It makes no difference that your designs are the greatest and your look is unique, every business must identify a realistic target market and concentrate on selling to it.

We are in the business of getting customers to buy our products and services. A wide variety of sales techniques and strategies are available. You can target your product at retailers or wholesalers who then resell to their customers, you can target your product directly at the public, selling directly to the end user, or you can do a combination of both.

Look at these recent enquiries to show how designerhelp.co.uk can help you improve your sales

Question:
When my collection was ready, I phoned all the 'top stores' in London to arrange appointments to show my collection and after a week of hitting "brick walls" I am at my wits end. How am I going to sell my collection?

Answer:
Unfortunately you've stumbled upon a well kept secret of the fashion business. The 'top stores' rarely see or buy from new suppliers unless the designer has won awards or has generated publicity that make the stores think they can make money from selling the label.
Independent retailers who sell 'designer wear' are situated in every city and most large towns across the UK. There are many more independent shops selling designer wear than "big stores" and you should be targeting these retailers. Starting off with your nearest (geographically), walk in and have a chat with the owners, not to show them anything but to talk about what you do and who they sell to.
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Our confidential advice service will help you create a sales strategy appropriate to your individual needs.

Question:
I have been trading for 5 years. I design and manufacture fashion wear and supply 15 independent retailers. I am Manchester based with 8 of my customers situated in the Greater Manchester area. My first and largest account has told me that he will not buy from me this season unless he has exclusive sales rights on my brand in Greater Manchester. Help!!

Answer:
I had a very similar problem last century but managed to pacify all my retail customers that were competing in the same towns. I was a French high fashion importer and distributor. Unlike you, I was buying finished product in rather than manufacturing it, offering up to 30 new styles a month. I gave every retailer exclusive rights on the styles that they bought from me for their trading area. (Wilmslow, Altrincham, City Centre, Bolton, Oldham etc etc). You could increase the number of styles in your collection to accommodate this or you could offer this
"prime" customer a sub brand! Your name on the label along with the retailers and design it
exclusively for him. You may have to think about imposing a minimum quantity on him if you cannot sell the collection anywhere else. You may want to email me directly on this one, as there are other relevant suggestions.

Our confidential advice service will help you maximise your sales without upsetting existing customers.

Question:
I have accumulated a large number of samples from previous seasons, which are taking up valuable space in my studio and a friend suggested I arrange a sale direct to the public. Someone else mentioned Party Plan. I know little about either option - can you help?

Answer:
Party Plan is selling direct to the public, generally from peoples homes. Customers are contacted by the party holder, generally friends and family. There are very few overhead costs attached to this option. The party holder is generally paid 10% of the total takings (agreed beforehand). This 10% can be added to your retail price, which does not change your profit margin. The retail customer actually pays the commission rather than your company overhead. You still have to organise delivery and pick up of the stock, hopefully a low cost / no cost situation can be found.

A direct public sale will involve you in the cost of hiring a venue, insurance, transport, advertising, staff etc. If appropriate, you could use your studio, which is less costly, but if it is not centrally located you will have to spend more on marketing the event.

Have you thought about contacting your retail customers at Sale Time and offering them these samples on a sale or return basis? The retailer will pay you for the goods as and when he sells them. You will have to carefully monitor the sales on a very regular basis. When I had my wholesale / import business I had retailers who would only buy from me at Sale Time, often on sale or return basis. It helped them make extra sales and helped me clear space for new stock.

Our confidential advice service will help you turn your stock over effectively and keep your Bank Manager happy!