FASHION BACKERS

Fashion is really big business. . .

Mondrian day-dress by Yves Saint Laurent 1965

 

I guess it is a matter of trust and of course seriousness and a potential big revenue that makes investors, known as backers, interested in supporting fashion designers.

 

Almost every well known designer today are backed by big investors. Victoria Beckham and Roland Mouret, who just opened a new store in London are both being backed by Simon Fuller, the entertainment entrepreneur that came up with The Idol-concept.

In France there is to major groups that is investing in and buying up fashion-brands. Louis Vuitton / Moêt Hennesy, known as LVMH, is a major player in that game. They are involved in Fendi, Donna Karan, Marc Jacobs, Kenzo, Céline and Givenchy among others.

The other player is PPR, which was formerly known as Pinault-Printemps-Redoute. Their "luxury devision", the former Gucci Group, now Kering, are the owners of Yves Saint Laurent, Balenciaga, Bottega Veneta, and other brands.

In Denmark we have IC Group, that owns Tiger of Sweden, Saint Tropez, Designers Remix and By Malene Birger and DK Company, that owns the brands In-wear, Matinique, Part Two and Soaked in Luxury.

For designers to get noticed today, they have to be consistent, make a mark, position themselves by designing collections, that makes their name known as a brand, for backers to invest. Because Backers only invest to make some profit out of it, of course.

To get noticed, you have to get your design out there. You can do that by working your way up in a fashion house, by showing designs at different events, exhibitions or Fashion-fairs. Another take could be, if you could make famous people wear your designs.

But first and foremost you have to be true to yourself and your fashion-philosophy if you want to succeed. That I believe.