Other than the issues of the economics of the U.S., and the
economics of specific regions, there is another issue a wholesaler
should be aware of that I have experience of as a retailer,
particularly having a large quality sterling inventory.
What I have noticed is that sometimes we love a line, and it moves
slow or does not move. Some lines move well, and then slow or stop
selling. Some lines sell and sell and sell. What I believe is true is
that we have a certain repeat client= ele and once that market makes a
purchase, the line has to refresh with new designs, or it just stops
working for us. Some lines are much better at having new and diverse
designs and/or materials.
If your line was selling well before, and you raised your prices
between 10-20%, and you have new designs it is either the economy, or
your marketing. It is not the price as all wholesale has gone up.
I would think the reps have some idea of what the resistance that
buyers had in relationship to others lines that they were taking
orders for. I would ask them, color, price, selection, and try to
find out what lines did well, and see if you can see what that
company sells, and what was successful for them. The buyers are
responding to something about that line.
Business whether wholesale or retail is all about navigating
circumstances. Things change, and I believe that now with all the
competition and the way spreads so fast, things change
I like to say that there is a front end and a back end to everything.
The front end is making it, the back end is selling it. I have had a
retail store for 15 years, and I am in the process of developing a
line that will become my source of income so I can leave retail. It
has been a good run, and now it is time for a change. I am well aware
that as much time and creativity as it takes to put a line together,
it is going to take that much and more to market what I sell. I have
supported myself for 15 years making jewelry for retail, so there
ain’t no reason I can’t do it wholesale. Just another learning curve.
I want to maximize what I am doing, so I welcome the challenge that
each area brings. In each challenge I face I will achieve success as
I can acquire the skill and knowledge to be successful. Have faith in
yourself and persevere, you will be successful.