Creating a clothing line is something special. To bring something to life that you see in your mind is something unique. It’s a skill. It takes a certain kind of person to do that.
It was my childhood dream to be a fashion designer, but for many years, it was a dream deferred. For decades, I didn’t position myself to achieve this dream, and as I built my marketing career, I collected information -- mental notes that I tucked away until the time was right.
As I began creating my clothing line, I debunked a lot of these “myths”/ the information I collected over the years.
-
Myth #1 - You need a tech pack.
One of the first things I heard before creating my clothing line was, “You Need A Tech Pack”. The truth is: You Don’t.
As I was exploring companies to create my tech packs, I was stunned to learn that it costs $1,500 to create one tech pack, and that if I wanted multiple colors of a certain garment that I would need one tech pack per color. So if I wanted to create, say, a pair of jeans in three different colors, then I would have to create three different tech packs. Meaning, I would have to pay $4,500 for a tech pack for one garment. Fifteen hundred dollars for a seven piece collection could run me $10,500.
I found another company that created tech packs for $500 per garment, which is MUCH cheaper, but that would cost me $3,500 for my first collection.
I couldn’t fathom paying that much for a tech pack. There had to be another way.
I contacted another fashion designer and asked him who created his tech packs, to which he replied, “I did”. When he said that, I knew that I could create my own too.
This was a full circle moment. When e.Laniese was a bespoke clothing line, I told myself that I would create my own tech packs since I knew how to make patterns. I figured that it couldn't be much harder than that.
While you don't need a tech pack, you will have to learn how to use photoshop and understand measurements. You need to know how you want your clothes made, what fabrics you want used, what notions you want to use, and what measurements you want each piece to be.
If you’re not familiar with it, a tech pack is a technical document that tells a manufacturer how you want a specific to be made and graded. More on grading later in this blog.
-
Myth #2 - You can create a design and have your full collection in 2 months.
In my mind, I could create a design, send it to a manufacturer and have the final, bulk order in two months. Ha! The naivety.
This thought process didn’t take into consideration the back and forth conversation with the manufacturer, the time difference with the manufacturer, the samples, modifications to the samples and the 30 days it takes to create the bulk order, not to mention the shipping time and the U.S. customs process.
It can take up to two months to get your first samples.
The full process can take five months to get your full collection, barring any delays or setbacks.
Start designing as soon as NYFW is over, that way you can incorporate the trends into your designs. The sooner the better.
-
Myth #3 - You can create your collection solely based on your needs.
As a fashion designer, you may have several fashion ideas you want to bring to life, but your designs have to be on trend in order to be appetizing to your customers. Make sure you know the trends for the upcoming season, hence the reason you start designing after fashion week. Customers like their clothes to be on-trend, so you have to create those pieces in order for them to sell out quickly.
If you are creating a clothing line after running a fashion boutique like me, I recommend that you combine fashion trends with elements of high selling pieces.
For example, as I updated my marketing plan, I learned that 3-D designs are trends that other fashion houses are following. As I dug deeper into my top selling items, I realized that my 3-D pieces have always been top selling items.
-
Myth #4 - You only need one manufacturer.
It can be tempting to only work with one manufacturer, but cast a wide net of manufacturers across the globe. In the world of designing, more is better.
This is for several reasons: 1) certain manufacturers specialize in certain types of clothing such as knitwear or woven; athletic wear; T-shirts; dresses; menswear vs. womenswear, etc. 2) You don't know what issues a manufacturer may face, so if you spread your manufacturing team out you're able to counteract any issues that may arise during the manufacturing process. 3) Certain parts of the world deal with certain extreme weather events so it’s better to expand your network rather than work with manufacturers in one part of the globe.
-
Myth # 5 - You can fund the collection all by yourself.
Depending upon your socio-economic status, this might be true for you, but if it’s not, I recommend that you raise as much money as possible.
Launching a clothing line can cost anywhere between $15k - $20k, without tech packs.
Once you finish one collection, you'll start working on the next season's collection, so you’re constantly spending money before recouping the money you already invested. There are several resources you can use, such as Kiva Crowdfunding, GoFundMe, SBA loans, grants, etc. to help fund your dream.
-
Myth # 6 - You don’t need to plan for shipping delays.
Shipping Delays May Occur.
As I waited for new samples, I noticed an error message saying that the logistics company attempted delivery of my pieces and they were going to return them to the sender. My clothes come from China, so having them returned would be a HUGE inconvenience for me.
The attempted delivery message was a lie because I never received a notice from the logistics company (UPS/USPS,etc.) verifying this. The clothes were shipped to the wrong distribution center; therefore, it took longer for the clothes to be delivered. This resulted in a two weeks delay in me receiving my clothes.
-
Myth # 7 - You don't need to understand how to grade clothing.
You will have to understand how you want to grade your clothing. You will have to understand how you want each piece of clothing sized, based upon your sample. Do you want it to be increased by 1” or 2”?!
-
Myth # 8 - Your brand name has federal protection when you name your company after yourself.
As you create your own brand, it’s imperative that you Trademark Your Company Name.
Your name only has local protection when you name it after yourself. Trademarking your company name with the U.S. Patent and Trademarking Office is the only way to gain federal protection against any other companies that may create confusing marks. All the notable fashion houses have a registered trademark. Why shouldn't you?!
