Turning it from a sketch to an item on the rack.
Running an online clothing business is a challenging, but rewarding, endeavor. Planting stakes and starting a brick-and-mortar design business, however, is a different game altogether. How does one come from thinking of designs to selling the actual work?
In an exclusive interview for eHow, Project Runway Season 6 contestant Gordana Gehlhausen tells readers about her personal small-business voyage. Self-taught, this Yugoslavia native owns two boutiques specializing in women's fashion, while she also holds a degree in linguistics.
Instructions
1. Realize that the fashion business is hard work, and that the end result comes down to happy clients who also buy. In Gordana's experience, many people think that fashion is little more than sketches and art, but this isn't the case. "In my past, I have gotten so many compliments on the clothes that I wore, but making people actually buy them is a different story," she states. "You are only as good a designer as long as you have somebody paying you to wear your clothes."
2. Be a self-starter who has the discipline to get work done. Gordana admits that her work follows her constantly, and that there's never any true down time when running a business. However, she loves the freedom of style that entrepreneurship bestows; there's no dress code to follow when you dictate the fashion.
3. When going into brick-and-mortar retail, don't be afraid to start small. "I was ready and had a collection of about 20 pieces. I went to a local shop in Atlanta and asked the owner if she would be willing to carry them in her boutique. I was looking for a place that complimented my style. I did it on consignment and it worked," she states. For a designer to truly flourish, she must be paid what she's worth for her clothing, and people must wear and enjoy her art.
4. Be willing to stretch your comfort zone to make your design dreams a reality. If this means extra schooling to make a good product, attend classes. Cut back on living expenses and luxuries if money is tight until you make a profit. Gordana explains, "I just [knew] that I didn't want to get old and regret not giving myself a chance to do what I really love. Everybody has their own comfort zone, and you have to find what works for you and keeps you sane."
5. Build a product that engages the mind and body; don't fear engagement of the senses. Clothing is a luxury that also happens to be a necessity, and designers who speak to a person's sense of beauty develop fans. She says of offering a well-designed product, "I am a big optimist, and I know from experience that women will go hungry if they have to as long as they look good."
6. Let your biggest fans be your biggest promoters. When money is tight and a line is just starting, word of mouth is some of the best PR available. By giving people excellent customer service, well-crafted clothing and a few perks for loyalty, a fledgling designer can start to build repute among fashion fans.
Tags: comfort zone, money tight, Project Runway, that fashion, your biggest