ALEXANDRA GROOVER

"I like to wear a lot of black," she laughed.

- You fit right in London!

Alexandra replied: "I guess my collections are somewhat autobiographical." [Alexandra explains one of the reasons she started her casual label.]  "The reason I started the casual label is because I really like the pieces from my luxury line, but it's not something I would wear every day; I just wanted something that was casual yet interesting at the same time.  I felt we had a bit of a gap in the market as far as things that are really comfortable but don't look completely sloppy or casual, so I started making these jersey pieces to just have something nice to wear that wasn't stiff, cotton, a ball gown, or a cocktail dress.  Something that looked dressy or…how can I describe it?  Yea, something that looks dressy, comfortable to wear from day to evening, if you want, depending on how you styled it.  I also like the luxury label and the ball gowns, but that's not always appropriate.  It's nice to have something you wear from day to evening and not feel uncomfortable in either situation."

Designers work literally around the clock.  Is there any time for a five minute break or a short holiday? I asked: "What is your typical day like, and what do you do in your spare time?"

Alexandra answered: "Ooh, I don't have a lot of spare time."  [I wasn't surprised by that answer.]  “Generally speaking, I meant it changes from day to day.  I have so many different things going on.  I have my fashion show, which was pretty short notice as far as, how much time I had to get it together from when I was awarded the sponsorship.  It was right before Christmas that they let us know we had two months to make the ‘whole collection’.  So, that was work none stop; draping the pieces and cutting the patterns.   I had my assistant help me get the invitations and guest list together.  We continued until my show and then after that I just tried to feel normal again for a while."  She laughed. "Sleep a bit and then I started working on the look-book and the press day, because after the show there's usually a press day."

- Gosh, just listening is exhausting.  [Being a successful designer is a lot of hard work!]

- I had to prepare all of my samples for the press day, which was in a venue near a popular building, which was really good, because it attracted all the right press people."  [The show was in February, March, and April’09.]

Alexandra went on to tell me the whole routine of the fashion shows, the press, and preparation process.

- I was working on preparing for the press day and starting to do some research and sketches for my new collection.  I have to do a lot of multi-tasking with deadlines and fashion.  Everything is ahead of time while you're designing one season, then you show.  You also have to do presentations the other season; as a small company it can get kind of chaotic.  I work pretty long hours and do lots of different things.  I have a few helpers that are helping me on and off throughout the season.  I have a small staff that is excellent at pattern making, cutting, and sewing; it helps me to keep organized.  Then it's back to applying for more sponsorship competitions.  All of those deadlines are over now, so I'm back to my experiments and my sketching for next season and for July. [Alexandra says, she will be having anywhere from five to seven key pieces to start showing to buyers.] So I've got a lot of work ahead of me now!

- That's for spring/summer 2010?

- Yea, they start looking at things in July, which is pretty crazy, it doesn't give much time!  I mean it's not crazy, I guess if you're a bigger company.  I'm pretty much one person trying to keep up with all of that.  If you're not ready, then they'll spend their budget by the end of July.  The show is in September.

With all of the insight on the prepping process that Alexandra shared with me, I was very much interested in knowing what we could expect to see from her Spring and Summer 2010 collection.  I asked: "Can you tell me a little bit of what we can expect in your 2010 collection?  Or have you done any brainstorming?"

"Yes, I started researching.  It's going to be different because it's spring/summer.  I'm working with sculptural shapes again, but the fabrics will be a bit lighter!" [Alexandra wants to keep her signature style, but will keep her vision of a natural object; she will also be adding a couple of other things to mix in her S/S 2010 collection.] "I think it's going to be a really good collection!" [Alexandra was quite hyped about the collection.] "I'm looking forward to presenting it.   What else can I tell you about it?  I'm considering doing shoes for the spring wear pieces, as well.  I'd like to have some fun with that as well, but  that hasn't been set in stone."

I was interested in knowing about the British Fashion Council schedule of designers' time slots when they will be showing their pieces (dates and times).

"I never know when the dates of the shows are, because the British Fashion Council doesn't confirm the dates for a while with me and so everybody that shows off schedule will have to wait until they actually confirm the on scheduled shows.  Last season, I didn't know until about a week before my show.  I didn't have a confirmed date or time, which is quite frustrating, because the Fashion Councils are really dragging their feet this year.  I think it has something to do with the economy and lots of people randomly pulling out, because they decided they didn't have the funding to show, so it all depends  I won't be showing with the Fashion Council this year.  I know I'll have an off scheduled show.  I'm not quite sure; I haven't really decided which option I would like to go with."

There are many aspiring fashion designers who would want to have the opportunity to show their work and to have women and men wear their designs.  I asked Alexandra: "What business advice can you give to aspiring fashion designers?"

Alexandra answered: "I think one main thing that creative people are lacking in fashion is ‘business experience’. You have to have some form of training in that area.  Most fashion schools don't really teach business, which is a shame.  It's not all about being creative.  I would hope you would like to make a living out of being creative.  I also don't think there's a lot of support in these areas.  I don’t think a lot of creative people, especially students, realize that. Yes, if you actually want to make money out of being a designer, you have to know what you're doing from a business side of things as well.  You can't just make 'stuff' and expect people to buy it and be able to pay your rent; you have to have some sort of a structure, a foundation in order to run a business.  You have to do a bit of research, you have to know who your market is, and allocate you funds realistically.  I don't think a lot of creative people are real good at this.  It's important to either hire somebody that has good business skills, if you have the money, or try to gain these skills yourself.  There are lots of government agencies that provide various types of training; some of it is free, some is reduced, because it's funded by the government. Your chances of success are a lot higher having a business foundation, consciousness as to how it works in the business world, or just generally how to do a budget and cash flow and all of these things.  If you go out on your own, then you ‘really’, ‘really’, need to know what's going on!"

www.alexandragroover.com

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