Supplying Women's Gym Wear to Retail Chains: What Buyers Look for in a Manufacturing Partner

If you have experience purchasing for a retail company, then you likely know that choosing the right manufacturing partner for women's sportswear is more complex than just looking at price. The choice impacts how attractive a product looks on the shelf, the likelihood that customers will be satisfied with the product purchased, and how much money you will make from selling that product. Retail buyers today are incredibly savvy and know precisely what sells, what gets returned, and what will never get reordered. Therefore, before presenting your brand or placing large quantity orders, learn more about Supplying Women's Gym Wear to Retail Chains: What Buyers Look for in a Manufacturing Partner.

Consistent Quality Across Every Bulk Order

This is the most important thing that retail chain buyers want to see before they sign an agreement with a supplier. Once the buyer has approved a sample, they will require that all subsequent orders contain the same sample, including identical manufacturing characteristics such as stitching, fabric feel and fit. Women's athletic apparel especially has an even higher level of scrutiny because it will be worn against the skin while being physically active. Any discrepancies in fabric weight, seam strength or size measurement can result in returned products, negative customer feedback and loss of trust with the retailer. Those manufacturers who invest in quality control at every phase of production from sourcing to final inspection will develop long term relationships with retail partners.

Fabric Performance: Function Comes Before Fashion

Retail buyers who purchase gym apparel have an understanding of more than just how things will hang on a rack. They also ask themselves what the piece does when worn. 

For women's activewear specifically, there are some basic fabric requirements: moisture-wicking characteristics, four-way stretch, ability to release air, and maintain shape after multiple washings.

Compression sets, leggings, sports bras and training tops can all be categorized together when looking at what types of fabric perform well under pressure (and by that I mean literally). A manufacturing partner that uses high-end performance fabrics and can support the fabrics with actual testing will likely have a better chance at getting and keeping retail supply agreements.

Customisation and Private Label Capability

Retail chains prefer to sell their own branded gym wear rather than generic apparel and actively work with manufacturers who provide total customisation capabilities including sublimation printing, customised labels, embroidered logos and made-to-fit sizing. The manufacturer’s ability to take potential buyers from the mood board to the final product is a key differentiator in the market. Retail buyers seek out private label suppliers that offer design flexibility in terms of iterations to provide the retail buyer with the ability to have complete creative control over their product without having to deal with the headaches of managing multiple vendor relationships.

Minimum Order Quantities That Work for Retail

Many large retailers buy merchandise in bulk quantities but need to trial new product lines with smaller quantities before they can increase their order size. When a manufacturing partner provides both tiered pricing and flexible MOQs (minimum order quantities), it creates a more viable purchasing opportunity for buyers who are still working out their market response. Rigid maximums can jeopardize the potential for creating an ongoing and successful account with the manufacturer. By providing flexible pricing and MOQs, manufacturers are demonstrating that they value the business relationship with their buyers, and not just the sale.

Reliable Lead Times and Worldwide Shipping

Retail seasons continue regardless of delays, but manufacturers must make sure that they fulfill their obligations by delivering mall-style clothes to retail stores in time for the upcoming retail season's inventory restocking. Distributors from both the UK and Australia rely heavily on their business partners' ability to provide high-quality gym workout apparel during the respective retail seasons (UK/ Australia), which will allow them to efficiently restock inventory in a timely fashion while still providing exceptional service. This creates a seamless supply chain between manufacturers and distributors who build trust with each other through consistent delivery of product on time (no delays) and via express shipping (if requested).

Ethical Manufacturing and Transparency

Today's retail buyers, predominantly those in health and wellness categories, have considerable interest in where products are produced and how they are produced. The use of ethical sourcing, fair labour practices and transparent supply chains is becoming increasingly important to retailers as part of their evaluation criteria. Manufacturers that are able to prove they are meeting worldwide standards and maintain open lines of communication regarding their production methods are at a distinct advantage.

Conclusion: The Right Manufacturing Partner Changes Everything

Before a new item ends up on the shelves of a store, there are many steps to secure shelf space from retail buyers. The first step of this process is finding a manufacturing partner that understands quality, performance, customisation and reliable delivery to meet the purchaser’s expectations. SAS Apparels (a Sialkot, Pakistan-based manufacturer) is a top-quality custom sportswear & activewear supplier to customers in the UK, Australia and beyond. The manufacturer has 5,000+ exclusive designs, advanced sublimation printing, bulk shipping options, private label options and worldwide express shipping, making them the kind of trusted manufacturing partner that will meet the needs and expectations of retail buyers.