Comments (0) The Bead Society of Greater New York (BSGNY) was founded in January 1988 by (the original instructor of SXW 010: Bauble, Bangle, and Bead Stringing) the world renowned artist, Yoshie Marubashi and a handful of her FIT students taking the class. Today, BSGNY boasts over 500 members including a Chapter in Japan. FIT has worked cooperatively with them ever since.
As businesses and consumer groups grapple with the effects of global marketing, we are observing how various fashion designers adjust their marketing strategies to suit this uncertain new world. Some fashion designers are re-thinking creative design as a foundation for marketing. They are concentrating on how to bring a sense of personal involvement in self-styling for the consumer as a fundamental marketing strategy. When the world gets more confusing, either we pull in the reins and go to our strengths — or we go all out and cast a wider net.
Designers are focused less on “The Look,” in their seasonal collections. They are busy researching and creating a line that can satisfy more than one demo/psycho-graphic market. While staying true to their core target audience, they are also reaching beyond that to a broader range of ages and body shapes with a wider selection of fabrics, colors, styles, …. Looking to connect to “What is their world,” the new wave of fashion designer wants to create a brand story that will stimulate or revive consumer emotions and aspirations. More than ever, it is important that a style and the brand have relevance to the consumer.
A good example could be the current repercussions of the world’s poor economies. What kind of choices will be made with this in mind? When so many things look bleak for so many people, how can one’s personal styling make the consumer more optimistic? A designer may think back and design forward to create different styles that reactivate pleasurable emotions. It may be time to extend beyond the security of the “I can wear it anywhere” black dress, exploring the brighter, fun colors, patterns, and styles, offered at more reasonable, affordable prices.
What we are saying here is largely attributed to singular Lanvin designer, Alber Elbaz. Elbaz fashions are being created to resurrect one’s own “golden age,” and also to make one aware of their fashion self-actualization.
An example of “fashion self-actualization” could be one interpretation of “tomboy” style in a woman’s wardrobe. It may be a woman’s answer to not being obviously sexy. The tomboy may want to demonstrate that she has no present desire to arouse a man’s sex drive. It may signal her desire for freedom from flirting, as well as freedom from high heels, classic dresses and full-on makeup. Or it could be a desire to be trendy, yet casually elegant?
Note the following possible interpretations of the “Tomboy” fashion style. Let’s see how you react to the possibilities, as we need to find comfort in our currently uncomfortable world…
http://tomboystyle.blogspot.com/
Photo on the right is of one of Ann Mashburn’s famous mood boards — by F.E. Castleberry of Unabashedly Prep.
As we stated above: designers look back to design forward…
The mood, the lifestyle, the “fashion self-actualization” of “The Tomboy”
Drawing by Arthur A. Winters
The designer who thinks “What is their world now?” —
is more likely to attract more customers.
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.
Ten fashion design entrepreneurs will host the NY DESIGNERS CARE pop-up holiday sale at Showroom New York in December. 10% of proceeds will go to New York Cares to Support Hurricane Sandy relief efforts and their 24th Annual Coat Drive. Designers include: Sena, Vespertine, Cala Ossidiana, A.D.O, Kristi Vosbeck, Study NY, Accessoir, Kordal, Cuffe Parade, Jacki Easlick. The holiday sale will feature women’s ready-to-wear, eveningwear, bike/safety wear, handbags and swimwear.
“This holiday sale is a fun opportunity for a group of like-minded designers to come together to help those in need and also kick-off the holiday season. We are fortunate that Showroom New York has opened their space to host the event. Holding the sale in the Garment District is just one other way to support the resources available to designers in New York and also create awareness.” says Sena Yang of SENA.
There will also be a drop box for guests to bring gently worn outerwear as part of the coat drive.
Thursday Dec. 6, 11am-8pm, cocktails 6pm-8pm
Friday Dec. 7, 11am-7pm
Showroom NY, 262 West 38th Street, Suite 506, NYC 10018
All designers are Design Entrepreneur NYC alumnus and/or members of Showroom New York. They reside and/or produce in New York and are committed to growing their business and making an impact on the fashion community. http://www.designentrepreneursnyc.com/
Showroom New York is dedicated to help maintain New York’s position as a global fashion capital by supporting young designers who produce locally. Our mission is to encompass the GIDC’s Designer Development Program, offering local designers a viable platform from which to expand their business. http://www.gidc.org/
New York Cares is New York City’s largest volunteer organization. We run vital programs for 1,300 nonprofits, public schools, and city agencies to help people in need throughout the five boroughs, with no cost to the recipient organizations. Since 1987, New York Cares makes it easy for all New Yorkers to work together to strengthen the city; last year, we provided critical services to 400,000 at-risk New Yorkers. http://www.newyorkcares.org/
Stay tuned – I will be posting a lot of upcoming December events in the next few days. Here’s the first one to kick it off!
If your business or personal belongings or both suffered damages due to Hurricane Sandy first, my heart goes out to you. I only lost electric and heat and hot water for about 8 days and compared to others it was merely a major annoyance. A friend on Staten Island who is a florist, lost two cars and had his shop completely flooded out. He so far has received a standard (I’m told) check from FEMA for $2,400 which, he tells me, barely makes a dent in his damage expenses. He’s still arguing with his insurance company about his claims. I expect that, unfortunately that may be the case for many people.
Below is a list of hopefully helpful resources. The NYC.GOV/311 gives a 360 on what’s happening and what’s available. Below that are key contacts that should be helpful. And lastly, are two links specifically related to insurance issues due to the storm.
For general information the site below is a general city website that offers a lot of valuable information.
Nyc.gov/311
All open 7 days 8am-8 pm
NYC Restoration centers
Bronx / Throgs Neck — St. Francis Ze Chantal 190 Hollywood Avenue, 10465 (Mon-Fri only 8 am -8pm)
Red Hook office – Coffey Park 85 Richards St. Bklyn 11231
Gravesend – SSA Building 10 Bouck Ct. 11223
Fort Tilden – 415 State Street, Across from St. Geniveves Church, Queens 11697
Far Rockaway – 10-01 Beach 20th St., 11691
Arverne – Shorefront B & C, 6820 Rockaway Beach Blvd, 11692
Staten Island – 1976 Hyland Blvd. 10306
FEMA Recovery Support
1-800-621 FEMA (3362)
http://www.disasterassistance.gov/
http://www.fema.gov/apply-assistance
Nassau County OEM
1-888-684-4274
American Red Cross
1-800-733-2767
LIPA
1-800-490-0075
1-631-755-6900
The link below describes the insurance issues around damages due to the hurricane. It seems insurance deductibles won’t have to be paid – read more… http://www.nydailynews.com/news/national/ny-homeowners-save-storm-related-insurance-cost-article-1.1195254
For people who have been flooded most are not covered by general insurance. However, there might be options…this link is put out by lawyers who are representing people who were flooded. http://www.napolibern.com/Injury-News-Blog/2012/November/Superstorm-Sandy-Flood-Damage-Not-Covered-by-Hom.aspx
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.
The two shining examples of running with the pack come from the pharma world (just look at all those ads with happy smiling faces…the only thing that differentiates the ad and product category is the demographic of the happy smiling face).
A short while back, I did some primary research into about 50 law firms in the metro NY area – each firm had about 60 attorneys. Almost half the firms I looked at, had bought the exact same website template – or one so close that differentiation was essentially non-existent. And that’s before I got to the messaging – which was almost identical. The graphics were equally ho-hum.
As many of you have figured out by now, I’m a crusader for customer-focused market research and marketing. Almost all legal websites talk about what’s important to the law firm and NOT what’s important to the potential client. It’s all about features and the benefits are almost never there. Well, chest-beating does wonders for the ego, but does it bring in business? In this environment, it doesn’t. With so many me-toos (and very cheap off-shore solutions knocking on your customers’ doors), the only way to differentiate yourself from a myriad of other lawyers and law firms is to do primary research – that’s right – ask your customers’ what they want in a lawyer or law firm. Listen to their answers. And only then, with a trusted marketing or PR resource, should you start your website, and other messaging.
Fashion falls into its own category however the same rules of differentiation apply. Why look like everyone else when you can make yourself and your brand just as memorable as the product you’re selling?
It’s such a simple solution that it’s a wonder no one does it. Of course, the result will separate you from the pack. Which is what you want. Because when you stand out, business finds its way to your door. However, standing out like this takes courage. Every single company that has used customer-focused market research (my methodology is called Rapid Development http://www.holtzmancom.com/Rade/rade.php and the market research session itself is called OpenMind® http://www.holtzmancom.com/teamwork_openmind.php has had remarkable results. From Fortune 500 clients to startups to the sole practitioner – in every sector. From pharma companies, to nano-tech companies to a Rabbi (yes a Rabbi http://www.rabbibleefeld.com/). Oh yes, attorneys and law firms as well.
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.
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Five Years of Unisex ~ Rad Hourani Thursday, November 15, 6 pm Katie Murphy Amphitheatre Fred P. Pomerantz Center, first floor Join Rad Hourani for a lively presentation of his unisex fashion creations. Since 2007, he has been designing clothing he describes as “gender-agnostic,” working mostly in black and white to create a true unisex look. Mr. Hourani’s photographs have been shown at the Galerie Joyce on the Palais Royal in Paris, and are collected in a book he published in collaboration with Mykromag. |
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The Color Revolution ~ Regina Lee Blaszczyk Tuesday, November 20, 6 pm Katie Murphy Amphitheatre Fred P. Pomerantz Center, first floor Join historian Regina Lee Blaszczyk for a fascinating look at her book The Color Revolution, which explores the often unrecognized role of the color profession in consumer culture. Ms. Blaszczyk will explain color forecasting and show how “color engineers” help corporations utilize color psychology. A book signing will follow the lecture. |
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M: The Civilized Years, 1983-1989 ~ John Tinseth Thursday, November 29, 6 pm Katie Murphy Amphitheatre Fred P. Pomerantz Center, first floor John Tinseth is an ex-deputy sheriff, ex-paratrooper, ex-park ranger, and author of the men’s style blog The Trad. Join him for a presentation of his book, M: The Civilized Years, 1983-1989, which collects the best of M magazine. M featured fashion and styling advice for men from Ralph Lauren, Calvin Klein, Perry Ellis, Alexander Julian, and many others. It also documented New York’s urbane, upper-class lifestyle, covered the best restaurants and the wildest bars, and featured articles about how to find the perfect tailor, as well as the perfect wife. |
 Image provided by Shutterstock http://www.shutterstock.com |
Canned Food Drive
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 Image provided by Shutterstock http://www.shutterstock.com |
Blood Drive |
 Image provided by Shutterstock http://www.shutterstock.com |
Donations |
Image provided by Shutterstock http://www.shutterstock.com
Volunteer Opportunities
Contact FIT’s Student Volunteer Community Service (SVCS) Office at (212) 217-4130 or svcs@fitnyc.eduto learn more about ways to volunteer with the following organizations:
Interesting Article:
Venture Capitalists and Investors
http://onstartups.com/tabid/3339/bid/91669/Surprising-Insights-From-HubSpot-s-35M-Mezzanine-Round.aspx
Interesting Event:
Hatchery – Are You Serious? – November 14, 2012
Wednesday, November 14, 2012 from 6:00 PM to 8:30 PM
http://ays1114.eventbrite.com/#
The Hatchery invites serious entrepreneurs to take part in its next open pitching event on Wednesday evening, November 14. Presenters will have five minutes to pitch their product or startup to a panel of angel investors. The panel will provide candid feedback and guidance on steps to improve the pitch for actual investor presentations. Further, the panel will provide opinions on whether the products or firm are commercially viable. Typically, panelists have seen hundreds of pitches from startup firms, and have a good feel for the ability of a new company to create a successful launch.
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.
The blog is back up! It had gone done at some point during the hurricane…
UPDATE
FIT cancelled ALL classes through Sunday, November 4th, 2012. Some offices at FIT are open with limited staff until 4pm today and tomorrow (Friday).
More info here: http://www.fitnyc.edu/2752.asp
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