How to start a fashion brand. Part 1.
I was reading a forum the other day in which designers and tailors were discussing how they were often reached by people who wanted to start a clothing line. All these professionals sounded frustrated because they were either expected to work for free or were given a favor when the client “gave them work.” Many people seem to be drawn to the apparel business, this is a common trend that is going on now. I thought I would write an article on how to make this conversation easier for both parties. In Part 1, we are going to discuss the important questions to ask oneself before starting a company, and the most common types of businesses. In Part 2, we’ll talk more about the clothing manufacturing process, since many factories are also bombarded by these requests.
First of all, let’s start by identifying the three personas who are interested in launching their clothing line:
1) individuals who always dreamt of owning their own brand, they like sewing or watching fashion TV shows, and have no idea where to start;
2) serial entrepreneurs, who are looking for a way to make big money quickly by investing very minimum;
3) a fashion student/grad who is interested in starting their name brand.
These categories are based on the common characteristics described by industry professionals. If you do not fall under any of these categories, you are in a better position! Say, you are well educated in the industry but need business advice. I highly recommend taking the Build A Direct-to-Consumer course from Business of Fashion. It goes over details on how to identify demographics, find the product-market fit, raise funds, distribute and market your product. If you are a first-time entrepreneur and have the funds to start a business but need a better understanding of the industry, then keep reading!
Here is a list of questions to ask oneself before brainstorming the ideas:
Do I really want to start a clothing line?
Fashion is the 2nd most polluting industry. Do you really want to contribute to the environmental crisis? The apparel industry is more than pretty things, it is a huge responsibility before nature, people, and animals. If you find a way to turn waste into something valuable, you will be making much more impact and can earn some money in the process.
Why am I doing it?
As Simon Sinek says, find your why. Are you influenced by some blogger, who just dropped the “merch” and it was sold out within minutes? You may or may be able to replicate the success. Or do you have great ideas that should be shared with the world? You may be limiting yourself by choosing apparel. Perhaps it was your childhood dream or your hobby. I recommend reading the E-myth book first to be sure.
What skills and resources do I have to succeed?
If you can sketch, sew, know how to do pattern making, graphic design, web design, it can save you time and money. If you have friends that are willing to help or an extra set of hands, you can process orders quicker. Do you know someone in PR or an influencer, who can help you get the word out there.
How much money am I willing to invest?
I’ll start by saying that the apparel business requires significant financial contribution. If you are going to manufacture your designs, the first samples cost much more money than the retail price of the garment. Make sure to read Part 2. If you are looking for a startup idea that will bring you a ton of money, I’ll disappoint you. The clothing business requires major investments before seeing a profit.
Are you still determined about starting a line? I am all for pursuing one’s dreams and making educated decisions.
Let’s discuss different types of apparel businesses:
T-shirt business. There is plenty of information out there: videos, how-tos, paid classes on how to launch your brand in a day all you need is a computer, printer, and a garment. T-shirt business as well as any kind where you apply to print or embroidery on existing products is quite different from apparel manufacturing. It is important to understand the basics of textiles and fabric specifications. It is more related to graphic design, understanding of prepress, different ways to apply print, print color limitations, etc. The equipment that you need is also very specific to this business.
Retail. This is one way of starting your own fashion business without designing. The options are unlimited. You can open a multi-brand boutique by taking preorders like Moda Operandi or sourcing from small boutiques like FarFetch. You could help many emerging designers. Most retail stores have about 50-75% margins. Smaller brands do wholesale to increase visibility, but they receive very little in return. If you offer more favorable conditions, you can curate collections by choosing from the designers you like. There are several stores like Not Just a Label, Nineteenth Amendment to name a few. You can start a digital boutique like Replicant Fashion and support 3D designers.
Buying existing designs and selling them under your label. One pattern maker shared that she was approached by the client who sent some images of garments that they wanted to replicate. Unless it is a high-end piece, most popular styles already exist somewhere. There are manufacturers that produce clothing and sell it to bigger brands. You would be surprised but it is a common practice among many companies. You can start by placing an order at a factory, providing your specs, labels, and they will attach for you. Usually, it is done in bulk, you would need to negotiate the minimums. Another way to find merchandise is by attending trade shows, for example, Atlanta Apparel. Most of the time the business tax ID number is required to register as a buyer.
Finally, we got to the manufacturing. I think it is the most exciting, yet the most difficult way of doing the fashion business. You get to create original designs, have full control over colors, fabrics, branding, distribution. A fashion design background or the ability to hire a designer is strongly recommended. It is also costly, when I mentioned that samples are expensive, think of everything else you need to do in order to launch your dream line. In part 2, I will share what the manufacturing process is for clothing and some tips on how to save money.
Whatever your goals may be, I hope this article will help you reach them. Make sure to subscribe to get notified on Part 2 of this post!
Modeliere