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<\/figure>\n\n\n\nI can understand that for those who are not in the business, 'The Devil Wears Prada' is the perfect cross-section of how a fashion magazine works (even if it is not really like that), but those who want to work in the industry, and perhaps plan to build a brand of their own in the future, need applicable concepts and above all as few clich\u00e9s as possible.<\/p>\n\n\n\n
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1) First Questa \u00e8 la prima cosa che dico agli stilisti o aspiranti tali quando mi contattano per costruire il proprio brand e confrontarsi con il mercato. Prima di iniziare a creare una Fashion Start-up devi avere ben in mente alcuni concetti fondamentali:<\/p>\n\n\n\n Creare una Fashion Start-up richiede passione, strategia e una buona dose di creativit\u00e0. Segui i miei consigli per massimizzare le tue possibilit\u00e0 di successo nel mondo della moda.<\/p>\n\n\n\n Quando decidi di creare una Fashion Start-up, la tua prima mossa dovrebbe essere quella di analizzare il mercato e capire come puoi differenziarti nel panorama della moda. Creare una Fashion Start-up implica una ricerca attenta.<\/p>\n\n\n\n Creare una Fashion Start-up richiede determinazione e una chiara visione. \u00c8 fondamentale che tu sappia esattamente perch\u00e9 vuoi creare una Fashion Start-up e cosa intendi raggiungere.<\/p>\n\n\n\n Ricorda, ogni Fashion Start-up ha bisogno di una forte identit\u00e0 di brand. \u00c8 essenziale creare una Fashion Start-up che rifletta la tua visione e i tuoi valori.<\/p>\n\n\n\n As you can see, it is a complex job of strategy, positioning, marketing, fabric development and cost analysis. So much study and planning and so little creativity. But the more you can answer these questions in detail, the easier the process of creating and realising your idea will be. In the following points I will give you hints for finding the answers.<\/p>\n\n\n\n 2) Create something unique<\/p>\n<\/div><\/div>\n\n\n\n Knowing how to propose something unique is a key point for proposing one's own idea and being successful in the market. Uniqueness is an attribute that should distinguish you in everything you do. Not only in the product, but in the whole process that takes you from idea to creation. You should always ask yourself: if your dress\/accessory was displayed in a very large multi-brand shop, would you be able to recognise it at a glance compared to others in the same category?<\/p>\n\n\n\n 3) Stay Focused<\/p>\n<\/div><\/div>\n\n\n\n Ricorda, ogni passo che fai per creare una Fashion Start-up ti avvicina al tuo obiettivo. Non sottovalutare l’importanza di un buon piano e di rispondere a queste domande fondamentali per la tua Fashion Start-up.<\/p>\n\n\n\n This is usually the most difficult point for novice designers and others.<\/p>\n\n\n\n Focus is the key to success for your fashion start-up. You have to start convincing yourself that you can't do everything for everyone, not so much for reasons of cost and sustainability (I would give the same advice to those who don't have any investment and liquidity problems), but as a matter of marketing and absolutely as a matter of perception. If you have read any of my previous articles or studied a bit of marketing, the concept will not sound new to you. I will still try to summarise the basic points for you.<\/p>\n\n\n\n 'The battle for the market is fought in the mind of our potential customer' To enter and above all stay in our customer's mind, focus is everything! Although the practice in fashion is to think in terms of a total look, to be as focused as possible you should try to follow this principle:<\/p>\n\n\n\n Ogni passo che fai per creare una Fashion Start-up deve essere strategico e mirato, perch\u00e9 la concorrenza nel settore della moda \u00e8 agguerrita.<\/p>\n\n\n\n EVERY BRAND YOU CREATE SHOULD FOCUS ON A SINGLE TYPE OF PRODUCT TO BEST POSITION ITSELF IN THE CUSTOMER'S MIND<\/p>\n<\/div><\/div>\n\n\n\n I admit that sometimes it can be difficult and not everyone feels like doing a brand of, for example, only jackets, only sweatshirts, only swimming costumes and so on. That would absolutely be the choice I would recommend but if you can't do that you can follow the second principle:<\/p>\n\n\n\n IF YOU CANNOT APPLY THE PRINCIPLE FOR EACH BRAND A PRODUCT TYPE, YOU HAVE TO MAKE SURE THAT ONLY ONE PRODUCT LINE CORRESPONDS TO EACH BRAND.<\/p>\n<\/div><\/div>\n\n\n\n You can diversify products according to different customer types and price ranges, but you cannot make men's, women's, children's, accessories, furniture collections under the same brand.<\/p>\n\n\n\n This is common practice in big fashion companies but line extensions are not sustainable in the long run for them or for you. The more you do the more the customer will struggle to understand what you are unique in and why they should buy from you then:<\/p>\n\n\n\n \"Don't over design, keep it clean and simple\".<\/em><\/p>\n<\/blockquote>\n\n\n\n 4) YOU KNOW YOUR 'CHICKENS' You cannot create something and simply hope that, as if by magic, it will 'sell itself'. Regardless of which channel you decide to rely on, whether traditional through retailers and shops or online, you need to know your potential customers.<\/p>\n\n\n\n Depending on the age group, you will be able to identify buying habits and spending values. Then you will be able to better organise both the sales channels, pricing strategies and the best type of communication to reach them.<\/p>\n\n\n\n 5) DEVELOP YOUR PRODUCTS ON THREE LEVELS<\/p>\n<\/div><\/div>\n\n\n\n Per avere successo nella tua Fashion Start-up, assicurati di conoscere bene il tuo mercato e il tuo pubblico. Creare una Fashion Start-up implica una ricerca dettagliata.<\/p>\n\n\n\n It is not enough to have a single product line (NO We are not talking about extending the line in the classical sense)<\/p>\n\n\n\n We are talking about dividing the products in the same line according to the impact they can have on the market.<\/p>\n\n\n\n You should therefore from the outset think about how to divide your brand's products into three macro-categories:<\/p>\n\n\n\n 6) TAKE ART If you have decided to set up a fashion startup one of the first things you need to do is to abandon the artist mentality unfortunately most designers especially those approaching the market prefer to think of themselves as artists\/rather than salespeople but the reality is just the opposite.<\/p>\n\n\n\n \"In the modern world of business it is useless to be a creative, original thinker unless you can also sell what you create\".<\/p>\n DAVID OGILVY<\/cite><\/blockquote>\n\n\n\n As one of the fathers of modern advertising says in the quote, there is no point in being original and creative at all costs if there is no one willing to buy what you create.<\/p>\n\n\n\n The world of French Haute Couture has long since faded away and despite the fact that fashion academies try to pass it off as a Fashion Startup, it is not a sustainable business model (in fact, it is estimated that worldwide there are only 6000 potential customers for Haute Couture maisons a year, and the figure seems to be steadily declining)<\/p>\n\n\n\n The recognition of being innovators and of the goodness of 'our' creations comes from others, from our customers, from those who appreciate our philosophy of life and creation and buy and wear one of our garments precisely to 'feel part' of it.<\/p>\n\n\n\n This is only possible if we have been able to confront our idea with people, in the real world, we have been able to satisfy a need, for exclusivity, belonging and so on.<\/p>\n\n\n\n 7) TO EACH HIS OWN<\/p>\n<\/div><\/div>\n\n\n\n This is only possible if we have been able to confront our idea with people, in the real world, we have been able to satisfy a need, for exclusivity, belonging and so on. Infine, non dimenticare l’importanza del feedback. Le opinioni dei clienti possono aiutarti a migliorare e far crescere la tua Fashion Start-up.<\/p>\n\n\n\n In our team we each have our own specific skills that allow us to have a complete vision and to create a fashion line from an idea until it reaches the shop. I, for example, deal exclusively with Brand Design, which is the discipline that starts from an idea to the development of a fashion brand that makes sense in terms of marketing and positioning.<\/p>\n\n\n\n My colleague Riccardo Rovi is a Fashion Designer and takes care of the Garment Design part, i.e. transforming and building the Concept of the point above into something real. And finally there is Silvia Cannas Simontacchi who is our Editor in Chief and takes care of finding a coherent narrative that tells the Brand and makes explicit its symbolic meanings and above all has an interesting story to tell.<\/p>\n\n\n\n There are countless professionals working with us depending on the type of project, you need to start building a network of knowledge that will allow you to rely on those skills that you lack, or if you have an idea and want to develop a brand and don't know where to start you can contact us we can help you develop it<\/strong>.<\/p>\n\n\n\n 8) THINK IN SERIES<\/p>\n<\/div><\/div>\n\n\n\n It is important that you start thinking in series. Start with one article and think how you could carry the concept forward into the next collection, what is most rewarding in the mind of the potential customer is stylistic consistency. This can be broken down into two macro areas:<\/p>\n\n\n\n In case you couldn't identify them all from left to right: Tiffany's iconic packaging with its characteristic colour, the blue outline of Piquadro accessories, Adidas' three stripes, Desigual's psychedelic patterns.<\/p>\n\n\n\n 9) EXPERIENCE LUXURY Have you ever walked into a luxury brand boutique? Or simply into a Nespresso boutique to stock up on (original) pods for your coffee machine?<\/p>\n\n\n\n Gli stilisti che vogliono creare una Fashion Start-up devono abbandonare la mentalit\u00e0 da artista e adottare un approccio pi\u00f9 imprenditoriale. La tua Fashion Start-up deve essere sostenibile e commerciale.<\/p>\n\n\n\n They may seem like two very different contexts but in many ways they are similar.<\/p>\n\n\n\n They are both environments designed down to the last detail to give you a privileged shopping experience. Obviously you won't have (any time soon) your own boutique in Via Monte Napoleone in Milan perhaps you don't even have a 'physical' shop in the real world and to be honest, you might not even need one.<\/p>\n\n\n\n Quando inizi a creare una Fashion Start-up, \u00e8 essenziale avere un’idea chiara di cosa vuoi offrire. Qual \u00e8 la tua visione per la tua Fashion Start-up?<\/p>\n\n\n\n If you can get your customers to experience luxury, you will create a very strong bond with them that will lead them to tell everyone about you and your brand. You don't necessarily need a 'physical environment'<\/p>\n\n\n\n \"The best advertising you can have is a Loyal customer spreading the world about how incredible your business is\".<\/p>\nSHEP HYKEN<\/cite><\/blockquote>\n\n\n\n The interesting thing is that no matter what product you have created or what price range or market you are selling it at, with a few adjustments it always works! I will list a few tips below but there would be far too many:<\/p>\n\n\n\n 10) DO NOT GIVE DISCOUNTS Quando avvii una Fashion Start-up, la tua storia \u00e8 cruciale. Rendi unica la tua narrazione per attrarre clienti alla tua Fashion Start-up.<\/p>\n\n\n\n Many times it is thought that price is the deciding factor in favour of a purchase rather than leaving the desired garment in the shop. In reality, price is only a marginal aspect.<\/p>\n\n\n\n \"People will be willing to pay you as much as they perceive the value in your proposition that represents not just the object itself but the story of its creation that you were able to tell. \"<\/p>\nCorrado Manenti Therefore, do not confuse price with value.<\/p>\n\n\n\n To give you an example: all the brand clothes we are used to buying in shops in Italy have a price coefficient of 2\/3 what does that mean? Let me explain: when a shop buys something to resell to the end customer, it multiplies the value by about 2\/3 times.<\/p>\n\n\n\n Ogni volta che prendi una decisione per la tua Fashion Start-up, considera come questa influenzer\u00e0 la tua visione complessiva. Ogni dettaglio conta nella tua Fashion Start-up.<\/p>\n\n\n\n What does it mean?<\/p>\n\n\n\n Non avere paura di innovare. La tua Fashion Start-up deve essere in grado di adattarsi e rispondere alle tendenze del mercato.<\/p>\n\n\n\n A shop buys a pair of trousers for $18\/$20 (the production price of a normal Levis\/Replay Jeans) and multiplies it by two or three times depending on the line and market segment. You will see displayed for that pair of trousers an average price of 65\/75 euros.<\/p>\n\n\n\n If you are the one who has to choose the price of what you sell, the advice is to keep the price high. (not absolutely, but higher than your direct competitors) and NEVER discount. Having a price with a good margin will allow you both to sell through traditional sales channels to shops and distributors. But it will also allow you to try other channels such as online and direct sales....<\/p>\n\n\n\n 11) TREASURE CRITICISM AND COLLECT FEEDBACK<\/p>\n<\/div><\/div>\n\n\n\n Learn from mistakes and always try to improve in what you do and how you do it. Collect criticism and all insights from employees, professionals, customers and use them as a basis for reflection on your next actions\/strategies.<\/p>\n\n\n\n Don't fall in love with your products no matter how intimately they are linked to you in a 'work of art\/artist' relationship, things won't always turn out the way you thought they would and you will have to compromise and always be ready to put yourself back out there.<\/p>\n\n\n\n Ogni Fashion Start-up ha bisogno di un team forte. Scegli i collaboratori giusti per aiutarti a costruire la tua Fashion Start-up.<\/p>\n\n\n\n Stay humble, don't play 'Rockstar', it takes time to become authoritative and recognised, and stereotyping controversial characters from the fashion world will only make you look ridiculous, and even worse lose focus on the really important things.<\/p>\n\n\n\n It's a long, uphill road and beyond the countless frustrations and disappointments of the case being part of a fashion startup will always be fun and challenging, never stop learning and you'll see that the results will eventually come!<\/p>\n\n\n\n To help you in this 'almost titanic' task, I have created a visual tool that will be of great help: The Fashion Business Designer<\/a><\/p>\n\n\n\n\n
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( YOUR CUSTOMERS)
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..AND PUT IT ASIDE<\/p>\n<\/div><\/div>\n\n\n\n\n
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<\/p>\n<\/div><\/div>\n\n\n\n![\"Nespresso](\"http:\/\/corrado.splashdesk.it\/wp-content\/uploads\/2019\/02\/Nespresso_boutique_Centro_Commerciale_Scalo-820x300.jpg\" "\\"The")
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