How to Start a Bridal Gown Business
Starting a wedding dress business is moderately difficult, but it's a safe bet that weddings are never going out of style. T.V. shows have popularized the dress shopping experience and shops are doing more business than ever. However, like any business, the bridal gown industry can be challenging.
- Locate a great retail space. Where you sell your bridal dresses is as important as the dresses. Your retail environment needs to be roomy, as brides often bring an entourage of people with them. Dressing rooms have to be spacious, well-lighted, with ample mirrors and sitting areas. A consultation room where the bride can meet with a knowledgeable dress consultant is important. The décor should feel warm and inviting, yet sophisticated and professional.
- Invest in bridal gown inventory. Determine the type of bride you wish to cater to. There are discount labels, where dresses are budget-friendly, and there are high-end labels that cater to the well-heeled. If you decide to go the higher-end route, it is important to note popular bridal designers such as Vera Wang, Reem Acra and Kenneth Pool do not wish to be represented in every bridal store. Their dresses are more exclusive, so when meeting with representatives, it is important that you share how your bridal shop is different from others.
- Purchase accessories for the gowns. Carry shoes, veils and headpieces. A bride might want to purchase everything together to see the complete picture. Accessories can make or break a dress sale.
- Merchandise the store by grouping similar dresses together. The only exception is for designers. Some brides will want to see all the Vera Wang dresses for example, while other brides will want to see all the strapless dresses.
- Hire a knowledgeable staff. They help the bride find her dress by trying on different dresses. The staff will need patience and a great attitude. They will need to know which undergarments work best with various dress styles and to steer a bride towards a dress that is flattering. Remind your staff that the experience is part of the sale; the better the experience, the easier the sale.
- Open your doors and market your business. Go to trade shows, get friendly with wedding planners and advertise.