Useful Tips

How to create your own brand of clothing: First steps and tips of experienced


  • - art albums,
  • - history books,
  • - books on the history of art,
  • - camera
  • - pencils, paints, felt-tip pens,
  • - fabrics
  • - fittings
  • - sewing machine,
  • - overlock.

Tip 2: How to sell the product

The most optimal way is to sell your product via the Internet.

You can find your buyer at various online fairs, auctions, and in stores. Creating your own website is not necessary at all, but it’s necessary to have a page in a magazine. This page should be your face. If you like it, then in 50% of cases, the visitor to the page will become a buyer. The page should lead to your account in the online store. Otherwise, how can a visitor buy your products?

When placing your products on the pages of online stores, follow these rules:
- Place your products in those rubrics where potential consumers find them.

- Describe in detail your product, and tell us what benefit the buyer will receive from the purchase of this product.

- Without pictures, your product is unlikely to be bought, no matter how seductive the description may be.

- Payment and delivery terms should also be easy to understand.

- The more lots you set, the more likely they are to choose something. Buyers always follow these links, and it is better that they choose from your products than compare them with others.

- When sending goods, make a small surprise to the buyer. This will increase your credibility in his eyes and he will surely become your customer.

Patterns and production

Home production - wallets, bracelets or covers for laptops - does not require any special professional knowledge, so you can implement such design ideas yourself. If you are going to produce something more complex (and not in single copies), then, starting from this stage, it is better to entrust the whole process to a professional - this is an ungrateful and difficult job that you most likely will not be able to perform.

The production process in a simplified form is usually constructed as follows: the clothes designer is the first to enter - who will translate your inspired sketches into working patterns. Already on them a trial model will be sewn in a single copy, and if its quality and cut suit you, you can start production of a full batch. This whole scheme is adjusted depending on the scale and the product that you plan to release. If these are butterflies and ties, a skilled seamstress will be enough for an established production, if this is a complete collection of clothes, the headquarters will be replenished with a designer, cutter and designer (they can be hired on the side).

The process of sewing a sample is long and difficult. It is important not to rush into the fitting, it’s better to alter it several more times than to get a model with jambs that will ruin it. You must understand that this is the last opportunity to change something. You have to find fault with any little things and get rid of any dubious decisions. Samples are best tried on several different people. After all, buyers are also all of different complexion and growth. Already at the first try-on you can understand whether the fabric intended for this model is suitable, and if everything is fine, then you can buy a batch.

Next - finishing patterns and their gradation in size. An attentive and accurate designer will surely leave a lot of comments on them so that another designer or production technologist can figure them out without problems. These are like comments in programming.

Instead of phrases like “well, guys, no one does the same”, a good constructor will think about how best to implement what you painted.

Finding a good designer is the most difficult stage. It’s hard to find sensible seamstresses, but an intelligent designer is even more difficult. Here you just need to search and try. Finding the right person, you will immediately feel. A good designer immediately understands what you want from him - the awkward moments when you try to explain something, but to him it seems nonsense, disappear. Instead of phrases like “well, guys, no one does the same”, a good designer will think about how best to do what you drew and how to work with it in the future in production.

Production needs to sort out everything that is in your city, country or abroad (depending on your capabilities), find out the conditions, communicate with management, a technologist. After the first conversation, much becomes clear at 80 percent. You need to show your samples to the technologist, he will immediately say whether they can give such a quality or not, they need it or is it better to refuse such orders. Much depends on the parties. If you can load production with a good amount of work, then the vast majority of Russian factories will want to work with you. You just have to find the right price-quality ratio.

A favorite complaint about the local industry of a beginner, and indeed of almost any successful and sold domestic designer, is its actual absence. And at this stage, if you, of course, are not going to make T-shirts with a batik pattern, you will have to face similar problems in person. The lack of high-quality fabrics, materials, accessories and their continuous search is your headache in the near future.

You can, of course, take a walk in local shops like “World of Textiles”, “Needle” and “Textile House”, but sooner or later you will have to turn to virtual search and get in touch with foreign suppliers. Here, firstly, it is more expensive, secondly, less choice, thirdly, the products are not so high-quality. Although, of course, there are exceptions.

Finding the right product is easy, especially since you can always ask to send you tissue samples. The only problem is the delivery time and obstinacy of the Russian customs. Therefore, for established deliveries and ordering materials, it is better to find an intermediary.


The issue with materials and production is acute only for those who are serious about the product and want to completely immerse themselves in the process of its development. I see no reason to indicate specific places where you should look for materials and accessories, since this will deprive such people of a fair share of romance and excitement of the process.

The easiest option is to purchase materials in the Russian Federation. You get low quality and average prices. Option number two - purchase materials online. A lot of flaws - there is no way to assess tactilely, in fact you are buying a pig in a poke. You can order samples, the so-called swatches, they will give an idea of ​​the material and color. It is convenient when it comes to well-known material, such as the Cordura 600D, although even in this case, options from different manufacturers with different properties are possible. Another minus of this kind of procurement is customs, it doesn’t give a damn that you are lifting Russian production from its knees. And the last option is large exhibitions, where it is possible to negotiate directly with the manufacturer or distributor and get preferential terms and an individual approach. I have not used this path, but it seems to me the easiest if you have a certain budget.

In order to start an entrepreneurial activity, it is necessary, first of all, to deal with legal issues and tax payments. This also requires money, and every year more. So in 2013, the amount of a fixed payment for an individual entrepreneur in social funds is a little more than 35 thousand rubles. For information: last year, this figure was half as much.

So, sales. Here you will find several ways to market your product, which you can and should combine - your own online store, offline stores, as well as fairs and flea markets.

The last two points - this is where small brands begin, the level of recognition of which does not allow them to be sold in large stores. In fact, this is quite a good way to sell it - at once, in one day you can sell a decent batch of your products. In addition, such events are an excellent opportunity for PR: you show your customers the goods in person, communicate with them and thus go out to the frequencies of word of mouth.

You can try to negotiate the sale of your items in stores. And here again there are two schemes - to give things for sale (for example, to online department stores like Depst or Sunday Up Market, which have spaces in large shopping centers), while the store receives a percentage of the amount from each sale. Either work for a ransom - it means that the store’s buyers buy a lot or collection from the manufacturer and then sell it at their price. Obviously, the second scheme of work involves a decent circulation and product quality and at least some level of brand recognition.

Finally, your own online store. This again requires money, and as long as you have small volumes, the return on it will be negligible, but if you want to turn into an empire sooner or later, you cannot do without it. The most important thing is that in parallel with the placement and attempts to sell their products, work on their PR and promotion.

Mikhail FROLOV

creator of the brand of accessories F22

An online store is the first stage, as rental costs, a huge audience and direct sales are not needed. You can do it yourself - there are many free engines. In general, the presence on the Internet is necessary for the development of the brand - a “live” page on Facebook with unique content, hashtags, high-quality images, Instagram - all this increase the interest and loyalty to the brand.

If you have an interesting product, the stores themselves will offer cooperation. The only thing you need to clearly understand who your customer is and be closer to him. Do not be afraid to offer cooperation to shops and brands that appeal to you. While your brand is small and you can control the response from customers, do not neglect this valuable information. Often, with a customer-oriented approach, many of your customers will definitely come back for a new purchase.

As for bureaucratic issues, with small volumes of sales, you can order an outsourced accountant. STS (simplified taxation system IP) is enough. But, of course, the 2013 changes in fixed payments to social funds in the amount of 35,700 rubles make me think a little.

It is very important to create your own online store and establish a payment system. For example, we have never been engaged in sales through social networks, as we have our own website with established processes.

You can use free engines or services, such as Bigcartel, but if you seriously engage in the brand, then this is not a good option. Creating an online store costs an average of a thousand dollars. The main thing is to correctly register the terms of reference and think over all the details. It is important that the site is user friendly and understandable. We have already refined our own several times, since initially we only made T-shirts and some technical aspects were not immediately taken into account.

We are forced to refuse some buyers, since we believe that in one city there should be no more than two offline stores that sell our things.

Regarding offline stores: a good way to chat with buyers and show off your stuff is to participate in a trade show. It was at the exhibitions that we met with our main buyers. Now various shops are writing to us, but we are forced to refuse some, since we believe that in one city there should be no more than two offline stores that sell our things. In Ukraine, the stores that represent us charge the same price as on our website; in other countries, stores charge a wrap, which usually includes delivery and customs clearance of goods. Everything is already individual here.

Our brand policy is such that we do not work with sales, and most major stores are not interested in working on such a system. Although, it seems to me, not all young brands will be able to immediately work with stores for redemption. Regarding pricing: we work according to a standard scheme, this is the price of fabrics, printing and production plus administrative costs.

PR and promotion

Nobody reads press releases, but you write them all the same (only so that there is no desire to close it after the first sentence) and send them to specialized publications. It is worth considering that much better than abstract phrases about the uniqueness of the brand, specific information and photographs work. Better yet, a beautifully crafted lookbook. Finally, the surest way is to write to us by mail and get into the New Brand section.

Of course, you definitely need to start and actively develop pages on Facebook, VKontakte and Instagram (Tumblr or a blog will not be superfluous either). For a small brand, social networks at the initial stage are the most effective tool for advertising and promotion. There you will upload photos of Kanye West in your hoodie, news, beautiful photos from the production, inspirational videos and everything else that can serve to increase interest. Here's someone to take an example: 30 brands of clothing on Instagram.

As for the promotion and PR of our brand, we do not have special people who would specifically deal with this. We have never invested in advertising. In our case, word of mouth worked, plus we probably caught the wave. We also constantly communicate with European colleagues, therefore, in principle, we have an idea how to advertise ourselves.

Nowadays, there are many different social networks and blogs with which you can promote your product without investing any money. But there is one very important condition - the content should be interesting and high-quality. This could be an interesting article, a product description, or just a cool photo. I can highlight several services that help to promote your things: Svpply, Tumblr, Instagram, Pinterest and its clones, and, of course, Facebook and VKontakte.

If everything is done qualitatively, many thematic blogs and magazines will themselves be interested in writing about your brand.

Many European and American brands have their own blogs and magazines, post photos of the production process, interesting descriptions of their products and simply lifestyle photos on social networks. Another important point is the approach to lookbooks and promotional materials. If everything is done qualitatively, then many thematic blogs and magazines will themselves be interested in writing about the brand.

Finally, collaborations with artists or other brands can serve as a great way to promote and advertise. Firstly, it turns out a new interesting product, and secondly - artists, designers and other brands share with you their own audience.