Looking to add another engine to your sales? The hot trend of designer lines can be a powerful tool to jump start your business. In today’s economy, it pays to be proactive. Relying on standard bridal and custom sales doesn’t tap your store’s full potential. You have to create the desire for your clients.
Other retailers - from fashion and fitness to electronics and travel - are competing for your customers’ discretionary income. To get your share of the pie, you have to play the game. Whet appetites by offering enticing new designer lines to stir the imagination and touch the heart. Suggest new possibilities and promote, promote, promote.
Some tips - from the designer’s perspective - on the many hidden perks designer lines can offer and how to maximize their benefits:
• The power of branding. It’s what’s hot. It’s what’s “in.” Never underestimate it’s draw. From designer jeans to fragrance and handbags, “designer” means high-end, quality, cutting-edge. Who wouldn’t want designer rather than generic “Brand X”? Designers tap this power of branding, creating a unique look, an aura of attraction, that can add power to your marketing. Customers respond to brands and seek them out. They become fans and collectors. Promote your designer lines and they’ll promote your bottom line.
• Telling a story. Jewelry is personal. Successful salespeople romance the sale by telling the story of the piece, the lore of the gem. Designer jewelry magnifies the story. The designer’s Collections, artistic vision and background add rich appeal. Designers may provide a wealth of promotional materials such as bio cards to help you tell their story. Take advantage of their availability for interviews - radio, tv, magazine, newspaper. Designer appearances, where the designer meets clients and tells her own story, can work magic. Today’s self-purchasing woman seeks jewelry with meaning including artisan pieces with hand-worked quality. Designer jewelry fits the bill.
• The couture experience. Couture is the sine qua non of fashion. Unlike mass-produced ready-to-wear, the couture designer takes a vision and creates a unique piece tailored for the individual client. Savvy retailers take advantage of this opportunity. Designers will often modify their Collections to suit an individual client’s size, look, taste and style preferences. Designers may suggest booking appointments with your top clients and making recommendations based on their personality, looks, lifestyle and jewelry wardrobe, a memorable experience.
• Promotion plus. It’s all about promotion, and your designer is your ally. From promotional literature to websites, Facebook and e-newsletters, trunk shows, ads, press releases, staff training, packaging and displays, your designer is there to help make you successful. Use this hidden tool to it’s maximum advantage.
Your designer is your partner. You both have the same goal - to be successful. Leveraging the full array of opportunities designer collections provide can open a world of possibilities. It’s a win-win situation.
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