A path for entering the US market specifically designed for small and medium-sized fashion companies that want to offer and sell their fashion collections in America
From selecting the companies, to creating the price list for the United States, to meetings with representatives/agents and fashion/clothing showrooms in New York, a full program covering all aspects of entry into the American market with the support of ExportUSA each step of the way
"Moda New York - 2019" is about to begin: the US entry program for Italian fashion, clothing, and accessories companies, now in its third edition
"Moda New York" is a program designed to analyze and evaluate fashion collections aimed at finding representatives and showrooms to handle sales in the United States of America.
A program created thanks to the collaboration of the Italian office of ExportUSA, fashion manufacturers and a group of American sales and merchandising experts specialized in the fashion and apparel industry
|
The importance of the price list in dollars quoted "Customs Cleared New York"
Stores, chains, department stores, agents, representatives, buyers and showrooms: all these require a price list in Dollars 'Customs Cleared New York'.
In other words, all these players in the fashion system in America expect to have a final price, which therefore takes into account all the cost factors and expenses that add up when collections are shipped from your country to the US:
- Shipping and customs clearance costs in America. They depend on the city of departure and the quantities shipped, as well as the means of transport chosen, whether by sea or air. To incorporate these costs, the quantities to be shipped and the volume/weight of these quantities must be estimated. Instead, the customs clearance costs are set at a fixed rate, normally ranging from $400 to $500 per shipment.
- Import duties. These depend on the invoice value of the imported goods and the type of garment imported. There are many variables: type of fabric, combination of fabrics, presence or absence of leather, etc.
- Dollar/Euro exchange rate. Here again, assumptions must be made about the exchange rate level in order to construct a price in dollars.
- Agency Commission. Typically, the commission due for sales representatives and showrooms varies between 12% and 15%. The commission should be included in the calculation of the sales price to sales representatives and showrooms to preserve the margin.
In the United States, and not only in the fashion industry, the construction of such price lists is crucial in order to be able to present collections to representatives and showrooms.
These price terms are known by a variety of names: landed New York; DDP [delivered duty paid]; LDP [landed duty paid]; Franco New York prices; CIF New York price lists...
Apart from the more or less correct diction, they all refer to prices that your representative can use as his or her basis for calculation in order to be able to sell to the distribution [boutiques, department stores etc.]
In the first phase of the program, ExportUSA will assist companies in preparing their US dollar price lists and revising the accompanying Style Sheets.
|
"Moda New York" is a sales and promotion program that takes into account both the operating methods of small and medium-sized foreign fashion/clothing companies and those of representatives/agents and fashion showrooms in America.
At ExportUSA, we have created a market entry program that takes into account both the needs of those who produce and those who sell [representatives and fashion showrooms], in the United States.
The ultimate goal is to enable manufacturers to begin selling in the US market.
Now in its third year, the project has successfully placed various Italian brands on the market, providing them with all-round support, from market analysis to the negotiation of contracts with New York's leading showrooms.
These are the steps of the Moda New York program:
- Selection
By reviewing look books, price lists and operating methods at one or more meetings with the manufacturer, the ability to successfully address the American fashion market is determined.
- First Phase
Companies that pass the selection process go through the first part of the program where the following activities are carried out:
- Creation of a DDP export price list for US customers with detailed analysis of the applicable duty;
- Samples are sent to New York [just a few items, no need for a full sample book] and line-sheets are created
- Analysis of the market sector to identify trends, volumes and competitors;
- Product analysis to understand positioning, pricing and promotion policies;
- Presentation of the collection to industry experts, who assess the style, price and potential and provide comprehensive feedback on the brand
- Verification of interest in the collection by representatives and fashion showrooms. This is the cornerstone of the first phase of the American market entry process.
- Second Phase
Companies whose collections have met with the approval of representatives/agents and fashion showrooms move on to the second phase, aimed at introducing the brand to the market with the latest collection.
As of 2018, the Moda New York 2019 project includes two alternatives
- Partnership with showrooms:
We introduce the companies to the showrooms that have expressed interest in the line and organize introductory meetings in New York at their premises, assist during the meetings and negotiations to finalize the partnership and start work promoting the collection;
- Sales tests with agents:
we introduce the company to agents interested in adding the line to their portfolio with the aim of testing these immediately on their customers and verifying the market response. This option doesn't necessarily require a meeting in New York. We can coordinate everything remotely and seal the deal with a series of video call meetings, offering you the necessary assistance.
Optional Program
For fashion companies interested in selling in the United States but whose collections have not been judged suitable for the American market, we can organize a guided tour of the boutiques and department stores in New York to help them get an idea of the trends and a consultation session with a merchandising expert, also in New York, with the aim of gathering ideas and suggestions for adapting the collection to meet market tastes.
Feedback from stakeholders is translated into practical advice on the product, brand image, target customers, timing, payment and logistics expectations that companies can use to improve and return the following season.
"Moda New York' is an effective and market-tested trade penetration program for the United States
Moda New York is now in its third year. Successfully launched in 2015, with the support of LAPAM Confartigianato Modena / Reggio Emilia, "Moda New York" will be held again in 2018. In the transition from the first to the third edition, the program was refined on the basis of the experience gained and the comments received from companies, fashion showrooms and representatives. It is now even more flexible and responsive to the needs of fashion companies.
The big news for 2018 is the possibility of carrying out a sales test for one season by including the brand directly in the portfolio of an agent who will test the market by presenting the collection to his clients. At the end of the test, on the basis of the results, the company and the agent will assess how to continue the collaboration for future collections.
The advantages of participating in "Moda New York"
- A ready-made and tested exploration and sales program for the fashion and clothing industry;
- Designed and produced for small and medium-sized fashion manufacturers;
- Low investments and zero risk;
- It includes all the services a company needs to enter America successfully;
- Flexible: it can be supplemented and extended with additional services;
- Assistance at all stages of the program;
- Direct meetings with representatives and showrooms.
(+1) 718-5225575
