30 March 2020
How to successfully introduce a new line
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By Patrice Bouchard
In the competitive business of retail, adding a new line to your store is very exciting and even more exciting if you have territory exclusivity. After placing that purchase order with your rep, it’s time to get busy and decide how to market the brand…how are you going to have the customers’ enthusiasm match yours?!
A good relationship with your rep is key, especially when introducing a line. The rep wants to see the brand do well for you because then everyone in the supply chain is benefiting. Start by securing POP (point-of-purchase) displays from the rep so you are able to have brand recognition through-out the store. Oftentimes they will supply you with cute signage to leave near your displays or to hang in your window, or add-ons at checkout like branded reusable bags, pens, or key chains, which are great examples of things that can be given away with purchase.
Next, plan an event for the brand launch within the store. Schedule your first delivery around a weekend, and schedule promotions from Thursday through Sunday. Plan things like a sip and shop on a Thursday night with friends, maybe followed by muffins and mimosas on Saturday or coffee and cupcakes Sunday afternoon. A trunk show that weekend is another great way to launch a product and generate excitement. Schedule one with your rep when you write the order; they will have extensive knowledge about the product and will help educate you to sell the line. They will often offer a full line preview other than what is in-store and allow your customers to write special orders—a great reason to generate excitement and FOMO among shoppers!
Incentives to spend are a useful method to get your customer to try a new product and be excited. Try offering a percentage off, or a percentage donated to charity with purchase--something to motivate them to buy. Supplying your staff with items from the line to wear during the event is also a great way to showcase favorite pieces. Customers often need a visual of how to wear a particular look, or to help them envision how beautiful the merchandise looks off the hanger. Ask any store owner if you are wearing it, the item will sell.
Lastly, get social! Social media is everywhere and a great tool for getting your message and brand out to the public. Use social media to advertise your event and educate people about the brand. Find an influencer and incentivize them to help you get the message out about your trunk show and fun happenings for the designated weekend. Local bloggers are also a great tool for local businesses, so developing those relationships can be key.
Hold an exclusive, invite-only event the prior week for local bloggers or social influencers, gift them a piece from the collection to promote and wear, directing people to your following weekend launch. Make sure and use your connections surrounding the new collection and any advertising you can, and your brand will be a success!
Find great new lines to launch after visiting OFFPRICE365.com, or attending the next OFFPRICE Show, August 15-18, 2020, at the Sands Convention Center in Las Vegas. Registration opening soon.