158: Preparing to Market Your Line

 

 

 

 

 

 

 

 

First decide what you will make

Every so often one of my students tells me that she is really excited because she has decided to market a line of clothing. This makes me very nervous as, having worked in the industry, I’m well aware of all that can go wrong. It’s a long list. You will need either a big bank account, or funding from a reliable source. Realizing a profit may not be easy.

Years ago I designed a children’s line of clothing I never intended to market.  Above, presented on a concept-board, are my initial ideas for my Santa Clothes’ line of children’s clothing. Its intended market would be wealthy grandmothers who would buy high-end clothing designed to delight their grandchildren. The concept board presents sailor outfits, a favorite children’ style of clothing often selected by the wealthy. The line would also offer train, zoo, circus, and  other children’s high-end themed clothing.

On the right is a train outfit with matching hat. My children enjoyed dressing up in the clothing I made for them. They were a good test for clothing children might enjoy receiving as gifts.

Although I had the design, drafting, sample making, and grading skills that would be needed, I knew what would be involved with producing and marketing my line.

Here are some considerations to make before proceeding with your dream. Write what you find into your business plan so you have a reliable reference for your ideas.

Is there a market for your line?

Determine who might be interested in buying your line of clothing.

 

Examine the competition

Who else might already be marketing the very product you wish to sell? There is always competition. The competition may not be producing your product exactly, but it may be that the market prefers their product.

Keep in mind that if your product IS successful, there are no copy-rights in the fashion industry. Your competition only has to buy one sample. It takes exactly a week for the competition to mass produce the sample at a lower price than you are charging. Have  done it  where I worked. Didn’t remove even a tag. Took less than a day. The garment was returned to the store the very next day. This is a cut-throat business.

Determine the price

What is the competition’s price point?  Can you produce a product at that price or lower? You need to buy the fabric wholesale, not from the local fabric store. This probably means a trip to NYC.

It used to be that the wholesale price was triple the cost of materials. The wholesale price was then doubled to give the retail price. These days it’s whatever the market will bear.

You need to test that the garments can be mass produced

 

Your garments’ patterns need to be drafted, then sewn and tested in the sample size,  using the SAME sample making procedures used in industry to make sure the product can be reproduced in a factory. You will need to develop a grade rule for your line and use it consistently, to make sure your sizes are true to your grade rule. If you do not have these skills you will need to hire people who do. Such personnel is expensive, if you can find them.

You need a reliable factory that can produce your garments with minimal waste

They will require a tech pack, a blueprint or spec sheet, essentially an instruction manual with the exact steps and materials required to manufacture your product. They will require a Cutter’s Must list and other written directions, graded patterns, layouts, and at least one sample garment. You then need to have the factory make one or more samples to make sure they can produce your garments correctly.

If you are successful, you need to constantly design and produce new designs

This is a huge commitment. It requires dedication, determination, and skill.

You will need help marketing your products. You will need to show your designs to buyers. You will probably need a rep, or reps who can market your products throughout the country

Not discouraged? Consider contacting Christine Dale

Christine Daal is the CEO & Founder of Fashion Angel Warrior LLC. Her experience spans over 20 years in the industry, reaching the position of VP of Design and Merchandising and then starting her own successful fashion line. Today she coaches fashion entrepreneurs on how to leave their 9-5 and have a profitable business. Through group coaching, online courses, digital management services, and fashion manufacturing tours in NYC, LA, and Miami, her goal is to help you turn your passion for fashion into a reality!