A STRATEGIC APPROACH
TO MAKE YOUR BRAND
WORK FOR YOU
BY MIKE KAGEE
DO NOT UNDERESTIMATE THE OPINION
OF A REPUTABLE FASHION STYLIST TO
HELP YOU PUT A COLLECTION TOGETHER
BEFORE THE BIG LAUNCH!
MAKE YOUR FASHION LABEL
WORK FOR YOU!
THE IMPORTANCE OF CREATIVITY
AND THE FASHION WORLD
MIKE KAGEE FOR WORLD FASHION TRENDS
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My many years of being in the fashion
business and my gut feeling and also my
business instinct both in creative direction
and running retail outlets for decades relying
solely on strong brands.
The fashion industry is driven by design and
creating beautiful products is an important
component of fashion.
When we think of design we tend think of the
creative but it is critical to always get market
feedback according to successful fashion
Everything that we create produces both a
negative and positive reaction and most
successful businesses look timelessly for
these signals, embrace the genuine meaning
EMBRACE YOUR SALES DATA
Have access to your sales data.
Read the reports generated by your stores
and ask your stockists for sales summaries
IMPORTANT METRICS TO FOCUS ON
Unit sales, total volume,sell through and
gross margin, net average price and returns
Sell through is a function of the success of
of a product.
FASHION IS NOT A DESK JOB
Get out there and see the state of the fashion
world yourself. While company executives
and your creative management team will
give you good intelligence the fashion
consultants on the floor who work on the
front line will also be valuable on how your
product performs on the shop-floor.
Most tragic failures occurs when a designer
or buyer creates a beautiful product that's
Your base is to create a staple product
in your collection which will form the
foundation of the overall product
assortment and a more predictable
and salable collection!
In the middle are the products that can
adapt and be refreshed each season with
new colours and fabrics or prints
but the basic silhouettes remain the same
AT THE TOP OF YOUR COLLECTION
At the top of your collection are purely
seasonal elements that bring new energy
to the collection.
Show-pieces to be used in fashion
editorials and ad campaigns.
Use reputable fashion-stylists smartly
to help put your collection together!
To do underestimate the importance of
this excersise as it will give you a good
idea whether your collection works
Editor Mike Kagee