Fashion Industry discussion, review, analysis, news, and information

There was once upon a time when I watched runway shows or looked at a fashion shoot in Vogue magazine and thought, "Who in their right mind would wear something like that?"  However, the more shows I watch, the more I realize that runway shows are about showmanship.  It's about making a collection unforgettable.  If you can make people say, "Wow, I want to buy that right now", you've created emotion - and that's what sells fashion.  People buy clothing because of the feel-good promise that it evokes. 

We have to remember that fashion is a business and in order to survive in business you have to stand out from the crowd.  In the February 2008 issue of Elle magazine Nina Garcia says, "To be a designer you must possess not only creativity but a savvy business sense and be able to promote yourself."

I think one of the best ways that designers can promote themselves is by creating word-of-mouth epidemics.  Marc Jacobs, Karl Lagerfeld, and Nicolas Ghesquiere are brilliant at making people talk about them. 

What can you do to better market your fashion business?