This is so cool! Cant wait for the next batch!
Shows like lifetimes Project Runway and Bravos, Launch My Line give television viewers an insight of what goes into making the clothes that we put on our back everyday but what are shown on these T.V. shows is only the tip of the ice berg as far as what import aspects go into producing and creating a successful launch.
When new designers or even established designers launch a new line it takes more than just good designs. According to the small business administration, 49% of new business will not remain open after five years. There are many dimensions of research that are involved in creating a successful launch including, choosing the proper name, selecting a demographic, and receiving funding to ensure that a clothing line is in the 51% of business that survive the first five years.
Before press can be alerted manufactures can be called, one of the most important aspects of launching ones own line is creating a name for the line according to the book Fashion Unveiled: How to Start, Run and Manage an Independent Fashion Line. The name chosen for the line will aid in creating the overall brand personality one of the most important factors in creating a memorable product. The name should be an extension of the designer himself so choosing a name takes time and thought. Designer Benjamin Jay, who launched his first line earlier this year chose the name,” Something Rebellious”. The designer chose this not only because these two words described the look of his luxury Peruvian cotton t-shirt designs but also because the name described himself and the overall feeling of his line.
Once the line name has contributed to the overall feeling of the line that one wants to create one still needs to discover the trends that will sell next season. Trend forecasting is the job of researching and then predicating what styles, fads and influences will be accepted in the future. According to Vladimir Pashkevich Ph.D of marketing at Marymount Manhattan College, “finding the trends is one of the most important jobs of creating a successful line. “ The ways these trends are found are by physically going into the community and observing consumers looking for, what Pashkevich called seeds of new trends in unconventional society.
Creating buzz for the new line is something that must be done to be successful. Creating a website for the line is important to give customers a chance to learn about ones clothes and what a stand for as a company. Another way to create buzz is to use aspects of new media to reach the desired demographic. This can be done through many different websites. The luxury brand Burberry has used new media to insure people’s awareness of the company by having their own accounts on websites such as Faceook that have 1,081,838 followers and on Youtube that has 1634 subscribers. Buzz through websites like this can more powerful than expensive advertising according to Nancy Rabolt co-author of Consumer Behavior in Fashion.
Even if one has come up with the perfect name that embodies the personality of the brand, done all the research that can be done on upcoming trends and created buzz using free websites such as facebook and youtube if there are no funds a successful launch is a long shot.
Without funds it is difficult for the buisness to a success as Nancy Rabolt stated, “Overall the line has to be profitable. If it isn’t you are out of buisness.”
The 70’s had everything, sex, drugs and great fashion. At the Tribeca Film Festival on Friday director Whitney Smith wearing a grey pinstripe suit, and grey wingtips premiered to the world everything that the 70’s had in his new film, Ultrasuede: In Search of Halston.
The documentary style film follows Whitney in a seventies retro FireBird as he travels in search of the truth through interviews and archives about the man, Halston. A designer who redefined not only what American fashion was, what world fashion would become, but also a man whose end is as dark as New York in the 70’s.
Whitney Smith first interview that he does in the film is with Halston’s closet friend and confidant, Liza Minnelli. Sitting in the apartment that Halston designed for the performer himself, she tells stories of the iconic designer not only as, “A great American who changed fashion,” but as a man she says was like an older brother. Liza feeling as if Halston was an older brother to her it is no wonder she tells director Whitney Smith to ignore all the gossip surround Halston.
Director Whiteny Smith does an excellent job of not digging too deep into the gossip but he does explore the darker side of New York during the 1970’s by way of studio 54 of which fashion designer was a regular. One of the interesting things that Smith does is he not only describes the happenings of studio 54 and the life of excess that some in the 1970’s were able to experience but takes a look at why this care free lifestyle was a result of the social surroundings of the time.
Ultrasuede: In search of Halston is a great film if one is looking to learn more about the man whom the 70’s belonged too, but also if one is looking to learn more about the 1970’s and how it shaped our world today. This is a true story about New York, as Director Whitney Smith said, “I can think of no better place to premiere this film except New York City.”
1: bottega veneta fall 2010 boots: they come in brown too, YES.
Today on Giltman there is an abundance of finds thats are happening. McQueen Alexander McQueen, Esquivel, Threadless, Graphic Design, Monarchy….and more. Check it out.