Steve Villanueva is an entrepreneur with a history of success in multiple industries. And, like at least 40% of men, he’s also less than 5 foot 9 inches tall. Frustrated with clothes that just weren’t made to fit short men, Steve set out to find a better way to design clothing for this underserved market. The things he discovered in his research and the unique approach he’s taken with his brand, Otero Menswear, may surprise you. 

• Why not studying fashion in school may have given Steve an advantage;
• One reason even the most talented designers can fail when they launch their brand;
• One of the most important steps Steve took FIRST; 
• The cultural issue that drove their design concept;
• Why it’s not just about making things shorter;
• What Steve discovered about over 90% of men that helped his brand take shape--Literally!
• Why Otero’s business model is difficult for retail… And why they forged ahead with it anyway;
• The marketing challenges Steve wasn’t expecting;
• What he credits for Otero’s miniscule number of returns;
• Steve’s new strategy to change the retail game;
• And more!

For the full show notes, including links to the people and resources mentioned, head to the Successful Fashion Designer website!

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