Like many I was new to the industry and had no clue what I was doing - I felt nervous and green and totally out of my comfort zone!  If it’s your first trade show, don’t panic, it will be eye opening and there’s a lot to consider and see but be assured it’s normal to feel a bit anxious and in truth most retailers are winging it even years on – we all are to a degree!

Bridal Week Official remains the biggest UK bridal trade show and it’s the best place to see the latest collections, meet with designers and manufacturers, and connect with suppliers all under one roof! It’s the perfect opportunity to select or refresh your collections, discover new design talent, and pick up business tips from industry experts. But with so much happening, I suggest some planning or you may get carried away and end up running out of time and missing out. Here’s a mini guide on how to prepare and how to navigate the event like a pro!

Firstly; Why Go? 

In my opinion Bridal Week isn’t just about buying dresses—it’s a chance to give you and your business a real boost. Plus, there’s tonnes of social media opportunities! Here’s more on why you should definitely be there: especially in a social media-driven landscape. We focused on refining brand messaging, leveraging storytelling, and creating experiences that keep brides engaged.

1. See the Latest Collections: Get ahead of the competition by viewing brand-new designs! Obviously seeing gowns in person helps you assess actual quality, fit and design so you can make the best buying decisions and really experience the dresses up close.
2.  Find New Designers & Suppliers: If you’re looking to freshen up your boutique’s offering, this is the perfect place to discover fresh talent and exciting new brands. My advice is don’t overbuy! Yes, you need to maintain your minimums with your brands absolutely but over buying too many dresses or too many labels are the easiest way to kill your profit! Make decisions back at the boutique when you’ve had the chance to review all designs over all labels. This prevents doubling up on similar styles across brands and helps you curate your collections strategically.  
3. Network with the Industry: Chat with other boutique owners on stands, swap business cards! Talk to your designers and suppliers. Sharing insights, experiences, advice and support can be invaluable and you’ll feel less isolated.
4. Ask For Insights: Take advantage of the business advice clinics and seminars, plus watch mini catwalks to stay on top of trends and learn new ways to grow your boutique!  Ask your Manufacturers which retailers they rate and follow them on socials, ask why they think that retailer is successful.  If you want to be successful, learn from those who are!  Manufacturers, Reps and Agents know so much, tap into their knowledge, and ask their opinions on who to follow.
5. Exclusive Deals & Show Offers: Some exhibitors offer discounts and promos for attendees, ask if they are offering any.

Planning Your Visit
A bit of organisation goes a long way and you’ll get the best of the show if you plan. Here’s a few tips; 

Book Appointments in Advance: Popular and big brand designers and suppliers will be busy, so pre-book meetings to make sure you get the time you need with them plus it gives you the chance to talk and learn.  If you’re keen to buy from a new label call ahead of the show and ask about area, brand availability, minimums and discontinuations. Be prepared to answer questions about your boutique and other labels you carry and arrange to see them at Bridal Week if it’s available to you.

1. Make a Must-See List – Check out the exhibitor list beforehand and highlight the brands you want to visit.  Ask to be sent look books (if available) from those you have appointments with.  Definitely consider the brand’s marketing and social media footprint!  Photos and images are everything and you need strong marketing assets to pull your brides into store!  Ask to see campaign images so you know which are the headline designs and don’t forget to ask about last season’s best sellers too in case you’ve missed winners!
2. Leave Time to Browse – Whilst planning is a good idea.  Leave space in your schedule to explore new brands you might not have heard of or you want to see but don’t yet stock.  It might also be useful to pass by competitive store’s brands to see the look, flavour and feel of their collections too.
3. Attend Key Seminars & Panels – Check the event schedule in advance and make time for the business talks that will benefit and interest you. Book your business advice 1:1’s if there is space available and don’t be shy, the experts will work with you confidentially and professionally. These sessions can be really motivating and helpful so take the plunge and share.
4. Take Notes & Photos – Keeping track of styles, prices, and your selections will make decision-making easier plus you need to capture content for the all-important socials of course! Brides love ‘behind the scenes’ and ‘come with me’ style reporting so grab time to curate some content whilst there!  You could even go live from the show!

The Business Advice 1:1’s

Proudly I’m one of the business advice experts that hosts these sessions.  It’s one of the most exciting parts of Bridal Week Official for me! I get such a buzz from hearing other boutique’s successes and challenges! The coach in me wants to find ways to help, support and connect great retailers to great brands.  If you’ve booked a session with one of the Experts go armed with some info, to prepare, ask yourself the following questions;

• What do you feel you need help or advice on? 
• What are your challenges and successes currently? 
• What’s keeping you awake at night?  
• Take details of any store performance stats and business numbers you have (and don’t stress if you need guidance on that bit too, many do).

Sharing some of that will help your Expert guide you in their area of expertise.  The sessions can be short but it’s amazing how much you can cram into and take from 30 mins. I’ve received some incredible feedback over the years (thank you).  In several cases some retailers have later indicated that advice provided has been game changing and profit altering which is absolutely amazing.  I love this!  I think the more you share the easier it is for us to guide and support so don’t hold back.  I’ll see you there and I cannot wait!  I am (as ever) obsessed about our industry, let’s say hello in the Halls or on the dance floor at the After Party - it’s great to connect, talk and cheers together!

I coach new and established businesses on all areas of successful bridal retailing. Mini one off projects are available after a free discovery call and longer term coaching assistance is also possible. Catch me on Insta @abineill if you’d like to chat or on 07725 804917.  I’m also a brand Agent for three incredible brands Modeca, Rembo Styling, and Marylise, DM for look books they are incredible collections!  Check out www.abineill.co.uk and reach out if you need some motivational energy and guidance and have a great week!  See you in the Halls x