She knew who her customer was, because she believed she and her social circle would adopt her vision for online designer shopping. In the early days, she focused on building relationships with the brands she wanted to stock in her e-boutique, and on developing and delivering a high-end customer experience. This focus on the core elements of her trading operation reaped massive rewards for Massenet, who now heads up the British Fashion Council and is mentoring a generation of new designers with her sound business sense and inspired plans for fashion industry forums linking creative talent with savvy commercial minds. I want to see more small enterprises benefit from the kind of expertise that nurtures start-ups so they source grow into successful global businesses. Its not just about cash injections, but about the management of those funds: we need to instill an understanding of balance sheets and budgets into fashion students right from the word go, or at least begin the process early of pairing them with partners who can develop a solid strategy for their enterprise. When you attend luxury fashion conferences, they are full of branding experts, marketing consultants and retailers.
From behind-the-scenes shots of a designers showroom to what Zac Posen had for dinner to up-to-the second accounts of a runway show during Fashion Week, theres barely a moment left unsnapped by the fashion set. Both a positive and negative force, this Instagram overdrive is affecting the fashion industry in significant ways, says Matthew Schneier in The New York Times . Not only does Instagram offer a platform over which designers can directly communicate with their fan base to share inspiration about the brand that might not get seen elsewhere, but the ease and speed with which information about collections is disseminated across the entire digital landscape is fundamentally changing the game. How many times during fashion week did you refresh your Instagram account to see the latest photos from a show? Five, 10, 20? Designers know they have to make the appeal of their collections shine through digital platforms now, which is starting to come through in the clothes.
Fashion Designer Roksanda Ilincic: Why Creative Women Need Business Skills - Forbes
I think when organisers are in it to make a buck, to do it as a profit centre, that doesnt work to me. I think it has to come from the purest place of creative talent that needs a platform that needs to be seen and heard, says Mallis, speaking after an industry luncheon on Thursday ahead of the runway shows this weekend. That raw talent then needs infrastructure. You need someone to build it, someone to manage it, and you need outreach to invite the right people to come to it and you need help to market it and publicise it. Whats really nice in this day and age, and was not when I first started fashion week, are all these new programmes and incubators and mentorship programmes, schools and design districts.
By nature we can do several things at the same time and do them well. And, speaking as a mother, being a mother makes you more focused and more determined to make decisions that are quick and good. Balancing your private life with your business life makes you focus. Lacey:Why is it important for women in creative businesses to support each other? Ilincic:Support from other women helps you reach your goal more quickly.