Monthly Archives: August 2015

Aug 31

20 Do’s and Don’ts of Branding Your Fashion Company

By Maria Pesin | Business , Fashion

 

A brand is not just a website, business card, logo, or tag line.  It is the sum of your customers experience.  So do not leave anything to chance.  Make sure you plan every aspect of your company and so that there is a synergy that creates your brand position.  Here are the 20 do’s and don’ts of branding your fashion company.

  1. Do – Make sure you have something about your product that makes you stand out.
  2. Do – Create a brand experience.
  3. Do – Make sure all your labeling and packaging is the best quality you can afford.
  4. Do – Create a website that communicates your brand effectively.
  5. Don’t – Rely on only one method to get your name out.
  6. Don’t – Substitute materials and trims in production.
  7. Don’t – Change your look frequently, consistency is key.  Look at Ralph Lauren, He always is true to his look.
  8. Don’t – Try to be so clever on your website that your customer can’t figure out what you sell.
  9. Do – Know your competition.  This way you will know what they are doing and why.
  10. Do – Educate your salespeople so they know what your brand stands for.
  11. Do – Have focus, your brand must have a clear point of view.
  12. Do – Try to create an emotional connection to your customer through social media.
  13. Don’t – Try to make everyone happy.  You can’t be everything to everyone.
  14. Don’t – Don’t make promises about your product you can’t keep.
  15. Don’t – Skip the sales process.  Without building sales yours brand will fade away.
  16. Don’t – Advertise if you can only do it a few times.  Advertising is only effective if it is consistent, often, and a long term strategy.
  17. Do – Research to precisely know your customer demographics and psychographics.
  18. Do – Make sure you have excellent customer service.
  19. Do – Use the best quality photography you can afford.
  20. Do – Take your time. You only get one chance at a first impression. Take your time, and do it right.
Aug 28

10 Funny Business Quotes

By Maria Pesin | Uncategorized

 

  1. “Success in almost any field depends more on energy and drive than it does on intelligence. This explains why we have so many stupid leaders.” Sloan Wilson
  2. “The key to being a good manager is keeping the people who hate you away from those who are still undecided.” Casey Stengel
  3. “Being powerful is like being a lady. If you have to tell people you are, you aren’t.” Margaret Thatcher
  4. “If I had asked people what they wanted, they would have said faster horses.” Attributed to Henry Ford
  5. “Catch a man a fish, and you can sell it to him. Teach a man to fish, and you ruin a wonderful business opportunity.” Karl Marx
  6. Don’t worry about people stealing your ideas. If your ideas are any good, you’ll have to ram them down people’s throats”  Howard Aiken
  7. “By working faithfully eight hours a day you may eventually get to be boss and work twelve hours a day.” – Robert Frost
  8. “There are two kinds of people, those who do the work and those who take the credit. Try to be in the first group; there is less competition there.” Indira Gandhi
  9. “If at first you don’t succeed; you are running about average.” MH Alderson
  10. “Aim low, reach your goals, and avoid disappointment.” Scott Adams/Dilbert

 

Aug 27

The Importance of Building Your Email List For Your Fashion Brand

By Maria Pesin | Uncategorized

Is it important to build your email list?  Well, yeah!  Why do you think all the online retailers have a sign-in box asking for your email address when you come to their site?  They obviously know something.  What they know is that someone  who comes to their site is a potential customer.  If a person is interested enough to come to your site in the first place, even if they don’t buy something, they may buy something in the future.  So your email list becomes a pretty powerful group of contacts that you have that will yield better results from your marketing campaigns than reaching out to people who don’t know you.

While email is a comparatively old, un-sexy technology compared to social media, the rallying cries of “Email is dead!” are simply inaccurate and undoubtedly hurting the bottom line of those businesses who listen.  According to a recent study by Ipsos, nearly 85 percent of people who use the web will use email, compared to only 62 percent who use social networking sites.

Emailing your list is a very effective marketing tool.  It is a great way to promote.  But it is also a terrific way to engage your customer.  These days it is important to create an emotional connection with your prospects.  Consumers want to buy from companies they like.  Email is one way to do that.  You can send emails that talk about things your buyer would be interested in.  “Creating content that allows us to share our experiences, thoughts, and ideas in real time is becoming an intrinsic part of life in the twenty-first century,” asserts Gary Vaynerchuk, author of Jab, Jab, Jab, Right Hook.

Building an email list of a targeted audience gives you the ability to reach out on a consistent basis to tell your brand story to your potential customer.  Do what it takes to build your list.

Aug 25

The Importance Of Good Quality Fashion Photography

By Maria Pesin | Uncategorized

New fashion brand owners work very hard on their product.  They spends months designing and redesigning their collections, searching for the right fabrics and trims and doing several fits so that the item is just right.  Yet many fail to invest the same effort into good photography.  The importance of good quality fashion photography cannot be overstated.  Over my career I have done a lot of catalog and on line business.  So often I have seen a good style perform poorly because the shot doesn’t do the piece justice.  The styling is flawed, the model is mediocre, the lighting is flat, and composition isn’t well thought out.

Have you ever seen of photograph of food and you wanted to eat it immediately?  You salivated from looking at the picture.  Or maybe a dress that looked stunning on a model and you wished you could look exactly like her.  In fact you bought the dress in the hopes that it would make you look like the women in the photograph. Perhaps you saw a photo of a jacket made of a luxurious leather that made you wish you could touch because it looked so soft.  It could be a scarf that the color was so vibrant you just knew you had to own it.  That is what good fashion photography will do.  It will entice you customer to purchase your product.

I know that good quality photography can be expensive.  But, it is more expensive to create a great line that doesn’t perform well because the photography doesn’t do its job.  The other role of good photography is to create the brand story.

Look at the Nike ad below.  This is photo tells the brand story.  It also evokes an emotional response which a well executed photo will do.  You think Nike and athletic as synonymous.

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This Versace ad is very indicative of the brand image.  Sexy luxury dressing that is trend right.

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This Coach ad evokes thoughts of looking pretty and contemporary and of course functional handbags.

 

The moral of this article is that good quality fashion photography is of great importance to building your brand identity and creating sales.  So treat it as the investment it is.

Aug 19

“Insider Secrets To Creating Sales For Your Fashion Brand”

By Maria Pesin | Business , Fashion

Announcing New 6 Week Group Coaching Program

Selling is one of the most important skills an Entrepreneur will ever develop. Even though selling is a critical skill most entrepreneurs avoid it like the plague. They find any reason to not do it.

Reasons fashion brand owners don’t want to sell:
They believe they won’t be good at it.
They believe to be a good salesperson you have to have the gift of gab.
They believe that salespeople use manipulation, high pressure, and even lying to make the sale.
They believe you cannot have integrity and be a good sales person.
They don’t know the first thing about how to do it.
They think they are too busy to do it (trust me if you don’t do it you won’t be busy for long).
They fear rejection.
What if you could learn how to do the process of cultivating strong sales and loyal customers? What if you found a system that was very doable and even you can do it. And maybe even like doing it?
Vibe Consulting offers a group coaching program that will teach you just that system.

StartingTuesday
September 8th, 2015
At 6pm EST
Program Cost $599.00




Limited Spaces Available

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Aug 05

Why Pinterest Is Great For Marketing Fashion Brands

By Maria Pesin | Business , Fashion

 

Pinterest is a great place to advertise and market your fashion brand, connect with existing customers and find newer ones.  The fashion consumer is very visual and what could be better than to create boards with images of your products.  Of course, like all social media, the goal is to create a community so just pinning your product is not enough.  Pinning images that your audience would relate to is paramount.  Martha Stewart Living has 163 boards covering subjects from gardening to recipes.  J Crew opened a store in Paris and created a board celebrating the opening by pinning all things French.  Bobbi Brown, the makeup brand, has boards with makeup tips, charities she works with, and things that she has interest in.  One of the best features of Pinterest is that someone can re-pin something from your board that they like.  This helps to keep an image viable for many months.  Last year I pinned an image that is still being repined to this day.

According to Macala Wright, Marketing Strategist; Consumer Behavior Writer – Mashable, PSFK at Emerald Exposition – “Pinterest is growing up and positioning itself as a major player in search, social and e-commerce. In four short years, Pinterest has grown to 70+ million users (one-third of which are male). Pinterest is a powerful force in fashion. In fact:

  1.  Fashion is the third most popular category. It accounts for 45% of the activity (search, favorites and pins) on Pinterest.
  2. There are 30 billion pins in the system across 750 million boards, 4.5 billion are fashion related, it’s a number that grows by 25% every quarter. 75% of traffic comes from mobile. Of those pins.
  3. Users spend an average of 15.8 minutes on the site, compared to the 15 second average that 55% of the global population spends on most sites.
  4. The average order value per session for a Pinterest user is $199.16, far outstripping Facebook’s $92.27 and Twitter’s $58.02. Pinterest users are 10% more likely to purchase than others that come to e-commerce sites from social networks.
  5. Pinterest accounted for 23% of global.”

Simply put, Pinterest members use the platform to make visually motivated purchasing decisions.  Once users land on Pinterest, they stay there looking for inspiration on what to buy.

 

Aug 03

Announcing DG Expo Fabric& Trim Show Featuring Suppliers With Low Minimums

By Maria Pesin | Business , Fashion

DG Expo

Dallas / New York / Miami / San Francisco

New York City – August 4 & 5, 2015 more info & register
Miami – September 9 &10, 2015 more info & register
San Francisco – November 22 & 23, 2015 more info & register
dg expo features a two day Fabric & Trim Show for Designers, Small Manufacturers (producing Apparel, Accessories, Homefurnishings, other Sewn Products), plus Private Label Retailers, Fabric Stores, Event/Party Planners.
Exhibitors are Wholesale Suppliers (including Mills, Converters, Importers, and Distributors) who have low minimums, and many have in-stock fabric and trims. And… Seminars focused on Business Growth & Profitability, plus Textile Classes! To be added to our email list now – please write to info@dgexpo.net or dgexpocorp@gmail.com
New York City Seminar Program begins on Monday, August 3rd, one day before the show opens!

Source everything from Acetates to Zippers…..You’ll find Knits / Wovens / NonWovens, technical and stretch fabrics, eco-friendly and organic, beaded and embroidered, leathers and faux furs, jacquards and yarn dyes, prints and much more!


Premier Prints, Renaissance Ribbons in Skytop Ballroom

Partial Overview of Penntop Ballroom
For the Trade Only
write to: info@dgexpo.net

NYC / Hotel Pennsylvania
Seventh Ave & 33rd / 18th Floor Ballrooms
Miami / MACC
Miami Airport Convention Center / Doubletree Hotel
San Francisco / Hilton Financial District
750 Kearny Street / 2nd & 3rd Floors

dg expo sponsor AboutSources

Featuring Suppliers with Low Minimums!

NYC SEMINAR SCHEDULE for August 3, 4, & 5, 2015
3 Day Seminar Program, 2 Day Show

There is no charge to attend the 2 day show, there are fees to attend the seminars.

MONDAY, August 3
NOTE the show is NOT open on Monday, seminars only!

11:00AM – 12:00 Noon Monday
Seminar 01 – 12 Vital Resources for Entrepreneurs
Presented by: Jane Hamill (bio) / Fashion Brain Academy, Melissa Hall (bio), The Emerging Designer
Jane will share some of her favorite, affordable (or Free) resources to help you run a successful fashion business. This is a non-techy presentation with practical and timely advice, tips. You’ll get tips and find out about wonderful resouces available that will help you to manage and run your business better, sell more, and help cut down on the stress. Seminar Fee $15.

12:15PM – 2:00PM Monday
Seminar 02 – Get Smart About Textiles!
Presented by: Suzette McHugh (bio) / Textile Technology Center
Starting with an introduction to key textile terms and concepts – this 2 hour textile class is for anyone who wants to learn about fibers, yarns, knits, wovens, non-wovens, dyeing & finishing techniques, and fabric testing. We’ll cover the fundamentals along with highlighting new textile product developments. Don’t miss this opportunity to learn all about Textiles at dg expo. Question & Answer session included. Seminar Fee $55.

2:15PM – 3:15PM Monday
Seminar 03 – The 7 Point Checklist to Launching a Product
Presented by: Jane Hamill (bio) / Fashion Brain Academy, Boaz David (bio) / Human B
Launching a new product can be daunting and a step-by-step checklist will help you make the process smoother. We’ll cover the one vital step most entrepreneurs completely ignore, where to spend money and where to skimp, the simple 3 question quiz you should take before you bring any product to market, and more. Jane will also tell you exactly what she would do differently if she were starting over again today. This is a great time for starts ups to come and ask questions and get ready to start sourcing on Tuesday at dg expo. Seminar Fee $15

3:30PM- 4:30PM Monday
Seminar 04 – Fabric Printing, Dyeing and Finishing
Presented by: Suzette McHugh (bio) / Textile Technology Center
Learn how patterns are printed onto fabrics and all there is to know about the dyeing process. We’ll discuss synthetic fabric printing options like sublimation and digital printing versus natural fiber printing techniques, as well as the different dyeing methods for fabrics and how design costs and fabric performance are impacted by dye selection. Learn about how chemical treatments can be applied to fabric surfaces to alter or improve fabric performance. Seminar Fee $35

4:45PM – 5:45PM Monday
Seminar 05 – Fashion Law: 5 Things Every Fashion Company Should Know
Presented by: Katharyn Bond (bio) / Nima Katz – Fashion Law Studio
Fashion designers and brand owners spend 90 percent of their time on developing the creative designs, marketing the fashion brand and selling the products, but it only takes 1 legal issue to derail a growing fashion business. What If: You and your business partner decide to break up? Your “intern” or “independent contractor” filed for unemployment benefits? You have $100k in purchase orders but don’t have enough money to fund production? You receive a cease and desist letter from another brand? You discover your product shots are used on another website? Fashion Law Studio’s Nima Katz and Katharyn Bond will discuss the more common, everyday legal situations that can arise and the “5 Things Every Fashion Company Should Know” to protect their fashion businesses and brands. Seminar Fee $15

6:00PM- 7:00PM Monday
Seminar 06 – The Keys to Communicating with Manufacturers and Contractors
Presented by: Anna Livermore (bio) / V Mora
Learn tips on how to work more efficiently and communicate better with your Manufacturer so that you get what YOU want! We will go over basics like creating purchase order sheets, getting quotes from the manufacturer, how to insure that a manufacturer follows through on the quotes given, and how to stay organized on your end to ensure organization on the manufacturers end. This seminar will draw on V.Mora’s years of experience running production for emerging designers. Seminar Fee $15

TUESDAY, August 4
8:30AM – 9:15AM Tuesday
Seminar 07 – Ten Mistakes You Shouldn’t Make
Presented by: Anna Livermore (bio) / V Mora
This seminar walks designers through 10 common challenges you’ll face when first starting your line and how you can avoid them. Learn how to avoid these common pitfalls and what we recommend the emerging designer do instead! Seminar Fee: $15

9:30AM – 10:15AM Tuesday
Seminar 08 – How To Find A Sales Rep
Presented by: Jane Hamill (bio) / Fashion Brain Academy, Maria Pesin (bio) / Vibe Consulting
If you want to grow your business, there comes a time when you simply cannot get it all done and you need sales help. We’ll cover the difference between showrooms and road reps, what percentage you need to pay reps, where to find a good rep, how to know if you’re ready for a rep, what the sales rep will expect of you, what other expenses are involved in hiring a rep. Seminar Fee $15.

11:00AM – Noon Tuesday
Seminar 09 – Fabric Basics
Presented by: Suzette McHugh (bio) / Textile Technology Center
This is the class for anyone who doesn’t know the difference between a knit fabric and a stretch woven! Learn about fabric construction and the terms you should know when sourcing fabric. Including… new fibers and fabrics. Seminar Fee $25

12:30PM – 1:15PM Tuesday
Seminar 10 – The Top 5 Trademark Myths
Presented by: Katharyn Bond (bio) / Nima Katz – Fashion Law Studio
As consumers, we know a trademark when we see it. It’s that word, logo or tag line that identifies the brand as the source of the product, and even more importantly, the cachet associated with it. Any shoe may have a colored bottom, but there is a certain high heel stiletto with a Chinese red lacquered sole that is desired above all others. That’s cachet.Trade mark registration is an important first step in building a brand’s cachet. Yet, many fashion designers have an inaccurate understanding of the trademark process that can result in expensive and harmful mistakes. Join the Fashion Law Studio’s free webinar with Fashionlawistas Katharyn Bond & Nima Katz who will debunk “The Top 5 Trademark Myths” so you can gain an accurate understanding of the trademark process to help you to protect your brand properly. Seminar Fee $15.

2:00PM – 3:00PM Tuesday
Seminar 11 – Fabric Printing, Dyeing and Finishing
Presented by: Suzette McHugh (bio) / Textile Technology Center
Learn how patterns are printed onto fabrics and all there is to know about the dyeing process. We’ll discuss synthetic fabric printing options like sublimation and digital printing versus natural fiber printing techniques, as well as the different dyeing methods for fabrics and how design costs and fabric performance are impacted by dye selection. Learn about how chemical treatments can be applied to fabric surfaces to alter or improve fabric performance. Seminar Fee $35

3:45PM – 4:30PM Tuesday
Seminar 12 – Steps to Production
Presented by: Anna Livermore (bio) / V Mora
Anna’s Steps to Production talk walks new (and experienced!) designers through V.Mora’s Steps to Production checklist. From establishing your timeline to costing to manufacturing, Anna will cover the steps a designer must go through in order to ensure that their line is ready to launch! Seminar Fee: $15

6:15PM – 7:15PM Tuesday
Seminar 13 – Sourcing From Fabrics to Factories
Presented by: Anna Livermore (bio) / V Mora
This seminar is about producing sewn products domestically and covers everything from sourcing fabric to finding a manufacturer that works for you! Find out how to save valuable time and money when sourcing and producing domestically! Seminar Fee $15.

WEDNESDAY, August 5
8:30AM – 9:15AM Wednesday
Seminar 14 – Blogging for Business
Presented by: Jane Hamill (bio) / Fashion Brain Academy
This presentation will teach you how to use your bog to make more money and get new customers. The #1 way to attract new customers is to use a simple content marketing strategy and that’s what your blog does. Blogging consistently shows the world you’re “in business” and gives people a reason to come back to your site besides always telling them to “buy your stuff’. We’ll also cover ways to blog quickly and think of other ways to blog besides writing articles, including video, a picture diary, podcast, Q & A, interviews, and more. Seminar Fee $15.

9:30AM – 10:30AM Wednesday
Seminar 15 – Printing, Dyeing, Finishing
Presented by: Suzette McHugh (bio) / Textile Technology Center
Learn how patterns are printed onto fabrics and all there is to know about the dyeing process. We’ll discuss synthetic fabric printing options like sublimation and digital printing versus natural fiber printing techniques, as well as the different dyeing methods for fabrics and how design costs and fabric performance are impacted by dye selection. Learn about how chemical treatments can be applied to fabric surfaces to alter or improve fabric performance. Seminar Fee $35

11:00AM – Noon Wednesday
Seminar 16 – How to Get Your Products Into Stores
Presented by: Jane Hamill (bio) / Fashion Brain Academy
If you want to get your product into more stores, you have to THINK like a retailer, not a designer. This presentation teaches you the 4 pronged approach to getting an appointment. You’ll also learn what to say to a buyer and what NOT to say, the best way to approach a buyer, how often to contact them, and the one big mistake almost every designer makes with buyer outreach. The seminar is taught by Jane Hamill who was a womenswear buyer and a boutique buyer for many years. She’s been on both sides of the counter and she’ll give it to you straight. Seminar Fee $15

12:30PM – 1:15PM Wednesday
Seminar 17 – TEXTILES: What You Need to Know
Presented by BreAnne Galanek (bio), The Apparel Agency
Sourcing the right materials for your line is essential to any development project! Get the 411 on the basics of material sourcing. Learn about the major categories of materials, trims and notions, and get expert insight on the characteristics of the most commonly used materials in the industry and how they can work for your development. TAA will provide you with our Sourcing Prep Worksheet, including a checklist of the different types of fibers, fabrics, dyes, and finishes – a perfect tool for you to use while you source at the show! Seminar Fee $15.

2:00PM – 2:45PM Wednesday
Seminar 18 – Costing & Pricing Your Line
Presented by: Jane Hamill (bio) / Fashion Brain Academy
In this Seminar, you’ll learn what goes in your cost sheet and what to leave out, how to eliminate the guesswork in pricing your product and feel confident about your process, typical margins for wholesale, online selling and retail sales, and the simple “backwards” strategy to make sure your product is profitable. Seminar Fee $15.

3:00PM – 3:45PM Wednesday
Seminar 19 – The Keys to Communicating with Manufacturers and Contractors
Presented by: Anna Livermore (bio) / V Mora
Learn tips on how to work more efficiently and communicate better with your Manufacturer so that you get what YOU want! We will go over basics like creating purchase order sheets, getting quotes from the manufacturer, how to insure that a manufacturer follows through on the quotes given, and how to stay organized on your end to ensure organization on the manufacturers end. This seminar will draw on V.Mora’s years of experience running production for emerging designers.
Seminar Fee $15.
6:00PM – 7:00PM Wednesday
Seminar 20 – Fashion Law: 5 Things Every Fashion Company Should Know
Presented by: Katharyn Bond (bio) / Nima Katz – Fashion Law Studio
Fashion designers and brand owners spend 90 percent of their time on developing the creative designs, marketing the fashion brand and selling the products, but it only takes 1 legal issue to derail a growing fashion business. What If: You and your business partner decide to break up? Your “intern” or “independent contractor” filed for unemployment benefits? You have $100k in purchase orders but don’t have enough money to fund production? You receive a cease and desist letter from another brand? You discover your product shots are used on another website? Fashion Law Studio’s Nima Katz and Katharyn Bond will discuss the more common, everyday legal situations that can arise and the “5 Things Every Fashion Company Should Know” to protect their fashion businesses and brands. Seminar Fee $15

To register for individual seminars go to REGISTER
You may also buy a 3 Day Seminar Pass for $150. You may buy your pass by clicking on the Paypal button here, or by going to REGISTER this link takes you to Eventbrite to purchase a 3 Day Pass or for individual tickets, and to get your FREE Attendee Badge – to walk the exhibit floor.
Please note seminar schedules may be modified, or rescheduled due to the unavailability of a speaker or other scheduling issues.