If you are planning to launch a fashion brand and you’d like to see it sold in high street shops then there are a number of things that you’ll need to do to make your product(s) attractive to retailers. Solillas launched seven years ago and within its first two years was picked up by Urban Outfitters. Since then the brand has gone on to secure deals with Office, Liberty, Schuh and Selfridges. Based on that success, we asked Jonnie Matthew, founder of Solillas, to give us his top tips for getting into high street retailers:
- Find Your Position in the Market
- Check relevant regulations
It may sound boring, but slipping up on just one of these compliance issues will expose your inexperience and see retailers recoiling rather quickly. They have their own reputation to protect, so won’t be interested in any product that puts that at risk.
- Be unique
- Tell a story
For example, Solillas sells shoes based on the traditional Spanish design, using leather produced in Menorca. That was our unique twist and story. It helped retailers understand both the unique design and the attention we pay to quality.
- Create a priority list of retailers
- Choosing the right deal
If, however, you can get a deal which you think you can easily over-service, then you’ll keep your retailer happily reordering for years to come and have a fruitful relationship. Never take a deal you’ll have trouble servicing just because you like the retailer – it’s probably not worth it in the long-run.
- Don’t stop marketing
For many fashion brands, high street retailers are the perfect way to go. They enable consumers to see the product, pick it up, and try it on. Often that hands-on interaction is what sells a fashion brand. And once you have one or two retailers on board, more will follow.
ABOUT THE AUTHOR
Jonnie Matthew is founder of Solillas known for its bohemian update on a traditional Spanish leather sandal, crafted in the Balearic Islands.
Solillas crowdfunding at https://www.seedrs.com/solillas
For more information see: https://www.solillas.com/