How Important Is Buying In The Right Collections For Your Brand?
Choosing the right collections for your brand based on your consumer needs
So, you’ve got your luxury clothing brand ready, store open, you know your consumer inside out, but before cutting the ribbon and popping the champagne cork too far, luxury brands need to consider how important is it for their Fashion Buyers to choose the right clothing collections for the brand. To many, if not all brands, this key element in the business model is very important as fashion brands don’t want to deter the customer away before they have even walked through the doors. After all, a fashion brand revolves around the garments on offer, so why offer something not up to par?
When considering buying the right collections for the high-end high street or luxury fashion brand, buyers need to focus their attention on their brand’s unique identity, to enable them to purchase key garments, collections and accessories that fit in well with their brand’s aesthetic, narrative, market sector and price point. To give an example, if a brand aesthetic is shabby chic, the clothing collections needs to meet this feel, the same as if the brand is tailored for an outdoor lifestyle, the garments need to fit this aesthetic. Therefore, Buyers and Merchandisers need to be very open and aware of changes, developments and trends within not only the luxury side of the industry, but the fast fashion sector also, so they can pinpoint and choose from many designers and collections, exactly which collection or designer will best fit in their stores and please the consumers.
On top of this, in a fashion industry that it as bold and brilliant as it is bland and beige, buying clothing collections and designer pieces that are unique and will make your brand stand out is also an issue buyers need to grapple with, but that is a highly important one, to make sure the clothing collections make the right consumers swoon and spend. Moreover, making you clothing tell a story, is also a key part of picking the right collection for the brand. But more importantly, this story telling through the right clothing needs to fit in with the consumers own niche story and lifestyle, or clothing won’t be bought and profits will be minimal….
This is why it is highly important for the Fashion Buyer and Merchandisers to focus on the niche of their consumer and the area of the industry they sit in, while considering that they still can’t please everyone. Well, maybe they could, but that would be highly expensive and time consuming.
Therefore, an in-depth knowledge of the brand’s consumer is of great importance, so that the collections and garments purchased for the brand will fit directly into the consumers lifestyle. Questions like “Are the consumers at an age when they can afford to invest in luxury, more sustainable fashion,” “are they part of an outdoor lifestyle community,” “do they need sparkling Haute Couture pieces that will last a life time” and “are the consumers interested in bright, vivid, boohoo styles or neutral styles and colours” need to be answered and considered by the Buyers before they purchase the collections.
Pulling this knowledge and consideration altogether to simultaneously match the brand and consumer’s DNA can be tricky, but experienced Buyers more than often pull this off, to result in consumers perusing aisle after of aisle of beautiful luxury fashion.
Written by Anna Bevilacqua