Common merchandising wisdom tells you to buy for the customer and not yourself. Easier said then done. I've not met a buyer who could achieve this feat, yet.
I select merchandise for the shop based on what I hope to get out of something I would buy for myself - value for money and unique/good/beautiful design. Both of these qualities can usually be found in branded goods but not necessarily so. I stock both brand name and non branded stuff. Branded goods tend to have better design, are more durable and use better materials. What many people lump together as 'good quality'. However, not many of us actually know what good quality is.
Unless you are an expert on materials, there is no way you'll know which material is more durable or finer. I try to get these info from my suppliers (the experts) and pass them on to my customers. Good materials cost more, resulting in higher prices. I also look out for construction details, especially reinforcements on stress points on bags. So to a very large extent, you get what you pay for.
Unique/good/beautiful design is the tricky part to buying. Its not difficult for a product to be unique, but I look for unique in a good way. Like the bbp Bak2Pak carrying system that is designed to lower back strain and maintain posture. Or an interesting concept or graphic on a T-shirt.
Beauty is in the eye of the beholder... this is the most subjective part. I can only stock things which I feel, are beautiful to me. Beauty in designs, graphics and ideas. (Hope to post more pictures to illustrate this.) In a way I'm on the right path. Most of my customers do proclaim that my merchandise is very unique and not commonly seen. I'll continue to try and invoke this sense of curiosity and sparkle in their eyes...
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