Benjamin Shipman, The Hair Movement
I believe competition is essential; it’s the foundation of long-term success. It forces you to stay ahead, reflect and critically evaluate what you do. At The Hair Movement, competition drives us to remain at the forefront, push boundaries and continuously evolve both the business and our creative direction.
In hairdressing, where trends shift quickly and guest expectations rise, competition ensures we never rest on our past successes. Once a business starts believing its own hype, it’s only a matter of time before it’s game over! Competition also brings fresh ideas. Just because you weren’t first, it doesn’t mean you can’t be the best when you implement it. Learning from others is common sense to me, as long as you adapt it to your salon’s ethos. If someone worries about a new salon opening nearby, I would turn that worry into a positive. New competition brings fresh opportunities to perfect what we do, bringing with it the focus to do it.
JOE Emir, INNACH London
If a new salon opens on the same road as you, don’t panic! It can initially feel threatening to you and your business, but there are numerous positives you can take from this, and (if approached with the right mindset!) it can ultimately strengthen both businesses and the local economy. When you know another business is nearby and hungry to succeed, it encourages you to maintain high standards, stay current with trends and ensure excellent customer service. In the long run, this drives your business to continuously improve and evolve, ensuring longevity in the market.
New local competition doesn’t always mean that your own business will be affected. It’s highly likely that there will be more footfall in the area from the new competitor’s marketing campaigns, so you could get new clients from this too. Their promotions, and even word-of-mouth buzz, can create a larger pool of potential clients who become aware of both salons. Often, people are drawn to new businesses to try them out, but this influx of attention will likely remind clients of your salon as well. If customers are price sensitive, loyal or prefer convenience, they may try the competitor but eventually return to your salon.
So, it’s important to ensure that your services are up to scratch and that you can provide the best possible client experience. Some of your clients may try out the competition, but most will then come back to you if you’re providing a great service, expertise and experience. It’s good to check out what the competition is offering, but do not reduce your prices or offer discounts. This may be tempting, but it’s better to introduce a new service or treatment at your salon and run a special offer on this instead. Always offer value over discounts.
David Corbett, David Corbett Hairdressing
When a new salon opens down the road from you, it’s completely normal to think that this will impact your business. It’s also very easy to react with a special offer or even a discount. However, when it happens – and it will – you have to trust your skill set, what you offer, the training you have in place, your team and the costs of running your business successfully. More importantly, you have to trust the relationships that you have built with your guests over time.
A trip to the salon is more than just great hair; it’s like meeting one of your best friends for coffee. You can’t replicate it that quickly or easily. Also, it’s important to remember that we don’t own our guests – they choose us. Some will be swayed with a new, shinier version of what you offer, but if they do leave, it allows you to create space for someone else to build a new friendship with you.
You can seize the opportunity to reflect on what makes your salon unique. Whether it’s superior customer service, specialised treatments or your expertise and ambience, it’s the perfect opportunity to focus on the strengths that differentiate you from the competition. Perhaps introduce new services such as scalp treatments, hair extensions or eco-friendly products to set your business apart.
