Starting a successful fashion brand goes beyond creativity; it is essential to have a solid sales strategy from the beginning, in addition to, of course, a well-established business plan. When defining your sales strategy, carefully consider your costs, pricing and financial objectives. This will lay the groundwork for sustainable growth and you can avoid cash flow problems, which are typical for emerging designers.
From the outset, clearly detail how you plan to sell your products. Consider your target audience, sales channels and the value for money of your items - how you want your brand to be perceived. Having good cost control and a good pricing strategy will allow you to be profitable.
Selling to multi-brand stores can significantly expand your reach and create brand awareness. Before approaching buyers, make sure you have a unique aesthetic and know how to communicate the value you bring to the market. Clear differentiation and product quality are essential to stand out in this competitive environment.
You must know the fashion calendar very well - what periods they buy in, and what the delivery windows are for each collection. Decide if you want to attend a tradeshow or hire a multi-brand showroom that has good connections. You can do this on your own, but if you don't have contacts in the industry it's a bit difficult. You'll have to do a lot of research on the stores you want to be in and how to connect with the buyers, and invite them to your showroom, make appointments at their offices, or send them everything by email or physical mail.
You must know very well the place you are going to occupy in each store and why they should buy from you and not from another brand, that is, you must find your market niche. Once you have your meetings lined up, thoroughly research everything about each store and tailor your approach. Show how your brand complements their current selection. Be brief but impactful, highlight your story and values.
Prepare a presentation or lookbook with high quality images that highlight your unique proposal. You should have samples of your collection, it's super important that they can see what the final product will look like. Buyers love to see the product on a model, so you should invest in that as well.
After the meeting, continue contact in a respectful manner, gradually building a solid relationship.
Something very important is to be very clear about your terms of sale and conditions to facilitate the buyers' decision making.
Defining your sales strategy from the beginning and confidently approaching sales to multi-brand stores are fundamental steps for the success of your fashion brand. Authenticity, consistency and perseverance are your greatest allies in this exciting entrepreneurial journey. Get ready to stand out and conquer the fashion world - success awaits you!
And if you need help, don't hesitate to register for our accelerated program for fashion entrepreneurs, where we will look at this in much more depth as well as many other fashion business topics!
