Student establishes website apparel business
When Antonetta M. Savoury, a junior Textiles and Apparel Studies major, took on a fashion entrepreneurship project as part of her Quantitative Merchandising Inventory Analysis course, it turned out to be more than a class assignment.
She actually started a business.
Ms. Savoury – a native of Philadelphia who later moved as a teen to Middletown, Del. – transcended the classroom experience by launching her own internet-based Antonetta Marie Luxury Street Wear business.
Inspired by her own aspirations as well as the course requirements, Ms. Savoury designed and developed her own fashion clothing and accessories lines, created a business plan, and registered both her business in the State of Delaware and her brand name.
She also launched a website – www.antonettamarieluxurystreetwear.com – where customers can shop for 18 fashion clothing and accessory items. Her website notes that “Antonetta Marie is an online boutique that specializes in unique runway-inspired fashion for the everyday consumer. We cater to celebrity clients as well by providing personalized fashion styling for special events.”
“I have always desired to be a big player in the fashion industry and to create a legacy/empire, as well as make my family proud,” said Ms. Savoury, who is also minoring in Marketing. “I also want to provide high-end, luxury, designer fashion for everyday people.”
To make it happen, Ms. Savoury has partnered with Printful, a company that takes her fashion design template, provides the clothing or accessory material, and produces the fashion product that then gets shipped to her customers.
This semester, Ms. Savoury is taking a Merchandising Assortment Planning and Buying course, through which she is learning more about developing, promoting and advertising her company/brand. This has helped her create promotional materials such as brochures, refrigerator magnets, newspaper advertisements, and social media ads to help her business.
Dr. Damayanthie Eluwawalage, assistant professor of Textiles and Apparel Studies as well as instructor in both of the courses, said she is proud of what Ms. Savoury has accomplished.
“She is laser-focused on her purpose, and a great example of the value of productive interaction between a student and a teacher,” Dr. Eluwawalage said. “As a teacher, my primary objective is to navigate and motivate my students to achieve their life missions. Success stories like Antonetta are the ultimate reward.”
Ms. Savoury, who is slated to graduate in May 2021, said after receiving her diploma she plans to continue growing her business. She added that she would also like to become a buyer for stores like Nordstrom.