Get to know The Dressing Room

Thank you for your time, Deryane! What can you tell us about The Dressing Room?

Well, where do I start? The Dressing Room has been my baby for the past 19 years, and I couldn't be prouder of where we are today. I founded the company in 2005, turning my lifelong love of fashion and a successful fashion retail career into something tangible.

We opened our doors in a quaint spot in St Albans with an edit of the best brands to create my unique collection. Affordable-to-aspirational pieces in a laid-back, luxurious environment with an exceptional shopping experience was always my vision and remains true today.

Over the years, we've grown—quite literally! Our store is now four times the size, we have a strong eCommerce presence and multiple industry awards and accolades to our name. 

What has stayed the same, though, is our commitment to providing an exceptional shopping experience. With a team handpicked for their friendly, knowledgeable approach to fashion and style, I train our team members to help them bring out the very best style of each customer. 

The Dressing Room is constantly evolving by looking for new inspiration and listening to our customers’ needs, so you are guaranteed to find something new and exciting each season.

What’s been happening at The Dressing Room recently? Can you share any achievements or milestones?

This year we celebrate our 19th year in business which is a super exciting milestone and one we will certainly be celebrating!

We’ve had so many exciting achievements recently. We were named one of SheerLuxe’s Top 7 Boutiques and one of The Guardian’s Best Independent Boutiques. We’ve had some great new season events, and brand collaborations with key brand partners such as Rails, Dea Kudibal and Anna Beck.  

We launched our Woden sandals in-store pop-up this month. As part of the collaboration, we offered a free pedicure with every pair of Woden sandals sold. Just in time for the Spring weather!

Alongside this, we have been developing our customer loyalty programme and introducing new customer benefits.

How is the fashion industry faring? What trends, both in terms of product and technology, do you foresee shaping your world?

Customers are shifting towards embracing and supporting independent businesses in today’s retail landscape. They are seeking more than just products; they crave personalised service and an authentic shopping experience, whether they're browsing in-store or online.

Our Styling services and Inspiration Hub help us to foster meaningful customer interactions. These initiatives drive foot traffic to our physical store and attract visitors to our online platform. We're seeing a growing interest and engagement with our Styling services.

Looking ahead, I believe the future of retail hinges on personalisation and immersive experiences, transforming the shopping journey into something far more than just a transaction.

The weather may not agree, but with spring in full swing, are there any particular products or ranges you are excited about this season?

Despite the weather, we are always optimistic for Spring and Summer trends!

This season, the focus has been on separates and denim. Parisian boho pieces from brands like Louise Misha and Ba&sh have proven ideal for the fluctuating weather, effortlessly paired with denim.

Classic 70’s denim styles from LA-based brands such as Paige and Frame have taken centre stage, complemented by trend updates like the Horseshoe Jeans by Citizens of Humanity.

For those leaning towards an edgier aesthetic, Scandi brands like Ganni, Munthe, and Day Birger Et Mikkelsen offer a key touch of quiet luxury with their muted tones and simple silhouettes.

On a lighter note, can you share a fun or interesting fact about The Dressing Room? Something that readers may not know?

We're a dynamic, all-female team of 20 women, spanning ages from 18 upwards! Our team members contribute across all facets of the business, whether managing the stockroom, assisting customers on the shop floor, handling eCommerce operations, or managing administrative and accounting tasks.

Each day brings new challenges and adventures, but one thing remains constant: laughter and camaraderie. Our team shares a fantastic rapport, getting along like a house on fire and we have a vibrant, supportive work environment.

How do you integrate customer feedback and market research into your product selection and business decisions?

Customer satisfaction is at the heart of everything we do. We prioritise listening, learning, and responding to their needs. Through regular surveys, we gather feedback and continuously refine our approach.

Additionally, we diligently monitor our online reviews and reply to them promptly to ensure our customers feel heard and valued.

In fashion, there is a lot of noise around sustainability and ethical practices. Is it just that—noise—or are you experiencing a genuine increase in interest?

Brands are putting considerable effort into addressing their environmental impact, and nearly all our partners are actively engaged in sustainability initiatives.

Veja, for instance, has been a pioneer in this area since its inception. Similarly, newer sneaker brands like MoEa are implementing impressive practices, such as using plant and fruit pulp in their products—an astonishing example of what can be achieved.

Citizens of Humanity recently earned recognition as one of Fast Company's Most Innovative Companies of 2024, thanks to their commitment to regenerative agriculture. This pioneering approach to sustainable farming practices for cotton sets a new benchmark for the fashion industry, highlighting the importance of environmentally responsible methods.

What advice would you give to individuals or businesses looking to start an online retail venture, particularly in the fashion sector?

I would say be prepared, it isn’t easy. Online retail is tough, it is competitive and it is costly.

I would certainly say that having a bricks and mortar presence is key, people like to know they can visit a store as well as having the convenience of online. Having a physical store alongside your online one means you can create more retail theatre and connection with your customers.

As, with any business, know your customer, know your vision and goals and remain true to that initial vision.