In recent times, fashion design has been increasing in popularity amongst the youth of St. Lucia. It is easy to get caught up in the fun of designing and experimenting, but without the right controls and quality standards, this could prove to be detrimental to a business.
Many local design companies remain as start-ups for several years, despite all their efforts and receiving assistance to help them break out of the box. As a designer, it is important to remember that, as with
all businesses, a fashion design company needs to be profitable. Here are some key steps that an independent designer can take to create a strong foundation for the growth of their business.
Streamline your style
As a designer it is easy to get bored of making the same things over and over. However, offering too many choices to your client can create buyers’ fatigue.
As a small design company, many of which operate as a sole entity, output remains at a minimum. Therefore, keeping collections to five or six styles will ensure that there is a more optimum amount of output over a given period. Imagine debuting a lovely new maxi dress, then offering a new twist on high- waist pants two months later, before you have barely even made ten pieces for sale! It is important to allow your collection to thoroughly permeate the market, so that by the time the designer debuts a new collection, customers will be ready for the next big thing.
Stay within your area of expertise
It is also important to remain within your areas of expertise. It is fun to experiment, but once again, small companies will get more bang for their buck focussing on what they do best. Don’t try to make
clothes, jewellery, shoes, bags and watches if you are a sole entity. This further confuses the customer and dilutes your brand at an early stage.
Learn to tailor your operations
Lastly, learn your operations. Creating too much stock ties up your money. Try to gauge demand and make just enough to ensure a high turnover. This includes raw materials. It is important to be ‘ready’, but raw materials also tie up your cash. Buy just as much as you need and offer the client the existing choices first before purchasing new raw materials.
As much as we hear “fake it til you make it”, it is important to create realistic goals for yourself. Be cautious, but not overly cautious, and always try to keep the end goal in sight.
