Clifford Gee of the CliffordGee Consultancy, urges brand owners, especially those new to the market, to take full account of practical considerations before commissioning a design as this will avoid potentially costly mistakes. Packaging is used to support brands in a myriad of ways, he says, working in store and transporting key messages. “For a start,” says Clifford, “packaging should not be an irregular shape as this may cause a problem on the stores’ shelving”. If operating in the premium category, in order to capture the right mood and feel of the product, a budget should be set aside, he advises, for an inner lining and shrink wrapping. It often also pays, he continues, “to take into consideration the provision of space for inserting a leaflet to help sell other products in the range, or if export is the intention, for the space to be used to include a translation booklet”. Steven Gibbons reiterates Clifford’s point about the potential of packaging to assist cross-selling: “Clever brand and range architecture can help clarify the full range of products at point of sale thereby aiding cross-selling”.
Before going into a meeting with a buyer, brand owners must research diligently the retailer's customer profile and be prepared to explain why they think the brand will be appropriate for their business, says Clifford Gee of the Clifford Gee Consultancy. His bullet point advise to entrepreneurs during meetings with retailers: "You should always ensure that you make the buyer aware of the USP of the brand; you should always be ready to listen to what the buyer has to say as this might influence the buyer to take your range; you must ensure that your company can deliver on time to meet the buyer's demands; you must work out what discounts you can afford and whether you can offer exclusivity; your pricing should reflect the price point of the customer as well as the value of the brand."
"Clifford Gee is an expert consultant and distributor in the beauty industry with 10 years' experience at retail, presenting and negotiating with high profile retailers including Boots, Harrods, House of Fraser, Selfridges, SpaceNK, TV Shopping Channel QVC and leading internet shops."