Comment - By Richard Kottler, BFA
Published: 11 February, 2010
The BFA recently canvassed its members for their predictions for 2010 and their views were broadly optimistic - but tinged with realism. They see forward orders as being stronger than last year but there is the underlying uncertainty of not knowing the way the economy and consumer confidence is really moving - together with a pending election, changes in the buying habits of the public and big pressures on price from both the retailer and the consumer.
This general air of increased but not overwhelming confidence translates into increased participation by our members in exhibitions. For overseas shows, we calculate an increase of 10%, for the UK ones a bit less.
This decision to invest more in selling and marketing applies to all sectors of the industry - the brands, the High Street suppliers and the direct to consumer guys.
In the UK, Pure and Moda have their niches and different target audiences. Knowing the two organisations and where they are aiming their shows, the BFA is able to give impartial advice to its members as to which show would be the most appropriate for each company and to let them judge value for money, the profile of visiting buyers and the marketing support they can expect from each organiser.
There is, however, one common thread running through the decision on whether to show at a fair or not and if so, where. And this is the difficulty most partly established brands have in finding good sales agents. Understandably, the best agents are reluctant to devote their time to low profile, un-recognised labels. It is a fact that companies wanting to work with new sales agents are disappointed at the lack of qualified and energetic agents and often the low standard of many of them.
There are a number of obvious exceptions to this view but one of the most commonly asked questions from our recent start up member companies is “where can I find a good agent?” The BFA has great difficulty in answering that and as a result it is planning a portfolio of sales agents, noting which market segment they specialise in and which parts of the UK they cover.
Through the columns of Footwear Today, the BFA appeals for agents to contact it so we can start this process going and match an undoubted demand with the supply of those much sought after “good” agents.
