Cal Poly Pomona Students Receive Joyce Eisenberg-Keefer Scholarships

Students from the Apparel Merchandising and Management (AMM) department at Cal Poly Pomona won six of the eight Joyce Eisenberg-Keefer Entrepreneurial Scholarships awarded annually through the Fashion Business Inc (FBI).

Sophomores Nicole Palumbo, Lynette Salgado, Samantha Gagne and Renee Roberts split an award of $1,000, awarded to students from a four year college who can present the best written business plan, and/ or the best thought through design concept for a line of apparel or accessories.  The Cal Poly team had developed a case analysis of Target’s women’s wear business, proposing a new business plan that would enhance bottom line profitability through improved merchandising and visual display strategies, centered on the concept of ‘My Brand’.

In addition, two other AMM seniors, Trish leBarge and Allie Poon, were honored with Joyce Eisenberg-Keefer scholarships for their outstanding work.  Each received associate membership of the FBI for one year plus $600.00 credit for any of the 80 plus seminars and classes presented at the FBI.  The awards were presented by Ethan Eller, Building Manager of the New Mart.

Other Joyce Eisenberg-Keefer scholarships were awarded to Diana Cha and Sara Caterinicchia.

The Apparel Merchandising & Management department at Cal Poly Pomona is a leading provider of Bachelor of Science graduates for the apparel industry in California, with specializations in apparel production and fashion retailing.  Fashion Business Inc. provides the industry with a range of training, education, consulting and other business services to support its growth and profitability

As a relative newcomer to the world of blogging, I didn’t realize how much fun, or how difficult blogging can be. It’s fun, because I can write just about anything I want – which is also what makes it so difficult - narrowing down my ideas into one somewhat coherent stream of thought. Which is why I’m getting back to the business of fashion. Because that’s what we do here at Fashion Business, Incorporated.

And speaking of here, did you know we now have an FBI location in San Francisco? That’s right – We now have a chapter serving the San Francisco Bay Area, offering classes in multiple locations including through our partnership with the Small Business Administration. Janet Lees is directing all FBI programs in the Bay Area as well as fund raising for the SF FBI office. A native of UK, Janet has been involved with the Bay Area fashion and design industries for 16 years and is especially proud of the programs she’s developed to support entrepreneurs in fashion and the arts. In addition, she is an experienced small business owner and an active partner in her husband’s modern furniture company, Jason Lees Design, located in Oakland, where she is responsible for Public Relations and has secured ink in local, national and international press. We are so fortunate to have Janet on board and are very excited to be able to present many new and popular seminars to our Bay Area members. Check out our list of upcoming events in Northern and Southern California, Atlanta and Phoenix – open to members and non-members alike.

When most people think of fashion they think of runways filled with glamorous models, fashion magazines full of glossy advertisements, celebrities at movie premiers or awards show or maybe even “Project Runway.” At FBI we know that the finished product, what the consumer sees, is the end result of many months of design, planning, manufacturing, logistics and more. There are so many pieces to the puzzle of successful fashion businesses that it’s no wonder so many companies can’t make it in today’s economic climate. No, not just because people aren’t buying clothing, accessories or shoes. They are, just take a look at the latest retail numbers to see sales have improved greatly. It’s because business is changing. Wholesale, retail, ecommerce – it’s all changing. As a fashion business, you need to have the skills to stay on top of new retail buying and selling trends, new credit and financing issues that are affecting us all, new business and technology skills and even new ways of doing business with your vendors. That’s where the FBI comes in. Why not take full advantage of your FBI membership? Or, if you’re not currently a member, become one. Memberships start at $200 per year, but the knowledge you gain is priceless. We’re here to service the fashion communities in California as well as seminars in Atlanta, Phoenix and New York. Can’t be here in person? We have a number of classes and seminars online at very affordable prices. Contact Jacquelyn@fashionbizinc.org for more information or just stop by our offices or website. We look forward to seeing you.

Jill Mazur is an independent apparel business and technology consultant working with Fashion Business, Incorporated. Email: jill@fashionbizinc.org

Simply put, Viral marketing is a way to utilize existing social networks – mainly online or by word of mouth – to generate buzz for a business, product, person, event, etc. Using video clips, text messages, blogs, images, games, promotional items and more, the goal of viral marketing is to reach a targeted market of consumers without having to spend money on standard marketing or advertising campaigns. Seems like a good idea, right? Maybe. It really depends on your customer and target audience.

Viral marketing can be very successful when launching a new product or brand to a carefully targeted audience. Introducing a new energy drink? Hip, trendy nightclubs may be a great place to promote it. Saw a celebrity wearing your design at last week’s movie premiere or awards show? Tweet, blog, post it on Facebook and email all of your clients and contacts a link to the video or image and tell them where to buy the product. Sometimes you’re the beneficiary of someone else’s viral campaign and the next thing you know, you’ve got a best-selling item on your hands.

I was talking to a colleague the other day about marketing her new product. She mentioned to me that she was thinking of spending her advertising budget to remodel her office instead of buying ads in trade publications and magazines. She was hoping to capitalize on viral marketing instead to maintain interest in her products and generate new customers. Problem is – her products are basic apparel items targeted to the 45 – 60 year old female demographic. Not necessarily the prime audience of a viral campaign. Her response to me was “Well, Oprah Tweets!” Yes, Oprah Winfrey “Tweets” and getting a product mentioned by Oprah is a fabulous example of viral marketing. But don’t hold your breath hoping Oprah will mention your product on her program, magazine or next Twitter post.

Take a page out of many retailers’ handbooks – spend your advertising dollars and energy wisely. If your customers expect to see your ads in traditional print media, keep placing your ads there and create an online presence to help increase your market share. Is your presence mostly online? Keep your website up to date and make sure your home and product pages look fresh and exciting. Launching a new brand or product line? Figure out whom to target first and how best to reach them. Just don’t expect your product to sell itself if you’re not out there selling to the right audience in the right place.

As for my colleague, she realized her customers probably didn’t know what Twitter was, let alone how to use it. If Oprah was Tweeting about her product, most of her target audience would miss out on Oprah’s wisdom. Her office remodel would have to wait. Her traditional advertising works for a reason, that’s where her customers find her products.

Jill Mazur is an independent apparel business and technology consultant working with Fashion Business, Incorporated. Email: jill@fashionbizinc.org

Results from a Recent Twitter User Survey:

Alex Cheng and Mark Evans of Sysomos Inc. created a survey on how much (or how little) Twitter is currently being utilized.  Before placing all of your viral marketing eggs in the Twitter basket, think about this - after analyzing information from 11.5 million Twitters accounts, they discovered:

• Just 5% of Twitter users account for 75% of all activity
• 85.3% of all Twitter users post less than one update per day
• 21% of users have never posted a Tweet
• 93.6% of users have less than 100 followers, while 92.4% follow less than 100 people

Read the full survey results on their blog.

Yes…we know, getting exciting press for your new line can often feel like climbing a hill in stilettos.

It’s elusive….People know people who know people who know people.  And maybe you’re not one of those people….just yet.

So what can you do?  The talented yet un-connected new designer that didn’t go to boarding school with the assistant editor at Vogue and a has a budget that would make any respectable publicist literally LOL.

Start by tapping these budget friendly online resources that can help put your brand on the map….

1.  Thecontactlistonline.com–Getting connected starts with getting contacts.  The Contact List is a subscription based service that keeps you in the loop of who’s in and who’s out in the ever-changing world of fashion.  With The Contact List fashion and beauty editor names…emails and addresses are just a click away.  And even better their monthly rates start as low as $15 bucks.

2.  Buzzflikr.com –This innovative online PR service focuses on providing low cost web-based PR to emerging designers and brands.  By posting your media kit and images in their “hive” you’re instantly on the radar of story-hungry fashion editors and bloggers around the globe.

3.  Thefashionlist.com–Feel like you always read about the hottest fashion events after they’re over and done?  Are you ready to expand your network and get in the know?  The Fashionlist.com is a comprehensive database of all the biggest happenings in the world of fashion in one central place. Plus you can even post your own event totally free.

There’s a case to be made for the small business these days.  While big corporations are going through these massive restructuring plans to stay afloat–and small businesses certainly have their vulnerabilities they also have one big commonly overlooked advantage.

Flexibility….

“I can change in a day!” a successful small business owner once told me.  He looked around his small office, snapped his fingers as if to drill his point home and said again,”If something stops working out…I can change it all in a day.”

While his statement may have been a bit of an exagerration, his comments do have an interesting underlying question. In these challenging economic times how many small companies are taking advantage of their unique opportunity to change in a day…a month..or next year for that matter?

Many of the fashion business owners I encounter are just trying to keep what they have, lower prices, push the sales reps, find new production.  However maybe now is the time to pull out that small business trump card and “change in a day!”

So who’s going to dream up all this change..as if the small business owner doesn’t already have more than enough to do?  Well as the saying goes “Fish can’t see water.”  If you’re in the trenches of running your everyday operations you may not even know quite where to begin…

Why not get some outsiders involved to give you some ideas to create change you can believe in….

1.  Hire Some Bright Interns–And not to answer the phones, file or fax.  Encourage them to share ideas, give feedback and even have a pet project. Schools like, The Fashion Institute of Design and Merchandising allow employers to skip the clutter of craigslist and post opportunities for interns directly on their website.

2.  Meet with a Consultant–Why not get the assistance of someone that knows how other companies have managed to succeed and fail.  Many times their insider perspective can make the difference between a golden parachute and feeling like your business is trapped at the bottom of the ocean with an iron anchor.  You can find these helpful industry insiders presenting seminars at trade shows and other industry events or you can check out Fashion Business Inc Consultants that may be able to help.

3.  Get Some Free Business Advice–Score.org is an association of retired executives that helps small business owners plan and assess their businesses completely free of charge.  Maybe you need to revisit your business plan…or maybe you never even had one to begin with.  Now could be the perfect time to rewind and restart.  Get the scoop on score and its services at  www.score.org.

Check out the Microsoft/Fashion Business Inc. Job Skills Training Program feature in L.A. Business Journal.

Did you just get that hot press mention you’ve been waiting for?  Well other than framing it and putting it on your wall, here are some things you can do to milk it for all its worth.

1.  Mail it out– Send color copies to your current retailers to increase the profile of your line in their store.  Also remember to add color copies to your website, media kits and trade show presentations.

2.   Get Good Credit–Request that the magazine credit your website and collaborate with your online retailers to make the product available for sale.  Shopping magazines like Lucky often require that you list a store where the product can be purchased.  By featuring online retailers on your own website, that have the featured product in stock you not only provide an easy sales vehicle, but additional exposure for your entire line.

3.  Blog about it–If you keep a blog write a post that includes key words that associate your brand with the publication.  By doing this you raise your visiblity on the web/google search listings, while promoting a powerful brand association with the magazine you’ve received covereage from.

Ok lets face it…folks in the fashion industry can be very particular.  We create these brands and we care about them…we want to protect them and we don’t want to leave our “babies,” with just any ol’ retailer.

That means we have to discriminate a bit when it comes to picking the stores we sell to.  No matter how tempting it may be to imagine how black a new account could make our financial statements– selling our brand too short…too soon can have a detrimental effect that just won’t pay off.

Let me tell you a little story to illustrate my point….

A client of mine had these aspirations of creating a high end luxury lifestyle brand.  She imagined her stuff in the windows at Barneys, on the racks of the finest boutiques, on the homepage of international online retailer net-a-porter.com.  Her vision was crystal clear in her mind.  She believed in it and was excited to see it come to life….

But as she sat at her first trade show she watched buyer after buyer pass her by… they’d glance…comment, maybe even take a few pictures… They seemed interested but they weren’t buying….what was she supposed to do?

On the last day of the show, a slightly more mainstream department store paid her a friendly visit.  They were interested and ready to write an order.  I mean they were by no means a luxury brand….but one order from them alone could pay for the cost of her show, save her from hustling for more accounts when she needed to be designing and even allow her to give her consultant (me), a much needed bonus for all my dedication.. hard work, brilliant insight and commitment… (I know that’s right;).

And as much as I wanted and so deserved a little extra padding in my pocketbook I had to keep it real.  The department store deal didn’t make sense.  Of course we had the option of revising the strategy…adjusting our pricing, going slightly more mainstream— but it was only her first trade show.  Was it really the time to sell out?  Was an offer from one vendor offer enough to constitute a total change of plans?

Maybe eventually but not initially.

As you develop your brand you will sometimes have to resist the temptation of big business money…and just give yourself a chance to grow.

I advised that she stick to the program….the brand she wanted…the one she believed in….and the brand she worked hard to create with everything from imported fabric to the paper linen hangtags she loved that made for the perfect finishing touch.

So she took my advice and decided against the major retailer.  However, soon after the tradeshow she was able to acquire about 10 niche brand building boutiques that were interested in finding the next big thing…not just stuff that was sold in (nose in the air)… mid-tier department stores!

Now keep in mind the orders of those 10 stores didn’t even add up to the one order she turned down.

However–she wasn’t trying to host a thanksgiving day clearance sale–she was trying to build a brand.  That takes time.  And that means being strategic as well as pacing yourself.

Soon after she acquired her first 10 stores without a showroom she was picked up by one of the top international showrooms for her product category…who has since been able to place her in niche boutiques all over the world.  A lot more brand appropriate than being sold off to the highest bidder.

She’s since been featured as a top emerging designer in major fashion organizations and publications including Vogue…Not her hometown paper but…Vogue.

The moral of the story–If you have a vision for your brand let people help you refine that vision but don’t ever throw it out the window based on one tempting proposition.

If only for a little while…just believe–trust your gut and see what happens.  It could be better than you’ve ever imagined.

Debra Stevenson, FBI board member and founder of BuzzFlikr.com offers some key tips on staying smart in challenging economic times.  Now is not the time to freeze and ride out the storm…Debra suggests taking some action can help your business thrive in the midst of it all.

1.  Understand what consumers want right now.  We’re feeling cash poor but we still crave style.  One of my fave brands, Meghan Fabulous ( http://www.meghanfabulous.com/) moves excess inventory by offering a chic Sale of The Week directly to her customer mailing list.  The prices are seriously discounted, all her fans get a great deal and she stays liquid.  Genius!

2.  Don’t sacrifice your lifeline. As you’re cutting budgets or staff overhead, don’t compromise on key tools for success.  This may be a time to get out on the road yourself to spike sales.  Look for more affordable ways to        continue marketing, PR and media outreach.  Buzzflikr PR offers affordable rates and effective new ways to get your brand noticed (http://www.buzzflikr.com).

What can you say to a customer in only 140 characters? Quite a lot, as many apparel vendors and boutique owners are discovering on Twitter.

Twitter is a Web-based text messaging service where people exchange the same sort of short message you might send from your cell phone, but distributed to all of your friends, not just one friend at a time. Using Twitter you can send short updates to your “followers,” other users who have chosen to receive your messages. Twitter is often called a micro-blog service because it lets people communicate in a similar ways to a blog, but only 140 characters at a time.

The service is very popular, and although most messages (known as “tweets”) are about the minutia of daily life, there are a growing number of businesses using Twitter to communicate with their customers. For instance, @Comcast uses it for customer service, the @BBC sends out breaking news, and @WholeFoods sends out news and product information.

The service is also popular in the fashion and apparel industry. @Coutorture tweets about couture events and products, Daria Muirhead of @BoutiqueCafe promotes her podcast for boutique owners, and @closetcaucus, a fashion editor, expresses her love of fashion. I write about apparel marketing issues as @Clarinova.

You too can use Twitter as an inexpensive way to build your customer base and communicate with your customers.

First, sign up for a Twitter account at http://www.twitter.com. Be sure to use a username that represents your business well and fill out as much information as you can in your profile. Don’t send any tweets until you’ve uploaded a picture—the picture is important to establish a connection with your followers.

Second, send a few tweets while no one is following you. You can delete the ones you don’t like (look for the trash can icon) while you get the hang of it. Make three or four tweets that other people can use to get a sense of what you are going to write about, so they can decide whether they want to follow you.

Third, after you have made three or four tweets that you like, invite some followers. Followers are the people who are listening to your tweets, so you want as many followers at you can get who are also current or potential customers. There are several ways to invite people, all of them available from the “Find People” tab at the top of the home page. To get your first set of followers, you can invite friends via e-mail or import addresses from your e-mail account or social networking account. But there is a third way to build a set of followers that involves following other people who may be interested in your tweet because you are interested in theirs. This process is a bit more involved, so it is described in a separate article.

To be successful with a mass-communication tool like Twitter, it is essential that you remember that you are part of a conversation, not a broadcast: you must be willing to listen first, then people will be willing to listen to you. This has always been true. Markets are conversations, but tools like Twitter make this conversation explicit, impossible to ignore, and very valuable to businesses that understand how to engage in it.

Eric Busboom is the founder and CEO of Clarinova, a Web technology company that improves the online visibility of apparel vendors. You can ask him for help with your Web problems by sending e-mail to eric@clarinova.com.