To maximise your sunglasses season, we've created the following checklist to help you get the most out of your sunglasses supplier
With the 2011 sunglasses season experiencing a brilliant start, now is the time for buyers to start planning for 2012. Take the stress out of planning a range by working with the right eyewear supplier, whether you need the most on-trend designs to ethically produced frames, your supplier should deliver to yours and your customers' needs.
Operating in 35 countries and accounting for 40% of the sunglasses sold in the UK, Fabris Lane is a world-leading eyewear provider, we have developed the following checklist to help buyers find a supplier that delivers on price and sell-through.
Six Things Every Sunglasses Buyer Should Ask Their Supplier:
1. Is the supplier reliable in supplying a product designed to suit my brand, at a price I want to pay?
Make sure you choose a supplier that gets under your skin - in a good way. How fashion forward should your collection be? Should you play it safe? Your supplier should know instantly by living and breathing the market you operate in. From a product perspective, design knowledge is key - do they have in-house designers who can support your own creative team to produce bespoke, compelling designs, at a price that's right for you? Or are they simply offering you a catalogue of generic styles to choose from? Make sure your supplier can work within your budgets to ensure a range that meets your business' needs.
2. Can the supplier offer market intelligence, consumer insight, sales data and trend analysis to help maximise sales?
Visiting trade shows and doing comp shops are a must, but your supplier should go the extra mile. The best suppliers will conduct annual market surveys, drilling down further into macro trends to give you a competitive edge. Customer insight is key, so look for a supplier that talks directly to the consumer via targeted research. Does your supplier uncover genuine consumer insights that give you an edge over the competition? Whatever level of the market you operate in, trends matter. Whether it's the lens shape or frame, colour or prints, a good supplier will know how to translate trends to suit your shoppers' tastes and budgets.
3. Does the supplier offer flexibility?
From pure and simple design to operating a franchise or concession, when choosing a supplier, think whether you'd like/need additional services. Would you like the SOR (sale or return) option, can your supplier assist with display stands and merchandising, payment terms, stock support or FOB (free on board)? The best in the industry adapt their offering to suit their clients' needs.
4. Does the supplier have the expertise to deliver on time so that I don't miss out on sales?
When you place an order with a supplier, you're placing your trust in their ability to deliver on time and on price. Having staff on the ground at overseas factories, as well as bespoke software to monitor shipments and offer visibility across the supply chain, will ensure your goods are delivered at your request - and not a day later.
5. Does the supplier have the technical expertise to guarantee compliance with the European directive?
UV damage to eyes, headaches, eye fatigue and strain are risks you don't want to pass on to your customer. When sourcing a supplier check how they test their products. Seek out a reputable supplier like Fabris Lane who uses a UKAS accredited testing laboratory in Surrey to ensure they comply with European, US and Australian legislation. But consumers also want the perfect fit and highest quality in finish. Find a supplier that can deliver on both counts.
6. Will the supplier provide a product that is ethically compliant and environmentally aware?
You must be confident that your product is being made in factories that put workers' rights and health and safety at the top of its agenda. Unethical factories attract bad press - and thus deter consumers from buying your products. Ensure you work with suppliers that audit their factories regularly. Environmental issues are also becoming increasingly important, so energy efficiency and the reduction of air pollution from factories are key.
If your supplier can't deliver on the above, then it's time to reconsider. Fabris Lane is the UK's leading Eyewear supplier, with unmatched market intelligence gained through selling around five million sunglasses and optical frames a year to high street retailers and brands including Boots, Marks & Spencer, Jack Wills, Karen Millen, Topshop, French Connection to name a few. To speak to us about your eyewear range, contact 0845 878 7187