Christine Chang
Business Coach / Art Director / Designer
Venice Beach, CA
www.christinechangwork.com
instagram @byboyandgirl
instagram @bychrischang
Q What do you do?
“I work with both new and existing brands, primarily apparel.”
For new brands, people come to me with just a concept and I help them bring it to market – everything from the design, fabric sourcing, production, lookbook and yes that includes the millions of details in between. My expertise is for brands who want things made here in LA. That being said, I work with clients who are located all across the country.
For existing brands, it can be anything from putting together a wholesale business strategy, to editing an existing collection, sourcing new fabrics, art directing a new lookbook, merchandising collections, and/or general guidance for ok this just happened what should we do now?
Q What steps did you take to get to where you are now?
I’ve been in the retail biz for almost 20 years. I learned the ground in my previous life as a Buyer for Ralph Lauren, ABC Home, Nike. I always wanted to start my own company so I got a MBA at USC to really understand the business side of things. My focus was on branding, marketing and sustainability.
Then I launched my kids clothing line, boy+girl. I did everything from the design, sales and production right here in LA. Barneys New York wrote my first purchase order 6 months and the rest is history. The brand grew to women’s and men’s apparel and was carried in 50 international and domestic retailers as well as my own brick and mortar store.
Q How do you stand out in your field?
I have both a corporate background plus years as an entrepreneur. So I get the game from both sides. I understand the pain points and goals of big brands and small independent ones. If you’re a small brand, you’ve gotta hustle and you’ve gotta know where to step. I use my real life experiences to help navigate my brands.
Q What are you working on right now?
I just finished designing a men’s apparel collection and art directing its lookbook.
I’m also taking a new brand through the sampling process; right now I am looking for fabrics and working with a local LA sewers to complete their first samples.
And lastly, helping a client curate a new collection for their retail store.
Q What’s your style?
If you’re asking me for 6 words they’d be:
Japanese textiles skate lifestyle California vibes
Q Out of all your slashies, which one do you wish you could do more often?
I love working curating interiors. In my past life, I was a buyer at ABC Home so I love looking at furniture, textiles, flatware, tiles, anything design, and décor.
Q What is frustrating you right now?
Social media algorithms
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Definitely packing and shipping! I always have a stack of boxes that need taping, labeling and UPS-ed!
Q What do you wish you could have told yourself, when, and why?
Having a business is a really emotional experience with so many highs and lows. You’re working so hard it’s like a continuous marathon you can’t stop running. I’d love to go back and tell myself to really celebrate all the successes and not take the setbacks so hard. There are always solutions.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’ve always been really interested in sustainability and what that means in our fashion industry. I’d love to really get into the nitty gritty and learn about the textile production cycle starting from thread creation.
Q What kind of opportunities/projects are you looking for?
I love working with both new and existing brands and businesses!
Q Describe your ideal job/client/collaboration.
My clients and I have a lot of respect and trust with each other. They are open to hearing my advice and giving me a lot of free reign to do what I do. At the same time, it’s their project so ultimately I am here to support their vision and I respect that.
Q: What is your rate?
I work with most of my brands on an ongoing basis throughout their brand life, but here’s a few examples of specific projects:
Weekly business ‘therapy’ sessions for everything from wholesale strategy, work flow calendars, lookbook creation/direction, to answering issues arising from the state of your business: from $775/monthly
Q How should someone approach you about working together?
Send me an email through my website and let me know what you’re working on. From there we can set up a time to chat and figure out how best I can support you.
Q Who is a creative you admire?
Currently I’m scrolling:
@lailacooks for transforming food into art
@the_addresses for where I want to liv
@moga_almeri for a pick me up
@unalourose for fun branding ideas
Q Oh! and… how do you stay creative?
Cooking and traveling.
This member profile was originally published in April 2022.