The Fashion Design Panel at the Fashion 360 Conference was by far the biggest panel we held during the conference. Designers attended the panel wanting to learn trademark and copyright protection, law, buyer relations, finance and events. It was a hour packed session that went by too quickly for attendees. Today we offer you a recap on what took place during the Fashion 360 Fashion Panel. Dalonte Powell served as the Moderator. He fielded questions from Ebong Eka, Kelechi Kalu, Melissa McGraw, Uyen Tang and Mariessa Terrell. The goal of the Fashion Panel was to give Fashion Designers guidance on how to increase foot traffic to your store front, pop-up shops, investors, law, branding, client outreach, business management. Mariessa Terrell is an intellectual property attorney who launched Fashion Trademarks the newest division of SBC IP Law Group. With many designers in attendance, they wanted to know how to protect their designs from being used by others. 1. Mariessa discussed the Louboutin vs YSL trademark battle and how to protect your brand. Its really difficult for a designer in the United States to protect their actual garment once it leaves the pages of a sketch. You are able to protect the sketch because that serves as a piece of art. However, once it goes from a sketch to an actual garment then, its not as easy to protect. 2. What you are able to protect is if a designer created a particular fabric, part of a garment or a pattern. Those things you can in fact protect, but the actual end result of a garment such as a dress can be duplicated as of now. 3. Mariessa discussed fashion intellectual property and creativity. Discussed trade dress protection. She discussing the difference between the “TM” trademark superscript and “circle R” registered trademark logo. Kelechi Kalu is the Sr. Assistant Buyer, 21 Mens (Forever 21). He has multifaceted domestic and international experience in the luxury, fashion, and event production. Many of the Designers who attended the panel have limited experience in working with a buyer. Kelechi provided key details on how to change that and delve into the stereotypes of a Fashion Buyer. 1. Kelechi talked about brand partnerships and how businesses want customers to “feel” in their clothes. It’s not about simply making a garment and selling it. You have to give the consumer an emotional connection to what it is they are wearing. That causes them to come back for additional purchases. 2. Taught how to forecast your profitability. Forecasting your profitability is where most emerging designers fall short. It allows you to know future capabilities which in return dictates how you are able to operate for the next season. 3. He discussed how important it is for designers to protect their brand/name. Often times these things are missed if a designer’s main focus is solely on creating a collection. The back end items must be taken care of so that you are able to create collection after collection and not have others steal your hard work. Ebong Eka a certified public accountant who gives real life-practical money solutions, tailored to the everyday person, the aspiring entrepreneur and the small business owner. The production of a collection isn’t the most inexpensive thing to do. When combined with running a business the amount of money needed to be successful is critical. Ebong addressed some important factors on money and being human. 1. On how to be your own leader, Ebong stated “In this country, what wins is passion, focus and execution. All of which can be created within us.” He encouraged attendees to find someone to invest in them not just their business. These are mentors who challenge you to be better. 2. Social media has come a long way and is one of the key sources to increase and engage your audience. By doing so that means more sales and you receiving a better understanding of where your audience is going. But a key factor is to use social media to engage and not shout at your audience. 3. When it comes to funding Ebong gave the audience some key tips primarily on searching for resources. SBA is a decent source to start. Also consider looking at local universities and how they get funding for their fashion programs. It really depends on what your primary needs are. Uyen Tang is the Founder and CEO of STYLECABLE, an online marketplace that supports emerging designers to build their businesses and gain market exposure. What’s so great about Uyen and Style Cable is that they give emerging designers a chance to sell their unique items online without having to compete on the same platforms as big brand names. I’ve ran across many Fashion Designers who simply did not have an online platform and for new brands this is vital. Uyen explains why. 1. A website, whether it’s an active e-commerce site or simply a site to showcase the designer’s portfolio, is critical to connecting with customers. The playing field has changed now and online platforms ranging from Amazon to Etsy to Ebay and more niche platforms such as STYLECABLE have made it easier for designers to gain direct access to customers online without having to go through middlemen such as showrooms and buyers. 2. Uyen also discussed how to integrate an online strategy with a designer’s overall marketing and branding strategy. She shared market tips on how to expand and grown their brand in today’s busy industry. Melissa McGraw the creator of The Fashion Potential has fifteen years working in the New York City fashion industry. She managed accounts ranging from Amazon.com to Neiman Marcus and for companies that include Calvin Klein Jeans, Cynthia Rowley, Rocawear, Nicole Miller, and Joe’s Jeans.  1. For new designers trying to battle the fast fashion, Melissa encourages designers to keep quality and integrity of their product at the forefront. Use this fact to market your brand and retain customers.  2. One of the most important tips Melissa offered to attendees was to treat their website as their number one account. This is the hub of the brand where they sell their product. Of all avenues this is the most profitable to their bottom line. 3. Melissa also talked about how to navigate the diversified sales channels that have evolved in the retail landscape and how to protect your MSRP -brick and mortar (wholesale), e-commerce, subscription, retail (i.e. trunk shows). Each of these Panelist at the Fashion 360 Fashion Panel provided key elements to build a larger audience. We encourage each of you to reach out to our experts and find ways that benefit your individual business.

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