Retail Items

Purchasing suits from a swimwear manufacturer is not the same as buying products from your tanning supply distributor. Many big swimwear companies have high purchase minimums, which means you would have to buy in quantity before testing the waters regarding a suit’s selling success. Before jumping in, look for those manufacturers that will sell to you below the normal minimums. Hint: When paging through LOOKING FIT, keep an eye out for the manufacturers and industry distributors that advertise and receive occasional editorial coverage. These companies usually have geared themselves toward the tanning industry and will be a good business partner for your salon.

It’s important to budget the swimwear you sell in several price categories. The key is to give customers as many options as possible without overextending yourself. Remember that in May and June, department stores will be putting their swimwear on sale, and you must be prepared to do the same to compete. Finally, don’t make purchases too close to the end of the season—you don’t want to end up with excess inventory that will be so-last-season by the time the next swimwear season rolls around.

Selling Apparel

Retailing in this country is evolving away from the traditional storefront operation. With changing consumer lifestyles and issues relative to safety, crowding and the inconvenience of traditional retail outlets, consumers are looking for alternatives.

What does all this mean to you? More working women means more prospective customers interested in their physical appearance, i.e., hair, nails, skin color and, not to be forgotten, clothes. These customers now visit your salon more frequently per month to maintain their cosmetic appearance. This means you have a consistent stream of customers—with their own source of income—who feel better about themselves as a result of the services you provide.

You feel better about yourself when you purchase new apparel, and so do your customers.

Make sure you are carrying apparel that meets your customers’ desires, not just your own taste. Do you know their spending habits? Where do they shop for casual clothing? Where do they vacation and how often? What do they wear into your place of business? What kind of vehicle do they drive? Don’t fall into the age-old trap of buying only what you would wear. Remember, the more you know about your customers’ lifestyles and tastes, the more able you will be to provide apparel that meets their needs.