cfi-The Look and The Law Aug 09:The Look, The Law & The Knowledge 2009 07/09/2009 13:57 Pag
BUYERS
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ANNE PITCHER - SELFRIDGES
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“Some of our most successful designers today are those who have
shown a keen interest in the performance of their collections in store
as well as how their designs are worn and by whom.
This begins by taking a considered approach to distribution and
positioning of the collection in store. Which brands will most
complement one another, and which adjacencies will deliver a new
point of view to a retailer now more than ever keen to find a new
KNOWLEDGE direction.
THE
Training the sales team on the collection, providing them with as many ideas to show
and sell the line reaps endless rewards, and if it is too daunting or personal a task to
stand in front of a team of expert salespeople, find someone to do it for you. They may
even do it better.
Retail pricing is an area where most new collections fail. It is critical to be ‘the right
price’ and so in order to sell and grow, try and find a formula which allows you to be
seen as good value. Work with the retailer to achieve this.
To be a good designer is by nature to be confident, but to be confident and committed
to a successful partnership is to become truly great.”
AVERYL OATES - HARVEY NICHOLS
“A young designer needs to offer a new approach which is individual
and not derivative in terms of design and styling. We should be able
to see a new vision and a sign of future progression. Enthusiasm and
confidence is very attractive and enables us to work together in
partnership to ensure success both from a PR and commercial point
of view. Clarity of vision combined with an open mind is a recipe for
success within the personality of a young designer. If one allows for
the benefit of a youthful approach but tempers it with an element of
experience, the formula is hopefully likely to succeed.”
ERIN MULLANEY – BROWNS
“When a designer sets up a meeting or showroom appointment,
there are a set of measurement or guidelines that buyers always use
to measure whether a young designer really has what is required to
take that next step.
This ‘unwritten’ set of guidelines includes things like creativity,
individuality, visionary forward thinking, quality and workmanship, and
business acumen as well as a strong point of view that is modern and
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