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Are you a new or aspiring fashion designer that wants to launch your own line, but a little low on funds? You can still make it happen. Bootstrapping is a term for new business owners who pull together their own start-up capital from their own resources. Most new entrepreneurs do it this way, and here's how you can work with what you have now in order to make your way into the fashion industry.
Tip #1: Throw your own launch party and charge an entry fee.
Announce what you are selling - to everyone! Let all your family, friends, neighbors, co-workers, and ex-boyfriends know that you are venturing off into the entrepreneurial world. More likely than not, they will be very supportive of your endeavors and will want to reach out and help. Throw a party at your house or apartment to celebrate the launch of your new career in fashion and charge $5.00 at the door for each person to get in. Ask your closest friends or family to chip in to provide drinks and hors d'Oeuvres. Turn the music up and celebrate. You're in the fashion industry now! Say 100 people show up - that's $500.00 to pocket for your start-up costs. (Just don't forget to send out thank you notes to all of your guests the following week.)
Tip #2: Take out a percentage of your paycheck from your day job to fund your new business expenses.
Pursuing your dream, but still maintaining your 9 to 5 gig? That's understandable. It's great to have that "guaranteed" salary coming in every two weeks while you get your fashion line established. Just take out a percentage of your paycheck and set it aside in a small business account with your bank for your business expenses, i.e. fabric and sewing supplies. The ROI on the production of your fashion line can be doubled or tripled for each piece that is designed and sold. (A classic case of taking your money and flipping it.)
Tip #3: Do-it-yourself PR.
Okay, so you just finished a 10 piece collection...now what? How are you going to make any sales? There's no way around the fact that in order to sell your merchandise, people need to know about it. You can start your own publicity and marketing campaign by using free and low-cost ways to push your products. There are tons of free press release submission websites, which are always scanned by media professionals looking for a new story to cover. Create your own lookbook with your digital camera, and use an image editing program on your computer to touch up the photos. Be your own model for your lookbook, or even scout out models who are willing to work for free (in model terms, it's called TFP, or time for profit) in exchange for photos to be added to their portfolios. Sign up for your own website and/or blog, and upload the lookbook for your visitors to view. Need street marketing? If you're artistic enough, you can cut out your own flyers or just use index cards to illustrate your own street promo material to hand out to everyone you pass on the street. Last but not least, don't neglect the power of social media marketing. It's all free. Twitter, Facebook, MySpace, YouTube, LinkedIn, Blog Talk Radio, message boards, forums, and so much more. If you resist "new media," you will be left behind.
Tip #4: "A la carte" options from a PR firm.
You may be too busy to do all of that in Tip #3. Maybe you would rather delegate that work to a PR professional, and there are lots of PR firms these days that have foregone the traditional monthly retainer fee and have adapted to a new trend - an "a la carte" service menu. Maybe you can't afford a $2,000 monthly retainer fee on a one year contract just yet. "A la carte" menu options allow you as the designer to pick and choose which services you want and do not want on a month-to-month basis with heavily discounted prices.
Tip #5: Participate in sample sales and trunk shows in your city.
In the frenzy of social media and everything being virtual these days, don't forget to pound the pavement and make your face known. Don't be scared to meet people in person and pick up the phone and make a cold call. Let people see who is behind your brand. On the weekends, participate in local events in your city where you can set up your table or booth to showcase your collection and make direct sales. Sample sales, trunk shows, art walks, and other types of designer's markets are always in a city near you. All you have to do is just look.
It may take a while to see the fruits of your labor (unless you're one of these rare cases of being an overnight sensation), but don't give up. The fashion industry is a hard one to break into. There may be times when you get frustrated and run into obstacle after obstacle. Your will, faith, and determination will inevitably be tested (plenty of times!) but that's just a part of the ride. This is the season of paying your dues and hustling your way to the top. Starting something out of almost nothing is a courageous task that you should applaud yourself for. Focus on your dreams, and always be sure to keep yourself inspired and driven at all times. Take what's yours. Cheers to your success.
Lauren C. Francis is a PR professional from Los Angeles. Please visit my blog (http://www.laurencfrancis.com) for more articles, studies, and industry news.
Dream Cartel is a boutique PR agency specializing in branding emerging designers, stylists, and models in the fashion and entertainment industries. Some of the services we provide include public relations, media campaigns, social media networking, and online marketing. Please visit our website (http://www.dreamcartel.com) for more info.
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