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Marketing a Clothing Line Essay

Marketing a Clothing Line

            Marketing a clothing line is one of the latest craze in town. Many are engaging in it because of the perceived benefits that it provides economically. However, starting a clothing line is not as easy as it sounds. It entails dedication and a strong determination to face the challenges, not to mention interesting designs.

            In creating a clothing line, there are several factors that need to be taken into consideration to. First is the kind of design or type of clothing line that the designer wishes to infiltrate. It can be a general line of apparel, covering all genres such as casual, formal, sporty and/or specialized wear. The designer should note that this type of clothing line will entail a lot of workload as he is not only limited to one kind of design. He must make a sample for all the types of wear that he wishes to create. If the designer wishes to limit itself to a single genre, he can focus only on evening gowns, tuxedos, sports wear, casual wear, among others, which ever he desires.

            Once the designer has determined the kind of clothing designs that he would like to create, he

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should determine if there is an available market for such genre. If there are, the demographics should be ascertained. Who are the competitors and what are their strengths and weaknesses? How many are purchasing this type of clothing line and what are the characteristics of the potential target market?

            Knowing the characteristics of the target market is important because this will guide the designer in the patterns that he will create. He will know what are the likes and dislikes of such market and the suitable designs or elements that should and should not be included in the design. Focusing on a specific market will save time and effort for the designer as he need not expand his horizon to wide arrays. Aside from this, it will also give him a steady market in selling his products. Once he gets the interest of his market, it will be easier for him to sell his designs.

            After the designer has identified his target market and the type of designs that he would like to sell to the market, the designer should start manufacturing his apparels. He may manufacture on his own or he may find a manufacturer willing to sell his apparel.

            Starting on his own may prove to be a difficult task as there are so many considerations that he needs to look into. Among these factors are the expenses. The expenses can soar to unimaginable limits if the designer does not know how to manage his budget and resources. The designer need not buy all the materials that he needs all at once if such materials are not necessary in initially selling his apparel. What he needs to focus on are the materials that are essential to the business that he is entering like sewing machines, good fabric and interesting designs.

            In starting off, he must create prototypes or samples which he will be showing to boutiques, department stores or potential clients. Investment is necessary in creating these designs because it will either make or unbreak the chance of the designer in selling his apparel. In addition, the clothing stores should have the same target market as that of the designer otherwise, it would be difficult to sell these designs. More often than not, boutiques and department stores only accept designs that are suitable to their clientele. They are not that experimental in introducing a new genre of designs.

            The designer should go to as many stores or boutiques that are available and establish connections with them. Nothing beats a good sales talk. He should exert time and effort in knowing what his potential clients desire to see in clothes that they want to wear.

            If there are no boutiques or department stores that would want to cater the designs, the designer could opt to do promotions of his clothing line in his own. He must have a promotion plan and a timetable. He can organize fashion shows or promote his products on an internet website. If he has strong connections, he can also ask local magazines to feature his line. If he has the budget, he should just build his own store placed in a strategic location.

            However, if the budget is tight, the designer should start promoting locally. He should not despair with the limited clientele that he has because a little goes a long way. If the designs are interesting and the quality of the clothes is good, many people will patronize it. He can adjust the quantity of the clothes that he creates in consideration of the orders of buyers. The type of promotion which the designer indulges in will play a big factor in the future of his designs.

            Once the designer starts selling his products, he should take care of his buyers and establish good relations with them. This will help in encouraging them to buy again next time. Aside from this, he should create a good public relations plan. It is important that he not only create good relations with the buyers but he should also exude a good profile to the public.

            Bad publicity, poor reviews and comments can ruin the reputation of the clothing line. If it fails to counteract these bad reviews then it might be the end for it. This only proves the necessity to satisfy the taste of the public or the target market. If the public is satisfied, this does not only serve as an affirmation for a job well done but also a form of cheap but effective advertisement.

            Promotion by word of mouth of contented clients is better than any type of advertisement because these are the testimonies of people who have actually used the products and found satisfaction in it.

            Once the clientele grows, the designer can opt to expand his clothing line and cater more customers. He may also increase the genre and the market which he is catering to.

 

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