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vfish clothing line thrives despite industry-wide economic hardships

Oct '08
An elegant, contemporary women's clothing line has recently launched its operations in Chicago. vfish, a label that prides itself on being up on the current, cutting-edge styles, provides women with endless fashionable options at affordable prices.

During a time when small businesses, boutiques, and designers are downsizing or closing, the vfish brand has grown their distribution to over 360 specialty women's boutiques nationwide within 12 months.

With only a vision and no formal design or fashion experience, ex-New York Bronx schoolteacher Mandy Moise and her entrepreneur husband, Tal Moise, who oversees vfish's strategic direction, relocated from New York to Chicago to launch vfish in August 2007.

The focus was clear: encompass the essence of femininity through current, cutting-edge styles delivered with the highest quality at a reasonable price.

Launching a business in an economic downturn led vfish founders to build their strategy based on the buying behaviors of consumers during past recessions.

Mandy Moise states, "vfish delivers a high-quality product and serves as a lower-priced style for higher-end boutiques and reasonably priced style for lower-priced boutiques." The strategy has allowed vfish to experience growth in multiple markets.

Tal Moise states, "Customer service has been a key element in our growth; we take great efforts to ensure that clients view us as their partner.

Additionally, the industry as a whole has noticed that buying trends among specialty boutiques have changed in this economy.

Rather than purchasing products 4-6 months in advance, boutique owners now prefer a just-in-time approach to managing their inventories. Careful planning has allowed vfish to meet these demands of our boutique clients."

"In a city where the fashion scene is still emerging, vfish has found many great Chicago resources," says Mandy. "With multiple schools of design based in the city, there are several young and talented aspiring designers, however, there is a limited number of clothing lines in which these students can learn the business."

vfish is constantly evolving to suit a variety of lifestyles and wardrobe needs. From classically elegant silk dresses to everyday versatile knit dresses and sporty chic outerwear, each season the brand interprets the latest trends and adds their own touch to create a signature look at an affordable price. As a tribute, each piece is symbolically named after a woman in the designer's life.


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