MarketPlace
at UniformMarket Offers Fresh Approach to Overstock
and Closeout Strategy
By
Rick Levine
There
is one absolute rule that every uniform manufacturer
and distributor can agree on: Inventory equals risk.
The truth is that inventory does not improve or increase
in price with age. Uniform warehouses full of goods do
tend to hold their price better than the general apparel
markets. But, we all know the harsh realities facing our
industry today, and in the face of falling prices, smart
companies adopt appropriate measures to deal with excess
stock.
The longer a garment sits in a warehouse or a store:
1) the greater the risk that style will no longer be desirable;
2) the likelihood that the price will need to be lowered
to move those items; and, 3) the bigger the liability to
whomever is holding that inventory. This truism for the
trade has resulted in opportunity for the off-price dealers.
It has also created a secondary market for companies to
sell and manage their overstock.
No matter the type of uniform related goods, UniformMarket
now offers a solution for manufacturers and retailers to
promote their closeouts and overstocks. The MarketPlace
service center at UniformMarket.com features listings of
uniform-related merchandise posted by the companies themselves.
There is opportunity to sell both vertically and horizontally:
manufacturer to dealer, dealer to dealer and manufacturer
to manufacturer.
After registering for free, participating companies login
to their secure UniformMarket Company Account Manager.
From there, they can post one or many products in the closeouts
and overstocks area for as little as $25. Unlike an online
auction site such as eBay, MarketPlace at UniformMarket.com
offers companies the opportunity to promote merchandise
at no additional cost beyond their listing fee. The cost
to sell $100 or $10,000 dollars worth of product is identical.
The service also includes MarketPlace listings being
sent via email to all those that are on the UniformMarket
News email lists.
“I think the technology has moved along, and the
timing is right for the type of service UniformMarket is
offering,” says Harvey Klein, president of Red The
Uniform Tailor . “At Red The Uniform Tailor, an e-newsletter
will get read more than a printed version at this point.
We can circulate an electronic document internally better
than a printed edition of something.”
At times, the overstock issue comes from a component
and not the finished goods category.
“I don’t have many closeouts and overstocks
because we manufacturer to order. But, periodically, we
have raw goods we can’t use. Right now, we have a
couple thousand yards of dark navy twill that a customer
paid for that will not be used,” adds Klein.
Some
companies simply turn to key accounts to move excess
inventory. “We as a company sell our closeouts through
a group of selected accounts,” says David Hein, general
manager, workwear for Williamson - Dickie Mfg. Co. “If
we still haven’t moved that inventory we go to a
secondary list. Then, we go to the sales force and that
usually takes care of 100% of our product. But, because
we are not a fashion house we don’t turn a lot of
product. So closeouts are few and far between.”
While
this strategy has worked well for Williamson-Dickie,
other firms report they do not want their sales staff
distracted with selling overstock, closeouts or off-price
merchandise. Taking advantage of an online service such
as MarketPlace at UniformMarket.com removes some of the
burden from the sales team.
Beyond
closeouts, many companies also find that returns are
generating a roomful of overstock. There are numerous
ways to handle this merchandise. Primarily, retailers
use one of the following:
Return
to vendor
Sell
as new
Sell
via outlet or discount
Sell
to secondary market
Donate
to charity
Remanufacture/refurbish
Throw
away
Uniform
dealers that have a municipal agency that changes styles
on them with little notice often find boxes collecting
in the warehouse. A few dozen holsters here, a few dozen
shirts there and soon there is real money at risk. But,
another dealer out there likely still has a customer
using that style holster and would appreciate the extra
income from buying the items at an overstock price.
Many
retailers and manufacturers are opting to move this type
of merchandise via an online environment. Overstock as
a concept online means big business for many companies.
Overstock.com,
Inc., for example, is an online closeout retailer offering
discount, brand-name merchandise. The company recently
announced their revenue was up 204% from the previous
year, reporting $87.8 million in sales for their quarter
ending June 30, 2004 . And, the firm made a gross profit
of $9.9 million on those sales.
Overtock.com
is not uniform industry specific. Their sales, however,
demonstrate the potential overstock transactions can
yield. A savvy uniform operation needs to look at maintaining
a systematic overstock policy. MarketPlace at UniformMarket.com
presents an economical way to promote this type of merchandise
in a targeted, trade-specific format.
UNIFORMMARKETNEWS
Made To Measure Magazine, Halper Publishing Company
830 Moseley Rd, Highland Park, IL 60035, United States
847-780-2900 telephone, 847-780-2902 fax info@uniformmarket.com