Can a Fashion Designer really get all the help they need from branding to financials all under one roof?
Aderonke Lawal had been working in the finance and personnel management sector of a prominent leisure company where she gained insight into how companies deal with people as staff; customer service; marketing & sales initiatives; budgets and motivation as a means of reaching targets. With a thirst for helping those who are just forging their way into the fashion marketplace she started RSL Management Services, a home where small businesses (especially fashion) can get full service on everything from building their image to how to get hits on the web and everything in between. Nolcha's very own Lynn Furge took the time to find out what advice she has for the growing fashion entrepreneur.
Lynn Furge: What made you want to exclusively work with “pre-businesses” and start-ups?
Aderonke Lawal: I feel at this stage of business people need to the correct guidance and support to stop them from making some of the mistakes that many new businesses make when they start. Many new businesses begin on the premise that they are “good” at something rather than is the market ready; how do I promote myself; how will I deal with changing external factors? As they are still new it’s often easier to make them see which direction they need to take in their business development.
LF: At what stage of development do you feel a company is ready for your services?
AL: When they start to feel that they can no longer cope or that they literally cannot see the wood for the trees – they might be excellent at what they do but not great at some of the services that I offer and if they are honest enough to admit that then I can help them.
LF: Why do you feel it is important to have all sectors such as PR, Marketing, Consulting, Brand Development, Strategy Development and Business Planning all under the same roof for your clients?
AL: I am a strong believe in building relationships with my clients; many of the services that I offer overlap so it makes good business sense and great value to offer these services directly than for them to try to get 5 individuals doing each of the above when I actually take the time to understand the business and can undertake all of the above powerfully!
LF: What are the top 5 questions a new fashion business should ask itself before even completing their business plan?
AL: Where do you see yourself 5 years from now? WHY are you starting the business? (if the answer seems to reflect an egotistical perspective I would be hesitant) Are you confident in your ability to succeed? How are you being funded? Who is you market? (Understanding who you are selling to makes it a lot easier to understand HOW to sell to them)
LF: What advice do you have for a fashion designer that has a clear cut “fashion look” but no practical business experience?
AL: Get some business guidance; there are many online networks as well as government agencies that help with new businesses. Get as much support as possible; a mentor is a good idea too.
LF: How international in development are your business services?
AL: I currently have a client who is based in Geneva and supplies from there; London and New York. I had a client based in Croatia who often worked from Italy. Many of my contacts are a mix of nationalities too; from press contacts in Japan to buyers in the US. So I have a keen eye for international development – I would love more international interaction though!
LF: What do you feel best helps achieve a fully on-line fashion business?
AL: An excellent and instantly recognizable brand; clear graphic imagery of your stock; presence on as many social networking and bookmarking sites as possible and good PR. Also if you have a good web designer; SEO (Search Engine Optimization) really helps.
LF: You have a separate career management service as well. How do you feel your knowledge of building original businesses also helps place people in careers that they will both enjoy and succeed?
AL: Very much so – helping an individual develop their career is VERY similar to helping a business to grow. Through tidying up their resume one is effectively tidying up their brand template – the document that is marketing them. By offering interview support one is working on strategy and growth techniques to ensure that they get the job that they desire. In this case I look at the individual as the Brand themselves.
LF: What do you think new graduates need to do to be ready for the workforce?
AL: Be ready and willing to volunteer whilst you’re looking for a job; in the current climate its going to be tough to secure the role you want immediately but there are many small businesses who still need interns and who will offer great recommendations to someone who shows true tenacity to succeed (sometimes even offering a full time job). Research all areas of your chosen sector; perhaps at present investment banking isn’t feasible to apply for but the insolvency sector is – gaining experience in an alternate but connected area of your profession can be a true strength. If you have ANY skills whatsoever be they creative or otherwise start up your own little business to make some money on the side – who knows with passion and drive you may not even need to join the traditional workforce!
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