Brand Bible: How To Develop Your Fashion Style Manual
Consistency. That’s just one element successful fashion brands have in common. Seasons and trends come and go, but you can still identify a Gucci, Burberry or Alexander McQueen on site. One of the most...
View ArticleName Game: What Is In A Fashion Brand Name & How Do You Pick One?
“What’s your fashion brand name and the meaning behind it?” As a designer, it’s a question you will be asked repeatedly at interviews. Your answer should never be “it’s just a name” or fashions (even...
View ArticleDoes Someone Need A Makeover? 9 Reasons You Should Rebrand
Dated and obsolete. Two words you never want associated with your collection, let alone your entire brand. How could this happen? After you spent all this time formulating your visual identity and...
View ArticleRebranding Part II: How To Reposition Your Fashion Brand
It’s official. The jury deliberated on the reasons to rebrand and they’ve reached a unanimous decision. Your company needs a rebranding, stat! At first, you may be a little intimidated; after all it...
View ArticleChannelling Fashion: Different ways to sell your fashion line to the masses
Creativity was the easy part. After getting your design from paper to reality, you’re left with the arcane decision on how to get it to your customer base. Option A: do what everyone else is doing to...
View ArticleWhat Are You Wearing: Is Celebrity Endorsement For Your Fashion Brand?
“Celebrity endorsements can be a double-edged promotional sword.” Authors, Alan R. Miciak and William L. Shanklin, wrote those words in their article ‘Choosing Celebrity Endorsers’ that was published...
View ArticleThe Press Prescription: Getting Media Coverage For Your Brand
“There is only one thing in life worse than being talked about, and that is not being talked about.” – Oscar Wilde It’s been thousands of dedicated hours getting your latest collection ready and now...
View ArticleTo Runway or To Run Away: Signs A Fashion Show Is Right For You
Almost every designer dreams of the runway. Having this orchestrated frenzy of lights, models, glamour and photography all centred on your creations as they sashay down the catwalk. And no one can...
View ArticleEvery Successful Fashion Brand Has An USP, What’s Yours?
The earth is about 4.543billion years old, so the chances of original thought are slim to none. Yet, there’s still enough room for all players to come into the market. It all comes down to how you...
View ArticleHey Big Spender: Why You Should Consider Men’s Fashion As A Designer
Menswear finally did it. It got over the preconceived hang-ups, climbed out of the closet and out of the shadows of womenswear. Previously, shopping trips to the then-popular fashion chains proved...
View ArticleLoaning your Fashion to Stylists and Publications? You Need This!
Prominence. It’s one of the most strived for elements of success in fashion industry. The great thing about the fashion industry is that there are creatives such as fashions stylists and photographers...
View ArticleFashion’s Little Helper: Tech Tools To Manage Your Business
Let’s face it. As a creative, you’d much rather be creating a new design or working on your latest idea than balancing numbers and spreadsheets. However, the latter’s significance can’t be denied....
View ArticleHow are you Still Here? Dress Up and Ship Out that Dead Inventory Stat!
“I like my money right where I can see it… hanging in my closet.” That’s great for Sarah Jessica Parker, but not so great if you’re a fashion designer or retailer. To see the same products handing in...
View ArticlePay Day: How Much Should Fashion Designers Take Home?
This is not a guessing game. True, you became an independent designer for the love of the craft. But that doesn’t mean you don’t want a pay day too. Paying yourself little to no money could result in a...
View ArticleTDS Creatives: Honey Ogundeyi & The Fashpa
We’re going to let you in on a well-known secret. There’s more than enough fashion-industry pie to go around. With The African Fashion Industry said be worth over $50bn, and how on-trend African...
View ArticleTDS Creatives: Behind The Beautiful Work of Mario Epanya
Glamazonia. The Vogue Africa Campaign. BEAUTIFUL. These are just some of the outstanding projects by Paris-based commercial beauty and fashion photographer Mario Epanya. Throughout his career, he’s...
View ArticleRTW Fashion Like A Boss: Vivo Activewear’s Wandia Gichuru
“Let’s take Made in Kenya to a whole new level!” Words the co-founder and manager of Vivo Activewear, Wandia Gichuru, confidently champions on their dynamic website. Since 2011, this ready-to-wear...
View ArticleWhy Athleisure? July Series
Editor’s Note So what’s the store with athleisure anyway? Why athleisure? No one can deny that we are in an age of activity. From Michelle Obama’s Let’s Move! initiative, to the Back to Nature movement...
View ArticleLife Of Athleisure: What Is This Fashion Trend Anyway?
Remember when leggings weren’t considered pants? It seems like that was lifetime ago; before statement leggings were a thing, investing in your comfort became fashion forward and you’re more than...
View ArticleAthleisure Appeal: Why Comfort Got The Couture Treatment
In 2016, Nike CEO – Mark Parker – made a bold declaration that “Leggings are the new denim”. And who can discredit that fact? Somehow this style paradox, that combines relaxation and activity, has...
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