Designing a product is only one small part of the puzzle – there’s a whole plethora of hats you have to wear to get your product sold. In the scenarios below, the designer made a great product but failed to get out there and hustle. And in reality, no one else is going to sell your dream for you better than you…
One designer came up with an innovative design and sold it to Nordstroms and LA boutiques, but mistakenly thought that she was “done” because she’d gotten it into the stores. She didn’t expend any monies or energy into marketing or promotion, because she mistakenly thought the stores would take on that responsibility. While she had floor space, there was no drive of potential customers to it via old or new media or plain old guerrilla marketing, so no reorders were generated. And she had invested her monies into a second collection for a order that never came. Had she been able to do it again, she would have poured her monies into trunk shows, styling events, editorials etc to help move her product so that stores wanted to reorder.
One designer recently entered an LA fashion design competition, where the winner is decided via Facebook voting. She was one of the top students in her fashion design program, and her designs were well-made. However, for the runway show, she didn’t have someone take pictures of her clothes on the models walking the runway. She didn’t have a Facebook page or website immediately ready to show the line for those who didn’t make it to the runway show or wanted to refresh their memory. She wasn’t able to rally networking groups to vote for her, because she didn’t have pictures at the ready. She did link to a website much later, but by then she was outpaced by 5000 votes. So, while her designs were ready, she wasn’t ready to fully grab onto the opportunity presented to her. So, be ready with your markeing to go from 0 to 60 when the opportunity presents itself to you.