Dolci Follie sees rise in sales after UKLA win

Lingerie boutique Dolci Follie said it has seen an increase in sales since being crowned the Independent Retailer of the Year at the UK Lingerie Awards (UKLA) three months ago.

Immediately after the ceremony, which was held at Covent Garden’s Freemason’s Hall in December, the retailer had vinyl stickers of the UKLA logo made for its shop window, letting passers-by know it is an award-winning boutique and encouraging customers to flock through the doors.

The store also promoted the win through its newsletter, advertising flyers and social media.

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“Since winning, we have had an increase in sales – particularly online, and we believe that part of this increase is down to the coverage from and prestige of winning at the UK Lingerie Awards,” said Dolci Follie owner Simona Walters.

“By adding it to our flyers, advertising and shop window, it’s like adding the seal of approval from the lingerie industry ad helps to distinguish us from the crowd.”

Dolci Follie’s win – it’s second in two years – also led to press coverage in local magazines and newspapers, including The Mayfair Resident, as well as blogs published in cities as far as Tokyo.

“We’ve recently been promoting Dolci Follie in Japan with an amazing catwalk party and have had several bloggers from Japan (including from ELLE Japan online) write about the store,” said Walters.

“I think that having won the award and promoting the win helps Dolci Follie to be seen as an important boutique within the UK lingerie industry and this can be especially important to those from other countries or industries that haven’t heard of us before.”




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