Model 和 entrepreneur 任性 ventured to London, England from Southern California 和 quickly became one of the most photographed women in the world, having appeared on over 350 magazine covers across the globe 和 over 200 TV shows. 她被选为《 GQ杂志》’年度女性和马克西姆’连续三年蝉联国际年度女性。

In 2006, 任性 started By 任性 Lingerie which she fully finances, designs, models 和 markets. 她创办公司的初衷是希望创建一个可以传给未来家庭的品牌和公司,最重要的是做自己喜欢做的​​最好的事情:为顾客制作华丽,舒适的服装,使他们感到美丽,性感和女性化。

易空间 was delighted to get the chance to chat to 任性 recently. We hope her success story inspires you to turn your own ideas for an online business into reality:

Q1. 任性, tell 我们 a little bit about your background 和 what led to you to becoming an entrepreneur

每个人都知道我的名字,这很有价值,我想利用它并发展‘Caprice’成为一个品牌。最初,我使用许可协议对水进行了无风险测试,它使我能够进入一个我不了解的市场。但是,在谈论“自己动手”与实际实现之间有很大的飞跃,但企业家精神是我的血液作为企业家的女儿-我妈妈在洛杉矶拥有自己的室内设计业务-冒险是我的本性。我认为美国人更具企业家精神。如果他们看到机会,那就去争取。如果您有梦想,那么您就会实现它。

Q2. You had a very successful career as a model, becoming one of the most photographed women in the world having appeared on over 350 magazine covers across the globe 和 over 200 TV shows. Yet in 2006 you backed away from most of that – the fame, the money, the perks – in order to concentrate on building your business ‘By 任性’. Why did you do that 和 how difficult was it building your business from scratch?

I knew I needed to think of something because I was in my thirties 和 modelling wasn’t going to last forever so I suggested a licensing deal to Debenhams 和 they went for it. I also saw how rich they were becoming off the back of my name 和 thought, “I want to do that for myself”, so I bought back my license 和 convinced Debenhams to start buying from me 和 that’s when I started By 任性 Lingerie.

When I launched By 任性 I had to learn as I went along 和 it was an expensive lesson – there was one season where the fits weren’t right 和 the styles were rejected, because I didn’t pay enough attention to the fits.

我了解到的最重要的事情之一是现金流量对任何企业的重要性。一开始我没有’意识到您必须继续投资以维持业务稳定。

我为自己的业务投入了很多辛勤的工作,并对其每一个复杂的部分进行了自我教育,’这是我成功的原因之一。我什至可以自己动手做现金流!

Q3。在早期,您将您的名字授权给Debenhams使用了6年。但是您随后又购回了许可证,并用自己的钱投资了该业务。您为什么决定这样做?

起初,我希望其他人冒险。当我开始与Debenhams签订许可协议时,那时没有其他人这样做–他们闻所未闻。在我获得交易后的几年,许可交易才变得很流行。我决定回购许可证,因为我想控制自己的品牌名称和形象,并看到这些人变得有钱。

Q4。将自己的钱投入到您的业务中感觉如何?

幸运的是,由于我拥有成功的建模事业并在此过程中赚了很多钱,所以我有现金可以投资,但是,当您使用自己的钱时,这仍然是一个可怕的举动。这就是为什么我研究和研究了自许可日以来的销售数据长达两年,并了解了哪些行很受欢迎,哪些行’t…which colours were selling out etc, you get the picture….… I did my research 和 that is when I felt confident about investing my own money to launch By 任性.

Q5。内衣业务竞争非常激烈,但是您已经设法在Littlewoods,Next,ASOS等主要零售商中库存品牌。说服主要零售商来库存产品有多困难?

It was a challenge getting the buyers to take me seriously in the beginning, I couldn’t get other stockists to even make an appointment to see me – even though the original 任性 range had sold well. Eventually, I managed to secure a meeting with Next. I said ‘Listen, I want to speak to your CEO 和 I want the meeting, 和 I have the proof on paper now: I’m selling.’ And I got the meeting 和 then the first collection sold out – I couldn’t even facilitate the demand.

Q6. What makes ‘By 任性’ lingerie different from other lingerie companies?

通过CAPRICE,Precious Bacio套装在NudePink中,文胸25英镑,下装15英镑By 任性 Lingerie makes a statement, we’re very feminine, we’再性感一点,我们’re fashion conscious 和 very wearable. With By 任性 you wear it 和 you wear it 和 you wear it. Women that buy By 任性 are not compulsive buyers, she wants really good quality 和 a lot for her money, I mean, she wants the whole nine yards!

Q7。您对产品设计的参与程度如何?

亲爱的,我动手做所有事情。我采用了客户喜欢的标志性设计,并且每年我都会在巴黎参加两次展览,以找到最新的设计,刺绣和网眼材料,以了解那里的情况。我还听取客户的意见,以了解他们每个季节喜欢什么。我查看每周的销售数字,看看有什么块在起作用。这就是我设计和开发生产线的方式。

Q8。您如何营销您的业务?

最初,我的前职业获得了极大的推动,因为它帮助我进行了市场推广,从而创立了该品牌,但现在并没有太大帮助,因为没有新故事。

我继续做一些节目,例如《 Style Wars》(我曾担任评委),但我并不真的在乎名气,我只在乎营销我的公司。

对我来说,我发现社交媒体对于营销来说更有用,每个人都可以访问它–对所有人来说都是免费的营销。如果要让人们注意,则必须发挥创造力。

Q9。目前,您不通过自己的网上商店销售产品,而是通过合作伙伴商店和网站(例如Very.co.uk,ASOS,Figleaves等)出售内衣等。为什么不通过自己的商店销售商品?网站,您将来可能会这样做吗?

这绝对是我将来可能要看的东西,但是,我目前的流程确实对我有用,并且我与在线库存商有着良好的关系。

Q10. By 任性 Lingerie has gone from strength to strength since its launch in 2006. ‘By 任性 Swim’于2007年12月推出,随后推出‘By 任性 Bedding’是在2010年6月。根据您经营业务不断增长的经验,您在学习过程中(例如,雇用员工,现金流等)学到了什么?

雇用合适的人,不要’不要便宜。我在一开始就做过,这是一个巨大的错误。从一开始就雇用合适的人,最终您将获得更多的收入。

正如我之前提到的,现金流是您的圣经!!!了解接下来8个月的现金流量。我没有’刚开始时没有现金流,我不知道自己的支出如何,这对任何企业来说都是危险的情况,尤其是在当前经济形势下。

Q11。您对想创业的人有什么建议?

如果您不愿意,请充满激情,活着并为自己忙’没有激情,就算了。

了解您的目标市场并知道他们想要什么……他们想要最优惠的价格质量。

每周都要注意所有库存商的销售数字。这将使您能够做出更好的购买决策,并在目标市场变化时了解您的目标市场。一年比一年不同。

客户服务是关键–破坏客户并建立客户忠诚度

做你的研究–那里以政府补助的形式提供了很多可用的帮助。有出色的顾问– get advice

永远不要放弃!如果您被撞倒,请直接往后退!

Q12. What are your future plans for ‘By 任性’?

We have lots of exciting plans for the future at By 任性. I would love to develop a By 任性 maternity range.

Thanks 任性, from everyone at 易空间. Good luck with your future plans for By 任性.

By 任性 collections are available now. See //www.bycapricehome.com/