AICI GL BAL
BUSINESS DEVELOPMENT EDITION
BUSINESS IN THE TIME OF CORONA FEATURE
UPCOMING BUSINESS DEVELOPMENT TRENDS BY ASHWIN DEWAN
MEMBER SPOTLIGHT:
ZOHRA BENA ALSO INSIDE: INSIGHTS TO START A NEW BUSINESS
INNOVATION & INSPIRATION FOR IMAGE CONSULTANTS TEN MUST-READ BUSINESS BOOKS
APRIL 2020
Prevent the spread of COVID-19 in
7 STEPS 01
Wash your hands frequently
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Avoid touching your eyes, nose and mouth
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Cover your cough using the bend of your elbow or a tissue
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Avoid crowded places and close contact with anyone that has fever or cough
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Stay at home if you feel unwell
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If you have a fever, cough and difficulty breathing, seek medical care early — but call first
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Get information from trusted sources
SOURCE: WORLD HEALTH ORGANIZATION 2 | April 2020 magazine
EDITOR’S NOTE 2020
AICI BOARD OF DIRECTORS
SEE YOU ON THE OTHER SIDE, STRONGER, BETTER, AND WISER! The world is in chaos, and we are experiencing a time that we have never seen before in our generation. COVID-19 or Coronavirus has
President Ferial Youakim, AICI CIM Past President Riet de Vlieger, AICI CIP Secretary Gail Morgan, AICI CIP Treasurer Marilyn Neel, AICI CIC VP Human Resources Lilian Bustamante, AICI CIM VP Certification Ana Cheong, AICI CIP VP Education Shanna Wu Pecoraro, AICI CIP VP Business Development Maria Pia Estebecorena, AICI CIP VP Conference Mia LaMotte, AICI CIC VP Marketing Fernanda Luchesi, AICI CIC VP Chapters Alheli Valerio, AICI CIC Executive Director Gigi Jaber, MBA
caused a worldwide disruption to our lives and forced us to move to
AICI HEADQUARTERS 1000 Westgate Drive, Ste. 252 St. Paul, MN 55114-1067 Phone: 651-290-7468 Fax: 651-290-2266 www.AICI.org
into developing and rebuilding your business. The times are challenging;
Comments about the magazine? editor@aici.org
#WeAreAllAICI
different ways of being, living, or working, including our businesses. Yes, it has caught us off-guard. We worked hard to build our businesses, and suddenly everything has changed. We are all asking, “What should we do now when everything is uncertain?” At AICI, we continuously strive to do our best to help our industry and members across the world. I'm proud to say that my incredible Editorial team has brought you an edition on business development. In this edition, you can learn new business development trends to watch out for from entrepreneur and business strategist, Ashwin Dewan. These trends are essential now more than ever. Carrie gives insights on how to start a small business, deriving from the journey of two successful image consulting business owners. Lenore shares a few modern companies and applications that can help you go online. And Monica brings you a list of books to read and learn business development lessons. We are also bringing some inspiring stories of our members in the member spotlight and certification drive section. My team and I genuinely hope that you will find some great insights let's utilize it to invest in ourselves, to grow, adapt, and pivot in our lives and our businesses. Let's come out of this challenge, Stronger, Better, and Wiser!
SONIA DUBEY DEWAN, AICI CIP Editor-in-Chief
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PUBLICATION CREDITS
Issue 27 EDITOR IN CHIEF Sonia Dubey Dewan, AICI CIP
ASSOCIATE EDITOR Maria Monica F. Prado Rooja Desai
BUSINESS EDITOR Carrie McConkey
FASHION EDITOR Lenore Aguilar
COPY EDITORS Bernie Burson, AICI CIC Julie Kaufman, AICI CIP
FEATURED CONTRIBUTORS Ashwin Dewan Alheli Valerio, AICI CIC Sonia Dubey Dewan, AICI CIP
LAYOUT Limb Design AICI GLOBAL is produced quarterly by Association of Image Consultants International, a nonprofit dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL promotes AICI’s ideas, activities, interests and goals to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI GLOBAL does not endorse or guarantee the products and services it advertises. 2020 © Association of Image Consultants International. All rights reserved. No part of this online publication may be duplicated or reproduced without permission from the publisher. While every effort is made to ensure accuracy of information included in the magazine at the time of publication, the publisher shall not be liable for damages arising from errors or omissions.
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FEATURE ARTICLE Business Development Trends to Watch for the Next Ten Years..................... 07
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Inside This Issue
PRESIDENT’S LETTER...............................06
ARTICLES So, You’re Starting a Small Business?............................. 12 Innovation & Inspiration...............................................24
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BETWEEN US Member Spotlight: Zohra Bena..................................... 19
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CERTIFICATION Story of Alheli Valerio, AICI CIC.....................................29
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LETTER FROM THE PRESIDENT DEVELOPING AN IMAGE BUSINESS You’ve dreamed about it for months or even years. Every night you fall asleep to the same recurring question... How amazing would it be to fashion a living out of what you love? Here’s your free wake-up call. It’s time to stop dreaming about what could be and start living your best life. KNOW YOUR VALUE SO YOU CAN TURN YOUR DREAM INTO REALITY. It’s not merely possible to create a life out of your love for the fashion and beauty industries; you can join the thousands of entrepreneurs turning their passion into highly successful and fulfilling businesses. How? By becoming an AICI certified image consultant (AICI CIC), certified image professional (AICI CIP), or certified image master (AICI CIM), you can say goodbye to the tedious grind of working in a role that doesn’t impassion you, doing tasks that don’t suit you, reporting to a boss who doesn’t value you, and living paycheck to paycheck. Liberate yourself from such a soul-leaching prison by becoming your own boss. I took just such a leap of faith. I can tell you how rewarding and fulfilling it has been in my life, but such a lifealtering decision doesn’t really have words to do it justice. One of the biggest facets likely holding you back may be underestimating and devaluing yourself. KNOW WHAT’S HOLDING YOU BACK FROM BEING THE BEST YOU. I certainly understand that leaving the established security of a 9-to-5 job can be frightening. But I also know
6 | April 2020 magazine
that greatness doesn’t just happen to a person sitting behind someone else’s desk. It takes courage to follow your own path to greatness, especially when it’s lined with naysayers telling you that you aren’t good enough to reach your potential and obtain success. It causes many to devalue and underestimate themselves. When I started my image consulting business many years ago, I was clueless. I thought I could do little good for both myself and my clients, and it caused me not to fully invest in myself and my business. Fear held me back, and I let naysayers create doubt in both my own worth and the value of what I brought to my clients. Slowly but surely, experience taught me otherwise. Today is the day you decide your course and value. Will you stop struggling in quicksand and grab what you love? As an image consultant, your skills, knowledge, and ethics offer a tremendous value to your clients. But you have to be brave enough to offer it for it to be received, and you need to realize that you’re so much more than just a style service. What you offer is a vast portal of endless opportunities. From selfconfidence and positive mindsets to strategy and organization, you help your clients look and feel their best in all of their endeavors in life. Think of yourself as the key in a map. INVEST IN YOURSELF. Now that you know your value as an image consultant, it’s time to fortify your investment in yourself. Here are three areas to focus on: 1) KNOWLEDGE Never stop your training. I’ve yet to meet an image consultant who didn’t
learn something new or improved from the right training classes. Make sure your courses, seminars, and classes are accredited and approved by AICI to ensure they uphold the highest standards in the industry. 2) TOOLS Always have the right tools for the job. These can be very niche-specific. For example, if you market yourself as a color consultant, as I do, then be sure to have a trustworthy system in place for clients, including the use of demonstration swatches and factual manuals. 3) PRODUCTS In the image consultant world, the difference between doing okay and being highly successful is in building layers for your business. One of the most important layers is a product to cross-sell and up-sell. With the right products in your studio, a simple $450 consultation naturally transitions into one worth well over $1,000. You earn more as your client gets even more value from his or her consultation. Developing a successful business is easy when you have AICI beside your name and brand. After all, we are the leaders in the fashion and image industry.
Yours Truly,
FERIAL YOUAKIM, AICI CIM President
FEATURE ARTICLE
BUSINESS DEVELOPMENT TRENDS TO WATCH FOR THE NEXT TEN YEARS BY ASHWIN DEWAN
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“THE FUNCTION OF A TRULY RESPONSIBLE BUSINESS THAT FOCUSES ON BUILDING LONG-TERM VALUE AND GROWTH, USING ITS CLIENTS AND THE MARKET.“
M
ost of us who have been in any form of business over the last two decades will agree that "The one thing that stays the same in business is – nothing stays the same,” and this statement has never been more valid for the business development function of your enterprise than today. But before we explore the aspects of change and trends in it, let's understand what business development truly means. Some would define business development vaguely as building partnerships; a start-up business might categorize it ambiguously as hustling, and the majority of us identify it as sales. I was never satisfied with the simplicity of these definitions and believed there is more to it than just this. So after much deliberation, I have defined business development as “The function of a truly responsible business that focuses on building long-term value and growth, using its clients and the market." With this definition in mind, we are now at the cusp of a new decade where we, and our businesses, will encounter new challenges and opportunities like none other. Here are some of the most significant business development trends that we should watch for.
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ARTIFICIAL INTELLIGENCE Artificial Intelligence (AI) historically was viewed as a futuristic technology from science fiction novels and space films, but now it is moving from fiction to reality. This innovative technology that many hail as the wave of the future has the potential to influence all areas of our lives and business. AI is already making a significant impact on improving the marketing, sales forecasting, selling, and after-sales service of the business development cycle with the use of technologies like automated chatbots on a website, and intelligent and predictive
THE ONE THING THAT STAYS THE SAME IN BUSINESS IS — NOTHING STAYS THE SAME analytics in customer relationship management solutions, among others. With companies like Google, Facebook, Apple, and Amazon increasingly using AI in their voice assistant solutions, future sales decisions could likely be made just by interacting with a voice assistant. Imagine how beneficial it would be to have your company suggested when someone says, "Alexa, suggest an image consultant."
CLIMATE CHANGE Climate change is no longer a debate, it's now a reality. It is not just an environmental problem but is indivisibly connected to everything we do as a society. It will have an impact on many areas of business, including a change in client behavior. Owing to the increasing awareness of climate change, we are already witnessing a slow shift in the client's outlook towards fashion. If your core service offering focuses on styling and personal shopping, your business development strategy should factor in the
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possibility or even likelihood of a client’s preference for recycled fashion. Very soon, sustainable sourcing might be the actual decision-maker instead of price. Image management professionals who preach sustainability as a philosophy in every element of their offering will have much to gain in this changing environment. COLLABORATION VS. COMPETITION The notion of a business in the past ten years has changed so much that it's difficult to imagine what the next ten years will look like. But one trend that has been continuously gaining steam is the strategy of collaboration over competition.
By keeping a watchful eye on these macro trends, you can build massive value and make a significant impact on the achievement of your business development goals, and the good news is that it is great for business and even humanity. In conclusion, to avoid being left behind, I believe for the next ten years, image consulting businesses need to focus on Adaptability, Connectivity and Teamwork, which are critical success drivers for the future of business development.
Traditionally, businesses would spend a considerable amount of capital and time on building a competitive edge in their market, but this strategy is rapidly changing as companies now prefer to develop collaborations and find synergy to create a more significant impact at a lower cost. To benefit from this growing trend, you must understand that collaboration is all about sharing content, expertise, and network to achieve a goal. As a professional in the image management industry, our enterprise has no borders; hence we must look at collaboration as a future strategy for business development and growth.
ASHWIN DEWAN is the Co-Founder & Managing Partner of the Indian School of Image Management, a premier Image Management and Soft Skills institute that focuses on providing international standard and high-quality education in India & Internationally. With a dynamic experience of over 15 years, his pioneering growth objectives in well-established organizations, as well as focus on entrepreneurial and innovative approach towards business strategy, marketing & business development, are noteworthy in competitive markets such as India, Australia, South East Asia & Middle East. He is a qualified & experienced keynote speaker & trainer in the domain of Soft Skills, Digital Marketing & Business Development. Ashwin is a passionate philanthropist working on building quality education infrastructure such as schools & classrooms for children in the underprivileged areas of India. www.indianschoolofimage.com
10 | April 2020 magazine
PREVENTION
Maintain physical distancing
SOURCE: WORLD HEALTH ORGANIZATION
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ARTICLE
SO, YOU’RE STARTING A SMALL BUSINESS? BY CARRIE MCCONKEY
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NOTE FROM THE AUTHOR: With the unimaginable challenges that the Coronavirus Pandemic has wrought around the globe, you may be reluctantly setting aside the thought of starting your small business. I encourage you to think outside the box and identify ways to move forward with your dream. Be it through creating a website from home, writing a business plan, or working on your Social Media brand, you can take proactive (and free) steps toward your future. Some of what you are about to read will be inaccessible during times of social distancing and slow re-opening, but the majority can be controlled by YOU. Go for it, and be fearless! (You’ll soon find out as an entrepreneur you’ll need to practice being fearless anyway!)
S
tarting a small business is a study in sharp contrasts. One’s emotions and outlook can swing wildly from unbridled joy (This is wonderful! I’m the cleverest person in the world!) to deep despair (Why did I ever do this? Why didn’t someone STOP ME?). In many cases, the emotions may occur just hours apart. The ups and downs aren’t lessened by choosing a venture within the image industry. During tougher days, we may be patiently explaining (again) what we do, and why it is important. Other days, we may find ourselves soaring from watching a client grow and blossom under our instruction. The beauty of starting a small business, however, is that the choice is yours: you are not forced to undertake this endeavor. You just want to. And to help you on your journey, let’s examine some timeless principles that will result in fewer days of the slow and anxious grind up the ramp of the roller coaster, and more of the “Wheeeeeeeeee!” moments swooping down.
BE VISIBLE Many image businesses are home-based, which can be very convenient when it comes to a flexible schedule. But when “going to work” consists of going into the next room, it’s crucial that we make ourselves visible with a strong brand presence. Appear at local events on a weekly basis, both as a speaker and a guest. Consistently appear on social media platforms which best fit your target market. Fernanda Luchesi, AICI CIC and owner of Imagem Professional & Marketing, reminds us, “Be seen. Go around and make people see you even if it is online. If you are not seen, you are not remembered.” And while doing this, Luchesi advises not to shy away from promoting your skills, abilities, and certifications. Says Luchesi, “Do not be so humble on that part. Remind people.”
THE BEAUTY OF STARTING A SMALL BUSINESS, HOWEVER, IS THAT THE CHOICE IS YOURS: YOU ARE NOT FORCED TO UNDERTAKE THIS ENDEAVOR — YOU JUST WANT TO. The Association of Image Consultants International | 13
BE A LIFELONG LEARNER
BE OPEN TO CHANGE
An enthusiastic love for learning is a hallmark of successful professionals. Your business can grow leaps and bounds by attending conferences and educational training opportunities through AICI, and in building relationships with your peers. Nurture those friendships and lean on your fashion industry colleagues for advice and guidance. Luchesi warns not to overlook the markets. Be a listener and observer, adjusting best practices to suit your own niche.
As your business grows, keep an eye on what’s working and what’s not, and don’t be afraid to pivot. If new opportunities arise that sound appealing but aren’t quite in your job description, say yes and figure it out later! If the projects fit your personality, they’ll fit your business. Many of the most successful image consultants in the industry today “evolved” through several phases of their careers.
Most important, devote time to your own selfdevelopment. Only when you are happy and healthy in all aspects of your life can you serve your clients best. Luchesi suggests, “Find out ways to really know yourself. How many hours have you really stopped to focus and think only about you, your attitudes, behaviors, wishes, and mindset?”
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Eliminate any business practices that are slowing you or your clients down. Sonia Dubey Dewan, AICI CIP and owner of the Indian School of Image Management, describes how a lengthy client questionnaire she was told to use was tiring for her and her clients. “I discontinued using complicated surveys and other traditional forms of data collection”, says Dewan. “Now I have simplified the process, and I teach all my students to use smarter and more efficient techniques to go through the analysis stage.”
EITHER WAY, EACH DAY IS AN EXPERIENCE IN GROWTH AND DETERMINATION. STAY TRUE TO YOURSELF AND BE PROUD OF YOUR ONE-OF-A-KIND SKILL, LIFE EXPERIENCES, AND TALENTS, KNOWING THAT YOU ARE TRANSFERRING YOUR OWN MOTIVATION AND CONFIDENCE TO THOSE AROUND YOU.
BE A BUSINESSPERSON
DON’T BE AFRAID TO TAKE THE RIDE
Image consulting is a profession brimming with creativity, and for that we are fortunate. But just as important as content creation and color analysis is running our businesses as effectively as possible. Luchesi advises being acutely aware of your numbers - your prices, costs, income, growth, and sales. Says Luchesi, “Face your business as a real business.”
Owning a small business can bring thrills and chills, taking you places (both good and not-so-good) you never expected to go. In the field of image consulting, the good can be amazing, and the not-so-good, well, it usually makes for an entertaining story. Either way, each day is an experience in growth and determination. Stay true to yourself and be proud of your one-of-a-kind skill, life experiences, and talents, knowing that you are transferring your own motivation and confidence to those around you. As Dewan states of our unique field, “I believe that if I truly make a difference in one person’s life, it will transpire into many.”
Dewan reminds us to embrace the benefits of technology as a small business owner, such as the plethora of free apps available that strengthen her client ties. “I’m better able to track performance and, most importantly, link it back to my services,” Dewan says. “In turn, it helps my clients to see measurable/trackable results.”
CARRIE MCCONKEY, M.S., has loved the principles of design and color since childhood, sewing clothing for her Barbie dolls and entering a middle school science fair with a booth themed “The Psychology of Color”. After a career that included interior design, bridal gown design, and work in the nonprofit sector in the fields of Career Services and Fundraising, Carrie founded Carrie M. Image & Fashion Consulting based in Knoxville, Tennessee, USA. She now works with individuals and corporations, helping busy professionals increase their confidence and leadership potential through the development of their image. Carrie provides guidance through her “Image Matters” column in the Knoxville News-Sentinel’s Knox.biz business journal, and “Ask Carrie M.” fashion advice column in Knoxville Style Magazine. She also enjoys teaching classes as a non-credit lecturer at The University of Tennessee Knoxville.
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BETWEEN US
MESSAGE FROM THE BOARD AICI WITH YOU, IN THIS TIME OF UNCERTAINTY FELLOW MEMBERS AND FRIENDS,
DEAR MEMBERS,
We are undoubtedly living in difficult and unpredictable times during the coronavirus pandemic. I hope this message finds you safe and well and looking after your family, friends and most importantly, yourself.
The best we can do right now is to stay home, follow the guidelines and prepare for the future by reading, thinking, planning, resting, and creating new materials. As AICI Board members, we are listening carefully to know what we can do to support our members. Together, we can make things happen.
This new era of social isolation, the inability to congregate together, or to carry on with our plans and duties, has prompted a steep learning curve for all of us in ways that we never thought we could. With many difficult things, however, good things come to fruition. In fact, it brought our community closer and forced us to think outside the box. We needed to act quickly; we needed to think fast in a different spectrum; and you will be pleased to know that many good things are coming your way. The International Board and I have been working tirelessly to bring many benefits to support you in this difficult time. Please know that I am here for you and if you need to have a chat, don’t hesitate to send me an email or give me a call. I am here for you.
Your humble servant,
FERIAL YOUAKIM, AICI CIM
President
Thank you,
RIET VLIEGER, AICI CIP Past President
DEAR MEMBERS, Stay positive and look for new opportunities. This is your chance to learn something new that will benefit your business in the future - whether that is mastering technology, rewriting your website or creating an online service / course. There is so much to do that we never have time to complete in "normal" times, so use this gift of time to nurture yourself, your family, and your business.
Best wishes,
GAIL MORGAN, AICI CIP Secretary
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DEAR MEMBERS,
DEAR MEMBERS,
Identify the positives about this situation. Example: I have more clothes to wear because people don’t see fitting issues caused by my variations, or I have time to do the projects that I didn’t have time to do, or it has forced me to be creative or think outside the box.
I imagine how you are feeling right now. I am concerned as well. What makes me feel better is the knowledge that we have a group such as AICI, that cares about us and that is working on what they can do to support us. It's a time in which each of us will grow as a person and a professional. We will learn a lot about ourselves and our businesses. Sometimes, we need a shake to open our minds, vision and take care of our body and soul. Enjoy this time with your family because it will be over soon. Take care! If you need help, I am all yours!
Thanks,
MARILYN NEEL, AICI CIC Treasurer
FÊ LUCHESI AICI CIC VP Marketing
DEAR AICI MEMBERS, I know that this is a difficult time for everyone and I hope everyone will stay safe from this. There is something that I have very much appreciated on these days: being an AICI member and having the time to share my views with many of you. This has helped me think and adopt a positive attitude. We really are a great family.
Best regards and have a nice day,
LILIAN BUSTAMANTE, AICI CIM VP Human Resources
DEAR AICI MEMBERS, As image consultants, one of our daily tasks is helping people to reinvent themselves. With these unprecedented times and the need to slow down, we have a great opportunity not only to help our clients but also to apply our knowledge to reinvent ourselves personally and professionally. Through this, we can bring out the best in ourselves, and get out of this situation stronger than before. Please take care and stay safe.
DEAR FRIENDS,
Warm Regards,
I have learned from my mentor that when something BAD happens, we have three choices:
ALHELÍ VALERIO, AICI CIC
1. Let it define you 2. Let it destroy you OR 3. Let it strengthen you.
VP Chapters
My decision is always to have it strengthen me. Let's stick together and go through this and get stronger and wiser.
Stay Safe,
ANA CHEONG, VP Certification
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AICI extends the Benefits "Grace Period*" to 90 Days
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BETWEEN US
MEMBER SPOTLIGHT:
ZOHRA BENA BY SONIA DUBEY DEWAN, AICI CIP
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W
inner of AICI Award of Excellence for Membership, Founding President of Spain Central Chapter, and a Business Graduate! In this member spotlight section, I bring you the interview with Zohra Bena to know her journey in the profession of image consulting. She talks about her business, what challenges she faced while establishing her. Throwing light on the image consulting industry in Spain & Europe, she shares her insights about the community. There is much more to Zohra and her triumphant journey, read along to know more.
Q. How did you get started in image consulting? A. I studied International Business and Management at the Amsterdam School of Business and worked many years in fashion and retail sales and management in Amsterdam, before moving to Madrid 10 years ago. I found myself in a foreign country with zero knowledge of the Spanish language as a new mum of two. I took some time to reflect on my personal and professional interests, while learning the language and enjoying this beautiful country that I am happy to call my home now. I wanted to marry my passion for fashion and aesthetics with my business mind and people coaching skills. I remember writing an answer to a professional development test of what I saw myself doing: ¨I would like to help busy executive women who don’t have time for shopping but need to have a polished presence with their wardrobe choices¨. This led me to image consulting without knowing that such a thing even existed. To acquire knowledge, I googled styling courses and found it too limiting and very fashion oriented, simply because the word ¨image¨ did not come to my mind. So, I started googling things like “professional success,” “performance,” etc. and stumbled upon the AICI website, where I first saw the term “image consultant.” This was so enlightening and exciting that I stayed there for the rest of the night.
Q. What do you do in your business? A. I do personal image consulting for individual clients, and workshops for professionals about personal image, branding, and soft skills. At this moment, I am about to launch a Colour & Image Training online for Spanish-speaking image professionals in collaboration with Leatrice Eiseman, executive director of the Pantone Colour Institute.
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Q. What was the biggest challenge you faced in your business and how did you overcome that? A. I think the biggest challenge I faced was launching my business in 2013, still very insecure about my Spanish language skills and not knowing how to communicate with my audience. I remember expressing my insecurity about public speaking in Spanish to a dear colleague and image consultant, and she reminded me of the charm of being a foreigner and taking the effort to speak in the local language. I took this as valuable advice. I converted my fear to strength by offering two workshops followed by two speaking engagements in front of 300 people and felt very confident. Even though it still feels horrifying right before I go on stage or right before I start
a presentation in front of a group, I know I have overcome that fear.
Q. Are you planning to go for your AICI CIC certification? A. Frankly, this is a point that I have thought about but never really prioritized, maybe because in Europe we don’t give as much importance to certifications as we should. It is definitely something I am considering and would even like to point out to our members, as I believe it can offer many advantages and opportunities.
Q. What is the image consulting industry like in Spain and other European countries? A. The image consulting industry is very broad and ranges from beauty professionals and stylists of different specializations to corporate trainers and personal branding professionals. So, in that sense it’s hard to define a trend or a line. However, looking at it in segments, I believe the importance of personal branding is something many people, especially professionals and entrepreneurs, are becoming more aware of. Furthermore, in today’s competitive job market, employers are becoming more demanding and, besides a degree and professional experience, soft skills are also required. Team spirit and flexibility are very sought-after skills in the Netherlands, for instance, and conflict management, stress management, leadership and communication skills are generally in demand everywhere.
Q. You are serving leadership positions in AICI and have also received an Award of Excellence for your work. Tell us about them, and what made you get involved in AICI leadership in the first place?
100+ attendees, which has given us great exposure and expanded our visibility and recognition as an association. This led to various collaborations with the International School of Protocol in Madrid and the OICP, the Organización Internacional de Ceremonial Protocolo, with which we co-organized two international events with over 600 attendees in Valladolid, Spain and in the Dominican Republic in 2017 and 2018 respectively. Now we are partnering with Salon Look, the biggest annual fair of beauty and cosmetics in Madrid, where we hosted our first Personal Image congress last year and will host the second this fall.
A. II was one of the founders of the Spanish chapter together with fourteen other AICI members in Spain and have been on the board ever since. I served as the treasurer and later as VP Events. We had a clear vision of collaborations and partnerships with bigger entities related to personal image. We organized two significant image consulting events in Barcelona and Madrid in 2015 and 2016, respectively, with
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Q. The April 2020 edition of AICI Global magazine talks about business development in image consulting practice. What’s your best business advice for other image consultants for the future? A. I think it is important to know your strengths and communicate this in your offering as image consulting is very broad and contains many things. Also, responding to trends is a smart way to position your offering. Looking at the trends of the workplace, we see that computers are taking over many jobs and the freelance economy is getting a prominent role. Freelancers represent 35 percent of the US workforce and 16 percent of the European workforce. In addition, because of the global workforce, we see diversity and a growing need to get along with and have more understanding of different cultures. So again, people skills are becoming more and more important for the upcoming trends. I think as image consultants we can respond to this and help professionals and freelancers with their personal brand, presence and communication, and relationship-building skills. Again, it does not have to be all of these skills, one should focus on what he or she can do best.
Q. What do you like to do for fun? A. My fuel of energy is Pilates, spinning and my family. Furthermore, I never decline an opportunity to enjoy a cup of coffee with a friend. I also enjoy drawing and reading. I am keen to learn and have many interests: nutrition, fashion, lifestyle, personal development, emotional intelligence, psychology, cultural diversity, and history are topics I read about regularly.
SONIA DUBEY DEWAN, AICI CIP, is an Entrepreneur, Image Consultant, a Keynote Speaker, and the first Internationally Certified Image Professional (CIP) in India chapter by Association of Image Consultants International (AICI), USA. She is the Founder and Managing Partner of the Indian School of Image Management (indianschoolofimage.com), providing education and training solutions to aspiring Image Consultants in India. The President of AICI India Chapter is dubbed as a “Fairy Godmother of Transformation” by a leading news publication. Sonia is passionate about sharing her views on Image Management, Personal Branding, Positive Body Image, Entrepreneurship, and Women Empowerment. She quotes, “You are your most valuable asset, start investing in it today.”
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A GUIDE TO MASK USE
! PS A G NO
Before putting on a mask, clean hands with alcohol-based hand rub or soap and water.
Replace the mask with a new one as soon as it is damp and do not re-use single-use masks.
Cover mouth and nose with mask and make sure there are no gaps between your face and the mask.
To remove the mask: remove it from behind (do not touch the front of mask); discard immediately in a closed bin; clean hands with alcohol-based hand rub or soap and water.
Source: World Health Organization
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ARTICLE
INNOVATION & INSPIRATION BY LENORE AGUILAR
"EVERY ONCE IN A WHILE, A NEW TECHNOLOGY, AN OLD PROBLEM, AND A BIG IDEA TURN INTO AN INNOVATION.” — DEAN KAMEN, INVENTOR OF SEGWAY TECHNOLOGY "WHAT IS NOW PROVED WAS ONCE ONLY IMAGINED.” — WILLIAM BLAKE, LATE 18TH-EARLY 19TH CENTURY POET, PAINTER, AND SOCIAL CHANGE ADVOCATE
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NOTE FROM THE AUTHOR: I originally submitted this article before the pandemic. It’s now April, and our world seems so surreal like I’m in one of those Hollywood doomsday movies. But in this movie, I’m the helpless bystander, and the two doctors and two nurses in my family are the action heroes, donning their protective equipment, and risking their own lives to battle the coronavirus enemy. They are my inspiration.
This issue’s column looks at innovations that help image consultants better serve their clients. We also take a look at an organization’s mission to impact the fashion industry on a global scale and learn how image consultants can play a role. Hopefully, these innovative examples can inspire AICI members to differentiate their practice by solving old problems with new approaches.
Hue & Stripe
MOSTY
Hue & Stripe is a client management system with interactive personal shopping and styling features that, according to cofounder Craig Nordstrom, are “an extension of an image consultant’s personal touch.”
Founded by Juliana Berman and partner Victor Berman, MOSTY (My Own Style) is a technology solution where clients can access their image consultant’s recommendations from their computer or cellphone app.
Image consultants can link finds from online retailers in the Finds section for clients to browse and shop. The Closet contains photos of the client’s items, uploaded by the client or consultant. The Lookbook section is where the consultant can style an outfit with garments from the Finds or the Closet section. Each section is interactive, where client and consultant can add comments. An example can be viewed at hueandstripe.com/catalog/102H&S51FP
In the client profile section, the consultant can select the client’s silhouette, facial shape, and cosmetology. After a color analysis, the client can access the Personal Color section with an online color chart. In addition, the client can view a personalized style guide in the Moodboard and a photo gallery of their outfits in the Virtual Closet. Three versions are available beginning at $15 per month, depending on the features included. A demo video and a five-day free trial are available in Portuguese and can be translated with Google Translate. www.mosty.com
Beyond the tools, Hue & Stripe offers free monthly webinars on various topics. Mr. Nordstrom estimates that of the 250 Hue & Stripe members, approximately three to four dozen are AICI members. Membership is $85 per month or $210 per quarter. All certified AICI members are eligible to join and can request an invitation at hueandstripe.com or email Craig Nordstrom directly at Craig@HueAndStripe.com.
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16 Style Types
The Fashion Transparency Index
Analyzing a style type can be confusing at times. The 16 Style Types aids in understanding the relationship between personality and style “by tapping into the psychology of style” using a personality analysis tool based on the Myers-Briggs Type Indicator (MBTI). The tool was developed by image consultants Imogen Lamport, an AICI award winner, and Jill Chivers, along with Dr. Jane Kise, a leadership consultant and MBTI® Master Practitioner.
The mission of the non-profit global organization Fashion Revolution is to change “the way our clothes are sourced, produced and consumed, so that our clothing is made in a safe, clean and fair way.”
How can a client bring her style to life with 16 Style Types? She receives a 30-page illustrated Style Type Report, a 10-minute video explaining how to bring her style type to life, a 40-page workbook with questions and resources, and a Get Traction resource with activities and exercises. The report is USD$47. A sample is available on the website: www.16styletypes.com
The organization is best known for its annual Fashion Transparency Index, a scorecard of 200 major retailers’ and fashion brands’ transparency (or lack of) in their supply chains, sustainability initiatives, and labor practices. In 2019, Adidas, Reebok, and Patagonia garnered the highest score with 64 percent each. The index was created in response to the 2013 collapse of Rana Plaza in Bangladesh, which housed garment factories manufacturing for many wellknown global brands. With 1,138 worker fatalities and 2,500 injuries, the deadliest garment factory disaster in history put a spotlight on the industry’s exploitative working conditions and destructive environmental practices. In addition to the index report, Fashion Revolution conducts year-round campaigns and organizes the annual Fashion Revolution Week, held worldwide. Activities include clothes swaps, sharing a story on social media about a garment that has personal meaning, and film viewings, just to name a few. This year’s Fashion Revolution Week will be held from April 20 to 26, 2020. Visit www.fashionrevolution.org to learn more and to obtain the complete index report for free.
LENORE AGUILAR is the founder of MUSE Personal Styling and a freelance fashion writer. The Las Vegas area resident is also the lead personal stylist at Dress for Success of Southern Nevada, where she has styled hundreds of women preparing for job interviews and trained nearly 100 volunteer stylists. Lenore is a graduate of the Fashion Institute of Technology’s Image Consulting Certificate Program. She holds an MBA with a marketing concentration from Golden Gate University. She enjoys travelling and hiking. www.dressforsuccess.org
26 | April 2020 magazine
CERTIFICATION
MY AICI
CERTIFICATION STORY BY ALHELÍ VALERIO, AICI CIC
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ACHIEVING THE AICI CIC CREDENTIAL HAS HELPED ME BECOME MORE PROFESSIONAL, INCREASED MY CREDIBILITY WITH MY CLIENTS AND OPENED DIFFERENT OPPORTUNITIES. THANKS TO THE CERTIFICATION AND MY BACKGROUND IN THE CORPORATE SECTOR, I HAVE HAD THE OPPORTUNITY TO WORK WITH IMPORTANT COMPANIES AND SEVERAL ENTREPRENEURS LOOKING TO IMPROVE THEIR BUSINESS AND CONFIDENCE THROUGH THEIR IMAGE.
I
started my journey in image consulting as a makeup artist. I enjoyed noticing how every client changed little by little as the makeup process was evolving. As they learned more about makeup, they looked more beautiful, and completely changed their attitude and body language. They thought they looked pretty and acted accordingly. I realized I needed more tools if I wanted to help my clients continue to feel that way, as not only did they contact me for makeup services for their special events, but every single day. I spent several years practicing image consulting before I knew about AICI. The two first people to mention AICI to me are now AICI CIMs. I remember telling my husband about an international organization where I could join, learn from the experts, and make a difference in my career as an image consultant by becoming certified. It took me a couple of months to join AICI, but as soon as I did, achieving the certification became a professional and personal goal, even though I knew it would take time and effort. I read somewhere that you cannot go to bed unless you have worked at least a little to accomplish your goals, so I studied every book recommended, attended several courses and checked every single requirement. I made sure not only to have everything that I needed but also tried to exceed the requirements. When I think about the process, I now see that although it is not easy, I can really say it is easier than you think while you
28 | April 2020 magazine
are doing it. If you are thinking about it, please do not hesitate. I am sure you can accomplish it! Achieving the AICI CIC credential has helped me become more professional, increased my credibility with my clients and opened different opportunities. Thanks to the certification and my background in the corporate sector, I have had the opportunity to work with important companies and several entrepreneurs looking to improve their business and confidence through their image. Most importantly, it has improved my reputation as an image consultant. My colleagues now come to me for guidance and support when they want to work together or pursue their AICI CIC. It has been almost seven years since I joined AICI, and I can honestly say that I have really enjoyed the journey and I am more than proud to be AICI. I am grateful that I have had the opportunity to serve AICI members on the Teleclass Committee, as the President of Guadalajara Chapter, and now as the VP Chapters where I’m able to meet colleagues from all over the world, learn from them and try to help them achieve their goals. I need to say thanks to all of you who have supported me through this beautiful experience: my family, teachers, colleagues, friends from all over the world, Teleclass Education team, my dear Guadalajara Chapter members, and now the International Board. Thank you!
ALHELI VALERIO comes from a logistic and supply chain background in the electronic industry, who later went ahead to become an AICI CIC and the Founder and CEO of Imagen AVANT Consultancy where she provides corporate and professional image services to help executive and entrepreneurs improve their image and achieve their personal and professional goals. She has over 8 years of experience working with several schools and universities as a color expert and professional makeup artist in developing new image consultants. She also collaborates with radio and TV shows to talk about etiquette, protocol and image. She has been a member of AICI for over 6 years and has served as the Hispano-American Teleclass Moderator, Teleclass Chair, and has been awarded the Gaudalajara Chapter Member of the year, 2017. She is the President of Guadalajara Chapter and a member of the international board as the VP Chapters.
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CERTIFICATION
IT'S TIME TO GET
AICI CERTIFIED
"Getting a certification from AICI is not about the promise of potential earnings. It is about the professionalism we uphold. Embrace certification for yourself and your profession and more importantly, for the clients we serve. "~Ana Cheong Cheok Yin, AICI CIP, VP Certification, AICI Global International Board
30 | April 2020 magazine
STOP THE SPREAD
1 M / 3 FT
WASH YOUR HANDS FREQUENTLY
MAINTAIN PHYSICAL DISTANCING
Regularly and thoroughly clean your hands with an alcohol-based hand rub or wash them with soap and water.
Maintain at least 1 metre (3 feet) distance between yourself and anyone who is coughing or sneezing.
ID!
O AV
AVOID TOUCHING EYES, NOSE AND MOUTH Hands touch many surfaces and can pick up viruses. Once contaminated, hands can transfer the virus to your eyes, nose or mouth.
IF YOU HAVE A FEVER, COUGH AND DIFFICULTY BREATHING, SEEK MEDICAL CARE EARLY Stay home if you feel unwell. If you have a fever, cough and difficulty breathing, seek medical attention and call in advance.
Source: World Health Organization
The Association of Image Consultants International | 31
ARTICLE
TEN MUST-READ BUSINESS BOOKS FOR ENTREPRENEURS BY MARIA MONICA F. PRADO, M.A.
The COVID-19 pandemic has shaken the world in ways we could not have imagined. Apart from health concerns, many of us now are facing uncertainties in our careers and businesses. While no one can give definite answers on how entrepreneurs and professionals can best han-dle these uncertainties, we, on our own, can always aim for growth. Moreover, because of our new way of life which includes social distancing and self-isolation, we now have the time to do things have we have been putting off. Why not use this time to develop ourselves and our skills? One way to do this is through reading. Many successful business leaders are known to be wide readers. Business magnate Warren Buffet once advised business students to read 500 pages every day. Microsoft co-founder Bill Gates reads 50 books a year. Media mogul Oprah has a book club which started way back in 1996.
01 THE PERSONAL MBA: MASTER THE ART OF BUSINESS by Josh Kaufman
02 THE STARBUCKS EXPERIENCE:
FIVE PRINCIPLES FOR TURNING ORDINARY INTO EXTRAORDINARY
A self-confessed book lover, I have listed here (in no particular order) the business books that have gotten me through the highs and lows of going to graduate school and running my own business. Hopefully, these books also help us get through this very challenging time. Choose which book you believe you need the most at the moment. As you read it, reflect on how the book can eventually lead you to success and growth.
by Joseph A. Michelli
If you feel like dozing off while reading, remember Margaret Fuller’s inspiring words. She said, “Today a reader, tomorrow a leader.” Let us hope that we all come out as better persons and leaders after this crisis.
by Malcolm Gladwell
32 | April 2020 magazine
03 OUTLIERS: THE STORY OF SUCCESS
04 ZERO TO ONE
NOTES ON STARTUPS, OR HOW TO BUILD THE FUTURE
by Peter Thiel with Blake Masters
05 A TRILOGY ON ENTREPRENEURSHIP by Dr. Eduardo A. Morato, Jr.
06 BRAND LEADERSHIP by David A. Aaker and Erich Joachimsthaler
08 RICH DAD, POOR DAD:
WHAT THE RICH TEACH THEIR KIDS ABOUT MONEY - THAT THE POOR AND MIDDLE CLASS DO NOT!
by Robert T. Kiyosaki
09 THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE:
POWERFUL LESSONS IN PERSONAL CHANGE
by Stephen R. Covey
10 07 STRATEGIC INTEGRATED MARKETING COMMUNICATIONS by Larry Percy
THE 4-HOUR WORKWEEK by Timothy Ferriss
MARIA MONICA F. PRADO, M.A. is a communication and image consultant, speaker, author, and writer. In 2010, with her back-ground in the fields of communication, media and corporate training, she established Communicare Training and Development, a communication training firm. She has developed and conducted training programs and talks for thousands of individuals and various local and multi-national corporations. Monica is also the author of the children’s book, How Lisa Learned to Listen.
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BETWEEN US
MEET THE NEW ASSOCIATE EDITOR BY SONIA DUBEY DEWAN, AICI CIP
SONIA DUBEY DEWAN, AICI CIM Editor-in-Chief
AICI Global Magazine team, just like all other teams, is made of members who volunteer their time and effort to grow the community. Serving the one organization that helped thousands of image consultants around the world is a matter of pride.
It gives me immense joy to support and highlight my team who commits to giving back to the AICI community by sharing information and inspiring others from around the globe. Today, I’m happy to introduce you to our new Associate Editor, Rooja Desai. Rooja founded Caterpillar Image Consulting after completing the Image Management Dual Certification Program from the Indian School of Image Management, India, and International Image Institute, Canada. She is also a trainer certified by T. Harv Eker. She is working as the CEO of Caterpillar Image Consulting and with the Indian School of Image Management as a Faculty and Program Mentor. A chartered accountancy finalist with over three years of experience, she also freelanced as a content writer for various advertisement agencies. Long before she put her foot front in image consulting, she helped all her friends and family members pick the right outfit for every occasion. She patiently heard their problems to help them always search for and look at the positive side. Taking a leap of faith, she followed her dream to help others add value in their lives by working both on the inside and outside. Image consulting is an art to her, and she enjoys creating her art every day.
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She lives in India's biggest and most crowded city, Mumbai. While she loves being a part of the buzz, she would run away to the countryside at every opportunity she gets. Her hobbies include reading, painting, and trailing around nature. www.caterpillaric.com www.indianschoolofimage.com
UPCOMING EVENTS WEDNESDAY, APRIL 22, 2020
THURSDAY, MAY 14, 2020
AICI ENGAGEMENT LOUNGE - SPANISH Time: 1:30 p.m. CST, USA
AICI ENGLISH TELECLASS COLOR STRATEGIES FOR MEN
AICI ENGAGEMENT LOUNGE - CHINESE
Time: 10 a.m. EST, US and Canada EVENT LINK ___________________________________________
Time: 8:30 p.m. Shanghai, China SATURDAY, MAY 16, 2020 ___________________________________________ THURSDAY, APRIL 23, 2020
AICI SPANISH TELECLASS COMUNICACIÓN ASERTIVA PARA INFLUIR Time: 12 p.m. Ciudad de México EVENT LINK ___________________________________________
NY TRI-STATE: TRANSFORM YOURSELF INTO A TOP COMMUNICATIONS EXPERT TO ATTRACT LUCRATIVE CLIENTELE Location: New York, NY Time: 9 a.m. - 5 p.m. EST EVENT LINK ___________________________________________ FRIDAY, JUNE 5, 2020
WEDNESDAY, APRIL 29, 2020
AICI ENGAGEMENT LOUNGE - CHINESE Time: 8:30 p.m. Shanghai China ___________________________________________
AICI MALAYSIA CHAPTER CIC EXAM POSTPONED UPDATES COMING SOON Location: 81 Jalan 2/90 Time: Arrival time 9 a.m, Exam will start at 10 a.m. EVENT LINK ___________________________________________
TUESDAY, MAY 5, 2020 SATURDAY, JUNE 27-28, 2020
NY TRI-STATE: FOLLOW-UP Q&A SESSION WITH EVELYN LUNDSTROM AND EMMA MCDERMOTT Location: New York, NY Time: 7 - 7:45 p.m. EST EVENT LINK
AICI CHICAGO MIDWEST CHAPTER: METHODS AND MAGIC OF IMAGE MASTERY (POSTPONED) Location: Chicago, Illinois Time: 8:30 a.m. - 4 p.m. EVENT LINK
The Association of Image Consultants International | 35
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AICI GL BAL AICI GL BAL AICI GL BAL 3 0 TH A N N I V E R S A RY E D I T I O N
30 YEARS OF BUSINESS OF IMAGE
LEADERSHIP EDITION
LESSONS IN LEADERSHIP
T H E P O W E R O F I M A G E C O N S U LT I N G
HIGHLIGHTS FROM 2019 GLOBAL CONFERENCE FEATURE
THE PEOPLE’S PRESIDENT, RIET DE VLIEGER, AICI CIP
FEATURE
WE ALL NEED TO BE LEADERS TODAY
FEATURE
WELCOME THE INTERNATIONAL BOARD OF DIRECTORS 2019-2020
LEADING THROUGH INNOVATION:
AN INTERVIEW WITH IMOGEN LAMPORT, AICI CIP FEATURE
GUEST EDITOR HELENA CHENN, AICI CIM
MEMBER SPOTLIGHT
LILIAN BUSTAMANTE, AICI CIM
MEMBER SPOTLIGHT
KAREN SNOW, AICI CIP
MEMBER SPOTLIGHT
KAREN BRUNGER, AICI CIP
JANUARY 2020
OCTOBER 2019
JULY 2019
