Branding continues to be one of the most relevant concepts for companies today, especially in the industry of fashion and lifestyle wholesale where aesthetics and product details play such an important role. But what is a brand per se? According to Marty Neumeier, a marketing expert who has worked with companies such as Apple and Adobe, a brand is “the customer’s gut feeling about a product, service, or company”, so basically, your brand is your company’s reputation.
Now, when it comes to the world of fashion and lifestyle we can all agree that one of the biggest challenges is how distributors represent the brands they work with. Are they consistent with their image? How do they present and display the products?
So if you’re facing a similar situation, there’s no need to worry. After more than 10 years of experience and having worked with many different fashion companies, we’ve come up with 3 ways in which you can regain control of your brand’s image and work together with your distributors so that they are aligned with the products you have to offer.
Most of the time, distributors don’t have the necessary assets to replicate your image on their own digital platforms, but with Colect’s tools, the Sales App and Brand Portal, this is possible. It’s a toolkit that allows you, as well as your distributors, to present and sell your brand and collections according to your brand’s guidelines. Now, here comes the best part … if your distributors also use Colect’s technology, with just a push of a button we’re able to replicate your portal’s image into theirs, creating a brand-representative environment for your distributor’s site without requiring a lot of work. This way, you and your distributor maximize your sales due to continuous, high-quality brand and product content, while the retailers get your complete brand experience. Your company’s image and voice continue to shine throughout the whole process!
Another main challenge in the brand-distributor relationship is the availability of up-to-date product information. This is a pain, especially during the distributor’s pre-ordering phase, where items are being canceled when MOQs (minimum order quantities) are not met. In most cases, distributors don’t have access to real-time updated product catalogs and therefore, they end up selling canceled or unavailable items to their customers. These actions can represent a loss of up to 20-30% in one order, and let’s not even start with how it might hurt your brand’s image.
We understand that’s not a desirable situation, but the good news is that with Colect’s solution, this will no longer be a hassle. Since your Brand Portal is copied into the distributor’s, they are able to access your brand content and product data as soon as it’s updated. For example, if items are canceled or a product’s color is added to your site, the distributor will be able to see it in real-time, resulting in a win-win situation for everyone: your distributors are able to order what’s available, their customers get all their items delivered and your brand continues to grow financially and reputation wise.
When both parties, brands and distributors, are able to access the same information in real-time, the sales process becomes smoother and more agile. On top of that, by sharing all the components surrounding your brand identity and specific collections on one platform - detailed content regarding collections, brand guidelines, marketing campaigns and materials - you make sure the distributors are aligned with what your brand represents. Their communication with their customers is guided by your vision and brand voice. In the end, you’re upgrading your brand’s experience in every touchpoint of the wholesale journey, even when it’s out of your hands and into the distributor’s.
Now that you know that having your brand’s identity represented in the right way is possible, it’s the perfect time to put a plan into motion. At Colect, we would love to accompany you in this process; helping fashion and lifestyle brands grow is what we live for.
Don’t hesitate to contact us at firstname.lastname@example.org if you have any questions, and if you want to expand your knowledge on how Colect supports brands in their digital wholesale journey, download our free material here. If you are already part of the Colect brand community and have questions regarding this topic please contact your account manager, they will be happy to help!