How to Succeed in Fashion Business: Success Story from the CEO of URBIQQ

URBIQQ, the social e-commerce marketplace, was founded in 2017 but has already become one of the fastest-growing American fashion startups. The main objective of URBIQQ is to bring together like-minded fashionistas and Small to Medium Business (SMBs) in a manner that is designed to feel more like a community and less like a marketplace. Founded by Levert James, URBIQQ has a lot that new fashion startups can learn from. We got in touch with Levert James to learn more about their journey and reasons as to why they have been so successful.

1. Back to the time you were only starting your fashion startup, what was the biggest challenge for you?
   The single biggest challenge is being a small fish in a big pond, with no name recognition, no brand awareness, no strong industry alliances, while attempting to establish a presence in a market with several dominate industry leaders.
   Additionally trying to establish a social network community that will help promote the fashion industry and allow like-minded everyday savvy fashion-conscious fashionistas share their unique style while providing an opportunity for sellers to share their boutique and eclectic fashions.  
   
   

2. What was the genesis of URBIQQ? What inspired you to found a fashion startup?
   My original inspiration was driven by the idea and challenge of creating a seamless and integrated shopping experience and to provide an online fashion community for everyday fashionistas by providing them an opportunity to illustrate their unique style. It would also provide a community marketplace for peer-to-peer interaction for like-minded fashionistas to gain the expert opinion on fashion and style by following the blogs and articles of trusted fashion experts.
   There is a range of opportunities for high-end well-established fashionistas to receive visibility and exposure since they have tons of loyal followers; it just seemed to me that there needed to be a forum where everyday fashionistas should be able to showcase their unique style. From this idea, URBIQQ was born to provide a social community for everyday fashionistas to have organic and authentic experiences and connect with like-minded individuals to share fashion thoughts and ideas.
   
   

3. What is the overall vision of URBIQQ?
   The overall vision of URBIQQ is:
   a) Build an integrated globally connected like-minded fashion savvy Community to transform and personalize the shopping experience
   b) Capitalize on the explosion of visual content, in a merchant agnostic environment, that could disrupt the retail ecosystem and change the online shopping experience.
   c) Enable an organic and authentic online experience through a relationship-based interactive Community where fashionistas can establish peer-to-peer interactions and connections with like-minded fashionistas from across the globe.

   In the fashion industry those that take the risk to lead the way for others to follow.

4. Could you, please, name 3 things that made you the person you are today - successful CEO of a fast-growing fashion company?
   Innovative – Being able to think outside the box then bring together a unique insight and an ability to see things from a perspective that is different than what is currently being done. In an ever-changing fashion industry, you either innovate or you get left behind.
   Dynamic – The only constant in the fashion industry is change. Understanding change and being able to adjust and adapt to current trends is critical.   
   Risk Taker – Being willing to take on challenges that might be totally out of your comfort zone without being afraid to fail. In the fashion industry those that take the risk to lead the way for others to follow.
   

   The only constant in the fashion industry is change. Understanding change and being able to adjust and adapt to current trends is critical.

   
   

5. When you come up with new business ideas, how do you know if it’s going to be a winner? What do you listen to first: your heart, your brain, or your gut?
   If I knew the answer to this question, I would have already started the next Amazon.  Seriously, I don’t think you ever really know if your business idea is going to be a success. While there are lots of templates and formulas out there that will allow you to brainstorm and design your new business ideas, it always comes down to two very basic things (1) luck and (2) execution, execution, execution. You can’t plan for luck, you just have to be at the right place at the right time with the right idea, but you absolutely can plan the preparation and execution aspects of your business ideas.
   To effectively do this, it requires you to listen to your brain, your heart, your gut, and pray for divine intervention. I tend to listen to my heart and, man, I’ve been heartbroken many, many times. But at the end of the day, I had no regrets because I understand why I did what I did.
   

   You can’t plan for luck... But you absolutely can plan the preparation and execution aspects of your business ideas.

6. What is your winning formula?
   As it relates to a winning formula, the most important thing is to believe in business idea and be willing to do whatever it takes to be successful. Your commitment and conviction will be on display for others to judge. If you are not committed, it is virtually impossible for your to convince someone else to be committed. Then sometimes, you have to fake it until you make it… Just do it with commitment.
   

   The most important thing is to believe in business idea and be willing to do whatever it takes to be successful.

   
   

7. What is your advice for young aspiring entrepreneurs and small fashion brand owners starting out and facing tough setbacks?
   My advice would be to not allow industry dominate forces intimidate you. Instead, leverage the fact that you are not constrained by bureaucracy to often inhibits those dominant forces from being adept at change. Instead of trying to compete to their strength, a battle you will never win… try to discover a niche and play to their weakness.
   The fashion industry is ever-changing; it is virtually impossible for dominate forces to react to those changes in a timely fashion. If you are able to exploit that window then you will be able to carve out enough space for you to get your business off the ground.
   The mistake many entrepreneurs make is assuming since I have discovered a niche then I am safe. Far from it, if that niche generates any significant amount of revenue you can almost be assured that those dominate forces will quickly replicate and expand on that niche.
   Therefore, you have to constantly be looking for the next thing then the next thing; it’s an ever evolving process being a small entrepreneur allows you to take advantage of those evolving changes.
   

   The fashion industry is ever-changing; it is virtually impossible for dominate forces to react to those changes in a timely fashion. If you are able to exploit that window then you will be able to carve out enough space for you to get your business off the ground.

   
   

8. Do you have any memorable experiences that came from failures?
   As for memorable experiences that came from failure; everything takes 10x longer than you think it should and I would also say don’t try to compare yourself directly with the dominant forces in the industry. While it is ok to peek at what they are doing, it is more important that you understand what they are not doing, and then create a niche for you to operate in. Keep in mind that Amazon didn’t become Amazon overnight… it took millions of dollars and multiple years; just stay in your lane and you will be fine.  

   Keep in mind that Amazon didn’t become Amazon overnight… it took millions of dollars and multiple years; just stay in your lane and you will be fine.

9. What are your objectives for the next 12-18 months? Utilize the power of community, to enable fashionistas acquire a broader depth of knowledge about the latest fashion trends and to share their unique styles. We want to create a fashion knowledge hub. To do so, we will focus on creating a community of fashion enthusiasts. Our platform will serve as an opportunity for people to share their fashion sense, ideas, and knowledge as well as post pictures of their own designs with an aim to get feedback from the like-minded fashionistas. Additionally, by providing an opportunity for sellers to exchange fashion ideas and curate images, the platform will serve its purpose of being the place where people will purchase the curated items. Assist up and coming fashionistas understand fashion trends through various articles posted on the blog. Our blog content, along with product reviews and feedback, will enable the fashionistas better understand the fashion industry.