Selling fashion to wholesale buyers is a unique skill and yet so much can be learned from the world of direct-to-consumer techniques, says Max Brennan, UK Country Manager at e-commerce platform, Centra.
While wholesale buyers are representing businesses, they are still human beings who appreciate intuitive, engaging experiences. To bridge the gap between traditional wholesale methods and the digital-first world, brands must craft a Direct-to-Buyer (DTB) experience that emulates the best aspects of Direct-to-Consumer (DTC) e-commerce platforms. Here are the key elements to consider when building a better DTB experience for wholesale fashion buyers.
Digital showrooms for product showcasing
Digital showrooms have revolutionised how fashion brands present their collections to wholesale buyers to enhance product visibility and offer an efficient way for buyers to manage orders and accounts. These online platforms allow brands to create immersive virtual environments where buyers can explore products, view and interact with products, place orders, and manage their accounts.. A well-designed digital showroom should feature extensive product catalogues with high-quality images, detailed descriptions, videos, animations and 360-degree views. This empowers brands to effectively communicate the value and uniqueness of their collections.
Another advantage of this is sustainability; by moving wholesale processes online, brands can significantly reduce their carbon footprint and align with the values of today’s environmentally conscious buyers.
Buyer segmentation and tailored pricing
To create a personalised DTB experience, it is essential for buyers to see relevant, accurate pricing. On logging in, buyers should access collections specific to their accounts, complete with tailored price lists, invoices, discounts and clear payment and shipping terms. This level of personalisation is critical to foster trust and engagement.
Moreover, with a dynamic pricing structure buyers can see how prices fluctuate based on order volume. This transparency can encourage larger purchases, enabling buyers to respond swiftly to customer demand and optimise their inventory management.
Supporting content to educate and engage buyers
A digital wholesale experience should rise above transactional interactions. Brands must position their wholesale platforms as valuable resources for buyers by providing content that offers insight into the brand’s inspiration, product features and selling strategies.
Consider including:
- Fabric techniques: Break down the materials used in collections, highlighting their benefits and unique qualities.
- Merchandising tips: Guide buyers on how to effectively showcase products within their own stores.
- Sales strategies: Offer techniques for selling collections, which could range from promotional tactics to seasonal merchandising advice.
By equipping buyers with knowledge, brands enhance the decision-making process and foster a deeper connection.
Personalised campaigns and incentives
Every buyer is motivated by value. Offering personalised campaigns and incentives can make the DTB experience more enticing and immersive. Brands can implement strategies such as:
Early-bird discounts: Encourage buyers to place orders before a certain date in exchange for special pricing.
Surplus stock offers: Provide access to excess inventory at reduced prices, helping to move stock while benefiting the buyer.
Volume-based pricing: Clearly communicate how prices decrease with larger orders to motivate buyers to increase their purchase quantities.
These personalised incentives not only build loyalty but also drive sales, aligning with buyers’ needs and expectations.
Max Brennan, UK Country Manager, Centra
The commercial opportunity behind buyer power
Brands that excel in DTC often see enhanced profitability in wholesale. The DTC channel helps generate demand, a vital foundation for successful wholesale. Although DTC margins may be higher, brands must also consider fulfillment, logistics and marketing costs, alongside the risk of high return rates.
Combining DTC and wholesale strategies creates a marketing halo effect that expands reach and boosts sales conversions. When wholesale accounts carry a brand’s collection, it allows consumers to interact with the products in a physical space, building trust and familiarity. This exposure is invaluable and helps drive traffic to the brand’s digital flagship store.
Moreover, effective inventory management, fuelled by data-driven insights, can optimise operations across both channels. Analysing previous sales data and pre-order volumes helps brands forecast DTC sales accurately, minimising surplus inventory and preventing stockouts.
The role of technology in the DTB experience
Integrated platforms are key to facilitating a seamless digital wholesale experience. Core functionalities include:
- Customisable digital showrooms: Brands can create unique showrooms that reflect their identity, with tailored product displays for specific markets.
- Efficient variant management: Multilayer variant handling allows brands to manage complex catalogues with ease, accommodating various sizes and colours.
- Dynamic pricing and discounts: The ability to set rule-based pricing and promotional campaigns helps brands cater to their wholesale partners effectively.
- By leveraging built-in analytics and integrating with leading technologies, brands can gain insights into buyer behaviour, optimise operations, and enhance the overall customer experience.
To build a Direct-to-Buyer experience in wholesale fashion, brands must blend the best of DTC and wholesale strategies. By focusing on digital showrooms, personalised content, tailored pricing backed by platform technology, brands can create a cohesive and engaging experience for wholesale buyers.
Ultimately, when DTC and wholesale work in harmony, both channels can thrive, driving growth and profitability. The goal is to ensure that neither channel cannibalises the other, but rather complements and strengthens the overall brand presence in the market. Embracing this integrated approach is key to unlocking the full potential of the wholesale fashion opportunity.
For more insights into the intricacies of fashion wholesale and to learn how brands can unlock a big commercial opportunity by going digital, download Centra’s Direct to Buyer: A guide to wholesale for fashion brands report.
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