Know-How Exchange : Research/Metrics

You need to start by figuring out who your target market will be, what makes them tick, what they value, how they make purchase decisions in the category, etc. It's a market research project, and it's the most important part of the planning process for any new business.

You need to find a niche, define your positioning/value proposition, and use what you've learned about consumer behavior in the category to create a total marketing and business plan.

Don't assume you know what consumers want. Talk to them, or get a professional market researcher to talk to them for you. It's important to get objective answers to the key questions BEFORE you start developing the line.

Product is part of the marketing mix. It does NOT come first.

Once you have the consumer part down pat, deal with the distribution channel. Where will consumers buy your product? How do those retail buyers make their decisions? How likely are they to take on your line, when they have dozens of companies competing aggressively for their meager open-to-buy budgets? How will you support the line ... promotion, advertising, price rebates, merchandising allowances, etc.?

You've taken on a tough project in a very competitive and fast-changing market. Good luck. Give yourself an added edge by doing your consumer and distribution channel research up-front, even if it costs more than you had planned to spend. In the long run, you'll save far more than you spend. And you'll be very glad you started out on the right foot.

dtedaldi:

That WAS a smartass posting. We try really hard to be helpful here, and responses like yours can only alienate newcomers who need and want marketing help. It's OK to use a little tongue-in-cheek humor, but your post didn't have anything in it that would help monroviachick.

Please be more careful in the future so we can keep this forum helpful, welcoming and friendly for people who really want our input.

Thanks. I hope you'll understand this.

I used to work in a showroom for a high-end Italian label. I agree with most of what the experts have written above.

I'd just like to add this: once you've decided on your target and your design and manufacturing guidelines, I would scope out the different sales channels that are possible. . . straight to retail or distributor? Boutiques or department stores? The latter is VERY difficult at the begining since to try you out they will want to buy at cost and will give you no guarantees.

Also, do you get WWD? https://www.wwd.com/ . You can search for a salesperson in the classifieds. You should look for a salesperson who has experience and maybe even one who is currently carrying some complimentary lines so that your items can have an "easy way in".

There are tons of Apparel Shows year-round you might be interested in attending with your new salesperson and your new line. Here's one i used to attend for swimwear: https://www.lingerie-show.com/index.htm. Also, check out the Miami Merchandise Mart for a list of shows that are scheduled this year https://www.miamimart.net/about_us/index.asp#

Best of luck,
Ricky