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The Ultimate Guide To Wholesale Fashion Success For Brands

In wholesale fashion, staying ahead means being well-informed and strategically adept.

This guide is crafted to arm you with that understanding, offering a mix of foundational insights and forward-thinking strategies.

Whether you've been carving out a new opportunity with wholesale, or scaling operations with an established brand, here you'll find everything you need to navigate the complexities and capitalize on the extensive opportunities that the wholesale fashion industry presents.

Table of Contents

What is Wholesale Fashion?

Wholesale fashion is about creating valuable connections between brands and a diverse array of retailers. It enables multi-brand stores to curate unique and appealing assortments for their customers, while offering brands an avenue to amplify their presence, attract new customers, and scale their business efficiently. This model creates a symbiotic relationship between manufacturers, designers, and the retail market, ensuring a dynamic and vibrant flow of fashion goods that meet consumer demands.

Wholesale is a vital component of the global fashion industry, acting as a strategic link between the creative forces of designers and manufacturers and the diverse retail landscape.

Wholesale fashion operations play a key role in expanding your brand's reach by opening up various wholesale opportunities and store types. This model allows you to align with your specific aesthetic, price point, and target customer base, while also presenting opportunities to expand geographically and diversify your consumer segments.

Through wholesale, fashion products can be strategically placed in a range of retail settings, from high-end department stores to specialized boutiques, offering you a chance to increase your customer base and establish a broader geographic presence.

The wholesale sector also offers a dynamic and multifaceted approach to distribution, essential in an 
ever-evolving market. It can help mitigate the risks associated with relying solely on a direct-to-consumer distribution model and enables a more robust and diversified market presence. A strategic approach to wholesale can significantly influence the market placement and retail success of your fashion products.

Your A to Z List of Key Terms and Concepts in Wholesale Fashion

Understanding the key terms and concepts in wholesale fashion is essential for navigating the industry effectively. 

This concise A to Z glossary gives you a solid starting point, from operational terms like inventory management to evolving areas like digital transformation. 

Let’s get started!

Advanced Shipping Notice (ASN):

A notification of pending deliveries, an ASN is a document that provides detailed information about a forthcoming shipment.

API Integration (Application Programming Interface Integration):

This is a connection between two or more applications that allows systems to exchange data.

Average Order Value (AOV):

AOV tracks the average dollar amount spent each time a customer places an order.

Available to Sell (ATS):

The quantity of inventory that is currently in stock and available for sale to customers at a given time.


Refers to the range of products or merchandise offered by a retailer, encompassing various styles, sizes, colors, and designs to cater to diverse consumer preferences and needs


Backorders occur when a product is not currently in stock but is still available for purchase, with an expectation of future fulfillment.

B2B (Business-to-Business):

This term refers to transactions between businesses, such as between a manufacturer and a brand, or a brand and a retailer.

Brand Identity:

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.

Customer Relationship Management (CRM):

CRM is a strategy for managing an organization's relationships and interactions with potential and existing customers.

Digital Catalogs:

These are online publications that showcase products for sale, often including detailed descriptions, pricing, and images.

Digital Line Sheets:

These are digital documents used in wholesale fashion that present a product line with images, descriptions, and wholesale pricing, typically used for order placement.


A retail fulfillment method where a store doesn't keep the products it sells in stock but instead transfers customer orders and shipment details to either the manufacturer or a wholesaler, who then ships the goods directly to the customer.

Ecommerce Integration:

This refers to the coordination between a company's ecommerce site and back-end accounting and inventory (or ERP) systems.

Enterprise Resource Planning (ERP):

ERP is a type of software that organizations use to manage day-to-day business activities such as accounting, procurement, project management, and supply chain operations.

Ethical Sourcing:

This term refers to ensuring that the products being sourced are created in safe facilities by workers who are treated well and paid fair wages to work legal hours.

Exclusivity Agreement:

A contract where a supplier agrees to sell certain products only to a specific retailer or within a specific market.

Fashion Forecasting:

Fashion forecasting predicts future fashion trends based on past and present style-related data and consumer behavior.

Gross Margin:

Gross margin is the difference between revenue and cost of goods sold (COGS), divided by revenue, and expressed as a percentage.

Gross Merchandise Value (GMV):

a total sales monetary-value for merchandise sold through a particular marketplace over a certain time frame.

Handling Fee:

A handling fee is an additional charge intended to compensate for the labor and materials used to prepare and package products for shipment.

Integrated Payment Solutions:

These are payment processing tools that are integrated into other business software systems for streamlined financial operations.

Inventory Tracking:

Inventory tracking refers to the process of keeping tabs on a company’s stocked goods and monitoring their weight, dimensions, amounts, and location.

Just-In-Time (JIT) Inventory:

JIT is an inventory strategy that aligns raw-material orders from suppliers directly with production schedules to reduce warehouse space and costs.

Key Account Management:

This is a strategic business approach involving the identification, development, and nurturing of relationships with strategically important clients.

KPI (Key Performance Indicator):

KPIs are measurable values that demonstrate how effectively a company is achieving key business objectives.

Lead Time:

Lead time is the period between the initiation and completion of a production process, often used in understanding the time taken from ordering to receiving goods.


A linesheet is a document or digital presentation used by fashion brand to showcase their product offerings to buyer. It typically includes key product information such as item numbers, descriptions, wholesale prices, available sizes, and color options, aiding retailers in making informed purchasing decisions


A lookbook is a visual marketing tool used by fashion brands to showcase their collections in a stylized and inspirational manner. It often consists of professionally curated photographs or images featuring the latest designs, outfits, and trends, serving as a creative resource for retailers and consumers to envision styling possibilities and fashion inspirations

MOQ (Minimum Order Quantity):

MOQ refers to the minimum amount of a specific product that a supplier is willing to sell; it's a crucial factor in wholesale purchasing decisions.

Multi-Channel Distribution:

This term describes a distribution strategy that uses various channels to reach customers, such as retail stores, online platforms, in-home catalogs, and wholesale points of distribution.

Net Terms:

Net terms are payment terms used in invoicing that specify how many days a customer/retailer has to pay the invoice in full.

Negotiated Shipping Rates:

These are shipping costs that have been negotiated between the seller and the shipping carrier, often at a discounted rate due to volume or loyalty.

Off-Price Retailing:

Off-price retailing refers to selling high-quality goods at a lower price than the regular retail price, often by capitalizing on overstock or end-of-season goods.


Omni-channel refers to a multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a mobile device, a laptop, or in a brick-and-mortar store.

Order Management:

Order management encompasses the entire process of receiving, modifying, confirming, tracking, and fulfilling customer orders in the wholesale and retail sectors.

Order Fulfillment:

This term refers to the complete process from the point of sale to delivery of a product to the customer.

Open to Buy (OTB):

OTB is a budgeting and planning tool that helps retailers manage their inventory levels by calculating how much merchandise they need to purchase.

Order Lead Time:

This is the time that elapses from when a customer places an order to when they receive it, encompassing order processing, production, and shipping.

Product Information Management (PIM):

PIM involves managing the information required to market and sell products through distribution channels, including descriptions, specifications, pricing, and images.

Product Lifecycle Management (PLM):

This is the process of managing the entire lifecycle of a product from inception, through design, manufacturing, to its service and disposal.

Quality Assurance:

Quality assurance refers to the processes and procedures in place to ensure that products meet and maintain desired standards of quality.

Real-Time Analytics:

Real-time analytics involves the analysis of data instantaneously, allowing businesses to make immediate decisions based on current information.

Retail Markup:

The difference between the cost of a product and its retail selling price, representing the retailer's profit margin.


The process of ordering more stock of a product, typically done when style desirability has proven high or inventory levels of that product are low.

Sales Forecasting:

The practice of predicting future sales based on historical data, market analysis, and trends, crucial for inventory and production planning.


A situation where inventory for a particular product is completely depleted, potentially leading to lost sales and customer dissatisfaction.

Supply Chain Visibility:

The ability to track and understand the status of goods as they move through the supply chain, from manufacturer to end consumer.

Suggested Retail Price (SRP):

The price recommended by a manufacturer or supplier for the retail sale of a product, often used as a guideline for retailers.


An event where companies in a specific industry showcase and demonstrate their latest products and services, often to potential customers and partners.

Trade Margin:

The difference between the selling price of a product and the cost to the business, signifying the profit margin made on that product.

Turnover Rate:

In retail, this refers to the rate at which inventory is sold and replaced over a period.

UPC (Universal Product Code):

A barcode symbol commonly used in the United States and Canada for tracking trade items in stores.

Virtual Showrooms:

Digital platforms that simulate the experience of a physical showroom, allowing buyers to view and interact with a collection virtually.

Wholesale Pricing:

The price charged for goods sold to retailers or distributors rather than to the end consumer, usually lower than the retail price.

Zero Inventory:

An inventory management strategy aiming to keep stock levels as low as possible, reducing holding costs and increasing efficiency.

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The Wholesale Fashion Ecosystem: Roles and Relationships

The wholesale fashion ecosystem is a vibrant and complex network, where brands, suppliers, retailers, buyers, and sales agents all interact. This ecosystem goes beyond just producing and selling; it encompasses the entire lifecycle of fashion goods, including design, manufacturing, and distribution. 

The synergy among these diverse players ensures the seamless operation of the industry and its continuous development. 

Grasping the intricacies of this network is key to developing an effective wholesale strategy for your brand. 

Let’s explore the dynamics and the relationships at play…

Fashion Brands

  • Role and Responsibilities: 

Brands are the creative heart of the fashion industry. You design and sometimes manufacture fashion collections, setting trends and defining styles. Their main responsibility is to create appealing, high-quality products that meet market demand.

  • Importance:

Brands are crucial for injecting creativity and innovation into the industry, driving trends, and fulfilling consumer demand for new and unique products.


  • Role and Responsibilities:

Distributors act as intermediaries between manufacturers and retailers. They purchase goods in bulk and distribute them to various retailers. Their responsibilities include managing logistics, storage, and sometimes promoting the products to retailers.

  • Importance:

Distributors help in expanding the reach of fashion products, making them available in diverse markets and helping brands to scale their operations without needing to directly manage numerous retail relationships.


  • Role and Responsibilities:

Suppliers provide the raw materials needed for creating fashion products. This includes fabric, buttons, zippers, and other components to name a few. They need to ensure the quality and timely delivery of these materials.

  • Importance:

Suppliers are the foundation of product manufacturing. The quality, cost, and availability of materials from suppliers directly affect the final product's quality and price.

Retailers & Buyers

  • Role and Responsibilities:

Retailers are the endpoint in the distribution chain, responsible for selling products to the end consumer. Buyers within retail operations select products from brands to sell in their stores.

  • Importance:

Retailers and buyers are crucial for understanding and responding to consumer demand. They are the direct link to the consumer, providing insights back to the brands about market trends and consumer preferences.

Showrooms & Agents

  • Role & Responsabilities

Showrooms display collections from various brands, helping them to attract retailers and buyers. Agents act as representatives for brands or manufacturers, negotiating deals and managing relationships with retailers.

  • Importance:

Both showrooms and agents play critical roles in marketing and sales. They help brands expand their reach, find new buyers, and negotiate terms, acting as essential conduits in the fashion supply chain.

In understanding the roles and responsibilities of each player within the wholesale fashion ecosystem, you can better navigate this complex network, create strong relationships, and ultimately drive new opportunities and growth.

A tailor adjusting a suit: this image, there's a tailor attentively adjusting a mannequin dressed in a sharp blue suit, likely in a fashion boutique or atelier. This scene emphasizes the importance of detail in creating a perfect fit in clothing design.

The Best Wholesale Fashion Client Acquisition Strategies

Acquiring new clients is a key step towards your brand’s business expansion and durability. This process involves understanding and catering to a wide spectrum of retail clients, each with distinct needs.

However, challenges like stiff competition and shifting market dynamics call for creative and adaptable strategies to not only draw in new clients but to keep them engaged with your brand over time.

Here are some of the top strategies JOOR brands use to expand their business and offering.

How to Leverage Tradeshows for Buyer Connections

Tradeshows play a massive role in the wholesale fashion industry. They are not just events; they are opportunities—platforms for networking, showcasing your collections, generating orders, and staying abreast of industry trends.

They provide an invaluable platform to connect with potential clients, bringing together industry stakeholders to offer a concentrated and focused environment to exhibit and create new relationships.

Networking and New Opportunities

These events are networking goldmines. They offer the chance to meet new clients, reconnect with existing ones, and even scope out the competition. The face-to-face interactions can lead to opportunities that might not arise in other settings.

Showcasing Your Collections

Tradeshows, complemented by the power of virtual showrooms, offer a hybrid sales environment that effectively showcases your collections. Virtual showrooms provide a convenient and wide-reaching platform for buyers to explore and interact with your products digitally, and tradeshows add a valuable dimension by offering an in-person experience. This combination ensures a comprehensive and engaging representation of your brand, catering to diverse buyer preferences and enhancing the overall sales experience.

Keeping up with Industry Trends

Attending tradeshows keeps you informed about the latest trends and movements in the fashion industry. This knowledge is invaluable in aligning your products and strategies with market demands.

JOOR’s Top Tactics for Tradeshow Success:

Attending tradeshows keeps you informed about the latest trends and movements in the fashion industry. This knowledge is invaluable in aligning your products and strategies with market demands.

  • Put in the Pre-Tradeshow Preparation

Preparation is key to maximizing the benefits of tradeshows. This includes:

- Researching the event

- Understanding the attendee profile

- Setting clear objectives

- Crafting a compelling story around your brand and products

- Making sure your iPad is charged and your apps are up-to-date

  • Invest in Effective Booth Design and Setup

Your booth is your first impression. An effective design should not only attract attention but also reflect your brand's image and ethos. It should invite visitors to engage with your products and representatives.

  • Maximize Networking Opportunities

Tradeshows are about making connections. Have a strategy for how you'll engage visitors, collect their information, and follow up. Prepare your team with key messages and ensure they understand the goals for the event.

  • Plan Your Marketing and Promotion Before the Event

Promote your presence at the tradeshow through various channels like social media, email marketing, and your website. This can increase foot traffic to your booth and create a buzz around your collection.

  • Follow-Up Tactics Post-Tradeshow

The work doesn't end when the tradeshow does. Prompt follow-up is crucial. Reach out to the contacts you've made, thank them for their time, and take the next steps in your business relationship.

  • Measure Success and ROI

Evaluate the success of your participation in the tradeshow. Look at the number of leads generated, the quality of the connections made, and any direct sales or partnerships that resulted. This will help in understanding the ROI and how you can improve for future events.

Digital Prospecting for Brand Discovery

The digital revolution has dramatically transformed the landscape of the wholesale fashion industry. Gone are the days when success was solely dependent on physical showrooms and face-to-face meetings. Today, digital platforms have opened up a world of opportunities for brands to showcase their products and connect with buyers globally.

The Digital Shift in Wholesale Fashion

Digital technology has changed how wholesale fashion operates, from design and production to sales and distribution. It has made the market more accessible and transparent, allowing smaller brands to compete on a larger scale and buyers to identify key brand partners from anywhere in the world. This shift has necessitated the adoption of digital prospecting as a key strategy in brand discovery and customer acquisition.

Looking to use tech to grow your wholesale operations?

Learn more about expanding your retailer network and much more:

Enhancing Supply Chain Management with B2B Platforms For Fashion Wholesale

What is Digital Prospecting?

Digital prospecting is the process of using online tools and platforms to identify, engage, and convert potential leads into customers. It involves a strategic approach to using digital tools and software, social media, email campaigns, and other digital channels to attract and interact with potential buyers.

Unlike traditional methods, digital prospecting offers the ability to reach a larger, more diverse audience with greater precision and insight.

Importance of Digital Prospecting

In the highly competitive market, the ability to effectively reach and engage with a wide range of clients is a necessity for your brand’s success. Digital prospecting allows you to break geographical barriers and connect with retailers and buyers you might not have accessed otherwise. It provides a platform for smaller or newer brands to gain visibility and for established brands to expand their reach and discover new markets.

JOOR’s Top Tactics For Effective Digital Prospecting:

  • Create a Great Online Presence:

Your online presence is often the first point of contact with potential buyers. A well-designed, user-friendly B2B profile on your wholesale management platform—which should operate in a similar way to a consumer ecommerce website—showcasing your collections with high-quality images and detailed information, can make a strong impression and help in building brand recognition and loyalty.

  • Target Retailers Online:

Utilize the power of your wholesale management platform for targeted online retailer engagement. This approach includes using the platform’s expansive network for better brand visibility, precisely targeting retailer demographics with customized content, and nurturing leads through specialized communication.

The integration of online tradeshows and virtual showrooms also serve as key platforms to enhance buyer interaction and showcase your collections, effectively expanding your reach in the digital wholesale space.

  • Utilize Analytics and Targeting:

One of the most significant advantages of digital prospecting is the ability to gather and analyze data. Tools like your wholesale management platform’s Analytics and Reporting features as well as customer relationship management (CRM) offering can provide insights into who your ideal retailers are, what they're looking for, and how they interact with your brand. This data can be used to refine your marketing strategies, personalize communication, and ultimately, convert prospects into valued customers.

By creating a robust online presence, targeting retailers strategically, and utilizing analytics for informed decision-making, you can expand your reach, better understand your market, and achieve sustainable growth in a competitive environment.

Networking with Buyers: Tactics and Benefits

Networking in wholesale fashion is not just a practice; it's an essential driver of business growth and opportunity for your brand. It's about building relationships that foster trust, understanding, and mutual success.

In the fast-paced world of fashion, where trends and market demands change rapidly, the ability to network effectively with buyers can set your brand apart, offering a competitive edge and a path to sustainable growth.

Understanding the Buyer's Perspective

Effective networking begins with understanding your buyer's perspective. Each buyer has unique needs, preferences, and challenges. By genuinely understanding and aligning your offerings with their requirements, you create value for both parties.

This process requires empathy, an ability to listen and understand what the buyer is truly seeking, and then responding with solutions that meet those needs. Building genuine relationships based on understanding and trust is at the heart of successful networking.

Benefits of Strong Buyer Relationships

The benefits of strong buyer relationships are manifold.

Firstly, it leads to the development of loyal clients who are more likely to do repeat business with you. These long-term relationships can become the cornerstone of your business, providing a stable and reliable source of revenue.

Secondly, a deep understanding of your buyers can offer valuable insights into market trends and consumer preferences, helping you stay ahead of the curve.

Lastly, satisfied buyers are often your best advocates, providing referrals and recommendations that can expand your network and open up new opportunities.

Leveraging Technology in Networking

Technology has opened new avenues for networking, making it more efficient and far-reaching. Digital tools like your wholesale management platform can help you manage your contacts, track your interactions, and plan your follow-ups more effectively.

Utilizing Showrooms, Sales Reps, and Distributors

The synergy of traditional sales channels like physical showrooms, sales representatives, and distributors with digital platforms and virtual showrooms forms the most effective strategy. Digital innovations streamline processes like online buying and inventory management, while traditional methods maintain their relevance by offering personalized experiences and tangible product interactions.

Combining these approaches allows for a comprehensive and effective growth strategy that leverages the strengths of both digital and in-person interactions, ensuring a winning approach for both you and your buyers.

The Role of Showrooms in Wholesale Fashion

Showrooms, whether physical or virtual, act as a space where the tangible meets the intangible, where buyers can interact with your collections firsthand and immerse themselves in your world.

These spaces serve as brand ambassadors, reflecting your brand's identity, quality, and essence. A well-curated showroom not only displays products but also tells your brand's story, creating an emotional connection with the buyer that goes beyond the product itself.

Significance of Sales Representatives

Sales representatives are the human face of your brand, playing a big role in building and maintaining relationships with your buyers. They bring a personalized approach to sales, understanding the buyer's needs, and aligning them with your offerings. Their deep understanding of your collection and market trends enables them to provide valuable feedback and insights, making them invaluable in shaping business strategy.

Distributors as Market Expanders

Distributors act as the arms that extend your brand's reach into new markets and territories. They have the local knowledge and network that brands often lack, making them crucial for navigating logistical complexities and market nuances.

Distributors can help you overcome the barriers of entering new markets, from understanding local regulations to establishing a customer base.

Find out more about the brand/retailer connection here:

Digital Wholesale Fashion: Reshaping The Brand/Retailer Connection

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Structuring Your Collection For Fashion Wholesale Success

Curating a collection for your wholesale partners demands a keen insight into what retailers and their customers are seeking. Your collection should reflect your brand’s character while also appropriately catering to the market's preferences, striking a balance between distinctive brand identity and market-driven demand to achieve both profitability and customer satisfaction.

Balancing Trending and Evergreen Items

Crafting a well-balanced collection in wholesale fashion is about striking the right chord between trend-focused pieces and those with broader commercial appeal. This approach ensures your collection appeals to a variety of retailer needs while maintaining consistent demand, adapting smoothly to different seasons and market changes.

By blending trendsetting designs with universally appealing items, you can create a versatile and attractive offering that resonates with diverse retailer preferences and their customer bases.

  • Trending Items:

Trending items capture the essence of the current fashion climate. They attract attention and can lead to quick sales. However, their popularity might be short-lived, corresponding with the fast-paced nature of fashion trends.

  • Evergreen Pieces:

Evergreen items are the staples of any collection. They have a timeless appeal and continue to sell over time, providing a stable revenue stream for your business. These pieces reflect the core identity of your brand and should resonate with your long-term vision.

Classify Replenishable Iconic Pieces

  • Identify Iconic Pieces:

Every brand has certain items that become synonymous with its name. These are your iconic pieces: the ones that define your brand and are perennial favorites among customers. Identifying these pieces is crucial as they often become the face of your brand.

  • Maintain the Right Stock Levels:

To ensure that these iconic pieces continue to drive sales, maintaining appropriate stock levels is essential. They should always be available to retailers, reinforcing the reliability and consistency of your brand.

  • Tell Your Brand Story Through Your Collection:

Iconic pieces provide an excellent opportunity for storytelling. They are not just products; they represent what your brand stands for. Effective marketing should tell this story, connecting with customers on an emotional level and reinforcing your brand identity.

Set Prduction Minimums for Profit and Scalability

  • Understand Production Minimums:

Production minimums refer to the smallest number of items that must be produced or ordered to keep manufacturing costs feasible. Setting these minimums is a balance between not overproducing, which can lead to excess inventory, and meeting retailer demand.

  • Balance Demand and Supply:

Accurately forecasting demand and aligning it with your production capacity is vital. This involves market research, historical sales data analysis, and sometimes, a bit of intuition about future market trends.

  • The Importance of Scalability and Flexibility:

Your production strategy should be scalable, allowing you to adjust according to market demand. Flexibility in your production process can help you adapt to new trends, sudden changes in demand, or unexpected opportunities.

How To Effectively Present Your Collection

How you showcase your collection is as important as the collection itself. It's a storytelling tool that goes beyond visual appeal, reflecting your brand’s ethos and how you position your products. Effective presentation, both in person and virtual, can charm buyers, change perceptions, and drive successful sales outcomes.uld be scalable, allowing you to adjust according to market demand. Flexibility in your production process can help you adapt to new trends, sudden changes in demand, or unexpected opportunities.

Showcasing Collections: Physical and Digital Methods

In today's diverse retail landscape, both physical and digital showcases should play vital roles in the presentation of your collection. Each method offers unique benefits and, when used in combination, can significantly enhance the overall impact of your presentation and sell-through to potential buyers.

Below are a few of the top physical and digital channels you can use to showcase your collections in the wholesale fashion space:

Physical Presentation

  • Tradeshows and Showrooms:

Tradeshows and showrooms are traditional but impactful platforms for your physical presentations. They offer buyers a tactile experience, allowing them to feel the texture, appreciate the quality, and see the true colors of your products. This physical interaction is invaluable and can often be the deciding factor in a buyer's decision-making process.

  • Fashion Shows and Events:

Fashion shows and other industry events provide a dynamic platform to bring your collection to life. They allow you to demonstrate how your clothing moves and fits, and how it can be styled, creating a complete visual story that can captivate potential buyers.

Digital Presentation

  • Online Profiles:

An online profile, whether on your website or a B2B platform, is often the first point of contact with a potential buyer. A well-crafted online profile with high-quality images, detailed descriptions, and brand storytelling can make a strong impression and draw buyers into your collection.

  • Virtual Showrooms:

Virtual showrooms replicate the experience of a physical showroom in the digital space. They provide an immersive experience, allowing buyers to explore your collections at their convenience via hi-resolution imagery and video, without geographical constraints.

  • Online Catalogs and Lookbooks:

Digital catalogs, line sheets, and lookbooks allow you to present your collection in a curated and visually appealing manner. They can be easily updated and distributed, making them a flexible, sustainable, and cost-effective presentation tool.

  • Online Tradeshows and Digital Selling/B2B Ecommerce:

Online tradeshows and some wholesale platforms provide additional avenues for showcasing your collection to a global audience. They offer you the potential to reach buyers who might not attend physical events and provide a platform for immediate transactions.

Benefits of a Hybrid Presentation Approach

Adopting a hybrid approach to your collection presentations, utilizing both physical and digital methods, offers a multitude of benefits. Here are just a few of them:

Leveraging the Strengths of Digital in a Physical World

  • Wider Reach and Accessibility:

Digital platforms can extend your reach far beyond the limitations of physical location, allowing you to connect with buyers globally.

  • Cost-Effective and Time-Efficient:

Digital presentations can be more cost-effective and less time-consuming to produce and update, allowing for greater flexibility and responsiveness to market changes.

  • Enhanced Buyer Experience:

Offering both physical and digital presentation options provides flexibility and convenience for buyers, allowing them to engage with your collection in the way and at the time that suits them best.

  • Engagement and Storytelling:

Using digital tools within your physical presentation, such as interactive displays or augmented reality, can enhance the buyer's experience, making it more engaging and memorable.

  • Adapting to Market Needs:

Responsiveness to Trends: A hybrid approach allows you to quickly adapt your presentation to changing market trends and buyer preferences, ensuring that your collection always feels current and relevant.

  • Data-Driven Insights:

Digital tools provide access to analytics and insights that can help you understand buyer behavior and preferences, allowing you to tailor your presentation and collection to better meet market needs.

By using the strengths of both digital and physical, and adapting to the needs of the market, you can create compelling and engaging presentations that resonate with your buyers and drive sales.

Find out more about how you can present your collection to buyers

JOOR's Virtual Showrooms: 5 Killer Features That Will Impress Your Buyers

How To Drive Wholesale Fashion Sales

Driving wholesale sales is not just about moving your products; it's about crafting and executing a sales strategy that resonates with your buyers and cultivates long-term relationships with aligned retailers.

The key to success often lies in a comprehensive approach that combines savvy sales tactics with genuine relationship-building. It's about understanding your buyer's needs, aligning your offerings accordingly, and consistently delivering value. Here are a few sales tactics to think about incorporating into your strategy:

  • Prepare and Plan:

Every successful buyer appointment starts with meticulous preparation and planning. Understand who your buyer is, what their market entails, and what their customers are looking for. Prepare your product knowledge, anticipate questions, and be ready to demonstrate how your collection meets their needs. Know your unique selling points and be ready to articulate them clearly.

  • Personalize Your Presentations:

Personalization is key. Digital tools can be used to enhance your ability to personalize your presentation to a specific buyer, highlighting products and features that will most appeal to their customer base. Show that you understand their challenges and how your collection can help address them.

A personalized approach shows the buyer that you value and respect their business and are committed to a mutually beneficial partnership.

Using Data-Driven Best Seller Insights to Capitalize on Sales

  • Analyze Your Sales Data:

Data is one of your most valuable assets. Analyze sales data to identify which items are your best sellers and why. Look for patterns in what sells well in different markets or at different times of the year. Understanding your sales data helps you make informed recommendations to buyers and decisions about what to produce, how much to produce, and where to focus your sales efforts.

  • Use Predictive Analytics:

Predictive analytics can take your sales strategy to the next level. By analyzing past sales data and market trends, predictive analytics can help forecast future demand, identify potential new markets, and anticipate changes in consumer preferences. This forward-looking approach allows you to be proactive rather than reactive, staying ahead of the curve and adjusting your strategy accordingly.

  • Incorporate Customer Feedback into an Analysis Loop:

Customer feedback is invaluable. It provides direct insight into what your end consumers like and dislike, what they're looking for, and what trends are emerging on the ground. Incorporate this feedback into your analysis loop to continually refine and improve your collection and sales strategy.

Interested in digging deeper into how data and analytics can aid your wholesale operations ?

Read our blog on the Top 5 Data Insights Every B2B Wholesale Fashion Director Needs.

The Importance of Margin Optimization and Profitable Style 

The ability to maximize profit margins while delivering styles that resonate with the market is crucial for long-term wholesale success. Margin optimization and profitable style recommendations are not just about increasing your short-term gains; they're about building a sustainable and thriving wholesale brand. Here’s what you need to think about implementing:

Conduct a Regular Cost Analysis

  • Regular Review:

Regularly reviewing and analyzing the cost of goods sold (COGS) is essential for understanding your profit margins. This includes the direct costs associated with producing your products, like materials, labor, and manufacturing overhead.

  • Identifying Cost-Saving Opportunities:

By regularly analyzing these costs, you can identify opportunities for savings, such as negotiating better prices for materials or finding more efficient production methods.

Adopt the Right Pricing Strategy

How you price your collection plays a crucial role in its market success. It’s important to balance the perceived value and quality of your products with competitive pricing. A well-crafted pricing strategy can elevate your collection’s appeal, making it more accessible and desirable to a range of retail partners. 

Here are a few pricing strategies to consider before going to market with your next collection:

  • Competitive Pricing:

Your pricing strategy should reflect the value of your products while remaining competitive in the market. Consider factors like brand positioning, target market, and the perceived value of your products.

  • Dynamic Pricing:

Be open to adjusting your prices based on market demand, competitor pricing, and other external factors. Dynamic pricing can help you stay competitive and maximize profits.

Introduce Product Mix Optimization

  • Balanced Portfolio:

A well-optimized product mix includes a variety of styles that cater to different market segments and price points. This helps to spread risk and maximize overall profitability.

  • Data-Driven Decisions:

Use sales data to understand which products are performing well and which are not. Focus on promoting high-margin, popular items while reconsidering or discontinuing underperforming ones.

Managing Dropped Styles and Upselling Techniques

Success in managing your inventory and boosting sales comes from the strategic handling of dropped styles and employing effective upselling techniques. Here are a few strategies you can make use of:

Inventory Management and Managing Dropped Styles

  • Proactive Approach:

Efficient inventory management is key to handling dropped styles or underperforming products. Regularly review your inventory levels to identify these items.

  • Clearance and Flash Sales:

Use clearance sales or flash sales to move dropped styles quickly, freeing up warehouse space and recouping some of the costs of manufacturing.

Upselling Techniques

  • Higher-Margin Products:

Train your sales team to upsell higher-margin products that complement the buyer's initial choice. This increases the average transaction value and improves profitability.

  • Product Bundling:

Bundle complementary items at a slightly reduced price compared to buying them individually. This encourages larger purchases and can move slower-selling items along with bestsellers.

  • Limited-Time Offers and Tiered Pricing:

Create urgency with limited-time offers and use tiered pricing to encourage buyers to purchase more for a better deal.

  • Value Adds:

Offer additional value, like expedited shipping or exclusive after-sales services, to make the deal more attractive.

Use Analytics for Sales Performance Measurement & Growth

Measuring and tracking your brand’s wholesale sales performance and growth is key. Here are just a few ways you can:

  • Key Performance Indicators (KPIs):

Establish KPIs at the start of the financial year to track and measure your wholesale performance. These could include figures such as sales growth, profit margins, customer acquisition costs, and inventory turnover.

  • Sales Dashboard:

Leverage a sales dashboard to track these KPIs in real-time. This gives you a clear view of your business's health and helps you make informed decisions quickly.

  • Use a Model of Continuous Improvement:

Adopt a culture of continuous improvement. Regularly review your sales strategies, learn from past performance, and adapt your approach accordingly. This will ensure your business remains agile and responsive to market changes.

How To Negotiate The Best Sales Terms

Negotiating sales terms is a critical skill in wholesale fashion, essential for helping you craft successful, long-term business relationships. Effective negotiation goes beyond merely discussing prices; it encompasses a comprehensive understanding of the various aspects of your sales agreement, ensuring that both parties feel satisfied and valued before any deal is signed.

Hone in on Your Negotiation Skills

Effective negotiation can greatly impact the success and sustainability of your business relationships. It's about finding a balance between meeting your own business objectives and understanding the constraints and requirements of your retail client. A win-win approach, where both parties' needs and limitations are understood and accommodated, can lead to more successful, equitable, and long-lasting partnerships.

Key Considerations in Sales Agreements

Before you type up any sales agreement with a retailer, here are few aspects to consider when discussing terms with them:

  • Pricing and Payment Terms:

Negotiating fair and transparent pricing is really important. This also includes discussing payment terms that are feasible for both you and your client. Consider factors like payment schedules, methods, and any potential discounts or incentives.

  • Minimum Order Quantities (MOQs):

Agreeing on MOQs that satisfy both your need for profitability and your buyer's inventory requirements is essential.

  • Delivery and Shipping Terms:

Discussing and agreeing on delivery schedules, shipping methods, and responsibilities for shipping costs and logistics is key for a smooth transaction.

  • Return Policy and Damages:

Having a clear agreement on how to handle returns, refunds, and damaged goods can prevent future conflicts and misunderstandings with your retailers.

  • Exclusivity and Territory Rights:

These terms can be important for both parties in planning market strategies and should be discussed openly and agreed upon mutually.

Leveraging Payment solutions

Timely payment is just as important as a signed sales agreement. When doing business with your retailers, take into consideration the following:

  • Streamline Transactions:

Efficient payment processing is crucial for smooth transactions. Look for solutions that offer quick, reliable, and secure processing.

  • International Payments and Payment Safeguards:

With any global transactions, consider the complexities of international payments and ensure your payment solutions offer adequate safeguards against fraud and currency fluctuation risks.

  • Integration with Financial Systems:

Seamless integration with your existing financial systems can save time and reduce errors, making the overall process more efficient.

  • Flexible Payment Terms:

Be open to negotiating payment terms. Offering discounts for early payments or other incentives can encourage prompt payment and foster good relationships.

Find out more about our embedded payment solution JOOR pay:

Find out more here

Maximizing Marketing Support from Wholesaler Partners

Working closely with your retailers from a marketing perspective can be a great strategy for expanding your brand's reach and impact. Here are some of the ways you can work together to drive maximum impact:

  • Co-Marketing Agreements:

Discuss the possibility of co-marketing efforts. This can include joint advertising campaigns, shared promotional materials, or co-hosted events, all of which can extend the reach and impact of your brand and products.

  • Visibility and Promotion:

Negotiate for your products to be featured prominently in the retailer's store, website, email marketing, or on their social media. This can include prime shelf placement, window displays, featured listings, or special promotions.

  • Your retail clients will have a sound understanding of their clientele. For maximum effectiveness, work closely together on marketing to reach these consumers.

Why You Should Embrace Digital Transformation in Wholesale Fashion

In wholesale fashion, the integration of digital technologies doesn't mean abandoning your traditional methods but rather enhancing them. This synergy between the old and the new allows for a more robust, flexible, and comprehensive approach to business.

Digital transformation is not about replacing the value of face-to-face interactions, the tactile experience of products, or the established efficiencies of traditional supply chains. Instead, it’s about augmenting these elements with the speed, efficiency, and reach that digital solutions offer.

For example, while digital showrooms can extend your brand's visibility globally and optimize the in-person selling experience, physical showrooms and trade shows still play a crucial role in fostering personal relationships and giving buyers a tactile experience of your products.

Offline to Online Registration

The fashion industry is embracing a dual approach, enhancing brick-and-mortar store experiences while also offering robust virtual shopping options. This evolution is not just about shifting from stores to online platforms; it's about how digital technology can enrich both aspects.

Incorporating digital solutions improves overall operations, contributing to greater efficiency, cost savings, and enhanced customer experiences. The synergy of digital transformation in physical stores and online platforms brings multiple advantages, including improved data analysis, heightened market responsiveness, streamlined operations, and an expanded global reach. This balanced integration marks a new era in fashion retail, where digital and physical.

Buyers and consumers seamlessly transition between online and physical worlds, looking for a unified and smooth buying experience. The JOOR platform contributes to this integration through advanced digital technology.

For instance, when a buyer opts for an in-person meeting, JOOR's iPad app is utilized to optimize the buying experience. This app synchronizes seamlessly with the desktop platform, allowing you and your buyers to efficiently continue your interaction in a virtual environment post-appointment. Such integration allows you to harness the strengths of both channels – combining the convenience and efficiency of online tools with the personalization and tangibility of offline experiences.

How Brodie Cashmere used JOOR’s Virtual Showroom to Drive Growth & Revenue

In the case study of Brodie Cashmere, the luxury knitwear brand revamped its market approach by adopting JOOR's Virtual Showroom, moving away from traditional-only marketing and geographical constraints to showcase their collections globally.

This strategic digital integration not only broadened their international customer base but also streamlined their sales and operational processes, showcasing the profound impact of digital tools on the potential for growth and increased revenue.

For an in-depth look at Brodie Cashmere's successful digital transformation, you can read the full case study here.

Want to find out more about how to integrate your offline and online wholesale operations?

Read mor here: Fashion Wholesale Online: A Guide to Integrating with Your Offline Business

 The Importance of B2B Digital Platforms in Wholesale Fashion

  • Streamlining Operations:

Digital platforms reshape manual, time-consuming processes into streamlined, efficient operations. They facilitate automation, efficient supply chain management, and visibility, all of which are crucial for quick decision-making and responsive business practices.

  • Enhancing Customer Engagement:

Discuss the possibility of co-marketing efforts. This can include joint advertising campaigns, shared promotional materials, or co-hosted events, all of which can extend the reach and impact of your brand and products.

  • Data-Driven Decision Making:

Harnessing the power of data analytics is perhaps one of the most significant advantages of digital. It allows for market insight gathering, inventory optimization, and predictive analysis, helping you make informed decisions.

  • Expanding Market Reach:

Ecommerce capabilities and digital platforms break down geographical barriers, providing your brand with local and global connectivity. This expansion is not just about reaching more customers; it's about tapping into new markets and opportunities.

  • Cost Reduction and Increased Efficiency:

Digital tools can reduce overheads and increase operational agility. You can react more quickly to market changes, adjust strategies in real-time, and reduce costs associated with the traditional wholesale buying and selling process.

Taking Advantage of a Digital Wholesale Fashion Platform

A wholesale fashion management platform like JOOR is more than just a tool; it's a comprehensive solution for managing every aspect of your wholesale process. It offers centralized operations, robust features, and functionalities, and the ability to customize and scale according to your business offering.

  • Centralized Operations:

These platforms provide a single, unified view of all operations, from inventory management to order processing and customer relationships.

  • Robust Features and Functionalities:

From real-time inventory tracking to automated order processing and customer management, these platforms offer a range of features designed to streamline and enhance your operations.

  • Customization and Scalability:

The ability to customize the platform according to your specific business needs and scale as the business grows is crucial for long-term success.

Benefits of Digital Wholesale Platforms for Brands

The merits of digital wholesale platforms for brands are immense and multifaceted. Here’s a short list of our top benefits:

  • Increased Sales and Revenue:

By providing an efficient, user-friendly platform for buyers, you can boost sales and revenue. An effective digital platform makes it easy for buyers to do business with you, leading to increased orders and repeat business.

  • Improved Retailer Insights:

Digital platforms offer valuable insights into retailer behavior and preferences, helping you tailor your offerings and strategies to better meet retailer needs.

  • Market Reach and Accessibility:

With a digital platform, you can reach a wider market, overcoming geographical limitations and tapping into new customer bases.

  • Real-Time Data and Responsiveness:

The ability to access real-time data and respond quickly to market changes is a significant advantage. It allows you to be more agile and responsive, adjusting strategies as buyer behavior shifts.

By taking advantage of a digital wholesale platform and embracing the opportunities it offers, you can position your brand for success in a fast-moving, digital-first wholesale fashion world.

Interested in digitalizing your wholesale channel? Find out more here:

 The Benefits of Using Wholesale Fashion Software for Your Brand

Top Features of Fashion Wholesale Management Platforms

By taking advantIn wholesale fashion, the right management platform can be the difference between your success and operational struggles. These platforms are designed to address specific challenges in the industry, from inventory management to customer relationships.

The ideal set of features can significantly improve efficiency, accuracy, and overall decision-making, allowing businesses to focus more on strategy and growth. Here’s our list of the most important platform features you’ll need:age of a digital wholesale platform and embracing the opportunities it offers, you can position your brand for success in a fast-moving, digital-first wholesale fashion world.

Essential Wholesale Platform Features

The merits of digital wholesale platforms for brands are immense and multifaceted. Here’s a short list of our top benefits:

  • Order Management:

Efficient order management is crucial for timely deliveries and customer satisfaction. This feature should allow for easy entry, tracking, modification, and finalization of orders.

  • Inventory Management:

Real-time inventory management helps you prevent stockouts and overstock situations, ensuring the right balance and availability of products.

  • Customer Relationship Management (CRM):

A robust CRM system is vital for understanding and managing your customer interactions and history, helping to tailor your services and offerings effectively.

  • Payment Processing:

Secure and efficient payment processing is essential for smooth transactions. Your platform should support various payment methods and currencies, especially for international transactions.

  • Analytics and Reporting:

Data is invaluable. Your platform’s analytics and reporting features should provide insights into sales trends, customer behavior, and more, supporting your informed decision-making processes.

  • Digital Catalogs, Showrooms, and Linesheets:

These features allow for an attractive, detailed presentation of your products, making it easy for buyers to browse, select, and order.

  • Multi-channel Integration:

Integrating all sales channels ensures consistent information and experience for your customers, whether they’re shopping online or in-person.

  • Mobile Accessibility:

In today’s world, mobile accessibility is non-negotiable. As a user, you should be able to manage your operations whether at your desk or on the go.

  • User-Friendly Interface:

A platform should be easy to navigate and use, minimizing training time and making it accessible to users with various levels of tech-savviness.

  • Exceptional Customer Service:

Fast response time and 24/7 accessibility of customer service representatives are crucial for making your transition to a new platform smooth and easy.

Practical Applications Of These Features

  • Streamlined Order Processing

Automated order processing reduces errors, speeds up operations, and enhances customer satisfaction with timely deliveries.

  • Inventory Synchronization:

Real-time inventory updates help maintain optimal stock levels, ensuring that what's sold is what's available, preventing overselling or stockouts.

  • Enhanced Buyer Relationships:

CRM features help you maintain detailed records of buyer interactions, preferences, and history, allowing for personalized service and offers, thereby strengthening your relationships.

  • Secure Local & International Transactions:

Reliable payment processing in platform ensures that transactions, whether local or international, are secure, quick, and hassle-free.

  • Make Informed Business Strategies:

Analytics provide the insights needed to understand market trends, customer needs, and business performance, informing strategic decisions.

  • Digital Product Showcase:

Digital catalogs and showrooms allow for an attractive, interactive display of products, making it easier for buyers to make selections and place orders.

  • Exceptional On-the-go Management c:stomer Service:

With digital access, users can manage operations anytime, anywhere, ensuring that business can continue outside of traditional office settings.

So, Where to Next?

The right features in a wholesale fashion management platform can revolutionize how your brand operates in wholesale fashion, offering tools for improved efficiency, better customer relationships, and informed decision-making.

By investing in a platform that addresses these key areas, you can stay competitive, responsive, and poised for growth.

Now that you're armed with this knowledge, we encourage you to take these insights and strategies and apply them to your wholesale operations. Remember, the industry is constantly fluid, and so your strategies should be too.

Be open to change, willing to adapt, and always look for ways to improve your wholesale operations with the right technology. The techniques and concepts discussed here are not just theories but practical tools that can drive your wholesale business to new heights.

Additional Resources