After working the corporate structure for so many years 20 to be exact, I know one thing for certain. To think of the urban areas as an uneducated group is to underestimate the level of disrespect that they truly have for their urban supporters. “Supporters” is a very appropriate word to use seeing that even through recessionary times the “hood” has been a big consumer.
I used to complain about the Asian business owner that took over our favorite eatery or that sells product at the Swap Malls. After being in retail since ’93 off and on one thing that I am certain of is that the Asians are more respectful than they ever have shown themselves to be.
Who else would come on national TV and say that they did not make their products to be consumed so heavily by urban “Blacks” (Timberland, Cristal, and Tommy Hilfiger). The saddest fact is that we still wear and consume these products at high rates and have for 20 years or more. Do we really want respect in the hood or do we just want to wear what they wear (rich whites).
Let’s get this straight I’ve been a buyer’s assistant for high end fashion companies where I was the person dealing with the designers, sales reps, warehouses and retail stores. The buy just reviewed the product, chose, then handed the spread sheet to me to do the rest. Then I moved on to helping others open there own retail stores in different area. I’ve been in meetings where things have been distastefully discussed about the thought of product reaching areas considered “ghetto.” The thought of working with Blacks initially drew some concerns but after finding out that we were all corporate trained many of the vendors would be at ease. They found that we actually had a better overall knowledge of the business and no desire to serve the “hood” since we were opening stores in the Inland Empire or West Side of L.A.
Many of them began asking us business related questions on their product asking for feedback. This was in 2004 and we still get calls from vendors to open another store since we closed the first one due to personal disagreements (watch who you go into business with).
Now let’s address the issue of dealing with business relations in the inner city, let me just say that it has been some of the worst business experiences in my life. Not to say that many of them I did not see coming but the idea that the owner would take pay roll to Vegas and trick it off was beyond me. Then you watch the “white people’s ice is colder than blacks” syndrome, I would tell them one thing and they would ask the same question to someone white and go with them. After time they would call me back to fix a problem that I had warned them about in the beginning and to their surprise the person that they went to had no idea what they were talking about. Did I help at first but after a few years I learned to say “I’m so sorry but what’s done is done.”
Another problem with the “Urban Retailer” is that many of them open businesses after failing to transition into good employees. Some feel that their ability to shop will help them forecast trends 6 months in advance. Just because you think this shirt should be over there with these pants do not mean that your visual presentation is correct. The floor has to flow like one unit transitioning from section to section. Then setting up manikins is a whole other dilemma that they have no prior experience dealing with and do not understand the need to layer for visual effects not practicality. Visual effects often time is the difference between companies getting a vendor or not 90% of the time.
The last issue I want to delve into with this blog (another will follow about some other major issues) addresses, credit checks are a routine determinant in who gets consignment and who does not. How is this different than getting anything else in life, but what many don’t realize is the rep has the ability to then give you options. These options will include lines that need products moved or overflow (lates) that the need to sell to meet numbers. Just because you want Baby Phat does not mean you get Baby Phat today, shortsightedness can kill your business before it starts. Get a alternative product that visually is appealing with the quality (usually it has a higher grade) that the brand you want has.
The key to starting any business is starting. Many business owners try too hard to make profit before they actually open their doors. Basically destroying their business before they even start it, think of it this way, your dept margins will be far higher than the time period you have before your capital reserves are gone. Don’t forget this is cash in carry even if you use credit now you must consider high interest rates and overhead.
