Using Fashion Industry Market Research For Business Development

Research is key to making any business successful and even more relevant to the fashion industry as the variety of products and diversity of your potential customer is vast. The information you gather from your market research will feed in to your business plan and help you identify where your products/idea will fit within the context of the following questions:-

1. What is the size of the segment of the market you want to operate in and how is it performing?
2. Who is your target customer?
3. Where and how do they shop?
4. What are the price points your target customer are willing to pay?
5. Who are your competitors?

Knowing the answers will help shape your product development and overall business direction.

Your research will encompass a variety of sources including national press, blogs,  market databases, trade magazines,  exhibitions, e-commerce platforms, and the high street.

In this post I'm focusing on the first question raised, as your starting point is to find out the size of the market, predict whether it’s an expanding or shrinking segment, and what the impact of the national and international economic climate is likely to be.

To find this out  there are on-line market prediction reports which give you information, statistics, insight, and analysis for every type of fashion and accessory product category. Large brands, marketing and advertising agencies all pay subscriptions to have this information, but the Business Library’s Business and IP Centre gives you free access to most of the main electronic research databases, and is a brilliant resource.

Below are examples of what looking at recent market reports* can tell you:-

• According to the DCMS, the current value of the clothing and footwear market in the UK is estimated at £44.8 million. This is predicted to grow between now and 2017 to £53.1 million. The following shows the levels of expenditure in the UK in 2012 for different apparel categories:
• Womenswear expenditure was £21 million, a growth rate of 13% since 2007. It is predicted to grow a further 21% from now until 2017, to reach an expenditure of £26 million.
• Menswear expenditure was £10 million, a growth rate of 10.% since 2007. It is predicted to grow a further 19% from now until 2017, to reach an expenditure of £11 million.
• Childrenswear expenditure was £5 million, a growth rate of 7% since 2007. It is predicted to grow a further 14% from now until 2017, to reach an expenditure of £6 million.
• Footwear expenditure was £5 million, a growth rate of 6% since 2007. It is predicted to grow a further 12% from now until 2017, to reach an expenditure of £6 million.
• Accessories expenditure was £2 million, a growth rate of 17% since 2007. It is predicted to grow a further 18% from now until 2017, to reach an expenditure of £3 million.

It has been forecasted that volume growth in the fashion industry will not regain pre-recession levels until after 2017 but as you can see, there are areas that are  growing. Despite the recession, luxury brands continue to increase sales and profits, particularly the brands that export to South East Asia and the BRIC markets.

I'll be covering this area in more depth at our forthcoming workshop -
Fashion Business Planning for Success on 12th June.

Let me know what  interesting industry statistics you've discovered?

By Alison Lewy
Founder of Fashion Angel and author of Design Create Sell - a guide to starting and running a successful fashion business.

*Courtesy of the British Library Business and IP Centre

Samantha McEwan from Isolated Heroes announced as winner of business mentoring competition, sponsored by ASOS Marketplace

Isolated Heroes

We are delighted to announce that the winner of our second business mentoring competition, sponsored by ASOS Marketplace, is women’s wear brand ISOLATED HEROES founded by designer Samantha McEwan.

Samantha has won a place on the Fashion Angel business start up mentoring programme. During the six months programme the Fashion Angel team will work with her to develop the strategic and operational direction of the business to secure its growth and sustainability.

The competition was open to ASOS Marketplace sellers and continues our  commitment to nurturing and developing young creative talent to turn them into successful businesses.

The entries were judged by Fashion Angel Director, Alison Lewy and Rachel Humphreys, ASOS’s Senior Marketplace Manager.

Isolated Heroes

Alison Lewy, Fashion Angel’s Director welcomes this opportunity to support an aspiring design business in this way: “We were overwhelmed with applications which show the high demand for industry led mentoring support to assist fashion enterprises. It was a difficult task to choose a winner with so many strong entries. We selected Samantha as we loved the brand aesthetic and felt with the right support the business had potential for growth. Samantha will now have the opportunity to work with a team of high-level, industry professionals from Fashion Angel to ensure the on-going development and success of her business, as well as exposure for the Isolated Heroes brand.”

James Hart, E Commerce Director of ASOS, said: “We are excited to announce Isolated Heroes as the winning recipient of the mentoring programme with Fashion Angel.  Their entry stood out because of both their eagerness to learn, but also their clear ideas as to the way they wanted to develop their business and expand their label.  Samantha’s commitment to her collection on ASOS Marketplace has given her  the strong foundations on which the Fashion Angel mentoring program can build. We can’t wait to see her business grow.”

Isolated Heroes 

Samantha McEwan, Isolated Heroes Founder and Creative Director, said: “I am so excited to have won this competition and grateful to ASOS Marketplace for giving me the opportunity to be mentored by the Fashion Angel team and benefit from their industry expertise. I am looking forward to developing my business strategy and with their assistance, taking my business to the next level”

We can't wait to chart Samantha's progress over the coming months. For more information about our mentoring programme and how we can help your fashion business thrive go to the Fashion Angel Mentoring page.

5 reasons to use Vine to promote your brand

Are you using Vine yet?

This short Twitter owned video app is already being utilized by brands and consumers partly due to its simplicity and ease of use. It was used in a big way at New York and London Fashion Weeks as designers and editors alike logged in to Vine to capture and share six-second scenes from the shows.

Design houses including Burberry, Jonathan Saunders and Paul Smith used the app to bring followers behind the scenes and front of house. Matthew Williamson used Vine to showcase details up close during his show.

 https://vine.co/v/brBOwTl0FJm

If you are a fashion label it’s probably time you start to think about using Vine as part of  your current social media marketing strategy.

5 reasons to use Vine to promote your brand:-

Allows you to takes short snippets of new designs, or at a fashion show/presentation

Vine takes quick snippets of video content and stitches them together to create a quick 6 second snapshot of video. You don’t need continual footage, but instead can use 3 snippets stitched together so allows you to take 3 different views of a design, rather than just one at time. It also allows the consumer to get more than just one view of a product or event.

Integrates with Twitter & Facebook

Since you can sign up through Twitter, it makes it simple to follow any of your twitter followers who are also on Vine. Also you can easily share Vine content on Twitter and Facebook once it’s been recorded.

It’s super easy

Setting up an account, shooting your first video, and sharing are as quick and easy as with Instagram, but it is also possible to share content on other platforms. There are now other Vine applications  (eg VineIt ) that are starting to be released to help find and view videos. As with third party Twitter applications, more are likely to come on stream as it gains popularity. You can also upload the videos and embed in to tumblr.

Helps you engage with your customers  

Be creative - use the quick snippets to showcase individual pieces or show the different looks that can be created, take behind the scenes videos of an event or at work in your studio or trail forthcoming new pieces. There are endless possibilities!

It’s fun

As with other visual platforms such as Instagram &  Pinterest, it’s fun to use.

As with all your other social media platforms, it should be used as part of your overall marketing strategy and basic marketing principals apply. The content you create needs to be planned, measured and reflect your brand in an appropriate way.

If you’ve started using it – let us know how you’re using it.

By Alison Lewy

Social Media for Fashion Brands Event Summary

Last week’s Social Media for Fashion Brands networking talk was one of the busiest yet and we were lucky  to have two guests on our panel this time.  This is a longer post than usual as so much was discussed.

Fashion blogger, Lois Waller, has built a huge following since she started her Bunni Punch blog in 2009, as well as over 5,000 twitter followers. She also runs her own PR agency Carrot Top PR, so has a unique perspective from both a PR and blogger's point of view.

Our second guest was designer Harriet Posner who has extensive experience advising labels on their branding and marketing strategy and has publishing a  book Marketing Fashion as a practical guide to the principles of marketing and branding. She also lectures on Fashion Business and Marketing at the LCF and Insitute Margioni and is about to launch her own label, Brompton Finch, which produces customised interior furnishings and fashion accessories inspired by flowers.

Harriet Posner, Alison Lewy and Lois Waller

The talk was kindly hosted by the American Intercontinental University and it was lovely to see their students mix and network with our business club members and fashion entrepreneurs that attended the event.

Most of us are aware of how important blogs and social media platforms are in helping promote a fashion brand, but don’t necessarily know how to utilise these platforms to the best advantage.

Fashion Angel networking talk audience

Below is a summary of the questions posed by the chair Alison Lewy, and some tips from the panel:-

Why does a brand need a blog, and to engage with bloggers?
• Fashion bloggers are good for outfit posts to promote your product. The aim is to get several influential  bloggers to feature your designs to have a wide reach.
• A label’s own blog is a brand building tool to create an emotional connection with your target audience.
• It is important to be clear about who you are trying to reach depending on what your product and target market is.

What makes a good blog?
• A blog should portray your brand in the best light and it should reflects your brands ethos - you shouldn't use it as a platform to moan about things
• Build a conversation and a relationship with the audience by talking about your business journey, what inspires you, sharing behind the scenes footage at your studio or before a catwalk show all  can help.
• Lois’s sees Bunni Punch as an informative tool that mixes up new and old brands, luxury and low end product outfit posts  - happy to include Primark if they produce something she thinks is cool.
• It should be linked to your twitter and Facebook account so they are updated when you post.

How does it help a label reach trade buyers?
• Buyers are now using blogs to research and find new brands – it’s much easier than trawling through websites. They have to be aware of the trends and so they look to the popular bloggers to feed them with up to date information which helps them filter through the brands that approach them.
• If you show at London Fashion Week, make the most out of the opportunity and invite bloggers to attend and wear your products so hopefully they will write about your brand in their show coverage.
• If your brand has built a big following on social media sites eg twitter & Facebook, the buyers will be more inclined to look at it, as it indicates there is a demand for your product.

How does a brand attract the attention of  bloggers?
• Use twitter or email to approach them.  Not all will respond but some will.
• Be aware that now many bloggers attend the shows and contact brands just to get free products, but don’t give anything back.
• Try to build an on-going relationship with a blogger who’s going to feature you on a regular basis.

Do you have to pay  bloggers to feature products?
• The fashion blogging world has changed and some of the influential bloggers do get paid for nearly all their posts. They are offered so much money  that it is no doubt hard to refuse, but it does change the nature of the relationship.
• Lois’s focus is on creativity and showcasing new brands that interest her, in some cases she may earn some money out of it , but it doesn't influence her choices.
• Hilary felt that it’s best to take a pragmatic approach – if a customer clicks on a blog link and then goes on to purchase that product she didn't feel there was anything wrong for the blogger to earn money from it providing the relationship is transparent.
• Consumers follow blogs to see a curated selection of products from a blogger that they feel has a style aesthetic they like, so it can be look on as a service to some extent.

Harriet Posner, Alison Lewy and Lois Waller

What are the important platforms to be on?
This depends on your business model  and your segmentation targeting and positioning – you need to understand and have a presence on the platforms used by your target audience.

Twitter
• Lois told us over 80% of her new clients are through twitter. It’s a powerful research tool for businesses as can be used it to search what relevant  people are blogging about.
You can investigate who the key bloggers are in your field of interest and then  follow them – hopefully they'll follow you back, thus helping to build your community.
• Hashtags can be used to help you find other interesting twitter feeds.

Facebook
• Facebook is particularly useful for customer communication, brand exposure and to drive traffic to a website.
• It is outstanding in terms of engaging people who like a brand, want to share their opinions and participate in giveaways and contests.
• A Facebook page should be kept updated to always look relevant.

Instagram 
• Useful picture sharing application .
• You can take a picture and instantly post it to twitter and Facebook  saving time.
• It lets users follow and like brands, therefore building your community.

Pinterest 
• This virtual scrapbook site is very relevant for fashion brands.
• Many brands are finding posting products on to boards translates in to sales
• It’s useful  for designers to create their own moodboards.
• It’s super quick to set up and update, so very user friendly.

Google+ 
• Google+ may not be very exciting and not much seems to be going on, however it is an important technical tool, as will be soon be the  only way to move up Google search rankings.

Lois Waller’s tips:-

1. Get on twitter - if you’re not on it set up an account immediately!
2. Harass friends/family to like your page – this helps spread the word and move you up the search rankings.
3. When you start you have to be proactive and approach magazine press, bloggers, stylist and PR’s to promote your brand and  build your community of followers 
4. Use scheduling tools to allow you to write bogs in advance when you have the time, and then post them at a later date.
5. If you want to promote your product, try linking it to something that’s on trend using the relevant hashtag.
6. Network – it’s a small industry so face to face networking is the best way to get known . It’s also a great way of sharing expertise and forging collaborations. Even if you don’t have tickets,  go to London Fashion Week and trade shows to get to know the stylists and bloggers.
7. If you want to approach a lot of bloggers – try following them and asking them to follow back, so you can direct message them.

Harriet Posner’s tips:-

1. Content is key - think about your tone of voice - communicate with and project the values of your brand
2. Remember the 4 Cs of Content
   Create  - create engaging content ( See point 1)
   Context - what is the aim and purpose of the content you are creating?
   Conversation - how will your content support two way communication between you and your audience?  Use social media to listen to the conversation as well as generate content.
   Conversion - What does conversion mean to you for each platform?   Think about meaningful conversion points of different platforms.  Are you trying to get someone to sign up for a newsletter?  Do you want them to enter a competition? Are you wanting them to purchase? Is the aim to get them to like or reTweet?  Is the purpose to get a key influence or blogger to contribute or feature your work?
3. SEO - Make sure you use KEY WORDS wisely.  Think about the page title - put what you do before the brand name.  Don't forget to write Alt Tags on images using key words It helps with SEO and bloggers find your images.
4. Website links should be on key word anchor text, not generic words like ‘more’ or ‘click here’ – eg link black leather jackets to link and not ‘here’
5. People search Google by short phrases or 2 - 3 words.  Check the Google Key words tool - for example more people search for Milliner than Millinery. 
6. Use Lists – if you want to keep an eye on a competitor without the public knowing who you are following you can use secret list.

Social media gives you access to data and a way to reach your target customers and can play an integral  part of your overall marketing/communications strategy but basic marketing principles still apply.

Don't forget, it is a support of and not a substitute, for getting out there and meeting people face to face!

Let us know what works best for you?
By Alison Lewy

Fashion Angel helps young fashion entrepreneurs fly!

We are thrilled to announce that we are partnering with the government backed Start-Up Loans Company, to offer easy to access loans and business support to aspiring fashion industry entrepreneurs.

With London Fashion Week starting soon, highlighting the wealth of design talent and increasing number of fashion brands starting up new enterprises, we are delighted our popular mentoring and business support will now be available to new fashion businesses on the scheme, at the start of their business journey.

Involvement in this initiative continues our commitment to giving fashion brands the guidance and entrepreneurial skills they need to be successful.

Alison Lewy, Fashion Angel’s founder  welcomes this opportunity to support start up fashion businesses in this way

“We are so pleased that we can help fashion start-ups get funding and business mentoring to help make their dream business a reality. Traditional lenders are often unsympathetic to lending to creative businesses, so it’s exciting to be able to offer an alternative funding route. As the only delivery partners specialising in this area, we are looking forward to playing an integral part to the success of these young entrepreneurs.”

We have already started approving loans and have now developed a very
simple on-line application process . We're on hand to support applicants both during the application process and while they get their business off the ground.

Start-Up Loans Company chairman, James Caan says”

 “Having started my first business in the fashion industry, I’m delighted to see a fashion-specific Partner on board to help support creative entrepreneurs turn their passion into a business. I believe this surge we are seeing from young people starting their own businesses is simply the beginning of an emerging and lasting trend in entrepreneurship in Britain”
 “Start-Up Loans are unsecured which is exactly what young people with no track-record of business or collateral need to get their idea off the ground. “

Come and find out if a Start Up Loan is right for you at our FREE talk and networking event, Finance for Fashion Start Ups in London on 27th March 2013, where successful Start Up Loan Ambassadors and loan recipients  will be on hand to share their experiences. Places are strictly limited and you can book your place on-line on the Fashion Angel events page

To start your application or to find out more go to  Fashion Angel Start Up Loans 

Tips on exhibiting at a Fashion Trade Show

With the A/W 13-14 selling season upon us, many designers and fashion labels are in the last stages of preparation for exhibiting at a trade show, whether at one of the UK shows such as Pure, Scoop, London Fashion Week, or showing internationally.

So this seems a good time to highlight what I have learnt in my 15 years at showing at such exhibitions, as despite the hight cost of showing at a trade show, it's surprising how many brands don't make the most out of their investment.

Define your aims and expectations

As I explain in Chapter 7 of my recently published Design Create Sell book, trade shows give you access to new national and international buyers and build brand awareness with stockists that wouldn't normally know about you.

Trade events offer opportunities to:-

• Find new trade buyers
• Find agents/distributors
• Meet, press, bloggers, /stylists
• See what your competitors are up to
• Get inspiration and new ideas.

It's helpful to be clear about what you hope to achieve and why you are showing. Some shows are more about PR than actually taking orders. If it’s your first time exhibiting, don’t expect to recoup all your costs at your first event. Buyers often want to see you for a few seasons before having the confidence to order.

Set yourself measurable goals – eg 5 new stockists, re-orders from existing customers, 20 new leads.

Tips and Check-lists

Pre-event

• Contact existing and new potential target customers – send them an invitation for the show and follow up with a call – try and get them to make an appointment to see you on the stand.
• Use your social media presence to promote where you are showing.  Post information, pictures and/or videos (perhaps a preview of a new product or video invitation to visit the stand).  The goal is to let people/prospects know the who, what, where, when and most importantly, the why they should visit you at the stand. 
• Be constantly in touch with whoever is making your samples to make sure they are on schedule.
• Plan carefully the sample collection you are taking with you to the show. Don’t make too many pieces as nothing looks worse than a cluttered stand – have some show-stoppers that will attract buyer/press/stylists – they may not be the pieces that sell but will attract attention. Ideally your collection should include entry/mid and high price points to attract a broad base of customers. 
• Design your stand 'fit-out' in advance. Check what is included in the stand package and order extras. It’s often more expensive if you order on the day.
• Make sure you've organised  the delivery of your samples/displays to the venue and ensure your samples are  insured on site, in storage and in transit
• If exhibiting overseas, choose reliable freighters and shipping agents and check they have all the relevant customs / import documentation in place.

 Stand Display

• Don’t have a physical barrier between you and the buyer.
• Keep your display simple and minimal.
• Maximise space especially vertically.
• Ensure you order enough lights.
• Have some display above head height so it can be picked out over a crowd.
• Keep the look of your stand consistent with your brand identity so that buyers recognise you at subsequent events.
• Allow for a space to sit and write orders. 
• Think about taking a computer display or tablet to show off your website/videos   and to give  access to your social media pages to allow users to “Like” the brand on Facebook or follow on Twitter.

Paperwork/Info to take with you

• Order book.
• Lookbook/marketing materials.
• Line sheet/Wholesale price list.
• Business cards.
• Press packs.
• Information on lead times and delivery dates/minimum orders.
• You will be selling your products at wholesale price so it is customary to show prices exclusive of VAT. If showing abroad it is helpful to have prices in local currency eg euro or dollars. You may be asked for the Recommended Retail Price (RRP)which is the price the retailer will sell the product at including their mark up
• Bulk prices for large orders.
• Info on your trading terms eg pro-forma, 30% deposit - balance on delivery, or credit?
• Notebook to record comments and enquiries  from / about (potential) buyers next to business card stapled to page as an aide memoir for follow up phone calls after the show.
• Make daily notes on the day’s events and feedback from customers so you remember what you should take into consideration when planning next seasons collection and events.
• Deadline for placing orders.
• Stationery including plenty of pens, stapler, staples and sellotape.

Staffing the stand

• Take water – it's often hot and dehydrating at exhibitions
• Wear comfortable shoes and clothes
• Brief all staff (as they may be temporary)so they are knowledgeable on the product and terms.
• Staff should always smile be friendly but not overbearing – not stand at edge of stand and make a barrier.
• Keep your stand clean, tidy and dust-free.
• No eating on stands! Arrange someone to cover breaks.
• Always, always ask for business cards from visitors.

 After the event

• Follow up order confirmations and chasing new leads. Contact everyone you saw and thank them for coming. 
• Continue to post pictures and video from the event.  Again social media can also assist with your follow up.  It provides the opportunity to present images, messages, video and other branded content in such a way that will allow potential customers to learn about the brand.
• Produce a final budget working out expenditure versus sales – was it worth it.? Remember though, with a trade show can’t tell for a while as takes a while to generate orders. 

Finally - make sure you enjoy it. Let me know how you get on!

You can find out more about trade shows and how to decide what other sales channels are available for fashion brands at our forthcoming Routes to Market workshop on 5^th February.

By Alison Lewy

Fancy winning a copy of Design Create Sell - a guide to starting and running a fashion business?

We're super excited about the launch of our new Twitter competition.

3 lucky winners will receive a copy of  Design Create Sell - a guide to starting up and running a fashion business.

All you have to do is retweet this message:-

We've got 3 copies of Design Create Sell to give away. RT #fashionbook & follow to win. Who doesn't want help with their fashion biz?? 

This essential guide, written by Alison Lewy, fashion industry expert and founder of fashion business accelerator Fashion Angel, will give readers an overview of the fashion industry and what makes it tick. It will guide them through the issues they need to think about before they start and take them through the key steps involved in setting up a new business.

Readers will learn how to conduct the research needed for their business plan and get practical guidance on building their brand, getting their product made, marketing & PR and how and where to sell products. This comprehensive book will inspire fashion lovers to turn their dream into a reality!

Can't Wait? You can order the book now from the Fashion Angel Shop

Competition Terms & Conditions

●     Fashion Angel is solely responsible for all aspects of the competition

●     Participants must follow @FashionAngel1 and use the #fashionbook so we can  DM the winners

●     Entries close: 23.59 on Monday November 12th 2012

●     Open to UKresidents only

●     No cash alternative. Prizes are non-transferable

●     Only one entry per person

●     Entrant’s data is covered by UKdata protection laws

●     The winner will be announced on the FA homepage and through its social media networks.

●     Entrants acknowledge that by entering the competition they are authoring Fashion Angel to contact them with relevant information.

●     Entrants’ data will not be passed to third parties.

●     Fashion Angel reserves the right to withdraw, change or cancel the competition at any time.

Getting it Made - Part 2. Deciding whether to use UK or Overseas production.

In my last post I already talked about how you go about selecting the right manufacturer for your fashion business. But should you use a UK supplier or one based overseas?

It is usually practical and cost-effective to produce goods overseas if you are ordering large quantities. If you are manufacturing offshore, it is helpful if you can produce your first samples in the UK to ensure you get the pattern and the fit right; this will minimise the chances of mistakes when the full run is then made offshore. Consider getting manufacturing quotes for both UK and overseas production so that you can offer competitive prices to a buyer wanting to place a large order.

The benefits of producing overseas

1. Costs: offshore production is generally more cost-effective, especially when producing large volumes. Production costs will vary from country to country.

2. Machinery and technology: unfortunately there has been a lack of investment in manufacturing for many years in the UK, and offshore factories are more likely to have the most up-to-date machinery and CAD/CAM systems. This is particularly applicable to accessory and shoe production.

3. Large pool of skilled labour: some countries still have a pool of skilled labour of specialists workers, particularly in craft areas and embellishment. If the process is time-consuming, with cheaper labour you are able to be far more adventurous.

The disadvantages of producing overseas

1. Costs: economies of scale dictate that small volumes would not achieve favourable costs, and some factories have high production minimums. This is changing, however, and more and more overseas units are gearing up for smaller volumes. Also, you will most likely be subject to currency fluctuations which can affect your profit margin.

2. Quality control: it will be harder for you to control your production. You will have to factor into the production cost your travel expenses to visit the factory. You can sometimes work through an agent; however, they will charge you a fee and it is not always easy to find an agent you can trust to adhere to your high standards.

3. Communication: does your factory have English-speaking staff, or can you speak the local language? How easy will it to communicate what you want? You also have to take into account the time differences and whether they have good broadband connections.

4. Logistics: if you are having samples made overseas you will have to allow for the courier costs of sending raw materials/toiles/samples back and forth. Some of this would be avoided if the factory are sourcing materials locally for you. When working out your production schedule you must allow shipping time (could be several weeks) and also be prepared for production getting delayed or goods stuck in customs. Transport, delivery and insurance costs will also need to be factored in.

5. Cash flow: until you build a relationship with a factory, they may well want 30 per cent payment upfront and the final payment when goods are collected.

The benefits of UK production

1. ‘Made in UK’ can add value to your brand.

2. Costs: your production costs may be higher, but you will have more control over them and they won’t fluctuate.

3. Smaller quantities: UK factories are more willing to produce small quantities.

4. Control: you will be on hand to check the quality and deal quickly with any problems that may arise.

5. Communication: you still have to be organised with your production processes, but communication will be much easier.

6. Scheduling: you will be able to produce orders more quickly as you won’t have to allow extra shipping time.

7. Delivery costs: these can be kept to a minimum and you don’t have to worry that your goods will get stuck in Customs.

Disadvantages of UK production

1. Cost: labour costs are far more expensive in the UK, and therefore the price of production will be higher.

2. Skilled labour: the situation is improving, but manufacturing has been in decline and therefore it can be hard to find good sample and production machinists and cutters. Craft workers for processes such as embroidery, appliqué, etc, are also in short supply so costs may be increased and turnaround times may be longer.

3. Machinery: there is a lack of machinery investment, so it may be hard to get your product made.

4. Digitisation: manufacturing processes have been vastly improved with CAD/CAM systems. However, the cost of these systems has been prohibitive for many UK factories.

Consider getting manufacturing quotes for both UK and overseas production so that you can offer competitive prices to a buyer wanting to place a large order.

Buy Design Create Sell for £12.99

Published in association with Country Living magazine, Design Create Sell offers an overview of the fashion industry and a comprehensive guide to setting up and running a small fashion business, including sections on branding, money management, customer research, the production process and finding routes to market. It’s available from the Fashion Angel Shop for £12.99.

Diary of a Fashion Start up - Part 1

We are pleased to host a new series of guest blogs from Meeka Harrison-Topham who's blog my fashion start up chronicles the issues faced by an aspiring fashion business entrepreneur.


Business plan 101

Putting pen to paper and churning out a 15 page document mapping out the backbone of your business can be an excruciating task, despite the wealth of resources and guides at our finger tips via the web. To help me along the way, I decided a bit of interactive focus wouldn’t go amiss, so last Thursday I found myself biking over to Tottenham Court Road to attend a workshop run by Alison Lewy of Fashion Angel, entitled “how to write a business plan”, aimed at fashion design businesses.

While these kinds of workshops inevitably put forward the same guidelines and tips contained in business guide books which you can get for a fraction of the price, the money spent was well worth it  – as the interactive style workshop ensures that you come away with better presentation skills, a clearer idea of the strengths and weaknesses of your idea, and maybe a fruitful contact or two found through networking.

Here are some key points I took away with me from the workshop:

• A business plan is essential to provide a clear structure for your business, as well as to create momentum and keep you along the right path.
• Research is key, and will form the most labour intensive part of the process, from looking at your market segment, ideal customer, competitive field, price points, to targeted boutiques.
• Financial forecasts can be brutal tasks, but are vital in order to draw all the aspects of the plan together in numerical form, and of course ensure that you make money!
• Business plans evolve – they are not static, so keep on adding to it as your business grows and changes

The workshop put a useful amount of emphasis and time on how to put together financial forecasts, and to monitor cash flows – no doubt both the dreaded nemesis of any designer! So all in all a productive morning, and very useful to meet Alison, who has just written a book called “Design, Create, Sell”, offering advice on cracking the hard nut of the fashion industry, which I’m sure is vital reading…

FASHION ANGEL FOUNDER ALISON LEWY LAUNCHES NEW BOOK “DESIGN CREATE SELL”

FASHION ANGEL FOUNDER ALISON LEWY LAUNCHES NEW BOOK

“DESIGN CREATE SELL”

a guide to starting and running a successful fashion business

We are pleased to announce that Alison Lewy, experienced designer and founder of fashion business accelerator Fashion Angel, has released a brand new book  Design Create Sell, an essential guide to this fascinating industry which will give readers an overview of how it works and what makes it tick.

As demand for British fashion soars and the number of designers setting up fashion labels increases every year, Alison gives readers everything they need to start their own successful fashion business.

Produced by Brightword Publishing in partnership with Country Living Magazine, this book will guide readers through the issues they need to think about before they start and take them through the key steps involved in setting up a new business. Readers will learn how to conduct the research needed for their business plan and get practical guidance on building their brand, getting their product made, marketing & PR and how and where to sell products.

Alison welcomed the opportunity to write the book and support aspiring fashion businesses in this way:

“Setting up a new business is difficult and the fashion business model is unique and has its own challenges. I wanted to draw on my background of running a fashion brand, and experience of working with and mentoring designers , to produce a practical step by step guide to help fashion labels start, develop and grow their businesses.”

The book is being published as a celebration of the success of London Fashion Week  to support the designers that contribute to an  industry that contributes over £21 billion to the UK economy.*

With consumers in the UK spending over £30 billion each year on clothing, shoes and accessories, and with 33% of people saying they try to buy British when they can, now is the perfect time to turn that passion into a successful business!**

This comprehensive book will inspire designers to turn their dream into a reality!

*The Value of the UK Industry, The British Fashion Council / **Make It British

DESIGN CREATE SELL by Alison Lewy
Published 30th September 2012 by Brightword Publishing,

ISBN: 9781908003348, Paperback/eBook, RRP: £12.99/£5
Available from the Fashion Angel Shop and in all good bookshops