Look Book

Fall/Holiday 2026 | 39 New product introductions should be intentional and tested —and for every sku you add, reduce your active line by at least that number if not more. While you don't technically own your retailers' dead inventory, you will suffer the consequences one way or another. SS – Second, focus on the long-term health of the partnership rather than the big order today. I know vendors have quotas and targets to hit, but it's a big mistake to oversell your retailers. I've seen vendors push retailers to buy deeper than they should because it makes the immediate sale look good. But if that product doesn't turn, you haven't created a successful account—you've created an inventory problem. And then the relationship starts to unravel. e retailer may become embarrassed because they're slow to pay. ey stop replenishing the fast sellers because their cash is tied up in inventory that isn't moving. ey stop visiting you at trade shows. Eventually, they stop taking your calls. e best vendor partners understand the retailer's business, help them buy smarter, and are just as invested in sell-through and replenishment as they are in the initial order. at's how you build an account that grows—and a relationship that lasts. PS – e third point I'll make is to both brands and to generic suppliers. You have to lean into branding. And branding is more than putting your name on the displays, or stamping it into your ring shanks. If you think there's a future in being the lowest cost generic supplier, I've got a bridge to sell you. Your brand is your name, the consistency of your product quality, the reliability of your delivery, the lane you chose to play in (off-price or premium), the brand attributes; from packaging to displays, to videos, to web-banners, to billboards, and your in-store communication and training. If you're not branding, the future might not be what you hope it will be for you. SS – Finally, make retailers' lives easier. Retailers don't need another vendor showing them hundreds of pieces and asking, "What do you like?" Flipping trays is one of the worst things you can do to a retailer—and I speak from firsthand experience. Bring them curated stories. Show them the pieces you believe in, what's selling, how to merchandise them, and how their sales team should talk about them. en support that with great digital collateral, product education and training. e best suppliers remove friction. ey make it easier for the retailer to buy, market, merchandise and ultimately sell their product. When you make your retailer more successful, you make your brand more successful. at's what creates a long-term, win-win partnership. —Sherry & Peter Smith, e Retail Smiths If you're not branding, the future might not be what you hope it will be for you. '' ''

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