Why do some designers do a really bad job promoting their products?

bagatella · Mar 4th, 2008, 02:33 PM

Anyone who has popped into Deal and Steals recently has seen the hubbub surrounding designers who are having great sales. My question is: why don't designers do this more often to promote their brand and develop a fan base?

I never would have thought of trying Hayden-Harnett, Gryson and Botkier if I had not been introduced to them via sales.

As another example, SHIH bags are gorgeous, but I never would have known about them if I hadn't stumbled upon one at Loehmann's. I had no idea what brand it was at first, but just the feel of it told me I had to have it. And yet, it seems that SHIH bags never go on sale. I have never seen a promotional code or anything for their site.

So, if there are any handbag designers lurking on these boards, please consider having a sale so buyers can sample your wares. It's a great way to build brand loyalty, IMO.

mockinglee · Mar 4th, 2008, 02:43 PM

I know what you're talking about, especially with SHIH. I can't even find a decent place to look at their bags. The official website is severely lacking in photos and half of the stores listed in their vendors list don't carry them any more, and the other half only has older bags.

Jahpson · Mar 4th, 2008, 03:19 PM

some of them rely on celebrites to do the job for them.

sep · Mar 4th, 2008, 03:23 PM

I wonder if they haven't made enough to hire professional staff yet... and end up doing most things themselves (or have friends/family helping out)... I imagine the designs get most of their attention since that is their "first love"... and sales/marketing/finance take a bit of a back seat... It must be tough to balance...

ItsMyWorld · Mar 4th, 2008, 03:24 PM

I think some depending on who exactly you're thinking about already have a fan base or enough sales that gaining "fans" doesn't really matter...

lentil · Mar 4th, 2008, 03:30 PM

It is the policy of some companies to have absolutely no sales; as a branding tool it speaks to the value or worth of a product.

bagatella · Mar 4th, 2008, 03:54 PM

Quote:

Originally Posted by lentil

It is the policy of some companies to have absolutely no sales; as a branding tool it speaks to the value or worth of a product.

Right, I agree, but I am not talking about LV, Hermes, Balenciaga, etc., but rather about the smaller companies such as BE&D, Gryson, etc. that are not yet known worldwide.

lentil · Mar 4th, 2008, 04:17 PM

I understand what you are saying, but small as they are they still identify themselves as a "boutique brand". It is simply their was of saying "Our bags are valuable; the value does not decrease over time".

I am a graphic designer by trade and have done a lot of branding work; I understand some of the motivations behind their choices.

bagatella · Mar 4th, 2008, 04:46 PM

Quote:

Originally Posted by lentil

I understand what you are saying, but small as they are they still identify themselves as a "boutique brand". It is simply their was of saying "Our bags are valuable; the value does not decrease over time".

I am a graphic designer by trade and have done a lot of branding work; I understand some of the motivations behind their choices.

Thank you for your insight, lentil. I see your point.

I guess what I am saying is that if I were a handbag designer, I would want to introduce and promote my product to as wide an audience as possible. Interestingly enough, what I would not do if I were a designer is to license my line to a mass retailer the way Gryson and other brands have done with Target. IMO, that cheapens the entire line and makes me not want to buy it. If I ever see "Botkier for Target" I'm done with the brand...

innocent smilez · Mar 4th, 2008, 04:57 PM

Quote:

Interestingly enough, what I would not do if I were a designer is to license my line to a mass retailer the way Gryson and other brands have done with Target. IMO, that cheapens the entire line and makes me not want to buy it. If I ever see "Botkier for Target" I'm done with the brand...

well, it would also depend on how "exclusive" you wanna be. brands like botkier, kooba, etc., they're not reaching out to mass retailers. i think for them to come to target [or h&m, or wherever], the deal would have to be REALLY good. it would also have to be executed well. like, if the designs look EXACTLY the same as the high-end botkier line, then you've got a problem. that'll definitely cheapen the brand. but, if you can establish "this is the botkier line for target" and "this is the botkier line for high-end", then you're okay. you broaden your audience, and keep the same target market you established as a high-end designer.

lentil · Mar 4th, 2008, 05:06 PM

I did a lot of work for Target when I lived in Minneapolis and actually worked on the Stephen Sprouse for Target line in '01-02, as "unfortunate" as it was.

Some brands like to "own" their brand at all pricepoints... they know there is a crapload of money to be made on a more mass scale so they will create a sub-brand to market there. Then there is this balancing act they have to do in deciding how close or distant they want this cheaper brand to be to the original brand.

Case in point, this morning my husband sent me an email asking if I had ever heard of CB2 before. He had found a cool looking lamp. He had no idea it was a Crate & Barrel company. Once you know, the "CB2" makes sense, but if you didn't know... similar to Old Navy > Gap > Banana Republic.

Then other times the branding is closer, because you want to transfer some of that brand "value" to the cheaper brand, like Armani Exchange.

innocent smilez · Mar 4th, 2008, 05:08 PM

or RL, and his many diffusion lines.

tano expert · Mar 4th, 2008, 05:26 PM

Wow, this is an interesting conversation!

I'm not a designer, but I sell handbags online. As a merchant, you want to maintain your margin as much as possible. You also want your customers to feel as though your products have staying power and don't depreciate in value. But on the other hand, you need to keep your assortment fresh. In my opinion, its essential to get rid of the old stuff at the end of the season and make room for the new.

How do you do that? You have to mark it down. I try to limit my markdowns to 20-30% off, but Im willing to go up to 40% if an item was a real bomb. If you don't do that, you end up with a hodge podge of old stuff that lurks on your website season after season after season. (E fasion house and thats our bag come to mind.)

Do you think that routinely marking down stuff twice a year does harm to an online business? I can understand the point of not having sales to speak to the value of your product, but when you are in the fashion business, things move fast. For example, the brand that I sell repeats very few styles each season- they introduce about 75 new styles every season and all new colors as well as new materials. Would love to hear all of your opinions on this!

bagaholic85 · Mar 4th, 2008, 05:33 PM

personally, i understand that sales attract people (duh) but i dont know if its the best way to get your brand out there. i think the best way a designer can promote their product is thru advertising and pr. not to offend, but sales attract the "bottom feeders" of your target market, and when building a new brand, the best way to go about it is to attract the "cream"

bagaholic85 · Mar 4th, 2008, 05:34 PM

Quote:

Originally Posted by tano expert

Do you think that routinely marking down stuff twice a year does harm to an online business? I can understand the point of not having sales to speak to the value of your product, but when you are in the fashion business, things move fast. For example, the brand that I sell repeats very few styles each season- they introduce about 75 new styles every season and all new colors as well as new materials. Would love to hear all of your opinions on this!

as for semi-annual sales, as long as your discounting old product, i dont see how it does any harm to the value of your product. but thats just my $0.02

Mar 4th, 2008, 02:33 PM	#1
bagatella Member	Why do some designers do a really bad job promoting their products? Anyone who has popped into Deal and Steals recently has seen the hubbub surrounding designers who are having great sales. My question is: why don't designers do this more often to promote their brand and develop a fan base? I never would have thought of trying Hayden-Harnett, Gryson and Botkier if I had not been introduced to them via sales. As another example, SHIH bags are gorgeous, but I never would have known about them if I hadn't stumbled upon one at Loehmann's. I had no idea what brand it was at first, but just the feel of it told me I had to have it. And yet, it seems that SHIH bags never go on sale. I have never seen a promotional code or anything for their site. So, if there are any handbag designers lurking on these boards, please consider having a sale so buyers can sample your wares. It's a great way to build brand loyalty, IMO.

Mar 4th, 2008, 02:43 PM	#2
mockinglee Pie Ho Location: Stuck in Traffic, CA	Re: Why do some designers do a really bad job promoting their products? I know what you're talking about, especially with SHIH. I can't even find a decent place to look at their bags. The official website is severely lacking in photos and half of the stores listed in their vendors list don't carry them any more, and the other half only has older bags. __________________ Mockinglee's stuff is all over the place

Mar 4th, 2008, 03:19 PM	#3
Jahpson oww! Location: The Playground	Re: Why do some designers do a really bad job promoting their products? some of them rely on celebrites to do the job for them. __________________ Amazingly Sophisticated Happy Holidays to all my TPF friends!

Mar 4th, 2008, 03:23 PM	#4
sep Live-Luv-Shop-Repeat	Re: Why do some designers do a really bad job promoting their products? I wonder if they haven't made enough to hire professional staff yet... and end up doing most things themselves (or have friends/family helping out)... I imagine the designs get most of their attention since that is their "first love"... and sales/marketing/finance take a bit of a back seat... It must be tough to balance... __________________ Wishlist (Bal) Black Work Autome, Sanguine

Mar 4th, 2008, 03:24 PM	#5
ItsMyWorld Member Location: USA	Re: Why do some designers do a really bad job promoting their products? I think some depending on who exactly you're thinking about already have a fan base or enough sales that gaining "fans" doesn't really matter...

Mar 4th, 2008, 03:30 PM	#6
lentil Member	Re: Why do some designers do a really bad job promoting their products? It is the policy of some companies to have absolutely no sales; as a branding tool it speaks to the value or worth of a product.

Mar 4th, 2008, 04:17 PM	#8
lentil Member	Re: Why do some designers do a really bad job promoting their products? I understand what you are saying, but small as they are they still identify themselves as a "boutique brand". It is simply their was of saying "Our bags are valuable; the value does not decrease over time". I am a graphic designer by trade and have done a lot of branding work; I understand some of the motivations behind their choices.

Mar 4th, 2008, 05:06 PM	#11
lentil Member	Re: Why do some designers do a really bad job promoting their products? I did a lot of work for Target when I lived in Minneapolis and actually worked on the Stephen Sprouse for Target line in '01-02, as "unfortunate" as it was. Some brands like to "own" their brand at all pricepoints... they know there is a crapload of money to be made on a more mass scale so they will create a sub-brand to market there. Then there is this balancing act they have to do in deciding how close or distant they want this cheaper brand to be to the original brand. Case in point, this morning my husband sent me an email asking if I had ever heard of CB2 before. He had found a cool looking lamp. He had no idea it was a Crate & Barrel company. Once you know, the "CB2" makes sense, but if you didn't know... similar to Old Navy > Gap > Banana Republic. Then other times the branding is closer, because you want to transfer some of that brand "value" to the cheaper brand, like Armani Exchange.

Mar 4th, 2008, 05:08 PM	#12
innocent smilez Chanel Girl At Heart Location: New Jersey	Re: Why do some designers do a really bad job promoting their products? or RL, and his many diffusion lines. __________________ Dreaming of: Chanel 2.55 Reissue in Navy, with Double C Lock. Balenciaga Motorcycle Bag Small in White and/or in Twiggy Chloe Paddington in White icon by touchedear.

Mar 4th, 2008, 05:26 PM	#13
tano expert luv2shop!!!	Re: Why do some designers do a really bad job promoting their products? Wow, this is an interesting conversation! I'm not a designer, but I sell handbags online. As a merchant, you want to maintain your margin as much as possible. You also want your customers to feel as though your products have staying power and don't depreciate in value. But on the other hand, you need to keep your assortment fresh. In my opinion, its essential to get rid of the old stuff at the end of the season and make room for the new. How do you do that? You have to mark it down. I try to limit my markdowns to 20-30% off, but Im willing to go up to 40% if an item was a real bomb. If you don't do that, you end up with a hodge podge of old stuff that lurks on your website season after season after season. (E fasion house and thats our bag come to mind.) Do you think that routinely marking down stuff twice a year does harm to an online business? I can understand the point of not having sales to speak to the value of your product, but when you are in the fashion business, things move fast. For example, the brand that I sell repeats very few styles each season- they introduce about 75 new styles every season and all new colors as well as new materials. Would love to hear all of your opinions on this! Last edited by tano expert; Mar 4th, 2008 at 05:30 PM.

Mar 4th, 2008, 05:33 PM	#14
bagaholic85 Member Location: i <3 ny	Re: Why do some designers do a really bad job promoting their products? personally, i understand that sales attract people (duh) but i dont know if its the best way to get your brand out there. i think the best way a designer can promote their product is thru advertising and pr. not to offend, but sales attract the "bottom feeders" of your target market, and when building a new brand, the best way to go about it is to attract the "cream"