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Want to Be Fashion Forward? Think Logistics
By: Cindy Wendland
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"Fashion forward" is a term used in the fashion industry. It means that you are interested in fashion and adopt the latest fashions. Simply put, you are stylish, hip, slick, and cool. You may shop nice department stores, and you know brand names. The fashion industry caters to you and tries to reach you through marketing and social media efforts. One big name in the industry for fashion-forward consumers is Vince Camuto.

Vince Camuto started his career selling shoes and knew instantly what he wanted to do for the rest of his life. He studied how women responded to products and began designing luxurious and affordable items for them. Vince Camuto designed modern and forward-thinking shoes, clothing, and handbags for 30 years beginning with Fisher Camuto and Nine West, then Vince Camuto. His designs are elegant and contemporary. His customers are modern, sexy, classic, and polished, but with a slight edge.

His company and brand grew not only from marketing but from efficiency in production and warehousing. Sometimes we think that marketing is the only key to success in branding, but without fulfillment and cost containment, the brand falls flat. Camuto, who passed in early 2015, was adept at efficiency in warehousing and matching supply with demand to limit overproduction. Not only was he great at design, but he matched that skill with logistics.

Logistics people will cheer to get some kudos in branding, but remember that success in branding takes teamwork from marketing and logistics. Camuto stands as a great example of how to accomplish that.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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