How to launch your brand in the fashion world?
Launching your clothing brand can be a lifelong dream. However, following fashion because you love it is different from creating your own clothes. And developing your brand is different from selling it. Fashion is a rich world and getting ready for it is necessary before taking the big leap.
Design, creation and inventiveness are the necessary assets to launch your brand of clothing, jewellery or accessories. But fashion is also a business. A creative business, certainly, but a business all the same. Figures and analysis are parameters that must be taken into account before and throughout your adventure if you want your company to be viable.
Know yourself and your project well
Identifying your project is essential before you start. Fashion is a broad area, you ask the right questions will not be an unnecessary step to establish a common thread to hang on to. It will also be the identity of your brand. The care you will take in your project will allow you to know it in depth, to take care of the details and to sell it better when you are brought in.
A whole series of questions therefore seems essential: which ready-to-wear line are you launching? To whom do you wish to sell? Will you create a single product line or several products? What positioning will you adopt? Is the chosen market receptive? Will your products be low-end or luxury? Do you specialize in a specific niche? Will you dress men, women or both sexes equally? What materials will you use? What values do you want your products to reflect? What aesthetics do you want to give them? Which price range will you choose?
All these questions can be summarized in one last one: what is your goal? Get to know your ambitions, the life project you want to give your company and the compatibility with yours. Would you like to work in simplicity or create a fashion empire? Are you sensitive to stress negatively or positively? The whole of this reflection determines the company you will create and its desired size. It will also make you feel comfortable with your project and not let yourself be carried away by something that may not be right for you.
Keep an eye on the market
During the start-up phase, it is important to identify the market in which you will be operating and understand the trends and opportunities, whether local, national or international. All this: appropriate for your project.
To better give you the opportunity to know your market, meet potential customers, whether they are individuals, retail stores or textile suppliers. They are the ones who will make the trend to which you will have to stick. So keep in mind their needs, the reasons why they buy one garment or piece of jewellery rather than another. Knowing what buyers want will allow you to sell what they need. Also think about margins in addition to the cost of production. It is the profit margins that will allow your business to maintain itself.
Also, give yourself the means to know the competition. Analyze the segment in which companies are located, their prices, the style of their ready-to-wear, the partners they work with, the equipment they use and the quality of their fabric. Accredit yourself with as much information and stories of professionals you want to look like in a few years. Their stories will reinforce you in the idea that there are many galleys and that the challenges are almost daily. Also note that it takes about two years to gain a certain notoriety in the fashion industry.
At least get closer virtually to fashion platforms that regularly provide studies on current events in the sector. You will find on sites such as the Institut français de la Mode targeted studies and an economic observatory of the textile industry. Also build your network in the field. This intangible innovation network for industry aims to promote greater use of innovation and creativity in the fashion, textile and related industries in the broadest sense.
Surround yourself with competent people….
Launching a ready-to-wear brand requires skills in several areas, which may lead you to surround yourself with people to help you in the construction and implementation of your project. Stylist, graphic designer, lawyer, lawyer, accountant, commercial are as many roles as you will have to play or endorse. Choose people you trust who will be able to provide you with relevant advice and support in your project. Having a legal advisor to help you with accounting and advice may be a wise investment. Associations also offer their services and help with the procedures. Get as close as you can to them.
… before you start
As soon as your project is launched, protect your brand by registering the logo and name with the INPI, which guarantees you a monopoly of exploitation on French territory for 10 years, renewable indefinitely. If your shop is not yet online, however, be careful to proactively protect your brand by purchasing the name of a URL with your brand, which will allow you to develop your site later.
Outsourcing production or keeping it in-house will depend on several factors: your expertise, the quantity, the equipment you will use, the cost of production, the type of clothing, the quantity of products. You can also start with a small audience by developing your business slowly and getting noticed through markets, fairs and shows before opening your e-shop or shop which will require more capital for renting a space. If you start on your own, the basic equipment corresponds to cutting tables, cutting machines, sewing machines, presses. You will be required to manage your stocks and shipments.
Don’t forget to use the Internet presence. Make your products known via social networks on a page that is specific to them, for example. Also take care of your professional profiles on platforms like LinkedIn and use blogs to present your clothing line. Contacts with the blogging community are also very beneficial.
On a larger scale, you may have to approach shops that agree to buy the range of clothing you intend to produce. Increase the links with your network. Also have a portfolio and perseverance while keeping in mind the identity and uniqueness of your brand.