Expert: Shasta McLaughlin - 12/25/2008

Question
I want to start a fashion line business. what is the step that i need to do to open a fashion line company? I live in California.  what kind of marketing should i do? i have no investment, so what is the best way to start little? i have an idea to start a fashion show with my line.

Merry Christmas and thank you.

Answer
Rea,

I don't know very much about fashion or clothing design so the best way for me to answer this question is to pose other questions to get you thinking.

Do you have any formal education in the fashion industry?
Is there a college near you with fashion design and business courses?
Are there any businesses near you where you could apprentice?
Do you know someone who works in the industry who would be willing to work with you?
Could you do some independent studies, check out books, etc. to learn what is necessary?
Have you checked out the Internet for more information?  Search for keywords relating to fashion and clothing design.

The best way to start a successful business is to know who you are serving and then to meet their needs or solve a problem for them.  So choose if you want to design children's, preteen, teen, or adult clothing.  Study the designs, styles, and colors that the group you have chosen is wearing.  Learn what you can from observation but also make up a simple survey that asks any questions you would like answered about your chosen group.  Arrange with owners of businesses who serve the group you have chosen to hand out the survey, offer to share the results with them.  Make your designs fit the needs, styles and colors of your chosen group.  

Spend most if not all of your marketing dollars on your chosen market.

The more time and money you invest in research before you begin the less time and money will be wasted on mistakes later.  However the best way to get started is sometimes just to jump in and get started.  If you let perfectionism or fear keep you from getting started you might not ever start.

You will need to register with your state as DBA (Doing Business As) and get a business checking account.  Do your best to keep all receipts, and keep track of mileage when doing business.

If you have some sewing experience and can alter patterns etc. you could start by creating a few original patterns from experimentation.  Create a few of each pattern in several sizes and a few colors.  Show them to friends and family who might be interested in items like them but remember friends and family will most likely tell you what you want to hear.  Set prices and mark each item.  Then take them to a local craft show or to smaller (local) clothing stores in the area.  Pay attention to what people tell you about what they like or don't like about your creations.  If many people tell you the same thing needs changed in your designs it should be something you strongly consider changing.

I wrote this post on my blog to help artists and crafters find their local shows http://extravaganzacrafts.com/Blogs/2008/07/places-to-look-for-art-craft-shows-a...

As far as marketing goes you need to set some goals and establish a marketing plan to accomplish those specific goals.

IF you want to increase Internet sales then you need to set goals specific to this area.  For example you want to collect the names, addresses, phone number, e-mail and even birth date of the people who are visiting your sites.  So offer them something (they want) in return for giving you that information.  You could offer to send them a birthday discount for signing up for your Birthday Club, or to send them a coupon for a free product at the next show they see you at etc.  Then you send them mailings about new product releases, product care information, special offers, discounts, and places they can find your product online and off.

You also want all your offline efforts to encourage more online sales by including the address of your web stores or websites on all of your business cards, fliers, mailers etc.

IF you want to increase offline sales then you want to explore arts and craft shows, flea markets, fairs and festivals and farmers' markets, as well as local clothing shops.

The key to a successful business is to KNOW WHO BUYS your product and what goals you want to accomplish.  Then work towards accomplishing those goals, and not expect one thing to make your business successful.

You have to have a plan to accomplish YOUR goals which will include many different marketing ideas.

For instance create your own website, create ebay and etsy stores, go to art and craft shows, and take your items to local clothing shops and boutiques.

Have a business card that contains your contact information but that also functions as a coupon for your product and contains your website information as in my post at http://extravaganzacrafts.com/Blogs/2008/11/how-to-make-your-business-card-do-do...

Use each and every thing you do to build a relationship with your customer.  Give your customer more information on your product or new products, where to find your products, product care, and on other places they can find your product.  Collect the contact information then follow up with any one who showed an interest in your products (they are also known as your prospects).

Many artists and crafters go to craft shows and expect to sell out of their merchandise.  This usually doesn't happen and they don't make any effort to collect the contact information of the people they see at the show so they go home disappointed and disgusted at the show promoter.  See my post Attending Craft Shows Isn't Just About Selling Arts and Crafts at http://extravaganzacrafts.com/Blogs/2008/09/attending-craft-shows-isnt-just-abou... for more information.

Let your customers know that they can see your product in person at upcoming shows before they happen.  Keep an updated show schedule on your website at all times.

Last but not least: Don't forget that the person who is most likely to buy from you is the person who is currently buying from you.  NEVER forget to offer them an additional complimentary item to the one they are buying, and sweeten the deal with a small discount.


Good luck with your business venture,



Shasta McLaughlin

The Extravaganza Craft Productions



If you need more information look around my blog at http://extravaganzacrafts.com/Blogs  There are many articles there about if you need a license to do art and craft shows, what to take to shows, how to stage a booth, how to encourage more sales, how to handle the money after the sale, how to collect your customers contact information, and how to follow up with them.  As well as information on using your website more effectively etc.