Do you dream of creating your clothing brand? To be successful, you need to learn how to run a business, market products, and keep customers happy. This article has some basic knowledge to help you get a foothold in the clothing and fashion industry.

Step One: Establish an Orderly Plan

Build a solid and clear business plan. Your business plan needs to outline how you plan to manage your clothing brand. What is written should be as realistic as possible. Remember, it’s better to underestimate your profits and be surprised by the realization than to overestimate your capabilities and be disappointed. In particular, you should think carefully about the following aspects:

• Executive summary. The executive summary is both a description of the company’s mission statement and plans and a way to attract potential investors. This is necessary for all businesses, but especially in the apparel industry which often requires outside investment.
• Company Overview. A company description can let others know what your clothing brand is, what differentiates you from your competitors, and what kind of market you want to enter.

The company’s financial plan is a top priority. In the early stages, funding is the lifeblood of a business. Even if you don’t have outside investment, it’s important to get your company’s finances on track and to have some basics. You can start with:

• How much money do you need to start your clothing brand? Have you saved enough money for this, or will you need a loan from a bank? Consider an SBA or other type of loan to get your business started. You may need to use collateral to obtain a loan.
• What are your costs? Read the rest of this article and then make a list of all expected costs (materials, manufacturing, supplies, equipment, advertising, marketing, overhead, etc.). Add up the costs of running your business for a year. Will your achievable revenue offset these costs?

Just imagine how long you can do it yourself without receiving a salary. Do you want to run this clothing brand full-time? If so, how many years are you willing to wait before your company becomes profitable and you earn a salary? Or do you just want it to be a side hustle? It’s great if it makes money, but you should value the value of the thing more than the profit. Try to gauge your level of commitment. In the meantime, be prepared not to pay yourself a salary for the first year or so of operation, unless you’re extremely lucky.

• You may spend more than you earn in the first four quarters (of the year). Once you build your brand, you can expand your funding through early-stage accounts with angel investors, celebrities, and shopping malls.

Do research on the remaining markets. Who are your current and possible future competitors? Who is your target market? How many do you think your designs will sell at retail versus wholesale? Ask people around you for feedback. Talk to mall owners and potential customers.

• It’s a good idea to work part-time in retail at a store that caters to your target market. Take a look at what the mall has in store and what customers are buying.
• Find an example of clothing similar to the one you want to design and get an idea of how much they would sell for. This can be a powerful support when you create your clothing brand.

Be clear about your legal obligations. First, decide on your business structure (LLC, partnership, corporation, etc.). In the US, you’ll need a tax ID number and a business license, and you’ll also need to fill out a DBA (Doing Business As Business) form at a local bank so you can accept checks made out in your company’s name. You may want to consider hiring an attorney to serve as a consultant or to help you whenever you need it.

Step Two: Lay the Foundation

Consider whether you need employees. Do you need to hire people for your clothing brand? What kind of assistance do you need, how many hours per week do you require, and what can you afford?

• If your product is boutique-grade, you’ll need to do all the cutting, piecing, and finishing yourself. If you plan to start a larger business, you will definitely need to hire people to help with production.
• Do you want your clothing to be produced locally? Are you willing to spend less money (lower quality) and have it manufactured overseas? These questions will all influence your decision on who to hire.
• Do you want to establish a retail location? If so, you may want to hire help.

Start building your brand. Now it’s time to make some fun and tasteful decisions! How you build your brand will influence who relates to your clothing brand, so choose wisely.

• Choose a name. What kind of name can represent your clothing brand? You can use your name (like Ralph Lauren, Calvin Klein, and Marc Jacobs) a word of your coinage (like Rodarte or Marchesa) that evolved from another language Words that come from (like Escada, which is Portuguese for stairs or stairs), or words that you like in an aesthetic sense (like an iceberg, mulberry tree, or imitation of Christ). Whichever you choose, make sure it’s unique and recognizable.
• Your brand name and company name should be different. For example, the name of your company can be your initials or a variation, while the name of a batch of clothing (clothing series) should be more creative and representative of the design style.

Design a logo. Make a broad list of different signs, then narrow it down until you settle on one you’re sure of. People will gradually recognize your logo, but if you keep changing it, they can easily be confused. Check to make sure there is an available domain name for the name you pick, and consider registering a trademark (most jurisdictions recognize and encourage this).

Step Three: Make the Costume

Design clothes. For many people, this is the fun part, but it is only 10-15% of the entire process! Make sketches, ask for feedback, and decide which designs will become your first collection. Pick out fabrics and materials that are cost-effective and on-trend.

• Ask anyone on the production line if there are any restrictions, such as if they can’t print certain colors. If you are designing a t-shirt, you should get the following information from the printer: the size (gauge) of the design (how big it can be), the type of garment you want to print, the weight/quality of the fabric (e.g. thinner, thicker for summer clothing) cheap fabric).
• Details are everything. When you sketch, create a sketch that shows every detail clearly and with accurate terminology. If you don’t know what the term is, find the corresponding photo, show it to the manufacturer, and ask them what they call it. Learn the lingo to be prepared to correctly identify the fabric (output), content, and structure you wish to use.

Design your collection according to the seasons. The design of the collection usually depends on the season. Most department stores will purchase at least two quarters in advance, while smaller stores typically purchase one to two quarters in advance. You need to plan your design, production, and delivery times accordingly.

Production design. Take your sketch to a tailor, fabricator or screen printer. Typically a prototype or sample will be created first to allow you to confirm whether the garment to be produced is exactly what you want. No matter what, be sure to ask enough questions and always put all agreements in writing.

Find a manufacturer. Search the Internet for “clothing manufacturer.” Many people use overseas clothing manufacturers because the costs are lower. But remember that many overseas manufacturers only make large quantities, so you should ask about the minimum manufacturing value before proceeding. Shop around and ask about turnaround times and the soonest you can receive samples (they should provide samples before going into production).

• Remember the conditions of production – consumers are more concerned about “sweatshop labor” today than in the past and will boycott clothing brands that use cheap labor.
• If you know how to sew, you may be able to create prototypes and samples yourself. It’s also a good idea to consult someone good at sewing clothing.

Step Four: Market Your Brand

Create a website to promote your clothing brand. Make sure it looks professional and represents your brand in a positive light. Provide contact information in case the store or other merchant wants to contact you. If you want people to be able to purchase clothing directly from your website, then you’ll need to set up a shopping cart and customer account so you can accept credit card payments.

Building links between your website and blog can draw attention to your brand and website. This includes sales through auction sites that allow the sale of clothing, and arts and crafts clothing sales sites. Don’t forget, whether it’s written, verbal, or helpful compensation, the chain of relationships drives sales!

Promote the clothing you produce. These costs can run into thousands of dollars in just one year. Here are some strategies you can implement to promote your brand:

• Write a press release and send it to local newspapers and magazines.
• “Buy” advertising space in publications and websites that your target group is likely to read.
• Sponsor events to cater to your target audience.
• Ask a celebrity to endorse you, or give it to your most popular people for free to wear your stuff.
• Use social media such as Twitter, Facebook, and your blog to spread the word. Make sure you have a good LinkedIn profile.

Think of yourself as a walking billboard. Wearing your own fashion and asking others for their opinions and then writing them down will also help you design a product that people will like. Taking everyone’s advice is like having your own marketing and design team, but it doesn’t cost anything. Money is tight when starting out, so take advantage of every opportunity available.

Place your order. Sell at festivals, at markets, to everyone you know. Negotiate with local stores and convince them to carry your brand. Showcase your outfits online. Print clothing catalogs and mail them to clothing stores and potential customers.

If you have the funds, go to a fashion show. Purchasing a stall is very expensive, but it’s worth it both in terms of sales and publicity. For example, the MAGIC Fashion Show in Las Vegas or the Bread and Butter Fashion Show in Europe are grand venues that can make you the center of attention.

Tips

• Pick a catchy name and it will help your business!
• See if you can find angel investors or similar investors willing to back your brand. You might even consider implementing a program, such as Dragon’s Den, to invest in and promote your brand at the same time.
• Sometimes, having a designer friend or colleague join you can help you get more support and ideas than just making clothes. But make sure you can get along well with each other in business – you can’t be controlled by the other person just because you’re friends.
• Make sure what you’re doing or what you’re putting out is helping to promote your brand.
• Be intentional about making sure your clothing brand reflects your principles. If you care about employee fairness, environmental health, and sustainability, you can ensure that your brand operates according to these principles and communicates them to consumers.