How to Make Your Own Clothing Brand in 7 Steps

Fashion Market Research

Analysis of Trends and Target Groups

There are currently clear trends in , which every new fashion entrepreneur should take into account. Subdued colour palettes, with accents on shades of green and blue, are popular, reflecting the growing environmental awareness of consumers. Nature-inspired designs and clothing functionality, such as multifunctional pockets or adjustable pieces, are gaining ground.

Find out more:

• PANTONE Colour of the Year 2024
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When analysing target audiences, it’s worth focusing on them, using analytics tools such as Google Analytics to help profile your audience and their buying behaviour. Understanding who your customers are – their demographics, interests, and what their needs are – is key to effectively tailoring your products and marketing communications.

Fashion Brand – the Competition

Various tools can be used to effectively analyse the competition. Google Trends and Google Keyword Planner allow you to analyse the popularity of specific phrases, which can help you identify what products are currently trending and what your competitors’ SEO strategies are. Tools such as SEMrush or Ahrefs allow for deeper keyword analysis and monitoring of competitor traffic.

Checking what sells and in what quantities on platforms such as Allegro or Amazon also provides valuable information about consumer preferences and buying behaviour. By analysing bestseller lists, it is possible to gain insight into which products are most desired by consumers. Tools such as Jungle Scout on Amazon can help you estimate sales volumes and profits for individual products.

Market intelligence is a key step in the process of building a successful and profitable clothing brand. Knowledge of trends, your target audience and your competitors’ activities will allow you to construct an offer that not only meets current trends, but also stands out from the competition, attracting and retaining customers.

Planning

How to Make Your Own Clothing Brand

When answering the question of how to create an apparel brand, we must start by clearly defining its mission and vision. An apparel brand’s mission is its primary purpose for operating, while the vision defines how the brand wants to be perceived in the future. For example, a clothing brand might aim to be a leader in promoting sustainable fashion through ‘less waste’ and fair trade practices.

With growing environmental awareness, clothing brands are increasingly emphasising their commitment to waste-minimising production and fair working conditions. Implementing such values not only attracts customers seeking ethical products, but also builds sustainable brand value.

When defining your mission and vision, it is also worthwhile to chalk out specific milestones that will help you assess the progress of the brand. Identifying the moments when the strategy needs to be reviewed can protect against further investment in unprofitable ventures. It is important to be able to recognise when a project is not meeting expectations and be ready to close the brand if the situation warrants it.

Choosing a Niche and Identifying a Unique Value

An important aspect of building a brand is choosing the right niche. By deciding on a specific market segment, you can better tailor your product to the expectations and needs of a specific customer group. In the world of fashion, a brand needs to be instantly recognisable and associated with something specific. Adopting the principle of being for everything is key in clearly defining what your own clothing brand stands for.

While many new brands aim to position themselves in the premium segment, there is also a demand for more functional and budget clothing. Brands focused on offering products with high utility often find a wide audience looking for practical solutions at an affordable price.

For entrepreneurs with smaller budgets, targeting a narrower niche can be a strategic move. Focusing on a specific customer group, such as outdoor enthusiasts or retro fashion enthusiasts, allows for a more personalised approach and building a loyal customer base.

Creating a brand that is strongly associated with a clearly defined value and niche from the outset makes it much easier to gain recognition in the market. Properly managing customers’ expectations and delivering products that not only meet their needs but also exceed their expectations is key to success in the rapidly changing world of fashion.

Legal Aspects and Brand Registration

Choosing the Legal Form of the Business

Deciding on the legal form of a fashion brand is one of the basic steps when setting up a business in Poland. Entrepreneurs can choose between sole proprietorship, civil partnership, limited liability company (sp. z o.o.) and joint-stock company (S.A.). The choice of the appropriate legal form depends on a number of factors, such as the planned scale of the business, the number of partners, or the preferred method of accounting for taxes and legal liability.

For small clothing brands that are just starting out, sole proprietorships or limited liability companies are the most common forms chosen, as they offer relatively simple set-up and running procedures, as well as limited liability in the case of limited liability companies.

Registration of the Brand Name and Logo

The registration of a brand name and logo is a key element in protecting brand identity. In Poland, the rights to a trademark, which may be a company name or logo, are ensured by its registration with the Polish Patent Office.

1. Trademark registration process
   • Preliminary verification – Before submitting an application, it is worth checking whether a similar trademark has already been registered. This can be done using the Patent Office’s online database.
   • Preparation and filing of the application – The application for trade mark registration should be prepared in accordance with the Office’s requirements. You should include a representation of the mark and indicate the classes of goods and services according to the international classification for which the mark is to be protected.
   • Assessment by the Patent Office – Once the application is filed, the Patent Office conducts a formal and substantive examination. It is checked whether the applied-for trade mark meets all the requirements and does not interfere with previously registered rights.
   • Publication and possible oppositions – If the mark passes the verification process, it is published in the Patent Office Bulletin. Within three months of publication, anyone who considers that the registration of this mark infringes their rights may file an opposition.
2. Why register a trade mark?
   • Legal protection – A registered trademark is legally protected throughout the territory of Poland and may also be protected in other countries if an appropriate international application is filed.
   • Exclusivity – Registration gives the exclusive right to use the name and logo in business dealings within certain classes of goods and services.
   • Basis for enforcement – In case of infringement, a registered trade mark provides a stronger basis for asserting your rights in court.

Trademark registration is an important step for any brand to consider at the early stages of business planning to secure your uniqueness and build a strong position in the market.

Building Corporate Identity

Designing a Logo and a Colour Palette

In today’s clothing market, it is not enough to offer products of above-average quality or surprising functionality. It is necessary to tell a story that makes customers want to identify with the brand and own its products. In 2024, we are seeing a trend of simplifying logos to make them easier to recognise at a glance and to maintain legibility at any size.

Logo design should be considered in such a way that it is unique but also intuitively associated with the brand. A good logo is recognisable and can stand alone. Examples of logos that have achieved global recognition include Ralph Lauren’s Polo horse, Lacoste’s crocodile, Nike’s ‘swoosh’ or the ‘N’ from New Balance. Each of these symbols is simple but extremely effective for brand communication.

The colour palette also plays a key role in visual identity. Colours can be consistent with brand values – for example, green can be associated with ecology and gold with luxury. It is important that colours are consistent across all marketing materials, but they do not have to be confined to one scheme. Dynamic and variable colour schemes can attract attention and set a brand apart from the competition.

Creating Marketing Materials

Marketing materials are not just advertisements or websites, but also labels, packaging and POS (Point of Sale) materials. All of these should be consistent with the overall aesthetic of the brand and communicate its core values. For example, a brand that promotes sustainability may use biodegradable materials in its packaging, which reinforces its green image.

A brand’sstorytelling can take many forms – from website narratives to social media storytelling to traditional forms of advertising. These stories should be authentic and resonate with the brand’s audience, showcasing not only the products but also the values that the clothing brand represents. For example, the founder’s original story, links to culture or the community built around the brand can be a strong draw for customers.

Find out more:

• Storytelling – how to implement in ecommerce?
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Creating a strong and recognisable visual identity is the foundation on which a fashion brand can build its position in the market. It is a process that requires not only creativity, but also strategic thinking to stand out in a crowd of competitors and build a loyal customer base.

Garment Production

Choice of Materials and Production Techniques

A key aspect of garment production is the choice of materials that will be used to create the collection. This decision should be based not only on quality and aesthetics, but also on cost and market expectations. High-quality materials tend to be more expensive, but may attract customers looking for premium products. On the other hand, more economical materials may appeal to customers for whom price is a key decision factor. It is important that the customer is aware of the level of quality on offer, which will prevent misunderstandings and build brand trust.

Equally important is the choice of appropriate production techniques, which will influence the efficiency of production, its cost and the quality of the final product. Modern technology or laser cutting can increase precision and allow for more complex designs, while traditional tailoring methods can be more time-consuming but give greater control over the detail.

Calculation of Production Costs

Even before production begins, a thorough costing is essential. It is worth considering different production options, from using pre-made designs, to working with sewing shops, to sewing by hand if the brand is the result of a personal passion. In all cases, you should ask for indicative quotes and, if you are producing your own, calculate your own hourly rate and estimate the time needed to make the various pieces in the collection.

Working With Suppliers and Manufacturers

Building effective partnerships with suppliers and manufacturers can be a challenge, especially on a small scale where rates can be higher and deadlines longer. It is worth seeking out modern production companies that offer clear and possibly fixed rates, and are open to small volume projects. Transparency in communication and clearly established terms and conditions are key to ensuring production runs smoothly and avoiding misunderstandings.

Adapting Production to Market Needs

Understanding the needs of the market and adapting the production process accordingly is essential for the success of a fashion brand. Analysis of trends, consumer preferences and current competition can provide valuable insights to help optimise the production process. Efficiently managed production that is adapted to changing market demands will not only reduce costs, but also allow the brand to respond more quickly to new trends and consumer needs.

7 Ways to Attract Customers

1. Reklama Internetowa I Pozycjonowanie SEO

SEO positioning can be carried out in-house or by specialist companies. Key to this process is the use of proven strategies such as deep keyword analysis, on-page (on-page) and off-page (off-page) optimisation and link building (internal and external link network building).

Time to wait for SEO results – The effects of SEO efforts are usually not immediate. It can take anywhere from a few months to a year to see significant results, especially for new domains that may have a more difficult start due to a lack of historical domain value and authority. It is worth bearing in mind that SEO is a long-term process and requires constant adaptation of strategies to changing search engine algorithms.

Google Ads and other PPC platforms – Paid campaigns on platforms such as Google Ads allow for rapid traffic generation and can be a key element of a marketing strategy. Before launching a campaign, it is a good idea to analyse click-through rates for selected keywords and estimate potential conversions. This will allow you to assess whether the planned cost of advertising is justified by the projected revenue and margin. This analysis is also helpful in planning promotions and assessing the scalability of the chosen advertising method.

ROI (Return on Investment) – The formula for calculating ROI from a marketing campaign is relatively simple and allows us to assess the effectiveness of the investment. We can present it as:

ROI = ( (Return on Investment – Cost of Investment) / Cost of Investment ) * 100%

Keyword analysis tools:

• Free:
  • Google Keyword Planner – part of Google Ads, which helps you find relevant keywords and analyse their popularity and rates.
  • Ubersuggest – offers basic functionality for free.
• Paid:
  • SEMrush – a comprehensive platform offering not only keyword analysis, but also position monitoring, competitive analysis and many other features to support SEO and PPC.
  • Ahrefs – includes tools for keyword analysis, position monitoring, competitive analysis, and more.

SEO strategies and PPC campaigns are the foundation of effective digital marketing, which can significantly contribute to increased brand recognition and sales. However, it is important to approach them strategically, taking into account the specifics of your industry and the expectations of your audience.

2. Marketing W Mediach Społecznościowych

Social media marketing is one of the first activities that newly established brands undertake to build recognition and gain customers. The effective management of social media presence, the launch of paid advertising campaigns and the use of special features offered by the platforms are key in shaping the brand image.

Managing your social media presence – Regularly publishing content is fundamental to building engagement around your brand. Content should be attractive and engaging in order to stimulate interactions from users, such as likes, comments and shares. In addition, analysing the data obtained through the analytics tools provided by the platforms (e.g. Facebook Insights, Instagram Analytics) allows you to understand which content resonates best with your audience and which marketing activities are most beneficial.

Paid advertising campaigns – Running specifically targeted advertising campaigns on platforms such as Facebook, Instagram or TikTok is key to reaching potential customers quickly. The use of geotargeting allows you to reach users in specific locations, while demographic targeting allows you to tailor your ads to a specific age group, gender or interests. This strategic approach is particularly important for new brands, which need to keep a close eye on costs and calculate the profitability of their advertising efforts from the outset. Optimising campaigns in terms of ROI (Return on Investment) is essential to make sure that the investment in advertising delivers the expected results.

Find out more:

• Dropshipping – how to get started?

Utilising special platform features – Stories, Reels, promotional and interactive posts on platforms such as Instagram and TikTok offer unique ways to engage your audience. These short, often ephemeral content formats allow for a creative and dynamic presentation of products, special offers or brand life. They are particularly effective tools for building a close relationship with audiences and encouraging them to visit brand profiles more often and interact with posted content.

3. Wykorzystanie YouTube Live I Innych Platform Do Transmisji Na Żywo

Live broadcasts on platforms such as YouTube, Facebook Live, or Instagram Live, although an excellent marketing tool, are often overlooked by new brands. This is because of the relatively high entry threshold compared to traditional PPC ads, which are quicker and easier to implement.

Hosting live events – Planning and executing live broadcasts requires both logistical preparation and technical background. For new brands, this can mean the need to set up even a makeshift studio, breaking down the barrier of showing yourself and your clothing brand from the inside out online, and investing in quality recording equipment. These broadcasts offer the opportunity to showcase new products and offers in a direct and engaging way, which can significantly increase brand interest.

Audience interaction – Live broadcasts offer a unique opportunity to interact with audiences in real time. Q&A sessions, product demonstrations and interactive competitions are just some of the methods that can be used to increase viewer engagement. Direct dialogue with customers not only builds relationships, but also allows for immediate answers to their questions and concerns, which can contribute to increased brand trust.

Advantages of live streaming – Although the initial cost and effort may be greater, the benefits of live streaming can outweigh traditional advertising methods. Live streaming can generate greater engagement and create a deeper connection between a brand and its audience. By allowing viewers to participate in a live event, the likelihood increases that they will want to share their experience with others, which naturally expands a brand’s reach and influence on social media.

In conclusion, although live streaming requires more preparation and can be challenging for new brands, its potential for brand building and direct communication with audiences cannot be underestimated. It is worth considering integrating this tool into your marketing strategy, especially when the aim is to intensify customer interaction and increase brand visibility.

4. Influencer Marketing and UGC (user Generated Content)

Planning campaigns with influencers – Collaborating with influencers is a key strategy for brands that want to reach a larger audience in an authentic way. The campaign planning process starts with identifying and selecting influencers who have the right reach and demographics to match the brand’s target customer profile. It is important that the chosen influencers are aligned with the brand’s values and have an engaged community, which increases the chance of the message being effective.

Developing partnerships – Once the right influencers have been selected, there is a stage of negotiating contracts and setting the terms of the partnership. In this process, it is important to clearly define expectations, scope of work, as well as establish ways to measure the effectiveness of the campaign, such as tracking results and calculating ROI. Transparency and communication are key to building lasting and effective relationships.

Utilising different platforms – Each social media platform has its own unique characteristics that should be considered when planning a campaign. Instagram is ideal for visual narratives and short stories, TikTok is great for trending and viral challenges, while YouTube is the platform to delve deeper into a topic, offering longer video formats that are great for detailed product reviews or brand stories.

The role of UGC (User Generated Content) – UGC, or user generated content, is growing in importance as one of the most authentic forms of marketing. Customers often trust recommendations from other consumers more than traditional advertising. User-generated content, such as reviews, product images or video testimonials, is seen as more credible and can significantly influence the purchasing decisions of others.

Find out more:

• UGC what is User Generated Content?

Strategies for using UGC:

• Encouraging content sharing – Brands can encourage their customers to share their own photos or opinions through competitions, discounts or loyalty programmes.
• Integrating UGC into official communication channels – Using customer photos and reviews on product pages, in or advertising campaigns.
• Monitoring and moderation of U GC – In order to realise the full potential of UGC, brands should monitor and moderate content to ensure that it is in line with the brand image and positively influences perception.

5. Sponsored Campaigns and Event Participation

Sponsorshipof local and industry events – Sponsorship of events, whether in the local community or the wider industry, is an effective way to increase brand visibility. Participation in fashion events, festivals or industry conferences allows for brand exposure in front of a new, often wide and interested audience. It is a great opportunity to showcase products, the philosophy of the fashion brand and build positive relationships with potential customers and business partners.

Hosting your own events – Hosting your own events is another step in your marketing strategy that can significantly impact your brand image and perception. Examples of such events include:

• Promotional events – These events can include special presentations of new collections, where guests can see and test new products first-hand. Promotional events often combine elements of entertainment and expert panel discussions to attract both media and customers.
• Fashion shows – Hosting your own fashion shows is one of the most direct ways to showcase your products. These shows are not only an opportunity to showcase an offering, but also to build an emotional connection with the brand through spectacular and memorable performances.
• Design workshops – Workshops, where participants can learn the basics of design or even create garment pieces themselves, are a great way to engage and build community around a brand. Such events highlight the creative aspect of the brand and allow participants to gain a deeper understanding of the creative process.

Benefits of sponsored campaigns and event organisation:

• Relationship building – Direct contact at events allows you to build lasting relationships with customers and partners, which is key to your long-term brand strategy.
• Increased recognition – Participation in well-known events and sponsorship significantly increases brand recognition, opening the door to new business and media opportunities.
• Customer interaction – Events provide a unique opportunity to interact with existing and potential customers, gather their feedback and respond directly to their needs and preferences.

Both sponsorship and organising your own events are important elements of a marketing strategy that can contribute significantly to brand growth. However, they require careful planning and coordination, but their potential benefits are just as great, both in terms of brand building and in generating sales.

Own Label Clothing Costs

The amount of investment

As usual – it is impossible to give a clear indication of the amount needed to set up a brand. There are well-known companies that started with a few thousand, doing most of the production and brand development themselves. On the other side are brands with budgets in the millions, whose scale takes on a different dimension right from the start. Both cases involve managing, but in different proportions, their working time, budget and steering their activities in the right direction.

Estimating Initial Investment

The initial investment in a clothing brand is a critical part of business planning that requires detailed analysis and thought. The budget should include all start-up costs, including, but not limited to, production costs, marketing, space rental, equipment purchase, as well as legal and administrative costs. It is important to allow for a margin of error in any calculation, planning for higher expenses than originally anticipated to provide a financial buffer for unforeseen expenses.

Budget Planning and Financial Management

Financial flexibility and careful budget management are crucial to the stability and growth of a young brand. It is advisable to set up a separate business account to be used solely for business purposes, making it easier to monitor income and expenditure and ensuring financial clarity.

Spendingcontrol – Every expense should be carefully analysed and recorded. Only by accurately tracking where and how money is spent can you effectively manage your finances and avoid overspending. It is also a good idea to invest in budget management software, which can help automate many processes and provide quick access to current financial data.

Assess profitability – Sales need to generate a profit for the business to grow. The profitability calculation should take into account all direct and indirect product and operating costs. It is important that product prices not only cover costs but also generate a profit.

Trend analysis and forecasting – Regular analysis of market trends, sales and costs is essential to adjust the business strategy. Financial forecasting should be carried out regularly to anticipate future financial needs and plan strategic investments.

In summary, precise budgeting and meticulous financial management are indispensable to the success of a new clothing brand. Controlling every expense and income not only allows you to maintain the healthy financial health of your own clothing brand, but also to respond dynamically to changing market conditions.

Analysis and Optimisation of Operations

Methods for Gathering Customer Feedback

In the context of fashion brand development, direct feedback from customers is an invaluable source of data that can drive growth and innovation. A satisfied customer is not only a potential returning buyer, but also a builder of brand reputation through positive feedback and recommendations. It is equally important to pay attention to dissatisfied customers, as their negative experiences can provide valuable insights into aspects that need improvement.

Active listening – Regularly asking customers for their opinions and impressions should become an integral part of the brand strategy. This can be implemented by:

• Satisfaction surve ys – Short surveys sent out after a purchase has been made or posted on the website.
• Phone calls – Direct contact that can provide a deeper understanding of customer expectations and needs.
• Focus groups – Meetings with a group of customers to discuss products and services in more detail.

Data analytics – Using analytics tools to track customer behaviour on the site, their feedback and reactions to particular campaigns can help identify trends and preferences.

Brand Scaling Activities

Scaling a clothing brand requires not only understanding the current needs of customers, but also anticipating future trends and adapting your offering to them. Customer feedback can often lead to changes in product or service direction. Adapting the offer to customer feedback is key to success and making the brand more competitive.

• Loyalty programmes – Rewarding customers for repeat purchases.
• Personalising offers – Tailoring products and communications to individual customer needs and preferences.
• Fast and efficient after-sales service – Providing support and resolving issues quickly increases the chance of repeat purchases.

Investment in technology – The use of modern technology tools can increase the efficiency of operations, enable better personalisation and optimisation of offerings and improve the customer experience.

Exploring new markets – Based on the data and analysis gathered, a brand may consider expanding into new geographic or demographic markets, which can be the next step in scaling the business.

It is crucial that any decision to expand the brand is based on solid data and a realistic approach to finances and market opportunities. Analysing and optimising the business based on direct feedback from customers and current financial performance enables dynamic adjustments to strategy and offering, which is essential in the fast-changing world of fashion.

Embarking on the journey of creating an own clothing brand is an exciting venture, one that combines creativity with business acumen. When considering how to make your own clothing brand, it’s key to tap into the wealth of resources available to help you build your own clothing brand.

As you start navigating the complexities of starting a clothing brand in the UK, remember that every piece of garment you design is a reflection of your brand’s ethos and identity. Through strategic planning, in-depth market analysis, and meticulous attention to detail, you can ensure that your own clothing brand stands out in the competitive fashion landscape.

The initial steps might seem daunting, but with a clear vision and unwavering dedication, the process of building your own brand will not only be rewarding but also a remarkable learning experience, setting the foundation for a successful fashion enterprise.