I saw this at Business of Fashion. I don’t think I could ever get tired of news about Benjamin Bixby. A lot is riding on his success. I feel like he’s the first rapper to legitimately break into the high-end fashion world. Sean John OR Rocawear do not count, not by a long shot. But will the high-end fashion world accept him? I hope so.
Andre says that he has learned that merchandising is, by far, the most important aspect to get right in a new fashion business. “It’s like medicine,” he quipped. “You need to wrap it up in peanut butter to make it appealing.”
He went on to talk about the importance of getting the collection assortment right — balancing the items that will bring people into the stores with the things that they will actually buy. For a newbie in the fashion business, he seems to have picked things up pretty quickly.