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Archive for the ‘Marketing Tools’ Category

A friend pointed me to this website, and upon checking it out, it looks like a killer opportunity for emerging talent. FadMashion is a website connecting emerging fashion designers with global retailers, fashion enthusiasts, and global media. Designers can create a profile and portfolio, get exposure for their fashion product, and get feedback on and grow their brand. The creators of FadMashion promise a better user experience than other fashion networking sites. If you’re an indie fashion designer and registered on FadMashion, please let me know what you think. I’m interested in hearing about your experience.

I wish everyone in the FadMashion community the best of luck!

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I love this article about Shabby Apple, a dress company inspired by vintage looks, and how the designer launched her business and connected with bloggers to get her message out there inexpensively. The article also covers other strategic hits and misses, things we can all definitely learn from. But founder Athelia Woolley must be doing something right: after being founded in 2007, the company is now doing a profitable 1.4 million in annual sales.

Read the article here on Crain’s New York:

Hits & Misses: Fashioning a winning strategy

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I love this piece that came out in WSJ.com. It talks about how consumers are experiencing brand fatigue from big luxury brands and seeking something unique in fashion, hence the strong emergence of indie fashion, and websites and TV showcases like Etsy, Smashing Darling and IndieShop that give consumers unprecedented access to beautiful, independently produced goods, while creating a mega-million dollar industry.

Read the article here:

Crafts, Clothes and Clout

Small Designers Reach Larger Audience With Growth of Web and TV Showcases

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A few months ago, the amazing Kathleen Fasanella from Fashion Incubator chimed in on a blog post of mine buy posting a comment with some great links from her website on how to better work the fashion trade shows. Here are links to those tips again, posted front and center for everyone to see.

1. How to promote yourself bef1ore a show
http://www.fashion-incubator.com/archive/how_to_promote_yourself_before_a_show/

2. How to promote your line at a tradeshow
http://www.fashion-incubator.com/archive/how_to_promote_your_line_at_a_trade_show/

3. What it’s like to exhibit at MAGIC
http://www.fashion-incubator.com/archive/what_its_like_to_exhibit_at_magic/

Tip from Kathleen:

“One last take away, I CANNOT stress this enough:
Make sure your booth number is on EVERY SINGLE piece of material in your booth. EVERYTHING, down to press releases, press reprints you give away, line sheets, order forms, business cards, swag, whatever. If that means you have to order little stickers to plaster on everything, so be it. Seriously.”

And lastly, I found this great interview with the folks who put on MAGIC on Fashion Biz Inc’s website. It also has some great advice on how to work the shows. It’s called “Get the most out of MAGIC!”

http://fashionbizinc.org/blog/selling-at-a-trade-show/

Good luck at market everyone!

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My latest article for Nolcha.com contains advice on how emerging fashion designers can impress retailers when going to market for the first time. All info was gleaned from interviews with successful boutique owners. Insider info, just for you. Here’s a quick excerpt and a link to the full article:

As an emerging fashion label launching in the worst financial crisis since the Great Depression, you are undoubtedly making every possible effort to impress buyers at market and gain a competitive advantage. Chances are, you’ve made a considerable investment in all aspects of your business, from samples and production, to branding, marketing, PR, and sales efforts.

But because of the recent economic down-turn, retail buyers are scrutinizing new labels more closely, and some are favoring tried and true brands over new ones, for fear that new ones may not be as “buttoned-up” and therefore a financial risk. With tradeshow season upon us, how can you show retailers that your label is a good investment? Show them that you’re pulled together and super committed to helping them sell your line. Here’s how….

Read the full article here.

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I just wrote on this topic for Nolcha.com. Social media—word of mouth on steroids— can give your fashion biz the boost it needs to gain traction.

Here’s an excerpt:

Social media is all the rage: fashion brands like Gucci, Rachel Roy and Louis Vuitton are all tapping into this medium to have their voices heard in a free-global marketplace.

At the 9 Festival for Fashion and Photography in London, fashion executives spoke about the impact social media is gaining in their business.

Stephanie Phair, Director of www.theoutnet.com explained the new presence of Facebook and blogging in business. “In traditional media fashion designers and retailers had a push mentality where we told you what you wanted and what your should buy.  Now with social media a push-pull mentality has emerged where customers have a very important voice.”

The beauty of this media revolution is that anyone can participate, from the consumer to the independent fashion designer, yet few fashion brands are embracing the full potential of social media’s impact on their business. Here are the top 5 reasons you should be using social media now….Read the full article here.

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