The Luxury Panel

What challenges are you seeing in the luxury market at the moment?

 

Joanna Southwell: There’s definitely a sense that everyone needs everything straight away. These days, everything is instantaneous. I’d say one of the biggest secrets to success is having the opportunity to not only sell the dress, but to sell the experience and the craftsmanship, the story behind the business. Rather than tell them, it’s important to say “let me show you what we do and why its unique”. Brides can get information from anywhere, but its so important to make your brides believe in you. Document your processes and connect with your clientele directly on your digital platforms.

Peta Hunt: We have to be experts in our own brands. Everyone has a voice, and these days, retailers have to  be a photographer, a stylist, a consultant, a salesperson – it’s the whole package.

 

What are some marketing strategies you would recommend for the modern luxury bridal boutique?

 

Sarah Morton: For the newly-engaged, printed bridal magazines were bibles, but now its social media that is the most influential and prevalent – and fashion titles are taking that on board. Imagery is number one so make sure that your marketing channels (so Instagram, Facebook, TikTok, Pinterest) are considered and meaningful for your brides. Work with key photographers and create partnerships with like-minded brands. Marketing is 360 – you can’t afford to be stagnant in one area, you have to ensure you’re hitting all of these touchpoints.

Peta Hunt: Imagery is your first introduction to your brides and will feature heavily on your social media. Look at other brands to see how they’re shooting and using designer content. Without good photography, it can be really difficult to engage your brides.

 

How has social media shaped the industry?

 

Peta Hunt: There’s never been more sitting and scrolling than there is currently - but you need to be the one to take control and drive your brides to their final destination. One thing that’s most important when tackling social media is showing personality. Stores finding a personal connection to their brides are those who are most successful.

 

What’s one piece of advice you could offer to the luxury bride?

 

Charlotte Ricard-Quesada: Speaking from experience, I think it’s so important to show your face in your content (or if you’re camera-shy, do a voiceover instead!). As Peta mentions, finding that personal connection with your brides is vital. Find a golden nugget you can latch on to, whether it be personal or professional, and use it to enable those connections. In buying a wedding dress, the emotional charge is so high, so brides need that connection to be able to trust you throughout the buying process.

Joanna Southwell: Stick to your niche! If you know what you’re good at, it will give you a stronger pull and brand identity. People will either connect with you or they won’t, but sticking to what you’re good at will make conversion so much easier and you’ll be able to filter through to the customers that matter to you the most. When I first started out, I felt the need to be super professional, and I couldn’t have been more wrong! I showed more of why I do what I do and who I am, and allowed brides to understand exactly what I was offering.

 

What is it that makes a good luxury business owner?

 

Joanna Southwell: Being a luxury brand is a whole identity, not just a product. It’s about hitting all of those touchpoints of marketing: every single connection, whether a physical one or through digital communications. It’s in your packaging and shopping experience. Even through to your after-sales! That’s what makes it luxurious.

Peta Hunt: For me, time is the single most important thing. It’s a truly great thing to be able to give to someone. In that moment, the bride is the important person, so it’s crucial that you can be as generous as possible with your attention and make them feel extra special.

 

And finally, what bridal trend should luxury boutiques be scouting for this season?

 

Peta Hunt: Lace! From old Hollywood glamour to the modern day, it is the epitome of romance. It can be used and styled in so many different ways – lace really is eternal.

Joanna Southwell: Reworking and re-wearing pieces. Giving another life to something not only is a sustainable option, but it makes it so much more personal.

Sarah Morton: The continuation of beautiful traditional bridal corsetry mixed with contemporary elements. Delicate lace, and of course, dropped waists. 

Charlotte Quesada-Ricard: The dramatic cape. As a wedding planner, I’m seeing a lot of international brides looking for a detachable cape that can be taken off rather than the more traditional veil, and it also makes the dress look extra slick when the cape is removed after the service.

 

Got any questions? Get in touch with our luxury experts below:

 

~HOSTED BY~
Zoe Burke: @zoeburke_editor, @hitcheduk or hitched.co.uk

 

~OUR EXPERTS INCLUDE~

Peta Hunt: @huntpeta

Sarah Morton: @sarahmorton_pr

Charlotte Ricard-Quesada: @lafeteofficial or la-fete.com

Joanna Southwell:@joanna_southwell or joannasouthwell.com