Did you ever want to sell your jewelry, clothing or handbags at the legendary Henry Bendel stores? Have you called them again and again and never got a response from the buyers?
One sure way to show your product line to the store buyers is Henry Bendel's Open-See. It happens twice a year at the Fifth Avenue flagship store in NYC. Emerging designers are invited to come and present their collection for a chance at launching their career as an independent designer.
Here is an interview with Sarah Van Evera who is about to graduate from the fashion design BFA program at Parsons in NYC. She put together a luxury collection of handmade teddy bears called Project Theodore, prepared a press package and lined up early in the morning for her chance of designer stardom. Here is her story:
Bobbin Talk: What is your product and category?
Sarah: Luxury Teddy Bears/Giftables. They are created out of recycled leather, antique handbags and donated materials from fashion design houses and designer friends.
How did you prepare for the Henry Bendel Open-See?
I researched Henri Bendel for price point information, the customer they target, and tried to get a sense of the products they usually carry.
What time did you arrive at the Henry Bendel store?
I was there at 7 am.
How many people were already ahead of you and how long did you have to wait until the the actual meet with the buyers?
By 7 am, there was already a line down the block on Fifth Avenue and around the corner. When the line began to move, it went pretty quickly, so I was able to see the buyers by 10 am.
Did you find out when the first people showed up and were any designers who were cut off for coming too late?
It looked as if some people at the front of the line had camped out all night, but I'm not sure. Everyone who came before 12 was seen, as far as I know.
Which category had most and least people showing product?
The Apparel and Accessory tables were packed all morning, but the Small Leather Goods and Giftables tables were slow enough to really have time to actually talk about the product and answer questions.
How did you present your line of luxury bears and what questions did the buyers ask you?
I wrapped each bear in silk chiffon, and put them in a white Project Theodore box (which I made the night before). I tied a huge ribbon around the box, so it would seem like I was opening a present, while presenting the bears. This simple idea added to their enthusiasm about the product. They asked about the price points, and where I got the original idea for the bears. They also asked if I lived in New York City, and if I would be interested in doing a trunk show
What did you include in the package you gave to the buyers?
I gave them a short business bio with my line sheet. I also gave them a business card with Project Theodore logo.
Is there anything you would do different if you could do it again?
I would have asked them more questions about how the product could be made or presented better.
Was there a common mistake you saw other designers repeat with their presentations or product?
There were a lot of people who looked out of place because of the way they were dressed. When meeting with a buyer, it's good to think of it as an interview. It really is an interview. Some designers brought their garments in cardboard boxes, or plastic bags, which did not look professional. Garments should be on hangers inside a garment bag.
What was the result of the interview and what are your plans for the future?
After the go-see, I sent a leather Thank You card cut in the shape of a bear. { ok...I also added some eyes, and a rabbit fur tail } Inside the envelope I included my business card along with a Thank You note. I am waiting to hear back from Bendel's buyers, but in the meantime, I am selling the bears in boutiques and to friends. They are currently for sale at the fashionable Pixie Market, 100 Stanton St, NYC and Factoriem 179 Orchard St in NYC. Both boutiques are on the Lower East Side in New York City. Project Theodore can be found here. Future plans include a Project Theodore website (which will be located at ProjectTheodore.com) and branching out to boutiques in Soho, Meatpacking and Williamsburg. I definitely think the bears belong somewhere people can pick them up, and engage with the materials. Pictures do not do them justice :)
Here is Sarah's profile on etsy.com
