As an emerging fashion designer launching a new brand, you may find yourself abandoning the traditional brick and mortar approach and decide instead to launch digitally. While we believe in a strategy in which you do both, we also know that having a strong online presence results in cost savings (at least at first) and the ability to reach an audience beyond the local market.
The diverse team at Pivot Six has worked in-house at different fashion brands, and we’ve helped a number of emerging fashion startups and designers launch online. So in honor of the last day of New York Fashion Week, we’re sharing 5 tactics to keep in mind as you launch your fashion brand online, as well as a few successful industry examples.
Have A Plan For Your Fashion Brand
This may seem obvious but it’s important to keep the big picture in perspective. When launching online, have specific goals and targets in mind, and review them regularly in order to assess what’s working and what’s not.
Questions to consider for your online fashion launch:
Systems: What will my inventory, payment processing, and shipping systems look like? Will I use an integrated platform like Shopify, or will I set up my website on WordPress, Squarespace, or another platform?
Financing: How should I be accounting for things? How much cash do I have? What is my forecasted sales and costs over the next 12-24 months?
Marketing: Do I want to have a social media following before my launch? How far in advance should I start my marketing? What is my actual marketing plan? What does my brand voice sound like?
Sales: Is my goal to gain the attention of fashion editors and/or buyers? Or do I want to sell solely B2C? How will this modify my existing plan?
Rather than blindly spending the money to build a website and a social media presence, it is best to plan and set objectives.