Developing and producing a preprint line of garments takes time and effort, but as Trimingham explains, a foundation made of solid plans and the right mindset can build up to success.
• How healthy is the market itself? Is it growing and expanding, or is it con tracting from products pulling out?
3. Differentiate your company and its products.
Making a me-too brand by copying someone else’s concept rarely has any lasting life of its own. In addition, it’ll be panned—if not outright snubbed—by the bigger buyers who have seen the concept before. This can be frustrating because one of the requests you’ll commonly get from buyers is for something that looks like another successful line, but is completely original. What they mean, essentially, is that they want a style of product that has an established following so that they can take minimal risk on giving a new brand shelf space. The problem, of course, is that similarity to designs already out in the market puts a new product line behind the style curve from the start. A better approach is to find some unique way of claiming originality with your products and also have one or two safe products within your line that have some similarity to established, popular products. Then use the more original products in the line to bridge the gap into new territory.
You can differentiate your product line many different ways. Graphics and design styles are one; another is print style or special-effect treatments. In addition, many specialty lines now utilize unique garments that are custom treated in-house with garment dyes, enzyme washes, and occasionally ground edges or other specific effects. The process of creating an original look should flow from the specific marketing ideas that drove development of the line in the first place. It is essential that you not apply special effects and printing concepts after the fact to try to dress up designs. The more the art, effects, and printing come directly from the concept, the better the whole piece should sell to a buyer and the final customer.
4. Contact the market for real feedback.
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