Campaigns

19 Mar 2021

Bira backs new Buy Unique, Shop Boutique campaign

Bira is backing the a new campaign aimed at reminding customers that indies need them now more than ever.

Indie fashionwear group Boutiques in Business has this week launched 'Buy Unique, Shop Boutique', ahead of the reopening of 'non-essential' retail in England on April 12.

It's the latest initiative from the group behind the successful reverse mannequin campaign, which signified the Government having turned its' back on independent retail. 

Amanda Slattery, owner of Maya Maya in Kendal, Cumbria, and founder of Boutiques in Business, explained the reason behind the latest campaign. "During lockdown we all felt helpless while our considered, crafted and well-designed products, often from small independent brands hung on shelves untouched, whilst mass produced garments were flaunted in supermarkets and garden centres, even if people were just popping in for milk, the option for some retail therapy was clearly available to them. 

 

“Our disappointment has continued as the essential/non-essential debate has not been addressed. However, as we come towards the end of lockdown, we hope to remind people of this unfairness and to ask them to help ‘put us back on the map!”

It is hoped the Buy Unique, Shop Boutique campaign will act as a reminder that small businesses, stifled for so long, will need all the support they can get to take back their position on the high street.

Andrew Goodacre, Bira CEO, said: "Of all the independent shops affected by the pandemic, clothing shops have suffered more than any other sector, and it is no surprise that the large high street failures have been in clothing.

"However, Boutiques in Business, like so many independents, have shown resilience and creativity. The ‘mannequin protest’ was a brilliant way of highlighting the challenges they face. This latest campaign is also a great way of bringing people back to the shops and reminding the public of the value of shopping locally, buying unique, quality products.

"The campaign reminds shoppers that these shops are still there, despite being closed for many months. We hope the Government picks up on this proactive campaign and does more to improve consumer confidence in the high street."

Listen to Boutiques in Business member Shirley Leader talk to BBC Radio 4's Moneybox here


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