For anyone trying to start a clothing line!

**rogercbryan** · 09-04-2008 11:07 AM

I've had five different people approach my consulting firm this year alone wanting to start a clothing line. So far I've seen none of them pull it off. It's 99% that they don't have the capital to get it going and no one is lending right now.

Here is what I need to know so I can help these people.

1- How much do you think it would cost to get a line started? I have my info I'd like to see what you all think.
2- How are you budgeting your marketing expenses? Most of the companies I've spoken too had zero dollars alloted for that. I guess they just thought a magic fairy was going to sell their stuff for them.
3- How big is your line? Are you going to do 5,10,20 or more items a year?
4- Are you going to use a contractor to develop your prototypes for your first shoots?
5- How much are you planning on spending on your first shoot to develop your product catalog? Even a better question would be, are you planning on having a product catalog?
6- What type of market research are you doing to make sure you are developing a sellable product?

Also, if you have any questions that are slowing you down in your attempts to start your new clothing line let me know. I'm trying to create a guide that I can give to people that will help them in getting started.

Roger

**Ahern & Brucker** · 09-04-2008 12:21 PM

Hey Roger

I'm not in the clothing line biz but seems like your points would be well served for a lot of other designers. you might think about changing the title to include all similiar groups that can benefit... giving your guide a broader appeal.

here are my answers..

#1- $0
#2-a % of the sales
#3-between 1 & 24
#4-30 years of prototypes, 10 years of photo shoots already in the bag.
#5-on-line product catalog until the need and cost are justified.
#6-already customers buying product.

**jasaunders** · 09-04-2008 12:36 PM

If I was looking to invest in a clothing line, which I wouldn't, the number one thing I would want to see is strong data on strategic marketing. There are so many clothing lines already, what is the brand/company/product differentiation? You are very very unlikely to succeed by just having products you and your friends think are cool. Everyone with a clothing line has clothes that they think are cool and that appeals to some audience. In this industry, its not necessarily about having the largest marketing budget, its knowing the right people, getting your products in the right hands, and most importantly, number one, is using effective and appropriate sales channels. You can have the best line in the world, but if no one carries it in their stores or you put it in the wrong stores, then it won't be successful. One reason this industry is so tough is because it is extremely hard to get any sizable chunk of the market, and even if you somehow manage to reach a wide audience, there is so much volatility in the industry that it is hard to stay on top.

**MisterMcJib** · 09-04-2008 02:17 PM

I'm stuck on #1...

Where do I look for the manufacturing of the clothes? What should I look for in a printing company to print designs?

**MisterMcJib** · 09-04-2008 02:25 PM

Originally Posted by jasaunders

If I was looking to invest in a clothing line, which I wouldn't, the number one thing I would want to see is strong data on strategic marketing. There are so many clothing lines already, what is the brand/company/product differentiation? You are very very unlikely to succeed by just having products you and your friends think are cool. Everyone with a clothing line has clothes that they think are cool and that appeals to some audience. In this industry, its not necessarily about having the largest marketing budget, its knowing the right people, getting your products in the right hands, and most importantly, number one, is using effective and appropriate sales channels. You can have the best line in the world, but if no one carries it in their stores or you put it in the wrong stores, then it won't be successful. One reason this industry is so tough is because it is extremely hard to get any sizable chunk of the market, and even if you somehow manage to reach a wide audience, there is so much volatility in the industry that it is hard to stay on top.

I like your farsighted mentality, but isn't it okay for a small start-up to have a negligible market share? Furthermore, I think developing a quality product is more important than brilliant marketing; not to say brilliant marketing isn't important. But still, I don't think anyone is trying to build a global brand overnight.

I'm sure you know more than me, but starting small with a quality product isn't a bad thing is it?

**jasaunders** · 09-04-2008 03:37 PM

Originally Posted by MisterMcJib

I like your farsighted mentality, but isn't it okay for a small start-up to have a negligible market share? Furthermore, I think developing a quality product is more important than brilliant marketing; not to say brilliant marketing isn't important. But still, I don't think anyone is trying to build a global brand overnight.

I'm sure you know more than me, but starting small with a quality product isn't a bad thing is it?

Starting small with a quality product may not be a bad thing, it depends on your goals and ambitions. If your goal is to build a local brand sold in a few niche boutiques in your city, then success can come much easier. If you are happy with $10k in revenue, thats fine. If you are looking to build a national, multinational or international brand, then its a super tough market. It all comes down to what you hope to achieve. In most cases you have to start small no matter what, but you should always have plans on how your going to grow.

Developing a quality product certainly is part of marketing. By using the term "marketing" I am not saying advertising. I am saying marketing, as in the 4 P's of a marketing mix: product, placement, pricing and promotion. The first P, Product, relates to creating a quality product that has a perceived value that fills the needs and wants of your end customers. If you can satisfy that, you're 1/4 of the way there.

However, I still think the second P, Placement, is the most important and biggest challenge for clothing lines. If I was looking to invest in a new clothing business, many of my questions for the entrepreneur would focus on what their distribution and sales channel strategy looks like and how they plan to achieve it.

**MisterMcJib** · 09-04-2008 06:38 PM

Tell me more about sales channels and distribution; I like to think I'm pretty savvy, but I've never started a business or had any formal business training. Thanks for the reply, hopefully everyone will benefit from this info

**Ahern & Brucker** · 09-06-2008 11:24 AM

The first P, Product, relates to creating a quality product that has a perceived value that fills the needs and wants of your end customers. If you can satisfy that, you're 1/4 of the way there.

many don't get past the first p because their level of expertise stops there... because you design something great or can make something the world would love (if only they knew about it) doesn't qualify you to be expert in the other 3 p's.

Sucessful Placement, pricing and promotion requires a different set of skills most artists don't possess. of course, it doesn't stop people from trying but really, the artist should be doing what they are good at... producing art. designers...

it's as crazy to think the artist is going to pull off some big international marketing deal as it is to think the marketing guy is going to become a great artist.

Some people can do it all but it's pretty rare...

**rogercbryan** · 09-06-2008 12:08 PM

I'm getting a lot of PM's from this post. Can we try to keep everything on this thread so everyone can read it.

1- A lot of you have an 'idea' which is to create a clothing line. I get that. But you are sending me a lists of information in a very disorganized manner. You HAVE to write a solid business plan. So far thats been the biggest problem.

2- Don't tell me you are having trouble finding a manufacturer. There are literally THOUSANDS through out the world who can make your product. Your problem isn't finding them its paying for them. Manufacturers are not going to build you a single unit of anything. You need to commit or quit. If your research shows that your product is viable then order 5000 units or just give up now. You can not take baby steps with most manufacturers.

3- People are not going to loan you money to start a clothing line. Unless you are a rapper, model, or sports star you are going to have to come up with the money some other way. Credit cards, personal loans, or friends/family. If you are working on a business plan that you plan to submit to investors to get funding for your line... again just quit now. You would need something that I have yet to see to get an investor to give you a penny.

I'm not trying to bust anyones bubble... this is just the reality of the business world these days. So many people are trying to do this that it is almost a saturated market. I will leave room for a creative niche product line to come in and gain traction but I've yet to see that happen. You would have a better chance of sending free samples to 100 celebrities to see if you can get them to wear an item then you would of finding an investor.

Good Luck... and please don't PM me if you do not read and then follow what it says in this post.

**rejoice** · 09-07-2008 02:17 AM

i'd recommend checking t-shirt forums (there is one main one)... lot's of great info and advice if starting a clothing line... or even just the simple t-shirt line at first

**brandnewman** · 09-07-2008 02:42 AM

I've been doing my research and the manufacturing portions seems to be the easiest. what strikes me as rather interesting is how little people are actually asking about actually getting their products out there. Product placement seems to be the one thing that will determine ones success or failure but why aren't people really asking more about that?

**Ahern & Brucker** · 09-07-2008 11:16 AM

Originally Posted by rogercbryan

I'm not trying to bust anyones bubble... this .

Why not?

the sooner their bubble get's busted, the sooner they can get to reality. this isn't some fantasy land where achievement is as easy as the dream of achievement.

I don't know about clothing but i imagine it's like everything else... it takes work and dedication... you need to be doing it for some other reason than fame and fortune... you have to imagine they cointed the phrase "starving artist" for "some" reason, eh?

But... if you are an investor in the testile industry... and, this is the ye forum... I'd think you would be looking at this as an opportunity to pick up one of these aspiring artists (if you can find one) who doesn't have the last 3 p's... and develope their brand and really capitalize on your investment. (assuming you can pick the right product that has legs and you can provide the other 3 p's.

Also, we want to know your thoughts on product placement... it sounds pretty simple... "a place where your product is placed" but before that product get's placed, it has to be paid for, manufactured and boxed and shipped... seems between P#1 and P#2 their should be a "F" or "m" for money/finances?? or maybe an A for administration?