Marketero · Entrevistas
Complete guide on how to launch a clothing brand
29 ideas de marketing sacadas de «Complete guide on how to launch a clothing brand», de Davie Fogarty. Sobre todo de oferta y precio, marca y…
- 29 ideas despiezadas
- Fuente Davie Fogarty
- Dura 1 h 01 min
- Publicada en 2024
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Diseñar el producto pensando primero en el canal de adquisición publicitario
Oferta y precioAl lanzar un producto de moda o consumo, se debe diseñar la oferta trabajando en reversa desde el canal de adquisición (como Meta Ads o TikTok Ads). El producto debe tener una propuesta visualmente diferenciable y demostrable en video, ya que diferencias invisibles a través de anuncios (como mejor calidad al tacto) dificultan la escala en paid media.
So how do we come up with a fashion trend? The first thing that I recommend you doing is looking at the acquisition channel that you are planning to sell the product on. So we're almost working backwards. We're almost creating a bit of a marketing strategy prior to launching a product because the, to market product. And I say this a lot, but Facebook and Instagram, just paid advertising is the single best vehicle that has ever existed for marketing a product. And if you can learn how to do that and develop your products around making sure that it can be advertised on Facebook or paid TikTok…
Escúchalo en el minuto 7:15
ConversiónEn comercio electrónico no se debe depender únicamente de fotos de estilo de vida; es indispensable combinar tomas de estudio con fondo blanco (que aíslan el producto) con fotos contextuales de estilo de vida que muestren el producto puesto o en uso.
because you've got both contoured images, which is like white background images, studio shots, which you do need. I don't recommend that you just try to sell products with just lifestyle images. And lifestyle images is like someone on a couch wearing it or someone at a formal, like wearing the same product. So you need both of those images. The stylist can help with just
Escúchalo en el minuto 42:21
Necesidad de una propuesta de valor funcional específica para competir con marcas consolidadas
Marca y posicionamientoLanzar una marca en una categoría 'evergreen' compitiendo únicamente por estilo, calidad o colores percibidos resulta ineficaz frente a competidores establecidos (como Gymshark); es imprescindible anclar el producto en una propuesta única de venta clara o una tendencia funcional diferenciada (por ejemplo, confección con materiales 100% reciclados).
business. But where that gets unstuck is the fact that if you do not have a really clear unique selling proposition that is actually the foundation of why it is a trend and why someone would buy from you, is it's going to be far harder to compete against all of the major fashion labels that exist purely based on style. I'll keep explaining that because I think it's really important. If you create a, let's say, a gym clothing brand right now, you're up against Gymshark, you're, yes, you can say, we've got better colors, we are more better, we've got higher quality. Everyone says, Gymshark even…
Escúchalo en el minuto 4:04
Elementos clave para planificar una sesión de fotos de producto eficaz
Estrategia de contenidosPara evitar los errores más comunes en las sesiones de fotos de producto, se deben preparar imágenes de referencia previas para el fotógrafo y estilista, asegurar diversidad de modelos alineada a los clientes objetivo y capturar primeros planos de texturas y detalles (como costuras, botones o telas) en lugar de tomas estáticas genéricas.
with this? First of all, they generally don't have reference images that they like really, uh, that they really want. If they got those images, that would deem the day a success. So make sure that you have those referencing images that should be part of your brand deck that I talked about before. Use Pinterest for that or go to the brand love for that. And then give those to the stylist. So a stylist and the photographer and say, this is what we want. The other thing that people fall down on is they don't get enough variation of models within their shots. Uh, especially if there's multiple…
Escúchalo en el minuto 43:27
Marca y posicionamientoAl elegir un nombre de marca se debe evaluar que cumpla tres criterios (DTF): Domainable (disponibilidad de dominios clave como .com o territoriales), Trademarkable (registrable legalmente, evitando nombres puramente descriptivos para poder ejecutar avisos DMCA contra copias y operar en marketplaces) y Flexible (suficientemente amplio para permitir la expansión futura a otras categorías de producto).
that. I'm sorry. When coming up with a brand name, I think it's important that you follow the DTF framework. Fun fact, my initials is DTF as well on a creepy way, but it needs to be, uh, domainable. So you need to be able to find the domain, the .com, the .co.uk, the .com.au. You want all of those domains because you're going to be a massive brand, I have no doubt one day. And then you want it to also be trademarkable. So, Calming Blankets, for example, uh, was not a very good, uh, trademarkable name because it was too descriptive and it caused issues there as well. So if you're going to call…
Escúchalo en el minuto 47:05
Oferta y precioAl lanzar una nueva marca de moda o comercio electrónico, conviene debutar con entre 3 y 5 diseños en lugar de solo uno. Dado que el 80% de los resultados suele provenir del 20% del catálogo (principio de Pareto), tener varias referencias iniciales eleva la probabilidad de acertar con un producto 'héroe' y evita asumir falsamente que el negocio fracasó tras un solo intento fallido.
It's very, very easy. Um, the other thing is how many kind of designs should be launching initially. I think that you shouldn't be launching one initial design, unless it is like just a major feature product. You should probably, if you're just launching a streetwear brand, you should have three to five designs because chances are the Pareto principle will come into play where 80% of your results will come from 20% of your ranges. And if you don't have that one hero product, you might think that you've done things wrong. Uh, so more shots and go is basically what I'm saying, where you want to…
Escúchalo en el minuto 34:06
Diferencia estratégica entre captura de demanda en Google y creación de demanda en Social Ads
Canales de adquisiciónGoogle Shopping opera bajo el modelo de captura de demanda existente con formatos visualmente limitados donde es difícil comunicar una propuesta de valor única en moda. En contraste, las plataformas sociales pagadas (Facebook, Instagram, TikTok) permiten la creación de demanda al mostrar activamente el producto y sus diferenciadores a usuarios que no lo buscaban activamente.
the product as first and foremost. So we've got Google paid, which is very, very different your wearable blankets is a good one and it might pop up there. Google paid for fashion is extremely competitive. You're seeing a small little image at that top of the screen. That's called Google shopping. You can Google it. If, you don't know what it is and you're not really calling out any, uh, unique selling propositions or anything like that. So it's very hard to get scale with Google shopping for something like fashion. Most people can't do it. And then the other thing is that it, cause this is…
Escúchalo en el minuto 9:10
Oferta y precioAl ejecutar una preventa de producto físico, se debe vender un porcentaje menor al stock solicitado (por ejemplo, vender 90 unidades de 100 pedidas) para absorber roturas y cambios, además de prometer fechas de entrega posteriores a la llegada estimada del stock para evitar decepcionar a los primeros clientes.
isn't a bad idea. Just make sure that you give yourself a little bit of buffer, both in not selling 100 products. If you've only ordered 100 products, sell 90 products, just so in case there are issues, exchanges, returns, or delays. Sorry, with the delays, you really want to make sure that your promising delivery in December, if it's already arriving in November, just so that you can be quite confident that you're not going to disappoint your first customers.
Escúchalo en el minuto 53:22
Validación de demanda de producto analizando anuncios pagados de la competencia
Investigación de mercado y clienteUtilizar herramientas de espionaje publicitario (spy tools) para rastrear anuncios activos y con alto volumen de interacción en redes sociales permite validar qué productos son rentables antes de producirlos, ya que el gasto publicitario continuo en canales de atribución directa suele evidenciar tracción y retorno económico.
where we're going to sell our product. It's good because now we can use what's called spy tools to figure out what other people are selling on that platform. Because chances are, if someone is spending a lot of money on advertising a certain product within one of those platforms, they are therefore making lots of money because all of this is very trackable. It's not like someone going on TV and spending like 50%. That's like an old school way of thinking. But when you use spy tools to check out a lot of the ads that are currently running on those platforms, you will be quite able to see one…
Escúchalo en el minuto 11:43
Oferta y precioAl desarrollar un producto de moda o indumentaria desde cero, no envíes descripciones informales a los fabricantes; utiliza fichas técnicas ('tech packs') que especifiquen medidas exactas, materiales, bocetos y etiquetas requeridas, recurriendo a freelancers o agencias si no posees la habilidad técnica.
get it to the design stage? Pretty much all of fashion is going to work off what we call sketches or tech packs. These are tech packs is called a technical pack. And if you just go into Google now, write in technical pack hoodie or tech pack hoodie, and you'll see that basically everything is considered within that. They will have the fabric that's used. They'll have the measurements that are used. There'll be a general sketch. There'll be the tags that need to be put on where to make it compliant. And this is what I wish I definitely knew sooner because I was operating off purely just…
Escúchalo en el minuto 18:22
Retención y relación con el clienteAntes de enviar tráfico a una tienda online, es imprescindible activar flujos automatizados de email (serie de bienvenida de 2 a 5 correos, carrito abandonado y abandono de navegación) para evitar fugas en el embudo, incluso si se implementan inicialmente en formato de texto plano.
the Shopify store development side of things. You need to set up email marketing. You're going to set up a welcome series, which is basically when someone signs up to your pop-up, they get like two to five emails that kind of explains what your brand is, maybe a coupon code, some urgency. And then you're also going to have an abandoned cart, which is if someone adds a product to cart and leaves, obviously you understand what that is. You can also have a browser abandonment flow, which is where they sign up. They go to this one product and then they leave, that process from that ad. And if…
Escúchalo en el minuto 53:54
Oferta y precioAntes de encargar una producción masiva o validar segundas muestras, se debe calcular el coste total unitario real (fabricación, flete aéreo o marítimo, comisiones de pasarelas y coste publicitario estimado) y contrastarlo con los precios de la competencia en el mercado; si el precio de venta necesario para ser rentable supera con creces la oferta competidora, se debe rediseñar el producto o abaratar materiales.
sea freight to make sure that you actually have the margin. And this is something where I see a lot of this and they're selling it amazingly, but they're just not making it nearly enough net profit per unit sold to really scale the business. And before you even place this major audit, before you even get to the second round of sampling, you should know how much this product is going to cost you to manufacture. And then you go onto Google and you actually research the competitors that are selling a similar product. If there is competitors for that product and compare what you can sell your So…
Escúchalo en el minuto 26:22
ConversiónRenovar por completo la fotografía de producto con un fotógrafo profesional y un estilista duplicó inmediatamente las ventas de una marca de moda, demostrando que la calidad visual es la variable que más transforma la percepción y conversión de una tienda online.
foremost, the thing that is going to shift the brand monumentally more than any other, you know, coding anything is going to be your product imagery. And this is where, you know, I was working with a brand and they had, uh, they were selling men's fashion clothing. And I went onto the website, it was luxurious clothing as well. I was like, this is, it's just not up to scratch. So we completely reshot it. We got a stylist, we've got a professional photographer, and we completely reshot all of the imagery and the business like doubled kind of straight away. And this shows you, take
Escúchalo en el minuto 40:43
ConversiónRenovar por completo la fotografía de producto con un fotógrafo profesional y un estilista duplicó inmediatamente las ventas de una marca de moda, demostrando que la calidad visual es la variable que más transforma la percepción y conversión de una tienda online.
foremost, the thing that is going to shift the brand monumentally more than any other, you know, coding anything is going to be your product imagery. And this is where, you know, I was working with a brand and they had, uh, they were selling men's fashion clothing. And I went onto the website, it was luxurious clothing as well. I was like, this is, it's just not up to scratch. So we completely reshot it. We got a stylist, we've got a professional photographer, and we completely reshot all of the imagery and the business like doubled kind of straight away. And this shows you, take
Escúchalo en el minuto 40:43
Métodos combinados para la detección de tendencias y productos viables
Investigación de mercado y clientePara identificar oportunidades de producto antes de producirlos, combina herramientas de espionaje comercial (para ver qué marcas escalan y estimar su facturación), ferias comerciales directas con fabricantes, informes de previsión de tendencias y el seguimiento de marcas líderes que marcan el ritmo del sector.
sold to it. So really just kind of spend some time on those spy tools, have a look at who is kind of growing, who's selling and making a lot of money. You know, Trend Rocket, it also estimates their revenue as well. And your whole idea is to find a product that is not being sold somewhere or create a really cool, a trend-based fashion brand, you can go to things like trade shows. There's a bunch of trade shows of products and there's clothing specific rooms and even shows themselves. And you'll just meet a ton of suppliers, you'll see a ton of different product. And if you've got a really…
Escúchalo en el minuto 15:20
Dominar el contenido orgánico antes de invertir en publicidad pagada
Estrategia de contenidosPara marcas emergentes de ecommerce, es aconsejable dominar la creación de contenido orgánico antes de contratar agencias o invertir en anuncios pagados. Grabar y editar videos propios permite aprender a capturar atención, detectar tendencias y descubrir qué características valoran los clientes, evitando quemar presupuesto en creatividades pagadas no validadas.
I stand by to grow a big business, you should be using paid marketing. But from, you know, investing in a lot of my shop 10 deals and stuff like that, I've noticed that one of the best things for a lot of these clothing brands is to learn organic marketing first. And this is simply because organic marketing, if once you learn organic marketing, you can then use the skills of one, identifying a trend, because let's be honest, you go into TikTok and you're like, oh, this content trend is working. Your ability to then shoot the content with your iPhone, which is actually quite difficult. Your…
Escúchalo en el minuto 55:30
Aprovechar microinfluencers para generación de assets y prueba social en vez de tráfico directo
Canales de adquisiciónUtilizar influencers medianos como canal directo de tráfico suele ser costoso e ineficiente frente a los anuncios pagados. Para marcas iniciales, es más efectivo asociarse con microinfluencers (menos de 10.000 seguidores), a menudo a cambio de producto, asegurando los derechos de uso de sus fotos y videos para emplearlos como prueba social y material creativo en la web y anuncios.
start to grow from there. Now, I often get asked, what about influencers? And as I mentioned before, maybe even a little bit less and a little bit bigger. But they are going to be such expensive form of traffic. And this is where I see a lot of people fall down in the marketing side of things, because they assume that influencers, because they get a thousand likes on a post, that that's going to be the best way to get in front of people. You can reach so many more people through Facebook ads. But where influencers are good is the authority and the credibility that they provide, and also the…
Escúchalo en el minuto 58:42
Marca y posicionamientoEn categorías como la indumentaria o productos de consumo, si una marca no comunica con claridad a quién se dirige y qué valores representa, el comprador optará por la alternativa más barata del mercado.
this before we get the samples. We need to define what our brand is. A brand is an emotional connection to define. Because if you go onto a brand website and they're selling a hoodie that is similar to somewhere else, say Kmart. And there is no statement of who that brand is for and what it stands for, chances are they're just going to buy the cheap product from the competitor. So I think that that you kind of want to understand is who is your product for? How do you, like, what do you stand for?
Escúchalo en el minuto 36:07
Oferta y precioDurante la fase de muestreo de producto físico, se deben solicitar fotos y videos antes del envío físico para detectar y corregir errores mayúsculos de color o ajuste, asumiendo que se necesitarán varias rondas de iteración y prueba con el público objetivo antes de autorizar la producción final.
You can communicate them through Alibaba, through actual Alibaba's messaging platform, or you can get their WhatsApp and talk to them there. From there, you can get photos of that sample for that product. And then you can say, wow, this is just the complete wrong color. And color is really hard to understand across messages. Even shape and size is also really hard. They'll, they'll actually try the product on and send you some photos of it. A very, very difficult. So, but you're just looking for major changes. Like don't even send me a sample. This is just not right. Once you make some…
Escúchalo en el minuto 23:18
Diferencia entre modelos de negocio basados en tendencias vs. modelos 'evergreen' en e-commerce
Oferta y precioEn e-commerce y moda existen dos grandes tipos de marcas: las basadas en tendencias (como mantas con mangas o tinas de hielo), que generan picos rápidos de demanda pero se desinflan o saturan con competencia, y las marcas 'evergreen' (como ropa de noche o suplementos), que permiten iterar constantemente nuevos productos dentro de la categoría y suelen alcanzar valoraciones de empresa más altas.
you, which we're covering at the end. The two different types of kind of fashion, if I could summarize, is there's an evergreen fashion brand, and then there's kind of a trend-based fashion brand. Best example of this, maybe outside of the fashion space, is launching ice baths, like portable ice baths. That's what we call a trend-based product. It comes into the scene, everyone's like, this is the best thing ever. Everyone gets into it, and then eventually it will go away. Or so many competitors will enter the space, and the trend will kind of deflate. It's, you know, arguments that maybe it…
Escúchalo en el minuto 2:23
Oferta y precioEn el desarrollo de productos de moda física, es recomendable encargar bocetos y fichas técnicas a diseñadores o agencias independientes con instrucciones sumamente precisas antes de acudir a fabricantes en el extranjero, ya que la mayoría de las fábricas no tienen capacidad interna de conceptualización ni comprenden el diseño occidental.
use one of these agencies or freelancers and to get the early stage done correctly. Because something really, amazing. A lot of the other factories that you'll contact through Alibaba won't have that capabilities within house and they will create something really, bad. China, for, the most part, they just don't understand Western fashion. And there are some exceptions, of course. So to get it to this drawing stage, we're going to use a, uh, designer or freelancer. using an Upwork designer based in, you know, Romania, Ukraine, wherever, um, they might have the technical skills, but they won't…
Escúchalo en el minuto 20:13
Estrategia y decisiones de negocioAl encargar manufactura física a través de proveedores internacionales, se debe contratar una auditoría de control de calidad (QC) en la propia fábrica antes de liberar el envío masivo, contrastando el lote con la ficha técnica (tech pack) en medidas, peso y costuras para evitar recibir inventario no apto tras meses de flete.
And you'll send it with the tech pack to make sure you are getting the exact product that you order. the communication of the PO and the tech pack on the Alibaba chat. And then you'll send the money to basically Alibaba. They will then pack the orders and then you can do something called a QC and you can use Alibaba to do the QC. And what that is, is where they go to the factory and they look at the product, um, in the factory over in China. So you don't have to go over there and they will look at the tech pack as well and they will weigh the product. They will measure the product. They will…
Escúchalo en el minuto 29:09
Marca y posicionamientoPara nuevos emprendedores, lanzar con una propuesta única de venta (USP) muy marcada o apalancada en tendencias permite obtener conversiones y tracción temprana rápidamente. Esa tracción inicial actúa como vehículo para ganar visibilidad y posteriormente transicionar hacia líneas de producto perennes y sostenibles.
one, be far easier to convert customers because you have what we call a unique selling proposition or a USP. But at the same time, if your brand becomes foundationally built on that, it can be more My belief is that getting results early is always going to outweigh, you know, the slow burn, especially for new entrepreneurs. Because if you can get results early, you get addicted to the process, you can start to get more impressions on all of these platforms. People are starting to look at you and then you can transition into the more sustainable business. And that is the exact example So I do…
Escúchalo en el minuto 5:05
Impacto de la escala del proveedor y la personalización en las cantidades mínimas de pedido (MOQ)
Oferta y precioLos grandes fabricantes enfocados en grandes tiendas exigen cantidades mínimas de pedido (MOQ) de decenas de miles de unidades para productos altamente personalizados, mientras que las fábricas más pequeñas o la fabricación sobre patrones básicos preexistentes reducen significativamente el MOQ exigido.
product. Now, suppliers can be a little bit difficult to work with because if you're using one of these big suppliers, which I've used before that have worked with the department stores, then minimum order quantity is going to be enormous. And what a minimum order quantity means is the minimum that they will sell you at this price to even make it worthwhile for. So smaller factories will generally have smaller MOQs because they're looking for your business and you're going to be able to make them a reasonable amount of money for their business size. But bigger companies as well, like once…
Escúchalo en el minuto 24:21
Integrar opciones de pago aplazado (BNPL) para aumentar el ticket medio
ConversiónOfrecer métodos de pago tipo 'Buy Now, Pay Later' (BNPL) permite incrementar el valor medio del pedido (AOV), asumiendo que cobran comisiones más elevadas que el procesamiento habitual de tarjetas (que suele situarse entre el 2% y el 4% de la facturación).
So what payment options should I offer? I highly recommend offering PayPal, credit card, and buy now, pay later options, such as after pay or clear pay, these kinds of things because, sorry, Klarna, because that will increase your average order value. Well, it used to, I'm not sure at the time you're watching this, but people spend more with those buy now, pay later software. You're going to pay a higher fee for them, but that I highly recommend setting them up. They, you know, your payment fees are going to be anywhere from two to 4% of your revenue, most likely. And those buy now, pay later…
Escúchalo en el minuto 51:18
Marca y posicionamientoAunque el modelo de impresión bajo demanda (print on demand) es una vía accesible para empezar a vender sin inventario, su facilidad técnica provoca que cualquier diseño exitoso sea rápidamente copiado por la competencia y perciba un aspecto barato por imágenes retocadas. Construir un negocio defendible exige controlar el calce y los materiales del producto, así como invertir en producción visual real y valores de…
Sounds easy. Sounds, and it really is. The problem with it is it is so easy. Um, everyone could do it. As soon as you start doing something that's cool and niche and working, everyone's going to knock it off. And you'll see on a lot of these spy tools, a lot of print on demand, uh, products and that they're, they're indicative of one. You can clearly tell the product is Photoshop and it is so cheap and it's a bit spammy as well. And I think it does work. I know lots of people that are making a lot of money from it and it's a great way to kind of get started, but I think there is a lot of…
Escúchalo en el minuto 32:05
Marca y posicionamientoEn la etapa inicial de un ecommerce no es necesario invertir grandes presupuestos en branding: basta con estructurar los elementos esenciales (logo, paleta tipográfica y estilo visual) usando IA y Canva para mantener consistencia visual y enviar las especificaciones al fabricante.
things like your logo, which you can develop just on Canva, go onto Canva, write in clothing logo, and you can just, uh, write in, uh, your, your brand name. Then there's the typography, the color palettes, the, uh, tone of voice of your business, um, the website design as well. All of these things actually, I would go into ChatTBD first and say, what are the key elements that I need to define to create a basic branding guideline? Start there. Then I would go into Canva and I would find the logo. I would add a color palette and then I would add some like example imagery that you really love…
Escúchalo en el minuto 37:53
Oferta y precioPara competir en ecommerce de moda, conviene identificar patrones o siluetas de prendas que están en tendencia ('blocks') y personalizarlas con estampados, materiales o mensajes enfocados en nichos específicos y desatendidos por las grandes marcas.
marketing the products, like different kinds of regions, because opportunity will lie in you bringing a certain product that the market wants, that is not getting facilitated. So people are already matter. It can be about vegans. Like your clothing can really represent, if you're doing kind of like print on clothing really represent an audience. And that's often what you'll see in a lot of these spy tools. You'll see people are using print on demand or just graphics to really align closely with the refer to as blocks. So blocks are a shape of clothing. So the hoodie as a whole would be a…
Escúchalo en el minuto 13:31
Iteración constante y perseverancia en el comercio electrónico
Estrategia y decisiones de negocioConstruir una marca online rentable requiere mantener un horizonte de 6 a 12 meses de trabajo continuo, iterando en los productos y mejorando las habilidades de marketing en lugar de abandonar si los primeros intentos no funcionan.
we will create an amazing, uh, clothing brand. Main piece of advice is if it didn't work initially, then just don't give up. Like these things, making money online is hard. It is definitely difficult. Work on it for six months, 12 months, keep iterating on products, keep becoming a better marketer, keep learning, but just don't give up. I hope that helps.
Escúchalo en el minuto 1:00:39
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