Email marketing has the highest return on investment than any type of marketing.  And the good part is you don’t have to be any type of marketing guru to get it right.

There are a lot of email marketing strategies that can take you over the top but lets just start with getting your emails delivered and opened.

Here are a few tips….

1.  Use an Email Marketing Software–Explore email marketing software such as constant contact and campaigner.  They can help you ensure deliverability and provide you with analytics to help understand the effectiveness of your campaigns.

2.  Do Not CC or BCC–For some this is a no-brainer, but you’d be surprised how many emails I receive where I see my precious email address on a long list of CC’s.  Most of the time I’ll find this CC clad email in my junk email folder.  A long list of CC’s or BCC’s from someone not on your contact list is an easy catch for any spam filter.

3.  Attachments are for Not for Marketing– People hesitate to open attachments from good friends and family yet alone hopeful marketers.  Give yourself a fair shot an send your emails in html using one of the online marketing systems I mentioned above.

Fashion Business Inc. is sponsoring an international trade show opportunity for select manufacturers to show at World Boutique Hong Kong 2009–which is held January 12-15, concurrently with Hong Kong Fashion Week.

This boutique-style exhibition will give selected California companies selling exposure to an expanded array of buyers from markets including:  Japan, China, Australia, Europe, Canada and Russia.

In 2008 World Boutique hosted:

• A total of 255 exhibitors from 14 countries and regions
  

• 19,304 trade buyers from 96 countries and regions

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The best part—-FBI has coordinated a package deal so for less than $3,000 designers can receive a booth, travel from Los Angeles to Hong Kong and a six night hotel stay.

For more information on showing at The Hong Kong World Boutique with Fashion Business Inc. please contact me, Ralinda Harvey at blog@fashionbizinc.org or call Fashion Business Inc. at 213.892.1669.

–Don’t Delay…Spaces are Filling up quickly…the deadline is October 15th!

If you’re a designer I don’t have to tell you how much samples cost to produce.

They can be 3-4 times as much as it will cost to produce your end product…when you calculate the higher costs of sample fabric, trim, cutting and sewing costs.

For that reason responsible sample management is key.

While each product should have its own individual tag attached for proper identification purposes, you should also attach a packing sheet… one you will keep file and put the other goes in the box.

Information on the packing sheet should include:

1.  The recipient’s contact information

2.  A list of all the product sent and its description

3.  The wholesale and retail prices of each garment

4. The purpose of the request

5.  An expected return date

6.  The Fedex number of the recipient–if their paying for shipping which Media and PR companies normally do..

A fabric jobber buys rows of fabric from manufacturers and mills then resells them to other manufacturers or designers at a discounted price.

It’s similar to buying a product from a place like Marshall’s or TJ Maxx.   You’re offered this great variety of goods– probably more breath than depth– some of which are of great quality, others which could be discontinued or slightly damaged.

Again, some jobbers are better than others offering only the highest quality merchandise, while others may be a little bit more suspect.

When buying from jobbers make sure you closely inspect your product and exercise a little more “buyer beware,” since the product is from the closeout market.

If you purchase multiple rolls of the seemingly same fabric from a jobber, watch out for minor inconsistencies such as the coming from a different dye lot or a different manufacturer all together.

See if the jobber can tell you the fabrics original manufacturer and content.  Also talk to them about the possibilities of re-ordering just in case your product blows out the door.

The right color can determine whether the products you’re producing or buying for next season fly off the racks or end up under a big red clearance sign.

But how are you to know whether the hot colors of this season will be trendy a year from now?

You don’t.  For that you have to ask the experts.

There are people that actually research color trends ahead of time, so you don’t have to spend days fretting about things like whether something may sell better if it’s in olive or emerald green.

The secret of major retailers and design houses is that they use color forecasting services like the Los Angeles based, Design Options to make sure the collections they’re producing are not only beautiful but merchandised to sell.

For a minimal cost Design Options will supply you with palettes of the hottest upcoming colors for women’s, kids, men’s, lifestyle and home furnishings up to a year in advance.

With over 20 years of color prediction services under their belt they have a strong track record of “getting it right.”  Taking advantage of services like theirs can help ensure you “get it right,” as well….

Inquire about the latest colors and Subscribe to Design Options free newsletter at www.Design-Options.com

As a new designer launching a line or a retailer opening a store, you already know how important the Web is for the future of your business. But setting up an excellent website can require a lot of effort, and probably a lot more than you can spare in the early days of your venture. Fortunately, there is a simple way to get started online: start a blog.

A blog is probably the easiest way to get online. Create an account at Blogger, and you can be communicating with your customers in a few minutes. Some examples of businesses making good use of blogs are Drakub Apparel and an antiquarian book store. In about 10 minutes, you can have a site like the one I created as an example for this posting.

Step 1. Get an account. Visit Blogger to create a new account. You will be ready to write your first post in about 90 seconds. After creating your account, you will have a blank blog post screen, ready for you to write. But first click on the Settings tab to set up your profile.

Step 2. Configure your account. Explore the Settings and Layout tabs to alter the layout and design. Adding gadgets through the Layout tab will let you add information about lines, store hours, and directions. Pay special attention to the “HTML” and “List” gadgets.

Step 3. Write content. Using your blog, you can announce new products, offer promotions, or let future customers share in the adventure of developing your business. Your customers are interested in what you have to say about your products and your business, so post frequently to maintain their interest.

Step 4. Promote your blog. Tell your friends about the blog. Collect the e-mail addresses of people who are interested in your business, and send them updates that include a link to your blog. (But do follow the laws regarding SPAM. )

In about 10 minutes you can give your business a Web presence and begin communicating with your customers, giving your business additional exposure and credibility.

Eric Busboom is the founder and CEO of Clarinova, a Web technology company that improves the online visibility of apparel vendors.

Many people struggle with the thought of blogging…starting with justifying keeping a blog at all.

Well let’s see…what should a blog do for you?

A good blog connects you to your customer base. It gives you a voice.  It makes you interesting and approachable.  Most importantly– Human.

Short and sweet blog posts can give readers an intriguing back-story about your company–further helping to build an emotional connection to your brand.

Did you travel to Barcelona for inspiration?  Discover an interesting new eco friendly material for your next collection?  How about highlighting your latest press coverage, celebrity sightings or humanitarian efforts? You’re already doing it…why not blog about it!

A young savvy intern or assistant may make the perfect blogger, that adds a whole new dimension to your company.

Blogging may or may not be for you but its absolutely worth checking out.

For more info on keeping a free blog visit:  www.blogger.com or www.wordpress.com.

Unfortunately, many buyers don’t write at the show.  So, now is the time to follow up and turn that brief encounter into an order you can take to the factory—then to the bank.

Here are a few ways to remind buyer why you belong in their store.

1.  A Personal Email-  You can send out an email blast to everyone that visited your booth but for select customers why not go for a more personal approach?  Remind them of their visit, referencing any notes you may have taken about them.

2.  A Mailing–Send prospects another copy of your line sheets or other marketing materials.  You may want to circle or place a star next to anything they may have mentioned in their visit.

3.  A Phone Call– Yeah a phone can be annoying to some folks, but for many buyers that verbal communication can put you top of mind.  Give your prospects a call to remind them of your meeting, your mailing and to look out for you in their email box.

As a manufacturer be leary of holding any inventory.  Get the habit of producing “Just in Time,” never “Just in Case.”  The last thing you want to show on your balance sheets to a potential or current investor is a truckload full of inventory you’re “trying,” to sell.

The more nimble you can be in adjusting your product to current trends and your customers needs the better off you’ll be as a company.  Your working capital should be used for working on this and not being tied up in goods that could or more importantly could not sell.

Once you start selling you should definitely take notice of your rate of sale and put in place an infrastructure for a quick reaction to a specific product.  You may want to have your materials on order or quickly accessible.

Keeping inventory may seem logical once you start noticing a clear rate of sale.

FBI founder, Frances Harder made an interesting point about naming your company, at the Brand Building Seminar, she hosted at the ASR show today.

“When launching your brand try to avoid using your own name,” she cautions her audience.  “What happens if you go bankrupt, or get bought out?  You’ve just lost your name forever.”

While it may be tempting to see your name in lights, considering the possible consequences may just lead you to change your mind.

But, hey…if you love your name so much….and can’t think of one for your business that you find just as interesting maybe you can call mom and dad for some tips.  Just an idea…