Fashion Law

Fashionable Friday: Recommended Reading

Staci Riordan — Fri, 12 Mar 2010 20:13:51 -0500

Here's what I am reading this week:

Theory’s Insider Looks Now Include Videos [The Cut]

5 Things I Have Learned As a Generation Y Business Owner [The Personal Branding Blog]

Xerox asks Hollywood to stop saying 'Xerox' (picture) [THR, Esq.] (editor's note: Channel ran a simalar Ad on the back cover of WWD. I would post it, but cannot find it.)

If you think something important was missed, feel free to send stories and tips!

DPPA: East Coast vs. West Coast Showdown?

Staci Riordan — Thu, 11 Mar 2010 15:05:26 -0500

Today, we have a guest post from Biana Borukhovich, Law Student at Touro College Jacob D. Fuchsberg Law Center, Author of "Fashion Design: The Work of Art That is Still Unrecognized in the United States," Wake Forest L. Rev. (April 2009) and founder and President of the Touro Fashion Law Society.

Biana has pointed out that in general, East Coasters favor the Design Piracy Prohibition Act ("DDPA"), while West Coasters are opposed (see Monday's Fashion Law Blog Post on DPPA here).

While the DPPA proposes to govern copyright law related to fashion, Biana thinks that violations of Trademark law, specifically counterfeits, give rise to the differences in attitude:

In the U.S., views about whether the Design Piracy Prohibition Act should be passed differ greatly from coast to coast. On the West coast, attorneys in the fashion industry believe that the bill will run many companies out of business, which in result, will devastate our declining economy even more. Conversely, attorneys on the East coast think the passage of this bill is necessary to protect designers and to avoid loss of tax dollars.

Although both sides have legitimate arguments, what is the real reason behind these differing opinions?

Perhaps it’s the annual amount of counterfeiting that each coast incurs. For example, in December 2009, New York City officials confiscated over $1 million in “knockoff” designer handbags, watches, and wallets in Chinatown.

In addition, roughly ten buildings along New York City's Canal Street housing over thirty counterfeit operators were shutdown for illegal sale of counterfeit items. On the other hand, this year, only four storefronts near Fisherman’s Wharf in San Francisco were closed down due to counterfeiting.

Statics show that there is a huge difference in the amount of counterfeiting that occurs from coast to coast. Therefore, I believe that it is a fair assumption that one community is more concerned over counterfeiting than the other, thereby giving rise to the major differences in opinion regarding the passage of the Design Piracy Prohibition Act.

Readers, what do you think? I look forward to your comments.

LA Textile Show: Your Opportunity to Source More Than Fabric!

Staci Riordan — Wed, 10 Mar 2010 22:14:28 -0500

If you are in Los Angeles and plan on sourcing fabrics or trims next week at the Los Angeles International Textile Show (also know as L.A. Textile 2010) at the California Market Center ("CMC"), I will there too!

I am honored to be speaking at the following two seminars:

On March 16, 2010 from 3:30–4:30 p.m. I will present “Legal Strategies for a Profitable Fashion Business” in CMC, suite C786; and
On March 17, 2010 from 1–2:15 p.m., I will be part of the panel “How to Plan, Merchandise & Sell Your Products in a Slow Economy,” along with Dana Fried, Ken Wengrod, Sheila Hill and Bobby Hines, and moderated by Frances Harder of Fashion Business Incorporated in CMC 13th-floor penthouse, suite 19

Please come by and say hello. This is a another good in-person networking opportunity as well as a chance for all you aspiring fashion lawyers out there to learn more about practicing fashion law.

FGILA Red Carpet Fund Raiser: Meet the Designers

Staci Riordan — Tue, 09 Mar 2010 14:23:09 -0500

Last October, Fashion Group International of Los Angeles (FGILA) kicked off LA Fashion Week with a spectacular event called…MEET The Designer & The Muse THAT INSPIRES THEM…

It was historic … as it was the first time ever, to have so many fashion artists in the same room or in this case roof-top of the spectacular STANDARD, Downtown LA! The overwhelming positive media coverage and response from everyone involved and ultimately the success in raising integral funds for the Scholarship Program for the FGILA Foundation has prompted our organization to present this event bi-annually, to coincide with the launch of the LA Fashion Week Programs across our city.

And guess what? We are doing it again on MARCH 17, 2010. And you don't want to miss your chance to mix and mingle with LA's top designers!

Who: you. mixing and mingling with LA's top designers and the muse that inspires them
Where: The Standard, downtown LA
When: March 17, 2010
RSVP: here
Ticket prices are as follows:

It is shaping up to be a fabulous event and I hope to see you there!

"LOOK:" Oscar Night Fashion and DPPA is Rising from the Dead

Staci Riordan — Mon, 08 Mar 2010 12:11:01 -0500

The best part of the Oscars is the fashion. While there were definitely some misses last night, and some boring entries, my favorite look was Sandra Bullock's metallic Marchesa gown. And for the record, she is one of my favorite actress ~ I am SO glad she won (Best Actress for The Blind Side in case you turned if off after the red carpet)!

On an interesting side note, Fashionista has a story this morning, listing this dress as Five Oscars Dresses ABS by Allen Schwartz is Bound to Knock-Off.

Companies like ABS and designers like Allen Schwartz are part of the reason New York Senator Charles Schumer is preparing to re-introduce the Design Piracy Prohibition Act, reports the Boston Globe yesterday in a story titled, "If the shoe fits, they’ll copy it."

This is Schumer's FOURTH attempt at getting new fashion copyright legislation into congress, which some believe is due to pressure from campaign contributor Barry Diller and his wife, Diane Von Furstenberg, who is president of Council of Fashion Designers of America ("CFDA").

This time, Schumer is being aided by Jeannie Suk, Harvard Law professor and co-author of Standford Law Review article, "The Law, Culture and Economics of Fashion," in which a new fashion copyright infringement standard is proposed. (because substantial similarity wasn't difficult enough for judges or Nimmer, see section 13.03).

Suk, and her co-author C. Scott Hemphill, propose that fashion designs will be "infringing" i.e. an illegal knock-off if they are a "close copy" or are not "substantially dissimilar."

WHAT DOES THAT MEAN?! And how in the world will judges figure that one out? Is a "style guide" included in the Act?

As a practicing fashion lawyer, litigator, former COO of apparel companies and the fourth generation of my family to work in fashion, law professors and politicians with no hands-on fashion industry experience should not be allowed to "fix" something that they have no practical knowledge of.

This proposed legislation will do nothing but hurt the $350 billion dollar United States Fashion Industry. Doesn't Schumer know the rule, "three strikes, and you are out?"

Stay tune for more on why the DPPA is a VERY BAD IDEA and will only harm the fashion industry.

Photo Credit: Fashionista.com

Fashionable Friday: Recommended Reading

Staci Riordan — Fri, 05 Mar 2010 15:15:21 -0500

Here's what I am reading this week:

Genius is misunderstood as a bolt of lightning [Seth's Blog]

Are you a Leader or just a Boss? [The Practice of Leadership]

The Impact of Bloggers on New York Fashion Week and How Businesses Spend Their Social Media Dollars [FMM]

A Lawyer's Misery For Sale on Craigslist, The Disappeared: Slackoisie and Lost (tip:do not read this and drink liquids at the same time) [Simple Justice by @ScottGreenfield]

Personal Brands: Don’t Pack More Than You Can Carry [Personal Branding Blog]

The Assault On Anywhen and then the follow-up: The Anywhen Manifesto [both from ChrisBrogan.com]

Designers Take a "Clue" from the Movies for Fall 2010

Staci Riordan — Thu, 04 Mar 2010 14:20:28 -0500

Over at Fashionista, Kate Kaunitz posted, An Ode to Clueless yesterday, which included a quote from Fashionista editor Lauren Sherman:

"It’s safe to declare AW10 the season of Clueless.”

The debate on where trends come is fascinating. It seems that the majority of people polled would say trends come from:

designers;
celebrities; or
the street.

Well, in for Fall 2010, it looks like many designers have looked to the movies and channeled their inner Cher Horowitz, including Miu Miu, Alexander Wang, Proenza Schouler, Prada, Jil Sanders, and shoe designer Robert Clergerie.

I agree with Fashionista: film has a tremendous impact on fashion. I loved Clueless and the trends it inspires. Remember the effect Flashdance had on fashion in in the eighties?

What is your favorite "fashion" film or favorite film inspired trend?

photo credit: fashionista

ps -- I would be remiss not to mention how sad I am over the tragic loss of Brittany Murphy. She was just genius in this movie and I was a big fan. She will be missed.

Fashion Law 101: Fashion Financial Forecasting

Staci Riordan — Wed, 03 Mar 2010 12:22:08 -0500

A Simple Way to Project Profits for Your First Season and Beyond…

By Ralinda Harvey of Gloss Fashion Marketing and Merchandising

Since fashion is a passion driven industry, many entrepreneurs find it hard to resist the temptation to overestimate potential sales. I do agree..its only fair to believe that if you put your heart and soul into your collection it will fly off the shelves and be the next big thing.

But, at the same time if you merely rely on this wishful thinking it could leave you up the proverbial creek without a paddle financially. Many new brands have the idea that if they could just get started…big profits will jump in and help them fund their operational costs.

Unfortunately, unless you’re operating a very grass roots business, it can take quite a while before your profits become a significant source of funding. Many times for boutique driven lines profiting even 5K in the first year is considered a big stretch.

So how can you determine some legitimate possibilities?

Here’s a simple eye-opening exercise you can do to figure out your likely bottom line. I’ll illustrate the process by brainstorming some rough but realistic projections for the 1st season of a high end clothing line….

Step 1: Think about your strategy.

Since we’re talking about a higher end line in this example let’s assume for the 1st season we’re focused on selling to a hand-picked batch of boutiques. Getting the big volume business of department stores is unlikely to happen in any company’s first season.

If you hire a salesperson since they know your market they may be able to clue you in as to how many stores you’ll be able to get into your first season as well as the average number of pieces a store may buy. These numbers will be the foundation for your financial estimates.

In this instance based on our sales strategy we estimate we’ll be able to land this line in 10 boutiques. Be careful in exaggerating this number. Many buyers are hesitant to buy from spanking new lines…so you’ll need time to build momentum.

Step 2: Set your profit margins.

Keep in mind…the only money you will make exists between the production cost of your product and the wholesale price you sell it for. This is your profit margin.

Start by doing the math to determine the average profit margin for your line. To do this first tally up all the costs it takes to produce your product (fabric, cutting, sewing, trims, hangtag, shipping…etc).

Then set the wholesale prices that you will charge retailers for your product. For this you normally work backwards from your suggested retail price. You want to ensure whatever you sell your product to retailers for that they can mark it up at least 120% to get to your suggested retail price.

Step 3: Get to the Bottom Line….

To get come up with a bottom line you’ll have to indulge yourself in a few more basic calculations…

In this example we’ll assume the average cost to produce our products is $20. And based on our positioning in the marketplace our average retail price is $80.

Working backwards we know in order to allow our retailer to markup to our $80 retail price (again a fair markup is approx 120%)….. we’d have to sell our products to retailers at a wholesale price of about $36

That gives us our average profit margin---- $36 (wholesale price)- $20 (production cost)= $16 per piece profit margin.

To take it a step further….since the boutiques we sell to are small ----based on our sales strategy we estimate each of the 10 stores will buy about 12 pieces. (again…sales reps can also give you an idea of an average order size # so its most realistic).

Finally we get to our overall projection…

10 stores x 12 pieces each x $16 (profit per piece)= $1,920 seasonal profit.

And just for the fun of it lets knock off 15% for either sales commissions or sales costs.

That leaves us with grand total profits of $1632 for our first season.

We’ll also probably end up deducting from this final number with things like damages and discounts as well.

If the potential profits you come up with just won’t do…. you can do things like tweak your costs, position your brand for a higher retail price, or decide to produce a collection that is more likely to result in higher volume.

By doing this bit of mental legwork beforehand you can be much more proactive in adjusting your strategy and ensuring you’re financially setup to succeed.

Fashion Law 101: Applying for a DBA

Staci Riordan — Tue, 02 Mar 2010 12:32:07 -0500

co-written by Dana Shultz, Esq.

California based fashion clients often ask if they need a fictitious business name ("FBN"), which is also known as a DBA, which means “doing business as.” Luckily, Dana Shultz of the High-touch Legal Services® Blog recently posted the answer to this question:

California Business & Professions Code Section 17910(a) states that a Fictitious Business Name Statement must be filed within 40 days of the time when the FBN first was used by the registrant to conduct business in the state.

The Statement is files with the County Clerk in the county where the registrant’s principal place of business is located in the state, or in Sacramento County if there is no such place (Business & Professions Code Section 17915). In addition, if the registrant wishes, FBN Statements can be filed in other counties.

After the FBN Statement is filed, it must be published in a newspaper of general circulation once per week for four successive weeks (Business & Professions Code Section 17917; Government Code Section 6064).

The process is not difficult, and there is a statutory incentive to do things right: No lawsuit may be brought based on a contract or transaction entered into under the FBN until the filing and publication procedures have been complied with (Business & Professions Code Section 17918).

One word of caution, filing your FBN aka DBA (or registering your entity with the Secretary of State) DOES NOT protect your company name. To turn your "name" into a company asset you must Trademark it.

Anna Wintour Fan Club

Staci Riordan — Mon, 01 Mar 2010 12:47:46 -0500

Fashionista posted a story last week alerting the world that Urban Outfitters in London are selling Anna Wintour tote bags during London's fashion week:

"with the words “FAN CLUB ANNA WINTOUR” scribbled on the front. It’s £50, which is about $77."

An internet search revealed that the item was also available on Urban Outfitters' Website, but is out of stock.

Here's the unanswered question: does Urban have Anna Wintour's permission to use her name in connection with the sale of these items? It appears that way.

If not, it would create a legal issue (right of publicity) in some states here in the United States.

The bags don't seem to match Wintour's taste level, but she could risk the “Streisand Effect” if she made an issue out of it.

What do you think?

photo credit: Fashionista

Fashionable Friday: Recommended Reading

Staci Riordan — Fri, 26 Feb 2010 14:35:58 -0500

Here's what I am reading this week:

What Belly Dancing Taught Me About Personal Branding [Copyblogger]

Looking for the 25th Hour? Our Top Time-Saving Strategies [Corporette]

Americans time spent on social media sites up 210% in 2009 [Real Lawyers Have Blogs]

On Working Mothers at Big Firms: A Blistering Critique [WSJ Law Blog]

Your most vivid fears... [Seth's Blog]

Now, I know I have missed many, many things, with London Fashion Week going on, Milan coming next and Alexander McQueen's funeral, but I was still catching up from MAGIC/Project, presenting "Should the Devil Wear Prada Knock-Offs" to USC Law School (which was inspired by this video clip) and attending FGILA's a "Night At The Movies," which was genius! We had the most passionate panelists ever and I left the event wanting to be a costume designer and I cannot even sketch! So, please feel free to email me tips, stories or questions you would like addressed in upcoming Fashion Law Blog posts. Have a great weekend!

Fashion Law 101: Gratitude

Staci Riordan — Thu, 25 Feb 2010 12:23:15 -0500

Wikipedia defines "Gratitude" as a positive emotion or attitude, usually of thankfulness, or appreciation, in acknowledgment of a benefit that one has received or will receive.

Why am I reading this on the Fashion Law Blog?

Because none of us can operate a fashion company, or any business for that matter, alone. We all rely on co-workers, employees, friends and family for the support and assistance required to get the job done. In the frantic, high paced world of fashion, a team you can trust is essential.

Have you thanked those whose help you are grateful to have.....ever.....or even lately? (In your head, in an email or even just in a birthday card doesn't count!)

You will be amazed at how you feel, and more importantly how those you are thanking feel, when you acknowledge their hardwork and support, out loud. Trust me on this one.

To get you started, here are some of the people who I am grateful for:

My Husband. Without whose support, encouragement and annoying positivity I wouldn't accomplish half of what I have done;
April. The world's BEST, sweetest and most talented assistant, who I would be lost without;
Veronica. The amazing women who cares for my children when I am not there;
My Firm Management. Who took a chance, believed, supported and encouraged the novel idea of a "fashion law practice;"
My FGI Board. A diverse and amazing talented group of people dedicated to encouraging and bringing together LA's fashion community;
Mentors. Who have given me advice, support, motivation and some tough love along the way;
Good Friends: you know who you are and I thank you for keeping me sane; and
for the person that surprisingly (shockingly actually) gave my family a helping hand when I needed it the most and least expected it.

Now make your own list. It can be short, but MUST be genuine. So get up and go thank someone. I bet you will make their day.

photo credit: Hoop Girl

BEYONCE'S HOUSE OF House of DEREON SUED UNDER RICO - JUST A MISUNDERSTANDING?

Staci Riordan — Wed, 24 Feb 2010 12:34:17 -0500

by Christa Chan-Pak, Esq., FGI Member and aspiring Fashion Lawyer

Beyonce's House of Deréon is being sued by Vier International Limited, a Hong Kong women's lingerie manufacturer, for RICO, breach of contract, fraud and conversion.

Vier claims that House of Dereon ordered over $500,000 worth of merchandise knowing it was never going to pay Vier the agreed upon price once it got to the United States, or any money at all. Ouch.

Vier, is clearly pissed-off, and not messing around, hence the RICO claim -- charges which are usually only brought against people engaged in a pattern of fraud and conspiracy, made famous by mafia families (like Tony Soprano.)

Both RICO and fraud are hard cases cases to prove against corporate entities, especially here when it seems the parties are merely in a dispute over commercial terms.

Nevertheless, if Vier's RICO claim is successful, Beyonce and company could be liable for three times Vier's damages and the cost of the suit, including reasonable attorney’s fees. House of Dereon would also be required to return the merchandise to Vier and any proceeds received from sales. There is even a possibility of jail time.

Beyonce will need to sing for more than her supper if this case does not settle.

photo credit: yazmar.com

Behind the Scenes Networking

Staci Riordan — Tue, 23 Feb 2010 12:41:42 -0500

Ever wonder about the Magic behind the movies? Well, tomorrow night, Fashion Group International, Los Angeles will give you a rare, first hand glimpse.

First, you will get a private tour of the FIDM costume gallery by guided by curator Kevin Jones himself! On this exclusive tour, you will get an up close look at over 100 costumes from over two dozen of last year's movies, such as Julie & Julia, Star Trek, An Education, and The Young Victoria.

It's a rare opportunity to freeze the action and marvel at the imagination, artistry and intricacy of the costume designs. Also on display will be the fashions from The Duchess, the 2009 Academy Award® winner for Best Costume Design.

Second, you will get to hear from, meet and mingle with a panel of pros that make the MAGIC of the Movies happen, including:

Ellen Mirojnick. Costume Designer for GI Joe, Wall Street, Chronicles of Riddick;
Monique Prudhomme. Costume Designer for The Imaginarium of Doctor Parnassus, (Nominated for an Oscar & CDG Awards 2010), Juno;
Ruth Carter. Costume Designer for Black Dynamite, Spread, Amistad, Rosewood; and
Moderated by costume designer Kristin Burke. Kristin has designed costumes for over 40 films featuring such stars as Nicholas Cage, William H. Macy, Alec Bladwin and Maria Bello. She has also designed costumes for music videos, commercials and two television series. She edits the well-respected costume design blog: Frocktalk.

To register, please visit www.fgila.org or click here.

I will be there, and not to sound like a broken record, but this will be a great in-person networking opportunity to mix and mingle with LA's top fashion industry professionals. Hope to see you soon!

Will Lululemon Score Gold with the Olympics?

Staci Riordan — Mon, 22 Feb 2010 20:39:03 -0500

By: Jaysen Chung, USC Law and future Fox Rothschild summer associate, Summer 2010

With the 2010 Winter Olympic competitions already in full swing, the International Olympic Committee and the Vancouver Organizing Committee for the Olympic and Paralympic Games for 2010 ("VANOC") are giving the evil eye to alleged “ambush marketers” or companies who are not official (i.e. paid) sponsors of the Games, but are nevertheless engaging in marketing campaigns that create the impression that they are associated with the Games.

Lululemon Athletica Inc., the Canadian athletic clothing brand, has made Global Language Monitor's list of top 2010 Ambush Marketers.

Lululemon puts out a line called “Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011.” This line includes t-shirts, sweatshirts, and mittens in colors that just so happen to be the national colors of countries such as Canada, the United States, and Germany.

Under the Olympic Committee’s bylaws, it does not appear that Lululemon’s products constitute trademark infringement (certainly, the Olympic Committee cannot go about claiming trademarks on a country’s colors or national athletic pride), though it may be walking a fine line.

Should clothing companies like Lululemon be able to profit from the Olympic brand without paying substantial licensing fees like other official sponsors? Are companies like Lululemon confusing customers, or "simply pursuing marketing ‘best practices’." We think they are creative marketers and here is why:

The Olympic Committee’s bylaws have strict guidelines, prohibiting non-official sponsors from using particular trademarks, such as almost all forms of the word “Olympic” or the logo of the Olympic rings, and had even tried to prohibit the use of words like “Winter,” “Gold,” and “Medals”. If consumers want to purchase gear that bears these trademarks, they will need to purchase clothing made by the official sponsors.
Consumers may simply prefer the style or look of the Lululemon line over those of the official sponsors, even though Lululemon’s line is bereft of any Olympic trademark. In that case, the official sponsors would be losing business due to their own lack of creativity or clever marketing.
Consumers may not know, or could care less, whether the clothing they purchase is made by an official sponsor of the Games. In addition, given Lululemon’s line of t-shirts and sweatshirts that run for $50 and $100, respectively, consumers are probably not purchasing them because they are cheaper or more affordable alternatives to clothing made by official sponsors.

This problem will not likely be solved in the near future, because companies will always want to find some sort of fun and creative angle to sell to consumers during this event [Subway Ad - Video].

I guess we will have to wait and see what kind of clothing lines will be making an appearance for the “Non-Winter Global Sporting Event That Takes Place Somewhere in the United Kingdom Between 2011 & 2013.”

Fashionable Friday: Reccomended Reading

Staci Riordan — Fri, 19 Feb 2010 12:06:12 -0500

Here's what I am reading this week:

Designers Show Their Collections Live On the Internet [The StyleList]

Social Media: The New Front Row of Fashion [WWD]

There's Always Your First Name [Property, Intangible]

Project LV | Aether Autumn/Winter 2010 [Selectism.com]

First Morning in NYC [Fashiontoast] Question: I enjoy this blog, but am still wondering, who takes the pciutres of Rumi?

If you think something important was missed (and I was in Veags, so it is very possible), feel free to send stories and tips!

For the Birds: Bird Handbags Sues Juicy Couture for Trademark Infringement

Staci Riordan — Thu, 18 Feb 2010 12:59:24 -0500

Last month, in Get Your Hands Off My Bag, we alerted you to the potential legal action between Bird Handbags, designed by Liz Carey and Juicy Couture, now owned by Liz Claiborne. I was finally able to get a copy of the complaint, filed on January 29, 2010. As predicted, it is for trademark infringement and some NY State common law causes of action, including unfair competitive and deceptive practices.

Basically, Bird Handbags wants Juicy to stop using the name "Bird" to sell apparel and accessories, including bags. As we told you last month:

A company name can be protected under Trademark law. In September 2008, Juicy Couture, Inc., filed three intent to use applications for the mark "BIRD BY JUICY" for classes 25, 18 and 14 (these classes include clothing, handbags and jewelry among other things). In October 2009, Bird Handbags filed a trademark application for the mark "BIRD" for class 18 (bags), on a combination use and intent to use basis. Bird Handbags claimed a first use date of July 2007.

This will be an interesting case, because in the U.S., the first to file usually wins. But here, Juicy has not yet filed a statement of use and Bird may be able to show that Juicy knew about them when the registered for its marks.

In the worst case scenario, a judge may allow both companies to use the mark and just may prevent federal registration by either company. While seemingly fair, this would be a disaster for future growth of either company, because a company's name is usually its most valuable asset. If it is not federally registered, you cannot sell it or license it.

In sum, registering your name with the trademark office should be one of the very first steps a new company takes. Otherwise, you risk a bird fight.

photo credit: Stylelist

Fashion War of 2010: Ke$ha vs. Lady Gaga

Staci Riordan — Wed, 17 Feb 2010 12:10:55 -0500

Remember in the eighties when Madonna and Cyndi Lauper seemed to compete for everything? Whether it was to be at the top of the charts or dress in the most outrageous fashions, they were both vying for that top spot.

Well, If Lady Gaga is today's Madonna, I think Ke$ha is her Cyndi Lauper.

For the second week in a row, Ke$ha had the number one song in the country, Tik Tok [Video], beating out Bad Romance [Video] by Lady Gaga, according to Ryan Seacrest's America's Top 40. (notice how both videos start out in bathtubs??)

And she is showing up at New York Fashion Week dressed to the nines (undressed would be more appropriate.)

What do you think?

Photo Credit: Maddona Revelations, MyItThings and The StyleList

Fashion Law 101: Internal Marketing

Staci Riordan — Tue, 16 Feb 2010 12:31:31 -0500

Whether you work for a big fashion company, run your own label or even consult for others in the design business, you must not overlook the importance of internal networking otherwise known as internal marketing.

So what is Internal Marketing?

Internal Marketing is part of the trifecta of brand building, which includes social networking, marketing and networking. Internal Marketing is very similar to its better known cousin, external marketing, except that you are promoting, distributing or "selling" a product, service or an educational opportunity to your colleagues, staff and supervisors.

Now if this is a new concept to you, don't worry. I had no idea it existed until a mentor of mine recently pointed out that I was doing a good job at it.Internal Marketing falls into two distinct buckets:

Cross-promoting your SERVICES inside your organization (direct internal marketing); and
Building awareness of YOU by building team / consensus inside your organization which positions you as a point of contact (indirect internal marketing) which leads to Direct Internal Marketing opportunities.

Direct internal marketing looks like:

cross-selling services between departments to promote sales and efficiency;
it can be raising your colleagues awareness of the special skills and talents you bring to the organization; and
it can be seizing opportunities to teach and share what you do with others in your organization.

Indirect internal marketing looks like:

raising awareness of your personal brand by sharing information with your colleagues about your day job;
showing thanks for a job well done to your staff and associates; and
treating each other with dignity and respect.

Doing good work is not enough. Being good at work is imperative as is integrating what you do with the rest of your company. You also must become visible and credible with your organization.

Are you an Internal Marketer and not know it? Send me an email or a comment with your story or thoughts.

photo credit: Silver Court

REMINDER: No Risks Equals No Sales

Staci Riordan — Mon, 15 Feb 2010 12:40:00 -0500

Remember how we started 2010? With this tweet: time to "get up and shake the glitter of your clothes now." [click here to play Katy Perry song while reading the rest of this]

If you are attending or exhibiting MAGIC or Project this week, then you have a chance "to put your money where your mouth is." It's your year. [Remember the PLEDGE?]

What will you make of it?

And, just in case you need some extra motivation, I am speaking at the Las Vegas Convention Center, room N256 tomorrow, Tuesday February 16, 2010 at 11 am. The panel, entitled, "No Risks Equals No Sales: How to Plan, Merchandise and Brand your Business in a Global Market," will discuss how to develop and grow your Fashion business in today's challenging climate. Moderated by Frances Harder, President and Founder of Fashion Business Incorporated, the panel includes:

Dana Fried, Founder and Managing Partner of Delphic Consulting Group (and formerly COO/CFO of Taryn Rose);
David Perry, Owner of The DSP Group;
Ernesto Mantilla, Co-Owner, Betty Bottom Showroom;
Rob Greenspan, Greenspan Consult, Inc. (formerly Managing Partner of Moss Adams, Los Angeles); and
ME, Staci Riordan!

Please come by and introduce yourself. Not only should it be fun and educational, but a good in-person networking opportunity as well.

And remember what I told you.......

"Shut up and put your money where your mouth is
That's what you get for waking up in Vegas
Get up and shake the glitter off your clothes now
That's what you get for waking up in Vegas"

click here for the video.