Even if you think you know enough about fashion to launch your own designer brand, you may be giving yourself way too much credit. The harsh reality is that most startups don’t make enough money or attract enough customers to remain afloat during their first year. However, by looking at why retail brands fail, you can come up with an action plan that can help you avoid potential pitfalls.

If you fail to plan, you plan to fail. Here are some reasons why some apparel brands fail where others succeed.

1. Fails to Appeal to Consumers

Today, most products are bought rather than sold. Fashion is a business and your buyers are not customers: they are consumers. That’s because they don’t care about how hard a designer works to create new outfits. They are more concerned about bragging rights, i.e. what their friends and peers think about it and whether the brand meets and exceeds their expectations. In other words, if your clothes don’t attract compliments or attention, they’re not worth it. In other words, an apparel brand’s success depends on its image and whether it delivers on that promise. The bottom line is that your consumers determine your fate, not the other way round. Successful brands know this and capitalize on it by connecting with buyers on an emotional and personal level.

2. Lack of a Marketing Plan

Designing new outfits is the easy part. Determining your client base and how you can find them is a challenge that most startup apparel brands fail at. How will they find you? Which demographic should you target? What can you do to capitalize on consumer interest and create hype for new designs?

The answers to these questions can help you create a marketing plan that can highlight your brand online and offline. After all, there are thousands of clothing stores in the market that are selling the same stuff you are. Businesses that fail to create a detailed marketing plan before production starts just set themselves up for failure.

3. The Pricing Doesn’t Makes Sense

Clothing differs in pricing depending on the quality of the raw material used, the location of the store, overheads, and other aspects. Today’s consumers are more informed about those aspects than ever before and if they see a price tag that doesn’t make sense to them, they may shun your products completely. Think about it. An exorbitant price tag is normal at high-end stores, such as Louis Vuitton, because it took them years to be where they are today. However, it is unlikely that consumers will be willing to pay that much for an apparel brand that hasn’t made much headway in the market. In other words, if they are unable to rationalize their purchase, they won’t think twice about switching to a competitor who understands their needs and budget. 

Whether you are a novice who has no idea on how to launch an apparel brand or a fashionista who needs help figuring out the resources you need, get in touch with us at Perpl Fashion.

As an experienced fashion consultancy, Perpl Fashion can help you get your business off the ground and become a brand that consumers can fall in love with. Get in touch with us today!