One Step at a Time....

A lot of companies are convinced that if they don't sell everything under the sun they are leaving money on the table. Quite the contrary. Customers appreciate focus. It builds confidence and helps them to think, "You know that great handbag designer?" "She's doing the wallets now." It's a very logical process and simply makes sense for everyone.

If you try to throw everything out at once...potential customers get paralyzed. You risk becoming common... a jack of all trades. The customer starts to think, "We don't even know you." "What's your specialty...your niche?"

By introducing one product or group of products at a time a designer has the opportunity to establish themselves as a competent manufacturer and a recognizable name. Through developing a following and focusing on your skills you can become a well paid specialist instead of a general practitioner.

As examples go Louis Vuitton one of the most successful luxury companies in the world started with luggage, Juicy Couture branded those infamous tracksuits that were so popular we never want to see them again and Diane Von Furstenburg's wrap dress she introduced way back when continues to rake in dough for her as I type. Don't look at where these companies are to gage how you want to launch....look at how they started. That will give you a better vantage point of where to start.

Focus can also help you tremendously from a production and cost perspective...less pattens, less time fewer vendors to manage. Trust me, do it right and people will get it......

So don't let focus frighten you....as Martha Stewart's favorite saying goes..."it's a good thing."