What I'm referring to is all the drama surrounding Vera Wang's 'White' for David's Bridal & Kirstie Kelly's 'Signature' for Costco and the "Mom & Pop" shops who continue to whine about them. "The big box stores are putting us out of business." Are they? Really? Or are you doing it all by yourself?
My questions to the "Mom & Pop" shops are simple:
- What choices do your potential customers have?
- Are your styles current with today's trends? Or would Aunt Millie look better in them?
- Are you offering items that cater to any budget?
- What are you serving up that no one else can?
Did you bring in a new line, something to stimulate their taste buds? Or are you still serving the same plate as last year? How many local restaurants go under because they refuse to try something new, to make changes. This really is no different.
How do you greet them when they walk through your door? Are you warm and inviting? Do you ask them how their wedding plans are progressing. Do you listen to their tales of woe? Or do you just see them as dollar signs? Potential brides do not care if you've had a long day or if your feet hurt because you've been standing for hours. All they want to know is that when they walk through YOUR door, they become the focus of YOUR attention...they become the STAR. Sadly, many small shops don't do this. Why?
Not every woman who is planning her wedding has the budget of Donald Trump. Yet, she still deserves to be treated as though she does. If she can only afford a $600 Vera Wang from David's then she should be able to proudly wear that gown without the fear of being chastised for doing so. She should also expect quality service.
You have designers you work with, you offer MORE PERSONAL service, you put your heart and soul into everything because it's what's you've done for so many years and instead of taking a step up, you're taking a step back. Take a stand. Take out an ad in the local paper. Draw attention to the fact that what your brides see is really what they're getting. Made in the USA?? Display it proudly!! Free Alterations with the purchase of her Maid of Honor's dress?? Flaunt it!
In today's economy, the need for something more than what used to be 'acceptable in the wedding industry', has increased. If you don't do what is necessary to draw the attention toward you, then that "diner" on the highway really will put you out of business. You've worked too hard to allow that to happen. Don't whine about it ~ Do something about it!
This pretty much applies to all facets of the event industry. Make up artists were in an uproar over Kate Middleton doing her own make-up. It's a trend and eventually it passes because something new comes along. It's still up to all of us to prove that our business is the only business your bride needs.
MAKE IT HAPPEN! Then head up to the local eatery and "Wine & Dine". After all, they need your support, too.
Dorinda Duclos is the owner of Favors by Dorinda - Personalized Candy Bar Wrappers & Custom Candy Cakes for weddings & all occasions!
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I just heard about Costco offering gowns...
ReplyDeleteThis struck a chord with me, as they sell vacations,too. Very competitive pricing! But one thing Costco will never offer is customization. The chain simply doesn't have the time to do so. This is where mom and pops come in. Checkmate.
Dorinda, WOW!!! What a powerful article and it hits home. I am the proud own of Forever Friends Fine Stationery and Favors and in my line of work there is a lot of competition. I find myself standing out from all the rest because of what you have said in this article. My Brides and Grooms tell me all the time that they feel so overwhelmed with the pricing and the way they are treated, they feel the need to run. I settle that fear and make them feel like a star. Beth
ReplyDeleteDorinda,
ReplyDeleteGreat Blog Post!
Customization and Personal Service will never go out of Business!
I am the creator of my product so creating a market is part of creating a product. It is hard and gets very lonely sometimes because there aren't any reference points.
People Like you Dorinda give me Inspiration to continue when I feel very weary!
Hugs,
Kathy D
BRILLIANT POST! As you read in my book, shoppers are looking for perks and incentives. BUYERS are hungry for VALUE!
ReplyDeleteOne of the GREATEST values is CARE! Some folks are great hosts, naturally. Others need to get trained. But no matter what, the client care experience is JUST as important as the product, the pitch, close and sale.
The four questions you pose are GOLDEN!
Brava for your insights and inspiration!
Marcinho Savant