NEWS
Amber Toms shoot for Fashion Trend and Kevin Murphy
Director of Photography, Amber Toms, shoots for leading fashion magazine, Fashion Trend, in collaboration with high profile Australian hairdresser Kevin Murphy.
(Posted 14/07/2010)
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What was the inspiration behind the shoot?
It was a summer shoot so the idea behind the shoot was to capture glamour and lifestyle, representing a new wave of Australian beach culture.
Where was the collect shot?
It was shot in Melbourne in a studio location, we wanted to control the environment and ensure that we got the results we were after without being subject to environmental conditions. We replicated what looked like a tropical garden as a set in the studio, using palm leaves and other props sources specifically for this project.
About Fashion Trend Magazine: Offering a unique blend of exclusive runway images, alluring editorials, designer profiles, sublime beauty trend information and dedicated coverage of the Australian fashion scene, FASHIONTREND Australia is The Essential Fashion Quarterly.
www.fashiontrend.com.au
www.kevinmurphy.com.au
Opening a new salon
The Salon Directors' Marketing and Business Development Manager discuses key points in opening a new salon.
(Posted 5/07/2010)
What would you say are the 3 key areas in terms of launching a new salon successfully?
Brand Image and Identity: As a new business you need to establish your brand in the marketing place, and a strong brand is invaluable. It is a foundational piece in your marketing communication and needs to be distinctive and consistent, in order to make an impact. Branding is not only skin deep, staff need to also be reflecting your brand both in and out of the salon to create a cohesive whole.
Developing a marketing strategy the next step, this needs to be carefully researched and planned in order to make the most effective use of the marketing mix. It’s not just about gaining new customers and retaining loyalty; other factors such as recruitment and retention of staff need to be taken into consideration.
Business Plan: It’s the old saying ‘Fail to plan… or plan to fail’. A business plan should be one of the first task in the initial design of a new salon. It ensured that you have a clear vision, set goals and a defined ethos for the business. It also allowed you to put aside any misconceptions and establish a realistic, balanced and clear purpose and direction. A business plan can play a vital role in helping to avoid mistakes or recognize hidden opportunities.
Finances: How to finance your business and the efficient ongoing management of your business finances are critical to the success of your business. An estimated profit and loss statements will help you to fully understand the impact of sales, staff, and expenses such as rent and out goings will have on your bottom line. It allows you to help assess your options and ensure that you are making viable and realistic decisions in the short term before committing long term.
How important is the interior of the salon?
The interior design is one of the most important aspects, aligning the space to the brand positioning and expressing the brands essence in a three dimensional form is key. It’s about creating a memorable experience for your guests in an environment.
It is highly recommended to employ the services of a professional interior designer who has experience in creating successful retail salon spaces.
Can you explain what is needed from the relationship with supplier product companies to the salon and how do you choose who to partner with in colour, wetline, styling, electrical and any other retail ranges?
I think the best advice we have been given about product companies, is to work within your budget, understand the needs of your clients, look for a brand that has a presence in the market place and a reputation for quality, and a company that you believe you can building a long term relationship with.
How do you keep an eye on the finances when newly launching in terms of building, renovation, set up, marketing etc?
Set budget for every aspect of the shop fit from marketing and printing cost to equipment and stock. It’s about setting amounts for each area of the business, assessing the priority of each item and ensuing you stick to your budget while always being flexible in your ability to move the money around as your circumstances change and ideas evolve.
How do you set your pricing and put together a budget for a salon?
Setting the right pricing and structure for the salon is vital to its success. Understanding your target market is important, knowing their spending habits, lifestyle, income and occupation and what they perceive as value for money all play a part. Study competitor prices and weigh up the value of your services against what is on offer. Finally you need to understand how your profit will be affected by the average price per service.