In This Corner….THE RETAILER!

One of my Showroom owners sends out newsletters to her vendors and reps. I find this so refreshing and enlightening. By sharing her views and links to blogs she follows and articles of interest, I am exposed to an entirely different viewpoint.

Most of the time, I read the content, take note and get on with my day. Then about a month ago, she sent a link to a blog that I cannot get out of my mind…what I really should say is that it got under my skin.

The reason for the link was  innocent and well-intended. It was sent simply to let us all know that buyers were employing new strategies when purchasing during the July Markets. Okay- good to know.

I clicked on the  link. Very interesting….However, another part of the post offended me as a Small Business owner. When I went on to read more of the blog I got more annoyed.

I know- you wanna read it for yourselves.  Don’t worry-  I’ll give you the link, but please indulge me first.

I kept wondering why I was so defensive to this person’s blog. I’m always interested in the opposite viewpoint. As a designer, I have plenty of experience with criticism. As a Small Biz owner, I’m used to taking compliments and critiques ranging from fabulous to nose-crinkling. So what’s the deal with this chick and this blog? I think it’s the tone. Condescending.

I can’t deny that she has tons of experience and is apparently a well-regarded industry expert on Trade Shows. Just don’t mistake this for an objective expert.

The blogger herself states many times throughout her blog that she is decidedly, full-forcedly (word?) and unapologetically on the “SIDE” of the retailer. And oh- she’s on the board of several Trade Show Organizations.

“Side?” “Side?!” My first reaction was to comment on her blog from a Small Biz perspective. Then I thought about a rant-post on this blog about being on the “Side” of the Wholesaler or Small Biz. Then I thought, geez, why are there any “sides?” , and how can I really take her opinions seriously when she is so obviously biased to promote the Trade Show business and their interests.

Okay, I won’t torture you any more. Here is the note my Showroom owner sent:

“A retail consultant and a woman who has been involved in the gift industry for many years, Cinda Baxter, is blogging about the various summer markets.  I don’t always agree with her comments, however I think her remarks on buyer strategies is worth reading at Always Upward: The Blog. “

I must give kudos to Baxter for fully disclosing that she does sit on the board for several interested parties in the area she covers. No crime in that.

So, let me disclose this: I’m a Small Biz owner. I promote small business. There, I said it. And, yes, hopefully, I will profit from it. Here’s the difference, I am not slamming the other side of the aisle. I know I need the Buyers/Retailers. I know I have to do the best job I can to attract their business and even more to keep it.

So- I think I would rather learn what the Retail Buyers need and try to nurture that relationship. But, I’m not a doormat and I’m trying to run a business too.

I’ve made a chart to compare the 2 “sides.” I don’t pretend to know what actually comprises a busy Retailer’s day. I just took some wild guesses, of which I’m sure a few are correct.

Even with the variances, I think we seem more alike than not. The obvious- in business to make money- is a given.The even more obvious, they sell to the general public and we don’t, doesn’t really make much difference. At one time or another we are each buying or selling.

Of course, I’m making this overly simplistic. There’s a lot more to the game/role-playing dynamic.

Depending on the size of the Wholesaler or Buyer, the scenario and attitude of either party can change. But, I’m talking to you, the Small Business owner. We don’t have so much power to wield. We’re usually dealing with small chains or boutiques that may carry up to a couple hundred lines – in the big-picture scheme of things, they’re considered “small” too.

Back to the Always Upward Blog. Let me shock you all and tell you that I think you should follow Cinda’s blog. I think she has a lot of information. Not all of it good. And certainly not unbiased. But still she has the backing or funds to travel to a multitude of  Trade Shows to give you her “insight”, information and opinions that the general Small Biz public may not otherwise be exposed to.

I decided to learn from her blog and utilize it as another resource.

Let me leave you with this.  Buyers need new product. Small Businesses are usually the pioneers of new product. Small Businesses need buyers. Of course there are other elements in this circle of retail life, like saleability and profitability. So, let’s just say we need each other and build from there.

Or, as they say in The Godfather, keep your friends close and your  “enemies” closer. Kidding.

Knock-Off, Who’s There?

Imitation is the highest form of flattery. Not.
I think I agree with Coco Chanel: ” Being copied is the ransom of success.”

First let’s define “knock-off” in it’s most technical terms and it’s loosest.

Counterfeit: Handbags and accessories are one of the most lucrative counterfeit import businesses. You’ve seen them, the guy on the street with purses lining a blanket, saying that are real Louis Vuitton, Gucci or Prada. You may have even been in some beautifully appointed shops in Hong Kong, where they serve you tea and show you bags..in the backroom. In some cases, they look very real. Sometimes, even an expert has trouble telling them apart from the real thing. That’s because they just about are the real thing.

A high-end counterfeit operation purchases, has in-house spies, or bribes/blackmails/threatens employees of high-end brands, to steal original, authentic items or patterns. Then they are scanned by computer, detailed out for color, stitch count, construction, branding, fabric, leather etc. All the elements of the purse are copied exactly- or almost. But they aren’t “real” or authentic, because they don’t come from the license holder or legitimate manufacturer. They are counterfeit, as in, ILLEGAL. This is considered IP Theft, Intellectual Property Theft.; an idea or essential elements of an idea that are identified and owned by an entity is the Intellectual Property.

Think again before you think about buying a counterfeit purse. Sure, Gucci will never know, but you will. You would be guilty of purchasing stolen property.

Having someone develop counterfeit items of your line is probably not something that you will have to address. More likely it will be the “knock-off.”

Knock- Off ( impostor): An item is meant to so strongly resemble a popular or high-end item that you visually  may mistake it for the original unless you look closer. The logo initials have changed, the branding elements aren’t exact, the quality is several grades cheaper or just simply tacky. These items are not trying to sell you as being the original, just look-alikes. However, these items can be infringing on trademarks, but that’s not your worry. If you buy these items in a legitimate retail environment, it’s their responsibility to sell the items in good faith that the items are legal for trade. The manufacturer may come under fire and have to pay fines, remove items from shelves, etc., but you have done nothing wrong.

If you are the company that is knocking another company off to capitalize on their popularity, then you are doing something wrong.  You may not be found out. The problem is, you will always be at the mercy of the original company. If you haven’t developed the concept yourself, the life and breath will never be authentic. You will always be the impostor copying what the originator does, hoping they won’t find you out.

Knock -Off  (slang): You pour your heart and soul into developing your label, logo and identifying features into your line. Then you  begin to notice your competitors are beginning to look like you. Not in an obvious way, but in a way that you can tell they were inspired by your line, or knocked-off your line.

Inspired is a funny word, it can mean that something gave you an idea to be influenced by a certain concept or can mean it took you in a totally different direction.  Some people misuse the word inspired when they actually mean heavily influenced by a concept.

You may have already dealt with this in some manner or another. Unless there is too strong of a resemblance in the visual presentation that there may be viable confusion in the marketplace, there is not much you can do.

This is where Coco’s Quote comes in: ” Being copied is the ransom of success.” If  you find yourself being copied, in a non-infringing kind of way, you may begin to feel paranoid or angry. I don’t blame you. What you have to remember is that YOU are the innovator, the creator of your line. You are that one that will make any changes or updates authentic, genuine and cohesive with the aesthetic of your brand. The word ransom is a  double edged sword and can effect you in two ways; On the one side, if you are successful you are copied. If you stop getting copied, then maybe you arent so great and people will judge you by that. On the other side, if you let the idea of being copied hold you ransom and paralyze you, then you’ll never move forward.

So, the obvious lesson here is that it is okay to be inspired by other lines. Inspired should mean to go forth and do your own thing, Not be so heavily influenced by  another brand’s identity that you can’t move without them making a move first. Then you are being held for ransom by someone else’s success.