You can have great success, profits, and satisfaction if you launch and create a brand right. Many entrepreneurs start clothing lines because they have a passion and belief in what good clothes can do. You’re doing more than just making money. You’re making a positive impact. That’s why I want to help these brands get off the ground.
Creating Value for Brands
The first step of launching a clothing brand is to explore the “Brand Value Proposition” as soon as the seed of the idea germinates. Refraining from rushing ahead would require discipline. Your brand’s success and bottom line will be significantly affected if you don’t understand your Brand Value Proposition.
Value propositions are found at the intersection of the garments you plan to offer and the needs of your target customer base. The rest of the process of launching the clothing line would be nearly impossible without clearly defining how your proposed clothing line would appeal to the market you target.
How will your clothing line be valuable? It won’t help if people don’t know why to pay attention to your clothing brand. Your first thought is that this type of thinking must come later. I can assure you that everything is in the opposite direction. The most crucial step to setting up your brand and your product/service offering apart from the competition is understanding what makes you different. Many startups either ignore or do not recognize this and pay the price later.
Consider the following scenario: You would like to sell premium hats for $120. Similar hats are available for $50 at many stores in your target market. Because of the high-quality material you use and the high quality of your hats, you believe your hats should cost a premium. There is no way for people to come to your premium hats simply by launching your brand. It is not enough to merely mention your product’s high quality because other brands claim the same thing. To distinguish high quality from different value types, you must identify an additional value proposition. To get your target audience to pay a premium for your hats, you need a story that connects them and makes them feel attracted and desired.
How to Choose a Brand Name
This article will find some tips on why choosing the right brand name is essential. Your brand name is an asset for a clothing company that can help your brand get noticed. It can be challenging to pick the right name for your business. Still, at this stage, the most crucial advice is to put your personal preferences aside and choose a name that represents your core values, your brand value, and the worldview of your target market. Imagine how you would receive your brand name in the future. Try to answer these six questions. Do not forget to understand the dos and don’ts of naming your brand.
When choosing a name, make sure it is not infringing upon either local or national copyright or trademark. Ensure that your company name is available to register as a company name and that another company is not already registered. Search the USPTO trademark database to ensure your company name is available. To learn more about trademarking your logo, read this article.
Think of the name “Lambeewear”. He named his company Lambeewear after his second name, Lambert, and tied that word to the owner of the company, a very stylish and practical way to connect the two. Lambeewear started with accessories called lambeenies, which were hats! What a great brand!
How to create a brand identity
There are numerous articles about brand identity on this site, the vital importance of the right kind of branding, etc. I won’t touch on this point. Find out how simple logo designs differ from brand designs by reading this article. Additionally, it would be best to read up on some basic branding concepts and key terms that can help you better understand them.
Brands that have logos that correspond with their purpose and message are essential. A logo shouldn’t just be pretty. Your brand colors and logo should have an impact on the target market.
The first thing that comes to mind when you are looking to start a clothing business online is your company’s brand identity. It would help if you did not ignore this stage of your journey, as the look and feel of your brand will determine how your audience perceives it and ultimately impact your revenue.
Online store & website
Once you’ve got your brand identity, you’ll want to invest in a great website to be the face of your company. My eyes are constantly distracted by companies with poorly designed websites, so I wonder what stakeholders thought when they built them. Ensure that your prospects see your best side when they visit your website. People are easily turned off by lousy design since design standards are high. Your clothing line will sell even better if you sell it online.
A static website is not likely to sell clothing and accessories online, so the minimum requirements are:
- will reflect your brand in your website’s design. It would help if you avoided free websites available on sites such as Godaddy. They need to be customized.
- Web design should use royalty-free stock photos of the highest quality. Your web designer should not use pictures from Google searches as these have the potential to be copyrighted, and this could lead to a lawsuit down the road.
- High-quality photos should accompany your products and garments. The quality of the images can either make or break the value of your brand. You will not increase your sales with amateur and low-resolution photos of your garments.
- You can edit and manage your website yourself with a CMS (Content Management System) included with your hosting. If you want to keep updating the website with new pages or other content, it would be pretty expensive to support hiring a design company over and over. It is much better to invest a little upfront to get a content management system website.
There are a few things you should know about eCommerce websites and online stores:
Go with an online store and a site you own outright.
Many online retailers offer solutions that run their stores on their proprietary hosting platform and link to their e-commerce modules. Interestingly, if you decide to transfer your website to another hosting provider, you will only take the design and static pages, but not the store. You can export all your products and orders, and if the new system allows, they can be imported back, but it is not an easy process.
It is best to create your store hosted on your account if you can afford it. Most people use the WordPress platform for this.
Ensuring that your eCommerce store provider does not charge a percentage of every sale is essential.
There is a possibility that this could be fatal. It’s generally not very expensive to set up such a service, and the monthly fees are affordable, so it’s pretty appealing. At first, it may seem that the percentage commission would not be significant because you will have fewer sales. If you try to increase sales right away, you’ll find that you’re paying the store provider up to 10% of every sale!
Join a payment gateway with a relatively low transaction fee.
PAYPAL is an example of a competitive payment system. Your online store developer will be able to integrate PAYPAL business accounts with your website to accept credit cards seamlessly.
The online store should have social media integration with Google+, Facebook, and Pinterest so people can share your products and accessories.
The clothing brand will benefit from greater visibility, which will build brand recognition and conversions.
Creating a social media strategy and setting it up
Social media is your best friend if you run a clothing or fashion company. If you don’t have a solid social media strategy and implement it, you’re losing out on money. It is doubtful that you will generate any significant sales without using social media to propel your website. Through direct and indirect methods, social media can assist you in converting prospects. Social media can help you market your brand quickly and effectively with relatively low budgets by generating traffic to your website and increasing brand engagement.
Pinterest and Facebook are the two most important social networks for clothing lines. Follow these five rules to brand your clothing line successfully on Facebook. The fashion industry is fast becoming successful on Pinterest. Make sure your brand channels are properly branded on these social media outlets by spending time and effort setting them up.
Additionally, I have written an article about marketing a clothing brand on Instagram that discusses strategies, tips, and tricks.
The Promotion and Marketing Department
The primary point does overlap quite a bit with this one. You’re best off targeting online marketing as a small clothing brand with a limited budget. Meanwhile, look for unique offline marketing ideas in your local area. Some examples include:
- You can participate in local events and distribute t-shirts with your logo
- Provide local celebrities with garments or accessories for them to try on
- Get your brand out there by participating in local charity events
- Show off the latest line at a local restaurant or community center by arranging mini fashion shows.
- You can offer discounts to local businesses if you partner with them.
Selling and Pricing
Clothing labels, in particular, face the biggest challenge in pricing. You can set your prices in different ways, but I caution against placing them arbitrarily. Additionally, I would not advise taking too many cues from the competition. As long as you know clearly what your Brand Value Proposition is, you can price your clothing and accessories based on what value you provide for customers. You can charge a higher price if the story is told correctly.
Starting, it is very tempting to set a low price. In my experience, many of the clients with whom I work balk and shake with fear when I mention increasing prices. That is because they see pricing as something arbitrary. Price is dependent on the value you deliver to your clients. You will have to engage in a pricing war with your competitors if your clothing brand is not appealing and desirable. Make sure your clothing line stands out from the competition and makes it more attractive by telling its story.
The Price does not necessarily determine your sales.
Low prices are believed to increase sales by many business owners. When dealing with sugar, salt, or petrol commodities, you cannot avoid this. Your brand, however, must rise above that status. You cannot afford to be considered just another clothing company. If done within the proper context, raising prices and charging a premium has increased sales!
We helped create and launch a clothing brand that offered membership-only services to their market. We sent a list of invites to the most prominent social media influencers and media personalities before the brand’s launch. There were a lot of people begging for invitations months before the launch. It would be a club of fashion-forward gentlemen who would only be able to buy clothing created in limited editions made exclusively for members.
Google used this formula to launch its Google Plus network most effectively.
Growth & Profits
Last but not least, always consider profit margins. After working with more than 200 brands in the past five years, I have observed that business owners understand how profit is generated. Most companies focus solely on revenue and cash flow and jump into a rat race to create more and more income without properly considering profit margins.
To sustain and grow, every business needs profit. Companies are vulnerable due to generating high revenues but relatively low profits. They might be in for a shock if things don’t work out or if the economic climate changes. A business that does not generate healthy profits would not have the money to improve processes, quality of products, and even infrastructure. It would be disastrous if revenue decreased.
If possible, ensure that a healthy profit margin accompanies all garments and accessories you sell. If you must consume the profits for your comfort and living, do so in moderation.
- Profits should be reinvested back into the company.
- Make your supply chain more efficient.
- Get better employees.
- You should improve both the buying experience and your website.
Your lifestyle should not be based on profits. Pay yourself just enough so that you can survive – at least initially. Entrepreneurs who launch clothing brands often spend their money on luxury homes, designer clothes, vacations, and other personal expenses only to discover that when sales decrease or their target market changes, their brand suffers and even dies!