Last week we talked about the basics you need to have and know before opening a fashion brand. Now, let’s discuss the business model, in other words, how your company is going to be commercially viable. A great tool to help structure it is the Business Model Canvas, “a strategic management and entrepreneurial tool…
Dear Miuccia, I would like to start this letter by saying that you are one of the reasons I have a career in fashion. I was a teenager back in the 1990s, when a new world was revealed through the pages of Vogue – and Prada was one the central characters. That vintage-quirky-intellectual look…
Today we start a series of posts about the step by step to create a fashion brand. From the business model to marketing strategy, business planning to sales channels and funding, everything you must know before placing your first fabric order will be here! So, you have decided to create a brand. It may be…
I still remember the news about Tom Ford leaving Gucci, in 2003. It was the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. It was a big shock because, to me, Gucci was Tom Ford and vice-versa. Over a decade later, this musical chair…
This post was inspired by a video on the extinct Style.com where Tim Blanks revives the boom of Tom Ford at Gucci, in the second half of 1990s, and also by an image from the Fall 1996 campaign I found organizing my collection of old Vogues (here, on Instagram). Georgina Greenville in a long white…
Sensory experiences in retail are not new. Lighting, ambiance, aromas and music that help build up the brand universe are practices that have already become standard and there are good examples out there. One of the first lectures I had in the MA course was specifically about sensory experience with sounds – and I’m not…