entrepreneur(s) success stories
Entrepreneur Success Stories: The Story Behind Fashion Label Allude
ALLUDE | MUNICH | GERMANY
« Andrea Karg on the Success of Her Fashion Label Allude & How She Did It »
Fashion label « Allude » is another great example of an entrepreneur success story.
The German label offers great cashmere knitwear that looks totally different from what you would usually expect: modern and sexy yet at the same time elegant cashmere wear that incorporates the latest trends and comes in many different colors and shapes.
Allude's designs are well-being products as they make you feel and look good. Like Coco Chanel said: Luxury must be comfortable, otherwise it is not luxury. And, Allude is much more affordable than the other big names such as Maria di Ripabianca, Iris von Arnim, Brunello Cuccinelli and the likes.
Because we can not get enough of their beautiful dresses, sweaters, and cropped jackets, we have contacted Allude's owner and founder Andrea Karg for an interview.
Find out why she decided to start her cashmere fashion label when she had just graduated from law school and was working as a runway model. What were her motives, did she experience any set backs and what are her lessons learned on the path to success from the mere idea to the catwalks of Berlin, Paris and New York. Here is what she has told us. Enjoy!
How would you summarize Allude in one sentence?
Quintessential cashmere for the intelligent, sexy woman.
What inspires you?
As a designer you are never « off duty ». Creativity is a continuous process, which never stops. Inspiration comes from everyday life: art, family, music, and a cosmopolitan lifestyle.
How many employees do you have today and what is your role?
The core consists of 12. I am the CEO and the head of design.
How did it all start in 1993? Where did the idea for Allude come from?
it was very simple. I was looking for a sexy bodied v-neck sweater, which at that time as impossible to find.
Did you immediately decide to give it a try? If yes, where did you take the courage from?
Yes. I was completely confident, that if I was looking for modern sexy knitwear others must be too.
What did friends and family say ‐ since you had just graduated, some people must
have expected you to follow a typical lawyer's career? Was this an issue?
Not really. In fact I only communicated the idea when the brand was actually being launched.
How long did it take you from the idea to the launch?
One year.
Did you experience any struggles launching your business?
The most difficult part was to find a manufacturer.
Did you have any mentors?
My customers.
What was the most difficult point that you have had to overcome?
Before I started I did a lot of research anticipating next steps if the line was really successful. Growth for me is a step-by-step thing. Many companies grow too fast and don`t understand that it takes time to find the right person for the right job.
We understand that Allude was an immediate success. How do you explain this?
The perfect product at the perfect time.
What is your bestseller?
This season an A shape dress plus a lightweight coat.
Do you have a favorite item or collection?
Always the winter collection, thick coats, thick scarves.
Is there a signature design or color?
My favourite colors are all different shades of black.
What was the best (business) advice someone ever gave you?
Only spend money after you have really earned it.
Any lessons learned that you would like to share?
Believe in your vision and try to keep your independence (also financially).
What’s your advice for aspiring entrepreneurs?
See above, plus working hard pays off.
In your view, what does it take to become a successful entrepreneur?
A great idea, self-confidence, luck and lots of friends.
Isn't this another truly inspiring story about a young entrepreneur that successfully decided to pursue her true calling?
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