Fashion Finance
Marketing

Financing Fashion Marketing
Presented by Scot Thom
Digital Marketing Class
Academy of Design
Fashion Finance
Marketing

Gobi Capital
We are a Finance Studio
We love challenges!
We are responsive to our clients needs...
Fashion Finance
Marketing

Marketing
• Traditional
– Print, radio, television, outdoor, tradeshow
– Very hard to track and...
Fashion Finance
Marketing

Internal Finance
• Cash Flow
– Get more money in
– Keep expenses down

• Founder or entrepreneu...
Fashion Finance
Marketing

External Finance
• Debt
– Term loan
– Line of Credit
– Funding programs

• Equity
– 3F’s
– Ange...
Fashion Finance
Marketing

Traditional Finance
• Debt
– Term Loan
– Line of Credit
– Convertible Debt

• Equity
– 3F’s
– A...
Fashion Finance
Marketing

Alternative Finance
• Debt
–
–
–
–

Convertible Debt
Asset based lending (leasing, loans, etc)
...
Fashion Finance
Marketing

BDC – Marketing Finance Program
• You can finance a marketing program for a business
– Market X...
Fashion Finance
Marketing

Case Study #1
You are working for a Canadian fashion house putting
on a marketing campaign for ...
Fashion Finance
Marketing

Case Study #2
You’ve been hired by a new fashion design graduate
who is setting up a Shopify.co...
Fashion Finance
Marketing

Case Study #3
You’re working for a collective of designers that are
launching a brick and morta...
Fashion Finance
Marketing

The 9 Day Challenge.com
• Challenge – raise money and awareness for a local
charity this holida...
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Financing fashion marketing

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Scotty Thom's presentation for the Digital Marketing Class at Academy of Design on financing fashion marketing initiatives.

Published in: Economy & Finance, Business
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Financing fashion marketing

  1. 1. Fashion Finance Marketing Financing Fashion Marketing Presented by Scot Thom Digital Marketing Class Academy of Design
  2. 2. Fashion Finance Marketing Gobi Capital We are a Finance Studio We love challenges! We are responsive to our clients needs A few of our initiatives: Tech Finance Program Holly Street Media Fund RocketFund Financing companies
  3. 3. Fashion Finance Marketing Marketing • Traditional – Print, radio, television, outdoor, tradeshow – Very hard to track and measure success – People gravitate towards this option • Digital – Advertising (CPC) – Google, Facebook – Social Media – LinkedIn, Facebook, Pinterest – DRIP Campaigns
  4. 4. Fashion Finance Marketing Internal Finance • Cash Flow – Get more money in – Keep expenses down • Founder or entrepreneur makes a loan to the company • Employees make a loan to the company
  5. 5. Fashion Finance Marketing External Finance • Debt – Term loan – Line of Credit – Funding programs • Equity – 3F’s – Angel investors • Pre-sales – Taking deposits – Crowdfunding
  6. 6. Fashion Finance Marketing Traditional Finance • Debt – Term Loan – Line of Credit – Convertible Debt • Equity – 3F’s – Angel Investors – Venture Capital
  7. 7. Fashion Finance Marketing Alternative Finance • Debt – – – – Convertible Debt Asset based lending (leasing, loans, etc) Bridge Loan Mezzanine Debt • Equity – Private Equity Firms
  8. 8. Fashion Finance Marketing BDC – Marketing Finance Program • You can finance a marketing program for a business – Market Xpansion program (5-7 year term loan) • Requirements for the Market Xpansion Program: – Action plan – 5 to 10 pages long focused on strategy and execution points – BDC Application and Personal Net Worth Statement – Vendor quotes • With this program the funds are paid to the vendors who execute on the points within the action plan.
  9. 9. Fashion Finance Marketing Case Study #1 You are working for a Canadian fashion house putting on a marketing campaign for Spring Fashion Show. Budget of $100k has been approved internally for traditional marketing campaign. It has been suggested by your boss that digital marketing could be used if a matching loan of $100k is found. What are your marketing and finance options available to you? What information would you need from your boss?
  10. 10. Fashion Finance Marketing Case Study #2 You’ve been hired by a new fashion design graduate who is setting up a Shopify.com store for his collection. What marketing options are available to you? What finance options are available to your designer?
  11. 11. Fashion Finance Marketing Case Study #3 You’re working for a collective of designers that are launching a brick and mortar store and want to promote their new store. What marketing options are available to you? What finance options are available to you? How is this different from a traditional business?
  12. 12. Fashion Finance Marketing The 9 Day Challenge.com • Challenge – raise money and awareness for a local charity this holiday season. • Reward – Warm and fuzzy feeling. Plus you get to intern with Gobi Capital and work on a new project. • Start date – TBD by Professor Wong • Finish date – 9 days later • Read up – Hacking Kickstarter – Blog post by Timothy Ferriss • Email Scot at scot@gobicapital.ca or reach out on Twitter at @scotthom.

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