These days, there are seemingly more opportunities in the fashion field than ever before, thanks to the advent of social media. People can potentially reach the number of eyes necessary to bring their brand success without the significant financial contribution that once would have been necessary to achieve this. It does take a lot of work, but for those willing to commit to it and apply the right strategies, it can be possible to start your own brand from the ground up.
The first step in starting a new fashion brand is to develop a design. And the great thing about fashion is that inspiration comes from everywhere. Real-life experiences inspire most apparel brands. The best brands are not simply trying to tap into the trends that define the industry at any given moment — they are true to themselves and the world in a way that people can identify with.
One of the main questions that any designer has to ask is whether or not their design is worth pursuing as a product. And while that answer is sometimes no, which can be hard to accept, it is crucial to hear feedback from the right places. “Feedback is critical in the circuit of conceptualization,” says Jalal, the designer behind the luxury clothing line Aria Noir, “Customer response informs the final production. However, designer stuff is niche, so it shouldn’t be driven by blind market forces or mob madness.”
But launching a fashion brand isn’t as simple as just throwing a bunch of money into a concept and hoping it will pan out. While it is necessary to have sufficient resources to sustain your initial launch and growth, it’s also essential to have the right approach for whatever type of fashion brand you are launching. “Several factors determine how long it takes for you to see success,” says Jalal, “In addition to your level of experience and the resources available to you, it depends on the demand of your product. An eyewear line will be much more complex and have more moving pieces than a clothing line.”
Brands need to be willing to take some risks setting up their success. “Success demands sacrifice. Don’t half-step and be prepared to spend money,” says Jalal. If you think that you will be able to launch a successful fashion brand without putting something of yourself on the line, think again. Success and hard work go hand-in-hand in this industry, but you have to be able and willing to make those investments in your future success.
Getting your brand noticed
Several designers wonder what it takes to get noticed when developing a brand. It all comes down to personality. Jalal says, “It’s important that a designer’s DNA is baked into the brand. That means producing works unique to the creator in character.” Indeed, these days, with so many options for consumers to choose from for their fashion needs, it is crucial that your products feel individualistic. Without this feeling of singularity, it is all too easy to get lost in the sea of competition.
Once the product is developed, it’s time for the brand to get out there. It’s all about getting your image in front of the right people’s eyes. The feeling of having created something is one of absolute joy, and now you can share the object of your pride with the world. And if you have the necessary level of passion and drive to succeed, that will translate into the audience connecting with the brand.
A crucial thing for any new fashion brand to do is to identify its target audience. A designer needs to identify the people who would be interested in wearing their apparel. One of the most challenging things to do in fashion is to strike a balance between what people already want to see and what they need to see but don’t know about yet. You have to both fulfill a need and find new needs that arise.
Serving a niche doesn’t mean having a small audience, though. New fashion brands need to overcome the limitations of their initial reach to find their audience of customers. “You have to cash in on every bit of money, every friend, and every favor you can,” says Jalal, “Being artistically autonomous in the face of pop-hegemony is hard to do, but if you’re willing to put the effort in, it can be rewarding.”
Although launching a fashion brand is technically something anyone can do, it’s hard work and very risky, and not everyone is willing to undertake the challenge. But for those who are genuinely dedicated to their own success, going from concept to product with a new fashion brand is full of excitement and potential.
