So first of all, the stock overages... it's really hard to project exactly what people are going to buy. There's still a little bit of a guessing game, because you don't know if a new design is going to go more towards the extended sizes or maybe it's going to be more on the smaller sizes. So you're always going to get leftover with something, whether that's 5%, 20%, 15%, we generally hear it's anywhere from 10 to 20% in average. So, that's lost margin because you either have to discount that, or it just sits in a warehouse, or a garage, or a spare bedroom. The second part of it is never being out of stock. So what does a store look like when you have every single one of your designs and SKUs in stock all the time? Well, you're going to convert way more. Because you're going to allow customers to have more variety and they're never going to be let down. So they're going to come back. So if you always have something in stock, well then they know, "Okay, I'm going to come back here to get that other shirt next week." Or, "They had everything I needed the next time that they have a drop, we will be coming back. Cause I know they're going to have my size." So, the conversion rate by print-on-demand is going to dramatically increase how much people can sell online. Marshall Atkinson There's so many options with apparel. How are we limiting choices or making things more available? Because I mean, you don't want to keep 800 gazillion shirts on the floor. You want to have just enough, so when you get that order for that store, you can pick it and you can print it and you can ship it quickly. Talk about that a little bit, because that seems confusing. Kevin Oakley Yeah. Well, I think this goes back to selling in bulk. The general public does not quite understand the difference between some shirts. So they're coming to you as an expert to say, what is the best shirt for my brand? And as for us as experts, when you look at the brand and say, "Oh, well, maybe it's more of a fashion fit," or "Maybe it's a more of a heavier fit." So it's kind of up to us. So what we're doing is, we're curating a good list of SKUs that is going to hit every demographic at every price point. So it's us coming up with that list and then pitching it to our customers to say, if you are doing this, this is probably the best idea or the best SKU for you to print your stuff on. Marshall Atkinson Okay. And you keep those on the floor? Or you're just near a warehouse, you can get, bring it in quickly? What works? Kevin Oakley Yep. We, every SKU we offer, have stock on the floor. So, some SKUs move faster than others, right? Like, a black large is going to move fast so we go heavier on that versus a purple 3X. But we still have the purple 3X here in stock. So that, when that is ordered, we're able to pick the same day and ship within three days.
224
Made with FlippingBook - Online catalogs