How do we decide what to sell?
February 23rd, 2010 by Catherine | Filed under Plus Size Fashion.Have you ever wondered how your favorite stores decide what to sell? Do you wish you could have some input? It’s that time!
At La Grande Dame, our buying method is part science, part art and lust.
Part One, The Science (AKA, the non-creative part) – we take a look at what sold in the last couple seasons. Was there a designer that sold particularly well? Was there a designer that had a very high return rate? Were there styles that were universally loved? This step involves sales records and statistics (fun!!). It also involves figuring out how much we sold of each style/designer/color/etc and then forecasting what we think will happen this season.
Part Two, The Art – This is where buying gets really fun. We go to NY and LA and have sales reps come to us to look at everything the designers are offering for the upcoming season. We get to touch the fabrics, see the styles and really interact with the designer (or rep) to decide what our customers will love. In this step we are looking at:
1) Style!! Is this a beautiful, flattering, fashionable piece that women will love? Is it on trend? Is it a classic “must have”? Is this something I would want in MY closet?
2) Fabric: Will the fabric lay nicely on the body? Will it hold up well? Will it wrinkle as soon as you sit down? Will it be horribly uncomfortable? Sometimes this step involves saying no to items we love because they just won’t lay properly on the body. Fabrics that don’t lay smooth on a manequin will never look right on a living, breathing, curvy body.
3) Fit: We know not every woman is going to look good in the same items but there are some things that no matter how cute, won’t flatter the majority of our customers bodies. Oversized 80’s t-shirts? They might be cute in principle but they are not going to flatter our customers curves and no one will buy them. If they don’t look awesome on our models you won’t buy it.
4) Price: Based on previous experience, is this item priced at what customers will pay? We are looking at designer name, quality of construction, quality of fabric as well as style and cut. If an item is priced incorrectly you let us know by not taking out your credit card.
5) Will the quality of the fabric and design translate to online shoppers? Since we are an online store you can’t touch and try on our clothing. Therefore, we have to rely on photographs and product descriptions to get across the quality of the fabric. Sometimes expensive, sumptuous, luxury fabrics do not translate well into sales on an online store because photos just can’t capture the beauty of the item.
There are no good formulas for figuring out the “art” of buying so it is mostly based on experience and gut.
Part 3 – LUST: Sometimes the art and science fly out the window when we see an item we absolutely can’t live without. It must be in our collection NOW! These are the items we dream about until they arrive and then wear until they fall apart. This step is how we introduce new designers, fun trends or just something a little bit different. We just plain love fashion and clothes and sometimes can’t say no!!
Are there particular styles or designers that you would love to see us carry? Is there a particular area that you think we are missing? We would love your input. Please make recommendations in the comments!!
Comments Feed
Great article! One thing I didn’t see – do you check out straight size trends/runways to see what’s hot in order to bring the same/similar looks to plus sizes? Just curious how much that informs your decisions.
ps. would love an add to your bookmarks if you think we’re worthy
We do, lots! I guess that would fall under “style” – actually, I just updated it after your comment to say “Style!! Is this a beautiful, flattering, fashionable piece that women will love? Is it on trend? Is it a classic “must have”? Is this something I would want in MY closet?”
We are both big, BIG readers of fashion magazines. La Grande Dame has a subscription to every magazine you have heard of (even from Canada and Europe) Plus, my first stop every morning is Style.com. We try to keep through those means.
I don’t know if you are all familiar with La Grande Dame…I am straight sized and my business partner (Mom, Michelle) is plus sized. Between the two of us we try to figure out what trends will be fun and flattering on actual bodies (not runway hangers).
Girls, If there is a piece of clothing that you feel is missing from your wardrobe that you have looked high and low for let us know. We will check around for it when we visit with the designers. La Grande Dame’s goals are to help you build a wardrobe that is versatile, flattering and most of all fun
There are multiple online sources for ceratin plus sized clothing lines. Eileen Fisher comes to mind. Adding that to your selection doesn’t make anything available I don’t already have access to. I would love a bricks and mortar store so I can try things on, but that isn’t what you do.
The other role you can play is to carry plus brands that are not otherwise easily available online or carry a line in more depth than is usually available on other online websites.
All of this has to work with pricepoints and types of clothing your customers seek. Perhaps more Eurpoean lines that aren’t readily available in the US? I would have suggested Lafayette 148, but their own website is pretty comprehensive and it seems Bloomingdales is now carrying the plus sizes online. Does Ellen Tracy still exist? Is ther a plus line? What about the Anne Klein brige line?
That would be Anne Klein bridge line.
I love Johnny Was/JWLA for some more casual Ts and nice silk shirts. Currently get them mainly from Neiman’s but would it if you carried a few? Also agree about some more European designers. What about Elena Miro? Or Elena Grunert? I have seen them featured in stores in the UK but they aren’t available in the US. Might be impossible but who knows! Love the Anna Scholz but if you can carry a few more of hers, that would be fantastic. Also, I know you are probably getting some more but your Spring Marina Rinaldi is scarce. When I go directly to their website, I am just loving alot of the SS10 line – both casual and things that could be worn to work. Maybe it’s coming in soon? I am going to Chicago in May and planning a trip to the MR store there. And I also do buy Eileen Fisher too so a few basics from her might be good and would sell well. OK, I will probably think of some more things to post later.
Thanks for asking!
Thank you!!! We really appreciate your feedback and hope to get more. It’s interesting that several of you ask for basics.
It’s unfortunate, Ellen Tracy doesn’t do plus any more, we all know Dana Buchman has gone downmarket to Kohls exclusively…Kors is doing some cute things but the quality is questionable. Anne Klein is just doing AK in plus size
We are always searching for the next big thing in high quality, designer brand. Momo didn’t pan out but we are onto the next big thing!
Oh, Johnny Was only sells to department stores
We have been trying to source Elena Miro…hopefully that will pan out soon, it is so painfully beautiful!!
Please, we love these comments. The more the merrier. As we grow, we will have more clout with these designers and will hopefully be able to convince them to do plus sizes for us.
Perhaps I should clarify. I am happy to buy brands available elsewhere from your site as opposed to Bloomingdales, Saks, Neiman Marcus, Nordstrom. Supporting small business is always a positive and your customer service has been great. What I was trying to say is stocking easily available brands doesn’t increase my options. Like most plus size women, I’m always looking for more options in quality clothing than are usually available.
Catherine – I know I’ve seen Johnny Was or it might have just been JWLA at a small Dallas boutique in regular sizes and I’ve seen some of both online at some place in Colorado, http://www.elizabethembellishments.com or something like that. I’m excited that you might get Elena Miro! That would be great.
Thanks!