Vicki Allen, managing director and owner of Vicki Allen boutique in Hale Village, established the business 18 years ago. Having just returned from a sailing adventure, which has taken her around the world over the past few years, she is now back behind the counter and shares the secret of her success.
What we do:
Being one of the few independent fashion boutiques left in the area, we offer a high level of quality, style and personal service rarely found in the stores or High Street.
Who we do it for:
Our business is mainly aimed at real women aged 35+. With nearly everything available from size 10 to 20, we have an eclectic mix of clothes and accessories to suit most tastes and most occasions.
What makes us special:
Personal service is the key. Whilst the customer is left to browse at their leisure, the staff use their extensive knowledge of the collections to tailor the outfit to suit the client. Our customers are our best advertisement. The shop’s location in the heart of the village is also very important.
How we got started:
Having previously managed the shop, becoming the owner seemed a natural rogression. However on the day I got the keys, I was struck by the enormity of what I had taken on. Managing was one thing, but now I was solely responsible for everything: personnel, buying, selling, marketing, merchandising, accounting, you name it.
Business person I most admire:
I admire Richard Branson for his maverick approach to business. For taking on the big boys and winning. With my love of travel I am grateful to Stelios and his predecessor Sir Freddie Laker for changing the way we fly, opening up the skies to all.
My right hand man/woman is:
My manageress Sandra. I know when I leave the business, it is in excellent hands. I don’t come back to mountains of things to do or unopened mail. Having been away over the past few years, it is testament to her and the staff that the business is still afloat.
Secret of our success:
The majority of our clients are very loyal. This helps enormously when we go buying as we have ladies in mind when we view the collections. If we can’t name someone for each garment we don’t buy it. When the new collections arrive, we ‘phone the relevant customer to let them know we have something particular for them. They really appreciate the personal touch. I am very lucky to have a team of staff who get on so well. This has a direct impact on the atmosphere of the shop. Whilst we appear to have quite an informal approach, don’t be deceived, we know our stuff. A special mention should also go to Margie, who works miracles dressing the windows.
My business philosophy/top tip:
Don’t rest on your laurels. I am always looking at ways to improve the business, trying to see it through my customers’ eyes. In retail, overbuying can cripple a business. When it comes to sale time, your profit is what is left hanging on the rails.
Finally, advertise!
It’s too easy to cut back on advertising when money is tight.
When I’m not working I like to:
I love to travel. If I am not travelling, Iam reading about travelling. Recently I have been extremely fortunate to spend the past few years sailing around the world The travel bug is never far away.
My next move: Having just got back, my priority is to get the business on a firm footing to emerge from the recession.