USA Trade Show
Check List

Before you depart for your next USA Trade Show, have you checked that you will deliver on the following point:
Think and act American.
They think about money and time is money so put yourself in their shoes and see how you can always have this thought (*). When you investigate an opportunity or challenge for the Buyer/ American stakeholder, show them the money and how it will benefit them (before it benefits you).

Build a new American state of mind!

1. Set measurable goals to ensure you take every opportunity to deliver more to buyers. Connect with other stakeholders who can help you reach your goals such as sales, hot leads, journalists, store visits, back office solutions, marketing insight including brands you sit alongside …)
You can build a $1 Million business and more!

2. Have an American way to describe your line/ collection: Womenswear Contemporary line with a bridge price point …with a focus on the working women who believes in sustainability ... a woman looking for staple pieces in her wardrobe ….

3. Have a line possibly divided into 2 (+) delivery groups per seasonto ensure you bring freshness throughout the season

4. All your documents should feel and look American – Your admin, sales and marketing documents must give confidence to the buyers that you knwo the USA and how they operate. Make all necessary changes before you go. We have a whole set of documents for you if you want. 
Please review the following documents

• Order form
• Terms and Conditions at the back of the order form – max 1 page
• Lookbook (line sheet) – It has to be presented so that a buyer can use it and easily buy from it (*)
• Business cards – US details on the front
  
  As part of this exercise, have a good knowledge of your products, fabrics, delivery dates, minimums if any, opportunity for SOR-consignment, opportunity for private label (co-branding or using the Buyer’s label). 
  The Amercian market can offer you great private label opportunities so make sure you have clarity about the moq (minimum order quantity) you will request from the Buyer, exclusivity, terms and delivery information … You must provide an immediate answer. Remember time is money!

5. Department Store orders - You must ensure that you know how to handle those key accounts inlcuding but not limited to Department Number, PO number (purchase order) and how to access and strictly follow the routing guide

6. Dates with the format MONTH / DAY but to avoid confusion with European date format, write the month first but explicitly July 1st to July 31st …

7. Sell DDP in store – all-inclusive prices – No extra freight cost for the Buyer (unlike the other US vendors)

8. Application form including Federal Tax ID – It is needed to clear customs as a foreign Importer of Record. The application form serves as a tool to provide credit to the buyer after a positive trade history. 

9. A well rehearsed sales pitch. Ask all the buyers the right questions in a timely manner. This will ensure you spend your time with the right buyers.

10. Build a database of targeted buyers. We can easily build such list of 50 to 200 names in a few days. 

We could not finish this check list without emphasising the need to build a strong partnership. It must be a real partnership to help the Retailer sell your goods! The real sale ends when the goods leave the store after being bought by the consumer.

NB
We remain at your disposal to implement your USA strategy and action plan. We will share field expertise as we have represented the Magic Show and visited the other shows in the USA. GFM Founder, Thierry Bayle, has set up a business in the USA and managed $40M. He can share his knowledge and contacts to help you take action and succeed in this market where other brands have wasted time and money. 
We will also join you at a trade show you participate in the USA or internationally (Coterie, D&A, Magic, NY Now ... and also Moda, Pitti, Premiere Classe, Premium, Pure London, Tranoi,  Who's Next ...).
Need 1-2-1 support, check our Expert advice here.