Then and Now - Pina Fiorenza

Every edition, Ragtrader talks to a previously profiled brand about how it has developed in the intervening years. This week, Assia Benmedjdoub caught up with bridalwear designer Pina Fiorenza.

Company: Fiorenza Collections for Brides
Owner: Pina Fiorenza

What were the key issues or challenges for your company when you started out? What are they now?

I started selling with many different labels, and my biggest challenge was to make my store look directional. Now we have our own label only in our boutique. It means our store is streamlined and my staff has knowledge about each gown and insight as to what is coming so they can assist with future enquiries. Our next challenge is to see the rest of bridal doing the same. Getting them out of the “Cottage Industry” and into a business industry. Working together with other designers would achieve just that.

What was the range like back then? What is it like now?

The range was dictated by what others had available without having a true signature of my own.Now it is much more relaxed in styling and co-ordination. We have our finger on the pulse and with us doing our own manufacturing it lets us work with our customers responding to the market.

How many stores/wholesale accounts did you have back then? How many do you have now?
I started my wholesale with an enquiry from an editorial in Vogue. I later wholesaled to a major bridal store and am proud to have been part of their success story.

Now we sell to well over 20 stores in Australia & New Zealand. Our greatest achievement is already having 4 boutiques that retail the Fiorenza label only. The Brisbane store being the only store that is solely ours - the others only stock our label but are in full control of their own business with us giving our full support and knowledge. This is where we see our market will grow. This allows each store to put forward their ideas on what best works for them.

What was the retail climate like for your business? How has it changed?
I have a strong retail background. People know and trust the label. It is also important that my staff trust the label giving them confidence in selling it. As our retail changed its much more Pret-A-Porte. Our range is now wide and flexible. Giving customers a visual concept of their gown before it is ordered.

What was your approach to marketing and promotions back then? What is it now?
Always having the retail store where we can sell directly to the public gives us as an advantage as a wholesaler. Visiting our customers, doing promotional visits to their boutiques, being guest speakers at their parades allows us to promote the face of Fiorenza and how well our gowns can work for other bridal stores. Over the next five years it is our aim to work in collaboration with other designers. Achieving for them what has worked for us. Their own look, their own identity with less frustration and cost. As small business we understand that manufacturing expense is a contributing factor to success.  Cash flow and time to grow is a phrase we hear all too many times. This is where we can assist, working for a better personal and business life.
 
What was your approach to staff training? How has it changed?
Having your staff understand the product they are selling and high standard of customer service. We believe that if you work as a team and communication is open, then the customer will benefit. It hasn’t changed, it’s been streamlined. I am now recommending our retail customers should apply the same technique in their stores and by visiting them, I am able to show them just that. Customers are well informed these days and even though you can assume they have no knowledge, the reality is that they are all well informed.

How many staff did you employ? Now?
Approximately 20. Now, we have six at the most with three full-time, two of these been part-time and a contractor – this is what we call streamlined.

What was your greatest moment/most significant development in the past five years?
Being able to streamline from 20 staff to 6 and achieving a much respected and growing business. A closeness with other bridal stores and a sense of trust.

By Assia Benmedjdoub