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MAKING THE SALE
Two things will prove to be extremely
useful for selling a collection: the
lookbook and the catalog of refer-
ences. These graphic pieces, which
the potential buyer can take away
from the fair or showroom, go into
detail about the collection just seen
and thus can help in deciding what
and how much to buy.
The lookbook is a tool created for
each collection that includes all the
garments that make up the collection.
These images can be taken from the
fashion show or from a design to show
the buyer in a clear and direct way
how the garment looks when worn
and how it might appear as a part of
an outfit. Not only does this make the
sales pitch stronger, it provides ideas
about possible ways of positioning the
garment at points of sale.
Each design is referenced, allowing
the buyer to indicate what garments
she is interested in and, later, to show
fashion stylists the garments that will
be used in future media insertions.
The other tool, the catalog of refer-
ences, includes work pages that pres-
ent a detailed description of each gar-
ment, with a drawing or a photograph,
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
Sieger at Pitti Immagine Uomo
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esigner
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and list of variables—color, fabric and
accessories—the price of the garment,
its code, and date of delivery.
Prices
When negotiating a sale, price influ-
ences to a great extent whether the
sale is made or not. It is essential
that its appearance in the catalog of
references be clear in order to avoid
misunderstandings.
As for the designer, the variables to
be considered when setting the price
of a garment are: the design, the
fabric, and in some cases, especially
shoes, the size.
The order
Once the client has seen the collec-
tion and decided to buy it, the order
is then processed. This is a docu-
ment that details the amount of each
design that has been bought, the
sizes and colors, the corresponding
prices, delivery dates, payments, and
possible service penalties.
Delivery dates
When negotiating with stores it is
important to agree upon the times
and dates of delivery, which will vary
according to the country. Meeting
these deadlines is as important as the
content of a collection. Being late can
SALES AND DISTRIBUTION
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Design
Color
Description
Sizes
XS S M L
Units
Price
per unit
Total
result in the garments not appearing
in a store window and ending up in a
corner because the principal spaces
have already been filled. In the worst
case scenario, it can be a reason for
the client to return the collection.
With the emergence of the new sys-
tem of constant updating of collec-
tions by large distribution chains, the
multi-brand business now requires
more renovation of garments in order
to be equally competitive. This trend
is reinforced by the increase in the
sales area of stores, in detriment to
the area devoted to warehousing,
thus avoiding a build-up in stocks.
Stores not only require the main col-
lection of the season and intermedi-
ate orders to help sell it, but also tend
to demand small segmented deliver-
ies since they lack the storage space.
The norm is to work only with the col-
lection in the store, which demands
promptness in deliveries and constant
contact with the point of sale for pos-
sible repositioning.
TOTAL
Order date:
Delivery date:
CONDITIONS AND CLAUSES:
Name of the client: Name of the store:
Tax information: Contact information:
Designer’s tax information:
Invoice number:
Name of the designer
PURCHASE ORDER
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