We chose this title to provide direct information about the content of the article. Considering the difficulty of sharing anecdotes about the entire market, we deemed it appropriate to focus specifically on an evaluation of the American market.
The second half of 2024 has begun quietly for global leather suppliers and leather garment manufacturers, who are keen to invest but are proceeding with caution. So far, the predictions of producers for 2024 have not deviated.
We had discussed in detail the entry into a quiet period. The stagnant period that began in the second half of 2022 is still ongoing, and with interest rates remaining at this level, it appears this stagnation will continue for a while longer.
This article will include an analysis we conducted for companies that want to maintain their current production levels and profitability. In this context, we will focus on two main topics:
- Lineapelle New York Fair
- America Customer Relationship Management
LINEAPELLE NEW YORK FAIR
After its success in Lineapelle Milan, it has also achieved success at the New York fair. It has gained momentum compared to similar fairs and has become a fair where leading companies in the industry participate.
Lineapelle New York has become a key event for companies looking to enter the American market. Although the participating companies might initially treat the fair as a mere tourist visit in the first few years, they do not face difficulties in establishing the necessary communications based on their capabilities.
Leather suppliers are aware that a portion of their goods is supplied to the consumption-hungry American continent, even if not directly. Such information suggests that it is not too difficult for leather suppliers to capture a larger share of the American market.
I would like to share with you the points to pay attention to and areas for improvement during the Lineapelle New York period.
- Location selection within the fair area
Currently, Lineapelle New York is a fair that continues with standard participants. Due to the relatively low number of new companies joining each year and the fact that a few drop out every year, there haven’t been significant changes in the physical layout of the fair.
Among those who visit your stand at the fair, boutique bag, shoe, and leather apparel manufacturers may not leave your stand empty, but the main goal is to establish long-term relationships with business partners. Becoming a long-term supplier for strong American brands is the primary target in this market.
Don’t fall into the misconception that the location of your stand in the fair area is not important just because you are showcasing your products! Visitors come in targeted teams and also visit stands in specific main corridors if they find something interesting. Being in the right location is crucial to seize this small opportunity.
To secure the right location, it’s important to have passionate discussions with the fair administration. Specifically, the fair application should be made early, and a map of possible locations from the fair administration should be requested. When reviewing the location map, key points to consider are proximity to the main corridor, closeness to the entrance area of the fair, and securing a spot on the entrance level of a multi-story fair area.
- Inviting your customers to the fair
It is important to invite your American customers to visit you at the fair. This is because not every company you are in contact with may want to attend the fair. Many brands participate in fairs mainly based on the invitation and request from their suppliers, except during extreme periods.
In this context, sending them an invitation email that includes the fair date, location, your stand number, and any new additions to your collection will be beneficial for you.
- Connecting with visitors
It is highly likely that you come from entirely different worlds, but if you manage to intersect at certain points, it will be evident that you will stay in the visitors’ minds.
Asking where someone is from during a brief conversation, mentioning that you have visited that region, or discussing local dishes and where they can be eaten can help initiate a brief communication with the visitor.
Therefore, finding ways to connect with your visitors at the fair and going a few steps beyond the initial connection will demonstrate that you are not just a professional in your field but also a person with a social life, genuine, and having a life beyond work. People prefer to interact with sincere individuals who have emotions.
- Collection selection
It would not be incorrect to say that the American market varies from state to state and even city to city. Products that you think will perform well in a certain price range might not generate any revenue, while another quality in your collection that you might have overlooked could lead to the start of a long-term project.
Therefore, having a broad collection, using the right qualities more extensively in presentations, and showcasing targeted products based on the visitor’s company will demonstrate how well you understand the American market and, more importantly, increase the trust of the other party in you.
Changing suppliers is not a casual decision for American brands; it is more than a daily or seasonal choice. American brands are those that select long-term suppliers and do not act irresponsibly when changing their leather or leather apparel suppliers.
Therefore, it is essential to create a climate of trust and convey to the other party that you have the necessary “know-how” in the American market.
- Continuing relationships after the fair
To ensure that your communication remains lasting, it is important to follow up with customers after the fair about the products they selected, provide them with any requested information promptly, and address any inquiries they might have. Simply hoping for a return on your investment without maintaining communication will not be a realistic expectation.
Remember that competitors are constantly pushing your customers to buy from them, sending free samples, and brainstorming on what can be done. In such a competitive environment, managing this process with weekly, monthly, or longer intervals of communication, without ever cutting off contact, will help you build your own network in this market. Otherwise, you risk becoming one of the quickly forgotten companies.
AMERICA CUSTOMER RELATIONSHIP MANAGEMENT
The American market is an exciting and long-term, project-based market. In this regard, it is a market that attracts the interest of manufacturers and is not too difficult to work with. The critical point is having management capabilities and being able to handle crisis management. Even if there is a time difference between your working hours, having a warm and fluid communication network with the companies you interact with in the American market is valuable.
We will examine the following points in American customer relationship management:
- Communication networks
- Presentation preparations
BASIC LEVEL COMMUNICATION NETWORK
- Connecting with brand procurement departments on LinkedIn
Unfortunately, many people do not keep their LinkedIn accounts up to date and use them similarly to other social media platforms. The presence of many connections who are friends, family, or acquaintances rather than industry professionals, as well as profiles that do not summarize their work effectively, often results in rejection by those they wish to connect with.
Procurement departments, designers, or production managers of the brands you want to connect with are not inclined to respond to connection requests or messages from profiles they do not know.
At this point, it is essential that your LinkedIn profiles are target-oriented. Additionally, the arguments you present to the companies you want to build relationships with should capture their interest.
- Sending emails from fair business cards
Many American brands visit PV Paris and Lineapelle Milan fairs. During these fairs, you can provide information about your visit to America to the American brands that visit you and take steps to arrange an appointment right there.
INTERMEDIATE LEVEL COMMUNICATION NETWORK
- Using a reference from one brand to connect with other brands or departments
During your customer visits in the U.S., if you have established a sufficient level of interaction and a sincere atmosphere of trust with the procurement or design teams you work with, you can receive assistance on how to connect with different brands you are targeting.
Design teams, in particular, often move between brands, and new-generation teams are taking on responsibilities. Many designers maintain communication with other departments within their own brands and have close friendships with individuals in other brands. Therefore, asking for their help or having them schedule appointments on your behalf is possible. Of course, what is crucial here is the trust you have built with the customer, the speed of service, your command of the subject, and ensuring that the other party fully understands what you want to achieve.
ADVANCED LEVEL COMMUNICATION NETWORK
- Socializing with the decision-makers of the brands you are in contact with
I can almost hear you saying, “Is it really necessary?” Especially for leather apparel suppliers, due to the production of final products for brands, socializing with them at your factories, in their cities, participating in social events, going on short trips, or having lunch or dinner together can make the customer feel more responsible towards you.
Invite the target companies you are in contact with to your country, plan a few days of city tours with them, and let them taste your traditional dishes. This will not only make your projects run more smoothly but also ensure that the climate of trust does not dissipate in case of any crises.
Today, procurement departments of very large groups can attend the weddings of their long-term suppliers’ children, participate in events they organize, and even take short family vacations together under the invitation of these suppliers.
PRESENTATION PREPARATIONS
Many companies will not ask if you’d like a coffee during your presentation period. Time should be utilized as efficiently as possible within the given timeframe.
I remember our first visit to a very large American brand; it was scheduled between 10:00 and 10:30 in the morning. In this high-rise building with dozens of offices, a meeting was held in each office. It was then that I realized these giant brands are managed in a meeting-centric manner, which is quite different from what we are used to. Therefore, the time allotted to you means both the duration of the meeting room and the time of the team you will meet with.
It is important to start your presentation with a brief introduction of your company, mention your valuable certifications, and provide information about the contents of your collection. Following this, presenting a collection prepared with the products used by the brand and their price ranges will be crucial for the impression you leave.
Due to the limited time, leaving a part of your collection with a color swatch at the client’s place will expedite the next steps.