California Apparel News

Selling apparel over the Internet has been an effective vehicle for manufacturers, albeit an expensive one. One Southern California company is trying to help smaller start-up companies take a bite out of the expense.

ApparelLink, at www.apparellink.com, known for its Web site building and its resource clearinghouse at www.apparellink.net, recently added online showrooms to its stable of products. The concept is not new—companies including New York–based 7thOnline Inc. and Woodland Hills, Calif.–based MAGIC International (with Richmond, Calif.-based QRS Corp.) have launched similar services at www.7thonline.com and www.magiconline.com over the past two years.

Apparel companies have looked to online showrooms in recent months to reach the vast retail landscape. Smaller companies often find it difficult reaching the accounts in the hinterlands that may not have the resources to attend the big Los Angeles or New York markets. And even local stores do not always have the time to take two or three days to visit a show. Younger companies also have a tendency to get overlooked by their sales representatives, said ApparelLink founder Arnie Wachman. That is, if they even have one.

ApparelLink’s draw is that it is building showrooms for as little as $180 per month. That’s considerably less than what most information technology companies charge. (Prices can top $50,000.) In addition, many sites only offer shared domains that place lines right next to competitors.

ApparelLink lets manufacturers be their own Webmasters.

“They’re in control,” said Wachman, explaining that his clients get a domain, a custom template designed with their own wallpaper, and functions such as catalog viewing, company information, order forms and retail and showroom contacts. Clients manage their catalogs by uploading images of their lines to ApparelLink’s main server and get guidance and technical assistance from the company.

“We liken it to a showroom you would get at the Mart,” said Wachman. “You get a shell and then build your interiors how you want.”

There are no hosting or maintenance fees. That can lead to substantial savings for apparel companies that need to update Web sites constantly to introduce new lines, added ApparelLink Marketing Manager Kelly Rose.

“In this industry, everything is constantly changing, and if you have to pay [a Webmaster] $75 per hour, that can be both expensive and time consuming,” she said.

Clients only have to update their sites with new scans of photo images for online catalogs. It’s simple enough for interns to do, said Wachman.

The apparel industry veteran said the service is aimed at the small and start-up designers that make up the local industry but the company can work with larger manufacturers, too. Wachman is a sponsor of the Los Angeles– based trade group Fashion Business Inc., which helps younger companies deal with growth. FBI members get the service for $180 per month; nonmembers pay $240 per month. FBI members also get one free month and free initial technical support.

“This is a creative business, and there’s so much competition,” said Wachman. “We want to empower these people to connect with their accounts. Likewise, there may be specialty stores in Idaho or wherever that rarely see a road rep or get to visit the Mart.”

So far, ApparelLink has helped Los Angeles area companies such as women’s line Karla Kay Steen and babywear business Spunky Punk reach a broader audience. It’s also designed the Web sites for FBI, the California Fashion Association, the Garment Contractors Association and the Los Angeles Fashion District Business Improvement District, whose site recently won a Crystal Eagle award from the California Downtown Association.

Wachman spent years working as a manufacturer and launched three start-ups over 25 years. He has been working in technology since 1995, building databases and developing Internet-based resources for apparel companies.

ApparelLink and others will be part of an FBI resource meeting from 6 to 9 p.m. on Nov. 11 at The New Mart in Los Angeles. Wachman will also give a class on Web technology at a future FBI meeting. For information on the FBI meetings, call (213) 892-1669. —Robert McAllister