ago when I was first in business I started
attending one of the biggest trade shows in my
industry which was held at the Jacob Javits
Center in New York. I was instantly overwhelmed
with the number of booths and the vast
assortment of products being sold to the trade.
I thought I knew something about my competition
but until I attended the show I really had no
idea of who I was really up against.
In the past I
had shopped locally, purchased design magazines and looked
through catalogs to get inspiration but I
really hadn't given my competition a good hard
look. And honestly I didn't know all the brands
who were my competition.
I needed to know
what my competition was all about so I could
fully develop my own style and make sure that my
line was on track to be unique.
My sales rep in New York was Jack Morris and I
considered him to be the best in the business.
The advice Jack
gave me was first of all to walk the show and
pick up information from other booths - if they
would give it to me. And his second tip was to
stay in New York a few more days and visit a
list of stores he gave me so I could see what
brands they carried and what their stores were
This was all long
before the day when everyone had a website, so
now it is a little easier even though you still
need to physically get out of your office or
studio and shop. It was great advice then and
still great advice now.
7 Ways to evaluate your competition:
their literature and purchase their
products for hard core evaluation. You need to
know what their products look like, feel like,
how they're made and how they market.
their websites and research them on
the internet. Subscribe to their ezines
(Newsletters) if they have one. And BTW if you
don't have an ezine, you need to to!
stores carry their products? Or who
is their target market and customer base?
Often you can collect a lot of information by
checking out the competition's website - many
will have a list of stores who sell their
does their booth look like at the
trade shows or fairs? This is very telling in
terms of how they market their products and
how they get buyers to stop.
their sales reps?
the owners of these companies and
what is their background and history?
have they been in business and what
direction are they taking in their growth or
lack of growth?
kind of story do their designs tell?
Do they sell in collections?
the prices of similar items to what
you are going to produce or that you are
side how does your product compare in
Once you go
through the list above you will easily be able
to compare your product line with that of the
competition. When you evaluate your
competition up close and personal you can better
decide how you are going to be different and how
to go about your designing, marketing, pricing,
packaging and advertising.
For More information about this subject and much more about
creating your Design 2 Market Success business we invite you to join
INNER CIRCLE which you can test drive for $1 or $7. To take a look
at all the help for your creative business click here:
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© 2009 Jane Button International Design2Market Success
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE?
You can, as long as you include this complete blurb with it: Online
creative product mentor Jane Button publishes "Design 2 Market News"
weekly ezine packed full of with tips to help make you money from your
Sewn or Knit Product, Design, Gift, or Craft Business. If you're ready
to take off the training wheels and turn your creative passion into a
profitable business, get your FREE tips now at
WANT TO USE THIS
ARTICLE IN YOUR E-ZINE OR WEB SITE? You
can, as long as you include this complete blurb
with it: Online craftpreneur Jane Button
publishes "Craft A Business News" a bi-weekly
ezine packed full of with tips to help make you
money from your Sewn or Knit Product, Design,
Gift, or Craft Business. If you're ready to take
off the training wheels and turn your creative
passion into a profitable business, get your
FREE tips now at