, iSo, you have creative ideas for your fashion brand and are looking to start a fashion business soon or might have already launched. If yes, that’s wonderful, but that stage you’re in is a delicate one.
An overwhelming number of fashion businesses fail during the first two years of operation, and roughly half of all of them don’t survive past the fifth year. These brands launch with so much enthusiasm and fire, but when you check back in a year or two, they seem like they’re barely surviving.
How do you successfully launch and grow? Here are 5 mistakes you should avoid when starting your fashion business.
1. Launching without learning, research & proper planning
I know you might be tempted to ‘wing it’ and start with whatever you think will be fast-selling, but that’s not the way to go about it. If you’re going to succeed in business, you need to do proper research and planning. Start by educating yourself about the fashion industry, learn about the creative, technical, and business side of fashion. Study other fashion businesses, find out where they excel, where they are lacking, and then you can now come up with a solid plan.
2. Trying to be for everyone
When it comes to business, you can’t please everyone, don’t even try to. Find out the gaps that exist in the market and select a niche. When you choose a target audience, make sure you stick to it. For instance, if you pick a large target market it won’t necessarily translate to more customers. You might have to spread yourself thin and under-deliver, so don’t be tempted to change your target market every three months because you think a different one is better.
3. Start too big
You don’t have to start with 30 styles, a professional photoshoot, or a big fancy store in Victoria Island, especially if all your money will be going into it. You need money to run and scale the business; if you expend all the money at the start, it will be hard to grow and scale the business.
4. Underpricing or overpricing your products
Pricing is a powerful yet overlooked pillar of every fashion business. Alot of new fashion business owners make the mistake of pricing their products too low, hoping to increase it after they get alot of customers. However, this plan usually backfires. You need to find the right price point, either by calculating or using a pricing tool. That is why, we created an affordableΒ pricing calculatorΒ that does the job effectively.
It not only helps you know exactly how much to charge your customer but also enables you to analyze discounts, track expenses, and set targets for yourself. Awesome right?!
5. Failing to invest in marketing
The business world today isn’t what it was five years ago. There are thousands of fashion brands coming up with products just like you are. To reach your customers, you need to invest in marketing and brand awareness. They can’t find you where you are, that’s why you need to go to them. There are a variety of marketing strategies you can implement. You can try; influencer, affiliate, email, referral, and social media marketing. Pick anyone you think will be the right for your brand and get started. What other mistakes do you see new fashion business owners making? Let us know in the comments.
If you want to learn how to build and grow a successful fashion business, we haveΒ online fashion coursesΒ for you.Β
People tend to have misconceptions about what it takes to operate in the Fashion Industry. Most of these misconceptions stem from certain mindsets about what people think rather than what it actually is. So here I am debunking the various myths people have about fashion and the industry as a whole.
Whilst some aspiring designers seem to think being able to sketch is good enough and being a fashion designer is the perfect escape from a busy 9 to 5 job, others think we designers are a bunch of people who couldnβt really cut it in university or worse are just jobless people who will soon wake up from whatever cloud we always seem to be floating on. And I donβt really blame them, some of us who operate in the industry give them this impression because we are too busy chasing irrelevant things to realize that we are running fashion businesses. And what happens? We become the perfect template of why fashion designers or the industry is too unsafe a haven for potential operators or investors.
Debunking the various myths people have about
fashion and the industry.
1. You must learn the skill or art of sewing to operate in the Fashion Industry.
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NO you do not have to sew or even know how to thread a machine to operate in the Fashion Industry. Believe it or not, you can actually use your current seemingly unrelated skills within the Fashion Industry. I remember having a chat with a young lady who wanted to register for my course simply because she didnβt have a job. I had to tell her if she didnβt truly enjoy fashion, she did not have to learn the skill to operate within the industry. I asked her to spend some time thinking about how she could apply her first degree within the fashion industry. I think she studied something within the chemical sciences so even Iβm still trying to figure out how she can use that within the industry. And if she couldnβt (like I canβt at the moment), then she should spend some time researching the industry and having a feel of what it is like before she delves into it. Otherwise, sheβll just get her fingers burnt! And she promised she would and get back to me.
People! You do not have to become seamstresses to operate in the fashion industry. If you left university with an accounting degree then please look for fashion designers who are having problems keeping their books and offer your services to them for a token. I know designers are very price-sensitive but I also know many of them are awful at keeping financial records. Look for 10 designers (and there are many of them around), offer basic accounting and book-keeping services to them for next to nothing, say N10,000 a month and that is N10,000 a month. And the best thing is that you can work from the comfort of your home. I did that while I was in fashion school, helping a realtor keep his books and I got paid for it. Easy.
2. You must learn how to sew to become a good fashion designer.
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Another very common one. No. Being a Fashion Designer and being a seamstress are 2 very different things. Yes I agree that learning how to sew is important but it is not mandatory! You should focus more on learning the basics of sewing and not the nitty gritty to have an in-depth understanding of the production process so that you can guide your production team for those who want to run fashion businesses. I know people who struggle through our courses because they didnβt expect so much work to go into it. And that to me is great. Not everyone is cut out for sewing. I, for one, enjoy sewing for pleasure but do not have the time to do so because I simply never saw myself sitting behind the sewing machine to run my fashion business. And that is how we train - to guide your production team not to be the one sewing yourself.
I have heard many designers say βI want to learn how to sew so I can sew everything myselfβ. How??? You will just burn out! And besides, it is not sustainable in the long run. It is not the Donna Karans or Tom Fords who sit behind the sewing machine. Letβs bring it down to Nigeria. Folake Folarin-Coker of Tiffany Amber revealed at a seminar I attended last year that she cannot sew. Does that make her any less a fashion designer? No! Is she selling her clothes?! Yes! That is what counts!
So please⦠except you are sewing as a hobby, focus more on understanding the processes than on the sewing itself. But if you really want to learn how to sew, then please by all means go ahead. Just know that the sewing alone does not guarantee you will run a successful fashion business.
Which leads me to Number 3!
3. Being able to sew guarantees your success in the Fashion Industry.
NO it does not! Read Myth No 2! It just means you can sew. Being able to sew and being able to run a profitable fashion business are 2 veryyyyy different things. Yes it does brings you one step closer but it is just the beginning of your journey.
4. You must be able to draw to be a good fashion designer.
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NO you do not! Thatβs what you have illustrators for. Of course it is better to learn how to draw so you can put your thoughts on paper. BUT if you cannot draw, then work with an illustrator. I couldnβt draw a straight line without a ruler before I went to fashion school but I had to learn it because it was part of my course. And I draw very well now but donβt fancy it much because it takes a lot of out me. So easy, I work with an illustrator who can easily spend minutes drawing my idea on paper rather than me spending 2 hours on a basic fashion croquis.
And this is also linked to No 1. If you are a good artist, then look for designers having challenges with drawing and help them out with sketching their designs. I have often used the example of a forensic artist who can accurately draw a personβs face simply from a description given by the victim of a crime. Obviously if the illustrator is not drawing what you see in your head, then correct him there and then or better still, find similar images of what you have visualized in your head and give it to him to draw. Thatβs why you do research! Besides, the big fashion companies here and abroad have design teams. It in only in this environment that people believe the fashion designer must do everything his/herself! Like we are super-human or something. Ask Mai! He works with a design team. He said so himself at Designers Connect!
5. Being able to sketch makes you a good fashion designer.
Wrong! Being able to sketch only makes you a good illustrator! There is a big difference between a nice drawing and the practicality of it. I have seen fabulous designs but when I ask question like "how will she get into it" I am hit with a blank stare. It turns out the illustrator never thought of that.
There is so much more that goes into being a fashion designer than being able to sketch. You must be able to convert your creative ideas into wearable garments. Understanding who you are as a designer, developing the concept, conducting detailed research, understanding how colors and fabrics work, understanding body shapes, and a whole lot more go into becoming a fashion designer. And it is a continuous process not just a a one-off.
6. You can learn all you need to know about fashion in 3 months.
A common one I hear from those who want to register for my courses. I want to learn everything about fashion. In 3 months?! First, you cannot learn everything there is to learn about fashionβ¦ and even if you couldβ¦ which you canβt, definitely not in 3 months. I also hear, I want to know all you know. Well guess what?! I learnt all I know after studying a 3 year (not 3-session but 3 full calendar years) full-time undergraduate course in fashion design AND did a lot of self study to do a lot of what I am able to do nowβ¦and I am still learningβ¦
Many want to get the knowledge but are unwilling to do the time or even the work. If you do not have the time, then register for a part-time course [MINE of course :-D] and do a lot of self study, learning and practising what you have learnt as you go along. That is the only way you can excel at it.
7. A fashion designer must be able to sew all kinds of clothes.
Ever heard of Jack of all trades?! I am amazed when I hear designers say they specialize in menswear, womenswear, childrenswear, corporate uniforms, bridal wear and interiors. Like seriously?! Please focus on one thing at a time! Perfect a certain one before moving into another line.
I have a very good idea of how to sew different kinds of outfits. I learnt it all in school. That does not mean I have to physically go into sewing each one when I start off my clothing line. Which is what a lot of us doβ¦ and I canβt blame you. It takes a lot of willpower to reject an income-generating project. But you know what?! You are better off rejecting it than spreading yourself thin.
8. Operating in the fashion industry means I must provide clothing, run a production unit or specialize in customized clothing.
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Yes thatβs the general idea here. You must sew for people to be considered a fashion designer. Well guess what?! I donβt sew for people but I am still a fashion designer!
True most times when you think about the fashion industry, you think of apparel. But similar to point 1, there are so many job descriptions within the fashion industry that you do not even have to touch a needle or a sewing machine before you can make loads of money from the industry. I know when I tell people I do not sew for individuals, the next question they ask me is βso what do you do? Arenβt you a fashion designer?!β Then I spend the next 10 minutes explaining to them only half of what I do with my fashion knowledge and more often than not, I get the wide-eyed βoh really?!β And Iβm likeβ¦ yes really! TSK!
9. That you must only specialize in high fashion to be considered a good fashion designer.
HA! Like seriously?! Guess what?! Even a t-shirt designer is a fashion designer. And guess what number 2?! He is probably making more money than you! So please, if you are not into high fashion, please focus on your strengths instead of dabbling in an area that you have no business dabbling in. Anytime I hear βwe want unique never-before-seen out-of-this-world-piecesβ, I laugh. Like thereβs any such thing!
10. That your fabric is enough inspiration to create stunning pieces.
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Yes maybe 1 piece or even 1 collection. But reallyβ¦ can you continue to rely on the fabric alone to get your inspiration?! I donβt even think textile companies do that. They work with themes and concepts. My personal opinion? No!
11. That Fashion Design is Childβs Play!
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Guess what?! I hope you know fashion is architectural in nature and history shows that fashion, architecture and even politics are related. Just check out the history of fashion, for example the Ottoman Empire.
12. Going into fashion will give you more time for yourself and your family.
HA! What a joke! The work has just started! In fact, you are better off staying in your 9 to 5 job because when you get tired, you can simply say βYou know what?! Iβve had it! Iβm going home! This is not my fatherβs companyβ. But you canβt do that with your fashion business. Why?! Not only because you have to earn a living but also because you have workers depending on you! I tell you, KPMG seems like childβs play in comparison to what my typical day is like now. But you know what? It gets easier as you go alongβ¦ when you have a business process in place.
13. Fashion Designers are losers who couldnβt cut it in the real world.
Really?! Please wake up and smell the coffee! Many learned professionals are leaving well-paying jobs to follow their dreams and passions and they are the happier for it. Doesnβt Naeto C have a Masters Degree? Oh wait! Hold up! Folake Folarin-Coker is a lawyer!
And look at me. For those who do not know my background, I left Ife with a 2nd Class Upper Degree in Economics, a 4.23/5 CGPA for that matter, and worked a tax accountant with one of the Big Four global accounting firms, KPMG Professional Services. I had a FAB career path ahead of me before I packed it all in for fashion. So really⦠you must be clueless to think that way in this day and age!
14. Fashion Design is your ticket to fame and stardom.
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I think many who are already in the industry already know that this is all hogwash! It is not about the glitz and glamour. Even the popular musicians and actors will tell you how much time they spend in the studio and the sleepless nights on the road.
Being a fashion designer is a lot of handwork and not really about getting into the papers and getting all the invites. In fact, you find out that many who get the invites see it as part of their work. Just read the many articles about the stress involved with fashion week. Even backstage at fashion shows are crazy β forget the cool, calm and collected looks models put on when they strut their stuff on the runway. Or better still, watch Project Runway and youβll know. It is sheer hard work!
15. Fashion Shows are a form of entertainment.
Oh yes! I can go on and on about this. And this is targeted at the public really who think fashion shows are all about entertainment. In fact this is a topic for another day!
These days there are sooooo many fashion shows I just wonder if people understand the essence of fashion shows. And this is no prejudice to any particular fashion show. I have been asked to assist with quite a few shows and when I ask what the reason for the fashion show is, more often than not, I get the βjust for entertainmentβ answer. Itβs almost like someone is planing an event but has no schedule of activities. And then has a sudden brain wave! βI know! Letβs organize a fashion show!β
It seems many do not realize that fashion shows are a business tool for fashion designers. And those who participate do not ask the relevant questions. Many just get carried away by the βfameβ to stop to think about who is attending the show, why the show is being organized in the first place and what to do when they get orders. But like I said, this is another topic for another day!
16. Everyone you see in the papers has hit the big one or is running a successful fashion business!
That is one big fallacy. Everyone is facing the same challenges⦠especially in this industry. Thankfully Mai told you this at Designers Connect so I need not say more!
17. That the successful ones in the papers got there in 1 day.
Yes it may appear that they just seemed to hit the big one overnight! But when you find out the true story, you find out that they had been around for a while and only just decided to take their businesses further. Even those who just seemed to hit it fresh out of fashion school still spent time IN fashion school doing the hard work before they launched out.
18. That having lots of customers mean you are running a successful fashion establishment.
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Ha! Thatβs a fallacy! There is a difference between profit and turnover. If you do your figures well, you just might find out that you are better off just having one customer than having 10.
19. That the fancy business cards and websites will bring in the business.
No! Your product gets you the customers. You are better off watching your costs in the early days than spending all your time, money and efforts into producing expensive business cards and websites. Because trust me, you need every naira you can get and save in the early days. I made those mistakes but wellβ¦ now I know better. Those βeffizy sturvsβ donβt matter if you do not have a product to sell. I even have business cards I hardly hand out but has that affected my business?! No. So pleaseβ¦ focus more on creating a presence for yourself in as cost-effective a manner as you can. There are so many free sites out there you can use to create a presence for yourself. When you have made enough money and have developed your product, then you can start considering the branding aspect of it. And that is my personal take on this.
20. That you can successful operate in the fashion industry without investing in the knowledge and without doing your homework.
Yes! My major challenge with fashion designers in this environment. Many do not want to invest in the knowledge or the time. Guess what?! My friendβs adaptation of the popular Mark Twainβs quote on cauliflower and cabbage, captures it fully!
βThe difference between a doughnut and puff puff is a college educationβ β Adora Neboh
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Training is key! You need to invest in it. And not just the design aspect. Every other aspectβ¦.especially if you plan to operate a fashion establishment. And many entrepreneurs have said this already.
Like Pastor Ibukun Awosika said @ Platform βthe minute a doctor decides to set up a practice, he is no longer a doctor but a business ownerβ. Same thing applies to fashion designers. We need to invest in the knowledge, either learn the trade or intern at a fashion company and conduct detailed research before we set up.
Phew! I have said a lot and I can go on and on but I think Iβll just sign off here now! Hope this makes you start thinking seriously about your fashion businesses and I pray that all works well in your various fashion endeavors! Buzz me if you have any questions and do leave your thoughts in the comment section below.
Have a great week ahead!
Cheers!
About Me
Tope Williams-Adewunmi
A fashion entrepreneur passionate giving power through fashion
by sharing knowledge guaranteed to help fashion lovers
turn their love for fashion into a viable business.
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Thinking of turning your love-affair for fashion into a successful business? You can take the plunge by starting your own ready-to-wear clothing line. There is a huge market for ready-to-wear Clothing and you can tap into it by starting yours. And the best part is, you donβt have to break the bank! You can get started on a lean budget.
I found this article by Marie Claire magazine very insightful because it focused more on the business of fashion than the fashion design itself. The 9 tips you can actually use if you want to start your clothing line stated one of the most important things I believe β you donβt need to be rich to start a clothing line.
In our Online Fashion Entrepreneurship Course, we state the importance of doing research before you go ahead to produce. The truth is, the minute you choose to start a fashion business, you are no longer a fashion designer but an entrepreneur so it is important to think like one. Leans means, spend the least to get the highest value. It is also important to find a product market fit rather than assume the market will like what you have created.
Many people produce simply because they get and act on positive feedback which is good but can be a big mistake. Experience, however, has taught me that there is a huge difference between liking your product, the willingness to spend money on it and the actual purchase. This is why pre-orders and pre-launches where you get people to pay for the products upfront actually validates the business idea.
There is so much to learn. If you want to know more about starting your ready-to-wear clothing line or have tips to share? Let me know in the comments and share this post with anyone who is interested or you know who needs the knowledge.
If I have enough interested people, I just might run a webinar, write an e-book or create a series of blogposts on the process. Also let us know in the comment section if you prefer a webinar, an ebook or a blog posts.
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