There has definitely been some resistance to new lines and the feedback we often get from buyers is that they get it from an existing vendor or it does not stand out enough in their assortment. We are receiving positive attention from the lines that have a story, are unique, and are at the right price point. Price is more important than ever right now and if you can have something that is special and in the right price, that is where we are seeing success.
Is this the worst time for young talent? It is up for debate. Some industry experts see this as a “tough time for up and coming designers, while others sense opportunity for designers with a fresh vision.” Designers have to do their homework and be on point with their mission. There has to be strong perceived value, no matter the price point. At this point, in order to stand out as a new designer they have to be distinctive and clarify their voice and connection with the customer. It is not the time to launch a line that is more of the same thing. Every item has to count. I think this is the right opportunity for any designer to launch, if they have taken all the above into account.
Buyers are looking for those special items, where the customer will not hesitate to purchase. As reps we are always looking for a new angle when selling. New designers are a risk to some buyers right now and they are not looking to take on new lines. We do our homework and research competing brands and how we can pitch these new lines to stores. There is a desire for newness and fresh brands in the market place. It just has to have all the criteria for these buyers to consider it.
As you may have guessed, the biggest thing right now is pricing. We are seeing that buyers are willing to take a risk if it is in that “magic” price point. I would have to say for shoes it would be (retail) $275-320, ready to wear $75-375, handbags $140-395 and swimwear under $200. The lines that are seeing resistance are the ones that go above these ranges, but the ones that we are having success with are right in range. If the line is special enough, and at the right price, buyers will find the budget to purchase.
Now, more than ever, brands are being weeded out and it is a great time for new talent to shine. Everything has to be accounted for. The market is forcing designers to think smaller and to get it right. If they can do it, now can be a time for new brands to thrive. Every store that is still in business is still looking to get new things into the store, and so for a brand with a genuine point of view and real purpose, there is opportunity.
-Janie Franks, Co-Owner of 3Femme
0 Response to "Launching in Risky Times"
Post a Comment