The Challenges of Production
The demands of business ownership, especially for a one-person design
business, proved to be very challenging for Alison. “Everything in the
Alison Beth collection is handmade,” Alison said, “so initially, I was
making every piece on my own and trying to come up with new concepts for the
next season.” She did everything in the beginning – from the selection of
yarns and materials to actual knitting of the product. The process, though,
proved to be rewarding: “I would become so excited to see the finished
product that I couldn’t put my knitting needles down.”
Hand-knitting every single product was tedious and left her little time
to market and to grow her business. Alison explained, “Over time it became
impossible for me to run a one woman show and I had to outsource the
manufacturing. One person alone could not keep up with the volume and the
orders. I still, however, do all of the designing and fabric selection, but
I don’t always knit the prototypes. On certain occasions, when I see a
particularly beautiful yarn or a strong inspiration comes to me, I still
will pick up my knitting needles.”
As the business grew, Alison enlisted the help of outside companies to
manufacture her knitwear products, though it took her awhile to find the
right manufacturer. Alison said, “Since everything is done by hand I had to
approve of the quality of the workmanship, and my standards are particularly
high. I did investigate leads outside of the United States, but eventually I
found excellent sources in both New York and California.” Aside from quality
of workmanship, she considered timeliness in the delivery of goods and cost
of production in her choice of her manufacturing partner.
Reaching the Market
The Alison Beth knitwear collection targets predominantly affluent women,
ages 15-45, who enjoy making strong fashion statements and who are attracted
to bright, bold colors. They are women with an appreciation for quality,
since this is not a mass produced line and the subtle variations from piece
to piece reflect this process.
To reach this market, Alison first ensures that her products are made of
the finest materials, often imported from Italy. She also creates products
that are unique, durable and will make a fashion statement about the wearer.
Alison explained her philosophy: “I do not believe in putting a product on
the market that will not last a number of seasons. I also take into account
my consumer. I want my customers to feel like they are wearing something
special, something that you cannot simply buy on any corner in New York
City.”
To get ahead of her competition, she tries to continuously “think out of
the box to come up with unique styles that women will feel comfortable
wearing, whether they are going out for a business meeting or out for a
night on the town.”
She is actively using the power of both traditional marketing strategies
and the Web to reach her market. She has recently started to send out a
Press Kit and Sales Books to editors and stores all over the United States.
On the Web, she contacted a variety of online boutiques, providing them with
a select amount of pictures and description of her company.
As a result of marketing campaign, Alison’s collection is presently
available in her website http://www.alisonbeth.com and is featured in a
number of boutiques and online stores including the following:
www.purplepeach.us; www.lyricalbeauty.com; www.funkyutopia.com;
www.bagadoodle.com; www.belinastyle.com; www.Handbagheaven;
www.creationsbywoman.com; Lola Luvs; Sugar Boutique; and Jennifer Kaufman
She has also started a monthly email newsletter to friends, family,
editors and buyers from all over the country to let them know what is new
with the Alison Beth Company and give them a teaser of what will be coming
in the season ahead.
Creating a Balanced Life
Alison’s current focus is her business. She explained, “I am 100%
dedicated to my company and my customers. I know the entire future of my
company rests on my shoulders and I want to know that whatever comes out of
this, it will be because I gave it everything I could.”
The responsibilities of a business owner can be tremendous, and Alison is
no different from other small business entrepreneurs with a full to-do list
each day. “I have an unlimited amount of responsibility... designing and
updating the Website, designing my accessories and communicating with
manufacturers, ordering supplies. The list is endless,” she explained.
She is working from home, and loves it. “You set your own hours and have
to be a full time planner” though warning that “you need to be careful not
to be distracted by everything else that is going on in your life because it
is very easy to be distracted when you are in your own home/office.”
But Alison knows the importance of balancing her career with other
aspects of her life. As she said, “I am well organized within my work and my
social life. I keep notes on everything that has to be done and keep my
calendar updated to make sure I have time for everything I want to
accomplish. It’s all a job and you need to work at everything.”
The Future is Bright
Alison has big plans ahead for her fashion business. She wants to design
unique products, things that are unexpected. “I like to be a trendsetter,
not necessarily to follow the current trends,” Alison said. “I want to be
viewed as a designer who is always thinking outside the box, a designer who
is not afraid to try something different.”
Her goal at the moment is to continue to develop press for her company
through online magazines and fashion magazines. She wants to create
additional buzz so her products can continue to be featured in small
boutiques and ultimately in Department Stores and Cold Climate Resorts.
So what is Alison’s signature product? “The Heart Hat - this piece is one
of my personal favorites because it most closely resembles my character. It
is simple, unique and bold. Whereas most people “wear their hearts on their
sleeve” the whimsical heart hat rises to a whole new level.”
To aspiring fashion designers, Alison’s advice is to: “Be unique. Be
patient. Believe in yourself!” And these are the qualities that are
propelling Alison to success.
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May 2006
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