Why Showrooms Matter for Emerging Fashion Labels
Many emerging fashion labels are looking to expand their reach and sales in order to grow their brand. Showrooms assist up and coming designers and established brands with wholesale sales support and services such as public relations.
How Showrooms Support Your Brand
Showrooms can serve as your outsourced sales team — calling retailers, managing sales appointments, and handling customer service. This allows designers to focus on creating while professionals manage the business side. Many showrooms also offer additional services such as invoicing, warehousing, and logistics to streamline the wholesale process.
Choosing the Right Showroom Partner
Most showrooms represent several brands and may cover multiple territories — from East and West Coast U.S. markets to international regions. When choosing a showroom, research what other lines they represent and whether those brands complement yours (for example, women’s contemporary versus evening wear). Make sure they cater to a similar price point and target audience, and find out which retailers they currently sell to.
Understanding Showroom Fees and Contracts
It’s important to understand what trade shows a showroom participates in and what costs you’ll incur. Some showrooms charge only a sales commission, while others require a commission plus a monthly retainer to carry your samples. Contracts typically span at least one year, giving the relationship time to grow. Since building a brand takes time, a long-term contract ensures your showroom has the opportunity to effectively promote your collection.
Doing Your Due Diligence
Hiring a showroom can help fashion brands expand their reach and establish stronger retail connections. However, brands must do their due diligence by researching which showrooms best fit their aesthetic, pricing, and target market — and understanding all associated costs before signing.
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By Belinda Antwi for https://designcollectiveny.com/