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Diary Of A Fashion Designer: #2017ProductionPlan #Work

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Diary Of A Fashion Designer: #2017ProductionPlan #Work

When you say you want to have it all, what does that mean? Urban Couture Life has touched on the subject of having it all before but today I’ll address it from a much more personal perspective. As life happens, you have to re-evaluate what you really want, and revisit your action plan to make it happen.

Wanting it all in the past meant I wanted the career, the husband, the kids, the family, the money; everything. What I found, was that in 2017 I have to strategically assess my position. I’m that person that life has happened to that needs to re-evaluate. I have a daughter in college, a little one in 2nd grade, and a brand new one year old babygirl. I’m no superwoman, I’ve had many moments in the last year that I’ve definitely wanted to just give up and settle for a normal, traditional life. I could just be a soccer mom, teacher, and hum drum local seamstress. No more thinking of a masterplan to build a brand and launch a line; fashion weeks, hours of drawing, grinding online, burning the midnight oil; all while attempting to maintain my motherhood and some type of so-called love life. But that’s just not me.

2017 is the first year EVER that I’ve taken the time out to complete a full production plan for TSX Design House from week 2 through week 52.

I remember covering the production planning process in college, but I never took the time to create one. It was a challenge ladies and gentleman, and it took me a couple of weeks to complete it. It’s an extensive process! And this current plan doesn’t even include my household and family obligations. To actually see what I have to do from week to week to make things happen was an eye opener. Now that I have weekly goals, I’m constantly trying to figure out how to complete each task, and keeping a tally of when I don’t. It’s upsetting when I ‘ve had to push something to the next week and add it to the list of things that have to be completed. But, every week has been better and better, and it’s encouraging when I see what’s been done. The most valuable lesson I learned was that without proper planning, I m just aimlessly floating from project to project. Lying it all out puts the work I have to do in perspective, and in real time.

Collections

I’m doing 2 complete collections this year. A Spring/Summer 2018 and a Fall/Winter 2018. I have it broken down from concept to creation week to week. This method enabled me to take a broad look at what all has to be done, so I can work it into my 24/7. I’ve also gone back to the focus of my brand which is chakras, tantra, cultural authentication, longevity, and sustainability.

Budget

I’m playing no games or taking no prisoners this year. With another baby and my oldest in college I’m on an extremely strict budget. I’m trying to invest more into my company, marketing, bills, my home, and my family. I’m laser focused on my future. So no travel for me. I’m going to attend WWDMagic in August 2017 instead of February, and I’ll definitely be showing in September but I haven’t decided where.

Social Media

I am going to harness the power of my social media accounts and omni channel sharing tools. I’m working on a full scale marketing plan that will include Facebook and Twitter ads, Instagram/Snapchat/YouTube/Periscope videos, giveaways and possibly bringing in a third party marketer.

Online Stores

I now have 3 stores online: TSX Design House on Etsy   TSX Design House on Art Of Where and TSX Design House on Zazzle . I’ve devoted time each week to adding new products and added them to my marketing mix.

Writing

I also blocked out time to write. More time to blog, write for clients, and work on my book.

No Sleep Till Brooklyn

I will be on team no sleep in 2017. I can catch up during my limited downtime… I can sleep when I’m dead…………Stay Tuned MUAH aaaaaaaaaaaaaand scene

Transcend the Trends with TSX design House, Beyond New Style Where Fashion Is Art in 3d

 

Diary of a Fashion Designer: 2017 and Beyond

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Hello World! It’s been a longtime since we dished so this is just an intro to a series of 3 posts that will catch you up on what’s been going on in my world, and what to look forward to in the near future; like more video posts. 2016 has been the longest year EVER. So many twists and turns have made it memorable and full of so many lessons, not only in my journey to establish my brand, but also in my personal life.

In a nutshell, I gave birth to another baby girl, I’m still single, I had an extremely successful fashion show, launched new products: one of a kind leather handbags, sustainable active and swimwear, opened an additional online storefront, launched an unsuccessful KICKSTARTER campaign, gained some new writing clients, and much more.

I’m excited for the new year and what I have planned. People always claim, “This year is the year  for me, I’ll be successful, my careers going to take off, I’ll find love etc. etc.” But you know what, this time instead of making some vague claim about what’s going to occur, or how things are going to be, I’m going to focus on the steps I’ll be taking to get those results. 2017 will be all about action and what I;m going to call “proactivity.” At this point, I know what has not been working for me, and I’ve tallied all the casualties of my failures and put them to rest. However, I’m working hard to move on and NOT repeat the same mistakes. R.I.P to my past, and hello to my future…

Stay Tuned…….MUAH aaaaaaaaaand scene

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Diary Of A Fashion Designer: What Does Success Look Like?

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Anything's possible in America... Everyday, every entrepreneur and dreamer measures the level of success they’ve achieved. We can’t help it, we’re in a constant rat race competition with ourselves to see how much of our inhumanly impossible expectations we’ve met, and we beat ourselves up for the marks that we miss. But it doesn’t have to be like that. Once you sit back and evaluate the road you’ve traveled to get where you are today, you’ll truly respect and value all the strides that you’ve made. See celebrities, and fake social media celebrities leave the impression that the materialistic gains are what determine whether or not you’re successful. But that’s not realistic, or true. Bob Marley was a global music icon and philanthropist, and he always stressed that money was never the end result of his success or the drive behind his passion. So, let’s take a look at and bust some myths to smithereens about what success should look like…

  1. Success is not about money

Don’t punch me. I hate to break it to you but success is not about money. You may be the hardest working person in your field for ten years and not see the financial gains yet. It’s not because you’re not awesome at what you do, it’s usually because it’s just not your time. You may be ahead of your time, and the world just isn’t ready for you yet. Every time I make a new collection or show some new pieces people act like my clothes are from outer space, they just don’t get it. But, like clockwork, I always see the shapes, colors, and styles I debuted  two years ago is the hot trend of the day two years later. I’ve learned it’s a confirmation that I’m just ahead of my time, I’m fashion forward. It doesn’t mean the money won’t come, it just means it’s not coming today. Unfortunately, most artists don’t gain unprecedented fame until they’re dead. But I’m not going to wait that long, and neither should you, just don’t give up when the big checks aren’t coming in. Keep going hard and creating.

      2. Your success is not based on the next person’s success

Don’t base your success on what the next person has going on, or what they’ve accomplished. No two paths to the promised land are the same. So don’t get all upset or depressed when others seem to come up and you don’t. You never know what they did or what they’ve gone through; and once again it just may not be your time yet. You can’t get caught up in trying to figure out why the next man has reached a level thet you haven’t, it takes time and energy away from what you’re trying to do AND it’s just not becoming. Focus on your own goals and ambitions and how you can utilize more of your time to achieve them.

        3. Your vision of what success looks like can change over time

What you thought success was at 18 will be different at 25, 30, 35, and 40. That’s totally normal and probable very sensible depending on what you’ve got going on. If you were on the block at 18 trying to fund your rap career, oron the pole at 21 trying to fund your dreams; you should be doing something else to make it happen 10 years later. It’s ok, you haven’t failed, or been knocked off your square. You’ve just upgraded your hustle. Where you may have strived for platinum hits, cars and cash in the past; you may now strive for more cash, companies, and investments today

      4. Sex does not equal success

This may ruffle some feathers but sex does not equal success. Now if you’re in the sex industry then it does, but in every other industry it does not. I mean, sex does sell, but only so much and only to so many. I say this because I see a lot of people exposing themselves sexually looking for some type of instant fame, not realizing it may later affect their long term dollars. Too many twerk videos, boobs, vaginas, a penises are just out here for no reason at all. These people are not even getting paid. But if likes and views were money, some of ya’ll would be rich. So, don’t act surprised if you have 700 likes on your Instagram nudie pic and no money in the bank. Andon the flip side don’t feel pressured to post something outrageous thinking it will gain some attention for your brand.

      5. Different areas of your life may never be successful all at the same time

Unfortunately every area of your life may not be all good, all at the same time. You may want it to function like a well oiled machine, but in reality it may run like a jimmy rigged old school. Pretty on the outside, but full of non-factory issued parts under the hood. But that’s ok it’s your life, your dream, your vision, your world. And you have to do what works for you. When balancing a business, a family, a relationship, sometimes even another job(or two); things can get a little hectic. You may want to consider letting some of those things go to the wayside or get pushed to the backburner. One of the first rules I learned in marketing is that when juggling multiple projects and dealing with a multi-faceted skillbase; you have to choose 1-2 in which you’ll be exceptional, and the rest you will be functional but mediocre. Because a jack of all trades is a master of none so you have to choose what to master.

So what about me? What does my success look like? Well it looks like whatever my life is right now. All I can do from this point is keep it up, and wait for the checks to come in… See you on the catwalk

Snapshot_20131007_34 Transcend The Trends, Beyond New Style Where Fashion Is Art In 3d

Diary Of A Fashion Designer: Strictly Business, The #BlueOceanStrategy

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Anything's possible in America...

Ive been getting alot of questions from my readers  asking “How will TSXDH compete with big name brands?” “How will you make money?” Well people, it takes some intense planning to establish any business. However, luxury branding success totally depends on which strategy you employ, and this is how I plan to break into the business

FACT: The total sales reported in the United States retail industry in 2012 exceeded 2.5trillion dollars and supported over 42 million jobs

FACT: In 2013, luxury retail sales exceeded 318 billion dollars worldwide.

Why would a company choose to establish a luxury brand?

Some people think I’m crazy for founding a luxury brand, to them it’s committing fiscal suicide. They think I’m setting myself up for failure. But in reality, luxury segmentation maximizes opportunity for expansion and profits in an uncertain economic climate by focusing on customers in a mid to high income bracket that find value in branding. Over
the next 5 years, spending has the potential to increase by 35%(www.BOF.com).
Consumer habits, social considerations, trends, and market size are important
environmental factors that contribute to a steadily expanding consumer base.

TSX Design House has implemented a blue ocean strategy. Because it’s a company that specializes in customization and “limited” collections, value innovation gives us the upper hand. This allows for a window of opportunity to stay ahead of imitators.  Competition is irrelevant because we expand industry boundaries by creating a demand for the value we provide and taking advantage of uncontested market space. We’ll thrive in a marketplace of our own making.

Why Do Customers Choose Luxury Goods?

Luxury goods leaders provide a premium shopping experience,
and high quality. This is how they survive recessions and economic downturns.
Competitive Analysis
The United States is the number one buyer of luxury goods with China close behind
in the number 2 slot (www.BOF.com) Driven by emerging markets and a trend of
“ affordable luxury” the market saw a 3% retail gain in 2013. Micheal Kors, COACH, and
Ralph Lauren are the American industry leaders; with Ralph Lauren reporting an
average 4.04 billion dollars in 2013 sales.

Ralph Lauren has maintained a steadfast position in the fashion industry by adhering to it’s design
philosophy and aesthetic focusing on classic lines/styles/silhouettes. This allows
them to survive trend cycles, and even increase their profit margin yearly. They have
global brand recognition and visibility, with a wide and expanding customer base.
These brands will only grow bigger as they expand into new luxury markets, like
Asia-Pacific and Africa.
TSX Design House is a high end American fashion brand positioning itself for
entry into the luxury goods market. The company is a custom design firm that creates
and sells custom made, limited edition, and Ready-T0-Wear high end fashion and art. We currently have one brick and mortar store in the midwest, and two online stores(http://www.
zazzle.com/tsxdesignhouse and http://www.Etsy.com/Shop/TSXDesignHouse). Our
current position in the market is good, but not ideal for entry. Lack of cashflow, is the
biggest obstacle we face at this time. 2012-2014 saw a profit of approximately
$30,000 after $12,000 in costs. However, as demand increases, costs will go up, while
profits may decrease or plateau. The company has yet to implement a strategy to
meet those challenges. Although we have established an industry presence,
brand recognition and visibility is limited.
Strategic Analysis: TSX Design House
The recommendation for TSX Design House is as follows:
To address the issue of lack of cashflow the company can solicit outside funding
from investors, or apply for business loans. They can also create additional cashflow
with minimum spending by taking advantage of their online opportunities, and using
that platform to test their branding strategy resulting in measurable results.

Since the luxury market is not saturated, the company will continue to pursue a blue ocean
strategy for entry into that market. To better position ourselves for entry we will
focus current marketing and sales efforts in the oniine zazzle store. Luxury shoppers
are motivated to purchase by brand loyalty. We have launched an aggressive targeted marketing
campaign via social media, radio, internet radio, e-mail marketing, print media, and direct mail.
It’s the most cost effective way to build brand loyalty, until we increase our marketing budget. Once the relationship is established customers will buy other products under the brand umbrella they trust.

When TSXDH gets a firm foot in the luxury market they can defend their position by offering
limited collections within the staple brand and co-brands. We’ve Implemented a balance
of a horizontal integration and differentiation strategy, and the brand is a prime candidate for repositioning at anytime. A strong product development foundation combined with a value based design philosophy is a major strength for the company. This can be used to our advantage while growing existing brands and clothing lines; while creating
co-brands.

Within five years expansion of brick and mortar locations in New York, Atlanta, Alaska,
California, Miami, Asia-Pacific, Brazil, and Africa will be possible as luxury goods
spending increases. To meet the needs of the customers, we will also expand the online business by offering online consultations via skype, virtual fittings, body scanning technology, partnerships with local tailors and in other geographic areas. There will also be an increase in in-house staff. Within the first year TSX Design House has the potential to penetrate and raise
awareness in 60% of the targeted consumer market and achieve a profit margin
of 50%.

Diary Of A Fashion Designer: Social Media Strategy-The Power Of YouTube

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zazzleposter1self love copy    Video marketing is the next level of advertising in an era where communication has become more visual, and less verbal. YouTube, Facebook, Twitter etc. all have a platform that allows you to upgrade posts and pictures into full scale mini-commercials. People may not recall details about your brand they’ve read in a magazine, but they’ll remember the themes and scenes from  a video. It’s all about what you do in those first ten seconds the viewer is watching.

There’s an art to film. Cinematography, music, and acting ability play an integral part in video advertising. You have to grab the viewers attention and keep them engaged with your content. Entertain them, inform them with your message, and initiate a call to action. Video ad marketing isn’t just a hot marketing trend, some of the biggest brands in the world are taking the lead.

1. Samsung

Founded over 70 years ago, Samsung has a proven track record of product excellence and innovation in electronics. Rated as one of the top 10 global brands in the world, their mantra is, “Inspire the World, Create the Future.”  “Galaxy 11 The Training” is the introduction to a 3 part series of video marketing ads that introduce new products and apps. It tells the story of how Samsung products will be used to help shape the future and demonstrates all the new technologies they’ve pioneered.

Remember:

  • Entertain
  • Give your products a life with an extended storyline. This builds loyalty with the customer, enticing them to come back for more. Create content that makes them want to know what happens next.
  • Tap into current global events and trends like FIFA World Cup.
  • Give it a happy ending
  • Feature the benefits of your product or service.

2. Nike

Established in 1950, Nike has grown from just footwear for athletes to shoes, clothes, equipment, and accessories for everyone. Their mantra is “Commitment to Innovation.” They’ve pioneered “shoe shox,” and the “retail theater” experience.” One of their newest campaigns “Risk Everything is set up like a preview for a movie. The movie they want you to see is the 2014 FIFA World Cup. They show how far these world famous soccer athletes have come, and where they are going; leaving their home countries for the games. This ad has built up the anticipation for their official jerseys and shoes from World Cup.

Remember:

  • Build anticipation
  • Keep it short if you can, people have short attention spans
  • Demonstrate to people how they can participate in your brand
  • Nike shows how their products can make better athletes, demonstrate the benefits of your product to the customer
  • Tell a story the customer can relate to
  • Entertain

3. Adidas

Adidas has been around over 100 years. They started out as a company that was on a mission to provide the best athletic equipment to athletes. Today they’re one of the top athletics companies in the world. “The Battle Pack” is their video ad for a series of shoes inspired by FIFA World Cup. This ad uses art, sculpture and history to portray the idea that their shoes are like timeless works of art. It captures a moment when a battle’s is being won.

Remember:

  • Make a connection between your content/product and the viewer’s values
  • Demonstrate what difference your product makes in the viewer’s lives
  • Don’t use actors, get creative

4. Dove

Dove revolutionized skin care for women in 1957. Starting with the beauty bar, they’ve expanded they’re product line to hair care and other products.The “Real Beauty” ad campaign appeals to women and men(there is a men’s version). It’s a simple testimonial/interview/documentary style video that focuses on natural beauty. Dove plays with the idea their products will enhance the natural beauty of the  viewer.

Remember:

  • Use customer testimonials
  • Appeal to people’s empathy
  • Create a story line that can be carried into the next ad

5. Google

Google was launched in 1995, and it is the #1 search engine in the world. The name “Google” is a numerical term the founders chose to represent their mission to provide the web with an infinite amount of information.  They have been acquiring companies like YouTube and Picasa to extend their reach. Their innovation is unfiltered and uncontested. Google Play: “Play Your Heart Out” is a 30 second video ad that launches their new logo. This strategy is rooted in simplicity. Everything’s centered, fast, but very clear. Each flash of the logo contains a clip of what’s available on Google Play; music, movies, books and games.

Remember:

  • K.I.S.S. Keep it simple stupid. You can keep your ad simple as long as it gets to the point
  • provide clear images your audience can relate to and are familiar with
  • demonstrate the benefits of your product or service
  • show examples
  • Try not to offend customers in “potential” markets

Stay true to your brand messaging and values across all media channels. It’s ok to think outside the box but don’t create content that people can’t connect to the brand. Entertain, inspire, engage, and inform the masses like no typical ad can with a solid video marketing strategy.

Stay tuned, MUAH aaand scene…

TSX Design House “Beyond New Style, Where fashion is Art In 3d”

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Diary Of A Fashion Designer: Social Media Strategy: Utilizing Google+

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Anything's possible in America...

The world’s number one search engine is offering your business the opportunity to be listed in the largest online business directory, completely free of charge. This isn’t the same as your other social media accounts. Google+Local is a social media platform designed specifically to give your website a higher rank in the search engine, on a first page listing. Facebook, Twitter, Instagram, and Pinterest all have their perks, but here’s how you can use Google+Local to grow your business and increase your brand visibility..

How It Works

Profile

Like every social media platform you have to build an extensive and complete profile to reap the benefits. Create a thorough description of your business that includes the following: explanation of product or service

  •  taglines
  • location
  • phone numbers
  • hours
  • additional links(website, Facebook, Twitter, etc).

Your page should also contain rich visual content. Add photos of the business space, products, employees, logos, cover photos, YouTube videos and any other additional company media. Provide the customer with all the information they need to make an informed buying decision, and drive traffic to your website/company.

Circles

Instead of friends, followers, or fans; G+Local has “circles”. Group your contacts into targeted customer segments and create updates for each circle. When someone in your circle does a search that is related to your business or keywords, you appear closer to the top of the search results page. On the other hand, if a person that’s not in your circle does the same search, you end up at the bottom of the page but still in their results. Increase your reach and expand your network by inviting all your contacts from other sites to join your circles. As an incentive to engage with you and build customer loyalty, offer discounts and specials only available to those customers.

Content

Create targeted, keyword specific content daily to keep your customers engaged; interact with them on a regular basis.The updates section is where you address concerns, reply directly to people in your circles, and respond to reviews. Of course, you also post updates about sales, products, trends in your industry, blog posts, business related hash tags, and company milestones. Keeping this section current can be a challenge, so you should consider establishing an account with a service like Buffer or Hootsuite. This allows you to plan and pre-schedule your updates.

Additional Tips

  • When you register, you have to claim your page and allow Google to verify it. Once the verification process is complete your business will appear on Google Maps, allowing the customer to see exactly where it is, in real time.
  • Use Google AdWords or consult a SEO checklist for keywords.
  • Include reverse links from your other sites back to your G+Local page.
  • Check all the content for grammer and make sure all the information listed is current and correct.
  • Sync your Google+Local page with your Google Places page, and any other business related pages you have on the internet.
  • Make sure all the information across all your media channels is clear, concise, and consistent with your brand messaging.
  • Track your progress using Google analytics.
  • If you can afford it, hire a social media manager.

Local searches account for 20% of all web based search, and 40% of those inquiries occur on a mobile device. That’s a clear sign that you can’t ignore your local patrons and survive. Gone are the days you could reel in sales face to face with your customers. Your web presence may be the only contact you have with them before they make a purchase. Make a lasting impression with Google+Local and gain increased brand visibility, increase sales, and raise your search engine ranking.

Stay tuned, MUAH aaand scene…….

TSX Design House “Beyond New Style, Where Fashion Is Art 3D”

Follow me on TWITTER

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Diary Of A Fashion Designer: You Are A #Brand

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nab-1.jpgYou only have seven short seconds to make a first impression. No matter who you’re trying to be, the outside world only takes a quick glance at your profile picture before they decide,”who you are and what you represent.” The power is in your hands to take control of the image that’s conveyed to the rest of the world and establish the value of your identity.

Think of it like this, if a billionaire was on Facebook browsing profiles right now looking for new investments and he saw your picture, how much do you look like your brand is worth? If they walked up on you right now and judged the price of your company based on the way you look, what would be their offer? Are you looking like a million bucks, or do you look like you ball out at Wal-Mart? Now, calm down there’s nothing wrong with Wal-Mart, a person can look good no matter where their clothes come from. It’s not what you wear but how you wear it. What I mean is are your clothes clean? Are you neat? Is your hair cut, weave in place; ladies is your wig straight? Shoes not scruffy and ragged? Guys are you clean or neatly shaven? Teeth brushed? Smelling good?

Is your conversation together? Are you familiar with the latest trends, vocabulary, and news within your industry.  Your words don’t have to be a hard sell, but an easy seller’s pitch with a subliminal yet straight forward main idea. Every small business has to nurture itself like a fortune 500 company if you want to get corporation style cash. You have to look like the idea that you are trying to sell to your customers. If you’re attempting to enter a luxury market you must exude luxury style.

What it boils down to is this; you are judged by your looks. After gender, race, and age, the next stage of judgement is your apearance.Your appearance message has to be clear and concise, it has to make sense to the onlooker. If you have the appearance of cheap trash, don’t expect to attract high-end customers. You should always look like new money. Everybody has their bad days, but you have to treat your days like an ongoing marketing campaign. You are a brand. You’re the main asset of the company and you are the product. As we transition to an almost completely digital world of communication, you may never have a face to face interaction with a colleague or customer. You’ve only got one shot to sell your image to the consumer, and you want them to instantly think “CEO”. Give the impression you’re in the boardroom even if you’re still in the mail room.

Stay tuned, MUAH aaand scene…

TSX Design House “Beyond New Style, Where Fashion Is Art In 3d”

Follow me on TWITTER@ http://www.TWITTER.com/TSXDesignHouse

Buy sustainable eco-friendly t-shirts, purses, and art Made In America designed by me, Ebony Adell @ http://www.zazzle.com/tsxdesignhouse