Cranking it up at The Showroom

However what was very apparent from the buyer is the level of service that is now needed by designers – it is certainly not enough just to have a strong cohesive collection anymore without reliability – this means on time deliveries!

 

The recent jacket programme was difficult; a complicated product and relatively small buys made this programme difficult to complete BUT not impossible for the business savvy designer! Only two designers did not perform and missed their delivery date and unfortunately this time round they were penalized and not selected; one in particular having a really strong range. Not only have these designers let themselves down but they’ve also let asos.com and Fashion Enter down and this just cannot and will not continue.

 

The Director Jenny Holloway is now reviewing designer performance and will be closely monitoring the performance of designers with the next order:

 

‘Designers have to realise this is a business, design is worth just 20% of the total fashion business process and they have to deliver on time. Much is discussed about the 4 P’s of marketing; the right product (jacket), the right price, the right place (asos.com) and the right promotion (labelling and press), but if designers don’t perform then it’s going to hurt next time round. We are now setting up new systems at The Showroom and if designers can’t perform then they will have to be excluded till they are ready.’