Archive for May, 2007

Give em’ What They Want, Understanding Your Merchandising Strategy

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I had a client not too long ago that hadn’t realized what made her business go left. She owned a stylish super chic accessory company specializing in handbags.

Her “star” item was always her signature clutch….it was $125 wholesale and it sold and sold and sold. Every season it was reinvented in some way or another and it kept selling. Well one day I guess Jessica Simpson–Sienna Miller– Lindsay Lohan or one of them had too much to carry one night and she pulled out this huge bag… and sent the clutch and the clutch business straight to hell.

So it downtrended….died…played out whatever you want to call it. Being the businesswoman that she was she started doing these gorgeous Italian leather boho bags but her business stumbled or chocked…or stumbled and chocked would probably be the most accurate. So let’s take a look at this…what’s really going on? (more…)

Designers Get Ready for Your First Trade Show, Part 2

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Now that you’ve got your goals in place it’s time to develop a strategy. In other words you need a step by step game plan to get to where you want to be. If you’re a new line common belief is that buyers are naturally hesitant about you. Some stores just don’t want to be a part of your suspected growing pains. They want to see you in the game for a few seasons to make sure you’re in it for the long haul. Given this, instead of bombarding retailers and hoping “Barney’s” or “Fred Segal” stop by you may want to opt for a change in your focus.

While buyers are naturally hesitant, the press will conversely be naturally curious about hot new designers. New lines with an interesting perspective are fresh pickings for the market editors scouring the shows. In this instance you may allot a portion of your budget to hiring a publicist to help you promote the launch of your line. You could also take steps to contacting the press yourself which I’ll cover in a moment.

Focusing on the press may seem like a longer route when you ultimately want generate sales. However, it’s important to take advantage of this opportunity while you’re new and fresh. So instead of Stores—Press–Buzz. Your scenario may go Press—Buzz –Stores. Either way you’re working in a strategic direction towards your goals.
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(Offers) Gloss Marketing and Merchandising

gloss_logo.jpgweb: www.glossmarketing.com
blog: www.glossmarketing.com/blog
email: info@glossmarketing.com

Gloss is…. a marketing and merchandising consultancy that helps retailers and boutiques grow their businesses. Our core services include: business planning, marketing strategy and merchandising

Gloss Service Menu

Strategy

Business Planning
Designing a Step by Step Plan to launch your boutique or private label

Marketing Plans
Creating a Comprehensive Plan to market your boutique or collection. (more…)

Tricks of the Trade Designers, Get Ready for Your First Trade Show

Photo Sharing and Video Hosting at PhotobucketLet’s face it. Trade shows are expensive. By the time you’ve finishedmaking samples, shipping product, building and decorating the booth you could have purchased a Mini Cooper. If it’s your first trade show be advised that just because you build it they will not come. You have to put a marketing push behind this special event to attract the types of visitors your want. We’ll start with the basics. It’s been said that in most trade show traffic is from appointments of existing accounts. So what if you’re new in the game is the only option just “not to go?” You have to start somewhere and if you’ve been to the show and it has good traffic and comparable product you should seriously consider attending.

As a designer creating and producing samples it’s easy to become overwhelmed as you prepare for your first show. You want the stitching to be flawless and the draping to be just so. The samples have to look as good as humanly possible so the buyers can fall head over heels for your product. On top of that the booth must be beautiful, “where should we get the flowers from? What will we put on the walls?”

Decisions… Decisions. Although booth presentation is extremely time consuming there’s only one problem with getting consumed with these details. If the buyers don’t know about you they won’t be there to fall head over heels, and in turn their heels will be clicking to the next designers’ booth. (more…)

7 Steps To Get A Loan For Your Fashion Business

Photo Sharing and Video Hosting at PhotobucketLoans are a time-tested way of raising capital for your business. We would love to tell you that it is as easy as going to the bank and asking for money, but as you probably know by now it is quite the opposite. We wrote the following steps to help you raise the right amount of capital to get your business going.

Step 1: Decide how much money you need.

This is an obvious but often overlooked. Entrepreneurs, particularly start-ups, when budgeting for their business often focus on what they will need to get their business going, or to finance a particular project without accounting for working capital or cash for contingencies. This is dangerous because lack of working capital can mean the death knell for the business.

On the other hand, some entrepreneurs, again start-ups, drastically overestimate their costs. This will make lenders not only question the entrepreneurs’ assumptions, but also question whether they know what they are doing.

Now that we decided on an amount, lets focus on the lender.

a) If you are a start-up:

Loan amounts below $25,000 are considered smaller, micro-loans. Not all banks will be interested in doing a SBA guaranteed loan for small amounts (more below). Micro-lenders and Alternative-lenders are better equipped to handle this type of loans. These lenders usually make smaller loans and have a community focus. Look to credit unions, local development corporations and other non-profit lenders.

Small Business Administration (SBA) guaranteed loan is a guarantee to the lender. If the borrower defaults, the lender is guaranteed repayment of a portion of the loan by the SBA. You are still liable for the loan, so your obligation does not go away. From our experience, an amount of $50,000 and above is the usual range for SBA loans. The higher the amount requested the more the lender would look for collateral to secure the loans. Start-ups and existing businesses can apply for SBA guaranteed loans.

b) If you are an existing business: (more…)

The ‘No Brand’ Brand

By Mac Oosthuizen

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Branding is ‘the’ buzzword of the 21st Century. It is the consumer’s bible by which we live by to distinguish what is ‘right’ about certain products and services and what is ‘wrong’. Branding is there to create a connection with our inner selves, and just as we as humans are infinitely varied and different, so too are the brands that we are exposed to. Yet what if you turned your back on brands, or at least say you have. If a brand is a corporate identity, are you not in effect turning your back on identifying yourself to the general public? With the debut opening of the first Muji store in the New York Time Building at the end of the year I think it’s a fitting time to introduce the American public to the consumer antithesis, the ‘no brand’ brand.

A lady, sitting next to Raymond Loewy (many call him the father of Industrial Design) at dinner, struck up a conversation.
‘Why’, she asked ‘did you put two Xs in Exxon?’
‘Why ask?’ he asked
‘Because’, she said, ‘I couldn’t help noticing?’
‘Well’, he responded, ‘that’s the answer.’

If there was ever a quote best expressing the brand that is Muji, this would be it. Yes I called Muji a brand so before you double take and make sure your reading the same article let me tell you a bit about Muji. (more…)

Nike – Philip Knight’s Success Story – Famous Entrepreneurs

By Evan Carmichael

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“Play by the rules. But be ferocious.”

Starting The Business

Like Fred Smith and the origins of FedEx, Philip Knight’s first ideas of what would become Nike Inc. came to him while he was at school. While working on his master’s at Stanford, Knight – an accomplished runner during his undergraduate days at the University of Oregon – wrote an essay that outlined a plan to overcome the monopoly Adidas had on the running shoe market. He thought the way to realize this was to employ cheap Japanese labour to make a shoe both better and cheaper.

The plan was put into action shortly after graduating in 1962. Knight went to Japan to meet with the executives of Onitsuka Tiger Co., a manufacturer of imitation Adidas runners, claiming to be the head of a company called Blue Ribbon Sports (which did not exist, except in his mind). Knight convinced Tiger to export their shoes to the States though Blue Ribbon and had them send samples so his associates could inspect them. Knight paid for the samples with money from his father. He sent a few pairs to Bill Bowerman, Knight’s track coach from his days at the University of Oregon, who became interested in the venture. Knight and Bowerman became partners and put $500 each into the purchase of 200 pairs of Tigers. Blue Ribbon Sports was formed, and Knight began going to high school track and field events selling the shoes from the trunk of his car.

Sales were at $3 million dollars when Knight chose to dissolve the partnership with Tiger in the early 1970s. (more…)

Calvin Klein, Calvin Klein’s Success Story

By Evan Carmichael

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Growing Up: Klein, born November 19, 1942, was taught by his mother to love fashion. He would often accompany her when she went shopping in New York City for affordable clothes. From an early age he knew he wanted to be a fashion designer, and taught himself how to sketch and sew.

Before he turned twenty, he graduated from the Fashion Institute of Technology in New York. He married Jayne Centre and began working as an apprentice sketching European coat designs for his employer Dan Millstein to copy. Klein, however, disdained the idea that the normative American practice was to imitate European fashion and longed to start his own company. He believed that original fashion ideas could come out of the States and he was just the innovator to make it happen. But the realization of his dream seemed a long way away since he was struggling financially and was working part-time at his father’s grocery store in order to make some extra money

Starting The Business

Calvin Klein Ltd. was formed in 1968. Klein took a $10,000 loan from a friend and used $2,000 of his own money to get it started. Rather than hunting out success, it stumbled upon him. (more…)

Harajuku Girls

By Wiradhitya Nugraha
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Harajuku girl, used to identify girls who gather in Harajuku district, Tokyo, Japan. Their costumes is in several different styles of clothing that originated in the culture of Japan’s major cities.

The term is not only monopolized by those who gather in the district themselves, but has become a relatively popular expression in the United States. Popular use originated from the American singer Gwen Stefani’s 2004 Love.Angel.Music.Baby album, which brought attention to Stefani’s entourage of four supposed “Harajuku Girls” who were hired to portray the look, three of whom are Japanese and one of whom is Japanese American. These “Harajuku Girls” are not in fact the fashion aficionados or the home sewing hobbyists from whence they derive their name.

Harajuku is a popular iconic placed in the world of entertainment, inside and outside of Japan. It was said that the girls of Harajuku are “beauty stars of Japan”. The American singer Gwen Stefani puts Harajuku reference in several of her songs and incorporated four female dancers, appointed under the name of “love,” “angel,” “music,” and “baby,” dressed like girls with Americanised Harajuku, as her background act. (more…)

Giorgio Armani: A Persuasive Campaign

By Scott Fish

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Lets examine the use of Giorgio Armani Company’s advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. I have chosen Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image campaign of the Giorgio Armani Company.

Armani uses dark colors with rich lighting and contrasting themes to promote their products. Regardless of the product, Armani seeks to be known as an elite brand with the highest quality and best products for a demanding consumer. The symbols, language, colors and imagery used reinforces this concept of the products by cementing into the consumers mind, the image and brand recognition which the company is hoping will sell its products.

Cultural barriers need to be addressed considering that this company is Italian and most of the advertising, which is used, features “European” looking people and scenes. This works: American’s, when it comes to fashion, look toward Europe for emerging trends and fashion. One important fact to note is that when the advertisement is directed towards men, like the parfum, and occhiali advertisement, the people featured are more masculine and rougher looking than the smoothened and more feminine models featured for general company advertisements (A|X and Dreamers).
(more…)

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