Surviving the Game

Many new companies as well as old are struggling to make ends meet in this rough economy. But, is it all bad? A recent interview with clothing company, Five Four, was quite an insightful look into the current state of the fashion industry and its future, for better or for worse.

Experiencing a plummet in orders resulting from the bad economy last fall, the company devised a new game plan to stay afloat in these times of economic crisis.

Knowing that only the agile would survive, Mr. Murthy and Mr. Izquieta worked quickly last fall to save their seven-year-old company. The line of $500 coats was out. They decided the new price had to be below $200.

Some may look at the current state of the economy and think, “How can my company survive in this?”, but there is a plus side. The benefit of shakeups like this is that it challenges the normal. Luxury is a passing fade, and soon the retailers that sell absurdly priced sweaters are going to figure out that the days of hapless spending are numbered.

This means that room will be created for companies and clothing lines that sell, affordable, and quality products. This expanse created due to the economy is in fact allowing much more freedom for companies on the come up, like ourselves, to really make a lasting impact in the market with less start up funds, and more quality clothing. While many companies contemplate their financial futures, those with a passion for what they do and the ingenuity to make it will come out of this horrendous period with battle scars and a name that is lasting and a testament to the love they have for what they do.