February 1, 2018
The Happy New Year Blog
Howdy – (I heard that greeting from my new Texas A&M friends. I took a customer engagement sales class taught by their Industrial Distribution program and it's true – everyone in College Station, Texas greets you the same way. Now I can't stop myself from using it.) Happy New Year would have been my opening line. I can't believe it is 2018, but this blog isn't how fast time flies. It's about the new opportunities that come with the beginning of a new year.
New Year Starts New Selling Season
For us in the retail apparel business, the New Year means the beginning of the fall selling season. During the Holiday season our line is discussed and new items are selected. Prices are negotiated and set. Samples are photographed and the catalog goes to the printer. Now comes the moment of truth - the selling season begins. Our first trade show was last week in Las Vegas. Our first sales presentations were before that in Wisconsin with our long time retail partners.
Optimism In A Changing Industry
You don't need me to tell you what has been happening in the retail clothing industry. It's all over the news. Store closings, on-line shopping, consumer spending patterns; it has all been documented. And it can be summed up in one word – change. Which is what we are carefully trying to adjust to and that is why I am optimistic.
The Right Amount Of Newness
I'm excited about the Broner Brand in 2018. We have identified our core items, the hats and gloves that continue to sell every year (some of those items we have been selling since my father introduced them in the 1970's). We understand what markets we serve best and we understand how our brand compares to our competition in those markets. With that in mind, we are thrilled to introduce 134 new items to the Broner Brand.
We also know what our customers have come to expect from us. You can call it our three pillars – Quality made products, Moderate price points, and Honest answers. It is a formula that has worked for us for now 85 years! So I'm excited for our retail partners to receive the new 2018 catalog in the mail this week, excited to head out on the road selling again, and excited for what 2018 has in store.