Posted on May 31, 2010 – 14:41 in Features | Steven
Fearless Menswear Talent
Getting into the stores is one of the most difficult parts of a new label. How do you find clients? Is it appropriate as an emerging designer to take care of sales yourself?
It seems that buyers like to find a brand that has a story behind it, and by doing in house sales, they can relate to you and your brand. I think this is an advantage as opposed to having the collection in a showroom amongst other brands.
Buyers want a certain range of items to choose from each season. Usually an amount of pieces that is hard to deliver for a small company. What‘s your answer to this problem?
Stores want a mixture of commercial items with more directional items. It is important to include both types in the range of product each season. I’ve found it helpful to talk to buyers and listen to their feedback and keep it in mind for the next season.
You showed your first collection (FW 09/10) when the credit crunch hit its climax. Didn‘t that scare you?
I started work on it in February of 2008, a little before the recession really hit, so yes it was unfortunate timing.
What made you continue?
In times of recession, people are looking for newness and need an excuse to spend their money. Creating product that excites people is more viable than just putting something out there that has already been seen.
The fashion business is tough and – as Karl Lagerfeld puts it – not at all fair. You can do everything right and still fail. In your short history – were you ever close to giving up?
The best thing to do is reassess and adapt!
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Johanna graduated in Fashion Design Technology from London College of Fashion as Bachelor of Arts in 2004. Before starting her own label she worked for Bless, Rick Owens and Ralph Lauren. She lives and works in Williamsburg.
All images show spring summer 2010
Copyright photos Jeffrey Cohen
http://johannesfaktotum.com/
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