Julie France Retailer Programs
Above: Julie France Léger Mid Waist Panty Shaper. Read on to learn more about Julie France Retailer Programs.
“If the retailers are prosperous then we, as a manufacturer, will be prosperous. It’s simple, what’s best for them is what’s best for us.” – Nicole Summerlin, Julie France.
by Michelle Broomes
A few months ago I did a piece on the vulnerability of the retail sector and the friction that is sometimes caused between manufacturers and retailers competing to sell directly to the same customers.
We had a spirited discussion over the issues that arose and this generated many interesting views which gave a glimpse of the perspectives from different sides of the fence. Now that the dust appears to have settled on the debate it seems a good time to present a different angle where we can see that manufacturers and retailers can work together in harmonious business relationships.
One of the brands working on this issue is Julie France. The brand works closely with its business allies to help them sustain optimum retail performance and maintain a close corporate liaison that is mutually beneficial.
Julie France Retailer Programs offers a premium specialized link allows full access to Julie France products through the retailers own website. Customers can shop using the link and the retailer or Julie France can ship the order. The retailer gets new customers and keeps all of the profit.
At the heart of its commitment to sustaining reciprocal commercial relationships with retailers, is the Julie France pledge not to sell directly to consumers, a practice which they consider as unethical as it can cause serious repercussions to its retailers.
A survey conducted by Julie France in October 2013 revealed that retailers in the industry have strong concerns about competing with manufacturers for customers. Around 95% of participants felt that it was very important that the brands that they were stocking weren’t in direct competition with them, with three quarters of respondents viewing this practice of manufacturers competing with stockist as unethical. Over 90% agreed that that direct selling by wholesalers had an adverse effect on their business.
Above: as part of the Julie France Retailer Programs, the brand is part of the Retailer’s Protected Council.
Armed with this knowledge, Julie France has taken a stand on behalf of retailers, using itself as an example as to how manufacturers can give retailers a helping hand. A member of the Retailers Protected Council (RPC), the brand is in the practice of putting retail back into the hands of middle men, thereby protecting them from market elimination.
To this end, the company has created its Julie France Retailer Programs to give associated retail businesses a real chance at profitability.
“Julie France Body Shapers Retailer Programs began the day we were created. Even before Julie France was launched, we knew that we wanted stockists/retailers to be the center of our company focus and values,” said Nicole Summerlin, Social Media Manager & Customer Relations Executive at Julie France Body Shapers.
Above: the shapewear brand’s popular Cami Shaper. In addition to online perks, the Julie France Retailer Programs offer a Find a Store Directory and access to the brand’s magazine-ready photography.
“…Julie France Retailer Programs are free to Julie France stockists giving them optimum opportunity to increase their bottom line.”
Summerlin explained that the brand recognizes the challenges of the market and wanted to play a vital role in hosting successful community businesses.
“We understand the unpredictability of the market, and appreciate the stability that retailers bring to our company and local communities,” she stated.
And the benefits go both ways as Julie France also benefits from having these close and amicable relationships with their associates through its Retailer Programs.
“The Julie France Retailer Programs have benefitted us by generating a loyal community of retailers and stockists. We have earned their trust and their business, creating long-term partnerships with many of our retailers,” Summerlin revealed.
Julie France Retailer Programs
The Retailer Programs are delivered mainly online and include aspects such as:
A premium retailer program: a premium specialized link allows full access to Julie France products through the retailers own website. Customers can shop using the link and the retailer or Julie France can ship the order. The retailer gets new customers and keeps all of the profit.
A preferred retailer program: because Julie France does not sell directly to the public any orders made via their website are passed onto convenient retail shops so that they get the profit.
Wholesale ordering: retailers can place wholesale orders through the Julie France website, benefitting from a 2% discount, with orders being verified over the phone.
“Find a store” directory: retail shops are listed on a Julie France database for customers looking for the most convenient Julie France stockist. The retailer benefits from new customers and keeps the profits.
Free magazine ready photos: Retailers can be provided with high spec images for marketing purposes (flyers, posters, etc.)
Free internet ready photos: Julie France provides free internet access to customized images for retailers to be used on their company website.
What’s remarkable about the programs is that they are free to Julie France stockists giving them optimum opportunity to increase their bottom line.
With almost one hundred per cent participation by the brand’s associates, the programs appear to have been well received by retailers making quite a marked success of this endeavor.
Above: Julie France Léger Frontless Panty Shaper. As part of the Julie France Retailer Programs, retailers can place wholesale orders through the Julie France website, benefitting from a 2% discount, with orders being verified over the phone.
“The response has been outstanding,” Summerlin informed. “Our stockists are overjoyed and thankful that we put their needs as a priority, even before our own. We receive positive feedback from our retailers frequently, which validates what we do for our retailers is good, ethical and needed. With so many manufacturers selling directly to consumers, our stockists are relieved that they do not worry about competing with us for consumer sales.”
Having been engrained into the company’s modus operandi, the Retailer Programs are urging the Julie France brand on as a front runner in the market for ethically considerate trading standards and practice.
“Our Retailer Programs have set us apart in an industry that is highly competitive by adding significant value for our retail customers,” boasts Summerlin of Julie France’s initiative. “The ideas, concepts, and beliefs behind the Julie France Retailer Programs are woven tightly into our company culture, shaping our growth and guiding our future.”