Mixing Business & Pleasure With Trunk Shows | SandyAbrams

Initially when introduced to Apifeni's sales model, I wasn't certain I wanted to be involved with thisstyle of selling. However, I became very interested after meeting Danielle and seeing her passion,enthusiasm and vision for Apifeni. Knowing Danielle was running the show made me want to getinvolved. It's very important to keep an open mind as you never know where your best and mostfitting opportunities will come from.

Chelsea and Jara's big challenge has been finding new customers. They enjoy a high level of repeatcustomers, but they want to grow the business so they've begun asking their best customers if they'dconsider hosting a trunk show at their home. Chelsea says "We also offer to donate a portion of theproceeds to a charity of the hostess's choice. We've found that this is a great way to meet newcustomers."

For this line of women's apparel, people need to experience the comfort, fit and feel of the clothing,so Danielle was keen on the idea of women trying on their clothes in the comfortable, casualenvironment of a friend's home. She says,

Chelsea Kaplan and Jara Shapiro created Chelsea Belle Jewelry about two years ago. Chelsea hadalways enjoyed reworking vintage jewelry into more modern pieces. She says,

This type of job allows her and others in similar situations the flexibility to work as much or as littleas they like, based on their family's needs at any given time. Jill appreciates that "Apifeni valuestheir Style Directors for whichever role we choose; a team leader/builder or style director simplyselling." Jill hosted two Apifeni trunk shows in one day last week and earned over $1,000. She hasthree more shows booked in the next two weeks.

"We decided to begin selling through trunk shows as a way to start small and test out our market,see what people liked best, etc. For our first show, we set up a fun, casual cocktail partyenvironment with yummy nibbles, margaritas and, of course, our baubles. As it turned out, the salesmodel was ideal for Chelsea Belle Jewelry; we loved the intimate, fun, girlfriend-y feel of it, whichwas a perfect match for our product. Each of our pieces are one-of-a-kind statement pieces so theyare particularly fun to try on when surrounded by a big group of women friends, almost as if you'reall involved in a big grown-up version of playing dress-up! Everyone offers their opinions,encourages each other to pass or (more often) buy when another is on the fence. The trunk showmodel works for us because we can schedule them when we want, and as often as we'd like."

Danielle's Challenges With Trunk Show Biz Model:

Technology:

Will your website replicate for each of your sales representatives? Will it determine commissions foryour company?

If you have an MLM (multilevel marketing component) to your business, will your software trackteam commissions? Otherwise, how do you plan to calculate team commissions as various teams

grow?

What sort of tools will be available for your reps to use online?

Chelsea explains:

Danielle's Benefits of Trunk Show Biz Model:

When I wore my designs, they always earned compliments wherever I went. My friend Jara keptencouraging me to begin selling my pieces. I told her I'd only start a business if she did it with me,as I had two kids at the time (I have since had one more -- my boys are 6, 4 and 7 mos. and Jara hastwo kids, ages 4 and 7) and didn't feel I could devote the time on my own to really doing it well. Plus,her keen eye for fashion and color is the only other one I think is as good as mine! Thankfully, sheagreed, and we've been at it ever since.

By selling directly to consumers through trunk shows we give up a lot -- namely, the security of largeorders from big retailers and the ability to manufacture goods only after we've received a largeorder. A lot of people don't think about that -- they assume there are larger margins and they ignorethe inventory risk and the cost of sales that we assume (in addition to the cost of goods).

At the same time we take on the marketing, branding and costs of sale a retailer would typicallycover, in addition to the inventory risk.

We are constantly striving to provide our Style Directors with the right type of support structure togrow their businesses. It can be challenging to develop the right tools for people who vary in agefrom their early 20s to 50+ years.

Danielle Dobin, creator of Apifeni, a lifestyle/activewear brand, has built her company's businessmodel exclusively around trunk shows. Chelsea Kaplan and Jara Shapiro, founders of Chelsea BelleJewelry, began their business with trunk shows while also selling now in boutiques, festivals and giftmarts but they sell the greatest volume at trunk shows.

Hold a two-day show if possible. Doing it one weekday evening and then the following morning/earlyafternoon so as to accommodate all schedules will ensure you get more attendees.

Keep the food fairly minimal -- people generally eat very little at trunk shows.

Offering drinks, however, is always something most enjoy... and it never hurts the vibe -- or sales!

The environment we create via our in-home shows is welcoming and friendly and there is never anypressure to buy. Instead, as a result of the intimate feel, women feel comfortable trying oneverything and anything. The best trunk shows become a bit of a free for all with everyone swappingoutfits and asking friends to pass along a top or capri once they finish trying it on. The energy is justfantastic and as a result - new fans of our brand oftentimes decide they want to host their own trunkshow with a completely different group of friends after making their purchases. It's very much aboutcommunity. Our return rate for purchases speaks for itself -- less than 1% of trunk show purchasesare ever returned or exchanged."

Danielle explains:

We are in control of our message. Our Style Directors get to tell our company's compelling story

directly to our customers. We would never enjoy that same opportunity in a traditional retailenvironment.

We aren't burdened by the traditional retail/fashion schedule of selling for each season with longlead times.

Our Style Directors are empowered to be entrepreneurs in their own right with their ownbusinesses, customers and teams to manage.

We are developing strong biz relationships with lots of different women (and of course our one maleStyle Director!) who work with us.

The best benefit of this sales model is that "work" frequently means I spend the evening enjoyingcocktails with a brand new group of women at an Apifeni trunk show in a far off city or town.

Danielle's Suggestions If You Are Considering Trunk Show Business Model: Inventory Investment:Consider the investment you will need to make in inventory, with regard to both customer ordersand samples for your sales representatives. Unlike when you sell to stores, you won't have anyorders before you go into production.

"When Apifeni launched in June 2011, selling through in-home trunk shows wasn't a part of our plan.In fact, we were working with different retailers -- fitness clubs, yoga/pilates studios & specialitystores -- to sell through their traditional brick and mortar stores. We participated in a number of in-store/in-fitness club trunk shows over the course of the summer, all of which were quite successful.Then, some out of town friends asked to host trunk shows in their homes, so that we could introduceApifeni to their friends... and it was as if a light bulb went off! The in-home shows were simplyterrific - fun for everyone and lots of sales. At the same time, a female mentor of mine (a verysuccessful retail entrepreneur in her own right) suggested in very strong terms that we consider theidea of becoming a direct sales company, utilizing a trunk show/party planning platform to sellexclusively direct to consumers. It was as though the stars aligned. However, to truly take our brandnationally, we knew we would have to invest in and build a nationwide network of salesrepresentatives -- we call them Independent Style Directors -- who would each create her ownApifeni business in her own community."

Building Sales Force:

Consider that you can't always control when andhow quickly your sales force will grow and youcertainly can't control how little or how much timeor energy any Style Director will dedicate to her/hisbusiness. Particularly when you start out, it'sdifficult if not impossible forecast your growth.

Jill Kantowski is a Style Director with Apifeni inBoca Raton, Florida. She got involved through amutual acquaintance. Previously Jill had worked incorporate medical sales for over 13 years and thentaken almost six years off after the birth of herthird child. Corporate demands were just toochallenging to balance with her family life at thetime. With her corporate sales experience, Jill says,

Many women are happy with three simplepleasures: our friends, a cocktail and someshopping. It's even better when it all supports asmall business or local entrepreneur. Thecombination of these elements can make for a very lucrative business model known as the trunkshow. This casual get together is making a comeback with a modern and hip edge. It's not yourgrandma's Tupperware party. Some Mompreneurs see this style of selling as a perfect fit for theirproduct line.

So, whether you have a basic trunk show model like Chelsea Belle Jewelry or a more intricate andcomplicated system to build and grow a national sales force like Apifeni, trunk shows can offer a funand effective way to generate revenue and get nationwide exposure without working through thesometimes very convoluted channels of large retailers. Now, please pass the wine... and ring me up.

Chelsea's Trunk Show Tips: