The bridal industry -- and everything related to it -- is like no other.
Because many people love weddings for their romance and their beauty, there are
a lot of professionals who want to enter the business, particularly the champagne
colored bridesmaid dresses business. After all, wouldn't it be great to just
have an idea, find a pretty spot for a salon, buy what you love, open the
business up to the public and away you go with the register ringing all day?
(Easier dreamt than done!)
Other bridal professionals often ask me for advice pertaining to my
experience of owning and operating a bridal salon for over 30 years. So, here
are 10 of my secrets to success that I hope other would-be salon owners can take
to heart.
1. Retail is detail. The personal connection you make with each client
revolves around one very important occasion. And the planning of the event
itself is a completely absorbing process for the bride, her fiancé, her family
-- everyone involved. So, naturally, these heavily invested consumers notice
everything in a bridal salon, from non-matching hangers to soiled necklines and
hemlines to lack of proper writing utensils when they need a pen handy to write
down a style number. They also notice everything about you: While I never
enforced a dress code with my employees, I did ask that they dress as if they
were going to church -- stylish, yet also conservative.
2. Location, location, location! It is one thing to love hot
pink bridesmaid dresses and quite another to know the consumer to which you
are selling them. Buying patterns for consumers in different regions vary, as do
the sizes you'll need to stock. For example, in the northeast, the average size
in bridal is about an eight, while, in the south, the most ordered gown sizes
are 12-14. You'll should ask the designers you are interested in carrying what
the average sizes are on orders from your region.
You'll need to know what the price points are for your customers. You may
absolutely love Vera Wang, but you might not be able to sell her price point in
your area. Or you may think Mori Lee sells great bargain priced items, yet the
other salons in your area carry designer labels. Homework and a little
reconnaissance will serve you well. With that critical information, you can set
the stage for your salon, and reflect your individuality.
3. Check your mirrors. Large and good quality salon mirrors are critical, but
leave them out of the dressing suites. Let the bride be as surprised as her
entourage is when she sees herself for the first time in each gown -- good or
bad.
4. Always give every bride the full experience. If a bride is shopping with
her mother and/or father, have a veil and blusher handy to slip on just as she
leaves the dressing suite. deep
purple bridesmaid dresses can be chosen. These are priceless moments for the
family and you are a rock star for making them happen.
5. Keep your tools handy. Leave a measuring tape either around your neck
(unless your salon is very formal, then have one in each dressing suite). It is
a frustrating waste of time when the bride is ready to order and you have to
hunt down your tools.
6. Empower your staff. Assign each staff member her own dressing suite: She
will make it her own space as she becomes comfortable with her personal selling
style.
7. Stock necessary accessories. Having a selection of try-on bras and shoes
will not only make you more of a service salon but also helps the bride truly
envision the fit of the garment. A gown worn without a bra, no matter the
woman's bust size, looks, well, shlumpy.
8. Elevate your baggage. Delivering a gown to a bride in a plastic bag is
like handing it over in a trash bag. Invest in cloth zipper bags and, for a few
pennies more, have your company name printed on them. Whether white, pink, baby
blue or whatever color you choose, this is the right way to hand the garment
off.
9. Go for traditional touches. Cardboard bust forms covered with tissue paper
under your completed gowns ready for pick-up may seem old-school to some, but
let's not forget that "old-school" is typically "classic." This is a mighty fine
touch and the sign of established retailing.
10. Continue to serve after the wedding. Offering the preservation service
once the wedding is over is an excellent source of revenue. Creating an alliance
with a cleaning company that provides the service -- and using the proper
packaging -- is an excellent perk to your clientele and your pocketbook. www.bridesdiscovery.com will provide
you more information.
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