Eveningwear and occasionwear brand Bernshaw will allow stockists to place orders via its website, after a drop in visitor numbers to its stand at Paris trade show Prêt-à-Porter encouraged it to find new methods of reaching international buyers.
Bernshaw will add a section to its site this month, which will be accessible to trade buyers around the world. The brand will send selected existing customers a username and password for the site and allow access to potential new clients on an ad-hoc basis. The strategy will allow the business to expand its overseas stockist numbers.
Bernshaw launched the initiative after the number of its customers attending contemporary womens-wear trade show Prêt-à-Porter in January declined.
Director Alex Bernstein said: “This year the show was quieter for us than previous years as people were struggling to attend and justify the cost implications of three or four days away. With 70% to 80% of our customers now having their own transactional websites, they are becoming increasingly tech-savvy and this is a new way for us to reach the customers we may have missed at the show.”
The site will work in the same way as Bernshaw’s consumer ecommerce site, but with the checkout stating ‘order now’ rather than ‘buy now’. Zoom functions will allow for a detailed viewing of product, while wholesale rather than retail prices will be displayed. Delivery times remain the same whether customers order product through trade shows or online.
Bernshaw has 150 stockists, 100 of which are in the UK, with others in France, Italy and Holland.