Not always…

If you’re a manufacturer you may want to build up a strong retail base before delving into the online world. It’s a lot easier (not that it’s easy)…but it is a lot easier and more profitable at first to deal with stores instead of individual customers.

As your business grows and your name is out there you may want to launch an online store to help round out your brand and add a new channel of distribution.

Sales commissions typically range from 10-15% depending on your category.

For example you could expect to pay a higher comission in a catagory that has a smaller market such as “high end baby wear.”

Some sales reps decide their commissions on a sliding scale based on the dollar amount.

Remember everything is negotiable. The quality of your line and the marketing you do for yourself is going to be your best leverage.

Before you set up your credit card processing be sure to do some comparison shopping. Doing a simple google search will yield you a slew of results with varying transaction fees, equipment options, setup fees and minimums.

Shop around to find the best deal for this crucial part of your business….transaction fees can add up taking a real bite out of your bottom line. Also check out their customer service options…dirt cheap transaction fees aren’t worth it if you don’t have the option of speaking to a representative by phone.

Good PR in the fashion industry is priceless. Literally. You never know what print editorial in Lucky, InStyle or even some of the weekly mags can bring to your business.

So how do you get your hands on it? Take FBI’s workshop on May 7th “Do PR Like the Pros,” hosted by PR guru Debra Stevenson.

She’ll teach you how to write blockbuster press releases and connect to hard to reach editors.

Click here for more information

Email Marketing has a better return on investment than any other type of marketing. Although it can be cheap and effective let me suggest a few rules of thumb….

1. Always practice permission based email marketing. Ask people to opt in on your website or leave their email at trade shows or on order forms. Also make sure every time you request an email tell people how you plan on using it. Never damage your integrity by sending spam.

2. Use an email marketing program to send your emails. You may want to try www.campaigner.com or www.myemma.com. Using these systems helps with delivery rates and allows you to analyze who’s opening and forwarding your message.

3. Only email what matters. Be careful not to send too many emails. People who see you’re continually sending valuable messages will open more often and are less likely to unsubscribe.

With everything from using Organic Cotton to a Special Earth Day Tee Shirts clothing companies have a huge opportunity to help promote environmental causes.

Here are a few things we can do in our own offices that may not be as obvious….

1. Print and Copy on Both Sides of Paper

2. Buy Recycled Paper Always

3. Use Ceramic Coffee Mugs Instead of Disposable Cups

4. Pack Your Goods with Recycled Paper and Boxes

5. Create Email and Web Based Marketing Materials instead of Printed Pieces

With the weak US dollar and slowing economy many U.S retailers are now taking a closer look at the global landscape. . Although going international can be a logistical challenge selling to overseas markets can keep both wholesale and retail businesses thriving even in times of U.S. uncertainty.

Giants like Wal-Mart and Tiffany and Co. have used international success to balance current U.S. sales. Investigate how you can apply this strategy to your business.

Just an Idea!

What to do if some other company happens to have already purchased your domain name?

Well you can offer to buy it from the owner or through a registry site like register.com.

Otherwise you may want to come up with something creative…such as an abbreviated version of your name or even adding fashions or designs to your web address.

As a caution I wouldn’t advise going for the alternative of purchasing a .net, .biz, or .info. Using these less common extensions often leads people to type in the .com version by mistake.

If you’re looking at fewer fall orders than you would like to you can’t always point the finger at your showroom.

You know what they say….when you point the finger four fingers are pointing back at you.

So…make sure you’re constantly soliciting feedback from your showroom. Understand what’s going wrong…what’s going right and make any adjustments as soon as possible.

Also make sure to support your sales efforts with marketing. Develop your website….mail postcards, put together an electronic buyer kit and always always make sure your showroom has great pictures to send to buyers.

Mark up’s? Mark Downs? Sales Plans? Calculating Sell Through?

How Does it all add up???

As a manufacturer it’s really important to understand the fundamentals of standard retail calculations. It helps you with pricing…establishing your margins and at the end of the day making your money! Shall I say more?

So join instructor Bill Claitt at the FBI on May 5th @ 6pm for the seminar Retail Math for Apparel Manufacturers.

Anything that has anything to do with the financial health of your business just might be worth checking out…

Log on to Fashion Business Inc. to register or for more information.