MERCHANDISING AN ATTRACTIVE SALE WINDOW DISPLAY ISN'T JUST POSSIBLE; IT'S ADVISABLE. By Virginie Tomaka How can a passer-by who doesn't know your brand distinguish between your shop and the one next door? Just as all cats are grey in the dark, you could say that all shops, or almost all shops, look the same during the sales. Unless your customer knows the address to return to after shopping around, the only important factor is the window, as Antony Verdureau explains in an article on lemonde.fr: The crucial role of window displays in the purchasing act is beyond question: before entering the shop, 50% of visitors have looked at them and 20% buy an item that they have seen in the window". MAKE YOURSELF VISIBLE AND IRRESISTIBLE First and foremost, sales are a real social ritual. We have been influenced by them since the end of the 19th century with the forerunners to department stores. They are an opportunity to set yourself apart from all the other shops around you. You have a very short amount of time to get your message across and entice a customer into the shop, making her want to cross the road or park up because of your window display. 1
THE FOUR ELEMENTS THAT ATTRACT CUSTOMERS' ATTENTION 1. MOVEMENT: digital signage is without question the most effective method, although there is a cost involved. Interactive digital displays and screens playing scrolling images on a loop are becoming increasingly common in shops. Beautiful images spark the imaginations of passers-by. It's impossible not to be moved by the sight of wedding gowns! Light effects and staging can create movement and depth. 2. STORYTELLING: telling a story or staging a scene in a shop window can really help to attract attention. You don't necessarily need a big budget, as this example from an optician shows. Use your imagination; it's a great team exercise to help you create a really fun group dynamic, and it's very useful for both your shop and your customers. 3. COLOUR: because wedding gowns are usually white, you can make use of backgrounds, decoration and lettering. Try to resist the temptation to use too many styles, which is the most common mistake reported by merchandising specialists. Lettering in a handwritten style in fluorescent colours will stand out, but will still be elegant. www.stickersvitrines.com www.retif.eu http://www.mpadhesif.com 2
4. LIGHTING catches the eye, highlighting and focusing the consumer's attention on your products. There are generally two ways of lighting a window display: from above, with floodlights lighting the entire scene (window), or with spotlights from below, angled at 45 to light up the centre of the window. www.ansorg.com SALES PLAN YOUR SALES AND END UP WITH THE LOWEST POSSIBLE N-1 STOCK LEVEL TO GIVE YOUR BUSINESS A SHOT IN THE ARM! By Olivier Bagdassarian Seasonal sales last five weeks in France, but the dates and regulations are different in each country of the European Community (see table below). Review the status of your sales stock regularly so that you can focus on the oldest products. Don't hesitate to slash prices, especially on unsold items. In exceptional cases you may sell at a loss. The less dead stock you have, the more you can improve your balance sheet and make room for new products. REMINDERS TO HELP YOU BOOST AND OPTIMISE YOUR SALES: Sales: regulations and conventions for the customer's benefit Mark the item with the old price (crossed out), the new reduced price and the discount rate. Mark every product in the sale with the word "sale". In France, a product may only be sold at a sale price if it has been on sale for at least one month. Consider adding an extra label to distinguish sale items from other product categories (new collection or products not in the sale). All advertising relating to your sales must mention the word sale and the date on which the event starts. 3
Spread the word about your sales Send out a specific weekly newsletter about your sale products highlighting one or two very attractive offers to encourage your customers to visit your shops and pass on the information via social media. Embellish your design, promote the event and highlight your window displays in accordance with your positioning. "Merchandise" your shop by combining sale items with the new collection. This will allow you to mix sales and preserve your margin. Country Austria Belgium Bulgaria Sale dates Summer: July to August / Winter: January to February. No set sale periods. Summer: 1 to 31 July / Winter: 3 to 31 January. Summer: July and August / Winter: January and February. No set sale periods. Cyprus Czech Republic Denmark No set sale periods. Shops may have sales at any time during the year. No regulations. In Winter, sales generally start after Christmas. Summer: start of June to end of August / Winter: from 27 December for some shops; throughout February for others. Estonia No set sale periods; generally halfway through or at the end of the season. Finland France Germany Greece Hungary Ireland Italy Summer: end of May to mid-july or mid-june to start of August / Winter: generally before Christmas until the start of February. No set sale periods. Summer: end of June to end of July / Winter: start of January to mid-february. Sales are strictly regulated. The dates are set by law and apply throughout the country, except in the case of exemptions for areas on the border and overseas territories. Summer: end of August to start of September / Winter: end of January to start of February. No set sale periods. Shops' opening hours are different in the various regions of Germany. Winter: as a rule, from the second Monday in January to the end of February / Spring: 1 to 10 May / Autumn: 1 to 10 November. No set sale periods / Winter: after Christmas until the end of January. Winter: after Christmas until the end of January. No set sale periods. Summer: around 7 July, for a maximum of 30 days / Winter: around 7 January, for a maximum of 30 days. There are different regulations for sales in different regions. Latvia No set sale periods; generally halfway through or at the end of the season. Lithuania Luxemburg Malta Poland Portugal Summer: end of summer / Winter: after Christmas, start of January. Summer: middle or end of July / Winter: generally in January. No set sale period. No set sale periods. Sales can take place all year round. No set sale periods; generally halfway through or at the end of the season. Summer: mid-july to mid-september. 4
Romania Winter: 15 January to 15 April / Summer: 1 August to 15 October. Slovakia No set sale periods. In practice, sales start after Christmas and after the summer season. Slovenia Summer: from the second Monday in July for two months / Winter: from the first Monday in January. Sales last a maximum of 60 days; the shops decide how long their sales will last. Spain Summer: start of July to end of August / Winter: generally from 7 January to March. (Dates vary by region). Sweden No set sale periods. Winter sales generally take place after Christmas, and summer sales in July. The Netherlands United Kingdom Summer: in August / Winter: generally in January. No set sale periods. No set sale periods. Consumers can shop in the sales several times a year. In practice, sales often start on Boxing Day (26 December). Source: http://www.touteleurope.eu/ ADVERT 5
SOURCING FASHION IN THE AGE OF CUSTOMISATION! By Virginie Tomaka During the training at the Paris Bridal Fair, some of the boutiques attending the sessions asked us to source new products for upselling and additional sales in store. So here is a new column in Wed and Trends, showcasing our first selection. MY BOB www.mybob.be MY BOB are two young designers, Geoffroy and Grégoire, who are offering a new, customised take on the stylish Panama hat. It's bright, fresh and perfect for a wedding! The ultimate complementary product, it will look great in your window displays alongside a matching ladies' clutch. SLOW DESIGN ITALY www.slow-design.it These are really pretty notebooks for the bride- and groom-to-be! They can be used for making notes and pasting in all their ideas and inspirations for the big day. They can be customised as well, if you place an order worth 300. Romeo & Juliet with your boutique's name on it sounds good, doesn't it? Visit the website and you'll see that they're already on display in the best concept stores and bookshops. Who will lead the way in wedding fashion? 6
SEVESSENCE www.sevessence.com Customisable perfumes to sell in your boutique, in roll-on form and marked with the couple's names, or with the theme they have chosen for their wedding. Sevessence perfumes can customise the bottle, but also create a perfume for the bride- and groom-to-be or for your boutique. It's made entirely in France and the essential oils are all natural. The perfumes and packaging can be marked with your brand name. SOCIAL MEDIA ON THE BEACH? COMMUNICATION / SOCIAL MEDIA Think everyone switches off on the beach? Think again What are consumers doing while they're lying on their sunbeds? They're searching, watching out and tracking on their mobiles and tablets. There's still time to schedule your Facebook posts! Yes, you're drowning under all those dress deliveries and you're close to burnout, but 2017 is the future. You believe in the future of the 2017 season and so do we! The proof? Web marketing consultant Rudy Viard gives you a step-by-step guide to planning and scheduling your Facebook posts. What do you say? Thanks, Rudy! 7
SCHEDULING YOUR FACEBOOK POSTS IN ADVANCE It's possible (actually, it's easy) to schedule your posts in advance directly on Facebook, without using a third-party tool. To schedule your post 1. Go to your Facebook page 2. On the post interface, write your message and add a photo if required 3. Then, instead of clicking on "Publish", click on the tab just next to it 4. Select "Schedule" to bring up a pop-up window that will allow you to set the date and time when you want to publish the post on Facebook Source: www.webmarketing-conseil.fr/programmer-facebook/ 8
TRENDS TELL ME MORE NICOLE FASHION GROUP By Virginie Tomaka Does Nicole Fashion Group need any introduction? Over 20 years, the group has managed to evolve, expand and make its mark in Italy and abroad. The company offers six brands with different and complementary styles, including its latest brand-new range, Aurora. This success story certainly didn't happen by chance; it is a part of the company's co-founder and creative director's own story. Alessandra Rinaudo grew up around passionate dressmakers in her mother and grandmother, who passed on their expertise, knowledge of materials and determination to make women in general, and brides-to-be in particular, look beautiful. Throughout the conversation, Alessandra's words reflect this constant care, revealing an obsession with always using beautiful things to make beautiful things, something that she sees as her duty. From her childhood, she remembers and continues to use French lace, the most beautiful silks and other organzas, mikados and noble materials specifically for her "Alessandra Rinaudo couture" collection for reasons of cost. The group's other brands are made accessible in their lines and styles for the delectation of bridesto-be. 9
NICOLE FASHION GROUP IN FIGURES 21.2 M turnover 7 boutiques in Italy 90 gowns in each collection 35 exclusive Alessandra Rinaudo Couture gowns WHAT ARE YOUR AIMS FOR DEVELOPMENT? "International development in the USA, Saudi Arabia and Australia. Maintaining our leading position in Italy and continuing to expand in Europe, particularly France, which is a market where we get a good response." DIRECTORS Carlo Cavallo Co-Founder & President Alessandra Rinaudo Co-Founder & Creative Director Luigi Cavallo CEO THE WORLD OF WEDDING FASHION IS ON THE MOVE! WHO IS OPENING WHAT AND WHERE? NEWS Pronovias flagship in Paris Based on the existing model in Barcelona, Pronovias is strengthening its presence with the imminent opening of a flagship store in Paris. The objective is to create a stylish space where customer experience is the focus of the brand's attention and that of its staff, whose sole aim will be to support brides-to-be and give them an exceptional experience! In a space measuring 650 m2, all the Pronovias brands will be presented in various themes and environments. Pronovias may be a major company in the wedding industry, but its management and staff are focused on the latest consumer behaviour and studiously apply the rules of marketing. There's a lesson in humility! 10
New York for Laure de Sagazan The young French designer's big dreams are coming true as she deservingly opens her doors to American customers. Congratulations, Laure! We can't wait to visit her 200-m2 showroom/workshop right in the heart of Soho, which opens in mid-september. EVENTS WEDDING FASHION FAIR DATES DATES ANNOUNCED FOR UPCOMING EUROPEAN TRADE FAIRS IN 2017 London Bridal Show 5, 6 and 7 May 2017 London Paris Bridal Celebrating its 20th anniversary 1, 2 and 3 April 2017 Paris European Bridal Week 21, 22 and 23 April 2017 Essen Barcelona Bridal Fashion 28, 29 and 30 April 2017 Barcelona White Gallery 2017 14, 15 and 16 May 2017 London Sposa Italia 2017 19, 20 and 22 May 2017 Milan Interbride 2017 27, 28, 29 and 30 April 2017 Düsseldorf WAT READERS WANT TO HEAR YOUR NEWS Tell us your news by email or telephone CONTACTS: Virginie Tomaka v.tomaka@mariee.fr +33 (0)1 49 59 30 99 Manon Guetta m.guetta@mariee.fr 11