cfi-The Look and The Law Aug 09:The Look, The Law & The Knowledge 2009 07/09/2009 13:57 Pag
not referencing the past. In addition to this, it is imperative that a young designer has
a positive and passionate outlook, and is willing to work extremely hard and not give
up.
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Finally, I believe it is crucial for all creatives/designers to have a business partner. This
person should be focused on the business side including production, pricing, quality
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control, cash flow, sales, PR & marketing so that the designer has time and energy to
focus on creating.
Don’t be afraid to share the load and ask for help from everyone around you. Buyers
aren’t as scary as they seem and we do understand what you’re going through. In
the end if we work together, it is the partnership between buyers and designers that
can result in longevity and success.”
KNOWLEDGE
MARIGAY MCKEE – HARRODS
THE
“As a young designer, it is so important to know what your brand
identity is and to have an idea of where you are in the market. What
is your point of difference? What is your wow factor? What is the
must-have in your line? How will the line sit in a retail environment?
Does it have a collection feel? Does it have style consistency? Once
you are aware of your market position, get a knowledgeable
mentor/advisor, who will be able to help you sell your brand to the
right buyers and the right stores. If you have finance, you could get
an agent, but they are costly, although very worthwhile. All buyers will look at the
details in your first collection, so do not overlook them. Another good tip is to invest
in a good lookbook. At the very least, a well-presented scrapbook of colours, shapes,
styles, inspirations and information about you, is essential to give meaning to the
brand. Have a great picture taken of yourself, that you feel represents who you are.
Look good, you’ll feel good and you’ll present well. First impressions for press and
retailers are key. Show passion, enthusiasm and a great ‘good karma attitude’ in
everything you do - it really is the key to success. Lastly, believe in yourself.
Conclusion: It’s hard starting out in any career but it’s all about ‘attitude, approach and
ability’ (the 3A’s) - most design students have these in abundance, so think your
strategy through, approach all with care and consideration and follow up on every
meeting / contact religiously.
Remember to enjoy the journey. It’s not always about the destination.”
YASMIN SEWELL - LIBERTY
“You may not get your dream store in the beginning but if you have a
solid and credible store that is desperate to launch you then you’re
more likely to have a long lasting and financially sound collaboration.
The retailers that are there for you at the beginning will more likely
stay loyal to you, as long as the designer also respects and supports
that relationship.
www.davenportlyons.com
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