Fashion Sales Guru Michael Cohen gives us the Skinny on How and Why You Should Start Selling Without a Showroom

He's been in the business over 35 years, owns 2 of LA’s most well known showrooms and reps some of the hottest lines on the market. Word on the street is that he is one of the best in the business.  So I asked designer sales guru Michael Cohen the question at the top of every new designer's mind.  "Do I have to launch with a showroom?"

He puts it bluntly... "With new lines going into a large showroom you're immediately at the back of the bus. If a showroom working on commission already has some big winners; it takes a lot for them to justify devoting a significant amount of time nurturing a line that has no history."

Ok, sounds like a "NO" and completely makes sense. But what is a new business to do?

Michael's advice, start off by doing it yourself.  "Who should feel more strongly about your line than you do?"  He asks.   So Michael, how do you actually, physically Do It Yourself?  How can you get your designs on hangers in your favorite stores?

Michael Shares His Tips for DIY Sales Success:

1. Have a Strategy
Make a list of the ideal stores you want to get into and go after them first. Once you're ready for a showroom, it gives your line more validity if it’s already selling in high quality boutiques.

2. Be Bold
For larger stores and majors call their corporate offices to obtain your divisional department buyers address and phone number. Don’t be shy with reaching out to new prospects…tell them about your line and why you think they should see it. Build rapport with everyone you speak to and don’t be afraid to schmooze a bit.

3. Show Up
Walk into your desired boutiques wearing your product at its best, and ask to make an appointment to come back to show your full collection to the buyer. Make sure you leave a look book and follow up by phone to land a meeting.

Unlike the legal profession representing yourself doesn’t mean you have a fool for a client.  It can show tremendous professionalism and dedication to your business.  Also through your sales meetings you’ll gain valuable feedback from buyers on how you can make your line better than ever.