Underlines welcomes Suzy Haber Wakefield to the Underlines team. Suzy has her own consultancy specialising in design, development and sourcing of lingerie, swim and lounge apparel but she has had an exciting and varied career. We are delighted that she is lending her expertise in a regular advice column ‘Suzy Says’.
I have an idea for an item I really think is missing in the market but I don’t have any idea where to even start to get it made? Feeling very overwhelmed.
Dear OW,
The first step is to identify there is a problem…especially when it’s one your brand can solve! At the very basic level, the most important aspect of any product based brand is to be able to identify your WHY. Why are you designing your collection and why will someone want and need it – this is called your USP (Unique Selling Proposition). The unique portion is key, there is so much out there that you want to make sure yours is better, different, etc. and that you will stand out with your designs.
The next step is to take what you believe and validate it. This comes from a whole lot of research. Go into the category you will launch in and understand the big players as well as the up and coming ones and identify what they do well, what they don’t and how you will address them in your own brand story. Write everything down and have visuals for all of your competitors’ products, sizing (if applicable), amount of SKUs, projection and brand promise.
Often we have clients who think no one does anything like what they want to or alternatively it doesn’t matter what competitors do. Neither is the case. Knowledge is power and your collection will only be the best for your niche and beyond if you truly understand what is out there.
Be confident in your idea and humble in your approach, being conscious of blind spots along the way. Product matters and not just the marketing.
For those who want to learn more on how to go about beginning the journey of a fashion brand to develop a garment, here is a link to a workbook we’ve specially designed for those of you just starting out to aid in the process.
Please keep your questions coming to us (suzysays@underlinesmagazine.com) – we are here to help…..
