(Filed Under wholesale Lingerie News). Julie France, the shapewear firm that has been leading a campaign against the now widespread practice of wholesalers selling directly to consumers, has unleashed further ammunition in the debate. The company has been surveying the retailers it sells, asking them about the practice, and has now shared more of their comments.
The vast majority of the Julie France retailers said it was important that wholesalers do not sell directly to consumers. Noted one, “If we are stocking items, but the manufacturer sells it directly why would a customer come to our shop? They don’t. If we do not have customers we can not stay in business.”
Another complained, “People will use our product and staff for try-on and purchase online.” Wrote another, “I will not work with a company that sells on the internet or sells directly to the consumer! I am in a small business and don’t want to compete with you!” Yet another stated, “Being a brick and mortar store, we have a lot of expense to cover. Brands that sell direct rarely use the same mark-up formula as we do. Also, we offer our customers a wonderful in-store experience including free gift wrap.”
Several of the retailers surveyed said they had dropped wholesalers who sell directly to consumers. “I have dropped brands, because if the manufacturer will not support us why would we promote them?” declared one. Said another, “Yes! It’s a waste of time for my staff to service online shoppers!” In explaining the reason for dropping certain brands, another retailer wrote, “I want to offer products that can’t easily be found at other retailers or online. Those are the brands that I plan to invest more heavily in. I want to have a unique offering of products,” the retailer concluded. “That is one way to convince customers to shop with me instead of online.”
Most wholesalers who sell directly to consumers argue that when they sell directly to consumers they do so at retail prices that are significantly higher that the prices most retailers are offering the same product. Thus, they say, they are not hurting retailers. Julie France noted, however, that consumers who are willing to pay higher prices are, in fact, a retailer’s best customers. And thus, removing them from the marketplace does harm brick and mortar stores. “I agree,” wrote one respondent, adding, “we definitely want people in store who will spend more.” Another declared, “I totally agree they are taking our best customers.”
In the original October survey, 94% of the retailers responding to Julie France said it was “very important” that the brands they carry in their stores “do not sell directly to consumers” and 92% said the practice has a “negative impact” on their business. Furthermore, 73% of the retailers said they agreed with the statement that “there are ethical implications regarding manufacturers selling directly to the public.”
Disclaimer: The views expressed in comments published on bodymagazine.us are those of the comment writers alone. They do not represent the views or opinions of Bodymagazine or its staff.
NOTE: Your Email will not be displayed.