Episode 262 The Entrepreneurial You Podcast
The Quick-Start Guide to Launching Your Fashion Brand (Part 3)

Part 3 of this series looks:

 

Creating Samples & Production:

After carefully thinking through your idea, doing your market research and business plan, it’s now time to create showroom samples to start seeking out prospective retailers.

If your fashion collection is simple like t-shirts, for example, you may source ready-made blanks from white-label sources and have them embellished with your custom designs.

You may also choose to identify a manufacturer to have them custom made according to your specifications as in the case of Patwa Apparel. I will go into more details about how to identify a supplier/manufacturer later.

If it is more elaborate, consider whether you will be the one designing or whether you will you employ a fashion designer. Can you make your own patterns or will you identify an expert to do this if this is not your area of expertise?

You may consider connecting with a final year fashion design student from your local university to intern with you. Final year fashion design students are usually a great source of help as they need the experience. They will be willing to start at a lower fee than a more experienced designer. This is a win-win.

Will you be the one manufacturing or will you outsource this to a production facility?

Once your samples are complete, you may opt to have the line produced on a larger scale by the facility that created your samples. If it wasn’t cost-effective, there is always the option of manufacturing in Asia, for example, where production cost is usually relatively low compared to other places. The key to getting the best results from these sources, which may be very far away from you is to ensure that you take the time to research them properly.

Identify other businesses that have worked with them in the past to get testimonials and references. After you’re comfortable about their potential, send them your sketches or your samples and ask them to produce from what you’ve sent them to verify the quality of their work.

When you’re satisfied, negotiate the terms to ensure it is a win-win for all parties. Make sure all fine prints are read properly before you sign any contract.

It may be necessary to take a trip to their establishment when they have completed your first order. You want to ensure the quality is the same for the final production as was the sample. If this is not possible, you can employ an Agent who is based where the factory is located to have them do the assessment for you. This is sometimes necessary where language or other cultural barriers exist.

Here are some suggestions and tips for identifying suppliers/manufacturers:

✅Use search engines such as Google and Bing to identify suppliers in your territory.

✅If you decide to produce overseas because of pricing and other factors, Alibaba is one of the largest platforms where you can find suppliers. If you want to consider a territory in Latin America and the Caribbean, Connect Americas is the LinkedIn of trade directories for persons looking to do business.

✅Trade shows in your particular niche is another great way to identify suppliers. Before you go to any show, make sure you plan ahead and create a strategy for how you will engage potential suppliers. You can easily become overwhelmed by the scores of vendors who are showcasing. Proper planning will help to alleviate this.

 

Packaging

Your product packaging is as important as the product itself. Now that you have a product, you need to consider how you intend on creating eye-catching packaging which is in keeping with your overall brand strategy. Your packaging is part of your brand’s story. It is the first thing your customers see before it pulls them into the product although, in the case of your fashion, they may actually see the clothing first. Notwithstanding, you must aim to create an overall WOW experience. This will help to turn them into raving fans for you and your brand. As part of the packaging, take care to create labels that are appealing and reflect quality.

You need to have the right packaging to generate customer excitement and positive brand perception. Here are a few considerations:

❇️Know who your customers are (remember what we covered in the Idea Development and Research chapter);

❇️Whatever the concept for your brand, the packaging must tell that story, it shouldn’t be a stand-alone item but part of the experience as a whole;

❇️Make your packaging very personalized, even if it is cheap you can make it chic;

❇️Consider options that are eco-friendly.

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Heneka