Sell Smart: How to Pick the Right Sales Model for Your Fashion Brand

Choosing the right sales model is one of the most critical decisions for a fashion brand.

After working with thousands of designers over the years, I’ve seen firsthand: choosing the right channel can accelerate growth, while the wrong one can stall it for years. Below, I break down the main models, their pros and cons, and how relevant they are in today’s fashion industry.

Owning a store is the most obvious but far from the simplest option. Yes, having your own space is prestigious, gives you full control, and offers maximum profit. But it also comes with huge expenses, the need to comply with all regulations, hiring and training staff, and handling daily operations. I never recommend opening a store at the early stage — even if you have the money, it's not justified unless your brand is already stable, has consistent revenue, and can afford such an investment without hurting other areas.

Consignment is a popular model for starting out. Stores take your pieces without buying them upfront and pay only after a sale. This model is typically used by small boutiques. For designers, it's convenient — you don't need to produce large volumes, and the risk is minimal. But there are limitations: payouts are based on wholesale prices (usually retail ÷ 2.5 or ÷ 3), and stores rarely invest in promoting the items — your collection can easily get lost on the rack.

Wholesale is the most traditional and widely desired model. The brand receives predictable order volumes, and the buyer selects exactly what they need — in theory, it sounds ideal. But designers often overlook the fact that they must fund production upfront, and payments may be delayed 3–6 months after delivery. There’s also the common practice of buy-backs — when stores require you to buy back unsold inventory at the end of the season, or risk future collaborations. This is standard at most major department stores.

Moreover, the traditional wholesale calendar simply doesn’t work anymore. In the past, collections were shown 6–8 months before hitting stores — for example, Fall/Winter was bought in February. But in the age of Instagram and fast shipping, customers want to buy now. No one wants to wait six months. Even major brands are losing momentum when collections are previewed too far in advance. Trends are now driven by a single influencer post — and predicting them is nearly impossible. These shifts are part of what led to the closure of iconic American stores like Barneys, Ann Taylor, Intermix, and Opening Ceremony.

This has made the direct-to-consumer (DTC) model — especially online — increasingly popular.
Brands sell directly to customers without middlemen. This allows full control: you can launch drops, stay seasonal, and keep 100% of the profit. But there are barriers. One major challenge: customers can’t evaluate the product in person. It’s hard to convince new buyers online — they don’t know how a piece fits, feels, or what materials are used. This slows down growth significantly. Having a physical space alongside your online store would solve this — but few can afford it.

That’s why for young designers who need physical presence, I recommend the shop-share model.
This is where multiple designers are featured in one store, each paying a monthly fee for a set amount of space. Flying Solo is one such platform — a place where independent designers can showcase their collections in the heart of New York (SoHo) and Paris (near the Louvre), all at an accessible monthly rate. It offers all the benefits of a physical store without the massive investment. We’re proud that this model has helped many brands grow from launch to a stable market presence and confident scaling.

A sales model isn’t just a technical choice — it’s a strategic one that shapes your brand’s path.
The sooner a designer determines which one fits best, the more sustainable their growth will be.