How do you get in front of buyers without a trade show?

A trade event is a good opportunity because its typically the kick-off of a sales season and gives buyers a one-stop shop to see a lot of lines.

But if you can’t participate in a trade show you can still dedicate your resources to getting in front of buyers–minus the clutter of the crowd.

To do this you will either need to hire an independent sales rep or someone to do your sales in-house.

Some times people do their own sales and that is an option as well..at times a grueling one with everything else a business owner has to do, but an option just the same.

So how does this rep get your line in front of buyers?  Well the right rep for you will have contacts with the stores your want to be in..so they can sell them on your product.

If you’re doing your own sales or dealing with a rep without the contacts you need you’ll basically have to send marketing materials, reach out and make appointments to visit a buyer at their office or store.

Is Your Website Working?

Unless its under construction, the server went down or you missed a hosting payment you would probably say…Yes, of course it’s working.

But what does working mean to you?  If your employees came to work and just sat at their desks would you qualify that as working…probably not.

Think of your website the same way….  Employees have goals, things they must accomplish, services they must provide.

Your website should have the same….It should be not only functioning but working.

So what can your website do for you?

1.  Provide Access to Your Sales and Marketing Materials--Create a secure section with pdf’s of your line sheets and lookbooks.  This can improve your communication with current and potential accounts and save you a ton in postage.

2.  Promote Your Retailers–Be vigilant about updating your store locator everytime you get a new account.  Your retailer needs your support to sell your product.  Provide links to their websites and/or online stores for easy navigation.

3.  Reach Out to Bloggers–While accessing the editors of Vogue or Lucky may be a little more challenging, sending your link or a press release to style and fashion blogs can make exposure a little more accessible.

Don’t forget to check your web stats to see if people are actually accessing the features and pages you’ve put so much effort into putting together.  If not browse through some of your competitors sites to generate some fresh ideas.

We’ve gotten a few emails from recent fashion school grads looking to do their own thing.  Interestingly enough few fashion programs have entrepreneurship style courses that teach designers how to handle all the in’s and outs of starting their own label.

So what are some of the first steps to get started?

1.  Make a Plan–Business planning can make the difference between a thriving company and a company that goes nowhere.  You can either take low-cost classes at organizations like FBI or the Small Business Administration or you can go it alone with business planning books from your local library or bookstore.  In your plan you’ll define things like your business structure, finances and your sales and marketing strategy.

2.  Determine Your Budget–Depending on the type of product you’re selling, your personal skills and launch strategy you could be looking at 100K or more to get your line off the ground.  Don’t let this number scare you, it could be much less or much more…but again that depends on your circumstance.  What’s important is that your budget makes sense with your goals.  It would be fruitless to think you could create a sample line of cashmere sweaters, hire an assistant, attend a trade show and support your first sales orders on a $25,000 start up budget.  You’d be surprised at how many business owners are working towards a grand plan they simply don’t have the funds to support.

3.  Make a Sample Line–If you’re a wholesale company you should only produce samples to start…….NO Inventory.   The last thing you want to do is tie up your precious startup dollars with inventory that buyers could or could not want to buy. Of course you’ll have samples from development but don’t get over-excited and start ordering spare samples just for fun, which is an easy temptation when you first get started.  Sample costs add up quick, and at the end of the season if the product is still left hanging around you might just be left thinking where your starup dollars could have been better spent…PR?  Marketing? An inspiration trip to the Carribean?  Now that sounds like some serious buyers remorse…..

Did you just get that hot press mention you’ve been waiting for?  Well other than framing it and putting it on your wall, here are some things you can do to milk it for all its worth.

1.  Mail it out– Send color copies to your current retailers to increase the profile of your line in their store.  Also remember to add color copies to your website, media kits and trade show presentations.

2.   Get Good Credit–Request that the magazine credit your website and collaborate with your online retailers to make the product available for sale.  Shopping magazines like Lucky often require that you list a store where the product can be purchased.  By featuring online retailers on your own website, that have the featured product in stock you not only provide an easy sales vehicle, but additional exposure for your entire line.

3.  Blog about it–If you keep a blog write a post that includes key words that associate your brand with the publication.  By doing this you raise your visiblity on the web/google search listings, while promoting a powerful brand association with the magazine you’ve received covereage from.

In the past many fashion companies seemed to inadvertently associate profitability and growth with off-shore manufacturing. China…Vietnam…The Philippines, anywhere but here. Unfortunately other than being good patriots, too many brands have found it financially difficult to rationalize being “Made in the USA.”

Interestingly enough in these challenging economic times, there appears to be an emerging sea change in the “off-shore is better,” mentality. Some design companies are starting to pay closer attention to the quality, cost and time benefits that can come with domestic manufacturing.

Here are some things to consider when you decide on your on or off shore production strategy:

1.  Speed to Market–Working closely with a local manufacturer can add up to significant cost savings when it comes to translating you developed product into final production. If you’re serious about speeding up your product life-cycle make sure you’ve established a good relationship with a local manufacturer that can help get your product out of your head and on the shelves as soon as humanly possible.

2. The Hidden Costs of Importing: The new 10+2 importing compliance rule is the latest example of the hidden cost and logistical hassles that can result from importing product from overseas.  Make sure that you are keeping track of the costs and time involved as well as how they affect your bottom line.

3.  Quality Control–Although the U.S. is known for the quality of the goods it is able to produce, especially in the higher end and conemporary market, domestic manufacturing can also afford designers the ability to overse their production preimpting any issues before they become real problems.

Attending the Vegas shows later this month?  What should you be doing now?

Besides working on your samples and dealing with show logistics, focus on your marketing.

Here’s a few tips…

1.  Mail and Email out Reminder Postcards: Make sure you include a knockout image of your product, your booth number and earliest delivery dates.

2.  Call Your Top Prospects: Although you may not have time to call every store on your prospective list, at least reach out to the top 20%.  And if you’re a little squeemish about making calls just know in these days of email and text messaging you’re not the only one. A simple call can make a big difference in helping you stand out from the competition.

3.  Don’t Forget the Press: The consumer and trade press go to the shows as well, and its a great time to get their attention.  See if the show you are attending has a list of past press attendees and send them your media kits to them in advance.

In partnership with Microsoft Corporation, Fashion Business Inc.  launched the first class of its Free Apparel-Specific Job Skills Training Certification Program today.

This 8 week program offers:

–AIMS Certification

–Advanced Apparel-Specific Training in Microsoft Word, Excel and Outlook

–Tech Packs Using Excel 2007

–Accounting for the Apparel Industry

This exciting new program is offered completely free of charge to apparel workers who are currently unemployed, with at least 2 years of industry experience– or are graduates of a 2 year apparel related education program.

For more information about future classes which begin in April, please email your resume and cover letter to info@fashionbizinc.org.