The first Redken Summit for Australian salons took place at Melbourne’s historic Hotel Windsor, on August 10 and 11 and was designed to give passionate salon owners the edge to succeed in the transformation business that is hairdressing.
With a slogan underscoring the achievement of a ‘professional edge’ in hairdressing, Redken was perfectly poised to impart 5th Avenue chic and the business nuts and bolts as Redken General Manager, Anne Marie Mason put together a superior program of events featuring some of the leading speakers and trainers from the US. Speakers who have created immense change for the globally successful brand.
“We’ve had glowing reports from our customers email after email thanking us for the experience and we wanted our salons to acknowledge that, ‘the definition of insanity is doing the same thing and expecting a different result’. The summit was all about providing an environment and content that facilitated change on a personal and professional level,” said Redken 5th Avenue NYC General Manager, Anne Marie Mason.
“If owners and leaders of the salon facilitate behavioural changes it filters through the entire salon and when we asked salon owners what they wanted to achieve number one was they wanted to see changes within their team in 3-6 months with their team while understanding their customers and marketing was also of importance,” she said.
Redken pulled some of its prized education and training mentors leading to the top end of Melbourne – idenitities that have been instrumental in the creation of the education and success formulas Redken has become known for across the globe.
Social researcher and consumer trends expert, Mark McCrindle delivered a detailed insight into changing times and emerging trends and the fluctuating psychographics that come with each new generation.
“Good places to work can get away with paying employees 10 per cent less than other similar workplaces – quality of the workplace and work/life balance are top priorities for employees,” he said.
“Today your average person stays four years with an employer and we are dealing with a generation that expects portfolio careers – they will have at least 20 separate employees in their lifetime and they also expect to be self-employed at some stage in their lifetime. Work doesn’t just take place at work anymore – it’s a 24/7 world,” he said.
Todd Arndt from Vogue Nationale salon in Brisbane believes Generation Y struggle with their ability to communicate with older clients while relating to their needs, however “Gen X have trouble changing and don’t have a willingness to change,” he said.
Purchases that are innately linked to the intrinsic value of a brand and what makes a brand took centre stage while demographic shift and reinvention were reiterated as key to success in fluctuating markets.
A survey conducted on 3,000 Gen Y’s revealed the following top 5 priorities that show what keeps them happy at work: Work life balance, the culture and community with whom they work, Management Style (leadership style), job content and training.
“Employers need to understand the traditional values of working set hours need to be discarded – uniformity needs to be translated to an individualistic approach to everyone in the business,” McCrindle said.
Mark looked at the Psychographics of why people buy and how the majority are emotional decisions rather than rational ones. “These days we forget the rationality we just want to connect with the brand, image and feel,” he said.
The ageing population resonated around the room as Mark revealed that while the total population will increase by 50 per cent in 2049, the aged population (boomers and ageing Gen X) will increased by 100 per cent.
The internationally renowned Blair Singer facilitated ‘Salon Success Workshop’ – Blair has the unique ability to shake up the status quo and get people and organisations to quickly change their behaviour. Blair beginning working with Redken in 1995 – conducting his first training for the education department in New York. Blair imparted that a stylist and salon owner’s number one ability is their ability to sell and detailed the four pillars of success for selling and Redken globally has really embraced this formula.
“We have a school system that has done a great job of teaching people how to be good employees but who are not good at working as a team,” Blair said.
“Everyone is looking for the same thing – you don’t need to be an expert on Generation X and Y to motivate people. The single biggest reason behind the success of Redken education is the Code of Honour that has been created and adhered to by all members,” he said.
Blair enthused guests by revealing why and how in a tough economic situation the hair industry powers on – “this happens because people want to feel better about who they are regardless of all the other crap going on,” he said.
Overcoming the menacing little voice inside us also entertained delegates – “Most of the time we have a problem with something is because our little voice is putting thoughts into our heads before it even happens,” he said. This was referred to as LVMS – the Little Voice Management System.
Redken marketing manager, Natalie Butler, also present a marketing presentation to salon encouraging the regularity of marketing and imparting some efficient marketing strategies.
With more than 80 guests from leading salons across the country, the first Summit was a resounding success.