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Starting your own clothing brand is probably one of the coolest things you can do. It’s fun, it’s creative, and it’s an exciting new chapter in your life.
But it’s still business.
Branding a clothing line might seem like a bit of a daunting task and leave you questioning and overthinking things… What makes a clothing brand unique? How can I make mine stand out?
The good news is that, with the right branding, a strong vision, and a solid business plan, you can make it big. But you have to start somewhere, and this guide is just the perfect place!
We’ll go over all the details of apparel branding and give you plenty of examples, so let’s not waste any more time and get right into it!
An apparel brand isn’t just about selling clothes; it’s about creating an identity that people recognize and connect with.
The most successful brands don’t just offer stylish pieces – they tell a story, communicate a set of values, and build an emotional connection with their customers.
Think of brands like Patagonia – they aren’t just selling products; they’re selling a lifestyle, an experience, and a mission.
https://www.instagram.com/p/DDh5HXbJk8O/
We can learn quite a few things from already successful brands like that. For example, we can infer that strong brand identity includes:
The most important rule to remember about branding is that it goes beyond a catchy logo or cool designs; it’s about building something that people want to support and be part of. And while it’s very useful to look at successful brands for inspiration, it’s essential to think outside the box and create something uniquely yours.
You probably read that last part and thought, Yes! Thinking outside the box is what I’m best at!
This skill is exactly what will set you apart and set you up for huge success, but we’re going to have to take a step back from that for a moment. In this section, we’ll reel it back a bit and talk about the business side of things before getting into the nitty-gritty of working on brand identity for clothing lines.
So, let’s start from the beginning and go over the 7 things to know before launching an apparel brand.
If you’re used to the structure of a 9-to-5 job, running your own business will be a big adjustment. Entrepreneurship requires dedication, passion, and a willingness to put in long hours. You might find yourself designing new pieces late at night, answering customer inquiries over the weekend, or brainstorming marketing strategies on your day off. (If you get a day off, that is.). We’re not trying to discourage you – this is just a friendly warning.
Success in the fashion industry demands flexibility and dedication. You’ll need to be accommodating to designers, manufacturers, website developers, and promotional partners you’re working with.
The upside is that if you love what you’re doing, it won’t feel like work – it’ll feel like a creative outlet.
Does this sound too simple? Yes. But is it also true?
Absolutely.
Before you even think about manufacturing, ask yourself: What makes my brand unique?
The fashion industry is highly competitive, so your brand needs a concept that sets it apart. Start by asking these questions:
All answers to these questions should relate to you – remember, you’re branding for clothing, not making clothing for branding. If something feels like the right choice for your brand, then it is. If you’re struggling for inspiration, research successful brands, talk to designers, and don’t be afraid to hop on different trends. You can also consider niche markets like sustainable fashion, plus-size streetwear, or gender-neutral clothing. The more specific and unique your brand, the easier it will be to attract a loyal customer base.
Put that apparel idea aside for a moment and imagine you suddenly have to start a pressure-washing business instead.
What?! Why would I do that? I don’t know anything about pressure washers!
Exactly.
You can’t sell clothes if you don’t understand the industry, either. Take time to study:
Take the time to really do some research into the market. Don’t force yourself to hurry – you’ll get better results if you give yourself the chance to understand what you’re getting into.
So, forget about the pressure and wash away the competition!
https://tenor.com/en-GB/view/pressure-washing-patio-cleaning-gif-11514960
Your creative ideas are great, we’re sure we’ll be seeing celebrities in your gear soon enough, but they need a solid business structure behind them.
A business plan will help you:
Business planning is a whole world on its own, so don’t get discouraged if you can’t get the hang of it on your first try – it might take a few drafts and iterations before you really nail it. If you’re new to business planning, you can also look into consulting an expert or using a business plan template.
Once you have your idea sorted and formally laid out into a plan, you’ll need to get people talking about it – you can’t just open the e-doors to your shop and expect orders to come flooding in out of nowhere. Thankfully, if business planning was a whole world, marketing is its own universe. This just means there are plenty of resources to tap into for inspiration and research. But since we don’t have unlimited space to talk about it in this guide, we’re just going to give you a few starter ideas.
These are the essentials:
https://www.shutterstock.com/image-vector/burberry-plaid-scottish-traditional-tartan-pattern-2491677945
Look at this pattern. You already know what brand it is; we don’t need to even say their name – that’s a strong visual identity.
Unless you’re Nara Smith and plan to do everything from scratch, you’ll need to partner up with manufacturers and suppliers. Choosing the right people to work with in this regard is crucial to making sure your products are high-quality and your operations smooth.
Consider:
It’s also a good practice to research and visit potential suppliers to make sure they align with your brand’s values and quality expectations. Besides, working on partner relationships is always a smart business move.
After months (or even years) of preparation, the time will come to finally launch your brand! Here’s how to make an entrance:
If you’re looking for ideas for the official launch, you can also look into product launches, since these ventures aren’t all that different. This way, you’ll be able to see examples made by huge brands and draw inspiration from them.
Take a look at what Moschino did in 2021 for their spring/summer collection:
https://media.cnn.com/api/v1/images/stellar/prod/200926092005-01-moschino-milan-fashion-week-spring-summer-2021.jpg?q=w_1110,c_fill/f_webp source: https://edition.cnn.com/style/article/moschino-milan-fashion-week-puppets-spring-summer-2021/index.html
(Yes, those are dolls…)
Okay, now that we’ve gone over the business side of things, let’s get into the creativity – branding. With so many well-established apparel companies, being unique is what will make you stand out. But that’s easier said than done, right? Getting it right is all about striking a balance between your personal vision and what resonates with the customers. It should reflect your vision as the creator but also be something people will want to buy.
This can be a difficult thing to achieve, but that’s okay; it’s all part of the process.
There are 3 crucial parts of that process: defining your brand, financing, and creating a team.
Let’s break them down one by one:
Before anything else, think about your ideal customers.
What kind of clothing do they want to wear? What values matter to them? Your brand should incorporate design details that match their aesthetics but also messaging that they’ll relate to and want to support. This combo of style and value is what constitutes the visible and the invisible parts of a brand. The elements that you’re working with here are:
https://www.instagram.com/p/DFUqv_yOeg6/
Once you have your branding elements ready, you can move on to designing your pieces. We won’t say anything about that in this guide since you already know what you want to make, but we will give a word or two on financing production. If you’ve done any amount of research into it, you already know that manufacturing apparel can be pretty expensive, and you need a financial plan to support it.
These are your options:
Whatever route you choose, it’s important to make sure it aligns with your long-term business strategy and doesn’t compromise your creative control.
You know what they say – it takes a village.
Running a clothing brand is a lot of work, and you don’t have to do it all alone. Surrounding yourself with talented people can make a huge difference, especially if these are people you can trust to stay on board from day one.
The team you need to start should include:
Of course, you can take on any of these responsibilities on yourself, but don’t try to be a hero and do it all – it’ll just lead to burnout.
As promised, we’re going to wrap this guide up with some world-famous examples.
Let’s take a look at the apparel brands that really withstood the test of time and continued to thrive despite whatever hardships they may have faced in their time, focusing on the lessons we can learn from them:
One of the biggest names in sports fashion, Nike, remains at the very top because it never stops evolving. This includes their always-innovative designs, high-quality materials, and strategic branding.
https://www.instagram.com/p/DFYjHotSQv-/?img_index=1
Louis Vuitton is basically a synonym for luxury and exclusivity.
Their branding is so recognizable that the LV monogram alone signifies high status and quality – which is another example of strong visual branding.
https://www.instagram.com/p/DFcomtWNVDC/
This Japanese brand proves that affordability and quality can coexist. By focusing on practical apparel, UNIQLO is a great example of what a brand can achieve when it succeeds at building a loyal customer base.
https://www.instagram.com/p/DE_Y76BzUh7/?img_index=1
For financing, you have options like self-funding, loans, crowdfunding, or investors.
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