How emerging labels can build more value in the eyes of retailers in a tough economic climate.As an emerging fashion label launching in the worst financial crisis since the Great Depression, you are undoubtedly making every possible effort to impress buyers at market and gain a competitive advantage. Chances are, you’ve made a considerable investment in all aspects of your business, from samples and production, to branding, marketing, PR, and sales efforts.
But because of the recent economic down-turn, retail buyers are scrutinizing new labels more closely, and some are favoring tried and true brands over new ones, for fear that new ones may not be as “buttoned-up” and therefore a financial risk. With tradeshow season upon us, how can you show retailers that your label is a good investment? Show them that you’re pulled together and super committed to helping them sell your line. Here’s how:
• Trade Show Booth
Your booth presence is the first point of contact you’ll have with the retailers you hope to establish a relationship with. Having the most professional and well-branded booth possible is of the utmost importance and shows that you are serious about making your brand successful.
Your booth presence is the first point of contact you’ll have with the retailers you hope to establish a relationship with. Having the most professional and well-branded booth possible is of the utmost importance and shows that you are serious about making your brand successful.
Clear branding and signage is essential to being found in the typically chaotic tradeshow atmosphere. Make sure your logo banner is easy to read and clearly visible from afar, and have a distinct, memorable booth. If you can afford booth backdrop displays with photography that conveys the mood and feeling of your brand, those can also help you stand out and sell your brand story at a glance.
Booth displays can also help the retailer assess in an instant if your brand is a good fit for their customers’ lifestyle. Clearly display any press you’ve received, as buyers know that press often creates demand for a certain product. Also, have a memorable leave-behind (such as a look book or large format postcard) designed to stand out in the pile of tradeshow materials that buyers often go home with, so they can remember you later if they were too busy to linger in your booth. If you’re lucky enough to have gained a buyer’s attention and they are in your booth learning more about your label, show them your commitment to their success by also offering them a kit of the sales tools listed below, which are all designed to help them sell your line once they’re carrying it in their shop.
• Brand Story Display
Offer the retailer a Brand Story sheet or card, which they can keep in a binder, or mount on a board and display as a sign. A good boutique will even ask its sales staff to learn your brand story, so they can sell your line properly to customers. Why? Boutique shoppers love the feeling of having found something unique and special, and love hearing the story behind a new brand. Creating a connection with your customer is ultimately the key to a brand’s staying power.
Offer the retailer a Brand Story sheet or card, which they can keep in a binder, or mount on a board and display as a sign. A good boutique will even ask its sales staff to learn your brand story, so they can sell your line properly to customers. Why? Boutique shoppers love the feeling of having found something unique and special, and love hearing the story behind a new brand. Creating a connection with your customer is ultimately the key to a brand’s staying power.
• Press Clippings
If you’ve gotten any press or have been worn by celebrities, work it. In your kit of sales tools, offer your boutiques a sheet of press clippings that they can display on a board, to show their customers that your line is timely and being worn by major trend-setters.
If you’ve gotten any press or have been worn by celebrities, work it. In your kit of sales tools, offer your boutiques a sheet of press clippings that they can display on a board, to show their customers that your line is timely and being worn by major trend-setters.
• Signage with Features, Benefits, and Fit Styles
If your garments have very specific technical features and fit styles, offer your boutiques small shelf cards explaining the features of each garment, to help the customer determine which style will fit her best. For instance, if you own a line of jeans, you could have a card for each style, explaining the features and benefits by body type. Also, it couldn’t hurt to create a small booklet explaining the features of each style, so the sales staff can learn how to recommend the right garment for each customer.
If your garments have very specific technical features and fit styles, offer your boutiques small shelf cards explaining the features of each garment, to help the customer determine which style will fit her best. For instance, if you own a line of jeans, you could have a card for each style, explaining the features and benefits by body type. Also, it couldn’t hurt to create a small booklet explaining the features of each style, so the sales staff can learn how to recommend the right garment for each customer.
With the tips and tools listed above, you’ll be showing retailers that you truly understand the needs of their customers, and you’ll gain a competitive edge at market. In this tough economy, don’t be afraid to use all the strategic advantages at your disposal. Best wishes for a successful launch and many successful seasons to come!
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Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, food and entertainment markets. For brand image and marketing advice geared toward start-up fashion businesses, please check out her blog: http://fashionbrandingtips.wordpress.com/. Also, please follow Giannina on Twitter athttp://www.twitter.com/giasilverman.
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Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, food and entertainment markets. For brand image and marketing advice geared toward start-up fashion businesses, please check out her blog: http://fashionbrandingtips.wordpress.com/. Also, please follow Giannina on Twitter athttp://www.twitter.com/giasilverman.
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