Weekly Digest | Issue #452 February, 2018
Weekly Digest | Issue #469 February, 2018
Have you ever thought about creating your own fashion brand? Everyone seems wants to give it a try these days. It seems easy: you make a couple of T-shirts, sell them online, and then take cash, right? Not at all. There is a way, way longer road to make your brand successful and today we give you some great tips to achieve the spotlight.
Designers and apparel entrepreneur need to keep in mind that a fashion brand needs more than a great design to create a lasting business. It needs all the tools and hard work of a successful business as well. They need to master marketing, manufacturing, and retailing, among other skills. But don’t be scared! You can always start with our 3 base tips!
1. Develop the brand
Brand identity should be a top concern. Like your personal identity makes you unique, your brand identity is the special sauce of your business. But what is this? Brand identity is the collection of all brand elements that the company creates to portray the right image of itself to the consumer. From the beginning, start working on your mission, values, brand personality, unique positioning and your brand voice.
Considering you are creating specifically a fashion brand, you need to answer these questions::
• What identity do I want my fashion brand to project?
• Who will want to wear my clothes?
• What can customers get from my clothing brand that they can’t get anywhere else?
• What makes my clothing unique?
• What is the most important part of my customer’s experience?
All of your future decisions, such as a business name, logo and web design, should expand on these ideas. With everything settled, it’s time to move to the creation of a sales plan.
2. Plan your manufacturing process
You’ll need to consider how your collection will be manufactured. Making the right choice is critical for the results you want to get. It’s very hard to look at tons of factories and visit them, but a production management agency should solve your problem. These companies work as a bridge between the client (designer) and the factories, providing development services such as sourcing, sample and packing.
You should start by having a clear idea of what you want to produce and explain it in a document, such as a tech pack or a technical sheet. A tech pack is an informative sheet that designers create to communicate with a manufacturer all the necessary components needed to construct a product. Typically it includes measurements, materials, colors, trim, hardware, grading, labels, tags, etc. Of course, the more detailed a tech pack is, the less room there is for error.
3. Create a buzz
From the beginning you should idealize how you’re going to spread the word about your brand. One of the major elements of any fashion brands is photos. The pictures of your garments will be used on your website, social media marketing, and advertisements, so if you can, hire a professional photographer to do the job.
With everything settled, you should focus on social media. Maintaining (at least) an Instagram and Facebook presence will help you build an audience of devotees. Also consider micro-influencers, who might even be able to promote your brand by offering them free products. When you get micro-influencers to promote your brand, have them tell a unique story in their own voices. The goal is to tell a story that the audience can believe or relate with that also directs their attention towards your brand.
Also, take some time to make a list of local fashion editors and media outlets. Then, prepare a press release and (ideally) a press kit and notify these resources with this material. And there you have it… Your brand is launched and a lot of work awaits!