The Fashion Brand Launch Strategy Everyone's Still Getting Wrong
Talented independent designers are pouring their heart and soul into their online presence... cringing as they create behind the scenes founder videos, posting 3 to 5 times a week on Instagram, hiring social media managers, running ads... and still wondering why nobody's buying.
If that's you, here's what's actually happening, why it's happening, and what's working instead.
Social media alone stopped working as a fashion brand launch strategy a long time ago. The platforms are saturated, the algorithms favour entertainment over craftsmanship, creativity and intellectual design, and your potential customer has scrolled past a thousand beautifully shot product videos before she's even finished her first coffee.
And yet, sign up for almost any fashion business coaching programme, watch almost any webinar aimed at independent designers, or follow any fashion mentor on Instagram and you'll still hear the same advice delivered as if it's cutting edge: post daily to Instagram, get on TikTo...
HOW TO REACH THE RIGHT CUSTOMERS WHO CHOOSE YOUR DESIGNS OVER FAST FASHION!
Every week I talk to fashion startups who want to get their designs in front of the RIGHT people who will actually buy.  You want to show at fashion week, get stocked in Harrods or Neiman Marcus and have consistent sales on your website!
The problem is you are stuck in designer jail creating products for the WRONG audience who won’t pay what you are charging.
You hoped that posting on instagram 3 times a week would build an audience but you just get 5 likes, 1 spam comment and zero engagement.
So how DO you target the RIGHT audience?
- You can use social media;
- Participate in makers markets or pop-ups;
- Join a fashion launch accelerator with collective fashion week showcase.
- Or pay ÂŁ10k to ÂŁ300k for your own fashion show.
But for social media to generate sales you need to nurture thousands of followers and how can they value your products over fast fashion when they can’t touch & feel the quality and, since you are just one of 2 billion users on instagram, how will people trus...
Fashion Entrepreneurs Academy students showed during London Fashion Week
SHOWCASE YOUR COLLECTION DURING FASHION WEEK
Even if you are just starting out!
Have you always dreamt of showing your fashion collection at fashion week….
Well…. Some of the designers in Fashion Entrepreneurs Academy experienced the esteemed opportunity of showcasing their collections during Fashion Week in February after just a few months in the programme.
Most were starting from scratch and some hadn’t even gone to fashion school but this is what they achieved.
Lotte said she loved being part of the showrooom and that it was an “amazing unreal experience”…..
Natasha said she "felt lucky to be mentored by [yours truly] in Fashion Entrepreneurs Academy" …
Tiffany said "it was a great experience". She "loved talking to press and buyers", who all loved her collection, and she finally "felt like a fashion designer" and entrepreneur!
Our spotlight designer even received celebrity treatment from a barrage of fashion press.
In less than 6 months you too could experience this when you become a mem...
Jane McMillan
Jane McMillan
Founder of Fashion Entrepreneurs Academy
Jane McMillan is a fashion launch architect and consultant living in London. Her Mac Millan brand gained celebrity clients including a former member of the British Royal Family and her work has been shown in editorial features such as Vogue, Marie Claire, Elle, In Style, Glamour, Cosmopolitan, WWD, etc. and featured on several broadcast media including Channel 4 and the BBC. For over a decade, Jane's collections were showcased internationally, appearing on the official catwalk schedule at New York Fashion Week in Bryant Park, the British Fashion Council's Designer Exhibition, On|Off catwalk shows at London Fashion Week, and TranoĂŻ Paris. For many years, Jane consulted for renowned fashion brands including Roland Mouret and Roksanda, while also serving as an Associate Lecturer at Central Saint Martins, where she mentored students who have since become some of the most sought-after names in London, Paris and other global fashion capitals. Today, Jane brings together her experience in luxury fashion, education and business to help independent fashion brands launch their collections, attract the right customers and grow to the next level.
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