Background
On Friday 30/10/2011 I partook in a work experience placement with a small freelance designer, Ily Bridal at the National Wedding exhibition in London. During this placement I asked questions and helped the designer in dealing with clients; whilst watching how other businesses work.
Notes that I made are:
The designer started out her venture with a BaHons Fashion design degree at London college of Fashion and then went on to complete a course in business studies. She designed her first design collection in 2009 which she collaborated with a friend whose expertise lies in pattern cutting and small UK seamstress businesses to create her designs as she realised her sewing skills were not industry standard.
Now with the generous financial support of her parents she has opened a shop in Hammersmith, London and also runs and manages her business via online website.
The business
Her initial design ethos was to provide couture designs that are totally unique and signature to her style. Her early work was designed to her standards in that it was her taste and appealed to the designers’ own dress sense. However after a year in the market she has realised that this was not a financially viable approach to business as this was restricting her target client base:
· 25-35 years old
· Darin and unique style
· Modern
· City girl chic
· Couture
· Lower prices
She now has had contact with a PR/ marketing team to research into the consumer demand for wedding dresses and has had to re-think her design attitude towards a more traditional approach to adopt a wider source of clientele.
She sources fabrics cheaply from within the UK to enable her to sustain her highly competitive prices which range from £700-1000 (or more for her bespoke range).
Largest competition within this business area is from newly graduating students coming through with fresh techniques and knowledge.
The collections
Ready-to-wear (ready-made collection)
· Seasonal S/S and A/W collections based around market research and the designer’s own ideas.
· Prices range from £700-1000
· Tailoring to your height and size (generically) ) is included within the cost
· Takes between 3-4 weeks to produce and ship
· More affordable
· Option to edit the design with additional details.
Bespoke service
· As a designer she offers a totally bespoke service
· One-to-one client communication
· Close contact from initial design meeting through to toiles and final fittings.
· Prices range from £1200-1500
· Fitted to own exact body measurements
· Any shape, size, silhouette, fabric, colour etc
· Takes between 3-4 months to complete the entire process through to shipment.
Learning curves
The bespoke service has proven to be generally financially unstable and so the designer tries to push her ready-made collections.
Most client awareness is generated by trade fairs however she does advertise in bridal magazines, online, in leaflets and shows.
Prints for a large batch of leaflets came to £375
Costs for a stand at a fashion show is £2000
Contacts and gaining awareness are essential!
Used to create matching accessories but this became a “headache”.
Chooses key design details for next collection by the interest shown in certain products during exhibition.
Business Case study
Ily Bridal: freelance Bridal designer
Posted by Amy Ranahan at Friday, 30 September 2011 21:45:15 o'clock BST
Last Edited:Saturday, 1 October 2011 12:22:42 o'clock BST
Last Edited:Saturday, 1 October 2011 12:22:42 o'clock BST
Ily Pop is a freelance wedding gown designer. I chose to study this small business as it specialises in my field of interest.
Ily graduated from London college of fashion. She then went on to study a Business course. She started her business through close private clients and word-of-mouth recommendations and refferals.
In Spring 2010 Ily first released her Bridal collection (with the financial support of her parents) as an online boutique in which she offered readymade pieces for purchase.
Her initial business idea was to provide garments designed according to her personal taste and style. However this presented problems in that her target audience was now too niche and restricted sales.
Her business has definitely changed in that she now designs focusing more towards the need/ demand of the market and has since toned down the daring individuality in her designs to bring her into a more traditional wedding aesthetic.
As opposed to the beginning of her venture she now communicates with several different teams including: PR, marketing and small seamstress businesses.
Ily graduated from London college of fashion. She then went on to study a Business course. She started her business through close private clients and word-of-mouth recommendations and refferals.
In Spring 2010 Ily first released her Bridal collection (with the financial support of her parents) as an online boutique in which she offered readymade pieces for purchase.
Her initial business idea was to provide garments designed according to her personal taste and style. However this presented problems in that her target audience was now too niche and restricted sales.
Her business has definitely changed in that she now designs focusing more towards the need/ demand of the market and has since toned down the daring individuality in her designs to bring her into a more traditional wedding aesthetic.
As opposed to the beginning of her venture she now communicates with several different teams including: PR, marketing and small seamstress businesses.
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