If you are studying the possibility of going into a profitable business, you might just consider becoming a western apparel accessories dealer.
As a dealer of western apparel and accessories you are not the middle man. The middle man is your western goods supplier. But as a dealer, you make more money on a per item basis than the supplier does, because you are your own boss, and can mark up the products as you please according to their value and according to the wealth of the public that you serve.
Selling western apparel means that you buy your western wholesale items and you re-sale them at a mark up price.
You can sell your western wear at your brick and mortar store or at your online store. However, to really become successful at selling western products, such as western apparels and western accessories, you should sell them at a brick and mortar store, preferably a store located at a tourist area, such as a store at the main thoroughfare of a tourist town, or located at the main small business shopping locations of a large town.
It is not a good idea to locate your store at a Mall, as Mall shoppers usually tend to shop for fashions that are not western.
You should also be very, very focus on your business plan, by this I mean, you should focus on one western product to sell, and not all of them. For example, stores who focus on Western B-B-Q Sauces for example draw huge clouds as opposed to stores that sell all kinds of things, and add western products to their shelves.
To become successful, at being a western retailer, or dealer, you need to narrow your focus, and become specialized in one item, and them, expand your variety of that item as much as possible, so that withing that narrow choice the customer can have an array of other choices. For example, if your store specializes in Western belts, then you should sell western belts only, in an array of styles and designs and colors.
You should focus the name of your store on the theme of western belts, so people will know an recognize and brand your store name with what you sell. And everything else that you sell at your western store should be to accessorize your western belts, with a narrow focus at the belts, such as western style belt buckles made of precious metals, belt buckles made of semi-precious metals, rhinestones belts, rhinestones belt buckles, semi-precious stones belt, semi-precious stones belt buckles, including belt buckles with precious stones.
I saw my first example of a focused dealership in the 70’s. It was hat store. As you know, men and women hats were not in fashion in the 70’s. But, the wise owner of this store laser focused her merchandise to women hats only of all shapes and sizes and colors, in all kinds of hat styles. Her next wise step was that she opened a very, very small one room boutique at the highest tourist area of San Francisco, which was at pier 39.
Because the square footage of her hat shop was so small, it gave the impression that it was full of customers all the time. Now this is a sales psychology trick, if people see a lot of people at a store or at a restaurant, they can’t help but to go check it out what is so good about it. Let’s face it, would you go into a restaurant to eat or at a store to shop which always looks empty? Of course not.
So, when opening a specialized boutique or store, that is focused in one product, build a store that it is small footage so that just a few customers inside will make it look like a busy business all the time. However your items for sale must be well displayed and easily accessible to customers, so that they can handle your merchandise, and try it on on the spot, etc.
Don’t display everything you have all at once. You may display your most attractive items sparingly, one day at a time, and just a few items enough to attract customers, but not so many. Too many items in a store or on display makes the customer indecisive. Some people can’t make decisions, and too many choices in front of them confuses them, and they end up not buying anything. You want them to have only a few choices at a time, so they can make the decision to buy within 30 seconds of being in your store.
Offline and Online Store
Next, besides your brick and mortar store, you want also an online store, so that if you can capture customers that are looking for your western products online and sell to them. But, the same concept of laser focus and few products displayed at a time, goes for online stores—Too many items in your website, specially items that are not related, products that are not focused on your store theme, takes too much of the customer attention from what they really came online to buy and they click out and you loose the sale.
Don’t be deceived by the size of stores and their success, big spacious stores does mean success, some of the smallest little cabby spaces make the most money, especially if they are located in busy streets and tourist areas. If you are ever in San Francisco, you can see many example of these tiny boutiques, in tiny spaces making thousands of dollars a day. I’ve seen people standing on line to enter some of these specialized small stores on a sales day.
Continue to “How To Become a Dealer For Western Clothing – Part II”