Manufacturing Books

In this distinctive text, author Ever Barbero focuses on the introduction to composite materials design and its fundamental concepts. The logical order of topic presentation on composites is a major strength of the text. The text is so well written that any engineering student can easy understand the fundamentals of composites without having prior knowledge of composites. Design content is distributed throughout the book in a form that attracts the reader into the design rather than the mathematical complexity that usually exists in mechanics of composites. This book would be my first choice to adopt to teach the fundamentals of composites to a class of mainly undergraduate students.

The author has achieved an excellent balance of depth and clarity in this relatively easy to follow book. The fundamental concepts of mechanics and elasticity, that are necessary for the explanation of the mechanics of fibrous composites, are presented in a very concise and clear manner so that students with standard background in mechanics can easily extend their knowledge from basic mechanics to the mechanics of composites. Yet, the book provides enough description and contents to help the student deal with practical problems in design.

Barbero's book is an excellent text of composite materials design and analysis for early graduate and advanced undergraduate students.

After using this text for 2 years, my students and I continue to be impressed with the book's organization, clear writing, good examples, and useful software.

This text provides a practical framework that can be applied equally well toward developing a thorough understanding of lamination theory or the fairly rapid application of this theory to advanced problems in composite materials design.

This is an excellent book for the practicing engineer and the instructor. It is full of thoughtful and useful insights that I have not found in other texts.

The availability of free downloadable micromechanics and structural analysis software makes it unique.

I am impressed with the scope, which covers materials, manufacturing processes, micromechanics and behavior of plates and shells. There is a considerable amount of useful detail, such as types of stiffeners. In addition, it touches on important practical issues such as corrosion and flammability.

Each chapter has exercises and a significant list of references, making it a useful classroom text.

I highly recommend it....

Introduction to composite materials design, by E. Barbero, is an
excellent first book on composites. After describing composites
and its fabrication it gives notions and up to date expressions
for micromechanics and describes lamination theory; The book has
information for the design of structural parts using composites
and a software for practical calculations.
I have used the book with several groups of students at the
master level with very good results.

The key concept of this book is that every organization could evolve trough several status. There is no a suggested preeferred status. Winning organisations are those which could find the right 'alignment' between market needs and behaviours and the internal organization. The evolution of the organization is only driven by the market change. The book focus on transitions between these different stages, analysing the impact of these changes through the entire Value Chain. Invented Here is a milestone for those people which needs to manage transition also in a turbulent environment. It helps managers to think about the actual company positioning and to build a framework helping to identify market changes and relevant organizational needed impact. Simply great!

The importance of organization design on the success of a business, be it that of a service company or a product supplier, is often underestimated. Strategy alone is not enough.

The great value of this book lies in 3 areas :

i) Use of illustrating failure as well as success - better to learn from someone else's mistakes so that you can, hopefully, avoid them.

ii) Identifying in meaningful terms where to position your organisation for your product/service e.g. if you need a great mass production machine, that is how you should organize; when your customers need more, don't hide from it - just do it well.

iii) The style is refreshingly alive. You feel you can relate to real people solving real problems. Too often, books like this feel like they belong only in libraries - this one offers genuinely practical insight. It's up to you to apply it.

If I have one (minor) criticism, it is the title. Don't let it mislead you. This book is a very helpful guide to many aspects of organizational design and a better title, in my opinion, would be something like:- "Optimizing Your Organization For Your Customers"

A well written book to help you understand how to develop your company's business along the "right path"to deliver higher customer value. The format and language of the book make it a joy to read. The concrete examples from both service and product industries are very useful.

Too many managers look to external consultants to provide the keys to their organization's success. Was it quality circles, TQM, or re-engineering you last tried as a way to rejuventate your struggling organzation? Victor and Boynton suggest you save your money and focus within. Their logical process of analysis and implementation will help your firm on the "right path" to organizational success.

The process demands that firms think clearly and carefully about who they are and what business they are in compared to what their customers really want. This analysis helps a firm determine if it should compete on the basis of novelty, commodity, quality, or precision. The choice made suggests that craft work, mass production, process enhancement, or mass customization provides the best strategy to meet those customer demands. Achieving these strategies can only occur as a firm moves from craft work, through mass production and process enhancement to mass customization via the "right path."

In an engaging combination of personal insight and case examples, the authors lead the reader along the "path." They offer numerous stories of organizations around the world that have followed this "path" to organizational success.

Don't let the reletive brevity of their effort mislead you. The ideas they propose should force the thoughful manager into careful and thoughful consideration of the firm's current structure, products, and processes. If the analysis suggests that changes are warranted, then Victor and Boynton's guidebook along the "right path" will prove well worth the initial investment.

A thoughtful, creative tour de force in a field littered with lightweight, feel-good competitors. Enjoy!

This book reveals how to use knowledge residing in the company to transform organization and manage growth. It presents a model of organizational learning and development with four steps: craft, mass production, process enhancement, and mass customization. It explores the leveraging of four associated types of knowledge and presents a learning system for developing organizational knowledge. Provides important insights the learning organization.

As an APICS member, this was a must. Concise enough, it projected the TOC concepts into applied scenarios so that one can actually measure the value of the theory.
There are not many good books on TOC apart from Goldratt's novels, so buy it.

Mark's book is an excellent, easy to understand read, which I found extremely helpful.

Most books on TOC deal with a lot of theory, or case studies. This is the first book I've read that goes into incredible detail on how to implement TOC using the author's years of experience in this field.

A must-read if you are plannig to implement TOC.

There are, today, many good books on the Theory of Constraints, or "TOC". If you are relatively new to TOC, books from authors like Eli Goldratt, Bill Dettmer, Eli Schragenheim, Debra Smith, Lisa Scheinkopf, and many others are "must reads."

These books, however, generally focus on explaining the details of TOC. This is necessary. In order to succeed with TOC you have to know what it is and how and why it works.

But subject matter knowledge alone is not enough, if you want to actually use TOC in business. You must also have a valid roadmap for implementing it.

In my experience, this is where many people fail with TOC. They believe they can "just wing it" and so try to implement TOC without having a valid roadmap. The results are all too predictable: they wind up lost in the weeds, the implementation fails, and the company becomes blocked from further improvement for a very long time.

Mark's book is valuable because it provides a real roadmap for implementing TOC in a manufacturing organization.

Throughout the book, you have the voice of a successful TOC consultant leading you to understand how to implement TOC in a manufacturing organization. The writing is clear and direct. The advice is concrete and actionable.

The book also provides examples of various charts, forms and procedures that you can use as patterns for the materials you will need in your implementations.

In closing, I am highly satisfied with this book and don't hesitate to recommend it to anyone who is considering implementing TOC in a manufacturing organization.

Having worked with Mark since 1993 on our TOC implementation and refinement, I can tell you that Dixie Iron Works would have been where we are that much quicker, had this book already been written. A MUST-read for the TOC implementation you want to proceed smoothly and quickly.

This book is not just for manufacturers, but holds enormous value to any operation. I am impressed by how much practical help is packed into this book. It bridges the gap between a training program or reading books on implementing the Theory of Constraints in Operations and the detailed work that must be done. This book is a must to ensure both a successful and a lasting implementation of Drum, Buffer, Rope and Buffer Management in Operations.

I am not dumb, you are not dumb, but as Blair says in his introduction to this book- It takes more than hard work and common sense to run a manufacturing facility. My copy of this book is dog eared and warn out from use. Everytime I reference a section, I learn something new. Clear and simple explanations to complex and difficult challenges we all face in today's competitive environment. This book should be in every practitioner's back pocket.

I have an M.S. in Logistics and a nine-foot shelf of text books. When I need an answer I reach first for Williams' book, it is often the only one I need. I have only two complaints:
1. The binding - for these prices the binding should not be so fragile (I'm on my second copy).
2. References to ISO-9000 as a "Quality" standard. While most pursue ISO-9000 to help improve their quality, it is a "Documentation" standard, and it is possible to become ISO-9000 certified to build garbage.

For these two reasons (and the fact that Amazon won't let me) I can't give the book the seven stars it otherwise merits.

Manufacturing for Survival is a fundamental yet easy-to-read text on manufacturing that every production manager can lean on for great advice. The book thoroughly covers all of the key shop floor best practices such as setup time reduction methods as well as traditional manufacturing textbook concepts such as MRP. So the book is a rare combination of the practical and theoretical.

As a manufacturing professional with over 20 years of experience, I find Blair's book extremely insightful and current. Blair's book embodies his practical knowledge of manufacturing while incorporating today's business environment philosophy. Manufacturing for Survival helps to integrate the value of supply chain management into all aspects of the manufacturing environment. It is an invaluable tool that I frequently refer to. Very well written and practical --- I wouldn't be without it!

This book couldn't have been better if Moses himself had brought it down from the mountain along with the Ten Commandments. I started to highlight the most important and relevant points but, unfortunately, began to run out of ink well into the second chapter. Despite the technical nature of the subject matter, the book is easily read and digested. The formulae and calculations are presented in a manner that is quickly comprehended by both engineers and nonengineers alike. This is one great book!!!

...Perhaps five stars are not enough.

Dr. Hafez focuses in the intifada campaign of suicide bombing for his research on motives for suicide bombers. He outlined the motives of the organization's that prepare, support and dispatch the bomber as well, as a different one that that of the bomber, which is analyzed. The community/ society motives for support the campaigns is also analyzed. Since I have read the majority of the reference use by the author, I need to say that his work is a valuable one for this issue, easily read, short and precise, and a likely and useful framework.

Knowledgeably written by Mohammed M. Hafez (Visiting Professor in the Department of Political Science at the University of Missouri, Kansas City) Manufacturing Human Bombs: The Making Of Palestinian Suicide Bombers is an insightful and chilling study of the Palestinian suicide bombers during the Al-Aqsa intifada that began in the year 2000 and continues to be a primary weapon among Islamic fundamentalists. Providing western readers with an in-depth understanding of the deaths, war, killings, and reasoning and rationale to these terrifying and seemingly indiscriminate attacks, Manufacturing Human Bombs creates an intricate detailing of Middle East mentality, lifestyle, honor, and progression of those who elect to become suicide bombers and those who elect to employ them. Manufacturing Human Bombs is very highly recommended reading to all students of the Middle Eastern culture, the suicidal extremes of the bombers themselves, the attitudes of the victimized society that breeds them, and the issues surrounding phenomena of suicide bombers in countries such as Iraq, Israel, Chechnya, and Afghanistan.

Knowledgeably written by Mohammed M. Hafez (Visiting Professor in the Department of Political Science at the University of Missouri, Kansas City) Manufacturing Human Bombs: The Making Of Palestinian Suicide Bombers is an insightful and chilling study of the Palestinian suicide bombers during the Al-Aqsa intifada that began in the year 2000 and continues to be a primary weapon among Islamic fundamentalists. Providing western readers with an in-depth understanding of the deaths, war, killings, and reasoning and rationale to these terrifying and seemingly indiscriminate attacks, Manufacturing Human Bombs creates an intricate detailing of Middle East mentality, lifestyle, honor, and progression of those who elect to become suicide bombers and those who elect to employ them. Manufacturing Human Bombs is very highly recommended reading to all students of the Middle Eastern culture, the suicidal extremes of the bombers themselves, the attitudes of the victimized society that breeds them, and the issues surrounding phenomena of suicide bombers in countries such as Iraq, Israel, Chechnya, and Afghanistan.

Knowledgeably written by Mohammed M. Hafez (Visiting Professor in the Department of Political Science at the University of Missouri, Kansas City) Manufacturing Human Bombs: The Making Of Palestinian Suicide Bombers is an insightful and chilling study of the Palestinian suicide bombers during the Al-Aqsa intifada that began in the year 2000 and continues to be a primary weapon among Islamic fundamentalists. Providing western readers with an in-depth understanding of the deaths, war, killings, and reasoning and rationale to these terrifying and seemingly indiscriminate attacks, Manufacturing Human Bombs creates an intricate detailing of Middle East mentality, lifestyle, honor, and progression of those who elect to become suicide bombers and those who elect to employ them. Manufacturing Human Bombs is very highly recommended reading to all students of the Middle Eastern culture, the suicidal extremes of the bombers themselves, the attitudes of the victimized society that breeds them, and the issues surrounding phenomena of suicide bombers in countries such as Iraq, Israel, Chechnya, and Afghanistan.

Knowledgeably written by Mohammed M. Hafez (Visiting Professor in the Department of Political Science at the University of Missouri, Kansas City) Manufacturing Human Bombs: The Making Of Palestinian Suicide Bombers is an insightful and chilling study of the Palestinian suicide bombers during the Al-Aqsa intifada that began in the year 2000 and continues to be a primary weapon among Islamic fundamentalists. Providing western readers with an in-depth understanding of the deaths, war, killings, and reasoning and rationale to these terrifying and seemingly indiscriminate attacks, Manufacturing Human Bombs creates an intricate detailing of Middle East mentality, lifestyle, honor, and progression of those who elect to become suicide bombers and those who elect to employ them. Manufacturing Human Bombs is very highly recommended reading to all students of the Middle Eastern culture, the suicidal extremes of the bombers themselves, the attitudes of the victimized society that breeds them, and the issues surrounding phenomena of suicide bombers in countries such as Iraq, Israel, Chechnya, and Afghanistan.

A great book that gives a quick overview from contact printing and projection aligners (1970's and early 1980's technology), but it spends most of its time and effort on the more recent (2000's) technology and processes. There was information packed into each page, providing both an overview and detail into the more recent development of lithography. It helps to have some previous exposure to lithography as well as the topics of physics, optics, and chemistry since the book will build on all of these subjects to provide the basis of the newer technology.

this book consists almost everything u need to be a lithographer and is also concise and up-to-date!

also the price is not too high.

good book!

The book provides a great overview of the Electron Beam Lithography, which was the material of interest for me. Material is conveyed in great detail while the meaning of the material is not necessarily constricted to the experts. As an undergraduate student, I found the material readable. I was also able to understand most of the information well and as a result I believe I have a good base of knowledge about lithography. I would definitely recommend this book to other students.

The book give a very good overview of what microlithography is and it gives the recent advances in the field. I highly recommend it as something very good to have if your into the field of lithography and especially if you are a non engineer.

I teach a graduate class in Microlithography and this is the best text I have seen to date. It contains all the modern techniques presented in an easy to read format. I highly recommend this text for all process engineers in the field or engineers wishing to learn more about this integrated circuit processing technique.

Being involved with Programmable Logic Controllers and manufacturing, I found this book full of inspiring ideas and tips on the financing, personnel and operations of technology companies. Dick Morley invented the PLC. It is nice to be able to get it from the horse's mouth, as they say. It is an indispensable management tool. I keep this book on my desk just in case another management consulting firm comes here and tries to sell me yet another analysis and subsequent engagement. I would not need an analysis as long as I have this book as my reference.

I do have a slight problem with the prejudice that "We don't invest in a deal if the president has a Ph. D." That would have made companies like Apollo, Celeron, Cisco, Intel and Silicon Graphics non-financeable. People should be judged by their intelligence, not their degrees. Let's make a deal, Dick. If you don't hold my Princeton degrees against me, I won't hold your M.I.T. degree against you, OK?

Intriguing snapshots of the mind of Dick Morley. Each piece is a couple of pages, so they're great quick but deep reads (in the bathroom or otherwise) for the manufacturing (& innovation) professional. He packs a lot into each essay, and keeps 'em coming.

"Out of the Barn" is written by the "Harley-Guy" Dick Morley (Inventor, author, consultant, engineer and "Dad" to 37 children) he is also known as the as the inventor of the programmable controller, the floppy disk and other revolutionary and "world-changing" inventions. Dick is self-described "serial-entrepreneur" whose consistent successes in the founding of high technology companies have been demonstrated by over three decades of achievements.

Some of Dick's entrepreneurial success stories are used in the book "Winning Angels" a practical, hands-on guide to angel investing. Dick's inimitable style and character are easy to discern in this book about the fundamentals of early stage investing.

In his book "Out of the Barn" Dick gives us a collection of his published articles and candid thoughts in one easy to read compilation. He brings his unique way of thinking to discuss revolutionary concepts in his own style. His humor is entertaining and his prose is educational. He will definitely make you think. He challenges you to consider the possibilities and those things that may not (yet) be possible.

Through the short stories in the book you will appreciate his wide range of thinking and find yourself scrambling to catch up, as he moves on to ponder other great thoughts. His homespun vision is full of predictions and forecasts of the future and its possibilities. This book reads just like any one-on-one conversation with Dick. Anyone who has had the pleasure can attest that a chat with Dick can range from the ridiculous to the sublime. Sometimes deep and cogent and other time's light and airy, but never dull.

Dick speaks and writes with an earthy manner that is full of provocation and prevarication you can never be exactly sure, which is half the fun. You can read this book anywhere, at any time, and you will.

Once upon a time, before "Dot-Com" and "Dot-Bomb", there was Dick Morley. This gentleman and his book hearkens back to a time when value was measured by utility, and less by flash. Mr. Morley, the inventor of the staple of industrial automation, the PLC, has touched all of our lives with his practical and creative views of the chaos within which we live.

As a renewed sense of value reemerges in our post-Dot economy, Mr. Morley's insights are again proving to be most timeless.

Get this book.

The format of this book is a series of vignettes. And not to be dis-appointed there is plenty of wisdon to be had even in a fireside chat with Dick.

I have done it several times in person and find it VERY stimulating. For those not so luck try this as a premier.

Listen to Dick and LEARN.

"Production Fly Tying" is the second book you should have in your library (the first being a good beginners book with a few patterns). "Production Fly Tying" doesn't have many complete patterns in it, and the few that are in the book have to be pieced together from section to section, but it has some of the best tips a tyer could hope for. A.K. Best gives the reader tips he has learned from his years of professional tying. Each tip is extremely helpful. Best seems to focus on tips that make it easier and faster for the tyier to increase production while not skimping on the quality of the fly. Best always has plenty of tips on how to improve the action and use of your flies. This is simply a great book.

This book is good in that it goes in detail the whole way through. The only thing I didn't like about this book was that it didn't tell you how to tie the whole fly. It only shows bits and pieces (how to tie the tail for a deceiver, how to tie a zonker body, etc), but I still recommend the book for the tyer that likes to flip through for reference. If you really want to absorb the information, you should read the book all the way through.

This book is dynamite for the skilled fly tyer as well as the beginner. A K Best shares with you the little twists and turns of fly tying that the others skip over or don't think are important enough to mention. He also shares with you his techniques that will make you not only faster but much more proficient. I highly recommend this publication.

As noted, the title is very misleading; maybe it should have been called "how to tie the most useful flies in your box in the most efficent way".

Like most tyers, I have dozens of books; there's Marinaro, Kauffman, Proper, and on and on, but this one book probably taught me more about how to actually tie than any other book. Best is a production tyer, but the same techniques he uses to tie a hundred dozen of some pattern are just as useful for the fisherman who needs a dozen assorted flies for a weekend trip.

The descriptions are marvelously clear and the photos reveal every detail. This book and a good vise are probably the first two things a beginner should buy.

I had been tying for a few months when I came upon this book. Until that time I had trouble finding sound instruction. The instruction I did receive was usually at club meetings or from the occasional video. This book made it very clear how flies where to be constructed. This advice on tools is very helpful. And the insight on material selection was also extremly helpful. This is one of the best books on fly tying period. Also he has a selection of videos out that are the best I have seen.

A breakthrough new way of thinking!

Meanwhile JIT/Lean can not be implemented for highly variable product offer and variable demand larger than +/- 20% (when smoothing your p-schedule is not feasible anymore), the author describes a new path that can be followed (push-pull). The new 21st century's main objective is to compete - on speed. Reducing the lead times does not stop in manufacturing and the author gives a comprehensible overview how to proceed - including as well the softfactors making things work or fail.

Meanwhile JIT/Lean and the kanban-philosophy aims to reduce waste and the outcome is reduction in lead times and WIP (and improvment of quality), the QRM way targets the reduction of lead time. Many thinking from JIT/Lean can be used as well for QRM as cell manufacturing for flow, lotsize reduction/ setup (SMED) and preventive maintenance (machine availability) etc. Considering JIT/Lean systems are pull-systems, QRM-principles provide a robust framework as well for production systems where the variability of the product scope is broader and the customization is higher. Applying these tecniques will not only reduce your lead-times and increase your quality and service level, but as well simplify and improve your production system (sales and operations planning) and therefore finally improve your service level for deliveries. Reducing WIP goes hand-in-hand with the reduction of lead-times and a therefore a reduction of the binding capital (inventories/ WACC). Rajan Suri will even provide in his books the pitfalls of traditional management accounting and gives you strong arguments how to sell a company wide project to apply this new thinking.

This book is written for beginners as well as for experts in manufacturing and for further insights, the book Factory Physics (Hopp/Spearman) is strongly recomended. Reading and applying Japanese
tecniques as SMED, TPM and ZQC etc, were very useful to me to understand what tools do exist and can be used for QRM as well. Excellent software-packages for QRM are available, but I do strongly recommend to understand the fundamental and basic equations of QRM about manufacturing interactions, before applying this new tecniques (queuing theory etc.) - this will help you to analyse what improvements and where have to be targeted.

Meanwhile SCM-books do not provide the tools to improve operations in many companies, QRM provides you the required knowledge how to trim every single chain element in the supply chain and even provides a simple way to measure the performance of your suppliers (quality, cost and especially the delivery performance). This is the way to go for many companies, whether small or large scale - wherever JIT/Lean can not be applied or the company's culture might not be capable of adopting the Japanese way!

QRM is a manufacturing strategy that focuses on speed throughout the manufacturing process. All efforts are focused on lead-time reduction. Unlike other lean manufacturing clones, QRM distinguishes itself with some unique approaches. While I'm not willing to accept everything the author is pushing, I certainly found some valuable insights.
The author does an excellent job of explaining the concepts, providing enough detail and examples to ensure the reader does not go away confused.
I thought this was a really good book and would recommend it to anyone involved in manufacturing, but even more so to anyone involved with engineer-to-order or make-to-order manufacturing.

This book was great! I couldn't put it down. The author is able to pull together the best of Lean, Kanban, JIT etc... and apply them in a methodology that truly works for a diverse manufacturing plant. We make hundreds if not thousands of different products, some only once and some are repeats but always in small batches. It was really great to read a manufacturing book that will help a plant like ours. Some really great stuff in this book!

As a former manager of strategic planning, now returned to the manufacturing side, I consider this book to be one of the most important I have read over the past several years. What I am seeing in manufacturing is that the cookie cutter products, high tech or not, are moving to either Asia or Mexico. The remaining products are being sold to customers who require a high level of customization on a very short lead time. The author has developed a system to accomplish this. He focuses not just on the nuts and bolts of the shop floor, but also on streamlining the support systems needed to achieve this level of service. If you are in high level manufacturing or corporate management, you need to read this book. If you are at a lower level, you will still be exposed to many ideas which you can incorporate into improving your service, to both internal and external customers, and reducing your lead times. I think it ranks right up there with The Goal as one of the most important business books written in the era of modern manufacturing.

It was hard to put this book down when I first read it. As a manufacturing manager, it almost seemed as if Prof. Suri had spent time in my plant. Most of the topics he addresses in QRM are relevant to the issues I was struggling with. He writes about reducing lead time in all aspects of operations, even product development. His concept of POLCA to create a pull system for low volume, high mix manufacturing is innovative.

I recommend this highly to anyone who is trying to understand a manufacturing operation and how to improve it. It is easy to read and understand with concepts that work.

This book provides a wealth of industry information for anyone in the business, or for someone interested in the manufacturing sector of the industry. Not only does it have philosophies, vocabulary, and facts but it has real life stories on professionals in the industry, their success stories, and how they got started. It is informative and inspiring!

This book is all about the real world of fashion. I loved the book. It is written by people working in the fashion industry today, telling future designers what to expect, just how the business runs. It doesn't dwell on fashion from 100 years ago, it is about today and tomorrow. The book also tells you about skills needed, jobs opening up, and even more importantly, what you have to do to develop the skills and get the job. It is easy to follow, practical, and even though I have finished the course, I still use this book in 3 other classes!

I'm using this book in a course right now, and for the first time I understand how the fashion business runs! This book has been a wonderful source of first-hand information, I love it.

I've wanted to pursue my love of apparel design, but have held back because it felt like too "foofy" of a career choice. I was pleasantly surprised, reading this book, to find out what a practical business this is. Artistic ability and design talent are really a small part of what those in the fashion business need to survive; most of the rest is an understanding of marketing, merchandising, global economy, quality control...in other words, business skills. I wish I had known this as I was graduating from high school--I could already be employed by now! I am using the information in this book to evaluate design programs, and feel confident that I can now go into this field with my eyes open. Fashion and apparel aren't as glamorous and superficial as they might seem: there's a lot of hard work and business savvy that makes up the bulk of the field.

I bought this book and I loved it! It is easy to read and understand the business in fashion world. Lots of useful advise from the famous people for those who wants to go into the real world of fashion business.