Suppliers told it's ok to make mistakes

Department store David Jones has advised potential wholesalers to learn to walk before they run.

Speaking at a small business seminar late last month, David Jones footwear buyer Sally Shing told a gathering of independent designers they should "identify [their] weaknesses" before approaching large department stores and retailers.

"It's important to prove your success on a small scale first," she said. "Start distributing with independent stores or through your own website so that when you approach buyers, you will be able to provide them with a stronger submission."

Shing said department store buyers received proposals on a daily basis and suppliers wishing to get their "foot in the door" needed to ensure they understood all requirements before placing a submission. This included supply and settlement terms, packaging and delivery specifications, margins, invoicing, lead times, marketing strategies, and a current stockist overview. Shing said comprehensive product information was also vital and that submissions should include manufacturing, composition and production details.

"It's very important to get your head around these terms and factor any costs involved into your cost price and margin," Shing said. "You need to know everything about a company and its buying requirements before approaching them to sell your brand."

Current David Jones suppliers include designers Kirrily Johnston, Trelise Cooper, Collette Dinnigan, Akira Isogawa, sass & bide, Scanlan & Theodore, Lisa Ho and Alex Perry.