The glitz, the glam, paparazzi flashes and posts on Instagram…
When you do fashion right, the attention is yours for the taking. Today, we see the ever-growing influence of fashion in various landscapes in our industries. For instance, we see Kanye dropping bangers, who’s got everyone flexing on some Crocs. Soccer? Lionel Messi is out here posing three new stripes with Bad Bunny. Just look around you. The colors we wear and the emblem stitched onto our threads represent who we are and our personalities.
Fashion runs our world. If you’re an aspiring fashion business owner, you’re in the right place. Let’s learn how fashion businesses actually work.
Design
It all begins with a designer’s imagination. Think of this process as a blend between a mad scientist’s laboratory and a color explosion in an artist’s studio. Designers can sketch out wild ideas, combine unlikely colors, and even stare dramatically at fabric swatches for an hour. The designers provide the blueprint before the piece is given life. The designers will dream up hundreds of concepts, some of which work and others that belong in an alien film. The process narrows down to the perfect pieces after rigorous skim-through of mood boards and trend books. Ideation is everything.
Production
Next up, we have the production.
Once the designs are ready, it’s time for a material scavenger hunt. The relevant personnel sources materials such as fabrics, buttons, zippers, and sometimes eco-friendly pixie dust to ensure their pieces look incredible. This often means calling up suppliers from around the globe, such as Italy for fine leather, Japan for high-tech fabrics, and India for intricate embroidery. Each material is chosen with precision. Designers and product managers team up like detectives on a case, hunting down imperfections while managing costs.
Hitting the Shelves
Once design and production are completed, it is time to spread the word. The marketing team assembles. These social media connoisseurs live to create hype. They will collaborate with influencers, create Instagram reels, and plan photoshoots to make people fall in love with the product. Brands will also craft stories with their collections to resonate with audiences who are, spoiler alert: you.
Retails Rush!
It is time for our trendy little pieces to hit the spotlight!
However, where will they go? Fashion businesses need to make a big decision here. Online stores, department shops, pop-up stores, or local boutiques? This is where sales teams shine. They use clever data and demographics to sell the product. Whether it’s the shelves of high-end department stores or the grind of the online shop, each garment has its grand debut, hoping to catch the customer’s eye.
Watching Trends
It’s not just Wall Street. The fashion world requires thorough attention to incredibly dynamic trends that can flip overnight. One minute, someone wants neon pink; the next, it’s earthly neutrals. This, right here, is where the fashion game gets its running shoes, making quick pivots to stay on top.
To learn more about the ins and outs of the fashion world, author Iris Sabala presents her riveting book, The Fashion Mavericks Manual: A Guide for Aspiring Executives in Buying and Merchandising. The book delves deep into the fashion business, from buying to merchandising and retail. The author has been a buying and merchandising expert in the fashion game for 25 years. She now wishes to impart what she has learned to upcoming CEOs. Get your copy now.
