5 Things to Consider Before Launching Your Clothing Line

The excitement to jump head first into design and production can often become the overriding energy that drives my clients into a rushed start on their business. All too often I speak to people who have an idea and want to cut straight to the chase seeking manufacturers with no tech pack, no idea on MOQs (minimum order quantities) and an unrealistic deadline.

Please slow down! I understand the thought of owning a fashion business is an incredibly desirable one, one which offers creative liberation and the excitement of a fast paced, glamorous career. Unfortunately the reality is severely different. If you are wanting to operate a successful venture with the outlook that designing attractive garments and attending networking events will be your new role, think again. Take a moment to consider the following before launching your clothing line:

Have you researched your customer?

The customer is the most important area for consideration. Without a customer you have no business. They will impact each and every stage of your process and offer insights and data that is so incredibly valuable to the success of your brand that they must be listened to. Conduct market research, send out surveys, ask questions and find out their problem areas, what could your brand solve? Who can you cater to?

Read my bitesize blog post to find out more on writing a customer profile.

Are you clear on branding?

Understanding your company’s handwriting and intended market position goes hand-in-hand with knowing your customer inside out. You must establish a voice that is cohesive through all platforms from social media to your email marketing. If you are a high-end luxury brand, your copy must reflect this; a mid-range competitively priced e-commerce store targeting teens and young adults? Then incorporate their vocabulary, inject personality and align to their way of thinking.

A whole blog series could be written on branding, a great starting point for any beginner would be How To Style Your Brand by Fiona Humberstone.

Have you considered all the possible costs?

Depending on your resources, skill set and business plan the areas I am about to list may or may not apply to you. It may be a balancing act of using your own talents, capabilities and support systems whilst also knowing when to outsource for the benefit of your company and a professional outcome. But it’s not just the simple task of hiring a designer, paying for materials, deciding quantities and sourcing a manufacturer. Other costs may include: postage, packaging and branding materials inclusive of hiring a professional graphics designer. Fees for registering a trademark and website payment plans. Seeking legal advice for your privacy policy, terms and conditions or any other business related queries you want to ensure you’re watertight on. Product expenses, marketing and sales costs… the list really does go on and on!

Have you created a sales strategy?

It’s a whirlwind experience launching any fashion business and it is so easy to get caught up in the development of a garment or collection, given the excitement (and stresses!) that come with it. The investment required to have a product ready for market can be daunting, but when you arrive at the point of sale - have you considered how you’re going to drive it forward and start converting? Prepare thoroughly by researching trade shows and pop-up store opportunities. What social platforms will you use? Where does your customer hang out? Will you be collaborating with other businesses or approaching stockists? Are you intending to be purely e-commerce? Have you put thought to your wholesale prices and forecasted RRP’s?

Have you assessed yourself?

This may be your first venture into business, it may be a diversification of an already established entrepreneurial portfolio, but the fashion industry is its own difficult realm and to enter such a flooded market takes a strong minded soul. What are your strengths? What areas do you need to work on? You could make a list of what attributes you feel are needed to make a successful fashion entrepreneur and compare yourself to your notes. How many attributes do you think you match? You could always ask a friend or family member to do the same. If there are areas for improvement or skills you feel you lack, could these be outsourced on your journey to launch? Do you have the cash flow for outsourcing to be possible?

You are the sole key to the success of your brand, the engine behind the business and the responsibility lies with you to turn up everyday, find solutions to any problems that arise and manage the essence of what it is to run a fashion company.

If you’d like to arrange a discovery call to talk through your vision and see how we can take the next step to launching your line together, you can now book a time slot available via the booking page. Alternatively feel free to email me at studio@xandrajane.com