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American Fashion Podcast’s Trade Show Survival Tips For Fashion Designers
Whether you’re showing at Capsule, FFANY, Coterie, MAGIC, or anywhere else, if you are a fashion designer who wants to sell products at wholesale to retailers, here is a solid list of things to keep in mind.
#1 — Don’t expect buyers to show up without an appointment.
Simply taking a trade show booth is highly unlikely to result in sales. Buyers don’t spend a lot of time browsing during Market Week.
#2 — Start reaching out to boutiques several months in advance.
Identify the top 40 boutiques that you want to see your designs in. Do this by comparing price points and finding similar brands to zero in on places where you believe your work will sell. Use email, social media, store visits, cookies, whatever you can. Don’t be annoying, but do be honest and direct.
Remember, you are saying to the buyer, “I believe I can make you money.”
#3 — You don’t have to accept the first rates and location the trade show organizers give you.
You have to fight for the best deal and the best location you can get. You want to be near the door or the food, but not at the end of a row. If you register with other designers, you may be able to get a group discount.
Haggling is one of fashion’s finest traditions.
#4 — Once you sign your deal and have your booth number, use every outlet available to let the world know where you will be.
Re-contact all the buyers on your list and let them know where you will be. Send an email, send a postcard, and ping them on social media the day the show starts.
