Fashion Maketing

Week 9

Past Line’s successes and failures:

To know what to develop for the next season, the best place to start is with your most recent line. What booked big? What flopped? What was the feedback from the sales staff? The last line must be examined carefully for performance and profitability. Wholesalers often ask buyers how competitors (other wholesalers) look. How do prices compare? Is anything selling well? Is anything a dog (a bad seller)?

Dog: A bad seller

Shopping is one of the best parts to research.

One of the most important ways a wholesaler keeps in touch with the retail market and with competitors is to get into stores and look closely at actual garments. Timing is an issue, because what the product developer must create is probably 2 seasons later than what is of someone else’s good idea. Within the United States, New York is the directional shopping market, primarily because of the huge range of retail outlets. California is also great for street fashion and sample shopping especially for young, hip, surf looks. Montreal is another good city for shopping and sourcing inspirations.

Knock-offs: To make a direct copy

Mood Boards : Presentation boards that show pictures and other visuals to create a general fashion feeling or inspiration, Certain cities in Europe tend to be the best for fashion shopping. Some seasons the clothes look great some seasons they are not so good. In general, the following cities are the fashion leaders.

Paris: All-around best. There is even a cash-and-carry wholesale district called “Le Sentier”.

St. Tropez: French Riviera resort, for spring/ summer casual wear

London: for either very classic or very funky styling

Milan: High-style, understand chic

Florence: Menswear capital of the world

Amsterdam: strictly young and funky

Cash and carry wholesale district:

Wholesale showrooms where small retailers can literally pick up their inventory to resell.

Do not forget, good research doesn’t stop here, it keeps you...