Do Trunk Shows Translate Into Sales? What's the secret behind a successful trunk show?

by susan sommer

Give sales people collections they feel they can sell, so that they can make their commissions", explains consultant Peter Dubow. "If you motivate the sales department, the sell will be easy," he says.

For many designer and upscale labels, trunk shows are not only viable. ..they're crucial to business. They actually develop a customer for a label. Isut that's not all. They can help build a mystique and through it additional business and give both the store and manufacturer a chance to learn what the consumer wants in the market so the product can be tailored or refined to fit. Plus, they're a wonderful way to cement a vendor/store relationship.

In many cases, and especially with European designers, a trunk show allows the sales associates to preview the collection before it comes into the store and gives them advice on how to sell it. "We hold sales meeting in the morning to show how the line should be presented because the more the sales associates are behind a line, the better all of us will do," explains Jean Nuzzi, director of sales, Genny USA.

Actually, way-in-advance planning is essential to the success of a trunk show. Announcement of the show can be through a newspaperad or an invitational mailing to the store or sales staff's preferred customer list, or both. And the sales and/or personal shopping staff should also call customers who have expressed interest in the designer or already purchased the label, to bring them in and/or set up appointments, especially if the designer him- or herself is making a store appearance.

It's a great draw to have the designer there only if he or she has a good rapport with customers and people skills. Often, however, a charming rep with an excellent knowledge of both the line and customer can be equally effective.