Case Studies
Isobel McLoughlin - Pink Champagne
Tuesday 30 November 1999
Isobel McLoughlin (Retail) 2006
Isobel McLoughlin set up Pink Champage, an exclusive ladies boutique in Clonee, in September 2008 having participated in the business start course in 2006.
Isobel came from a background in medical sales but always had a strong desire to have her own business and has always had a strong interest in fashion. She put the two together and came up with Pink Champagne! It has been a tough year no doubt, but Isobel has managed to get through it by simply running a very tight ship, being careful with costs and keeping a very close eye on the business i.e. not overstocking, keeping staff to a minimum, renegotiating rent and keeping very friendly with her bank manager!
The boutique:
Spacious French style is the main theme in this boutique where one will discover exclusive brands for any occasion from casual weekend parties to weddings and gala evenings. The Boutique offers a relaxed, luxurious and comfortable environment to add to the customer’s retail experience! The luxurious interior cossets the buyer and adds to the character of the boutique.
There are a variety of labels to suit all needs, most of which offer something innovative and different to today’s discerning buyer. Most importantly there are labels to suit all wallets; after all, in the current economic climate customers are looking for value for money without compromising on quality – the essence of Pink Champagne!
Pink Champagneis a one-stop shop where you will also find a range of accessories to complete any outfit. Labels include; Ronan Chein, Fille Des Sables, Rene Derhy, Aftershock, Fever, Culture, Noli, Pomodora, Madeline, Rinascimento, LTB Jeans and many more! Staff is on hand to provide a personal service to help find that perfect outfit, which is something they take great pride in. Customers appreciate this and have come to expect it which they shop in an independent boutique.
Challenges facing the business in the near future include:
1) Getting through the next 1-2 years of this recession
This will be achieved through managing finances- being able to pay bills from sales, which can be done by having a quick turnover of stock. Another important aspect is to stick to the spending budget, which Isobel is very conscious of.
2) Customer satisfaction
This will be about having the right product at the right price for the right customer and by providing a personal, attentive service not available in bigger stores. Customer nights are also held in the shop with discounts on the night.
3) Competitive edge
This is about providing something different and unique to the customer. This is attained through adding little personal touches that customers love by giving them a gift when they spend a certain amount or if they are good customers.
Spacious dressing rooms which are in a private room to the shop make the experience a very personal and private one.
Toys are available for children which make it ‘mum-friendly’ if they want to bring their children with them.
Isobel is constantly on the look out for new ideas and monitors customer preferences as well other boutiques in order to stay in touch. Labels are offered to suit all budgets, which attracts a broad range of customers. Providing unusual and unique pieces is something Isobel does which she believes brings customers back time and again.
Participating in charity events and providing services for fashion shows is a strong value for Isobel which again raises the profile of Pink Champagne.
PR and advertising campaigns are very important also. For example Pink Champagne is currently doing an advertising campaign with Assets models at the moment, which involves fashion shows, publicity in various papers and magazines and fashion slots on Ireland AM.
All in all it will be a tough year ahead. The retail sector in general has been badly hit but Isobel has no doubt that as long as she continues doing what she’s doing she will see the other side of this recession!
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