How to choose the right wholesaler and distributor for a fashion brand?

A renowned fashion brand makes its way in portuguese streets. Fast-forward some months or even a year, and the same brand has a critical question: how to strengthen its presence in this new market?

Of course, we’re imagining this scenario, however, there’s a reality here. Finding the right local distributor is key to making this happen.?

The distributor needs to understand the market and align with the brand's vision and strategy. To help with this challenge, we've compiled a step-by-step guide on choosing the ideal partner.

Step 1: Know the Brand and Target Market

It may seem obvious, but it's always worth remembering. This step is the basis of everything. Brands should know what they stand for.

Second, they should break down the target market by age, income, fashion preferences, shopping habits, and potentially lifestyle choices. Why is it necessary? For example, if a brand targets high-end consumers, it should focus on areas with higher incomes and luxury shopping habits.

Third, brands must analyse competitors who are successfully operating within the same market.

Knowing the brand’s identity backward and forwards, being assertive about it, and knowing exactly the target to reach are important for making the right decision.

Step 2: Now, let’s research?

Research, research, and research. Until the teams identify potential distributors who are a good fit. Brands can use industry databases, seek recommendations from established fashion insiders, and analyse market statistics. For example, from Euromonitor, Statista, or local fashion industry reports.

Brands can also participate in fashion trade shows and industry gatherings that occur in Portugal or Europe. Events like Porto Fashion Week, Lisbon Fashion Week, Paris/London/Milan Fashion Week, among others.?

Visiting Portugal can also be a good option. Brands can see with their own eyes the operational process and market reputation of potential distributors.

These are useful tools to identify distributors who are aligned with the brand's identity.

Step 3: It’s all about building relationships

Networking is crucial in the fashion industry. Fashion brands should attend industry events, trade fairs, and conferences to meet potential distributors. They should schedule face-to-face meetings during events or in the wholesalers' showrooms.

More than creating contacts, it's also important to maintain regular contact. Brands can enjoy this time to learn more about the distribution ecosystem and also share insights and knowledge about the fashion industry. The basis for a win-win relationship.

Step 4: Reputation and reliability will set the answer

Case studies that focus on the delivery process or the quality of service will help with the decision. Brands should ask for references and understand the relationship between some potential distributors and past Clients.

Remember, a professional distributor is key to maintaining a trouble-free supply chain.

Step 5: Distribution Capabilities: one skill that can’t be missed

Warehousing facilities, logistical infrastructure, and order fulfilment capabilities are some examples. Visiting the showroom is, again, a strategic way to confirm how the distributor works and organizes the products.?

Brands should also consider the geographic reach and how the distributor is prepared day by day. For example, with real-time inventory or frequent reports, plans to handle logistical disruptions, among other factors.

A distributor with an efficient and well-established network can simplify the supply chain, shorten lead times, and reduce the risk of stockouts.

Entering a new market is exciting. There’s no doubt. With the right distributor, the path to success is much clearer.?

We truly believe in this. Our goal is to always have the best tools to perform our job better and with more quality.

Do you have experiences to share, or are you looking for specific insights into entering the Portuguese market? Connect with us. Let’s transform challenges into opportunities!

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