Launching a sustainable fashion brand can be a rewarding yet challenging experience. With sustainability at the forefront of the fashion industry, there are many examples of fashion labels that have successfully become household names. However, to increase your chances of success as a sustainable fashion brand, there are key considerations to keep in mind.
1. Define your intentions, nature of your product, and budget accordingly
When it comes to ethical clothing, producing smaller batches can add to the production costs, which can affect pricing. Additionally, fast-fashion brands offer cheaper prices, creating competition. If you plan to start a business based on re-selling items, you’ll need to spend time finding quality items within your budget and understand their resale value.
2. Choose the best platform with the lowest seller fees for your online store
The pandemic has increased the trend towards sustainability, and online retail has become crucial for small businesses. While platforms like Etsy provide sellers with an audience for their recycled, upcycled, vintage or handcrafted items, fees can impact profit margins. Hence, research to find platforms that offer the lowest seller fees.
3. Market your brand using social media platforms, collaborations, competitions, and PR
Social media platforms are valuable tools for building any brand. While you can sell items on Instagram, focus on showcasing your brand story, not just your product line. Documenting the process of upcycling or recycling garments helps to engage your followers, generate interest, and even get pre-orders while still designing.
4. Make your credentials as much a part of your brand’s appeal and marketability as your products
Customers today want to know that businesses implement sustainable practices, and they also look for businesses that go the extra mile. This could be donating a portion of profits to relevant charities or pledging to become 100% carbon neutral. Obtain relevant certifications, such as Bluesign, BCorp, and Fair Wear, to demonstrate transparency and authenticity. Don’t engage in greenwashing, as customers can quickly see through deceptive marketing tactics. Finally, research your target audience’s key concerns and tailor your messaging strategy accordingly.
Starting a sustainable fashion brand requires dedication, hard work, and constant innovation. By keeping these key considerations in mind, you’ll be well on your way to achieving your goals while making a positive impact on the planet.
