The ability to converse and communicate effectively is one of the key factors to being successful in any position you hold in the fashion industry. Business networking (or rubbing elbows, if you will) allows a person to build new relationships, generate career opportunities and job leads. No matter what type of business function you are attending, be it a cocktail reception, seminar, conference or any other type of networking function, you need to master the fine art of working the room.



While walking into a room full of strangers can be daunting, the last thing you want to do is cling to the person who accompanied you or not be able to get up the nerve to speak to anyone else in attendance. When you attend a business function, you are being given a wonderful opportunity to meet an array of different people who are in the same room, at the same time. So how do you most effectively maximize this opportunity? Using my three-pronged work-the-room approach (before, during and after the event) will help you network like a pro. Remember standard business etiquette always applies.


Before the event

  • Dress Impressively. How you present yourself is everything. You will be meeting people who you may be asking to help you in some way, so looking the part will give them more motivation to want to assist you. You should wear something equal parts business and fashion and make it notable.


  • Boost Your Confidence. Confidence is only going to help make your networking function a success. Remind yourself of your top three career accomplishments, emphasize your best physical features, work out or do whatever it takes to give yourself that extra sense of self-assurance before you walk out the door to go to the event.


  • Prepare an Elevator Pitch. An elevator pitch or personal branding statement (PBS) describes what you do, what makes you unique and what you can offer in 10-15 seconds. Make sure it will peak someone's interest enough to want to hear more both at the event and at a later date.


  • Prepare Conversation Starters. Preparing conversation starters ahead of time will allow you to effortlessly ease into dialogue with other people at the event. Armed with ice breakers such as, "I don't believe we've met, I'm so and so" or "I'm sure we've met before, I'm so and so" or "Great event, have you been to one before?" will allow you to approach people easier.


  • Bring business cards. Don't forget to bring enough business cards with you so you won't run out. It is unprofessional to attend a networking event without them and it doesn't look good if someone asks you for one and you do not have any. And answering that request with, "They are being made," just doesn't cut it. It's not only a letdown, but shows unpreparedness on your part. If you are unemployed, either get business cards made or make them yourself describing in five words or less what you do.



    • During the event

  • Check your coat. Holding onto your coat suggests that you are on your way out or aren't going to be staying long, which all leads to a non-serious demeanor. So be sure to check your coat, tote bag or briefcase so that your hands are free and you are not jumbling when you exchange business cards or interact with others at the event.


  • Introduce yourself to the host/hostess. It is always good to get to know who hosted the event. Offer them a compliment on how well it was put together or how delicious the food is and you'll be sure to get an invite to their next function.


  • Scan the room for people you may know. It's always easier to speak with people you know at the event first before moving on to those you don't know. Scope out the room and see if anyone looks familiar. Once you speak to them, you'll feel more courageous to introduce yourself to new people.


  • Relay your elevator pitch. Do not go into your elevator pitch as soon as you meet someone; you need to work into it after you make initial small talk and feel the conversation is at the ideal point of doing so. Remember you are there to sell yourself, not your company (if you are employed). People do business with people whom they like and trust, especially when dealing with people from other countries. Once the trust has been built, business deals can be made and jobs can be offered.


  • Ask people about themselves. Everyone loves to talk about themselves. It feels good to be able to boast about what we are doing or what we have accomplished. Show genuine interest in what the person you are conversing with says and ask probing questions. As they are speaking, think about how they can help you in your career and how you can assist them.


  • Don't talk to one person for too long. Chances are the person who you are speaking to is also interested in meeting other people at the event, so be sure to give equal time to different guests throughout the course of the event. Politely excuse yourself by saying, "It was a pleasure to meet you, I just saw someone that I know that I'd like to speak to" or "Please excuse me, I need to use the restroom." Remember to get their business card before you leave if you see any potential. And it's always a good idea to jot down a note or two on the back of the business card to help you remember them so you can follow-up effectively.



    • After the event

  • Follow up immediately. You should follow-up with the people that you met at a networking function within a week, be preferably within 1-3 days. Tell them how much you enjoyed meeting them and reiterate what you have in common. Repeat again how you feel you can best work together. On occasion, send them an interesting article or tidbit that relates to what they do. Showing your interest in them will hold their interest level and only help to build your new relationship together.

    • The above article is a partial excerpt from the book, "The New York Fashion Industry Survival Guide" written by Lisa Springsteel, which will publish next spring. Lisa Springsteel has spent the past fifteen years working in the fashion industry in New York doing global fabric sourcing for such designers as Ralph Lauren, J. Mendel and Marc Jacobs. She is currently managing partner of Competitive Edge Consulting Associates, Inc. She offers tailored, one-on-one fashion career advising services and programs, such as "Breaking into the Fashion Industry" and "Freelancing in the Fashion Industry" and much more. She can be reached at lsprings@cecausa.com or (646) 368-9364.