Create your clothing brand: instructions for use

Are you a fashion fan who can’t resist the call of shopping, the glossy pages of fashion magazines, and the ultra-polished blogs of the influencers invited to fashion week?

Have you been making your outfits for a while and have decided to create your own brand of clothing?

Good news: this guide is for you!

You will find many tips on how to create your company and get started in creating your brand. From market research to the business plan, including defining the concept and commercial positioning, or choosing the legal status, we will review all the steps to take to succeed in your entrepreneurial project. Let yourself be guided

Before you start, do a market study:

The first step in creating Pakistani ladies clothing brands is to conduct a detailed clothing brand market research to validate that there is business potential for your future brand.

To do this, you will first need to examine the health of the clothing industry in Europe and France.

Take a look in particular at the evolution of the sector’s turnover. Ask yourself if the increase or decrease in turnover corresponds to a volume effect (more and more, or less and less, of products sold), and / or value (of items sold more and more, or less and less, expensive).

Are you also interested in:

To purchasing behavior: who is buying what? How frequently? With what budget? On the internet or in stores?

Current trends: which segments seem to be the most promising?

To the evolution of the competitive environment: what are the strategies of brands and distributors? Does the competition tend to intensify? Which strategies seem to be winning?

Finally, consider in detail who will be your direct and indirect competitors. For example, by creating a clothing brand specializing in street wear, street wear brands will be your direct competitors, ready-to-wear brands offering a few street wear items within their lines will be competitors too, as will loan brands. – classic ones that will be your indirect competitors (because a person always has the choice between dressing in street wear or in a radically different way).

At the end of your market research you should be able to know:

Who will be your typical customers (age, budget, clothing expectations, purchasing behavior)

Who will be your competitors and how to differentiate yourself in order to make your place in the market?

Which distribution strategy to adopt to market your clothes?

The textile sector market in France

A sector in difficulty

The textile sector has been in decline for many years now. At the start of 2017, production again showed a decline of more than 3% However, during the first quarter of 2017, the turnover of the clothing industries increased by 1.8% compared to the same period of the previous year (Institut Français de la Mode). However, the French clothing market has been in decline for nine years (Les Echos).

Opportunities in certain segments

But the clothing industry is very disparate and not all types of stores are equally affected by the crisis.

Indeed, if large groups like Vivarte or Tati encounter very important difficulties; on the other hand, the giant branch companies such as Zara or H&M are resisting very well and are even leading the game, imposing increasingly close collections at unbeatable prices.

Faced with this mass market production of quality items that are all in all very relative, the independents (which together with multi-brands represent more than half of the clothing sector) are falling into disarray and often present few collections, sometimes without ever having a sale, arguing that they offer fair prices all year round.

Ultra-specialized brands with known and recognized know-how, selling their timeless classics, such as Aigle, are also resisting the crisis very well (Les Echos de la Franchise).

Thus, for the clothing sector, the big winner of the Les Echos-Statista survey, which aimed to list the companies that have made the most progress over the period 2012-2015, is Le slip français which has devoted its activity since 2011 to the production of ready-to-wear and accessories 100% made in France. And, in second place in the ranking, the National Standard FIB group, specializing in the creation, sale and distribution of high-end sneakers (Les Echos).

 

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