Why doesn’t a clothing brand take off?
Creating a clothing line is the dream of many aspirant designers. Seen from the outside, it seems quite easy: you’ll create a pair of t-shirts, maybe sell them online and then rake the money, right?
For every successful brand, there’s a lot of hard work and various factors to become successful.
Managing a clothing label is one of the most time-consuming and costly activities, and there are many ways it can go bad quickly. But this article doesn’t want to scare you, on the contrary!
Let’s see together what are the main reasons why very often a good idea for a good brand, does not take hold and fails.
Having an identity
If you can’t sum up your brand in one sentence, you have no idea what you mean. A good brand starts with a vision, and clothes should reflect that. Creativity is also about solving problems, even if the problem is “no one is making clothes that I would like to wear”.
Good brands are real, whether their inspiration comes from hip-hop, pop culture or simply from the desire to do quality things. Be real about what you do and who you are, and if the things you do are good, the values will come out.
Adapt but think big
All big brands start somewhere. Ralph Lifschitz sold ties before he became Ralph Lauren. All fashion legends have in common has been their ability to adapt and think big.
Do not sacrifice creativity to numbers
Don’t let sales numbers undermine your creativity. Don’t ruin something that people flock to en masse and make it the flagship product, it’s a quick way to do something really interesting.
First of all, the product
What’s important is the product. It comes first and certainly before the worry of how to get people to see it. Word of mouth is the best way to get people to talk, and if the stuff is good, people will start talking about it.
Ideas are necessary but this is not enough
Having a great idea now doesn’t mean having a good product. We live in the age of immediate gratification. Instagram, Snapchat, anything. We are led to think that everything will last one hour’s time. This can be harmful, because when it comes to clothing, sometimes the composition can be of great help. Sadly, great ideas don’t always mean good products.