Taking New Talent to Market
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By David Dencker, Muuse. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/
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Taking New Talent to Market
- 1. Taking New Talent to Market
- 2. MUUSE - A Platform for Talent JUNE JULY AUGUST OCTOBE R JANUAR Y Sasha Nassar Arab Spring Collection Winner of MUUSE X Graduate Fashion Week Developing products with MUUSE Copenhagen, London and Paris fashion week Global B-B sales Production placed at global supplier network Global PR push Global B-C sales through MUUSE.com
- 3. 1. Why we do this 1. Learnings about Co-creation
- 5. 95% OF NEW DESIGNERS FAIL WHEN THEY TRY TO LAUNCH A LABEL
- 6. Running a successful label has become too complex for new designers DESIGN COLLECTION MAKE SAMPLES TAKE ORDERS MANAGE PRODUCTION DELIVER TAKE PAYMENT PR & MARKETING
- 7. Online marketplaces specialized for independent designers are opening fast. DESIGN COLLECTION MAKE SAMPLES TAKE ORDERS MANAGE PRODUCTION DELIVER TAKE PAYMENT PR & MARKETING
- 8. Many shops are doing fine. Most designers are not. Very few become successful brands. DESIGN COLLECTION MAKE SAMPLES TAKE ORDERS MANAGE PRODUCTION DELIVER TAKE PAYMENT PR & MARKETING Maker in 17th century Maker in 21st century
- 9. MUUSE is a Business-in-a-Box for designers, where we take the risk and the designer gets a DESIGN COLLECTION MAKE SAMPLES TAKE ORDERS MANAGE PRODUCTION DELIVER TAKE PAYMENT PR & MARKETING royalty on sales
- 10. The Journey and what we learned along the way
- 11. The idea started as a marketplace
- 12. The idea started as a marketplace
- 13. Then it was an online platform for Fashion Designers
- 15. Our community was very international from the beginning because of our designers
- 16. We sold tailor-made dresses – starting at €3.000
- 17. Sometimes we got difficult orders
- 18. We introduced Ready-to-Wear using a pre-order business model
- 19. And we made small Ready-to-Wear runs that we sold from own stock.
- 20. MUUSE March 2014 40.000 FACEBOOK FANS 125.000 NEWSLETTER SUBSCRIBERS 89.000 UNIQUE VISITORS /MONTH
- 21. Then we threw out the 2mDKK platform we built and changed to Shopify like a regular webshop.
- 22. And started selling the vast majority through B-B
- 24. Co-creation is Transformative But end the end you might end up looking more like the incumbents than you think Marketplace Platform Fashion Brand
- 25. Co-creation is a Tool – not a Goal
- 26. Taking New Talent to Market
- 33. Co-creation is Our Competitive Edge
- 34. Q&A
Editor's Notes
- Hello I am David Dencker. In 2011 I co-founded MUUSE. We are 15 employees based in Copenhagen, and we work with more than 100 designer from all over the world.
- MUUSE - A platform for talent I want to start with telling you about one of our designers. A couple of weeks ago we were part of graduate fashion week here in London together with fashion scout. Graduate fashion week is about celebrating the talent. And they are really great at picking talent, former winners areChristopher Bailey and Stella McCartney. Three weeks ago Sasha Nassar won the international award with her Arab Spring Collection - normally that would just mean a cash award but this year part of the prize was becoming part of MUUSE. That means we right now support her with tailors, fitting engineers, sourcing experts. So during the next two weeks we will have developed a capsule collection together with Sasha. After that we are bringing her capsule collection to CFW, London FW and Paris FW to promote it and sell it through our distribution network under the label Sasha Nassar by MUUSE. Production will happen among our 15 SUPPLIERS IN 5 DIFFERENT COUNTRIES And in spring 14 we will make a PR&Marketing push in our community. We have a very engaged community that counts more than 100.000 fans and great media partners such as Vogue and Elle. This is a big deal for any new designer. And because we able to offer this means that we are able to recruit and work with some of the best new designers in the world.
- Who-Why-How Today I am going to tell you more about MUUSE and why we are doing this and then go into detail with three areas: how we work designer, how we work suppliers and how we work with customers, so you can get an understanding of how we are doing things as a small company but with a set of very global collaboration partners.
- ----- Meeting Notes (7/14/13 20:55) ----- Who So what we are doing for Sasha is what we are doing for the best new designers out there. We literally search the planet to find a small number of talents to support each year. We have great collaborations with the design schools and other scouts like ITS, Fashion Scout and Vogue talents and search in fashion capitals from Tokyo to London. The our team of materials experts and tailors and production management work with designers to develop their capsule collections. Pieces are produced in small editions from 20 - 150. The styles are for sale in our webshop, and through select retailers. We are also a hub of conversation about new fashion where we have an ongoing dialogue with our community.
- 95% Fail 95% of new designers fail. The new designers are very visionary and most of them want to start their own - The alternative is often to work for free at an internship, but 95% of them fail. Not because they are not great designers, but because they don't understand many of the business elements.
- Too complex The barriers to entering & competing in this global business as a small label are just very, very high. Think about how we are optimising PLM processes and being very specialised. All the brainpower in this room - yes I am thinking about you - put to use. And think about a new designer having to compete against that.
- New platforms The great news are that new platforms are emerging that are helping designers with some of these elements. This is fantastic because it is giving the designer market access and letting end-customer see the creativity out there.
- Not enough support However when designers are selling through these platforms they are still facing some challenges: - Collecting orders during the day and sewing during the night is an unscalable business - Often some products require tooling, equipment, printing facilities and designers are not always craftspeople, meaning that the customers will not get the same product quality that they will get from established brands.
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- MUUSE is a Business in a box
- Signature Detail A lot of our designers have a quite artful approach to fashion, we chose them based on having a strong vision, a strong concept. However we keep our commercial products simple and wearable and in order to do that we work with the ‘signature detail’. each style in a capsulte collection will always have an element/theme that connects them clearly to the designer style so the customers clearly recognise the design vision. We call this the signature detail. It can be print, shape, embellishment, mock-up, embroidery, use of certain materials, etc. The example here is Heidi Paula who won our competition with Vogue talents two years ago. The dress on the left is a fantasic tailormade piece by Heidi with a lot of layers in linnen, it also weighed more than 8 kg. The RtW dress on the left we developed with Heidi keeping her very strong signature. Respecting our designers’ creative visions – also when it is difficult: it forces us to become better
- MUUSE is a Business in a box
- Changing how fashion works We are 15 people sitting in CPH doing this. We see ourselves as facilitators. We work with more than 100 designers all over the world from 25 diff countries we are starting up new collaborations with like the one we are having with Vogue. This is how we see ourselves PLM Imagine a future We are doing this to level the playing field for new talented designers like SASHA and because we think this is great business. Future - I believe that the brands that can engage their community are the brands that will succeed in the future. - MUUSE is a a platform brand for the best up-and-coming designers and we experience a massive amount of community engagement. -However the key enabler creating a platform brand is world class PLM, by being just as good the big brands we level the playing field. - -We can get there by standing together: suppliers, fairs, etc. - -- And customers, both B-B and B-C, can trust MUUSE in bringing the best new designers to market.