Seller Blog
Advice, help and support for ASOS Marketplace sellers.
Trade show 101: How to prep for your first trade show.
The STITCH menswear show
works with hundreds of brands and thousands of buyers from over 62 countries,
and this is growing season on season. As a lot of our brands exhibit at both STITCH and other tradeshows, we asked Brian Duffy, the founder of STITCH to jot down
his top 5 tips for getting the most out of a tradeshow if you’re a small designer
brand or label.
1. Preparation Is Key!
Think about the set-up of your stand, the design and layout and how this depicts your brand. Basically, think about how you want the buyers to experience your brand when they call onto the stand.
2. Have A Clear Understanding Of Your Collection.
Know the product. Make sure you understand the fabrics, the sizing, the colour options etc. You should be able to explain how it feels to wear, and how the sizes come up.
3. Think About Your Wholesale Price Points.
Traditionally most brands work on a 2.5 / 2.6 mark up from the wholesale cost to the retail price, so a garment retailing at £25 would be £10 wholesale on a 2.5 mark-up. Think carefully about your numbers before you arrive at a show.
4. Prepare a Target Customer List.
In the run up to the tradeshow the show organisers should support you in reaching out to your target retailers if you are not already in contact with them. You should have an idea of where you would like to be stocked throughout the country, and here at STITCH our team will personally invite representatives on your behalf to attend the show.
5. Send Invitations Out.
Brands of any size should always send out invitations of their own to target retailers to boost awareness of the show and your participation. If every brand does this you can pretty much assume that 99% of the desired retailers will have received an invitation. A plus point for everyone.
3. Think About Your Wholesale Price Points.
Traditionally most brands work on a 2.5 / 2.6 mark up from the wholesale cost to the retail price, so a garment retailing at £25 would be £10 wholesale on a 2.5 mark-up. Think carefully about your numbers before you arrive at a show.
4. Prepare a Target Customer List.
In the run up to the tradeshow the show organisers should support you in reaching out to your target retailers if you are not already in contact with them. You should have an idea of where you would like to be stocked throughout the country, and here at STITCH our team will personally invite representatives on your behalf to attend the show.
5. Send Invitations Out.
Brands of any size should always send out invitations of their own to target retailers to boost awareness of the show and your participation. If every brand does this you can pretty much assume that 99% of the desired retailers will have received an invitation. A plus point for everyone.
STITCH itself showcases some of the best menswear and
accessories / footwear brands from the UK and international markets. Last
season saw the introduction of a dedicated streetwear platform – SWITCH, which
played host to some of the most exciting streetwear brands in the market today.
VISION was also a great success, this area was supported by ASOS Marketplace
and was the perfect platform for young, niche, contemporary designers and
brands looking for an affordable platform to enter into the wholesale arena.
It’s clear that the UK is enjoying a resurgence as an
international fashion destination and we are proud to have played an important
role in that progression. I hope you find the tips useful and if you have any
questions about STITCH, or want to
enquire about exhibiting at STITCH in February in 2013, please contact Jennagh
Delaney: jd@stitchmenswear.com
