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7 Steps To Growing Your Fashion Brand Profitably
Friday, February 22, 2019
Friday, January 11, 2019
How To Grow Your Fasion Brand
How To Grow Your Fasion Brand
In order to move forward, you need to look back, see what's worked, what didn't (+ why) + what you could improve on. You should have some sort of tracking system, where you can compare information + review. Or, if you're like me, you'll have many systems in place that allow you to review data. If you don't, start something immediately! Data tracking doesn't have to be fancy, but many websites offer advanced analytics to help with online traffic + information about your customers. If your platform doesn't have this, Google Analytics is a free + powerful tool you could use. You should of course have information on sales + as well as tracking the product + value, you should add extra information such as customer location, referral, how much they've bought from you, etc. I do this in Excel. The other thing I do is keep track of any feedback I've received from customers, good or bad. This stuff is gold! Again, I use a simple Excel sheet to keep track of these. So, what should you look for in the data?
- Patterns in sales, for example, identify which styles, colours + sizes were most popular. Dig deeper here, don't take numbers at face value, what I mean is understand any factors that may have contributed to the results. For instance, if usually your bestselling size is a Large, but there's a particular style that sold best in size S, look into why this is. Could it be that the style wasn't fitted properly so that people had to go down a size, or perhaps that style isn't as flattering on a fuller figure.
- Requests for similar things. You do have to take customer feedback with a pinch of salt, as you can't always please everyone, but if you notice patterns in feedback that you receive from customers this is definittely something worth looking at in depth. For example, do you get requests for different lengths, sizes, colours? Or when customers return items, what reason do they give is there a problem with the fit, quality, colour?
- A really important part of any product based business + growing the profitability, is increasing your average transaction value (ATV) + average transaction units (ATU). ATV is how much each customer spends on average. The higher the better, of course. ATU is how many items a customer buys from you in one purchase. If typically a customer is only buying one thing from you, you need to look at ways to increase this, usually by offering add on products. Does your product offering compliment each other as an outfit? Do you offer extra items, for instance a necklace to go with your top, or scarf to go with your coat? If not, chances are you're missing out on sales.
Thursday, January 10, 2019
7 Steps To Growing Your Fashion Brand Profitably
7 Steps To Growing Your Fashion Brand Profitably
Fuel4Fashion (know more)
Launching the first collection of a fashion brand is just the initial step. It takes a lot more to sustainably grow it over time, requiring discipline and commitment. Supriya Ghurye outlines the business aspects every fashion entrepreneur needs to follow to make a brand successful.
So you've started off your fashion brand. You may have your own store, maybe stock your collection at a number of boutiques or sell online. You've worked hard the last six months designing and then coordinating every aspect. Your first collection has been a reasonable success, though you had to negotiate hard with suppliers and boutiques as you're a new name in the crowded space of designers. So how do you make sure you grow profitably?
Here are some guidelines that you need to keep in mind, if you wish to succeed in business. Remember, there are hundreds, if not thousands, of fashion brands ready to take your place if you fail. Competition is intense and customer loyalty is notoriously fickle. So plan and execute well these seven steps to a successful fashion business.
Keep a close eye on trends
Trends change frequently and what is in vogue today may not be when you launch your collection. As designers, we plan collections months in advance, so be sure you have a good idea of the trends shaping current fashion, and whether they're likely to stay.
Design for your core audience
Your first collection may have been designed to express your creativity for a particular audience. But remember that customers decide what sells. So keep a core audience in mind when you design a collection. Persona mapping is a technique used in marketing research that is extremely useful in figuring who your audience is and what they might be looking for.
Cost control
It is easy to let your creativity run wild, but a customer has to be willing to pay for the designs you've made. So keeping a tight control on costs - material, manufacturing, even marketing - is essential to ensure that you make a profit. Remember, you may be discounting a part of your collection towards the end of the season, so factor that into your calculations.
Marketing
Your collection will sell when you market it well to the right audience. Invest wisely in your marketing efforts, using a good mix of in-store, social media and word-of-mouth through existing customers to ensure a good response while keeping marketing costs in control.
Presentation and selling
Visual merchandising - offline or online - determines whether a customer will be attracted to try out your designs. If you stock your brand alongside others in e-retail or boutiques, make every effort to make your collection attractive enough for the customer to take a closer look and feel.
Keeping tabs on sales, inventory, channels and cash flow
If you stock your merchandise at multiple outlets on consignment, keep track of sold and unsold inventory and the receivables due. For online, tracking sales is much simpler, and updating inventory is critical to ensuring you don't get orders that you cannot fulfil. Also, the issue of returns has to be handled diligently.
Maintaining relationships
Keep good relations with your best suppliers and ensure they are happy to engage in business with you, as their quality and timely delivery will ensure your brand's consistency. Customers are the lifeblood that keep your brand alive, and therefore, ensure you keep in touch with them and get feedback whenever possible. They're also the ones who ensure you keep getting new customers, so it might be a good idea to reward them for their loyalty,
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