Category Archives: Marketing

More on Trade Shows…

Well folks, I just returned from the ENK trade show last week where Little Pea made their official East Coast debut and I must admit I am over the moon.  Launching this business has been a real roller coaster ride, with ups and downs around every corner. However, I can happily share that I feel the brand seems to be finding it’s footing within the industry and gaining great momentum. In the greater scheme of things this show was a baby step in the development of Little Pea, but a start and for that I am so grateful!  For me, a baby step is a major milestone. 🙂

Having just posted the Food for Thought piece, I thought a follow up comparing my experiences was in order.  You see, my official launch at KIDShow last August was – to be quite frank a bit of a let down.  As I mentioned, the show seemed slow and definitely did not meet my expectations (from a sales perspective).  Taking that initial experience and what I learned, I quickly made some adjustments to my sales model and was eager to see how the addition of sales reps would affect my business in the 2nd season.  Let me tell you, thus far I am thrilled with the results and couldn’t be happier with the team I have in place.

I had the pleasure of finally meeting my NY based rep, Terra Fazio and her team over at Thread Showroom. I spent some time with them at the show, mostly observing how they work and I must admit their approach and how they interacted with customers was exactly how I would have presented collection myself.  In addition, I also found their merchandising approach within the booth to be thoughtful and intelligent – grouping like collections together in a way where they could compliment with one another vs competing.  Which I think is extremely important when sharing booth space with other collections.  Sales with representation behind you – definitely better.  They had several appointments pre-booked which resulted in actual PO’s!  Yay!  Plus, several local accounts had appointments booked for the weeks following the show which I feel will also have a positive affect on sales.

To answer the question are Trade Shows worth it?  From a sales perspective, honestly, no (at least not yet) but I feel the exposure and momentum gained from being at ENK this season to be invaluable.  It would be easy to walk away from trade shows if you base the outcome on dollars alone; however, you must also take into consideration the publicity and networking opportunities that the shows provide.  Yes, there were accounts that passed on Little Pea; however, as the brand grows and gains more industry notoriety those accounts might add the collection to their assortment in future seasons.  I strongly feel you need to hit buyers from all angles, they need to see you in trade publications, on blogs, in the showrooms, at the shows – it gives the collection credibility and in this economy you need that.  In combination with a strong sales team I do believe the orders will follow.

I am already looking ahead to the next shows in anticipation!  Little Pea was shown in San Francisco this past weekend(I am anxiously awaiting news), La Market Week, and next month in Atlanta.  My first season was an experience, like I said of ups and downs.  I admit, mistakes were made but I have been hard at work setting in place an infrastructure that I feel will support my brand.  At the end of the day I am proud of the product I am putting out there, it’s a long road but if this show is any indication of what lies ahead I am happy to continue to chart my course.

Enjoy your Monday!!

Leave a comment

Filed under Industry, Marketing, Retail

Food for Thought…

A friend of mine, Rebecca the president and founder of Petit Couture (check this line out immediately if you haven’t her signature owl pieces are simply divine) recently attended the KIDShow in Las Vegas and wrote a very thought provoking piece over at her blog.  Having launched Little Pea at KIDShow this past August I was immediately interested in hearing her perspective and have decided to throw my two cents into the mix.

Trade shows in theory seem to be a fantastic launching pad for new collections.  Although not insignificantly priced they do offer access to buyers, sales reps, as well as trade and industry publications – all necessary for building your brand.  My decision to launch Little Pea at a national buying show was definitely prompted by the above points.  In retrospect, I will say that some of my expectations were probably a bit high in terms of what was actually delivered; however, the overall experience was invaluable and definitely forced me to address some miscalculations in terms of my sales model (which I will address below).

My primary goal at the show was to sell the collection and unfortunately the August show was on the slow side.  In speaking to other exhibitors it seemed this was a sentiment felt by all which was very unfortunate as the cost of entry is so steep.   Most buyers seemed to be breezing through the show, often in town for one day, and primarily visiting lines or showrooms that they had preexisting relationships with.  That said, I quickly realized that I needed to sign with a sales rep.  Luckily several were exhibiting at the show and I was able to speak to and get feedback from several reputable showrooms.  I was also approached by a few reps which was useful as I was able to ask questions, solicit feedback, as well as compare the services/cost between showrooms.

Although actual sales were a bit light, I was able to make strong industry contacts meeting wonderful people on both the wholesale and retail sides of the industry who were happy to share their stories and contacts with me as well as offer encouragement and support.  In addition, while at KIDShow I had the pleasure of meeting the publishers and editor’s of several trade publications which resulted in editorial pieces in Earnshaw’s as well as Hudson’s!  (Thanks so much Rita, Caletha, and Margaret for taking the time to check out the collection!!).  So, in restrospect the show did deliver on some of my expectations – did, I benefit from being at the show.  Yes, I can say I honestly did but with this learning experience I was able to adjust my strategies for the Fall season.

This season – Fall 10, I have taken many of the lessons learned from my debut and am hopeful that these changes will serve me well as my company grows.  The primary change has been the addition of sales reps which means stepping away from the actual selling of the collection.  My takeaway from KIDShow was that in this economy you really need the credibility and established relationships that a rep brings.  Being a new collection, I often felt that buyers were a bit leary to take a chance on an unknown brand.  A sales rep has pre-existing relationships with the buyers and are often trusted counterparts to retailers which I strongly feel means a lot in a down economy.  Plus, reps house your collection in their showrooms which are constantly being visited by retail buyers.  Many reps, mentioned that attending the shows can also be costly for the buyers and many will opt to visit the actual showrooms vs attending the larger scale shows.  I definitely noticed this when approaching Portland retailers who were not intending to attend KIDShow but would be working with their reps out of the CA Market Center.

My advice if you are seeking sales representation would be to research several showrooms, check out the collections in their line ups, and ask questions!  You want to make sure they are the right fit.  Like trade shows, sales reps can also be costly so you want to feel connected with your representation, they are an extension of you brand and ultimately will affect how your collection is perceived in the market place.  So like I mentioned above, don’t be afraid to ask questions – I found that all the showrooms I approached were very open to questions and willing to provide feedback in regards to the line.  I feel so lucky to have signed with Paperdoll Style and Thread Showroom and am so happy with the results!!  Plus, this step has given me more time to focus on development and marketing – which are also crucial components in building the brand.

The addition of reps, doesn’t mean walking away from shows.  However, instead of taking the line to market myself I have opted to include Little Pea in my showroom’s booths.  Both Thread and Paperdoll Style attend several trade shows, including ENK, Atlanta Children’s Mart, as well as smaller shows in LA and San Francisco all of which I will be participating in via my sales reps.  This enables me to spread my trade show dollars over several shows, giving the collection more coverage across the US – all great for bringing exposure to the line which will most definitely affect sales.

In conclusion, do I feel trade shows work?  Tough call, I think they are  necessary component in the building my brand.  This season, the desire to show at market is primarily for PR – I want the buyers and the press to see and I of course want to bring attention to the collection.  Shows provide this opportunity; however, my recommendation would be to not rely solely on shows for sales.  Enlist the service of sales reps, market your line via blogs, contact editors, host trunk shows, hire PR services – all of these activities will eventually help boost sales.  The children’s apparel market is a tricky nut to crack and for me it’s all about finding the right mix that works for you.  I certainly feel I am still learning and will continue to do so as Little Pea develops and grows.  I hope my experiences shed some light on this subject for any readers there who might be in the initial stages of launching their brands.  Please feel free to share your feedback on the topic, I welcome any comments you might have.  Please hit me up, I would love to hear from you!!

Happy Monday!!

2 Comments

Filed under Industry, Marketing, Retail, Uncategorized

Our TV Debut!!

A few weeks back, I was contacted by Keep it Local – a Portland based news program which highlights locally and mom-owned businesses. I was asked to be a guest on the program and of course jumped at the opportunity!  What a wonderful opportunity to plug the collection as well as share my experiences starting a business.  Needless to say, I was thrilled and couldn’t wait to promote Little Pea on live television.

Today was the big day and with my daughter Byronie, good friend May and her daughter Seng in tow we made our way to the KOIN 6 studios.  The girl’s were extremely excited.  They loved the lights and the cameras – both are natural performers.  Their enthusiasm was – well, pretty over the top as you will see when you watch the video (it’s pretty funny).  Take some time to check out the video.  This appearance has been my formal introduction to Portland and my hope is that the show brings Little Pea some additional exposure.  With the Spring collection shipping this March I would love, love, love to promote the add new accounts here in my hometown.

Thanks to Keep it Local putting up with us.  We all had a great time and are so very appreciative of the opportunity!!

Click the link here to access the video.

Leave a comment

Filed under Industry, Marketing

A New Year

With the release of my Fall collection to sales just around the corner, I have been up to my ears in it.  So my dears, I am very sorry for the lack of posts this past few weeks.  However, as I prep for the release of my 2nd collection I have been spending some time reflecting on my experiences from last season and planning my road map for Little Pea in 2010.

As with all new business ventures my launch season brought a heightened understanding of the industry as well as it’s buying habits and with this newfound knowledge I have been able to”reboot” in a sense.  That said, I have been tediously working on building relationships within the industry and ensuring that I partner with people and groups that understand and align with the vision I have for Little Pea.

First and foremost has been the addition of a new sales rep, Terra Fazio of Thread Showroom in NY.  Thread Showroom represents several stellar lines such Saurette, Lucky Jade, and Misha Lulu; all brands that I admire and strive to align myself with.  I strongly feel, Terra has the industry know how and connections I need to elevate Little Pea to the next level.  She will be representing the collection in the north and southeastern US and I cannot wait to see what she and her team have cooking for 2010.

I also want to mention that last season, I was able secure Shelley Ermigarat of Paperdoll Style for West Coast representation.  Her enthusiasm and insight have been invaluable and I feel so lucky to have been able to develop this partnership.  Shelley if you are reading this – thanks so much for all of your support thus far!!  With 2 great reps behind us, my hopes for this season are riding high and I feel confident that sales and brand recognition will grow exponentially with the help of these fabulous ladies.

I have also been busy developing the social media side of Little Pea and find this element so fascinating – and fun!  In addition to the blog, we now have a presence on Facebook as well as on Twitter.  Both platforms have really provided me with an opportunity to network with like businesses, build relationships, as well as reach out to current and potential customers.  Plus, I am able to keep “fans” updated on current and exciting Little Pea news!!

Personally, I will continue to promote the brand here and around Portland and have been reaching out to local boutiques in regards to placements as well as planning trunk shows.  I am also hoping to become more involved in Portland based Networking groups, such as the Power Mob of which I am a member.  One event, I am really looking forward to is a TV appearance on Keep it Local, a program which highlights local and mom-owned businesses.  I am booked for the 1/25 segment and will be chatting about my experiences starting a business here in Portland as well as showcasing my Spring Collection which will be available for sale in March.  There are truly so many outlets to explore here in town and I am constantly surprised by the local support.

So there you have it, a hefty write up but my 2010 plans in a nutshell.  We have our work cut out for us but we plan to go at it with gusto.  Check back for updates as I will no doubt be sharing news with you as the year progresses.

Leave a comment

Filed under Collection Updates, Industry, Marketing, Retail, Uncategorized