Anatomy of A Brand: Fundamental Legal & Business Concepts

Create a Business Plan For Your Clothing or Accessories Brand, Branding Strategy, Signature Design and Pricing Strategy
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1,400 students enrolled
Instructed by Ericka Mitton Design / Fashion
$30
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  • Lectures 63
  • Contents Video: 40 mins
    Other: 8 mins
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 5/2014 English

Course Description

Starting a fashion company can be challenging. Especially when you lack experience in retail management or fashion. You do not want to make a simple legal or business mistake, which can cost you financially.

Be a Step Above the Competition When You Master These Legal and Business Concepts:

·Trademark your brand

·Figure out your brand identity

·How to get Copyright protection

·Familiarize yourself with patents

·Find your ideal price strategy

·Learn retail terminology

·How to find and approach retailers


This course is designed by a retail professional with fashion designers in mind.


Contents and Overview

The topics are based on the common problems and questions new brands have. I’m familiar with these issues since I’m an online retail buyer for a top 300 retailer. These are the topics I’m commonly asked when new brands are seeking advice from a buyer.

As a retail buyer with over 6 years of experience I have seen a lot of mistakes. For example, there are many tee-shirt brands on the market that will never land on a website, due to various legal problems with the retailer carrying the line. Communication can be an issue as well, especially when the owner of a brand lacks a retail or fashion management background and does not understanding common retail terms.

This course contains 7 topics and over 50 lectures. The majority of videos time length ranges from 30 seconds to 3 minutes, so you don’t feel overwhelmed by the material. In the class I give out helpful worksheets, resources for more information, and offer a quiz to learn terms.

I designed this course to be easily understood by beginners with no legal or business background. This class is perfect for teenagers to adults looking to start something new. I have a background in teaching, training and understand the importance of making lessons clear and simple.

At the end of the course you will feel more confident with the legal and business topics covered. You will gain valuable skills to help you run your fashion business as a seasoned professional.

DISCLAIMER: The legal information contained in this course is not legal advice, and should not be treated as such. Nothing contained in this course and course materials shall be deemed to create an attorney-client relationship with you. You must not rely on the information on this website as an alternative to legal advice from your attorney or other professional legal services provider. If you have any specific questions about any legal matter you should consult your attorney or other professional legal services provider. You should never delay seeking legal advice, disregard legal advice, or commence or discontinue any legal action because of information on this website. Portions of this disclaimer were created using a Contractology template available at: Free Net Law dot com

What are the requirements?

  • Computer with standard Microsoft Office suite, Clothing Design computer software or Scanner

What am I going to get from this course?

  • Figure out your brand identity.
  • Trademark your brand or logo.
  • Familiarize yourself with general retail terms.
  • Understand the copyright rules for prints and fabrics.
  • Choose the ideal pricing strategy.
  • Learn how to patent a unique method of design or manufacturing.

What is the target audience?

  • Entrepreneurs
  • Fashion Students
  • Business Students
  • People with Brands
  • Designers

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Class Information
Ericka Mitton- Retail Buyer- Instructor Background
Preview
01:20
00:46

About the course

Section 2: Trademark: Creating Your Brand Image
02:35

Protect your brand name and image.

Learn what a trademark is

Get trademark examples

Find out some well known trademark examples

Is it necessary?

How to file a trademark

How to indicate a trademark

What is a service mark?

Example of a service mark

Steps after you file your trademark

06:16

How to use the United States Patent and Trademark site

How do new filers register?

Finding attorneys in your area to help you

How to search for an existing trademark

Prevent confusion for the consumer

Example of how to search

What an alive or dead trademark is

Making a trademark effective

Other links on the site

The fees for filing a trademark

Information for new users

01:02

Preventing confusion with a trademark.

The ultimate goal of a trademark

How it protects a company

The case of Louis Vuitton VS. Dooney & Bourke .

00:44

Examples of a SM

Delta Airlines service mark example

Create a Brand or Logo Image
Article
Run a Trademark Search
Article
Register/Use your Trademark by Including it in Your Business Plan
Article
Add Appropriate Trademark Notice to Products
Article
01:48

What is a parody?

What happens to brands that make a parody?

What do retailers do?

Whats trademark infringement?

Whats not illegal

Who do brands come after?

Should you do it?

00:52

Parody Examples

Married to the Mob Vs. Supreme

Why the lawsuit was dropped

Illustrate Your Trademark and Include it in Your Project!
Article
Additional Info
Article
Section 3: Figure Out Your Brand Identity
00:57

The important questions to ask yourself when figuring out your brand identity.

Are you filling a void in the marketplace?

What makes your brand different?

Demographics, who is it? What do they do?

02:00

Overview of the news publications to read daily.

Read daily!

WWD to get all your fashion/retail news.

New York Times for your domestic and international news

Los Angeles Times

Wall Street Journal

02:08

Check out these websites for more fashion business news, legal cases and gossip.

The Business of Fashion

The Fashion Law

TheCut

01:58

Bonus: Check out these mens lifestyle sites.

Hypebeast

Highsnobiety

Complex

The Hundreds

Finding the void in the market place
Article
Figuring out what makes your brand different?
Article
What is your brand's demographics?
Article
Creating A Target List Of Stores
Article
Article

Using Google Trends

Describe Your Brand Identity/Strategy for Inclusion in Your Project!
Article
Section 4: Copyright Protection of Fabric Design/Print
01:39

Information on Copyrights.

What does it protect?

What can you copyright?

Do you need to copyright?

Is it expensive?

Whats the price?

How long does it take?

Do i need a lawyer?

What it does not protect.

How to use copyright

United States Copyright Office
01:49
Design Your Fabric
Article
Run a Copyright Search
Article
"Publish" Your Copyright by Including it in Your Business Plan
Article
Add Appropriate Copyright Mark to Products
Article
Design Your Signature Copyright and Include it in Your Project!
Article
Section 5: Familiarize Yourself with Patents/ Exploring PTO Websites
01:50

The two type of patents

What patents protect

Design patents

The 3 requirements that must be met

Issue with patents

Is it useful?

Cost

Utility Patents

How it utility patents protects

Explore the Need for a Patent
Article
Consult An Attorney if Interested in More Information
Article
Justify your need for a patent in a short paragraph
Article
Section 6: Choose The Ideal Pricing Strategy, Free Trade Agreements and Vendor Compliance
02:26

Pricing and shipping.

How to figure out your wholesale cost.

Suggested retail or MSRP

What the markup normally is for retail

Keystone

Who uses keystone

Markeups Vary

Wholesale under keystone

Discounts, when to offer

Buyer negotiation

Making up for lower margin items

Freight cost

Delivery of goods

00:40

Free Trade Agreements website

Countries we have an agreement with

When to check out the site

Visting countries

How are you going to price your goods for wholesale?
Article
Knowing the Markup
Article
Calculate Your Ideal Pricing and Pricing Model for Inclusion in Your Project!
Article
Marking Up Your Product Under Keystone
Article
Are you sourcing overseas?
Article
00:53
  • Go over vendor compliance guides before you fulfill an order.
  • If you do not think you can follow compliance speak to the vendor.
  • Remember vendors make money with chargebacks! Lots of brands go out of business due to chargebacks.
Section 7: Familiarize Yourself With General Retail Terms
03:06

The terms to know.

Vendor

Sku

Line Sheet

BoL

Brick & Mortar

Sell-Through

Purchase Order

Whats on a purchase order

Drop Shipping

Example of Drop shipping

Consignment

Keystone

Margin

Margin formula

Selling

Net Payment Terms

Credit

Late Payments

Factors

Asking Retailers What the Sell-Through Rate is.
Article
Vendor
Article
Purchasing Order AKA PO
Article
SKU
Article
Keystone
Article
Article

•A document that gives important information about your product.

•Try to make this simple for easy selling.

Buyers can sometimes be lazy, make this easy!

Bill Of Lading
Article
Brick and Mortar
Article
Article

•Retail rate at which items are selling during a certain time period.

–Could be by week or month.

•Sell Thru % =Units Sold/(Units Sold + Units on hand).

Consignment
Article
Margin
Article
Drop Shipping
Article
Selling
Article
Payment Terms
Article
Test Your Knowledge of Retail Terms with this Quiz!
1 page
Section 8: Approaching Buyers and Finding a trade Show
01:09

The cost of tradeshows

The benefits of attending

Cut the cost of tradeshows

When and where the big shows take place

International Shows

Check out the links to major shows!

02:09
  • Create a store target list
  • In person presentations
  • What to bring
  • Phone Call
  • Email Query Letter
  • Social Media No No's
01:06

Vendor Diversity Programs

Diversity programs at department stores

Requirements

Section 9: Conclusion
Conclusion
Preview
00:35

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Instructor Biography

Ericka Mitton, Creative Entrepreneur

Ericka is a Sr. online retail buyer for the urban/streetwear sites Drjays and Djpremium. She has buying experience in men, women’s, and kids in all categories from footwear to apparel and accessories. Ericka takes supplemental courses studying product development at Fashion Institute of Technology in New York City. She frequents the major retail markets in Los Angeles, New York and Las Vegas to scout out trends and find the next big brands. She has grown her non-branded, private label, and special shops business such that it resulted in 222% growth. She has experience at the brand level, as well as the retail store level. Ericka holds a B.A. from Syracuse University.

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