The Specialty Insider Smart Guide: How to Sell Denim
While being on-trend is important, Press finds that keeping true to your store’s mission is vital. For Vintage Revolution, that means staying rooted in good, old-fashioned blue denim. Despite what’s on the runway or on the pages of the latest magazine, “we make sure that our customer’s favorite jean wash is around. There is always someone out there still shopping for a great jean.”
While trends are important as far as staying relevant and aspirational, they may not always fit the mantra of the label, as in the case of Habitual. “There was a trend for a while of over-the-top deconstruction. While this was a terrific look, it was not something we felt the Habitual woman wanted to wear,” said Gina Bloomingdale, vice president of sales and marketing for the brand. “We touched on the trend, but in a very Habitual way. No major holes, just slight abrasions. We always need to stay true to the brand, which is more sophisticated, understated and modern.”
How much merchandise to carry, whatever the trend, is an art as much as a science. “I think most stores are over-assorted and that’s not good,” Jeff Rudes, the founder and president of J Brands told Specialty Insider. “It makes it difficult for the salespeople who can’t work with their customers because there are too many choices, confusing everyone.
“Narrow and deep keeps it simple.”
Retailer John Jones, one of the three partners behind Chicago’s famous George Greene, says inventory management is especially key right now when business is still not as strong as it once was. He recommends selec-
tive editing of lines rather than wholesale cutting. Drop a color out of an assortment – one denim wash – for instance, instead of eliminating the entire line. Make the cutbacks strategic.
2. What Trade Shows Should You Attend and How Often?
“I would recommend to any buyer that ANY show could be great for denim as long as they have done their research beforehand,” Bloomingdale said. To make the most of a busy show season, Bloomingdale tries to identify where she can get the most bang for the buck. “Know what you want before you go to a show and when you do go, be ready to write orders. It is as simple as that.”
Find the line or lines that make sense and “trust the rep at the line to direct you based off your feedback,” she noted. “Reps are the experts — they should be able to hear what you need and deliver that to you.”
She does admit that, “Plainly said, there are just too many shows. Reps hate it, designers hate it, brands hate it. It needs to be readdressed. It’s counterproductive.” That said, she recommends attending the fall and spring fashion shows “no matter what and no matter where.”
Seven For All Mankind takes a bit more literal approach, deciding on which trade shows to attend based on foot traffic numbers, which stores attend and if the show is brand-right. For Seven, that means attending Coterie and Project Las Vegas twice a year.
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