How To Land The Hottest New Multi-brand Retailers
LTP looks to get the inside track on how brands and retailers can work successfully together. Despite the growing focus on DTC, a generation of digital-natives are increasingly looking to combine the strength of direct with third-party channels for the best of both worlds.
As outlined in our recent article “The Future King’s Of The Sport Market”, brands that take an omnichannel approach are better equipped to tackle the challenging trading environment which some analysts argue is likely to be the worst stretch for retail since the 2008 recession.
Furthermore as the sporting behemoths pull back from wholesale and pivot to a direct-only strategy, this creates more opportunities for smaller independent brands at the best multi-brand retailers, a list of which can be found in our article “Where To Sell In 2021”
Alex Ingildsen, CCO at LTP Group states
“It’s about striking the right balance. DTC strategies enable a brand to have more control over product and presentation whilst retaining more margin, but interacting with other channels is an opportunity for growth and exposure.”
Ingildsen and designer/trend forecaster Chantell Fenton discuss the subject with Parisse Majd, founder and CEO of the soon to launch Le Mec, a shopping destination for men's premium activewear and wellness.
It All Starts with Great Product
Majd’s vision for Le Mec, the future of multi-brand retail starts with great product. The team search the globe for innovative products that will inspire consumers. Majd confirms
“We're so excited to offer really unique and exceptional products that you might not discover anywhere else, but are exactly what you've been looking for.”
This quest for newness is one that will resonate with consumers who are growing tired of the sea-of-sameness. Majd is on the lookout for brands that deliver on
“Style, innovation and aesthetics combined with amazing fit and functionality along with chemistry between our companies is what seals the deal.”
The team don’t stop there, Le Mec ambassadors then wear test the products and feedback what they love and what they don’t. It’s this level of detail that resonates with consumers and will make a huge impact when cutting through the noise in a discount-driven, digital-first era.
Choosing the Right Partner
Finding the right retail partner, and brands to stock is crucial. Many believe the foundation of the industry is good relationships and as the old saying goes
"United we stand, divided we fall"
A good partnership will work to develop favourable terms for both parties. The two companies vision, ambitions and goals need to be aligned.
Le Mec uses their scale and agility to the advantage of the brands they on-board. Majd states
“The benefit of being a part of Le Mec is that we can give a lot of attention to every brand we carry selecting the very best they have to offer and curating it for our customer. Our partners will be featured in our marketing campaigns, emails, and social media. While, they might get buried at larger retailers, we can do a lot more to bring them to the forefront via Le Mec weekly performance stories and inspirational product content.”
It’s this level of attention to detail that Majd hope’s will nurture the brands and their relationship. It’s all about support and connection, as Majd confirms
“I love knowing that not only are we offering incredible products, but we're also supporting some amazing people behind these brands.”
While the pandemic has made it harder than ever for most brands to grow, it’s these partnerships that will be a powerful driver for future business.
LTP is a Danish owned garment manufacturer for +60 premium brands within active sportswear, outdoor, athleisure and sustainable fashion. LTP was established in 1991, and is probably the biggest Sport & Outdoor garment manufacturer in Europe with bluesign & GOTS setups in Lithuania, Belarus, Ukraine and Vietnam
LTP consists of two divisions; LTP Garment and LTP Contract Furniture producing in nine fully-owned factories.
About Chantell Fenton
Chantell is an experienced performance sportswear designer and trend forecaster, with a passion for wellness, technology and function-first design. Chantell has an in-depth knowledge of how to spot and translate the must-have trends and macro shifts for the sports and outdoor industry. For more details visit www.chantellfenton.com