You're Selling Luxury Design Like Walmart Sell Carrots
Most designers starting a fashion brand are trying to sell products.
They design a garment, price it, photograph it beautifully, post it on Instagram and wait… and wait…
When the sales don’t come… or worse…. People say “It’s lovely but I can get it cheaper in Zara or H&M”…. So they either go back to the drawing board and design another… and another.
Or, they lower their prices, lowering the perception of their brand and unable to survive the low margins, so they usually end up closing down in less than a year.
It’s not the designers’ fault.  You were never taught this in fashion school, but to succeed as a fashion brand it’s something you must understand.
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What separates the designers who are selling at high prices from those who struggle to sell just a handful of underpriced pieces is this:
They aren’t just designing a product…. A product is a commodity, something that people can compare prices and substitute for something else cheaper.
When you go to the supermarket to b...
Jane McMillan
Jane McMillan
Founder of Fashion Entrepreneurs Academy
Jane McMillan is a fashion launch architect and consultant living in London. Her Mac Millan brand gained celebrity clients including a former member of the British Royal Family and her work has been shown in editorial features such as Vogue, Marie Claire, Elle, In Style, Glamour, Cosmopolitan, WWD, etc. and featured on several broadcast media including Channel 4 and the BBC. For over a decade, Jane's collections were showcased internationally, appearing on the official catwalk schedule at New York Fashion Week in Bryant Park, the British Fashion Council's Designer Exhibition, On|Off catwalk shows at London Fashion Week, and TranoĂŻ Paris. For many years, Jane consulted for renowned fashion brands including Roland Mouret and Roksanda, while also serving as an Associate Lecturer at Central Saint Martins, where she mentored students who have since become some of the most sought-after names in London, Paris and other global fashion capitals. Today, Jane brings together her experience in luxury fashion, education and business to help independent fashion brands launch their collections, attract the right customers and grow to the next level.
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