Behind the Brand "An inside look at building a fashion brand."

Subscriber-
I've been sewing since I was 10 years old. I've been wanting to start a children's clothing line. I made a few samples one year ago but did not pursue any further and one year later I still have that " nudging" feeling inside that's saying " come on, what are you waiting for?" Do you have any advice for me?

Regina-
My advice is to first:

-Identify the vision for your brand and discover what is going to set your brand apart from other children's clothing lines. (ie. quality of materials you use, colors, prints etc.)
Doing this will not only help create brand awareness, but will also help you as the designer ensure that you are creating cohesive collections.

-Research the top children's brands out now and discover who your competitor will be. Find out their story, how did they get started? The chances are, they went through quite a few obstacles that you may be able to learn from.

This question is a great one because often we find ourselves wanting to pursue a dream, but not really knowing where to start. I have an earlier post where I discuss the first ten steps I took when I created my brand Cristina Bijou bags. I've decided to repost it below.

1. Research

I was glued to my computer. I researched the design houses to practically every handbag label there was. How did they become established? When did they become established? Who’s story inspired me the most?

(This step is much needed, researching those who have done what you aspire to do will push you to overcome a lot of the obstacles you will come across in the future.)

2. I found my inspiration

The research process became very intimidating at first. Most of the design houses were international, high end and extremely well known companies. To save my self of worry I began researching handbag labels in the US. I came across Kate Spade’s story and I was very inspired by how she got started.

3. Created my vision

I began brainstorming the aspects of my business. The brand name, sketches, logos, and figuring out what would make my brand different. These all came in to play in this step.

4. Created my first prototype

A fashion brand without a product is nothing more than a book of sketches. I decided that I was going to teach myself how to make handbags from start to finish. My very first bag was made with nothing but a leather needle, thread, and two different shades of leather. I made this bag by hand without a machine which took me 16 hours. It wasn’t easy but in order for me to continue to inspire myself I needed something that I could actually touch and feel. I knew that this was just the beginning but I had to start somewhere.

5. I invested in my business

When I started my business I had 5,000.00 saved. I began making my first investments in the brand. I bought books on making handbags, and tons of leather in many jewel tone shades. I convinced my first investor to buy me an industrial sewing machine. It was HUGE, very loud and took up most of my living room in my one bedroom apartment. I had no clue what I was doing but I jumped right in. I was determined to figure this thing out. (This step is extremely important. Find investors. Create a presentation with vision boards, any prototypes and a well written plan. You’ve got to let them see your vision in order to get them to invest.)

6. I asked plenty of questions

There came a point where the lady in the fabric section at Walmart and I were like best friends. She would answer any question I had about sewing and I was soooo grateful! Then I got creative, I figured that since upholstery shops were experienced in working with leather they too would be a great resource. In my mind I figured, if they can make a couch surely they can help me learn to make a handbag. I couldn’t have been more right. I went to a family owned upholstery shop just outside of Charlotte and they were more than happy to help me with any questions I had. They seemed excited and very intrigued that I had gone to such lengths to figure out such a challenging task. (Figure out who you know that can help in your area of fashion. If you have a graphic t-shirt line, seek out a local screen printer. If you’re looking to create a line of clothing look for a local seamstress who may be able to help with prototypes.)

7. I began creating an entire collection

This is where all the hard work came in. My apartment looked like a factory. I worked around the clock to produce a collection so that I could not only prove to myself that I could do it but to really allow others to see my vision. I didn’t just want to continuously talk about something that I wanted to happen “one day”. I knew that in order to get the ball rolling I had to have a complete collection. I produced about 20 different bags over a span of about 9 months. (Create a cohesive collection, keep in mind the time of year you plan on completing the project when choosing a color story to be sure that it falls in line with the time of year it will be, spring or fall.)

8. I came up with a plan to debut my collection

During the process of creating my collection I decided that I would have a fashion show to introduce the collection to my friends, family, professors, and really just anyone I came in contact with. I spread the word throughout The Art Institute as well as my community and had a lot of help from some friends I was attending school with. (This does not necessarily have to be a huge production. A small debut in a lounge type setting would work out perfectly. Be very conscious of your budget. You’ll need it in the next steps.)

9. I began to market my brand

I began using social media to market my brand. I shouted it from the roof tops. Anyone I came in contact with knew about Cristina Bijou bags. Through social media I was discovered and invited to participate in a fashion show in Beverly Hills CA. I leaped at the opportunity! This step required a lot of confidence in myself and my brand. If I didn’t believe in my product no one else would so that’s exactly what I did.

(Don’t be afraid to market your brand, even before your collection is complete. Give people something to look forward to by marketing the brand itself. Logo, vision board, technical sketches etc.)

10. Research

Once my collection was complete and my first two fashion shows had come and gone I began seeking a manufacturer. I knew that in order to take my brand to the next level I would need to have my designs professionally manufactured. Quality control is key in the production process. I knew without a doubt that this was the direction I needed to go in to live up to the other brands on the market that I intended on competing with.

Do you have questions about building your own fashion brand? Get them answered here on Behind the Brand by emailing them to me at reginacwhite@gmail.com

A line sheet is a must have when pitching your brand to stores and boutiques. Without a line sheet essentially you have nothing. This will serve as a guide that gives buyers everything they need to know about your brand and product.

Here is everything that your line sheet must include:

- Product overview

This is where you describe your brand in the absolute best way possible. What makes your brand different? Explain that here.

- A technical illustration

A technical illustration will show the buyer exactly what your product looks like. It displays where every stitch, pleat, zipper or pocket is placed.

- High quality images of your samples.

Include pictures that truly show off the quality of your product. Your line sheet will become the only thing the buyer has to refer to when you are no longer in front of them.

-Suggested retail cost

What is the price point in which you would like your product to be in? Include that here so that the buyer has an idea of where in their store you would need to be and who your competitors are.

-Available Color options

If an item is available in multiple color ways include a swatch of each color option.

(I also choose to also include swatches of leather in this area, the quality of leather that I use in my designs is what I want to leave a lasting impression on the buyer.)

-Dimensions

Include the length, height and width of your product.

-Product description

Describe everything about the product. What the material is made of, the color, etc. You could even include where your customer would wear the product ie. professional setting, sportswear etc.

Line sheet example: