EDGE-ucation

Branding, Marketing & Advertising 101

Branding 101: Branding is the Big Picture. Branding is the sum of all impressions one has of your business. Such as, the quality and detail of your seasonal collections; public relations and news about the organization; social media output; your name, graphic and visual identity; packaging. Deliver a consistent on-target brand experience across all consumer […]

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EDGE-ucation

Spec Packages | The Critical Product Development Tool

EDGE team contributor and technical designer, Melissa Lugo, shares her expertise on garment spec packages. We talked to Melissa, asking her pertinent questions regarding the importance of design specification packages. Melissa, what are spec [specification] packages and how important are they in the product development process? I use the word packages, because it is inclusive […]

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EDGE Afropolitan, EDGE Market & News, EDGExposition

EDGE Out of Africa

The industry needs fresh blood. Armani is tired. Galliano is trying to resuscitate himself. McQueen is gone. Gucci is failing to reinvigorate and Prada needs a new creative team. It’s time for the big fashion investors to start looking to Africa. Not appropriating our themes, but taking on our design talent. – Johannesburg designer David […]

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EDGE-ucation

Top Principles for Success – Professionalism and Preparation

The designers/brands that were truly professional would arrive a day or two in San Francisco [when I was a buyer for Macy’s] prior to our meeting.  They arrived well in advance in order to shop the floor, shop the market, and understand the competition of both my department and their product competition.  They wanted to […]

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EDGE-ucation

Top Principles for Success – Relationships are essential

Another lesson I’ve learned is that it’s so important to create strong relationship and to develop a strong network of professionals you can turn to for advice or support and know that they truly have the best interest for you and your brand. Building those relationships are like partnerships that will help strengthen your business, […]

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EDGE-ucation

Top Principles for Success – Maintain Your Focus

Commit yourself to your vision and goals, and understand clearly what will and will not help you along the way.  Stay in your “lane” or on the road that will lead you to accomplish your goals.  Sometimes designers/brands encounter situations that appear to be opportunities, but can take them off the road in directions that […]

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