Tessa Koops’ name is her brand, and it is also extremely personal, as can be read the previous article about Koops’ idiosyncratic vision on design and her brand. As a follow-up, FashionUnited highlights Koops’ approach in terms of wholesale strategy and retail partner support in this article. Here too, Koops is unmistakably himself: “Personal attention, in all areas, to your consumer and to your store customer, is important. It also gives a certain pressure, but it is not so much that I no longer enjoy it. I actually enjoy it.”
A personal approach for retailers
In its wholesale approach, Koops uses a pre-order strategy, which allows buyers to make their selection for production during the biennial purchasing seasons. “We have deliberately chosen to have a limited number of items in stock, which means that retailers must be well informed about the items that are available,” she explains. This allows its partners to offer unique pieces that customers do not find everywhere. “Buyers often think more in terms of numbers and what has worked in the past, but I also want them to be able to surprise their customers with something new.” Koops says about the back-ordering of certain items: “We do our best to always be able to back-deliver something to retailers. For example, if there is a lot of demand for a specific item, we try to solve this where possible.”
In addition, Koops offers support when certain items prove to be a more challenging choice for sale. For example, if an item is not popular, there are options for exchange: “In fashion it is important to remain flexible. We do our best to ensure that every item finds its rightful place,” she says. Her goal is to offer a balance between innovative and familiar items, so that customers can offer their favorite pieces but also be surprised by new designs. “You have to be able to bring the familiarity of recognition into a collection and the excitement of innovation. It has to be a good combination to keep everyone happy and enthusiastic.”
Koops offers its retailers extensive support, even after orders have been placed. She attaches great importance to spontaneous ideas and thoughts and remains involved in the sales process, including the festive reception of customers in the showroom. “I am very active on social media. I also respond personally to all my customers when I see something passing by. That is greatly appreciated,” says Koops.
Renewal and Growth Plans
Koops is constantly looking for ways to grow her brand, both within the Netherlands and internationally. “There is a lot of potential in the German and French markets, and we would like to expand our network there,” she says. Yet she wants to maintain the personal approach that characterizes her brand. “Growth should not be at the expense of the personal contact I have with my customers and retailers.”
In addition to international expansion, Koops is also thinking about product diversification. In recent seasons she has expanded her collection with knits and plain satin items. These additions bring a bit of peace to the range and give her collection an even wider range. “These pieces are intended to complement and not replace my prints,” she explains. Playfulness and creativity remain central to Tessa Koops, and she wants to continue to provide this to her customers with additional accessories such as tote bags, beauty bags, socks and scarves.
A brand with its own identity
Tessa Koops remains true to her vision on fashion, in which individuality and personal connection are central. With a strategy that revolves around support, surprise and playfulness, she positions her brand as an energetic addition to the wholesale market.
Her focus on personality and flexibility within wholesale and idiosyncrasy in her designs ensures that her brand speaks for itself: “I do not want to design clothing that goes against the grain, but wants to be a nice addition to other brands. So you still have your own face, your own handwriting, but it feels connected. “I often hear from customers that they really experience my brand that way.”
