Tag Archives: Research

The Main Runway for Fashion Industry – Social Media, The New Fashion Icon!

social media and fashion industry

social media and fashion industry

Fashion Week Ready-to-Wear Fall/Winter 2012/2013 Collection.

Social Media has never been as important as this year. Bloggers are now invited to sit on the front rows, not only focusing on early-days streetstyles. They work closely with brands on the marketing side, but are also more and more involved in the creative process. Karl Lagerfeld regulary meets bloggers. Alexandre de Betak, one of the most famous Art Directors, is now contributing to Caroline Daily’s personal blog. A real revolution in the fashion world.

Because the microcosm was pretty reluctant to this “democratization  of fashion through digital, especially of high fashion“.But few trends changed the rules: Social Media is now the most important runway. An everlasting runway, that changes players, shareholders, reputation and creativity.

fashion and social media

fashion and social media

A professionalization of digital fashion influencers

Fashion bloggers aren’t just cool guys with cool cameras anymore. They not only shoot themselves in a mirror. They are designers, freelance consultants, copywriters, sometimes wannabe stars. Female AND male. Or so-called “slashers“:

“For the typical member of Gen Y, as well as the soon-to-be working age Millennials, the typical behaviour patterns of immediate pleasure seeking, multitasking and low boredom thresholds (typically all summed into the phrase ‘instant on’) makes slashing particularly appealing. (…) It is no surprise that greater quantities of people under 30 are choosing to have portfolio careers”.

Quality is enhanced: some bloggers now have their personal photographers. New skills are appearing in blog-posts: art direction, production, work with agencies. Talent managers are now targeting these people, booking them with the right brands.

social media in fashion for fashion

social media in fashion for fashion

When fashionistas meet entrepreneurs

On eBay France, fashion-related items are the most sought and sold. Some investors decided to dive into these new markets, trying to encourage young platforms to rise. Even if the gap can be huge between creatives and techies, it’s now melting:

“What we know unequivocally is that the momentum fashion startups are having–and this phenomenon of fashion, technology and finance coming together–won’t be slowing down in 2012.”

In France, Ben & Fakto has just conciliated fashion needs and post-crisis reality, focusing on “happy fashion” and social marketing, partnering with Babyloan.

What used to be 2 opposite worlds, is now merging. Because digital culture is now directly impacting the way fashion rejuvenates its ideas, finding new roots to some kinds of digital undergrounds. Main famous brands are now on TumblR, a way to propagate their vision of fashion but also to directly plug with new trendsetters. Trendsetters because they MAKE trends (photography etc.).

From inner circle to pervasive fashion

Communication used to be mastered. Authorized journalists were covering the runways. It was an inner-circle of happy fews. Where brands were only challenged by other brands. This time is over.

Traditional Haute Couture brands need to shape new paths. Because the inner-circle is becoming more and more pervasive. The agenda is challenged; there are now so many Fashion Weeks worldwide that there’s too much noise to only count on them. New media like Refinery 29 are dismantling Vogue or other traditional opinion leaders. Bloggers take the lead and do not hesitate anymore to claim when these editorial pipelines go wrong. The last example against ELLE France (accused of racism) has demonstrated that it’s no longer “fashion top journalists” against “the people”; and convinced us that “Eagles” can sometimes be cheap.

When classic catwalks aren’t enough to emerge

Since Louis Vuitton in 2009, the very first luxury brand to broadcast its fashion show live on Facebook, all the other brands have tried to follow the idea that a catwalk needed to be live. That this catwalk should be broadcast, commented, shared, by online communities of influencers. That the most important thing was to generated weak links, “hyphenated marketing“, that could be activated at the best time. We’ve seen in January that it’s not that easy to organize: during the last Gucci live stream catwalk (Men collection), we were only some dozens to live-chat on the related platform. Not much impact compared to Burberry.

Because it requires many skills (Social CRM, digital branding, Social Media Marketing) that cannot be improvized.

The last stats have shown how important fashion e-commerce is:

“Converting the sale online should be the very next focus for fashion sales online,” noted
Cohen, “Getting the consumer to go from browsing to purchasing takes new information beyond just product photos and price. It takes convincing the consumer to push the purchase button.”

A world in which Social Media is not an asset apart. But the core one.

Source: Socialmediatoday.com

1 Comment

Filed under Ad Campaign, Advertising, Android Apps, Applications, Branding, Business, Business Plan, Commercial, Communications Manager, Consumer Psychology, Consumer Psychology, Design, Digital Creative, Digital Marketing, E-Commerce, Fashion, Fashion Designer, Fashion Industry, Fashion Internship, Fashion Jobs, Fashion Journalist, Fashion Marketeer, Fashion Marketing, Fashion Model, Fashion Show, Fashion Themes, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Internet Technology, iPhone Apps, Lookbook, Luxury Brand, M-Commerce, Management, Market Research, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Mass Market, Media Outlet, Merchandising, Methodology, Mobile Applications, Mobile Marketing, Networking, New Product Marketing, Niche Business, Niche Market, Online, Online Marketing, Online Shopping, PR, PR Manager, Presentation, Product Advertising, Public Relations, Publicity, Qualitative Research, Quantitative Research, Research, Sales Representative, Social Marketing, Social Media, Social Media Marketing, Social Network, Streaming, Target Market, Technology, Trends, Viral Campaign

Digital Fashion Week – World’s First Live Streaming Only Fashion Week to be Hosted In Singapore October 2012

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Live streaming of fashion shows has become de rigueur but we’re taking it up a notch with Digital Fashion Week (DFW). As the world’s first live streaming only fashion week, DFW will unify fashion and technology innovation in this groundbreaking advancement.

 

Digital Fashion Week 2012

 

Gone is the era of front row guests at the traditional fashion weeks. This time, we’re going digital. For the first time in fashion history, a fashion week will be live streamed solely online, and consumers can shop their favorite looks off the runway in real time and have them delivered in a matter of weeks – way before they hit the stores.

A high-profile showcase of celebrated designers from every major city, DFW gives designers the ability to reach out to consumers worldwide and global audiences absolute access into the world of fashion.

Labeled by CNN Go as ‘The Next Big Names in Singapore Fashion’, DFW is organized by the creative minds of STORM Creative Events Agency. As the pioneer of fashion show live streaming in Singapore in May 2011, it garnered a record high of 500,000 viewers from 90 countries within a week.

This October will see DFW’s debut edition, Digital Fashion Week Singapore exclusively available for viewing at http://www.digitalfashionweek.com. The twice-yearly event boasts an exciting designer lineup of Singapore’s biggest names presenting their Spring/Summer 2013 collections, with a special appearance by an international guest designer marking the inaugural event in a debut runway show.

Digital Fashion Week

Quote startMr. Keyis Ng, co-founder of Digital Fashion Week states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide.”Quote end

Besides live coverage of DFW front row and backstage buzz, interviews with designers and artistes and fringe events, DFW incorporates new features such as live runway commentaries by key fashion figures, pre-show performances by internationally renowned artistes and a one-stop mobile application to provide users with instant fashion show live streaming, videos, runway photos, designers information and e-commerce shopping – giving the global audiences a dynamic fashion week experience like never before.

Digital Fashion Week consists of three main elements:

Front Row Access:
Live backstage action of hair and makeup.
Live interviews with models, designers, hair and makeup artists.
Live pre-show performances by renowned artistes.
Live runway shows with special appearances by top models . Live runway commentary by key fashion figures.
Live post-show party coverage.

Real-Time Shopping:
Consumers can buy their favorite designs off the runway instantly and have them delivered within a matter of weeks.

Power to Influence:
Consumers will have the unique opportunity to provide the designers with instant feedback. The pre-orders made for every collection will provide designers with insights into market trends.

Mr. Keyis Ng, co-founder of DFW states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide. We aim to harness technology and
creativity to promote home-grown designers in each city to the global audiences by capitalizing on the hype generated from the fashion shows. The buzz created will then be directly converted into sales and sync the fashion communication cycle with its retail cycle.”

In conjunction with Digital Fashion Week Singapore, a virtual B2B platform, DFW Digital Showroom will also be launched. Press, buyers and retailers from all over the world can enjoy
exclusive access to intimate collection presentations by the DFW designers through lookbook
images and pre-recorded videos made available immediately after every fashion show. DFW will be the ultimate digital fashion gateway in connecting designers to the world.

“Singapore has grown to be Asia’s most network-ready country with one of the highest mobile
penetrations in the world. The age of Digital Fashion is here; it is the perfect timing for the fashion
industry to embrace the future of technology, first-hand in Singapore.” co-founder of DFW, Ms.Charina Widjaja said.

Besides its official launch as a twice-yearly event in Singapore, DFW will also proceed to other major cities around the world.

Show schedule, designer and performance lineup, additional updates will be announced in August 2012.

Frontrow DFW Digital Fashion Week Singapore 2012

Frontrow DFW Digital Fashion Week Singapore 2012

About Digital Fashion Week Private Limited
Digital Fashion Week Pte Ltd was founded in 2012 by the creative minds behind STORM Creative Events Agency. STORM is widely recognized for pushing boundaries by combining technology with lifestyle and was named by ELLE Singapore as ‘The Name to Watch’ within the first year of its launch. STORM has also been featured several times in leading publications namely Marketing Magazine UK, CIO Asia, Springwise.com, TrendHunter.com, The Straits Times, The New Paper, Lian He Zao Bao and many more. The team at STORM has worked with many established fashion houses ranging from high-end designer labels to mass market brands.

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Original Source: PRWeb.com

Leave a comment

Filed under Ad Campaign, Advertising, Agency, Android Apps, Applications, Branding, Business, Business Plan, Case Study, Celebrity, Commercial, Communications Manager, Consumer Psychology, Consumer Psychology, Design, Digital Creative, Digital Fashion Week, Digital Marketing, E-Commerce, Fashion, Fashion Designer, Fashion Exhibition, Fashion Industry, Fashion Internship, Fashion Jobs, Fashion Journalist, Fashion Marketeer, Fashion Marketing, Fashion Mercendising, Fashion Model, Fashion Photographer, Fashion Retailer, Fashion Show, Fashion Stylist, Fashion Themes, Fashion Trade Show, Fashion Week, Flash, Haute Couture, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Internet Technology, Invitation, iPhone Apps, Lookbook, Luxury Brand, M-Commerce, Make-Up Artist, Management, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Media Outlet, Merchandising, Mobile Applications, Mobile Marketing, Networking, New Product Marketing, Niche Business, Niche Market, Online Marketing, Online Product Marketing, Photo Shoot, Photographer, PR, PR Manager, Presentation, Producer, Product Advertising, Promotion, Public Relations, Publicity, Sales Representative, Social Marketing, Social Media Marketing, Sponsor, Sponsorship, Streaming, Target Market, Technical Designer, Technology, Trends, Video, Viral, Viral Campaign, Viral Video, Web Marketing, Website

Creating a Green Fashion Label

When consumers shop for groceries, they tend to review the nutrition label and ingredients list on the food package to obtain dietary information. This food label system helps people make an informed decision and lead healthier lifestyles. Shouldn’t consumers have resources for making similar choices when shopping for apparel products? According to the Textile Fiber Products Identification Act (TFPIA), all apparel products should have a label that includes: fiber content, country of origin, manufacturer identification, and care instructions.

 

However, the clothing label may not be informative enough to educate consumers regarding what processes were used to make the product and what environmental impacts those processes may have. One of the common myths consumers may believe regarding apparel products is that natural fiber products are more environmentally friendly than synthetic fiber products. Considering the fact that the textile and apparel industry is a major contributor to environmental degradation, it is important to provide more informative, easy-to-read labels for apparel products, responding to consumers’ growing concerns about environmental issues related to their consumable products.

From interviews with five apparel design personnel in two companies (although these opinions cannot represent all designers’ and merchandisers’ opinions), our research team found that they were aware of the environmental problems associated with dyeing and textile processing. However, interestingly, they did not regard themselves as responsible for correcting these problems.

They also indicated that the biggest determining factor for apparel designers and merchandisers when deciding where to obtain materials for production is the availability of materials from suppliers who have had a long–term relationship with the company. It seems that environmentally friendly materials were not their main concern. They added that if they were sure that their target consumers would be willing to purchase environmentally friendly products, they would practice sustainability. Without certainty, they did not want to take the risk because using green materials costs more. The industry personnel felt that there was nothing they could do as designers or merchandisers to address environmental issues, believing that environmentally friendly production was beyond their ability.

Do consumers agree with these opinions? To explore consumer opinions about green apparel products and purchasing behaviors, a serious of focus group discussions were conducted with 32 consumers. Although organic fibers and other green apparel options are already available in the market, participants demonstrated a lack of knowledge about these products. Interestingly, several respondents knew of organic clothing only in terms of simple items, such as T–shirts, while others did not even know that organic or green apparel was an available option.

In addition, the respondents agreed that if there were more information about green apparel products available, they would be more prone to buy them. They felt skeptical about current eco–claims because labeling of green apparel is voluntary and no general rules have been implemented for apparel product labeling. They added that current labels on green clothing did not offer an adequate amount of information to consumers. They were unsure of exactly what “environmentally friendly” meant and how the products they had seen were environmentally friendly. Additionally, most of the participants agreed that a well–established eco–label for apparel products would increase consumers’ knowledge of environmental impacts from apparel production and foster consumers’ green apparel purchasing behaviors.

Regarding willingness to buy green apparel products, they mentioned that they would be more likely to purchase green apparel products if they were cheaper and more readily available. Respondents indicated that they would not buy a less attractive environmentally friendly garment with the label attached to it over a more attractive conventional product. Therefore, before emphasizing green aspects, products should meet the quality expectations of consumers.

Based on these two investigations, the research team suggested that a labeling system could be used to reduce the information gap between producers and consumers. Green labels for textile and apparel products can facilitate choices for consumers making environmentally responsible purchasing decisions by motivating and/or educating them (D’Souza, et al., 2006).

As mentioned earlier, just as the nutritional facts and ingredients are listed on food packages, the apparel label can include customized information on how the content of a specific product and its production processes impact the environment. Our research team identified six sustainability aspects of apparel products as the key information that would be beneficial for consumers to know from the green apparel label: organic, biodegradable, safely dyed, fair trade, carbon footprint, and recycled. Creating eye–catching symbols accompanied by brief explanations for clarification, which convey the key aspects of sustainability within the apparel industry, will be necessary. This design will make the labels easy to read and serve as a convenient reference for consumers.

If the standardized and easy–to–read label is commonly used in the textile and apparel industry in the future, it will educate consumers about green products and their effects on our surrounding environment. By becoming more knowledgeable about green products, consumers will be able to make more informed purchases of environmentally responsible products. In addition, educated consumers will drive businesses to practice more sustainability. Adopting the easy–to–read, informative green label will help retailers promote their eco–friendly strategies. As people continue to show interest in green products through purchases, the availability of various green products will increase, resulting in growing diversity in the retailing industry.

This educational research brief is from the University of Delaware (Fiber Online Journal).
Creating a Green Label for Reducing the Gap

Authors:
Dr. Hae Jin Gam is an assistant professor in the Department of Family and Consumer Sciences at Illinois State University. She was a fashion designer in South Korea until 2001. Her doctoral research was in the area of sustainable apparel design and production development and was funded by the Environmental Protection Agency. Her current research interests include sustainability in the apparel and textile industry, apparel product development, consumers’ eco–friendly purchasing behavior, and the scholarship of teaching and learning.

Dr. Yoon Jin Ma is an assistant professor in the Department of Family and Consumer Sciences at Illinois State University. Her research interests include social responsibility in apparel consumption, manufacturing, and retailing; consumer behavior; services marketing; and scale development. She received the Student Best Paper Award at the doctoral level from the International Textile and Apparel Association (ITAA) in 2008, the Best Track Paper Award in the textile and apparel/international track from ITAA in 2009, and the Paper of Distinction Award in the consumer behavior track from ITAA in 2010

2 Comments

Filed under Ad Campaign, Advertising, Apparel Production Manager, Branding, Business, Business Plan, Communications Manager, Competitive Analysis, Consumer Psychology, Design, Digital Marketing, Eco Fashion, Eco Trends, Fabric Buyer, Fabric Quality Control Manager, Fashion, Fashion Design Production, Fashion Designer, Fashion Industry, Fashion Marketeer, Fashion Marketing, Interactive Campaign, Interactive Marketing, Knitwear, Lace, Market Research, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Methodology, New Product Marketing, Niche Business, Niche Market, Organic, PR Manager, Presentation, Product, Product Advertising, Product Lifecycle, Product Placement, Promotion, Publicity, Qualitative Research, Quantitative Research, Research, Sales Representative, Target Market, Trends

Networking Tips: How to Work a Room

Networking can serve as a valuable strategy for getting a lead on a job, gathering information, or catching the special attention of a company recruiter.

Most of us are not born minglers. Practice and preparation will help you develop the skills it takes to be effective at an Employer Info Session, a Career Fair, or other serendipitous opportunities. As difficult or awkward as it may feel at first, the ability to meet and make a positive, professional impression on people will become ever more important as your career advances and develops. Here are some tips to get you started.

Check your attitude

Many of us are shy or reluctant to approach strangers in new social situations, so understandably it’s not always easy to muster the energy to try and connect with people at networking events. That’s why it’s key to get mentally geared up before you even show up. Because your attitude often guides your behavior, you must overcome any negative self-talk that could hinder you from reaching out to others. Do these outlooks sound familiar?

  • “Why should I bother trying to impress this person? I’m only one of a hundred students this recruiter is going to see today.”
  • “I don’t think I know enough to engage the company reps in an intelligent conversation.”
  • “I’ve never really been good at meeting people. That’s just my personality.”

Such negative thoughts prevent you from pushing past any social roadblocks standing in your way. The truth is that many, if not most, people have similar thoughts in group situations and are just as hesitant to initiate conversations. But if you change your attitude from negative to positive, you can instead take the lead. Remember:

  • People enjoy talking about themselves. Ask them questions to get them started.
  • People feel flattered when you show an interest in them and their work/organization. And they will reciprocate your demonstrations of sincere interest.
  • You have more to offer others than you might think; just believe it.

Redefine what it means to interact with “strangers”

When you join a new student organization or club, you share certain interests with the members. When you go to a party, you run into people you’ve seen in class or around your dorm. A networking event is not really all that different if you view it as an occasion to find what you have in common with other people there. Commonalities help “strangers” connect more easily.

  • Take the initiative to approach others, introduce yourself, and share a piece of information that could reveal the common thread you share with them.
  • During conversations, listen carefully to discover shared interests or goals.
  • Use your shared background or interests as the basis for sustaining conversations.

Prepare and practice your self-introduction

To avoid being tongue-tied when you try to start a conversation with someone you don’t know, prepare a self-introduction that is clear, interesting, and well delivered. What you say about yourself will depend on the nature of the event, but in any case, it shouldn’t take longer than 8-10 seconds. Although practicing your introduction might at first seem silly and artificial, it will eventually help you make an introduction that sounds natural, confident, and smooth. Here are a few examples:

  • “Hi, my name is Catherine Lee. I’m glad to have this chance to meet you and learn how a psychology major can break into the pharmaceutical industry.” [Employer Information Session]
  • “Good morning, I’m Bryan Sampson, a former summer intern at your Los Angeles branch.” [Career Fair]
  • “Hello, my name is Jessica Garcia. I’m a junior rhetoric major looking to find out what it’s like working in public relations and marketing.” [Career Speed Dating Event]

Risk rejection – it’s not the end of the world

It happens. Some individuals may not respond to your introduction in the way you would like. If that takes place, don’t take it personally and just move on. As long as you maintain an outgoing and friendly attitude, you can plan for continued networking success by:

  • Identifying the goals you want to achieve at the networking event before you go (e.g., to learn more about a career, to develop internship leads, etc.)
  • Keeping a healthy sense of humor.
  • Treating everyone as you would want to be treated. Aside from being the courteous thing to do, you don’t know who might be helpful to you in the future.

And last, but not least, don’t forget how important it is for you to physically move around and about when you’re at a networking event. You can’t work a room when you’re sitting down! So get in there and show them what you’ve got.

Source: Career.berkeley.edu

Leave a comment

Filed under Branding, Business, Business Plan, Communications Manager, Consumer Psychology, Fashion Industry, Fashion Marketeer, Fashion Marketing, Interactive Marketing, Internet Marketing, Market Research, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Methodology, Networking, Niche Business, Niche Market, PR Manager, Presentation, Promotion, Publicity, Research, Sales Representative, Social Marketing, Social Media Marketing, Target Market

5 Proven Ways to Create a Successful Niche Business

Too many business owners fish in the widest and deepest pools’ trying to be all things to all people. Offering a broad range of products and services to a broad audience and never really create the waves that lead to tremendous profits. By positioning yourself at the top of a smaller, well defined pool (or niche) you will set your business apart from the competition and create a profitable business.

Here are five proven ways to create a profitable niche business.

1. Define Your Market

Research the needs and challenges of your target audience and capitalize on those needs. Understand the community and develop solutions that appeal to a specific group. For example – Understanding Social media in Small Business is a need of the small business community, a niche market would be to develop a product or service that teach small business owners how to use social media in their business.

2. Create Your Product or Service

Based upon the needs of your target audience, you want to create a product or offer a service that addresses those needs. Many start with developing their products first without researching if there is a market for it. First define your audience and establish there is a demand for a new product and then develop it.

3. Create Your Brand Promise

The brand promise is a statement of what your customers can expect every time they engage with your company and is the center of your business. When a brand stands out with a strong promise that deliver value consistently, the value of your offering increases and customers will be willing to whip out their wallets and pay for your products.

4. Become the Expert

Position yourself as an expert in your niche and become the “go to guy” for this product of service. Showcase your knowledge and expertise by writing articles, participating in forums and providing tips, techniques and strategies in short, succinct messages via popular social networking sites.

5. Create specific messages direct to your niche

Business is conducted on an emotional level. Now that you have identified your market, built a community around your offering, you must communicate with your target market frequently. Develop specific messages targeted towards your niche market appealing to their emotions and demonstrating your benefits. It takes 7 times before somebody is comfortable enough with you and your expertise to buy from you so be specific, be credible and offer extraordinary value.

No matter if you are a retailer, service professional, internet marketer or mom and pop shop, you stand for something. There is a reason that you went into business and a reason why you want your business run a certain way. Building a brand starts with defining what is your core purpose and the inherent promise you are making to your customers and delivering value every time. Isolating your niche in your area of expertise and bringing solutions to a targeted group will keep the cash registers ringing every time.

Source: Nicebusinesssecretsrevealed.com

Leave a comment

Filed under Branding, Business, Business Plan, Communications Manager, Fashion Industry, Fashion Marketeer, Fashion Marketing, Management, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, New Product Marketing, Niche Business, Niche Market, Place, PR Manager, Price, Product, Promotion, Research, Social Marketing, Social Media Marketing, Target Market, Web Marketing

Top 5 Tips for Writing a Killer Business Plan | Niche Volumes

Starting a business plan is a detailed process that is both educational and revealing. with existing companies it is a chance to re-evaluate profit margins and focus on the prominent areas of the business while cutting out the departments that are losing money. For business plans for new companies it is an opportunity to really focus on, and understand the industry and evaluate whether your next big idea will be successful before you make a large investment.
Although up to 44% of new businesses survive 4 years or more the success of any new business is good planning, access to capital and good business management.
Here are the 5 best tips for creating a killer business plan that will undoubtedly impress:


1) consider your Audience
Business plans are developed for many different reasons. Is it for presenting to a panel for project approval? will it be to submit for funding? Is it simply to restructure the business for profitability? Each of these avenues will require adjustments to the plan format and style you will need to use throughout the document. If you are attempting to obtain funding then you will have to have very detailed cost and ROI projections that are measurable and realistic. If you are making a presentation to a non-profit or a board of directors it is likely that you will need to include a directive on community impact or involvement and impact (either positive or negative) to the existing business. Remember your audience as you creates your document to ensure you focus on the important topics and leave no questions unanswered.


2) Quality Reference Material Is Key
It is important to integrate a diverse mix of reference material in your plan document. the web is great for the latest news but is not nearly as highly regarded as printed documents. be sure to use a good mix of reputable internet reference along with well-known facts and industry statistics most often found in printed literature. Industry specific publications and industry magazines are an excellent way to get the latest news and trends in a reliable place. Always include references from industry publications as well to raise the standard your business plan and build credibility in your due diligence. Always make sure to cite your research or any quotes you may use. this will also build credibility while ensuring you are not infringing on any protected or copyrighted content you use. To quickly and easily cite your sources there is a web-based tool that you can use to enter in your info and get back the properly formatted entry for the works cited page. it makes the process a breeze: easybib.com.


3) Do your Own Research
Creating a solid business plan is the singular first step in knowing your industry and understanding what it will take to be successful in your chosen field. Part of developing a plan should be to evaluate competitors, define your business strategy and start to understand if your value proposition meets a tangible need in the marketplace. Walking through the initial steps of creating a business plan is an invaluable process that will help to ensure that your business can survive the market trends. Don’t pay someone else to do your research for you or it may end up costing you more than you think.

4) using a Business plan Template
Now that you have various notes and articles, market information and loads of statistics it is time to put it all together in a layout that will highlight the data you have compiled. Finding  business plan examples can be a challenge as every business plan is different (see point #2 above), however you can develop your own based on a compilation of the different topics or areas you want to cover. If you want a business plan template that comes formatted with sample headings and the different categories already setup, try using the plan layout from online websites. this site has a real business plan in Word format for quickly changing out headings and information. In addition the plan comes with a break-even analysis template in Excel as well as a 1 year Pro-Forma template in Excel with the formulas already built for easily updating and projecting costs for your business. this is a big time saver and an easy way to quickly get the business plan document underway without having to start from scratch.


5) Seek Out Experts in the Industry
Finally, after you have organized your information reach out to some industry experts like local college professors, trade show organizers, or even your local Chamber of Commerce for some insight and feedback on your plan. it always helps to get a second opinion on the plan before making the final presentation. having one or more individuals look over the plan will shed light on areas that need to be revised or reinforce that the business plan is ready to present.
Don’t get distracted spending valuable time figuring out the Works Cited, Table of Contents or overall plan layout. use the templates or resources that are readily available to you and spend the time focusing where you should, on the reporting and presentation of your business idea.

Source: Onlinebusinessplans1.net

2 Comments

Filed under Business, Business Plan, Consumer Psychology, Fashion Marketing, Management, Market Research, Marketing, Marketing Mix, Marketing Strategy, Methodology, Niche Market, Presentation, Qualitative Research, Quantitative Research, Research, Target Market, Trends

Case Study – how market research supports the new product development process

Market research is the process by which businesses find out about customers’ needs, wants and desires. It makes possible the successful development of new products.

This study shows how an international company, Beiersdorf, combines market research with new product development on its NIVEA Deodorant brand to provide exciting new products that better meet consumer requirements.

Beiersdorf has a clear goal – to be as close as possible to consumers, regardless of which country they live in. Developing superior consumer insights is fundamental to the continued future success of Beiersdorf and its international brands like NIVEA, Eucerin and Atrixo. These are the result of more than 120 years of experience in research and development.

Beiersdorf has launched many new brands and products into a variety of countries and categories. Being an innovation leader has allowed Beiersdorf actively to shape its markets and set new trends. These product launches have led to long-term global growth.

THE KEY STAGES OF MARKET RESEARCH AND NEW PRODUCT DEVELOPMENT

Market research involves the systematic gathering, recording and analyzing of data about customers, competitors and the market. This links marketers to consumers by supplying essential information to solve marketing challenges and help with marketing decisions.

Market research helps a company create and develop an up-to-date and relevant portfolio of products.

Creating new products

Beiersdorf’s international Market Research team is based at company headquarters in Hamburg, Germany. The team’s objective is to be the voice of the consumers within the organisation. High-quality market research has helped secure the long-term future of the business. Analysing and understanding the data gathered on consumers’ behaviours, needs, attitudes and opinions minimises the risks involved in making marketing decisions.

Market research in a global organisation needs the help and support of the company’s overseas affiliate companies. Most affiliate companies (in the UK for example) have dedicated Market Research Managers. how the npd prosses worksThey help the central research team in gathering and interpreting consumer views. These views provide information or insights that ultimately result in the development of new products suitable for a global market.

This case study follows the development of a new NIVEA Deodorant called Pearl and Beauty aimed at young women. This case study will give you a clear picture of how market research has helped New Product Development (NPD).

IDENTIFYING CONSUMER VIEWS AND PRODUCT NEEDS – WHERE TO START?

Market research should start with the consumer and serves two purposes:

1) To inform companies about consumer needs and desires. What are the trends in the market? What do consumers want?

2) To give consumers the opportunity to talk to the providers of products and services so that their views are taken into account.

questions that need answering

Businesses exist in a fast-moving world with increased consumer choice. It is essential that a company knows its market and its consumers before developing any new product. Lots of questions need answering.

Consumer insights drive New Product Development. This information takes into account their behaviours, attitudes and beliefs. It is an expression of their wishes and desires. Businesses use consumer insights to create opportunities for their brands. It is the starting point that enables brands to fit meaningfully into consumers’ lives.

Across countries, consumers are different in terms of culture and lifestyle. NIVEA’s challenge was to find similar insights from consumers across different countries. This was used to optimize product development.

Secondary research

In the deodorant category, NIVEA used many secondary research sources to discover consumers’ views and their need for deodorants. These related to different markets and were supplied by local country market researchers. These included:

i. A consumer Usage and Attitude study. This had been conducted a few years earlier across various markets (UK, France and USA).

ii. An external study by Fragrance Houses. This covered the importance of scent and fragrance to people’s well-being and mood.

Primary research

The research team felt therefore there was not enough recent knowledge about the consumer in the secondary research. They commissioned some primary qualitative research in key markets (Germany, France, UK and USA). This was aided by the local Market Research Manager. The aim was to understand the motivations for using deodorant amongst the female consumer.

Primary research is used when there is no existing data available to answer your questions.

The research involved small discussion groups of females. This helped researchers understand the beliefs and motivations of this group. There were several main findings:

  • There is steady growth in females shaving. They wanted to look after their underarms throughout all seasons (not just in summer).
  • Women cared increasingly about the condition of their underarms.
  • Women desired attractive, neat underarms. This symbolised sensuality and femininity.
  • The deodorant segment remained focused on functional rather than beautifying products.

Results of the research

The market research revealed an unexplored market potential for NIVEA Deodorant. The brand did not have a specific product that addressed ‘underarm beauty’ for the female consumer. No direct competitor was offering a product to meet these needs. So there was a clear opportunity to develop a new product. This would fit across different markets and with the current NIVEA Deodorant range.

TURNING CUSTOMERS INSIGHTS INTO PRODUCT CONCEPTS

Consumers showed a need for a ‘beautifying, caring deodorant’. The team generated ideas on how to address the consumer need.

From these ideas the marketing team created ‘product concepts’. These describe the product benefits and how they will meet the consumer needs. Several concepts were written in different ways. These explained and expressed unique product attributes.

The company needed to know which concept was preferred by prospective consumers. It carried out market research to test whether the concepts would work. The research was conducted amongst the desired target market. For Pearl and Beauty, the desired target market was 18-35 year-old women who were beauty-orientated, followed fashion and looked for products with extra benefits.

Quantitative research on the concept was carried out in two test markets (France and Germany). An international company like Beiersdorf must test products in more than one market to assess properly the global appeal.

The concepts were tested monadically. Monadic testing means that the respondent of the test is only shown one concept. This stops the respondent being biased by seeing many variations of the same product concept.

A number of criteria were used to test the concepts:

1) Deodorant category performance measures. These included wetness, dryness, and fragrance. The new concept must deliver generic core benefits.

2) Product attributes specific to the new product and NIVEA core values. The new Pearl and Beauty product has additional benefits to a ‘regular’ deodorant. For example, it leaves your skin feeling silky and gives you beautiful underarms. Consumers needed to understand and see these benefits.

3) The product needed to be relevant and motivate a consumer to purchase it.

The team chose the ‘winning’ concept. This best conveyed beauty while remaining relevant to the deodorant category and NIVEA brand.

Next the research team tested various name ideas for the product and developed different designs for the packaging. Packaging design plays a very important role in helping to communicate the image of the product. Pearl and Beauty needed to communicate femininity and sophistication. Pink was a natural colour choice for the packaging. They also used a soft pearlescent container to emphasise the ‘pearl extracts’ in the product.

Various design ideas were tested using quantitative market research. In addition, this helped to predict the volume of the new products that would be sold, the optimal selling price and the level of switching from existing NIVEA Deodorant and competitor products.

TESTING THE PRODUCT, BRAND POSITION AND ADVERTISING

Testing

The stages described so far produced a product concept that consumers felt was relevant and which they were willing to buy. The next stage was to test the product on actual customers. Many product launches fail, despite great advertising. A big reason is because the product fails to live up to the promises made.

The Market Research Team conducted a product usage test. A de-branded sample of the proposed new product was given to the target consumer of females in several countries. De-branded means the deodorant was in a blank container so that the consumers did not know who made the product or what type it was. Very often consumers form opinions about products and services from advertising and packaging. This can sometimes be very strong and creates a bias in what they think of a product before trying it.

The consumers were asked to use the new deodorant for a week. They kept a diary of when they used it and scored the performance of the deodorant against a list of criteria. These included:

  • Did it keep you dry all day?
  • Did you have to reapply it?
  • Did you like the fragrance?
  • Did it last all day?
  • Was the deodorant reliable?

Consumers applied the ‘de-branded’ deodorant under their right armpit and continued to use their current deodorant under their left armpit. This helped the users gauge if it was as good as or better than the brand they normally used. This gave a measure of how likely the consumer would be to swap brands.

The results of the test were very positive. Most consumers loved the fragrance and the feel of the product on their skin. They felt it performed as well as their current deodorant. Most said they would swap their brands after trying the product.

Brand positioning

Now the marketing team had a new product idea that consumers liked. It had a name and packaging design that were well received. They now needed to check how this fitted with the rest of the NIVEA Deodorant brand positioning and range.

The brand position is the specific niche in the market that the brand defines itself as occupying.

The NIVEA Deodorant Pearl and Beauty adds a touch of feminine sophistication and elegance to the NIVEA Deodorant brand’s personality. This built on the core deodorant positioning. It made NIVEA Deodorant more appealing, modern and unique to trendy, young female consumers.

Using qualitative research to inform advertising

The next stage was to brief an advertising agency to develop communication to support the launch of the new product. Through market research the team could check whether the advertisements positively supported and communicated the new product.

The company conducted qualitative research on some advertising ideas amongst various groups of the target consumers. It presented ideas in the form of ‘storyboards’ of what a TV advert could look like. The objective was to evaluate which were the best ideas in terms of:

  • Did they stand out as exciting or different?
  • Were they relevant to the consumer?
  • Did they communicate the right things about the new product?
  • Did they persuade the consumer to want to purchase the product?

Evaluating success

Once the product is launched and the consumer can actually purchase it, the research process does not stop.

Continuous consumer tracking can be carried out to find out consumers’ views of the new product. This involves interviewing people every day to find out whether they are using the product, what they think of it and why they would purchase it.

Beiersdorf uses other, secondary data sources such as consumer panel data and EPOS (electronic point of sale) data. These monitor the sales effectiveness of the product throughout the launch phase and through the product life cycle.

CONCLUSION

New product development should start with an insight based on consumer needs.

Throughout the NPD process, market research is a valuable tool for Beiersdorf to check viability and minimise the risk of the product launches.

Being an international company, it is essential that Beiersdorf develops new products using the insights of consumers across markets and cultures. This ensures the products are relevant to a large number of global consumers and will deliver the maximum return when launched.

This maximises return on investment for the company and results in happy, satisfied and loyal consumers


Source: thetimes100.co.uk

Leave a comment

Filed under Business, Case Study, Competitive Analysis, Consumer Psychology, Consumer Psychology, Fashion Industry, Fashion Marketing, Make-Up, Market Research, Marketing, Marketing Mix, Marketing Strategy, Media Consumption, Methodology, New Product Marketing, Place, Price, Product, Product Lifecycle, Qualitative Research, Quantitative Research, Research, Target Market, Trends

How to Become Fashion Designer ( Part 9 of 9 ) – Preparation is Key

What You Need to Know to Master the Interview

So all that resume and cover letter preparation paid off – you’ve scheduled an interview for that company you’re dying to work for! If you’ve been following our Leaping into Fashion articles, you should have already chosen and researched the specific market you wish to work in, and focused your cover letter, resume, and portfolio in that area. Now with just a little more preparation, you’ll be ready to present to your prospective employers how you will be a great asset to their team.

Know Your Stuff

By now, you should already have a great deal of research completed for the market, and maybe even the company you’ll be interviewing in. Pull out the information you have so far and study it thoroughly. You may find that you’ll need to gather some more to fill in areas you’ve missed. Try to become familiar with as many of the following areas as possible: company history, their current collection, price point, stores they sell to, major competitors, their target customer, design philosophy, and any current news or projects in the works.

Know Where to Look

If your meeting is with a high profile company, this information should be readily available. Found in your local library and bookstores, major resource books like Dunn & Bradstreet, Fairchild’s Market Directory of Women and Children Apparel, Menswear Blue Book, Sheldon’s Guide to Retail Stores and Resident Buying Offices, and other directories can help you gather basic company information. Infomat.com is an excellent online source with a collection of related fashion industry key players, trade events, hot topics, and market research and directories. WWD.com and http://www.StyleDispatch.com are great places to look for the latest company news. And don’t forget that most companies have their own websites, which often include a company history, design philosophy, retail locations, as well as current and previous collections, and press releases. If the company is more obscure, you may have a hard time locating this information – and that’s OK. Many job listings in WWD and other publications don’t even list the name of the company! Many times, I have faxed my resume in response to anonymous ads and didn’t find out the company name until they called me to schedule an interview! In these cases, just knowing and understanding the market you want will be all you need. If it turns out the company doesn’t fall within your desired market, you’ll know that the position isn’t right for you. And if it is within your market, then you already know the product and will have no problem talking it up!

Know What to Say

Don’t expect to enter the interview and improvise answers off the top of your head. I remember going to an interview with only a loose idea of what I wanted to say, but once I was in the “hot seat”, my nerves took over and I completely blanked on my answers! If you prepare your answers ahead of time, you can make sure that you’re nerves don’t get in the way. Make a list of interview questions you’re likely to be asked and take the time to compose your responses to them. Use what you’ve learned about yourself from the career assessments we mentioned in “Setting the Course”, to answer questions regarding strengths, weaknesses, skills, values, and long and short term goals. Also be sure to incorporate your knowledge of the market and company into your responses to demonstrate your serious interest in the company.

Below are just some of the questions you should be prepared to answer:

  • Can you tell me about yourself? / How would you describe yourself?
  • Why are you interested in this position with our company?
  • What are your greatest strengths? Weaknesses?
  • Where do you see yourself five years from now?
  • What motivates you?
  • Where do you get your inspiration?
  • What do you see in stores that you think is really great?
  • If you had to predict the next big trend for the upcoming season, what would it be?
  • I see you attended (college name), why did you choose that program? How did you like it there?
  • What accomplishments have given you the most satisfaction and why?
  • How do you work within a team environment?
  • Are you willing to work longer hours?
  • How quickly do you learn?

diane-kruger-fashion-interview-magazine-1.jpg

Make sure you’re prepared to back up your responses with specific examples, or anecdotes. All the other candidates will tell the interviewer that they are creative, organized, and detail oriented. You need to make yourself stand out by telling the interviewer about the collection of meticulously hand beaded evening gowns you presented at your senior fashion show. Describe how your knowledge and skills relate to the position and how you can contribute to the company: “My understanding of garment construction will allow me to create accurate initial specs for sample development.” Also note that it’s not enough to just write down your responses – you absolutely must practice them! Rehearse aloud, in front of a mirror, or even with a friend. Don’t skip this step! Your responses should come as second nature to you during the interview – you won’t create a good impression if you take a long time to recall your answers! All kinds of public speakers need to prepare for hours and sometimes days. I remember reading that a communication coach takes her an hour of preparation to deliver 10 min speech!

Know How to Dress

Suits usually aren’t necessary for interviews unless you think you can make it work without appearing too stiff. A trendy interview outfit can be pulled off if you know more about the company, and dress for their market. For example, if you’re interviewing with a company that specializes in career wear for women, you’ll want to dress more formally and present a polished appearance. If you’re interview is with a casual sportswear company, your outfit can be a little more relaxed, but not too casual – you are still on an interview! If you have little or no information about the company you’ll be meeting with, it’s better to dress more moderately. No matter what, your ensemble should reflect your professionalism to make a good first impression. Your outfit should be fashion forward and express who you are without overdoing it.

Master the Interview

Equipped with your killer portfolio, your knowledge of the company, and your personality, you’re prepared to enter the interview and show ‘em what you’ve got! Greet your interviewer with a firm handshake and steady eye contact. Mirroring your interviewer is a good way to gain rapport and be accepted. This doesn’t mean copy the interviewer exactly, (that would be creepy!) just subtle reflections will do. Mirror the way she or he sits; use the same tone of voice and sentence phrasing. If the interviewer asks “From where do you draw your inspiration?” You can respond “I draw most of my inspiration from…” Answer questions honestly without bragging or exaggerating. If you’re asked any questions that you don’t know the answer to – be honest and say you don’t know! For example, if you are asked how to create a vector mask in Illustrator, reply. “While I am proficient in Illustrator, masking is one area I am not yet familiar with, but I would love the opportunity to learn.” Convey to your interviewer that you know school training is very different from actual industry expectations. Employers are looking for a candidate that won’t be difficult to train, or take up too much training time. Someone who learns quickly and is willing to go the extra mile is a worthwhile candidate for the employer to hire.

Express your interest in the company, and your flexibility and eagerness to learn and develop within the field. And then, there are the no-brainers for any interview:

  • Always arrive on time, preferably 10-minutes earlier since some companies will ask you to fill out an application or additional paperwork before you meet with the interviewer.
  • Bring several copies of your resume since you may be interviewed by a team or panel.
  • Don’t discuss salary, work hours, vacation time, or benefits during a first interview unless the subject is mentioned first by the interviewer.
  • Don’t appear overzealous. Due to the competitive (sometimes backstabbing) nature of the fashion industry, some professionals are insecure and threatened by competition. You don’t want to appear like a possible contender.
  • If you are asked what your expectations are, give a range instead of a specific number and add that you are flexible. (Do your homework on what you should ask for – visit http://www.stylesalaries.com to make sure your range is reasonable with salary trend of the current market.)
  • Always ask for a business card for each person you interviewed with at the end of the meeting.

Ask Questions

At the end of the interview, you will likely be asked if you have any questions. You should always have some questions ready to further demonstrate your interest in the position. You can also use this as an opportunity to learn first-hand information about the company, or review a topic that was discussed earlier in the interview.

Some questions you may want to ask are:

  • How would you describe a typical day on the job?
  • How many people are on your design team and how is the department organized?
  • How will my job performance be evaluated, and how often?
  • What is the potential for growth and advancement within the company?
  • Where do you see the company headed in the next few years?
  • What is the next step in the interview process, and when can I expect to hear from you?

Remember that you are not the only one being interviewed. While the interviewer is trying to determine if you are the right match for the position, you should also be deciding if the company and the position are the right fit for you!

Post Interview

As soon as you get home from the interview, write a thank you note and email it to the interviewer(s). In addition to thanking the interviewer for taking the time to meet with you, you should also reaffirm how your skills and qualifications make you a good match for the position. Try building on some highlights from the interview. Always send out thank you notes right away. It’s pointless if it’s received days or weeks after the interview! Even if you are no longer interested in the position, send a thank you note anyway to thank the recruiter for their time. You always want to leave a favorable impression; you never know when you may encounter the contact in the future! Many job seekers don’t bother with thank you notes so yours will get noticed immediately.

Keep at It!

Sometimes, interviews don’t always go as well as planned. I can’t even tell you how many interviews I left thinking “I totally screwed that one up!”, or “I’m not getting that one for sure!” It happens to the best of us so don’t beat yourself up about it! Becoming comfortable with and mastering the interview process takes time and practice. The more interviews you go on the more confident you’ll become. Don’t take rejections too hard. Job-hunting is very difficult and it’s completely normal to face rejection more than once – especially within the super competitive fashion industry. It doesn’t mean that you aren’t an excellent candidate; it just means that the employer couldn’t match your skills with the needs of the company. Stay positive, and always put your best efforts into preparing for each interview, and the right position will come along in no time!

 

Source: Designernexus.com

Read also:

Leave a comment

Filed under Advertising, Ben Sherman, Business, Design, Fashion, Fashion Competition, Fashion Designer, Fashion Exhibition, Fashion Industry, Fashion Internship, Fashion Jobs, Fashion Marketeer, Fashion Marketing, Fashion Mercendising, Fashion Photographer, Fashion Retailer, Fashion Stylist, Fashion Themes, Interactive Marketing, Interview, Lookbook, Make-Up Artist, Market Research, Marketing, Marketing Manager, Marketing Strategy, Men's Fashion, Merchandising, Networking, Niche Market, Personal Stylist, PR Manager, Promotion, Research, Target Market, Trends

How to Become Fashion Designer ( Part 7 ) – Setting the Course

Decide Where You Want to Go and Develop an Action Plan to Get There

So you want to be a fashion designer, right? You might be applying to different fashion schools, already in school, about to graduate, or maybe you already have your first job in the industry. No matter which stage you’re at, it’s important to have an idea of where you ultimately want to end up. If you’ve read the previous “Break it Down” article, then you’re aware of the different categories and specializations within the fashion industry. Have you thought about which fashion market you want to end up in? What specialization? With so many different options, how do you know which one to choose? In this segment, we’ll walk you through the process of weighing your options, setting career goals, and developing a plan of action to increase your chances of reaching them.

Know Yourself

Before you can plan where you want to go, you need to figure out where you are. Getting a clear picture of who you are will clarify what will make you happy and fulfilled in your career, and in life. Here are a few things to ask yourself:

  • Preferences: What do you like to do?
  • Skills: What do you do well?
  • How do your personal desires fit into the picture?
  • How much do you value creating a balance between work and your family and friends?
  • Do you prefer a small or large company setting?
  • What are your work values, and how important is it that your employer shares these values?
  • What’s your ideal work environment?

Career assessments are great tools that will cover the above questions and more to help you identify and organize your qualities and preferences. Assessments can easily be found at your school’s career/guidance office, career agencies, and of course via Internet sites such as www.assessment.com.

Do Your Homework

Once you have a better idea of your skills, interests, traits, and desires, you can begin selecting career choices that fit you best, and weeding out the ones that don’t. Take another look at our “Break it Down” article, and using the results of your assessment, decide what design market is the most appealing to you. Select a category that interests you, such as menswear, womenswear, sportswear, or intimate apparel. Then break it down by specialization. Would you prefer to work with wovens, knits, tops, dresses, bottoms…? You may find a few that interest you- and that’s ok because the next step is to do your homework and research your chosen markets and specializations.

Make a list of companies within your chosen market and research them as well. Your objective is to educate yourself as much as possible in these areas so you can make an intelligent decision regarding career choice. As you learn more about your chosen paths, you may discover that you had unrealistic expectations and your needs and wants may change. Informational interviews can be a helpful way to gain insight into a particular category/company of interest. Informational interviews will be discussed in more detail in our “Preparation is Key” article (coming soon).

Define Your Goals

After assessing yourself and exploring your career options, the next step is to set career goals for what you hope to accomplish. Defining your goals will help you take the right steps to reach your ideal career. Keep in mind that your goals may change at anytime. In fact- as you reach your initial goals and continue to grow and develop personally and professionally, setting new goals will be essential. It is important to constantly motivate yourself- keep learning and striving for satisfaction. Remember, the world changes quickly and so do you!

Set the Course

To set your career plan in motion, you will need to follow through with the goals you’ve set. Break each goal into manageable “chunks.” Each week/month tackle a step or two. For example, if one of your first goals is to get a position as an entry-level designer for a better sportswear company, your calendar may look like this:

  • Week 1: Research moderate companies
  • Week 2: Prepare portfolio
  • Week 3: Prepare resume and cover letters
  • Week 4: Prepare interview responses and wardrobe
  • Week 5: Apply for positions

Breaking your goals into smaller tasks will help them seem more feasible, and by completing each task one by one, you’ll reach your goal faster than you thought!

When your job matches your interests and your personality, you are more likely to be happy and successful in your work. Having a plan of action and being prepared doesn’t mean that you’ll get that dream position immediately after graduation. But your classwork, job search, market research, etc. will all be focused in the direction that will get you there one day!

Mialn Fashion Campus

Source: Designernexus.com

 

Read also:

 

1 Comment

Filed under Business, Costume Design, Design, Fashion, Fashion Competition, Fashion Design Production, Fashion Designer, Fashion Industry, Fashion Internship, Fashion Jobs, Fashion Marketeer, Fashion Marketing, Fashion Themes, Lookbook, Marketing, Networking, Niche Market, Presentation, Research, Target Market, Trends