Sunday, September 26, 2010

The Online Lookbook

It's FINALLY complete!  I feel as if the world stopped while our lookbook was being put together.  But it was worth the wait because I love the way it turned out.  Thanks to THE best photographer on the planet, Polina Osherov, the beautiful Michelle Pemberton modeling, and last but definitely NEVER least the incomparable Fashion Stylist Nikki Sutton for the front and back covers of the lookbook. These pictures were taken from the Sweet Revenge Lingerie show called Cabaret Lingerie back in March of this year and the corsets shown in the beginning and the end are available for sale.  They are hand done with impeccable precision and workmanship - they are simply a work of art for the body.

Creating a lookbook these days is of the utmost importance!  If you are going to talk to anyone intelligently about your business you have to have something to back it up - a lookbook is a good place to start.  I decided to start with an online lookbook simply for convenience.  I am able to reach important out of town contacts instantly and they are able to see what we have to offer on the spot upon the arrival of an introduction email.  There are some appointments (face to face) when I do use our printed lookbook and my clients are given a copy of that to keep.  They will also have access to the online lookbook as well for their reference or if they need to send it on to one of their affiliates. 

The process was relatively easy to do but it did take a lot of time and effort.  Remember when you are putting together anything that has to do with marketing or branding that YOUR name is on the line and it is important that you make a very good first impression.  I know your mother always told you to "never judge a book by its cover" and for most situations that does hold true - except for this one.  Lookbooks are your clients very first introduction to who you are and what you are about and you need to get it right the first time.  Whomever your client may be please know that they are inundated with people trying to sell them things every single day.  You have to find a way to set yourself apart and make your brand stand out.  Customer service is a HUGE way to set yourself apart but you won't get a chance to offer that part of your business if you don't get a first meeting.  The way to a first meeting is a good lookbook. 

I'm not only referring to fashion lookbooks here.  Photographers, models, artists, designers, interior designers, Marketing/PR businesses, there are many different sects of business that can benefit from a lookbook and an online lookbook is a good place to start for the novice.  I count myself in the novice category and I plan to learn and grow every day as well.  For now I need to make sure my designers have a presentation that represents them and their brands well and professionally because I am making a first impression for them and that's why I take so much pride in what I do. 

There was a wonderful blog post written in one of our very favorite blogs Style Sample Magazine regarding how to set up your own online portfolio.  Take a look at their view on lookbooks and hopefully you'll get a feel for if an online lookbook is best for you or if you will invest in a printed version - or there's always the combination of both which can only increase your chances of gaining that GREAT first impression!

Until Then:  "Writing has laws of perspective, of light and shade just as painting does, or music. If you are born knowing them, fine. If not, learn them. Then rearrange the rules to suit yourself." - Truman Capote

Thursday, September 9, 2010

NY Fashion Week & Fashion's Night Out

I just get giddy with excitement around this time of year (then again in February).  The anticipation of the new, the ornate, the outlandish in fashion just has me all in a tizzy!  Along with all of the hype of Fashion Week and it's new digs at Lincoln Center we also have one of fashion's biggest nights tomorrow (Friday, September 10th) Fashion's Night Out (FNO).  Here's more info about FNO directly from them:

ABOUT FASHION’S NIGHT OUT: Fashion’s Night Out (FNO) is an unprecedented global initiative created to celebrate fashion, restore consumer confidence, boost the industry’s economy, and put the fun back in shopping. For one night last September, in New York City and twelve other cities around the world, designers, celebrities, models, and fashion editors staged exciting, one-of-a-kind events in stores open after-hours to the public. Shoppers were able to see Sarah Jessica Parker singing standards with Oscar de la Renta, Mary-Kate and Ashley Olsen tending bar, as well as Michael Kors, Justin Timberlake, Kate Hudson, Rihanna and Gwen Stefani (just to name a few) at various stores throughout NYC supporting the industry. Retailers saw a surge of new shoppers and increased sales, while customers relished the street-party atmosphere.

FASHION’S NIGHT OUT 2010: FNO will return to New York City and launch in cities nationwide this year on Friday, September 10, from 6 p.m. to 11 p.m. Last year, in NYC alone, more than 800 participating stores across the five boroughs feted thousands of shoppers who supported the fashion and retail industries—we expect this year’s event to be even bigger and better, with a lot of fun surprises!
FASHION’S NIGHT OUT ON A GLOBAL LEVEL: In the United States, FNO is a collaboration between American Vogue, the Council of Fashion Designers of America, NYC & Company, and the City of New York. Around the world, countries led by at least fifteen international Vogue editions, will once again participate in the festivities. Nations including Australia, Britain, China, France, Germany, Greece, India, Italy, Japan, Korea, Portugal, Russia, Spain, Taiwan, and Turkey, each country will tailor its Fashion’s Night Out celebration to appeal to its unique retail environment.
CHARITABLE ENDEAVORS: A percentage of the sales from the Fashion’s Night Out T-shirt will be donated to the New York City AIDS Fund in The New York Community Trust. Be sure to check back in August for retailer information and locations.

Support FNO and look good doing it by purchasing a piece from their collection.  You can find out where to purchase HERE.

Until Then:  "As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them."  - John F. Kennedy