How to Make It In Fashion: Expert Advice from the Pros at Fashion Tradeshow Capsule

When ComplexCon takes over the Long Beach Convention Center this weekend, attendees will be let in on some fashion insider information: A portion of the brands selling exclusive gear at the event all got their start by introducing their collections to press and retailers at the Capsule tradeshow. In addition to gathering the best emerging talent in men's and women's design at their industry-only trade events, the pros at Capsule have taken their expertise public with a just-opened boutique in Culver City and a sporadic pop-up flea market called Capsule Market Square. They'll be taking the Capsule Market Square concept to ComplexCon, allowing attendees to shop the latest from Second/Layer, Carhartt WIP, X-Large, and many more.

The Capsule team is not only good for discovering new design talent, though; they're also experts at nurturing it, helping fledgling brands grow into fashion powerhouses. So, before ComplexCon kicks off on Saturday, we spoke with Capsule show director Chris Corrado to get five of his best tips for new talent looking to launch their own brands. Consider yourself on the inside. (Full disclosure: I used to work for Capsule.)

Do your research.

Even though it seems like anyone with an Instagram account can launch a brand, Corrado advises any prospective designers to put down their phones and venture out into the real world to gain some invaluable knowledge of the fashion landscape. He breaks it down like this: "Know the market. Know where your brand sits in the market. Know what retailers are appropriate for your product." He also encourages reaching out to established industry figures to gain a healthy perspective. "All too often, people approach the market thinking that what they’re doing belongs in certain places and next to certain brands," he adds. "And that is obviously not true."

Take your time.

It's always better to take more time getting your brand just right before showing it to retailers, press, or potential customers. Corrado points to the accessories brand N/A (who will be in the Capsule Market Square section at ComplexCon) as an example of someone who did that well. "They started by focusing primarily on getting their socks right," he says. "They invested in making sure that all of the basics were taken care of. By the time anyone saw it, they knew how they were going to produce their collection, how they were going to package it. All of that was put together very intelligently."

Learn from like-minded brands.

To that end, learn from other designers and brands that have come before you, and see how they've found success or where they've faltered. Of the brands that have come through Capsule, Corrado cites Second/Layer and L.A.'s Mr. Completely as two emerging names worth researching. "They've got such a good following," he says.

Think big picture.

Young brands need to consider more than just quality design. "These days, as a new brand, you have to have all of your ducks in a row—not just some of them," Corrado notes. In addition to the nitty gritty business side, young talent needs to think of all the ways to reach a customer. "You should be PR-ing yourself to all the publications that are out there," he says. "You should also be managing your social network and making sure you are creating your own content that goes straight to your followers. You can’t really come to the market with half of an arsenal."

It's not all celebrities and social media.

You can have everything together for your brand's launch—social following, press interest, retailers on board, celebrities wearing your designs—but if the product isn't good, you're doomed. Those elements might prolong your success a bit, but they won't keep you afloat forever. "It doesn’t really matter what celebrity endorsement you have," Corrado concludes. "At the end of the day, if you don’t have your basics in line, then none of that other stuff matters."