Clayphil on thu 26 dec 96
I am interested in some discussion on the subject of wholesale shows,
pros/cons, etc. As a small studio producing one-of-a-kind
decorative/functional ware in the "gift" price range, the idea of
diversifying into a wholesale show is attractive. I've done a little
wholesale but my approach to this market is, at best, ammaturish. My hope
would be that some more organized wholesale would provide a part of my
income and suppliment the retail fairs and other enterprises which have
allowed me to pay the bills these past few years. As I ponder this
venture, a couple of concerns arise:
How does one-of-a kind fair in these wholesale shows?
How prepared, production-wise, should one be before the show?
Should I develop a more easily produced "production" line?
I value the response I get from dealing with customers directly, I'm going
to lose that part! YIKES!
I would be interested and grateful for thoughts/experiences that anyone is
willing to share. Perhaps others have interest and question re: this
subject, as well.
Sincerely,
Philip Schroeder
Chicago, Illinois
Emily Pearlman on fri 27 dec 96
>----------------------------Original message----------------------------
>I am interested in some discussion on the subject of wholesale shows,
>pros/cons, etc. As a small studio producing one-of-a-kind
>decorative/functional ware in the "gift" price range, the idea of
>diversifying into a wholesale show is attractive. I've done a little
>wholesale but my approach to this market is, at best, ammaturish. My hope
>would be that some more organized wholesale would provide a part of my
>income and suppliment the retail fairs and other enterprises which have
>allowed me to pay the bills these past few years. As I ponder this
>venture, a couple of concerns arise:
>How does one-of-a kind fair in these wholesale shows?
>How prepared, production-wise, should one be before the show?
>Should I develop a more easily produced "production" line?
>I value the response I get from dealing with customers directly, I'm going
>to lose that part! YIKES!
>I would be interested and grateful for thoughts/experiences that anyone is
>willing to share. Perhaps others have interest and question re: this
>subject, as well.
>Sincerely,
>Philip Schroeder
>Chicago, Illinois
Hi:
One thing to remember is that the buyer(usually store owner) will give
similar, often better, responses to your work, as did your retail
customers.
Emily
Emily Pearlman-Pottery (clayfeat@echonyc.com)
http://humanarts.com/emilypearlman
http://www.craftweb.com/org/pearlman/pearlman.htm
(in NYC)
TYLERCD@GOV.NS.CA on fri 27 dec 96
As part of my job, I am a member of a Board which organises two
wholesale craft trade shows each year (the Atlantic Craft Trade Show,
held in Halifax, Nova scotia, Canada) which are open to buyers
everywhere, but restricted to exhibitors from Atlantic Canada. Perhaps
my experience with these shows can relate to your question.
One-of-a-kind work does not sell well at wholesale shows, because
your buyer needs to know what they are getting when they order 500 of
them! If the variations are in the order of throwing rings, brush marks,
and reduction flashes, they may well be acceptable, as long as your
trade literature (tags, brochures, labels etc) stress the attractions of
these variations. By and large, though, buyers do not like surprises. From
what you say in your question, it seems as if you will have to do some
re-thinking of your approach, not just your product. The attitude, which
many people find acceptable, is to view the buyers as clients. They are
professionals too, and they are your intermediaries between you and
customers you will never see otherwise. They can tell you what their
customers want, and they can tell their customers about your work.
Your product line needs depth and breadth. Wholesale prices ranging
from $2.50 to $200. (Here, very little sells in the $50-$100 range, for
some reason). A variety of objects from soap dishes to fine vases.
Your preparation, production wise, should not include making more than
the necessary number of samples to explain your product to the buyer.
Your heavy preparation should be more along the lines of accurate
knowledge of pricing, packaging, delivery time, and terms of sale. You
must know these things inside out. Can you afford to give a discount for
volume order(you are already selling at 50% of your regular retail price)?
If, halfway through the show, you have $10,000 worth of orders, what
do you do when a shop you are dying to get into places an additional
order of $1500? And they want it in 30 days witth 90 days payment.?
What's your reponse to that?
Most people wholesaling for the first time have to consider a radical price
restructuring and product re-development. I often ask recently graduated
art college students who show me a product they want to wholesale
whether the product will fit in the standard white box they will need to
buy to ship it in? Most of the hate me for this, until they see how
important a well-designed, convenient item is for both buyer and eventual
customer.
The advantages? A long term, business-like relationship with regular
buyers who give you professional feed-back on your product
development. Regular income in February through to the end of
December. A more elastic market, with your risk spread out (no longer at
the mercy of that one snow storm which wipes out the business at your
principle Christmas retail market). A more stable business, with the
choices still under your control. More a matter of design than art and you
have to be able to live with that and to find it a creatively satisfying
activity. Not everyone likes it, but some people prefer it to starving. They
find it provides the bread and butter and allows their minds to be freer to
explore their artistic directions without so much pressure to pay the bills.
I'm an art college graduate with an MFA in ceramics, so don't yell at me
for being too corporate in my answer. I really do understand the personal
stress inherent in the question you asked. The wholesale route can be
one satisfying string to the bow of an artisan, and a good basis to raise
the family on, if you are the main provider. You can often sell the
business (goodwill, products, and assets) when you are sick of it, or
when you need to retire with a nest egg.
I suggest you visit a few trade shows and be very honest with your
appraisal, before you make the plunge. In the USA, there is a market for
wholesale of limited editions in outlets which are in between galleries
and shops. A Magazine called NICHE serves this trade.
I wish you the very best of luck and good decision-making for 1997!
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