Tuesday 20 October 2015
Saturday 30 May 2015
Enchanted by Trinidad Weddings
Even for us who haven't been bitten by the marriage bug, Trinidad Weddings works magic.
The 2015 issue of the annual collectible magazine was launched at a high tea at Zazou on Thursday, transforming the already charming restaurant into dreamy scene, drizzled with roses and infinite details that communicated the theme, "Love is the greatest adventure"
I am so honoured to be a contributor on another issue for this mold-breaking brand. Check out my article on Bridesmaids trends for 2015! Also email me via StephanieRamlogan.com if you would like expert styling advice for you and your bridesmaids.
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| How bold and endearing to have multiple brides on the cover? These are actual brides, not models hired for the shoot. They are each so different and yet equally as stunning. My favourite look though, has to be the bride on the far right who embraced colour for her wedding dress! Coloured bridal dresses are my favourite trend, especially these blush tones. |
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| Simone shows of her Rachel Rochford jewelery. She has always been into wearing Caribbean designers. We first officially met when I styled her in Van Der Vlugt for her 2013 TW launch. This year she wore a CLD piece from the Lalla Collection. |
Honestly, the event was even prettier than some actual weddings I have been to. I definitely encourage you to pick up a copy to get inspiration and instruction on how to throw your perfect wedding.
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| Quirky, Cute and Useful. All you look for in the perfect Wedding favours. Media and Bloggers were given these Hashtag bottle openers with #TWwedzine on them |
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| Of course the food was A class. We were at Zazou after all |
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| A page from the issue. TW features actual brides and weddings |
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| TW Editor Simone and Me Cheers to another amazing year |
Friday 22 May 2015
Don't take it personal: Top 5 Reasons why Bloggers help you and not Hurt you
On Saturday May 23rd 2015 I will be speaking as a part of a very influential and insightful panel for the #GotBizSwag workshop hosted by the fabulous Favala! The event is sold out, so I thought I would share my small segment with those of you who are going to be missing it. I will be speaking about the symbiosis between bloggers and fashion designers, despite the ever-growing fear and denial of a bad blog review.
Essentially, for designers, the purpose of a fashion blogger is to create brand awareness and to market product to existing and potential clients. Bloggers have the potential to build content and bolster your brand message, if managed and engaged in a meaningful way.
Blogs are personality driven and therefore are better able to connect with potential buyers than say, a company Facebook page. Blogs are often based on the writer's opinions (as opposed to a report), and the material in its subjective nature, will carry a negative or positive tone. This is what will engage people, helping them to form their own ideas and decisions about the brands in question. There are so many benefits to incorporating blogging into your marketing strategy:
1.Social Media Imagery
A picture is worth a thousand words (or Likes lol) Bloggers often share content to various social media outlets simultaneously. In seconds, an Instagram post can be shared to Tumblr, Twitter and Facebook. Despite the content or caption, your image will be potentially seen by thousands. So many designers are discovered by their clients via pictures they saw on their Newsfeed. Getting into magazines and the newspaper is cool and all, but a social media share is gold, especially if your handle is plugged into the caption! Come to papa!
2.Fashion Bloggers are the new supermodels
Let's look at Saucy for example. Trinidad Carnival Diary has a massive following. She is now seen as a a major influence in the Carnival business. If it's good enough for her to wear, then we all need to wear it too! Getting blogger approval is the biggest way to turn your looks into trends. Remember, bloggers want to promote themselves as well. They are not anonymous ghost writers, they are their own brand and they need to look the part. There is value in this cross promotion. You want them in your clothes.
3. Bad reviews get people talking more than Good reviews do
No publicity is bad publicity. Ultimately you want your name out there. People want to insert their two cents into the bacchanal so they will research you when they hear about the hot mess that you are. Chances are, they will form their own opinions and you might just land a client. Chances are you don't, but you gained a few hundred more people who know your name now. Next time you have a show, that many more people are going to want to see what you come up with. Do not shy away from this massive marketing group because your skin isn't thick enough to face an innocent jab at your work.
4. It's useful advice at the end of the day
You don't like what a blogger said about you, but maybe you should at least think about it. It is an outsider's opinion and surely a very honest one. You may have become accustomed to friends and family patting your back so much that your head swelled up and you don't see your short comings. Ego is a big part of the Trinidad fashion world. Consider what the blogger and their followers are telling you. There is always room to improve.
5.Working together with bloggers is one of the most powerful digital PR tactics.
J. Angelique is a great example of a brand that has benefited from a healthy designer-blogger relationship. Designer, Janelle Forde has been able to reach a very wide audience with her social media fashion shows, where her new collections are debuted through a synchronised release of images and information over the social media feeds of different bloggers. She is able to reach thousands more than a regular fashion show would, and she is spared the expense of a production.
Thirty one gifts is a retail store that send bloggers products from their catalogue and asks them for reviews. This gains them tonnes of Social Media exposure and generates so many sales and so much brand awareness for the cost of some purses and clothes.
Of course it is important to seek out bloggers that are best suited for your brand. A great tip is to select bloggers based on how widely their content is shared, and not based on how many followers they have. Retweets, comments and engaged followers are most important.
Essentially, for designers, the purpose of a fashion blogger is to create brand awareness and to market product to existing and potential clients. Bloggers have the potential to build content and bolster your brand message, if managed and engaged in a meaningful way.
Blogs are personality driven and therefore are better able to connect with potential buyers than say, a company Facebook page. Blogs are often based on the writer's opinions (as opposed to a report), and the material in its subjective nature, will carry a negative or positive tone. This is what will engage people, helping them to form their own ideas and decisions about the brands in question. There are so many benefits to incorporating blogging into your marketing strategy:
1.Social Media Imagery
A picture is worth a thousand words (or Likes lol) Bloggers often share content to various social media outlets simultaneously. In seconds, an Instagram post can be shared to Tumblr, Twitter and Facebook. Despite the content or caption, your image will be potentially seen by thousands. So many designers are discovered by their clients via pictures they saw on their Newsfeed. Getting into magazines and the newspaper is cool and all, but a social media share is gold, especially if your handle is plugged into the caption! Come to papa!
2.Fashion Bloggers are the new supermodels
Let's look at Saucy for example. Trinidad Carnival Diary has a massive following. She is now seen as a a major influence in the Carnival business. If it's good enough for her to wear, then we all need to wear it too! Getting blogger approval is the biggest way to turn your looks into trends. Remember, bloggers want to promote themselves as well. They are not anonymous ghost writers, they are their own brand and they need to look the part. There is value in this cross promotion. You want them in your clothes.
3. Bad reviews get people talking more than Good reviews do
No publicity is bad publicity. Ultimately you want your name out there. People want to insert their two cents into the bacchanal so they will research you when they hear about the hot mess that you are. Chances are, they will form their own opinions and you might just land a client. Chances are you don't, but you gained a few hundred more people who know your name now. Next time you have a show, that many more people are going to want to see what you come up with. Do not shy away from this massive marketing group because your skin isn't thick enough to face an innocent jab at your work.
4. It's useful advice at the end of the day
You don't like what a blogger said about you, but maybe you should at least think about it. It is an outsider's opinion and surely a very honest one. You may have become accustomed to friends and family patting your back so much that your head swelled up and you don't see your short comings. Ego is a big part of the Trinidad fashion world. Consider what the blogger and their followers are telling you. There is always room to improve.
5.Working together with bloggers is one of the most powerful digital PR tactics.
J. Angelique is a great example of a brand that has benefited from a healthy designer-blogger relationship. Designer, Janelle Forde has been able to reach a very wide audience with her social media fashion shows, where her new collections are debuted through a synchronised release of images and information over the social media feeds of different bloggers. She is able to reach thousands more than a regular fashion show would, and she is spared the expense of a production.
Thirty one gifts is a retail store that send bloggers products from their catalogue and asks them for reviews. This gains them tonnes of Social Media exposure and generates so many sales and so much brand awareness for the cost of some purses and clothes.
Of course it is important to seek out bloggers that are best suited for your brand. A great tip is to select bloggers based on how widely their content is shared, and not based on how many followers they have. Retweets, comments and engaged followers are most important.
Sunday 10 May 2015
Runway Trends from Trinidad and Tobago Fashion Week
Whether by coincidence or some poorly publicized organizing, we seem to be in the middle of an unofficial fashion week in Trinbago. J.Angelique, Noor, CLD and Modett have had shows this week, giving us insight to what designers are coaching our women to wear.
White Out
Maybe it's the heat that has designers fixated on white. This very sophisticated neutral looks best on rich skin tones and definitely is the best choice for cooling down in the island heat. We have seen mostly creamy whites on cotton, but J.Angelique embraced a brighter tone for her interesting slant on bridal with the Reception Collection.
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| Noor |
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| Adrian Foster |
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| J.Angelique |
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| CLD |
Mixed Print
Seemingly random prints with overlapping geometric and tribal pattern in bright colours- a bit of a mouthful and and eyeful, but on column dresses and other clean silhouettes, it works.
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| Sew Lisa |
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| Bene Caribe |
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Amen Print House
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Sheer the love
Unlined and transparent lace and chiffon give more than just a peek at underlying bare skin.
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| J. Angelique |
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| J.Angelique |
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| CLD |
Fancy Pants
With the go -to outfit having long been a fancy frock, designers are embracing pants by making them the highlight of the look. We are seeing more and more flowy wrapped trousers and sleek jumpsuits.
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| J. Angelique |
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| CLD |
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| Lisa See Tai |
Cape diem
Elegant and strong, and thought only suitable for cooler climates until now, capes have come to Trinidad. In sheers and even jersey, these accessories are a bold statement that can elevate even the simplest looks.
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| The Lush Kingdom |
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| J.Angelique |
CLD pictures courtesy Eustace Dyer Photography
Follow on Instagram for more on Caribbean Fashion @no_more_fashion_victims
Follow on Instagram for more on Caribbean Fashion @no_more_fashion_victims
Friday 8 May 2015
A lesson in Branding, Styling and Marketing From Tommy Hilfiger
While we search for models worldwide for our Fashion Industry, we can learn so much from unexpected places. Yesterday Tommy Hilfiger hosted cocktails and 20% off at their West Mall branch after hours. The planning and execution of the event was pretty much flawless, as anyone would expect coming from a major international player with so much experience and relations. From the invitations to the welcome desk, to the expertly styled mannequins and attendants, I was giddy over the seamless production. Caribbean brands need to step it up with the professionalism when dealing with media and showing customer appreciation.
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| On the right is the Box that came in my swag bag with a handy notebook and a flash drive with full media kit. On the left is the envelope for the Invitation |
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| This was the freaking invitation. I literally want to keep it forever |
Some of the cute stuff you can find at Tommy Hilfiger West Mall:
Tuesday 7 April 2015
Why I don't Support Local
They say the road to Hell is paved with good intentions. I believe something similar occurred with the ever popular SupportLocal hashtag within the fashion community of Trinidad and Tobago. In an attempt to bring attention to locally created fashion design, every post on social media bore #SupportLocal. It was catchy so it caught on, yet I can't help feeling that it has done more hurt to the industry.
Trinis have a problem with the idea of anything local. If it comes from Trinidad, we believe it is somehow inferior.This is because it is commonly found that Trinidadian people have a lack lustre work ethic, and this attitude must be reflected in the craftsmanship and quality of whatever they create. I am not going to say no.It is true. A lot of Trinidadian entrepreneurs do not have what it takes. I am not talking about talent, but drive and diligence. That said, a lot of them do have it. By attaching the word "local" to fashion produced here has done two things, it has attached the stereotype of poor quality, and it has imposed a fence around our fashion, guarding it from having international appeal.
The Support Local movement was created to stimulate economic activity here. We have the resources to provide attractive fashion right in our country, yet so much shopping is abroad through Online purchases or through travelling with the purpose of buying fashion. I much prefer to encourage local/ regional people to "ShopCaribbean" in order to develop our industry and have it seen as a valuable resource. The difference between "SupportLocal" and "ShopCaribbean/ShopLocal" is that the word "Support" is often attached to causes which need your patronage and charity. Frankly it means "Give us some money please. We really need it". People know what you mean even when you sugarcoat it with words like "Support" when you mean "Give", "Pay" and "buy". Fashion is a business! Be straightforward! We want you to shop and buy fashion made in your region! Most importantly, the difference between asking people to support and asking them to shop, is that lending support is done from an emotional place. I don't want people to buy Caribbean fashion because they feel they need to give something to these struggling designers. I want people to Shop Caribbean because there are amazing designers here who make fantastic clothing and accessories. I would never ask someone to "support local" and buy something that is irrelevant in the international fashion climate, nor things that are cheap and ugly. Lastly, we want to encourage people to build brand loyalties with Caribbean labels. Asking for their support is like asking them to throw a quarter in your cup; it doesn't imply an ongoing relationship, it feels like a one-time thing.
I want Caribbean labels to be on the tip of your tongue like international ones. I don't want them grouped as "local designers", but just designers in their own right! The regional market is too small to keep building this barrier and locking in fashion made in the Caribbean. For the industry to thrive we need to reach the world.
#ShopBeautifulPieces #UniquePieces #HandmadeWithLove #IknowWhoMadeMyClothes
Trinis have a problem with the idea of anything local. If it comes from Trinidad, we believe it is somehow inferior.This is because it is commonly found that Trinidadian people have a lack lustre work ethic, and this attitude must be reflected in the craftsmanship and quality of whatever they create. I am not going to say no.It is true. A lot of Trinidadian entrepreneurs do not have what it takes. I am not talking about talent, but drive and diligence. That said, a lot of them do have it. By attaching the word "local" to fashion produced here has done two things, it has attached the stereotype of poor quality, and it has imposed a fence around our fashion, guarding it from having international appeal.
The Support Local movement was created to stimulate economic activity here. We have the resources to provide attractive fashion right in our country, yet so much shopping is abroad through Online purchases or through travelling with the purpose of buying fashion. I much prefer to encourage local/ regional people to "ShopCaribbean" in order to develop our industry and have it seen as a valuable resource. The difference between "SupportLocal" and "ShopCaribbean/ShopLocal" is that the word "Support" is often attached to causes which need your patronage and charity. Frankly it means "Give us some money please. We really need it". People know what you mean even when you sugarcoat it with words like "Support" when you mean "Give", "Pay" and "buy". Fashion is a business! Be straightforward! We want you to shop and buy fashion made in your region! Most importantly, the difference between asking people to support and asking them to shop, is that lending support is done from an emotional place. I don't want people to buy Caribbean fashion because they feel they need to give something to these struggling designers. I want people to Shop Caribbean because there are amazing designers here who make fantastic clothing and accessories. I would never ask someone to "support local" and buy something that is irrelevant in the international fashion climate, nor things that are cheap and ugly. Lastly, we want to encourage people to build brand loyalties with Caribbean labels. Asking for their support is like asking them to throw a quarter in your cup; it doesn't imply an ongoing relationship, it feels like a one-time thing.
I want Caribbean labels to be on the tip of your tongue like international ones. I don't want them grouped as "local designers", but just designers in their own right! The regional market is too small to keep building this barrier and locking in fashion made in the Caribbean. For the industry to thrive we need to reach the world.
#ShopBeautifulPieces #UniquePieces #HandmadeWithLove #IknowWhoMadeMyClothes
Wednesday 25 March 2015
Designers, who is your customer?
There are so many conversations around what we can do to better the state of the fashion industry in Trinidad and Tobago. I spent a lot of time believing that the product had to be improved. It was only at lunch one day with a very experienced person in the field that I even considered that it was not the product, but the market. For years I started to adapt this new perspective to the situation, and finally, with no surprise, I have realised it is not black or white or even grey. There are countless factors that choke the progress of this industry. I of course could never address all in a blog post, but I'll start with a major one for me; target markets.
(Please note that I am merely an observer and this is my opinion.)
I'll try to be concise. We can discuss each point in detail later.
1. Fashion itself is multifaceted and we look at it here as all in the same
Every Tom, Dick and Harrylal calls himself a designer in Trinidad. You know to sew and your cousin bought a bridesmaid dress from you? You are a designer. You went to CAFD and graduated. You are a designer. Yes, if you have designed clothing and have sold your work, technically you are a professional fashion designer. However, we need to put these works into categories. Someone whose idea of manipulating fabric is to apply puff paints and safety pins, is not in the same category as someone who knits works of art that are visually stimulating as well as flattering to a human form.
Essentially there is Haute Couture, Ready to wear and Mass Market. I think it needs to firstly be made clear, what category your work fits into, and that you stick to the guidelines of your classification. Trinidadians need structure. The workings of fashion are still too ad hoc.
2. I believe it is important to build this structure for the customers.
Luxury fashion is not a necessity. So please get over yourselves. Nobody absolutely has to have that jacket. They want it. It is a lust thing. People need clothes, not fashion.
Who buys out of want, and not need? Rich people. Are you targeting rich people?
Rich people (and I apologise for using such a broad and somewhat crass term but it gets through) can hop on a plane and shop anywhere. What are you doing to compete with the appeal of brands that they see expertly advertised in glossy magazines? What are doing to compete with flashy window displays and impeccable craftsmanship? How does your name stand up to the names that they want to show off? If you had a logo printed shoe, who would want to wear it? These are not rhetorical questions by the way. I really want designers here to consider this reality.
Trinidad has money. There are wealthy shoppers in Trinidad. However, if every existing luxury designer in Trinidad were to target this group, they would all be poor. Actually on that note, if you entered a fashion business in Trinidad to become a Millionaire, stop reading now and do up a CV. Fashion in Trinidad will not make you money, yet.
Firstly, consider that people have tastes. If there are 10 wealthy luxury shoppers, 6 are probably willing to shop local, and out of 6, 2 might have a taste for your clothes. I am also being very generous with these figures. You literally see the same people wearing the big local names. THE SAME PEOPLE over and over.
3.Easy Targets
So with our limited wealthy shoppers, we now target the ones who aspire for that lifestyle but are a bit more upper-middle class.These still shop big designer names, but pay attention to what they are buying. This is a good group to target. Trinidadians like to show off. This particular group is wearing Louis Vuitton and Hermes too, but unlike the wealthy shoppers, they want you to know that they can buy these brands! You ever realised that the richest people walk around looking super normal in old t-shirts and 3/4 pants? The less than wealthy ones are those in flashy sunglasses, posting Facebook pictures of themselves popping Moet on a yacht. That's why I love them. Easy targets.
They are so identifiable. They wear their brands on their sleeves. Look out for rhinestone logos everywhere. They will be wearing Christian Louboutin because the red sole is immediately recognizable. They will be in Chanel quilted bags and hash-tagging MAC lipstick shades. Interesting is how they shop. Sunglasses, shoes, bags. These are classic and timeless accessories that will never go out of style. Things that you can wear over and over for years. I bet you they will never be found in a psychedelic printed Marc Jacobs Tee.
Ugh, I'm straying. My point is, that we are not designing for this group, and they are the ones who will buy you if you market yourself well enough and build a name! Rhion Romany I believe is branding himself quite well. People are starting to associate the brand with money. "OMG She is wearing RR? I need RR!" You want people to feel proud to say who they are wearing because they won't have to explain who it is or how much it costs. People will know and they will covet. This customer is great because they are your brand ambassadors and they are paying you! They will be you social media marketers for free!
4. Money is not only Luxury
When your tanty and Nenen hear you are designing they immediately say "Oh Goush.When you are a big designer we goh see yuh ting on the Red Carpet!"
MMM....Not necessarily. We definitely tend to get carried away with the glitz and glamour of this industry, but do not forget names like GAP, Levi's and Old Navy. I don't think the owners of these companies' owners are eating Ramen or living in a studio apartment. The magic is in volume. Have you ever passed through the Eastern Main road in Tunapuna, any day of the week and observed what is happening? People like frigging ants! Shopping all day! Rattans is reaping the glory. Every classification in fashion has its market. People don't only shop because they have money. "Price is right" style shopping is enormous in our culture. These people who are budgeting to feed their families and buy school books, have the fanciest nails, longest weaves and trendiest clothes known to man! Everyone wants the thrill of buying something new! They may not be splurging on a big fancy Italian brand, but they are buying anything that fits their pocket!
If you can produce inexpensively, something fashionable, wearable and stretchy (hey, elastic is God's gift to the mass market! No fitting issues! One size fits all! SELL SELL SELL!) consider this group for your business.
What we are doing is silly. If I walked into a store and saw Forever 21 rompers hanging next to Alexander Wang and then a Valentino rep in the corner ready to take my measurements, I would be most perturbed, but we do it here! We put Aisling Camps on the same Runway with Sally Lochan Dass and children who are entering design competitions. How is that not nuts? I know it's hard with the budget, and our favourite excuse, the government, but there must be a better way. The customers do not give a fuck what your challenges are. It is not charity. It is not about supporting local, it is about shopping local because you like the product not the "Made in" tag. Produce quality and produce appeal. That is all.
(Please note that I am merely an observer and this is my opinion.)
I'll try to be concise. We can discuss each point in detail later.
1. Fashion itself is multifaceted and we look at it here as all in the same
Every Tom, Dick and Harrylal calls himself a designer in Trinidad. You know to sew and your cousin bought a bridesmaid dress from you? You are a designer. You went to CAFD and graduated. You are a designer. Yes, if you have designed clothing and have sold your work, technically you are a professional fashion designer. However, we need to put these works into categories. Someone whose idea of manipulating fabric is to apply puff paints and safety pins, is not in the same category as someone who knits works of art that are visually stimulating as well as flattering to a human form.
Essentially there is Haute Couture, Ready to wear and Mass Market. I think it needs to firstly be made clear, what category your work fits into, and that you stick to the guidelines of your classification. Trinidadians need structure. The workings of fashion are still too ad hoc.
2. I believe it is important to build this structure for the customers.
Luxury fashion is not a necessity. So please get over yourselves. Nobody absolutely has to have that jacket. They want it. It is a lust thing. People need clothes, not fashion.
Who buys out of want, and not need? Rich people. Are you targeting rich people?
Rich people (and I apologise for using such a broad and somewhat crass term but it gets through) can hop on a plane and shop anywhere. What are you doing to compete with the appeal of brands that they see expertly advertised in glossy magazines? What are doing to compete with flashy window displays and impeccable craftsmanship? How does your name stand up to the names that they want to show off? If you had a logo printed shoe, who would want to wear it? These are not rhetorical questions by the way. I really want designers here to consider this reality.
Trinidad has money. There are wealthy shoppers in Trinidad. However, if every existing luxury designer in Trinidad were to target this group, they would all be poor. Actually on that note, if you entered a fashion business in Trinidad to become a Millionaire, stop reading now and do up a CV. Fashion in Trinidad will not make you money, yet.
Firstly, consider that people have tastes. If there are 10 wealthy luxury shoppers, 6 are probably willing to shop local, and out of 6, 2 might have a taste for your clothes. I am also being very generous with these figures. You literally see the same people wearing the big local names. THE SAME PEOPLE over and over.
3.Easy Targets
So with our limited wealthy shoppers, we now target the ones who aspire for that lifestyle but are a bit more upper-middle class.These still shop big designer names, but pay attention to what they are buying. This is a good group to target. Trinidadians like to show off. This particular group is wearing Louis Vuitton and Hermes too, but unlike the wealthy shoppers, they want you to know that they can buy these brands! You ever realised that the richest people walk around looking super normal in old t-shirts and 3/4 pants? The less than wealthy ones are those in flashy sunglasses, posting Facebook pictures of themselves popping Moet on a yacht. That's why I love them. Easy targets.
They are so identifiable. They wear their brands on their sleeves. Look out for rhinestone logos everywhere. They will be wearing Christian Louboutin because the red sole is immediately recognizable. They will be in Chanel quilted bags and hash-tagging MAC lipstick shades. Interesting is how they shop. Sunglasses, shoes, bags. These are classic and timeless accessories that will never go out of style. Things that you can wear over and over for years. I bet you they will never be found in a psychedelic printed Marc Jacobs Tee.
Ugh, I'm straying. My point is, that we are not designing for this group, and they are the ones who will buy you if you market yourself well enough and build a name! Rhion Romany I believe is branding himself quite well. People are starting to associate the brand with money. "OMG She is wearing RR? I need RR!" You want people to feel proud to say who they are wearing because they won't have to explain who it is or how much it costs. People will know and they will covet. This customer is great because they are your brand ambassadors and they are paying you! They will be you social media marketers for free!
4. Money is not only Luxury
When your tanty and Nenen hear you are designing they immediately say "Oh Goush.When you are a big designer we goh see yuh ting on the Red Carpet!"
MMM....Not necessarily. We definitely tend to get carried away with the glitz and glamour of this industry, but do not forget names like GAP, Levi's and Old Navy. I don't think the owners of these companies' owners are eating Ramen or living in a studio apartment. The magic is in volume. Have you ever passed through the Eastern Main road in Tunapuna, any day of the week and observed what is happening? People like frigging ants! Shopping all day! Rattans is reaping the glory. Every classification in fashion has its market. People don't only shop because they have money. "Price is right" style shopping is enormous in our culture. These people who are budgeting to feed their families and buy school books, have the fanciest nails, longest weaves and trendiest clothes known to man! Everyone wants the thrill of buying something new! They may not be splurging on a big fancy Italian brand, but they are buying anything that fits their pocket!
If you can produce inexpensively, something fashionable, wearable and stretchy (hey, elastic is God's gift to the mass market! No fitting issues! One size fits all! SELL SELL SELL!) consider this group for your business.
What we are doing is silly. If I walked into a store and saw Forever 21 rompers hanging next to Alexander Wang and then a Valentino rep in the corner ready to take my measurements, I would be most perturbed, but we do it here! We put Aisling Camps on the same Runway with Sally Lochan Dass and children who are entering design competitions. How is that not nuts? I know it's hard with the budget, and our favourite excuse, the government, but there must be a better way. The customers do not give a fuck what your challenges are. It is not charity. It is not about supporting local, it is about shopping local because you like the product not the "Made in" tag. Produce quality and produce appeal. That is all.
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