Boutique Hub / Windows of Opportunity
Words by Laura Daly of Bellissima Weddings
As high-street fashion brands continue to evolve and adapt to changing trends, it's important that we bridal shops keep up with the latest fashion and marketing techniques to stay relevant to today’s discerning bride. Make no mistake, from the moment that a customer approaches your shop, they’re judging your business, not only rationally but, more importantly, subliminally.
I think it goes without saying that your windows need to be clean and tidy, but have you truly stopped to consider what you’re actually showcasing? Unless you sell cakes and flowers, then why are they there? If they are helping to tell a story as part of the window dressing, that’s one thing, but it’s so very important, when creating a window display, that it showcases your products, not those of the florist down the road or your local cake lady. These windows are yours and you need to take ownership of them!
Customers should be able to see and admire the details and craftsmanship of your dresses and accessories from a distance, so think big and bold for your visuals and make them stand out. Be aspirational and think about what you’re showing the world and make sure you speak the language of your target customer.
With a large selection of boho designs in your shop, you may want to incorporate natural elements such as greenery, floral wreaths, or wooden accents into your display to transmit your bohemian or rustic vibe. Alternatively, if your shop has a modern or minimalist feel, you may want to use clean lines and statement pieces to create a sleek and sophisticated look.
Bold colours can certainly catch the eye, as long as you stick to the ‘less is more’ principle. While traditional bridal colours like white and ivory will always be popular, many brides are now looking for unique and unexpected colours for their wedding dresses. By incorporating bold and bright colours into your window display, you can showcase your shop's creativity and stand out from the competition.
While the overall look and feel of your window display is crucial, it's also vital to consider the subliminal messages that your display is sending to customers. For example, the colours and textures that you use in your display can evoke a range of emotions. Soft, ethereal fabrics can create a dreamy and romantic atmosphere, while bold colours can create a sense of excitement and energy.
How you dress your mannequins and the attention to detail you demonstrate can also play a part in the messages you’re sending out. If you’re not caring about the fit of the mannequin, the length of the gown and whether or not it’s perfectly pressed, for example, how can your customer trust that you will care about those things for her? On the subject of mannequins, they really don’t have to be fancy, but they do all have to match, be pristine and, hopefully, not wonky!
Take time to plan out your displays and, if you’ve got more than one window, consider how each ‘scene’ will talk to your customer. They don’t all have to be matchy-matchy but they certainly do need to look like they all belong to the same shop! You may also like to consider making a window the perfect background for a selfie - then your brides can spread the word for you via the wonders of social media.
Look at your windows with a critical eye. Taking pictures sometimes helps to give you a fresh perspective and it’s worth spending a little extra time to consider if there’s anything that could be improved.
Beautiful, aspirational, perfectly presented windows aren’t hard to achieve, and a well-crafted window display can make all the difference in bringing customers into your shop and driving sales. So, I’d say it’s a skill well worth developing, wouldn’t you?
If you'd like to chat with Laura about this or any aspect of the bridal industry, you can contact her through the website BellissimaWeddings.co.uk
