Dream about making it big in the world of fashion? We asked Claire van Turenhout, creative director of Jinger Jack, about the DOs and DON’Ts of starting your own line.
DO know what you’re in for
It’s universally assumed that the fashion industry is all about the lace and sequins, but this really is not all there is to it. “Being the creative director is fun, but you also do a lot of research to come up with new concepts and creative ideas. There’s a lot of planning involved – and risks,” says Claire, “my partner and I are used to Europe where you get social backup. Here you don’t have it. If you can’t cut it, you fail. That’s why it’s so important to manage costs”.
DON’T forget money matters
Starting out, income is not guaranteed but costs definitely are. “I think a lot of people taste success and then they start spending on fancy office furniture or a nice car, and I don’t think that’s the best thing to do. Rather save it. Keep it in the company,” says Claire.
DO find a niche
Ask yourself what it is that you do and whether you want to be the best at it or whether you want to be different. “Be the best at what you do,” says Claire. You can only be different for as long as the trend lasts, but that does not mean that your products should be the same as that of your competitors.
DO establish a brand identity
“We creatives often have our ideas spread out far and wide, but channeling these ideas and filtering them through ones brand identity is very important in maintaining a stable standard for ones business,” explains Claire.
DO be consistent
Make sure that you brand identity shows in every aspect of your brand – from product to poster. “Every detail counts,” says Claire.
DON’T lose focus
Be passionate and “follow your heart,” says Claire, “if you’re not doing it because you love it and your heart is not in it, you will not have the perseverance to push through. It’s not easy, but don’t give up!”
DO know your product
“The same goes for your brand identity and product range; don’t think that the success of one product will guarantee the success of a completely different product,” says Claire.
DO pick a partner wisely
If you are considering a business partner, choose carefully. “It’s important that you compliment each other’s strengths and weaknesses,” this goes for both personal traits and skill-set. It’s particularly true for a new business, because chances are that you won’t be taking a salary home for the first few months and neither will your staff.
DO making b2b affiliations
“Just as you must think carefully about picking your partner, you must also consider what your brand’s relationship with other brands will mean for its image and potential affiliations with other, often conflicting partnership opportunities,” explains Claire. If you have a brand under partnership consideration, ask yourself what you can’t achieve without them. If the answer is something you deem crucial to your brand’s success, then seal the deal.
DO consider your suppliers
When it comes to designing, a simple pen and paper will do, but manufacturing your products will require reliable suppliers. Sourcing locally allows you to order “one item in one colour, but when you import you can’t do that and you don’t want to order too many because of costs,” says Claire. And how about importing? “You’re faced with the fear of a shipment not coming in or everything being the wrong colour or that there are rejects.”
DON’T forget the client
Don’t over-promise and under-deliver. “I enjoy having a close relationship not only with the shop, but with the end consumer. That’s what we think is very important and what I like as well. We have this personal touch. And I do think people also really appreciate it. Go the extra mile with your clients and you may find that they’ll go the extra mile with you.”
Desperate to get your hands on one of Claire’s lovely leather bags? You’re in luck because you could WIN a fabulous Jinger Jack voucher, here.
