Know your market and know your customers! Word of mouth advertising is what will drive your business, if one customer or their entourage has a horse-S experience, word will get out and then some. Price points - Don't gouge customers! In the internet era, it takes about 10 seconds from the changing room to google what price they should expect to pay. Never cut the tags out of the samples - it makes you nonverbally look really BAD!
Find the deficiencies in your business region and exploit the heck out of them! If none of the other stores specialize in plus-size, get known as the place with a plus-size section that people are welcome to purchase off the rack from. Alterations - be the place that any person can come in and have their clothes altered (keeps all your eggs from being in one basket)... Get familiar with the other businesses that relate to formalwear events (churches, halls, photographers, prom contacts, DJ's, bakers, etc.).. It's not just bridal clothes, it's other formalwear events (MOB/MOG/Office formal/Prom/First Communion/Quinc/Pageants/etc.). Be honest with your customers.. The hard sales and "buy today" antics put more people off to doing business with you than help.