Fight The Good Fight

For those of you who weren’t paying attention, we’re currently selling our second season (Two’s Company) for Spring/Summer 11-12. By selling of course, I mean selling to stores – not to end customers.

Some of you will remember how completely awful selling last season was. I was largely ignored by people I approached and strung along by those who didn’t. So, I’ve been pretty thrilled with the response received this season. That said, the response hasn’t been the positive one I was hoping for.

Let me explain. Stores I’ve approached this season have been really lovely. Primarily, they’ve been responsive which is huge in its own right. They’ve also been extremely complimentary about the label. However, in most cases they’ve been turning me down. Why? Because retail is apparently diabolical at the moment. Even the most established stores with prestigious labels are struggling.

Indeed, stores I’d admired and shopped in over the years are now closing. A store I approached last season (but didn’t end up stocking with because we’re now stocked literally across the road from them) is closing. They’ve been open less than a year.

I really believe in what Bento is about. I have a vision and I will take whatever measures necessary to see it through to fruition. That said, it’s clear this won’t be an easy journey. If I can succeed in this environment though, imagine how robust Bento will be in good times.

I believe this is an equation that goes both ways though. My stockists will tell you I do a lot to ensure the success of my label and their store(s). I expect them to do the same though. This means positioning the product appropriately, being informed about the labels and pieces they stock and providing unequaled service.

Sure, some people are shopping less. So why make it easy for them to not shop at your store or buy your label? Remember: people are still buying after all.