How to Get Your Clothing Brand into Retail Stores | A Comprehensive Guide

Welcome to our wholesale series on MakeGoodFashion.com! If you're looking to get your clothing brand into retail stores, you've come to the right place. In this post, we’ll provide an in-depth, step-by-step guide to help you navigate the process. From identifying the right retail buyers to crafting the perfect pitch, this guide is packed with actionable tips to set your clothing brand on the path to wholesale success.

1. Research and Identify Target Retailers

Understanding your market is the first step. Conduct thorough market research to identify retailers that align with your brand’s aesthetic and values. Look for stores that carry products similar to yours and cater to your target demographic. Creating a comprehensive list of potential retail buyers, complete with contact information and store details, will help you focus your efforts effectively.

• Know Your Market: Understand where your target audience shops. Are they frequenting high-end boutiques, department stores, or online retailers?
• Create a Retailer List: Make a list of potential retailers that align with your brand’s aesthetic and values. Include store locations, buyer contact information, and any relevant notes about their product lines.

2. Prepare Your Brand for Wholesale

Before pitching to retail buyers, ensure your brand is wholesale-ready.

• Professional Lookbooks and Line Sheets: Create high-quality lookbooks and line sheets that showcase your collection professionally. These documents should include clear, professional photos, detailed product descriptions, pricing, and terms of sale. *We've created an easy-to-use, plug-and-play line sheet template that will help you present your collection professionally to retail buyers. You can download it here!
• Wholesale Terms and Conditions: Establish your wholesale terms, including order minimums, payment terms, and shipping policies. Be clear and concise to avoid any misunderstandings with potential buyers.
• Pricing Strategy: Your wholesale prices should reflect a balance between profitability and market competitiveness. Typically, wholesale prices are set around 50% of the retail price.
• Ensure your brand is retail ready: Before approaching retail buyers, ensure your brand is retail ready. This means having consistent production capabilities, reliable shipping processes, and professional packaging. Retail buyers need to trust that you can fulfill orders on time and maintain product quality.

3. Crafting the Perfect Pitch

Your pitch should clearly articulate why your brand is unique and how it will benefit the retailer. Highlight your brand’s story, key product features, and any successful sales data or customer testimonials. Ensure your pitch is concise, engaging, and tailored to each retailer. 

• Personalized Approach: Address your pitches personally to each buyer. Mention why you believe your brand would be a great fit for their store.
• Highlight Unique Selling Points: Clearly articulate what makes your clothing brand unique. Is it sustainable? Handmade? Limited edition? Emphasize these points.
• Include a Press Kit (if possible): Provide a press kit with your pitch. This should include your brand’s story, high-resolution images, press mentions, and any awards or accolades.

 Free Resource: Download our Free Wholesale Pitch Template at MakeGoodFashion.com/pitch to craft a compelling pitch that retail buyers can’t resist.

4. Leveraging Wholesale Showrooms

Showrooms provide a professional space where retail buyers can view multiple brands in one place. They employ experienced sales reps who can present your collection to buyers, manage trade show logistics, and provide valuable feedback on your brand’s market fit. While showrooms charge fees and commissions, they offer established relationships and expertise that can be invaluable, especially for newer brands.

• Established Networks: Showrooms have established relationships with buyers and can introduce your brand to a wider audience.
• Professional Representation: Sales reps at showrooms are skilled in presenting brands and negotiating deals. Their expertise can help position your brand effectively.
• Trade Show Exposure: Many showrooms participate in major trade shows, providing additional exposure for your brand.

5. Attending Trade Shows

Trade shows are pivotal for showcasing your brand to a broad audience of retail buyers. These events allow you to display your collection, network with potential buyers, and gain industry insights. Participating in trade shows can significantly boost your visibility and credibility within the fashion industry. Major trade shows like Magic in Las Vegas and Coterie in New York are great platforms to start with.

• Booth Presentation: Invest in a professional booth setup that reflects your brand’s identity. First impressions are crucial.
• Networking: Use trade shows to network with buyers, industry professionals, and other brands. Building relationships is key to long-term success.
• Follow Up: Collect contact information and follow up with potential buyers after the show. A personalized thank-you email with a recap of your conversation can keep your brand top of mind.

6. Direct Outreach

Sometimes the most effective strategy is direct outreach. This involves personally reaching out to retail buyers via email, phone calls, or social media. Craft personalized messages that highlight why your brand is a good fit for their store. Additionally, consider visiting stores in person. Walking into a store by foot, dropping off a line sheet, or asking to speak with the buyer can leave a strong impression and show your commitment.

• Email Campaigns: Send personalized emails to retail buyers. Keep them concise but informative, and always include a call to action.
• Cold Calling: While intimidating, cold calling can be effective. Prepare a script and be ready to discuss your brand’s key selling points succinctly. I would suggest sending a line sheet and look book via email first and then calling to follow up.
• Social Media Engagement: Engage with retailers on social media. Comment on their posts, share relevant content, and build a relationship before making your pitch.
• In-Person Visits: Visit stores by foot and introduce yourself. Drop off a line sheet or lookbook and ask to speak with the buyer. Face-to-face interactions can leave a strong impression and show your dedication to your brand.

7. Offering Incentives

Incentives can make your brand more attractive to retailers. Consider offering special deals such as volume discounts, promotional allowances, or buyback guarantees. These incentives can reduce the risk for retailers and encourage them to stock your products.

Introductory Discounts: Offer a discount on the first order to incentivize retailers to take a chance on your brand.

• Flexible Payment Terms: Consider offering flexible payment terms, especially to new buyers. This can make it easier for retailers to commit to an order.
• Exclusive Collections: Create exclusive collections or limited editions for specific retailers. This can add a unique selling point and attract more interest.

8. Follow-Up and Relationship Management

Building and maintaining relationships with retail buyers is crucial.

• Consistent Communication: Keep in regular contact with your buyers. Update them on new collections, restocks, and any changes to your brand.
• Feedback Loop: Ask for feedback on your products and service. Use this information to improve and show buyers that you value their input.
• Order Fulfillment: Ensure timely and accurate order fulfillment. This builds trust and encourages repeat business. 

This comprehensive guide covers all the essential steps to get your clothing brand into retail stores. By following these strategies and using our resources, you'll be well on your way to wholesale success. Stay tuned for more tips and insights from our wholesale series on MakeGoodFashion.com.

Bonus Tips

9. Leveraging Online Platforms

Utilize online wholesale platforms like Faire, Bulletin, and Joor to connect with retail buyers. These platforms allow you to showcase your products to a wide audience of retailers without the need for a physical presence. Make sure your online profile is comprehensive and highlights your brand’s unique selling points.

10. Participating in Retailer Programs

Some retailers offer programs specifically designed to support emerging brands. Research and apply for these programs, as they can provide valuable exposure and support. Programs like Nordstrom’s "Pop-In@Nordstrom" or the Workshop at Macy's can be great opportunities.

Upcoming Workshop: Unlocking Retail Success

Don't miss our upcoming free workshop, Unlocking Retail Success: Three Strategies to Get Your Clothing Brand into Retail Stores. This virtual workshop is scheduled for November 7th and will provide invaluable insights into securing a spot on retail shelves.

Reserve your spot now at makegoodfashion.com/wholesale. Trust me, you don't want to miss this opportunity!