Branding on Bootstraps

Since her first trade show in 2005, Anyi Lu’s collections have been sold at retail giants like Nordstrom and Bloomingdales.

But getting there was no easy feat.

For Anyi Lu, a chemical engineer turned couture-comfort shoe designer, her capital-intensive business model left little money to set up a standalone store to sell her shoes.

So, how did she market her brand and handle distribution?

She paired up with retailers who had an established brick-and-mortar presence and brand loyalty.

Before presenting her brand to prospective buyers, Lu asks herself two questions: Why do they need my brand in their store? What can I do to address their business needs and wants?

“It’s not about me, it’s really about them,” Lu says.

Developing a business is about meeting the needs of others. Identifying and researching problems is essential to effectively presenting valuable solutions.

Nordstrom’s buyers were impressed by Lu’s extensive research into shoe design and knowledge of comfort and quality, she says. After seeing her display at the World Shoe Association Event, they placed a preliminary order to showcase Anyi Lu in five stores the following season.

Financial considerations – such as general cash flow – are a major issue for small businesses. Lu says she’s able to tap into the retailer’s customer base and thus save marketing dollars that she redirects towards developing her product.

Bonus PINK Link: Here’s how to make brand expansion happen for you.

What did you do to save dollars for your small business?
By Shaina Ali

“You can’t do today’s job with yesterday’s methods and be in business tomorrow.” Unknown