How Do You Attract Retail Buyers??

Most of the start ups I work with automatically assume that they will be supplying retailers, many expect/hope/dream of supplying Harrods, Harvey Nics, Browns Focus and other top brand ‘big fish’.

Great dream, how will it become a reality?

I’m told “I’ll get massive PR and then they will come to me”!!?

“I’ll invite the buyers to my launch party then I’m in business”!!?

“I’ll send my brochure showing all the ‘green credentials’ of my organic jean range to the casual wear buyer at ASDA”!!?

“The buyers all come to Pure and the other trade shows, don’t they”?!!

“I’ll find a good sales agent who is in with all the top buyers”!!?

To successfully supply retailers you need to understand the retailers themselves. In our sector the retailers are split into groupings around quality, price, customer profile and buying power. We have Supermarket Chains: Their initial requirement is your production base, you will not be allowed to contact their buying teams unless ‘your’ factories have been inspected and approved by supermarkets own quality control department.

Design-Led National Retail Groups:
On every High Street and Mall between 100 and 300 shops in each group.  Now producing the lion’s share of their offer in-house, this policy leaves little room for outside suppliers.

Discount Clothing Groups:
Most retail discounters now sell some fashion ranges, their criteria for buying, price, price, and price.

Independent Fashion Stores:
Not in every town but enough shops for everyone to aim at. Their buying criteria are something that fits in with their other ranges and that will sell to their existing customers.  The buyer is often the owner, they make all the decisions and are aware of what they can and can’t sell.

Department Stores:
Often only sell ‘famous’ brands or operate brand concessions in store.  Some have departments for ‘new designers’ need to research every group to find suitable potential groups to supply.  They will want to talk about whom else you supply and your sources of production.

Remember:  All these retailers listed above work on a mark up of up to 300%, so if you think that your winning style should retail at £300, these retailers will have to buy it from you at around £100.  Likewise, a £100 retail dress will have to be bought by the retailers for no more than £35.

In my experience, start up fashion businesses do not supply “big fish” retailers, it’s too risky for the retail group.  Will they get their order, on time, exactly as sample??  Unfortunately, the UK retailers have had bad experiences with start ups in the past.

How do you successfully supply the public?
This is now a real option, the internet has made it possible to generate regular sales to the public.

EBay has managed to generate huge sales on fashion items and have now opened a new site specifically to businesses selling personal consumer items at fixed prices, it’s called EBay Express. No start up costs as such, you will obviously need stock and a digital camera.  No marketing and promotional activity required as the site’s profile attracts huge numbers of buyers looking for something special. The better your photo, the more customers you will attract.

You could pay to go on someone else’s selling site but you must establish how busy the site really is and is it worth the money you will be spending.

You could set up your own website and sell to the public from that.  I still don’t see retailers buying from websites although in a recent survey some independent retailers did say they would consider it in the future.  More about your own website later.

You could supply the public through direct selling events, more available in the Spring/Summer season.  Summer Fayres, music festivals, local festivals, ethnic gatherings, religious festivals, equestrian shows, car boot sales, party plan, market stall and charity fund raising events all good sales opportunities for a small cots for your space.

Religious organisations hold lots of sales for their communities.  If you care connected to any clubs or are a member of another niche, these are the places to target your promotional activity.

If you have the capability to do made-to-measure/bespoke, you can achieve very good sales figures.

Remember:
When you supply the public you can earn the full price from the sale, rather than losing two thirds of the price to the retailer.

Thanks to Michael Goodmaker at www.designerhelp.co.uk