LAUNCHING YOUR FASHION LABEL…BLOGGING, CLUBBING OR WHATEVER….

It's been said that fashion revolves after a cycle of twenty years but it seems to be revolving a lot faster than the duration predicted. I remember doing fashion shows at functions and clubs in the 80s. Though its the millennium now, some of my fashion designer friends also started out that way back in the 90s. Eager to get their creations showcased to the public at any chance they can get without having to pay for a proper trunk show. That seems to be the few 'first steps' into getting your collection into the public eye literally but now we have blogs. Though the latter is still being used till this day, it creates a platform to network and become fashion-savvy with the new designs presented today.

Through blogs or community websites like facebook, myspace and alike are good networking tools to keep your friends in touch with an event or a party or a birthday or even a group that you might be acquanited to. I found myself attending fashion related events through blogs and facebook. It was well attended by people of the same interest though some of the attendees were there for other reasons besides being labeled a fashionistas.

Fashion flea-markets were also organised and announced through blogs or facebook. It generated sales for the fashion-wannabes to sell their creativity and motivates them to bring more items to sell. Though I must say that if you're not into bargain hunting, you might want to miss this and maybe someone will soon come out with a private sale for really branded items that are either samples or knock-offs. This private sale would strictly be for the truly fashionistas that want exclusivity and would pay good money for. Maybe I should dwell deeper into this myself.

But coming back to the launching of your label, you need to research and test the market of what the responses you'd get to understand who are your customers. Ofcourse if you collection is positioned to the middle to high income group, you still need to select carefully the kind of event that you'd want to showcase your clothes or designs to. If the club or event is of high calibre that targets to the income group that you're targeting, then it'd be a good partnership. Explore further on the publicity that you'll get from this partnership, explore the possibilities of new customers that you could pick up and most of all explore the first hand response and feedback that you'd get from this event. You have to be your own PR and marketing person to generate awareness of your label unless you have a rich daddy, hire a good and experienced consultant that can cover both marketing and PR for you.

I happen to be in that field and have had the experience with two renowed Malaysian fashion designers that are of international status. If you're interested to know more about what I do, please email me at alison@clarity.com.my or alrod1965@gmail.com  for a private consult.

Back to the clubbing and blogging. I find blogging a fantastic way to connect with people who might or might not be interested in what I have to share but I know that eventually I will have feedback or comments be it positive or negative. At least it's getting attention.

Be in the know as much as you can so that you can generate new ideas, create new designs or devise a good marketing or promotional campaign to sell your goods. The times are down but it's the time to seize opportunities though retail is slow. Not everyone has stopped shopping, its just how they shop has changed so you need to feel them out and know what's happening around you and also find out what your competitors are doing.

Happy blogging or clubbing.....don't be lazy......get creative!

How to set up a facebook Fan Page

Today we will be discussing Facebook Fan Pages. What is it? And how companies and organisations can benefit from it?



So what is a Facebook Fan Page?
A Facebook Fan Page ( also known as Like Pages) is a profile page you can create with out having to create a new user account. Fan Pages were created so organisations, companies, brands, bands and all kinds of entities can have personality profiles on Facebook and use it as a means of communicating with people. Page owners can send updates to their fans, which shows up on their home page. They also have access to insights and analytics of their fan base.

For a simple step by step tutorial on how to create your very own Fan Page please click here

 


How do you get Fans?
Organic growth works best when recruiting Fans. Because Fan Pages are created as open profiles anyone and everyone can click on the Like button and become a fan. Besides that you can also suggest the page to friends to becomes Fans of your page. The possibilities are endless and a captive audience is guaranteed!

You can also add on a FB LIKE button onto your main website to encourage users of your website to Like your Fan Page.



How can my Company Benefit from a Fan Page?
The options on how you utilize your fan page is endless. There are thousands of Fan Page Applications out there which lets customize your page to your preference. But aside from design and customizing features, here are some ways you can gain leverage of your Fan Page.

Capture Database
By adding a Mail Chimp application to your Fan Page and encouraging fans to sign up for your alerts or newsletters you will be able to capture crucial data which you can use on send newsletters and sales offers to.

Selling / Sales
If you sell stuff online such as cloths, cakes or books, you can use your Facebook Fan Page to promote your products to a captive audience and have them make orders and transactions via your Fan Page.

Sugar Boutique uses facebook Fan Pages to inform potential clients and fans of their latest bakes and cakes and also lets clients place orders using a application called Tab Press to create a HTML Order form.

There are also other versions of this forms available such as Feed Back. MailChimp also enables users to create forms and intergrate these forms into their Facebook Fan Pages

Promotions, Contest and Coupons
This is a great way to generate more business and it has work if previous project we have undertaken for clients of ours. You can use you Facebook Fan Page to launch daily deals and offers

Building and forging relationships

In this day an age of technological advances people or should i say companies don't really care about customer service and interaction anymore. Because everything can be done online you don't even need to see your ticketing agent, web developer, boutique assistant or cake baker. You can order, buy, sell, pay bills all with a click of a button.

A Facebook Fan Page is a great tool for you to reach out and build that relationship with you customers. Listen to their suggestions and complains so you can rectify issues immediately. As Jeff Jarvis said in his book What would google do? Your worst customer is your best friend.

Changing the face of your business

Your Fan Book Fan page can also be your first step to revamping the way you do your business. For example if you run a restaurant and have a fan page, you could use your Fan Page to inform clients of Daily Specials. You can upload weekly menus and include customer reviews. You can have customers suggest new menu items for selected festivities and events.

Please visit our Facebook Page:

A Lesson on business partnerships brought to you by JimmyChoo

Choo & Mellon

With just a wish and a dream and a Malaysia-Boleh attitude Jimmy started his business creating beautiful bespoke shoes. Tamarra, then accessories editor for British Vogue saw the potential in Jimmy, proposed a business venture. The business kicked off with huge successes and by 2001 , the Jimmy Choo Company had over 100 wholesale clients. While Jimmy was busy designing shoes his business was managed entirely by Tamara, who also picked up a knack for design as well. But that was not enough for this entrepreneurial woman, her next step was buying out Jimmy and stealing him of his choos. Not many people outside of the fashion world knew, that from 2002, the Jimmy Choos they bought we not made by Mr Jimmy Choo.

A report by Daily Mail Online Jimmy is now trying to buy back his company for a whooping £500m bid. Also eying this successful empire is LVMH who seems to be on a shopping spree this year.

 So the lesson learnt here my dear aspiring designers. Pick your partners wisely, business or otherwise

50 Books Every Fashionista Needs to Read

I got this in a newsletter group i subscribe to.

Beatrice Own, the webmaster behind www.bachelorofscience.com, has compiled an ingenious list of  the Top 50 Books Every Fashionista Should Read, besides your staple of Vogue that is.

Whether you were a fashionista long before the term made its way into mainstream chatter or you’re the new gal on the block looking to learn about the history and art of fashion, brushing up on facts can always do some good. Learn what fashion was in the ‘40s and ‘50s, the downfall of haute couture, what Posh Spice has to say on the subject and how to make office duds spectacular with the reads on our list of 50 books every fashionista needs to read.

Fashion History Books

Fashion history books are packed with information you may not know about a designer and explain the evolution of a brand.

1. The Yves Saint Laurent-Pierre Berge Collection: The Sale of the Century – Christiane de Nicolay-Mazery. A remarkable look at the spectacular collection of Yves Saint Laurent and Pierre Berge. There’s no other way to view their collection and this book has closing auction prices for the 2009 sale.

2. The World of Coco Chanel: Friends, Fashion, Fame – Edmonde Charles-Roux. The story of Coco Chanel’s rise to fame, including what inspired her and how her life took a turn nearly every time she fell in love.

3. Pierre Cardin: 60 Years of Innovation – Jean-Pascal Hesse. The great Pierre Cardin’s career is chronicled in this book that talks about the rise of the brand that reigned for decades.

4. Balenciaga – Marie-Andre Jouve . This fantastic hardback book showcases the history of the house of Balenciaga, from the voluminous pieces of the 1950s to the flawless structured separates of the 2000s.

5. Yohji Yamamoto – Francois Baudot . A peek at the world of Yamamoto, the avant garde Japanese designers who is still going strong with his namesake collection and diffusion lines like Y-3.

6. Poiret – Francois Baudot Poiret was truly the first fashion designer (in the modern idea of the word) and isn’t discussed, even in hardcore fashion circles. Learn more about the designer from the ‘20s

7. Chanel – Jean Leymarie. This book covers the history of Chanel’s life and the evolution of the fashion house after her death

8. D.V. – Diana Vreeland .The late Vogue and Bazaar fashion editor lived life on her own terms. This is the biography that tells her story of a life lived in the world of fashion

9. Alaia – Francois Baudot .A look at the designer that defined the 1990s and remains one of the favorite fashion houses of the “supers” like Kate Moss and Naomi Campbell.

10. Diane von Furstenberg – Andre Leon Talley . The Vogue editor carves out the life of the great DVF and the pivotal role she’s played in modern fashion.

11. American Fashion Designers at Home – Rima Suqi.A look at major fashion designers at home. This book proves that great style transcends clothing and usually makes its way to the living room and kitchen of true artists.

12. Front Row: Anna Wintour: What Lies Beneath the Chic Exterior of Vogue’s Editor in Chief – Jerry Oppenheimer.

13. Coco Chanel & Igor Stravinsky – Chris Greenhalgh.This novel covers the affair between the designer that would go down in history and Stravinky, a Russian composer. It is a fictional account of a very real (though brief) love affair.

14. Yves Saint Laurent by Florence Muller. This is an amazing read that is part history lesson, part fabulous coffee table book. YSL started working under Dior in his early 20s and this book follows his career until his retirement.

15. Karl Lagerfeld: Chanel’s Russian Connection by Karl Lagerfeld. This book chronicles Lagerfeld’s fascination with ‘20s and ‘30s Russia, which was used as inspiration for the 2008 Chanel collection.

Fashion Books by Celebrities or Fashion Personalities

These days celebrities and fashion are synonymous. Here are the books penned by celebs or fashion personalities who are willing to share their insider style tips with you.

16. Style A to Zoe – Rachel Zoe.The celebrity stylist shows you how to bring glamour into your every day life, whether you’re dressing for the office or jetting to a beach locale.

17. A Guide to Quality, Taste and Style – Tim Gunn. Tim Gunn has become one of the most trusted names when it comes to dressing the masses. In this book he shows you how to go from trendy to trendsetter.

18. What You Wear Can Change Your Life – Trinny Woodall and Susannah Constantine. The original What Not to Wear pair motivate you to take that five extra minutes and make yourself presentable with your own style and personality in mind.

19. That Extra Half Inch – Victoria Beckham. The queen of fashion lets us in on her fashion tips and dressing for every day. You’ll appreciate Beckham’s tone, which makes the book read as if you’re chatting with your favorite gal pal.

20. The One Hundred – Nina Garcia Marie Claire editor Nina Garcia tells us the 100 items every woman should own and why.

21. Influence – Mary Kate and Ashley Olsen.Everyone’s favorite billionaire twins penned this book about the influential characters in their lives. Interviews with Diane Von Furstenburg and other designers are included.

22. Style – Kate Spade. A cute book with concise style tidbits that will help you edit your wardrobe and accessories so they work for your lifestyle.

23. The Little Black Book of Style – Nina Garcia. Nina Garcia gives you the essential dressing tips that will help you get through life in style.

24. American Style – Kelly Killoren-Bensimon .The former model and wife of the great Giles Bensimon, wraps up American fashion and style into this fabulous hardcover book that even those out of the fashion loop will enjoy.

25. Olivier Theyskens The Other Side of The Picture – Sally Singer. The former Vogue editor covers the career of Olivier Theyskens, the wonder kid that took the fashion world by storm and has worked at Rochas and Nina Ricci.

26. Lauren Conrad Style – Lauren Conrad.This is a go-to for teen fashionistas. The reality star shares her tips for wearable, approachable style that can be had on a budget.

27. Fierce Style: How to be Your Most Fabulous Self – Christian Siriano. It’s the gay cheerleader every woman needs, only in book form. Designer Christian Siriano walks you through becoming fierce with fashion.

28. The Style Strategy – Nina Garcia . Fashion editor Nina Garcia directs women in the right direction to make their fashion picks become reflections of personal style.

29. Dress Your Best: The Complete Guide To Finding the Style That’s Right for Your Body – Clinton Kelly and Stacy London.. The duo from What Not to Wear show you how to dress for your body, whether you’re at the office or a cocktail party.

30. The Sartorialist – Scott Schuman. Schuman is definitely a fashion star for Internet dwellers. His photos on his blog are now compiled into one nifty book which shows that style has a leg up on fashion any day of the week.

Books to Learn the Basics of Style and Fashion

While the most adventurous among us believe there’s no such thing as fashion “rules,” those living in the real world may benefit from these fashion books with tips on how to dress for any occasion.

31. Things a Woman Should Know About Style – Karen Homer. These rules are written for the mid-century woman, but some of them still ring true today.

32. The Gospel According to Coco Chanel: Life Lessons from the World’s Most Elegant Woman – Karen Karbo. This book offers style and life lessons from the free-spirited designer that took women out of corsets and into LBDs.

33. Brenda’s Wardrobe Companion – Brenda Kinsel. If you’re looking to start your style makeover from scratch, this is your book. Kinsel takes a psychological approach to dressing that will have you loving your wardrobe from the inside out.

34. Does This Make Me Look Fat? – Leah Feldon. Avoid looking heavier by sticking to classic pieces that work for your figure and don’t add bulk. This book shows you the way.

35. The Lucky Shopping Manual – Kim France and Andrea Linett. The editors of Lucky magazine bring you the ultimate shopping manual to curb reckless spending and show you how to spend on items you’ll actually use.

36. Harper’s Bazaar Fashion: Your Guide to Personal Style – Lisa Armstrong.Bazaar is one magazine that preaches both fashion and personal style. Find out how to marry the two for an outlook on fashion that will always reflect your feelings for an occasion.

37. Oh No She Didn’t: The Top 100 Style Mistakes Women Make and How to Avoid Them – Clinton Kelly. If you aren’t sure what’s right and wrong, you may want to check out this book that will help you avoid fashion faux pas large and small. When in doubt, consult a three-way mirror, a friend who won’t lie or your mother.

38. Dressing in the Dark – Marion Maneker .For the fashionista that wants to add a little something extra to the fashion lives of the men in her life, this book takes male fashion tips from film and implements them for every day life.

39. The Classic Ten: The True Story of the Little Black Dress and Nine Other Fashion Favorites – Nancy MacDonell Smith. Here’s the scoop on the top 10 items that most fashionistas have in their wardrobes. How they were created and what made them skyrocket to become classics.

40. Different Like Coco – Elizabeth Matthews. There’s a difference between fashion and style and this book will make you want to embrace your freak flag and let yourself shine when it comes to dressing or anything else in life.

Fashion Photography Books

Fashion photography books make great gifts and can dress up a room in no time. The following books give you gorgeous images to gawk at and also provide some eye candy as they sit on your coffee table.

41. Back Stage & Front Row- Gauthier Gallet. Get a backstage pass to fashion shows and functions on every corner of the globe with amazing images from photographers Gauthier Gallet and Karl Lagerfeld (who penned the forward).

42. Tom Ford – Tom Ford.Tom Ford is synonymous with luxury, so what better way to add major impact to your coffee table than with this stark book filled with images from Ford’s time with the Gucci Group.

43. Chanel: Collections and Creations РDani̬le Bott. A chronicle of Chanel collections through the decades, all wrapped in a glossy black hardback book with a stunning white flower on the front (in true Chanel form).

44. Little Black Dress: Vintage Treasure – Didier Ludot.The owner of the most famous vintage shop in Paris pens this amazing photography book over various designer little black dresses and images of style icons in their favorite LBDs.

45. Helmut Newton: Sumo – June Newton. This is the more palatable version of the original Sumo, which now goes for thousands. If you’re a fan of Newton, you know his groundbreaking photography is a must for every fashion lover.

46. In Vogue: The Illustrated History of the World’s Most Famous Fashion Magazine – Alberto Oliva. Here’s a look at Vogue’s history in pictures. While the images may not stop you in your tracks, it’s an essential edition for the fashionista’s living room book display.

47. The Model as Muse: Embodying Fashion – Harold Koda. This fantastic book chronicles the Model as Muse exhibit at the Metropolitan Museum of Art, which showed a few years ago.

48. Coco Chanel: Three Weeks/1962 – Douglas Kirkland.For three weeks in 1962 photographer Douglas Kirkland followed Coco Chanel around. Get an exclusive look at the designer on an everyday basis with this stunning coffee table book.

49. Backstage Dior – Roxanne Lowit. If you’re a John Galliano fan, you know his fabulous designs for the house of Dior have left their mark on the world of fashion.

50. Avedon Fashion 1944-2000 – Carol Squiers. True fashion lovers know Avedon did fashion photography best. This is a peek at a few decades worth of his work.

There’s nothing like being inspired and fashion books tend to make us want to revamp our look or improve upon what we’re working with. Whether you’re looking to expand your knowledge of fashion history or just need inspiration for your own wardrobe, you’ll learn a lot by reading these must-have books for fashionistas of every age.

New section ...

We are going to be starting a new section on Alrod’s Fashion Marketing called Hot Seat where we will be interviewing notable local and regional fashion designers. If you have any recommendations of fashion designers whom we should be featuring, do drop us a note.

Setting up your own fashion business - Part 1

Setting up your own fashion business

- what do I need to know first?



Designing may be fun,
but can you really run a business on your own?

 Many young designers rush into setting up a business, attracted by the perceived glamour and fun that is associated with the fashion industry. There are wonderful fairy tale stories of young talented designers graduating from St Martins or Parsons and then going off to achieve fame and fortune. The stories we hear less of are those that describe all of the failed companies and dashed hopes that are the cruel reality of this industry.

One of the most common questions asked by young designers who have just come out of fashion school (at both the bachelor’s and master’s level) is: “Should I start my own business or should I go work for a big fashion house?”

The truth is, the right answer depends on you and your aims. In my first article on the basics of fashion business, I will pose the questions that you need to ask yourself – so you can make the right decision.

The first thing to think about is “Do I really want to run a business?”

Beautiful people, fun parties, flights of creative fancy – what more is there to want from a career? Here’s a reality check: it’s not as glamorous as it sounds. Running a fashion business means that packing boxes at 2 am, steaming clothes over and over again, and pouring through receipts with an accountant will all become part of your daily routine. You will likely spend less than 10% of your time designing, while the rest of the time you will be managing production, sending clothes to magazines, dealing with suppliers who want their money (now!), managing your employees while hoping they don’t fall ill, and trying to eat and bathe in between. On top of all that, you have to worry about making enough money to declare some kind of dividend from the business for all your hard work. You will eat, live and breathe your business 24/7. If that doesn’t turn you off, then keep reading.

Starting any kind business requires tenacity, endurance and dedication. Setting up a fashion business is all the more challenging because this is a hyper competitive industry (who doesn’t want to be a fashion designer these days?) and a very complex one as well, even at the smallest of scales. What other kinds of start-up businesses so quickly find themselves with customers and suppliers scattered around the world, requiring so much coordination and organization? Managing to get all of your raw materials (fabrics, trims, haberdashery, etc) all to your manufacturer at the same time to start your production and then sending it all out to stores in different corners of the world (each with their own customs procedures) in only 2 months can be a nightmare, even for those with great forward planning and troubleshooting skills.

All of this is to say that one of the key drivers of success will be your entrepreneurial skills and your commitment to running a business. In order to be successful, you should think of yourself as a Managing Director first, fashion designer second. An MD is a manager of people, finances and processes. Therefore, you will have a great deal of responsibility and important business decisions will face you each and every day. The buck stops at you and the business should always be at the forefront of your mind, not just an afterthought.

-end of Part 1.

Stay tuned for Part 2 -

Setting Up Your Own Fashion Business - Part 2

This is part 2 of a 2 part series on Setting up your own fashion business.

For some people this is an extremely exciting and energizing situation to be in. For others, it is their worst nightmare. What kind of person are you?

Do you have what it takes?

Next, you should ask: “Do I already have or can I find the necessary skills, contacts and funding to create a successful fashion company?”

Clearly, you won’t be able to do everything yourself. This is where you need to find other people who believe in you to join your team or provide you the support you need. Doing a self-assessment of your skills and abilities will tell you what gaps you will need to fill in order to make your business work.

You may assume that having completed a design degree, there are no skill gaps there. However, the design process in a business can often feel very different to that of the design process in school, where you don’t have to worry about things other than the product. Running fashion business means developing and following an organized creative process that works for you – and that other people can work to as well. One of the great things about designers who have previously worked in a large fashion house is that they have seen how other people organize themselves and can take lessons from there as they start. Having a clear design methodology is crucial to getting the best out of your abilities. If you don’t have this in place now, perhaps you may want to spend some time learning from someone else first.

Melinda Looi at Stylo Fashion Grand Prix 2010

Apart from mastering the design process, something that some of the smartest designers do next is to find a business partner they can trust, who brings different skills and connections to the table. Often it is a spouse (Dirk Lubert is married to Melinda Looi), sibling (Datuk Tom Abang Saufi’s sister Habsah runs the business) or a friend (Marc Jacobs has long time business partner Robert Duffy) who might take on this role. In this way, not only do you have someone to lean on in times of difficulty, you also have a division of roles, which allows you to focus on more on the creative aspects of the business.

You will also need to find people in the Industry who agree to support you and work with you. You’ll need Marketing cum PR consultant who will (at least initially) give you hers/his services for almost nothing and a factory that will make your clothes in small quantities. You will also need accountants, lawyers, stylists, photographers, graphics designers, production managers and interns – hopefully all at discounted prices. You therefore need to ask yourself if you already have a set of contacts that you can leverage to make your business work. If not, you need to get out there and meet people so you can start your business on the right foot, with the right team behind you.

Finally, for most designers who haven’t come into an unexpected windfall inheritance in the millions, starting a business is also a question of finding money. There are many sources of funding, but each source will take time and effort before it bears its fruit. Family and friends who believe in you are obviously one place to start, but you will also need to deal with bank managers about loans, and think about taking on investors as well. Having a network of people who may be able to introduce you to potential sources of funding is imperative to setting up your business. You can have a brilliant business concept, a fantastic team, and all the energy in the world, but without funding in place from the start, it will be difficult to get up and running. You should also do research on grants; sponsorship and awards that many organizations make available to nurture new design talent.

Lastly, you should ask yourself: “Do I have something unique to offer the market?”

If there is one crucial thing I recommend that you do before rushing off to start a business, it is to carefully craft your business concept.

• What is it about your business that will be unique?
• Why will people choose to buy your product over someone else’s?
• Is it the design, the price, the value or the dream that they are buying into?

You will need to think carefully about whom you are designing for. It is cliché by now, but I almost always ask designers when I first meet them: “Who are you designing for? And why?” Most of the time, this simple question is met with groans or blank stares or platitudes like “I design for me and my friends” or “A very glamorous woman with lots of money”. This is not enough. You need to get into the mind of your customer and understand what motivates them. Where do they spend their time and for what occasions will you dress them? What makes them buy a garment? Understand their psychology, emotional needs and relationship with clothing. Visualize all the aspects of their lives and assess how your business can blend into making them even better.

It’s worth pointing out now that not all fashion businesses have to operate at the high end of luxury, although it seems that that is where every designer wants to be. Remember, your business concept needs to offer a clear proposition of value to your customer, and that value could be world-class design at more reasonable prices. Look at Eclipse or Zara or Coach or American Apparel and how they have taken clear business ideas that allow them to deliver great fashion to the masses. While it may seem ideal to be a “luxury” brand, also remember that some of the most influential fashion businesses are on the high street and in your neighborhood mall, because they dress thousands of people around the world.