While joyful and celebratory, this time year can also be very stressful for many people. Whether it’s figuring out when and what to get everyone on their lists, or just trying to stay on budget, there are many things that can turn this time from fun to foul. It is our job as retailers to bring out the FUN again!

At Pink Olive, 
here are some of the ways that we are getting ready for the holidays while trying to make them as special and enjoyable as possible!



1. Having a Pre-Holiday sale! Reward customers for shopping early. It’s WIN-WIN!

2. Encourage customers to become VIP members so that we can help them cross off everyone on their lists. They get to sit back, enjoy all the benefits and get major kudos while we do all the work!



3. Make signs that are not only beautiful but also work as mini-sales associates!
Here is my formula:
* Headline – Talk about the “benefit” of buying this product
* Sub-text – Name of the item featured
* Price – How much is it?

Here is an example:

Luxurious Spa Experience Without Leaving Your Home
Organic Nectar Body Wash
$28

4. Make a list of your stocking stuffer ideas and be in-stock with your best sellers! Create a special stocking stuffer section in the store with items that are less than $25, small enough to stuff those awesome stockings! This is the time to be in-stock with your best sellers and bring it home :)



5. WOW them with your visuals. If you have a window display area, grab people’s attention by luring them into the shop with a gorgeous display. People want to feel festive & jovial and nostalgic over the holidays. Give them that experience and you will have customers for life! If you are showcasing your merchandise at a holiday fair, make your booth count!
 Partner with a professional window dresser or prop stylish to help transform your display. We are excited to collaborate with glitter+RYE this holiday. We can’t wait!

BONUS tip – give back to your community
! At Pink Olive, we will be hosting the very first Milk + Bookies in-store event on Saturday, December 3rd, 2011 from 11am to 3pm. In launching our new foundation, feedforlife.org, we will match all book donations made that day.

What tricks do you have up your sleeve this holiday? I would love to hear your ideas in making this holiday the BEST one ever!

by Grace Kang of Retail Recipes & Pink Olive

Q: Michelle asks, “Where do you find sales reps?  And how do you pick the right one for your business?”

A: This is a great question!  When you are ready to grow your business, a sales rep may just be just the person who can help you get to that next level.  If you decide this is the route you want to go, you have to decide if you want to hire a road rep or a showroom rep.  The biggest difference between the two is that a road rep is “on the go” and typically works from home or “on the go” spots.  They don’t have major overhead cost except for when they do trade shows.  As a showroom rep, they typically work in a physical showroom space with someone who actually owns the showroom.  Buyers will come to see them and check out the lines they represent.  This arrangement works when the showroom has a good reputation in the market and they have good relationships with stores buyers across the country.

So where do you find them?

You can find sales reps via various channels.  Here are some options to get you started:

via internet directory
www.greatrep.com

via market territories
New York-  www.7wnewyork.com
http://nycfashioninfo.com/wholesale/nyc-showrooms.aspx (for fashion brands)
http://www.modemonline.com/fashion/mini-web-sites/multilabel-showrooms (for fashion brands)
Los Angeles – www.californiamarketcenter.com
Atlanta – www.americasmart.com
Chicago – www.mmart.com

via walking the trade shows:
www.enkshows.com/
www.nyigf.com/
www.nationalstationeryshow.com/
www.capsuleshow.com/
www.magiconline.com/
Please keep in mind that showrooms specialize by category so research, research, and research.

One other trick that I like to recommend to my designers is to research their competition.  Ask yourself, “Who do I want to hang next to?”  Then research those companies and see where they are repped?  If they have a sales rep or in a showroom, you will most likely find their info on their wholesale link.  Research the website and see if the it’s the right fit for your brand.  Similar to how retail buyers pick merchandise for their stores, sales reps are going to do the same thing.  They want “new” lines that will complement what they already have, not duplicate it.  So this leads me to the next question:

How do you pick the right sales rep for your business?

Before you sign the dotted line, be sure to ask prep AND ask questions.

PREP:

Showrooms want to know that you have done your part in getting your product out there.  Highlight some of the stores that you have been able to get in by yourself.   You should have your product in a few brick and mortar and online shops before taking on a showroom.

Press coverage is very appealing to showrooms.  It makes their job easy when they can say to a potential buyer that your product was featured in DailyCandy, Real Simple, and Oprah..etc.   It also shows them that you are actively marketing your line.

Share with them your “compelling story” and past work experience.  Providing this information creates instant connection and also insight into your competency.  The biggest fear that a sales rep has is for them to do ALL the work in “selling” your line to prospective buyers and then for you to go out of business and not be able to ship the merchandise.  Typically, sales reps do not get paid until the merchandise has shipped to stores so this is a big risk when taking on a new line.

10 burning questions YOU should ask:

1. What is their sales commission?  Will there be any other fees associated with hiring them?  Depending on the sales rep and category of business, the commission typically ranges from 10-15% of the wholesale orders they generate for you.  If you end up going with a showroom, they may also have a small “overhead” cost to cover the showroom space.

2. When do you pay them for the commission?  Typically, you pay them after the product is shipped but definitely confirm that with them.

3. Which trade shows have they participated in the past?  What are the costs of participating in a multi-vendor booth at a trade show?

4. What are some of the stores that the rep sells to?  Do they have all territory or specific territory?

5. What other lines do they carry?  Can they provide you some vendor references?

6. How do they communicate regarding prospective clients and existing ones?  Email? Shared space (i.e. Basecamphq.com)? Google Docs?  Face to face meetings?  You should specify the method that works for you.

7. How often can you expect to hear from them?

8. What are they looking for in a new line?  How many lines are they looking to rep at a given time?

9.  How long is the contract?  Are there grounds for termination?

10. What is their WOW factor? How are they different from other sales reps out there? :)

Just remember that this is a partnership agreement.  They will be “representing” your brand so do your due diligence in picking the right partner who really GETS your vision and product potential.  Interview them as much as much as they are interviewing you.  Make sure they are passionate about your business!

Lastly, be sure to put together your own contract with your rep so that you both agree on the terms.

Good luck!  Here’s to an exciting journey!
Want to hear more?  If you want to make your product retail ready and create a desirable brand, sign up for Grace’s free checklist report – Top 10 things you MUST do before approaching a retail buyer.  www.retailrecipes.com

{photo credit: showroomseve.com}

by Grace Kang of Retail Recipes & Pink Olive Boutiques

{image credit: a collection of wooden spools print by honeytree}

I thought I would start off this month’s Q&A post by sharing a small secret – I never knew there was such a thing as a retail buyer! In fact, I wanted to be a designer like many of you. I have always had a creative mind and one that was constantly over-flowing with new ideas and inspirations. Long story short, I ended up going to Cornell as a Textile and Apparel major but ended up leaving with a Business Management and Marketing degree. My love for design and creativity didn’t change. However, I became fascinated with the business side of how products came to life. I was determined to be a sponge and learn everything there was to know about the retail side of running a business ~ and that pretty much describes how I spent the last 13 years in the retail industry. People usually look at designers vs retailers at two ends of the spectrum. I am someone who is actually on your side. My mission for starting retailrecipes.com was to equip emerging designers with the proper tools and ingredients to succeed. I realized that without indie designers, all the retail stores will start to look the same. As someone who is still IN the business, I need all the creative designers to thrive! If you do well, the retailers do well. It’s a win-win partnership.

Q: Meg asks, “I am the owner of a small business and I make a variety of products but the main focus has always been handmade pillows. Many of the pillows feature hand-embroidery or some sort of embellishment. I get all of my fabric for the pillows on closeout sales at a local fabric store so unfortunately when I find a fabric, there usually isn’t a lot of fabric and I cannot re-order more. Because of this, the pillows I make truly are “one-of-a-kind”.

I want to get into the wholesale part of the business and have been approached by store owners. But I don’t know how to “market” or “package” a product that cannot be re-ordered again. And how do I make line sheets/catalog for store owners without making a million different versions?

Thanks for listening! I know there are many small business owners that have this problem and I would love to hear what you recommend!”

A: Hi Meg! This is a great question and one that other designers can apply to their businesses as well. “One-of-a-kind” items can absolutely be re-orderable. Here is what I mean.

As long as there is a common thread theme to your items (i.e. for you, the pillows can be grouped by patterns, color ways, jewels…etc) you can say to the buyer that they will get an “assortment” of pillows in “X” theme. As long as buyers are informed of the “theme” ahead of time, they will be OK with getting an assortment of those items. If anything, that actually make the item more interesting and gives something to talk about with their customers. It also creates that sense of urgency for customers to buy it right then and there. “It may not be there tomorrow!” :)

Here are a couple of examples of how we have incorporated “one-of-a-kind” items at Pink Olive.


1. Surprise sock monkey for charity

The perfect gift for any monkey lover! This one-of-a-kind sock monkeys are handmade by artists of Fresh Art, a NYC based non-profit organization that provides assistance to artists with special needs. No two are the same as they vary in color and size. It will be a sweet surprise! 80% of sale will go directly to fund Fresh Art.

2. Surprise one-of-a-kind cakestands

The perfect gift for any foodie, this one-of-a-kind vintage cakestand will surely impress your guests. Each piece is hand-picked and made with love from knack studios. No two are the same as they vary in color and size. It will be a sweet surprise!

3. One-of-a-kind onesies by mama cow

Felt graphic (i.e. owls, birds, whales) is handmade and hand stitched on these adorable bodysuits by Designer Emily Cowdrey. Made with new & recycled materials.

Hope this gives you some ideas! You do not have to create multiple versions of linesheets. Keep it simple. You can create one that has the “base” of what your pillow normally looks like. Then add the different themes for each season. If you are only able to create a few units of something (due to fabric availability), you can note that they are “limited run” or “limited edition.” Customers like the idea of getting limited runs of something – you can even note 1 of 20, 2 of 20, 3 of 20…etc on the hangtag. When you create something that only a few people can own, it creates a greater sense of value.

So whether you make one-of-kind pillows to onesies to notebooks to dolls, you can absolutely have that be a reorderable business that can be very profitable. Once they start selling, your customers (i.e. stores) will start to trust you in selecting different batches for them. This is where you start rock-n-rolling with your stores and selling can be FUN!

Do you have a burning question? Leave your question below and be sure to sign up for our newsletter to get your FREE checklist report – 10 things you MUST do before approaching a retail buyer.

by Grace Kang of Retail Recipes & Pink Olive

I am very excited to be joining the Oh My! Handmade Goodness community as your new retail contributor.   I have a soft spot when it comes to making people happy with thoughtful and inspired handmade gifts. Ever since I was young, I was fascinated with everything creative and wanted to curate a shop of my own.  I have great passion for retail and finding unique gifts and have now made it into my career.   Over the years, I have been fortunate to work as a buyer for Barney’s, Saks and Bloomingdale’s in growing multi-million dollar businesses.  I now operate two specialty stores in NYC called Pink Olive where we inspire giving and beautiful living.   With that business came about my bigger mission for Retail Recipes – where I help emerging designers give life to new products and create a desirable brand.

Thank you to everyone who submitted their burning questions last month.  I had a great time reading them all.  I will be visiting the blog every month to answer some of your questions from a “retailer’s” perspective and help you get your product retail-ready!

Q:  Allisa asks, “How do I determine my target buyers?  It seems simple enough but when I get down to it, I just don’t know.”

A: Thanks for asking this question Allisa.  Looking at your target market is the first step in knowing how to market your product.  In determining who you are targeting and who you want to target, here are some questions to ask yourself:

* What kind of product are you offering to the marketplace?
* Is your product filling a void?
* Who is your competition and where are those products being carried?  This will be a good starting point as to gauge the size of the market and pin-point some of the potential stores out there.
* How is your product different from what is already out there?  After all, there is only so much space a store has and they can’t afford to have too much duplication.
* How do you envision your product being sold? What kind of environment do you want to be in?

One way to find your customer is to start local.  Walk around your neighborhood. Research shopping guides and review sites to see where your product can be a good fit.  Participate in craft fairs and flea markets and see the kind of customers who are actually “buying” your product.  Ask them questions.  Ask them which boutiques they like to shop?  Note their demographic.  All this information will be very helpful when looking for your “ideal” target stores.

Retailers want to know that you have done your homework before contacting them.  Once you start compiling some list of potential stores, don’t just add them to your “mailing list” and send them a mass email.  As a store owner, it is a BIG turn-off when I get a mass email from a vendor I never had a conversation before getting that e-newsletter.    Most likely, it will get deleted or not opened. (Plus it’s not legal add email addresses without permission). For the first email, it is best to send a personalized note as to why you are contacting them and why your product will be a good fit for the store.  Acknowledge that you have either been to the shop OR have looked through the website.  With so many product submissions that I get each day, it helps when I can “connect” with the person behind the brand.  After all, we want to do business with people we like and not just being “sold” to.

Pitching to retailers is like pitching to the media.  You will have a much better chance of a response if you personalize your pitch than send a mass email to stores (who may not even be your target market).  Once you have some stores under your belt, you can start looking for sales reps/showrooms.  You can also think about doing trade shows down the road – but that is definitely a big commitment!  Make sure you are ready!

{I Am Sew Creative by ParadaCreations}

Q: Nicole asks,” I currently sell my tees through my online shop.  I would love to branch out to selling the line in brick and mortar stores and would love to know what the best way to do that.  Is there a particular “look” or persona that stores look for when they are interested in picking up a line?  And what’s the best way to go about approaching an owner or buyer when showing them your product?  Also, what is your recommendation for getting your line noticed by a buyer?”

A: Great questions Nicole.  Store buyers (both specialty and department stores) are ALWAYS looking to bring in new product.   With that said, there has to be some level of professionalism in your communication and the execution of your product for it to start gaining attention from a store buyer.  Here are some things that buyers look for in a new product:

* Branding – from a visual standpoint, this is big!  It needs to be cohesive and work well with your message and product idea.  Your packaging and presentation will play a key role in the way the buyer perceives your brand.  So PLEASE spend some time with this….it will pay off in the long run.

* GREAT website – the first place that I usually go to when checking out a new line is my friend google.com.  You want your website to come up first and compelling enough to want to see it in person.  Make sure you blow them away with gorgeous pictures and copy.

* Compelling STORY – what’s your story?  At the end of the day, buyers want to hear your story and why you created the product.  Is this solving a problem?  How did you come up with your “A-ha” moment? 

* PRESS mentions always help. When you are being “talked about” in the media, retailers are more likely to contact you.  If they like your line and end up bringing it into the shop, they can also incorporate that piece in selling your line.  It’s always good to get editorial mentions in relevant blogs and magazines – buyers are constantly on the lookout!

* GET your product out there – no one will find you if you are sitting at home with your product.  Start getting your product out there in craft fairs, flea markets and online marketplace (i.e. etsy).  I am always “shopping” with two set of hats – retail buyer hat and consumer hat.  I have picked up a number of lines that I found from sites like etsy and even craft fairs to add to the store assortment.

The more exposure you can get for your brand, in the media and direct-to-customer, the better chance of a buyer finding and contacting YOU!  Wouldn’t that be nice?

A great way to approach the store owner or buyer is by email first.  I normally don’t like people just walking into the store to show me their samples because you are disrupting the flow of what they had planned for that time (and you want to respect their time as much as you want to be respected.  If it’s for a department store, you will need to get the name of the buyer as they are not likely working in the store.   You want to send a personalized email that I mentioned in the previous question and follow-up with a phone call.  Hopefully, if they are interested you can set up an in-person meeting.  If they pass, that’s OK too.  It could just be the wrong timing.  Make sure you follow up with any interesting news in a few months.

Lastly, buyers want to know that your business is not just a hobby and that you will be around tomorrow.  When I pick up new lines for the shop, we invest a lot of time and energy in educating the staff, selling, marketing, promotions, and social media.  Whn you have a great website, images, story, etc, it shows that you have a good strategy in place for building your brand.  I love partnering with designers where we can grow together.  Always think of win-win partnerships!

Do you have a retail question for Grace that you would like to see answered? Just visit this link to submit your questions!