Fashion directors coordinate fashion concepts and events for clients, provide market-informed business advice, conduct market research, and serve as liaisons between clients and industry professionals. They also create design concepts and set prices for fashion products.
A fashion director is a coordinator of fashion-oriented clients. They create and organize fashion concepts and events, and provide market-informed business advice. If the director does his job well, the client becomes known for the concepts and events and subsequently makes a profit from consumer sales.
Fashion directors are concerned, above all, with providing a certain fashion style to their clients. They examine the overall fashion statement the client wants to create and determine which clothing and accessories best convey that image. The director’s job is to ensure that any fashion-related projects the client may have, such as photo shoots, video advertisements, and runway shows, provide the same flavor of fashion to the consumer. Therefore, they are an important part of a client’s business branding team, cutting through material, sometimes literally, that doesn’t work toward the client’s goals.
As part of their job, fashion directors conduct market research. They collect data on fashion trends to make some assumptions about what consumers will wear in the future. Once they understand where the audience is going in style, they advise the client on what direction to take to adapt while simultaneously staying true to the client’s original business concept.
In addition to providing general advice to clients, a fashion director can give more specific recommendations about the business or brand. For example, if a client wants to focus on clothing and accessories for heavier people, the director can serve as a liaison between the client and plus-size models with good reputations and portfolios. The director can also suggest specific photographers, videographers or event coordinators.
A fashion director may work with a client to create specific design concepts. During this process, she may coordinate with one or more fashion designers to obtain initial sketches and prototypes of designs that the client can view and try out. Sometimes she creates the sketches and prototypes depending on her experience, but since time constraints are limited, she often acts as a manager and delegates tasks to others who are talented artists and seamstresses.
Another role played by a fashion director is the price setter. Directors understand that no matter how spectacular a fashion looks, consumers won’t buy it if it’s not affordable. They analyze whether the finished product of fashion is really accessible to a large segment of the consumer population. Fashion directors look at similar fashions made from similar materials, as well as what consumers are willing to spend for a product, regardless of manufacturing costs, and suggest to customers what to charge for fashions.
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