London Fashion Week - the business behind the designs

by Taryn Davies | 21 February 2012

Fyodor Golan Autumn Winter 12 collection

As London Fashion Week comes to an end, fast-growing fashion start-up Fyodor Golan and, international trade experts, DHL Express explain just what it takes to be a successful international fashion start-up in a behind the scenes video.

Fyodor Golan, which has seen its sales rise by over 70 per cent since it started in 2010, provides an insight into how to launch a fashion brand on the international stage.

With input from DHL Express and Fashion Fringe, the video explores preparation for Fyodor Golan's first London Fashion Week show, how to start importing and exporting, and the challenges they have faced entering overseas markets.

Jackie Potter, Key Account Director, DHL Express said: “This footage provides a real insight into the business of fashion. While creativity is key – knowing how to source materials, navigate customs and orchestrate a sound export plan is also vital to running a successful international fashion business.

Golan Frydman, one half of the Fyodor Golan designer partnership, said: “Winning last years’ Fashion Fringe Award provided a platform for us to showcase our brand to an international audience and our collection has since been picked up globally. While the demand is fantastic, the pressure to begin trading internationally so quickly was a little daunting, so it’s good to have the support of a company like DHL that has a lot of experience importing, exporting and logistics – especially in the run up to our first ever London Fashion Week show.”

Having dressed high profile celebrities such as Lady Gaga and Rihanna – the pair face the biggest sales opportunities of the year – London Fashion Week, where their chance to further establish themselves as a successful British business before international buyers is crucial.

Jackie concludes: “We’ve been delivering the high-speed excellence the industry demands for 50 years now and are proud to be supporting young designers like Fyodor Golan, who are a fantastically deserving talent.”