Creating a clothing brand offers a number of advantages to those who sell clothing, mainly because it allows them to have a higher profit margin than just selling products from partner suppliers.
But creating a clothing brand is not an easy process. In addition to requiring investment, time demand and the realization of a series of steps, such as project design, brand concept and logo, fabrics that meet your needs according to available budget, samples development, partnership with clothing manufacturers, strategies marketing and sales.
Check below for details of each of these steps and see if it is worth creating own clothing brand.
How to create a clothing brand: step by step for your business
The first point to think about is: what kind of clothing do I want to sell? Is it sportswear? Overalls for newborns? T-shirts? Dresses for pregnant women or comfortable pants?
Here’s some advice: First of all, have a clear idea of the audience you want to reach in order to determine your clothing style.
Even if you have already done the study of personas for your e-commerce, resume this process and focus on the own clothing brand you want to build. When starting the analysis, have at least a certain audience in mind, even if it is relatively large (eg, men between the ages of 18 and 35). The point is you need to have an idea of who would wear your clothes.
Another point that is closely linked to the study of your personas is the price range of the clothes. If the people you want to target belong to the luxury segment, high value is essential to attract this audience, as it is part of the marketing strategy to link the clothes to quality. Otherwise, if you intend to create a more affordable clothing brand, offering the lowest price makes all the difference.
Either way, with unique clothing brands you will need to develop a pricing strategy before you have very high margins.
After thoroughly analyzing these points, develop the project and move on to the next step: the concept of the clothing brand and the creation of the clothing logo.
1. Concept of the clothing mark
For many people, creating a clothing brand simply means developing a logo; however, the visual aspect is only part of a much wider process.
The clothing brand is a set of expectations, ideologies, memories, stories and characteristics that together are responsible for the decision of a consumer to choose one clothing product or service over another. In addition to evolving over time, it can also have features such as classic, modern, jovial, dynamic and traditional.
Know some elements that make up a clothing brand:
• Pillars of the clothing brand: There are usually about three to four keywords or attributes that incorporate what your brand is (which someone can use to describe it) and serve as a starting point for clothing brand personality development.
• Clothing brand promise: what you work to deliver, that is, what benefits customers can expect in every interaction with your clothing brand.
• Mission of clothing brand: is a statement of the purpose of your clothing brand, its reason to exist in addition to making a profit, stipulating a mission helps guide your company’s actions and decision-making.
• Clothing brand name: Think of a name that is easy to remember, has to do with your project and has not been registered by someone else.
• Language: is the tone and style of text that you use in all communications with the customer.
• Visual assets: from the look of the site, the color palette used, the logo, ads to the packaging and the unboxing experience.
Notice the difference between clothing brands and then think about the language and visual assets that make the most sense to your audience.
Evaluate if this is your case and carefully analyze your goals and the value you can spend on it. After completing this step, you should pay attention to other points.
2. Look for clothing manufacturers
With the project to create the clothing brand and financial planning at hand, it will be time to look for clothing manufacturers that meet your needs according to the available budget.
Search for companies that sell only clothing that in addition to manufacturing clothing also provide the raw materials. Evaluate the requirements of the contract, such as minimum number of orders, the time between ordering and delivery of the material and return in case of defects.
3. Make clothing samples
Make the samples of your clothing brand and present to a selected of potential buyers. This is the key way to assess your potential risks quickly and efficiently, as it will require far less investment than large-scale production and will allow you to implement possible changes before your brand credibility is shaken.
4. Develop marketing and sales strategies
As stated earlier, develop your pricing strategy based on the study of your personas and monitor public acceptance.
In this step, it will be fundamental to invest in marketing actions to launch your clothing brand line. Take into account disclosures with press releases, paid ads, influential actions , social networks and email marketing campaigns. Some clothing companies also invest in launch events. To organize this step, structure your marketing plan in Excel spreadsheets .
Remember to also prioritize after-sales actions to delight customers and increase the chances of loyalty. In addition to responding in a polite and helpful manner to all consumer inquiries, create mechanisms to improve the logistics of your online clothing store and forward emails with exclusive offers to encourage you to buy your clothing products again.