Label Lesson

Garment manufacturer and entrepreneur Liza Deyrmenjian gives an inside look at what it takes to start a fashion label


Label Lesson
Garment manufacturer and entrepreneur Liza Deyrmenjian gives an inside look at what it takes to start a fashion label

What inspired you to start a workshop on how to start your own fashion label?

When I was consulting for Jay McCarroll, I was taking him from place to place, and within the first hour Jay and I spent together, he said, “I learned more from you in one hour then I did in my apprenticeship program, you gotta teach this girl!”

I pitched the idea of me teaching to the University of British Columbia and they jumped on it. UBC put it on- and it was a huge success, but for me it was an ‘Aha’ moment. For the first time in my life, everything I had done made sense.

After that I started producing the seminars on my own in New York City and Los Angeles.

What can someone expect from your two day seminar?

I think my 2 day seminars helps people that have gone to fashion school know what to do with their education. Fashion schools give you the skills, I teach how to start your own fashion business. I don’t teach how to make a pattern – I teach how to find a great pattern maker. I don’t teach anyone how to sew – I teach my attendees how to find a great sample maker and a great factory.

What does it take to succeed in the industry?

Money helps. Connections are useful. But any business that is successful – brand, label, designer – always boils down to how the business is run. You can have the most talented, well connected designer, who has fame totally tank his business.

I also think believing in yourself is essential to make any leap whether it be starting or getting to the next level. All businesses that have done very well, labels and designers that are known believe in themselves, and have an element of no fear- there will be ups and downs and riding the waves is a big part of succeeding. And it is truly the fun of owning and running a business.

Talent of course is important, but style is in the eye of the consumer!

Do you feel that celebrities have an automatic advantage when it comes to starting their own label?

Yes! Their marketing machine is all set up and working. It is going full blast- their line is just another thing to add to the mix of stuff to promote. They also have a consumer base built in.

 
Filed under:

Sign Up for Our Newsletter

FLARE - Newsletter Signup

Subscribe to FLARE Need to Know for smart, sassy, no-filter takes on everything you're interested in—including style, culture & current events, plus special offers—sent straight to your inbox each day. Sign up here.