At first glance, a bow tie seems to be an easy product to sell on the internet. While in Spain the word “fly” is searched for 3,550 times a month on Google, it is 20,210 times in Great Britain and 75,630 times in Germany. It’s not a majority product, but when you consider overall European demand, there’s growing interest. It’s also one size fits all, making it easier to manufacture.
Also from a logistical point of view, it is a light product that takes up little space. Add all of this up and say yes, it seems like a good product to sell online. Well no.
We didn’t want to make the same mistake that many entrepreneurs make when entering the textile business via the online channel, so we asked companies in the sector what we should do to avoid mistakes. If we hadn’t asked the industry, we wouldn’t know that the way it’s sold (and bought) to men has nothing to do with the way it’s sold to women, even if we over speak fashion; We would have entered the market with few references and would have opted for the online channel for a type of product sold in physical stores.
It occurred to us to create the Pajarovskys brand, designer bow ties for men between 30 and 40 years old, made with responsible fabrics, certified by the Global Organic Textile Standard and made in Spain. We have the idea of selling the device for 24.99 euros.
“First of all, it is very important that you have many fly references. Even if you only have four models, it is important that you offer the user the widest possible range of colors and patterns. They may even address the possibility of the customer creating their own bow tie,” he warns. Nuria NicholasRetail Expert.
Where do we start? “Of course, the first thing you have to do is look for fabric suppliers and a workshop that will do it for you if you don’t know how to do it yourself. We were surprised how close the vendors were. The main thing is to approach the industry associations. They can help you find suppliers and workshops and give you access to contacts,” he explains. Esther Seguraco-founder of Tanya Tarrega of handcrafted Alicante branded garments Slow artist.
Which providers do I work with?
“Those who stayed in the industry in Spain are more willing to work with smaller amounts. But you have to sell yourself well, especially if you want to fetch a price. If you find a good workshop, they will tell you that people come every day who want to make things – who want to launch a clothing line – and that many of them turn them down because they are not sure about it. We told them we wanted to start with a capsule collection, a sample, six different models. That way we have the same fabric and can buy cheaper, we simplify workshop costs by having a single pattern,” says Segura.
Okay, we have a producer. Each bow tie costs us seven euros to make, including fabric, labor and transport. “This type of brand is so small that it is almost invisible on the internet. It is very difficult for someone to come to your website, see that you have 20 models and end up buying from you. Now the markets are moving [mercadillos que se organizan una vez al mes; el Mercado Central, en Madrid, y Palo Alto, en Barcelona] that attract this type of audience for which it is important to be physically present,” Nicolás recommends.
Through which channel?
For Nuria Nicolás, “The problem with an online store is that you are on the same street as Zara, but they don’t see you, nobody is coming. The only way to make this reasonably profitable is through physical outlets: through markets, agreements with physical stores with the same aesthetics, and that the web is the pillar on which everything is supported, but keep in mind this will not be the main focus of the sale of your company. You have to be online, there has to be movement on social media, but a small brand that wants to be billed has to ally itself with physical stores.”
“We decided to start selling abroad, in Northern Europe, where there is an ecological and sustainable conscience, a market where they are willing to pay a little more for the product, where the effort in materials, production , yes, it is estimated .in Spain; and we thought of selling over the internet [igual que la idea de nuestro pequeño experimento]. But in the end we realized that our target group was women older than those we wanted to promote and that it was necessary to have outlets. So we turned the business around and started opening outlets in stores where we thought it would be a good fit and it started working for us,” confirms Segura.
“In addition, men not only trust the style of other men, but the style of brands. If they go to a store they trust and your bow tie is there, that’s where you stand a chance of being bought. However, a strategy for women would be completely different,” Nicolás clarifies.
at what price do i go
Is the price reasonable at 24.99 euros? “For the type of man who buys these types of products, it seems reasonable to me. It could even go a little uphill. I would market that price, on the web I would do promotions at that price, but in stores I would raise the price. In the end, it’s a whim,” says Nicolás.