do you know how to get a piece of the {buyer's} piece of the pie? each week, i will uncover bite size tips to mix into your recipe for retail success! this week, it's time to go back to school at retail recipes and you need to eat your veggies (the absolutely must do things) and do your homework.
do you have a great store in mind that you would LOVE to carry your product? follow these quick tips:
1) walk the store that you want to be in and see what their assortment is like before contacting the buyer. review their selection so that you know how your collection fits in with their current matrix. the last thing a buyer needs is another collection that looks like what they already have. see how your collection can "enhance" their current mix and share your unique differentiating points when speaking to the buyer.
2) tell a story - everyone (including buyers) wants to hear a story. what makes your line so special? who's the person behind the brand? what made you start your line? ultimately, what is so great about it? if you have a compelling story that people can relate to, buyers will be more likely to listen to you. at the end of the day, the buyer has to "sell" your story to their boss and store staff so if you have a great story to tell, they will be more willing to pick up the line to share that great story with everyone.... and ultimately to the customer.
3) be competitive and know your market - do you know your industry? do you know your market? do you know what you are up against? are your prices competitive? if your prices are different, be prepared to talk about why it is lower or higher than other designers. what void are you trying to fill in the market? once people see a trend emerging, the market can get over-saturated very quickly. don't be just a fad. you want to become more than a one-shot wonder!
until next week, don't forget to eat your veggies!
xoxo
Don't forget to "WATCH THE STORE"
ReplyDeleteWhen franchisees want to open up a new store, one of the first things they do is sit at the site or intersection where they are targeting and literally count traffic and people watch. It's one of the best ways to know the demographic of the potential customers in that specific retail zone.
While you may not need to bring your own lawnchair and handcounter for the day, it is a good idea to take notice of the type of traffic that flows BY the store as well as INTO the store (could be two separate opportunities!).
Being able to talk to the owner of your target partner about why your products appeal to THOSE two groups of people in an authentic way will lend credibility and relevance to your pitch.
I'm curious...when counting traffic as kennyjahng mentions, is it wise to count, say, luxury automobiles that drive by if you have a luxury product? Could be an indicator if the right demographic is in your area.
ReplyDelete