Building a Brand: From Graduation to Global Success

Demitra Petsa, a Greek fashion designer, started her brand DePetsa just a year after graduating from Central St Martin's University. She gained celebrity attention by creating a wet look technique that made garments appear wet. Celebrities like Shakira and Kim Kardashian wore DePetsa designs, boosting brand exposure but not always resulting in immediate sales. Despite the challenges of financing and self-promotion, Demitra slowly built her brand from her living room, relying on word of mouth and social media. As the brand grew, she faced the difficulty of juggling business and creative responsibilities. With mentorship and support, Demitra participated in London Fashion Week and expanded her team. Appearing at Fashion Week and showcasing in showrooms helped her attract buyers from retailers like Selfridges and LSTC. While the wait for payment from retailers can be lengthy, direct-to-consumer sales provide a steady income stream. Depetsa aims to continue growing, expanding into new territories while focusing on brand awareness and engagement.