Speakers: (L-R) Alison Chisholm, Matthew Watters & Erin Mullaney
Vauxhall Fashion Scout are thrilled to be able to host Mentoring Events for emerging talent in British Design. Inviting some of the leading experts in the fashion industry, the events provide an insight into the industry through a blend of question and answer's from invited audience members and the panel of experts.
This Mentoring event saw Orla Kiely, Harvey Nichols and Avenue 32 venture to Beach Blanket Babylon in Shoreditch to talk to an audience of over 50 designers and new talents in the industry.
Don't worry if you missed it... we took notes for you...
When is it best to send your information to a buyer?
- As early as possible is best, to give the buyer chance to go over your information and come back to you.
- During and after London Fashion Week is when buyers are on the look out for new designers. The first couple of weeks after London Fashion Week is best for emerging designers to ensure their designs are seen as this is a key time in the year for buyers.
- Paris Fashion Week is the best time as buyers are more willing to spend money in Paris then London which is often too busy for them to part with their cash!
- June-August, and November-Christmas are the only real 'downtimes' for buyers. So once you contact them, make sure you mention a visit or a follow-up at a later stage when buyers might be more open to dedicate a time to sit and discuss options with you.
- Don't leave long phone messages... they won't get listened to. Emails first thing in the morning are best, especially prior to 9am on the way to office...
- Email Buyer and Assistant Buyer if you can, but avoid emailing them when they are likely to be out of the country- Paris, New York, Milan Fashion Week...
- Agencies such as 'Lambert & Butler' and 'Mint' are good to have on board, and they will carry more weight with a buyer...
Exclusives...
Buyers will always ask for exclusives, and these can work in your favour but they can also work against you...
- Don't limit yourself, especially when it comes to specific countries. You don't want to risk losing orders from other buyers because you've promised an exclusive, especially if it's small boutiques that have a limited market.
- Be prepared to compromise! Exclusives are very in trend, especially with big department stores, so if they want an exclusive you don't want to give, maybe offer an exclusive colour-way instead.
- Magazine Editors in particular are very enthusiastic about exclusives, so some companies will put a large amount of marketing behind exclusive pieces, even if the garment isn't back financially, the press coverage could be just as valuable.
Incentives...
Offering incentives and bonuses for stores could help your brand leave the shop floor...
- Once a sales assistant is passionate or motivated about the brand, they are going to want to push the sales and sell the product to the best of their ability. Even if the garment goes unsold, the information learnt and distributed by the Sales Assistants will be passed onto customers and others in the company- promoting the brand and, more than likely, selling the brand as well.
- Customers like to know about inspirations, stories and meanings behind the garments- as do buyers. If there is an emotional connection to garments as well as aesthetics, then you're brand will look a lot more appealing.
Approaching Buyers...
There are a couple of options for designers when approaching buyers about your collections...
- Agencies or showrooms are always a good idea, but you have to factor in costs as their will be an admin fee plus commission which is normally around 15%-20%.
- You can get lost in big showrooms - those that let you organise your own appointments and sell your own garments like Vauxhall Fashion Scout are the best, as you have complete control.
- Contact buyers yourself if money is a problem and you want full control over the influx of business.
- Look for funding to back your brand. There are so many initiatives out there to support young british talent, that it's a wasted resource if you don't seek them out!
- Platforms, such as Vauxhall Fashion Scout are perfect to launch your brand and invite/meet buyers, plus you have the security and knowledge that you're being looked after.
- If you offer to go to a buyer, rather then them coming to you, it really shows an effort and a sense of importance and pride about your brand...
"Sometimes it's not that we don't want to see the garments, but we might just not have the time to get to you. If you come to us, you're here already, so it's much easier." Harvey Nichols.
- Remember- you always want the best, buyers are interested in what other buyers are purchasing. If you have a good buyer stocking your designs, tell other buyers so they know that you are being sought after! Competition is rife, and you have to make buyers want your designs over everybody else's!
- Distribution is vital for young designers, as you are developing your brand identity in the market. You need to think about who your key customer is, and make sure that the buyers that want your brand have the same key customer in mind for your brand.
Also- always take the big stores that you want first. If it doesn't work out, then smaller boutiques and stores are ideal, but you don't want to be caught out with being unable to fulfil an order because your stock is already spread into several small boutiques.
