Traditionally on "Mingling Mondays", I like to talk about a great restaurant or event since mingling is all about coming together and exchanging ideas - what better way to do this then with food and something to look at? But I have to say that earlier this week I read something that made me want to share it with you and to provide my thoughts on this subject. It would be unfair for me to provide this exchange without including an excerpt of the original which will be listed below in italics. A friend of mine who runs a showroom here in the city sent this out to her buyers and I thought that it was not only brave but a view that I believe in as a designer and something that is uplifting for all of us!
As many of you know, I work for a luxury sportswear brand and earlier this year as I sat in our Sales Meeting we discussed the fact that due to the current economical situation and it being an election year that it was going to be a tough one. Brands would survive and stores would still buy but the fact is that to maintain (or obtain your place if you're trying to break in) your place you would have to work harder to be considered as 1 of 8 options as opposed to 1 of 10. Ultimately, it would be a matter of taking someone else's share in order to increase your own. That can be seen as something scary but I like to think of it as an opportunity.
I spent an entire week at Vegas for Project, Magic, Lingerie Show and the Accessories Show. Not only did I go to see friends that I knew but also those that were new designers. It is my belief that for those of us that are still scratching to get out there, that this is the time to show how we are different! As I walked the show floors there were a variety of buyers out there and although we can complain that buyers should be looking for those of us that are different, we have to ask ourselves "Are we going out there and showing our angle on style?" In order for buyers to take a chance on what we bring to the table, we need to believe in ourselves and take that step as well. Presenting a variation of what has already been done will only make your intended target pass over your work and purchase items from the designer that has already established themselves in that niche.
As the designer and owner of Kitten Couture, I must say that there have been times that I have been slightly frustrated that people like my pieces but they don't feel that it's the look they are going for in their store's product mix; however, it is that difference that will set me apart. I use this analogy when you decide to present a product: "You have to decide do you want to be Mc Donald's where it is available wherever you look or do you want to be Ritz Carlton?" Both of these places are coveted spots but it is a matter of whether you want to position yourself everywhere or would you rather have a smaller point of distribution and be more exclusive? I choose the Ritz Carlton school of thought and I choose to maintain my way of designing since it is times like these that someone may be more willing to take a risk and present their customers with new looks in their store. It is my opinion that even in the bad times, there are those that succeed and those of us that have been out there for a few years trying to get noticed - this is when we need to push so that next year we are considered by more individuals. I highlight Ziordia who is not only a designer who I respect because she worked in the handbag industry but I am encouraged by her passion and efforts to get her line out there and that she continues to stay true to her concepts. It wasn't easy but to initially see her in her showroom and then to see her doing so well at Project, this encouraged me.
To become noticed or to increase our share in the market, it is going to require that as designers we come together and get creative! Maybe this means we decide to combine our contacts and come up with trunk shows and shopping events. We look for ways that we do photoshoots that we incorporate our pieces together. I am always open to options (I am always looking for people to put on here at Kitten Lounge and also on See Pretty Things) and if I can help you directly or pass you on to someone else who can - that just makes it better for all of us! Tough year yes but it is not a year that will go by with only those known labels making successes. This is an open letter to all of us out there to continue to make strides because we are not that far away and although there are those preaching brace ourselves for the worse I am saying brace ourselves for the unexpected and access to areas that we couldn't have believed simply because we chose to take a stand, maintain our innovation and we didn't stop pushing forward.
Original Excerpt from My Friend
R is for RETAIL!Stop reading all the bad news out there. How many national
shows since early January [10 ]did we all hear the R word discussed. This
is just FEBRUARY!!!
This is going to be a very challenging retail year.
But,
one that still brings opportunities and niches to fill.
As store buyers and
owners, you have to really shop and open your eyes to everything. Travel,
surf the web, review the fashion magazines, click on to the fashion runway
shows...and at the retail level, what is truly important is giving "perceived
value" in the items you buy. You need to understand how much more
profitable an item business will continue to be and how margin builders
is this year's mantra. A proven basic: You have to give
the customer a "reason to buy"
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