You wish to learn the method of having your clothing brand in stores. The transition from selling online to having your designs in actual shops is extraordinary. It can oversimplify and become the primary factor in your brand growth.
Putting your clothing brand in stores is a multi-layered issue. You need acceptance and a good stock of products hence your launching. You also need distributors, promotional materials, and appropriate outreach to buyers, as well as healthy relationship dynamics. This manual contributes to all stages.
First, we will look at the four most important phases. To begin with, creating the right setup. Secondly, developing your professional toolkit. Thirdly, the outreach phase. Fourthly, nurturing the business relationship. For retail success, both catchy products and effective plans are imperative. We are behind the back of such brands as yours. You can be informed about us on our website: clothingmanufacturerltd.com.
Phase 1: Building a Retail-Ready Foundation
Before you reach out to a single store, your preparatory measures are very important. The foundation is the most essential part. Getting this part right makes the other steps much smoother and successful. This is the main thing you need to do to get your clothing line in stores.
Solidify Your Brand Identity and Target Customer
Your brand is more than just a nice logo. You must define what your brand’s mission and values are. Why is it that your items are limited to this design? This is your unique selling point.
Think deeply about your ideal customer. Who are they? What are their interests? Most importantly, what do they typically choose to wear? With this info, you can target the right shops to approach. According to the A Guide to Distribution for Fashion Startups mention, the first condition is a distinct brand identity before considering distribution.
Ensure Production Quality and Scalability
Retail buyers have to know that you can consistently give them what they want, i.e., quality products at all times. Your garments have to be in the same measure. The cloth must be durable, and the stitches must be neat.
You also have to deal with bulk orders. Scalability is the term for this. It means that you can produce more goods without losing the quality. The first step is to find a trustworthy partner in manufacturing. You should have connections with people you can rely on. This is the reality whether you’re chasing the top 15 garment manufacturers in the world or the top clothing manufacturers in China.
Master Your Wholesale Pricing and Terms
In order to earn money, you have to be “in the know” regarding your numbers. The route to getting your clothing brand into shops is all about correct pricing. You need to know the following terms:
- Landed Cost: This is total expense to ship one item from your factory to the warehouse. It includes item manufacturing, shipment, and any taxes.
- Wholesale Price: This is the price you place on the shops where customers get it. Usually, it is 2 to 2.5 times your landed cost.
- Suggested Retail Price (SRP): This is the amount the shop sells the item for. It is usually 2 to 2.5 times the wholesale price. This is often called keystone pricing.
Setting your terms also is a must. Your Minimum Order Quantity (MOQ) needs to be stipulated in this regard. The store’s smallest order should be accepted. You need payment terms (like Net 30, meaning payment is due in 30 days) and a clear return policy.
Let’s run through a brief pricing example:
| Item | Cost/Calculation | Example Price |
|---|---|---|
| Landed Cost | (Manufacturing + Shipping + Duties) | $10 |
| Wholesale Price | (Landed Cost x 2.2) | $22 |
| Suggested Retail | (Wholesale Price x 2.2) | $48.40 (round to $49) |
Phase 2: Assembling Your Professional Pitch Toolkit
When the basic foundation is strong, you can proceed to put together the sales tools. Retail buyers are very busy people. In order for them to grasp the idea of your company and come to a conclusion, you have to provide them with certain documents. The presence of documents indicates your professionalism.
【Unique Value Point】 The Ultimate Retail-Ready Checklist
Before you send a single email, make sure you have every item on this checklist. These are required if you want to be taken seriously.
- ☐ High-Quality Product Samples: At least, you should have the exact number of your best products. The sewing and material used must be the best.
- ☐ Professional Lookbook: You need high-quality photographs. These should include lifestyle photos (with models) to express the brand feeling. Additionally, you need product-on-white photos that buyers see the details.
- ☐ Detailed Line Sheet: This is the most important tool for a buyer. It is a one-page PDF that includes all the essential information. It must incorporate:
- Product Images
- Style Names/Numbers (SKUs)
- Wholesale & SRP
- Color & Size Options
- Fabric Information
- Order & Delivery Dates
- Your Contact Information
- ☐ Brand Story/One-Sheet: This is a single page that tells your story. It covers your mission, your target customer, and what makes you unique.
- ☐ UPC Barcodes: Many larger stores require products to have UPC barcodes. Find out if your target stores need them and have a plan to get them.
How to Create a Lookbook and Line Sheet That Sells
You don’t have to break the bank to create outstanding sales tools. First off, make sure you have a clean background and proper lighting. Natural light usually works best.
The most important thing is clarity. Your line sheet takes precedence in simplicity and readability. It should be direct to the point where a buyer can see at a glance how to place an order. As stated by industry experts, effective product presentation is crucial in wholesale fashion. A carefully made line sheet provides a busy buyer with your products’ details in their store. This makes them likely to give you a yes answer.
Phase 3: Strategic Outreach and Pitching
Now you have a great product and professional tools. It’s time to reach out to stores. The key here is “strategic.” Don’t just email every store you can find. A targeted approach is the best way to get your clothing brand in stores.
Identifying the Right Retail Partners
Finding the right store is about fit, not just fame. Look for retailers that match your brand’s style, price, and customer. A small boutique that loves new designers might be better than a huge department store.
Here’s an actionable tip: go to the stores. See what other brands they carry. Feel the vibe of the store. Does your brand belong there? While you’re there, you can sometimes get the name of the right person to contact. You can also find this info on sites like LinkedIn or by calling the store.
【Unique Value Point】 Crafting the Perfect Pitch Email (That Actually Gets Read)
Your email is your first impression. From our experience, the most successful pitches are personal, professional, and brief. Generic mass emails are deleted right away.
Here’s how to write a great pitch email:
- Subject Line: Make it clear and to the point. Example: “Brand Name x [Retailer Name] Partnership Inquiry”.
- Personal Opening: Show you did your homework. Say something like, “I’m a longtime fan of [Retailer Name]’s beautiful store. I believe my brand, [Your Brand], would be perfect for your customers.”
- The Hook: In one or two sentences, state your brand’s mission and what makes it special.
- The Proof: Attach your lookbook and line sheet. If you have any good press or strong online sales, mention it briefly.
- Clear Call to Action: Make it easy for them to say yes. Ask, “Would you be open to a brief 15-minute call next week? I can also send samples for your review.”
Beyond Email: Trade Shows and Networking
Email isn’t the only way. Trade shows, like MAGIC or Coterie, are events where hundreds of buyers come to find new brands. They can be a great way to make many connections at once.
Also, consider local events. A pop-up shop or a booth at a local market can prove that people want to buy your clothes. This “sales velocity” is very attractive to bigger retailers. It shows them your brand can sell.
Phase 4: Nurturing the Retail Partnership for Long-Term Success
Getting an order is just the beginning. The goal isn’t one order, but a long-term partnership that leads to re-orders for years. How you manage the relationship after the first “yes” is crucial for lasting success.
Fulfilling Your First Order and Providing Excellent Service
This is where you prove you’re a reliable partner. You must meet your deadlines. If there are any possible delays, you must communicate them early and clearly. A frequent mistake new brands make is not communicating enough. Keep your retail partners informed every step of the way.
Make sure your shipping and packaging are professional. The clothes should arrive neat, clean, and ready to be put on the sales floor.
Supporting Sell-Through
Your job isn’t over when the clothes arrive at the store. Now, you need to help the store sell them. This is called supporting sell-through.
You can offer to send them marketing photos for their social media. When you post on your own social media, tag the store. You can also talk to them about training their staff on your brand’s story. You might even hold an in-store event. As The Power of Brand-Retailer Partnerships explains, working together on things like events helps build a community and brings more customers into the store.
Brands that actively help their retail partners sell products see much higher re-order rates. Helping them succeed helps you succeed. This is the ultimate secret of how to get my clothing brand in stores and keep it there.
Frequently Asked Questions (FAQ)
How much inventory do I need before I start pitching to stores?
You don’t need a huge stock of inventory ready to ship. However, you must have a solid production plan with your manufacturer. You need to be 100% confident that you can produce a store’s minimum order and deliver it on time. It’s best to start by pitching a small, focused collection.
Should I sell on my own website (DTC) and wholesale at the same time?
Yes, you can and should. This is a very common and strong strategy. The most important rule is to protect your prices. The suggested retail price (SRP) on your website must be the same as the SRP in your partner’s store. If you sell your clothes for less on your own site, you’ll quickly ruin your relationship with your retail partners.
What’s a bigger priority: a great brand story or a great product?
You truly need both, but the product comes first. A great story might get a buyer to open your email and look at your line sheet. But if the product samples are low quality, you’ll never get an order. The clothes must be well-made and fit well. The brand story creates the emotional connection that makes people love your brand.
What if a retailer says no?
Rejection is a normal part of this process. Every brand faces it. If you can, politely ask for feedback. Was it the price? The style? Or was it just not the right time? Use this feedback to make your brand and your pitch better. Don’t get discouraged. Keep building your brand and find other stores that are a better fit.
Do I need a sales representative to get my clothing brand in stores?
When you’re just starting, you don’t need a sales rep. In fact, many buyers at small boutiques prefer to hear directly from the founder. It feels more personal. As your brand grows, a sales rep or a showroom can use their connections to get you into more stores. But it’s not necessary to get started.
