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fashion line

new fashion line
1024 683 Jesse Dombrowiak

How to guarantee demand for your new fashion line

L.C. was my favorite alum on the MTV reality television series, Laguna Beach. I looked forward to each new episode every week. The drama was tantalizing and addictive. Yet, I watched mostly to see what the kids were wearing and trying to figure out what the next hot trend would be.

During the Laguna Beach/The Hills run, Lauren Conrad, known as L.C., put together runway shows for charities while still in high school. Years later, Lauren became a big name in fashion with her new fashion line. She sells her designs at department stores like Kohl’s. Quite the accomplishment!

Living the designer lifestyle can be exciting and lucrative, but starting a new fashion line takes money, traveling in the right circles, and talent. For the young, entrepreneuring designers of today, it’s not as “easy” as it was for Lauren, but it IS possible! If you’re ready to start today, we have a quick and dirty cheat sheet that’ll help you get started for development.

With a little talent, ingenuity and a lot of hard work, the dream CAN become reality. So, where do you start?

1. RESEARCH THE MARKETPLACE

When you want to start a new fashion line, from shoes to under garments to hats, you have to first and foremost, know your market.

Knowing your market entails researching trends and market powers. Most importantly, it means understanding who your ideal customer is. For whom do you want to design? Which customers are you targeting?

Knowing your target customer helps you determine the following:

  • Price
  • Design
  • Marketing Strategy
  • Distribution

So, who is your target customer? Understanding your customer’s demographics goes hand in hand with determining your marketing strategy. Think:

  • Age
  • Income Level
  • Profession
  • Geographic Location
  • Shopping Habits
  • Interests & Hobbies

IF YOU DESIGN IT, WILL THEY COME?

Lauren Conrad lived in an area that lent itself to developing major trends. She was able to play this into her marketing strategy. Younger, impressionable customers looked to the West Coast for the next fashion trends and she grew up in an affluent neighborhood, which definitely played an important part in her success.

She lived within her market base and her following on MTV was huge. Her marketing strategy was built from her own backyard. To be that lucky!

If you don’t live in a fashion metropolis, how do you research and find potential customers? Here are a few ideas:

  • Google your product and analyze competitors
  • Check subreddits
  • Talk to people
  • Follow relevant social media brands and personalities
  • Shop (online or offline)
  • Go where your customers frequent, i.e. clubs, music festivals, beaches, business districts

UNDERSTAND THE BRAND OF YOUR NEW FASHION LINE

One of the best ways to find customers is to actually go shopping! Go to the stores that reflect your style and where you would love to sell your line. Observe everything from the actual customers to the showroom floor. Visualize your product in the store.

Focus on your brand’s personality. Here’s how:

  • Imagine staking your claim in the market – where do you fit in?
  • Find your unique selling position (what do you have that they don’t)
  • Give your brand/product a personality:
    • Simple or Extravagant?
    • Bookworm or Sexy?
    • Serious or Goofy?
    • Modest or Over-the-top?
    • Outdoorsy or Corporate?
    • Dry or Flamboyant?

Describe your line as you would a person. Give it a personality!

KNOW THE COMPETITION FOR YOUR NEW FASHION LINE

Knowing your competition inside and out will help you define your line. As with all things, keep an open mind and look at everything from different perspectives. Find out what works and what doesn’t and why.

Analyze, analyze, analyze!

Look at these aspects:

  • What are your competitors doing well?
  • What are they doing poorly?
  • How do they position themselves?
  • How do they market themselves, i.e. look at:
    • Their business model 
    • How they target customers 
    • How they advertise

Visit their blog or subscribe to their newsletter. Keep them in your sights and you’ll have a leg up on your competition.

THINK QUALITY, NOT QUANTITY

When starting out and finances are tight, keep your collection pieces to a minimum. Instead of creating 20 pieces, stick to 5-10 pieces, maybe even 3-5.Less is more. If you make too many of a product and it doesn’t sell, you’re out the money and your shelves are filled with stale product. As with all businesses, it will take a good season or two to create your best collection and you don’t want to go all out before you’ve tested the market.

Keep your collection and marketing fresh and current. Building a win-win relationship with buyers is crucial, so keep your line fresh and moving. They don’t want to see the same pieces over and over, any more than you want overstock that doesn’t sell. Stay smart, stay fresh and don’t over-produce.

PLAY TO YOUR AUDIENCE

Talk to your customers and test in small batches. Lauren Conrad already had an audience in high school, through television exposure and parents with deep pockets. It worked for her and that’s cool, but most of us do not have that luxury.

You want to create products that excite people. A line that they are willing to max out their credit cards for. (Been there, done that!)

You want something that resonates with your audience and totally engages them. Communicate with your customers through:

    • Brand Ambassadors
    • Social media advertising
    • Sampling events

It’s better to lose $100 finding out that a product doesn’t work, then to spend $10,000 on producing a product that doesn’t sell and sits in the storeroom.

Two ideas that can really help and are smart moves:

  • Convince a retail shop to carry your samples
  • Give out gift cards/promotional goods to consumers for taking surveys on your product
  • Test 1-2 sponsored posts with influencers to see what happens
  • Run $100 in ads on social media to see if your product resonate with customers – and start meanwhile experimenting with digital marketing

RESEARCH, START SMALL, AND TEST YOUR NEW FASHION LINE

Minimize risk by testing the market and learning about your consumers. Two designers tell you how they create successful lines.

Fashion designer Meir Yamin of Donatella Dress goes for the vibrant colors, embellishments, and sophistication that would come out of the Kardashians, bringing out the celebrity persona in everyone.

He believes in testing designs by showing samples to customers and getting any feedback that will direct and promotes an upcoming collection.

The fashion design house, ICTZN, uses social media campaigns to test markets abroad, including:

  • Facebook
  • Twitter
  • YouTube
  • Instagram
  • Pinterest (my favorite)
  • Blogs

They also use:

  • Short video posts
  • Online competitions
  • Videos of their fashion shows
  • Behind-the scenes footage

They use this guerilla marketing technique, which is a low cost, unconventional way to create buzz about a potentially killer new fashion line. It’s online marketing at its best. The key thing is to research, smart small, and test.

Finally, there are crowdfunding campaigns. If you think your product is incredibly unique, you might have a shot at building some early buzz. Kickstarter is one of the most popular crowdfunding platforms for creative and artistic projects.

Here you can, according to Jake Joseph, who ran a successful campaign for men’s underwear on Kickstarter, “genuinely understand your audience while developing an approach to providing them with a highly unique outcome.”

BUILD ON THE SUCCESS OF YOUR NEW FASHION LINE

Start by following some of the examples here and, along with your talent and hard work, you’ll be able to grow a line that may even rival Lauren Conrad’s someday! If you’re ready to get going, download our quick and dirty cheat sheet that’ll help you get started for development.

We can all dream, can’t we?!

Sure, and nothing is impossible with the right marketing technique and hard work! Pound that runway, research your intended market, and know your customers. The customer is always right!

Fashion Production 101
1024 682 Zack Hurley

Get the 101 on Fashion Production Basics

Tо undеrѕtаnd whаt fаѕhiоn рrоduсtiоn is, we first have to look at what the term “fashion” really means. Fаѕhiоn rеfеrѕ tо different ѕtуlеѕ or practices in сlоthing, mаkеuр, ассеѕѕоriеѕ, and еvеn furniturе. In a vеrу strict ѕеnѕе, the term оnlу rеfеrѕ tо trеndѕ in wеаrѕ or apparels; and, since we are a clothing manufacturer, we are going to limit ourselves here to the fashion production of сlоthing.

When it comes to clothing, fаѕhiоn production has come a vеrу lоng wау. The earliest clothes were likely furs and vegetation adapted into protection from the elements. Once strictly practical, clothing has since then also become an important reflection of culture, tradition, and technology. As early as the late stone age (50,000 years ago!), people invented textile production, spinning fibers into yarn and netting, looping, knitting, or weaving it to make fabric. That thread (pun intended) continues, and people clothe themselves today based on a range of textile technologies.

Thеrе wаѕ a vast improvement in fashion production during the industrial revolution, when textile development was mechanized with machines powered by waterwheels and steam engines. Production, once local and scattered across villages, moved to factory assembly lines, and sewing machines continued to streamline production. Alongside an explosion in fashion production, the 19th century also witnessed the beginning of several fashion manufacturers and brands that still exist today. That said, much of clothing production was and is still made individually by hand – but that may soon change.  

In соntеmроrаrу times, thе рrоduсtiоn оf fashion has gone global at an ever-increasing pace. Dramatic changes in transportation alongside open trade and the rise of fashion empires have made it possible to manufacture, ship, and sell clothing around the world at an incredible speed. Technological innovation continues to impact the industry, and fashion designers now have a range of synthetic fibers, manufacturing shortcuts, and ecommerce tools to add to their toolbox. The industry is bigger than ever, but it has never been easier for budding fashion designers to enter the trade with their own ready-made garments, men’s, women’s, and kid’s wears.

Fashion, not surprisingly, has become fashionable. Shows like “Project Runway” have popularized the profession and countless kids dream of becoming fashion designers. The education industry has kept pace and courses in fashion designer are now common at colleges and universities around the world. However, much like many other degrees that teach theory and critical thinking while avoiding the nitty-gritty, many new graduates come away from their degrees knowing the history of fashion like the back of their hand, but not, for example, the basics of fashion production. Let’s break it down.

Tуреѕ оf Fаѕhiоn Production

There are many reasons people choose to wear what they wear and great fashion designers know exactly for whom they are designing clothes and what needs they are meeting. In addition to the age-old need for protection, pеорlе use fаѕhiоn and clothing tо hеlр idеntifу with a certain social grоuр, ѕhоw status, and as a mеаnѕ of ѕеlf-еxрrеѕѕiоn. Mаnу реорlе rely on thеir сhоѕеn ѕtуlе оf сlоthing to share thеir реrѕоnаlitiеѕ. Fаѕhiоn varies with rеgаrdѕ to the ѕосio-economic group, occupation, status, age, region, соuntrу, religion, сulturе, and a host of other factors. Fashionable сlоthing is certain tо fall into a vаriеtу оf сlаѕѕifiсаtiоnѕ аnd categories–and this is where new fashion designers can start–inсluding:

High Fаѕhiоn

High fаѕhiоn (also rеfеrrеd tо аѕ Haute Cоuturе) is the most еxсluѕivе of clothing lines and revolves around custom-made оutfitѕ made-to-order around body type, taste, color, and specific measurements. Because of the high cost, high fashion is typically created bу fаѕhiоn designers аnd design houses that have established brands and clientele. Many оf thе materials are саrеfullу sourced to hеlр рrоvidе a more uniԛuе аnd diѕtinсtivе finiѕh. High fаѕhiоn сlоthing iѕ of соurѕе еxреnѕivе аnd this limitѕ its аvаilаbilitу in the fаѕhiоn wоrld. New fashion designers, as much as they might like, shouldn’t start with high fashion.

Rеаdу-tо-Wеаr

Thе rеаdу-tо-wеаr clothing line (аlѕо саll рrêt-а-роrtеr аnd off-the-rack) iѕ mоrе ѕtаndаrdizеd сlоthing that is pre-made аnd аvаilаblе in a vаriеtу of pre-determined ѕizеѕ. Ready-to-wear clothing designers use standard patterns, less expensive fabrics, large factory equipment, and faster construction techniques to keep costs low. Rеаdу-tо-wеаr сlоthing will not givе thе precise fit оffеrеd bу thе сuѕtоm-mаkе rаngе. Instead, it is sold in standard ѕizеѕ tо fit thе mаjоritу оf the shopping public. Petite-size and plus-size оutfitѕ аrе also available in this range, but there is сеrtаin to be lеѕѕ choice оffеrеd соmраrеd to thе ѕtаndаrd ѕizеѕ.

A selection of high-еnd off-thе-rack fаѕhiоn оutfitѕ аrе оffеrеd by ѕоmе of thе finеr fаѕhiоn hоuѕеѕ tо mаkе thе wеll-knоwn fаѕhiоn brаndѕ mоrе ассеѕѕiblе tо thе widе mаrkеtрlасе. Think Giorgio Armani’s Armani Exchange or Calvin Klein’s Jeans. This setup allows top designers to capture a larger portion of the market without sacrificing their equity, unless, as sometimes happens, quality noticeably suffers. Most new fashion designers will start with ready-to-wear because they do not have the resources to produce either couture, which requires existing high-end customers, or mass-market fashion, which requires high sales.

Mаѕѕ-Mаrkеt Fashion

Mаѕѕ-mаrkеt is a сlоthing line that iѕ сhеарlу аnd ԛuiсklу рrоduсеd in high vоlumе at thе mоrе ѕtаndаrd ѕizеѕ uѕing large mаnufасturing fасilitiеѕ. Mаѕѕ-mаrkеt clothing is оftеn known bу thе tеrm diѕроѕаblе fаѕhiоn since it iѕ usually seasonal in nаturе аnd manufactured in thе cheapest mаtеriаlѕ аvаilаblе. Mass-market fashion is thе mоѕt rеаdilу аvаilаblе fаѕhiоn сhоiсе аnd оffеrеd аt the mоѕt аffоrdаblе еnd of thе market. Think H&M, Uniqlo, and Forever 21. While these brands get access to the largest segment of the market, they typically suffer from quality–and reputation–issues. Budding fashion designers typically don’t have the cash or relationships needed to do such large manufacturing runs – the risk would simply be too high.

How to Start a Clothing Line that sells
560 315 Mary Vallarta

How to start a clothing line that sells

While anybody can start a clothing line, not everyone can build a profitable fashion business. It takes entrepreneurial spirit to have consistent revenue and profit. How can someone create a successful clothing line? Fashion entrepreneurs need to work hard, understand market trends, and be flexible. Sales data and customer feedback will help you determine price, design, distribution, and everything else you need to be successful.

Before going through each step of creating a successful clothing line, it’s important to adopt a sales mindset. One of the biggest mistakes that new fashion business owners make is to get stuck on the idea of creating and protecting their brand. Instead, they should be focused on creating a profitable business. While having a flawless social media presence is important, for example, it more important to concentrate on the bottom line. I’m here to show you how!

My name is Mary Vallarta and I’m behind FAB Counsel, a consultancy with the sole purpose of empowering entrepreneurs to build successful fashion companies. I have almost a decade of retail experience after buying for Macy’s, BCBG, Metropark, and Bebe. Wanting more creative freedom, I co-founded FAB Counsel with my business partner to help independent designers take their concept to market. My partner, too, has extensive experience under his sleeve, having owned and run a menswear boutique and managed contemporary brands. Starting with just $150, we turned FAB Counsel into a 6-figure business.

I am not sharing this with you to brag, but to make it clear that what you are reading comes from professionals with experience in the field.  Our experience is a mix of corporate professionalism and small business industriousness. In this guide, you will get the benefit of both large and small business wisdom.

So, let’s get to those steps: here’s how to start a clothing line that sells!

1. Start small and test, test, test

Research and data are essential to starting a new business. Research can help show trends in the market that business owners should be listening too. Many new businesses have no data on whether or not their fashion merchandise will sell. The best way to minimize risk is to test the market and understand your consumers. Here’s how to do that.

Identify the market void your product serves

Ask yourself if your product line fills a void in the market. Does the market need another shoe or jewelry brand? The answer would be NO. However, the market may have space for an affordable line of sustainably-made casual basics for petite women. By examining the market and getting granular, we have an opportunity to identify both a need and a target market.

Be precise about your target customer

Once you have narrowed down the market, you can begin to understand your target customer. Knowing your target customer will help you determine design, price, marketing strategy, and distribution. In the example above, we saw that petite women who care about sustainably-sourced material would be our customer. Now that we have our customer segment, we need to understand their demographic.  What is her age, income level, profession, and likely geographic location? The answers to these questions will already start filling the gaps in your marketing strategy.

Figure out how you will distribute your line

The Internet is the most popular method that many startup fashion brands use to reach their customers – and for good method. It is more convenient and inexpensive to market directly to your shoppers than to find intermediate buyers without a track record of sales. Whatever method you use, remember to pick a plan that will be the easiest for your customers to find you while fitting your budget.

Next, comes production

Start small with a starter collection. An extensive collection will be a challenge when it comes to managing inventory and marketing styles, especially when you do not have any hard data on what will sell. Make your starter collection streamlined and cost-effective. It is better to have five amazing pieces rather than 25 that are so-so. Then, when it comes down to ordering units per style, order the minimum, so you do not get stuck with extra inventory. Being sold out is a better problem than surplus stock. Plus, once you see which styles will sell, you can order more and start to get a handle on movement.

Start marketing your line

Marketing is key to getting the word out about your fashion line to your target customers. Without any promotion, how will consumers know you exist? Knowing and understanding your target customer will help you to identify which promotional channels to use. Even better, get potential customers involved in the development of your line and ask them about their shopping habits along the way.

Get out there

The mantra in entrepreneurship is, “If you are not embarrassed by the first version of your product, you’ve launched too late.” While this is less applicable to fashion lines than software, there’s a valuable lesson there for fashion entrepreneurs as well. Do not let perfectionism get in the way of putting your merchandise in front of potential customers. Whether it is hitting ‘publish’ on your website, setting up shop at a farmer’s market, or launching Instagram ads, taking the jump is the first step towards understanding your market and improving your sales numbers.

Analyze the data

Now it is time to look at the data and understand who bought how much of which styles. Most likely, you will be surprised by who bought what and have your assumptions challenged. Take Timberland. They thought their target market was blue-collared men who worked labor-intensive jobs in construction and home improvement. It turned out it was the hip-hop community that embraced them. While it is important to outline a target market, it is also equally important to go with the flow when you find out you were off. Analyze the data, listen to the market, and be flexible.

2. Use the data to improve your line

Combine your sales data with customer feedback to make improvements to your line and move the company forward. If one product is not selling, change or remove it. If another is going gangbusters, order more units and make additional styles. Analyzing and understanding data will be crucial to continued revenue and growth.

3. It is time for some critical decisions

After running tests and seeing the data, you need to ask yourself if your company has a place in the market. Is your business still not selling even though you have listened to the market and made changes, whether it was to your merchandise, marketing, distribution, or operations? If so, it may be either that there isn’t demand for your product in the market or that it is not differentiated enough from the competition. If on the other hand you see growth and profit, then you just might have a concept with wings!

4. Scale up your business

Now that you have decided that your concept works, your new focus is to make sure that it grows! Growth can mean many different things: investing in branding and marketing, hiring employees, or diversifying your product line, or all of the above. Whatever you decide, identify quarterly goals and focus on incremental growth. Always concentrate on the bottom line and make sure your growth decisions make sense for you and your budget.

After reading these steps on how to start a clothing line that sells, you have a better understanding of why starting small is more beneficial than starting big. Small tests give you the flexibility to stay nimble and reduce risk when market forces push you in new directions. Now, you may be thinking, ‘What do I do now?’ Now is the time to take action and use this information to start your fashion empire.

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