How to Stand Out in a Crowded Market – Lessons from a Prom Dress Shopping Trip

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Welcome to this week’s newsletter,

Last weekend, I went prom dress shopping with my daughter, and we found ourselves on Fonthill Road in London—a street entirely dedicated to wedding and bridesmaid/prom dress shops.

Store after store, mannequins draped in tulle and sequins lined the windows. It made me wonder: How do these businesses survive when they’re stacked right next to each other, all seemingly selling the same thing?

As wellness business owners, we often worry about new competition opening up in our town, city, or even within a few miles.

A new studio, instructor, or practitioner can feel like a threat, yet here were dozens of dress shops coexisting successfully, side by side. So, what’s their secret?

Because we couldn't tell from the outside what shop would be the right one for us, we started by just going into them one by one and seeing what dresses were on offer. In the first shop we went into, we were completely ignored.

We were able to walk right to the back of the shop, turn around and walk back out again without a single acknowledgement from a member of staff.

Prom dress shopping is quite a big deal when you're 16; for us, it was important that the experience was good.

The second shop we went into, we were immediately greeted by a smiling gentleman, who asked if we needed any help choosing the right dress.

At this point, my daughter didn't really know what she wanted, so she said what her basic requirements were—either red or navy blue and not too 'princessy'.

He showed us the area in the shop that had the styles most similar to what she had described and let us browse.

She tried on a couple of dresses, but they weren't quite what she was looking for. He said, "I'll give you a good price as it's close to closing time." (I should add there was still 2 hours until closing time!).

The thing is, it wasn't the price that was the deciding factor at this point—the design wasn't right. He didn't suggest any other alternative options to the style, so we moved on to the next shop with a clearer idea of what she was looking for.

We were now guided by the dresses in the windows, as she was looking for a particular type of dress, so we were a bit more fussy about which shop we went in.

The next shop was bustling with girls and their mums. The owner came up to us and asked my daughter's name, then asked what kind of dress she was looking for.

After listening to her requirements and studying her body shape for a moment, she said, "I'm going to give you three dresses. I don't want you to make any judgement on the dresses until you've tried them on. Don't worry about the colours yet. Oh, and there's one rule—Have fun!"

Her directness was surprising but reassuring—she clearly knew her stuff, and my daughter did as she was told.

We took the three dresses to the dressing room and tried them on one by one with the help of a shop assistant.

The first was beautiful but not quite what my daughter was after, the second was exactly what she had described, and the third, although green, was also a really good match for her ideal dress.

For my daughter, it was an easy yes to the second dress, and we made a purchase—as did many other girls queuing to pay at the till.

The owner had listened to her customer, made her feel special by asking her name and giving her her full attention, even though there were many customers (I have no doubt that each of those would have had their turn in her favour).

I'm sure this shop owner did far better business than many others along that strip.

Since coming home, I have shared the details of the shop we chose with six other mum friends of mine (not from the same school). Would I have done that if the experience hadn't been so positive?

The Blue Ocean Strategy: Competing Differently

One key concept that explains their success is the Blue Ocean Strategy—a business approach that encourages creating new, untapped market spaces rather than competing in oversaturated ones.

Instead of battling it out with price wars and minor differences, these businesses find ways to set themselves apart.

Instead of trying to beat competitors at their own game, Blue Ocean businesses redefine the game entirely.

They innovate, they specialise, and they focus on providing something their competitors do not.

In the case of the prom dress shops, some offered superior customer service, others built strong reputations through word-of-mouth, and a few created an exclusive, high-end shopping experience that made customers feel valued.

These are all examples of Blue Ocean thinking—offering something so distinct that competition becomes irrelevant.

For your wellness business, this means stepping out of the mindset of scarcity and into one of abundance.

Rather than worrying about how many other studios, instructors, or practitioners exist in your area, focus on what makes you stand out.

Do you offer a unique method or approach?

Are you exceptional at creating a welcoming and nurturing environment?

Do you cultivate a strong community where clients feel deeply connected?

These differentiators will naturally attract the right clients and make your business thrive, without the need to constantly compete on price or visibility.

The key to success isn’t about trying to win in a competitive market—it’s about creating a market that is uniquely yours.

When you operate from a place of distinction and authenticity, clients won’t see you as just another wellness business; they will see you as the only choice for them.

Will it work for you?

Instead of focusing on competition, focus on differentiation. Here’s how you can apply the Blue Ocean Strategy in your wellness business:

✅ Define Your Niche: Are you the go-to place for beginners? Do you specialise in post-natal yoga? Are you the studio known for high-energy, music-driven classes? Identify your unique market space.

✅ Create an Unforgettable Experience: Just like a boutique offering personalised fittings, make your service stand out with exceptional customer care, ambience, or tailored programmes.

✅ Focus on Value, Not Price: Competing on price alone is a race to the bottom. Instead, what extra value can you offer? Exclusive workshops, personalised feedback, or a strong community?

✅ Clarify Your Brand Message: The best dress shops didn’t need to shout about their superiority—it was clear from their presentation and reputation. Make sure your branding, website, and marketing clearly communicate your strengths.

✅ Leverage Word-of-Mouth & Referrals: Some of the busiest shops weren’t the flashiest, but they had loyal customers who sent their friends. Encourage and reward referrals in your business.

✅ Innovate & Evolve: Don’t just do what everyone else is doing. Stay ahead by keeping an eye on trends, listening to your clients, and offering something fresh and exciting.

Instead of stressing about competition, shift your focus to creating your own lane. When you define what makes you unique and deliver an exceptional experience, customers will seek you out, just like we instinctively knew which dress shops to walk into.

Keep creating your Blue Ocean—the space where your business thrives, competition-free.

Working with a business coach/mentor that understands this industry, is
the fastest way to get results in your business.

If you don’t already know me, my name is Emma Lovelock, I run an award-winning Pilates Studio in Hertfordshire, UK and I am on a mission to help other business owners in the wellness/fitness industry become more knowledgable in running a business and to give the tools and systems to make them more money, with less stress and save them time.

P.S. Whenever you’re ready, there’s four ways I can help:

• 90-Day Studio Growth Blueprint - Put a plan in place with my help, and ramp up your business’s productivity.

• If you want to know the 6 secret steps that every studio owner/fitness professional should know but probably doesn’t Watch this Free webinar .

• Monthly Coaching : Need some accountability in your business? Having a business coach is the best way to make sure you take REGULAR action Click here to find out more about my mentoring and coaching packages.

• Not sure what you should be doing to have a successful wellness business?Need some guidance? Book a 121 call and we can see how I can help.

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