Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
products, it can be catered and executed quite easily. “Problems carving? Try this. A turkey how big? Try this” etc. In-store displays and signage can be very effective in helping to achieve this.
8. Align all your retail channels This should always be the case but critically so at this time of year. Customers researching your brand online, seeing it on your social media and then coming into your store to buy is the ideal outcome. But if they can’t find the gift you have been promoting, you will have lost the sale - and irritated the customers in the process.
9. Talk to your suppliers Talk to your suppliers now and get an understanding of their reordering plans for the festive period. Are minimum order values going down in the final few weeks? With Christmas falling on a Tuesday, we have a full weekend just before the Big Day when many potential shoppers will have stopped working. So then it may be worth having a final drop of certain lines.
10. Make notes At the risk of teaching grandmother to suck eggs, make notes of what went right/wrong for you this Christmas for future reference, so you can be better prepared next year. Keep a diary of key factors that influence sales
such as local events (from roadworks to seasonal festivals/processions), weather conditions (heavy snow or rainfall can obviously really affect trade), your suppliers’ activities and performances, your competitors’ activities and so on. And don’t forget to list your best sellers.
• Caroline Rowell is the director of Invicta Retail Consultancy. She has 23 years of buying experience with key high street retailers including Fenwick, House of Fraser and Heal’s. Caroline’s contact details are: Mobile: 07958 712805 Email:
carolinerowell@invictaretailconsultancy.co.uk TW: @invictaretail
special report
John Lewis reveals Christmas collections J
ohn Lewis predicts 2018 will be the Year of the Rainbow Christmas tree.
The department store group says: ‘Filled with
must-have baubles, this imaginative look is the perfect way to combine all seven colour collections from John Lewis this season. Recreate the ombre effect by arranging baubles in a spectrum of shades from the top to the bottom of the tree. Here are the retailer’s descriptions of its seven colour collections:
Sapphire: ‘Celebrate the beauty of the ocean this Christmas, with the distinctive Sapphire collection. Inspired by the wonders of the sea, Sapphire’s underwater aesthetic is a bold yet whimsical take on traditional festive blues. Look out for playful jellyfish, crystal encrusted octopus and soft metallic seashells - all complemented by delicate hand-blown glass baubles.
Ruby: ‘Ruby features over 30 textured handmade baubles that showcase delicate decorations set amongst deep velvety berry hues. The collection incorporates vibrant shades, feathered wreaths and pomegranate baubles. A more traditional colour for Christmas, the rich tones and textures create a warm, inviting and comfortable scheme, perfect for sitting back and relaxing in.’
Moonstone: ‘Focusing on traditional festive
colour schemes, the Moonstone collection has a palette of silver and white that brings a sense of peace into the home. Featuring snowy mountain pines, along with polar bears and whimsical unicorns, it’s the perfect way to add a fresh take on Christmas.’
Jet: ‘Inspired by the depths of space and the brilliance of starlight, Jet plays with the juxtaposition of shadow and light to create strikingly different decorations. This collection incorporates geometric patterns, glass prisms and matte black finishes, delivering a sleek and elegant interior look.’
Gold: ‘Bring a touch of luxury and decadence to your home with the Gold collection. Opulent and sophisticated, Gold incorporates sumptuous silks, sparkling jewels and gold metallic, ideal for creating a picture-perfect Christmas. From hanging lion decorations, to golden palm trees and hand-finished damask designs, this festive collection has something for everyone.’
Emerald: ‘Inspired by nature and the sensory haven of a tropical rainforest, this exotic theme creates a lush Christmas setting. Incorporating clear glass, feathers and tropical leaves with animal motifs such as toucans, dragonflies and parrots, this scheme is an enchanting festive wonderland.’
Amber: ‘Inspired by the golden tones of autumnal forests and arboretums, the Amber collection comprises over 50 decorations in shades of rich russets and chestnuts. The largest Christmas collection of 2018, Amber will help create a cosy setting with wildlife motifs and embossed patterns, complemented by copper accents. The rustic collection is the perfect setting for snuggling down next to an open fire with a mulled wine.’
September/October 2018
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