Gloss Fashion Marketing and Merchandising

Launch Your Line!

2009-12-14T11:17:00.001-08:00

Is launching your fashion line on your list of New Years Resolutions?

Why don't you go ahead and really to it...

The seminar I'm doing on February 3rd will show you how to get your fashion dreams out of your head...and into the stores.

Starting from the very first step we'll discuss how to do it...what you'll need and who can help.

Of course it's not easy...but you know the saying...A journey of a thousand miles starts with one single step.

Take that first step with me this February...

Click here for more information and to register.

Hope to See You There...

Half of Success is Showing Up...

2009-12-13T12:40:00.000-08:00

At a very successful company I used to work for, which I'll refer to as Andi James, the owner, Andi would always go to trade shows with the sales reps.

I am no less than positive most of the reps found this completely annoying. I mean didn't he trust them to do their jobs? And furthermore weren't there a million other things he could have/should have been doing than hanging around and giving buyers that fake European kisses on the cheek-- asking them about everything from their businesses to their kids.

Yes he was already very successful...his name was big but even like Mega star Beyonce (personally promoting her line at a trade event in the pic above), he always seemed to realize he was no bigger than the people who supported him.

In contrast I've seen many designers ship off their sample lines to a trade show in a big UPS box then wait by the phone to hear the sales rep either show and prove with some great orders or ramble on about how the show was slow and people just weren't buying.

The message in all this is to be involved with your showroom and the entire sales process.

The relationship with your showroom is a partnership but obviously an outside showroom is not your company. And if for whatever reason things don't work in the short or long term it will have been important to have always protected your interests.

So what are your interests?

1. Your Relationships. Andi went to those trade shows to build personal relationships with buyers--that could possibly outlast his relationship with the showroom. He made it clear that he appreciated their business and was there to personally stand behind his company. He understood his customers were his everything...much too important to be left entirely in the hands of another.

2. Your Insights. In most organizations the sales people are the biggest knowledge keepers. Yeah you can look at the numbers but the people on the front lines are the only ones who know the whole story. Why isn't this selling? What makes this piece so hot? The non-verbal cues, expressions, side comments they all add up to a full picture that can be translated into action steps to grow your business. Insert yourself in the mix and get these insights for yourself.

3. Your Visibility-- The press are a staple at trade events. They want to get good interviews and create interesting stories that can be turned around as quickly as possible. Would it be better for you...or perhaps the entry level sales assistant the showroom has dedicated to your line to help build intrigue, give quotes and secure press coverage? Don't leave it up to your sales rep or your press kit...go to the show and make your story come alive.

All this being said, of course there is a right way and a wrong way to do everything. Having a good relationship with your sales partners is of the utmost importance as well. You definitely don't want to piss them off prancing around like an uninvited diva.

Perhaps you only attend the largest events, and only stay for a few hours during peak traffic. Also talk to the sales manager about the best role for you to play....Silent observer? Special guest? "The designer wanted to travel here and personally greet our customers." Buyer thinks...what a nice touch..none of the other designers came... Hey I've always wanted to ask you..yada..yada..yada...

You get the picture. Play your position. You are the owner, which means at the end of the day the whole shebang is your responsibility. If things go left there is really no one else to blame. And even if there was you can't really take blame to the bank.

My bottom line--Take some time to stay personally involved in the sales process...you can't afford not to.

Fashion Financial Forecasting

2009-09-27T16:04:00.000-07:00

Fashion Financial Forecasting

A Simple Way to Project Profits for Your First Season and Beyond…

Since fashion is a passion driven industry many entrepreneurs find it hard to resist the temptation to overestimate potential sales. I do agree..its only fair to believe that if you put your heart and soul into your collection that it will fly off the shelves and be the next big thing.

But at the same time if you rely financially on this wishful thinking it could leave you up the proverbial creek without a paddle. Many new brands have the idea that if they could just get started…big profits will jump in and help them fund their operational costs.

Unfortunately unless you’re operating a very grass roots business it can take quite a while before profits become a signfigant source of funding. Many times for boutique driven lines profiting even 5K in the first year is considered a big stretch.

So how can you determine some legitimate possibilities?

Here’s a simple eye-opening exercise you can do to figure out your likely bottom line. I’ll illustrate the process by brainstorming some rough but realistic projections for the 1^st season of a high end clothing line….

Step 1: Think about your strategy.

Since we’re talking about a higher end line in this example let’s assume for the 1^st season we’re focused on selling to a hand-picked batch of boutiques. Getting the big volume business of department stores is unlikely to happen in any company’s first season.

If you hire a salesperson since they know your market they may be able to clue you in as to how many stores you’ll be able to get into your first season as well as the average number of pieces a store may buy. These numbers will be the foundation for your financial estimates.

In this instance based on our sales strategy we estimate we’ll be able to land this line in 10 boutiques. Be careful in exaggerating this number. Many buyers are hesitant to buy from spanking new lines…so you’ll need time to build momentum.

Step 2: Set your profit margins.

Keep in mind…the only money you will make exists between the production cost of your product and the wholesale price you sell it for. This is your profit margin.

Start by doing the math to determine the average profit margin for your line. To do this first tally up all the costs it takes to produce your product (fabric, cutting, sewing, trims, hangtag, shipping…etc).

Then set the wholesale prices that you will charge retailers for your product. For this you normally work backwards from your suggested retail price. You want to ensure whatever you sell your product to retailers for that they can mark it up at least 120% to get to your suggested retail price.

Step 3: Get to the Bottom Line….

To get come up with a bottom line you’ll have to induge yourself in a few more basic calclutions…

In this example we’ll assume the average cost to produce our products is $20. And based on our positioning in the marketplace our average retail price is $80.

Working backwards we know in order to allow our retailer to markup to our $80 retail price (again a fair markup is approx 120%)….. we’d have to sell our products to retailers at a wholesale price of about $36

That gives us our average profit margin---- $36 (wholesale price)- $20 (production cost)= $16 per piece profit margin.

To take it a step further….since the boutiques we sell to are small ----based on our sales strategy we estimate each of the 10 stores will buy about 12 pieces. (again…sales reps can also give you an idea of an average order size # so its most realistic).

Finally we get to our overall projection…

10 stores x 12 pieces each x $16 (profit per piece)= $1,920 seaonal profit.

And just for the fun of it lets knock off 15% for either sales commissions or sales costs.

That leaves us with grand total profits of $1632 for our first season.

We’ll also probably end up deducting from this final number with things like damages and discounts as well.

If the potential profits you come up with just won’t do…. you can do things like tweak your costs, position your brand for a higher retail price, or decide to produce a collection that is more likely to result in higher volume.

By doing this bit of mental legwork beforehand you can be much more proactive in adjusting your strategy and ensuring you’re financially setup to succeed.

New Designers Need Love Too...

2009-07-09T14:30:00.000-07:00

Yes…we know, getting exciting press for your new line can often feel like climbing a hill in stilettos.

It’s elusive….People know people who know people who know people. And maybe you’re not one of those people….just yet.

So what can you do? The talented yet un-connected new designer that didn’t go to boarding school with the assistant editor at Vogue and a has a budget that would make any respectable publicist literally LOL.

Start by tapping these budget friendly online resources that can help put your brand on the map….

1. Thecontactlistonline.com–Getting connected starts with getting contacts. The Contact List is a subscription based service that keeps you in the loop of who’s in and who’s out in the ever-changing world of fashion. With The Contact List fashion and beauty editor names…emails and addresses are just a click away. And even better their monthly rates start as low as $15 bucks.

2. Buzzflikr.com –This innovative online PR service focuses on providing low cost web-based PR to emerging designers and brands. By posting your media kit and images in their “hive” you’re instantly on the radar of story-hungry fashion editors and bloggers around the globe.

3. Thefashionlist.com–Feel like you always read about the hottest fashion events after they’re over and done? Are you ready to expand your network and get in the know? The Fashionlist.com is a comprehensive database of all the biggest happenings in the world of fashion in one central place. Plus you can even post your own event totally free.

Change You Can Believe In...

2009-06-16T21:53:00.000-07:00

There's a case to be made for the small business these days. While big corporations are going through these massive restructuring plans to stay afloat--and small businesses certainly have their vulnerabilities they also have one big commonly overlooked advantage.
Flexibility....

"I can change in a day," a successful small business owner once told me. He looked around his small office, snapped his fingers as if to drill his point home and said again,"If something stops working out...I can change it all in a day."

While his statement may have been a bit of an exaggeration, his comments do have an interesting underlying question. In these challenging economic times how many small companies are taking advantage of their unique opportunity to change in a day...a month..or next year for that matter?

Many of the fashion business owners I encounter are just trying to keep what they have, lower prices, push the sales reps, find new production.

However maybe now is the time to pull out that small business trump card and "Change in a Day!"

So who's going to dream up all this change..as if the small business owner doesn't already have more than enough to do? Well as the saying goes "Fish can't see water." If you're in the trenches of running your everyday operations you may not even know quite where to begin...

Why not get some outsiders involved to give you some ideas to create change you can believe in....

1. Hire Some Bright Interns--And not to answer the phones, file or fax. Encourage them to share ideas, give feedback and even have a pet project. Schools like, The Fashion Institute of Design and Merchandising allow employers to skip the clutter of craigslist and post opportunities for interns directly on their website.

2. Meet with a Consultant--Why not get the assistance of someone that knows how other companies have managed to succeed and fail. Many times their insider perspective can make the difference between a golden parachute and feeling like your business is trapped at the bottom of the ocean with an iron anchor. You can find these helpful industry insiders presenting seminars at trade shows and other industry events or you can check out Fashion Business Inc Consultants that may be able to help.

3. Get Some Free Business Advice--Score.org is an association of retired executives that helps small business owners plan and assess their businesses completely free of charge. Maybe you need to revisit your business plan...or maybe you never even had one to begin with. Now could be the perfect time to rewind and restart. Get the scoop on score and its services at www.score.org.

Rockin it Out...in a Not so Hot Economy

2009-03-22T14:47:00.001-07:00

Driving by this beautiful new Rock and Republic store the other day on L.A's Robertson Blvd.; I had to take my hat off to them for having the courage and the money to make such an investment in their brand within this shaky-bakey economy.

I can't say whether it was a smart business decision or not...but if that shiny metallic building could talk it would have said..."Rock and Republic is a strong brand...the economy is bad but we're still hot-like-fire" And if I were to go in there and drop a couple of hundred bucks those would be exactly the words I needed to hear.

For a smaller company that statement will probably not come in the form of a who-knows-how much it cost--gorgeous store front on Robertson Blvd.--My point is that you do have to find the courage to keep branding. Branding being that constant conversation that you have with your customers.

What things about your brand can you freshen up...to let your customers know you're still innovating--still growing and will be around for the long haul? Newly designed shopping bags, special labels, non-desperate beautiful marketing communications pieces.

Whatever it may be now is a good time as ever to add a little spark of life to brand image. Take some time and brainstorm how you'll let your customer know investing their precious fashion dollars in your brand is still a good bet.

Your Top Model

2009-02-28T14:42:00.000-08:00

Coordinating your first photoshoot can be a nerve-wrecking and costly experience.

Here’s a few tricks to help save you some time…money and mistakes…

1. Go With a Pro: While you may be tempted to use your cutest friend as your brand model keep in mind a highly experienced model can drastically improve the flow and timing of your shoot. At the minimum look for a semi-pro that may not be signed with an agency but has clocked some hours in front of a camera.

2. Work with an Agency: If you’re a savvy negotiator don’t be afraid to call on the top agencies like Ford and Elite. They have different levels of models and many times will negotiate costs based on the model’s need for experience/photos, timing and the notoriety of the photographer you use. Sites like modelmayhem.com are also a good resource for finding someone on a more minimal budget.

3. Get some Raw Pics: Not like that… But, you want to see your model in their current hair and no makeup…as they would appear on the set. Before the shoot date share these pics with your photographer as well as your hair and makeup person so they come prepared with everything they’ll need to turn her into a glamazon on shoot-day.

Fashion Start Up 101

2009-02-21T19:24:00.000-08:00

Interestingly enough few fashion programs have entrepreneurship style courses that teach designers how to handle all the in’s and outs of starting their own label.

So what are some of the first steps to get started?

1. Make a Plan–Business planning can make the difference between a thriving company and a company that goes nowhere. You can either take low-cost classes at organizations like FBI or the Small Business Administration or you can go it alone with business planning books from your local library or bookstore. In your plan you’ll define things like your business structure, finances and your sales and marketing strategy.

2. Determine Your Budget–Depending on the type of product you’re selling, your personal skills and launch strategy you could be looking at 100K or more to get your line off the ground. Don’t let this number scare you, it could be much less or much more…but again that depends on your circumstance. What’s important is that your budget makes sense with your goals. It would be fruitless to think you could create a sample line of cashmere sweaters, hire an assistant, attend a trade show and support your first sales orders on a $25,000 start up budget. You’d be surprised at how many business owners are working towards a grand plan they simply don’t have the funds to support.

3. Make a Sample Line–If you’re a wholesale company you should only produce samples to start…….NO Inventory. The last thing you want to do is tie up your precious startup dollars with inventory that buyers could or could not want to buy. Of course you’ll have samples from development but don’t get over-excited and start ordering spare samples just for fun, which is an easy temptation when you first get started. Sample costs add up quick, and at the end of the season if the product is still left hanging around you might just be left thinking where your starup dollars could have been better spent…PR? Marketing? An inspiration trip to the Carribean? Now that sounds like some serious buyers remorse…..

Made in the USA

2009-02-02T19:31:00.000-08:00

In the past many fashion companies seemed to inadvertently associate profitability and growth with off-shore manufacturing. China…Vietnam…The Philippines, anywhere but here. Unfortunately other than being good patriots, too many brands have found it financially difficult to rationalize being “Made in the USA.”

Interestingly enough in these challenging economic times, there appears to be an emerging sea change in the “off-shore is better,” mentality. Some design companies are starting to pay closer attention to the quality, cost and time benefits that can come with domestic manufacturing.

Here are some things to consider when you decide on your on or off shore production strategy:

1. Speed to Market–Working closely with a local manufacturer can add up to significant cost savings when it comes to translating you developed product into final production. If you’re serious about speeding up your product life-cycle make sure you’ve established a good relationship with a local manufacturer that can help get your product out of your head and on the shelves as soon as humanly possible.

2. The Hidden Costs of Importing: The new 10+2 importing compliance rule is the latest example of the hidden cost and logistical hassles that can result from importing product from overseas. Make sure that you are keeping track of the costs and time involved as well as how they affect your bottom line.

3. Quality Control–Although the U.S. is known for the quality of the goods it is able to produce, especially in the higher end and conemporary market, domestic manufacturing can also afford designers the ability to overse their production preimpting any issues before they become real problems.

RN Numbers?

2009-01-15T19:39:00.000-08:00

Ever notice that number in the back of the tags on your clothing… Well if you’re an apparel manufacturer you should know that is called an RN Number.

Registered Identification Numbers, commonly known as RN numbers are obtained from the Frederal Trade Comission and required on the tag of any textiles that do not bear a company’s actual registered name.

If you have your company’s registered name on your tags the same as it appears on other business documents like purchase orders and invoices..no worries.

But if your items are marked simply with a trademark or brand name you’ll definitely need to get your own special RN number that identifies your company.

Interestingly enough, RN’s are pretty easy to get… don’t take long and you can even apply online .

Also like the best things in life…RN numbers are Free!

Who Knew….

She Don't Need a Glamorous Life....

2008-12-21T19:42:00.000-08:00

If you need a glamorous life… and you want to start your own fashion line....unless you’re Puffy..J-LO or Jessica Simpson you should probably reconsider.

Ok, that may have come off a bit negitive..let’s try again..

The truth is if you’re starting a fashion line you should be mentally prepared and know that design is only about 10% of the work you have ahead of you…

The biggest challenge most newbies face involves business planning and management– including financial matters, finding resources and setting up a reliable infrastructure…

So what can you do to be prepared?

Do Your Research… You don’t have to enroll in fashion college but you can read books like Fashion for Profit, by FBI founder Frances Harder and The Fashion Designer’s Survival Guide by Mary Gehlar. These are two great reference books that once you buy them you’ll keep them as long as you’re in the fashion business and trust me they will never get dusty.

Also, get involved. If you’re in Los Angeles seek out seminars that fit your business concerns at Fashion Business Inc. or become a member to join a network of like-minded entrepreneurs. The membership package also includes discounts on a slew of apparel specific business resources.

Whatever you do…don’t be afraid to ask questions and you can’t be shy about asking for referrals.

Setting up is a process and sometimes take 6 months to a year before you are even ready to sell. It’s a process and involves healthy doses of both patience and persistance.

Good Will Hunting

2008-11-06T20:44:00.001-08:00

Hunting for Fabric? Well, an excellent place to source fabric is right in the Downtown LA Fashion District. Even if you aren't a LA local....LA offers 90 blocks of sourcing "fun," plus 70 degree weather in the middle of winter. Sounds like a nice work-vac combo to me.

Tips for Shopping for Fabric in Downtown Los Angeles:

1. Let Your Fingers Do the Walking--Go to www.fashiondistrict.org and search through "textiles and notions," which is located on the left navigation bar. There you will find a list of upcoming textile shows as well as a list of vendors and jobbers (places that sell discontinued or overstock fabric at reduced prices.)

2. Pick up the Phone, for real--Call and ask if the vendors in the list if they have the type of fabric you're looking for. Some may specialize in woven fabrications (such as what would be used for a classic mens button down shirt), or knits (the family of fabrics used commonly for tee shirts). Some may have a variety of silks, or only sell home furnishings. Call ahead and verify they have the category you're sourcing just to make sure you're starting your journey in the right spot.

3. Ask For Referrals--If one place doesn't have what you're looking for don't be shy about asking for referrals. Many of the fabric vendors have been down there forever....They know each other...and if you're looking for something they just don't have...it's quite possible they know a place that does.

If you're visiting the fashion district for the 1st time...just a few words to the wise...

1. Go early..when you call see what time places open. If you're looking for something specific you want a salesman to be readily available to help you.

2. Always..Always... Wear Comfortable Shoes.... Parking can be bananas and it's much easier to find one good place to park and walk around rather than parking multiple times.

3. Bring a Bit of Cash.. You never want to carry around a big wad of dough in your pocket...however in the downtown fashion district you always need a little bit of cash. Parking can range from $3-$9 and I've never seen a place that accepts credit. Also do what you can to avoid the meters. If you're one second late the heavy supply of traffic cops down there will hit you with a $45 ticket so fast it will make your head spin.

Happy Hunting!

Temptation Island

2008-10-31T21:01:00.001-07:00

Ok lets face it...folks in the fashion industry can be very particular. We create these brands and we care about them...we want to protect them and we don't want to leave our "babies," with just any ol' retailer.

That means we have to discriminate, a bit when it comes to picking the stores we sell to. No matter how tempting it may be to imagine how black a new account could make our financial statements-- selling your brand too short...too soon can have a detrimental effect that just won't pay off.

Let me tell you a little story to illustrate my point....

A client of mine had these aspirations of creating a high end luxury lifestyle brand. She imagined her stuff in the windows at Barneys, on the racks of the finest boutiques, on the homepage of international online retailer net-a-porter.com. Her vision was crystal clear in her mind. She believed in it and was excited to see it come to life....

But as she sat at her first trade show she watched buyer after buyer pass her by... they'd glance...comment, maybe even take a few pictures... They seemed interested but they weren't buying....what was she supposed to do?

On the last day of the show, a slightly more mainstream department store paid her a friendly visit. They were interested and ready to write an order.

I mean they were by no means a luxury brand....but one order from them alone could pay for the cost of her show, save her from hustling for more accounts when she needed to be designing and even allow her to give her consultant (me), a much needed bonus for all my dedication.. hard work, brilliant insight and commitment... (I know that's right;).

And as much as I wanted and so deserved a little extra padding in my pocketbook I had to keep it real. The department store deal didn't make sense. Of course we had the option of revising the strategy...adjusting our pricing, going slightly more mainstream--- but it was only her first trade show. Was it really the time to sell out? Was an offer from one vendor offer enough to constitute a total change of plans?

Maybe eventually but not initially.

As you develop your brand you will sometimes have to resist the temptation of big business money...and just give yourself a chance to grow.

I advised that she stick to the program....the brand she wanted...the one she believed in....and the brand she worked hard to create with everything from imported fabric to the paper linen hangtags she loved that made for the perfect finishing touch.

So she took my advice and decided against the major retailer. However, soon after the tradeshow she was able to acquire about 10 niche brand building boutiques that were interested in finding the next big thing...not just stuff that was sold in (nose in the air)... mid-tier department stores!

Now keep in mind the orders of those 10 stores didn't even add up to the one order she turned down.

However--she wasn't trying to host a thanksgiving day clearance sale--she was trying to build a brand. That takes time. And that means being strategic as well as pacing yourself.

Soon after she acquired her first 10 stores without a showroom she was picked up by one of the top international showrooms for her product category...who has since been able to place her in niche boutiques all over the world. A lot more brand appropriate than being sold off to the highest bidder.

She's since been featured as a top emerging designer in major fashion organizations and publications including Vogue...Not her hometown paper but...Vogue.

The moral of the story--If you have a vision for your brand let people help you refine that vision but don't ever throw it out the window based on one tempting proposition.

If only for a little while...just believe--trust your gut and see what happens. It could be better than you've ever imagined.

Will You Be My Sales Rep?

2008-10-31T19:02:00.000-07:00

Finding a sales rep as a new brand is no easy feat. You have to find a rep that believes in your brand and is willing to nurture it to its full potential.

It really takes warm-up time to build brands up…and in those times you nor your sales rep will be making any “real,” money so to speak. In fact you may want to plan on losing some.

That said…you as well as the rep you choose must be willing to be patient and prepared to deal with a bit of uncertainty as you climb the proverbial success ladder together.

To find a showroom/sales rep in Los Angeles I recommend looking up brands you’d like to share a showroom with on the LA fashion district website directory. This directory contains all of the lines showing in “The Intersection,” which includes (The LA Mart, The New Mart and the Gerry and Cooper Buildings.)

When you search this directory look for lines you may be compatible with not competitive with. You want to find a showroom that does not house direct competitors but that the same stores that buy the lines they carry may also be interested in your products as well.

Once you find some leads…walk by…take a peek in and see if it suits your company. If it does ask if they are accepting new lines…and if they would take a meeting with you.

If you get to the meeting stage it’s time to put your best foot forward. If you even think you want them…sell yourself and your new company like nobody’s business…get them to really want you.

Start the meeting by showing the the rep completed sales samples, marketing materials and sharing the long term vision of your company. Reps love to see that you have a long term vision and a plan to get there. Your communication skills will be key. You want to vividly display the passion and commitment you have for making your business grow.

You also should highlight stores you’ve gotten into without a showroom (yes..you should be trying to get yourself in at least a few brand building stores before taking on a showroom), press coverage you may have received, mention investors so they understand your business is secure and don’t forget to bring up your past work experience to give them insight into your competency as a businessperson.

Once you have them where you want them….It’s time to start negotiating things like commission percentage, rent fees and the term of your agreement.

The better you present yourself the more flexible the showroom will become. Give them the reason to believe they have much more to gain…than to lose by taking you under their sales umbrella. Even though showrooms tend to have a bit of a chi-chi…boo-boo snob appeal at the end of the day they are in the sales business and need you as much as you need them.

Present a great product…a great strategy and a strong business acumen and carrying your line can quickly go from getting a straight “NO,” to becoming a “NO-brainer.”

So don't be scared...Find the showroom you want and go after them with everything you've got...

Contractor Relations....

2008-10-10T11:13:00.000-07:00

If you’re a new apparel business owner I’m sure you’ve been there. You’re looking for contractors and what might you experience??

A few snubs. Unreturned calls. That “we can’t be bothered…you’re way too small for us..we have much more important customers “attitude.

Unfortunately it happens. But the end of the day all we want to do is get our lines off the ground. So we deal with it. We take it on the chin and work with people we may feel less than comfortable with.

It can be challenging and scary to invest dollars and time in this type of situation. So I put together a few tips to help you out along the way….

Tips for Working with Garment Contractors…

1. Be Your Own Publicist. Promote yourself to your contractors. Tell them about your growth plans and get them to believe in you. You want them to feel good about working with you the same way you want to feel good about working with them. If they believe you have a bright future and can eventually become a bigger account they could become a lot more accommodating.

2. Write it out. Show your professionalism. Give contractors written purchase orders and printed directions. Contractors don’t like indecisiveness…and if they do you better believe they are charging you for it. Show them you know exactly what you want and be clear on what you expect. You may be tempted to be overly benevolent if you’ve found a contractor you really like. Be respectful but never forget who’s the boss. It’s you…silly!

3. Do Your Due Diligence. If you’re a little green…some unscrupulous contractors may look at you like red meat. For that reason amongst others, see if you can find a referral, a reference or just look them up on the web. Do some due diligence before paying the real cost as well as the opportunity cost for working with the wrong company.

Finding good, compliant and reliable garment contractors can be a hard road. If you’re new to the industry that’s even more reason for you to start getting involved in the manufacturing community. Attend classes, go to trade shows, strike up conversations as you wait for your coffee at the fashion district Starbucks.

Start by running names by people. Although everyone may not be ready to give up the name of who they are directly working with…people are usually more than willing to give you a heads up if you’re thinking about working with the slimiest company in town.

Good luck….

The Color of Money....

2008-09-23T07:53:00.000-07:00

The right color can determine whether the products you’re producing or buying for next season fly off the racks or end up under a big red clearance sign.

But how are you to know whether the hot colors of this season will be trendy a year from now?

You don’t. For that you have to ask the experts.

There are people that actually research color trends ahead of time, so you don’t have to spend days fretting about things like whether something may sell better if it’s in olive or emerald green.

The secret of major retailers and design houses is that they use color forecasting services like the Los Angeles based, Design Options to make sure the collections they’re producing are not only beautiful but merchandised to sell.

For a minimal cost Design Options will supply you with palettes of the hottest upcoming colors for women’s, kids, men’s, lifestyle and home furnishings up to a year in advance.

With over 20 years of color prediction services under their belt they have a strong track record of “getting it right.” Taking advantage of services like theirs can help ensure you “get it right,” as well….

Inquire about the latest colors and Subscribe to Design Options free newsletter at www.Design-Options.com

For Names Sake....

2008-09-19T08:26:00.000-07:00

Fashion Business Inc. founder, Frances Harder made an interesting point at her Brand Building seminar.

"When launching your brand try to avoid using your own name," she cautions her audience. "What happens if you go bankrupt, or get bought out? You've just lost your name forever."

While it may be tempting to see your name in lights, considering the possible consequences may just lead you to change your mind.

But, hey...if you love your name so much....and can't think of one for your business that you find just as interesting maybe you can call mom and dad for some tips. Just an idea...

Sample Sales that Inspire

2008-09-07T22:19:00.000-07:00

Participating in high profile sample sales and events can be a great way to gain publicity as well as clear through end of the season inventory, overages and press samples.

Although their are opportunities all around us…linking yourself to a reputable charity can be good for both your heart and your balance sheet.

November 8th, the charity Inspiring Divas will hold it’s annual fundraiser and sample sale—hosted by Stacy London of “What Not to Wear.”

Inspiring Divas, is dedicated to Inspiring the Positive Development of Images, Values and Attitudes in young girls.

There are still some booth’s left for rental at this inspiring event where you’ll be able to sell, network, promote your brand and most importantly give back.

For all the details and to reserve your space— call 323.799.1245 ext. 104.

For more information on the Inspiring Divas organization visit www.inspiringdivas.org

Are You Ready for Gift Bags?

2008-09-05T22:31:00.000-07:00

Many designers would cut off their right arm and put it in a Grammy or Oscar awards giftbag as long as it was holding their product.

Participating in hot giftbags with award winning prestige are really no brainer.... You already know US Weekly, Life and Style and People Magazine are going to do a full page spread featuring the new swag of the stars. It's as close to guaranteed press as you can get.

However the average company is more likely to get inquires from a lot less well known events requesting free samples or promotional items to stuff their bags with.

To participate...or not to participate...that is the question. Well you'll start by weighing the probability that your potential customers or high profile celebrities will go to these events. There goes no-brainer #2. So what's next.....

Well...if you determine that you'll participate in the bag you need to next determine the product. Giftbags are great for beauty companies because they usually have small sample sizes and people like to try before they buy anyway.

But what about clothing? You certainly don't want to give away the 100-500 items PR companies usually request for giftbags...

In this event I suggest clothing companies develop some type of promotional item ahead of time that depicts their brand and has at least a little value associated with it. This would be a multi use product, with a long shelf life that you can buy a lot of at a lower price. You'll get a lot out of these items by also taking them to trade shows or give away to your retailers that they may also make it a gift with purchase when they sell your product.

To get these products you can work with a promotional products company such as macher.com to produce things like reusable packaging, notebooks, totebags or passport holders and luggage tags with your logo.

The bad news is that in producing promotional products you always walk the line of being cheesy. So you have to be careful and make sure everything you produce will embrace the same quality of your clothing brand. This is one of those things...that if you can't do it right. Don't do it at all. I'll make that my no brainer #3.

Give me a Reason...

2008-08-01T14:05:00.000-07:00

Shopping the other day I ran across the almost perfect bag. This sleek, glossy snake-skin number was just calling my name.....

Until.....

I turned it over and found a big metal plate that said "NINE WEST". This mid tier company had managed to turn a perfectly glamorous handbag into a promotional piece.

For me a potential customer-- through this ill placed logo, the company inadvertently created what I would call "A Reason NOT to Buy."

As you merchandise your line be careful to reflect on how even the smallest detail that may give a customer a reason to walk away.

Reasons not to buy can be disguised as cute little details, logos that don't yet carry brand recognition or female designs that are not undergarment friendly. Haven't you ever wanted to purchase something that would be perfect...only if.

Maybe my reason not to buy should have simply been that my $200 belonged in a mutual fund instead of a cash register. But hey...that's not the point....

At The Speed of the Market

2008-06-02T07:39:00.000-07:00

Speed to Market in fashion certainly is not a new thing. Big box retailers have been trying to figure out how to keep up with the likes of quick witted retailers such as H&M, Zara and Forever 21 since they first hit the scene.

Years ago when I was a retail newbie in my corporate management program the company gave me a poster called the "the product life cycle." With this the product concept started a year before anything came close to hitting the shelves. This is so intense...I thought. In fact it was...yet I had no idea how unnecessary it would become.

So, exactly how is it that you see something on the runway or the Golden Globes then see reiterations of it on sales floor literally a month later?

Well, companies got serious, they wanted to keep less inventory and quickly jump on trends to increase sales. At the end of the day in this uber competitive marketplace it had to happen.

From a manufacturing perspective if you are a designer you have to ask yourself. How flexible am I? Which means....

How Tight is My Infrastructure? Even as a small company it is important to have multiple factories in place. You don't want to inhibit your production schedule or last minute replenishment requests with an uncooperative factory.

Does my Line Look Old? If you've spent months and months ruminating over your line you owe it to yourself before you start selling to evaluate the marketplace to see if you are still running with the trends.

What Can I Pull in? What are you going to do to keep your retailers interested? You want to be able to take feedback, evaluate sales and REACT. Have a production and design plan to pull product into the mix that will keep your line dynamic and fresh.

Advanced Technology, Our Instant Gratification Society and New Business models have all played a part in demanding that fashion companies not only need to have a viable speed to market strategy to excel but to even really play in the game

Blog Update!

2008-05-11T18:29:00.001-07:00

I haven't abandoned you all! I've been busy launching and writing for the blog for the non-profit organization Fashion Business Inc., as well as doing seminars and working with some great new fashion companies.

I will be back with fresh articles on the Gloss blog this week! Although the Gloss blog still be an extended article resource you can catch me for daily updates in the Fashion Business world @ www.fashionbizinc.org/blog

Please feel free to continue emailing me with your questions and comments @ info@glossmarketing.com.

Buy Me Please....

2008-02-06T18:05:00.001-08:00

Getting ready for MAGIC.....Take the time to prepare a KNOCK OUT buyer kit to seal the deal with potential customers. Here are some tips on what to include....

1. Company or Designer Bio
This doesn't have to be long...or read like the biography of Malcolm X. Make it light and dreamy...talk about what inspires you, the range of your collection or interesting design companies you've worked for in the past. Also...no need for a professional print job...print everything out on your company letterhead so you can easily change it as you grow.

2. Press Clippings
If you've been doing pre show marketing and were able to obtain any edits make color copies and add them into your buyer kit. Show buyers you've already been getting exposure so they know you're already on your PR game.

3. Line Sheets
A Must Have....Clear line sheets that make it easy for buyers to order and reference pricing. Line sheets like anything else really come alive in color. But if you're on a budget you may just want to do a color cover to spice it up a bit.

4. Style Matrix/Order One Sheet
Some designers have pricing on their line sheets which is my preference. If for some reason you don't want to do this make sure you have one document that contains all the information required to place an order. Put yourself in their shoes and see how easy it is to write out an order using your materials.

5. Color Cards
I love real fabric color cards. Although it can be tedious to cut little square pieces and paste them on cardstock...it can be totally worth it. Give buyers something to touch and feel once they leave your booth. But again I know you can't always make a dollar out of fifteen cents....if you don't have the budget color copies will certainly do.

6. LookBook or Color Pictures
Lookbooks like everything else it seems can be crazy expensive. If you don't have one believe me you're in good company. Some of the most successful companies I've worked with have never produced a lookbook and they're doing just fine. However, nice photography on a model is clearly going to help your product sell better than a flat sketch. Make sure you have some photographs in your kit...whether they're on the cover of your line sheet or on a postcard.

7. Order Forms

Finishing up....
Compile all of this info a branded folder. You can easily make these yourself by buying glossy white folders and getting some stickers printed with your company logo.

Believe me...having a professional buyer kit as a new company is not common at all.... so a good one is sure to help you rise above the frey.

Smash Your Brand!

2008-01-02T09:23:00.000-08:00

Do you think you could recognize a Coke bottle even if it was smashed into a hundred pieces?

The branding book "No Logo," by Naomi Klien calls it the "Smash Test." The author believes you can test the strength of a brand by the ability to break it to bits and for it still to be instantly recognizable....... even if none of those bits actually bear reference to the brand's name.

Interesting.....

The theory is illustrated by the fact that most consumers can still spot a Coke bottle even in seemingly simple remnants of thick blown glass, white lettering and a shiny red cap.

A brand's colors, feel, shapes, textures and mood amongst other things all work together to create it's authenticity.

So let's try it... I won't say the name yet but let me describe some "pieces," for you and then ask you to tell me what or who I'm talking about.

Emerald Green-a mermaid--popular music-- plush lounge chairs and a bulletin board with community postings.

Sounds like Starbucks to me. The clues may have seemed obvious but that's what they're supposed to be....obvious distinctions that allow you to tell Starbucks from the less busy/less fortunate coffee shop down the street that's serving the same espresso only in with plain white tumblers.

So how strong is your brand? Try to smash it and see what elements can actually survive....continuing your brand message even when the name tag is removed.

A brand is an ensemble performance where the whole is much greater than the sum of all it's parts. Smash yours and see if it's still there.

www.WOW.com's

2007-11-27T14:39:00.000-08:00

According to Juipter Research online sales are expected to jump 20% from this time last year. Very exciting! A big part of this has to do with e-retailers getting with the program and realizing that shipping rates are traditionally one of the biggest reasons people don't shop online.

So what do you see now...Free Shipping everywhere! It's most definitely the hottest promotion around. The bad news is that with consumers being emotionally trained to expect a free shipment it's lost it's novel appeal. Therefore, unless you have some impossible to find product you'll have to humble yourself and do a free shipping promo if you want to stay competitive.

Since you'll basically have to do this for your customers....I'll share a few tips you may want to use to make it easier on your profit margin.....

Qualify your shipping- Don't get too tricky with this one. Set a feasible minimum purchase to prevent losing money on small shipments.

Try Easy to Digest Discounts--A dollar doesn't sound like much but if you ship a lot of product it could make up for some of your costs. Some customers are just looking for an easy fee instead of a sliding scale where it's as if the more they buy the more they're punished with higher shipping charges. Keep it sweet, simple and flat. $1 shipping, $3 shipping or even $5 works...

Shop Around for Shipping Options--Don't just assume your current shipping provider has the best rates...rates change and depending on the volume and weight of the product you ship you could be up for some great discounts. So shop around....

Online sales are on the move...don't forget to also research what your competitors are doing so you can be sure to get your piece of the action...