a business model for a fashion company
rethinking business practices
How fashion came into the story
There were many Easy Town stories before the story you’ll find in the book series. And in every story, Alice had a personal fashion designers.
Not because she is particularly vain, but because she recognises that the way someone dresses can be used to convey who that person is, and even what that person wants.
The only problem with that is that Alice doesn’t like shopping. And so Alice got a fashion designer who takes care of her outfits.
Hachiro seemed to get her very well. His outfits for her balanced elements of ease and casualness with elements of strength or stubbornness.book 2/1, travelling, Buenos Aires
The idea for dot.international came up by chance while I wrote a scene where the business teams discussed businesses for the town.
But more generally, the idea for dot.international at the very least owes thanks to Naomi Klein.
I read No Logo during my studies, and it’s thanks to this book that the fashion industry is on my radar.
If you are interested in joining the future dot.team, get in touch.
About this collection
This collection starts with the main extracts about the business idea for dot.international and a few additional thoughts on the principles behind the idea.
Part II is a collection of the scenes from book 2 where the fictitious dot.international and Hachiro, the co-head of dot.international, and his designs come up.
Part III contains extracts from book 1 on two business practice ideas which could be included in the business model for dot.international: job shaking and price per task.
dot.international is not a style.
It’s a statement.
A statement for the dignity of every human being,
and for the future of our planet.
notes on dot.international
main extracts and thoughts about dot.international
- Brainstorming for town businesses, book 1, week 3
- dot.international, book 2/1, Australia
- dot. international principles
extracts from book 2, travelling
book 2/1, travelling
- Urns, San Francisco
- Hachiro, San Francisco
- A show of respect, South Africa
book 2/2, travelling
- Who do I want to be? China
- dot. in China?
- Jesse, Australia & Romania
- The prince and the queen, Russia
additional extracts from book 1, beginning
- Job shaking
- Price per task
extract from book 1, beginning, week 3
‘So, are we going to have a fashion brand or not?’ Fi asked with a broad smile.
‘Something like it,’ Alice replied. ‘I’d love to have no brand, no name. But I guess that wouldn’t work. And to call it no name seems silly. Though, what if we put the names of the designers and workers, the actual people behind the shirt or jacket, on the label, and use a symbol rather than a name as the brand, like, for example, a dot?’
‘A dot,’ Fi murmured. ‘Maybe we can add a sound or snapping with your fingers to the name. Indicating that dot is a symbol or sound, not just a name.’
‘Or stabbing the air with your index finger,’ Seth said.
‘And all that for a single town?’ John commented.
‘Well,’ Alice said thoughtfully, ‘we could open the idea to others. Maybe dot. could become a melting pot for any fashion designer who is fed up with exploitation, and who’d like to try a new business model.’
‘Not bad,’ Fi said. ‘Fashion designers from everywhere could come together, and dot.international could serve as the umbrella company for all of them.’
‘And if we have designers from around the globe,’ Seth said, ‘we could also have dot.workshops around the globe.’
‘Wow, yeah,’ Lucy exclaimed, ‘and we’ll present all designers on one dot.international website—’
‘—and people can order fashion from everywhere on the planet—,’ Isabel said.
‘—but the clothes would be produced locally,’ Fi finished the sentence.
‘Yes, in your local dot.workshop,’ Lucy beamed.
‘Wow,’ Alice said. ‘Offers from around the world, produced locally. Brilliant.’
‘And to order,’ John said.
‘What do you mean?’ Lucy asked, looking puzzled that John didn’t seem to oppose the idea.
‘We only produce when we have enough orders for an article.’
‘Excellent idea,’ Alice said. ‘We could even go so far as to adjust the price if more orders than required come in.’
John grimaced, but in a friendly way. ‘And I thought I could get away with helping us make a little more money than strictly necessary.’
Alice chuckled. ‘Maybe you’ll get away with it sometimes. As a little treat.’
‘I’ll remind you,’ John returned with a smile. ‘All right, to summarise: our fashion label will be called dot.international with a snap or a drum or a stab of the finger to indicate just how creative we are.
Everyone chuckled and John continued: ‘We’ll be open to any designer who doesn’t want to exploit anyone or anything, and who is fine with creating at least some wearable items.’
‘Nicely put,’ Lucy commented and John went on: ‘We’ll ask some of these designers to work with our town people to create a special everyday collection for our towners. This collection can be produced by other small businesses if they have qualified for our seal. And probably not lastly, all articles sold on our website require a minimum of orders. Which means the workshop in New York will only start producing if a minimum of orders have been placed from New Yorkers. Which might be OK, because we are selling high quality, moderately priced, and nonexploitatively produced and traded goods.’
John frowned and added: ‘It sounds good. I give you that. But I’m still not convinced.’
book 1, beginning, week 3