10 Common Mistakes to Avoid When Launching Your Fashion Brand

10 Common Mistakes to Avoid When Launching Your Fashion Brand (And How to Fix Them… So You Can Launch with Confidence)

If you're gearing up to launch your next collection or debut your brand you're probably obsessing over every detail:
“Are the buttons the right shade?”
“Should the thread be a tone darker… lighter?”
“Do the straps look better 2 mm wider… narrower?” 

But here’s what no one talks about.
It’s not just about the clothes.

A strong collection matters, but it’s your launch that gets it seen.

Because quietly existing won’t cover your fabric costs or pay your manufacturer.  A strategically planned  launch puts you in front of buyers, press and paying customers.

Without a clear plan, even your best work can go unnoticed.
The good news?  Launching successfully is a skill you can learn.
And once you know what to look for, you can plan with more strategy, without losing the soul of your creativity. 

Over the past three decades supporting designers at every stage, I’ve seen the same mistakes crop up again and again.  So I’m breaking down 10 of the most common pitfalls, and how to avoid them, so you can launch with clarity and confidence.

As you read you might notice something else:
Once you fix one problem… another one pops up.
That’s totally normal—and exactly why having the right support can save you months of trial and error.

1. Waiting until your collection is ready before planning your launch

Most designers wait until the samples are finished before thinking about how they’ll launch. By then, it’s too late to pitch to press, create a compelling narrative, or build the buzz your work deserves.
Instead, start planning your launch alongside your design process. Begin teasing your concept, shaping your story and preparing assets early—so when the product is ready, your audience is too.
You are managing two parallel timelines: product development and launch preparation. That’s where structure and strategy become essential.

2. Spending the entire budget on the collection and leaving nothing for the launch

All your budget goes on fabrics, samples and production… and then there’s nothing left for photography, PR,  or promotion.
If you don’t create a launch-inclusive budget from the start, and allocate a percentage specifically for visibility, even your best designs won’t get seen.
Now you might be thinking  “Well where should that money go Jane? What gives the best return?”  This is where strategic decisions (and a roadmap) become crucial.

3. Relying on organic buzz without a plan to build it

Most designers upload their lookbook,  post on instagram, send one email and wait….  

But the attention never arrives.
Buzz isn’t luck.  It’s built…. with storytelling, content strategy, and audience nurturing.
Once you start building momentum you’ll realise it takes consistency, and time.   This is why you need a clear system to plan to plan your launch strategically,  without burning out.

4. Creating beautiful pieces but no compelling story to connect them

At uni it was all about concepts and aesthetics.   But it doesn’t matter how strong your idea is.… Without a story, your work feels disconnected and forgettable.
Start building a  narrative that ties your collection to a deeper purpose, feeling, or message.   That’s what helps customers, buyers, and press engage with your brand and influences around 80% of most people’s buying decisions.
And yes… knowing how to craft that story, and translate it into visuals, captions, press releases, and talking points is a skill. .. One you can learn.
But don’t try to figure this out alone.   You’ll move faster (and with far less second-guessing) when you have the right support and feedback.

5. Not knowing who your launch is for

I’m always amazed at how many designers, even after 6 years in business, still don’t know who they’re speaking to….   

And they wonder why no-one’s listening.
Without a clear understanding of your audience your messaging won’t land.
Do the research.  Get crystal clear on who you’re talking to:  what they value, where they hang out, how to speak their language.
Clarity doesn’t just happen.   Usually it requires outside perspective to help you recognise blind spots and align your brand with the right people.

6. Overcomplicating your launch

Ahhhhh…..   One of the most common traps….  too many looks, too many platforms,… Too much chaos!
Simplicity sells.   In the earlyyears (unless you have a major investor) you’ll have more success by focussing on a tight edit of products, , a clear story, and just a few platforms that make sense for your audience.    

Take Aimee Smale, founder of Odd Muse, She launched in 2020 with straight from her bedroom  with one product and no outside funding. Within three months, she made £100K and by 2024, sales had surged to £22.5.  

Odd Muse’s growth wasn't accidental…. It started with simplicity.

And as you simplify, you’ll start asking: What do I cut? What do I prioritise? That’s where a step-by-step plan makes decisions easier and faster.

7. Forgetting to warm up your audience

A lot of new designers think they can just show up on launch day and expect sales.

But your audience isn’t primed to buy yet.
The most effective launches use pre-launch content to build curiosity, emotional connection, and excitement.

Make your launch feel like an event, not just a quiet update.
But it’s not just about showing up. It’s about what you say, when you say it, and how you take people on a journey from interest to action.

8. Pitching to press and buyers too late

If you launch first and pitch second, you’re already too late.

Press and buyers work to advance timelines. So if you want them to feature, attend or place an order, then you need to reach out before your launch, with clear materials and enough lead time to be part of their schedule.

But pitching is its own art. What do you say? How do you stand out in their inbox?
That’s where templates, structure, and guidance save you from silence.

9. Launching without a timeline… or launching too late

Flying off the seat of your pants leads to overwhelm..  or endless delays waiting for “perfect”.
The most successful designers map out a clear timeline that aligns production, marketing, and PR.   You wouldn’t see Miuccia Prada launch a collection without a structured calendar guiding her entire team.
Most independent designers haven’t been taught this—and they end up reacting instead of leading.

A proven framework will bring structure to the chaos.

10. Trying to do it all alone

You’re the designer, the marketer, the PR team, the producer. It’s exhausting.

Fashion businesses are not meant to be solo missions. Yes, you can try to do it all—but it rarely leads to success (or sanity).

Bring in support. Whether that’s a mentor, coach, or small team—it helps you stay focused, get honest feedback, and avoid burnout.
With the right guide and a like-minded community everything becomes clearer, more strategic… and a lot more enjoyable.

You can do this… just not the hard way.

If you’re reading this and thinking, “I want an impactful launch, but `I don’t want to take years making mistakes and trying to figure it all out from scratch,” 

then you’re exactly who I created Fashion Launch Catalyst for.

Inside, I help designers like you build beautiful, buzz-worthy launches with:

• A clear timeline and roadmap
• Step-by-step strategies for press, buyers and storytelling
• Templates, tools, and real support when you need it most

✨ Explore the programme HERE
Let’s make your next launch the one that puts you on the map.