Discuss the process of getting your t-shirt line into brick and mortar stores and selling offline. Topics include industry tradeshows, events, line sheets, sales reps and other retailing tips and advice.
My company, Bear Annihilator Apparel, has been around for a little over a year. However, we've generated a lot of demand and a small cult following in the Phoenix area largely due to selling t-shirts each month at First Friday, the nation's largest artwalk. Although we're popular in Phoenix, we're unknown almost everywhere else.
Every month we receive such a strong response from customers that it leads us to believe that we have a pretty good shot at getting carried at stores across the nation, but the high cost of trade shows like Magic (~$5000+) is holding us back.
My question is, would it be worth taking a loan to cover the cost of admission to Magic and relabeling my brand's shirts? How much in sales do new companies typically generate at Magic? Would going to Magic or any other trade shows such as Pool or Agenda a guarantee for national distribution?
My company, Bear Annihilator Apparel, has been around for a little over a year. However, we've generated a lot of demand and a small cult following in the Phoenix area largely due to selling t-shirts each month at First Friday, the nation's largest artwalk. Although we're popular in Phoenix, we're unknown almost everywhere else.
Every month we receive such a strong response from customers that it leads us to believe that we have a pretty good shot at getting carried at stores across the nation, but the high cost of trade shows like Magic (~$5000+) is holding us back.
My question is, would it be worth taking a loan to cover the cost of admission to Magic and relabeling my brand's shirts? How much in sales do new companies typically generate at Magic? Would going to Magic or any other trade shows such as Pool or Agenda a guarantee for national distribution?
Arther, I usually don't go out of my way to comment on websites, but yours looks awesome! It's simple and clean. Usually bigcartel sites are totally over-done or under-done. The blog looks great as well.
Care to share the secrets behind your photographing setup? You have some fantastic looking product shots.
Great job on the site! also like your designs, right along the lines of the stuff coming out from UpperPlayground, Scifen, CrownFarmer, Mishka, ect.. (not comparing, just saying i can see it on the shelf next to those types of brands).
I would not invest in going to Magic right now, maybe next year would be better. Spend 2010 getting the brand out there.. out side of Phoenix. after your brand has more visibility.
Then it would be worth dropping that investment into going to Magic, setting up a nice clean both (i'd actually try to mimic the look of your site for a booth!) and taking orders. It's good to get people talking about your brand before your attend these shows.
Have you put the shirts into any stores in Phoenix yet? or the neighboring areas
Make sure you have some hot females there.... make sure they are hustling to get everyone's information. Try to rent a bar code scanner to capture the info off the badges.
YOU Better make sure and have a plan of follow up when the show is done. That is the number one mistake I see lines that attend magic making. They forget to follow up with the buyers.
Magic is a really great outlet to finally reach that nation/international audience that you are looking for. If you have never been to Magic before, I would suggest you attend just with yourself and a coworker to see how things work. Assuming you have attended Magic before, you should be pretty set. Consider how soon you will be able to pay off that loan with your company's income (one with if you get a few offers from buyers and one without offers). Without risk there is no reward!
You might want to try to find a rep, which is how Poster Pop got started in 97. Actually I had the rep from an earlier line I had of my own art, before Poster Pop, where I never did need to get my own booth..
A couple of years later, Poster Pop decided to get our own booth, mainly to show the whole line instead of 5-10 designs... You might wanna just walk the show and show some samples to some reps for future shows, or maybe get them in immediately...
There's also incubator type tables at various parts of Pool and Magic where you basically get a table and a "rack". they are made specifically to launch new designs.
BTW, your line is exactly what i see at Pool ie the Ames Brothers Look... so you might do good, or not. It all really depends on the whole industry. You have a good buzz in look, feel and website...
BTW I applied to do the Pool Show and they palmed me off to a rep for Streetwear at MAGIC. I think they want a certain College, Lounge, Rave Look at Pool.
Wow thank you guys for the helpful responses, I really appreciate it.
lburton3 - my photos were taken in my house, I bought a roll of seamless background paper and built a stand with PVC pipe from homedepot. the lights i used were something extremely similar to this Westcott (2) Strobe Softbox + Umbrellas - 242 - RitzCamera.com
just two lights, one softbox and one umbrella.
red514 - i'm only carried in two stores in phoenix. i've tried sending out line sheets and making phone calls to a long list of stores but i haven't made a sale. i'm thinking that going to a trade show is the only way stores will take my company seriously.
I'm planning on going to either agenda, magic, or pool this august.
How many shirts should I bring to the show? should I completely restock my entire inventory before I go, or should I attend a show, take orders (if I get any) and then restock according to those orders? I can't thank you guys enough for your help!
red514 - i'm only carried in two stores in phoenix. i've tried sending out line sheets and making phone calls to a long list of stores but i haven't made a sale. i'm thinking that going to a trade show is the only way stores will take my company seriously.
cold calling is not the best way to promote your brand (i'm under the impression your line is very artist and culture driven), in person would be ideal. I'd suggest targeting what stores you want to be in, make a connection and build a relationship to have them carry your line. This takes allot of time and energy but you're targeting specifically where you want your stuff to be seen and will be more valuable in the long run.
Last edited by red514; April 7th, 2010 at 09:15 AM.
I exhibited at MAGIC 3 times and at Project 1 time. While I got a dozen or so new accounts each time, I have yet to make a profit after all the show expenses. I am going to try an online wholesale website next. Let me know how you do with your line. I am vry curious.
Registered buyers at the show have to wear a badge showing their name, company, and a bar code. Some buyers coming into your booth to look at your product might have run out of business cards, and forget to write down their info as they shop your line. Some exhibitors rent an infra red scanner to scan the buyers' badges to retrieve their contact info ( which was gathered when buyers filled out admission application before they entered the exhibit hall). There are many ways to get customer information, such as buying a list from the show producer. But in the end, it's no different than cold calling. Most buyers who are interested will actively leave you their info at your booth or write you an order at the show. Getting brand new orders after the show is really hard.
Your gear is dope, but personally I would hold off on Magic. That show is huge and almost all the brands there will have custom cut & sew going on with product inventory the size of your local skate shop. This including shirts, pants, hoodies etc. Start with small shows, and work your way up. Pick the trade shows wisely, cause its very easy to waste money on a poorly run show. Or waste money on a show out of your league at the time.
Is my company ready to go to Magic? 
