market Downturn of wedding dresses there for several years. However, in recent years, almost all wedding salons of Russia, regardless of their format and city location are in for a real shock. At first it was due to a sharp jump in the dollar and the Euro. As most of the purchases of wedding dresses and accessories took place and take place in dollars/euros or in rubles at the USD/EUR exchange rate, many suffered losses. Including because sale dresses brides happened at the old prices, and the payment to the supplier was implemented at the new rate of the ruble. Russian manufacturers also realized the prices for their products because in the production of Russian dresses, and it's no secret, used almost 100% imported materials, accessories, which also are purchased in dollars/euros. Prices for wedding goods in a period of sharp fluctuations of currencies has varied, almost every day.
This situation has provoked panic among the owners of wedding saloons. But over time, the dollar has slightly corrected and stabilized. However, purchase prices for wedding dresses manufacturers to reduce was not in a hurry, leaving them at a high level. Yes, and the subsequent wedding seasons did not bring the owners of beauty salons expected sales. The crisis continues? What to prepare and how to overcome it?
Answering these questions, first I want to make an excursion into the past on a few years ago, when the market of wedding dresses were in favor. Then 80-85% of wedding dresses took the outfits from Ukraine and China. Offer from China starts from $ 30 for one dress (+$20 EMS shipping). For such money it was possible to get a quick order and a good profit, setting a high margin. Of course, work with Chinese suppliers in most cases this is in some degree a lottery and no guarantee of quality. However, according to salon owners who have worked with China, low quality compensated for low price, but knowing the reliable suppliers you can get and is guaranteed to be of acceptable quality.
Now at that price to buy wedding dress is impossible. And not even because of the dollar dramatically increased. Increased welfare of the Chinese themselves, in recent years their wages have risen significantly, and thus increased the cost of products, including wedding dresses (120-150$). Although the quality of production has improved not by much, and as before left a lottery ticket. Therefore, more and more salons refuse to work with Chinese manufacturers, I don't want to risk the quality and delivery time.
as for the Ukrainian manufacturers and suppliers, the last 10 years they wore 2/3 Russian brides. And with the range and delivery was no problem and the quality of their tailoring every year has gotten better and better. And in recent years began. Again, the dollar has had its effect on the purchase price, and the political component has forced customs authorities to block the supply of dresses in Russia. Illegal carriers have raised their prices to $ 100 per 1 dress. Well, anti-Russian policy and the sanctions have done their job, the supply of the dresses fell. But the Ukrainian producers did not want to refuse the supply of dresses in Russia and they were looking for new ways to deliver and reduce costs of production. And in the midst of the wedding season began to offer products with good discount.
Such a metamorphosis from Chinese and Ukrainian suppliers much squandered the economy segment and the middle segment. Now wedding salons can't offer a dress for 10,000 rubles., and brides with the same budget switch to wedding dresses preowned or dress rental. The market is losing customers economy segment.
Another cause of decline in purchasing activity is the unwillingness of consumers in principle to spend money. After the jump rate of growth in food prices, the sanctions, there was a reorganization of relations to money and spending. People are spending less because of the unpredictability of the situation. What happens next no one knows, sales have risen in anticipation of future changes of life. And this applies to almost all spheres of business. As for weddings, that being said, the wedding crisis is not a hindrance. Just spending on its organization become much less. Brides have become more economical, and therefore more time spend on the dress choice. So more began to visit showrooms and, therefore, the fittings of the saloons became more, but sales up less.
the Next reason for the decline of so called - high awareness of the brides. The information became available, brides come to the salon prepared with a lot of photos that they want. After reviewing thousands of dresses online, do you want something special, exclusive, "not at all" or do not know what they want, as they say, "dazzled". And again remeasure a lot of dresses in stores, order your exclusive on the electronic auction sites such as ebay, аliexpress, taobao, which displays gorgeous photos exclusive wedding dresses for very little money. Get the bride with such sites remains a mystery. But the money paid to the wedding dress sent dress, altering them, or leaving as is. And these e-shops take another market share.
Another important factor that cannot be overlooked is the demographics of the 90s. Now marry the children of the 90s, when the birth rate was very low. And this situation will continue for another year or two.
the Crisis is evident. But don't give up. After all, any crisis is an opportunity to test their strength, to think outside the box and to do what could not the competitors left the market. If the market situation does not change, in the future there will be a reorientation of wedding salons at the Russian manufacturers in different price segments. Although now producers a bit, but as they say, demand creates supply.
to survive this crisis, proposed to the consideration and discussion of several options for action.
1. Expanding the range of services.
you Can sell services related companies operating in the wedding market. And you can sell the service directly in the salon, placing the order or give recommendations (business cards, flyers, discounts) to the counterparties and receive a Commission. Among the contractors could be:
the- make-up Artists, stylists
- Florists designers wedding
- Leading artists
- Transport company for limousine service
- Photographers and videographers
- Pastry production
- Jewellery shops, etc.
2. Expansion of the range.
you Should review all the commodity matrix and to include a range of the missing accessories. In practice, sales of accessories should be from 20 to 30% of the cost of the dress. 25% is the Golden mean, and one of the key performance indicators of a sales assistant. Impute the responsibility of the seller to offer and sell accessories.
the assortment needs to be the accessories in different price categories regardless of the level and segment of the interior. Even if the bride has purchased a wedding dress budget, she may "fall in love" and purchase veil high price segment. The task of the seller to offer and help make the "right" choice. Among the mandatory accessories we recommend the following:
- Fate
- Crinoline
- Subki
- Bolero
- Bijuterii
- Podatki
- Sanocki
- Capes for wedding
- Sets for wedding
- Fascinators
- Umbrellas
- Glasses
- cushions for rings
- Tape witnesses, candles
- Flowers for car
- Blade for cake
- Shoes
- party wear
- Outfits for brides mother
- Men's costumes
3. Collaboration with third party Studio.
Should find and sign a contract with the tailoring of wedding and evening dresses and sent to the Studio, receive a Commission, those brides
the- who has not found in your salon ready attire like
- who wants to sew a dress for pictures
- who has a custom figure
by the Way, with regard to the sale of men's suits, you can also find tailoring suits and to send the suitors, receiving the return percentage. Or, you can practice this option is popular in St. Petersburg. You contract with a virtual showroom and Atelier of men's suits or a master tailor. Make appointment to groom. The tailor goes to the salon to You with samples of styles and fabrics. The groom chooses style, color. The tailor himself concludes a contract with him, takes measures. All fittings take place in your salon, and after the date of the suit for the groom salon receives 20-25% of the cost of the suit.
another area of cooperation is to work with a fur company. Surely there are among customers wishing to buy or to sew a coat/Cape made of fur. Do not miss such opportunity.
4. Work with a hired tailor.
you Can take the staff of the salon, the tailor, who will carry out individual orders brides, not to pass orders for individual tailoring of third-party Studio. If space allows, then working in the salon hired a tailor can sew wedding dresses for sale and these are the models that are most well sold.
5. Sublease.
you Should think about putting part of the premises of the salon sublease, if it is accepted by the terms of the lease. Or rent working space (Desk, chair, computer) to hire, for example, the organizer of the wedding celebrations, which can offer brides the entire spectrum of wedding services.
6. Showroom.
Another option is to work as a showroom for the low season and to conduct fittings by appointment only. This method will significantly save costs for the maintenance of the premises and wages.
7. Hire dresses.
you Can do rental wedding dresses in as a separate stream or offer rental dresses here in wedding salon. Already in practice, first hire a new wedding dress the bride will cost 75% of the cost of the dress. The second hire of the dress by 50%, and giving the dress rental for the third time, the salon will be able to get 25% of the cost of the dress. This scheme allows the cabin to recoup costs associated with cleaning and restoration of the dress and to obtain a sufficient margin.
However, it should be noted that it is well to consider all the aspects related to the combination of rental and sale of dresses in the same cabin. As the availability of rental can discredit the salon itself and contribute to the emergence of mistrust among the brides. What guarantees me as the bride that the salon sells new dresses, and not previously used after cleaning. As a solution, you can offer to hire some of the collection that are not in the sale or to divide the cabin into 2 rooms, 2 salon, the first will only be selling new outfits, second only to rent. But to propose the accessories rental is possible and necessary without regard to the format of the cabin. In hire it is possible to give Hoop skirts, coats, stoles, flowers on the car, the shovels, and the figures for the cake.
Another area of rental is the rental of coats and capes of fur. Let the cabin will even a couple of such products.
Sure, it's not all ways of overcoming the current situation, there are others. If You know more please share with us and we will post Your experience for all our customers. So we will all be able to work more effectively.
still, there's good news - the crisis is unstable. It will be held as bad weather. The market will remain the strongest. And if we find the opportunity to experience all the difficulties of this period, in the future will be able to make up for my shortage in full.in
