Design Create Sell

About the Author

Introduction
Making the dream a reality
Contributors

1. An Overview of the Fashion Business
- The Different Market Segments
- Eco fashion
- Case Study:Tammam
- Product Categories
- Roles In the Fashion Industry

2. Getting started
- The Business Plan
- Writing a Business Plan
- Case Study: Upper Street
- Business structures
- VAT
- Where to Work From

3. Research
- The Importance of Research
- Identifying Your Target Customer
- Case Study: Land Girl
- Comparative Shopping
- Researching Trends

4. Range Planning
- Planning Your Product Range
- Case Study: Sarah Angold Studio
- Pricing Strategy

5. Building Your Brand
- The Importance of Branding
- Case Study: Mark Thomas Taylor
- Developing your Unique Selling Point (USP)
- Preparing a Graphic Design Brief
- Be Consistent

6. Getting It Made
- The Production Process
- Sourcing and Selecting Manufacturers
- UK vs Offshore Production
- Case Study: Redhound for Dogs
- Sample Management
- Design or garment Specification
- Production and Critical Path Management
- Managing the Production Schedule
- Creating a Production Docket

7. Routes to Market
- Wholesale vs Retail
- Case Study: Lowie
- Agents and Distributors
- Trade Shows

8. Plan, Prepare, Pitch
- The Buying Seasons
- Getting a Sales Appointment
- Case Study: Corrie Nielsen
- Preparing Your Pitch
- Negotiation

9. Telling the World
- An Overview of Marketing and PR
- Marketing Materials
- Exhibitions and Catwalks
- Case Study: Hatastic

10. Finance
- Budgeting For Your business
- Profit, Loss, and Cash Flow Forecasts
- Sources of Finance

11. Protecting your brand and Products
- Intellectual Property (IP) Overview
- Protecting Your Trademark
- Business name

Conclusion

Useful Links
Glossary of Useful Fashion Industry Terms