Attire Accessories - Seo/Oct 2019 (Issue 78)

RETAIL INTERVIEW 111 THE SHOP AT BLUEBIRD T: +44 (0)20 7351 3873 W: theshopatbluebird.com @theshopatbluebird experiences not found anywhere else to further our customer engagement, such as seasonal pop- ups, including Between Us, which was a six-week celebration of African designers, welcoming a selection of designers – some of whom hadn’t been available in the UK befor. Everything in the store is carefully considered before being curated to create a true in-store experience and to leave an everlasting impression on the consumer to want to share The Shop at Bluebird with their friends and family. What are your current bestselling lines? It’s a combination of ready-to-wear dresses and trainers. Dresses have always done well – contemporary brands like Stine Goya, Anine Bing and Ganni been have been bestsellers for a while! Trainers from Golden Goose and vegan brand Veja are customer favourites, which we often find ourselves selling out of. Are you active on social media, and how do you use it for your business? We have a strong social following and engagement level with our followers. We use it daily to showcase our incredible space to fashion lovers all around the world, as well as update them on new stock and collaborations. We find that some of our customers message us to shop through the platform, which is great! I have previously hosted takeovers on Instagram during special occasions such as our Between Us pop-up and our first birthday celebrations, during which I got to share some of my favourite styles within the stores at that time or explain our vision behind projects. I think it’s so important that The Shop at Bluebird feels accessible and welcome within our space, as the store has become one of the most Instagrammed in London! What brands do you stock and why? We stock a combination of interesting brands, from relevant established ones such as Chloe and Isabel Marant to more emerging talent like Danse Lente and Alighieri. I have always wanted to ensure that The Shop at Bluebird supports brands, especially up-and-coming designers, with a key element that all brands are united in retaining a strong aesthetic and undisputed quality. How often do you change up your window dressings and displays? We like to inject newness into our windows, so we will change up the displays on average every month. We feature the likes of workshops happening within the store, such as the Botanical Boys, and seasonal drops that are perfect for calendar events, such as Winter Ski with Perfect Moment. We feel that the displays are another way to share our creative style with our customers. What are your plans to do develop your online presence? We currently have a boutique that is hosted via Farfetch conducting our e-commerce, which allows The Shop at Bluebird to have a global outreach to new customers who may not be able to come into the store. Do you undertake any charitable initiatives? If so, what? Each Christmas, we support CRISIS, a charity that works towards tackling homelessness in the city – something that we have seen more of since relocating to Covent Garden. We provide touch points for customers at our till points if they wish to donate. Do you attend any trade shows, and if so, which ones and why? Generally I tend not to as we’re introduced to new companies all the time. We see so many brands at market and get approached daily. Social media has also become a great source for researching up-and-coming brands and trends. Are you looking to open more stores across the UK? We don’t have any plans to open any more currently. What has been your standout moment since opening the store, and why? Our collaboration with Lagos Fashion Week for the Between Us pop-up was such an interesting project and brought a new energy within the store. It was very important for me to introduce our customers to brands they would not have heard of before. Likewise, we could celebrate that part of the world for its outstanding designers combined with traditional techniques not seen within British design. How do you view the retail market at present, and what advice would you give to anyone starting out? The retail market is quite challenging currently, but if you are open to change, it can be exciting. We are in a different retail age right now and need to adapt to changes in customers’ shopping behaviours and lifestyles. What are your plans for the future? We plan to continue to evolve and excite our customers with fresh and interesting projects and pop-ups and, of course, excellent service.