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BW Businessworld

The Right Contacts

There are very good crafts people who don't get a chance at fashion weeks because they are not well connected

Photo Credit : Shutterstock


In fashion these days the right contacts are very important.

Why do you say that?

I don't have the budget for advertising and promotions so I have been told the right contacts are very important.

But that is important in any business.

Yes, but in the fashion business for a newcomer like me it is even more necessary.

Please explain what you mean.

If I want my collections to be seen in the media, I must make friends first with Bollywood stars and celebs who appear on Page 3 and who will wear my creations free and talk about them.

But why won't they wear your creations free if you offer them?

Are you crazy, celebs charge huge amounts to wear designers' and brands' clothes these days.

Really I didn't know that!

Also at times celebs won't wear your clothes if you are a new designer and to get known you want celebs to wear them so it is a real Catch 22 situation.

That is so confusing.

Then getting featured in fashion pages of a magazine, you must know the editors, stylists and coordinators so that you get coverage.

I thought they write about and feature the garments, which are good.

Not all the time. If you send these people free garments to wear at their social events and fashion weeks you will be promoted faster.

Oh dear is that how it is today?

Yes, even the retail business is difficult if you don't give free garments to the owners. They will not push your label for you.

I thought they push a label if it sells well and not otherwise.

Not at all, many times promotions will be held for your collection if you are sweet to the owners.

Oh that is so sad.

Also it is good to have the right contacts with all the new consumer brands that are launched.

Why do you have to know the consumer brands, what do you have to do with them and what do they have to do with fashion?

These consumer brands could give a free showing of your collections at the launch of their new product line.

Oh that is so clever.

Then of course if you want to get a sponsored show in a fashion week you must have the right contacts with the organisers and brands.

Now that is getting so complicated.

There are very good crafts people who don't get a chance at fashion weeks because they are not well connected.

I supposed they need to be more visible and then they will be selected.

Yes, but if people don't give a chance to new comers who are good how will they be visible and get known?

Well that is life in all types of business and the faster you learn the better. The climb to the top is through the right contacts, so start making them by networking your way through parties and being a social climber.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Tags assigned to this article:
fashion industry opinion

Meher Castelino

Author is a fashion blogger

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