0:00:02 > 0:00:05'Family businesses make up a quarter of the British economy,
0:00:05 > 0:00:07'and employ nearly ten million people,
0:00:07 > 0:00:12'but a thousand small firms are going bust every single month.'
0:00:12 > 0:00:13Sorry.
0:00:13 > 0:00:15For God's sake, do something.
0:00:15 > 0:00:18'For family firms, it's not just profits
0:00:18 > 0:00:20'but relationships on the line.'
0:00:20 > 0:00:24We have no life. I used to have one, apparently, but I can't remember it.
0:00:24 > 0:00:26This isn't your life.
0:00:26 > 0:00:27This is isn't your family.
0:00:27 > 0:00:29This isn't your home.
0:00:29 > 0:00:31I don't know if it's ever going to get better.
0:00:31 > 0:00:36You must see some hope, otherwise let's not bother with this.
0:00:36 > 0:00:38'I'm Alex Polizzi.
0:00:38 > 0:00:42'I grew up in a family business that expanded from one small cafe
0:00:42 > 0:00:45'to become an empire worth billions.
0:00:45 > 0:00:49'Now I'm trying to bring six family firms...'
0:00:49 > 0:00:50ALL: Hello.
0:00:50 > 0:00:52'..back from the brink.'
0:00:52 > 0:00:55He's just used to getting his own way. And I'm used to getting mine.
0:00:58 > 0:01:02'This week, a dressing-up shop in Essex gets a dressing down...'
0:01:02 > 0:01:04That's your fault. You lead by example.
0:01:04 > 0:01:06'..as an obsessive mother...'
0:01:06 > 0:01:10If you've got more affection for a costume than for your own family...
0:01:10 > 0:01:11Got serious issues.
0:01:11 > 0:01:15'..who refuses to let go, is forced to face the music...'
0:01:15 > 0:01:18How many staff will I have at the end of next week?
0:01:18 > 0:01:21I don't expect everyone to like it. You either get on with it or not.
0:01:21 > 0:01:25If they don't like it, then there's not really much I can do about that.
0:01:25 > 0:01:29'..before her costume dream turns into a costume drama.'
0:01:29 > 0:01:31This really has been a disastrous day.
0:01:31 > 0:01:33Oh, my God!
0:01:49 > 0:01:53'I've been called to the rescue of Props 'n' Frocks...'
0:01:53 > 0:01:55THEY GIGGLE
0:01:55 > 0:01:58'..a family-run fancy-dress shop in Essex.'
0:01:58 > 0:02:01My own experience of fancy-dress shops is Angels in London,
0:02:01 > 0:02:05which is very smart, very well thought out, very well put together,
0:02:05 > 0:02:10very well themed. Clothes are put together thematically very, um, succinctly.
0:02:10 > 0:02:12I'm not quite expecting that.
0:02:12 > 0:02:14I would expect something along those lines.
0:02:14 > 0:02:17Well, we've got three monkeys in stock, and two gorillas.
0:02:17 > 0:02:20'Props 'n' Frocks has become Adele Wiseman's life.'
0:02:20 > 0:02:23Are you looking for Bo Peep, are you, or are you...?
0:02:23 > 0:02:26I remember the first week we had four costumes out
0:02:26 > 0:02:30on a Saturday night, and I was over the moon. I couldn't believe it.
0:02:30 > 0:02:35And now, 13 years later, we've got over 6,500 hire costumes.
0:02:35 > 0:02:38- Becca said I look like a gnome! - We can probably find you something.
0:02:38 > 0:02:39THEY CHUCKLE
0:02:42 > 0:02:45'There are now three generations of Wisemans working for the business.'
0:02:45 > 0:02:49So the family that works at Props 'n' Frocks is my mum...
0:02:49 > 0:02:52Good evening, Joy speaking. How can I help?
0:02:52 > 0:02:54I'm the noisy one.
0:02:54 > 0:02:58- You? Oh, you're filthy! - SHE CHUCKLES
0:02:58 > 0:03:00I do like putting my view across.
0:03:00 > 0:03:04- Then I've got my daughter Reese... - Did you want a tutu to try with it?
0:03:04 > 0:03:06..and my son Ellis.
0:03:06 > 0:03:09He picked up. "Good morning, how can I help?"
0:03:09 > 0:03:14It may be a family concern but, for Adele, it's become all-consuming.
0:03:14 > 0:03:17This business means the world to me. I really love it.
0:03:17 > 0:03:20In many respects it comes first,
0:03:20 > 0:03:23and so I stress about trying to make sure it all goes properly.
0:03:23 > 0:03:27She loves it, she loves it. It's her baby.
0:03:27 > 0:03:28She lives and dies it.
0:03:30 > 0:03:33But it's a business that's in trouble.
0:03:33 > 0:03:35- Have you not got the invoices yet? - No.
0:03:35 > 0:03:37Oh, no!
0:03:38 > 0:03:40Oh, dear.
0:03:40 > 0:03:43The accounting side of the business is not my strong point.
0:03:43 > 0:03:44Last year, I did over-order.
0:03:44 > 0:03:47I was completely unaware of the overheads
0:03:47 > 0:03:49that we were encountering every day.
0:03:49 > 0:03:54It's a huge worry because you've got people depending on you to pay their mortgages.
0:03:54 > 0:04:00I would hate to see it close, after 14 years of hard work.
0:04:01 > 0:04:06'In truth, Adele came within four months of having to close for good.
0:04:06 > 0:04:08'Forced to borrow £40,000,
0:04:08 > 0:04:12'she now works seven days a week to keep the shop afloat.'
0:04:12 > 0:04:14Sometimes, the hours that I work,
0:04:14 > 0:04:17I do think, "Oh, my lord. Is it worth it?"
0:04:17 > 0:04:22My mum works every hour under the sun for not much gain out of it,
0:04:22 > 0:04:24but I get paid more than my mum.
0:04:24 > 0:04:30My mum works very hard. She finds it very difficult to take a back seat.
0:04:30 > 0:04:33- I can't always do it instantly. - Why? It takes 30 seconds.
0:04:33 > 0:04:37- If I'm in the middle of doing something, I can't just stop. - But it's 30 seconds.
0:04:37 > 0:04:39'I do worry about Adele's health.'
0:04:39 > 0:04:42She's on tablets and she...
0:04:42 > 0:04:43She shouldn't work so hard.
0:04:46 > 0:04:50'Adele's work-life balance is terrible.
0:04:50 > 0:04:52'She clearly can't let go.
0:04:52 > 0:04:55'It's crucial I change this in the two months that I have here.
0:04:55 > 0:05:00'I just hope fixing the business isn't going to be as hard as finding it.'
0:05:00 > 0:05:03We're driving in what I would call...
0:05:03 > 0:05:05I mean, it's countryside.
0:05:05 > 0:05:10It's not exactly what I would expect when going to a fancy-dress shop.
0:05:11 > 0:05:12Not at all.
0:05:18 > 0:05:22"Props 'n' Frocks. Quality fancy-dress hire."
0:05:22 > 0:05:27Well, the state of the sign belies the words somewhat, doesn't it?
0:05:27 > 0:05:32It's very tired and wobbly, not even straight,
0:05:32 > 0:05:37so, all in all, I have to say this is not a great first impression.
0:05:37 > 0:05:41'And, sadly, the sign is a sign of things to come.'
0:05:42 > 0:05:44I mean, it's very underwhelming.
0:05:44 > 0:05:47The effect when you arrive
0:05:47 > 0:05:50is not one to make you spring out of your car in excitement,
0:05:50 > 0:05:54and looking through the windows, what you see is the very basic,
0:05:54 > 0:05:57er, props for fancy dress.
0:05:57 > 0:06:00There doesn't seem to be any real shop front and, er,
0:06:00 > 0:06:03you'd really have to seek this place out to find it.
0:06:08 > 0:06:10- Hello.- Hello.
0:06:10 > 0:06:12Adele? I'm Alex.
0:06:12 > 0:06:16- Hi, Alex, how are you?- Really nice to meet you.- And nice to meet you, too.
0:06:16 > 0:06:18- I'm dying to have a look round. - Brilliant.
0:06:19 > 0:06:24'Recently, fancy-dress shops have started to face stiff competition from supermarket chains,
0:06:24 > 0:06:28'who cash in on selling cheap costumes at Halloween and Christmas,
0:06:28 > 0:06:31'key seasons in this market.'
0:06:31 > 0:06:32Hire costumes are all down here.
0:06:32 > 0:06:34Yeah. Gosh!
0:06:34 > 0:06:36'So, independent businesses like this one
0:06:36 > 0:06:39'need to be at the top of their game.'
0:06:39 > 0:06:43Tudor, medieval-type room. It's also got religion in here.
0:06:43 > 0:06:47Western. Superheroes here, pirates.
0:06:47 > 0:06:49And this is the Halloween room.
0:06:49 > 0:06:51This is a part of it.
0:06:51 > 0:06:52- Fangs. - THEY CHUCKLE
0:06:52 > 0:06:56- Yeah. You name it, we have it. - Fake blood.
0:06:56 > 0:06:58This is what we call our decades room,
0:06:58 > 0:07:02and we go round '20s, round to the '50s,
0:07:02 > 0:07:05and all the way round '60s, and '70s and '80s.
0:07:06 > 0:07:09'There's an awful lot of stock. There's no getting round it.'
0:07:09 > 0:07:14Just in this section here, I have Frenchie The Maid,
0:07:14 > 0:07:17French Maid, and...
0:07:17 > 0:07:19ah, French Maid Set.
0:07:19 > 0:07:22We've got a nun. Three different nun costumes,
0:07:22 > 0:07:25and the possibility to be a pregnant nun.
0:07:25 > 0:07:28If you came here without any idea about what you wanted to be,
0:07:28 > 0:07:33I think you would leave none the wiser. There's just too much choice.
0:07:36 > 0:07:39'And the problem isn't confined to the shop.'
0:07:39 > 0:07:41My goodness! So this is wigs.
0:07:41 > 0:07:43This is just all specs.
0:07:43 > 0:07:47'There are warehouses. FIVE warehouses.'
0:07:48 > 0:07:49OK.
0:07:49 > 0:07:54'All in all, there are 13,500 items of stock.
0:07:54 > 0:07:56'Even Argos only has 20,000 stock lines,
0:07:56 > 0:07:59and they turn over £4 billion a year.'
0:07:59 > 0:08:00ALEX SIGHS
0:08:00 > 0:08:05'No wonder Adele has money problems. This lot must have cost a bomb.
0:08:08 > 0:08:10'With this much stock to shift,
0:08:10 > 0:08:14'the Wiseman family really need to be natural born sellers.'
0:08:14 > 0:08:17- I've got that.- Yeah, I like it.
0:08:17 > 0:08:21We're not salespeople - we'd rather people ask us for things.
0:08:21 > 0:08:24I'm slightly shocked about that because, obviously, you know...
0:08:24 > 0:08:27- The thing is...- A large part of this business is sale.
0:08:27 > 0:08:31It is, but we feel with the customers we like to try and make them really welcome,
0:08:31 > 0:08:34and, you know, really give them a good service.
0:08:34 > 0:08:37I'd hate anyone to think, "Don't go in there. They're too pushy."
0:08:37 > 0:08:42'Adele may think she's welcoming, but the signs tell a different story.'
0:08:44 > 0:08:47My goodness! Do you think you make the point often enough?
0:08:47 > 0:08:48I know, I know.
0:08:48 > 0:08:52We are aware of this. I know.
0:08:52 > 0:08:54- This is really off-putting. - I know.
0:08:54 > 0:08:58Because, you know, how do you know that you want to buy it until you try it on?
0:08:58 > 0:09:03'Fancy dress is supposed to be all about fun.
0:09:03 > 0:09:06'But the only joy in this place is Adele's mother...'
0:09:06 > 0:09:08- I'm Joy.- I'm Alex.
0:09:08 > 0:09:11'..who seems to be spearheading the campaign to put customers off.'
0:09:11 > 0:09:17I get cross when people don't respect it. Do you know what I mean?
0:09:17 > 0:09:20You know, people come in and disrespect the place
0:09:20 > 0:09:21and I don't like that.
0:09:21 > 0:09:25I know, darling, but unfortunately that is what the customers are like.
0:09:25 > 0:09:27They want to come in and touch it and feel it
0:09:27 > 0:09:29and crumple it and shove it on their heads
0:09:29 > 0:09:32and try it on their faces and... That's what a shop's about.
0:09:32 > 0:09:37It is hard. It is hard when money's hard to come by.
0:09:37 > 0:09:40- Yeah.- And you work, you know, all the hours that God gives you,
0:09:40 > 0:09:41- and we do.- Yeah, yeah.
0:09:41 > 0:09:46And then you see someone destroying it, but then listening to what you say...
0:09:46 > 0:09:49JOY MUTTERS MENACINGLY
0:09:52 > 0:09:55'But Joy's not alone. Adele's son...'
0:09:55 > 0:09:57- Ellis. Nice to meet you. - Nice to meet you.
0:09:57 > 0:10:02'..who's in charge of controlling stock, is also allergic to the public.'
0:10:02 > 0:10:03I can't stand talking to customers.
0:10:03 > 0:10:06I have a thing about talking to customers,
0:10:06 > 0:10:10so I love being in my own office in a corner.
0:10:10 > 0:10:12My perfect day is just sitting here.
0:10:12 > 0:10:15I'd love to be able to lock the door so nobody else could come in and disturb me.
0:10:15 > 0:10:19'Not everyone needs to be front of house,
0:10:19 > 0:10:25'but the anti-customer feeling has to go, and ditto the off-putting signs.
0:10:25 > 0:10:29'And we have to reduce the stock mountain that's suffocating the shop floor.'
0:10:32 > 0:10:36I wonder if they say, every four weeks,
0:10:36 > 0:10:40"Well, we haven't sold any of these. Let's get rid of them."
0:10:40 > 0:10:43Do they actually analyse what sells and what doesn't?
0:10:43 > 0:10:46'I'm going to put that to the test.'
0:10:46 > 0:10:49I'd like to see how well you know your shop -
0:10:49 > 0:10:53what sells, what doesn't, what your customers like -
0:10:53 > 0:10:54so I'm challenging you.
0:10:54 > 0:10:58There's a couple of rails over there and a few tables, and I would like each of you
0:10:58 > 0:11:02to pick out what you think your ten best sellers were in August.
0:11:02 > 0:11:03THEY GROAN
0:11:03 > 0:11:05- Ellis has an advantage here. - Yeah, he has.
0:11:05 > 0:11:07Well, he might do but does he ever look at it?
0:11:07 > 0:11:09THEY CHUCKLE
0:11:09 > 0:11:13- Off you go.- OK, I'm going this way. - I'm going this way.
0:11:13 > 0:11:17'As well as needing to keep some perennial favourites,
0:11:17 > 0:11:20'demand for fancy dress is driven by the latest trends and movies.
0:11:20 > 0:11:25'Costume stock needs to be constantly updated to move with the times.'
0:11:25 > 0:11:26Er...
0:11:26 > 0:11:31'Keeping on top of what people want is crucial to the success of this firm.'
0:11:31 > 0:11:35Oh there's so much to choose from - this is the trouble.
0:11:35 > 0:11:37- Looking a bit nervous. - No, not at all.
0:11:37 > 0:11:39I'm lost.
0:11:39 > 0:11:42- Confident?- Yeah, yeah.
0:11:42 > 0:11:43No.
0:11:43 > 0:11:48So you do not, at the end of every month, see what has sold incredibly well,
0:11:48 > 0:11:50and what has not sold one sausage?
0:11:50 > 0:11:52No, that's why we've got so much stock.
0:11:52 > 0:11:54Bingo.
0:11:54 > 0:11:57Pirates - they're always popular.
0:11:57 > 0:11:58I'm ruined.
0:11:59 > 0:12:02I don't even know where I work or who I am any more.
0:12:02 > 0:12:06I can't see any correlation in what anyone's choosing.
0:12:06 > 0:12:08I'm going to be right on one of them! Ha.
0:12:08 > 0:12:11But they do seem quite definite about their choices.
0:12:13 > 0:12:17All right, so let's see what each of you has picked
0:12:17 > 0:12:20as their number one. What have you got as yours, darling?
0:12:20 > 0:12:23- My number one is these.- Yeah, all right. What's your number one?
0:12:23 > 0:12:25- ELLIS:- It's a cigarette holder.
0:12:25 > 0:12:26Right, yours?
0:12:28 > 0:12:29- Yeah.- Deluxe garlands.
0:12:29 > 0:12:33And number one. And your number twos?
0:12:33 > 0:12:35Number two? Oh, that's... Mine's a wig.
0:12:35 > 0:12:40Well, interestingly enough, you're all way, way out.
0:12:40 > 0:12:41THEY CHUCKLE
0:12:43 > 0:12:45Honestly, shocking!
0:12:45 > 0:12:49Because the top three were the satin star bowler hat...
0:12:49 > 0:12:51- OK.- Oh, that's cos we had...
0:12:51 > 0:12:53..the silver ball head boppers,
0:12:53 > 0:12:57and the cigarette holder, so at least you got one of them.
0:12:57 > 0:13:00'I'm astounded. Not only do all their choices differ,
0:13:00 > 0:13:04'but Reese and Joy didn't get a single best seller right.
0:13:04 > 0:13:07'Adele scored a paltry one out of ten,
0:13:07 > 0:13:12'and even Ellis, who is supposedly in charge of ordering stock, only got two.
0:13:12 > 0:13:15'In fact, the only thing they are any good at
0:13:15 > 0:13:18'is not having a clue what's selling in their own shop.'
0:13:18 > 0:13:21You're buying too much and you're not clear about what's working
0:13:21 > 0:13:24and what's not, and you need to start.
0:13:24 > 0:13:26There's so much stock in here.
0:13:26 > 0:13:30To start shedding, you need to start knowing what sells.
0:13:30 > 0:13:33And, actually just as much, what doesn't.
0:13:33 > 0:13:35So I think what you have to get into the habit of doing -
0:13:35 > 0:13:40every single month, you must sit down and analyse the figures!
0:13:40 > 0:13:43We should have known. It was embarrassing.
0:13:43 > 0:13:46We didn't even know what the best bloomin' ten sellers was.
0:13:46 > 0:13:50God! You know, that's knocked me for six.
0:13:53 > 0:13:54'From having my own business,
0:13:54 > 0:14:00'I know how easy it is to become all consumed by work, and Adele is no different.'
0:14:00 > 0:14:04So, have you done seven days a week for the last 13 years?
0:14:04 > 0:14:09More or less, yeah. I have the odd week holiday here and there,
0:14:09 > 0:14:13but before that, I was a riding instructor and I also worked seven days a week then.
0:14:13 > 0:14:16So I've worked seven days a week since I've left school.
0:14:16 > 0:14:20Do you think that the whole thing would collapse if you weren't here to keep it going?
0:14:20 > 0:14:24I am quite a perfectionist. I do like things done, everything followed through,
0:14:24 > 0:14:28- and I can't help but being busy. I have to check that everyone's doing it properly.- Yeah.
0:14:28 > 0:14:32Sometimes I feel like I'm the conductor trying to keep them all going,
0:14:32 > 0:14:35but I also play all the instruments, as well.
0:14:35 > 0:14:38Do you think that's healthy for the furtherance of the business, though?
0:14:38 > 0:14:40No, not at all.
0:14:40 > 0:14:44Because I think, you know, admirable as it is that you work so hard in the business,
0:14:44 > 0:14:48you must separate out your professional life and your personal life.
0:14:48 > 0:14:51Do you know what? That is the...
0:14:51 > 0:14:55The worst thing I think - that this family business has actually,
0:14:55 > 0:14:59in many respects, ruined our family feeling, as such,
0:14:59 > 0:15:02because we're always in each other's pockets all the time.
0:15:02 > 0:15:07Ellis, the other day, said to me, "I don't come over the weekends unless I'm working,
0:15:07 > 0:15:10"cos I know that as soon as I do turn up, I am expected to work."
0:15:10 > 0:15:13- Yeah.- And he says, "I don't want to become like you."
0:15:13 > 0:15:14OK.
0:15:17 > 0:15:20'Having worked with my family all my life,
0:15:20 > 0:15:22'I know how emotional it can be.
0:15:22 > 0:15:26'Relationships can become strained to breaking point.
0:15:26 > 0:15:30'I want to help Adele get her business and her family life back.
0:15:31 > 0:15:35'To save this shop, the Wisemans really need to take back control
0:15:35 > 0:15:37'and impose some kind of order.
0:15:37 > 0:15:40'I need to give it to them straight.'
0:15:40 > 0:15:44I think something you often lose, when you've been working so long and so hard at a business,
0:15:44 > 0:15:48is the initial impression customers have when they arrive.
0:15:48 > 0:15:51Yours is a destination fancy-dress shop.
0:15:51 > 0:15:54People drive to find you, yeah?
0:15:54 > 0:15:58That means they need to be knocked off their feet
0:15:58 > 0:16:00as they walk in that door.
0:16:00 > 0:16:02You've got some lovely, lovely things in there.
0:16:02 > 0:16:05I don't you're doing them justice.
0:16:05 > 0:16:09Because you've got such a volcanic eruption of stuff
0:16:09 > 0:16:11that you don't really know where to look.
0:16:11 > 0:16:16I think it's a big problem that you all spend so much time at work together.
0:16:16 > 0:16:19It's an enormous shame you don't spend any time out of work together,
0:16:19 > 0:16:22and I think that's your fault, because you lead by example.
0:16:22 > 0:16:26All of you have too little time as a family
0:16:26 > 0:16:28and too much time as business colleagues.
0:16:28 > 0:16:33So, something that I'd like to ask the two of you about is...
0:16:33 > 0:16:38I think you both need to step up - be made to step up and be professional.
0:16:38 > 0:16:41You being around all the time is kind of exacerbating the situation,
0:16:41 > 0:16:45because they never need to really...
0:16:45 > 0:16:48- No.- ..be sure about anything, cos you're always bloody there.
0:16:48 > 0:16:49Yeah, yeah.
0:16:49 > 0:16:53- I think the staffing is another issue entirely.- Saturday...people.
0:16:53 > 0:16:59Saturdays and Sundays is a nightmare.
0:16:59 > 0:17:00Is it? Why?
0:17:00 > 0:17:03We get young girls coming in for Saturday and Sunday jobs.
0:17:03 > 0:17:08- Why don't you have your regular staff working at the busiest times of the week?- A lot of them won't.
0:17:08 > 0:17:12None of us bloody like working a Sunday. It's shift work,
0:17:12 > 0:17:16it's rotaed, so you can plan your life around it.
0:17:16 > 0:17:18Could we not do that? Do it on a rota?
0:17:18 > 0:17:20Do you not do that?!
0:17:20 > 0:17:23They have set hours, yeah.
0:17:23 > 0:17:26OK, well, this is DEFINITELY something we're going to tackle,
0:17:26 > 0:17:30because I'm all for never asking your staff to do something you wouldn't do yourself,
0:17:30 > 0:17:33but you're going the completely opposite extreme.
0:17:34 > 0:17:38You know, so you're prepared to work it but you can't ask your staff to? For goodness' sake.
0:17:40 > 0:17:43Well, we have asked but they won't change.
0:17:43 > 0:17:47They won't change? Well, all right. Unfortunately, there may be some natural wastage
0:17:47 > 0:17:50but I tell you what - you'll have one person leave and it'll stop.
0:17:52 > 0:17:54'It's a harsh message,
0:17:54 > 0:17:58'but one that really needs to sink in with the family.
0:18:03 > 0:18:07'Next day, and I want to move on to more pressing matters.
0:18:07 > 0:18:10'The shop is in the middle of nowhere.
0:18:10 > 0:18:13'With no passing trade, the people of Essex need to know they exist
0:18:13 > 0:18:17'if their sales figures are going to improve.'
0:18:17 > 0:18:20Today, we're going to do some market research.
0:18:20 > 0:18:23I want to ask them - have they heard of Props 'n' Frocks?
0:18:23 > 0:18:28Have they been to a fancy-dress party in the last year and if they have, what did they dress up as?
0:18:28 > 0:18:32Are they planning on going to a fancy-dress party, and what would they like to dress up as?
0:18:34 > 0:18:38'This is also a great marketing opportunity,
0:18:38 > 0:18:43'and there's no better way to draw attention to the business than going out in their own fancy dress.
0:18:44 > 0:18:48'But choosing an outfit from the thousands on offer will not be easy.'
0:18:48 > 0:18:50Or...
0:18:51 > 0:18:53I'm finding it very difficult. So much choice.
0:18:53 > 0:18:56Which I'm sure the customers get, as well.
0:18:56 > 0:18:57# Round and round
0:18:57 > 0:19:00# And round it goes
0:19:00 > 0:19:02# Where it stops, nobody knows... #
0:19:04 > 0:19:05Looking good.
0:19:05 > 0:19:09- No.- No, not that either. - I'd used to be a stripper.
0:19:17 > 0:19:19- Does this look good or does it...? - No.
0:19:19 > 0:19:21I think it is too tight round there.
0:19:23 > 0:19:27Best six-pack I've ever had.
0:19:27 > 0:19:28Happy.
0:19:28 > 0:19:30- Let's go, come on.- Let's go.
0:19:36 > 0:19:41With Batman and his merry band, we are making a beeline for Basildon.
0:19:41 > 0:19:44It's the closest town to the shop and should be their biggest market,
0:19:44 > 0:19:46but is it?
0:19:46 > 0:19:49- Have you heard of Props 'n' Frocks fancy dress shop?- No.
0:19:49 > 0:19:52- No.- No.- Do you know who Props 'n' Frocks are? No.
0:19:52 > 0:19:55- Sorry, what?- Props 'n' Frocks fancy-dress shop.
0:19:55 > 0:19:56- No, never heard of it. - OK.
0:19:56 > 0:20:00- Is that around here?- No. - No, where's that one?
0:20:00 > 0:20:04I'm sure they're slightly stunned, shocked by the results.
0:20:04 > 0:20:06I mean, this is right on their doorstep.
0:20:06 > 0:20:10- No.- No.- The one on Southend?- No.
0:20:10 > 0:20:13I'm having a bad afternoon.
0:20:13 > 0:20:17- Yes...- Not that one.- Oh, sorry.- No.
0:20:17 > 0:20:21There hasn't been one person that's actually known about the shop,
0:20:21 > 0:20:23which is pretty dire, I have to say,
0:20:23 > 0:20:28considering that Basildon is really a main town very near to us,
0:20:28 > 0:20:30so I am not impressed at the moment.
0:20:30 > 0:20:32What did you go as last time?
0:20:32 > 0:20:38- Er...gimp, weren't it? Gimp. - Oh, suit you down to the ground.
0:20:38 > 0:20:41- There's a fancy-dress shop down there.- It's not that one.
0:20:42 > 0:20:44No one knows us.
0:20:44 > 0:20:48Do you know, I always thought that a lot of people come from Basildon
0:20:48 > 0:20:51to my shop, but obviously they aren't
0:20:51 > 0:20:54and I'm really shocked. Really shocked.
0:20:54 > 0:20:57How many yeses? How many did you get?
0:20:57 > 0:21:02- Two.- You?- 11.- God!
0:21:02 > 0:21:05One man asked me what bust size I was.
0:21:05 > 0:21:07THEY LAUGH
0:21:07 > 0:21:11Isn't that just the pleasure of the talking to the general public?
0:21:11 > 0:21:16- I've got five.- And I've got four. - ..Plus 11, plus 4, yes, plus...
0:21:16 > 0:21:17I've got four.
0:21:17 > 0:21:2522, 26. Out of 163 people, only 26 had heard of Props 'n' Frocks.
0:21:25 > 0:21:27- It's horrendous. - Does that shock you?
0:21:27 > 0:21:29That's terrible.
0:21:29 > 0:21:32Just five minutes down the road, I thought there'd be more yeses.
0:21:32 > 0:21:34- It's unbelievable.- Unbelievable.
0:21:34 > 0:21:38What was more worrying was the amount of people that hadn't heard of us
0:21:38 > 0:21:40that had been to a fancy dress party in the last year
0:21:40 > 0:21:43and were going to go again in the next six months,
0:21:43 > 0:21:46so that's even more worrying because that's all lost business.
0:21:46 > 0:21:50It also shows that a simple way to make sure your business increases
0:21:50 > 0:21:54is to make sure that more people bloody know you're there, isn't it?
0:21:56 > 0:21:59It's been a rather sobering morning, hasn't it?
0:21:59 > 0:22:03It really has, yes. Another one.
0:22:05 > 0:22:11A week later and I'm back to start addressing the sizeable stock issue.
0:22:11 > 0:22:15Last year, Props 'n' Frocks came within months of going under
0:22:15 > 0:22:21because Adele spent £80,000 on stock just as the recession hit.
0:22:21 > 0:22:23Instead of the upturn in business she'd gambled on,
0:22:23 > 0:22:26demand dropped off a cliff
0:22:26 > 0:22:29but it appears that didn't teach her a lesson.
0:22:29 > 0:22:32Tell me what all this is on the table.
0:22:32 > 0:22:36This is what we have in daily.
0:22:36 > 0:22:42This is a large order today. It's not usually as big as this.
0:22:42 > 0:22:44It just seems to me that after
0:22:44 > 0:22:46our conversations over the last couple of days,
0:22:46 > 0:22:51everyone's in agreement that we have to somehow cut the stock down
0:22:51 > 0:22:54to be able to display things differently, one,
0:22:54 > 0:22:59to be able to make sure you sell every item that you stock, two,
0:22:59 > 0:23:04and to finally make sure that you're more profitable,
0:23:04 > 0:23:08- which means making more than you spend.- Yeah.
0:23:08 > 0:23:11Who decides that you need three of these pirate beards,
0:23:11 > 0:23:19rather than two, or that you need five of these old English king's crowns?
0:23:19 > 0:23:23- That's down to Ellis. - That's down to Ellis, OK.
0:23:24 > 0:23:27'I'm not convinced Ellis is the problem.
0:23:27 > 0:23:29'He might have set up the reordering system,
0:23:29 > 0:23:34'but I don't believe he's the stockaholic in this business.'
0:23:34 > 0:23:36- Hello.- Hello.
0:23:36 > 0:23:41So, I have just seen a whole table full of stuff that has just come in,
0:23:41 > 0:23:45new stock for the shop.
0:23:45 > 0:23:49One of the things we have to do is try and condense your stock lines.
0:23:49 > 0:23:51You've got to decide that if something has only sold
0:23:51 > 0:23:54so many pieces in the last six months,
0:23:54 > 0:23:57then that's a line that you're going to drop.
0:23:57 > 0:24:00The other day we wanted to increase all the stock levels.
0:24:00 > 0:24:04But the one I was talking about turns out to be our top-selling costume
0:24:04 > 0:24:08that I did say we need to have a higher reorder level.
0:24:08 > 0:24:13In the last eight months...it's only gone out of stock once.
0:24:13 > 0:24:16THEY LAUGH
0:24:16 > 0:24:18That's a good thing to know.
0:24:18 > 0:24:21I think that somehow, I don't know how you can do this,
0:24:21 > 0:24:26but we're going to have to hog tie your mum and stop her ordering staff.
0:24:26 > 0:24:29So how are we going to get the stock down?
0:24:29 > 0:24:33- Let's decide what we need to offload and then work out how we do it.- Yes.
0:24:37 > 0:24:38I love these!
0:24:38 > 0:24:41With Halloween just weeks away,
0:24:41 > 0:24:44I need this shop on top form ready for their busiest time of the year.
0:24:44 > 0:24:47Adele has been hoarding stock for ages,
0:24:47 > 0:24:51but her obsession with the costumes is just cluttering the place up.
0:24:51 > 0:24:54If she can't see the problem inside the shop,
0:24:54 > 0:24:57then maybe taking it outside will shed some light on it.
0:24:57 > 0:25:00It is making me feel a bit sick, yes, I have to say.
0:25:00 > 0:25:04I've discovered from Ellis that 500 of their lines
0:25:04 > 0:25:07are so out of date they've been discontinued
0:25:07 > 0:25:10and another thousand sold less than ten units last year.
0:25:12 > 0:25:14Give or take, £8,500 worth...
0:25:14 > 0:25:17in this list alone.
0:25:17 > 0:25:20What does that tell you about ordering?
0:25:20 > 0:25:25That I need to be put in one of my own straitjackets, I think.
0:25:25 > 0:25:28- It's time for a cull. - That has got to go.
0:25:28 > 0:25:31- What have we got in there? - I've got some gorilla costumes.
0:25:31 > 0:25:35- Gorilla costumes Ellis said is one of our best sellers.- I know,
0:25:35 > 0:25:39- but as I've just been pointed out, do we need 156 of them?- No.
0:25:39 > 0:25:41LAUGHTER
0:25:44 > 0:25:48Look at it. It is quite sad seeing it all sat there,
0:25:48 > 0:25:52- all homeless and unloved.- Can you admit now that you have a problem?
0:25:52 > 0:25:57When I bought them, yes, there was obviously a problem because I'd say...
0:25:57 > 0:26:01honestly, the majority of this stock is absolutely fine.
0:26:01 > 0:26:04- There is nothing wrong with it. - There's just a lot of it.
0:26:04 > 0:26:06There's just a lot of it and it has not sold.
0:26:08 > 0:26:13I am sad when I see some really good costumes here,
0:26:13 > 0:26:16but I have to recognise that I do have a problem,
0:26:16 > 0:26:19a bit like an alcoholic, I have a problem.
0:26:19 > 0:26:22I knew it was going to be incredibly difficult for Adele,
0:26:22 > 0:26:26but it really did work because actually confronted with the enormity
0:26:26 > 0:26:28of the stockpile she's created,
0:26:28 > 0:26:32she had to realise that her ways have to be mended
0:26:32 > 0:26:34and also that stockpile has got to be tackled.
0:26:38 > 0:26:42To be honest, what shocks me is that my over-ordering
0:26:42 > 0:26:46could have closed this business and that would've been really sad.
0:26:46 > 0:26:51It has to go. Oh!
0:26:51 > 0:26:53It's like, I feel like...
0:26:53 > 0:26:57Well, I've never had a kid that goes off to university
0:26:57 > 0:27:01but I actually feel that this is what it would be like.
0:27:01 > 0:27:04Yeah.
0:27:07 > 0:27:10Adele might not have seen her kids go to university,
0:27:10 > 0:27:13but that's precisely where her stock is going.
0:27:16 > 0:27:20- What's...?- We're going to give them away.
0:27:20 > 0:27:23£1 a jacket, or £2 a jacket.
0:27:23 > 0:27:26Chuck them on, chuck them on, we'll get rid of them.
0:27:28 > 0:27:31Van's loaded, we're going to sell loads today. I hope.
0:27:33 > 0:27:38We are off to the University of Essex, Colchester campus for a sale.
0:27:39 > 0:27:43the biggest growth area in fancy dress hire in the UK
0:27:43 > 0:27:45is in university towns.
0:27:45 > 0:27:48We've got to sell up, get the prices on and sell, sell, sell!
0:27:48 > 0:27:52There is nothing students love more than slapping on something silly
0:27:52 > 0:27:55and stepping out for a night on the town,
0:27:55 > 0:27:57and with over 11,000 students,
0:27:57 > 0:28:00Essex uni should be packed with potential punters.
0:28:00 > 0:28:03Hiya. We've got special prices today for fancy dress.
0:28:03 > 0:28:06We're pricing up really cheaply,
0:28:06 > 0:28:10literally more or less cast a couple of quid on each item,
0:28:10 > 0:28:13so we're getting rid of stuff which is awesome.
0:28:13 > 0:28:16Well, we've got rid of one thing so far.
0:28:16 > 0:28:19But the costumes are not leaping off the racks.
0:28:19 > 0:28:21Drastic action is required.
0:28:28 > 0:28:31Great, huh? You too could look like this.
0:28:31 > 0:28:34LAUGHTER
0:28:34 > 0:28:36What do you mean, "What is it?"
0:28:39 > 0:28:42Hi, we're doing fancy dress today, 50% off for students.
0:28:42 > 0:28:47- Fancy dress?- Halloween stock! For Halloween!
0:28:47 > 0:28:51- Fancy dress!- Loads of different reactions from different people,
0:28:51 > 0:28:56- they just don't seem to be coming to the stall very much.- Fancy dress?
0:28:56 > 0:28:57No one is buying anything.
0:28:57 > 0:29:01Shall we just try and sell them off even cheaper,
0:29:01 > 0:29:03just to get rid of the bloody things?
0:29:03 > 0:29:08- It's for free. It's for free! - I know, but...- OK.
0:29:08 > 0:29:13He didn't want it, not even for free.
0:29:13 > 0:29:17- People aren't interested.- They really aren't, it is amazing.
0:29:17 > 0:29:20That would look good on you.
0:29:20 > 0:29:23You don't need a wig, do you?
0:29:23 > 0:29:28- Alex couldn't work her charms?- Not even Alex could win this crowd over.
0:29:28 > 0:29:30What are we going to do?
0:29:30 > 0:29:33And I'm just pricing things down and down and down.
0:29:40 > 0:29:44- Shall we cut our losses and go home?- Shall we?
0:29:44 > 0:29:47I'm trying to be positive but this really has been a disastrous day.
0:29:47 > 0:29:50I suppose the only positive we can draw from this
0:29:50 > 0:29:53is that you handed out a lot of leaflets.
0:29:53 > 0:29:56We tried. That is all we can do, isn't it?
0:29:56 > 0:30:00Clearly students are more frugal than they were in my day.
0:30:00 > 0:30:04With barely any stock shifted, it has been a real blow to us all.
0:30:04 > 0:30:08I'm going to have to cajole my brain still further
0:30:08 > 0:30:12and I think clearly it is essential that I open them to new markets.
0:30:12 > 0:30:15They have to keep on trying alternative routes,
0:30:15 > 0:30:20they have to keep on bringing new clients into this shop.
0:30:20 > 0:30:25They can't just depend on their old pool of regular customers.
0:30:27 > 0:30:30But with a new day comes a new idea.
0:30:30 > 0:30:33I think a designated clearance area in the shop
0:30:33 > 0:30:36is needed to tackle the stock mountain.
0:30:36 > 0:30:39- Hello, hello.- Hi. - Nice to see you again.- And you.
0:30:39 > 0:30:41'I've asked retail designer Karl McKeever,
0:30:41 > 0:30:43'who's worked with brands like M & S and Disney,
0:30:43 > 0:30:46'to help me make this happen.'
0:30:46 > 0:30:49- Come in and meet the family.- Hiya.
0:30:49 > 0:30:53- Joy, Adele, this is Karl. - Hi. Great to see you.
0:30:53 > 0:30:56- Hi, I'm Adele.- Hi, Adele. - How are you?- Very well.
0:30:56 > 0:30:59- Found us OK?- Yes, eventually.
0:30:59 > 0:31:03So, Karl, do you want to tell them what your first impressions were?
0:31:03 > 0:31:06I think for me this is such an interesting shop
0:31:06 > 0:31:11because from the outside you have no idea at all what's really inside.
0:31:11 > 0:31:14If you weren't sure, you'd think you've driven up to a sex shop
0:31:14 > 0:31:17because there's boobs and bums in the window!
0:31:17 > 0:31:20- You know that private shops thing? - The black-fronted...
0:31:20 > 0:31:25- With the red lettering and things. Crikey!- Oh my goodness!
0:31:25 > 0:31:29I hadn't thought of that!
0:31:29 > 0:31:32- Oh, my goodness!- It might get more people in.
0:31:32 > 0:31:35- That's another room you're not showing us, isn't it?- Yes.
0:31:35 > 0:31:39I'm going to get you guys to take us around so that Karl gets
0:31:39 > 0:31:45the full glory of the plethora of stock that you have.
0:31:47 > 0:31:50- One row of changing rooms there. - OK, sure.
0:31:50 > 0:31:55- How many costumes have you got here? - Hire costumes we've probably got about 4,000.
0:31:55 > 0:32:02- Wow! That is a vast choice, massive. - Again, more costumes everywhere.
0:32:02 > 0:32:04This one has already been dropped.
0:32:04 > 0:32:08I was going to say, as we've been going around,
0:32:08 > 0:32:12I noticed you hiding that. I can see another one here.
0:32:12 > 0:32:15Oh, no! Do you know, I've been everywhere!
0:32:15 > 0:32:19This whole environment says, "Touch me, play with me."
0:32:19 > 0:32:21- I know.- "Interact with me,"
0:32:21 > 0:32:25but there's a lot of, "Don't touch, don't do this, don't do this."
0:32:25 > 0:32:28Because we are in here so much, it is a bit like our home
0:32:28 > 0:32:32and so it is like somebody coming in, picking up your ornament,
0:32:32 > 0:32:35breaking it and it is that feeling of thinking, "Bloody cheek!
0:32:35 > 0:32:39"What are they doing that for?" And to take that step back
0:32:39 > 0:32:41- is very difficult, isn't it? - Oh, hard.
0:32:41 > 0:32:44It is a problem. It's that fine line between giving people service
0:32:44 > 0:32:47and looking over their shoulder. There's nothing worse
0:32:47 > 0:32:49than having someone hovering,
0:32:49 > 0:32:52which is not what we want to do at all, is it?
0:32:52 > 0:32:55The shop will need a huge overhaul
0:32:55 > 0:32:58but so will Adele and Joy's attitude to customers.
0:32:58 > 0:33:01By stopping them from handling the goods,
0:33:01 > 0:33:03they are definitely hurting sales.
0:33:03 > 0:33:06I need to show them what good customer service looks like.
0:33:11 > 0:33:13- Hello!- Hi, Alex!
0:33:13 > 0:33:17Well, we have been allowed access into this store
0:33:17 > 0:33:20because I would like you to see how brilliantly they achieve
0:33:20 > 0:33:22their levels of customer service
0:33:22 > 0:33:26and I think there is a lot of lessons from this place that we can
0:33:26 > 0:33:27take back and apply to your shop.
0:33:27 > 0:33:33Uniqlo is part of the third-largest fashion retailer on the planet.
0:33:33 > 0:33:39It has done this by building the business around a simple idea that the customer is king.
0:33:39 > 0:33:44Hello, good morning, good afternoon. This is Uniqlo Regent Street. How can I help?
0:33:44 > 0:33:47- ALL:- Hello, good morning, good afternoon. This is Uniqlo Regent Street. How can I help?
0:33:47 > 0:33:50Please let me know if you need any help.
0:33:50 > 0:33:53Like many big retail businesses, the shopping experience here
0:33:53 > 0:33:58is deliberately designed to get the customer to touch and try on clothes.
0:33:58 > 0:34:02All the evidence shows that touching leads to buying.
0:34:02 > 0:34:05In fact, 65% of men buy what they try.
0:34:05 > 0:34:07You are all going to follow someone,
0:34:07 > 0:34:11so you're not going to be chucked into this, but you can see that
0:34:11 > 0:34:13they've got this enormous emphasis
0:34:13 > 0:34:16on how they communicate with the customer,
0:34:16 > 0:34:20which I think is very important, a huge emphasis on smiling
0:34:20 > 0:34:23on not having... Yes, no cross arms!
0:34:23 > 0:34:28The important thing is we have got to break this idea of yours that
0:34:28 > 0:34:30the goods in your shop are somehow
0:34:30 > 0:34:34an extension of your own personal stuff. It's not, it's merchandise.
0:34:34 > 0:34:38Merchandise that customers need to interact with to be tempted to buy
0:34:38 > 0:34:42and what I want to do is break that idea that you have
0:34:42 > 0:34:45of your shop is an extension of your home.
0:34:49 > 0:34:52- What you do, put your hand under it...- You see a messed up jumper...
0:34:52 > 0:34:57..now you need to hold that with the palm of your hand.
0:34:57 > 0:35:02- You don't mind when they make a mess?- No. it's our job.
0:35:04 > 0:35:10She has got a shop and she doesn't like people touching her stuff and making a mess of it.
0:35:10 > 0:35:16- How is that aspect of things going? - Some of these are just thrown.
0:35:16 > 0:35:20It is good that you are just getting used to the fact that this is just what it is.
0:35:20 > 0:35:24- This is what you've got to do. - You've got to do it, that's it.
0:35:24 > 0:35:27It really matters to me what my shop looks like
0:35:27 > 0:35:30and I hate it being untidy.
0:35:30 > 0:35:33It is so nice and refreshing to see people taking this pride
0:35:33 > 0:35:37in keeping it all looking absolutely immaculate. You know,
0:35:37 > 0:35:41we've always done the best for our customers but not always with a smile on our face.
0:35:41 > 0:35:45As well as encouraging Adele and her mother to let customers try clothes on,
0:35:45 > 0:35:50this visit has also forced Ellis, who spends all his time hiding away,
0:35:50 > 0:35:51onto the shop floor.
0:35:51 > 0:35:55Next customer, please. Really loud and clear.
0:35:55 > 0:35:58Focus a lot on eye contact while greeting customers and doing the transaction.
0:35:58 > 0:36:02However much he thinks he's going to be a back office boy,
0:36:02 > 0:36:07in a business their size, everyone needs to get mixed into the customer service.
0:36:07 > 0:36:11Next customer, please! I'm shaking.
0:36:11 > 0:36:13I'm not good dealing with customers.
0:36:13 > 0:36:16- Hello, madam.- In common with all the family,
0:36:16 > 0:36:18Ellis takes things too personally.
0:36:18 > 0:36:20Next customer, please.
0:36:20 > 0:36:23They take people fiddling with the product very personally,
0:36:23 > 0:36:27he takes how customers react to him very personally and actually it is just a job.
0:36:27 > 0:36:30We're going to find you a customer, approach them and say,
0:36:30 > 0:36:34"Hi there, is there anything I can help you with?" You're going to smile.
0:36:34 > 0:36:38- The lady in the purple jacket. - Can I help you at all?
0:36:38 > 0:36:41- I'm just looking, thank you. - OK. Can I help you at all?
0:36:41 > 0:36:45Still struggling a little bit with the contacting customers,
0:36:45 > 0:36:49I freeze up a little bit, but I'm getting better, I think.
0:36:51 > 0:36:54- Cashmere is actually on offer at the moment.- OK.
0:36:54 > 0:36:58The men's is 69.90 and the women's are over there at 49.90.
0:36:58 > 0:37:01- If you need any help, come and give us a shout.- Thank you.
0:37:01 > 0:37:06I think the whole family are going to go away from here having learnt so much.
0:37:06 > 0:37:08It is full on! This is full on!
0:37:08 > 0:37:12And my girls think they work hard sometimes.
0:37:12 > 0:37:15They are very insular, they don't get out of their own environment enough
0:37:15 > 0:37:18and they've forgotten what the real world is like.
0:37:18 > 0:37:21I mean, there are so many people coming through this store
0:37:21 > 0:37:24and yet they still keep a happy, smiling face on the whole time.
0:37:24 > 0:37:26I just think it has been brilliant.
0:37:27 > 0:37:30Seeing how successful retail works
0:37:30 > 0:37:33has shown Adele that when the shop is at its busiest,
0:37:33 > 0:37:36she needs all her key staff to be working
0:37:36 > 0:37:38even at the weekends.
0:37:40 > 0:37:43I think Adele, in a completely bonkers way,
0:37:43 > 0:37:44has been running the whole business
0:37:44 > 0:37:49in a way that is comfortable for the staff rather than in a way that is good for the business.
0:37:49 > 0:37:52- Have you got Bo Peep? - We do have Bo Peep.
0:37:52 > 0:37:55Right. So if I have a look at Bo people and the Penguin.
0:37:55 > 0:37:59Of course you should have your best staff working when it is busiest.
0:37:59 > 0:38:04The fact that she hasn't imposed that on them is obviously something I need to tackle.
0:38:04 > 0:38:09Her family have got to somehow regain some personal time and that
0:38:09 > 0:38:15will be much aided by the fact that they don't all have to be there all the time
0:38:15 > 0:38:18covering all the shifts and all of them always
0:38:18 > 0:38:20having to work the weekend. It is just silly.
0:38:20 > 0:38:22Joy, are you there?
0:38:22 > 0:38:24Are you able to come over?
0:38:24 > 0:38:28I need Adele to confront her staff
0:38:28 > 0:38:31and put in place a whole new way of working.
0:38:31 > 0:38:35Without this, the business and, more importantly, Adele herself will suffer.
0:38:35 > 0:38:39Now, if you want this to be a lean, mean fighting machine
0:38:39 > 0:38:44you are going to have to change a few of your working practices.
0:38:44 > 0:38:49I personally do not think I should be involved in that at all
0:38:49 > 0:38:51because it will cause much more resentment.
0:38:51 > 0:38:54Everyone loves and trusts you, which is why they work for you.
0:38:54 > 0:38:56So it has to come from you,
0:38:56 > 0:39:00but you understand that there is good business reasons
0:39:00 > 0:39:05that I've given you for why you need to make changes. Yes?
0:39:05 > 0:39:07That this isn't a knee-jerk reaction,
0:39:07 > 0:39:09it's not from looking at a list of people
0:39:09 > 0:39:13and saying, "There's too many people for that number of hours," none of that.
0:39:13 > 0:39:18- I'm just saying to you that you've, you know, come on. Yeah?- Hmm.
0:39:21 > 0:39:24'I know it's not going to be popular,
0:39:24 > 0:39:28'and I'm not feeling particularly good at the moment.'
0:39:28 > 0:39:33And I know this is going to be a bitter pill from this afternoon so,
0:39:33 > 0:39:36yeah, not looking forward to it.
0:39:39 > 0:39:44As you are all aware, there have been loads and loads of challenges
0:39:44 > 0:39:46for Props 'n' Frocks.
0:39:46 > 0:39:50If you look at our business UK-wide, we already know that there are
0:39:50 > 0:39:54many shops that are closing down or have downsized all over the country.
0:39:54 > 0:40:00I need to push the company forward and in a really good direction.
0:40:00 > 0:40:06Changes are never easy, and sometimes they can be painful.
0:40:06 > 0:40:07The shop is open seven days a week,
0:40:07 > 0:40:14and we need professional, experienced staff
0:40:14 > 0:40:16to help us cover those seven days a week.
0:40:16 > 0:40:22Now, I am expecting people to work one weekend in four...
0:40:23 > 0:40:27..with two days off in the week, in lieu.
0:40:27 > 0:40:29I know it's not going to be popular,
0:40:29 > 0:40:31but by looking after a few of you
0:40:31 > 0:40:34it's put an additional workload on to others.
0:40:34 > 0:40:37Has anyone got any questions?
0:40:39 > 0:40:42No?
0:40:50 > 0:40:56OK, I'm going to put you on the spot, guys. Do you need to think about it?
0:40:56 > 0:40:57I'll do it.
0:41:00 > 0:41:01Thank you, Chris, thank you.
0:41:01 > 0:41:05Aye, if it means keeping our job I suppose we'll have to.
0:41:05 > 0:41:08This really is a massive step forwards.
0:41:08 > 0:41:13I know the staff will find it difficult at first, but it IS for the greater good.
0:41:13 > 0:41:16It's going to be really hard for me,
0:41:16 > 0:41:19but to give up my weekends it'll be really hard.
0:41:19 > 0:41:25I don't know how I'm going to sort it out really, but...we'll just see.
0:41:25 > 0:41:29Think she needs us to support her as much as we can, which...
0:41:31 > 0:41:36I've only worked here a few years but I love my job, so...
0:41:38 > 0:41:41How painful is all the change that's afoot here?
0:41:41 > 0:41:43I think it was a big thing was the Sunday,
0:41:43 > 0:41:46it's just if there's a rota and you really need that Sunday off
0:41:46 > 0:41:50and you just can't swap it with anybody and then you just think,
0:41:50 > 0:41:52and I know I will think, "Is this worth it?"
0:41:52 > 0:41:56Everyone has shift patterns, whether you're working in a supermarket
0:41:56 > 0:42:00or whether you're working you know, Harrods. I don't expect everyone to like it,
0:42:00 > 0:42:03I just expect you either to get on with it or not.
0:42:03 > 0:42:08She's not doing this as a personal attack, she's doing this to make sure the business survives.
0:42:08 > 0:42:10'I think the girls took it reasonably well.
0:42:10 > 0:42:13'I was looking at their faces and it was...'
0:42:13 > 0:42:17They all looked quite sad and very serious.
0:42:17 > 0:42:19And I wasn't expecting to get a yes.
0:42:19 > 0:42:22- Thanks a lot.- Thanks, bye.
0:42:22 > 0:42:26I'm not going to be sitting there thinking, "How many staff will I have at the end of next week?"
0:42:26 > 0:42:29Because I don't think that is the case.
0:42:39 > 0:42:44Asking the staff to work shifts is only the first stage in getting Adele to step back.
0:42:44 > 0:42:48Now she needs to make time for herself,
0:42:48 > 0:42:52so I've insisted that she doesn't come into work for a few days.
0:42:52 > 0:42:57I know she'll struggle with it, but it's time for Reese and Ellis to show they can manage.
0:42:57 > 0:42:59- I've just broke my nail.- Oh, no. - Yeah.
0:42:59 > 0:43:02Well, that's next week's day off sorted.
0:43:05 > 0:43:08With Adele out of the way, Reese and Ellis are heading to London
0:43:08 > 0:43:12for a business opportunity they think could be too good to miss.
0:43:12 > 0:43:16- We must be nearly there now, mustn't we?- Well, no.
0:43:19 > 0:43:24The Great Gorilla Run is an annual event frequented by thousands of people who love dressing up.
0:43:24 > 0:43:28So it's a brilliant chance to do some targeted marketing.
0:43:28 > 0:43:30I'm the fairy gorilla.
0:43:30 > 0:43:33- Mr Gorilla! - It's great, isn't it?
0:43:34 > 0:43:37Do you want to take a cape to wear?
0:43:37 > 0:43:41You wear it, for you to wear. OK?
0:43:41 > 0:43:42Excuse me, want a cape?
0:43:47 > 0:43:50The capes are going down really well.
0:43:50 > 0:43:52As well as potential customers,
0:43:52 > 0:43:55Reese and Ellis are following up on a tip-off they've had
0:43:55 > 0:43:57which could lead to a big order.
0:43:57 > 0:44:00- Hiya.- Hi. - Hello, are you Gillian?- Yes, I am.
0:44:00 > 0:44:05Hello, I'm Reese, this is Ellis. We're from Props 'n' Frocks - it's a fancy-dress shop in Essex.
0:44:05 > 0:44:08Yeah, I've seen these red capes around. People are wearing them.
0:44:08 > 0:44:11That's us. We've been handing them out. We've heard that you're looking
0:44:11 > 0:44:16- for a new supplier of the gorilla costumes.- Right.
0:44:16 > 0:44:18Could arrange to come and see you and tell you
0:44:18 > 0:44:22- what we could do for you?- Well, I'm in Primrose Hill in north London.
0:44:22 > 0:44:25- OK, so not too far away. - Speak to you soon.
0:44:25 > 0:44:28Having been allowed to step out from their mother's shadow,
0:44:28 > 0:44:31the siblings have really performed.
0:44:31 > 0:44:35I think it shows they have the ambition the business needs.
0:44:35 > 0:44:39The capes were amazing. We could not have imagined the impact that they had.
0:44:39 > 0:44:42People were saying, "Oh, can I have one, can I have one?"
0:44:42 > 0:44:46Eventually I think we had about 50, 60 out there.
0:44:49 > 0:44:53There's about 50, 60 people now that know about us that didn't know about us before
0:44:53 > 0:44:57so, potentially, that's 50 new customers.
0:45:01 > 0:45:04Are you really struggling?
0:45:04 > 0:45:06You are, aren't you?
0:45:06 > 0:45:09I normally would have some communication.
0:45:11 > 0:45:14I think time off is incredibly important
0:45:14 > 0:45:17because when you have a little bit of distance,
0:45:17 > 0:45:22you get clarity, and if you're always right up here to the problem,
0:45:22 > 0:45:25then it's very hard to make sense of it.
0:45:25 > 0:45:31I mean, it sounds like she's worked seven days a week since she was about 16.
0:45:31 > 0:45:35It's been great spending a bit of time with Mike, my partner.
0:45:35 > 0:45:39We never ever see each other. I mean, we might say hello in the morning.
0:45:39 > 0:45:43By the time I get home it's dark, have a shower, go to bed,
0:45:43 > 0:45:45so this has been lovely.
0:45:45 > 0:45:51I think that I have looked upon the business as another child,
0:45:51 > 0:45:53and other parts of my life
0:45:53 > 0:45:57have definitely taken a bit of a knock because of that.
0:45:57 > 0:46:01'The temptation to pick the phone up has been rather strong.
0:46:01 > 0:46:03'I appreciate I need to take a step back.
0:46:03 > 0:46:09'I've got to give the kids a chance to be their own boss, to make decisions.'
0:46:09 > 0:46:13- So, the same time next week, then? - SHE LAUGHS
0:46:15 > 0:46:19And after some time away, has the place fallen to pieces?
0:46:22 > 0:46:24Well, I'm back!
0:46:27 > 0:46:28What's happened?
0:46:29 > 0:46:33'My first impressions, everything looks tidy, having a wander,
0:46:33 > 0:46:36'nothing that is out of place.'
0:46:38 > 0:46:43First of all, I'm actually going to see if everyone read the notes that I left.
0:46:44 > 0:46:46And, actually, they have.
0:46:46 > 0:46:53Looking at the book, the world did not collapse without Adele. Which is brilliant.
0:46:53 > 0:46:55Not only have they followed instructions,
0:46:55 > 0:47:01but in Adele's absence, the kids have also made a bit of a dent in the stock problem.
0:47:01 > 0:47:03So, Reese, what happened at the front?
0:47:03 > 0:47:07Cos it looked to me like it was quite a busy day in the shop yesterday.
0:47:07 > 0:47:08It was, it was busy in the shop.
0:47:08 > 0:47:10We had a customer come in for ex-hire,
0:47:10 > 0:47:13and she bought 11 ex-hire costumes,
0:47:13 > 0:47:17which were a lot of the Victorian costumes that are quite bulky
0:47:17 > 0:47:21and take up a lot of space, and we had checked, and they've not been out for two years.
0:47:21 > 0:47:27- So...- And it was double of what it was to hire, and it's not been out, so it's gone.
0:47:29 > 0:47:34Taking a deep breath, and trying to think for the greater good.
0:47:34 > 0:47:35It's all good.
0:47:35 > 0:47:39As hard as that is, because I love all my costumes and I've got a story
0:47:39 > 0:47:41about every single one of them,
0:47:41 > 0:47:45- so not even to be able to say goodbye to them.- Oh, my God!
0:47:45 > 0:47:50- That is ridiculous!- I know.
0:47:50 > 0:47:53If you've got more affection towards a costume
0:47:53 > 0:47:57than you've got for your own family, then you've got serious issues.
0:47:57 > 0:48:00- I have got serious issues. - Your friends are your costumes.
0:48:00 > 0:48:03Yeah, but she's got 5,000 members of family!
0:48:05 > 0:48:13With Halloween fast approaching, Karl and his team are back to overhaul this scatterbrain space.
0:48:16 > 0:48:18New signage, new layout,
0:48:18 > 0:48:21and, of course, a better way to display the stock.
0:48:21 > 0:48:24It's a great way to present clearance products in a way
0:48:24 > 0:48:26which is easy for the customer to shop.
0:48:26 > 0:48:32And there's no reason why the displays shouldn't be the same high quality as in a boutique.
0:48:32 > 0:48:35Just cos it's fancy dress doesn't mean the customer wants to look
0:48:35 > 0:48:38less convincing when they're wearing the outfit for themselves.
0:48:38 > 0:48:43'But bringing the shop up to scratch won't be enough on its own.
0:48:43 > 0:48:49'I need the family to put all their efforts into how we fill it with new customers, too.'
0:48:49 > 0:48:54We're going to put on a big event, with people who may be able to use you,
0:48:54 > 0:48:57so I'm thinking nightclub owners, party...
0:48:57 > 0:49:02People who hold parties, anyone who you could market to.
0:49:02 > 0:49:04I'd like to get them into the shop
0:49:04 > 0:49:08and then have you guys show your expertise at what you do so well,
0:49:08 > 0:49:10which is dress them up.
0:49:10 > 0:49:12Could we do a catwalk?
0:49:12 > 0:49:17I love that idea, I really do. So all up for this one final push?
0:49:17 > 0:49:21- One final push, yeah!- It's going to be the biggest push.- Good.- Yeah.
0:49:26 > 0:49:30But as the big day gets closer, so the stress levels go up.
0:49:34 > 0:49:38There's a lot of stress going on, I feel sick
0:49:38 > 0:49:42that it's all going to go tits up and it'll all backfire and no one will turn up.
0:49:42 > 0:49:45Right, OK, we've been trying to do this meeting for about two hours.
0:49:45 > 0:49:49Because really I've got to get... I am losing the will to live here.
0:49:52 > 0:49:53Oh, my God.
0:49:53 > 0:49:57Need to think about the leaflets handing out, the games that we could do and music -
0:49:57 > 0:49:59they're the key things.
0:50:01 > 0:50:04We've put 110% into it, so if it does fail
0:50:04 > 0:50:07it's going to be a bit of a kick in the teeth.
0:50:07 > 0:50:09My poor brain can't take any more.
0:50:09 > 0:50:12This is not a woman in control of anything at the moment.
0:50:16 > 0:50:18This all has to be done today.
0:50:18 > 0:50:20- ALL:- Oh, no!
0:50:23 > 0:50:26'After a monumental week for the Wisemans,
0:50:26 > 0:50:31'I'm back to see just how much they've managed to dress this business up.'
0:50:31 > 0:50:33A-ha! The first sign of the changes
0:50:33 > 0:50:35that I'm expecting to find inside.
0:50:35 > 0:50:40It looks great - really bright, really appealing.
0:50:40 > 0:50:42A fancy-dress shop.
0:50:45 > 0:50:48I think Alex is going to be amazed by the transformation,
0:50:48 > 0:50:52and I can imagine what she's going to say in my head.
0:50:52 > 0:50:56So much better. It's immediately obvious where you have to go.
0:50:56 > 0:51:01I think she's going to be wowed over by it. I hope she is, anyway.
0:51:01 > 0:51:06Oh, look at this! Gosh, that's fab, mannequins.
0:51:06 > 0:51:10'The vibrant signage leads the customer to the shop front,
0:51:10 > 0:51:14'which now has an exciting and enticing window display.'
0:51:14 > 0:51:17I love being able to see into the store,
0:51:17 > 0:51:19I think it makes a huge difference.
0:51:19 > 0:51:23It makes you very excited about walking in, and, um,
0:51:23 > 0:51:27already looking forward to spending some money.
0:51:27 > 0:51:31'Thankfully, it no longer looks like a sex shop in Amsterdam.
0:51:31 > 0:51:34'A bright new logo has brought the front to life.'
0:51:34 > 0:51:35Hello!
0:51:35 > 0:51:37Oh, my goodness!
0:51:37 > 0:51:40MUSIC: "Thriller" by Michael Jackson
0:51:44 > 0:51:47'The whole shop has been transformed -
0:51:47 > 0:51:52'where once there was clutter, now colour-coded themed rooms make things clear for the customers.'
0:51:52 > 0:51:56- It does feel less overwhelming. - Definitely.
0:51:56 > 0:51:59'Instead of over-stocked shelves, stock has been pared back
0:51:59 > 0:52:03'and displays have been used to really sell the costumes.'
0:52:03 > 0:52:07It does make a huge difference seeing them out of a packet, doesn't it, actually?
0:52:07 > 0:52:14- We sold, didn't we, one costume that we hadn't sold for two years and we sold three in one day.- No!
0:52:14 > 0:52:16'New changing rooms have been fitted
0:52:16 > 0:52:22'to encourage customers to try things on. This is, after all, a dressing-up business.'
0:52:22 > 0:52:26Oh, my goodness, it looks fantastic!
0:52:26 > 0:52:29- It's so inviting, carpet. - Don't I love it!
0:52:30 > 0:52:36'And there's a large clearance area to allow the family to sell the unwanted stock off cheaply.'
0:52:36 > 0:52:40It's surprising how people can go straight in and focus on that area.
0:52:40 > 0:52:45- Yeah.- And it's made, I think, people's choices so much easier, hasn't it?- Yeah.
0:52:45 > 0:52:49'On the whole, it feels fun and full of character.'
0:52:50 > 0:52:54Chief merchandiser now is Ellis, who...
0:52:54 > 0:52:56- If you'd ever believe it.- Darling!
0:52:56 > 0:53:00I done all this, if you can believe it.
0:53:00 > 0:53:02- I know. I can't believe it, actually. - LAUGHTER
0:53:02 > 0:53:06- He's changed, hasn't he? He actually approaches customers now.- Yeah.
0:53:06 > 0:53:10We actually think he's been taken away by aliens and replaced.
0:53:13 > 0:53:19Tonight, the shop will be full of guests invited to mark the relaunch of the business,
0:53:19 > 0:53:23which gives all of us a chance to road-test the new changing rooms.
0:53:23 > 0:53:26The best changing rooms in Essex. Yeah!
0:53:29 > 0:53:32Oh, God. Makes my eyes water!
0:53:32 > 0:53:34Ta-da!
0:53:35 > 0:53:38Joining the family for the relaunch is a guest list
0:53:38 > 0:53:39of Essex party people -
0:53:39 > 0:53:45everyone from venue managers, party planners, event coordinators and theatre groups,
0:53:45 > 0:53:49the great and the good who might want to bring their business here.
0:53:49 > 0:53:54I would like to say, first of all, thank you to every single person
0:53:54 > 0:53:59that has bent over backwards through this last couple of weeks of complete chaos.
0:53:59 > 0:54:02We couldn't have done it without you,
0:54:02 > 0:54:07and I cannot thank you all enough for that so thank you very, very much.
0:54:09 > 0:54:15Thank you ever so much for coming, everybody. I declare the new Props 'n' Frocks open.
0:54:15 > 0:54:17CHEERING AND APPLAUSE
0:54:19 > 0:54:25With press and photographers here too, I'm in no doubt it'll hugely up the shop's profile.
0:54:26 > 0:54:29Now the family need to get their business heads on.
0:54:29 > 0:54:33Big smiles, really loads of fun. We're going to get some music playing.
0:54:33 > 0:54:37They've organised a catwalk show to really bring their stock to life.
0:54:41 > 0:54:45The invited party professionals seem to be impressed.
0:54:45 > 0:54:48- Do you like our changing rooms? - Yeah, really good. - They look good, eh?
0:54:48 > 0:54:51It's modern and really nice.
0:54:56 > 0:54:58And I think it looks really great.
0:54:58 > 0:55:03There aren't many fancy-dress shops in the area that have such a fantastic selection of stock,
0:55:03 > 0:55:05so I'll definitely be using the shop in the future.
0:55:05 > 0:55:08The atmosphere's quite warm and the decor, as well,
0:55:08 > 0:55:12with the way the costumes have been presented, it's quite lovely.
0:55:12 > 0:55:14Do you like the shop reorganisation?
0:55:14 > 0:55:17It's beautiful, yeah. It's lovely, nice.
0:55:17 > 0:55:21It's more spacious. Yeah, there's... It looks like there's more in it.
0:55:21 > 0:55:25Obviously a great opportunity to see what's available,
0:55:25 > 0:55:30but I think from a promotional point of view, I think they've done really well.
0:55:34 > 0:55:38The event has given the business a strong local presence.
0:55:38 > 0:55:42I feel like I'm leaving them in a much better state than I found them.
0:55:42 > 0:55:46They just need to stick to the lessons they've learnt along the way.
0:55:46 > 0:55:51- The important things are, you've got to keep your stock buying under control.- Yes.
0:55:51 > 0:55:56Make sure you have some time off, allow your kids some room to breath and develop.
0:55:56 > 0:55:58- Yes.- Because they are so bloody good already -
0:55:58 > 0:56:02imagine what they will be when they're forced to take on more responsibility.
0:56:02 > 0:56:04Yeah, definitely.
0:56:04 > 0:56:07We can't thank you enough, can we? No.
0:56:12 > 0:56:16There's been a couple of things that have been difficult to take,
0:56:16 > 0:56:19but we have taken them on board and we've dealt with them and I think
0:56:19 > 0:56:22we're still learning. Not everything's fixed just like that.
0:56:22 > 0:56:25We are definitely going along the right road
0:56:25 > 0:56:29and I'm so pleased that the whole family are going along the same road together
0:56:29 > 0:56:33which is, for once, you know, it's just fantastic.
0:56:39 > 0:56:43Two-and-a-half months later, how IS Props 'n' Frocks faring?
0:56:43 > 0:56:47I think I'm three-quarters of the way to being cured.
0:56:47 > 0:56:49She'll never be cured thoroughly.
0:56:49 > 0:56:53I might not be completely cured, I'm 100% better than I was.
0:56:53 > 0:56:58The family now keep £30,000 less stock than they did,
0:56:58 > 0:57:00which is a huge step forwards.
0:57:00 > 0:57:04As I could see how things have more space, they're displayed better,
0:57:04 > 0:57:08we actually sell more stuff - that's the lesson, isn't it?
0:57:12 > 0:57:17And Adele has managed to find time for herself away from the business.
0:57:17 > 0:57:22When I'm not working in the shop, I actually do feel that you two can get on and cope with most problems.
0:57:22 > 0:57:26I don't... I don't feel now that I need to be here.
0:57:26 > 0:57:28Adele's a lot more chilled now at work,
0:57:28 > 0:57:32so we can spend more time with her as my mum, not just a boss.
0:57:32 > 0:57:36I think having some time for me
0:57:36 > 0:57:40has made me a better person, a better mum, a better daughter,
0:57:40 > 0:57:45a better grandparent, because now I actually have some time and I've got some time to be...
0:57:45 > 0:57:50You know, I can play with my grandkids, I can go out shopping with my daughter,
0:57:50 > 0:57:53and I don't feel that I can't do that cos I'm working.
0:57:53 > 0:57:59It is having, like, a second chance of doing all the bonding again,
0:57:59 > 0:58:01and it's special.
0:58:01 > 0:58:02Got her back.
0:58:02 > 0:58:06It's giving me my life back, which has been fantastic,
0:58:06 > 0:58:09I really have to say. And hopefully it's given me...
0:58:09 > 0:58:11It's given my family ME back,
0:58:11 > 0:58:15rather than me being so engrossed in this shop the whole time.
0:58:38 > 0:58:42Subtitles by Red Bee Media Ltd