What do you know about sales versus communication objective?

How do you estimate sales volume in a fashion / design business from the point of view of the manufacturer?

• So if you were fantasizing over a business plan, how would you approach The Question? It is not about online sales only, but (even mostly so) about traditional retail channels, like brick-and-mortar stores. What should one consider: the assortment, the number of PoS, the area of a PoS, ... ? Update: I am obviously in the process of writing a business plan and this one is a cornerstone I am not sure about. If there are some objective aspects of sales – leaving fashion and design trends, branding, marketing efforts, soft skills out of the equation – I need to know them. It is about a wide range of products (apparel, accessories, toys) excluding any and all FMCGs, food and beverages.

• Answer:

  You must research your target market, and also, test out your brand with your target market. You will want to start small with the numbers you manufacture. This is difficult for a start-up business, because the cost of manufacturing per item is less when you order more. However, too many companies over estimate their sales at first, and end up going broke because of excess stock. Remember, fashion changes every season, and stores/companies purchase a year to two years ahead. So you need to consider fashion forecasting, and looking a year or two when designing and manufacturing products. There are many fashion forecasting companies who put out info up to two years ahead for companies such as the one you are dreaming of starting. Start small. As you grow, start producing more. Good luck!