Roll Up Your Sleeves to Compile List of Apparel Firms
Q: I just joined a Web company setting up a virtual shopping mall to carry the product lines of local retailers. We’ve already signed up numerous retailers and wholesalers. Where can I get contact information for the apparel retailers and wholesalers in the Los Angeles area?
--Chang Lee, Los Angeles
*
A: You’re talking about a big research job: California is host to the largest base of apparel manufacturers in the nation.
Your best source of information is probably our bookstore in the California Mart. We publish salesman’s guides to retail shops that meet specific criteria as well as the National Register of Apparel Manufacturers, which lists more than 6,000 manufacturers nationwide. The California edition has 1,600 listings, 80% of which are located in Southern California, and is available for purchase for $95.
The bookstore, at 110 E. 9th St., Suite B-286, Los Angeles, is open to the public from 9:30 a.m. to 4:30 p.m. and it includes material from 200 apparel publishers.
Web directories and links pages that serve as partial indexes to the apparel industry can be found through search engines. Try https://www.arkin.com for starters.
The Fashion Institute of Design and Merchandising, a two-year private college for students of apparel arts, has a resource and research center that is open to the public on a visitor basis. The center has a variety of reference materials, and librarians there may be able to help you find the information you need. Call (213) 624-1200, or visit the FIDM at 919 S. Grand Ave., Los Angeles. The resource center is open from 7:30 a.m. to 9 p.m. Mondays through Thursdays, 7:30 a.m. to 3 p.m. Fridays and 9 a.m. to 4 p.m. Saturdays.
Additional business statistics, reference materials and resources can be found at the Los Angeles Public Library downtown.
--Linda Brand, bookstore manager, Marche Publishing, Los Angeles
Finding a New Lead
Q: For years I’ve been self-employed as a copywriter. I’d like to branch out with something new and part time, starting a dog-walking business. Do you have any advice or suggestions for making this enterprise a success?
--Dee Long Darshan, Van Nuys
*
A: One of the key characteristics of today’s consumer is that he or she probably has more money than time. So, any business that helps people save time probably stands a chance at success.
Just how successful you are with this venture will depend on a few things, particularly your marketing. Because people are very attached to their pets, you’ll need to market yourself as “the one” who will take great care of their pets. Consider using a concept called “endorsement marketing,” where you get a thumbs-up from someone your clients will trust, instead of just asking them to take your word for your claims. Think about getting endorsed by a local veterinarian or popular pet shop, for example.
Create a clever business card with a distinctive logo and service mark or slogan, and begin passing the cards out to people who are walking their dogs or taking them to local dog parks. Word-of-mouth marketing is especially important in this type of business, so as you land a few delighted clients, ask if you can use them as references in testimonial marketing and to gain referrals.
For more resources, visit industry Web sites such as: https://www.dogfriendly.com and https://www.petsit.com. Both offer marketing help and networking opportunities with other business owners.
--Kimberly Stansell, author, “Bootstrapper’s Success Secrets: 151 Tactics for Building Your Business on a Shoestring Budget” (Career Press), Los Angeles
1st Step: Trade Groups
Q: I need to get some information on opening a shoe store. I’m planning on an orthopedic shoe store, selling only sensible, comfortable shoes. Where do I start my research?
--Danita Reese, Louisburg, N.C.
*
A: Any time you are researching a particular industry, you can usually find a plethora of information from that industry’s trade associations and their publications.
In this case, you could contact the National Shoe Retailers Assn. in Columbia, Md., (800) 673-8446. The group, whose Web site is https://www.nsra.org, has more than 2,000 members operating 7,000 independent shoe stores and regional chains around the country. A subgroup operated by the NSRA is called the Pedorthics Footwear Assn., at (800) 673-8447, and it specializes in orthopedic shoes.
The PFA, https://www.pedorthics.org, can send you some starter materials on market size, shoe suppliers, educational and medical networking opportunities and basic operation of an orthopedic shoe store. You can become a member of the association and tap into further benefits for $195 annually.
Another source of industry statistics, manufacturer’s lists and supplies would be the Footwear Industries of America, https://www.fia.org. The group represents American shoe manufacturers and suppliers and is less focused on retailers, but its Web site might provide you with some background on the industry.
--Cookie Lewis, research consultant, Infomania, Sherman Oaks
*
If you have a question about how to start or operate a small business, mail it to Karen E. Klein, Los Angeles Times, 1333 S. Mayflower Ave., Suite 100, Monrovia, CA 91016, or e-mail it to kklein6349@aol.com. Include your name, address and telephone number. This column is designed to answer questions of general interest. It should not be construed as legal advice.
