A fashion Lookbook is a catalogue of well-styled images that convey the essence of your brand through creative storytelling.

Creating your fashion Lookbook should be a natural occurrence for a creative. Wanting to tell your story and market your products to the public is all part of building your brand.

Brand building is all about weaving stories to engage your audience.

In the highly visual world of fashion, how you communicate your design ideas is extremely important.

Once you have perfected the design process, product development and sample making, your marketing should begin in earnest. There are many eye-catching ways to entice buyers, press and customers but the most effective is a Lookbook.

With this fashion catalogue of well-styled images, you will be in a better position to sell yourself in a professional manner. The lookbook conveys the essence of your brand through creative storytelling and works in a multi-functional way. It shows your products on models, in a stylised...

Kickstarter is the most popular choice of platform, and for good reason – it is simple, easy to use and can be very effective. There is somewhat of a formula for why some Kickstarter campaigns succeed and why some don’t, and here we’ve rounded up some of the top tips.

In recent years crowdfunding has become one of the key ways in which small businesses can raise essential funds to either start up or launch a new area of business or product. While in most cases you may not raise as much as money as you would by using an investor, crowdfunding means not parting with any equity

While for more developed business it might be a case of spending money to make money, from a Kickstarter campaign you can just as easily create a successful campaign with very little start-up cash – and this is what we’re focusing on here.

PLANNING AND PREPARATION IS KEY

You would be mistaken to think that the hard work starts when your campaign goes live. In fact, the opposite is true – the time leading up to ...

QUESTION:

I am most interested to know how to connect to brand buyers in boutiques and keep them interested in intro emails when pitching my products. I make and design handcrafted women's outerwear in the slow fashion sector.

Arianna, Paris

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Hi Arianna,

The best way to connect with retail buyers and fashion boutique owners is to send them an initial intro email and introduce yourself and your brand. As buyers get so many of these daily (they can get up to 10 speculative pitches a week and sometimes more; via phone, email, and post and sometimes in person), it is important to keep in mind the following points:

• Give them a reason to want to read your email. Think about the subject line of your email and how it will be relevant to them, their speciality, interest...etc
• Keep the introduction letter or  Press Release brief - the maximum ideally is one page long. Break the text into relevant paragraphs to ma
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