HOW TO GROW YOUR BRAND " A STRATEGIC APPROACH TO MAKE YOUR BRAND WORK FOR YOU " BY MIKE KAGEE

HOW TO GROW 
YOUR BRAND
A STRATEGIC APPROACH
TO MAKE YOUR BRAND
WORK FOR YOU
BY MIKE KAGEE

DO NOT UNDERESTIMATE THE OPINION
OF A REPUTABLE FASHION STYLIST TO
HELP YOU PUT A COLLECTION TOGETHER
BEFORE THE BIG LAUNCH! 

   MAKE YOUR FASHION LABEL
   WORK FOR YOU!
   
   THE IMPORTANCE OF CREATIVITY 
   IN BUSINESS 
   AND THE FASHION WORLD

  MIKE KAGEE FOR WORLD FASHION TRENDS

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  STYLEDIARY1 

   My many years of being in the fashion
    business and my gut feeling and also my
    business instinct both in creative direction
    and running retail outlets for decades relying
    solely on strong brands.
    The fashion industry is driven by design and
    creating beautiful products is an important
    component of fashion.
    When we think of design we tend think of the 
    creative but it is critical to always get market
    feedback according to successful fashion
    powerhouses.
    Everything that we create produces both a 
    negative and positive reaction and most
    successful businesses look timelessly for 
    these signals, embrace the genuine meaning
    then react.

     EMBRACE YOUR SALES DATA
     Have access to your sales data.
     Read the reports generated by your stores
     and ask your stockists for sales summaries
     
     IMPORTANT METRICS TO FOCUS ON
     Unit sales, total volume,sell through and
     gross margin, net average price and returns
     Sell through is a function of the success of
     of a product.

     FASHION IS NOT A DESK JOB
     Get out there and see the state of the fashion
     world yourself. While company executives
     and your creative management team will
     give you good intelligence the fashion
     consultants on the floor who work on the
     front line will also be valuable on how your
     product performs on the shop-floor.

     Most tragic failures occurs when a designer
     or buyer creates a beautiful product that's

     poorly executed in terms of fit and quality

       
           Your base is to create a staple product
           in your collection which will form the
           foundation of the overall product 
           assortment and a more predictable
           and salable collection!
           
      

           In the middle are the products that can
           adapt and be refreshed each season with
           new colours and fabrics or prints
           but the basic silhouettes remain the same
           
           AT THE TOP OF YOUR COLLECTION
           At the top of your collection are purely
           seasonal elements that bring new energy
           to the collection.
           Show-pieces to be used in fashion 
           editorials and ad campaigns.

            LASTLY
            Use reputable fashion-stylists smartly
            to help put your collection together!
            To do underestimate the importance of
            this excersise as it will give you a good
            idea whether your collection works
            or not?

            Editor Mike Kagee