As we all know, the market is facing greater challenges than ever before and it is crucial, therefore, that suppliers and retailers work together to achieve the best possible results. The all-new event, UK Bridal Week, 12-19 May, provides the perfect platform…
Sharp thinking and an uncluttered vision for tomorrow are the starting point for strategic planning and paving the way forward. For suppliers and retailers alike, timing has proved to be one of the major influencers, which is why United Fairs, organisers of the new Birmingham show at the NEC – UK Bridal Week – researched wants and needs across the market before selecting mid-May as ideal.
It is not simply that production cycles have become increasing complex – and competitive – or that there is no longer a real wedding season. Just as important is the move by many suppliers to follow designer-driven brands and create a core, once-a-year collection – with mid-season top-ups, rather than two collections each year of equal importance.
All of this makes UK Bridal Week a very special proposition, and one that investigates and incorporates new opportunities to the market, for both the single collection brands and those who plan in mid-season additions to increase their offering to their network of existing and new stockists.
Feedback from retailers is very clear when it comes to analysing the shopping habits of today’s brides. They are very different to those of yesterday, and increasingly they are choosing to marry aboard, often in search of the sun during the winter months. They want choice, they demand options, they want the availability of customisation, they are savvy…and they are dedicated to shopping around.
Getting deliveries at the right time is vital to the health and well being of a bridal boutique in today’s environment and being able to spread them over the months means that brides-to-be on their second and even third visit to a particular boutique will always be wow’ed by a selection’s new – and as yet unseen – pieces.
And UK Bridal Week will certainly be focused on all things new, with the latest collections from many of the top names in the business – brands that are ready to support their stockists with area exclusivity, promotional material, social media add-ons, and that all-important customer service.
One of the retailer concerns that United’s research highlighted was the number of copycat companies operating today and exhibiting at various events, who can fool even the canniest of buyers at first sight, only to prove their lack of quality and originality when their goods arrive.
It is excellent news, therefore, that UK Bridal Week is taking a rigid approach to accepting exhibitors – only established, bona fide labels will be allowed to show, which means that retailers can be assured of brand authenticity.
There will, of course, be those emerging brands exhibiting – new today but destined to lead the pack in the future – but these, too, will have been vetted with care.
Labels such as Justin Alexander, Enzoani, Lilly Bridal, Diane Legrand, Demetrios, Callista and Jenny Packham Bridesmaids are clear indicators of the quality you can expect at UK Bridal Week. Add to that the convenience of the NEC, and that all-important timing, and you know this will be next year’s winner.