Bridal Buying Do's & Don'ts from the Pros!

As we head to Harrogate for Bridal Week this weekend, we have drawn from our extensive experience and a few industry professionals to create our top buying tips for making the most of the biggest UK bridal trade event of the year, Bridal Week Harrogate.

As with anything else, it pays to prepare for any buying event – that is, fix your budget, create a list of people you want to see, plan for events, plan your outfits for those events (complete with comfortable shoes!) and book your favourite restaurants.

On stand with Ellis Bridals

Here's what some of our industry friends have to say:

Helena Cotter from The Helena Cotter Training Academy gives her do's and don'ts...

Buying Do's:

1. Plan ahead. Make a note of the stockists you want to see in advance. 

2. Go through existing stock and adopt a one in one out strategy. Or, you'll be left with too much old stock. 

3. Wear comfy shoes when at the shows.

4. Take breaks for food and drink regularly. You'll be less likely to make bad decisions.

5. Try not to be distracted by taking on too many stockists.

6. Mingle/network by speaking to other retailers.

7. If you want a particular label and it's already taken in your area, leave your details with them - things always change.

8. Review purchase orders as soon as possible.

9. Share images of new dresses with your potential customers in advance of their arrival. Create excitement.

Buying Don'ts:

1. Avoid becoming confused by taking on too many labels.

2. Make a short list so as to avoid time wasting. It costs money when you are out of your business for an extended period of time.

3. Try not to go over budget. If you do you'll have less ready cash to invest in other parts of your business. Training for example!

4. Don't try to be everything to everybody. Going off on wild tangents is costly. Within reason, stick to what sells and what your customers - who you know, wish to buy. 
   

Jane Palmer from Celebrating Curves Bridal says "Prepare beforehand, run reports to check things like, what your top sellers are, what your average spend is etc. Plan who you want to see and when, book appointments in advance with your existing suppliers. Leave time in the schedule to look at new suppliers, make a list of who interests you. I prefer not to make appointments with these as I like to gauge how I’m treated on stand as part of my buying process. Set a budget and stick to it. Plan some time to catch up with industry friends, but don’t spend too much time in the champagne bar, a clear head is vital. Don’t place any orders until you’ve seen everyone. Take photos and videos so you can look back, compare, contrast and make choices based on what your store needs."

Rebecca Baddeley from TDR Bridal Birmingham's Do's and Don'ts:

Buying Do’s

1. •Identity your stock gaps

2. •Financially review the performance of your designers ( as a general rule if you bought 5 samples you need to have repeated 15-25 times as a minimum on that label) 

3. •Have a budget

4. •Have a plan- time goes quickly at Harrogate 

5. •New Designers - Be very clear on the terms of engagement - exclusivity-payment terms-hidden additional costs (shipping/duty)

6. •Catch social media content 

Buying Don’ts

1. • Stay with a label if the numbers don’t stack up

2. • Buy blind! You need to know your numbers before you commit 

Christine Dando from Dando London says "We would advise stores to pre-plan their Harrogate visit to maximise their time and ensure they don't miss anything. Building a strong working partnership is key, knowing your suppliers are there to support you every single day is crucial. Ensure you know the benefits of every brand you would like to work with, it’s wise to do your research before placing any orders.

Harrogate Bridal Week also offers a great opportunity to generate endless content for your social channels. There are so many creative stands and Instagram-worthy displays, it’s a great way to show behind-the-scenes content that your potential brides find fascinating!"

James Waddington from Romantica of Devon says "Make sure you have a plan! Two or three days may seem like a long time, however, if you would like to get the most out of your experience you will need to visit existing suppliers, check out any new brands that have caught your attention, view the main catwalk shows, attend seminars and network with your industry peers to name but a few things! As long as you know what is available when and try to structure your day around the shows you simply cannot miss and the seminars you feel you and your business will get the most out of then you should be fine, but be sure to do this before you get to Harrogate to avoid missing out!

Be open and aware of finding out about new opportunities and brands. A new brand could open up your store to a different type of customer and add revenue and value to your business. Find out about additional support your suppliers can give to you. What else are suppliers offering to complement your business and does this fit alongside what you already offer or give you a competitive edge? Ask about customisations, size range and surcharges, loans and designer weekends, stock for immediate deliveries and payment plans."

Don't forget to enjoy yourself! Harrogate is a beautiful town with lots of amazing restaurants and shops. Bridal stores work incredibly hard all year and it’s important to be able to let your hair down, relax and enjoy some fun with your fellow industry friends along side topping up those rails!

Happy Harrogate. We look forward to seeing you there!