16 www.homebusinessnetwork.co.uk Issue 3August 2009
PrOfiLE :: BJOrk & mcELLiGOTT
By robin Clementson really exciting as it’s a large, stylish
brand and one where we could let our
PERCEPTIONS of the weird creative juices flow,” says Kattis.
and wonderful world of fashion “The project has so many angles.
designers, from the swept back hair We decided to make jeans, because
and dark shades of Karl Lagerfeld the MiTo features a DNA switch,
through to the flamboyancy of but we also wanted to be unique
Vivienne Westwood colour our with our ideas, so we decided to
opinion of the fashion industry. create a limited edition number
But behind the scenes of the of skinny fit, high-fashion jeans
photo shoots and catwalk glamour made from pre-worn denim and
it’s a very different world - one also featuring a black leather
of long working hours, where waistband,” adds Kattis.
dogged determination and an air of Working from their home studio in
ruthlessness create stars. Kentish Town, Bjork and McElligott
took delivery of more than 150 pairs
of used denim jeans to cut and bag-up
❝
It took a while to get
ready for the factory, each pair being
comfortable working to the
completely unique and featuring the
Alfa Romeo serpent (which appears
expectations of the industry.
❞
on the Alfa Romeo logo) on the back
right pocket.
Kattis Bjork (pictured left) and “The brief was to create
Sophie McElligott (right) are two something original, that real trend-
young designers well-versed in setters would want to wear. The
London’s fashion etiquette, having added interest of using recycled
passed through the doors of The denim and having complete
London College of Fashion and creative license was hugely
Central St Martins respectively. appealing,” said Sophie.
They met at Middlesex University The jeans went on sale in mid-
and created their own label, Bjork & August via the Donna Ida denim
McElligott, shortly after graduating. boutique at the Westfield Shopping
“We released our first collection
Pair show good design is in the jeans
Centre in west London with all
within two months,” says Sophie. proceeds going to the Jeans for
“It took a while to get comfortable they brought together three young approached at the beginning of Genes charity.
working to the expectations of the film artists and three designers to the year by fashion expert and Alfa “The Alfa Romeo project has
industry and to realise that fashion make films as a medium to show their Romeo ambassador Louise Roe to been hard work, but exciting at the
wasn’t just about showcasing new designs, hiring the Old Clerkenwell work on a project for the Italian same time. Going forward we aim
clothes and designs but also about Abbattoir for 800 invited guests. sporting car manufacturer. to concentrate on more bespoke
creating something special.” Having also showcased their “We were tasked with designing projects for private clients such as
Since the summer of 2007, Bjork talent in Europe via the likes of MTV a clothing garment for Alfa Romeo fashion stylists and musical acts,”
& McElligott have used their creative Germany’s Designerama – a show that would appeal to a the young added Kattis.
capabilities to show off their designs. featuring live music and fashion female market and in line with its
www.bjorkandmcelligott.com
For the 2008 autumn/winter season, design – Bjork & McElligott were new model the Alfa MiTo, which was
COmmENT
Sales Essentials
This illustrates the seller holding back from ‘selling’
too early and as a consequence, the exchange
starts to have a bigger impact on the customer.
By John farrer
Scenario 2: garden maintenance service
The key to sales success is to ‘sell ‘ which means
Customer: “My garden always looks a mess.”
clarifying for your potential customer, as well as
Sales person: “I could fix it for you, for only
yourself, that your service will meet their needs
£10 per week.”
or, to put it another way, solve their problems.
Customer: “I haven’t got that kind of money
But most of us are guilty of ‘anti selling’ or
thank you.”
putting people off. This is because we ‘sell’ far
too early. If we ‘come on too strong’, we turn result: Probable lost sale
them off!
So here are the two key principles that will
Contrast with:
lead to a significant increase in your sales.
Customer: “My garden always looks a mess.”
• Ask more questions! All the research shows Sales person: “What’s making the mess?”
that the more questions you ask about the Customer: “Oh it’s the damned weeds and
buyer’s needs, the more sales you will make. leaves collecting in all the corners which means
• Don’t move onto telling about your service
so much bending and scraping.”
too soon even if they ask! You must
Sales person: “How do you feel having to do
establish the client’s need or problem first.
this all the time?”
This gives you the opportunity to prove
Customer: “Oh really bad; my back is playing
to him/her that your service will cure this
up and so I avoid it.”
need/problem.
Sales person: “So you are looking for a garden
that gives you pleasure rather than pain?”
Consider these examples:
Customer: “Exactly.”
Sales person: “We can do that for you.”
Scenario 1: architect
Customer: “I am looking for someone to design
Again the seller has impacted on the
a house.”
customer far more when s/he asks questions
Sales person: “We can do that. We offer a
that lead to understanding the customer’s need
complete service from survey to finished building.”
or problem. In this example, the cost becomes
Customer: “Thank you. I may come back to you.”
almost immaterial. Remember, what interests
all of us, including your customers, is to talk
result: Probable lost sale
about our problems! It gives us a good feeling
and we start to relax and want to do business
Contrast with:
with this understanding person.
Customer: “I am looking for someone to design
This can be a subtle skill! If you would like to
a house.”
practise go to my website – www.pod.eu.com - and
Sales person: “Interesting; what sort of house
click sales. You will find more examples and also
are you planning to build...”
take the Farrer skills training challenge.
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