We quizzed the Sales Director about all things Enzoani – from its portfolio to sample sizes to exclusivity… and what we can expect to see at Harrogate
When was Enzoani first launched?
The Enzoani Collection was launched in 2006, with Blue by Enzoani following on in 2007. Most recently, Beautiful was launched in 2012.
What are the collections in the portfolio today?
Founded in 2006, Enzoani is the exclusive flagship collection that truly represents the brand’s signature style. It exudes timeless elegance with fashion-forward translations of classic bridal designs, lace details, exquisite beadwork and superior product construction.
Founded in 2007, Blue by Enzoani epitomises the quintessential, classic bride by offering styles that endure time and tradition without forsaking fashion and price. This collection’s detailing and styling are carefully designed and curated by Kang Chun Lin, with each gown meticulously and thoughtfully constructed to produce a high-quality fit and finish like no other. Blue by Enzoani is moderately priced and is designed to complement the flagship label Enzoani.
Founded in 2012, the latest bridal division of Enzoani embodies many of the style and quality elements as its sister collections, but with an emphasis on understated, feminine styling. Beautiful’s styles are influenced by Kang Chun Lin’s own background and inspirations, keeping embellishments on each gown subtle yet tastefully modern. This range is designed to achieve the same luxury looks as Enzoani and Blue by Enzoani, but at a modest price point.
Your design team – who heads it and where are they based?
Kang Chun ‘KC’ Lin, a London College of Fashion graduate, is the creative mastermind behind the design and development of the brand name Enzoani. Additionally, he has since pioneered the innovative creations for the Blue by Enzoani and Beautiful Bridal collections, too. Through his vision, the label has gained attention for its use of luxurious fabrics, exquisite beadwork, and unmatched construction techniques. KC has design studio’s in Taipei and LA.
Any advice on things like hangers?
Enzoani can provide branded hangers; there is a small charge involved, but the benefits are great.
What do you provide your stockists with to help them get the message out that they are Enzoani retailers?
We provide comprehensive cover, with a well-organised website where brides can easily find their local boutique, or simple door stickers showing that they are authorised retailers of Enzoani gowns being just two examples of the simple options we have to promote retailers carrying Enzoani products.
We also have a key social media campaign where retailers can share their brides’ experiences.
Tell us about your in-store training – does it really make a lasting difference?
Our Brand Ambassador and custom training is delivered either in-store or at our head office, complete with a full tour behind the scenes at our offices. Sales consultants graduate as Brand Ambassadors of Enzoani, with more detailed knowledge and understanding of everything Enzoani. A new-found confidence and excitement follows the training, with consultants embracing the proficiency and connecting with brides on a much higher level with their Enzoani knowledge.
Every year we follow with refresher training to keep the sales teams up to date with any changes and developments at Enzoani.
What does a retailer have to do to get – and retain – exclusivity?
Exclusivity will always be discussed with a retailer’s personal Account Executive.
There are several factors that determine exclusivity; first and foremost is investment in our company through the purchase of samples, yearly. There are obvious demographics that also determine exclusivity, such as population. An account that lies within one of our larger cities would not get the same as a retailer that is in rural Ireland for example, but in both cases this will be discussed and agreed.
All retailers are given exclusivity when signing up to Enzoani – there should never be any dispute after your initial meeting with the Account Executive.
What are the criteria you set before accepting a new stockist?
First, do we really need a new retailer in the area that may be well-serviced already? We have the ethic of better retailers – not more. More retailers do not always mean more sales for the manufacturer. Our focus is on helping our retailers to get the best possible return on their investment and growing each individual store. Partnerships are key. Credit history is also examined, along with industry references.
Finally, the collection you will show at Harrogate – share all the details!
Over the three collections we will take to Harrogate there is quite simply a dress for every bride!
I’m beyond excited at the reaction we have had so far for our collections. There is everything from unusual Devoré lace in the Beautiful collection to the most incredible glitter A-line gowns in the Enzoani range.
Dramatic trains feature throughout all the collections, paired with a variety of fabrics to give that twist. Nude panelling to the gowns also makes a statement, something that UK customers seem to be embracing, despite its risqué nature.
Every silhouette and neckline seem to be running through the collections, even the deep V-necklines (that a season ago caused a stir, but are now being purchased and swooned over). Body-clinging stretch georgette is featured for those brides who dare, but there are also more forgiving ballgowns, flattering A-lines and drop-waist gowns for retailers who prefer to play safe.
If you’re an existing retailer waiting to see this season’s creations, or a retailer looking for a multiple award-winning company to partner up with, come over and see us! We may be able to help and we always like a chat.
Find Enzoani at the Harrogate Bridal Show at Stand Q6A.