Business of Fall Fashion 2015

technology and modern marketing practices to
identify your ideal customer, get their attention and,
hopefully, gain business. She recommends engaging
on every medium that you can via something called
omnichannel retailing. This new approach to retail
includes everything from retail stores, online stores,
and mobile stores to mobile apps, telephone sales,
and other types of transactions, depending on your
product.
“Few brands can sell just one area—things change too
fast,” says Allen. “Emerging brands have to do it all. The
variety of options becomes especially critical because
of the difference in margins that can be achieved in
the different channels. Wholesale is usually what new
businesses try first, but this is where they get the
poorest return.”
Creating a website, ensuring mobile shopping
capabilities, developing a consistent brand
personality— these are all steps that modern day
business owners have to think about as they’re getting
started.
So take a page out of the Jeanne Allen’s book and
while you’re in school focus on getting a variety of
experiences, take on all sorts of opportunities, and
build a strong, diverse resume for potential employers.
For those interested in starting a business or taking
on business-centric roles in the future, spend some
time taking classes, seminars, and getting exposure to
all forms of modern business – From marketing and
entertainment law to merchandising, photography, and
social media. The stronger your foundation in the basics
is, the easier it will be to build on that background
when you begin developing your career.
Jeanne Allen
Executive Director
fishexecutivedirector@gmail.com
www.fashionincubatorsf.org
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