Attire Accessories - Jan/Feb 2020 (Issue 80)

106 DARE TO BE DIFFERENT With some multinationals falling victim to the power of online, is a personalised experience the key to keeping the independents alive? Louise Prance looks into it… With the sad news of Mothercare UK’s administration brings a fresh wave of concern for the high street. The babycare specialist retailer was said to have failed to adapt to changing consumer buying habits with its business model not best catering to its audience. However, while it is concerning news, lessons can also be learned from the development. Like many big-name retailers, Mothercare’s problems stem from increased competition from the likes of supermarket baby brands, as well as the rise and rise of online fashion brands. According to Richard Lim, chief executive at Retail Economics, one of the company’s biggest errors was in failing to differentiate itself as a specialist retailer, as told to the BBC. And that failure to seek out a USP in an over-saturated market is an invaluable lesson for retailers looking to carve out a niche on the high street. When stories like these arise in the press, it can undoubtedly cause high street store owners anxiety and sleepless nights regarding the future, but anyone who has stepped foot in an independent fashion retailer on a Saturday morning knows that the high street is anything but dead. Last issue we talked to Deryane Tadd, owner of The Dressing Room in St Albans, who is enjoying untold success with her store. So what’s her secret? Deryane has seemingly cultivated the perfect blend of offline and online – her independent store bursting with personality, she then crosses this over to her social media channels that she stays on top of daily. Talking about the store’s online presence, Deryane states, “It is hard work to get it right, expensive and labour intensive but it is worth it and I wouldn’t be without it. It also drives footfall to the store and opens the business up to a much wider audience.” And there’s the thing – with 68 percent of consumers now wanting stores to offer experiences, services or leisure activities, according to RetailEXPO, driving footfall to your business is one thing, you next need to create a unique experience to keep them there. Focusing on long-term trends such as wellness, self-care, a shift to vegan and sustainable clothing and accessories, as well as differentiating your space from that of your high street competitors will help see indies regenerate the high street and cement longevity for your business.

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