Category: Video Post

How To Finance Your Fashion Business

 

It is possible to make your entrepreneurial dreams come true with the right guidance. Everyone always asks how much it will cost
them? Learn how to finance your fashion business with these helpful tips.

If you are ready to launch your brand then set up a consultation. Email: hello@scalingretail.com. Scaling Retail is the consulting firm for retail globally. Specializing in startup and growth stage ecommerce, brick & mortar, and wholesale.

For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/

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How the Business of Fashion Has Changed


 

With constant changes in technology, fashion has had to play catch up and change its structure completely. Today I go through how fashion buying is happening more often rather than a season to season module and how fashion is cutting out the middle man. Leave me a comment below if you have any questions.

For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/

If you are ready to implement new sales, marketing or merchandising strategies to your business then set up a consultation. Email: hello@scalingretail.com Scaling Retail is the consulting firm for retail globally. Specializing in startup and growth stage ecommerce, brick & mortar, and wholesale.

How to Get Sales Online

Congratulations! You have started your website, uploaded your kickass products and now you need some tips on How to get your product out there.

1. Get To Know Your Backend
2. Pitch Your Site
3. Start Your Digital Marketing Strategy
4. Don’t Forget About Direct Marketing Campaigns
5. Make Sure You Have Engaging Captivating Content

Did you find this video helpful? Need more tips? Leave a comment below, so we can chat!

Thank you for watching.

For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/

Contact Syama for any questions: Syama@scalingretail.com

Follow us for here
Instagram: https://instagram.com/scalingretail/
Twitter: https://twitter.com/scalingretail
Facebook: https://www.facebook.com/scalingretail
LinkedIn: https://www.linkedin.com/company/nyc-retail-consultant

Creating an About Page that Sells


 

TRANSCRIPT

In this chapter, we go in-depth into knowledge about how to build the perfect about page, the about page that really speaks to your customer, the about page that really reflects who you are, and the about page that ultimately gets that person to hook into your brand. That’s the whole point of an about page, isn’t it?

So we’re going to break down the different steps of what it’s going to take for you to build that about page. Starting off with some of the nitty-gritty.

So be sure as you’re starting to think about what you’re going to write as far as content that you’re spending some time thinking about who your customer truly is, right? Where is that customer shopping? Who is that person? Now, please don’t give me the same old “Well, my customer is very stylish.” I can’t tell you how often I hear people say, “Well, I’m targeting myself towards a woman. She’s between 20 and 45. And she makes $80,000 a year. And she lives in New York City.” That customer is too vague. That doesn’t mean anything to me. If you write in such vague terms on your website, I’m not going to relate to it. Chances are your customer won’t either.

I’ve seen so many bad about pages and good about pages. And really the ones that ultimately get the customer voice across are the ones who understand the lifestyle of the customer. What magazines are they reading? What type of vocabulary are they using? Right? Who is that person who you’re trying to sell too?

Now, the tricky part here is marrying who your customer is or who you want your customer to be with who you are, right? So that’s taking customer demographic analysis and understanding that customer profile and marrying that with who you are as a brand. What is it that you stand for? What’s your vision? Where do you want your brand to be? Right? And that process of developing your brand identity can take some time, right? I usually find the best way to start thinking about brand identity is to really take a look at your garment and what you’ve been creating, right? A lot of times people will start to think about their brand identity first and then create garments. And in that relationship, I think it’s a fantastic way, because your brand becomes essentially your umbrella. And then each of your collections and each of your seasons fall under that umbrella.

Media Pitching Tips

 

Now, marrying your customer with your brand is tricky, right? This process should take you a few weeks. In the beginning stages, you’re doing a lot of research. You’re taking a lot of notes. Towards the end of this process, you’re going to start going into little writing sessions. In these writing sessions, what I’m asking of you to do is to sit down and do some heavy writing about both of these subjects, right, your ideal customer as well as your brand and your brand vision.

After you go through the writing process, now, it’s time to edit, right? And through this editing process, we’re really getting rid of any type of loose words, loose context, loose ideas that don’t ultimately feed the point of this exercise, which is to write a killer about page, right?

So in this about page, your goal is to really communicate to the customer in terms of the voice that they want to be spoken to, and you want to really relate to them the value that your brand is offering to them. Not just what your brand is offering in general, but how is your customer going to really feel when they engage with your brand? What is it that they can count on you for? Why would they want to shop with you? Is it because you’re a made in U.S.A, or you’re organic, or you’re sourcing textiles and products from international? Why do I want to shop with you? And how is that going to make me feel? What club am I now a part of?

So start to marry those types of contexts and ideas together. Now, once you have a solid written piece of content, it’s time to start to think about how it’s all going to lay out, right? What’s the structure and the format that you need to be presenting this?

Well, of course, you need to have a killer photograph of yourself. In that bio shot, you’re also selling your product. So please wear your product if you have it, right? Again, about page is also a selling page, right? So when you get a killer product shot in with your photo of yourself, that to me is really an ideal photo.

Now, alongside with this bio of yourself, right, and of your brand, make sure that when you write about yourself and you write about who you are, you’re really keeping it to very short and minimal content. What I wanna know is your intrinsic passion and value that you’re bringing to this brand, right? What I love to read are these amazing stories of architects who have become fashion designers or even people who are right out of college who have been inspired through their travels or have been inspired through urban street wear, right, or inspired through people or inspired through anything. You need to be inspired guys. And if you’re not, you need to make something up real fast, because if you’re not inspired by anything, I’m not going to feel a connection or relatability to you.

So short bio about yourself, talk about the brand, talk about what the customer is ultimately going to feel out of that experience. And then also include if you can’t somewhat of a brand video, right? Get in front of the camera. Again, if you’re camera shy, we can find lots of interesting ways to get your story and your point across to your customer.

Also, remember this, your customer isn’t the only one who’s looking at your about page. Potential wholesale buyers, editors, bloggers, stylists, everyone is looking at your about page. Your about page is your reason for creating connection, right? So in that about page, you’re not just talking to the customer who’s gonna purchase, right? You’re also selling people on your value. You’re selling people on who you are.

At the end of the day, make sure, final touch, all of your content is above the fold. Your customer is lazy. Your customer needs to be shown everything up and front and center. Don’t make him or her scroll down. Keep it all really focused, tight, and above the fold of your website.

 

Book Cover of Creating Fashion Websites That Sell

All right, guys, I hope you found this content really interesting and helpful. More to be found in Creating Fashion Websites That Sell: The Fashion Designers Guide. The link is below. Please feel free to check it out. Leave your comments below. Please email me and stay in touch. Thank you.

Video: Retail Roundup: Sears Click-to-Car App & Small Biz Innovation


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@ScalingRetail

Sears launched a new App that allows customers to purchase from their phone, drive to the store, and have a customer service rep come to the car and drop off the package. How can small businesses diversify their strategies? Watch on.

Audio Only:

 

Hi, and welcome to Scaling Retail, this is Syama Meagher. This week, I’d like to chat with you about some new retail technologies. In particular, Sears launched a new mobile app by which they allow their customers to participate in something called “click to store.” In fact, it’s more like “click to car.” What does this app allow you to do? Well, in essence, you can place an order over your app and drive to the Sears store, stay in your car, and someone will come out and deliver your product to your car. Now of course, there are a lot of different things that might make this a little bit more challenging.

Can you imagine if you’re driving to the parking lot, and your customer is coming out there and looking for the product? And then you have a sales associate running around all over the parking lot, trying to find you? This might make it a little bit more challenging, but it is a very interesting concept to think about, especially as you as a small business, take a look and find all the different ways in which you can start to service your client better. How can you make the shopping experience more seamless, and how can you provide them different ways of taking home your product? Now of course, during the holiday times, you see a lot of free same day delivery, free shipping, courier services and things like that. Or even free international shipping. Most of those things can start to be expensive, when you start to take a look at the number of orders you’re getting, and how it’s really eating into your margins.

What I would suggest doing is trying to find certain points during the year, that perhaps a larger retail chain of stores aren’t necessarily doing these promotional activities, and finding ways of tapping into your customer. So, for example, we all know the big guys do things around Labor Day, President’s Day, and other types of big holidays. But what if you as a small business, initiated your own holiday, and your own opportunity to do these little perks? You know, this will absolutely set you apart from your competition, and also provide you with a different way of communicating to your customer on those days, when they’re not necessarily bombarded by larger retailers.

So, hopefully, the Sears program goes well, and they find that customers are responding well to that technology. But think critically as a business owner, and as a small brand. How can you communicate more effectively to your customer, and what are the things that you can offer from a technology standpoint – whether it’s an app, whether it’s free shipping via the app. How are you starting to drive people to purchase through you, in more innovative ways? All right, I hope you have a great weekend, and I’ll talk to you soon. Thanks. Bye.

Video: Retail Roundup: Small Biz Tech- FlixStock & Celery


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www.ScalingRetail.com
@ScalingRetail

Small businesses have many options to choose from when looking at technologies for your fashion business. Today we discuss FlixStock (www.FlixStock.com) and Celery (www.trycelery.com). As this is a hot topic we will be discussing many options over the next few episodes of the Retail Roundup.

Hi, and welcome to Scaling Retail. This is Syama Meagher. This week I’d like to chat with you about fashion retail technologies. So you’ve heard a lot about eCommerce start-ups, dozens of businesses that are launching on eCommerce. But did you know that there are tons of businesses out there that are there to help make you do your job better, easier, and faster? A couple of these companies might surprise you, but you’ll find, and through doing a lot of due diligence and research, that ultimately you’ll be able to save money and hopefully keep your eye on the bottom line, which is sales.

First company I’d like to chat with you about is called FlixStock. Now, FlixStock is pretty innovative and kind of something you might have already thought about once upon a time when trying to get products up on your website. As we all know, to have a really efficient eCommerce presence and to be able to pull together LookBooks and other types of marketing collateral we need to have images that are easy and ready to go.

Lifestyle images, images to scale, and how do we find the time and the resources to pull together a photo shoot, hair and make-up, and the like. Well, FlixStock has come along and made the process a little bit easier. Through them you are able to send them your still images front and back and the side angles and they will go ahead and scale those images to you to the size that you need showing scale. So, of course, if you’re selling a handbag you want to be able to show the handbag to the scale of let’s say a lipstick or something where your customer really gets an idea of how big the product is.

In addition, they’ll be able to take your products and help you get those on models. So what does that mean? You get to choose from hundreds of different types of models as well as lifestyle shots and they’re going to go ahead and superimpose your images of product onto those models. They do it through seamless technology and they do it in a way that actually helps you get your product faster and it’s so much easier than going through tons of different graphic designers and trying to find the right editors. We’ve all seen some different flub-ups when it comes to Ann Taylor and some of the other brands who unfortunately done a terrible job at editing and Photoshopping, but through them you actually won’t have to worry about doing those things on your own.

Now the other company I’d like to chat with you about is called Celery. Celery’s pretty new. I recently just found out about them, but what I thought was so cool is that what they’re doing is allowing designers and brands to pre-sell their items in a very easy, easy way. So what does that mean for you? Well, if you’re working on a new collection and you’ve secured manufacturing, but you want to get an idea of the markets and if the products going to go, you go ahead and sign up through them and you can put your product on there, put the copy and start testing.

This is extremely valuable for you because, of course, you want to get an idea of what customers want. How can you refine your assortment and edit that process before you take it to buyers and before you start approaching boutiques? Of course, there are tons of other fashion retail brands out there and lots of retail tech companies. Unfortunately, we don’t have enough time this week to chat about more of them. However, if you have any questions or want to talk more please feel free to email me, Syama@ScalingRetail.com. And I look forward to seeing you next week. Have a great weekend.