A typical trunk show is when the designer or vendor brings their line to a boutique for a special in-shop showing (items used to be carried in a trunk, thus the name).  Generally, but not always, accessories vendors bring stock pieces they can sell during the event while clothing vendors bring samples, take orders, and ship the items later (usually 4 – 8 weeks out).  A show can be from 2 hours long to all afternoon, depending on the boutique, the designer, their wants and needs, and their relationship.  My suggestion for designers starting with a new store is 2 – 3 hours.  You can always stay if things are rockin’ but if it’s slow and you committed to a full day, trust me, that is one loooooooong  day.
 
The shop will pay you the wholesale price for each piece they sell.  It is the shop owner’s decision what retail price the consumer is charged.

And now for the tips…

Tip #1:  You and the Retailer should work as partners.

You and the store are in this together and you want to make it win-win situation.  Try to avoid an “us against them” attitude. Do everything you can to insure the shop has a good experience with you.  A few more points:

Designers win: 

• Your line is featured in front of a whole new clientele (that you didn’t have to find on your own).
• You get a chance to interact with the end-user of your product; this gives you an opportunity to see your things on many different people and hear their feedback (so valuable!)  It makes you a better designer, trust me.
• It gives you a chance to actively SELL your line and explain why and how you designed it.  This can be quite a rush for designers and you get to see what customers really like about your product – it feeds the ego.
• You get instant credibility by being associated with a good store.  When buyers and customers see you sell at such-and such, it makes you more interesting to them.

Stores win:

• Trunk shows are a low risk way to test your product.  Stores don’t pay you for merchandise unless it is a guaranteed sale and they do not tie up their dollars with inventory. They love this!
• It gives the shop an automatic, low-cost special event and creates a buzz with their customers.
• Retailers can offer a much bigger selection and more options for their customers than on a regular day.

Tip #2:  Promote the heck out of it.

Act like a true partner and be pro-active about maximizing you sales during the trunk show – and not relying on the store to do it.  The old days of showing up with your line on the appointed day and waiting for customers to walk in the door are OVER.  You must do more, including:

•   Create signage for the shop window advertising the event and be in charge of installation etc.  Show the shop a sample of what you will do before they make their decision and agree to tailor the signage to their particular taste and storefront.
•  Create a nice postcard or marketing piece to be handed out before the event to the store’s customers.
• Create an email invitation to the event that will go to your current contacts and the store’s list.  In addition to this, send 2 reminders before the event.
• Offer an incentive just for the show.  It doesn’t have to be a discount on your line. It could be a gift with purchase, free shipping, a chance to win a seriously good prize (no, a $50 gift card for your line is not that exciting – a $1000 shopping spree gets attention.)
• Do your homework. Take an afternoon (or 2) before the show and hump it to the other businesses around the area.  Say hi, be friendly, hand out your cards/photos/whatever you have, and ask them nicely to send their customers over. Consider giving them a good reason to send people your way – a $10 gift card to Starbucks for every customer they send?  A % off for their customers or themselves?  I know seems like a lot of work, and it IS, but it pays off.

Tip #3: Follow through and deliver what you promised. 

This is not always the fun part.  It’s a blast to take orders…not as much fun to produce and ship them.  This is the stuff that will make or break your business, however.  If you’re reliable and efficient, your business will prosper – and word gets around..

I’ve seen dozens of designers – hundreds, really – lose momentum because they ship late or not at all, forget to contact who they said they would, and just show a general lack of discipline and dedication.  During the trunk show, try to keep in mind a healthy dose of reality and don’t over-commit yourself or promise things you can’t do.

So now it’s your turn, what’s worked for you? Would you leave a comment below and share tip #4? We’d love to hear it!

Contributor Jane Hamill teaches apparel and accessories designers how to start and grow a profitable business – even if they flunked math and hate selling.  She is the creator of online courses such as “How to Sell Your Line to Boutiques and “How to Start a Fashion Business” and she also coaches entrepreneurs one-on-one. Find her at www.fashionbrainacademy.com.

1. Prioritize Your Time. If you know you have to let go of one idea in order to successfully complete a project at hand, then do so. A good idea is to have a “thought book” that you can quickly write down any thoughts you have, allowing you to reference them when the time is right.

2. Stay True To Your Brand. Your brand can be your store image, a product or even yourself – or all three. Whatever your brand is, though, make sure to stay loyal to. Sure, it can grow and expand, but if you stray too far from your brand feeling, customers can get lost and confused and even worse, become distant. One example of this is when a retailer lets a friend sell their product on consignment… even though it makes no sense for their store. Remember to always think about the big picture and if your brand tells a consistent story.

3. Add Value to Every Move. You can promote a product, process a sale and call it a day. Or you can sell something, enjoy the process of the sale, create a memorable customer experience and look forward to seeing a repeat customer again one day. The idea is to add more value to every move you make as an entrepreneur. These moments create memories and the memories you make should be valuable. It’s a domino effect for your business… the dominoes keep falling and creating opportunities or they can crash and fall without an continuation.

4. Lead by Example. A smile goes a long way, but true passion in what you sell, how you manage, the way you talk and the overall communication you offer can help – or hurt – your business. Your best bet? Be someone you would want to work for, with or as a partner to.

5. Be Open to Change. Sometimes change can come in the form of learning something new. Other times it may mean implementing a popular social trend into your business practices. Often it simply means letting go of a vendor you love after accepting their product isn’t selling. What does change mean to you? Be open to it, and your business will be more open to thriving.

Finally, enjoy the entrepreneurial ride. It’s a busy one, but a worth-wild one.

Want more support of your indie business? Check out Retail Minded Magazine – the only retail lifestyle magazine that supports retailers both in and out of their stores!

Based on countless conversations with successful retailers and wholesalers, their top three line sheet must haves are:

1. Line Sheets should be visually appealing, making them easier to read.

2. Line Sheets must offer  detailed information in a concise format.

3. Line Sheets should have great images, preferably floating without lifestyle details getting in the way of product.

Visual Appeal

Line sheets can be a cluttered mess. There is a lot of information to sort through and images to match, so formatting these details can be overwhelming both mentally and visually. But visually, it’s an absolute must to get this format clean and crisp in appearance. Horizontal versus vertical formatting is used less, though both offer the opportunity to be effective. The key is to be consistent in what details you offer per product, how you format these details, and the size / layout of the image included. Make sure to use matching fonts and font sizes, as well. Typically, three items in one row on a horizontal page is good to go. Based on your image size, you can likely get at least nine items on one page. Sometime more, sometimes less. This said, every product has unique circumstances so create a few options to determine what visually looks best for your business. And always remember who your audience is – retail buyers.

Details Matter

Without effective details, the visual layout means nothing. What to incorporate into the visual layout are necessary details that wholesalers and retailers alike need to know. This includes, but it not limited to, your product name, wholesale price, retail price, availability, size options, color options, style options and case pack details. Remember that every product and every business is unique, so your line sheet must represent these unique features for everyone to feel as if they have been communicated with effectively.

Image Impressions

First impressions leave lasting impressions. This isn’t a  surprise to anyone. Yet surprisingly enough, line sheet images aren’t always that great… though they should  be. The images you use in your line sheets are often the first time a buyer has seen the product, so make sure the images look good. No – correction – make sure they look amazing.

Floating images, where the product is the only image and has no background to blend with it, are typically the best received image from a buyer’s perspective. This is because it allows the buyer to really see the image without other things getting in the way. Often a front and back view of your product are necessary in communicating your product details effectively. In addition, make sure they are strong in color. Black font is okay, but your product images should always be in color. If this isn’t your forte, hiring a photographer may be a good idea.

Lifestyle images do wonders in creating an overall image for products and brands. But lifestyle images aren’t best suited for line sheets. Instead, use them on your cover page, throughout other areas of your buyers packet and in various other marketing materials.

An effective line sheet will take time to prepare but if done correctly, will save you time later. Updates and changes from season to season will be easier to insert as you move forward, so really it’s just that first time that can be daunting. The time invested will be rewarded with appreciation from retailers and with the right product, sales as well.

Have other tips on how to create a great line sheet? Let us know! Please leave comments below.

Need help on your line sheet? Retail Minded offers customized creation of line sheets and editing of your own line sheets, as well. Complete Buyer’s Packet creations are available, also. Contact nicole@retailminded.com for more information.

[tweetmeme]When pitching retailers, it’s obvious going into this scenario that not every retailer will want your product – at least not right away! But when “no” becomes a trend and “yes” is a rare exception when communicating with retailers, it’s important to understand WHY this is happening.

The key to asking retailers for their explanation of why they didn’t want your product in their stores is to:

1. Respect their time

2. Be professional in your approach 

3. Avoid an emotional reaction

4. Listen but don’t try and convince them otherwise

5. Learn from what you find out

Over time, you may find repeated reasons from a variety of retailers as to why they did not purchase your product. While you may not enjoy what you learn, you can in fact learn from retailers who aren’t your current customers. Really listen to what they have to tell you and respect that they are giving you a chance to communicate beyond your sales pitch. In time, you may get ahead in your game from these lessons and realize that a few “no’s” is what it took to get you many more “yes’s”.

Buyers across the country and around the world get introduced to new products nearly every day and as a result, can be overwhelmed with the decisions of what to buy and what to pass on. Favoring products they know will sell when it comes to what to bring into their stores often works in their advantage, however most smart buyers also know that introducing new products to their store assortment can also be to their advantage. Luckily, this brings you into the picture. Now the challenge is to stay on their radar so that when decision time comes, it’s you who gets the sale.

A few things to help leverage your product and brand from the enormous amount of competition that is also trying to gain the eyes of retail buyers includes the following:

1. Present your product professionally and with confidence. Make sure that you are prepared to present a polished buyer’s packet to all perspective buyers. It should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color and sizing information as well as case packs are also critical depending on the product you are selling. Many new wholesalers speak up too soon when it comes to reaching out to buyers and as a result, their product is dismissed from the interest of buyers. Don’t let this mistake be your fatal failing.

2. Communicate effectively with buyers without wasting their time. Remember that buyers are very busy people between attending trade shows, shopping their competition, placing orders and re-orders, managing budgets and so much more. It’s extremely important that you respect this so that you can value the time you do have with them, whether it’s face to face, on the phone or via email. In doing this, many buyers will respect your attention to their time and as a result, you just may have an edge in their attraction to your product, as well.

3. Be in the right places at the right time. Attending trade shows is a great way to get introduced to retailers who would not know of you otherwise while also giving you an outlet of communication that may be hard to obtain through phone calls and email. But don’t jump onto the trade show bandwagon too late in the game. If you want to be in retailers for Holiday 2009, you are already late. Become familiar with the trade show calendars of your particular industry and make sure you plan to attend both national and regional shows to help launch your product. In addition to trade shows, scheduling in store appointments is an ideal way to get a buyer’s attention. Not all buyers will give new wholesalers this time, though, so make sure to stay confident and keep on trying despite a lot of no’s to your appointment requests. Sending your buyer’s packets via email (PDF files work best) or via snail mail is also a great way to get attention. Just make sure you are on time with the buying calendar. It never hurts to give your product some cushion time, too, since your product is new to the market. Following up on all outlets is essential, as well.

4. Network with everybody and anybody that will listen. You never know where your next account will come from. Be professional and always stay focused on your brand identity, direction and goals so that you don’t get lost in networks that aren’t leading you to your intended purpose. But do take the time and the chance to reach out and meet new people. Chamber of commerce groups are a great way to meet retail owners and buyers as well as national and global organizations, such as the Fashion Group International, that are directly dedicated to your industry. While this takes a lot of time, the amount of people you will meet can greatly impact your brand recognition and interest.

5. Stay focused on your long term plans despite short term temptations. As a new wholesaler trying to position yourself in the marketplace, it can get tempting to set your expectations lower or settle on something just to feel like you are making progress. While compromise and change should be expected, it’s important you don’t lose sight of your brand’s vision along the way. Sometimes saying no, passing on certain retailers or having to change your plans is the best thing you can do in an effort to get the right buyer’s attention. Remember that where you position your product will be important for buyers to know, so make sure you only put it where you think the buyers you want will approve of.

It can be a long and bumpy ride for new wholesalers emerging in the marketplace, but the ride is worth it if you see it through and continue to believe in your product. Be patient, be professional and be prepared in an effort to let buyers know you are ready for business!

Retail Minded Founder Nicole Leinbach Reyhle originally contributed this article to www.Nolcha.com. For additional support with your business needs, contact Retail Minded at nicole@retailminded.com.

How Much?

There are a variety of ways to secure orders. Choose what is best for your business.

1. Set your opening order according to total value of wholesale cost. For example, you may say that opening orders starts at a minimum of $500.

2. Set your opening order according to total case packs. Case packs refer to a certain number of specific goods sold at one price for all the units within the case. If you sell apparel t-shirts, for example, you may have a case pack of one extra-small, two smalls, one medium and two large shirts. This totals six units which equals one case pack. Make sure you are very clear as to what each of your case packs consist of. Try and keep the quantities within your case packs consistent to avoid confusion with your clients.

3. Set your opening order according to total quantity of units, such as four pieces. This is a good strategy for products with higher price points, such as art or furniture.

4. Set your opening order according to nothing. That’s right – nothing! By setting no terms, you are allowing complete flexibility in the ordering process. However, for most companies this is not an effective way to manage their time, inventory or investments. This typically only works for custom work or higher priced items and should be carefully considered before setting into place.

Who Is Qualified?

While the below points are all something to consider for your business, you should also consider which are valid for your business to put into effect.

1. Check company credit prior to producing orders for them. It is legal to check for secure credit by processing a business credit check as a vendor. Speak with your preferred credit company to secure more details on this process.

2. Confirm there is no immediate competition with your other clients that sell your product for new accounts.You may want to set in place a 1 mile rule or something of sort to keep your retail clients happy by not over-saturating their neighborhood with your product in different retailers. Depending on your product, this will vary.

3. Set trial periods for retailers who sell your product according to sell through success. If your product is in demand and you want to only be in the best retailers, it’s fair to tell your retailers that there is an expected re-order rate based on sales for them to continue selling your product if they are exclusive to that specific area. Retailers may have the best intentions to sell your product, but if they aren’t, it’s fair for you to stop shipping to them, also. Make sure you make them aware of this in advance, of course!

What About Re-Orders?

Re-orders are what keep businesses alive. It’s important for you to gain re-orders, so as a result you want to give your retailers the opportunity to get more of your product more comfortably than the first time around.

1. One out, one in. You can set your clients up with the opportunity to automatically have new product sent to them once one of their current product in their inventory is sold. Typically this works well for hard goods, such as picture frames, rugs, high chairs and other products that are not based on a specific size (such as apparel or footwear).

2. Set in place a quantity of total units or total case packs allowed for re-orders. For example, you may say you need at least two products in order to place a re-order or two case packs.

3. Set in place a monetary number for re-orders to be placed. Maybe $200 is your magic number. Whatever your number is, make sure it is less than opening orders so that retailers are more inclined to make this purchase.

4. No minimums at all! This is great if you can afford to process single unit orders (and expect this if you set this in place) and invest the time it will take just to deal with the re-order communication. Remember that it does take time, so consider this when setting up all your terms.

Extra, Extra

If you plan to charge for shipping, let your retailers know – and tell them how much as well as who is shipping your product (UPS, Fed Ex, etc). If certian colors are off limits for production reasons or re-order purposes, let them know. Anything that adds to the order terms, LET THEM KNOW! Nothing is worse than surprising your retailer with additional information that may result in lack of trust or respect and possibly severed business. Be clear on all your terms with a clean, professional document that is included in your Buyer’s Packet. Make sure to have your retailers sign a partnership contract, as well.

Finally, be open to your own unique needs. Each wholesaler is different and deserves to respect their brand and product respectively. Learn about what your competition is doing and try and be flexible with the economy, as well. One way of doing this is offering show specials to your clients (if they attend a trade show, they may get a discount, for example) or offer other incentives that can help make the sale for you. Free shipping on opening orders is always a good one.

Still not sure which direction to go for your business? Let Retail Minded help you! Contact Retail Minded at nicole@retailminded.com for customized support.

Who Is Your Competition?

Competition surrounds us in our own communities as well as online. Let’s not forget about mail order catalogs, television shopping networks and house parties selling similar products to what you sell and who you sell to, as well.  Take the time to know all of the outlets that may be competitive to your business, but don’t just don’t this once and think you have it all understood. The reality is that new competition is always entering the marketplace. As a store owner or manager, it’s your job to stay on top of current businesses and new businesses that are competitive to your business. In doing this, you will be better prepared to make your business stand out from the rest.

What Is Your Competition Up To?

Recognizing the competition that is directly competitive to your business will allow you to analyze why customers are purchasing from them versus you, how they are communicating in the marketplace and what their strengths are that you may be able to learn from. You may also find out along the way that you are stronger than them in many ways, including marketing, press and merchandising, however staying on track with their growth should help you strive to stand out from your competitors. You can also learn from their failures, as well. The key is to know what they are up to so that you can better support your retail or wholesale business.

Why Your Competition Matters

While a store similiar to yours two states away may not make a difference to your direct sell thru, it’s still possible to learn from their successes and failures. However, a store two towns over with similiar product assortment and the same target market definitely should be on your radar. As wholesalers, it’s very important to be aware of the national or international marketplace since your brand is more likely to be sold on a larger scale - even if not now, it may be a goal for eventually. Either way, the point is to want to know what your competition is up to so you can ultimatley learn from them. Take their success in stride, not jealousy, and learn from them however you can. Even if just through observation versus chit chat with the owner, the time you take to care will impact decisions you make for your own company. These decisions will be the determining factor in your success or failure, so everything you can lean on to help make the right decisions matter.

In addition to learning from your competition, this is a great way to get inspired. Sometimes seeing new ways of merchandising, different marketing executions and more are just what you need to recharge your business energy. So take the time to competitive shop so that your business can gain from your competition -  after all, isn’t using your competition for your own growth rewarding in some way?

When you are preparing to talk to a retailer for the first time and your product is still new to the marketplace, there a few key things to do in an effort to ensure you are both professional and respectful to busy retailers. Assuming your pitch is angled towards small, independent retailers, the below points can help guide you in your retail communication outreach.

1. Have your product information well organized and professionally presented. You should have a buyer’s packet prepared for the retailers that will outline your company information, product information, wholesale and retail price points, case packs if necessary, opening order details and contact information. Don’t forget to include an order form, as well, or at least directions as to how to order. And pictures are a must. Crisp, clear photos that have a clean background allow the retailers to see your product and packaging. Don’t ignore this valuable step!

2. Introduce yourself to retailers before sending them your information. This may be as simple as tweeting them a message via Twitter that you would like to send them details about your product or calling them and quickly yet professionally telling them they can expect something in the mail. Some retailers will appreciate the heads up, others could care less. And yet some will be annoyed you took some of their precious time away if you take to long to get to your point (which is you are sending them product details). Either way, this step cannot hurt you unless you abuse their time. Remember to be short and sweet and respect that retailers are very busy, so keep your details brief yet clear so they understand who you are and what you are sending them.

3. Have your “pitch” vocally and written prepared so that you are clear, professional and accurate with your pitch details.Nerves can get to the best of us and sometimes it just takes a few “ummms” or “not sures” that can leave retailers thinking you aren’t ready for their business. Make sure to clearly describe your product, price points and why your product is right for their store.

4. Make sure to know who the retailer’s customer is before pitching their store. Your product can be amazing, but if you are pitching it to the wrong store, then it doesn’t matter how great it is. Make sure to do your homework and take the time to educate yourself as to which stores are right for your product. The retailer will appreciate you knowing their current inventory and for taking the time to understand who their customer is.

5. Give the retailers space. If you hear “no” or “not interested”, it’s your call as to how you follow up. But many retailers who say it mean it, so respect this and put your energy elsewhere. If you want to keep trying to pitch a store, try pitching it in a new way. Send them samples, offer consignment selling or just wait some time and follow up to see if they will reconsider your product. Showing them success of sales and press is always a great way to entice them to buy. But no matter how right you think your product is for a store and no matter how hard you try to pitch it, it’s possible some retailers just don’t want it. You may need to take no for an answer sometimes.

Each store, each product and each buyer is different. There is no sure proof plan when pitching retailers, but the best thing you can do as a small business wholesaler is have your product details well organized and professionally presented. Make sure to have confidence in your communication and answer all questions accurately to gain trust and respect, as well.

Still not sure what your next steps are? Let Retail Minded help you! Retail Minded offers Buyer Packet preparation, general consultations and much more! Contact nicole@retailminded.com to learn more.

This week’s featured baby and toddler wholesaler is Nomie Baby.    

To “nomie” is to love me – that’s what Nomie Baby says. And to know their product is to love their product – that’s what Retail Minded says! Nomie Baby offers a carseat cover that lets parents slip it on and off carseats in three easy steps, offering a leak proof and super soft seat for their little ones. Spilled milk? No problem. Spit up? No big deal. Nomie Baby makes the life of carseats last much longer since you can’t wash the majority of car seat pads that come with the seat – allowing you to instead use Nomie Baby as a great, green way to expand the life of carseats! Plus, this will save families dollars since the life of a carseat can now last much longer!

Founded by mom of three Katie Danziger, Nomie Baby was invented after baby number three of Danziger’s made a mess that couldn’t be cleaned off a normal carseat cover since in the care instructions it clearly said “Do not wash”. This Yale grad decided there had to be something easier than buying a whole new car seat, which is why Nomie Baby was born.

Nomie Baby is machine washable with a quilted fabric that prevents bunching up and has elastic sides for an easy fit. In addition, it’s two convienent sizes – infant and toddler – fit most standard carseats and convertible/toddler car seats, respectively. Another great atribute is that you don’t even have to take out your carseat if it’s already strapped into your car! Another great feature? Being able to easily wash your car seat covers allows you to get rid of the nasty germs and bacteria that linger around… And with kids, who wouldn’t want this?

Nomie Baby is available to retailers via dropship (specifics to be discussed and agreed upon per store) or in case packs of 12 with a combination of infant and toddler covers in colors that include light pink, light blue, green, navy and more. Wholesale is $18 and suggested retail begins at $34, making a case pack $216. Specific case pack distributions and more information is available by contacting Nomie Baby at katie@nomiebaby.com, as well as you can visit www.nomiebaby.com. If the product alone doesn’t wow you (although it will), be wowed that Nomie Baby also donates a perentage of all sales to various children charities. Not only are they practical, but they are charitable. Love that!

Through our IN THE SPOTLIGHT section, we offer retailers and wholesalers the opportunity to link together by being introduced to each other as well as general consumers. If you would like to be considered for IN THE SPOTLIGHT, please email Retail Minded at nicole@retailminded.com.

PET SCRIBBLES – Greeting Cards Celebrating Pets

Before my little girl came along, my only “child” was our weimaraner dog, Jazzy. Moms include more than just those with babies and kids – animal owners are moms, too! Featuring vintage illustrations of pets, Pet Scribbles speak the words that pets can’t say. Whether it’s Mother’s Day, Father’s Day, a birthday or offering sympathy, Pet Scribbles is a great way to speak to friends and family for a pet or because of a pet! And retailers, listen up… There is no minimum order for you! It’s not too late to get orders in for this Mother’s Day, either. Contact founder Laura Kuhlmann at lulu@petscribbles.com or visit www.petscribbles.com to shop her great assortment of cards!

VINTAGE BODY SPA – Bath and Body

All natural, all relaxing, all must haves. Vintage Body Spa is a mother’s dream come true… At home luxury that feels like being at a luxury spa. Need I say anything else? Indulge your favorite moms with body scrubs, facial masques, eye pillows and more. It’s not too late to get orders in for this Mother’s Day! Visit www.vintagebodyspa.com to view the full collection or contact founder Alyssa Middleton today at alyssa@vintagebodyspa.com.

ARTIST JEFF CANE’S ANGELS – Candles, prints, plagues and more

What better way to reward your mother than with an Angel. Let her know how much you care with the work of artist Jeff Cane, an English man living in LA who brings to life the simplicity, honor and warmth of Angels through a variety of affordable decorative peices. His work has been seen in Ballard Designs and Horchow, as well as he is currently working on an exhibit for the Museum of Contemporary Art in LA. Don’t let his impressive background intimidate you, though. He offers beautiful work at obtainable prices! Visit www.AnEnglishManInLA.com to learn more or email Jeff directly at thecurator@greatforgeries.com.

DAISY PETALS – Jewelry

What mom doesn’t love jewelry? Daisy Petals is a handcrafted jewelry line made by Deanna Graves from Illinois. Her beautiful peices are bright and colorful and make the perfect addition your mom’s spring wardrobe! To add to this beauty, Daisy Petal prices are super affordable! Choose from necklaces, earrings, bracelets and more. Check out the entire collection yourself at www.daisyspetals.etsy.com.