6 x Key Indicators Your Brand will have Wholesale Success!
Ever wondered if your product range will thrive in the wholesale market? It's a question I get asked a lot, and for good reason. You invest your time, money, and effort into your business, hoping for long-term success. But how can you be sure?
The truth is, there's no one-size-fits-all answer. Every business is unique, and numerous factors come into play, including timing, seasonality, economic conditions, and the types of stores you're targeting.
That said, in my experience working with many brands over the past 10 years, I have found several things that are excellent predictors of wholesale success. I truly believe there are a few main indicators, and with these covered, along with the right advice and a good wholesale strategy in place, and confidence in your product range, you can achieve wholesale success. Below, I have listed the key indicators, and I hope that when reading through these, you can start to get a good sense of whether you will do well in the wholesale market. And, you can build and strengthen any elements that aren’t yet strong for you.
A Good Product:
You've tested the market, and you know that you have received positive feedback and a good response to your product. Your product is high quality, has a story, and unique selling points.
Not Holding Yourself Back:
By this, I mean not taking three months to draft an email template because you’re scared to get that first “no” from a store. It could mean quitting after a stockist doesn't reply or convincing yourself that you "don't have the time" or "aren't ready." Get out of your own way, remove the fear, and make it happen.
Pricing Terms, Ordering Process, and Wholesale Catalogue:
Sometimes, as creatives, we fall short on the sales and strategy side - knowing how to strategically write a sales pitch, giving the correct information in a wholesale catalogue, and, for the love of God, an ordering process that is simple and easy! Any of these things can be a dealbreaker for stores.
Great Packaging, Presentation, and POS:
It’s hugely helpful to stores if your line looks great on the shelf. This doesn’t mean fancy, expensive, (or sometimes any) packaging – but it does mean thinking it through and making a reasonable plan, given the specifics of your product. Clever packaging and display options are a necessity.
Commitment to Adaptability and Improvement:
Wholesale is very much a process of experimentation; it's all about being flexible. When you're first starting out, you need to have the mindset of how you can make this better throughout the journey - by all means, set yourself up for success from the beginning but have a willingness to learn, listen to feedback, and adapt along the way.
Ability to Build and Nurture Relationships: Having a strategy in place to nurture those existing stockists and making sure you don't just "ghost them" once you get an order through. I find that my most successful clients are the ones who have the grit and determination to handle the no's, embrace the yes's, and are willing to put the work in initially to execute a strategy and set themselves up properly for wholesale success. It's all about having the tools and strategies in place to give you confidence in the process and the willingness to adapt and change along the way that sets you up for success.
I find that my most successful clients are the ones who have the grit and determination to handle the no's, embrace the yes's, and are willing to put the work in initially to execute a strategy and set themselves up properly for wholesale success. It's all about having the tools and strategies in place to give you confidence in the process and the willingness to adapt and change along the way that sets you up for success.
