How to Buy for Your Customer, Not Yourself.
Howdy Darlin’!
We’re down here at Dallas Apparel Market this week, and let me tell you, this comes up all the time. Doesn’t matter if you’re brand new or you’ve been buying for years, it is real easy to walk into market and start buying for yourself instead of your customer.
I get it. You see something cute, you love it, and next thing you know you’ve built a whole rack that looks just like your closet.
But if you want things to actually sell, you’ve gotta take yourself out of it a little bit.
Here’s what I want you thinking about while you’re walking these booths:
1. Know your girl
If you can’t picture exactly who you’re buying for, you’re gonna default to you every single time.
What does she do all day. What does she wear to work, to dinner, to pick up her kids. What does she spend money on without thinking twice. If you can’t see her in it, put it back.
2. Pay attention to what actually sells
Your best sellers will tell you everything you need to know if you’re willing to listen.
Look at what’s moving in your store, not just what you like. Colors, fits, price points. That’s your roadmap. Not your opinion.
3. Don’t just buy what you’d wear
I know you’ve got good taste. That’s not the point.
Your store needs variety so more than one type of customer can walk in and find something that works for her. You’re building a mix, not cloning your closet.
At the end of the day, this isn’t about what you’d wear or buy…
It’s about knowing your people so well that when they walk in, they feel like you bought the whole store just for them.
Your business and your customer will LOVE you for it.
If you’re at market or buying from your couch and want a second set of eyes, or you’re ready to bring in brands that move and groove, reach out to me directly or apply for wholesale. I’ll help you buy smarter and build a lineup your customers can’t stop shopping!
Making sales Joyful,