How Santoni woos wholesale buyers in the competitive footwear market

Consumers’ desire for the latest and greatest in footwear continues to grow, along with increased competition for brands in the space. Add other factors such as fast-cycling trends, more options to choose from than ever before, and a search for shoes that prove their value, and it’s clear the ante has been upped in footwear.

With the stakes high for footwear brands, looking closely at effective B2C and wholesale sales strategies can strengthen your competitive advantage and help you win more revenue.

Winning over B2C shoppers

In some ways, it’s easier to win over customers than to win over wholesale buyers. This is largely because footwear brands have virtually unlimited options when it comes to B2C marketing and sales.

For example, footwear brands might take one or a combination of the following approaches:

1. Embody quality and luxury for your category: Luxury and luxury-inspired goods are on the rise, demonstrating the appeal of products with great aesthetics, durability, timeless design, and durable materials. Footwear brands can stand out by emphasizing the hallmarks of their craftsmanship.

2. Offer a compelling brand story and experience: Position product lines to align with lifestyle experiences to encourage customer loyalty. For instance, the right strategic, authentic celebrity endorsements can inspire fans of the celebrity and their lifestyle to support your brand.
3. Attract Gen Z with in-person ‘retail therapy’: Gen Z is four times more likely to make luxury purchases in person than Baby Boomers, according to Retail Dive. Luxury-focused Gen Z shoppers are searching for fun, entertaining physical shopping experiences. Personalization and connection are key.  

There are many ways to keep B2C shoppers engaged and countless ways to demonstrate value. While there may be fewer options to stand out when it comes to B2B sales, there are still plenty of great approaches available to the savviest brands.

Competing in B2B

Just like brands need to have an intimate understanding of fashion consumers to succeed, they also need to know how to stand out in front of wholesale buyers. What has wholesale appeal and why? What can help your brand achieve next-level revenue and growth? And while the approaches may be different, creativity and brand storytelling are still important aspects for B2B sales.

For instance, consider these examples:

1. Focus on ideal partnerships: Instead of being all things to all retailers, you’ll strengthen your brand’s position when you only target best-fit merchants that are a great fit for your brand story, your target market, and your vision for the future.

3. Use data and use it well: Retailers are using data more effectively and they need capable brand partners who know how to maximize data analytics. When you can demonstrate a nuanced, sensitive approach to using data as well as a willingness to share what you know with retailers, you prove your brand’s foresight and retail savvy.
4. Rethink in-season and off-season: Seasonality doesn’t perfectly control fashion business cycles anymore because buyers have pivoted to a combination of long-term planning and immediate needs. Both of these seemingly contradictory realities speak to changes in technology, changes in consumer shopping habits, and the rise of trade shows presenting brands at various stages of the sales cycle. You no longer need to ace a specific trade show to make all your revenue for the year. Instead, you can use smaller events, mid-season buys, and alternative channels to connect with your target market and showcase new collections.

How Santoni's wholesale strategy made the luxury footwear brand unforgettable among buyers

The Italian luxury footwear brand, Santoni, used NuORDER to streamline their buying process and to strengthen their relationship with retailers. They realized they could stand out even more in the B2B market by making it easier for buyers to view collections and place buys. They also recognized an opportunity to develop regional brand portals to tailor their offerings for key markets around the globe. Now buyers are more engaged and Santoni has increased their wholesale revenue.