Dennis of Natural Selection

I got a chance to hook up with my good friend Dennis Yu of Natural Selection (sales agency) to kick it real quick. Check it out as he explains some of the important issues of owning a sales agency with west coast flare.

What brands are you currently repping?
Edwin Jeans, FUCT, 1882, Shmack, Hellz Bellz, and Godwin

What prompted you to start your sales agency on the west coast?
I’m originally from Los Angeles so after a few years in the east coast working for
another apparel company, it’s natural for the home coming.

What were some of the benefits of starting your agency in LA?
As an owner of an agency it’s essentially the same as running a company in any business. There is more flexibility on decision making, strategy planning, and time scheduling. On the financial side, we profit 100% from what we put in and on the reverse we also take 100% losses from our mistakes.

What territories do you cover?
We cover the US plus Asia with FUCT and 1882. The rest of the brands we service west coast (all states west of Mississippi.).

What were some of the unexpected bumps and bruises that you ran into along the way?
Being in the apparel industry, there is never a dull day. From encountering production delay to shipping error to retail credit problem to returned goods to industry politics…etc. it’s a never ending process of bumps and bruises. But as long as we take something from those times and minimize the mistakes, they are necessary challenges.

How is the climate of business do the emerging streetwear market?
Streetwear has gone through a whirlwind change in the past year sales/design wise. That has to do with changes from street consumer lifestyle within the age range of 16-32 such as the merge of skate/street/urban which also derives from the mesh of diverse cultures and music. Limited edition sneakers became not only a collectors hobby but a legitimate multi million dollar business. It creates a big demand for streetwear product and so the supply of retailers hurried to meet the need. At this point, there are too many brands with no substance/no history and we can see the starting point of some drop offs from certain lines. This is also a true testing time for brands that have no business infrastructure because they will not be able to compete against companies that have sufficient resources.

What role does a sales rep play in developing the brands that he/ she is repping?
A sales rep these days plays more of an important role to build a brand than ever. A sales rep not only would have to know how to sell and present a product but needs to understand the essence of the lifestyle and how to creatively communicate that message to the buyer and in turn to end consumers. That means ensuring the right brand presentation in the stores, efficient inventory control, and partnership on brand promotion with retail. On the other hand, since sales are the forefront of consumer reaction, we need to give vendors relevant feedback on design and market direction which include information on competing brands, seasonal merchandising…etc.


What trade show do you think are becoming if not already major players in this market.
I think the major ones are still MAGIC and Project with Agenda being a good boutique show.

What role do you think stores that have there own brands will play in the development of this market?
I think it’s good for the market where it’s going to challenge brands to improve on their design and quality as well as business operation. With the increase of retail brands, it only means there’s less shelves space to waste for the lines that don’t make profit or little margins.

What are some of the main ingredients in most West coast brands?
West Coast has always embodied a diverse lifestyle from skate to surf to street to urban to lowrider to premium contemporary (largely influence from Hollywood).

What are some brands streetwear and/or contemporary that are under the radar?
Edwin (for general US consumer)
Shadow Conspiracy
Uppercut
1882
Uniqlo…oh this is only the beginning..

Drop a jewel on the person that is reading this that wishes to start there own agency?
I know it sounds like a cliché but persistence does go a long way in this industry.