Brand Strategies by Kathy Ireland When Vows magazine invited me to be a guest columnist, it was a tremendous honor. Independent retail is the heartbeat of American business. Independents are the people who gave an aisle of opportunity to kathy ireland Worldwide and independent retailers continue to be our foundation. In the landscape of retail, Warren Buffet says, "independent retailers will always have an important place in American business. Big box retailers cannot provide the level of service or enduring personal relationships that independents maintain. " There is no category of business where this blend of fashion, relationships, service and trust is as important than the Bridal industry. Serving Brides and indeed, the entire Bridal party is an experience, where the elements of integrity, communication and yes, branding, are critical. As big boxes, counterfeiting, Internet comparisons and fragile customer emotions combine for a perfect storm for Bridal boutique owners, we must fight the challenge and win the war for our Brides. To succeed, each retailer must have a strategy to compete and capture the imagination and the sale. Despite our newness to the Bridal fashion community, here are some keys that we use everyday in brand building. These techniques are particularly appropriate to the Bridal industry. As a new member of this amazing business, many of which are family owned, I offer you the lessons of brand building that we have learned.
Brand Strategy One: Step out of your comfort zone. Become the change in the Bridal landscape that you wish to see! Imagine, if your Brides became more than customers. Customers are wonderful. Brand advocates are more powerful for you. When our girls tell their friends and loved ones, about your beautiful gowns, magnificent service and the unique features of your store, soon to be Brides will become less price sensitive. Brands succeed when they simplify the selection process and build upon the relationship of trust. Brand Strategy Two: You Are Your Own Brand It's simply the truth. You are your own brand and every encounter with you, is a brand experience. Are you easy to work with? Are you charming? Do you truly love your Brides? Are you complicated? Do you make every experience of working with you, a positive one? Are you doing your very best every day? Do you under promise and deliver? Is working with you store a dream come true, or a disappointment? You want Brides to come into your store, knowing what gorgeous gowns they will find. You also want these vulnerable Brides, to know that in the eyes of your store, they are the most beautiful girls in the world. How do we achieve those wonderful experiences, in challenging economic times? Attitude gets an A! Bridezilla is a mockery of emotional and tender girls planning their fairy tale wedding. Is everyone on your floor well trained? Are you active, truly active on twitter, facebook, tumblr, Pinterest. Finally, how is your own website? Is it a lovely reflection of your passion for Bridal? In today's wired world, web adventure and promotions need not be too expensive. Think Google and learn about their hangouts.
There are web templates and hosting services that are available and affordable. YouTube broadcasting is free. Have your customers know who you and your team members, before they enter your store. You are your own brand and you must promote yourself, your company and the brands you carry. Brand Strategy Three: Financial Challenges Each one of us has, is or will be facing financial challenges. Finding the resources to birth your dream, of what you want your store to be, in your community isn't easy. Banks are being extremely frugal in lending. Women who own and run many Bridal businesses, are not always being treated fairly. Believe me, I've experienced financial, professional and personal discrimination.. simply because, I am a woman. Women business owners frequently are charged more for services, inventory, supplies and credit. Please negotiate everything regularly. Don't become cynical. Please become clear. I am certainly guilty of not always taking the advice I'm giving you today. Years ago a large retailer that our company was totally dependent upon, filed for bankruptcy. It easily could've destroyed our business. Our bank wasn't exactly friendly and supportive. In fact, they made grand illusions to their power to foreclose upon our home. Debt is your enemy. Get rid of it! Live beneath your means. Ask yourself honestly, does our business need this? Is this ego? Am I being talked into something that my gut tells me won't make progress? When we value our intellect, intuition, passion and talents, there is no end to what can be done together. Men tend to have an easier time than women, refusing what they do not want. As a woman with a company and team members, dependent upon it for income, I've had
to learn how to say no. No thank you, is better, but no, works just fine. Women in every business including Bridal, say yes, when no, may be the better option. Brand Strategy Four: Here's To Dreamers Every business owner feels overwhelmed at times. "So much to do, so little time, such things to be," taught, my beloved mentor and family member, Elizabeth Taylor. Elizabeth is an amazing force whose passion for living, dreaming and doing is a road map for reinvention. This woman tackled every hurdle and emerged in the arena of victory. Some people think, because of Elizabeth's beauty, fame, talent and power, that her life must have been easy. Far from it. Elizabeth reminded all of us, who knew her, to never let go of the power in your dreams. She also taught us, that dreams without actions were delusions. Her businesses included film, fashion, design, collecting art, those fabulous jewels and of course, fragrance. Her greatest accomplishments? Being a wonderful mother and a humanitarian, who saved millions of lives from the HIV/AIDS Pandemic. How does this apply to your Bridal store? Please let me share the strategy with you: Never give up your dream. Elizabeth never did. Please have a plan, time and action calendar for your dream. Make sure that your dream is supported by the people you work with... as well as those, who say they love you. Competing agendas are a destructive waste of time and energy. When you treat the people you work with, customers, suppliers, employees, independent contractors and just folks who drop into your store, the way you want your family to be treated, you build a business family. That business family will support you when the chips are down and they'll celebrate with you in good times.
I'mgoingtosharewithyousomethingIhaveheardthatisnotmyown...still,Ibelieve ittobetrue,"here'stolifeandeveryjoyitbrings,here'stolifeanddreamersand theirdreams. Mayallyourstormsbeweathered.Mayallthat'sgoodgetbetter.Here'stolife.Here's tolove.here'stoeachandeverymemberoftheamazingandimportantbridal businesseseverywhere. Oncea SuperModel,today,KathyIrelandisrecognizedasaworldclass, SuperMogul. KathyIrelandistheChair,CEO,andChiefDesignerforkathyirelandWorldwide, (kiww )thedesignandmarketingfirm,shefoundedin1993. ThemissionstatementsforkiWW are findingsolutionsforfamilies,especiallybusymoms. findingsolutionsforpeoplein love. and findingsolutionsforpeopleinbuisness. InFebruary,2012,ForbesMagazinereportedinacoverstory,thatkiWW isa design empirewhichgrossesover1.9billiondollarsannuallyinretailsales. LicenseGlobal MagazinenameskathyirelandWorldwide the25thmostpowerfullylicensedbrand globally.wwdreported KathyIrelandhasgonefrombeingtheCaliforniagirltobuildinga$2Billionbrand withhernameattachedtomorethan15,000skuscarriedatmorethan50kstores,allwiththepromiseof simplifyingwomen slives. AccordingtoFairchildPublications, KathyIrelandisoneofthefiftymostinfluential peopleinfashion. kathyirelandworldwide offersdesignsinhome,office,weddings,babyproducts,fashion,finejewelry, DestinationProperties,PublishingandMore Kathyisamotivationalspeaker,whosetalkshaveincludedaudiencesat AIPACinWashingtonDC,TheUnited Nations,TheNationalAssociationofWomenBusinessOwners,ErnstandYoung,andTheForbesGlobalCEO conferenceindubai. Kathyistheauthorofsixbooks,awifeandmotherof3,andaglobal,humanrightsactivist.