Getting Your Fashion Collection To Market (Weekend)
How do you promote and sell your fashion collection into major retail stores as well as independent boutiques and websites worldwide? Led by an industry expert, this course will untangle the many routes you can take in order to deliver your clothing line to your customers, increase your sales and develop your brand.
You will learn how to approach and sell into the key retail stores that suit your brand profile and price points, such as Selfridges, Liberty, Topshop, Asos, Revolve or Dover St Market. How do you get to these key buyers? When you get there, how should you present your collection and what are the communication tools that you would need to support your collection at retail?
During the past 15 years the way makers reach their consumers has changed radically and vice versa. Core elements such as making a product and selling it remain constant. However, the traditional selling models of wholesale/retail and suppliers reaching customers via retail specialists (online or in stores) have become more blurred.
If you dream of having a successful fashion business one day, come along and get some useful and practical tips from someone who has done it!
- Your product is the epicentre of your business/future business. We will cover various issues you may face regarding your manufacturing base, such as suppliers, timelines and deliveries.
- Approaching buyers, agents and distributors: pros and cons, and how much they take from your margin.
- Multichannel retailing: making it work for your brand and sales.
- Selling directly on marketplaces: advantages and disadvantages.
- Financial tools: having cash flow plans in place to deal successfully with larger buyers.
- The legal stuff: trademarks, terms and conditions of business.
- Cutting through the fluff: managing social media, press and PR to your advantage.
- We will cover key terminology that any designer/brand owner should be aware of.
- Concessions: large stores often offer concessions rather than buying in the brand. We look at how this works.
- We will also look at non-seasonal cycles whereby the designer may work outside the traditional buying seasons manufacturing to meet consumer demand.
- You'll learn about various ways to reach the 'not so obvious' buyers and how to respond to ‘unknown’ buyers who contact you directly.
The opportunity to take a niche product to market and then reach enough customers worldwide to sustain the business has never been so high. Book your place if you want to find out more.
Who should take this course?
- Students who have an existing collection or those who are thinking of creating a collection that they wish to wholesale into various retail outlets (online and in-store) and expand their overall customer base.
- It is also suitable for those keen to explore the advantages of direct sales online via their own website or if they are considering setting up their own store.
- For those students who already have their own collection there will be an opportunity to receive specific feedback on suggested ways to proceed.
- For those without an existing collection, there will be advice given on how to move forward with their ideas and plans.
Entry requirements: A good understanding of spoken English.
"This course is great! The tutor has great knowledge and experience and we covered a lot. I feel inspired" - K Pinkowska, March 2017
"It was great that the tutor had so much hands on experience - the tutor was lovely" - A Spanggaard, Nov 2016
Please note: This course is for students aged 18 and older
Having worked in the fashion and fashion-related industries for the last 15 years, Erica has held management positions at leading London agencies. Her clients have included brands and retailers from high street to premium, such as ASOS.com, Lipsy, The Limited Inc. (own Victoria's Secret), Emmanuel Ungaro and Oscar de la Renta. With a profound knowledge of Retail Marketing and Brand Management, Erica has been responsible for identifying commercial opportunities, developing and implementing sales and marketing communication strategies, organising launch events, media liaison and trade show participation. Currently working as a Marketing Consultant, her current client portfolio includes revolutionary, Mary Portas' Living & Giving Shop for Save the Children
With 20 years of successful fashion sales and brand management for Michael Kors, Lulu Guinness and Temperley amongst others, Joanna Bell recognises the importance of offering solid commercial insight at the beginning of a brand’s journey.
She set up the Bell Style consultancy in 2017 to give younger brands the strategic sales service that larger brands can afford.
She now want to bring this knowledge to a wider audience.
Please bring with you to the first class:
- a notepad and pen
- line sheets, look books, and samples of your collection if you have any of these available
- laptop or tablet