Any advice on how to start a fashion brand from scratch?
I am currently studying Fashion Design at college and have had a social media presence for the past few years sharing my creations, I have come to the decision that I want to start my own brand where I sell my handmade garments and accessories. I’m starting with womenswear and hope to branch out once stable to menswear as well later on. As of now I am in the beginning stages conducting research on my target market, looking into logo trademarks etc but I feel a little overwhelmed as this is new to me and there is so much to consider. Right now I’m just looking for some advice on things that I should be looking into at this stage and I guess a little nudge in the right direction. I appreciate any help, thank you.
Replies10
- When you start a business in the creative industries, be it fashion, or anything else, you have a fundamental choice - you can either align to where that discipline was/is, or you can position yourself where it's going.The matter that you are handmaking your garments positions you well, as bespoke and individualism is set to grow as a trend. While you need an identity and a story as a business, my advice is not to think about branding and trademarks at this stage. The most important things that you can do as a designer are firstly, crystalise your concept of what your unique selling points are - how and why are your designs special? Why should people buy your pieces and not someone else's? Secondly, work out how you are going to grow your test market. The days when growing a brand online is easy are over. Though it's not hard to get 'likes', getting sales is another matter. Think about your personal network, and think about how you might work with that network. Then think about who you might like in your personal network. What's the creative scene where you will be living? What aspects of that scene would you like to engage with? Why is your work potentially relevant to that scene? What might make it more relevant to that scene? Keep in mind that, creatively, the fashion industry has largely been in crisis the better part of the past 15 years. This didn't come about randomly, but was a direct product of some extremely negative trends in respect of the business of fashion. Currently, many major brands are creatively bankrupt. They have lost any depth of identity and been reduced to mere sales machines that churn out second rate ideas that have nothing of any relevance to say and that add nothing creatively to the Fashion Arts. There are signs afoot that, come 2024, many of these major brands wont just be bankrupt creatively, but financially. Don't take their lead - don't follow what they are doing. Follow your own path. Thirdly, get advice on the business of running a fashion company, no matter how small. Before you even launch a business, map out where the people and places you'll get insight, guidance, and support are. Who can help you understand issues of finance? Who can advise you on business administration? Forthly, research your intended market. Who are they? Where are they? What are their spending patterns now? What are they likely to be in 2024? Doing these things will give you the foundation to create a micro business through which you can test your ideas.Remember, the best of the best designers were/are experimental. They didn't invest all their time, money, and resources into one concept. They trialled a few. They didn't trademark those concepts until the trial and error period was complete, and more specifically, until they had an order pipeline. Even then, their labels weren't driven by branding, but by ideas.The bad news is that 2024 looks set to be a profoundly tough year economically, and more generally. The creative industries are already up against it, and next year looks set to get more difficult still. But, the good news is, though there have been many negative trends in and across the fashion industry this past nearly two decades, it looks like 2024 is going to be the turning point and some positively tectonic shifts are going to occur.If you are looking for another young designer that's launched a bespoke fashion company with no branding as such, watch this conversation I had with Surzhana Radnaeva https://www.youtube.com/watch?v=_58Q5BcgU5I - Surzhana is focused on the issues that really count when you are getting started: she's crafting a unique approach to her work, she's focusing on quality not quantity, she's challenging the business as usual model, and she's looking for intersting spaces and people to work with.If you want to hear a few insights into where the fashion industry is now, and what sort of things may shape the coming years for fashion businesses, this conversation I had with Jane McMillan is also worth a listen https://www.youtube.com/watch?v=sofVtii9M1kIf you're looking to do a short post college course on how to run a fashion start-up, Jane also runs a great online academy. But, if you're low on budget and can't afford a course just now, you can follow her Instagram and pick up tips she shares via her posts and stories.Good luck.
- Great question @Emilija R, I've just sent you a DM!
- @Wynne Bredenkamp I definitely need more knowledge on profit margins however I know that I want to create modest womenswear but that’s just a brief
- @Greta Beccarello Thank you so much for your support Greta! I specifically enjoyed your point about transparency I definitely agree with that.
- Hi @Emilija R - best advice I can give you to study what you think you want to do VS what the market/customers need. I've seen a lot of brands (not just fashion) create something they wanted and get stuck on their idea and egos.Second part of the advice (but personally I think it's very related) is to be transparent (with yourself) when it comes to the brand's vision; do you want it to stay small and independent? Do you want it to be the next big thing? Do you want it to be more startup-like? There is no right or wrong but having that clarity and integrity in terms of knowing what you want and where you want to go will keep you going.Lastly: be prepared to change, adapt, reinvent yourself because it's not linear but it will be super exciting!!!Good luck with it and if I can be of any help, please reach out!
- The best advice I recieved - and only later realised how true it was - is decide on your sale price and work back from there. Your profit margin is the most important thing to keep or you won't be long in business if you can't use that profit to grow or to support your lifestyle. Do a full business plan with best and worst case scenarios so you know what you can achieve and what you can survive.Second bit of advice - know your customer. Know what your clothes do specifically for them (linen for keeping older women cool or long sleeves for those who want to keep modest) or make them feel. Then lean into this, hard. Creativity is why we do what we do, but if no one will buy it...
- @ɐɹoᗡ ɐuu∀ ˥ Thank you, I will email you shortly.
- @Yasmine Patpatia I will, thank you!
- Hello Emilija,I would say first before even thinking about a logo you need to get strategy right. f you are not familiar with the topic do some research but basically it comes back to what are you doing, why are you doing it and why are you doing it. To clearly understand what sets you apart from competitors.I do work on brand strategy and branding myself and specialised in fashion and beauty. If you would like to have a chat please email me on 4nn414@gmail.com
- Hi Emilija, I’m a Creative Coach and have many years experience starting fashion labels. Please drop me a DM and I would be happy to give you some free guidance.
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