Humans are social beings and the way they are influenced by others or influence those around them makes a huge difference. Associations, affiliations and images are all important issues for millions and on a physical level, they might be the raison d’etre for the global fashion industry. Whether it be supplying the market with new trends and standards or simply supplementing the charm of a supermodel with a brand new necklace made of South Sea pearls, the industry is all about adding to the value chain in human aesthetics and related fields of business. With the arrival of online industries and markets, opportunities for designers, producers, sellers and consumers increased rapidly, creating a world of daily novelties, bright ideas, ambitious projects and revolutionary products presented by both new and old trendsetters.
Quality and reliability have always been major concerns for shoppers while the age of Facebook and Instagram brought about advantages and issues alike, applicable to the fashion business also. Intermediaries in the game are intending to secure the relations between large retailers and customers, giving birth to the age of ‘drop-shipping’ that enables online networks to connect producers with consumers and creating efficiency as well as savings for both sides. E-commerce sites are flourishing consequently, utilizing high speed and accessibility of information to promote products and meet customer demand. Given the global nature of modern day fashion business, such services extend beyond physical boundaries to integrate markets from all around the world within a digital domain. The de-centralized system creates a flexible yet focused group of buyers who benefit from an extremely efficient global supply chain infrastructure as well. For the fashion business, the system is extremely utile as the newly emerging Asian giants of manufacture are desperately seeking to enter Western markets while customers in such markets are desperately looking for better deals and products, making communications and interactions between the two camps the most important aspects of modern day global fashion commerce.
Individual entrepreneurs have always played an integral role of developing ideas, projects and relations within markets and the fashion business is a vivid one with many such names popping up almost daily. Vanessa Youshaei is one of such individuals whose project ‘Petite Avenue’ targets American women under 5”5 to help them with their fashion needs. Youshaei realized that there existed no fashion brand, which designed products for such women and began to find customer data to create a business database. Being an ex-Google employee, the entrepreneur realized the power of data some time ago and sought to integrate her own unique system with big fashion brands such as Express, Bloomingdale’s and Anne Taylor. During the process of business development, she interviewed hundreds of petite women and picked up on their frustrations regarding finding the right products at the right price in an industry that ignores their customer type. Considering that 40% of all American women fall into the petite category, Youshaei simply reached out to the right type of customers and producers to promote industry products and attained a high level of success in a short period of time.
Prior to her father’s election as the 45th president of the United States, Ivanka Trump had already begun to rise up in the American fashion business with her own brand that was valued at an impressive $100 million market value. However, her introduction to American politics necessitated that she had to step down from the administration of ‘IT Collection LLC’ last January, with Abigail Klem taking over as the new president. The new president replaced Ivanka’s previous 18 employees with her own team, while thanking both Ivanka and her partners for creating an excellent business infrastructure. Ivanka herself also made a public announcement, stating that she was proud of her work with IT Collection but did not seek to jeopardize her position in the current administration or damage the company’s position in a market full of ethics watchdogs. Ivanka had also been criticized prior for selling products that were manufactured entirely overseas, given her father’s policies regarding the importance of domestic production for the US economy. Nordstrom, Neiman Marcus and Hudson’s Bay were some of the retailers that refused to sell IT Collection products as a reaction to such hypocrisy, which placed Ivanka in a hard position and persuaded her to focus more on her political career than her fashion business.