Sales = funnel

Branding= megaphone


Every business is unique, and you can structure it whichever way you want. Just bear in mind that every choice you make presents it own opportunities and challenges.

In this comprehensive guide we’re going to talk about structuring your fashion business. Our goal is to make you start thinking about the things you need to consider before you even hire a designer or place your first wholesale order. (and hack the process – outsourcing/consulting). You don’t need to apply all of it, you need to find the 80/20, i.e. the 20% that’s going to yield 80% of your results. The challenge is to which 20% apply to your business. We can help you with that.


the adage that 20 percent of customers equal 80 percent of sales — applies to every dimension of business.


Stripping it down to basics:


Elon Musk compares starting a business to “eating glass and staring into the abyss of death’, and (spoiler alert!), he’s on point there. “Most people start out with completely unrealistic expectations of what level of effort is required and how long it takes to get a business off the ground. They are easily discouraged and give up way too soon.


Startups face a seemingly insurmountable list of “to-do’s”.

Forward momentum. make sure your small business is firing on all cylinders.


Don’t worry about any of if for now. Let’s strip it down to basics.


There are only two aspects to building a successful direct-to-consumer clothing brand: product and sales funnel.


You can’t have one without the other, and both are equally important. You can have a marginally successful product with a leaky funnel, and you can sell a good amount of crappy product with a great funnel, but you’d only be scratching the surface of what’s possible.


If it’s that simple, why would you even bother building a BRAND?

The purpose of creating a brand is to make the consumer’s journey along the sales funnel as frictionless as possible. A successful brand is one that creates an emotional connection with your customer base. This helps you build trust, safeguard you from competition, and, let’s face it, allows you to charge a premium for your product. After all, fashion is ALL ABOUT perceived value.


Perceived value


That’s all there is to it. Now let’s dive in deeper.


Product offering


You have your vision. Yay! You need to do market research before yo start,




Vision > research >validation >pivot(optional)>



Niche and your place within that niche. Incl. Brand: values, aesthetics and positioning. Think long-term. Be mindful of trends but don’t chase fads.


Subtract before you add. Efficiency. DISTILL THE IDEA TO ITS BARE ESSENCE



or red ocean?

Blue ocean strategy. Pioneer a new product category instead of trying to dominate an existing one.


Quality & Price point (don’t be the low-cost option. Seth Godin Quote)


  1. Product.

Creating your MVP.


IDEA VALIDATION. Product viability/demand

Love is blind. Don’t fall in love with your own idea.




The best-selling author and host of The Tim Ferris Show tells Inc. that people too often believe romanticized tales of entrepreneurs who took a huge risk–and ultimately reaped great rewards–by launching their businesses. In reality, Ferriss explains, most successful founders are more likely to be “expert risk mitigators” than daredevils.


Love is blind. Don’t fall in love with your own idea.


Validation needs to be quantified:


Validation is designed to give you you reasonable certainty your business will have a sustainable, growing, paying audience in a matter of days or weeks, rather than wasting months or years building a final product nobody will pay for. It’s as much a way of thinking, as it is a step-by-step process. The end result validation attempts to achieve is most often meeting a desired number of pre-orders or waiting list subscribers who’d purchase a basic proof of concept of your idea—a minimum viable product that solves the most simple form of the problem you’re attempting to address.


Validation isn’t a guarantee of success. It introduces more certainty.


You need to make small, calculated bets on your ideas in order to validate them.

Validation is absolutely essential for saving time and money, which will ultimately allow you to test as many of your ideas as possible.

Do not invest in inventory before you validated your idea.

Trying to sell a product nobody wants  because you’ve got boxes of it in your garage instead of looking for winning products.

Newsflash: popular products are easier to sell.

Dead stock is called that for a reason. It kills businesses. You don’t want to be faced with the task of selling a product nobоdy wants.


Don’t create your product behind closed doors. Talk to people.

Start with an idea.


Do everything in your power to avoid spending money when you start a business. Build a lean solution that provides value to your customers and only spend money on the absolute essentials at the moment you need them.

Test the idea.

Social media, friends, forums, talk a coмsultant or someone with fashion industry experiencе.


Business model:










  1. Sourcing/production. Logistics.

Print on demand:


Cut & Sew:










Traffic/eyeballs > product page > checkout > POST-PURCHASE REL WITH CUSTOMER


  1. Traffic/eyeballs. MARKETING:


One of the most painful mistakes I see way too frequently is when entrepreneurs underestimate the importance of a robust marketing and sales strategy for their fledgling business.”


Make sure your marketing costs are taken into consideration when pricing your product

Discounting strategy


Instagram Influencer

Paid advertising -PPC, facebook ads etc

End of season sales – whether or not you’re likely to have dead stock at the end of the season


Traffic: Social media, offline, SEO, Paid traffic, PR


The ultimate goal of a — is to attract more eyeballs and generate more leads.


Technology can no longer be treated as an add-on to business strategy


Social media – focus on no more than two accounts at a time.


Online marketing:


Shippиng settings

Returns strategy

Shipping – fulfillment, warehousing etc


SHOP: Website:

Decide: global or local? Multicurrency or local currency?

Photos on models or product shots?

Highlight colour: what colour represents your brand




Email marketing





Product page: Positioning your product on a page. Product range. Etc




Post-checkout interaction







A fast-growing business will soon exceed the point where the founders can grow it alone. When you reach this point, strategic advisors can help you push through this growth hurdle and get to the next step. That’s because the right strategic advice will shortcut your learning curve and become a catalyst for growth.


We entrepreneurs are extremely prone to rationalize, “I can do it myself.” Then we spend six hours trying to extract a virus from our computer or fix a leaky faucet.

Sure, we may be competent to do that little job. And sure, sometimes you have to do everything when you start out. But now you’re doing a $10 or $20 per hour fix-the-faucet job and you’re not doing your No. 1 job,


The zenpunk way. Buzy = Lazy


The most productive people are a little lazy. If there are really only a few hours a day in which you do $1,000-an-hour work, does it really matter if you screw around for the rest of the day? Downtime gives you the mental space you need to think. You can’t be a great strategist when you’re hustling from morning ’til night. Feed your brain instead, so you’re sharp when you’re negotiating the next sales contract.


  • How you choose to manage your time and decide which opportunities to pursue will greatly impact your success when starting a business. Outsource everything you can, so that you can focus on doing what only you can do in your business.


“Outsource tasks that stop you from doing what only you can do in your business.”

Leverage Your Skills and Outsource Your Weaknesses


The 80/20 principle:


All I’m going to suggest is that you start with a much simpler essence of your product over the course of a weekend, rather than wasting time building something for weeks… only to discover no one wants it.


Startups face a seemingly insurmountable list of “to-do’s”. Applying startup strategy and the 80/20 rule stress can be reduced.


On sticking to your vision:


Frank Darabont, the director and writer of The Shawshank Redemption, was offered $2.5 million to sell the rights so that Harrison Ford and Tom Cruise could be cast as the stars. He turned it down because he felt this was his “chance to do something really great” with his screenplay and the actors of his choosing. Turning down that kind of money couldn’t have been easy, but that’s the difference between what might have been a forgettable mid-level blockbuster to one of the most enduring and popular movies of all time.


Basic ecommerce funnel:


Traffic/eyeballs > shop > product > checkout




Assess your customer’s value.


Repeat until you’ve found a winner. Nobody likes this step. Nobody. Everyone is trying to wiggle out of it, find excuses, yada yada. If you are not prepared to validate your idea before investing your money, get the fuck out of here. Seriously. Just go.


Creating your MVP.

Keep it simple.


Good questions to ask:


What’s the minimum amount of effort you can put into this business to generate your first sale?

What’s the minimum amount of money you can invest to generate a sale?


What’s the minimum amount of money you can invest to start with?

Do not invest in inventory before you validated your idea.


There are two simple methods for rapidly validating whether people will buy your product or not:

brace yourself — it’s time to test whether people will actually spend money on your product. In other words, is it truly commercially viable?


This step is critical.


Worst case scenario to avoid:


No matter how successful your small business, no owner has all the answers.


A mentor can provide reassurance that you are doing the right things for your business


success in business is often about making incremental improvements across the board


Market research/SWOT analysis




What’s better than being a horse of a different color? Being a horse that flies or swims or hosts a swanky dinner party. Pioneer a new product category instead of trying to dominate an existing one.




“Start now, you don’t need funding. Watch out for when you want to do something big, but say you can’t until you raise money to fund the idea. It usually means you’re more in love with the idea of being big than with actually doing something useful.”





Brand strategy:




Print on demand:


Cut & Sew:










Traffic/eyeballs > shop > product > add to cart button