Who else is out there? How good are they?

After researching into 3 competitors at varying levels within the industry I have observed a number of factors that would help to make my business a success. Due to the nature of deign work my main analysis has been of their websites and online material. As this will be the main platform for my work it is important that it sends out the correct message to potential clients.

By simply ensuring that I include a mission statement it makes my market aware of my values and gives them an insight as to my character - this on its own may determine whether or not someone wishes to work with me. Within this mission statement I can highlight the benefits of my services and also detail my unique selling points.

Listing the range of design areas that I am offering my clients will instantly confirm in their minds whether or not my business is right for their design needs. I will aim to be as multifaceted as possible in order to be able to handle a wide range of projects.

I will ensure that the style and design of my website is reflective of my working style and personality. This way, the moment a client visits the website they will instantly have a feel for the quality and style of my work. By making sure that the website itself is of a professional quality it will reassure customers that any work the commission will be of an equally high standard. By also including a page of links to other practitioners/businesses/organisations within the industry I am not only offering customers a deeper insight to my business but I will be able to ask other businesses to link my site in return - a free form of promotion.

It has also become apparent that an online shop would be a great opportunity to generate more business. This may be something I look into when my enterprise is more established - producing prints of personal art work to sell through my website.

How Will I Promote Myself? What Do They Want To Hear?

In order to promote my freelance business I will have to carefully consider the marketing principles that I employ. I need to find the most effective way to reach my customers. For me, direct selling will build the rapport I need to maintain loyal clients. As I have already outlined in previous posts I will rely heavily on trade fairs to attract new customers. Not only can I use the stall itself as a selling tool but the heavy concentration of fashion creatives in one place means I can network. By getting as many contacts as I can in the fashion industry I can then follow them up at a later date, probably over the phone. By insisting that they need to see my work and highlighting how my business can benefit theirs I can make a lasting impression on the potential customer. Personal selling has a high success rate due to the involvement of human interaction - by engaging the potential customer in a conversation, as opposed to a leaflet or advert, I can effectively get my point across. Trade fairs and public events often attract media attention, providing an opportunity to use public relations as a marketing tool. This in turn will help to establish a credible reputation for my business and act as a testimonial for myself and my products.

I want my clients, both existing and potential, to feel that their business is really appreciated and so direct marketing may be something that is beneficial to consider. By sending out personal invitations to trade shows and other events it targets a section of my market effectively and in a very intimate way. Although it has a high cost per head its success can be measured by those who actually turn up and can be altered accordingly. Investing in a mailing list will also be a good idea; by keeping clients updated it ensures that they don't forget me.

Due to the nature of freelance work the place of my business refers not to the physical space in which it exists but more to the virtual space in which it is being promoted. I will rely heavily on my website to reflect my skills and myself in general therefore I need to ensure that it is constantly updated, holds all the relevant contact details and has a stylish and contemporary exterior that is fashion orientated. The aesthetics of the website is what a customer will base their first impressions on and a run-of-the-mill site is instantly off putting. The same principles apply to my personal selling techniques. My phone calls, emails and personalised invitations all need to have a powerful presence while engaging the customer in a welcoming and approachable tone.

Where Are They? How Will They Find Me?

Freelance Graphic Design/Illustration in the Fashion Industry

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Using the principles of PEST analysis and segmentation I have identified my target market and the current issues surrounding them. The age range will be relatively young as it will be mostly new businesses that require my service - the majority of established designers or creatives will have already found a source of design to alleviate their business of this responsibility. High end fashion work is primarily located in busy cities with a high concentration in the capitals such as London and Edinburgh. Transport and travel to such locations is extremely easy to come by however any overnight stays and cost of living during ay visits will be relatively high. Successful designers tend to have good social networking skills in order to build up contacts and employ personal selling techniques; this is something I can play upon as satisfied customers will hopefully recommend me to other potential clients. My target market will be quite urbanised individuals who keep up to date with the latest trends. Working in the fashion industry is known to be a rather stressful occupation and so my customers will most likely live hectic lives. By offering to take the design matters off their hands I am therefore making their lives easier - by providing a seamless transaction my freelance work will benefit the customer greatly.

Who Am I? Who Are They?

PRODUCT: Although I am only just beginning to find my own visual language as a design practitioner I currently see myself branching into graphic design and illustration. For that reason my enterprise model will be based on my skills as a freelance designer/illustrator. That in itself is an exceptionally vague term and in order to improve my business analysis I've decided to specify an area of interest in which to work - the fashion industry. Offering this service to fashion designers means they don't have to produce promotional material/personal branding themselves, freeing up their time and providing them with work from a designers perspective and understanding as opposed to a fashion viewpoint.

I will produce core products for my clients in the form of the required visuals in a digital format ready for application in the specified context. Should they request it I will produce a range of tangible products i.e. printed materials such as posters, business cards booklets etc. through liaising with an industrial printing company. Augmented products, however, will be mostly left to the responsibility of the client. For instance if the client is looking to buy a batch of printed t-shirts I will produce any visual material needed but it is up to the customer to then find a company that will print them. This is because if I were to offer this service myself, any poor quality products would reflect badly on myself rather than the t-shirt printing company from which it came; any delays or mistakes would end up costing me money and reputable damage.

My main enterprise feature will be design work produced by a former Leeds College of Art student, my clients will therefore benefit from a reliable quality of work courtesy of a designer with specialised skills.

PLACE: With regards to placing my product I will work primarily from a studio in Leeds offering an open studio policy to potential clients giving them an opportunity to visit my place of work. I will attend trade shows for the fashion industry enabling me access to a concentrated collection of customers; with marketing support included in the price it reaches out to a much broader audience than I could hope to attract alone. I will attend trade shows not only in the UK but in France as well as their fashion industry is one of the strongest in the world as it stands. I will ensure that my website is a well designed representation of my work and my ethics with full contact details meaning that face-to-face contact is not essential, customers can send briefs/material through digitally and have an entirely over the phone or email based working relationship for convenience.

PRICE: I will initially price my services very competitively ensuring that I cover the cost of materials plus labour in order to make a profit. Any delivery needed will be included in the cost to benefit the customer. I will ensure that my work is of a high quality in order to secure business in the future. Once I have generated enough loyal customers I will apply a penetration principle and raise my prices, ensuring that I explain the change to re-emphasise the benefits of my services and strengthen my relationship with my customers.

PROMOTION: As previously stated my main promotional technique will be trade shows. The opportunity to demonstrate my skills on a face-to-face basis establishes a more human relationship with new customers and by inviting existing customers to my stand I can also personalise working relationships that previously existed through email or phone. Trade fairs often attract media attention, and a concentration of designers/fashion creatives will give me the opportunity to network amongst my target market. When the trade show is over I can follow up the contacts I've made and apply a personal selling technique.