Your homepage serves as your first impression for potential wholesale partners online. It’s also the most important digital real estate to bring your products to life. Whether you’re conducting virtual market appointments or you know this is the first thing retailers will see when they log onto your platform on their own time, are you confident in its ability to represent your brand and sell products? Use these five tips to share your brand vision and highlight your collections in the most enticing and accurate way.
1. Convey the Essence of Your Brand
While you’ll want to speak to the tone and inspiration of your latest collection (more on that later), your homepage should also convey the essence of your brand. Visitors should be greeted with an attractive, fully-branded login page; everything from the fonts and images to the layout and copywriting should accurately represent the world of your brand. Use the same brand voice you would use on your B2C website and opt for high-quality visuals that would make them cohesive if viewed on side-by-side monitors.
“People don’t buy what you do, they buy why you do it.”
SIMON SINEK, AUTHOR
2. Speak to Your Ideal Customer
Design and write as if you’re creating a homepage for the lead buyer at the number one most desirable retailer for your brand. Tip: It’s often easier to shape your story as if you’re communicating with a specific individual. This is your first opportunity to communicate with your ideal customer online, and you probably won’t be in contact with them while they’re viewing it- meaning you won’t be around to shape the narrative live. As such, your message and supporting media should be carefully-refined in advance. Cross-reference your ideal customer profile (ICP) with your homepage ideas then build your strategy accordingly. Tell your story succinctly and leverage the power of visuals using the tips below.
3. Present Your Top 10 Designs
Define the top 10 highlighted SKUs from your newest collection. Choose these styles using data including sales history, bestsellers and your knowledge of the types of designs that sell well for your ideal retail partners. Use clear and engaging imagery to allow for more accurate inspection in the digital realm. Runway videos and international sizing charts are also valuable additions. Whether featuring images, videos or a combination of the two on your homepage, be sure to include shoppable links to ease the buying process. Upon clicking any given link, a buyer should be able to access 360° product views (for a closer look from every angle representative of real life size and fit) and a product page providing key information such as available colors, sizes and delivery dates.
“Seeing the model walk so you can see how the fabric moves and then getting close-ups of the materials is really key.”
IDA PETERSSON, BUYING DIRECTOR, BROWNS
4. Share a Mood Board
Where did you draw inspiration for your latest collection? Draw retailers in with the immersive and delightful story behind your designs, whether an awe-inspiring rock climbing trip, a futuristic take on a cherished nursery rhyme or the peaceful beauty of Kyoto. Include the color palette, fabric references and any other elements you would include on a traditional, physical mood board.
5. Link to Custom Linesheets
Simplify the buying process; link to custom linesheets on your homepage. For example, you can feature a linesheet for clients interested in outdoor gear, another linesheet for clients interested in apparel and another for clients interested in both.
Of course, your assortments may be customized in other ways- price is one example. Retailers can browse your offerings for higher income shoppers via one linesheet, while another may feature items for shoppers with mid-range budgets. For instance, your camping tents that sell for more than $1,000 would appear on the first linesheet, but not the second. Custom linesheets highlight your professionalism while saving buyers precious time.
