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Trend Overview - Sao Paulo Fashion Week

With Brazilian fashion's global reputation on the rise, there's no better place than Sao Paulo fashion week to spot the hottest (and we mean hottest) new trends, as Eryn Behan of Mudpie reveals.

Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

Sao Paulo Fashion Week is renowned for it festival spirit and commercial appeal. The event is the first of the women's shows providing an early look at SS 2011 trends. In amongst the vibrant tropical hues favoured on Sao Paulo's festive runways, soft and positively girly mellow yellow emerged as a hot pick for the SS 2011 season.

Sports luxe trends remained strong on Sao Paulo's runways, with many designers adding a new slant, executing activewear shapes in a host of sheer high fashion fabrics. Stand out designers introducing this trend included Animale and Osklen.

Meanwhile, not forgetting to exude the vibrant Brazilian spirit that characterises Sao Paulo Fashion Week, a host of designers tuned into the event's tropical location and pushed bold exotic prints in glorious multi-colours.

Some of my favourites included Rosa Cha, Colcci and Cia Maritimi, whose tropical flora and fauna prints were stand out for their use of random mix ‘n' match placements.

Bra Queen - A fitting level of service

With her high impact, information packed Fashion Exposed workshops rolling out in a matter of days, Bra Queen Renee Mayne shares some last minute pearls of wisdom on customer service.

Renee Mayne - Bra Queen
www.braqueen.com.au

What is the one thing that separates small businesses from department stores? Service of course; they can not and should not compete on price so it is vital to their success that they deliver on service.

So, what can you do today to improve your customer's service?

To answer this question, I like to take my clients on a journey that will no doubt be close to many businesses' hearts. It's journey that entails a lot of listening and an abundance of respect, and most importantly, avoiding the top three mistakes businesses make in customer service

Mistake number one: No consultation...
What would happen if you went to get your hair cut and your stylist didn't ask you what you wanted?

Never assume. For example, if you are fitting an older lady, don't assume that she wants a flesh coloured lace bra. All women like to feel good, so it is important we ask them what they want and remember that everyone perceives things differently.

Mistake number two: Getting into the blame game...
If you have fit your customer with a bra that you think is appropriate and she suggests that she would like to try something else, it is not her fault. It is your fault for assuming. You are the professional and if your customers do not understand something it is up to you to educate them. I hear all the time "customers are stupid". They are not stupid. If there is any blame in the equation, it lies with us not doing our job, as we are there to educate as much as to sell.

For example, I recently spoke to a plumber who didn't finish off a job properly. When a complaint arose, he indicated that he should have been told. My response to this is: "No, you should have asked, this is your profession." Regardless of what your enterprise deals in, all businesses have a level of service that they must adhere to if they want to retain customers long term.

Mistake number three: Snap judgements
When someone enters our store we judge them upon appearance as to how much they can afford. I see and hear it all the time "She would never spend $100 on a bra." Correction: you do not see value in your product. If you love what you sell the price tag on it becomes virtually irrelevant, because you believe with your whole heart in that product. Once you appreciate what your customers can gain and benefit from wearing your product, your figures will go up. Our customers determine how much they can spend. It is up to us to show them the best products we have for them, and then let them decide.

Thanks for reading my columns in Exposed Online, it's been great to share my experiences with you. For more insights and a chance to ask direct questions, you can catch me at the Fashion Exposed Bra Queen workshops. If you have any questions you would like me to answer during the workshop, please email me at: renee@braqueen.com.au

Renee Mayne - Bra Queen
www.braqueen.com.au

Comprising two 30-minute sessions targeting the lingerie sector and covering key topics including cost effective, innovative marketing and boosting your business through proactive service and sales, the Bra Queen workshops will take place at 11.45 a.m. on Sunday 29 and Monday 30 August, at Fashion Exposed, Melbourne Exhibition Centre.

Image: pumpease.com

Trend report: Spotlight on Ivan Grundahl

Ivan Grundahl is synonymous with Danish design. Ahead of what looks set to be an unmissable presentation at Fashion Exposed this weekend, Eryn Behan of Mudpie upwraps the Grundahl mystique.

The exclusive Australian representative for global trend forecaster Mudpie, Ginger Trend Consulting will present Mudpie's Autumn/Winter 11/12 trend forecast on Sunday 29 August at 9.30 am during Fashion Exposed.

Ivan Grundahl is one of Copenhagen's pioneering designers, helping to introduce the world to unique Danish design. For spring/summer 2011, Grundahl channelled the Japanese greats, creations reminiscent of past Commes des Garçons and Issey Miyake. Cloud-like turbans and block-white faces were combined with unusual asymmetric shapes, disjointed seams and frayed edges.

A tonal palette of black, grey and white with beige, sand and khaki in places, lent itself to shapeless mid-length dresses, loosely knitted separates and utility details. Proportion play is key in Scandinavian fashion; a look so effortlessly adopted on many of the runways and city streets this season, while a move towards 1990s grunge sees oversized plaids and workwear boots added to the aesthetic.

Highlights of the collection include a very wearable military inspired suit with tapered trousers and a jacket featuring oversized pockets and a double-wrap-around belt. A key outfit, sure to be adopted by Denmark's fashion front line, is the combination of a haphazard, open-knitted sweater worn with a layered full skirt - just the right amount of anti-fashion meets fashion so synonymous with the grunge era.

Bra Queen - Could a business coach destroy your business?

In the lead up to her Fashion Exposed workshops, Bra Queen Renee Mayne explains why the right attitude is crucial to getting the most from your business coach and evolving as a business.

Renee Mayne - Bra Queen
www.braqueen.com.au

Could a business coach destroy your business?

...Why on earth would a business coach say such a thing?

Clearly I'm not trying to talk myself out of a job. What I'm getting at however, is the need to understand your own motivations for being in business and the difference between industry leaders and the rest of the crowd.

Let me explain. When I introduce myself to someone as a business coach, most people will say "I don't need a business coach. I've been in business for 30 years. I know everything there is to know."

While I haven't suggested that they need a business coach, it's assumed I'm implying this, and the result can sometimes be a defensive response.

Note: These business owners belong to the 70 per cent who are "doing quite nicely thank you."

Then I will meet other business owners and they say: "It's so nice to meet someone who's as passionate as I am, I need to work with you." Note: These belong to the one per cent who really are industry leaders, at the forefront of driving change.

In other words, 70 per cent of businesses will most likely be a "doing quite nicely thank you" business and only one per cent want to be at the forefront....the industry leaders. So you need to ask yourself which one you are.

Crucial Fact: The difference between the 70 per cent and the one per cent is the ability to take calculated risks and when the strategy doesn't work, change it. This is where the 70 per cent can fall down.

To move from the 70 per cent to the one per cent, consider this: If you've had to change your strategy, it's not that you've made a bad decision; it just means you needed to test the waters. You have not failed, so don't beat yourself up or get defensive about it. Just change tactics.

Effecting change is arguably the most challenging aspect of business, but it's certainly not impossible.

Change Management

If you think about how The Biggest Loser's commando interacts with contestants, initially there are tears of frustration, anger, and resistance to training on their part. Why? When you take someone out of their comfort zone their defence mechanisms go up. It's human nature. Most people are creatures of habit and dislike change. However embracing and maintaining change is crucial to evolving your business. Make it your business to go to industry events and discuss on things on an open playing field. There must be trust, drive, consistency, determination a thirst to succeed... and ultimately a driving passion for your business.

Talking of industry events, I'm really looking forward to seeing you at Fashion Exposed. If you have any questions you would like me to answer during the workshop, please email me at: renee@braqueen.com.au

Renee Mayne - Bra Queen
www.braqueen.com.au

A walk on the wild side!

Leopard prints have been prowling the world's key autumn/winter 2010 shows, as Eryn Behan from Mudpie reports from her latest trend safari. Stay on the hunt for Eryn and colleague Jo Little's stand-out trend forecast at Fashion Exposed later this month.

Fall 10's runways ask fashion fanatics to take 'a walk on the wild side', pushing big cat prints as 'love hem or hate them' leopard spots become the markings of the season.

We first spotted fashion's emerging love affair with leopard print on spring/summer 10's runways, as a scattering of designers opted for accessories decorated in the daring print. For autumn/winter 10/11 the trend is undeniable, with head-to-toe leopard ensembles and outsized prints gracing all of the ‘big four' fashion weeks.

Street stylers are already on the prowl in an array of leopard ensembles. Body-con dresses provide the ultimate canvas for scaled-up spots, and high fashion enthusiasts are prowling the streets in a slinky selection of leopard print separates and must have accessories. The boyfriend fit shirt has become a wardrobe essential and in big-cat spots, makes the perfect summer to autumn transition piece, best teamed with retro fit high-waist shorts and a slouch knit cardigan.

Head-to-toe leopard screams high fashion, while a pair of wedges or an oversized shopper offers an easy way to translate this trend.

PROMOTION: Special Offer - FASHIONTREND marks five years!

Celebrating five years of ‘Unstoppable Fashion' in 2010, FASHIONTREND Australia has just launched its August issue, showcasing the international Spring Summer Collections, RAFW and Asia Fashion Exchange.

The new Issue titled ‘NOCTURNE' evokes the mystery of the night with a daring display of sharp modernity and bygone allure.

Offering a unique blend of exclusive runway images, hypnotic editorials, designer profiles, sublime beauty, trend information and dedicated coverage of the Australian fashion scene, FASHIONTREND Australia is ‘The Essential Fashion Quarterly'.

Exposed Online has three issues to give away!
Simply email Exposed Online editor Belinda Smart at belindas@aec.net.au and explain in no more than 40 words what your favourite ‘Nocturnal' trend of the moment is and why.

NEW ISSUE OUT NOW!

Available at BORDERS, MAG NATION and leading newsagents nationally. Connect With The Tastemakers at the official FACEBOOKFANPAGE.

Retail design and the new austerity

Retail design is heading in an interesting direction, inspired by the new brand of consumer austerity, as Eryn Behan from Mudpie reports, ahead of her forthcoming presentation at Fashion Exposed.

Like architecture, the interior design sector has had a major shakeup, laying the grounds for a fertile new landscape of innovation and creativity. In retail especially, brands have had to go that much further to appeal to the uninterested and now more austere consumer. From derelict warehouse spaces to temporary pop-up stores, interior design has been used as a way of engaging consumers and offering them unique retail experience.

The use of contours and layering using materials such as plywood and cardboard is a clear trend in the retail sector. Textural archways create an artificial yet organic environment, heightening customers' perception of both space and product. This is a cost-effective method of temporarily changing the identity of a space to capture the imagination of consumers and offer them a new retail experience.

The ‘Labyrinth of Woods' installation at the Diesel Denim Gallery Aoyama in Tokyo, Japan, by Architect Ben Naqoka of Point, features plywood archways, creating a variety of individual spaces and unique textural surfaces. His work is based on a concept consisting of elements that exist together in a seemingly natural relationship that makes for organized efficiency

Japanese architects Suppose Design Office, have completed a boutique made of cardboard tubes in a Hiroshima shopping centre. ‘Karis' features tubes of different lengths suspended in clusters to create ‘caves' within the space, similar to the concept of the labyrinth woods by Ben Naqoka.

‘Nature Factory' by Makato Tanijiri of Suppose Design Office, features plumbing arranged to look like an arbour of trees. The purpose behind this design is to offer a new shopping experience that people can interact with products whilst strolling in mysterious natural surroundings.

Boutique Runway by Italian design studio CLS Architetti is made up of wavy profiles that cover the walls and ceiling to resemble an ice cove. The interior space was built through the construction of a three-dimensional model and each lamella is hand crafted.

Belgian artist Arne Quinze has created a rough luxe fantasy space for retail store L'eclaireur in Paris. The space uses recycled materials, with a one-off archway made out of entangled wooden planks, as if to emphasize a notion of ordered chaos.

The exclusive Australian representative for global trend forecaster Mudpie, Ginger Trend Consulting will present Mudpie's Autumn/Winter 11/12 trend forecast during Fashion Exposed.

Bra Queen - How to reduce costs & invest in things that matter

Profitability is about more than sales; it's about knowing where to scrimp and where to spend, says Bra Queen Renee Mayne. As her series of Fashion Exposed workshops approaches, she shares some of her top tips for maximising cost-effectiveness.

Renee Mayne - Bra Queen
www.braqueen.com.au

1. Find cost-effective ways to market your business
Often business owners think if they are going to market themselves effectively then a hefty marketing budget is needed. This is simply not the case. Furthermore, it doesn't necessarily make good business sense. If you're looking at advertising on the back page of a glossy magazine that's an outlay of around $15,000 plus and there is no way you can track the success of the investment. Any worthwhile marketing campaign must be traceable.

This is where e-marketing comes in; it's a very powerful and cost effective way to market your business. It enables you to send out newsletters, special offers and loyalty schemes directly to your customers at no extra cost. You save on postage and/or printing costs too. It also encourages customers back to your website to see what other services you offer. The only investment required is the design of your promotional e-mail material. It couldn't be simpler. However, around 80 per cent of Australian retail businesses do not even have an email or website address...they are losing an astronomical amount of money, publicity and exposure.

2. Ensure that your business software is not costing you a fortune
Software has come down in price, so if you're on a payment plan or you have signed a contract with a hosting or software company, be sure to shop around. There are now a lot of systems on the market that you can maintain and update yourself.

3. Reduce your staff overheads with a virtual PA or receptionist
We are extremely fortunate in this day and age because we have virtual PAs who will work for businesses on an hourly basis and require no minimum hours or holidays. As staff overheads are one of the first things that get cut when business is slow, to ensure that you get adequate phone cover for your business without having to overstretch your existing resources, you can opt for a pay-as-you-go virtual receptionist.

4. Maximise customer retention through stand-out customer care
Ask not what your customer can do for you but rather what you can do for your customer! Customers are driven by both emotional and practical needs, so make sure you are satisfying both. Most importantly, listen to what they have to say about your products and services as well as your staff, ask them to complete questionnaires - their opinion is vital to your long-term success. They may even give you new ideas that you may not have considered, so be open to change. The biggest downfall for businesses is often simply the result of stubbornness.

Understand your customers needs better...
Keep up to date with your customers, a good customer database is an invaluable investment. It can identify customers' needs and their likes and dislikes, while also providing vital clues in helping you to cross sell other products and services to increase customer spend.

5. Reassess your products and services
Look at all the products and services that you offer in relation to how much you sell and how profitable they are. At times it is necessary to eliminate collections that are simply costing too much to carry. Work smart. Source the very best product on the market. Even if it means you're the only one who stocks it, take the plunge and stand out from the crowd!

Renee Mayne - Bra Queen
www.braqueen.com.au

Bra Queen - Top 10 ‘don'ts' for fashion businesses

So you're all set to make it big in fashion? Before you take the plunge, learn from an expert's experience. Here, ahead of her upcoming presentations at Fashion Exposed, Bra Queen warns against 10 of the biggest blunders made by fashion wholesalers and designers.

Renee Mayne - Bra Queen
www.braqueen.com.au

1. Overlooking production
As your name is going to be on the final product, it is crucial you keep a close eye on all aspects of production. Fit and finish must be perfect. In fact I now do a critique on sample bras all the time to ensure a successful launch and collection. Your products must match your samples! The biggest mistake I see is that the samples are not perfect. They go on show at fashion fairs and shows where can shape and fit are there for all to see. Retailers are looking with a hawk eye at this kind of detail and if the fit isn't there they will not buy. Think about this; would you invest in something that you weren't 100 per cent sure of?

2. Shoddy shipping
Credibility is everything and the fashion business can be very unforgiving. You can't ship one season late; that will be your downfall.

3. Wanting (too much) to be in certain stores
Designers sometimes under-price their goods in order to have prestigious boutiques or department stores buy their lines, with the strategy that they can raise prices later. This doesn't work. Those stores bought you to fit into a certain price point. Slip out of it and they won't be buying your next line. It may work for one season but not for the life of your company. What's more, increased volumes will not necessarily cover the shortfall of underpricing. It might work for offshore mega producers but if you take that route, you're not a fashion forward line anymore are you?

4. Spending now, worrying later
Designers often get caught up in the whirl of marketing and PR, putting on fashion shows and spending up on promotions, thinking they can pay the bills later. There is no later. Focus on your spending priorities; invest in your product so it's not necessary to spend valuable resources on expensive PR.

5. Believing your own publicity
While making the pages of a glossy magazine is a feather in anyone's cap, it's not a million dollar deal. You're not a star. There is no instant stardom. Making it in the fashion business is not an overnight accomplishment; the product is what it's all about.

6. Not targeting credit worthy stores
Designers and wholesalers make the mistake of assuming a prestigious, beautiful-looking store is a good credit risk, bypassing mainstay stores. The store is beautiful because they spent a lot of money on it, which may mean leaving them less money to pay you! Don't assume a beautiful store will be a credit worthy customer. You have to take a hard line; honourable long term businesses aren't built on weak credit.

7. Speculating
Do not over-produce. Do not cut extra goods with the potential of reorders in mind. As it is, you'll get some goods returned, so you'll end up with more inventory on hand than you'd expected. As a rule of thumb, you should never cut over 3 -5 per cent of total orders. Your aim is to increase the initial order amount.

8. Selling on consignment
You never know what you'll get back and you won't be able to use it or resell it to anyone because it'll be shop worn. If a retailer wants the goods on consignment, they're not committed to you. You're much better off selling on straight terms.

9. Dropping the ball
Somebody must watch the watchers at all times in every stage and that's you. Keep it simple, this is a cash business. The sooner you see that fashion is a one season, cash flow business, the better off you'll be. Focus on the long term by producing the best product and keep unnecessary extravagant expenses low.

10. Allowing one store to dominate
Above all, avoid over-concentration. It doesn't matter if it's Myer or David Jones, one account should not dominate your customer portfolio. If it does, you can be hit hard if the store drops your line. Diversify. One customer should not account for more than 25 per cent of your sales. A way to create exclusivity is to create a piece in a particular colour for them and put a time frame on it.

P.S. I have just launched the dates for the next Melbourne and Sydney Secret Bra Business Seminars where I delve more deeply into sales, marketing, lead generation and much more to ensure you have a prosperous next season. Head to the Bra Queen website to secure your seat.

Renee Mayne - Bra Queen
www.braqueen.com.au

Lingerie image: Shirley of Hollywood

Product & innovation: all change at Levi's

The denim industry experienced serious shock waves this season after the release of the highly anticipated collaboration between hot shot denim brand Levi's and French fashion maverick Jean-Paul Gaultier. Ahead of what promises to be an unmissable trend forecast at Fashion Exposed, Ginger Trend Consulting reports.

Fusing Levi's heritage with Gaultier's rebel style, this highlight collection from the jean's brand consists of men's and women's styles for spring/summer 2010 in a classic dark wash, with details reminiscent of 80s Madonna and 70s backlash punk bondage.

The garments are based on classic Levi's products including jeans, jackets, shirts and dungarees in a navy, white and red colour scheme with black outlining. Red stitching is apparent in almost every menswear piece and is used as a clever accent to the genius shape and construction of the denim. Strategically placed straps, exaggerated fastenings and vertical stripes line cuffs on jackets and jeans.

Meanwhile, the womenswear line's construction speaks for itself; Gaultier's signature conical bra shape shines through on jackets and overalls, defined by its provocatively placed white stitching. On-trend harem jeans will also be an 'it' garment of the season.

Levi's also has another development in hand; it's not just the brand's iconic denim that is top of the priority list - the company is now also an established eco-activist. It has made a conscious effort to renovate its San Francisco headquarters into an eco-friendly building using recycled resources including its own unique trick of the trade... Levi's has revolutionised its building insulation through the innovative use of recycled denim, collected from Goodwill charity shops. Plexiglass windows are placed throughout the building, affording a glance at the denim filled walls.

Aside from that, Levi's has launched a care initiative; a scheme for the brand's consumers to encourage the use of cold water washing and line drying in order to reduce the use of electricity in their homes. To encourage the move yet further, a search for inventive and covetable ideas for sustainable drying solutions has been launched in the form of a competition with a $10,000 prize.

If Levi's' innovative leap into an eco friendly world is any indication, companies worldwide should be inspired to do the same in a bid for a greener planet.

The exclusive Australian representative for global trend forecaster Mudpie, Ginger Trend Consulting will present Mudpie's Autumn/Winter 11/12 trend forecast during Fashion Exposed.

Film & Fashion: Fear, Fun & Fantasy

An air of escapism suffuses the forthcoming fashion season, influenced primarily by the interpretation of fairytales via the silver screen, as Ginger Trend Consulting for Mudpie reports. Ginger Trend Consulting will present a sample of its inspired trend insights at Fashion Exposed this August.

Recent times have seen fairytales and fantasy in abundance in the media, with re-works of classic fairy tales becoming major blockbusters, while on British television screens fantasy dramas are growing in popularity as reality TV loses favour. The popularity of re-worked classic fairytales is no surprise, given the pressures of modern life combined with the stress of the continuing economic downturn. In short, people are looking to escape, and what better way than through their favourite childhood fairytales?

The idea of good versus evil in a fantastical setting culminates in one of the Mpdclick spring/summer 2011 trends already discussed in this column; ‘Fable'. We predict this trend to accelerate fully into commercial ranges for SS11 although we are seeing initial sightings of the trend creeping in, with a multitude of Alice in Wonderland inspired looks. Designers have channelled this in a number of ways, from gingham checks at Christopher Kane to innocent femininity at Chanel and ditsy florals at Ralph Lauren to the muted tones and candy pastel colour palettes of the season.

Mad Hatter get ups were seen on the catwalk of Kenzo and Wintel for menswear, while ultimately however, summer won't seem quite right without sporting a bow tie and pocket watch.

Bra Queen - Secrets behind successful start ups

Ahead of what promises to be an inspired seminar offering at Fashion Exposed this August, this issue sees Bra Queen Renee Mayne talking speed, motivation and sales, sales, sales.

As a serial entrepreneur, I'm busy launching new ventures all the time. But how did I get in the position where I am able to do so? Today, I'm going share some big lessons on launching new ventures; lessons I didn't get from text books, but from experience.

Lesson 1 - Speed and momentum
With only so much time in the world, speed is important. You need to push hard, especially at the start-up stage, to gain momentum and get the runs on the board. When you go slowly, nothing much happens, and your enthusiasm will falter as the weeks drag into months.

When launching a new company, a new venture or even a new collection, you need energy and commitment. If you're not willing to put in the hours, especially at start-up stage, you're best off with a job, not a business.

When I'm in business-building mode, I don't even think about taking a break or what time I finish, let alone taking a holiday. In fact, that's the last thing on my mind... I'm too busy getting stuck in and building my new brand and business, whether it is seminars, coaching, TV presenting or my new book.

More than anything, speed gets results quickly. If results are bad, you can correct your course. After all, a business without any wins is as dead as a dinosaur, not only financially, but because your confidence takes a battering. And confidence is the number one thing we need in abundance.

Enthusiasm is everything! The hardest collection or product to sell will be the first. With my first seminar it was hard work to even fill the room, but once I gathered momentum they became so much easier to sell, which is the perfect lead into the second lesson I learnt.

Lesson 2 - Establish a following before you launch
Now is an exciting time to be in business. We have the technology and the know-how to create a community before we launch a business or a collection. We get to create hype and a buzz without having anything to sell. With my first business I didn't have a client list or data base to draw from and it was a hard slog to create brand awareness. No matter how fantastic your collection or product is; if you don't have customers looking at it then it's not worth the hangers it's dangling from.

Once I sold my business and Bra Queen was born, I took a different approach. My aim was to build a following first. Here's how I did it:-

• I become an expert in my field
• I gave great advice and information for free
• I was 100 per cent me. I didn't and I still don't play it safe with my thoughts. Everything is 100 per cent honesty and passionately me.

Because of that, people come to me; businesses, consumers, everyone. My inbox become flooded...why? Trust. I gave with no obligation. Now when I launch a product, a seminar, an e-course or a book, I have a database to draw from.

Lesson 3 - Around 80 per cent of your time must be focused on sales.

Most business owners worry about the things that will not bring them sales, or wait until everything is 100 per cent perfect before they start selling.

Don't worry about putting in complex and costly systems. What's the good of systems without sales? Get the sales first. Get busy making sales. Get the money in. Then you can clean up the mess with systems. But in the beginning, sales and plenty of them are needed... and that's where you should be focused.

If you have a manager, he or she must be made aware of the importance of sales. You're a retail company, not an administration company. I've seen too many businesses stagnate and ultimately fail because no one was focused on the key to winning in business - getting sales! This is the attitude that must prevail throughout your whole company... from managers right on down.

Remember: successful people thrive on the chaos, revel at the mess they've created and juggle numerous projects at the same time... from major ideas right down to the nitty gritty minor details, all without breaking a sweat. This is what we live for! If you do not feel this way, making a lot of money in business is going be very tough.

On a final note, remember, when we think sales, it's not about the money or the bottom line. It's about offering the best value to the client...but we'll delve into that next time.

Renee Mayne - Bra Queen
www.braqueen.com.au

Image: Bra Queen client Underwear of Sweden.

Six steps to beat the recession

Bra Queen Renee Mayne has had enough of talk about retail gloom and doom. In this issue's column her advice is simple: when it comes to beating the recession, attack is the best form of defence!

Okay, so maybe the retail economy didn't quite pack the punch we would all have liked and the Autumn Winter orders were played pretty safe, leaving businesses worried about their next season. But if you curl up into a ball and just accept the worst, then you've already lost. You might as well just shut up shop.

In any case, a downturn in the economy isn't the end of the world. Women still wear bras and people still wear clothes. When terms like ‘GFC' and ‘recession' are flying around, most business give up and stop trying. However much of the time, when the economy dips it's merely reflecting the perceptions of business owners and consumers. People clam up and act like this might just be the big one; the end of retail as we know it. That attitude is what prolongs recession.

Those who react to economic downturns with aggression, determination and passion instead of passivity and negativity will come through with a strong, successful business and a healthy bottom line. To quote Billy Ocean: "When the going gets tough, the tough get going." In other words, if business isn't coming to you then you must go get it. So without further ado, here are six steps to get you started.

One: Value add
Everyone wants to increase sales. However, the truth is you'd be better to take the focus off yourself and your business and start thinking about providing maximum value for your customers. Can your business and your product help other enterprises such as retailers or complementary businesses generate more revenue? If so, play up that aspect of your business and any prospective customer will clear their schedule to hear what you have to say.

Two: Get marketing!
The fatal mistake most businesses make during a recession is to decrease their marketing and advertising efforts. However statistics have proven that marketers who increase their spending during a recession sustain long-term gains in the market as well as profitability. In my previous column I shared with you ways to market your business without it costing a fortune and you can drive your business into territories you would never thought of. It just takes consistency, creativity and a little time.

Three: Build instant revenue with a VIP night
I do joint ventures with local lingerie boutiques. Through ‘Bras, Boobs & Bubbles' I gather a small group of women with similar bra sizes and take them to a store that I would happily recommend. I create a bra workshop, fashion parade and a bra fitting; they pay $30 to attend and receive $30 off on the night. It will add anywhere from $1000 to $3000 onto the business takings plus a massive amount of repeat business, as all women are new to the store and they tell their friends.

Four: Provide exemplary service
I am a huge advocate of, do whatever it takes to retain every client. During a recession, client retention is crucial. Provide the best service and make your client's experience memorable. Don't forget to follow up and make sure that your client's experience was more than they expected it to be.

Five: Network like crazy!
Think of networking like you're single and looking for love. Networking is often overlooked, but it is one of the most beneficial forms of promotion and it's free. Anytime you have an opportunity to talk about your business, product or service, do so. Don't be obnoxious, but don't risk missing opportunities to promote yourself either.

Six: Reassess your stock
To sell you must make an impact...to make an impact you must have stock. Instead of ordering a small amount of a line, order more so you can pack the punch you need it to. Do your research; ensure before you order it meets the right criteria, for example a bra must provide great shape, comfort and support, structure and perfect fit, so you have peace of mind that it will sell when it's on your floor.

Renee Mayne - Bra Queen
www.braqueen.com.au

Image: Bra Queen client Underwear of Sweden.

Utility Luxe

It might be the dominance of tougher economic times or the sheer enduring appeal of the look, but utilitarian dressing is on the rise. As Eryn Behan from Ginger Trend Consulting for Mudpie reports, the style gains added appeal when finished with a decidedly luxe edge.

Slick luxury utility looks dominate the streets while steadily infiltrating the usual batch of glossy fashion rags. While the runways favour cool tonal looks, this translation is a little more off the cuff with mix ‘n' match styling bringing some extra personality to utilitarian trends.

The global runways push all out ‘utility luxe' trends; think sharp, military inspired tailoring, tonal khaki styling, multiple pockets, and an abundance of fluid silk. The addition of heavy utility belts, walking socks and towering ankle boots adds a youthful edge, while crisp wearable separates will appeal to all ages.

Follow the example set by the savvy retailers such as 'Miss Selfridge' and 'TopShop' who already have a range of perfect utility products in store; provide a mix of simple basics and statement pieces laden with pockets and buckles to cater for a broad market.

Social media and small business: the perfect match.

With social media revolutionising the world of retail, this issue sees Bra Queen Renee Mayne deploying her business coaching skills to maximum effect. Her message? If you're a small fashion business who hasn't yet grasped the significance of online networking, it's time to get with the program!

There's a certain innovative networking concept sweeping the globe that promises to change the small business world as we know it: social media.

Can you make money from it? Certainly. However there is much more to social media than sales conversions. If you stood in the middle of a shopping centre screaming and trying to sell your product, what would happen? That's right; chances are most people would make a run for it! Well, social media is no different. You have to build trust and relationships; it's about giving and adding value.

As small business owners we already have a built in advantage in this regard, because we are great at being real... being ourselves, being authentic. In short, we are our business. It's natural for us to communicate and build relationships with our customers. The social media platform is simply an extension of what we do instinctively.

There are many social media platforms available: blogging, Twitter, Facebook, You Tube, My Space and LinkedIn. You can network on all or select one to suit your personality and one that will complement your business. But if you're going to make social media work for you, it's important to avoid common pitfalls. Some of the biggest mistakes are:-

• Adding no value and solely trying to sell.
• Using social media to ‘hide' behind your business.
• Thinking too narrowly and not targeting your customers. It's not just about sales; the opportunities that come from it will far outweigh the dollar signs.
• Not being consistent and losing patience! You have to keep interacting and engaging with customers and it takes time to build that rapport, so allow six months to a year before you really start seeing what social media can do.

Businesses that steer clear of these snags can move beyond the status of mere ‘trading entities' to become brands that forge an emotional connection with consumers. If you're after examples, a couple currently looming large on the web due to their social media skills are Damaris Lingerie and Lane Bryant.

Damaris (pictured left) launched a You Tube video called ‘Chore'. Damaris doesn't have a massive marketing budget so they had to be innovative; a point worth remembering... financial challenges often produce the most creative solutions. The quirky, irreverent and youth-focused ‘Chore' suits Damaris' target market and takes viewers on an intriguing, amusing journey they won't forget.

Lane Bryant (pictured right) recently sent the World Wide Web into overdrive with a controversial ad that got pulled from American TV for being too risqué. However because of the resulting ‘noise', it has now had global coverage on traditional media and social media.

From my own perspective, social media has been central to spreading the word about my brand in an interesting, non-sales driven way. So, what has Bra Queen gained from social media exposure?

• A gig as a contributing author in Sprout Wealth - a fantastic book that shares the commercial successes of businesswomen.
• Numerous radio interviews.
• Podcast interviews.
• TV presenting.
• 70 per cent of my business is from social media
• On average the Bra Queen Exposed blog attracts over 20,000 views a month.
• Put all my social media avenues together and I am talking to around 5000 people, imagine 5000 people standing in your store.
• A host of amazing business relationships and successful joint ventures.

Remember, if you combine traditional networking with new age social networking, your marketing potential is endless. The truth is, small business has never had it so good. We can market ourselves exactly how we need to and position ourselves to an audience of thousands for little or no cost.

So, be innovative in your thinking, use your imagination and the sky's the limit!

Renee Mayne - Bra Queen
www.braqueen.com.au

P.S. Readers wanting to know more about social media are more than welcome to email me at renee@braqueen.com.au

The London Look

With the forecaster's expert style scouts having been out and about on the streets of London in recent weeks, Eryn Behan from Ginger Trend Consulting for Mudpie reports back from the highways and byways of the UK's fashion hub.

Rating it as one of the world's top spots for seeking out hot new street trends, we popped back to the home of ‘Cool Britannia' to catch up with the latest bout of indie kids, scenesters and all out fashion mavericks to find out what's topping their fashion wish list right now.

With the city's notoriously 'happening' back roads of Soho and the shopping Mecca Carnaby Street as our chosen destinations, we were as always delighted by the fresh new looks on offer.

The supporting images show some of London's latest street trends, including the floral jumpsuit, edgy day looks with urban appeal and relaxed separates. We also saw these contemporary trends in the super sophisticated and fashion forward Paris. For a more concise overview of our current street trend analysis register for a free trial at mpdclick.com.

Retail Tip - Merchandise your way to fame!

In a highly competitive market with consumers watching their wallets, it pays to make your instore experience as enticing and engaging as possible. As Mark Davis reports, creative visual merchandising is the key to this. What's more, it needn't cost a lot of money, and if you're plugged in to online networking, it has the potential to turbo-charge your business.

An expert and trainer in all things retail, business coach Mark Davis divides his time between Australia and Europe, traversing the globe to share his retail, sales, business and Internet marketing insights.

Great displays are an art form. For many years they've been the domain of window dressers, merchandisers, company reps and strategic designers. But given the current move to cost cutting, retailers now have to improvise, using their imagination and the tools immediately available. For many this is less about having enough merchandise, or risers, or stands and racks... and more about creativity. In all likelihood it's also about leveraging the power of that little thing called social media.

A display that grabs customers' attention, be they old or new, and tempts them to take more interest in the rest of the store, is a powerful motivator to get them to stick around, hopefully for long enough to buy! Just as a good website encourages users to click and browse, the key merchandise displays in your store are there to grab attention and engage with customers.

In some cases, people will often make the journey to a destination just to see stand-out visual merchandising. Be it a mountain of teddy bears and tigers in the Disney Stores or an eye-catching seasonal display, a destination or feature merchandising ‘moment' can be the thing that makes your store a must-see in your town, city or suburb. Department stores' Christmas window displays are a good example of this, but there's no reason to limit creativity to Yuletide.

And take note; social media has given good visual merchandising an exponential power boost. People love to take photos and put themselves up on Facebook, whether it's next to a living Statue of Darth Vader on Hollywood Blvd, or beside the logo of the store they just shopped in. They hold up bags, they pose, and they promote your store for you. If someone poses with your stock items, in your store, with your staff, next to your renowned merchandising display, then posts the photo to Facebook, you get 100 to 1000 free advertising shots.

And it doesn't end there. Offer to be the photographer for them, take three or four snaps, from which they can create a mini-shopping album, and you get even more photos online. Ask them to add your business to Facebook, and you can tag your store as well!

Remember, people are going to take photos of things they like. Now you can let them promote you for free!

So, to re-cap:-

• Create a merchandise display people want to be photographed beside and tell their friends about.
• Encourage photos.
• Tag people in photos including your Facebook profile.
• Get creative. Have competitions, prizes and offers for all your Facebook friends.

Never forget that the fusion of visual merchandising and social media creates an unbeatable way of driving more business into your store. Good luck with designing that display!

www.coachmarkdavis.com

Images: Sportsgirl (left), Anthropologie - US (right)

Sports focus: Ailin

Specialising in technically advanced, eco-sensitive clothing for women, Ailin has successfully blended an earthy handwriting with the ongoing trend for sportswear and sport inspired fashion, as Eryn Behan reports.

North American sports clothing brand Ailin provides functional, fashionable garments for active women. Founded by sports fan Erin Bell, the brand focuses on sustainable production and the use of eco-friendly fabrics, manufacturing all of its products in Canada.

In Chinese, the brand name Ailin translates to "compassion for nature", a statement reflected across all areas of the company. The business prides itself on its integration of eco-friendly processes, and is dedicated to the ongoing development of sustainability and living with intentionality.

Inspired by Asian culture, Ailin's products convey a comfortable, casual style, with a slightly pagan aesthetic. Slouchy harem pants and ruched fitted vest tops offer ideal yoga outfits, while stretch lycra leggings and polyester tops present layering options for jogging. As well as sports garments, Ailin also supplies ranges of fashionable swim and ski wear. All of Ailin's products have a high technical performance and are made from high quality materials, making them even more desirable to sports conscious consumers.

Ailin also has an online blog, which is updated regularly to inform fans of the brand about issues that may be relevant or of interest to them. Recent posts include examples of other fashion designers, news regarding the opening of a natural dye plant, and a guide to the best places to cycle in the U.S.

The Bra Queen - Are you sabotaging your business?

Business coach and lingerie doyenne the Bra Queen, aka Renee Mayne, knows a thing or two about confidence and determination. In the first column in the lead up to her Fashion Exposed workshops, Renee gives business owners a characteristically feisty pep talk on the secrets of growth.

Are you sabotaging your business?

Around 70 per cent of small business will never grow or make a huge a profit. Why?

You and your ego, that's right! A massive 70 per cent of business owners are stopping themselves from reaching their true potential.

So - how do you achieve substantial business growth?

In order to be a successful business you need to think like one. It sounds too easy right? Wrong. Here's the thing - a lot of you will close your minds to growth and success because you think: "I have been in business for a long time and I know everything there is know about my industry."

My point is - you can never know everything. In fact the day you think you know everything is the very day you know nothing.

Don't get me wrong. I have no doubt you possess a wealth of information and are a very accomplished business person. However if you narrow your focus amid the day to day challenges of running your enterprise, you are stopping yourself from discovering the wealth amazing achievements awaiting you just around the corner.

Make time to learn from your peers and colleagues, even your competitors. Read about successful businesses and put in some hours at relevant workshops, seminars and trade shows, and you'll be astonished at how much new information and inspiration you pick up.

Think like a rock star!

Every successful entrepreneur thinks like a rock star. They believe in themselves and, more importantly, they invest in themselves and in their business, they are always open and they are not afraid to take a calculated risk.

Take Coco Chanel... not quite a rock star but one better, a driven soul who turned herself from a business woman and seamstress into an enduring fashion and cultural icon. She never stopped experimenting, developing and designing new and exciting creations whose legacy remains with us today.

Another business brain turned icon, Richard Branson has conquered the world by using lateral and innovative thinking. The business world would not be where it is today if he wasn't as open-minded and adventurous as he is.

Sometimes we have our fingers so firmly planted on the pulse of our business that we are unable to see things for how they really are.

So remember... think big!

Renee Mayne - Bra Queen
www.braqueen.com.au

Image: Damaris lingerie

Retail Tip 6 - Don't succumb to fear... or discounts

With commentators predicting a grim half year ahead for retailers, it's all too easy to throw in the towel and join the discounting frenzy. Here, Mark Davis explains why retailers avoid such strategies at all costs... and what they should consider instead.

Right now retail is in a danger zone; interest rates are going up, the mortgage is getting tighter, sales are dipping... and everyone seems set to enter panic zone. So if you're sitting at your computer attempting to fend off the jitters, I hope that this issue's double-edged tip helps:-

You won't achieve anything by being the same as everybody else. And you really won't achieve anything by panic discounting.

The other day I found myself walking through Melbourne's Crown Casino. Brand new, six-figure fit-outs of designer labels lined the walkway; we're talking sleek chrome, gold, black and silver windows, cool lighting, music and opening hours with guaranteed traffic that the rest of us can only dream of. And what was emblazoned right in the middle of most windows? "10-70% off"!

Let's think about this for a second or two: Was this a discount factory outlet? No.
Was this an ageing strip mall having a closing down sale? No. Was this a brand nobody knew about that was launching with a teaser item to coax customers into the store? No.

This was desperate shock advertising that completely disregarded the casino's target market. Most people visiting the casino sincerely believe they're in for a win, and will then be able to buy expensive clothes at full price tag that they can show off to their friends. Even those not in the mood for gambling are most likely lapping up the high-tone, luxurious atmosphere.

Casino or no casino, when you use price slashing as your lead marketing strategy, it's a downer. And in the end, it's all people see. What they don't see is your store. Arguably it's different if you're in a discount shopping centre, but even there such strategies are questionable... When you watch shoppers in outlet stores, no discount is ever enough... most of them are just window shopping. It's a high traffic, low conversion method.

In tough economic times, what retailers need is to break free from the herd. And here's why: a hundred sales at $100 is $10,000; a hundred sales at 50% is $5000. That may cover your cost and overheads, but not your staff, and you can say goodbye to profit. Discounting 50% should only be ever used for those last10 pieces on a rack by the door; never for a big promotion, never for attracting people into store, and never in your mind as a salesperson. If your staff focus on discounts, you'll be in serious trouble within three months.

Here's how we get those 100 sales and turn them into $20,000.

1. Teach your staff to cross-sell to other items. Not just suggesting, but walking customers and their initial purchases to the racks, matching the pieces, giving them four or five things to try on and encouraging them to get into the clothes.

2. Teach your staff the rule of three. The rule of three says that if you have three items, people will choose the middle one nine times out of ten. In terms of price, this means - budget option, good, and luxury. It helps to find out the shopping budget first, usually from assessing the customer in terms of their existing clothing, accessories, and attitude.

3. Talk to customers! Some women shop on days they feel great, and will spend a lot, others shop to get out of the house. If you take the time to build a relationship, they'll return, bring their friends, and buy more every time.

4. Remember to tell your staff that it's not their decision when to stop selling. It's the customers' decision when to stop buying. I've had sales of $30 turn into $200 using this method. I've seen stores where a woman just wanted a piece of jewellery, and ended up buying the dress, shoes and bag to match.

Now, more than ever, the professional sales person earns their money. At Christmas they are just order takers; tough times are when they show why they were hired in the first place. Talking of which, the $5000 you were going to lose on discounting, you can now invest in training your staff to double their existing sales targets. Pay them commissions and bonuses, and you'll still be way ahead.

And please, as a favour to me, rip up those discount signs.

www.coachmarkdavis.com

Sporty Spice

UK trend forecaster Mudpie worked the runway and trade fair season to take a close look at female sportswear trends for AW 10/11. Ginger Trend Forecasting for Mudpie shares the season's most colourful sporting highlights.

Block colour is dominating the outerwear sector in vibrant colour palettes, with particular emphasis on Velcro fastenings and decorative buttons. Arcadia green was a stand out colour, used on colour blocked jackets, however tones of grey encased the majority of sports ranges for the season.

Relaxed fits, particularly the 'crop top', were key, along with relaxed jersey all-in-one's and sweater dresses, best achieved using long line jersey and knitted fabrics.

Bottoms were seen in the form of draping harems, micro shorts and prominent panelled leggings, enabling practicality and numerous layered styling options.

Images from left:Lacoste, Erin Wasson, thakoon, Lacoste

Paris calling

Paris Fashion Week is world renowned for showcasing the premiere class of design innovation and cutting edge fashion. Here Ginger Trend Consulting for Mudpie looks at the top women's trends coming out of the Paris runways for AW 10/1.

Boyfriend Envy
Paris Fashion Week pushes a strong female identity, painting autumn/winter 10/11's muse as a force to be reckoned with. Masculine tailoring becomes a must for womenswear ranges, declaring the message that whatever a man can have, women can have too; think roomy overcoats, slouch suits and tomboy accessories.

Camel
As heritage trends dominate the runways and a plethora of designers opt for a no gimmicks response to fashion in the aftermath of recession, a range of classic hues are resurrected for contemporary appeal. Camel comes through as Paris Fashion Week's top retro shade, working best for wool coats and timeless blazers.

Leather Pants
Black leather emerges as the fabric of the season, appearing in ‘must have' collections across all of the ‘big four' fashion weeks. The premier designers from Paris employ the use of the favoured material for statement trousers, the perfect accompaniment for tough warrior trends.

Deconstruction
The grunge identity of the past two seasons is reinterpreted for grown-up appeal with the use of some nifty deconstruction; suits are re-worked while dresses and separates are slashed, draped and reshaped, resulting in dark layered looks rife with alternative flair.

Images from left: Paul & Joe, Chloe, Moon Young Lee, Balmain

Retail Tip 5 - Learn to delegate!

One of the simplest yet most overlooked business secrets is that you can't do everything yourself. Here Mark Davis spills the beans on the art of sharing the load.

Being in business can be tough. Operating your own retail venture involves a multitude of skills: hiring staff, dealing with government compliance, keeping everybody safe and making sure you don't break one of the thousands of rules for your store, your franchise, your industry, your council, your state and your country.

So it's really important to consider this: the business doesn't run without you, so you need to replace yourself.

If you ever want to experience freedom in your business, you don't just need to delegate; you need to actively focus on replacing your activities with a skilled professional who can do the same things.

The funny thing is, when you do, you'll find that your replacement for say.... book keeping... does it faster and better than you - after all, it's their speciality.

As a business owner, you're probably a generalist - able to do everything. However if you can do everything OK, it makes sense to hire people who can do some things excellently.

Then you can take a holiday knowing that all the aspects of your business are taken care of. Some things require your physical presence, others don't. Book keeping can be done through elance.com or ymii.com with an outsourcer in India... Writing contracts, agreements, even your payroll can also be outsourced.

Other things, such as sales or merchandising, will require physical staff. For areas such as marketing, it might pay to outsource to an agency or a young graduate, whose fresh ideas will give your business a new lease on life.

Think about it!

www.coachmarkdavis.com

Sobered up style

For spring/summer 2011 Mpdclick presents three trends; Fable, Enlighten & Sobriety. Having looked at Fable and Enlighten in recent editions, this week the forecaster focuses on how the Sobriety trend will translate to clothing for Summer 2011.

The material excesses of the pre-recession society are forgotten, in favour of a humble, wholesome existence. Pleasure is found in relationships, community and life experience; a utilitarian revival begins, placing emphasis on style based on authenticity and timelessness.

For fashion and tailoring influence is taken from the simple, naive ideals of the American settlers, focusing on the handmade, decorative and detailed aspects of their home wares and clothing. Charming embroidery, crochet and quilting recall the traditional hobbies of bygone times and offer a handcrafted look.

Eclectic customisation fuels the ‘make do and mend' ethos. Delicate lace and broderie anglaise complement and add a touch of prim Victoriana to heavier fabrics. Fine tailoring creates sharp, clean silhouettes, which are crucial to this direction.

For leisure wear, versatility and longevity are central qualities in garments, footwear and accessories, resulting in a return to classic shapes and designs. Details are unfussy and lines clean, symbolic of America's optimism for the future with Obama in power. Simplicity is key, with fashion taking its cue from the pared down functionality of Amish dress.

Images from left: Paul and Joe, Derek Lam, Ralph Lauren

Retail Tip 4 - Promote yourself online

Time was when the older generation thought its duty was to pass down wisdom to the youngsters. Not these days; if you want to understand how online promotions work - ask a teenager, as Mark Davis reports.

Many businesses don't have the time or budget to do a lot of advertising, and they only usually know one or two ways to do things; usually traditional methods of advertising and lead generation, which these days are time consuming, expensive, and give a poor response.

Taking a bit of time to learn new advertising methods can be a challenge, especially when most of the methods today are online. Ever dealt with a Google Ad, Facebook page or Twitter account? For many people, the thought of online ads is enough to send shivers down their spine... and to consult with experts can cost more than the original advertising budget.

So here's my top tip for today...

Learn from a teenager.

Find out what your kids, or your staff's kids do, to promote things online these days and copy their strategies. They'll be doing things you couldn't dream of, but they understand a couple of things really well:-

1. Referrals. If you recommend it, I might buy it. If a stranger tries to sell it, I'm less likely to. Find out how teens are promoting themselves and their ideas and favourite products for free online. Then pay them a small amount to promote you too.

2. Online ads are the chief reason why Facebook and Google are worth billions of dollars. This is because they work. Start off with baby steps by finding free Google Adwords credit and spending just $50 to test a few ads in text, picture or video format. It's just one more thing to add to your schedule, but take 10 minutes a day, and in a month you'll be a natural.

Finally, it's worth talking to kids about why they put so many photos online. I can't oversell this enough - pictures online are the new virtual catalogue, be it on a website, a Facebook account or in an email attachment. Use the power of pictures to sell your products, or just to let people know you exist.

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Utility Luxe

Social media and small business: the perfect match.

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The Bra Queen - Are you sabotaging your business?

Retail Tip 6 - Don't succumb to fear... or discounts

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Retail Tip 5 - Learn to delegate!

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Retail Tip 4 - Promote yourself online

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