Royce Lingerie recently celebrated 30 years in business and has been since the outset a specialist in non-wired bras which have seen a soaring popularity in 2020 with so many working from home. Underlines caught up with Francesca Fleming, Commercial Director of the family owned and managed business.
Have you experienced cancellation of orders from retailers and/or etailers? How much of your SS2020 was delivered before the lockdown?
Yes, some orders have been cancelled. We have very good stock levels in our warehouse and have also had several deliveries of new and continuity stock during lockdown. Luckily, as Royce is not a seasonal brand, we are not too overstocked at present. Being able to keep the warehouse running at a lower capacity has really helped to move some of the stock we do have.
We have seen an increase in demand for wirefree bras in the industry, especially in the lounge and sports categories. Every Royce style is non-wired, so this has been an advantage to us.
If you have not had cancellations or goods have been shipped, have you had to extend your credit terms to those customers who have had to close their frontline business?
Yes, we have had to renegotiate terms in some areas of the business. Our customers and suppliers have been extremely understanding during this period, which we’re grateful for. In some ways, it feels like the pandemic may help to strengthen business relationships in the long term, as we’ve all had to work together to make quick and concise decisions.
Have you been able to keep in touch with your own team (if they are not on furlough)? Have you any amusing anecdotes about everyone working from home amidst family, kids or animals?
All non-furloughed staff join a group video call every morning. For about the first six weeks of lockdown, we had fancy dress Friday and there were some clear winners every week, for sure. I think our Marketing Executive, dressed as Craig David and opening the call with ‘Rewind’ was a particular highlight back in April.
What role does social media play in either keeping touch with staff or consumers?
Amongst staff, we predominantly use Microsoft Teams for group or video calls and sharing screens and Slack for everyday instant messaging. Both channels have helped us immensely. Having said that, there is no channel as effective as a face to face conversation and we look forward to getting back round a table together one day!
As for external meetings, Zoom and Skype have also come in handy, of course.
Have you had to take the heavy decision to cancel orders to your own suppliers?
Thankfully, as mentioned previously, we are not a seasonal brand. We believe in sustainable fashion – garments which are created to last. Thanks to this, have only had to postpone orders instead of cancelling. We are confident we will be able to continue to sell the stock we have ordered, once we resume some sort of normality, shops can open up and consumers have more confidence.
How are dealing with developments for upcoming seasons – SS2021 or AW2021?
Trade shows are not top of our priority list at the moment. However, we will be open to exploring the idea of a virtual showroom.
Have you noticed any products that are going particularly well?
Our non-wired styles are all in demand but we are making two June range introductions: Eden is the first organic cotton bra in the Royce range, inspired by the front fastening Comfi-bra and the debut style in the new sustainable range. The gorgeous Zahra bra and brief set is a new shape: modern, rounded cups which are non-padded and has the addition of a removable modesty panel. The new styles incorporate all the expected features of a Royce bra – exceptional support, superb comfort and beautiful design. Both bras have pocket/cotton lining as standard so they are a great option post-surgery.
Have you had opportunities to talk to professional bodies about your own situation?
We haven’t needed to yet.
With pause for thought during this crisis, do you envisage substantial changes in the way you run this post-Covid-19?
Almost certainly. Many members of staff have been forced into an intense work from home culture. Whilst this wouldn’t be a choice, I do believe we can benefit from more flexible working in the future which can also be more efficient from an environmental perspective. I can say with confidence that we are all very capable of hosting and attending successful and productive meetings virtually now!
What would you advise our partner retailers to do to survive this crisis?
Listening to customers is still of the utmost importance. Not only what their consumer habits are (e.g. what type of bras they are looking for at the moment), but understanding what they need to feed confident to shop again. Social distancing looks like it is going to be here for some time and it is important that retailers are transparent about the steps they are taking to make their store a safe and enjoyable place to go.
Bra fitting is a big area for discussion. As expert fitters, we do believe that there is a benefit in getting an in-store fitting, even if this means not touching the shop assistant. Stores will have to re-write their rules when it comes to fitting, but simple things like hand sanitising points and two metre markers on the floor may be beneficial even in the smaller independent stores. In some ways, the fitter’s job will now be to train the consumer in fitting themselves as opposed to doing it for them.
Where stores are not comfortable to re-open, we would urge them to speak to us about a potential direct to consumer arrangement. We are open to finding solutions in order to support retailers wherever possible.
Has this crisis taught you any lessons that will help you to implement new strategies?
The urgency to act during the pandemic has forced us to make quick, informed decisions. Even though it has been a period of uncertainty, we have gained clarity in some areas. For example, furloughing staff has been crucial to our survival and was therefore a no brainer. It has meant that the remaining staff who are working are spinning plates, but we know that this is a temporary measure.
