Helena Cotter

Today we have a guest blog by someone that many of our retailers may know, Helena Cotter, whose training courses are dedicated to promoting excellence in bridal retail thus improving the customer experience and ultimately the success of independent bridal retailers.

The Bridal Industry is going through many changes not least with the advent of high street retailers and large corporations offering less expensive dresses to buy in any size off the rail.There is more competition than ever before which far from being a huge concern, in my mind opens up an ideal opportunity for you as an independent specialist retailer to shine.To stay ahead, ensure anyone who steps onto the sales floor is well versed in:

  1. Customer knowledge.

Whilst wanting the experience for your brides to always be fabulous, we want it to work for us too. So, do manage their expectations. Learn to work smarter, not harder.

  1. Selling knowledge.

Being brave and asking for the sale is straightforward if you have managed the steps leading up to it. There will always be customers who say ‘no’ – but it’s only ‘no’ today – not forever.

  1. Buying knowledge.

Keep your staff well trained and up to speed with changes in the Industry. Stay relevant because that’s what your competition are doing.

Alan Hannah:

I was absolutely thrilled to be invited to the launch of their 2018 collection at The White Gallery last week.

I have known Alan and Marguerite for many, many years and I believe they fly the flag as UK designers with style, class and ease.

I know from experience it’s important in the designer/retailer relationship you want to sell a collection with confidence, safe in the knowledge you are being backed up by the designers.

I understand how important it is being able to speak to someone at the end of the ‘phone who cares, is pro-active and flexible. They are certainly that and more.

So, I went along to the show knowing I’d be in for a treat. I wasn’t disappointed.

Their gowns are out of this world. I know they will sell well for you all. And furthermore, you’ll be safe in the hands of Alan, Marguerite and their amazing team.


Helena Cotter


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