Describe your latest collection.

The Justin Alexander Fall/Winter 2021 collection epitomizes the 21st century bride. Quintessential elegance has always been at the heart of the brand, and this season is no exception. Pivoting around effortless wedding day romance, lightweight and soft A-lines exist harmoniously alongside bold architectural ball gowns and sensational figure contouring silhouettes. Provocative necklines, wow-factor trains and graphic opulent beadings blend seamlessly with voluminous skirts, low sexy backs and exclusive statement laces. This collection is designed for brides who truly appreciate bridal excellence: they’ll be ready to make the ultimate statement in every step they take.

What is your favourite bridal trend?

Effortless romance, A-line with a modern twist, dreamy tulle skirts with beaded appliques and square necklines!

Where do you see the brand in five years/ how do you envisage the brand growing?

In the next five years, we have realised great growth in the awareness of our brand identities. You see brides already asking in particular for Lillian West as being the strongest in the market, covering the romantic on-trend bohemian style. Some girls even have their dream Justin Alexander dress already in mind at the moment their future spouse bends on one knee! Since we are investing a lot in the unique features of every of our brands, special styles, fabrics and silhouettes, we do see more and more brides asking for our dresses, which has given us a great position in the market.

Our company will be the strongest in local service in five years, offering very user-friendly digital platforms to provide all the help needed to run the best bridal shop. We will be a data driven company, focused on excellent communication to both brides and stores and making sure there is no gap between them.

Our collections will, in five years, still be a perfect balance of on-trend styles and traditional bestsellers that brides continue to ask for.

What support do you give your stockists?

• Strong countrywide and local advertising campaigns to drive traffic to stores
• Deep stock (UK warehouse) on best selling styles are always available
• Sales programs to increase profit
• Full trunkshow and event support
• Optimized B2B portal with quick inventory look-up, easy order system and image bank
• Show or pop-up events with new collection for retailers at least twice a year

What are you looking forward to about Global Gallery?

We hope that Bridal Buyer’s Global Gallery is going to connect us with buyers who are wanting to become one of our partners, without whom, this industry would not exist!

To see the full collection, follow the brand or connect with Justin Alexander, sign up for your complimentary membership to GLOBAL GALLERY