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Over the past 15 years our firm has serviced dozens of apparel companies from start-ups to companies doing $2 million $8 million $20 million $40 million $100 million $200,000 and even more millions.

We have had clients in the retail business, the restaurant business, the distribution business, and a number of clients in various service businesses or professional practices.

In 90% of the clients we have had, we have recommended to reduce the size of the offering. In nearly every account we have helped we have said, “Offer less product.” “Offer fewer services.” We have done this because we learned LESS IS MORE.

For garment companies fewer styles means:

• Design costs go down
• Sample costs go down
• Fabric risks go down
• Cuts get bigger
• Logistics get easier
• Documentation is easier
• Salesman find it easier
• Customers find it easier
• Sales go up
• Profits go up

And here is why this is the case.

Let me first tell you about a quick service restaurant client. This was a self order restaurant where you ordered at the counter, paid for your meal and the food was brought to your table as soon as it was prepared.

When we looked at this business it was clear that it was primarily a lunch time business and the goal was to sell as many meals as possible between 11:30 and 1:30. Part of that objective was to get people in, get their order quickly and get them out quickly so more people could be serviced. We noticed that many people would study the menu board while in line and all the way to the register. Many when they got to the register still weren’t sure about what they wanted to order delaying the ordering process. We cut back on the offering, simplifying the menu, we re-arranged the board putting dishes in more logical placement and the result was an increase in business of 35% just on these menu board changes. The chefs could prepare the food faster (fewer variables) the customers could order faster and the flow increased dramatically. Food costs went down (less food to order, less food wasted because there were less variables) and profits soared.

So what happens in your business?

The typical customer buys how many styles each time you work with them? 4, 6, 8, 10, 12 ? Very few companies can say that they sell more than 12 styles to a customer when they work with them. Many would say 6 to 8 styles. Of course this depends on how well your product retails in the customer’s store and how long you have been doing business with the customer. But, let’s say 12 styles are purchased.

How many styles do you need to show a customer to have them select 12?

We see many lines with 80 to 150 styles in their lines. We see many junior companies bringing over 100 new styles every month. 100 new styles and the customer is buying 6 or 8 styles (1 in 12). The average cutting ticket is much lower than it needs to be, the paper work is so much more everywhere in the business. If they offered 60 styles they would not do less business and therefore the size cuts would go up and the paperwork and risks would go down.

Now you can argue that a 40% drop in line size will not result in doing the same amount of business. Our experience is this will have no negative impact on sales. In fact, our experience is that a 40% drop in line size will result in INCREASED SALES.

It is easier for the buyer to identify what they want from your company. (Less to look at, less confusing, more focus, less time required.) It challenges your design team to be better………..you can’t have it all, have the most important items and do them well. This makes your offer stronger and it makes a better impression on the buyer and management of the big stores.

Of course you can see if you reduced the size of your line 40% all your development costs would drop dramatically.

Now here is the good news. You don’t have to believe me…………..just test the idea.

Take 60% of your line to three or four customers. When they are done writing, see if the order is as you have been experiencing or if your order is bigger or smaller. Four customers will tell you. And if you didn’t lose one dollar of business, try it on another 10 customers and prove to yourself that LESS IS MORE and enjoy the lower operating costs, the less complicated business, the larger cuts, the higher profits and the happier customers.

Focus is a wonderful thing. Challenging your product development staff to make it right with less breadth will cause them to think harder and make what you offer better. It is just good business. LESS IS FOR SURE MORE!

How many styles does your company currently offer? Does the less is more idea sound viable? Are you willing to try it? Leave your feedback in the comments.

“This is a Guest Post by Billy Kapler of Kapler & Associates”
1223 Wilshire Blvd. #810
Santa Monica, CA 90403
310.394.0504
william@kand.com

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