7 TOP SECRETS EVERY NEW FASHION DESIGNER MUST KNOW

Hello brand new Fashion Designers this one is very much for you. From my experience as a Model, Publicist and Creative Director for many shoots and fashion brands over the past 15 years including events like Miami Fashion Week, Mercedes Swim Week, Nikki Beach Fashion Week, Funkshion Fashion Week, etc., its time someone told you the truth. I am going to share with you, the 7 truths that can save you money and position you to make more money and build your fashion brand....

THE FASHION SHOW MYTH:

If you are a new fashion designer, your goal should be building your brand, defining your style, getting buyers and the media interested in what you have to offer the industry. Being a part of a fashion show costs anywhere from $500 – $25,000, convert that to whatever currency of the country you are in, it kind of adds up. Unless the fashion show is free, the opportunity will actually help convert your brand or your first show is in Bryant Park or a reputable show that has a history of inviting BUYERS and the MEDIA, keep that money and spend it on your brand positioning. Save the fashion shows for when you have access to media and buyers that will actually be at the event.

YOU ARE YOUR FULL STAFF

New designers do not fall into the trap of building beyond your means. Until you can afford to pay a team to work for you, you will be the maid, C.E.O., publicist, designer, accountant, bill collector and tailor. Prepare to wear many hats and as you build, you will at least understand the key facets of your business. YOU ARE YOUR BRAND.

YOU WILL WANT TO GIVE UP

At about year 3 every mid size of major designer can tell you the story of how they wanted to quit. If fact, some of them do quit. They love their company, it’s the only thing they have always wanted to do, but it gets hard. It’s financially challenging and you’re only one person. In an overly saturated market though, you will wonder why you even decided to do this. The power of competition is that it forces people to think outside the box, so see that pressure as your opportunity to create something extraordinary for the market. Every designer is unique. It takes knowing that those “I quit moments” are a part of the process.

LESS IS MORE

With centuries of fashion and design it may seem like there is nothing hidden under the sun when it comes to designs or ad campaigns. So new designers tend to find inspiration for their campaigns from the big brands. Don’t stress you can draw inspiration even from anything. An airplane, a market, food spices, a painting. Look around, pay attention. Here is one trick I always teach my clients. No matter how grand you get with your campaigns, always take images of your products on a plain canvas and remember light reflects, black absorbs. If you decide to shoot your products with the less is more idea, white or solid colors work best. Black works well for jewelry. Using solids helps focus the image on your design work.

YOUR BEST SALES HOME IS THE INTERNET

If you’re reading this, then obviously, you have an understanding of the power of the internet. Now more than ever, you have access to the world and, the world has access to you. Invest in online marketing and get your products online to sell, sell, and sell. If you have a physical location you can offset that cost with Internet sales. It will certainly help to have strong engaging or editorial images that will attract people. There are billions of dollars available to the fashion industry sellers online. If you even got 0.001% of that, it’s a start.

A SALES PERSON IS YOUR KEY PERSON

The most valuable addition to your growth has to be a sales person. If you are in this business just to show your creativity, then you will never make any money. You have to think of this as passion meets profit. As you start, do not get caught up in the creative alone. Think of the importance of people actually wanting to buy what you create. A sales person believes in your creative work so much so, that they get everyone else excited to buy. You want someone who will approach stores, boutiques, trade shows and buyers on your behalf. If you are about profiting from your passion, then you want to make sure you invest in a sales person. Give them a stipend and pay them by commission.

BEING ORIGINAL DOESN’T ALWAYS SELL.

Many serious designers will tell you how they end up designing what people want, not necessarily what they want. The truth is the fashion industry is saturated and usually to make profit, you end up having to do what people will pay for. The magic happens when what you like and what people would pay for are the same things. In those times when they are not the same, you will have to decide how you can still create designs that you like and still designing for the world so you can build financially.

As a new designer who wants to make profit, your goal is to find opportunities that position you for profit. Buyers and the media should always be your top priority for your brand’s financial growth. If you do decide to be a part of any fashion event, be sure to find out which buyers will be there and what media will be present at the event. I wish you all the very best.

Written By:

Yetunde

First published on Genevieve Magazine

For more questions on your start up as a fashion designer, feel free to tweet me @yetunde or email me at info at icypr dot com