TIPS FOR FASHION DESIGNERS: THE LANGUAGE OF SELLING

As an emerging designer, one of the key success factors for differentiation in an over crowded market, is how you introduce your brand to fashion professionals or customers. Your message must be impactful and you need to get it right first time. 

As a buyer, I regularly went to fairs (Tranoi Paris, Capsule Paris, Pitti Uomo Florence, D&A New York) where I would see more than a hundred brands a day. What first attracted to me to a stand was of course the product/sample collection but what truly captivated my attention and would determine whether a collection was memorable or not, would be what was said about it. The speech surrounding a collection is absolutely the key for selling it to anyone.

Fashion fair in New York City

Adopt the right mindset

It is absolutely wrong to think that you need to be a professional salesperson to deliver a good speech. Be confident and be positive. Anyone can do it by following the steps described below. 

Consider your audience

Remember that your audience is anyone who you interact with and wants to know about your brand. This of course includes fashion professionals (press, store managers, clients and bloggers), but just as important is your best friend and your wider circle, who can become your first customers and a porte-parole for your brand among her/his friends if she/he believes in your brand. 

The best way to create a successful brand is to create a loyal base of followers and once you have achieved that you can start promoting it to a wider audience.

What to include in your selling speech

Passion & Vision

The story of your brand must be genuine and credible and include why you began your brand along with the inspiration behind it. 
Example: you always had a passion for jeans and having worked in many jeans shops it gave you a clear understanding of the competitive landscape and what was missing in that segment so that’s why you started your line.  

It is also good if you can impersonate the brand by wearing it. This part must make the listener believe in your capability to bring something special to the market and that your brand can generate a following. The most successful brands are the ones which have a very loyal customer base.

Example of clothes made with passion. Rei Kawakubo exhibition at the Metropolitan Museum Spring 17.

Longevity & Commitment    

It is important to convey that your brand is here to last. You could talk about how many seasons you have already been in business or how long you have been thinking of creating a fashion brand. You could also say a few words about the vision you have for the future of your brand. The listener must understand that you are really committed to the development of your business and that they can be part of it. 

Logistics & Distribution

Speak about the current state of the brand and its logistics: the existing distribution (retail and online), your social media channels, the yearly pacing of your collections, the current sales and where you produce.

Range & Style

To finish, give a precise description of two key pieces of your collection with samples if appropriate. This must include: the details about the finishings, the size range (if applicable), where the garment is made and some words about the style.

Speech length

Practice your speech with a friend or alone in front of your mirror. It needs to be delivered very fluidly and by heart. Time yourself. 

You need a very short version for passing busy customers, lasting about 1 minute. This version should include key elements from above and the description of one item. 

You also need a longer version if people show interest or if you need to formally introduce your brand. This should be about 5 minutes including all key elements mentioned above. 

Final tip

The tone of the speech is almost as important as what you say. You need to be passionate and excited about your brand. Enthusiasm is contagious and will make people remember you.

Katja Noschis Delaloye, fashion brand strategist