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How MISOOK Thrives in a Fast-Fashion World

Le 23 février 2017, 03:52 dans Mode 0

In a business climate defined by fast fashion that targets the Millennial shopper, MISOOK is creating a differentiated voice through its commitment to dressing the woman who is confident, successful and committed to being stylish rather than trendy. Owned by Authentic Brands Group, MISOOK is the exclusive apparel partner of Texas-basedMing Wang, which innovates with unique retail partnerships that have resulted in successful sales growth in both department stores and specialty retailers.

Ming Wang has invested in innovations in manufacturing technologies, supply chain management, and retail partner support, which has set the company apart from industry competitors. The company houses its operations and quality control in Dallas while maintaining a design and marketing team in its New York City showroom.

The company has enjoyed remarkable business growth with MISOOK in the past year, with annual sales increases of 15 percent. In fact, it was recognized by SMU's Cox School of Business as part of its Dallas 100, an award recognizing growth and innovation for entrepreneurial, privately-held companies in the Dallas area. One luxury department store has enjoyed several seasons of this successful partnership, including impressive sales increases and margins in the mid-fifties, percentages which are very rare in the industry.

The company's success in this strategy has encouraged the leadership team, with strong direction from Steven Wang, director of brands for MISOOK and Ming Wang, to create an even more aggressive revenue strategy for 2017, including projections for 20 percent growth over a 12-month period.

Protecting the forgotten customer

While many young brands are chasing the fast fashion model pioneered by stores such as Zara and H&M, MISOOK is committed to maintaining the style and the quality its established customer base has come to expect.

MISOOK has done extensive demographic research on its core clientele. The MISOOK customer is an established woman with a much higher disposable income. Because of her busy lifestyle, she does not have time to chase trends and does not desire to squander on disposable fashions. However, she is fiercely loyal and not afraid to invest broadly in seasonal wardrobes from trusted brand partners.

Furthermore, MISOOK has a strong commitment to serving women of all sizes. According to a 2016 study by the International Journal of Fashion Design, Technology and Education, the average American woman is a size 16, a figure that has gone up in each of the last several decades. This customer often feels as if traditional retail no longer works for her because she cannot find clothing designed for her body type.

"Our core customer has been forgotten by much of the fashion industry," says Wang. "We don't feel the need to chase a fickle younger shopper when our core client is loyal across not just seasons, but years. She is a confident woman who knows her style and doesn't hesitate to invest in quality pieces."

Case study interviews with MISOOK loyalists reveal a consistent pattern of traits: a seasoned, educated woman of means who lacks the time – either because of a busy corporate career or philanthropic schedule – to race from store to store. She wants a line with consistency of fit, ease of wear, and sophistication of style, and isn't afraid to invest several thousand dollars each season in additional coordinates for her wardrobe.

Innovative partnerships

In addition to its investments in manufacturing improvements for MISOOK, Ming Wang innovates with unique retail partnerships, which have resulted in successful sales growth for stores that invest in the MISOOK brand.

"What we're hearing from our retailer partners is that MISOOK is a safe business bet," explains Wang. "The brand is consistent, reliable, proactive and service-oriented. And that customer-centric model helps our retail partner grow the same types of relationships and loyalty that MISOOK has enjoyed since its founding."

Under Ming Wang management, the company has instilled a real responsiveness at every level with retail partners, including providing in-depth business analysis for each retailer showcasing sales and consumer response not only at the business level, but by size category, delivery and individual store.

One luxury department store has enjoyed several seasons of this successful partnership, including impressive sales increases and margins in the mid-fifties, percentages which are very rare in the industry.

Wang credits these remarkable numbers to several factors, not the least of which is the company's commitment to its retail customers from the bottom up, starting with the sales associates in each store.

"We know our customer becomes a loyal buyer fairly easily with properly trained sales people," says Wang. "Therefore, MISOOK has committed to training the sales team at every door of its major retailers, not just the premier or 'A' doors, as has become common. We treat each door as an individual boutique, recommending a specific assortment of garments tailored to their customer base and continuing to work closely with their sales associates to customize best practices."

The company creates individualized shipping and order processing strategies for each key retail partner, which creates a symbiotic relationship where the retailer's needs also drive the design process each season.

For key partners, MISOOK has innovated with auto-replenishment programs in which MISOOK holds customer stock in their inventory and direct ships to each store according to orders and display requirements. The brand's product specialists visit each store and train associates with custom lookbooks, wardrobe incentives and offers of site visits to MISOOK headquarters in Texas.

"We know that in bridge knitwear, sales associates tell the story to our customers," Wang explains. "Good sales associates make good ambassadors and make a real difference not only for MISOOK but for our retail partners."

Supply chain improvements

When Ming Wang acquired the rights to the brand, the company brought not only an understanding of the brand's history and a competitor's insights, but new manufacturing and merchandising competencies, which created a much more profitable business model. This unparalleled control of supply chain allows MISOOK to manage both its exceptionally high quality control standards and to respond to customer needs much more rapidly even than much larger companies.

Ming Wang has exclusive access to each of its manufacturing facilities, located in both China and Korea, which allows the company to bring retailer exclusives to market quickly and to ensure ready availability of the company's staple items. The facilities utilize state-of-the-art technology with the best knitwear machines in the world, including technology by STOLL in Germany and Shima Seiki from Japan. The ownership of that supply chain allows MISOOK to create custom runs for retailers with low minimums and lead times as short as two months.

These state-of-the-art machines also allow MISOOK garments to be produced using a full fashion production technique, eliminating waste by knitting each piece individually, in contrast to the prevalent cut-and-sew technique. While more expensive, the full fashion technique eliminates problematic stretching and warping of the final product through wear and tear. It also allows for the use of engineered prints so that every piece shares the same design in scale. These exceptional measures give MISOOK its signature wearability and creates a better drape and fit, a quality that is enhanced by the acrylic yarn that the company uses to produce all of the MISOOK core garments.

The company is so committed to the production of individual pieces, one at a time, that it is planning the addition of made-to-measure custom pieces for clients.

"There is not a bridge brand on the market that can claim the manufacturing innovations of MISOOK," says Wang. "From our design team in New York to our computerized manufacturing process to the hands-on post-production quality control, every aspect of the garment creation cycle occurs at a level that is previously unheard of at this price point."

Furthermore, MISOOK maintains an extra level of quality control at its facilities in Grapevine, Texas. Upon arrival in the U.S., each piece of MISOOK is hand-pressed before being hand-packed to arrive at its final destination.

"We want every MISOOK woman to be a MISOOK shopper for life," says Wang. "We are committed to making every piece of MISOOK a garment our shopper looks forward to wearing for years to come."Read more at:vintage formal dresses | princess formal dresses

Eyes on Turkish designers at this year's London Fashion week

Le 21 février 2017, 04:06 dans Mode 0

Eyes on Turkish designers at this year's London Fashion week (Photo:yellow formal dresses)

Fashion labels took viewers on dreamlike escapes, to snowy mountain peaks and the English countryside at London Fashion Week that will draw to a close today. This year, Turkish designers brought a statement look to London Fashion Week, presenting luxurious, embellished looks for women's wardrobes.

Hussein Chalayan returned to the London catwalk for the first time in 16 years, with relaxed but structured tailoring inspired by Greek folk culture -- and an explosion of glitter.

Models took to the stage at Sadler's Wells Theatre in a collection featuring loose-fitting dresses, shirts with built-in waistcoats, and carrot-shaped trousers with wrap belts in wool blend knitted felts. For the finale, they ripped off geometric print panels from the front of their outfits -- helpfully labeled "Pull To Open" -- to unleash a spurt of glittery foil streamers onto the ground.

"It was a combination of a protest and a celebration -- I wanted these very tacky things coming out, that I considered very beautiful," Chalayan told reporters backstage. There was cashmere black dresses cut to look as if they were falling off the shoulders, bold black and white prints and delicate tops embroidered with hand drawn Greek figures.

Born to Turkish-Cypriot parents in Nicosia and later raised in the U.K., Chalayan is known for his minimalist, elegant and sculptural creations, which have been worn by Bjork and featured in exhibitions and theatre productions around the world.

London-based Turkish designer Bora Aksu dedicated his show to Princess Sophia Duleep Singh, a prominent advocate for women's rights in the U.K. during the suffragette movement. He said she showed a "beguiling combination of royalty and revolutionary fervor."

The collection played heavily on lilacs, blues and powdery pinks. Some of the outfits offered playful variations on Victorian themes, complete with severe, nearly masculine hats, while others were completely contemporary. The 1960s were present also, with some models braiding blue flowers into their hair and several outfits offering variations of black and white, Op Art themes. A full-length pink and pale blue dress was particularly striking, seeming to bridge several eras of fashion history in a soft, subtle vision. At its best, the show had an ethereal quality.As a parallel event to London Fashion Week, Turkish fashion designer Zeynep Kartal introduced a mini fashion show at Turkey's London embassy, presenting her autumn and winter collections. The event held at the Turkish Embassy's residence at Portland Place in central London was also attended by celebrities from the fashion and TV world. The fashion show by Kartal exhibited dresses with July 15 photographs printed on them inspired by the failed coup attempt along with clove motifs symbolizing the martyrs of the coup attempt.Read more at:green formal dresses

The future of Turkish fashion

Le 17 février 2017, 03:57 dans Mode 0

Just moments away from the designer stores that line up after one another in the exclusive Istanbul suburb of Nişantaşı stands the Istanbul Moda Academy (IMA). Befitting its luxury surroundings, the institution is housed in a grand – almost stately – building, once home to a government department.

Inside, among the hustle and bustle of students taking a break from class, are all the usual sights of a fashion school – sewing room, classroom, mannequins fitted with students’ grand designs … The current driving force behind the IMA is Seda Lafçı, director of the academy, and major champion of the Turkish fashion industry. Dressed head to toe in black, the well-esteemed Lafçı, who joined the academy in 2009 – two years after it was founded – says the academy was established by the Istanbul Textile and Apparel Exporters’ Association (ITKIB) to help further build a strong and talented fashion industry in Turkey.

“There are universities in Turkey, but most of them run fashion and design programmes under [the] fine art faculty,” says Lafçı. “Here, we listen to the industry, have strong ties with the industry, and understand the needs of the industry. So we work together to develop the content.”

Still, she insists IMA isn’t in competition with universities: “We try to work together and develop joint projects with them.”

Like many other education institutions worldwide, the IMA leverages its strong ties with the retail and design industry, enabling the students to learn by working on real projects.

“We have projects with the brand where their management team or design teams come to us or we go there, and they manage the project,” says Lafçı. “Students get the chance to meet with the team from brands and, by the end of the project, they get real critiques,” she says.

There is also the opportunity for students to develop strong relationships with those working in the fashion industry: “They have the possibility to develop collections with fashion designers or for a retail brand,” says Lafçı. “They don’t just get to understand the design part but the aim is to understand the customers, pricing, marketing and branding.” The IMA’s thinking is to not only encourage students to develop their design skills, but also equally learn important business skills.

One of the most significant podiums that can help students gain huge exposure is Istanbul Fashion Week.

“For this, we try to create platforms for our students to get involved in, especially those on the MA programme,” explains Lafçı. “They will produce a fashion collection and judges from the industry, from designers to fashion media, will select the best designers to show there.”

As part of Istanbul Fashion Week, multi-brand showrooms and buyers from around the globe are invited to check out the latest crop of Turkish fashion designers, while designers and brands are invited to present their collections at fashion exhibition The Core.

Lafçı says Istanbul Fashion Week’s dates were brought forward last year to help the event become more of a fixture in buyers’ schedules: “If it’s earlier, brands have more of a chance [to win new clients]. If it’s right after all of the others, then there’s no budget left.”

This year, it ran on 12-17 January – significantly earlier than its previous editions, which fell after Paris Fashion Week in March. Designers and brands also have the opportunity to present their collections at fashion exhibition The Core.

The plan is to help put Turkish fashion designers on a global stage, and move away from the notion that Turkey is simply a haven for manufacturing rather than design. As part of this strategy to show the world that they have a strong design base, designers are encouraged and supported – by receiving subsidies arranged through the Istanbul Textile and Raw Materials Exporters Association (ITHIB) from the Ministry of Economy to help them go to fashion fairs overseas.

It is this determination that will help Turkish designers become the future talent of the country. And that will certainly happen if Lafçı has anything to do with it.Read more at:formal dresses brisbane | formal dresses melbourne

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