Sunday, November 18, 2012

10 Bridal Business Building Tips from Vivienne Mackinder

To really profit from the bridal industry you must have a pretty solid and picture-perfect plan of attack. ICA Fashion Director Vivienne Mackinder delivers 10 surefire business building tips to help get your bridal business in proper order. We are also proud to share with you her latest Bridal Collection created for exclusively with Intercoiffure. Here are her bridal business suggestions:

1. Consultation Look Book – Ask your bridal client to bring in images of hairstyles she likes. In addition put together a ‘look book’ of bridal styles that you are able to recreate.

2. See the Goods - Request an image of the gown and veil or headdress for the consultation. Make sure the image shows the gown and veil on the bride, not hanging from a hanger. Why is this important? So you can see the silhouette and design the hairstyle from head to toe, understanding the period that the gown reflects (e.g., 20s, modern and minimal, fairy tale, opulent). At this time you must determine if the style has to be built around a veil or headdress. Remember you are pulling together the total look. Don’t cut your bride off at the neck.

3. Consider Hair Pieces or Extensions – So many clients say, “I am growing my hair because I am getting married,” so be prepared to help them. Provide a catalogue or look book of hair additions to show possible choices. Remember the scale and proportion of the style must work for the silhouette and size of the dress. Will the client need hairpieces or extensions to keep her hairstyle in proportion with the gown?

4. Rehearsal Time – Do not shortcut this process. The rehearsal is the time to experiment, not on the wedding day.

5. A Photo Journal – Journal the hairstyles you practiced during rehearsal and file image front, side and back. By keeping this photo journal, you have a reference when the bride comes back, often months later. It’s easy to forget what you did!
6. Keep in Mind - Consider longevity and that the hair is great from every angle. Make sure the style looks great from all sides, as this hairstyle will be photographed from many angles. Also be sure to ask if the wedding is outdoors, taking into consideration weather conditions that could spoil the style.

7. Offer a Price Package – The price package should include the consultation, rehearsal, treatments and styling on the wedding day. Don’t forget to discuss hair for her honeymoon, such as a simple hairpiece to slip over a ponytail—great for the pool. Don’t undersell your skills! Remember what the bride is paying for her shoes and her bouquet. Her hair is much more important than these items, but often she spends less on the hair. It is up to us to build the value and deliver great value.

8. Promotions – Build a section on your website and Facebook page for bridal styles and packages. Network with bridal photographers for cross-referrals and ask for bridal images for
your website. Also, don’t forget to ask your bridal clients for photos to display in your portfolio.

9. The Day Of – Remember the number one rule for success in hairdressing is the foundation:
• the correct product application and setting technique
• the correct type of backcombing to support the style
• the art of pinning, to hold the shape together without being too tight or ridged

10. Matinee - Have a cocktail handy for you and the bride to calm the nerves – just joking! If you are well prepared, and your consultation was thorough, and you have rehearsed on the
bride (and mannequin head if necessary), being part of such a great day will be a wonderful.

Team Credits 
Hair : Vivienne Mackinder, Fashion Director, Intercoiffure America/Canada
Hair color: Jo Blackwell-Preston, Intercoiffure America/Canada Hair Color Council
Photography: Ernesto Mendoza
Gowns: Brides by Demetrios
Fashion styling: Montgomery Frazier
Makeup: J. Patrick


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