Bridal Events: Trunk Shows vs. Sample Sales

In the bridal industry, it often feels like these two terms are in a constant showdown with each other. On one hand, both share the same goal of increasing traffic within your boutique and generating instant revenue. On the other, they both have their own time and place. So which one should you do when? Let us help overrule this draw and help you distinguish between these two events so you can make the best decision for your bridal shop.

The difference between Trunk Shows and Sample Sales

If you visited our Trunk Show blog series, you are an expert at all things trunk show. As a refresher or for first time readers, a trunk show is a collaboration between your boutique and a specific designer. Once you select which type of trunk show you would like to do, the designer will send you the collection to showcase in your boutique. This is a limited event and doesn’t typically last for more than a week. A trunk show is a great opportunity to trial new dresses in your store to see how they perform with your brides. Many boutiques choose to discount the dresses as an added promotion. This will be a flat discount for all dresses by that designer.

A sample sale is an opportunity to clear out your existing stock by selling a larger selection of sample gowns off the rack. These dresses are most likely ones you’ve had for a while or haven’t been performing as anticipated. A sample sale is traditionally a single weekend event, in order to incite urgency and drive traffic. Many boutiques discount dresses significantly, usually anywhere between 30-80%. Discounts should be dependent on dress condition and price. Be sure to analyze your individual MSRP values to avoid coming up short, and always advertise your highest discount offered as part of your marketing strategy. “Gowns up to __% off!” or “Gowns starting at $____”

In Poppy, you can look at your Non Performing Items report to evaluate which dresses should be a part of your sample sale. With this report you are able to dive deep and see not only how long they’ve been in your store without a sale, but also how many times its been tried on and not sold. As much as you may love any particular dress, if its not making you money then it is living rent free in your bridal shop.

Which event should you host at your bridal boutique?

The short answer to this question is: it depends on the needs of your boutique. You need to start by finding your “you are here” point. You have to know where you are to plan where you want to be. Take a close look into where your boutique is with your sales goals, consider the experience and performance of your current staff, and make some generalizations about trends you’ve seen from your recent clientele. Once you’ve taken some time for self awareness and reflection, narrow in on your end goal.

In Poppy, you can find all of these metrics within the Reporting section. 

• Monthly Sales Goals 
• Employee Evaluations
• Item Performance – Curated Styles 

Questions to ask yourself before hosting a trunk show or sample sale:

Are you in need of fast cash, more appointments, or feedback on styles? This question will help you get the ball rolling, but here are a few if/then statements that can also help you decide:

• If you are wanting to see a financial boost, then host a sample sale.
  • A sample sale will bring in fast cash to help you get back on track with your sales goals!

• If you are preparing to go to bridal market, then you should host a trunk show.
  • A trunk show will help you gain valuable feedback on designers and style trends to influence your market purchasing decisions.

• If you just returned from bridal market, then you should host a sample sale.
  • A sample show will allow you to clear out some of your old stock to make room for your new stock arrivals!

• If you are considering carrying a new designer, then you should host a trunk show.
  • A trunk show allows you to trial this designer and test performance before you commit!

• If you just had a trunk show, then you should host a sample sale. If you just had a sample sale, then you should host a trunk show.
  • Always alternate between the two!

• If you are wanting to bring more traffic into your boutique, then you should host either a trunk show or a sample sale, you can’t go wrong.
  • Both events will help you accomplish this goal!

We hope this helps you determine which event  is a clear winner for your bridal store when the time is right. We recommend hosting a few trunk shows and a few sample sales each year to balance your marketing strategy and re-engage your brides. Whether a trunk show or a sample sale is next for you, Poppy is here to support your boutique through and through!

Want to learn more about Poppy? Book a demo or fill out our Get Started form.