Design create sell : a guide to starting and running a successful fashion business / by Alison Lewy.

Format:

Book

Author/Creator:

Lewy, Alison, author.

Language:

English

Subjects (All):

Fashion merchandising.

New business enterprises--Management.

New business enterprises.

Fashion designers.

Clothing trade.

Entrepreneurship.

Physical Description:

1 online resource (232 p.)

Edition:

1st ed.

Other Title:

Guide to starting and running a successful fashion business

At head of title: Turn your talent into a business

Place of Publication:

Petersfield, Hampshire, Great Britain : Harriman House, [2012]

Language Note:

English

Summary:

Making the dream a reality...The fashion business is an exciting and diverse industry to be involved with and the number of people starting up fashion related businesses is increasing every year.These new entrepreneurs are coming from many different backgrounds including design graduates looking to start their own label, designers working for other companies that have decided its time to be their own boss, and those wanting to utilise their transferable skills to set up a business that can fit around their family commitments.There are also the innovators that have invented or identified a new product they want to launch.This essential guide 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 your brand, getting your 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.

Contents:

Intro

Contents

about the author

introduction

Contributors

CHAPTER 1: An Overview of the Fashion Business

THE DIFFERENT MARKET SEGMENTS

ECO FASHION

PRODUCT CATEGORIES

ROLES IN THE FASHION INDUSTRY

CHAPTER 2 Getting Started

THE BUSINESS PLAN

WRITING A BUSINESS PLAN

BUSINESS STRUCTURES

VAT

WHERE TO WORK FROM

CHAPTER 3 Research

THE IMPORTANCE OF RESEARCH

IDENTIFYING YOUR TARGET CUSTOMER

COMPARATIVE SHOPPING

RESEARCHING TRENDS

CHAPTER 4 Range Planning

PLANNING YOUR PRODUCT RANGE

PRICING STRATEGY

CHAPTER 5 Building Your Brand

THE IMPORTANCE OF BRANDING

DEVELOPING YOUR UNIQUE SELLING POINT (USP)

PREPARING A GRAPHIC DESIGN BRIEF

BE CONSISTENT

CHAPTER 6 Getting It Made

THE PRODUCTION PROCESS

SOURCING AND SELECTING MANUFACTURERS

UK vs OFFSHORE PRODUCTION

SAMPLE MANAGEMENT

DESIGN OR GARMENT SPECIFICATION

PRODUCTIONAND CRITICAL PATHMANAGEMENT

MANAGING THE PRODUCTIONSCHEDULE

CREATING A PRODUCTION DOCKET

CHAPTER 7 Routes to Market

WHOLESALE vs RETAIL

AGENTS AND DISTRIBUTORS

TRADE SHOWS

CHAPTER 8 Plan, Prepare, Pitch

THE BUYING SEASONS

GETTING A SALES APPOINTMENT

PREPARING YOUR PITCH

NEGOTIATION

CHAPTER 9 Telling the World

AN OVERVIEW OF MARKETING AND PR

MARKETING MATERIALS

EXHIBITIONS AND CATWALKS

CHAPTER 10 Finance

BUDGETING FOR YOUR BUSINESS

PROFIT, LOSS, AND CASH FLOWFORECASTS

SOURCES OF FINANCE

CHAPTER 11 Protecting Your Brand and Products

INTELLECTUAL PROPERTY (IP) OVERVIEW

PROTECTING YOUR TRADEMARK

BUSINESS NAME

Conclusion

useful links

glossary of fashion industry terms.

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF title page (ebrary, viewed February 14, 2015).

ISBN:

9781908003508

1908003502