Market expectations

I’m getting a lot of questions from vendors about what to expect at the Atlanta market this week. In a nutshell:

1. There are going to be a lot more lookers than takers this time. Retailers are taking notes then faxing orders from home. Means less paper written this week, but doesn’t mean the show’s been a flop. (Sound familiar? See my previous post here).

2. There will be a lot less traffic this time. Retailers that can make the trip are staying even fewer days than in July. Retailers that can’t make the trip are relying heavily on your road reps, catalogs, and websites. If any of those are out of sync, get them up to date, fast.

3. There need to be show specials with substance. Retailers are paring the list of vendors they’ll carry down to those with good odds. Risk taking will be at a minimum, so if you want to convince them to take a chance on a new line or more product from a current line, you’re going to have to make it worth it.

4. There will be more competition for non-online product than ever. One of the first things that put a line on the “cut” list for retailers is its widespread availability online or in big boxes.

5. The decision making process will be faster. With fewer days and more pressure to make smart decisions, retailers will be making judgement calls quickly, based in great part on the elevator pitch you back product samples with. It’s going to rattle your nerves and probably tick you off, but this is the new reality, so brace yourself.

6. There are a few phrases you need to avoid like the plague: (a) The worst has passed; (b) Things are going to be better this spring; (c) Everyone else is ordering like normal/increasing their orders; and (d) If you don’t increase/reorder, I’ll have to offer it to your competitor. A high pressure sales pitch will just about guarantee a lost order, or worse, a dropped line.

Retailers are cutting back on lines. They’re cutting back on volume. And they’re cutting back on show time. This is a necessary evil for buyers who want to be around for the show next winter, so please try to remember that their caution now is your long term security blanket. Together, we’ll weather this storm.