Glossy – The internet has done many wonderful things for fashion, particularly smaller brands and independent designers. Small fashion brands that would never have been able to get off the ground 10 years ago can now find modest but sustainable success through small online stores and a dedicated social media following.
Not Just A Label has been promoting NJAL+ on its own social media channels and is also including educational tools for member designers to learn how to better market their own stores.
“Independent designers are very creative, but they often don’t have the time, business savvy or technical skills to market and sell their products online,” said David Naumann, vp of marketing at BRP, Retail Consulting. “Designers want to spend their time on what they do best: designing clothes. Designing and promoting a website that will get noticed by luxury shoppers is a daunting task.”
“E-commerce and online marketplaces have created a viable way for independent designers to create a business with very little investment,” Naumann said. “Before e-commerce, independent designers needed to open a store or get another store to carry their designs. Both options have limited sales opportunities, and opening a store is very expensive. Entrepreneurs will continue to flourish, and online marketplaces and e-commerce platforms are making it easier for new independent designers to live their dream.”