What I Need to Know About Starting a Clothing Line
The world of fashion has always been portrayed as fast-paced and exciting. It seems as though a celebrity announces the launch of their new clothing line every day. Movies make the industry seem glamorous. Reality television gives the impression that all you need is passion to make your line succeed. Truthfully, there is a lot more work and planning involved in launching a clothing line.
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The Importance of a Name
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Naming your designs is one of the most important aspects of the clothing line. Something currently trendy may not have an impact in future markets. Thought, research, testing and collaboration should be used to decide on a name for the line. Consumer response to the name can be tested through social networks and market research efforts. A search should be performed through the United States Trademark Office. If the name you have decided on is available, it should be registered.
Niche
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Understand your customers' wants and needs, and develop unique ways to fulfill those needs, whether they be to feel sexy, look younger, comfort or function. The strongest brands are built on effectively fulfilling those needs. For example, Dr. Scholls was able to branch into making shoes because of the reputation it built on providing foot comfort. Start small and build up around the brand's established promise. Specialize, such as in jeans, t-shirts or women's handbags, and grow gradually.
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Efficiency
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Designers want to focus on creating, not managing budgets. Software can make administrative tasks easier. Software designed for fashion design businesses can help in the management of the administrative as well as design functions of the business, making it easier for designers to interact with manufacturers, and reduces errors due to miscommunication. Software can also streamline the production cycle, including the ordering of samples, creation of initial patterns, and finalization of production prototypes.
Money
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It will cost you money for your first production run and to create marketing material. In The Fashion Designer Survival Guide, Mary Gehlhar writes "The break even point, where you have enough income from the business to equal your expenses, will elude you because as the business grows, costs increase." She explains that in the first decade new millennium designers spend on average $250,000 a year to create, promote and sell their clothing lines. She advises entrepreneurs to study and know budgetary numbers in advance.
Distribution
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The distribution strategy will be determined by whether you will sell directly to consumers or use retail chains to reach consumers. New designers in the industry might consider working with an independent sales professional knowledgeable about working with distributors and retailers. They can help generate exclusive licensing deals with major department stores. In a Wall Street Journal Article, Teri Agins says Designer Douglas Hanant took his clothing line on a tour to showcase it across the country to secure distribution deals.
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References
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- Photo Credit Fashion image by CODETZ from Fotolia.com
