How to Sell Your Fashion Collection to Buyers & Retailers

Mary Vallarta brings a wealth of experience to the fashion industry, with a background as a buyer for Macy’s and other esteemed brands like BCBG, Bebe, and Metropark. Her versatile expertise extends beyond buying to encompass marketing, brand development, strategic planning, and team leadership. As the co-founder of Tasty Directives, Mary specializes in consulting with brands to optimize their marketing strategies, utilizing influencer marketing, content campaigns, and event marketing to boost brand visibility and engagement. In previous roles as Director of Marketing at Tender Greens and Co-Founder of FAB counsel, she showcased her ability to lead dynamic teams and drive significant sales and brand awareness growth through innovative strategies and cross-functional collaboration. Moreover, her commitment to education is reflected in her role as an Adjunct Instructor at Los Angeles Trade Technical College, where she shares her industry insights.

Before preparing your fashion line for retail, it’s crucial to understand your future buyers, how to approach them, and how to pitch your product effectively. Additionally, proper preparation for sales meetings, including anticipating responses such as “no,” “maybe,” or “yes,” is essential. Understanding what to look for in a sales representative and how to prepare for trade shows are also vital steps in successfully bringing your fashion line to stores. Finally, considering alternative methods for retail distribution is key to maximizing your line’s exposure and success in the market.

Mary Vallarta provides essential advice for designers engaging with retail buyers: Establish a systematic approach to billing, shipping, and production timelines to avoid errors. Before presenting them to potential buyers, ensure that samples are meticulously prepared and aligned with brand aesthetics. Target retailers whose concepts align with your brand, and maintain a professional demeanor to enhance your chances of success in meetings.

Here are six important tips on what to do before approaching buyers. Take it as a preview of all the amazing tools she provides in her online course.

It’s crucial for designers to sell and promote their designs, here are 6 tips in advance:

1. Build a strong brand identity: Consistency across branding elements such as logo, color palette, and imagery will help create a memorable brand presence.

2. Create compelling visual content: Use professional photoshoots to capture the details and craftsmanship of your pieces, and leverage platforms like Instagram, Pinterest, and your website to share visually appealing content.

3. Set up an online website: Utilize e-commerce platforms or build your website to provide potential buyers with a seamless shopping experience.

4. Participate in both fashion week and non-fashion week related events: Showcase your designs at fashion shows, pop-up events, and trunk shows to gain exposure and attract potential buyers.

5. Collaborate with influencers and bloggers: Collaborations can help increase brand awareness, drive traffic to your online store, and generate buzz around your brand.

6. Participate in trade shows: Participate in trade shows and market events within your industry to showcase your designs to potential buyers, press, and industry professionals.

 

 

(Updated and edited in March 2024 by Cassie S. Liu, Jiewen Yuan, and Rishika Ohri)