Read product reviews on other brands’ websites. Negative comments are very helpful—they tell you what consumers need that other lines aren’t providing. There are sites and resources that provide marketing data for you. However, it’s costly to continuously buy data over time. Research specific terms and items. For example, data for “casual tank tops” will be more helpful than “summer clothes. ”
Where do they shop (online or in-store)? What are they willing to spend on clothes? What factors influence their purchase decisions? What are their demographics? (age, gender, marital status, location)[3] X Research source
Your business or brand’s name (decide whether to use your own name or something else). Your mission statement (who you are as a company and what you do). Why you believe your line will be successful (cite your market research). Your business goals and ambitions (refer back to these as your line grows to stay true to your original mission).
The name of your line can be different from your legal business name. Your business might be your name (Jane Smith), but your line is Mittens by Jane. Your logo might end up being part of your designs in addition to a memorable image for marketing. [6] X Research source Get active on social media platforms like Twitter, Instagram, Facebook, and TikTok to promote your brand and interact with customers.
If you need significant capital, consider a loan or overdraft from the bank. You’ll need a solid business plan and strategy for repayment. Research grants and loans for small businesses through your local, state, or federal government. You’ll need a business plan and initial profit projections. Consider equity finance if you need a backer to purchase a stake in your business. Know that your backer might get some decision-making power.
If you do business under your legal name, registering isn’t necessary. However, you won’t receive the benefits or protections of a registered business. Once your business is legally formed, file with the United States Patent and Trademark office to trademark your business, brand, or product name. Register with the federal government if you want additional trademark protection or tax exemptions. Otherwise, just file to get a federal tax ID. Visit the U. S. Small Business Administration’s website for more information on registering your business, tax information, and more legal details.
Carry a sketchpad with you to write down new ideas or make quick drawings whenever inspiration strikes. Find balance between the technical side of designing (manufacturing, costs) and the creative side (making new pieces, finding inspiration). Create a “tech pack” to give manufacturers. Include technical specifications, measurements, materials, accessories, and other product details.
Request sample runs from multiple manufacturers and compare them. Discuss adjustments and improvements before committing to one. Take your time asking questions and vetting manufacturers. They’re going to make your visions a reality, so it’s worth the extra time and thought. If you’re starting very small, make your clothes yourself or with a hand-picked team until you can’t keep up with the demand anymore.
Luxury items that take special care and extra time should be priced higher than everyday, mass produced garments. If you’re focused on high volume over quality, lower your prices. Offer deals and sales to incentivize your customers to buy even more.
Make sure you have a website regardless of whether you use it to make sales. Retailers will look at it to evaluate your products and your brand. Use an e-commerce platform to make online sales if your website doesn’t have the ability (or if you just prefer to keep sales off your website).
As you earn money, pay for targeted ads on platforms like Facebook to build your customer base and reach more people. Collect customer email addresses and circulate a “sign up” form to build an email list. Send news about sales, new items, and exciting updates. Reach out to other websites or blogs that appeal to your customers and negotiate web advertisements to expand your marketing reach. If your demographic is less tech savvy, run print ads in local newspapers or in magazines that appeal to your customer base.
Depending on your goals, expansion can mean hiring additional employees, partnering with more retailers, or designing and producing new products. Refer to your original business plan as you grow. Decide whether to stick to your original ideas, or to explore new opportunities.
