Questions for Allison Andrews
A fashion enthusiasts named Aylssa from Orange County had questions for me and I want to share them with you:
“Thank you for taking the time to respond to my email. I am actually
very interested in hearing a little bit more about your career path if
you have the time…As I said before, I studied mainly fashion and event planning in
school. Although I have had work experience, I also graduated fairly
recently so I feel that I am just now beginning the start of what will
eventually become my career. Before I make my next move, I figured it
may be helpful to hear thoughts from others who have already been
through this.”
Alyssa: How did you first break into this industry?
Allison: Break well I actually broke last year during Fashion Week San Diego. BUT lets leave that… I got my start while working at Neiman’s and attending FIDM (Fashion Institute of Design and Merchandising). I saw colleagues/ friends opening stores and or starting businesses that had some “things” that could use tweaking. There was areas of their businesses that could use some attention and I offered to give that attention in return for jeans (trade). Finally one day I had a closet full of jeans and realized I had something that was profitable (hopefully) and marketable. I then took the big step and said good bye to a job I loved and hit the pavement selling myself and a new service. It was tuff in the beginning to get the first paying client, but after the first they started calling me.
Alyssa: Did you begin working somewhere else before creating APA Consulting or did you always know
that this was what you wanted to do?
Allison: I was working and going to school and had no plans on APA it just happened and fell into place. I didn’t have a business plan when I started (which is crucial) and had to work a little backwards. I actually wrote the business plan for APA Consulting five months after start and since have adjusted it several times. A business plan is a road map everyone needs- you don’t have to stay on the path as long as the other roads get you to the same place.
Alyssa: What advice can you give in terms of networking in San Diego and/or Southern California? Also,you said you grew up in the Orange County area as well, I am curious as to why you decided to run your business from San Diego… have you
found there are more advantages/opportunities down there?
Allison: I was here in school and begun my business here. My home is here and my other home in OC so I feel I have a foot in each city. There are advantages to San Diego. We have a downtown district, but it is still a small city after a year you will know everyone in your circle of interest. I would not say there is more opportunity here, I just had the network here to sustain my creation of APA Consulting. I’m actually in OC every month if not more now.
Alyssa:How did you become involved in SDFW?
Allison: San Diego Fashion Week was something I knew I had to do and wanted to do. After having the preliege to attend several other Fashion Weeks in the US, I knew what I loved about them and what I dislike about them. Along with studied my colleagues reviews.
San Diego for years has been this growing lil city- it’s like the little steam engine that could. We all see where the city is and where it could go. It just is slow moving. I saw the opportunity to give the city it’s own Fashion Week. If El Paseo, Dallas, Detroit and Phoenix have one- why not San Diego? After a year of letting my thoughts gather, collecting data from potential sponsors and peers- I felt confident to go charging ahead and make it a reality. The event itself was spectacular and a success, the business of Fashion Week San Diego was extremely tuff as most first year events are. Many of FWSD hard factors- were: election year, crippling economy, inadequate PR, disruptive participants and an injury. We had one of the best teams of volunteers and staff any event production can ask for - that was another huge part of the success of FWSD. The best part is it happen and was a great show- and not the last! From this I have gained priceless knowledge, connections, respect and experience. The next one will be a breeze after the first in 2008. I get a lot of satisfaction knowing I did the impossible and was the first to do a Fashion Week in San Diego (let alone the world’s 1st bi-national one) and rise to the challenge at a young age. First time events are always the hardest.
“I’m sure any advice or input you could give me would be very helpful.
I really appreciate all of your help!”- Alyssa
I love being asked these Questions and hope this insight might be useful to any that need it or just a fun read.