Tag Archives: sourcing

Diary of a Fashion Designer: Marketing

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Diary of a Fashion Designer: Marketing

Running a business in the fashion industry is no easy task. Smaller companies with limited staff and limited resources have to make strategic decisions about what can effectively be done in-house and what needs to be outsourced. It’s important to maintain control of product development, distribution, and the supply chain when possible. That leaves you to decide whether to delegate your marketing efforts to an agency or attempt to pursue all the promotions on your own. Based on your situation, there are Pros and Cons to in-house versus agency marketing for small fashion companies.

In House Marketing

Pros

  • Absolute control of content- you create and pick images, text, video, color scheme, theme, music, models, outlets, when it goes out, how it goes out, etc.
  • Real time social media management
  • You can plan and execute your strategy using a tool like Buffer– create, schedule and execute social media marketing campaigns
  • Cost effective- create a marketing team within your existing team that knows your brand identity and culture
  • Personal engagement with consumers- engage with the customers making them feel like they’re a part of the brand

Cons

  • Time consuming
  • Time is divided- can’t focus on what you do best
  • Can’t keep up the pace- customers have short attention spans, marketing efforts need to be updated or refreshed more frequently as methods and platforms change

Agency Marketing

Pros

  • Leave it to the experts- they already have proven processes that get results because that’s all they do
  • Monitored control- you supply the vision and get the final say
  • Leaves time for you to focus on product development, distribution, and the supply chain
  • They have access to tools you don’t have that will make the content better and process more efficient
  • Pays off in sales, customer engagement, and acquisition of new customers

Cons

  • Less control
  • Can get expensive
  • Engagement may not be as personal

Diary Of A Fashion Designer: WWDMagic 2015 The Business Of Fashion

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WIN_20150219_123215 (6) WWDMagic is always the height of the season for fashion professionals that want to stay on top of the game. Fresh off of New York Fashion Week runways and onto the eagerly waiting eyes and ears of every facet of the retail and supply chain. Trends, projections, collections, and all the most up to date information available in the world. So what would a small fry luxury brand like TSX Design House hope to accomplish at a show this massive on a shoestring budget?

I had 5 goals this year when I attended Magic. The original plan was to walk the floor, find a manufacturer, place an order, and have my first run in production by March 1, 2015. However, finances didn’t permit things to go down like that. I had to completely re-evaluate my plan to benefit the position I was currently in. It’s important as I’m trying to pull all this together, that I don’t bust any moves that will set me back. I have to fight not only for my current position, but I also have to strategize to keep pushing forward and advancing.

5 GOALS

1. Find and meet with an American manufacturer

2. Find and meet with an American textile factory

3. Find and meet with and American shoemaker

1,2, and 3

One of the most frequently asked questions is, “Why are you sourcing an American supply chain? That’s so expensive.” The label “Made in America” is a part of my niche market. My products are created by an American company, American designer, and made in America. That speaks to the history and foundation of TSX design House and that’s what supports my claim of being a luxury brand. Yes it’s a little more expensive, but that justifies my high end price point. In addition I have to be able to go to the factories where my products are being produced and check on quality control and compliance maintenance. I’m not in a position to fly to China or India to walk the floors of factories and make sure the conditions are safe and legal.

4. Physically speak face to face with industry professionals about financing, and what do they suggest as a next step

5. High Profile Networking

4,5

The high profile networking turned out to be the conversations about the funding and the next steps I should take. The MAGIC seminar series was the opportunity to get the information and meet the heavy hitters. Getting face to face with lasers in the industry, asking questions, dropping quick ideas and receiving better feedback than you could have ever imagined. Barbara Ende, Blaine Vossler, Nadia Shouraboura, and Edward Hartman exchanged a few words with me, knowledge, and enlightenment.

If asked whether or not I feel I met my goals, I’m happy to say I accomplished all 5 things within 48 hours and I was already laying plans for the show in August. Over the next few weeks I’ll cover the seminars, consumer trends, fashion trends, social media and branding advice from the best in the business. Stay tuned……..MUAH aaand scene