Walk into a Tesco and the first aisle you come to is the offers: buy two get one free, three for £1 and so on.
I bet not many of us make it down that aisle without plucking something off the shelves.
Behind every one of these offers is a retailer/supplier partnership. The fashion sector can learn a lot from these relationships and needs to work more closely together to create sales initiatives that will benefit us all.
What we really need is creative joint marketing initiatives – be that point-of-sale, in-store promotions or customer offers.
The major power brands could learn a lot from fledgling emerging labels. At Serene Order we work closely with new brands to help shape their collections. In turn, they give us free product for staff uniforms and for running promotions. They regularly talk to us about sell-through, swap stock and replenish us quickly on fast-moving lines.
The dialogue with the bigger brands where, ironically, we spend the most money, is radically different and rarely touches on any of these areas.
There is a saying that you should take care of everyone you pass on the way up, as you’ll probably bump into them on the way back down. Big brands take note.
- Nad Ahmed, Owner of premium indie Serene Order in Solihull