1. How have awards such as the Creative Enterprise helped to boost the publicity of Dash magazine?
Both the Creative Enterprise and the Deutsche Bank award have been beneficial for my business, it has given it credibility, a buzz and a little help on the financial side too. Publicity was mostly within London and the UK which was fantastic as it’s our target market. I’m honored to have won the awards, it proves that I’m on the right path with DASH Magazine and puts a smile on my face.
2. What was the main thought process when Dash Magazine was created?
Illustration and fashion have always been my biggest passions. Combining the two after my MA in Fashion Journalism came naturally to me, and with it I found and filled a gap in the market. During the extensive market research phase which included online surveys, interviews, SWOT analysis and other means of research, I realized there was a gap in the market and I got great feedback. There are hardly any other fashion magazines with such an extensive use of illustration. I found an investor which showed me that there are other people who believe in DASH. The DASH team is small but award-winning they are highly skilled, motivated and passionate.
3. What were the successes and challenges of setting up an international business?
DASH provides a highly stimulating visual experience, filling a gap and demand in the market for illustrated fashion content. Winning the Best Media Award 2011 in the Deutsche Bank Award, the Creative Enterprises 2012 award and the Creative Enterprise Award in international Business 2013 has been a great success. Since its launch in February 2012, DASH has built up a database consisting of over 7,000 contacts as well as great distribution channels and a social media following of 40,000.
It is challenging in these economically hard times, the big advertising companies and brands have become more careful and advertise much less than five years ago. Advertising dropped rapidly and drastically as it’s is difficult to get companies to trust your product. But as Terry Jones, Founder of i-D Magazine told DASH: “If you can do it in this economically hard time, you’ll be just fine afterwards.”
4. What does the future hold for Dash Magazine?
I’m planning to invest more in selling point promotions to target specific markets such as Brazil and China – as we just did in and around London for the winter issue. We will start thinking about the summer issue’s topic after fashion week’s craziness – I just got back from Poland Fashion Week. We continue sharing the love.
5. What is your top tip to fashion students and new graduates who want to build a business from scratch?
Get your business plan done, work hard, don’t give up and if possible don’t work alone.