GENERATION OF DREAMERS
In 2010 I launched my first micro business Generation of Dreamers, an apparel & art concept brand. Within the first three years, the e-commerce-based brand was featured in boutiques in New York City, Boston, Los Angeles, Japan, and the UK. The brand hosted numerous pop-up shops in various cities and has been worn by several artists including ASAP Ty Beats, King Los, Skyzoo, and Dizzy Wright.
I designed the apparel and work with domestic and international manufacturers to produce the apparel. In some cases, I personally produced (sewn) pieces.
Generation of Dreamers was a solopreneur ran apparel & art concept e-marketplace retailing custom art, varsity jackets, t-shirts, and accessories
- Lead and managed the entire product development process for cut & sew apparel brand from initial market research, technical design, and graphic design to coordinating production with domestic and international manufactures
- Implemented strategic e-commerce site redesign to improve brand messaging, engage new users, and improve conversion rate. Resulted in 10% increase in AOV (average order value), 12% increase in visit duration, and 3% decrease in bounce rate
- Executed digital, guerilla, and influencer marketing strategies utilizing landing pages, digital advertisements, video look books, and other creative activations
I realized that I liked the business of fashion more than fashion itself. I became passionate about learning business management and product management. After the third year, I shifted from operating the brand as a fully functioning business to a real-time, hands-on learning & development tool for myself. I watched a number of friends and family graduate from college with business degrees but struggle with launching their own ideas. So instead of finishing my degree at that time, it made more sense to invest that money in my own business and learn by doing. Nothing beats tacit knowledge!