What do less well-known designers primarily rely on for their sales?

Less well-known designers primarily rely on company-operated websites for their sales due to several factors. These designers often face challenges related to brand recognition and consumer trust, and a dedicated website allows them to create a direct-to-consumer relationship. By operating their own websites, they can showcase their products effectively, control the narrative around their brand, and engage directly with customers without relying on third-party platforms.

Additionally, selling through their own websites enables these designers to maintain their brand identity, present their unique value propositions, and utilize digital marketing strategies to reach targeted audiences. This level of control can be particularly beneficial for less established brands that need to carve out their niche in a competitive market.

In contrast, while company-operated retail stores and independent retailers can also be important channels, they often require significant investment and face high operational costs, making them less feasible for smaller designers. Platforms like Amazon and eBay may not be as ideal since they often do not provide the same branding opportunities and can dilute the perceived value of unique, designer-driven products.