If you have a passion for designing or making clothes, you might consider starting your own clothing brand. Like any other project, launching a new brand requires not only a lot of preparation, but also some knowledge of the fashion world. In this article, we will give you tips on how to create a concept, market research, clothing production and the different distribution channels.
How to create an original brand?
Even before you produce your range of ready-to-wear clothing, it is essential to put a brand on your products. In order to create a clothing brand, the first thing to do is to find the brand itself. With so many competitors on the market, finding your own signature will not be easy. In order to stand out from other brands, you will have to focus on originality. However, you must first determine the type of clothing you want to market. This could be clothing for children, women, the elderly, etc.
Once you have an idea of the market segment you want to target, it is necessary to choose a logo or representation that evokes the value of your brand. Thus, guessing these values allows you to find the positioning, the colours or the name of the brand. For example, if you focus on organic products, you can choose a symbol with green dyes. Be aware that a good concept does not require you to do complex research. In order for customers to be attracted to the brand, it is ideal to create a simple brand with strong values and a clear representation.
Research the textile market
After finding an original brand, it is essential to have knowledge of the textile market. As a first step, you need to carry out a thorough market study. It is thanks to the results of this first step that you can validate or cancel your project. As the name suggests, market research is about getting an idea of what is happening in the clothing market. In order to do this, a number of checks must be carried out, including observation of the competition, the tastes of potential customers, buying habits, the various partners, etc.
By going directly to the field or visiting online platforms, you can gather information on market growth, suppliers, textile regulations and competitors' market share. Once the market research is done, the next step is to enter the market. However, it is on the basis of the result that you can establish which style of clothing to exploit. If several brands already specialise in streetwear, you may decide to move into other categories (shirt, sportswear, luxury, etc.).
The production of your clothing brand
When it comes to producing your own clothing brand, you have several options. If you are capable of both designing and making clothing, you can produce your collection yourself. In this case, you should not forget to hire other experts and machines to meet all the demands. You can also find partners such as workshops or wholesalers for the production of your textile.
When looking for a textile manufacturer, it is important to find an establishment that can recognise the value of your garments. In general, the most famous subcontractors are located in China, India, Morocco, Turkey and Tunisia. To identify trusted factories, simply search the web. Thanks to platforms such as Alibaba, you will be able to identify several subcontractors. However, you should be aware that working with a wholesaler or workshop requires a minimum amount of purchases.
What are the various requirements?
Since creating a clothing brand requires you to design a business, certain necessities must be considered. Therefore, you need to consider both material and human needs. The material needs for the production of your clothing range include sewing tools, fabrics and other basic materials. Apart from the various elements needed for the production of the outfit, there is also the shop to store your products.
As for human needs, these are the people who will help you manage your project. Since marketing your brand is not an easy task, you will need several people (fashion designer, sales person, seamstress, stylist, etc.). In order to successfully enter the market, every detail is important. To present your collection, you will need a good photographer, for example. As far as the reputation of your brand is concerned, the skills of a community manager are essential.
Financing the project
Having identified the various needs, it is now necessary to turn to the financing of the project. For your information, the amount of the investment depends mainly on your market position. To start your career, you will need to find start-up capital from several financial institutions.
The business plan
First of all, draw up a business plan. The business plan is important because it is a document that will enable you to obtain financing. Therefore, you need to prove that your project is sustainable. Detailed and precise, the business plan includes all the elements we mentioned earlier, namely your market positioning, the people involved, the competition, the brand of your clothes, etc. Then, thanks to the business model, you will be able to demonstrate the profitability and value of your own brand. In a way, the drafting of this documentation will not only help you to attract investors, but above all to validate the accessibility of your project. Finally, you should know that the services of a professional are indispensable if you want to do a good job.
Funding
The financing plan is a predictive tool to assess the financial health of your business. Indeed, it should provide for expenses, working capital, income and other additional costs over the next 5 years. Once the project has been costed, all you need to do is look for financing. When launching your first clothing range, you do not need a large sum of money. It is once your brand starts to take hold in the market that you need to have significant capital. By reviewing your financial plan, you will easily identify the cost of communication, sales, production, etc.
Regulations to know when starting your own clothing brand
Setting up your own clothing brand also involves knowing a few regulations. In addition to the various administrative procedures, it is imperative to put a label on all garments. A mandatory element, the label must mention the percentage of textile fibres used and care advice. In French, it also includes the origin of the product's manufacture, more precisely the mention "made in". Other obligations to consider include the intellectual property of your brand.
On the other hand, the legal form of the company should not be overlooked. In order to find the most suitable structure for your organisation, you will need to count the number of partners and employees. Do not forget to assess the legal obligations as well as the tax and social effects. If you do not want to take any risks, do not hesitate to contact a legal expert who will be able to guide you on this subject. In general, those who embark on this kind of project choose :
- sole proprietorship ;
- microenterprise ;
- EURL ;
- SARL.
How to protect your brand?
As the owner of a trademark, you are obliged to register it with the INPI. In this way, you are the only person who can exploit this image. As a reminder, you can use this trademark for 10 years, a period that can be renewed. If another company steals or imitates your trademark, you have the right to sue them for damages. For your information, a trademark and a domain name are two different things. The former is a device specific to a product while the latter is a means of communicating one's business.
It is important to know that the registration of your trademark requires a precise procedure, but first of all, it is advisable to list the products and services corresponding to the trademark in question. Once at INPI, you should first check that the trademark you are going to use has not already been registered. If you do not have time to go to the premises, it is possible to do an online search. On the INPI website, a form must be filled in to validate your application. In the event of irregularities, this body can communicate observations or objections to you. The registration of the trademark will only be accepted when these rebuttals are removed. After these steps, you will receive a certificate proving that the trademark belongs to you.
Establish a good marketing and communication strategy
It is important to know that creating a brand requires a good marketing and communication strategy. This will help you to find buyers and build customer loyalty. Like all other brands, you need to use new technologies to make the new brand known. The most common way to do this is to design a social networking page and then generate a website. In the beginning, it is not necessary to open an online shop, as the aim is to attract consumers.
By improving your position on the Internet, you will quickly optimise your purchases. To do this, it is imperative to present your products with good quality images. In order to highlight the clothing, choose suitable mannequins. When you open your shop, you can put up a large poster in the windows or distribute flyers to passers-by. In all cases, the marketing and communication strategy should be given priority.
Some information to know about the textile market in France
Since the economic crisis of 2008, the ready-to-wear market in France has been in decline. According to newspapers, spending on clothing has fallen by less than 1000 euros. Although there is a lot of competition in this sector, the market can still pick up new brands. In principle, online sales are the most popular with customers. As for the types of clothing most purchased, they vary according to the weather and the seasons.
In France, this textile market is divided into 7 specific segments. Firstly, there are women's ready-to-wear garments, a category that takes up 25% of the overall market compared to 17% for men's garments. Next, you can distinguish shirts and jumpers, which take up 16% and 14% of the market. Finally, the remainder is made up of other clothing items such as pyjamas, underwear and baby clothes.
By following these procedures, you will be able to create your own clothing brand according to the rules of the art. To be successful, we recommend that you focus on a simple but unique concept. From the outset, keep in mind that your collection can grow, which requires even more work. If you plan ahead, you will have no problem expanding your lines. Nowadays, consumers are looking for a quality product. In order to meet these demands, do not hesitate to design tailor-made ready-to-wear with high quality materials. If you plan to enter the international market, you will need to communicate in English.
