Freshly graduated from the CFDA Fashion Incubator program, designers Ricky Hendry and Marc Daniels are looking for organic ways to grow their apparel brand ISAORA. One of the first thing they did was to stop wholesale distribution completely and sell their wares directly. Not only did this new approach reduce the price point of each item. The sales metrics generated allows Hendry and Daniels to design their clothing accordingly. By understanding the the important nuances, ISAORA can cater their collection to fit the actual demand rather than following trends and hypes, a factor quite evident in its new collection for Fall/Winter 2014.