Descripciones mejoradas de Syndetics:

Mary Gehlhar, author, industry authority, and consultant to hundreds of designers, including Zac Posen, Twinkle by Wenlan, Rebecca Taylor, and Cloak, gives readers behind-the-scenes insights and essential business information on creating and sustaining a successful career as an independent designer.



With advice from fashion luminaries including Donna Karan, Tommy Hilfiger, Cynthia Rowley, Diane von Furstenberg, Richard Tyler, and top executives from Saks Fifth Avenue and Barneys New York, this fully updated and revised edition of The Fashion Designer Survival Guide addresses the latest trends in apparel and accessories, the newest designers, an updated introduction, and a new foreword by Diane von Furstenberg, Designer and President of the Council of Fashion Designers of America (CFDA).



The Fashion Designer Survival Guide provides the necessary tools to get a fashion line or label up and moving on the right track, including: How to create a viable business plan Figuring out how much money you need, where and how to get it, and how to make it last, including the latest on private equity The best sources for fabric and materials Navigating the pitfalls of production both at home and abroad Marketing, branding, and getting the product into the stores and into the customer's closets Romancing the press, dressing celebrities, and creative publicity techniques Producing a runway show that will get results

Tabla de contenidos provista por Syndetics

• Foreword(p. ix)
• Preface(p. xi)
• One Piece of Advice(p. xiii)
• 1 Before You Start(p. 1)
• The Reality(p. 2)
• You Survived the Bad News(p. 10)
• 2 The Fundamentals(p. 13)
• The Plan(p. 13)
• Elements of the Plan(p. 15)
• Setting up the Business(p. 19)
• 3 The Money(p. 33)
• How Much Do You Need?(p. 34)
• Where to Find Money(p. 39)
• Factoring(p. 47)
• 4 Product Development(p. 59)
• Know Your Customer(p. 59)
• Have a Point of View(p. 60)
• The Trends(p. 63)
• The Collection(p. 64)
• Signature Items(p. 65)
• The Quality Standard(p. 65)
• It Must Look the Price(p. 66)
• Commerciality and Show(p. 66)
• 5 Fabric and Materials(p. 68)
• Learn First(p. 68)
• The Challenges(p. 69)
• The Sources(p. 74)
• Once You Order(p. 78)
• 6 Production(p. 84)
• The Production Plan(p. 84)
• Sample Production(p. 87)
• Tips and Considerations When Hiring a Patternmaker(p. 90)
• Production Options(p. 96)
• Production Management(p. 108)
• Factory Management(p. 114)
• 7 Marketing and Branding Materials(p. 121)
• Be Your Brand(p. 122)
• Logos(p. 122)
• Press and Sales Kits(p. 122)
• Other Marketing Materials(p. 134)
• 8 Sales(p. 138)
• The Financial Realities of Selling(p. 138)
• Where to Sell(p. 145)
• Selling to the Stores(p. 156)
• Cold Calling(p. 160)
• The Appointment(p. 164)
• The Order(p. 166)
• Getting Paid(p. 176)
• Customer Service and Supporting Sales(p. 179)
• Who Should Sell the Line?(p. 186)
• Trade Shows(p. 193)
• Making the Most of the Shows(p. 195)
• 9 Press and Public Relations(p. 201)
• Good News/Bad News(p. 201)
• The PR Strategy(p. 203)
• Dressing Celebrities(p. 212)
• Who Should Handle PR?(p. 217)
• 10 The Runway(p. 219)
• To Show or Not to Show(p. 219)
• Producing a Runway Show(p. 223)
• Sponsorship(p. 239)
• 11 Copyrights and Knockoffs(p. 242)
• Fashion Design and the Copyright Laws(p. 242)
• 12 Expanding the Business(p. 251)
• Licensing(p. 252)
• A Second Line(p. 254)
• Partnerships/Consulting(p. 256)
• Creative Direction(p. 259)
• Investors and Partners(p. 260)
• Acknowledgments(p. 261)
• Notes(p. 263)
• Resources(p. 271)
• Index(p. 283)

Notas de autor provistas por Syndetics

As the Fashion Division Director of Gen Art, Mary Gehlhar has worked closely with up-and-coming designers to start, operate, and grow design businesses. She has lent her expertise to the Rising Star Award committee at Fashion Group International, the Pratt Institute Fashion Jury, and the Open Call panel for the Miramax/Bravo show Project Runway. Mary has been interviewed by the New York Times, British Vogue, Washington Post, Boston Globe , and E! Style channel.