The fashion design indusrty : a business perspective

Abstract

Inspired by the success and fame of icon fashion designers, many small designers attempt to start up their own business or expand their existing one. However, these fashions designers are faced by several internal and external challenges. To overcome these challenges, fashion designers should enhance both their design and business skills. Their business venture requires an exhaustive knowledge and experience in management, marketing and strategic planning. The following study attempts to understand the challenges faced by fashion designers and links their business orientation with business performance, effectiveness and satisfaction. Based on the findings, we recommend that business skills should be applied more in the fashion design industry. Lebanese fashion designers lack these business skills therefore they should acquire them either through education or experience. Add to that, Lebanese designers face several challenges which are lack of governmental support, scarcity of financial resources, highly competitive market, and lack of Lebanese fabric manufacturers.