Tuesday, February 10, 2009

Fashion Industry


My schedule for Friday of Fashion Week included what is likely one of the most ageless and timeless design houses in history;
Chanel. Seated under the sky at Le Grand Palais, it seemed that the entire fashion world had shown up to discover what reinvented classics would grace Karl Lagerfeld’s collection this season. Always showing innovative exhibits, Chanel featured a fabulous carousel that displayed iconic fashion emblems which have defined the design house overtime. With symbols that brought back memorizes of the many collections before, it was a bold summation of the significant influence Chanel has had on the evolution of fashion. A true attestation to it’s timelessness, as the carousel spun round I noticed that each featured article was innovative at its time of introduction and still to this day coveted is for its classic style.
The show began on a traditional note with Chanel’s ever-popular tweed skirt suits. Moving away from the boxy shape, styles were cut closer to the body and revealed a feminine figure with belted waistlines and fitted skirts. Classic in color, Karl focused more on catching attention through terrific tailoring, making each piece look as if it fit like a glove.
Not forgetting that it gets cooler in the Fall and Winter, Karl included in the collection classic coats that were updated with modern detailing. Sophisticated in style, his coats were timeless and will make any woman look chic. As it rarely matters what you are wearing underneath, it is a seasonal focus and for fashion lovers wanting an elegant look that will still be stylish for many years, Chanel is the perfect pick.
Black and white garments that have become a trademark of Chanel were not forgotten and in fact featured in this collection. White blouses were made more feminine with a peter pan collar and were paired with black skirts, sweaters, and cardigans to create a conservative look touched by girlish charm.

Eye Model Management provides the service of developing and scouting exceptional new models to the worlds top agencies. The co-owners of Eye have an extensive background within all areas of the fashion industry. Collectively they are established fashion photographers, celebrity hair and makeup artists & high fashion stylists, former models, a former fashion designer,and former fashion retail editor for Mode Magazine. These talents and combined experience aid in the development and career guidance of Eye models. Eye prides itself in staying small, exclusive, and extremely selective. If selected as an Eye model, you can rest assured that everyone in the agency has 100% confidence in your success as a professional model. Eye works closely with the models and their families to prepare them for a serious career in the fashion industry. As a new face with Eye Model Management, models can expect a one on one personal relationship with the owners of Eye that includes career preparation, image development, and photo shoots at Eye's full service photography studio. With a vintage high fashion wardrobe collection and the expertise of the staff, Eye is able to build competitive portfolios that get the attention the that models need to secure contracts in high fashion markets. Although Eye does work extensively in each model's development, it is important to recognize, Eye is not a school, listing service, or booking agency. Because we only offer contracts to models in whom we have full confidence, we offer our development services as a courtesy to Eye Models only. Eye has discovered such rising stars as Amber Milam, Joseph Culp, Ashley Hanks, Parker Bose, Akii Lanier and Monika McCarrick

Be Prepared
The first step in figuring out what to wear to your interview is to do some research!
Find out what industry the firm is part of, talk to other people who have worked there if possible, even creep outside their office checking out what current employees are wearing if you want!
If you’re interviewing in the fashion industry, get to know the style of the company you’ll be working for. If it’s a designer, know their line and what it represents. If it’s a PR agency, know their clients and their styles, etc. This will help you with your own wardrobe choices.
Also, this sounds obvious but can sometimes get overlooked: take note if they specify a certain dress code on their website, in an email to you or in the job listing! (For some help in decoding what "business casual" and other terms mean, check out my article on
business dress code basics.)
If they don’t specify what dress code you’re supposed to wear, assume that they want
professional business dress, and go as conservative as you can with your wardrobe. It’s always better to be over dressed than under dressed!

Product Information: Bag by Lamarthe courtesy of Bag Borrow or Steal, Chiffon Blouse by Topshop (£38), Pencil Skirt by Wet Seal ($25.50), Bracelet by Betsey Johnson ($40), Mary Jane Pumps by Marc Jacobs
When you’re interviewing for a job in the fashion industry, or a fashion internship, you need to take your wardrobe even more seriously than someone interviewing to work in the regular old corporate world! If you’re going to be working with clothes, you need to show the people hiring you that you know how to dress well!
If your interview is with a fashion house, know their style aesthetic and attempt to show them that you fit with their brand. Don’t wear their label head to toe, but take note of what the designer’s style is and attempt to show them that you understand it.
If you’re interviewing with a fashion magazine, you should go trendier than normal to show that you understand current fashion. Don’t be over-the-top though: you still need to look professional. Even though it might be a dream job, it’s still a job! Remember that when you’re getting dressed for it.

The Pakistani Fashion Industry

Musharrafs government has been hailed as a progressive government, which has allowed the freedom of expression to the performing arts and a greater exposure to the fashion industry in almost every sense (pun intended!!!). The fashion industry claims to have progressed in leap and bounds after the unfortunate bahawulpur air crash of a particular army dictator. As one of Pakistan’s most controversial critic puts it the contemporary Pakistani fashion scenario comprises of men who talk like women and women who talk like men and walk like they’re in Paris, wearing clothes which reflect the lack of human evolution. Its time we paid some attention to how this industry has evolved over the past decade and where it is headed in the future or rather herded into the future by the chosen few.
The arrival of democracy or what we call the Pakistani version of it in the late 80’s heralded the dawn of a new era in the Pakistani fashion scene. Suddenly a bevy of female designers sprang up, who because of their lack of skill and know how of any other technical or business skills had no choice but to upgrade the status of a tailor to a designer. It’s interesting the way these upper class female socialites selected fashion designing as their newfound love and in some cases their only love (who cares about family!!!). It’s suggested that most of this new class of designers chose fashion because the other activity to make them appear busy i.e. social work had proven too hectic and demanding for their fragile souls. This was supplemented by the publication of new fashion magazines which worked hard to create a niche for themselves. Similarly a whole new generation of Models both male and female came up. This arrival of new faces in the modeling scene has not stopped since then. It seems it is proportional to the divorce rate and as the number of single parent children or broken homes increases the number of models would keep on increasing.

The initial take off was very slow but during the second government of Benazir Bhutto there was a sudden boom in the fashion industry. State Patronage and support helped the industry make people realize that it was here to stay. People like Rana Sheikh who was MD of PTV at that time promoted the cause of the fashion industry and in the process her daughter as a budding model as well to a great extent (the intentions might not always be true to the cause!!!). All this industry needed was to make a grand entrance on the national scene and the 1996 World Cup provided that chance. Numerous fashion shows along with a Basant Festival were held. The silent but definite transformation of basant as a festival for the common masses and the frustrated youth to an extravaganza for the elite had begun. The result of this metamorphosis is that these days there is a ban on kite flying which was the original attraction of the basant festival for the poor and young on one hand while on the other hand there is no limit and control on the number of Mujraas ooops!!! Culture and variety shows along with balls and dance parties one can hold on roof tops and lawns. Certainly a stark contrast to the Lahore of yesteryears. It’s ironic that the same important people who in public forums would go on and on about the plight of red light area have no objection on dance performances on stage which are on their way to bordering on vulgarity, when they attend these special shows sponsored by Multinationals and government supervised organizations like PHA and PTV
Moving back to the fashion industry; one of the major advantages it was able to gain for itself in the mid nineties was somehow convince the foreign office and the Export Promotion Bureau that it could prove vital in the future increase in Pakistani exports. The result is that the chosen few of the fashion industry loiter all around the world on state expense exhibiting their fashion collections on themes like the Indus civilizations and area it has passed through. I can’t help comment that the only river flowing in this whole fiasco is the government fund flowing into the bank accounts of these selected few. With the pretext of rich culture being used as a propaganda tool by emerging nations, these over night opportunists have suddenly become fashion icons of Pakistan and like to be known as our cultural ambassadors. A recent example of the ludicrousness and the misrepresentation of the Pakistani culture by foreign office endeavors was the show organized at the Royal Albert Victor Hall in England during Musharraf’s visit. One of the items shown during the supposed representation of the Pakistan culture was a Kathhak dance performance by a renowned classical dance exponent. Anyone with even a vague idea of Pakistani culture would know that it’s hardly part of the Pakistani culture. It is practiced and performed by a very tiny minority, which constitutes a very specific stratum of the Pakistani society. We could count on our fingers the number of actual classical dancers in Pakistan. So the idea to present a classical dance at each and every function organized to show the culture of Pakistan is an absurd one. It can be compared to the get together and event picture’s section in weekly magazines and publications to show the rich and supposedly famous making merry and drinking to their full, which somehow gives the same impression that this particular practice happens all over the society.

What a pity. If only one could explain to the EPB that the only hope of increasing exports in this sector is by promoting the unstitched cloth and the leather goods market. No one is going to import bridal wear and haute couture collections from Pakistan. But all we see is Pakistani embassies all over the world hosting shows exhibiting ridiculous collections designed by a selected few. Similarly there has been tendency by this closed circle dominating the fashion scene of hogging the lime light and not letting the new generation come up and take their place. They seem to be so insecure of the new lot graduating from a host of new fashion schools which have sprung up all over Pakistan. I guess they have a right to do that. Unlike the older crop this new generation at least has some training and professional know how of what they are doing which would make the older generation obsolete in a sense as if they weren’t obsolete already. Its not just these few designers and stylists who have monopolized the industry but there is a number of models as well who refuse to retire and are intent on exhibiting the fifty but nifty collections before they bid us adieu. Even beauty soap seems to have fallen into their trap and refuse to believe that the beauty they reflect is more in the lights and denting and painting tools which are used before a fashion shoot. I bet one could have a nice Halloween party without even the need for costumes and makeup if we were to call this collection of models without the tons of makeup that is painted on them. One view of that party and no one would ever dare go attend any fashion show after that. Last but not the least are the multi nationals. The patronizing of the industry by some multinationals has been a trememednous boon as well. It has infused money into a market which is considered a luxury by the common man and artificially created a demand for fashion goods hardly worth anything in quality and creativity. Extravaganzas like the LUX style award make a mockery out of our society. No one has bothered to tell these people that by arranging for limousines, setting up paid onlookers and autograph seekers, throwing a red carpet and arranging for a lavish set design does not raise the quality of the work that has been done in the arena. Aping the west and faking sophistication and class does not compensate for the lack of hard work and creativity being put in the domestic fashion as well as performing arts scenario. The sight of people receiving awards for having done absolutely nothing except a blind pursuit of money is disgusting. Apart from the exception of categories concerning the music industry and a few other non fashion linked fields, nominations for all the other categories were based on nepotism and bias. It’s just like having a category for building the best automobile in Pakistan. Since nobody has even tried constructing one, we would end up giving the award to a rickshaw mechanic. First we need to accomplish something then give awards for that. No need to laude our achievers until they have achieved something. Charging hefty amounts to people in need of a status symbol for bridal dresses which are made by “karegars” and supposedly designed by the fashion divas is hardly any accomplishment. Mere corporate and state backing does not suggest that there has been real progress in this field and it is destined for something great. In hindsight I would like to opine that lets not all the pizzazz and glamour of the fashion industry blind us to the fact that we are going nowhere in this arena at the moment.

2nd International Fashion Festival Awards 15th – 18th March 2006 Pearl Continental Hotel - Lahore, Pakistan
We at Kamber Entertainment Group L.L.C. are proud to inform you that, we are organizing our annual International Fashion Festival. We would like to get Lahore on the map of the fashion world and get it recognized with the Glamour and Fashion industry creating a platform for all the known Brands displaying their latest collections.International Fashion Festival would provide a foundation for all the prominent as well as new up-coming fashion designers to display their latest vibrant and exotic creations. The show will comprise of 20 International Fashion Designers to push the boundaries of glamour with bold shades, cheerful contrast and spirited colors.
Our background in commercial event and project management on an international scale equips us with the perfect set of skills to clearly determine our event objectives, planned to perfection and executed with precision, on time and in budget.Each event organized by Kamber Entertainment Group is truly unique. We invest time, enthusiasm, care and skill to deliver an event that is beyond your wildest dreams! We use our expertise and industry knowledge to create innovative, stylish and effective entertaining that fully meets client requirements. At Kamber Entertainment Group, we use creative flair, meticulous planning and 100% attention to create a perfect, polished event with sky-high standards, ensuring that you get the highest quality and best value.
International Fashion Festival Package
We have selected the Pearl Continental Hotel, Lahore for the International Fashion Festival. This is the one of the Five Star Properties in Lahore.The venue consists of space available for exhibitors where each fashion designers will be given a stand to display their collections, starting everyday from 11:00 am to 10:00 pm. Apart from the exhibition stands, the designers will be given an opportunity to showcase their collections in the form of fashion shows, Which will commence every evening at 7.30 pm. Kamber Entertainment Group will invite all the top boutique representatives and the top business delegates from around Lahore for trade purposes. This event will be covered on international TV channels. We will invite all the leading Fashion Magazine editors to cover it. There will be a wide coverage by media in order to make this gala event a grand success.
We have invited designers across the globe from Lebanon, Egypt, Cyprus, Pakistan, India, South Africa, U.A.E, Turkey, Bangkok, Greece and more . .The exhibition stands will give the designers an opportunity to retail their latest collections to general public

Fashion in general is defined as an expression of the times. This broad interpretation fits well with the modern consumer society in which many aspects of the people's lifestyles are vehicles for reflecting social status and success. Fashion Trends provide an insight to the style and colour direction that the fashion product will take in their final form.
Globalization has affected the fashion industry in many ways, including Manufacturing, outsourcing and the spread of international fashion brands and the effects of e-commerce which have brought the boutique into the living rooms of the consumer giving them more choices than before and hence forcing the designer to make focused collections of what the consumers want at particular times of the year.
This has sped up the whole process and broken up the concept of two seasonal collections to sub seasonal collections to attract the consumers. Globalization is also equally evident in the design elements as it is obvious that we are heading towards one culture.
Where designers take inspiration from different & diverse sources. Where on the one hand the sixties look is being revived for the winter and we see with crisp clean shapes and futuristic details. A-line shift dresses with Pico inspired choker necklines and square coats in bright colours.
And the oriental influence on the other hand with designers like Galliano, and Armani queuing into China to get a piece of the Chinese pie. All this gives the consumers the perfect opportunity to develop their own individual designer style.
This also brings to light the democratization of fashion where ultra exclusive brands like Prada & Gucci have grown to mass market acceptance. This is increasingly common as consumers mix different brands from different market levels to achieve an individual and affordable look that includes an element of luxury. Big names like Armani have their ready to wear cheaper lines to cater to the mass market. Also labels such as Gap and Diesel subscribe to this category where exclusivity meets mass market.
Fashion is an industry covering all walks of life. In the era of modern times, there has been rapid growth and change in the fashion industry. Fashion encompasses the continually changing habit not only in the clothes, shoes and sunglasses but also in jewelry and gift items. The fashion industry has been taking too many things into fashion now days apart from men and women cloth, sunglasses, gift items and jewelry. Men and women, young and old are going crazy about their outfits and they want to look smart and up-to-date. Youth have gone crazy about their outfits and style at different occasions of life even they pay much priority to their clothes, sunglasses, living styles. Modern fashion industry deals with
Indian fashion industry becomes global
As more and more fashion designers recognised the potential of the country to provide ample ground for their creations, they went on a designing spree and brought about a renaissance of sorts in the Indian fashion industry..
THE INDIAN fashion industry has certainly come off age since the days when all that it could muster were the names of a few known designers like Rohit Bal, JJ Valaya, and Ritu Beri in the circuit. The present fashion circuit is laden with several talented designers who are well known for their expertise in their respective domains, not only in the national arena, but in the international podium as well. So, what really influenced the growth of the Indian fashion industry to such a phenomenal degree? The answer is not very difficult to unravel.

India is one of the oldest civilisations in the world, presenting itself as the converging point for a large number of cultural groups professing varied customs and traditions. Respective customs and traditions bind each of these groups to adopt their own way of dressing, thereby inspiring budding fashion designers to experiment with a huge plethora of options. What is noteworthy in this context is the fact that no matter how large the array of options there are for the designers, their final designs always portray an element of ethnicity that acts as a major crowd puller in the markets. As more and more fashion designers recognised the potential of the country to provide ample ground for their creations, they went on a designing spree and brought about a renaissance of sorts in the fashion industry. The generally adopted way of dressing up in the traditional clothing gave way to the adoption of a new cosmopolitan way of dressing that was highly fashionable and was the right cliché to woo the GenNext.

Very soon, magnified by the large-scale appeal of these contemporary creations among the trend aware population, which comprised of more than the up-scale urban crowd, a new wave of promotional campaign was ushered in. Tasting initial success with their abstract creations, designers sought to take the couture culture to the next level through road shows and fashion shows in major parts of the country. The gimmick, of course, worked perfectly as expected and made the designers pretty well known faces, owing to the media exposure of the events.

India Fashion Industry : At India's independence, industrialization in India was viewed as the engine of growth for the rest of the economy and the supplier of jobs to reduce poverty. By the early 1990s, substantial progress had been made, but industrial growth had failed to live up to expectations. Industrial production increased an average of 6.1 percent in the 1950s, 5.3 percent in the 1960s, and 4.2 percent in the 1970s. The emphasis on large-scale, capital-intensive industries created far fewer jobs than the estimated 10 million annual entrants into the labor force required. Hence unemployment and underemployment remained growing problems in India. In the 1980s, however, industrial production in India rose at an average rate of 6.6 percent. The Indian Government played an important role in industry since independence. In the 1980s and early 1990s, India began increasingly to remove some of the controls on industry. Nevertheless, in the mid-1990s, there were state monopolies for most energy and communications production and services, and the state dominated the steel, nonferrous metal, machine tool, shipbuilding, chemical, fertilizer, paper, and coal industries.
In FY 1992, public enterprises had a turnover of Rs1.7 trillion (see table 24, Appendix). Well over 50 percent of this total was accounted for by ten enterprises, the most important of which were the oil, steel, and coal companies. Public enterprises in aggregate made a net profit after tax of 2.4 percent on capital in FY 1992, but the three oil companies earned 95 percent of these net profits. In fact, 106 of the 233 public companies sustained losses. Some analysts believed that the inefficiency of the public sector in Indian industry was concealed by passing on to consumers the high costs of monopoly products.

As the fashion industry is growing rapidly, there is need for government to encourage it by opening more fashion institutes having research and development facilities, with fashion houses and retail enterprises providing the organisational structure and leadership, says a study. It said Indian fashion design industry is expected to grow much faster than projected (Rs 500 crore), and likely to touch Rs 750 crore by 2012 from the current level of Rs 270 crore, as Indian companies are investing heavily in this sector.Besides, the consumer, with greater exposure to western media, is moving towards designerwear, which is readily available at shopping malls, said the study by the Associated Chambers of Commerce and Industry (ASSOCHAM). The study found that the Indian fashion industry accounts for barely 0.2 per cent of the international industry’s net worth. Currently, the global designerwear market is worth about Rs 162,900 crore and growing at 9.5 per cent annually. The study said excluding western wear, the per capita per annum spend on designerwear is Rs 48,627 for men and Rs 56,271 for women. It said about 60 per cent of men shoppers and 72 per cent of women shoppers prefer designerwear in department stores. Comparatively, 46 per cent of men and 38 per cent women vouch for exclusive brand showrooms. The youngsters are among the top spenders on fashionwear as also women in the 41-50 years age group, the study found. The northern and western regions of India account for the highest shopping of designer apparel. The Indian apparel market was worth Rs 111,000 crore in March 2007 and could touch Rs 130,000 crore by 2008. The growth of the branded apparel industry in the interim has been a massive Rs 30, 000 crore in 2006-07, the study said.The Indian fashion industry is also at an advantage over other countries as far as its growth prospects are concerned. India is the third-largest cotton producing country in the world and also possesses an abundance of talented designers. The Indian designerwear industry at present comprises a small number of designers who, though having their own outlets, do not have resources to grow in size and reach economies of scale, the study said.Even established designers in India are unable to tap finances from organised sources easily, since a significant portion of their assets are brands and design talent, which are intangibles and, therefore, difficult to value and attach as collaterals. This has severely inhibited their growth and ability to increase retail presence across the country and abroad. Similarly, there are no organised ways of establishing presence in the fashion capitals of the world like Paris, Milan and New York. As a result, designers have to rely on their personal contacts and relationships for organising fashion shows and creating retail alliances, the study said.

Hi, my name is Clemson (Clem) Barry and I have clients in the fashion industry. Fashionable attire, accessories, and beauty products are lucrative and rapidly-growing industries. They attract a lot of middle- and high-income individuals and they seem to have the right fit with an "entertainment accounting" firm like Barry's Accounting Services. I grew up in a family of seamstresses. My mother and two of my aunts were seamstresses and, back in those days, those three sisters were on the cutting edge of fashion — they were "hot," so I have an eye for fashion and good fabric. I have a young niece in college who is hot on the fashion trail. My firm sponsored her in 2007 and she has won a trophy.
I have plans to start a cosmetic line with my firm's signature logo on the bottles/boxes. The line will be represented by top-notch talents, but I will retain control of the quality, image, and distribution of the brand. The body cream and perfume will be made from the finest concentrated ingredients and they will be affordable to everybody even when they are sold in trendy, upscale stores. The SPF-30 moisturizer will adjust to match any skin tone and the fragrance from the perfume will remain on your clothing after they are washed.
Fashion is about what's new and what's next. Fashion designers are selected for their creativity, technical skills, and their ability to improvise (with an eye for details). The presentation must fit the vision the designer has promised and the fabric must not have too much bounce or be too stiff. Creativity and skills must be well-executed and the outfit must look elegant, inspiring, and memorable. Designers must manage the nit-picking details before the model dresses for showtime — finished details such as fit, buttons, button holes, zippers, pockets, hemlines, collars, sleeves, etc. If a designer is not accustomed to dressing a model, s/he should hire someone who knows how to dress the model for that special occasion. Fashion models are chosen for their talent and appearance. In addition, they must demonstrate a positive attitude, high energy, and confidence. They have to look elegant and they have to command attention when they strut the catwalk/red carpet.
Income:Personal lines/collections, new designers' collections, consultation services, and residuals.
Tax deductions/tax breaks/tax write-offs:Fabric, pattern/sample, thread, needles & pins, rent (boutique/ warehouse/ showroom/ office-in-home), buttons, zippers, scissors, tape-line (tape measure), thimble, stationery and postage, electricity, window display, sewing machines, machine maintenance, cutting tables, iron, chairs, clothing cabinet, travel, tolls, gas, meals, hotel/lodging, advertising, gifts, security, depreciation, amortization, credit card fees, Internet access, membership dues and subscriptions, telephone, secretarial fees, fashion model/agency fees, accounting fees, legal fees, insurance, payroll and payroll taxes, sales tax, administrative salaries, trade shows, yarn and textile shows, vintage shows and online research of different eras, racks, shelves, counter, cash registers, hangers, mannequins, street fairs, sales commissions paid or returned, sanitation, delivery, shipping/freight, customs duties, defects, etc.
E-mail received:
Question"I am planning to graduate from F.I.T. next year. Getting my clothing sold in trendy stores will be a dream come true. What financial resource(s) would you suggest that I tap into to start my clothing line?" - Lisa, Queens, NY
AnswerIt is tough for anyone to get adequate bank financing for a new business if there is insufficient collateral to support the loan. Some entrepreneurs have overcome that obstacle by borrowing from their savings, pension, credit cards, and home equity. Others have sold their most cherished possessions to finance the venture. Some have formed partnerships with people in their industry who have the cash while others have sold part of the business to venture capitalists.
Question"I am a designer. I do not want to be bogged down with actively selling my collections to stores. Any suggestions?" - Raymond J., Manhattan
AnswerThere are well-known designers who will act as middlemen for new designer labels that the big retailers would not automatically consider. They absorb the risks that the big retailers do not want to inherit from virtually unknown brands. They open the market for smaller designers by collecting their best creations and selling them to larger retailers. They help increase the value of the brands by establishing exclusivity for the brands. This is a good synergy for everybody.
Question"I would like to increase my chances of obtaining corporate sponsorships. I have tried and failed many times. I would appreciate any suggestions you can give me." - Janice, CA
AnswerCompanies will review a sponsorship request to see if the event meets their guidelines and competitive spirit. You must be prepared to answer questions, such as:
What is the event?
Who are the other participants?
Have you participated in a similar event recently and what did you achieve?
Did your participation increase the sales/revenue of your former sponsor? If so, by what percentage?
When and where will the event be held?
What form and level of support are you seeking from the sponsor?
Who is your target market/audience and do you have a strong support/fan base?
What are the significant benefits that you propose to return to the sponsor?
Question"I and several other students at Brown University are considering starting a fashion social enterprise. We are curious as to what typical valuation methods are used in the fashion industry. Do you have any words of wisdom for fashion startups?" - D. Gurevich
AnswerUse the Book Value to calculate the market value of a target company in the industry, then use the Industry Multiplier to calculate a second market value. Both values will give you a realistic idea of the maximum value of the business. The answer to your other question is passion for the industry, enlist the services of a good coach/mentor, research, attend trade shows, follow a communication strategy that will build you brand equity, and maintain your competitive advantage as your demographics change.
"Your mentor program is great. I moved to Miami and purchased the business of my dream nine months later. I am planning to open another store in the fall, just like you had predicted; and I am counting on his support." - Angelina Cruz, Retailer, Miami, Florida
"I opened my second store to accommodate upscale shoppers and my collections are flying off the racks. I am ready to franchise my brand and I have plans to take the business public. Thanks for believing in me and thanks for being there for me." - Angelina Cruz, Retailer, Miami, Florida

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