Private label looks a little different nowadays:
"I feel that maybe 15 years ago, everyone was like, 'Celebrity brands are over,'" Batayneh says. "Now I really see it coming back stronger than ever, but in very new ways."Photo: Courtesy of Reunited Clothing
"The number one question [we get from talent] is, 'Am I really going to get to design, or are you selling me a story that I'm going to come in and design my own line?,'" Batayneh says. "Most of the people we work with don't have a design background. Some actually have dabbled in design; sometimes, this is the second time they've done this. But most of the time, they just have great style or great influence in fashion.
"We take them through the entire design process as if they're part of our team," Batayneh says. "We do it in about four to five meetings, but that's a lot of time, if you calculate the hours; then in between, [we'll discuss] any necessary touchpoint. Some people want to be extremely involved, others are like, 'I'll see it at the next phase.' But they really get to do the approvals.
"You get more out of the partnership if there's a more long-term strategy," she says. "It doesn't have to be five years, but give it a few seasons or a couple years. You need time to learn, to engage. The days of a launch-and-leave are over — it's nice to have that continuity; then you really get to bear the fruits of all your labor, and what you've been able to learn, you can apply and make the partnership even more successful down the road.
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