March 2011

Today’s interview comes with a giveaway! Author and independent designer, Jennifer Lynne Matthews, has offered us a copy of the newest edition of her book Fashion Unraveled to giveaway to you. In this book Jennifer shares lessons she has learned from good decisions and bad as she built her fashion brand. The chapters and worksheets in the book are short and sweet so you can attack them in small doses. We know working on the business side is the last thing designers want to do, and that makes us so thankful the independent fashion world has darlings like her to help us all out. Comment and tell us your biggest business mistake to this point, and be entered to win your own copy of her book. Sharing stories of making mistakes helps all of us collectively learn.

Since I made every mistake known to man, I thought it would be a great idea to write about how to do it (by way of how not to do it). I always loved writing, so blending my two passions was inevitable.

1. Know who you are catering your business to – in other words, know your customer.
2. Figure out the whole marketing situation for your line – how are you going to get the word out about you.
3. Know and watch your competition – they can be amazing research for 1 & 2.
4. Know what it costs to run your business – not just the materials, but the operating expenses.
5. Figure out a pricing model that works to bring you a profit and a salary.

Darlings: This is a second edition, what changes did you feel were necessary from the first edition?
Jennifer: The first edition covered a lot of information, but I listened to the feedback from my readers and made appropriate changes in the second. I added new case studies, lots of new forms and an entire detailed section on business entities, taxes and the like. Some might find it a little overwhelming, but the second edition covers everything I wanted to write in the first edition, but was afraid to write.

The first edition was written right before the market crash and was released just after. Many things in the industry have changed in just the few short years since things went bump in the night. I adapted these industry changes into the second book.

Darlings: Do you think there are common mistakes designers make when they are starting out?
Jennifer: Absolutely. As creatives, we just want to think about the craft. It is what makes us happy. We figure the business stuff will happen because we have a great product. The truth is, we are creatives and haven’t thought the business side all the way through. I find that the majority of designers starting a business neglect the money part, because design is the fun stuff.

Darlings: You are also working on an online school for fashion and jewelry, can you share a little about this as well? It sounds like a great resource.
Jennifer: I’m always looking to create the next best thing for entrepreneurs. Once the program is officially launched, we will begin building an online school for entrepreneurs, fashion designers, jewelry designers and crafters. The courses will be an affordable option to individuals wanting to learn the trade, but not concerned with receiving a degree. We plan to offer classes on various skills including sewing, pattern drafting and my specialty, draping and lingerie design.

We plan to start developing the classes in April and May as soon as time permits. I’m a busy lady. I’m also writing a series of lingerie design books presently.

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