First published 2005
The retail apparel industry generates $172 billion annually, with designer employment expected to grow faster than other occupations through 2008. Mary Gehlhar, an industry consultant who has worked with hundreds of designers including newcomers Alicia Bell, Keanan Duffty, and Milly, addresses the gap between creative talent and business acumen. Her guide covers startup financing, legal considerations, business planning, public relations, sales strategies, marketing, manufacturing, and distribution through trade shows, trunk shows, and runway presentations. The book features case studies from independent designers at various career stages, documenting both failures and victories. Emerging designers share insights about their early challenges, while established names offer varied perspectives on key industry questions. Design schools teach creativity but rarely cover practical business skills. Gehlhar provides the commercial knowledge that creative professionals need to transform their artistic vision into sustainable independent fashion enterprises.
Genres: business, self-help, non-fiction, fashion
Vibes: informative, instructional, practical
Tropes: how-to
224 pages · Paperback · Kaplan Publishing