The buying season is upon us once again and with this comes the onslaught of marketing material.
If your business is anything like mine, you are bombarded with mailshots from everyone - the good, the bad and the ugly. But while I enjoy discovering new brands, just how do you wade through this glut of information to identify the key appointments?
Brands want to be noticed, but only you know your customer and what sells. Just how much homework have these brands done on your business? Do they really feel there is a synergy between our companies or is it just a scattergun approach to hitting sales?
Your next best-selling label could be in that pile of envelopes, but I worry that if a brand has targeted me as a potential new client,
it may well have done the same with my competition down the road.
With the economic situation as it is, however, I can’t afford not to see what’s on offer each season. I cannot get peace of mind if I think I could have missed a profitable brand, so I find myself squeezing in many more appointments than I have time for -hardly the right environment for making serious decisions.
But times are changing. If I were to travel outside the UK, I could find genuinely exclusive brands that are not represented here. They may be ‘undiscovered’, but that does not mean they are any less deserving of a place on our rails.
With this in mind, I’ve just ordered two new brands from Argentina and am starting to plan a buying trip to find new labels myself.
Or perhaps I’m the only person who truly knows my customers, and the future lies in the launch of Cristina’s own in-house label? Now there’s a thought.
Melanie Trevett is the owner of premium womenswear boutique Cristina in Weybridge, Surrey