 Alda Ellis, owner and wedding consultant, Alda's Magnolia Hill
With the high point of wedding season around the corner, are there any new trends Christian retailers need to be aware of for their stores?
"Eco-friendly or green weddings are emerging quite rapidly on the scene. Organic materials and colors are forward-thinking for both retailers and their customers. Outdoor weddings have never been more popular, and this trend may be translated from organic papers, fabrics, favors and décor-all with eco-friendly details.
"As goes the economy, the tall, 'over the top' table centerpieces seem to be out. More in favor is a shorter floral or fruit arrangement, an item that may be reused or recycled.
"Seemingly a most popular color combo of chocolate brown and tiffany blue have been the 'it colors' in the past, but start watching for a trend toward gray. Stunning silver and rich royal purple are popular now colors as well. No matter what color scheme a retailer considers, to stay on the leading edge, we must be aware of thinking "Green."
"Another popular trend is creating a special personalized relationship with the bride. Perhaps a personal Scripture quote to base the wedding on is most meaningful. Help her to create a color pallet, suggest a monogram gift guide and gift registry. This creates customer loyalty, and translates into increased sales."
What wedding-related products should retailers have on hand year-round?
"No matter if it is a traditional church wedding or a destination wedding, from a retail standpoint there are a few staples that never go out of style: traditional guest books, wedding favors and candles. Budget-minded planning loves anything that may be used more than once, such as place cards that may be used as a take-home favor. Hostess gifts and anything that can be monogrammed, such as soaps, totes and hand towels, are year-round products that may be used in wedding-related themes."
What mix of traditional and contemporary wedding products should stores maintain?
"Know your demographics, of just who the customer base is. The race, denomination and other social factors are determining factors to help figure out the product mix between traditional and contemporary.
"In general, weddings are still quite traditional, but with a young, contemporary element. Sometimes the contemporary elements may be translated into the themes, such as beach, outdoor garden or at the farm. Traditional items may be made contemporary in the P.O.S. (point-of-sale), the signage or the display concept.
"Bottom line, know your own customer base."
In terms of pricing, what are Christian retailers buying for their stores these days?
"As goes the economy, so goes the more budget-minded bride as she is planning her wedding. Items that are not cheap-looking, but value-added are the best buy for both retailers and brides."
What recommendations do you have for merchandising/display?
"It is said, 'presentation is everything,' and so (it) goes for retailers. As space allows, it is so important to create a most beautiful and meaningful tablescape to give a bride (and her mother) ideas for the most perfect day. Use the items that are for sale in creative eye-catching displays that make a 'wow' statement, and that includes lighting, too. Signage is the silent sales person that can tell a story or give an idea of how to use it. The art of displaying products in regular changing vignettes is most important to entice customers to purchase.
"A good rule of thumb to remember is placing more profitable items within easy reach and less profitable items down a row. No matter the item sitting on a slatwall glass shelf, it has little temptation if a bride doesn't know what to do with it or the meaning of it. Presentation is everything."
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