And Highly Competitive Industry
This Masterclass will teach you what it takes and what you need to do to set up a successful Fashion Brand or Clothing Line. And you will learn how to avoid financial risks.
After the Masterclass, you can make an informed decision if the potential benefits outweigh the financial risks.
Product Identity
Brand Ethos
Product Creation
Product Development
• Targeting a too broad consumer group
• A limited understanding of the target group
• Poor marketing
• No business skills
(Fact-checked by Investopedia 2022)
I have designed clothing collections for a great variety of target groups and sales territories, including Europe, Asia, Russia, The Middle East, Australia and North America. Next to design work, I helped Leading Fashion Brands establish new clothing lines, and I helped them to reposition their brand strategy to the needs and tastes of modern time.
In my career, I have also successfully set up my own Fashion Brands, and was responsible for the design, manufacturer sourcing, product development, marketing and sales.
Did you know that about 90% of Fashion Start-ups fail? So be clever and only start a new fashion business after you have gained enough industry insights.
This Masterclass will teach you what it takes and what you need to do to set up a successful Fashion Brand or Clothing Line. And you will learn how to avoid financial risks.
O'Neill Europe
From Fashion Start-Ups
1 - Limited Industry Knowledge
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Most fashion start-ups focus on their product and begin their journey without knowing the fashion industry well enough. They will soon learn that they also have to deal with other branches of the industry, such as product development, marketing and sales. Each branch has its specialization fields and work sequence. Not knowing how things work will cause delays and extra costs.
2 - Incomplete Timelines
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Creating accurate schedules is impossible without a deep understanding of the fashion industry. Unfortunately, because fashion start-ups lack this knowledge, delivery dates are often not met, resulting in delays, cancelled orders, and extra costs.
3 - Not Using Specialists
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The process of creating a new fashion brand is long and intricate. Consequently, each development stage requires specialists. Unfortunately, most fashion start-ups don't know which specialists they need or underestimate the necessity of these specialists. The main reason why start-ups don't work with experts is that they think they are too expensive. If they decide not to work with specialists, they will most likely encounter significant obstacles later in the development process that, in some cases, will jeopardize their company's survival.
My Why
“I am fascinated by the concept of modernity: change, renewal, and reinvention. That is why I am passionate about fashion. As a Fashion Designer and Creative Director, my purpose is to connect people through clothing.”
What I Do
I conceptualize, design, and develop complete top-to-toe clothing collections for men and women, including product development with clothing manufacturers from Europe and The Far East.
I also reposition existing clothing lines, align entire clothing segments to the needs and tastes of modern times, and establish new clothing brands from scratch.
Work History
For over 28 years, I have worked as a Fashion Designer and Creative Lead for International Brands such as ZARA, Jack & Jones, Urban Outfitters, K-Swiss, O'Neill, Ferrari, Wrangler and Peak.
Education
I graduated from the four-year bachelor's course Fashion Design at ArtEZ Art & Design Arnhem in The Netherlands.
Arnhem's alums who are regularly highlighted in the International press are Victor & Rolf, Iris van Herpen, Lidewij Edelkoort and Lucas Ossendrijver.