Before you start cutting and sewing, take some time to ask a few questions that are central to the collection you’re designing. Ask questions about what people look for when it comes to fashion or style, price points or whether they’re looking for a fashion brand that offers more, ask them to tell you in simple terms what their needs are. This intel will guide you to design a solution-oriented brand that shows your target audience that they’re included in your brand’s vision. People like to be associated with things they can trust.

Your brand must be relatable. If anything at all, people attach sentiments to things and that includes their clothes. How relatable is your brand to people, how relatable are you to your target market. When your brand stands out as aloof or high-end, you may lose out on the actual people who spend money on clothes. Yes, you may have a vision of being a high-end fashion brand but be mindful that it is not merely about the elite but inclusivity. How about you debut your brand as a ready to wear brand while you work your way up to that avant-garde brand while ensuring your brand is still known for quality uncommon pieces that are affordable. Zara and H&M are brands known for high-quality fashion accessories at uniquely affordable prices, why don’t you take a cue from them?

You are not the only upcoming fashion brand. You have taken your time to learn the ropes, now, sound those bells. Build up the anticipation and be bold about it. Drive as much attention as you can to your brand months before your debut. Tell your friends and associates and create a social media account if you don’t have any already. Post teaser content about your brand and if you can afford to,  engage the services of an influencer who you know can resonate with the vision of your brand in exchange for some pieces from your collection. To gain more from this partnership, take it a step higher by making him or her the brand ambassador.

If you can afford to splurge a little, have a soft launch. Hire a good photographer who can take nice shots of the pieces in your collection and cover angles; be sure to include your guests in the pictures, with their permission of course. These pictures are not for your gallery, post them and tag the people featured in them. As much as we like inclusivity, we love to be on the exclusive list, it adds some panache to us knowing we are the “chosen ones”….capitalise on this.

Be thou not slothful! You need this market,  probably more than they need you. Be honest, be on time and be straightforward without being shoddy or brutish in your delivery. Be reliable and ensure your collection is debuted when you say it will be with as little or no hitches as possible. Your pieces must be topnotch in quality even if you don’t make much in terms of profit, it will pay off in no time. Don’t fret. This is your moment, do not keep us in suspense, the first few hours to days before your debut are crucial to your survival on the market, take every advantage.

We all have a reason for doing things, whether it is money moves or agreeing to go on that date. You have a story to tell, one that drove you to start the brand which you’re about to debut. Tell it, in picturesque ways that will leave an impression on your target market. Of course, you have to keep it original and factual but tell it beautifully. Give people a reason to associate with you and that should start with you. If you need assistance putting the story together, hire a fashion writer to execute this beautifully.

You are the backbone of your brand. What you make of it now is what it’ll become in the long term. No matter the people you engage to help you strategically win over the market, you are the person who will speak your brand lingua the best, do it. Be a walking advertisement for your brand, do not pass up an opportunity to deliver a pitch on your brand and why people should patronise it; whether it is an informal or a formal setting, you never know who is watching or listening; represent your brand authentically.