Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
9 STEPS TO LAUNCHING A
FASHION PRODUCT
www.fashionbrainacademy.com
“Though no one can go back
and make a brand
NEW START,
anyone can start from now
and make a brand
NEW ENDING.
- Anonymous
Welcome!
Jane Hamill Fashion Brain Academy
www.fashionbrainacademy.com
Jermikko Shoshanna Jermikko
Elda De La Rosa Elda De La Rosa Couture
Why Did You Come Today??
Ask Yourself This Question What do you REALLY want?
“One year from
today, my
business will
be ______”
The “Perfect” Way to
Start a Business
• Perfect doesn’t exist
• Based on your goals,
your product, your
market, your sales
avenue
• Lots of different ways to
do this
• Guidelines, not rules
Step 1: Make Room
• You won’t just “find the
time”
• Plan the hours you will
work
• Start saying NO
• I hear to many
designers say “life gets
in the way”
www.fashionbrainacademy.com
Step 2: Concept
Start with a clear,
compelling concept
• Do your research
• Why will people give
you money?
• Are people already
spending money on
similar products?
• Don’t just ask your
friends
• Design with production
in mind
www.fashionbrainacademy.com
Step 3: Start Building Your
Audience
• Start getting a following
NOW
• Ok to market before
you have a product
• Gather a group of like-
minded people
• Create a landing page
or website/blog with an
email list sign-up
• Choose your
platform(s)
www.fashionbrainacademy.com
Build Your Following BEFORE You
Have a Product to Sell
10 www.fashionbrainacademy.com
Step 4: Business Foundation
• Business licenses and
where to get them
• Legal structure
• Your niche
• Timeline to launch
• Funding
• Different ways to sell
• Your business model
• Separate your money
www.fashionbrainacademy.com
Step 4: Business Foundation
Recommended Resources
• Fashion for Profit by Frances Harder
• The Fashion Designer Survival Guide by Mary
Gelhar
• The New Designer Program” Online Course by Jane
Hamill/Fashion Brain Academy
Step 5: Money
• A GOOD costing sheet
• Clear understanding of startup expenses (case
studies from other designers)
• What your margins should be
• How much does it cost to make your first sample
line?
• What do you personally need to live on?
• Understand “typical” markup for fashion startups
www.fashionbrainacademy.com
Step 5: Money
You MUST know what
you’re getting into
Startups costs
Costs of developing your
first sample line
Use a good cost sheet
www.fashionbrainacademy.com
Step 6: Fabrics and Suppliers
• Should be wholesale prices
• Decide if you need
continuity
• Depends on your business
model
• What if you buy from
Europe?
• Where to get fabrics at good
prices?
• How to get sample yardage
• What fabric shows are good?
• Vendors with low minimums
www.fashionbrainacademy.com
Step 7: Get Your Samples Made
• Where to find a sample
maker
• What are typical costs?
• What questions to ask a
contractor?
• Do samples need to be
production quality?
• Can I just sew them
myself?
• Do I need a fit model
• What questions should I
ask a pattern maker?
www.fashionbrainacademy.com
Finding a Contractor
17 www.fashionbrainacademy.com
Industry websites:
• apparelsearch.com
• makersrow.com
• weconnectfashion.com
• garmentdistrictnyc.com/
• fashionsourceny.com
• fashionbizinc.org
• other websites – IQS Industries (industrial sewing)
Step 8: Before You Can Sell
• Selling tools needed
• Line sheets
• Photo shoot
• Lookbook
• Terms, deliveries, minimums
• Understand the fashion calendar
• Accurate pricing
• Website
• Your ONE big thing (marketing message)
• Ideal Customer – who do you want to use your
product?
www.fashionbrainacademy.com
Ha
nd
ou
t
19
Checklist: Are You Ready to Sell to Boutiques? What you need to have in place BEFORE you approach a retail buyer
□ A website that looks professional
□ A finished sample line with style numbers, etc.
□ Accurate costing and pricing of your product
□ Production in place to manufacture your product
□ Professional photo shoot
□ Look book or simple photo packet
□ Line sheets by delivery
□ An Order Form customized for your brand
□ Clear terms, deliveries, minimum orders
□ A way to accept payments
□ A strategy for marketing your product
□ A good list of boutiques that makes sense for your product
□ A step-by-step strategy to approach retailers and follow up
□ The confidence to pick up the phone, call a buyer, and know what to say to grab
their interest
Step 9: Getting Sales
• Choose your sales
avenue(s)
• ATTRACT customers,
don’t shout at them
• Pick your “perfect
customer” and go after
them
• How will you drive
traffic?
• OK to do a FEW things
well, rather than LOTS of
platforms so-so
www.fashionbrainacademy.com
Step 9: Getting Sales
• Launch event
• How will you accept
payments?
• Shipping procedures
and costs (test it out)
• Sell it yourself?
• Are your margins
appropriate?
• Packaging
• Deliver what you
promise
www.fashionbrainacademy.com
Let’s Review
1. Make Room
2. Clear Concept
3. Start Building Your Audience
4. Business Foundation
5. Money and Costing
6. Fabrics and Suppliers
7. Get Your Samples Made
8. Before You Can Sell
9. Getting Sales
www.fashionbrainacademy.com
Questions?
www.fashionbrainacademy.com
Time for Q & A
Jane Hamill Fashion Brain Academy
www.fashionbrainacademy.com
Jermikko Shoshanna Jermikko
Elda De La Rosa Elda De La Rosa Couture
www.fashionbrainacademy.com
What’s Your Biggest Takeaway?