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Small Business School Nicole Miller on Small Business Schoollast update: September 2006 Nicole Miller on Small Business School|Nicole Miller on Small Business School Nicole Miller on Small Business Schoolgo to the homepageSmall Business School
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Small is indeed a relative term.
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Overview Transcript Case Study Video
Staying Small is a Strong Position
Small Business School

BUD: Having our own stores at Nicole Miller is a funny story.

I was fighting the idea of a fashion show – a runway show -- forever.

Nicole's argument was that department stores only get to see a few things.They only pick a few things.

My customers only get to see a few things that department stores pick out of my line. Nobody gets to see the range of what I do – I need to have a runway show.

My argument was a runway show was a waste of time – you'll be making things for editors that need to take a picture of a costume because if they take a picture of normal clothes -- where is the news?

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Transcript Segment #7
Nicole Miller on Small Business School
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Nicole Miller on Small Business School
1. Sell Happiness
2. Pricing is Art
3. Feed and Trust Your Instincts
4. There is No Place Like Home
5. Create a Win-Win
6. You Can Stumble into Millions
7. Staying Small is a Strong Position
8. There's Power in Partnerships
9. Multiple Sales Channels Work
10. Internship Programs Work
11. Make Organization Charts circular
12. It Never Gets Easy
Nicole Miller on Small Business School
Nicole Miller on Small Business School
Nicole Miller on Small Business School

Those are things that are nice to wear but there is not news.

They need to have some flamboyant thing – that's what they want the picture of and we will never sell it and we will go out of business. Back and forth we argued this. And finally Nicole said, “Okay, I want to show my whole collection – let's open a boutique.” And I said, “Okay, opening a boutique with a chance of making money in the boutique. It kind of makes sense.”

So we found a boutique on Madison Avenue, we opened a boutique. It was success from day one. It was terrific, it was great.

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