How to start a clothing brand: With just ONE style

How to start a clothing brand: With just ONE style

by Trudi Roach

Starting a clothing business can be an all-consuming process, but with that first sample and customer sale comes great satisfaction.

To become one of the fashion entrepreneur success stories you don’t need to have a complicated business plan toolkit, launch multiple styles or wait for investor funding to make it all happen.

Most fashion entrepreneurs start with plans to launch a fashion range or an entire collection.

This is the biggest roadblock many fashion entrepreneurs face: Desire to launch many styles and too few available resources.

There is a better way to think about launching your next fashion product, without a giant Kickstarter campaign.

Focusing on launching one style when you’re starting out means that you will need to get clear on what your brand is all about, who your ideal customer is and what they really want. It can feel like you have to design for every product category, because after all, you know your customer wants a dress, a blazer, a legging and the coordinating accessories, right?

If you want to discover how to channel your energy, and explore fashion entrepreneurship, without a fashion degree, here’s my recommendation for your first, (or next) fashion launch: Launch ONE style!

Create your design

This is probably one of the most exciting stages in your business. For a seasoned designer this is an intense and rewarding process. If you’re just starting out it can feel completely overwhelming.

This is why thinking about launching one product is a great place to start. Start by thinking about one style your brand might stand for and be known for. This might also be a style you consistently have in stock.

Creating a design concept for one product in these early days, getting it on paper or screen, as a sketch is the first step.

Sketches done, you’ll need to think about your ‘tech pack’, which is the essential information you’ll give to your manufacturer. It’ll need to include your product’s details and technical specifications, from design and measurements to materials and any extra accessories or features.

From there, you’ll need to get started on pattern making and grading, ahead of sourcing your manufacturer.

Simplify manufacturing

It’s time to take your product to potential manufacturers. This is the point where you’ll be sourcing the person (or team) that’s going to take your designs and make them a reality.

Creating one product helps streamline this process.

Everything from patternmaking & sampling to fabric, buttons, trims and more. Every facet of the product development process is more manageable when working with one style. You’ll have less room for error in terms of fit, quality and final delivery from your chosen manufacturer.

Of course, if you’re intending to make everything yourself for now, or with your own hand-picked team this also applies. If you’re simply looking to buy ready-made products wholesale to sell please don’t skip this step.

Starting out working with one supplier or vendor will help you streamline your communication, costs, and logistics. Start by sourcing one item, or just a few styles from ONE supplier to get started. You’ll be able to get familiar with their shipping schedule, fees as well as understand the quality and consistency of their product.

To start your search for the right manufacturer, ask any contacts you have and get a feel for your priorities. Is it artisan craftsmanship you’re looking to source, or a commercial supplier with an emphasis on speed and dependability? Manufacturing is a crucial part of any clothing business, no matter the size, so spend time finding, speaking to and vetting a good list of potentials.

Once you’ve decided, it’s time to get your first sample made. Have your manufacturer to run a sample of your design and maybe test that against a sample from another manufacturer. Factor in time to discuss adjustments and improvements, before you pull the trigger on a full product run.

This can be a period of trial and error, no matter how accomplished a designer you are. So be prepared for some back and forth. Now imagine if you were learning to do all this with 17 styles, and 4 different fabrics for your launch…all while building your website and audience!

Can you start to see how working on only one style as a new brand allows you and your vendor to focus time, energy and resources to executing your vision?

Test your product

Looking to use up those sample run materials?

Taking your style to market can be a great way to test your product without committing to the full product run. Market trading spaces, school fairs and online platforms like Facebook Marketplace are all great places to start, taking notes and asking your customers all the time for their feedback on the product, and anything else they’re looking for.

You’ll find that the market research is ongoing, as you’ll be adding new products to your line, and working out what sells and what’s less popular.

Feedback is an important for your business and a way to fast-track your growth, so take it on board and let it help to refine your products.

Getting valuable feedback on one product and needing to rework it is easier to manage than trying to rework an entire collection. Just imagine if your sizing was incorrect across 10 style and categories, or that no one likes the scratchy zipper you chose for its beautiful neon color.

Take it to market

Now you’ve tested your product and it’s selling, you’re ready to order your first full production run. It’s time to put the final elements in place, and you’ll have a few decisions to make before boxing up that first garment.

Take the time to consider how you’ll:

· price your products

· create an online clothing store, if this is your plan

· decide if you’re going to offer any deals or promotions

· package up your products

· ship your products (if working on an order basis)

· Prepare to deal with any returns or customer issues

· plan ahead with your manufacturer for new seasons and busy periods

This may all be in your head already, but it’s a good idea to get all the details down on paper before you go into full-scale production.

Rinse and Repeat

You’ve done it.

Your style is launched, you’ve made your first sales and you’re ironing out the wrinkles. Scaling may well be on your mind as an ambitious clothing brand owner, with plans for new products or bigger orders.

Take some time to celebrate your successes and reflect on how your business is going, before committing to any big next steps. In fact, it pays to keep things small and simple for your first couple of launches, getting to know the reality of production and fulfillment before taking on the next challenge.

Think about steady growth, creating and launching products you know your customer wants and not having to jump on trends and new seasons as they come.

Building a best-selling product is really about consistency as a fashion business owner.

Trudi

P.S. If you want to learn how to launch your fashion product like a pro and create a more revenue from every style, grab my workbook training 20 Steps to Launch Your Next fashion Product