2015 has seen unprecedented changes in the fashion industry, from non-stop
shuffling of creative directorships at the luxury houses, to international
brands folding their businesses, to well known figures citing the industry
is too challenging and all-consuming for designers to truly flourish. All
in all it can seem a little daunting for someone on the cusp of launching
their own collection when the opportunities seem much further out of reach
than failure. You may well be asking yourself ‘how will I succeed,’ and
‘how will I manage amongst a sea of competitors.’
Because the truth is, there is no shortage of fashion or clothing available
to consumers. There are so many brands, sub-brands, labels, celebrity
endorsements, and commercially-led fashion, that to find find one’s niche
and develop a brand in an over-crowded marketplace is frightfully
challenging. For every successful brand that launches, several will fail.
There simply isn’t room for everyone in the fashion pool. But unlike other
industries, it is not a case where the most talented will survive. It is
those who are savvy, who find a way to communicate and entice a consumer,
that will be leading the pack of up and coming brands.
While there is no single formula to achieve success, it certainly doesn’t
hurt to follow those who have made it. Look at brands similar to yours and
chart their rise to success: How many years did it take them? How does
their product identify their dna? Are they commercial or niche? How active
are they on social media? How wide are their distribution channels?
With a world of information available online, it is easy to find resources
with just a click of a mouse. Most brands will have a stockist list
available on their website, but there are plenty of online sources that
publish this info. Similarly, charting a brand’s distribution path is not
difficult to come by. Which agencies and showrooms represent them? In which
markets are they wholesaling? Which fashion weeks are they participating
in? Who looks after their public relations? It will take a while for a new
brand to find the right partners – and as we mentioned in our previous
series – this is not an industry where you can do it on your own.
The good news, however, is that fashion will always be open to something
new. Innovators and creatives that can express a unique point of view via
their collections, that have something relevant to say and at the same time
present something desirable, should not struggle to find an audience. There
are so many tools available, from the British Fashion Council to UK Trade
and Investment, to industry bodies that are in place to support new brands,
so don’t hesitate to reach out.
The challenge lies in being able to listen to your own voice, to express
your creativity via fashion, but to allow those with genuine support and
advice to help you grow and develop. Of the millions of voices and
opinions, this is an industry with a colossal ego don’t forget – the key is
to stick to your own ideas, as after all that is what people are buying
into in the first place. Don’t be afraid to be bold, to challenge
convention, and to do things your own way. Fashion loves an outlaw, and the
road to success lies not in following a formula. In fact, the road to
success is paved with failure. It is the wisdom it teaches us whenever
there is a bump on our journey, that will bring us closer to achieving our
goals.
Of all the advice that will be dispensed your way, “be yourself” will prove
to be the most useful. Whether are you a budding designer, stylist or
fashion creative, having a sense of self and knowing who you are is
reflected in creative work, and it is what inevitably makes you stand
out.