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Posts Tagged ‘down-market’

I found this great article on Allison Lewis, founder of the emerging label “Lewis”, where she is interviewed by Smart Money Small Business, and speaks on the business side of fashion and running her growing business in a down-economy. She also discusses getting in front of influential fashion editors, which helped her visibility tremendously.

Read the interview here:
InFocus: A Designing Woman

Enjoy!

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I love this article that just came out in W magazine. My quick, two-second summary: those who are truly purchasing luxury fashion right now are not the skinny 16 year olds, they’re the established forty-something women with experience and the cash to prove it. Sure, they might like edgy or avante-garde styling, but they also have curves and want to be comfortable. What does this teach us? That in order to survive in this market, you have to truly know your customer. And design just for her. May success then follow.

Read the article here:

Adult Content

Not a cash-strapped, trend-crazed kid anymore? Perfect. You’re fashion’s new best friend.

by Dana Wood for W magazine


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Portfolio magazine is shutting it’s doors, so read this article before it’s too late. It’s about how the Fashion business is moving forward in these tough times, with great points on brand building, marketing, passion, creativity, value, etc.

Fashion Forward” by WWD staff for Portfolio.com

Enjoy.

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Ok, you have to read this article. Then when you’re done, read it again. Because Marc Ecko has killer brand building ideas. And so should you. Here’s the link:

“It’s Going to Be Big” by Arthur Lubow for Inc. magazine

My quick summary:

Don’t think of yourself as a T-shirt company or a jeans company, but think of yourself as a brand. A brand that lives and breathes. If you’ve got limited funds, find creative ways to build and promote your brand. Marc used YouTube to inexpensively generate lots of media attention for publicity stunts, way before it was fashionable to do so.  One year, Marc couldn’t afford to be at MAGIC but turned it into his best sales year to date by employing a street team to promote the fact that he wasn’t at MAGIC, therefore generating tons of inquiries. (Guerrilla marketing at its best.) As of today, Marc’s brand continues to be successful, despite the economic down-turn, demonstrating the power of brand loyalty.

These are some of the highlights of the article, but you should really read all of it to learn from the awesomeness that is Marc Ecko. Enjoy!

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Great news! My article went live on Nolcha.com today and was made a feature. For those of you who don’t know, Nolcha.com is a business magazine aimed at start-up fashion companies. It’s got lots of great advice and it’s free!

My article is called “Risky  Business: Why now, more than ever, you should be investing in your brand image.”

It’s about competing in this tough market and how a well thought out brand image can help you gain the confidence of retailers.

Enjoy!

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In a recent article in WSJ, it seems that local indie designers who sell directly to their customers may have a distinct advantage over others in this economy. My quick read: the experience of the customer interacting directly with the designer adds value and a perception of additional luxury, causing customers to develop an emotional connection and to return again and again. This, my friends, is the essence of brand loyalty. Read about this positive trend here:

Local Color: Shopping Hometown Designers” by Christina Brinkley for WSJ. Enjoy!

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I love this story. It supports everything I believe about the power of branding and savvy marketing. When done right, your brand can withstand anything. The folks at Rock & Republic have it down cold. Read their story here:

“Selling $300 Jeans in a Down Economy,” by Stacy Perman for BusinessWeek

What I really love about their story is how they turned away certain retailers (they even said no to Barneys-gasp!), to create a sense of exclusivity, which ultimately supported their brand and created more fanatical lust for their product. Again, pure genius. What decisions will you make to support and pump up your brand?

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