There’s nothing like good old reality to teach you important lessons.
That’s why I like to write about things that come up with my clients.
Lately two separate fashion clients of mine have asked, “how often should a brand have a new collection?” And it’s a great question. After all, the biggest expense (investment) you make is most probably designing and producing your products.
And the urge to save money can be very powerful.
I have clients who design a line and produce it, and then wait to sell out before they start their next collection.
The problem is that there is no continuity.
You know what happens?
Their customers forget about them during the gaps. Months can go by without having anything to sell and without being able to stay on the top of their customers’ minds.
Every time they launch a new season, they’re basically starting from scratch.
Even worse, most sales reps won’t take on their lines because they really don’t start making money till the later seasons. A good sales rep is there to make money. They need to know that there is going to be a sustained, profitable business behind your brand. Otherwise, it just isn’t worth it for them.
Which leads us back to the question.
How often should you be releasing new products?
The answer is at least twice a year.
With the advent of the internet having your own website is an extremely important part of your own fashion business. Done correctly it operates as your own store, and when you have your own store you endeavor to keep your customers coming in or in the case of a website coming to your site as often as possible.
Ideally, you should release a new product every month.
This will build your consumer loyalty.
When selling wholesale you also want to have your accounts come to see you at least twice a year. However, you should also be showing several different deliveries per collection.
This way you are always introducing something new.
Your goal is to train your customers to shop your line on a regular basis.
Not only will you create brand loyalty, but you’ll also increase sales.