Getting Your Clothing Line Into Stores
Spring is almost here and for us in the clothing industry, it’s buying season. Let’s not leave them waiting! Here are the do’s and don’ts for getting your clothing brand on shelves across the globe.
So like, do I need an agent?
Some of you may disagree, but I say hell no! Most sales reps I have dealt with are all overbooked and money hungry. No one is going to put more effort into your brand than you are. You know the product, you know why it sells, you are the product. I would feel uneasy leaving this in someone else’s hands.
Making a Game plan
We’re not going into this battle blind, there’s too much at stake here. If you do this right, you could end up literally multiplying your profits in the span of a few months.
I usually start off by listing stores that sell similar products in Excel. Do a little research, find out who owns the store and if they have a designated “buyer” who ultimately decides what products to carry. Get a phone number and an address as well.
Quicktip: To find stores that carry similar products, see if a similar brand has a listing of all of the stores they are carried in on their website. I personally have used the “Store Locator” on AtticusClothing.com to find stores along the Southern California coast, Colorado Mountains and throughout New York who all now carry my product.
Making Initial Contact
A good place to start is with a simple phone call. Ask for the person in charge of buying, whether that be the owner or not. Tell them who you are and the company you’re with, and that you are interested in sending them a little more information about your brand. Don’t take too much of their time and don’t forget to get their mailing address. Some buyers will have you designate the mail differently in order to come directly to them.
The One-Sheet
Now that you have the correct buyer address, you should send them a “one-sheet”. A one-sheet is a showcase of your designs and any press you’ve received crammed on a piece of paper or a post-card. Professionally designed and printed “one-sheets” get more attention, however, if you are able to afford catalogs or booklets, those would seal the deal much easier. Make sure to include product numbers, available sizes and colors as well as an order form… don’t forget the order form.
The Follow-Up
I usually wait a week and a half after I send the “one-sheet” to give them another call. In most cases you’ll have to re-introduce yourself and remind them of the brand you represent. Ask them what they thought of the product and if you can meet with them in person. I’d say 95% of everyone who let me meet in person ended up buying from me.
Quicktip: If they didn’t care for the product, don’t waste the opportunity to find out why and ask them what you could do to make it more appealing.
The Face-to-Face Meeting
Depending on your personality, this may be the most dreadful or the most wonderful step into getting your brand into stores. For me, I love being able to show how passionate I am about my clothing and being able to paint a picture of why it would sell in their store.
- The most obvious thing here is to be on time. Don’t make them wait or they’ll hate you before you get there.
- Bring samples. Make sure you’ve prepared your work for presentation. They want to see how it will look hanging on their shelves… Don’t disappoint.
- Be prepared to answer any and all of the questions that may arise.
- Bring another order form and one-sheet.
- Make an impression.
If they don’t buy on the spot, let them know that you will be making a follow-up call to take their order. Also, make sure you let them know a date that you need orders in by.
The Saga Continues
Often, the final follow-up isn’t final at all. Its common to have to call three or four times to actually get the order. Don’t give up, persistence is key.
If they don’t buy this season, try them back next season. Eventually they’ll come around and all of this hard work will pay off.
February 21st, 2007 at 1:32 pm
This kind of information, the experience of somebody’s who gone through the entire process before, is hard to come by. Thanks for the good read and the simple advice!
February 22nd, 2007 at 1:41 am
[…] Indie Clothing Blog has written a concise and informative post on sales. I posted a three part series on sales in January. They can be found here: […]
March 8th, 2007 at 1:20 am
hey my name is darian and i want to start a clothing line i have the name,logo and a few designs and i just wanted to know where do i go from here?
March 8th, 2007 at 11:26 pm
I wanted to know how i should create a “one-sheet”. Also what should the clothes have when i bring them to the store buyer(ex. bar codes,plastic covering,etc)? if u could e-mail me back i would really apprecaite it, thanks
March 13th, 2007 at 1:38 pm
Nice little rundown…keep up the good work.
March 15th, 2007 at 3:19 pm
My problem is not knowing how much over cost to charge buyers. People buy my clothing line but I never hear back from buyers and wonder if Im charging too much at wholesale.
May 30th, 2007 at 9:42 pm
Very helpful! Nice work (bookmarked)
@Teresa : We usually just double what it cost to make for wholesale, and double that for retail and has been working out well so far
September 21st, 2007 at 12:29 pm
Hi I just started my own clothing line was wondering how much percent does the store get for selling my Brand
November 14th, 2007 at 7:34 pm
I would like to start my own clothing line where do I start. I have a scetch book and ideas where do I take them???
January 3rd, 2008 at 8:39 pm
Can you please send me an example of a one - sheet
Thank You,
R.J. (Trick Clothing)
January 5th, 2008 at 2:15 am
I have everything i need logo, designs, website, suppliers, manufactures etc… But just dont have the sales background and the knowledge behind creating a to the point proposel for major department stores…. Help?
January 12th, 2008 at 11:41 pm
Great article!
January 18th, 2008 at 4:06 pm
hi i have recently set up a line..i have the name,logo, tags, labels etc…and i have many designs and ideas…could u give me some advice on what to do next? also im interested in holding a fashion show and/or exhibition..any tips for that?
February 4th, 2008 at 10:56 pm
I have my clothing line going but i need to get no name clothes and put my tag in the clothes does anyone know where i can get wholesale no name clothes.
February 19th, 2008 at 1:42 am
Well , all is set and new fashion theory is welcomed.
February 23rd, 2008 at 2:34 am
Darian,
Hit me up @ www.nobsprinting.net
We can help you produce your designs without breaking the bank.
Sean
March 10th, 2008 at 2:22 am
so me and a few friends are starting a clothing line and my job is to get it out there…..i was wondering if going to a “farmers market” type setting to get the prroduct out there would be a good idea?
March 10th, 2008 at 1:42 pm
Hey Darian,
Thanks for the information! Im actually getting a lot of positive feedback on our jeans, We are just having trouble getting it into the stores.
www.esefdenim.com
Thanks for your help.
-Steve
May 4th, 2008 at 10:03 pm
Great info! Thanks!
I would like to ask, does anyone know the best way to raise capital for a clothing line?
check out my line at www.kmtinspired.com
or www.myspace.com/rahiem23
May 6th, 2008 at 2:58 pm
thanks for the article!
we’re a new tshirt boutique and label, OSIXNINE… but we are also helping new indie designers out with v good tshirt+printing packages.
holla us! osixnine AT osixnine . com
June 8th, 2008 at 8:54 pm
[…] stores It would help if you credited your source rather than just posting from someone’s blog. Indie Clothing Blog | Getting Your Clothing Line Into Stores […]
August 7th, 2008 at 9:37 am
AWESOME ADVICE, i followed your guidelines and got my line Esoteric Ink into my first store! check out our website @ www.esotericink.com and email me some feedback.
THANKS FROM ESOTERIC INK!
August 9th, 2008 at 8:42 pm
Great advice, especially since i am a face to face type of guy. good stuff