Building a Performance Apparel Brand from Scratch
Launching an activewear brand is both exciting, and demanding. For first-timers, it's filled to the brim with ups and downs. But, with a clear plan and the right strategic partner, the inauguration can favor the highs and improve how you manage the lows.
The latter spends more time reveling in the experience. Enjoying the challenge of enhancing function of a garment and designing a style the consumer craves.
By no means will it be an easy task. But it can be a fulfilling one all the same.
For apparel industry newcomers, committing to turning an apparel idea into reality can quickly shift from feeling excited to feeling lost. The scale of the process and the unfamiliarity of a new world is enough for many to abandon the project before it ever truly began. If you're in a relatable place, then this guide might be the moment you double down on your ambitions.
We'll walk you through the process of how to turn a fiber of an idea into the garment reshaping activewear. You'll learn about the big decisions along the way, strategies to stay the course, and the best resources to launch a successful performance brand.
Defining Performance Apparel and Its Market Demand
So we're all on the same page, performance apparel refers to specialized clothing designed to enhance athletic performance and comfort.
These clothes are made with advanced materials that can handle sweat, allow your skin to breathe, and offer other benefits that athletes need. As more people become interested in staying healthy and fit, the want for these kinds of clothes goes up.
But, before you jump into this crowded market, it's crucial to know who you want to sell to, what's currently popular, and what special thing your brand will bring to the table. So, let's start there.
Things to Think About Before Starting Your Brand
To begin your journey, first, be clear about what your brand stands for and who it's for. What makes your brand different from others already out there? These are important questions that will help shape your brand.
If you're not sure how to approach this part, you owe it to your future success to partner with brand specialists at the onset; they'll be able to guide you down the right path.
Aside from brand strategy, a branding agency will help you create an identity encompassing everything from text to visuals, such as a brand statement or your brand logo.
The latter is what catches people's attention and sticks in their minds. This logo should not only show what your brand is about but also be flexible enough to look great on all kinds of clothes and marketing materials.
Finding top-notch materials and trustworthy manufacturers is key. This partnership is fundamental to your brand's success, making sure your products meet high standards and satisfy your customers. Doing your homework and testing thoroughly will help you pick the right partners.
Once your products are ready, consider your distribution channels - covering everything from brick and mortar to digital. An online storefront is a must-have.
This should be supported by smart online marketing, being active on social media, and possibly working with influencers to get your brand noticed. This is all in addition to creating an effective advertising strategy and pulling the right levers at the right time; that is, getting yourself in front of your potential customers when it matters most.
Starting your own sportswear brand takes a lot of planning and smart work. Using expert advice and services at each step can help you avoid mistakes and build a sportswear brand that people love. Success in this industry means more than just making good clothes; it's about creating a lifestyle and community around your brand. With the right team, hard work, thorough research, and a clear vision, you can combine a love for sports, performance, and style in one-fell-swoop.
That's the overview. If you're ready to open this book and dissect each chapter, then keep reading.
1. Creating a Strong Brand Identity
Launching an apparel line takes more than just whipping up some good-looking gear. It's about building a brand identity that clicks with your audience. Think of your brand as the soul of your sportswear line - it's what gives your apparel life and meaning beyond the fabric.
The first thing to do is set a clear vision and mission for your brand. These should outline what you want your brand to stand for, the needs you want to meet in the market, and the difference you want to make in the world of performance-based activities and style. A clear vision will help steer your decisions, while a strong mission will drive and inspire both your team and your customers.
These elements are the foundation of your brand and should be clearly shared everywhere to create a united identity. Plus, a well-defined vision and mission help you stand out from competitors. Whether you're focusing on eco-friendliness, advancing the technology of performance wear, or offering garments for all body types, it's crucial that your approach fits your overall strategy and attracts your target customers.
With your vision and mission in place, you're ready to get more tactical.
Brand Story: Making Real Connections:
It’s all about forming genuine bonds with your audience. Your brand's story, values, and the inspiration behind each piece of clothing should resonate with your customers. This isn’t just about selling products; it’s about inviting your audience into your brand's world.
Visual Identity with a Purpose:
It's time to nail down a logo and visual style that tells your story. Your logo is the face of your brand. It should be easy to spot and reflect what you stand for - reference your mission and vision for thought starters.
Choose colors, fonts, and images that match your brand's mood, whether it’s about pushing limits or finding zen.
The Power of Colors:
Colors speak volumes. Each color can evoke certain feelings or ideas.
Blue can make people think of trust, green is all about being eco-friendly, and red is full of energy. As for purple... well, that one's a bit more difficult to pin down.
Picking the right colors can really set the tone for your brand. Color psychology is a juggernaut of a topic which is difficult to completely cover in this setting, so if color theory and color psychology piques your interest, you'll enjoy Badge Design Studio's breakdown of 'Color Psychology in Brand Design & Marketing'.
Staying Consistent Yet Adaptable:
Keeping a consistent look and feel is key, but don’t be afraid to evolve. Your brand should grow and adapt over time, always staying fresh and relevant.
It’s a balance between staying true to what makes you unique and keeping up with the latest trends.
From the vividness of your colors to the dynamic of your graphics and the clarity of your logo, every element should unite to tell your brand's story and ultimately defines how customers perceive the brand and its clothing.
Collectively, they can determine the fate of your business. Will they attract or repel customers? Will they make your brand stand out or fail to be noticed? Will they lay the groundwork for reaching your goals and setting even more ambitious ones? Or will your starter goals remain out of reach?
2. Apparel Design & Development
Performance apparel isn't just about looks. It's also a deep dive into the essentials of how clothes function and serve athletes. From choosing the right materials to nailing the design, it's all about understanding what your customers need.
Design Starts with Research
Understanding your market is your first step. What do athletes in your niche crave?
For climbers, it's all about flexibility and comfort. Runners? They need gear that cuts through air and wicks sweat. If you begin the design journey with drawing up something that looks good, you'll overlook what matters most to your target market. Rather, design around form and function fueled by consumer research.
This can shape your material selection and add purpose to your designs, such as including features like sun protection or moisture-wicking fabrics that align with your brand's mission and meet your customers' expectations.
Meeting Needs Beyond Your Category
It's important to note that even apparel intended for high-intensity athletes may have to fill an unmet need that transcends performance. A perfect example of this is sustainability and eco-friendliness.
More and more, customers are looking for eco-friendly options when buying apparel. Innovative eco-materials and processes can help you stand out, whereas publicly visible elements of environmental friendliness have become table stakes. Both reduce buyer guilt and reinforce a consumer's purchase decision.
Mapping this to the garment, your line and production process can tap into a number of eco-focused options, such as using recycled materials or adopting ethical production practices.
Getting Prototypes Right
Prototyping is where your ideas start to take shape. Make these early versions of your products and then test them. Feedback from athletes and potential buyers is gold here, helping you refine your designs based on real-world performance.
Quality Meets Function
Your materials set the stage for the quality of your final product. Choose fabrics that not only meet your sustainability goals but also deliver the performance your customers expect.
Remember, great sports apparel marries design with functionality perfectly. Every element, from fit to fabric choice, should support the athlete's performance without compromising on style.
The Critical Role of Tech Packs
A tech pack is your blueprint. It tells manufacturers exactly what they need to know to bring your designs to life. It details everything from dimensions to materials, and how each piece should be assembled.
Tech packs will typically start with detailed designs and goes on to specify everything - the fabric, placement of logos, colors, and even the type of thread to use. It's about avoiding surprises and ensuring your product turns out just as you envisioned.
Why Tech Packs Matter
They help you get accurate price quotes and improve the fit quality of your apparel.
Serve as a reference for quality control and facilitate collaboration among teams.
Detailing in a tech pack ranges from fashion flat sketches to garment specs and a bill of materials (BOM). Flat sketches show every design detail, the BOM lists all materials needed, and garment specs provide precise measurements.
Tech packs ensure everything is clear between you and the manufacturer, boosting efficiency and reducing errors. It's like having a detailed instruction manual for every piece you create, ensuring everyone's on the same page.
Tips for a Comprehensive Tech Pack
Be as detailed as possible in your sketches and descriptions.
Include a complete Bill of Materials to avoid any surprises.
Detailed dimensions are critical to ensure your design fits as intended
3. Searching for Mills, Factories, and Suppliers
Your journey doesn't end with awesome design and development. The real magic happens in the details – the very fabric of your gear. It's not just about catching eyes; it's about meeting the hardcore demands of athletes and fitness enthusiasts head-on.
Finding, vetting, and selecting the best suppliers and production counterparts happens early in the apparel manufacturing process; certainly before the development stage concludes and the production lines gas up.
If this is your first time the process might feel a bit like high-stakes speed dating. So, let's make sure you know the right questions to ask and the signs of a smart partnership. Or, if you want to skip ahead, reach out and we'll walk you through the process.
The Makings of a Great Partner
We wouldn't recommend shortcutting this one - for the sake of your brand, you'll need to dive into the deep end of the industry pool. Learn the ins and outs of how a fiber transforms into a finished garment.
Once you get it, begin building a list of potential partners. Trade shows, supplier directories, and networking are your best friends here. Here's your conversation checklist for your partner intro meetings:
Sourcing for quality materials
Assessing reliability
Weighing cost against terms
Evaluating production capacity
Considering labor practices and environmental impact
Remember, it's not just about their ability to supply top-notch materials. You're looking for craftsmanship, a shared vision, and an understanding of your brand's essence.
Use the following as your SOP compass for navigating the sea of potential mills, factories, and suppliers.
Spotting Your Ideal Partner
Your search strategy should be thorough. Start online to get a grip on garment manufacturing basics and the role suppliers play.
Platforms like LinkedIn, industry-specific trade shows, and publications are gold mines for finding that perfect match.
When reaching out, paint a vivid picture of your brand, its goals, and your target audience. This isn't just about finding a doer; it's about forging a partnership where both parties are tuned into the same frequency.
The Eco-Friendly and High-Tech Edge
Today's consumers demand more. They're looking for sustainable materials and cutting-edge garment technologies. From temperature-regulating fabrics to innovative materials like Seawool and SeaCell, staying ahead means partnering with others as committed to innovation and sustainability as you are.
Crafting a Winning Team
Each conversation in your partner search lays the groundwork for any future relationship. Yes, this includes negotiation, but also about mutual respect and shared goals. Don't shy away from the tough conversations – they're often what solidify a lasting and productive relationship.
It's wise to reframe who you're speaking with. Mills, factories, and suppliers are more than just vendors; they're the co-authors of your brand's success story.
Treating them as part of your team, being transparent about your goals, and maintaining open lines of communication can turn a good partnership into a great one.
Staying committed to quality, sustainability, and innovation, and carefully selecting partners who share your values, you're laying the groundwork for a brand that not only stands out in the market but also stands up to the rigorous demands of your target audience.
Selling Apparel: Sales Channels in the New Normal
The shift to online shopping over the past decade has no doubt been monumental, and with the onset of COVID-19 the acceleration was meteoric in the activewear and athleisure sectors.
It was a bit of a mixed blessing, depending on who you ask - but both sides of the argument faced challenges and opportunities.
Today, we're left with a performance apparel market that's much larger than it was in 2019, but also a crowded competitive landscape oversaturated with copycat playbooks on how and where to sell their soft goods. The overuse of digital marketing and sales channels during 2020-2022 is no longer viable without overspending. So to be as effective as the unicorn sports apparel brands of quarantine, you'll need a channel mix that blends digital and traditional. Let's catch you up:
Digital Sales Channels
Your digital presence is critical, but standing out requires focusing on what makes your brand unique.
Don't lose sight of the work you did early on; every sales touchpoint should reflect the vision, mission, and identity of your brand.
Whether your USPs included a commitment to sustainability, innovative fabric technologies, or the story behind your products, these qualities should be front and center in all your digital endeavors.
Your Website Is Your Hub
Consider your website as the core of your online sales strategy, with various digital channels acting as spokes extending from this hub.
You'll have to choose a CMS for your site that is both powerful enough for your team and experience-centric enough for your customers is crucial. Platforms like Shopify, WooCommerce, and Magento offer different benefits, from scalability to customization options.
IMPORTANT NOTE: Design your site for mobile devices first - not desktop. Mobile-friendliness is non-negotiable, as the significant majority of apparel shopping online is done via smartphones (81% of online apparel transactions happen on mobile).
Expanding Your Online Presence
Look beyond your website to marketplaces such as Amazon and Etsy, and use social media platforms to turn followers into customers.
Tailor your approach to each channel, focusing on what resonates with their specific audiences. Analytics play a key role here, helping you understand where to focus your efforts for the best ROI.
Embracing Traditional Channels
Despite the surge in online shopping, traditional retail remains a powerful avenue for reaching and converting customers. Physical stores offer a tangible experience that online cannot replicate, providing a direct connection with your target market. However, entering the retail space requires careful planning and a strategy that looks different than it did just a few years ago.
For retail with scale, it's wise to partner with outside help that connect brands with retailers. Breaking into big box retail is one of the more difficult tasks for the inexperienced. With the right help though, it can be invaluable in navigating this landscape, helping you find the right partners to get your products in front of customers.
Strategy for Success
Combining digital and traditional sales channels allows you to reach customers wherever they are. A dynamic approach, blending online presence with physical retail opportunities, is key to building a resilient brand in today’s competitive environment.
Focus on maintaining a clear, consistent brand voice across all channels, and leverage each platform’s strengths to showcase your products effectively.
Navigating post-COVID-19 sales channels means being adaptable, understanding your audience deeply, and continuously refining your strategy based on market trends and customer feedback.
5. Streamlining Your Brand's Supply Chain Logistics
Navigating your brand’s logistics from factory floor to fulfillment door needs a playbook that's as strategic as it is flexible. Let's look at how to streamline this journey, and certify your products glide smoothly through each phase.
Picking Your Logistics Dream Team
Getting your gear from production to the final destination hinges on a sophisticated logistics strategy. Freight forwarders and 3PL (Third-Party Logistics) partners are the MVPs here.
Freight Forwarders: Think of freight forwarders as your frontline heroes, navigating the globe in real-time to get your products where they need to be. They're the ones making the calls on the best routes, juggling transport modes to balance speed with cost.
3PL Partners: Complementary to freight forwarders, 3PL teams are like the strategic minds behind the operation. They're constantly optimizing, organizing, and ensuring that once your goods hit the ground, they're moving efficiently toward their final destination.
Freight forwarders have a clear start and end to their logistics support, whereas 3PL optimizes your supply chain 24/7.
Locking Down the Right Partners
Not all logistics partners are created equal. You want a team that’s not just experienced but also aligned with your brand's needs and values. This means:
High Value Exchange: They get your need for timely, cost-effective solutions.
Real-Time Data: They have the tech to keep you updated every step of the way.
Accessible and Flexible: They can handle the heat of peak seasons without breaking a sweat.
Choosing the right partners is more art than science, a blend of gut feeling and hard facts. Don't rush this step. Finding a freight forwarder or 3PL partner that fits like a glove can make a huge difference, the kind worth your patience.
The Journey from Factory to Warehouse
Once your products are ex-factory and ready to travel, the real logistics ballet begins. Depending on your needs, goods might fly through the skies or sail the seas. Each method has its tradeoffs:
Air Express is your quick fix for rush deliveries but at a premium.
Air Freight strikes a balance between speed and cost.
Sea Freight plays the long game, offering savings for not-so-urgent shipments.
Navigating Customs and Beyond
The moment your products land, the clock’s ticking on getting them through customs and into your inventory. Freight forwarders are worth their weight in gold here, handling the nitty-gritty to avoid delays and unexpected costs.
From Port to Final Loading Dock: The Last Leg
The journey ends with your goods traveling from port to warehouse or direct to retail partners. It's a new stage of travel yet it pulls the same levers as any other part of the logistics phase.
The decisions come with the same risks and rewards, where choosing the smartest, most cost-effective route for this final stretch are the metrics of success. Still multimodal, your transport options commonly center on rail and road. Trucking offers flexibility and reach, while rail can be a cost-saver for bulk moves.
The "last mile" is where your goods finally reach their destination. It's most often used in the context of delivering goods to the consumer, but also pertains to B2B applications like moving product from warehouse to retailer. It's the most visible part of the logistics chain and critical for making those all-important first impressions with partners and consumers alike.
Logistics Are Never Invisible
Logistics is far more complex than hauling a container of jackets and joggers from A to B. From sourcing to production and delivery, or fiber and fabric to finished garment, logistics push the process along.
It can seem like an invisible force at time, but its quite the opposite. Your professional relationships and your consumers will experience the quality and reliability firsthand.
If you have a solid team and gameplan, they'll be measure the success of your logistics when your apparel arrives on time, in the expected quantity, in perfect condition, and ready to wow the market.
6. Marketing Your Brand and Apparel Launch
For the unfamiliar, launching a brand's first apparel collection (or any seasonal collection) looks like a moment in time, but really it's series of moments with planned crescendos and decrescendos.
A launch has several end goals: getting the word out, drumming up excitement, and turning that buzz into booming business. Let’s break it down into practical, bite-sized steps to make sure your launch is as smooth and productive as possible.
Crafting Your Marketing Game Plan
Your marketing initiative begins with strategy. Refer to your brand and product strategy, as well as your consumer research. Pinpoint what makes your brand and garments must-haves.
Maybe it's the innovation behind your materials, the unique style of your designs, or the story that inspired the whole thing. This blend of brand, consumer, and product will guide your messaging and placement for your marketing mix, and establish connections with your audience on a deeper level.
Lean Growth Marketing Strategies to Get Noticed:
Social Media: Even as organic options (no paid advertising) Platforms like Instagram and TikTok are perfect for showcasing your styles and sharing your brand's story in a way that's engaging and shareable.
Content Creation: Pump out SEO-friendly blog posts or videos that highlight the unique aspects of your brand, helping to educate potential customers on why they shouldn't miss out.
Customer Relationship Management (CRM): Tools like Klaviyo can help you gather the contact details of interested and existing consumers more efficiently, and the mechanism to stay in communication without constant reinvestment.
Smart Advertising: A strategic ad spend can amplify your reach, and capture conversions that exit your sales channels prematurely. Pick your platforms wisely and consider micro-influencer partnerships for a genuine boost.
Launching in Phases: Pre, During, and Post
Your brand's debut is a marathon, not a sprint. Your launch strategy consists of three stages, where each phase meets unique goals with tailored tactics.
Pre-Launch: The Hype Phase (6-8 Weeks Out)
This is your chance to tease the upcoming launch and get folks excited about what's to come. Setting up your online presence early, engaging with potential customers, and dropping sneak peeks are all crucial steps. Special offers for early sign-ups can also entice the audience to commit early.
Key Moves:
Establish a strong Instagram vibe.
Whip up a "Coming Soon" page.
Kickstart an email campaign filled with juicy details about your brand and what's in store.
Launch Time: Making a Splash (1-2 Weeks)
This is your big moment. It's time to convert that built-up interest into solid sales with a memorable introduction of your brand to the market.
Making the launch feel like an event, leveraging influencer collaborations, and offering exclusive deals can help turn browsers into buyers.
Smart Plays:
Host a memorable launch event or show.
Team up with influencers who resonate with your brand's ethos.
Offer special deals that are too good to pass up.
Post-Launch: Keeping the Flame Alive (Focus First 4-6 Weeks)
The machine doesn't stop post-launch!
Now's the time to engage with your growing fanbase, listen to their feedback, and keep them excited about your brand.
Regular updates, new teasers, and personalized follow-ups can keep the conversation going.
Winning Strategies:
Retargeting ads to remind interested folks what they're missing.
Email campaigns targeting cart abandoners.
Fresh, engaging content to keep your social feeds lively.
Think Marathon, Not Sprint
Breaking down your marketing approach into these focused stages, you can ensure that your brand not only launches successfully but continues to grow and resonate with your audience long after.
The key to a great launch is not just in capturing attention but in building relationships that last.
Keep your messaging clear, your strategies sharp, and your brand’s vibe authentic, and you'll be well on your way to establishing the next must-have brand for performance and athletic wear.
Growth and Success Beyond the Seams
Launching an apparel brand is more than stitching together fabric, running lab dips, or building tech packs; it's about weaving a vision into reality.
This journey, from initial sketch to the final product in a customer's closet, is filled with challenges. Every stage and step in the supply chain requires a lifetime of experience to master. You'll need to make decisions throughout that ultimately set the course for your brand's triumph or failure to launch.
Beyond understanding the market, you need creativity, marketing chops, business acumen, and a steadfast commitment to quality. In truth, you need the right partner and team to guide you through it all.
Your partner shoulders the responsibility of helping you break into the industry, connecting you with the right networks to achieve your goals, and immediately offset any inexperience you may have.
A successful performance apparel brand hinges on your ability navigate every single one of these variables.
A reliable partner is indispensable, one with a vision that gels with your own, and the capabilities to transcend the traditional to bring your ideas to life. This is where partnering with experts like SCI becomes an easy decision.
With services that stretch across every aspect of apparel manufacturing and commercialization, SCI can tailor the experience to your wants and needs.
If you want to be hands off, SCI can run point and bring you in for milestones and key decision moments.
If you want to be completely immersed in the process, we'll involve you just like a team member, pouring through every detail together.
If you want a blend of the two, we'll make it happen.
If you're ready to lay a robust foundation and launch the next unicorn brand in performance apparel, then let's connect.
Success isn't solely about the products you create but about the story they tell and the journey they take to reach consumers. The secret lies in aligning with partners who not only share your vision but also grasp the nuances of making it tangible.