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WHEN HANDBAG maker and wholesaler, Gisele Lao, started Dream Bird Inc. less than a year ago, she was confi dent that even in a recession, custom- ers would buy handbags because they can’t do without them. “It’s a bad economy,” she says. “No- body is doing well. In this economy, people will go for necessities. We saw it as a big market.” Both old customers and young ones need what she sells. “A lot of peo- ple, regardless of age, all go after the fashionable things,” she says. “That’s why we decided to enter this business.” The opportunity, as Lao sees
it, is to offer a unique product in a crowded marketplace. For Dream Bird, that means unique styles: 200 different styles of handbags, and counting. “We design them,” says Lao, and “we have our own in-house designers.” But handbag designs, even new de- signs, need to stand out. And for that, Lao has a strategy. “Our designs are a mixture of eastern and west-
ern culture. We’re Asians, but we have been here for a long while. We know what is going on in the U.S. market and in the Asian market. So we’re trying to combine them. Some people are excited about the exotic designs, while others really love local things. So we’re trying to mix the cultures together.” The product is designed in
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America and produced overseas. New styles are made in sample batches, tried out, and then more are ordered if the style looks likely to succeed. Where do the design- ers get their ideas? “Sometimes it is just sudden inspiration,” says Lao. “Sometimes you just need to do research.” That research includes going to trade shows, listening to customers, and paying attention to the trends. For example, apparel is a leading indicator for handbag mate- rials, Lao explains. If lace is looking like a coming trend in clothes, for example, lacy materials will likely soon appear in handbags. Dream Birds seeks to
increase demand for its generally mid price point product. To that end, it uses traditional marketing tools like trade show attendance,
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