Since her first job as a marketing assistant and launching her own swimwear brand, Agustina Palacio has come to learn the hard way that it takes much more than hard work and dedication to your goals to establish a successful fashion business. On October 2014, she decided to put her acquired knowledge and experience into action, and launched Marketing for Fashionistas to help young fashion designers and entrepreneurs make the dream of establishing a profitable business come true. We caught up with Agustina to discuss her early beginnings in the fashion industry, setting up Marketing for Fashionistas, and how she prefers to work entirely with small, upcoming fashion brands.
What is your background and how did you come to become interested in fashion marketing?
I have a marketing degree, and my first job was working for a telecommunication company as a marketing assistant. To be honest, at the time I did not find marketing all that interesting, and I found I didn’t like working for a big company either. So, at the first opportunity I packed my bags and went to Miami. During my stay there, I was constantly asked about my bikinis and I thought, “hey, there’s an opportunity here!” So, I began designing bathing suits with my friend, even though we knew nothing about it! When I returned to Argentina, I continued where I started, and that’s how my swim line was born.
Running my small business was a constant struggle. But I knew that my product was great and different from other swimwear brands. It was in 2012 that I had the opportunity to take a loan, and invested in a swimwear show and received orders (even from ShopBop!). That is, until I had problems with production and within 4 months ended up losing every single order! At this point, I was in real trouble; I had a huge loan to return and piled up inventory to sell. Wholesales were out of the picture, so I was only left with online sales. I just needed help unlocking the secret of marketing my business online. So I took a leap of faith and invested in a Marketing Coach, adding even more to my debt!
And it was worth it! When I started applying everything that my coach was teaching me, I started making sales online. Using my new marketing skills, I began helping my friends who were starting their own fashion lines. And wouldn’t you know, they started getting results as well! It was then that I thought I could be onto something big! I decided to create Marketing for Fashionistas to help other fashion entrepreneurs, like me, grow their fashion brands online. And through this venture I succeeded in earning the funds to kick start my own swimwear line back into gear!
How long have you been running “Marketing for Fashionistas?” What was the biggest challenge with regards to establishing yourself as an expert in your field?
I started Marketing for Fashionistas in October 2014. I knew there needed to be more to my business than simple marketing consulting. I needed to be able to motivate and inspire as well. So I invested in myself yet again, and signed up for a 1-year Coaching Certification to become a Transformational Coach. I remember watching my mentor as she was teaching; what really struck me was when she said, “If you want to become a masterful coach, you need to master yourself first.” Right then I decided my next step was to do just that: develop myself!
It was the support of my mentor that helped me weave my way through the dark times, push me past my ego driven beliefs and realize that I could really help a lot of fashion entrepreneurs who feel they are in a hamster wheel. I could be the mentor and help others just like me!
Tell us a few words about the “Discovery Sessions” and the coaching programs you offer.
The “Discovery Session” is specifically designed to determine if the potential customer is a good fit to work with me! I know that I may not be the right coach for everyone, and that is okay. It is in this session that both parties get a chance to feel out how we might work together. My Signature Coaching Package is a 4-month program where we focus on mindset! One of the things I learned while studying and applying for my coaching certification was that success is 80% mindset and 20% taking action. Thinking back that positive, millionaire mindset is what I was missing when my biz was struggling, and when I started applying this concept it took me just few months to start really growing my coaching business! So now I know how important the right mindset is for any type of business, and that is where we start.
In the second month of the program we clarify the business goals, and begin applying all of the structures of an online business, and in the third and fourth months we start marketing and making the fashion entrepreneurs business really visible! At this point of our work together, with a strong mindset, a clarity in their message, dream customers and all the structures in place, visibility and success are inevitable!
What is the most common mistake your clients seem to have made before coming to you for advice?
Trying to do it by themselves! I was there too; I really thought that I could go online and look for the answers, but there is nothing like having a mentor who guides you. It could take someone 10 years or more to achieve what we can make happen in 4 months!
The future of retail is the end of wholesale, according to BoF. You are a firm believer of mastering the online market first, and then open up to wholesale markets. How important is conquering the digital world in expanding one’s brand?
I can’t stress enough how important it is to grow online, and then conquer the wholesale market. In order to do wholesale, you need cash flow which is exactly what most small designers lack! By starting online you can start small with a very low risk! You can start by manufacturing low quantities and grow as the demand grows. And then it’s easier to get the wholesale buyers attention. If you go to a buyer and show them that your online sales are great, you bet that they will be placing orders!
You are also the owner of a swimwear brand. How has establishing your own brand helped you understand fashion marketing?
Without my swimwear brand I would have never understood, or had a reason to explore fashion marketing or modern marketing as I like to call it! The marketing that I know can be applied to any business, not only fashion. I decided to work with fashion entrepreneurs because I’m passionate about fashion, so it made sense!
You are mainly working with small fashion brands. Is including bigger clients in your future plans?
Yes, I’m working with small fashion brands. I’m not sure about expanding to bigger clients because my passion is helping small designers become big! Today, thanks to the internet, we can compete with the bigger brands! That’s the beauty of the online world!
Do you think that having a formal education on fashion marketing is important or is professional experience king?
Experience is queen in my eyes. I wouldn’t call it professional experience, but any type of experience in growing your business is important. Today you don’t need to work for a big corporation to gain experience and start your own business! I feel that with the right direction you can start strong!
What is the most well-kept secret when it comes to marketing? Is there a technique that everyone underestimates, ignores even, yet it has proven very efficient?
Yes! There is a big secret, and this is building a relationship with customers and potential customers. It’s about communicating with people in a sincere way, giving them value, adding to their lives! It’s not about selling anymore! Many fashion entrepreneurs, especially the product-based businesses, think that they can’t add value and they are so wrong! Our products fulfill a need, solve a problem, if they can start thinking this way there is no limit to their money making potential! Another big problem that I encounter is that most entrepreneurs stop before they can really see the results. You need to keep pushing forward until your desires become your reality!
What are you currently working on and what are your future plans?
I’ll be hosting a free online event for fashion entrepreneurs soon! We will go over both marketing and mindset. It’s going to be huge, and something completely new for fashion entrepreneurs! I see these types of events happening for entrepreneurs in other industries, and until now the Fashion niche has been completely left behind! There are so many fashion entrepreneurs who start their business, but end up encountering challenges that leave them feeling defeated. I am here to tell everyone that they can make money doing what they love, and they can build a successful business and enviable life as well.
www.marketingforfashionistas.com
Images © Agustina Palacio
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