Our week started with the theme of Business of Fashion and a visit of J.Crew store. Story of this brand starts in 1983 with catalogue retail. Today J.Crew is a multi-brand retail that includes different line extensions like cloth for kids and wedding line. https://www.jcrew.com/
Today in fashion industry there is a lot of competition between brands so it was very interesting to know how they gain new customers. First, it all depends on the brand. For example for Ray, the key of success of J.Crew is their collections where customer can find everything: cloth, jewelries, shoes etc.
For Erin who is a manager of the store, it is more about communication. In order to gain new clients she organizes events, for example for big companies like “Master Card”. The goal of it is a help to shop and creation of perfect outfit for work. J.Crew has also events for new lines of cloth or shoes for their clients. Today J.Crew has a web site and is opening more and more stores abroad that make it better known.
A combination of a good brand and communication helps to gain new customers. It is also important to not to lose them, here J.Crew uses promotions, discounts and emailing.
During this day I also talked with managers of others stores like L’Occitane to know more about how they work with clients and about networking. Today, in sell business, the most important is to build relationships with your clients. Intern and extern networking are very important for every brand. Intern networking means that you are working with your team and extern is the way that you are connecting with people who are out of your company, for example clients and investors. http://usa.loccitane.com/
Business of fashion is not only stores and brands, it is also fashion blogs. It is very interesting to see how it works. Creator of this blog, Nicki Brashear, started with posts about fashion and interviews. Today, to make it bigger and better she added an online shop. The way that Nicki is networking changed because she needs to be connected with more people. To make her blog better known and to be connected with people she is using “Fashionista Chicago” t-shirts and different types of social media (Facebook, Twitter, Instagram, Linkedin). http://fashionista-chicago.com/
This day was very interesting and exciting. We met a lot of people who are doing different jobs in the fashion world. The way that they are talking about their work is very inspiring, it is always a pleasure to see people who love and enjoy their job!
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