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Why Are My Clothes on the Sales Rack???

You enter Macy's to check out the status of your clothing line. Where is everything? On the sales rack! This is the biggest test of your ingenuity as a designer, but don't be dismayed. 1st ask yourself, "Did I really research the trends & colors for the upcoming season? Did I ship on time? Are strings hanging off my clothes? Are the knits and sweaters growing on the hanger? Is the collection cohesive? Is the fit nice? Who's got the hottest item in the store? Why is my competition out-selling me?"

Don't give up! Go back and try it again because you've come too far to give up now. As long as you can keep the store's account, you can come back stronger. Soon they will roll out the red carpet for you. Try to master all of those things above and watch your company grow. I will look for you in the stores. I wish you much success & prosperity!

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Permalink Reply by Maryanne on December 17, 2009 at 8:24am

there is another question to consider:
placement of garments within the store.
what ammount of space was the designer allotted?
what was the ambience and lighting?
what is the sales force like?

bergdorf goodman has the most exquisite lighting in their store.
it is done with the precision of a broadway show.
the clothing being the stars.

their departments are laid out to take one on a 'journey'
there is no area where clothing seemingly 'gets lost'.

macy's on the other hand can be like a three ring circus at times..with too much selection.
and that can be overwhelming to a consumer.

another point to consider is 'advertising'
has the competition advertised heavily?
does their clothing have a 'celebrity' following?
has the competition created a 'buzz' about their clothing?

did the store promote the competitior's line? ( advertising, mailers etc)

in how many other nearby stores could yours or the competitors clothing be sourced?

also comes down to demographic and price point.
what is the average age and who holds the buying power for the item you are selling.
was the price point aligned correctly with the product?

a designer can do everything right.
this is where marketing comes in and selling a 'brand'.

is a chanel handbag really really worth $2800 dollars?
if one were to remove those interlocked golden ' C ' 's
and price the handbag for $ 59.99 at a mass market discounter like TJ Maxx
would it still have the same cachet?

what chanel ( lagerfeld) did brilliantly was build incredible brand recognition.

selling a brand today has become more important than anything.

but because of the current worldwide crisis , marketing will change, as companies devise new stratedgies.

the idea of 'throw-away' chic will disappear, as the consumer has more demand for style, quality and price point aligining.