Even the largest began from below. The great names of fashion also had somewhat modest origins, until it reached its moment of glory. But, How is the start of the path which has to go through a young designer to be named? Is it easy to jump into the adventure of having your own brand? Do we treat well to these promising young?
Many of those enrolled in studies of design and fashion dream of having his own brand, that which can manifest their creativity and personal design untethered and with complete freedom.
How much to produce?
Leaving aside the more generic issues related to the Constitution of all company, one of the biggest challenges facing the designers you are booting is the production of their works. Small quantities are manufacturing costs that are very high. According to Patricia Lázaro, Chichinabo, “after the crisis the producers listen to you more and they are more flexible when it comes to accept small amounts, but is still much more expensive”.
Sale on deposit
Nor is it easy access to stores and find which is suitable for your product. “You can not go all cities to look for them,” says Lopez road, Miclo. “The designer himself is to manage all aspects of the business and many times you don’t have commercial profile or time to find shops”.
Patricia Lazara, Chichinabo
Once the store has been located, “you want to try the product. If you have to send samples to stores, you have to have much stock and it is something unworkable.” In addition, “you have to be willing to damage to the stock”.
Many shops work on deposit. “This means you” leave your pieces in stores and, when they sell them (or when they tell you that you’ve sold them or you find out that that sale has occurred) is when you pay”, explains Lazarus.” It’s a way that retail betting by the young designers without assuming virtually no risk, but it is for the creator do not see money until the end of the process and a very strong prior investment.
Young designers are required to leave their creations in warehouse stores, forcing them to make an initial investment to have stock but not to see any money until the product has not been sold
Sale in deposit involves a complicated control to “know exactly how many pieces have left in each of the shops and have a precise control of which has been sold in each of them”. The fact that retail does not pay any amount the designer until there is the sale of the item represents another barrier added to the success of these brands. “The store interested in less sell your product, have not paid yet nothing by it, and does not lose anything if it does not sell it. Therefore, it puts less interest, is responsible for less and cares less than sell it.” This, in turn, requires these new designers to let their material for a long time in the same stores, lack of rotation and renovation, to finally go to pick it up.
Allies or competition?
This, in turn, makes that very strange situations are generated. For example, many of these new designers have their own website where they also receive and process orders. If the product is on deposit at some retail and claims it is, stores can be uncomfortable, “because are intended for the designer shop is a mere warehouse”, says the Manager of Chichinabo.
Stores pop up and markets are an option on the rise, although they imply a designer to have to pay for a space to be able to sell their creations
In the case of Miclo, Camino López is dedicated to making prints, so many shops do not see him as “a normal fashion brand”. This designer ensures that makes a timeless product and that sold “just as well take a year or three,” something that “can be a problem in a shop where everything else changes and your product stays”.
When a business closes, and no one warns you
It have one wide distribution with which to try to increase the chances of selling It is important, but there is always the risk of a store to close your business of the overnight without notifying its suppliers. “Shop closes, you don’t pay and either returns you the material, so you end up losing money”.
What does it depend on a designer sell in warehouse stores or not? This varies according to the shops and the conditions imposed by the own creator. The best, according to Lazaro, is mark their own conditions of sale, Although it is a good system to make themselves known and open points of sale.
Pop up and markets, another option
Since a couple of years ago have been fashion tents pop up and markets. In both cases you pay for having a space within the market or from a store to sell products. They are temporary spaces in living them different formulas: can be the designer himself who is physically selling their parts or you can apply a Commission on the sale to the store.
They are system that can work well, but they also mean an important investment for the designer, both in time and effort. “Ultimately you are paying to sell”, ironically Patricia Lázaro.
“What we claim is that shops are design and facilities give us and help us, all at the end risk”, points out Patricia Lázaro. “If design you sell in your store, it is because it is something special”.
Store large or small?
What kind of store is more accessible and put more facilities to small designers? Large ‘tend to be slower, but depends on the person, it organized that has it and his spirit when it comes to knowing what easier or more difficult to negotiate with young designers’ stores.
That Yes, according to trail Lopez, large tents usually you do not attend and does not have access to them, so you just buy any. “Almost all that you buy are very small, with large volumes for its size and its ability to”.
Although there is no an association as such, Word of mouth among designers works very well when it comes to knowing with which shops can trade, which work best and what are the conditions of sale. “It is difficult to change the rules of the game, but I hope that gradually go encouraging and improving conditions for young designers”, sighs Lazarus, who regrets that, in the end, “virtually everything you win just reinvesting it” in creating new products.
Therefore, his advice for those who are just starting is knowing the rules of the game “and know how to play them,” in addition to ask much. “There is a collaborative spirit among people who are dedicated to this and we don’t have any fear to tell how we do things and to share these experiences”.
Internet is not el Dorado
With respect to Internet, Patricia Lazaro says is another channel of sale, but that it is not just the Golden. “You have to invest much effort in publicizing it, learn to reach your audience, move it, manage it very well. It is another part that It can work very well… or not, perhaps because your audience is not going to buy precisely on that channel”.
Way Lopez is of the same opinion. “It is very difficult to position itself with the key words. If you are looking for blouses in Google you can give with my store, but also with others that cost you four times less, and across the globe. I have to position myself for exclusive design, unique piece, and Internet perhaps not the correct sales channel, because the person you are looking for that kind of special items does not seek it online”.
According to his vision, the design ends up being a luxury item. It is considered that pay for one of their blouses €70 is not expensive, but it recognizes that it is a barrier to entry for many people, especially if you are looking for on the Internet.