this is why rejection is not always a final destination!
When my client first approached me in June 2020, she had a dream to launch a multi-brand children’s wear e-commerce platform. She was determined to make her mark in the premium-luxury market, and she knew she needed expert guidance to source and buy into some of the most sought-after brands in the industry. That’s where my experience came in—after 11 years of working with top-tier retailers, I knew exactly how to navigate the complex world of high-end fashion and what premium-luxury brands were looking for in new stockists. We set her up in to my 1-1 mentoring programme and worked together for the next 2 years whilst she built her business.
There was one significant challenge we faced right from the start however: time. My client wanted to have her stock ready by August 2020, just two months later. Given that we had missed the buying season, this goal was incredibly ambitious. Yet, I’m never one to back down from a challenge.
How We Secured Top Brands To Stock On Her Site:
We started by pitching her platform to approximately 100 brands, including some BIG names like Tommy Hilfiger, Calvin Klein, and Ralph Lauren. Launching a multi-brand platform in the children’s fashion sector is no small feat, especially with such tight deadlines. The missed buying season meant it was difficult to secure the latest collections, but we pressed on.
Some brands were supportive and offered us past-season stock due to the missed buying season—a small price to pay for getting these prestigious names on board. However, others, like Ralph Lauren, turned us down, suggesting we revisit the idea once her business was more established.
Fast forward four years, and the tables have turned. Ralph Lauren has just reached out to my client, expressing interest in stocking on her website. This milestone is not just a testament to her perseverance but also to the strategic steps we took to grow her business into a key player in the children’s wear industry.
Key Strategies That Led to Ralph Lauren’s Partnership
Persistent Pitching: Refining the Approach Despite initial rejections, we didn’t give up. Every “no” was an opportunity to refine our pitch and presentation. Persistence in pitching, coupled with continuous improvement, eventually paid off.
Building Strong Relationships: Laying the Foundation We focused on nurturing relationships with the brands that did agree to work with us, even if it meant starting with old-season stock. These early collaborations built the foundation for future success and demonstrated our platform’s potential.
Showcasing Unique Value: Ensuring Long-Term Benefits Throughout our journey, we consistently highlighted the unique value and potential of my client’s platform. By doing so, we ensured that brands saw not just the immediate benefits of partnering with us, but the long-term opportunities as well.
Quality Over Quantity: Strategic Positioning In the world of premium-luxury brands, positioning is everything. We prioritized quality over quantity, ensuring that the brands we stocked aligned with the high-end image we wanted to project. This focus helped build trust and credibility with both the brands we wanted to stock and the customers we aimed to attract.
Adaptability and Learning: Turning Challenges into Growth Every rejection and challenge was treated as a learning opportunity. We adapted our strategies based on feedback and market trends, ensuring that we continuously improved and stayed ahead of the competition.
The Power of Persistence!
This journey is a powerful reminder that timing is everything in business. A “no” today doesn’t mean a “no” forever. The initial rejection from Ralph Lauren wasn’t the end of the road; it was a challenge to improve, grow, and prove the platform’s value. Four years later, the brand recognized this value and reached out to us.
This story also underscores the importance of building your network and getting support to achieve “the impossible”. My client’s success didn’t happen by accident; it was the result of strategic planning, expert guidance, and relentless execution. My support and E-commerce mentoring provided her with the insights and connections she needed to overcome obstacles and achieve her long-term goals.
If you’re looking for 1-1 support in your ecommerce business my ALL IN Mentoring programme might be good for you! I ONLY work with founders who go ALL IN to take action to achieve their big business goals, so if you’ve got a big goal you are determined to reach we will be the perfect fit. You can book a discovery call in to discuss your goal in more detail here!
This story should be a reminder to never let initial rejections discourage you. Instead, use them as opportunities to refine your strategy and come back stronger.
