Afingo: How and Where to Sell

If you have a desire to be a legit force in the fashion industry and you aren't familiar with Afingo, you should probably stop and reevaluate what you're doing with your life. 

So...

I went to one of their forums titled "How and Where to Sell" a few days ago at the boss ass Soho House hotel in the Meat Packing District and I was totally inspired.  There were six panelists who all had different success stories and roles within the fashion industry plus a host who happened to be an editor from Racked NY:

Of course, I got there entirely too early which turned out to be the smartest decision I made that day since the small venue grew to be seemingly packed to capacity.  Shortly after I nabbed my gratis SmartWater and old issue of Blackbook magazine I scored the most perfect aisle seat across from some cool looking broad in kiddy ruffle socks and platform heels. This woman then came and snatched up the seat next to me.  She reminded me of Charlotte York a little.  She just started chatting me up and I was very pleased. I was dressed in a 'We Found Love' inspired get up and was looking quite grungy in a Big Pun sized flannel, black skinnies, and tattered Chucks. In conjunction with the pink/purple hair that was in a tousled mess and the septum ring, I didn't particularly fit in; but then again, I NEVER think I fit in. I then shocked my own damn self by confidently  introducing myself as a 'hair stylist and aspiring womenswear designer' for the first time in my life.  Seriously, that was a moment.  I felt like a grown up, like a professional, like a real go-getter and not a phony...

But thats totally not the point of this.  Charlotte was actually a Julie and Julie was the CEO of a lingerie line based out of Providence (temporarily) named Sexy Period (http://sexyperiod.com/store.  Her company makes hot little numbers for women (obviously) to wear during their girly time. I somehow refrained from scaring her away with one million and one questions.

The event started and even though I had vowed to turn off my ADHD and turn on my listening ears, I got distracted by the innocent cuteness of the Onia founder/designer and the wittiness of Warby Parker's. Snap back to reality after everyone basically recited the bio's from the pamphlet I recieved upon arrival and the show really began.

From here on out, this is all paraphrasing and based on the sloppy notes I jotted down, so don't quote me.

Question: For new designers many buyers may be hesitant to make orders. What would you recommend to someone on how to get in front of the right people and stand out?

Jen (Bird owner; not an actual bird, but the cult boutique in BK): Start small and work on building personal relationships with people who could possibly sell your shit. [She did not say the word 'shit']

Buyers get hundreds of lookbooks emailed to them daily so make sure you have your line presented in the best way possible. Invest in marketing, keep sending your lookbook to potential buyers, be persistent and do your research on the retailer to make sure your product is a good match.

Denise (Williamson PR founder): Spend money on your marketing materials.  Before your launch, have a clear concept of your customer as well as long term goals for your line.

Neal (Warby Parker Co-Founder): Reach out to editors and wait until you can launch to a feature in a major publication or media outlet.  Be very presentable and try to have a story or purpose attached to the brand.

Moderator, Elizabeth of Racked NY interjected: Its all about the story.  A good story. [Personal lightbulb moment]

Question: After being established in this industry, how do you maintain the same level of energy in your business?

Gemma Khng (Designer): Evolve with your designs. Get better and be very focused on the future.  Also, keep delivering good merchandise.

Question: How crucial are tradeshows?

Kyle (Onia founder/designer): This is the most important aspect, sales wise. Be sure to walk them all to see which show has the right buyers for your line and who may be interested in carrying you.

Jennifer: Capsule!

Question: [So my notes aren't so great but this one was about successful launches]

Denise: [From a PR point of view] Rag and Bone was a successful launch because it was a partnership and the designers were very hands on and strategic with their plan to push their brand.

Kyle: [From a designer point of view] Call stores and get the names of the buyers! Be persistent and take in any feedback from the retailers.

[A brief converstation about 1) the impact of Gemma's appearance on Joe Zee's All on the Line on her line- it was great, Julia Roberts recently wore one of her garments. 2) Social media- Warby Parker used it to drive a bajillion  people to an insane pop up store in Soho and get people excited about the brand. 3) are brick and mortar stores becoming obsolete?- Fuck no!]

Question: Designer collaborations- do they water down the brand?

Kyle: Onia decided to instead do a lower priced line under an entirely different name to maintain integrity of the brand

[Everyone agreed the high/low collabs are here to stay]

The last thing the moderator asked was for each panelist to share some really good advice.  Here's what they said:

Kyle: Learn on someone else's dime

Jennifer: Be patient and take time to learn.

Denise: Have a clear idea of who you are and what you're doing.  Keep evolving your brand every six months but remain true to who your are.

Gemma: Get a really strong team

Neil: Nowadays there is no real division between personal and business so do what you love. Don't do it unless you can't stop thinking about it.

[...and scene]

I will try to add the video footage I took for the audience q & a portion.