What motivates millennials? How intersectionality shapes the working lives of female entrepreneurs in Canada’s fashion industry

Figures & data

Table 1. Key tasks for independent fashion designers.

Creative and design-related tasks

Professional and business-related tasks

Develop brand aesthetic Plan seasonal collection(s) and product ranges Trend forecasting Sketching and visualising designs and developing specifications (i.e. colour schemes, construction, materials) Sourcing, selecting and buying fabrics, trims, fastenings etc. Produce patterns / grading Cut and sew samples Manage fit and other technical specifications Produce collection individually or oversee out-sourced production process Solicit, evaluate and incorporate customer feedback (creative issues) Develop marketing campaigns and promotions including ‘lookbooks’ and creative collaborations Show collections at trade fairs, fashion weeks, show rooms and other events Undertake training to improve skills

Develop and manage business plan Accounting Pricing Manage production process including supply, costing and manufacturing Negotiating with suppliers Produce and disseminate sample cards, ‘lookbooks’ and order sheets Manage distribution process across online outlets, retail shops, stockists as well as shipping and logistics Developing and managing promotional campaigns including working with the media and intermediaries Select and participate in trade fairs, fashion weeks, show rooms and other events Solicit, evaluate and incorporate customer feedback (business issues) Marketing and branding of collection(s) Produce and monitor profiles and dynamic content across social media platforms (websites, blogs, Instagram, Twitter, Facebook etc.) Undertake training to improve skills