Back in the 1990s, Jane Hamill ran a very successful eponymous business. It was the go-to clothing designer for anybody looking for classy evening wear. The business was thriving. And, its clothing was sold at designer retailers all over Chicago and the rest of the world.
But after 14 years in the business, Hamill herself was starting to get exhausted. She was tired of the hectic schedule and non-stop attention from the press. In 2007, she decided that she’d had enough of the entrepreneurial lifestyle and wanted to do something a little different. She decided instead to set up her own fashion consultancy. It was designed to advise people on how they too could enjoy the success that she had without all of the pitfalls. Here are some of her tips for people who want to start up in the fashion industry.
Creative People Aren’t Business-Oriented, But They Need To Be
One of the problems that creative designers have is that they are endlessly buzzing with new ideas. They’re passionate about what they do, and they want to try new things all the time. Unfortunately, the reality of business isn’t kind to that style of work. It wants measurable results in the here and now. They’re also not clued up on how the business world actually works. Even things as simple as how to write an email is a skill sorely lacking in most cases. Few startup fashion brands do sophisticated things like use clothing software or do content marketing.
Work With The Right People
A lot of fashion startups don’t have a clue what resources are available to them. There are hundreds of ancillary service in the marketplace that they could use. But, many choose to do their stitching by hand instead. Numerous fashion entrepreneurs spend hours alone in the bedrooms weaving their own items. And, it’s a massive waste of time. Fashion entrepreneurs should look to outsource some of the donkey work of the business. Here are plenty of professional sewing contractors who can get the job done in a fraction of the time and the cost. And, there’s every opportunity for the designers themselves to provide guidance at a distance so that they get a quality product back.
Set Yourself Apart
Like most creative industries, the world of design is rather crowded. There’s a bunch of people trying to become the next Louis Vuitton. Hamill recommends taking a practical approach when it comes to marketing. Don’t just get your clients to give you a passing mention. Show them a detailed plan of what you’re going to do at a show and how you’d like them to extend your brand. Talk through with them what you’ll do at the show. And, physically give them any marketing materials, like postcards, you want them to send out to their customers.
Create A Sense Of Community
Selling super high-end fashion products can be difficult at times. Often customers don’t have the money to buy what you’re selling. Hamill suggests that you stay away from the temptation to beg customers to buy your products. Instead, she recommends trying to build a community around your brand. Sure, some of it will be out of the price range of most people, most of the time. But, that’s what makes it exciting.
Photo by Kris Atomic
Mia Guerra
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