Article

I just read a great article in WWD which listed several quotes from retailers at a recent meeting of Retail CEOs.

The themes of these quotes are interesting to everyone in the ladies clothing business.

I will paraphrase a few and touch on these in future columns. These are not direct quotes…but you will get the idea.

It’s about product, creativity and consistency.

The consumer has set the reset button.

The most successful retailers are nimble

My favorite…..If you compete on price….you lose.

Some of these themes are echoed in previous columns.

The Price Theme always bears mentioning…

As a seller of wholesale clothing we cannot make our business about price. You can always find something cheaper, and there is so much more than the price of the item when discussing total value.

It is important to educate your customer so they see that the price of the item is not the only value of the purchase. Value comes in Service and actually enjoying the garment!

How many times have you said to a customer…” I would love to sell that to you, but it doesn’t do anything for you” You were honest, and sold them something else. Try that in a discount  or Price Store.

Every item I got a “deal” on something at one time or another is hanging in the back of my closet, or is the first item given to charity (my apologies to the charity). It didn’t fit right, it was an off color, it was just about price and not the item. So was it really cheap?

Oh yeah! The price was, but in the long run, it was more expensive…Because I didn’t wear it!

Then when I look at a jacket that I couldn’t believe I spent so much cashola on…I realize that it is years old, is still in style, and in great shape.

So which is cheaper? Where did I get the best value?

Oh…I forgot to mention…I also remember the great service, and how the owner of the store made me feel like a millionaire when I bought it….all at no extra charge!

The consumer has definitely set the reset button. It doesn’t mean that they will drive all around town to find it cheaper. I take it that they want value for those precious dollars, and that they will be choosier where they spend it.

As a seller of wholesale clothing I am going to insure every day that I am offering my customers value and service that they can count on…If you do the same we will triumph!