a minimum order? Can you
re-order and if so, how do you go about this? Is
there a minimum order on reorders?
IF YOU DO NOT NEED TO PAYin advance, ask
Will I get a credit account? if so, do you need
IF YOU DO HAVE TO PAYin advance you
will need to know who you are paying in case
something goes wrong.
FIND OUTif the company is based in the
UK or overseas. Ask if the goods are going to
be made to order or will be coming from a
warehouse.
Practical Advice
HAVE A WALK AROUND THE
halls before you place orders
This will help you to get a feel
for overall styles, trends and
colours before making any
decisions. Then take a closer
look at any stands that have
been particularly recommended to you or
that you have heard of before.
Wear comfortable shoes, take a bag or
even a bag with wheels (to avoid carrying
it all day), a drink, an umbrella, and plenty
of warm clothes as British weather can be
unpredictable!
Make the most of the show guide to keep
track of what has caught your eye and what
youve bought. If youre short on time mark
down the exhibitors you want to see and take
a methodical approach.
If you can, visit for more than one day. This
gives you a chance to browse before you buy,
helping you keep a level head and keep track
of your budget.
Visit the catwalk shows! It is a great
opportunity to see how the dresses look on
a real person, how they fit and move, and
which accessories complement the gowns
Theres always a great buzz in the halls and a
fantastic chance to network too!
Dont be shy of asking questions and
looking closely at the products youre
interested in. The exhibitors are there to help
you, so ask away!
Keep a notepad to jot down the value of
each order you make to keep within budget
Dont forget to take a copy of each order with
you and keep them in a safe place.
Leave plenty of time to avoid being in asituation where you have to rush as this can
lead to buying things you dont need or want
or even missing out on something because
you didnt have time to stop and look!
If you are short on time or running low on
your budget but have seen a collection you
love, make sure you take their details and
give them yours.
Stay somewhere comfortable so you can
enjoy your stay in the beautiful city and rest
in the evenings after a busy day.
As tempting as it is, dont drink alcohol
during the day when you are trying to buy
near to you with the same products. Do some
research before the show so you have an idea
of who to approach.
ASK WHAT THE PACKAGING WILL BE LIKE.
For example with jewellery, does it come in a
presentation box or just a packet?
CHECK THE COLOUR OPTIONS FOR RE-
ORDERS. Can you order the item for brides in
CHECK DELIVERY TIMES. Bear in mind that
some companies buy their products from
abroad and have a limited number of itemsfor re-order. Check that all re-orders will arrive
exactly the same as your samples to avoid
brides being disappointed.
ASK IF THERE IS A MINIMUM NUMBER ON
RE-ORDERS. This is particularly important
when buying shoes as sometimes you are
required to buy several pairs even if you just
need one pair for a particular bride. Make sure
you are comfortable with the practical side of
stocking a particular line.
WHEN CHOOSING YOUR DRESS SUPPLIERS,
different colours or sizes? This is particularly
important for sizes of lingerie. You and your
staff need to know which sizes are available foryour brides.
WILL THE SUPPLIER HELP YOUby having a
representative or agent who can come to the
shop if you need advice or have a problem?
YOU NEED TO KNOW IF YOU CAN RINGthe
company during the day and that they will have
someone available if you have any queries. If
the company does not have the same working
hours as you, or if there is a language barrier
you need to be aware. Check the supplier has a
customer service department who will be in the
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Lavish layering, bold
detailing and delicious
fabric combinations
are a feature of the
adventurous UBER
2012 collection from
Jonathan James Couture
throughout the UK and Ireland and also
sells in Canada and Australia. He doesnt feel
that there is a stereotypical Jonathan James
Couture retailer, although he has found that
most of his customers share a passion for the
label.
They enjoy the fact that my team and I
are prepared to work very closely with them
listening carefully to their wants and needs,and exceeding their expectations with each
collection! he says. I am genuinely excited
about showcasing new collections to retailers
and its always a great moment when I see
their positive reaction to what I have created.
My collections are becoming increasingly
popular with the higher-end stores. This has a
lot to do with the styling and design qualities
of the collection and sort of brides it attracts.
Yet my trade prices make the range accessible
to most stores and deliver an excellent profit
margin. I made a conscious decision when I
launched my label that I didnt want a retailer
on every street corner. I wanted something that
had more of an exclusive feel, that brides were
happy to travel for and that allowed retailers a
chance to achieve their desired mark-up.
For 2012 Jonathan says he has mixed the
traditional with the modern, often using
traditional bridal fabrics in a different and
highly contemporary way. UBER includes
ornate chiffon gowns, incorporating feathered
detailing as well as fairytale gowns mixing
silks and tulles. My retailers are loving the
fabric-change options, because it broadens the
appeal of the collection and that means more
brides can buy into it, whatever their budget.
Any particular celeb he would like to
design for? Jonathan admits to a hankering
to create a gown for Lady GaGa. I could let
my imagination run riot and she would love
it! he enthuses. I would actually say that
her popularity and styling are what led me
to follow my heart when creating UBER. The
recent Royal wedding gowns were beautiful in
their own right though I was hoping we were
going to see a