Education

You've poured your heart into bringing your fashion vision to life, but how do you grab the attention of retail buyers at top stores? Divya Mathur, Chief Merchandising Officer and Fashion Director at Revolve, shares her expert advice on how to stand out in the competitive world of fashion. 

You’ve sketched, cut, sewn, manufactured, and brought your designer vision to life. But how do fashion founders like you get the attention of buyers at your dream retailers? Where do you start? 

We sat down with FFC's North Advisor, Divya Mathur—Chief Merchandising Officer and Fashion Director at Revolve—who shared her expertise on standing out and getting in the good graces of key retail buyers.

When Mathur started her career in buying at Saks Fifth Avenue, e-commerce was only six years old, and barely on the radar of major department stores. After rising at ShopBop, Michael Kors, and now at Revolve, Mathur shares her insights on the evolving fashion and e-commerce landscape. Mathur believes the industry is at a critical juncture.

"Retailers are struggling with outdated models," Mathur observed. "The traditional approach of buying products nine months in advance and trying to predict consumer preferences with pinpoint accuracy is fundamentally flawed." She says the massive failures in department stores, as well as the multi-brand luxury e-commerce sector, both reflect deeper systemic issues.

Looking ahead, Mathur sees a major opportunity in leveraging technology to enhance the shopping experience. "We're at a point where tech can revolutionize curation and personalization in ways that were previously unimaginable," she said. "AI, for example, has the potential to transform how we capture and present products, streamlining processes and improving the customer experience."

Mathur’s focus on integrating creative and analytical skills drives her to her thesis: the future of fashion e-commerce lies in blending innovation with a deep understanding of consumer behavior.  To empower FFC's fashion founders, Divya shared her roadmap for winning over a retail buyer:

1. Know Your Retailer and Align Your Brand. Before pitching to a retailer, deeply understand their customer base and how your brand fits into their existing product assortment. Mathur emphasizes the importance of researching the retailer’s market and aligning your pitch with their specific needs. Avoid a generic approach; instead, tailor your presentation to show how your brand fills a unique niche or complements their current offerings. Demonstrating this alignment will make your pitch more compelling and relevant.
2. Visual Appeal is Crucial. Buyers receive numerous pitches daily, and the initial impression often comes from visuals. Mathur advises that your pitch should include high-quality, inline images rather than relying on links or downloads. Ensure that your visuals are eye-catching and directly related to your brand’s aesthetic. This approach not only grabs attention but also makes it easier for buyers to visualize your products in their stores.
3. Highlight White Space Opportunities. Retailers are often looking for brands that occupy a “white space” or address a gap in their current offerings. Mathur suggests focusing on what makes your brand unique and how it can provide something fresh or different. Show that your brand offers a distinctive value or fills a niche that is currently underserved. This strategy can make your brand stand out as a promising addition to their assortment.
4. Be Prepared and Organized on the Back End. Make sure you're sufficiently funded and have the appropriate manpower to fulfill a retailer’s requests. Mathur stresses the importance of being thoroughly prepared and organized when approaching buyers. This includes having a clear pricing structure, established MSRPs (Manufacturer’s Suggested Retail Prices), and a solid supply chain. Ensure that all necessary paperwork, forms, and approvals are in place to avoid any disruptions. Demonstrating that you are ready and equipped to handle the logistics of retail partnerships will leave a positive impression and increase your chances of success.

By incorporating these strategies, fashion entrepreneurs can enhance their chances of capturing the attention of retail buyers and establishing solid retail partnerships. Mathur warns that “the industry has become so flooded with mass ideas and fashion fashion, and has become a bit formulaic.” 

At the end of the day, however, Mathur reminds designers and founders of all stages the following: “What excites all of us on the buying side is that love of product. Designers and fashion founders alike must remember that there’s never not a need for a pretty dress in a woman’s wardrobe.” 

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