Hosiery
OK, I may have bitten off more than I can chew here; my girlfriend tells me that she often has trouble finding the correct size when buying tights and stockings. I know this is not the case in every country, as we found a fantastic range of products in Marks and Spencer in the UK on our last visit. What my girlfriend got most excited about though was the measurement charts which showed which sizes to buy for different leg lengths and waist sizes.
Even if you live in a country where sizes and size charts are readily available on the high street there is an opportunity here to sell via other channels by using the same simple approach. Make it easy for customers to know which sizes they need and offer them a range that they cannot get elsewhere.
Get hold of a comprehensive sizing chart and replicate it on the front page of your website. Reproduce it on the back of your business cards and print it on any written materials that you disseminate. The convenience factor alone means that people are likely to keep your card and other materials somewhere safe.
Distribution can be done using any of the following channels:
Direct Response
Trade shows/craft fairs
Party Planning
Website
Shop
Taking out an advert (with your sizing chart) could be a great way to start
taking orders. Use 3 for 2, or 12 for 10 type offers to enhance the "value"
of buying directly. If you choose to stock unique styles, then direct people
to a website where they can browse your more unusual stock, and just offer
the discount on standard colours and styles. Start out with a cheap advert
in your local paper but get one large enough that it will be read. You can
work out from there whether to move to a publication with higher circulation
or just take out more regular ads locally.
Trade shows and craft fairs are a great way to get orders but they tend to be irregular, and you have to keep your eye on the trade press so that you understand the timing. If this is just a top up income for you then this may be the most convenient way to get started.
Party planning should be feasible for this product range. You will probably find it seasonal in nature as people tend not to buy as much hosiery when the weather is warm. Read our web pages on ˇ§finding customersˇ¨ to learn more about this approach.
Setting up a website is a must for this business. If you are good at promoting your site then you may end up with a site like www.hosieryboutique.com but even if your SEO skills are non existent you can promote your site using simple offline activities. Include the web address on your business card, any catalogues or flyers that you produce and in any advertising that you do. When you talk to people you should mention that you have a website and how popular it is with your customers, friends and family.
You can definitely sell on Ebay, remember to direct customers to your website and offer multi-buy discounts. Carry different adverts for different styles and build your brand presence through multiple adverts. This all creates more customer security as you will be seen as a serious business not just someone playing at shifting a few items for some extra cash.
Opening a shop purely for Hosiery may seem excessive but I have seen several successful examples. There is a very high end one in a village in Oxfordshire where I am sure that the rent is extortionate but it has been there for years and the quality of the products is reflected in the premium pricing. Target customers here are wealthy locals and tourists who come to see the local points of interest and end up browsing the local village shops. This kind of location is more likely to be successful than the centre of town or a shopping mall where rents will also be high and competition more fierce.
You may also be able to sublet a piece of an existing operation or sandwich yourself between some evening wear boutiques or dress hire shops. Donˇ¦t be afraid to approach bridal shops and eveningwear shops to see whether they would be interested in carrying your stock, if you are prepared to deliver so that they donˇ¦t need much storage space this might be a nice additional line for them.
Range will be important; you will need to carry some stock so this idea will require more capital than some of the others we have suggested. Aim to carry simple styles such as plain black and 2 or 3 shades of plain flesh colour in stockings and tights but also aim to carry some more unusual styles in colours, with patterns, and white/cream (for bridal wear).
You may want to look at providing socks for men alongside your women's range. There is no point carrying cheap, simple styles as they are convenient to purchase on any high street or even in supermarkets. Aim for high quality, durable socks with unusual styles.
www.Google.com has 384,000 hits for "hosiery supplier" add "stockings supplier" and "pantyhose supplier" to add a further half a million hits to this. You may want to narrow your search for products with a perceived higher value such as products from Italy, or by adding a brand such as Burberry.
www.alibaba.com has 196 leads for suppliers in China providing socks and stockings. You may want to get some samples to ensure the quality.
If you decide to import from abroad then remember that you may need to deal with quotas and will definitely need to pay duties, so factor these into your end pricing.
Cheap, low end hosiery is convenient to buy and you will struggle to compete with the big bulk buyers.
Try to offer a broader, high quality range with simple fitting guides and you should find repeat buys and word of mouth recommendations help to build your business.