The importance of shopping independently

Lone Design Club:

Rebecca launched her own brand at London fashion week in 2015 and found that customers were wanting to go directly to brands whilst selling to stores was becoming harder because of slim margins, small brands are charged a lot extra than established brands.

Consequently, Rebecca sought to create a platform that disrupted the wholesale model.

Lone Design Club (LDC) support independent and sustainable brands by connecting them directly to their customers to build trust and form long lasting relationships.

LDC are the only channel retailer for the sustainable fashion sector, they work with over 400 brands across the world who focus on sustainability.

Rebecca said: "Without unique and unusual designs we would lose the individualism of being our own people.

"With independent shops you get something that no one else really has, a lot of customers come to us because they do not want to look like a Topshop window or a mannequin.

"They want something unique and different that has a story behind it and you cannot get that from the high street or fast fashion.

"We're an e-commerce platform that’s seriously powered by physical retail.

"Community lead curated pop up stores create a buzz, hype and excitement about physical retail space.

"We use these pop up stores as a way for customers to see, touch, feel and increase their relationships with independent brands which is absolutely pivotal."

LDC have hosted over 50 pop up stores allowing customers to meet the designers behind the brands, and change the high street to better service retailers and local brands.

Rebecca expressed that reaching customers online is great however, it is becoming extremely saturated but if independent brands have the ability to harness the power of physical retail and online together it can amplify their growth.

Rebecca said: "When you go to a smaller brand there will be a story whether it’s the materials, the metals used in the jewellery may be recycled, or their vintage sourced gem stones.

"There is an increased awareness about how much these fast fashion brands earn compared to the people who are being completely exploited in the factories.

"Whereas, shopping independently may mean you may pay a bit more for better quality but you know that people within the supply chain get paid fairly and that is what we should be promoting."

Good Wine Shop:

The Good Wine Shop who are independently owned have been in South West London for 18 years and have grown to have shops in Chiswick, Kew, Richmond Hill and Teddington.

As an independent merchant they focus on family producers who create artisan and unique wines on much smaller production levels rather than large branded wines.

The business recycles the money that is spent in their shops back out to their community by hiring local people and using nearby suppliers such as Teddington cheeses.

Owner Mark Wrigglesworth said: "I think local businesses have a real connection with the community and the customers they serve.

"People come into our shops on a regular basis and we know them, their kids, their dog, we know where they’re going on holiday etc because we’re part of the community.

"There is an element of engaging with other local businesses when it makes sense to do so.

"In our gin range we stock Ealing gin, Kew Gardens gin, our beer range is typically London focused and very local.

"There is a brewery in Kingston whose beers we stock and a new brewery called Jawbone in Twickenham whose beers we have started stocking'"

The shop stays in regular contact with their customers by emailing them a newsletter with updates on what is happening in the shops.

Mark believes their carefully stocked ranges and direct relationships they have with their producers helps them survive amongst so many chain shops.

The Good Wine Shop are currently securing certification in becoming the UK's first carbon neutral wine retailers.

They have signed up to be part of a sustainability programme with trade publication Harpers Wines and Spirits.

Mark said: "We’re appointing a green or sustainable champion internally – a member of staff who is taking the lead and trying to look at various aspects of the business and see where we can change and reduce our footprint to get to the point where we are carbon neutral.

"With our packaging we only use recycled packaging inside our boxes so there is no plastics other than fine wine going abroad.

"Less than a year ago we were using polystyrene cut outs, we have now gone to completely recycled cardboard.

Sophie Anna Art:

Sophie Hunt founded her small business on Etsy out of lockdown in November 2020 after striving to make and sell her own products.

Sophie Anna Art initially sold just christmas cards but the brand has grown into making branded products such as logos and business cards to personalised portraits and stationary.

As a graphic designer Sophie aims to expand her business further by making pencil cases, tote bags and notebooks.

Sophie said: "Making connections is really important, when I started up my business I started following similar small businesses and participating in local groups.

"That allowed me to engage with like minded people and as you grow from that you support one another by reposting each other's work which expands your audience reach.

"I have made personal relationships not only with my audience but with other creatives."

Sophie expressed that targeting customers can be a challenge because often independent and local brands are more expensive than mainstream businesses.

Predominantly Sophie uses Facebook where she has own art page to post daily and engage with her audience.

Sophie said: "Personally, I think having a good social media brand is so important for small businesses.

"Being part of Facebook advertising groups is probably where I get most of my sales but also having a good brand on Instagram.

"Recently I have been more on TikTok because that is a growing platform and as a small business you have to adapt quickly."