Although some retailers love the excitement of new lines… many pause when it comes to actually buying them.  Why?  Because investing too much into a new line can make buyers feel a little bit like test dummies as manufacturers try to work out the common kinks associated with a new business.

If you’re trying to sell your line for the first time it’s up to you to alleviate their fears– and land some of those high-profile stores that can help you build your emerging brand.

Retailer Fear #1:  You Won’t Deliver On Time…

On time delivery is a big deal to retailers.  You may think what’s a few days late?  I mean things happen… Your patternmaker got the flu…The fabric got delayed in customs….retailers are human…they should understand right?

Unfortunately most times retailers don’t understand.  If you don’t deliver on time as far as retailers are concerned they’ve lost out on days of sale, especially in a highly seasonal business like swim or outerwear.  Besides, having a trump tight infrastructure to make sure you have everything in place to be within your promised delivery window, also do whatever you can to rectify the situation if it becomes inevitable.  Volunteer a discount, Pay for Express Shipping or Offer to subsidize any necessary markdowns for the season.  Keep in mind you don’t really want to do any of these things…So just be on time!

Retailer Fear #2:  Your Product Won’t Sell…

Retailers need to know what you’re doing to promote your line…after you’ve sold it to them.  Do you have a full website with pics of your in-store collection?  A online store locator?  How about a publicist?  A dedicated marketing person?  Any press out there already?  Do you have ideas for an in-store event? Make it clear to potential customers that you will be there to help ensure your product sells.  They’ll appreciate your insight into their challenges and your partnership in the sales process.

Retailer Fear #3:  You Don’t Know What You’re Doing…

Serious retailers want to feel secure they’re dealing with another serious business owner.  Are you going to deliver crappy product?  Will it look like the samples?  If there’s an issue will you be fair about resolving it?  Will you be around next season?  In the process of selling your goods…make sure you sell yourself too.  Do you have a design or production background with a more notable company?  Graduate from a prominent design program? Do you have company values or a mission statement?  Do your part to make your customer comfortable with your brand and the people behind it.

By being pro-active and understanding buyers common fears ahead of time, you’ll not only be able to get in the door, but build a foundation for a long-term professional relationship.