Dear Boss Babe,

So you've finally made that step in the right direction to start your fashion dream business. It is 2023 and you are focusing on pursuing your goals and achieving what you set out to do at the beginning of the year. In our last blog we mentioned the first and very essential step in starting a fashion brand which is to develop your internal brand. This comprises the vision, mission, purpose and values. These areas seem unimportant but trust that they set the tone for the life and successful journey of the brand.

This time however, let's take a look at what not to do! I've been there. I've been a culprit of a few of these mistakes but I'm here to guide you so you don't follow the same path. Sometimes we get caught up with the trivial components of business start-up but setting yourself up for success starts with making the right steps and avoiding a few of the below very expensive mistakes.

Expensive Mistake #1

One of the most common mistakes is refusing to narrow your target audience and building a business which caters to 'everyone'. I've had a few conversations with clients in the past where they felt that this was ideal. It sounds great in theory. I mean, who wouldn't want a business that sells to everyone!? More customers equal more sales right? Or does it? Let's think about it for a moment. Men and women are attracted to different products/brands. Children and adults have distinct tastes. Different generations have different values. Different cultures have an appreciation for different styles or fabric choices. Different social classes have different product values. I can go on and on. What I'm really trying to say is creating a product or a range of products that appeal to every single individual of different tastes, preferences and values is quite difficult. You don't want to spread yourself thin. You are better off selecting your target audience and building a brand persona which aligns with your offer. Once you pinpoint your audience, you move away from wasting resources as you have a better understanding of what your product should look like or the necessary features. You can then run more targeted and focused ads. Deep dive into who your target audience is- their demographics, psychographics, pain points etc. and you will be surprised at the outcome! This leads me to the next expensive mistake!

Expensive Mistake #2

Not doing the necessary research can be detrimental! So you have selected your target audience but have you conducted the necessary marketing research to discover the fashion trends, fabric textures and styles that your target audience prefers? Do you know which social media platforms they prefer? Do you know their price point values? Conduct the necessary marketing research to understand your target audience needs and pain points. You can then design better products that appeal to them. This automatically means more sales for your fashion business.

Expensive Mistake #3

The third mistake is waiting until you launch to advertise your business or products. When you are new to the market, customers now have to familiarize themselves with your brand! They have to build that relationship with you and build the trust factor. After they have seen your logo a couple times, it begins to feel like they know you. How many times have you selected a product in the supermarket because it seemed like a brand you already knew? Once you have the essentials in getting started, feel free to start running some ads. Think of your customers like your relationship partners. They first have to be aware of your brand. Interest is the next step, desire and then action. This is the AIDA model which focuses on the customer journey. It all takes time. So prior to launching, aim to build that awareness while you are waiting for the brand to launch. As you can see, it takes time for customers to decide they are ready to purchase. Use the time wisely while your brand is in the works so that by the time your brand has launched, sales/profits can start right away.

Expensive Mistake #4

I can attest to being guilty of this! Sometimes we think as entrepreneurs that we can do it all. In my fashion business, I am the social media manager, web site designer, marketer, brand strategist, patternmaker, fashion designer, seamstress, fabric designer, delivery guy, copywriter and the list goes on and on. Let's face it! Sometimes we need to leave the magic to the professionals. This ensures that the business remains professional and successful. This also helps to increase the quality of the business. Yes we can do a good job but its always good to accept that helping hand to do a GREAT job instead.

Expensive Mistake # 5

I am a big believer in this! Many businesses start with their logo and name but what does the brand stand for? Have you focused on shaping the perception of your brand in the mind of your consumers? Have you done your research to see what gaps or opportunities there are in the marketplace? Have you selected your positioning strategy? No one likes a copy cat and customers can spot you from miles away. Customers have an appreciation for brands that offer distinct products or services! All of this in a nutshell is the brand strategy. Brand strategy is first area that should be focused on prior to brand identity and then finally your marketing strategy!

Give these areas some thought if you are now getting your business started! Even if you have been around for awhile, its not too late. You've got this! As your brand builder bestie, feel free to reach out for a free marketing consultation or have a look at our brand builder e-book to guide you in crafting your brand strategy from start to finish!

Sincerely,

Your Bestie- The Fashion Brand Builder