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Business Lessons Lulu Kennedy
More than 15 years Lulu Kennedy helps novice designers - Roksanda Ilincic, Jonathan Saunders, JW Anderson - get on your feet. Now, with the launch of his own label Lulu & Co, Kennedy presents his debut collection within the London Fashion Week. For online journal BOF, designer reveal the secrets of success of the brand.
Designer Lulu Kennedy
Some 15 years ago the territory of East London, attracted by their affordable prices for the rental of industrial premises, which quickly turned into a workshop for the production of fashionable clothes under the leadership of young designers. It was a time when Lulu has launched a social project Fashion East, which was engaged in search and support young talents.
Its active work attracted attention from the mass-market giant Topshop and city officials, who provided grants and possible assistance in the organization of production and staging a show at Fashion Week for the most promising kids.
Learn to multi-tasking
"It's one thing to develop and release a collection of articles on the podium. And quite another to put your child on a fashionable business basis, which means the ability to cope with dozens of cases at a time. As a designer, you always remain face of the brand, working on backstage during the show, watch the financial component of their business plan and payments to investors - often this is not taught in the College of Design. Still need to be incredibly creative person. You should also possess management skills - as will have to manage the work of a small team. For one person, so many problems can be unbearable. »
Use their own strengths and skills
"Our project has always explain to clients that self-praise can be useful as long as they do not see the results of their own work and do not come out in the media market. Few people understand the importance of such a tool as a promotion until he try to implement it on their own. At the initial stage of novices are unable to use the services of an expensive PR team. While the label is growing, you can gradually incorporate the skills that can be useful. Today's younger generation is very "savvy" - they know how to position and promote the product in social media, to create a quality website and inexpensive place where the goods. Many guys are very sociable and create entire customer base through Instagram and Facebook. »
Understand the essence of retail sales
"I always advise designers to visit the stores where they would like to place the goods on sale. Being at the very beginning, many people want to earn money right away, and often exhibit their products for a high price. However, it is important to soberly assess their strength and capabilities. Each of the right to decide, but the understanding of the market can be a very useful business skills to succeed.
Also, in the heyday of online sales, it is important to devote time to the review of this segment. In this case, there is nothing better than real meetings with buyers in showrooms. Just so you can see what experts are ready to buy and at what price. »
Think several steps ahead
"When it comes to distribution, need to carefully plan your moves and to set long-term goals. Where do you see your brand in five or ten years? For a start, and little progress is very important, but in the future through strategic planning, you can enter the desired niche. We must always adhere to the development plan and not go with the planned path. »
Do not be afraid to change direction
"Be open to new possibilities. I am sure that it is right to try for yourself the same direction and look for something that is right for you. Some designers might be happier doing teaching or interior decor.
I do not think that the changes that bad. It's so nice to enjoy what you're doing. And if not, you should look for a place and build a team around him that will inspire, support and guide you in the right direction.
The sooner you realize that going the wrong way, the sooner you will begin to change your life for the better ».
Designer Lulu Kennedy
Some 15 years ago the territory of East London, attracted by their affordable prices for the rental of industrial premises, which quickly turned into a workshop for the production of fashionable clothes under the leadership of young designers. It was a time when Lulu has launched a social project Fashion East, which was engaged in search and support young talents.
Its active work attracted attention from the mass-market giant Topshop and city officials, who provided grants and possible assistance in the organization of production and staging a show at Fashion Week for the most promising kids.
Learn to multi-tasking
"It's one thing to develop and release a collection of articles on the podium. And quite another to put your child on a fashionable business basis, which means the ability to cope with dozens of cases at a time. As a designer, you always remain face of the brand, working on backstage during the show, watch the financial component of their business plan and payments to investors - often this is not taught in the College of Design. Still need to be incredibly creative person. You should also possess management skills - as will have to manage the work of a small team. For one person, so many problems can be unbearable. »
Use their own strengths and skills
"Our project has always explain to clients that self-praise can be useful as long as they do not see the results of their own work and do not come out in the media market. Few people understand the importance of such a tool as a promotion until he try to implement it on their own. At the initial stage of novices are unable to use the services of an expensive PR team. While the label is growing, you can gradually incorporate the skills that can be useful. Today's younger generation is very "savvy" - they know how to position and promote the product in social media, to create a quality website and inexpensive place where the goods. Many guys are very sociable and create entire customer base through Instagram and Facebook. »
Understand the essence of retail sales
"I always advise designers to visit the stores where they would like to place the goods on sale. Being at the very beginning, many people want to earn money right away, and often exhibit their products for a high price. However, it is important to soberly assess their strength and capabilities. Each of the right to decide, but the understanding of the market can be a very useful business skills to succeed.
Also, in the heyday of online sales, it is important to devote time to the review of this segment. In this case, there is nothing better than real meetings with buyers in showrooms. Just so you can see what experts are ready to buy and at what price. »
Think several steps ahead
"When it comes to distribution, need to carefully plan your moves and to set long-term goals. Where do you see your brand in five or ten years? For a start, and little progress is very important, but in the future through strategic planning, you can enter the desired niche. We must always adhere to the development plan and not go with the planned path. »
Do not be afraid to change direction
"Be open to new possibilities. I am sure that it is right to try for yourself the same direction and look for something that is right for you. Some designers might be happier doing teaching or interior decor.
I do not think that the changes that bad. It's so nice to enjoy what you're doing. And if not, you should look for a place and build a team around him that will inspire, support and guide you in the right direction.
The sooner you realize that going the wrong way, the sooner you will begin to change your life for the better ».
