- Jun 16, 2010
- Reaction score
Speaking from very real previous experience, nothing kills a brand like over-distribution. Inevitably, the excess stock has to go on sale and potential customers are conditioned to wait until markdown because they know it will be there. Most retailers evaluate the brands they carry based on full price sell-through so buys get smaller each season.is it more important for small / new brands to sell out their inventory or expand their brand presence? is it different when you have the backing of a larger following / have some strong networks already?
It's always better to start slow, steady and small.