How to Launch an Apparel Brand
Unless you win a Project Runway competition and are handed a huge cash prize earmarked for the launch of your apparel brand, you're going to have to make this creative journey on your own. Every sacrifice you make toward this goal will be well worth the hard work and effort --- especially when you spot your first original design heading down a runway with your brand label attached.
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Instructions
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Obtain the best design training available. A junior college degree is just as valuable as one from Parsons Institute if you give it your all. Develop a signature style while in school. Learn the ins and outs of color, cutting and draping. Experiment with men's, women's and children's garments.
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Study the work of successful designers to find what makes their brand(s) stand out. Monitor seasonal fashion weeks when new collections debut. Read fashion-forward magazines and books. Build a portfolio of original sketches and then construct the actual garments to create "live" samples of your work. Choose a brand name and think about your market (Will it be low-end or high-end?).
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Learn the business side of the apparel business so you're equipped to handle the administrative tasks required to launch and operate a brand. Take a few business classes. Ideally, you should do an internship so you can experience, first-hand, what it takes to market apparel. Launch a website dedicated to your designs.
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Save money for your brand launch while you handle your day job and define your audience (among your possible audiences are teens, seniors, men and athletes). Pick a symbol or color that will identify each of your garments as part of a collection (e.g., Your name is Robin so you feature a tiny bird on each garment). Photograph finished samples and use the images for promotional and marketing materials as well as your website.
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Pick an optimal season to stage your brand's first showing based on your demographic. Debut back-to-school clothing in July, formal wear in late fall and spring collections in February. Contact shopping mall marketing managers about holding your first show at their center court. Alternately, check with your school's public relations office to find out what's required to host a fashion event on campus. Ask modeling students to serve as runway stars. They can work for free in return for exposure.
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Make your brand launch event splashy and exciting with great music, professional lighting, VIP invitations and as much PR as you're able to generate. Have press kits on hand for the media so they have background materials about you and your new brand. Invite reporters to cover your show. Land a big audience by sending flyers to clubs and schools.
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If you're not in a financial position to follow the steps in this article, approach companies seeking apparel designs from fledgling designers. Gain money and attention if your original designs are accepted and use the cash to keep moving toward that brand launch of your own.
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Make a list of everyone who helped you get your line off the ground. Send hand-written, thank you notes to each of your supporters. You never know when you'll need their help in the future.
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References
- Photo Credit mode image by Kai Koehler from Fotolia.com
