How to Get Your Clothing Line Into a Retail Store
Are you a fab clothing designer with a line in the works just itching to get your gear into a store? Do you have dreams about walking into Bergdorf Goodman in New York City and seeing some slim, chic socialite asking the sales associate to go and fetch her one of your latest pieces in a size zero, while already wearing another one of your creations? Get your clothing line into a retail store and your fashion voice heard.
If you are a talented clothing designer and want to get some exposure for your threads, then it is sensible for you to get them into a retail store. Sound impossible? Sounding impossible is one thing, but being impossible is another. You can get your line into a store by following some tips and adding a little hard work, passion and savvy to your cause.
1. Be open and do not despise small beginnings.
Make a list of stores that cater to your type of clientele. Visit different places to get a feel for what people want and don't look down on the smaller places. Every budding designer would love a big section dedicated to him exclusively at Barneys New York, Macy's or Nordstrom. Unless you have a heavy inside connection, the chance of that happening seems very unlikely. Smaller stores, independent shops and boutiques are great places to start out with.
2. Contact the buyer or owner.
When dealing with big corporate stores, such as JC Penney or Lord and Taylor, ask to speak with your regional buyer; when dealing with a boutique or a local shop, ask for the buyer or the owner. If she is unable to speak with you, get her information -- name, email and phone number -- and the best time to call back. If you are unable to get that, leave your information and ask that she call you. Be persistent, if you don't receive a callback keep calling and asking to speak with her. Never show up unannounced, or she might take that as unprofessional behavior and outright reject you and your work.
3. Let them see how good you are.
Mail whatever pictures, articles or videos you have of your pieces to the potential buyer. Get copyrights first, of course, if you are uncomfortable with sending pieces of your work to strangers. Always call ahead so that he will know to expect your package's arrival. If you have received any awards for your work, send proof of those as well. Let him know that this isn't some fluke and if he takes a chance on you, it will be worth it. Don't forget a letter of introduction; again, this says that you are a professional and that you are to be taken seriously. Call five days to a week later to see if your kit has arrived.
4. Start the rapport building.
Your kit has arrived so call to see when you can meet with the buyer. Unless this is a small boutique or independent store, you will have to be patient and keep asking for an appointment to meet with him. Also ask for feedback on what he thought about the kit to give you a feel on what type of person he is. Don't forget to do research on your target store and on the buyer or owner. This shows that you are willing to go that extra mile and that you are not afraid to do some hard work. It confirms that this is more than a passing fancy.
5. Meet them halfway and use your business savvy.
Let the buyer know that you are willing to work with her if she is unwilling to move just yet by giving a slight reduction on the clothing, but don't low ball yourself. Better yet, offer to put your stuff in under a consignment contract, which says that you will be paid a percentage of whatever is sold. Buyers like this because it means no big headaches if your gear doesn't do as well as expected.
6. Got some extra capitol? Invest it in yourself.
If you aren't so good with the direct selling bit, consider hiring a savvy sales person to do your selling for you. You could get a professional or your clever cousin, aunt or brother who has always seems to be able to talk people into doing whatever they want them to do. Discuss payment and be sure to keep your end of the deal when the sale is complete. Tradeshows are an excellent place to be seen, but the booths themselves can run from hundreds to even thousands of dollars. However, every penny is worth it when sound connections are sure to be made.
Remember: the clothing business is a hard place to break into, so don't give up. You will have a clothing line into a retail store sooner than you think.