Different and Better

Erica Waddell
1 day ago
5 min read

When you get right down to it, fabric is a commodity. If I presented you with two individual one-yard pieces of the same fabric and told you that one piece was $9 and the other was $10, you'd buy the $9 piece every time.

So why buy from Ellesby Fabrics over any other store?

As an entrepreneur, I spend a lot of time listening to podcasts and YouTube video with business speakers providing motivational advice. One of the basics, as it was in my 15 years of marketing in the corporate arena, is for a business to define its unique value proposition.

But for a commodity business, doesn't it just come down to price? Yes, and no. Yes, it generally does, but I realized that what I offer is more than just fabric.

I thought briefly about the Ellesby business model, and our unique value proposition.

First, let's look at the business model of other online and brick-and-mortar fabric sellers.

Most fabric sellers sell fabric as their primary business.

There are retailers like the big box craft stores that sell small cuts, and there are jobbers and importers that sell large cuts and wholesale quantities. In all of these cases, the fabric sellers sell fabric as their primary business.

Have you noticed something about these places? Unless you find someone you hit it off with who works there and is willing to go the extra mile, they are...well, stingy. They don't want to do effort anything beyond transactional customer service because they see fabric as a commodity.

Looking for sewing advice? Need a swatch? Ask for a generous cut? Want quick shipping and responsive sevice? Every so often, but not always and not from every vendor.

Why? They want to sell you as much fabric as possible and reserve any inventory or sales energy for the next sale.

These stores are interested in selling as high a volume as possible for the most amount of money possible for the least amount of work possible. Being generous reduces their inventory and jeopardizes their overall revenue. They sell 36 inches in a yard / 100 cm in a meter and not a hair's breadth more. Blemishes in fabric are overlooked because frequent inspection takes time, and they don't want to know that they have unsellable inventory. Plus, the seller might have another profitable avenue of unloading blemished fabric.

Pricing is based on competition and overhead costs. Want a better price? You have to talk sweetly, negotiate hard, or have the right coupons, depending on the vendor. These sellers figure that they get customers by providing either narrow but consistent stock or a wide selection of different stock - either way, but at the best price. Their expertise is in their stock and what they supply, which doesn't help you other than in navigating their store.

Their inventory is based on relationships with mills, jobbers, and importers, not on quality. Jobbers and importers generally specialize in a handful of types of fabrics because of the limited mills that they deal with. Retail fabric sellers have a wider variety of fabric but pay less attention to individual buyer needs. Looking for a specific type of fabric but cannot find it anywhere? Most sellers won't bother helping you with sourcing, and if they do, they require a wholesale order.

As far as inventory that doesn't sell, it just sits around, which lends itself to degradation. That's why sellers are interested in selling you fabric that isn't selling well. In 2015, I still walk down 9th Street in the Los Angeles Fashion District and see Year 2000 millennium celebration fabric for sale by desperate vendors. If possible, inventory that doesn't sell is closed out at or below cost at private auction.

So what is our value proposition and why should you shop at Ellesby Fabric?

Ellesby Fabric is different. Most of all, I'm different because of how I view fabric. I'm a fashion designer (www.EricaWaddellClothing.com), so I my primary occupation is selling clothing, not fabric.

To me, fabric isn't a commodity. It's a medium for creating a work of art. I buy it because I intend to create things with it. You're looking to buy fabric because you also intend to create things with it. It's not a buyer/seller relationship. It's two creative people exchanging our love of fabric...

Maybe that sounds hokey, but it is a major distinction that changes how I sell fabric compared to the other sellers that you and I have both gone to in the past.

Seven Reasons to Shop at Ellesby Fabric

Unlike shops that just sell fabric, I know how to turn fabric into greater value (by making clothes). Thus, there is no need for me to be stingy. That extra inch isn't that big of a deal if I've already set aside part of the bolt for my upcoming line. I would rather be generous in sharing my love of fabric with you than worry about a one-yard cut coming out to 40 inches. In fact, it isn't worth my time to measure your cut to the millimeter just to save a tiny bit more of fabric.
I only stock fabric that meets my own standards. I design fine menswear and womenswear, so the quality of the fabric has to be high-end fashion worthy for me to even consider it. I have complete control over what I am offering for sale and what I am keeping for my fashion collections.
Inventory is based on my supplier relationships. Closeouts that are at or below cost are scooped up if I like the quality and colors, and you get the savings.
I inspect my fabric thoroughly before shipping because I would need to do the same before I use it anyway. I willingly and without hesitation spare you the blemishes. I communicate with you if I find a blemish or disclose it in online listings.
My pricing is based on low overheads as well as opportunity cost. As a fashion designer, I can offer great prices on unused fabric because my margins on clothing from the same fabric are higher.
I have clients, not customers. I am a real person who is genuinely interested in your projects and your sewing success. Supplying fabric to Etsy makers, DIY sewists, cosplay enthusiasts, emerging designers, theatre companies, interior decorators, and other creatives is a lot of fun. I started doing it because it allowed me to feel like I was a part of others' success rather than competing against them. That's why I'm happy to help you promote your business or share your work (with your permission of course).
My expertise is in clothing construction. I love to share my expertise with my clients. Want sewing advice? Ask away at ellesby (at) (at) EricaWaddell.com!