How to Get Your Fashion Brand into Retail Stores: Wholesale Showrooms vs. Inside Sales

Welcome back to the Make Good Fashion podcast, where we guide you on how to start, launch, and grow impactful fashion brands. In today’s episode of our wholesale series, we’re focusing on how to get your brand into retail stores. We'll explore the difference between being represented by a wholesale showroom and handling inside sales yourself, weighing the pros and cons of each to help you make an informed decision.

Understanding Wholesale Showrooms

A wholesale showroom is a physical location that typically houses multiple brands. Buyers visit these showrooms to purchase styles for upcoming seasons. In this setting, sales reps present your collection to retail buyers. This setup contrasts with inside sales, where you either hire a sales rep or manage sales yourself from your headquarters.

Pros of Wholesale Showrooms

1. Established Relationships Wholesale showrooms have long-standing relationships with various retailers. This network can be invaluable if you struggle to get your brand into specific stores on your own.

2. Trained Sales Reps Showrooms employ experienced sales reps skilled in negotiation and knowledgeable about retailer preferences. They can provide valuable feedback and help tailor your brand to meet retailer expectations.

3. Trade Show Management Showrooms handle trade show logistics, including setup and sales, saving you significant time and effort. Trade shows are critical for exposure but can be overwhelming to manage independently.

4. Credibility Being represented by a showroom can enhance your brand’s credibility. Retailers are more likely to consider brands backed by reputable showrooms with a proven track record.

Cons of Wholesale Showrooms

1. Fees and Commissions Showrooms charge fees and take a commission on sales, which can add up. Each showroom has different cost structures, so thorough research is essential.

2. Control Over Representation You may lose some control over how your brand is presented and sold. While you can guide the reps, ultimately, they decide the best approach.

3. Geographical Limitations Showrooms are typically located in fashion hubs like LA, New York, and Paris. If you prefer frequent in-person interactions, distance could be a drawback, though virtual communication is an option.

4. Selective Acceptance Showrooms often have stringent criteria and look for brands that fill specific niches. Gaining representation can be challenging if your brand doesn’t align with their portfolio needs.

Exploring Inside Sales

Inside sales involve managing your sales from your headquarters, either personally or by hiring a dedicated sales team.

Pros of Inside Sales

1. Cost Savings Avoid showroom fees and commissions. However, if you hire a sales team, budget for salaries or commissions.

2. Direct Relationships Building direct relationships with retail buyers can be more beneficial long-term. You retain all contact information and insights directly from the buyers.

3. Control Over Brand Representation You have complete control over how your brand is represented and which trade shows to participate in, ensuring alignment with your brand vision.

Cons of Inside Sales

1. Relationship Building Establishing connections with retailers independently can be challenging, especially without prior relationships.

2. Time Consumption Sales is a full-time job. Managing it yourself can detract from other business areas. Hiring even a part-time sales assistant can be a significant relief.

3. Lack of Expertise Without specialized sales training, you might face trial and error in navigating the wholesale landscape. This learning curve can slow down your progress and affect your sales.

Conclusion

Both wholesale showrooms and inside sales have their benefits and drawbacks. Your decision should depend on your business needs, budget, and long-term goals. Wholesale showrooms offer established networks and credibility but come with fees and less control. Inside sales provide direct relationships and control but require more effort and expertise.

I hope this guide helps you decide the best path for selling your brand wholesale. Share your thoughts in the comments: will you choose inside sales or a wholesale showroom?

If you found this helpful, like the post, share it with others who might benefit!

Upcoming Workshop: Unlocking Retail Success

Are you curious about wholesaling your fashion brand? Join our upcoming workshop, "Unlocking Retail Success: Three Strategies for Getting Your Fashion Brand into Retail Stores." This exclusive event will cover strategies to help you secure a spot on retail shelves, whether you're starting or expanding. Don't miss out—reserve your spot now at makegoodfashion.com/wholesale. Trust me, you don't want to miss this opportunity!