How to grow a clothing brand

Vero Alfie is the mark of Veronica Alfie, designer and businesswoman, who carefully thought every step he took with his signature to achieve several objectives; including export to the world and, most recently, move on to play first with its first store in Alcorta Shopping.

Besides being director of his firm, he advises brands and designers, and semiannually dictates the trends seminar Visions. He knows every corner of the category and has a comprehensive and analytical view on the current context for design firms and enterprises. Based on his personal experience and third, giving keys to address the successful fashion business.

How to start. During the 90 Vero began his career in Yagmour and Vitamin when there were so many brands and designers. Those who study design today recommended to start designing for others. "First you have to make collections for other work at least five years in marks. Later yes launched with a brand and a place in Palermo. Just then sell wholesale. And much later start thinking about a store in a shopping mall" He says.(valedictory dresses)

Find your own style. "For me the most important thing is to have a unique style, and you have clear which come in this world to invent something that has not been invented before the other. It is important to be recognized for who you are still covering the label," he says. And she admits it's a difficult time to cross: "Colgás a collection in local and go selling things you did not think they were going to sell." Thus, Alfie says, it is when the designer is trapped in trade. "You have to think if you keep doing your designs or you're going to do only what is sold. In my brand have items that are not sold, and we will continue doing the same on a small scale, to remain Vero Alfie".

Continuity and consistency plan collections. "When a customer comes to your home, especially in a mall, you have to show a collection with coherence. In this business no longer serve two collections a year, you can not hang the same clothes for six months, it takes at least four collections should be within a plan, "he says. He adds that in his experience, the difference between your brand and others is continuity. "All we did business, the continue. There are times when you bajoneás, or vendés less, but we must continue".

More concept and less ego. Alfie is very important that brands think they sell a lifestyle and not to put the ego over the business. Once a concept and identity is decided, the brand can create the universe chord, even collaborations with other firms. "Having a limited capsule, made in partnership with another designer, or another brand, puts you in a much more of a leader if you do not do collection And this is not seen in the design of the author. It is very inward, not to look so much what people want, or see what's happening in the world. This is not a lack of business vision, but open, "he says. asa of the few designers who in his shop has creations of others and respecting the respective brands is defined. So stores outside work and, here, that's very new. "

Where manufacture. He specialized as an intermediary agent between the leading brands in the country and factories Peru, India and even China. Turn to his study for embroidered garments night, fabrics and Pima cotton pieces. If asked by local production and international, says. "You have to give work to the domestic industry, but also you need to have a product made where best suits you in quality and price not I conceive not make the product where I do, if my design is produced in another country, for me still Argentine design. and this gives to discuss it, but the world is handled well. Here the costs of labor rise every day and you have to discard some designs because they have costs that will not be profitable. "(formal wear)

Look to the region. For local brands, he believes it is important to stop wanting to sell in Europe or the United States, and look to the region, where there are very good productive poles. "We are good at making marks, or level of shopping centers, but we are not in production. And we must seize the opportunity to go to Latin America to sell because the Argentine design like a lot, but it is difficult viable at these prices. I hope that Argentina is open to the world, because if we will not be expensive and uncompetitive in price and quality. "

The dream of exporting design. "In these years I lost five clients from outside, did not give prices. I sold in Uruguay, Chile and Bolivia. The same sweater made in Argentina cost first 60, then 70, and then either directly you could not do. With the dollar today we are a little better, but very high prices for the outside. " He explains that in Europe and the United States looking to buy Latin design with local materials, such as vicuna, alpaca or pima; so you have to prioritize the raw materials that we identify to sell something more differentiated. Vero Alfie had a client who gave much international visibility: Anthropologie. But he admits difficulties ". You're going for the sixth installment, and not easy at first you glad that you choose, but the challenge is that you again choose Lately, we work almost at cost to keep the customer.". Perseverance recommended by a selling point when achieved, since many stores have a lot of turnover of brands; when a buyer who knows you another comes and goes, and you have to start back a relationship. Do not get discouraged. "

The biggest step. He worked five years in the project installed in a shopping mall. It ensures that having a local in a mall means "be prepared as a company, have a strong business strategy, not just engage in the collection." That this project is able to perform because it is the result of studying what your audience wants and what are the things that worked you are. Advises: "The more collections did in your story, the better you're going to go on to have a store in a mall you have to have more than 20 collections under your belt, which gives you the experience to this venture Unless.. you're willing to trial and error and risk losing a lot of money. "

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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