Outliers A/W20

FUTURE PROOFERS
Photography by Hikaru Funnell @ Capture Collect
Seckingtons, Northampton
& Milton Keynes
@seckingtonsnorthampton
@seckingtonsmk
Shopping smart
WITH HIS SIX-MONTH marketing plan written,
Johnny Seckington is ready for action. During
lockdown, his motto was ‘survival, revival and
thriving when back’, and he’s true to his word.
Step one has been to sell the staff online instead of
products – “they are our biggest source of income”
– and each has written their own bio to encourage
the perfect pairings of client and stylist. There’s
been a focus on new clients, with investment in
SEO and Google Ads helped by the Redken team.
And any client-free spare time staff get is now
being used to educate. So rather than staying in
specialist cutting or colour silos, each stylist can
offer more services. “Any white space you can fill
is an opportunity for us to earn more money,” he
explains. And lots of that education is now digital,
with many of the team using Access by L’Oréal.
“It costs us a fortune to send staff to London for
training, so I’m a massive virtual fan,” he smiles,
“and the Access platform is incredible. If we have
quiet periods in the salon, we jump on Access.”
That digital fandom extends to the L’Oréal
Partner Shop too. He says: “It is important to our
business to always keep a close eye on stock, and
that’s why L’Oréal Partner Shop is so brilliant. In
fact, I’ve done an order this morning on treatments
I’m running low on, and it will be here tomorrow.
That’s precisely what I need for my business.”
He’s now getting ahead and ordering the
Christmas sets, which include a free shampoo:
“They did so well last year,” says Johnny. “Clients
love the fact they get something for free.”
“I’ve done an order this morning
on treatments I’m running low
on, and it will be here tomorrow.
That’s precisely what I need for
my business”
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