- You can't be all things to all customers. You must establish what kind of clothing you plan to design and for what market. For example, if your line will be a women's clothing line, decide if it will be directed toward average sizes or plus-sizes, high-end pricing or a budget-friendly line. Determining the direction of the clothing line will help you decide on the types of designs you will court for your line and to whom to market to. If you are designing the clothing line yourself, it's important to establish the direction of your line before beginning to sketch so there is some consistency among the pieces in your line.
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Starting a clothing line, like anything else, requires funding. After all, it will take time to make the clothing before debuting the pieces to the public and you--and whoever you work with--must have the ability to be paid for your time along the way. You will also need financing for fabric, machinery and any other items you need to get your clothing line off the ground. Some people do this through traditional forms of financing, such as a bank loan; others opt to obtain this financing through investments from family, friends and others interested in fashion.
A unique way to obtain investors for your fashion line is to issue a press release on the fashion industry press wires announcing your new clothing line and what kind of line it will be. Potential investors often troll these sites looking for new clothing lines in which to invest.
To get investors involved and/or excited about your clothing line, you must show the viability behind it. After all, if it were that easy to obtain financing for a clothing line, more people would do it. You must have concrete numbers in all of your marketing collateral to prove why your line will be a successful one, discussing trends and target markets and how your clothing line addresses each; a financial adviser can help you with this process. It should be noted, however, that outside of a bank loan or family/friend investment, getting financing for a fashion line is notoriously difficult. -
The key to starting a clothing line is letting people know the line even exists. This can only be accomplished through an effective and intelligent marketing plan. To start, put together five or six sample pieces for inclusion in high-profile fashion shows.
It isn't likely that you will be able to get involved in the NYC Mercedes-Benz Fashion Week shows when you are initially launching; however, smaller shows, like regional benefit fashion shows and small magazine launches are great avenues for new clothing lines. Start by looking around your general region to find small fashion events, and if they don't have a fashion show component, offer to organize one around the pieces in your line. Market events, like L.A. Fashion Market, where retailers go to pick up some of the latest trends for upcoming inventory, are also great starting points, though the fees are sometimes exorbitant for participation from small retail lines.
Sit down with an advertising agency or pubic-relations firm to establish some promotional and advertising schedules to put the word out about your clothing line. Establish a website and prepare it to showcase your clothing, take orders and conduct online sales. Get business or postcards made about your clothing line and pass them out at as many fashion/business networking events as you can attend. Put together a grassroots promotional team, consisting of your supporters, to do the same.
