How to start a clothing brand: your 9-step guide

1. Decide on your niche
2. Build your budget or business plan
3. Organise your business
4. Create your designs
5. Create your brand
6. Start manufacturing
7. Test your product
8. Launch your product
9. Scale up

1. Decide on a niche for your clothing brand

Starting a clothing business is a very personal journey. You’re probably a creative person, with something different to offer in a fast-moving industry. It’s likely that you’ve spotted a gap in the market, or have a unique design in mind for a specific customer group.

Whatever your inspiration for starting up, it’s important to define your niche from the outset. Are you looking for information on how to start a fitness clothing brand or a sports clothing line, for example? Maybe you’re planning to build a fanbase for one specific item, like the world-famous Fred Perry shirt.

Or it could be a particular style that you have in mind for your clothing line – like the pared back, design-focused children’s products sold by lifestyle brand Scandiborn, or menswear that nods to your own unique heritage?

It could also be a clothing business that’s born out of a particular need or ethos, from cruelty-free clothing and sustainable fashion to premature baby accessories.

Know your niche, and bear it in mind. Even if you branch out and introduce lots of other designs as time goes by, your original idea gives you a guiding principle and a reason to be remembered.

2. Build your budget or business plan

If this is really just a shoestring idea, and you’re testing your designs on a small scale, you might not need a full-on business plan to get started. Watch out though, if your idea takes off you’ll want to scale pretty quickly, so it makes sense to keep even a rough plan in the background.

Bear in mind, the fashion industry is notoriously difficult to predict. Plans will need to be flexible and there are no guarantees, so you’ll need to be up for the challenge.

Above all, it’s important to have a clear vision for what you want to achieve. This will keep you focused, motivated, and remind you of your purpose as a clothing brand.

Creating a budget for your brand…

For the first few months at least, it pays to keep things simple. Starting with one design which you love, know how to manufacture (or buy), and have had great feedback on may be much easier than launching with a lengthy product catalogue.

It helps to have a fixed figure in mind, and decide how you’re going to spend your funding, along with what you want to achieve. Try to allow room for flexibility – you may not know the price of specific materials yet, for example, or manufacturing costs – but having that original budget in mind will help you make the decisions that drive your first sales.

Your budget will also depend on whether you plan to design and make the clothes yourself (or with a manufacturer), or buy clothes from designers at wholesale price. Either way, start small. Invest in smaller designers and/or basic equipment to start off with and as demand grows, you can review your key outgoings.

Costs to get started include:

• logo and branding design
• website development and hosting
• domain and business registration
• materials and packaging
• business insurance

Read our guide on how to budget and download a free budget template.

… and/or a clothing brand business plan

If you need a business plan – perhaps to secure funding or other support – start off by nailing the basics. You’ll need to give an overview of your business, including an executive summary, and a clear outline of how your clothing line is going to start, grow, and prepare to scale.

You’ll also need to include the analysis you’ve done to understand your target market and any competitors. Remember, this does need to be data-oriented, researched, and preferably something you’ve done with external sources. It can’t just be your personal view of what’s wrong with the current market options (although there’s a place for this too).

Your plan should also outline who’s involved in your business and what they do, whether it’s just you, or you’re working with anyone else. You’ll need to leave room for the product(s), of course, and talk about any plans you have for branding, sales and marketing, as well as operations.

Finally, whoever’s reading your plan will be most concerned with one thing, and that’s the money. You’ll need to finish off with a section clearly outlining your business’s current financial position (even if this is very initial), priorities for growth, and how their investment will help things to fly.

3. Organise your clothing company

Even if you’re not writing a full-on business plan, the same principles apply when organising your startup. You may be planning just to buy a sewing machine and get straight to work, but even this is a time and resource commitment.

If you’re investing effort and have goals for the future, put down in writing how your business will take shape, including plans and ideas for:

Your location(s)

Are you working from your bedroom but aiming to move into a small studio? Remember, certain rules apply for online businesses, or market stall traders.

How it works

Think about where you’re going to sell clothes. Is it going to be you selling pieces on a stall for now? Or are you going to be an online retailer? Could Facebook Marketplace or Instagram be a good place to start?

Read more about online retailer insurance.

Maybe you’re even planning to open a bricks and mortar shop. Whatever option you go for, most businesses will need to register as self-employed with HMRC for tax purposes, and factor in time to sort out any licences or permits (especially if you’re planning to trade on the street or at a market).

You’ll also need to research the rules you must follow before selling clothes online, buying from or selling abroad, or storing personal details from your customers, fanbase, or even your suppliers.

Who’s running things?

Even if it’s just you managing the business, are there any other key people involved who you’re going to rely on? For example, a designer, accountant, people to help you with setting up a stall, storage etc?

Your clothing line catalogue

This might just be one hero product, or you could have a long list of items. Be aware of your product list and think about how you plan to manufacture, stock, and store pieces, along with particular packaging needs.

Sales and marketing

We’ll cover this in more detail below, but it’s a good idea to think through your marketing plans and how you’re going to create some buzz around your clothes and designs.

You’ll want to think about how you might use social media and whether you need a business website, blog, or to print marketing materials.

And when it comes to sales, pricing your product properly is important. It’s not as simple as deciding how much profit you want to make.

If you want to be a luxury fashion brand, then you need a price point that reflects that ambition. If you’re going for simplicity, then the price should show your no-frills attitude.

Read our guide on how to price a product for more on pricing strategies.

Clothing business insurance

You might just be planning to sell clothes and accessories online, straight from your sewing machine, but if you’re investing time and funds, it’s worth protecting your small business from the outset, ideally with a tailored business insurance or clothing/fashion shop insurance policy.

This can include things like online retailer insurance, product liability insurance, and stock cover.

Business funding

You’ll need some idea of what money you already have, to get your business up and running, and where you can look for additional support. From government-backed Start Up Loans to crowdfunding, our small business finance guide is a great place to start.

When it comes to managing your finances, you might find it helpful to read our guide on the best business bank accounts and best accounting software for small businesses.

4. Create your designs

For any clothing business, one of the most exciting stages is product development. This is probably what inspired you to start your own clothing brand to begin with. There are two main stages when you design your own clothing. The first is physically creating your design, the second is developing a ‘tech pack’.

Your tech pack is the essential information you’ll give to your manufacturer. It’ll need to include your product’s details and technical specifications, from design and measurements to materials and any extra accessories or features. From there, you’ll need to get started on pattern making and grading, ahead of sourcing your manufacturer.

How to design clothes

But before you begin working with clothing manufacturers, you’ll need to finalise your designs. Traditionally, fashion designers did this with pen and paper – and this is still a great way to work on ideas and create a first draft. You can even use a tablet and digital pencil for the same effect if you’re more comfortable working this way.

Even if you only have a design concept for one product in these early days, start getting it on paper or screen as a sketch. Once you’re ready, you can move on to designing and tweaking with digital software.

There are plenty of programmes you can use to help develop your designs – whichever you choose comes down to personal preference and usability. You can choose programmes created specifically for fashion design, or more general design tools such as Adobe Illustrator or Photoshop. Whilst these programmes weren’t created solely for designers, they’re popular in the industry. You’ll even be able to use these tools in other areas, such as marketing, making them a great investment for your business.

Some designers also choose to use 3D modelling software to help get a better idea of the finished product. If you’re new to the world of 3D design, you can find tutorials online.

Depending on the product you’re creating, you’ll also have to think about colours and fabrics as part of the design process – as these factors may affect your initial design choices. It’s a great idea to chat with your clothing manufacturers about this before your clothes go into production.

5. Create a fashion brand

As a fashion or clothing pro, you’re likely to be creative. And this will stand you in good stead for developing a brand for your startup clothing company.

Pick a brand name that appeals to your target audience. For instance, you might choose a brand name based on the age of your target audience, like Fish & Kids. And if your store features your own unique designs, you could always use your name as your brand’s name (just like Tommy Hilfiger and Hugo Boss).

Your logo will be an important part of your brand. You might end up incorporating it into your designs, or featuring it prominently on your social media channels.

For tips on making sure your logo is memorable, read our guide to developing a brand identity (from choosing colours to a typeface).

Storytelling is a key part of creating a brand identity – let your customers know who you are and your business values.

6. Start manufacturing

Go back to your design work and get everything together. It’s time to take your product to the clothing manufacturers. This is the point where you’ll be sourcing the person (or team) that’s going to take your designs and make them a reality.

Of course, if you’re intending to make everything yourself for now, or with your own hand-picked team, you can skip this step. This also applies if you’re simply looking to buy ready-made products wholesale, and sell them on.

There’s a few ways to manufacture your clothing designs:

• print-on-demand
• dropshipping
• bulk manufacturing
• making yourself (either in bulk or to order)

To start your search for the right manufacturer, ask around amongst any contacts you have and get a feel for your priorities. Is it artisan craftsmanship you’re looking to source, or a commercial supplier with an emphasis on speed and dependability? Manufacturing is a crucial part of any clothing business, no matter the size, so spend time finding, speaking to, and vetting a good list of potentials.

Once you’ve decided, it’s time to have a sample made. Get your chosen manufacturer to run a small batch of your designs and maybe test them against those from another manufacturer. Factor in time to discuss adjustments and improvements, before you pull the trigger on a full product run.

Along with your own aims and reasons for starting a clothing line, think about your potential customer. Who are you looking to sell to? Are they likely to prefer a certain look and feel? Are you designing for people who care a lot about the overall experience of buying from your brand (from website or shop floor to label, packaging, and email newsletter), or is there a risk of alienating people with fancy packaging or a millennial look and feel?

Whatever you decide, base your brand on your instincts and a bit of research. As far as your budget allows, factor in cash for packaging and your customer communications, and above all, try to be consistent. It’s no good using beautiful sustainable packaging one month and a battered jiffy bag the next.

7. Test your product

Looking to use up those sample run designs? Taking them to market can be a great way to test your product without committing to the full product run. Market trading spaces, school fairs, and online platforms like Facebook Marketplace can be great places to start, taking notes and asking your customers for their feedback on the product, and anything else they’re looking for.

You’ll find that the market research stage never quite ends, as you’ll forever be adding new products to your line, and working out what sells and what’s less popular. Customer surveys can also help you learn more about what’s working well for you.

Feedback is an important form of business currency and a way to fast-track your growth, so take it on board and refine your fantastic products.

8. Launch your clothing line

You’ve tested out your product, it’s selling and you’re ready to order your first full product run. It’s time to get serious about selling your product, and you’ll have a few decisions to make before you launch properly.

Take the time to consider how you’ll:

• price your products
• market your brand
• create an online clothing store, if this is your plan
• list and photograph your products
• organise any deals or promotions
• package up your products
• ship your products (if working on an order basis)
• deal with any returns or customer issues
• plan ahead with your manufacturer for new seasons and busy periods
• manage stock levels and make sure the ordering process is efficient

This may all be in your business plan, but it’s a good idea to refine the details before you go into full-scale production.

Will you join the boom in ecommerce fashion?

With customers enjoying the convenience of having their items delivered (as well as hassle-free returns when something doesn’t fit), online clothing stores have grown rapidly over the last decade.

Starting an ecommerce store can be lower-risk than opening a physical shop, with less investment needed upfront.

It gives you the opportunity to experiment with different products and styles quickly. But you’ll also be joining a very competitive market, which means you’ll need digital know-how to stand out.

This includes:

• building your website (either from scratch or by using ecommerce platforms like Shopify or BigCommerce)
• search engine optimisation (SEO)
• social media advertising
• giving excellent customer service remotely

We have a guide to marketing for small businesses that discusses how to promote your business digitally. And you could consider selling on Amazon to reach more customers.

Want the best of both worlds? Opening a pop-up shop can be the perfect way to test an idea or trial a brick-and-mortar retail space without the long-term commitment. Meanwhile, craft stalls are another opportunity to introduce people to your clothing brand.

9. Scale up

You’ve done it. Your clothing company is launched, you’ve made your first sales and you’re ironing out the creases. Scaling may well be on your mind as an ambitious business owner, with plans for new products or bigger orders.

Take some time to reflect on how your business is going before committing to any big next steps. In fact, it pays to keep things small and simple for your first couple of seasons, getting to know the reality of production, supply chain optimisation and fulfilment before taking on the next challenge. Your business plan may reflect your growth timeline, but again, be flexible.

Your next job may well be to hire your first employee, to help you with all of the above, giving you some much-needed breathing room to take stock of the clothing business you’ve created.

Frequently asked questions

How much does it cost to start a clothing line?

While it may be possible to start a clothing line on just a few hundred pounds, it’s far more likely to cost thousands. According to Make it British, 50 per cent of startups spent over £15,000 launching their UK-made brands.

If you’re looking for investment, check out our guides to getting funding for your business:

• angel investors
• venture capital
• crowdfunding

You could also self-fund or consider a business loan (but make sure you’re aware of the risks and don’t take on more debt than you can afford to pay back). Read our guide to finding investors for more.

How to start a clothing line with no experience

Want to start a clothing line but unsure if you have the right skills and experience? You could look into short vocational courses and qualifications, for example:

• Fashion Design at City & Guilds
• Starting an Online Fashion Retail Business – online short course

Or even a general course, like this toolkit for business success from BBC Dragons’ Den investor Peter Jones, could help you learn the basics of running a business.

If it’s the financial side of running a business you’re not sure about, read our guide to bookkeeping for tips and courses.

How to promote a clothing brand on social media

• choose the social platforms that work for your business – you don’t need to be on every single one
• keep an eye out for trends and follow related brands
• run competitions and giveaways
• consider using Instagram shop
• share your journey – and focus on video content
• answer questions from customers

Lucy Hitchcock at Partner in Wine and Sassy Digital discusses how she approached building a social media community online. Her experience of both running a digital marketing business and a product business comes through in these tips for driving sales on social media, and in particular Instagram.

How to start a small clothing business from home

You can start a clothing business from anywhere – including from home. If you’re operating solely online, you just need a website with a shop built in. Don’t forget to follow good SEO (search engine optimisation) principles.

Our guide to starting a business from home has specific information, including legal and regulatory responsibilities.

How do I create a fashion name?

Your name is your brand – so it’s important to get it right.

• come up with ideas
• check it doesn’t exist already (and that a domain name is available to buy)
• test it with focus groups and your target market
• trademark it

Why not try our business name generator for some lighthearted inspiration?

Still deciding if a clothing brand is the right self-employed business for you?

You could consider one of these other options, which can be relatively quick and easy to get off the ground:

• cake and baking business
• candle making
• dog walking business
• cleaning business
• floristry
• courier business

Is there anything else you’d like to know on how to start a fashion brand? Let us know in the comments.