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SALES AND DISTRIBUTION
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SALES AND DISTRIBUTION
SALES PROCESS
With the collection developed and the
collection of samples completed, the
next step is to begin the sales process
for the collection and decide where
and how it should be distributed.
For carrying out sales, a designer
has two ways to gain access to the
market: through her own store, which
is the best way to have direct contact
with consumers—to know their opinion
and learn which garments they like
most and which ones they like least—
and through multi-brand stores, which
for a designer just starting out is the
simplest way of getting her foot in
the door. How to reach these stores
depends on the resources the design-
er has. It may be done personally,
which involves extra work, such as
visiting the parts of cities where one
is most interested in being, research-
ing existing stores, deciding in which
stores the collection best fits, and,
finally, making contact with the stores.
This can also be done with the help of
a professional, through the hiring of an
agent or a sales representative.
THE AGENT OR SALES
REPRESENTATIVE
This is a sales professional who knows
the sector and understands how
distribution functions in certain
regions or countries. His goal is to
bring the collection or brand of a
designer to multi-brand stores, act-
ing as an intermediary between the
point of sale and the designer, and
charging a commission of around 10
percent on any sales made. A good
agent should not only have good
interpersonal skills, but also should
understand the collection, believe in
the designer’s project or brand, know
the establishments most suited for
selling the collection, and be able
to effectively close a deal. The goal
is not only to sell the collection, but
also sell it in the right place.
Agents or representatives tend to
have a client portfolio, that is, various
brands and designers with whom to
negotiate possible sales and stipu-
late volumes, deliveries, and prices.
Some choose to diversify their port-
folio rather widely in order to avoid
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having clients coincide in the same
market sector, while others prefer
to specialize in concrete areas and
thus often work with a network of
very specific stores, offering a broad
range of options within a single motif
or style.
As the distribution market tends
toward specialization according to
styles and the diversification of prod-
ucts, the second strategy is more
advisable. In any case, it is not a
general rule.
When it comes time to select an agent
it is essential to have a clear idea
of where one wants to sell—cities,
regions, types of stores, etc.—there-
fore, the professional to be chosen
will not simply be the one who is the
most enthusiastic about the project
but one whose sphere of activity is in
tune with the established strategy.
The designer-agent relationship should
be a close one, as the agent is the
intermediary between the designer
and the consumer. The agent is not
only responsible for order placement
in the stores, but also for gathering
the impressions of the store owners
or managers, which means that he
is the first person to know if people
like the collection, if it fits within
the chosen market sector, if it is a
success, if there are elements that
need to be strengthened, if any lines
could be discontinued, etc. Designers
or brands that have their own stores
receive this information firsthand and
almost immediately, which allows
them to act fast. With an interme-
diary agent, however, contact with
the point of sale and the consumer
is diluted. To avoid this, it is neces-
sary to build a relationship based on
mutual trust and teamwork.
The agent is responsible for commu-
nicating the response obtained from
the market and offering suggestions.
According to the requests made by
store owners or managers, the agent
can even call for changes to be made
to the collection. All such proposals
should be carefully measured and
considered. As it is impossible for a
brand or designer to control the sales
pitch used by the agent or representa-
tive when negotiating with stores, it is
extremely important to establish the
limits of these negotiations, agreeing
with the agent from the start about
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
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