Number three in the country for fashion designers, Columbus, Ohio hosted its first annual Buyer Media Day last Friday. Part of the week-long Fashion Week Events in Columbus, Buyer Media Day is a chance for designers to connect directly with shoppers.
There were 8 designers who attended the event, ranging from ready-to-wear, special occasion clothing, bridal wear and accessories. The uniqueness of every brand has the opportunity to stand out and attract the attention of potential buyers.
Kelley Plas of Kelley Elyse Designs the target market is modern brides who aren’t afraid to take fashionable risks. Kelley attracts buyers to his brand by incorporating both traditional and non-traditional elements. She prides her brand on being high couture fashion with a focus on details. This can be seen in the beads used particularly in the bridal line. Additionally Kelley carries a ready-to-wear line offering high fashion women’s structured cuts using hand-painted neoprene as the source fabric. The unique hand-painted fabrics showcase Kelley’s artistic flair while the use of neoprene accentuates her cutting-edge aesthetic. Kelley uses both elements to appeal to fashion forward thinkers who value individual style.
Bride Melissa Koch designs create buzz amongst buyers and fashionistas alike. Melissa’s uncommon use of denim for her bridal outfit is a definite nod to her target market, changing brides. Melissa spoke eloquently about how her style caters to the needs of brides who want a straightforward yet elegant wedding dress. Melissa wants shoppers to know that she’s reinventing bridal wear. Melissa’s vision for her brand in five years is to be well represented and available in stores across the United States if not globally. Her business strategy includes giving women choices in bridal attire. Its current brand can be found on its order website.
Genoveva Christoff marketing its brand as upscale and feminine. Also, one of the hallmarks of the line that speaks to its uniqueness, is the use of laser cut leather in its designs. Similar to others in the industry, Genoveva uses social media to her advantage. She has also attended fashion shows in Europe and the United States. While carrying a women’s ready-to-wear line, Genoveva’s primary marketing strategy is to focus on high-end accessories. Genonva’s goal is to grow its brand globally in the next five years.
Baydian Collection marketed herself as understatedly sexy. Calling on the designer’s island roots, Tamara Holder uses unorthodox burlap as her fabric of choice. This is Tamara’s first clothing collection. He absolutely markets his product line as unconventional. Lines can be found online. Subsequently, Tamara marketed her brand as a piece of wearable art and statement. Strategically using internet marketing techniques, viewing the pieces online allows the client the opportunity to see the various ways in which each bit can be worn and made into a lady’s own style.
Nuha Gebremedhin soon shared her brand Mana Design, as ethnic-inspired bridal wear with elegance. Nuha shared that her biggest challenge so far has been trying to do everything herself. He markets his products through special order requests. His preference is to immerse himself in the design aspects of his brand. One of his goals in the next five years is to bring in the best staff to help him with the business side of his brand. Mana Designs is currently leveraging Facebook and Instagram to market the brand.
Prissy Duck is a ready-to-wear women’s line that combines clean lines with smooth silhouettes. One of the unique marketing strategies used by Prissy Duck designer and owner, Stephanie Foster, is to model her brand. Stephanie can be found in her commercials and browsing books featuring her Prissy outfits. He used this economical strategy to gain cheaper exposure to potential clients. Prissy Duck’s marketing strategy includes providing feminine, yet stylish, ready-to-wear items for young professionals who are its target market.
Joan’s Wedding Attire has made an impact in the Central Ohio area offering special events and bridal wear. His expertise on each item offers shoppers prime quality pieces with a nod to a bygone era. Designer Joan Madison currently markets her brand in her boutiques. This strategy has served him well. Joan seeks to improve her marketing capabilities by hiring a public relations firm to create more exposure for her brand to her target market. Her target market are celebrities in addition to women who appreciate quality clothing with a flair for the dramatic.
Luna Design quickly became a widely known brand in the fashion industry. Designer Lubna Najjar’s use of fluid-rich fabrics is visible in her Spring/Summer 2016 collection. This collection is currently in stores and has been featured on the runway. It is also available for wholesale through the IL Moda Showroom.
Nicki Marie Jewelry is an edgy industrial jewelery line currently gaining momentum abroad. A young entrepreneur and jewelery designer, Nicki King has appeared in Harper’s Bazaar UK, and British Vogue. One of his main goals for the next five years is to generate more exposure in the United States. Nicki is currently the only jewellery line to use mirrors as a design signature. He incorporates this unique design aesthetic into his marketing strategy. She wanted buyers to understand her use of mirrors stemmed from her desire for people to recognize their true beauty. Next, Nicki makes each item a “masterpiece to wear with your outfit.” This marketing strategy should serve him well, as he stays true to his design aesthetic.
Buyer Media Day is a chance for shoppers to preview and interact directly with designers and their collections. The first ever Buyer’s Media Day event held in Central Ohio offers shoppers the opportunity to shop minimum orders at wholesale costs for their retail floors. In addition, media presence is a chance for designers to highlight their brand and gain exposure to the public, in addition to buyers who have an interest in buying the merchandise.
