Starting your own fashion brand

In 2023, 6,423 entrepreneurs launched their own online fashion brands. A third of them were under 25 years of age (source: KVK Business Register). They have their own clothing brand or sell fashion items via social media, their own online store, or online platforms such as Shopify, Vinted or bol.com.

Building your own brand

Building a clothing brand starts with knowing who your customer is. So, do customer research. Find out where your customers are active online and what their age and income is. Also, research what their interests and requirements are, what they find important, and what they spend their money on.

A strong brand

Many fashion brands already exist. Think about how you can stand out. What does your brand stand for and what is your story?

A strong brand starts with choosing a name that suits you and your customers. Your name should not resemble an existing brand name or company name. So, the more unique, the better. Protect your brand name and logo so that no one else can use your brand.

Find a supplier

If you are developing your first collection, start with a few basic pieces. That way you can keep an overview. And start looking for a producer or supplier. When choosing a supplier, pay attention to:

• Quantity: can you place a small order? And what will it cost? The price is often higher if you place a small order.
• Samples: you can request a sample (trial product) before placing an order. Such a sample usually costs money. Ask if the manufacturer can deduct this amount from the cost of your first real order.
• Shipping: what does shipping cost? This varies per country.
• Mixed order: can you order several colours and sizes at the same time?
• EU product requirements: does the producer comply with all European regulations?
• Production capacity: can the manufacturer quickly scale up and increase their output if your product catches on?
• Slow fashion: how sustainable is the supplier’s production process and what are the working conditions like?
• Trade agreements : can you buy at a discount? These discounts are often available in countries with which the EU has signed a trade agreement.

Dutch designers usually have their products made in Italy, Portugal or Turkey. But local production is becoming increasingly popular. It is more sustainable and often communication is easier.

Get help

Large manufacturers are unlikely to find you an interesting customer, as start-ups often place small orders. That is why a network like Enterprise Europe Network (EEN) comes in handy. Through such a network, you can get in touch with small suppliers who are often willing to do business with fashion start-ups.

Cost of your own clothing line

The cost of starting a clothing line varies. It depends on what you do yourself and what you let others do. You will need seed capital of at least €1,000 up to several thousand euros.

Doing it all yourself

To save costs, you can do everything yourself. From designing and buying fabrics to cutting and sewing. But this is very time consuming. You will also need money to buy good-quality equipment and materials. You may also want to buy special software, for example to draw patterns.

Outsourcing everything

Do you decide to have your products made by another company? Then the costs depend, among other things, on how many products you order and the quality of the fabrics. Starters often start with an order of 50 pieces. You will then need on average between €2,000 and €3,000 for production. That includes transport if you have your products made outside the Netherlands. Producers usually ask for payment in advance.

Get basic pieces printed

You can also buy basic garments and have them printed or embroidered. The price depends on the quality of the clothes and your supplier's conditions. The cost of printing methods also varies. Consider screen printing, transfer printing, or digital printing. Get quotes from several suppliers.

Allow for a start-up fee when you place your first order. An embroidery service for example, will produce an embroidery card which they will reuse for your follow-up orders. You will have to pay for this card.

Other costs

Also consider costs for:

• maintenance of your website
• a payment system for your web shop
• social media ads
• a subscription to an e-commerce platform
• packaging and labels

Selling clothes online

If you start out in online fashion, you will usually first sell through social media channels and online platforms. This is quite easy and inexpensive. It allows you to see if there is demand for your products. If you are successful, then you can open your own online store.

Especially with clothes and shoes, people often return items. One way to prevent returns is to provide comprehensive product information and a clear size chart.

Protect your design against counterfeiting

Most designs are copyrighted. Successful fashion is quickly copied. Consider whether you want to protect your designs or record your collection in the i-DEPOT. With i-DEPOT, you have official proof that you owned the design on a certain date. This comes in handy if there is ever an argument about who is the designer of a particular item.

Collaborate with influencers

Influencers play an important role in the fashion world. It is important to get things right if you want influencers to promote your brand. Make sure you:

Make a plan

Think about which influencers fit your brand and collection, who you want to reach, in what way, and via which social media channels. Also think about how much money you want to spend. Or choose to collaborate with influencers who accept free products or discounts.

Do some research

Check out the influencers you want to collaborate with. That way, you avoid disappointment. Look not only at the number of followers, but also at the quality and reliability of the posts. Well-known influencers usually work with an agency that arranges the collaborations.

Make arrangements

Prepare well for your meeting with the influencer or agency and follow the influencer marketing roadmap. Make clear agreements about the price, the number of posts, and the type of posts. Agree that you will review the results after a certain time and make adjustments if things are not going well.