Picking Up Brands, and Dropping Brands

  1. Rob
  2. December 3, 2010 4:14 pm

It’s always a bit of a tough decision to drop a brand you’ve worked with for a long time. You put your heart into looking after a brand, buying it “right”, merchandising properly and building relationships. Sometimes though, if sales are waning, or the brand no longer fits the direction in which you’re steering your business, the brand has to go.

Diesel Jeans was dropped in Summer 2008, as sales simply plummeted on the brand. In fact I’d never seen such a sharp decline on any brand, ever before. Scary stuff, as we were one of the biggest one-store Diesel Jeans stockists in the UK at the time. I gather Diesel has rebuilt sales to a great extent, and a lot of new management has been brought in. I still have a soft spot for Diesel, it’s grown into a real International mega-brand over the years. One of the best and biggest Diesel Jeans stockists in the UK is Mainline Menswear.

PRPS Jeans were taken on at around this time, too. I always believe you have to “see where the money is” when buying premium brands, and with PRPS you really can. The washes and fabrication are fabulous – a pair of PRPS jeans looks and feels special and, I believe the price is justified. Probably the best PRPS jeans stockist around now is Pilot – a great selection, nice presentation and reliable service.

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  1. chris.deverell says:
    Posted December 20, 2010 at 5:06 pm | Permalink

    What makes you decide on stocking a new brand or dropping an old brand? Is there a set limit e.g. if a stocked brands sales drop to 50% of last year or something like that? How do you find out about the new brands – what type of research do you do?

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  2. MOD says:
    Posted December 29, 2010 at 2:35 pm | Permalink

    A lot of the motivation for trying a brand comes from having a good eye for a brand that may become a success. Being in the industry for years obviously helps, as you're constantly in tune with brands, and industry gossip about what may be the next "big thing". We never had a formula to dictate when to drop a brand; if sales are decining and the next collection looks weak, sometimes it's just common sense.

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