The one thing that is certain - both the fashion industry and politics are unpredictable.
It seemed like the fashion dream-come-true for Chicago based designer Maria Pinto. Her fashions were being seen everywhere -- in the newspapers, on TV, even at the Democratic National Convention. The future first lady Michelle Obama had selected the designer as her go-to wardrobe choices during her husband's run for the presidency. Whether it was the teal dress worn at the convention or the red dress she sported to meet the Bushes on their way out of the White House, Mario Pinto style had arrived in Washington.
So it was incredibly surprising when a "closeout sale" sign was posted in the window of her Chicago store in February. The strain of the recession and the inability to expand beyond her loyal Chicago following had ended the business. Of course, Ms. Pinto admits that she made some rookie startup errors in financial management and general operations that hurt the budding brand.
The nail in the coffin came after the introduction of the spring 2010 line in New York last fall. The rave reviews came in, but there were no orders to follow. Buyers had shied away from her higher price point items -- between hundreds and thousands of dollars per ensemble. The brand just couldn't outlast the current trend to budget friendly fashion.
Lesson to be learned -- even the best of press won't help you if you can't adapt quickly to the changing market.
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