Brand presentation is another marketing tool that helps introduce your brand to a buyer. It's more of a business document demonstrating what is your brand proposition? What is your target audience? What is your marketing strategy and what is your commercial offer. Brand presentations are more common among big retailers. When they finally invite you for a meeting with the fashion buyers, or fashion directors, you definitely need to bring your current lookbook and line sheets.

However, you also need to give a broader perspective on your business. And that's why you need a brand presentation. This tool shows how you as a fashion business owner see the opportunities in the market for your fashion brand. What problems in the market you're trying to solve with your brand and what brands and segments you're trying to hit. A brand presentation should not be too long. Ideally should contain 10 slides, they should address the brand story and detailed description of your target audience and how your brand fits the current social fashion trends, marketing strategy, how are you going to support your brand sales history or your previous collections if you have them, testimonials from your followers on influencers, commercial affirm, show how they will make money with your product production schedule as well as desirable payment and delivery terms.

I will go section by section to give you more information about what each slide should contain. Before that, I want to say a few words about the design of the presentation and the cover. Both there is no need to make your brand presentation super fancy with flying slides, texts or images. Now, remember, it's a business document which should be Rather formal and look again professional. However, it doesn't mean that it should be black and white with Times New Roman font. Do the brand presentation using your corporate style, meaning your brand's colors, fonts patterns, you can add some flavor of the collection that you are presenting right now.

But make sure that it still looks consistent with your brand image. Again, it will provide a more professional and trustworthy look and feel to buyers. The most important thing is to make a catchy cover. It can be the best for a fear from your lookbook or a celebrity wearing your product. Something that can grab the attention of buyers and make them scroll down to the next page in case you send this presentation via email. For the layout inspiration, take a look at Pinterest Canva Canva has many templates that you can use as well.

The brand story should contain a short maximum three paragraphs introduction of your brand, say where the brand is from, what segment it targets, what the designers source of inspiration is and what makes it different. Basically, you need to state your brand proposition, in other words, the value that you give to your customers. In this example, we see the story of a brand that targets a high end niche of women's wear. The designers from Saudi Arabia, her styles are influenced by classic urban shapes and lines with contemporary innovative Western fabrics and materials. Always remember that you need to wrap your brand proposition in a beautiful story. The buyers may forget some facts, but they will always remember that there was a story about this brand.

Also, if you have key sales points that make you Brands standout mention them on a separate slide in bullet points. For example, seamless all reversible no hardware adjustable elements, high quality nealon then the description of the target audience should be very specific is if you are describing a concrete person, you need to show a buyer that you understand the demographics and psychographics of your target audience. What is her knowledge about fashion? Whether she is a fashion expert or a trendsetter? What is her motivation in terms of fashion? What is her body image that she wants to underline her status or show her body is she I don't know, a minimalistic or artistic person where I have visual aesthetics.

A small tip basically here you will partially explain the target audience of this store that you're pitching this should recognize in this description the profile of their own clientele. Next, you need to show what market fashion social trend your brand is closing, you can show the key items from your collection and they can be potential bestsellers that address the future fashion trends of the season. This is the most common and sellable approach, show pictures of the street style and reports of the trend forecasting agencies if you have them, your goal is to prove why your brand and your collection have a potential for sales or you must show that there is a certain social trend that you your brand responds to a simple example is sustainability and green production. And then you can say that you use recycled materials or organic fabric or your packaging is eco friendly.

Or you may show a graphic with the market analysis showing that there is a three niche for a certain type of product and that you're going to close this gap with your product. That's your show buyers that there is a market need and your brand addresses this need. Basically you offer a solution. This approach may work out really great if you have done in merchandising analysis of the store that you are pitching and show them the calculate the calculated business opportunity. In the next section, you present your brand marketing strategy and marketing activities that you are planning to execute in the coming season to support the sales of your collection. Don't be surprised by this section as you may think that after a retailer makes an order and you sell it to them.

You have nothing to do this is a mistake the retailer most probably will Not marketing your brand, the retailer markets itself and it is your job to make people aware of your brand and motivate them to buy. Here you can mention what the main marketing objective is for your brand at the moment. Whether it is building brand awareness if your brand is new, or creating awareness about the points of sale where people can buy a collection and with what marketing instruments you are going to achieve your goals. Depending on what your tactics are, you can briefly show your marketing activities. For example, you may say that you do targeted advertising on a constant basis to bring traffic to the stores that sell your products. Then you may say that you understand the importance of social media presence, and you have a pretty active Instagram account and you produce fresh videos for the content every month.

By the way, most buyers will look at your social media profile. So make sure that your account is really active and full of interesting content. You may also imagine that influencer marketing is part of your brand strategy. You can name the bloggers that you're working with or planning to work with. Tell them how often and in what format you're going to collaborate with fashion bloggers, mansion if you work with stylists or celebrities. If you have any press publications show that as well on a separate slide.

All this information shows the buyers that you have a solid business plan in place to drive the sales of your brand. It means that if they decide to buy from you, they can be sure that your marketing activities will create a demand for your brand and help them sell out your product. Then Showing your sales record is very important. It can be the sales history of your previous collections or the current collection. You must show what stores are already selling your brand for how long and in what locations. If you have been selling through your online store only then show your ecommerce sales.

If you have been selling through trunk shows or markets then show photos of your participation a mansion the sales results. What do you do if you have no sales history? Well, first you can show the overview of your previous collections. Buyers understand that for the first two to three seasons, there may be no sales due to different reasons. However, if you show a consistency in your collections, and and you can demonstrate your signature style across to three collections that you have developed, your chances for orders are high because buyers will move Likely remember you. If they see that you're keeping up with trends and consistently deliver good collections, they can make a positive decision about your brand.

Another way is to use the power of social media to show a demand for your brand through the customer testimonials or social media comments that people leave on your page. In one of these interviews you remain Cove, the managing director and partner of Rebecca Minkoff mansion that during the negotiations with sound fashion retailers, they use the comments from their social media to prove that there was a demand for a certain style from their collection. That's how they managed to convince buyers to make an order. So never underestimate the power of social media. Your commercial offer part you should start with the profit that the buyers can make on your brand. Show them that they can earn a lot from you.

As I mentioned before, your minimum retail markup should be 2.2. But ideally it should be 2.5. Then mention what your order minimums are their style and overall, if you provide a volume discount mentioned that is well as big retailers can be interested in that. If you can offer something for exclusivity, it can be certain styles or colors. That's not the area of buyers interest as they don't want to sell what everybody else is selling. If you can provide free samples for giveaways or PR purposes mentioned that as well.

Also put a notice in for what percentage of the order can be exchanged and within what time very specific Added to avoid getting half of your order back. Some brands have discounts for the next order as they want to make their buyers loyal and encourage them to buy more. Now lastly, you should share your production delivery and payment terms. Again, let them know what your production schedule looks like. Are you flexible enough with your orders or do you have a strict cutoff dates? If you do then mansion what your car of a car of day is for the collection and what the expected delivery time is also mentioned who pays for the delivery and within what area in the beginning most brands pay for the delivery themselves However, you can always negotiate it.

For example, I would recommend you negotiate a free delivery but with the 30% prepayment for your order, which made it very hard for an emerging brand but it will allow you to hit the break even point with down going. Without going into that. Of course, understand that this is a very, very ideal situation and the reality will differ from retailer to retailer, there will be retailers that you will be more than ready to take your 100% post payment from and there will be retailers whom you will ask to pay 100% in advance and pay for the delivery as well. So, it really depends. Okay, let's recap. during this session, you learned another marketing tool that will help you sell your collection to retailers.

The advantage of a brand presentation is that it gives a buyer a more comprehensive overview of your brand, your target audience and the business opportunities that you offer them. It shows your market tactics and plans that will help sell out your collection. It also gives an overview of your commercial offer to buyers. Overall, if you manage to present a captivating brand story together with a deep market analysis, showing how your brand a collection can feed the current trends, if you manage to show that there is a demand for your brand, or how you're going to stimulate this demand, and how much money retailers can earn on your collection, then you have an irresistible selling presentation in your pocket.