9 STEPS TO LAUNCHING A FASHION PRODUCTfashionbrainacademy.com/wp-content/uploads/2015/04/...9 STEPS TO LAUNCHING A FASHION PRODUCT “Though no one can go back ... • The New Designer

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


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”


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


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)


Build Your Following BEFORE You

Have a Product to Sell

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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


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


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


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


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?


Finding a Contractor

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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?


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


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


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


Questions?


Time for Q & A

Jane Hamill Fashion Brain Academy


Jermikko Shoshanna Jermikko

Elda De La Rosa Elda De La Rosa Couture


What’s Your Biggest Takeaway?

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9 STEPS TO LAUNCHING A FASHION PRODUCTfashionbrainacademy.com/wp-content/uploads/2015/04/...9 STEPS TO LAUNCHING A FASHION PRODUCT “Though no one can go back ... • The New Designer