How I got my lingerie stocked in Topshop (five tips)
Oh, once upon a time when Topshop was the iconic place to go and walk around on Oxford street and although it’s closed down there now, it was the first place I got my brand stocked in a main street store. Going back to 2005, so nearly twenty years ago, when my brand was bought by them to be on their website and in their Oxford street store. Even though there are still tips and things you need in place that are the same when approaching a buyer.
I have used different approaches for different stores so I will be sharing them in the up and coming months. So let’s start with Topshop, for full disclosure and back story, before starting my own brand I had worked in a UK manufacturer in the studios designing for high street stores which did included Topshop, so I had been to the head office but from leaving my job to go travelling and then setting up my own brand there had been a two year gap and all the buyers were different across the board for buying Topshop own brand to buying independent brands.
So how did I do it, having not launched yet and having no website?
Tip One - Get the right buyer
Don’t start sending anything out unless it’s to the right person, you can probably gain this information from their website, but even so, I would call up and ask this way you are 100% correct on the person and also not going in cold.
Tip Two - Don’t go in cold
This has to be the best thing I work with that has worked for me, before I send details of my brand out; I reach out and make contact and if I was going down the route again I would use Instagram and LinkedIn and any other social media. I would find the store (or the buyer on) and start to make contact with them, though I’m not meaning go in stalk mode, anyhow I digress…..
To get the Topshop’s buyer email address I had to ring up the help desk in their head office and to be honest I just asked for it, they didn’t give the information out, they wouldn’t put me through without a name, so guess what? I asked for a name - which they gave me. So the next option was either to ring again in the next few days and ask to be put through, or option two was to ask for the assistants buyers details. When they wouldn’t give me that I uttered the words ‘oh it’s a shame they wont be able to see the product and make up their own mind if it will do well in store’. I got the email address.
Now this might not work as I think nowadays people are easier to get in contact with, so contacts aren’t as guarded so there is always a way to gain a number or email.
I ended emailed the assistant buyer details about my brand, and why I thought it would sit well in the store and said I would be heading to London shortly ( I was based in Belfast at the time) so would love to come in and see them. I didn’t go in cold, I was pretty vague so I could do follow on emails, tell her what was going on etc…
Tip Three - Keep up the connection
I can send out emails to people and not get a response, but then maybe get a response the next time I am in contact or maybe not get a response until three or five emails down the line. People are busy, they might not view you as a priority, you have to believe in your products and brand to keep going. I heard a phrase once from a course I did with Elizabeth Stiles where she said ‘sell into the silence’ and that is what it can feel like sometimes. So keep going, keep making contact.
Tip Four - Bluff it
After about three to four months of emails to the assistant buyer of coming to see her and the main buyer, I stated that I would be in London seeing another shop and could call in ‘so she didn’t miss out’ and see her. I wasn’t coming over but once she agreed I booked a flight and accommodation.
During the meeting whilst I was showing them samples for the next season they stated they wanted to place an order but for this season - which I didn’t have as my plan was to work ahead, however I told them I wouldn’t be returning to Belfast for three days and would send them all the details (price, pictures, sizes and RRP), truth was I was returning back the next day and I then spent two days designing a making a new collection, making sure I could order more fabric as it was all dead stock samples and putting together prices list and photographs, which ended up being flat lays and a close up of the bra on me.
They went on to purchase over £3000 worth of stock (wholesale price) and I spent the next three months from 7am to 11pm hand making all the items (just over 300 pieces).
Tip Five - Paperwork
One of the things which you probably don’t even think about when going for a meeting with a buyer is the paper work you need to take, this would be a line sheet which is list of lingerie with pictures, sizes and minimums, price and RRP. This can be talked through with the buyer whilst showing the range so they can work out all the figures as you show them the ranges, this also can be left with the buyer. If they are going to make a purchase then you need a Purchase Order sheet, this has a description on what they are ordering, how much and the cost.
These can be both found on my website as a free download.
Line sheet - this is an excel spread sheet so you can drop all your information in.
Purchase Order sheet - this is also an excel spread sheet so you can fill in when you are there on your la top and email across or print out a copy before you go and fill it in whilst you are there.