Tips For Launching a New Clothing Line
Let's face it.
Launching a clothing line will be one of the most challenging tasks to endure.
Everything from selecting manufacturers to dealing with distribution, marketing, and finances will present its own set of challenges, and without a formal written plan addressing each of those areas, the chances of surviving beyond the first year are slim to none.
Below are a few tips for a successful launch.
1.
Plan, plan, plan.
Launching a new clothing line will require a comprehensive and formal business plan that discusses all facets of the business from pre-launch to launch to post-launch and beyond.
The business plan should address realistic short term and long term goals, business objectives, strategic approaches, distribution strategy, and pro-forma financial statements.
2.
And more planning.
In addition to having a formal business plan with realistic objectives and forecasts, it is extremely important to have a very detailed marketing plan.
In essence, your marketing plan addresses the 5W's- Who, What, When, Where, and Why.
Your marketing plan is your blueprint for the brand identity that will be communicated to consumers, the value proposition that will distinguish it from competitors, the communications strategy to intensify the clothing line's exposure in the marketplace, and the distribution points for how the brand will be accessible to consumers.
In marketing it's all about the 4P's that make up the marketing mix- Product, Place, Price, and Promotion.
However, today's global marketplace requires a consumer-centric approach that extends the marketing mix to include the 4C's- Consumer, Cost, Convenience, and Communication.
3.
Network.
The fashion industry is a very close knit one dominated by a small few, which makes networking critical.
What networking allows you to do is learn from the best practices of those who have come before you and those who are considered thought leaders in the industry.
Networking also allows you to stay abreast of trends and know what your competitors are doing.
Trade shows present the ideal networking opportunity.
Not only does it allow you to personally meet with distributors and learn of upcoming product releases, trade shows also provide you with valuable research data and industry information.
4.
Exposure- This one is self-explanatory, and refers to exposure within the industry.
The more publicity your brand receives, the more celebrities and personalities that endorse your brand, the more fashion shows the brand is featured in, the more the likelihood of intensifying your retail distribution.
5.
Focus on your product.
Product quality is critical and the right manufacturers will make the difference.
Meet with manufacturers.
Know their strengths and key assets.
Request sample products.
Beyond that, do your research so that you're very well informed about the manufacturing phase.
Launching a clothing line will be one of the most challenging tasks to endure.
Everything from selecting manufacturers to dealing with distribution, marketing, and finances will present its own set of challenges, and without a formal written plan addressing each of those areas, the chances of surviving beyond the first year are slim to none.
Below are a few tips for a successful launch.
1.
Plan, plan, plan.
Launching a new clothing line will require a comprehensive and formal business plan that discusses all facets of the business from pre-launch to launch to post-launch and beyond.
The business plan should address realistic short term and long term goals, business objectives, strategic approaches, distribution strategy, and pro-forma financial statements.
2.
And more planning.
In addition to having a formal business plan with realistic objectives and forecasts, it is extremely important to have a very detailed marketing plan.
In essence, your marketing plan addresses the 5W's- Who, What, When, Where, and Why.
Your marketing plan is your blueprint for the brand identity that will be communicated to consumers, the value proposition that will distinguish it from competitors, the communications strategy to intensify the clothing line's exposure in the marketplace, and the distribution points for how the brand will be accessible to consumers.
In marketing it's all about the 4P's that make up the marketing mix- Product, Place, Price, and Promotion.
However, today's global marketplace requires a consumer-centric approach that extends the marketing mix to include the 4C's- Consumer, Cost, Convenience, and Communication.
3.
Network.
The fashion industry is a very close knit one dominated by a small few, which makes networking critical.
What networking allows you to do is learn from the best practices of those who have come before you and those who are considered thought leaders in the industry.
Networking also allows you to stay abreast of trends and know what your competitors are doing.
Trade shows present the ideal networking opportunity.
Not only does it allow you to personally meet with distributors and learn of upcoming product releases, trade shows also provide you with valuable research data and industry information.
4.
Exposure- This one is self-explanatory, and refers to exposure within the industry.
The more publicity your brand receives, the more celebrities and personalities that endorse your brand, the more fashion shows the brand is featured in, the more the likelihood of intensifying your retail distribution.
5.
Focus on your product.
Product quality is critical and the right manufacturers will make the difference.
Meet with manufacturers.
Know their strengths and key assets.
Request sample products.
Beyond that, do your research so that you're very well informed about the manufacturing phase.
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