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Award triggers our season of goodwill

Trade for autumn 09 has been really strong at The Dressing Room. As a relatively young business we are still developing and growing, and if 2009 is anything to go by we are looking forward to the future. 

Trade for our previous Christmases has always been steady but nothing in comparison to the peaks we see at the beginning of the season when the new collections arrive. But this December has been crazy.

A Christmas customer event was a phenomenal success – the store was packed within minutes of us opening the doors. The queue started forming about 20 minutes before we opened and the queue at the cash desk was about an hour’s wait at its peak. 

The extra custom was a knock-on effect of winning the Drapers Womenswear Retailer of the Year Award in November. Every customer that comes through the door is congratulating us. New customers are entering the store on the back of the local press we’ve received and the general mood within the store is very upbeat and positive.

The goodwill that winning the Award creates is great, not to mention the effect it has on staff morale and supplier support. This time even more of our suppliers generously donated prizes for our Christmas event.

So all the nerves and apprehension of entering the Awards has been absolutely worthwhile – recognition of what we do here at The Dressing Room meant more to me and the team than I can ever explain and it is even better that it has had such a positive effect on trade.

We are now working hard to ensure that standards are maintained to make the most of the last few days of Christmas trade, and are looking forward to a new season with new hopes and targets for spring 10.

  • Deryane Tadd is the owner of womenswear independent The Dressing Room in St Albans

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