What to look for in a good fashion sales agent?
by: Maggie Hackett
 
A fashion sales agent is one of the most important team partners an emerging designer can have in terms of getting the designer’s brand in boutiques and department stores.  Some agents work for major corporate agencies and some agents are independent.  Some agents work out of their showrooms only and some others “road” the labels that they represent.   But many do both!

For an emerging fashion designer, choosing an agent could be a daunting task.  Mainly because designers don’t always know where or how to find good agents and most agents who are advertising don’t always meet the designers’ budget.  Because of that fact, a lot of designers quickly hire the first agent that they meet out of maybe frustration or because they want to sell so badly.  So when looking for the perfect agent for your brand, I always advise designers to conduct a thorough interview of the agents as you would when hiring an in-house sales agent.  I find a lot of designers who set up a meeting with me spend the entire time telling me about their labels and when do I want to get started.  Wrong! 

The way to think about it is that, the agent is a sales person who’s in the business of making money.  They have to sell the products to make their commission.  So the designer who is most of the time a creative person has to put the business cap on and get out of the person who is going to represent your line all that you need.  When having that first phone or in-person communication with the sales agent, the designer would do well to give a brief detail of the garments and how he/she got started.  Then ask the designers a few questions about himself/herself.  A few questions that are always good to ask are:

How long you’ve been in business?

Although that’s not the most important question because some agents could be new to selling fashion; but have a lifetime of experience in sales that’s invaluable.

What lines are you currently representing (don’t be shy to reach out to those designers and get their feedback on the agent)

• That’s perhaps one of the most important question because that will determine whether or not the agent is the right person to represent your line.
• Take a look at the other styles that the agent is representing.  It’s best that they are complimentary to your line but not competing with it.
• If they are an independent “Road” agent, it means that they keep your samples in their homes and take them to the buyers.  You need to know if their home is pet and smoke free.  I’ve heard countless of stories of agents showing up at tradeshows with bottles of “Febreze ®” to remove cat and incense smells from their clients’ garments.
• The agent will more than likely have a contract for you to sign but feel free to have a “Terms and Conditions” in place as a guide for selling and presenting your clothes.
• When you find your agent, do all you can to support their efforts
  • Provide your agent with any paraphernalia necessary to promote your line such , electronic and printed look books, clean and well presented samples,
  • Pay your showroom fee on time
  • Pay your portion of any tradeshow that you agree to participate in on time
  • Don’t be late with your shipments to the stores
  • If possible meet with your agent if not feasible because you’re out of the country, have a few conversations at different times of the day over the phone or via Skype.  The first initial meeting can be done via email but you need to talk to the person who is going to represent your line in front of buyers.  The reason for that is, you need to see if your agent is outgoing, have a great attitude is pleasant and charismatic.  And stay in touch with your agent often to inform yourself of his/her progress.
  • Don’t make a decision right away.  Interview a few agents in the area before setting your eyes on one agent. 
  • Remember, the agent works for you not the other way around; but be pleasant at all times and remember to be patient if your garments are not selling right away.  It’s a recession and buyers are taking their time with their budget right now.

Emerging designers have it tough as it is and can’t afford to start out with the wrong person to sell their designs.  Do your homework and be bold to avoid misrepresentation of your lines.  Remember, it’s your dream, your art that you are in trusting with someone.  Don’t take it lightly!

mhackett@maramagency.com
www.maramagency.com
PH: 917.500.1086