So you had enough balls to create an apparel line even though it will most likely end up on ShirtTalkers and get blasted. Now, your’re looking to find out how you get your line into some of your favorite retailers. For todays tip, I’m going to be explaining how to get your brand in front of the right person and have them potentially become a “stockist“.
Find Your Market:
You need to research what retailers carry similar looks to your brand, and if it makes sense for them to add another brand that looks “similar”. Retailers usually carry only a certain amount of “alike” brands on their shelves. So you better have a damn good reason why they need to give up expensive shelf real estate for yours.
Figure Your Pricing:
Remember you are a “new” brand, retailers HATE taking risks on new brands. Your price points need to be enticing enough to outweigh the risks of giving up shelf real estate. USUALLY* retail markup is 2.5 x the wholesale price, so as a new brand you want to come at a little below your competitors on your wholesale pricing.
Find Your Buyer:
Don’t waste your time trying to walk into stores with your line. Usually the employees are prostitots who have no clue who the buyer is. If you do get lucky enough to meet the buyer in person, they usually won’t give you time of day since they are either too busy or hate being bombarded with people trying to sell them their lines without appointments. Instead, I suggest you use a Business Directory site and find the contact information of buyers for your desired retailers.
Emailing Your Brand:
When emailing your brand to the buyer, make sure you don’t overwhelm them with too information and pictures. Buyers tend to know what they are looking for and if your brand has “it” they will proceed in requesting for more information. My advice is to put 3-4 of your best pieces, a price sheet, production and delivery dates in the email.
Remember it’s all about the RIGHT Product, RIGHT Price, RIGHT Time. Hope this helps. – Cut N’ Sew.