texworld fabric sourcing

Meet Factory45 for Fabric Sourcing at TexWorld USA

Woo. What a whirlwind two weeks!

Applications to Factory45 opened.

Applications to Factory45 closed.

And since then, I’ve been onboarding 86 new companies to this year’s cohort.

I’m looking forward to sharing more about what they’re all working on in the coming months.

But first…

If you’re in the Greater New York or New England areas, I have something for you.

TexWorld USA — one of the largest fabric sourcing trade shows — is happening next month in NYC from July 17-19th.

Registration is now open HERE.

This is a free opportunity to not only see hundreds of different fabrics in person, but to also take advantage of the free fashion education happening at the show.

And I’m going to be there!

texworld fabric sourcing

I would love to meet you in person, so here’s what I’ll have going on:

Monday, 7/17 at 3pm: Fashion Designer Meetup

Join us for an afternoon break to connect with fellow designers and chat fashion business.

Take a break from the trade show hustle and bustle, talk to us about your brand, your business, and your needs as an independent designer.

Come hang out, have a drink, and pick up your Tradeshow Success Kit: Everything you need to make the most of your tradeshow experience while sourcing incredible fabrics, learning at the seminars, and being a part of industry discussions at Texworld USA.

You must be registered for TexWorld to join us, but it’s free to sign up HERE.

Tuesday, 7/18 at 2pm: [Roundtable] Conquering the Production Process as an Independent or Emerging Brand

Join me, StartUp FASHION and other industry experts for a discussion on the challenges of low minimum sourcing, small batch production, and how emerging and independent designers can overcome these issues to launch successfully.

Wednesday, 7/19 at 12pm: How to Launch Your Product to a Community of Customers and Surpass Your Sales Goals

Join me and Nicole of StartUp FASHION for a discussion about what makes for a successful launch, how to create a detailed plan around your launch, and how to make sure you’re building anticipation and excitement before you launch.


TexWorld is so much more than just a “fabric show” with a whole slew of free education resources available at your disposal.

If you can make it, I’d love to see you there!

You can register for free HERE.

 

factory45 owner shannon

 


Haven’t attended a trade show before? Make sure to read my free guide to sourcing fabric at a trade show here.

childrenswear

How the Founder of SproutFit Raised Over $14K to Start a Childrenswear Brand

How do you start a business when you’re a busy parent and working full-time in corporate America?

Whitney Sokol, the founder of SproutFit, is going to tell us.

I’ve introduced you to Whitney through a blog post she wrote about her experience in Factory45.

But tomorrow, she’s going to share the exact steps she took to launch her brand while working on it part time.

Join me and Whitney tomorrow, 5/24 for a live, on-camera interview about how SproutFit came to life in just nine months.

In this episode of Factory45 LIVE, Whitney will tell us:

  • How she came up with the idea and what she did to get started.
  • The steps she took to set up her supply chain and find a manufacturer.
  • How she raised over $14K for her first production run.
  • What she did to find her first customers even before she launched.
  • And she’ll answer your questions…

Whitney is a straight shooter and a goldmine of insight into what it takes to launch a startup clothing brand.

Bring your own questions and we’ll open it up to live Q+A at the end of the call.

It’s all going down tomorrow, Wednesday, 5/24 at 3pm ET / 12pm PT and space is limited to just 100 spots!

Register to join us here.

“See” you soon,

factory45 owner shannon

 


Amanda-testimonial-rectangle-resized

Factory45 is now accepting applications for 2017!

Factory45 is Now Accepting Applications for 2017!

YES, you can now apply to join the 2017 program of Factory45!

If it’s the right fit, I’d love to have the opportunity to work with you.

You can get all of the details about the program here.

Over the past three years, Factory45 has helped entrepreneurs from all over the U.S. and Canada launch clothing companies that are sustainably and ethically made in the USA.

Whether you still can’t find a fabric supplier whose minimums you can afford or the process of finding a manufacturer has been a giant headache, I know there is a way to launch your company with:

  • More confidence
  • Less frustration
  • And without wasting valuable time & money

In fact, I’ve proven it.

Over the next two weeks, I’m going to share my own story of entrepreneurship, introduce you to some of the alumni who have successfully launched through Factory45, and answer all of your questions about what you can expect.

If you’ve been waiting months for this day to come, then I invite you to fill out your application now.

If you’re still new to Factory45 and aren’t sure what it’s all about, then click the play button below.

Get inspired, get to know me and get ready.

If you’ve been dreaming of starting your own sustainable apparel company but haven’t known where to start, Factory45 may be just what you’re looking for.

Apply to join me here.

 

factory45 owner shannon

 

P.S. If there’s someone in your life who’s been talking about starting a clothing company please share the Factory45 application with them.

Entrepreneurship was the best thing that ever happened to me, and I hope that everyone (who wants to) gets the chance to run their own business.


Not in the U.S. or Canada? Don’t worry, I have something for you here.

5 Myths About Starting a Fashion Brand

What to Believe? 5 Myths About Starting a Fashion Brand

If you’ve been in the fashion industry for a while or if you’re thinking about launching your own brand, you’ve likely heard advice, or maybe even rumors, that have stopped you in your tracks.

What’s true, what’s outdated and what’s simply false? Today I’m going to touch on five of the big myths that I hear most often:

1.) I can’t talk about my idea because someone will steal it.

It always makes me a little sad when I hear this because it’s fear-based thinking. And this type of mindset has no place in entrepreneurship.

The truth is, 99% of ideas never see the light of day. The chances of someone hearing about what you’re working on, stealing the idea and then actually launching and selling it, are slim.

That’s not to say it doesn’t happen on occasion, but your energy is so much better spent focusing on executing your vision and doing it your way. After all, your unique way of doing things is what is going to set it apart from the competition.

If you’re still not convinced, I’ve written about copycats and competition extensively here and here.

2.)  If you build it, they will come.

As nostalgic as this expression may be for baseball fans, it simply doesn’t hold up when it comes to starting an apparel brand.

That’s all to say, just because you complete a sample run, finalize your patterns and find a production partner, doesn’t mean that you’re set up to sell.

It’s estimated that about 75% of your pre-launch work should be dedicated to building an audience before you launch. That’s right, pre-production only makes up a quarter of your overall business strategy.

One of my most overused expressions is, “Don’t launch to crickets.” In other words, if you haven’t been building up buzz around your launch for months – yes, months – then it’s likely your sales will reflect that.

Within the Factory45 program, we dedicate 11 weeks to pre-launch marketing alone. In fact, Factory45’er Morgan Wagstaff says:

“The greatest gain for me was Shannon’s insight into marketing and launch strategy. I was able to connect with and get my brand in front of like-minded people because of the concepts and tools laid out in the course and that made a world of difference.”

There are lots of other “myths” I’ve heard over the years and one of the things I love most about my work is being able to bust those myths

3.) Suppliers will tell you what type of fabric you need.

Not true, and to be honest, they shouldn’t have to. Despite what you may think, it is not a supplier’s or manufacturer’s job to educate you. And you’ll start off on the wrong foot if you’re expecting that.

If you don’t know how the manufacturing industry works, how to place a fabric order, what you need for production, etc., then you should go back to the drawing board, do some research, read some blogs, books or hire someone to help you. (Applications to Factory45 open on May 17th for this very reason.)

There are some surefire ways to shoot yourself in the foot before you’ve even really started and you need to learn what those are before you expect suppliers to give you their time. The sourcing network within the U.S. is relatively small, too, so you want to do whatever you can to avoid getting a reputation as *that* person.

4.) If you want to be taken seriously, then you have to go to fashion school.

I wrote about this last week and was happy to hear so many positive reactions. If you missed it, you can read it here.

5.) You need at least $500,000 or a celebrity endorsement to get started.

That may have been true years ago, before the internet and crowdfunding, but nowadays the average Factory45’er has been able to launch their first collection with just $20,000.

If that sounds like a lot, remember that this isn’t $20,000 you’re expected to have lying around in your bank account.

Through the work we do in Factory45, I teach all of my entrepreneurs how to raise money in a way that allows you to test the market and get your early customers to finance your first production run for you.

Too good to be true?

See for yourself here, here and here. (There are many other examples on our Alumni Stories page here.)


There are lots of other “myths” I’ve heard over the years and one of the things I love most about my work is being able to bust those myths.

The Factory45 philosophy proudly goes against fashion convention, and I’m excited to work with a new group of entrepreneurs this year who aren’t afraid to think outside the box, too.

Applications to Factory45 open next week! I hope you’re ready to join me.

 

factory45 owner shannon

 

P.S. If you’re in the Greater New York area, I’ll be in Manhattan on Thursday, 5/18 for a live workshop with Nicole of StartUp Fashion. It’s free to attend, and you can get your ticket here. I’d love to meet you!


What to Believe? 5 Myths About Starting a Fashion Brand

Can you start a fashion business without a fashion background?

Can You Start a Fashion Business Without a Fashion Background?

Here is an email I get at least once a week:

“I’m so excited about Factory45 and really want to join this year! The only thing is, I don’t have a background in fashion – will this affect my chances of being accepted into the program?”

And every time, my answer is…

“Absolutely not!”

Going to fashion school has absolutely nothing to do with how successful you’ll be at launching your own apparel brand.

I’ve witnessed how true that is — over and over again.

Some of the most successful entrepreneurs to come through Factory45 couldn’t have told you the difference between a serger and a die-cutter.

What did they have on their sides instead?

They understood the value of hard work, grit, creativity and resilience.

And believe me, those skills are far more valuable in starting your own brand than knowing how to draft a pattern or sew a garment.

Don’t believe me?

Factory45’er Angela Tsai, who designed and launched the Mamachic, was a reporter for the NBA before she set out to start her own apparel company.

Hanna Baror-Padilla, who joined Factory45 in 2015, was a transportation planner while she launched her womenswear company Sotela.

Factory45’er Tiffany Shown was working for a PR firm when she started creating Fair Seas Supply Co., a line of organic cotton, round beach blankets.

I’ve had massage therapists, Wall Street bankers, stay-at-home moms, humanitarian workers, executive assistants, advertising execs, and the like, join Factory with no knowledge of manufacturing and without any background in fashion.

That’s all to say, any dog can learn new tricks as long as they seek out the education and are willing to learn.

And in two weeks, you’re going to have the opportunity to do that.

Applications to the Factory45 2017 program will open on Wednesday, May 17th.

After the 2016 program ended in December, I’ve been working over the winter to update the content, re-shoot, and continue to tweak and improve the Factory45 experience.

And I know this year is going to be better than ever.

If you think Factory45 could be right for you, mark your calendar or keep an eye on your inbox, and I’ll be sure to let you know as soon as we’re open to applicants.

I can’t wait to meet you.

 

factory45 owner shannon

 


Introducing milo+nicki

Introducing Milo + Nicki: Cruelty-Free, Ethically Designed, Derived from Indian & Zambian Roots

This is an interview with Factory45er Nicki Patel about the launch of her brand milo+nicki, a cruelty-free, ethically designed fashion line derived from Indian & Zambian roots. With the help of a Kickstarter campaign, Nicki is raising money for the production run of her first collection.

Please give us a brief overview of your brand and the pieces you’re pre-selling.

Through our made in NY, designed in ATX pieces, we hope to empower you, the ever-evolving woman, to conquer your fears, take a leap of faith, never give up on yourself, and live a life full of color.

By combining our vibrant, cultural roots with our passion for sustainability, living cruelty-free, and our bold personalities, we hope you feel strong, confident, and empowered while tackling all things thrown your way while letting your true colors shine.

Our 6-piece collection is cruelty-free and ethically-designed, with handwoven certified Ahimsa silk and GOTS certified organic cotton blend from India, hand dyed with plant-based indigo in the US, printed with non-toxic, water-based dye in the US, and made in NY.

Why did you choose to launch your brand through Kickstarter?

Kickstarter is a great platform that allows small budget entrepreneurs to bring their big ideas to fruition. Being a solopreneur, I self-funded the venture thus far which includes everything behind the scenes:  sourcing sustainable fabrics, doing product development locally, creating tech packs for each design, creating samples and patterns, finalizing fit and creating another round of samples, hiring a fit model then a model to shoot the editorial images and video, setting up a shop, and marketing and miscellaneous expenses along the way.

With all these costs, when it came time to launch, I needed the extra push to bring my collection to life, and Kickstarter was the best option. It allows me to pre-sell the collection to my day 1 supporters at a lower price and fund my first run of production, all while testing the market and seeing if people love or hate what I am creating.

milo+nicki

What was the most challenging aspect of creating your campaign?

Honestly, creating the Kickstarter campaign has not been as tough as campaigning these past 11 days. I have been really blessed with an amazing team (shout out to Falcon Related) that shot the perfect images and created the most beautiful video. It is exactly how I envisioned and I couldn’t have done it without them.

You’ve done months of prep. What helped you keep up your momentum and motivation?

Love and passion for what I am doing. I believe that our story can empower and inspire women in all walks of life. It isn’t just about what the pieces we are creating, it is about the story of what you wear and the story you create wearing the pieces while pursuing what sets your soul on fire.

But, I am not going to lie. It has been tough. Not just being a solopreneur, but the entire process. You have your highs and lows, which as an entrepreneur are expected, but I have had some major setbacks. I have lost my fabric supplier not once, not twice, but three times?! Fabric is everything to a designer and I almost crumbled when I lost my last supplier only a few weeks from when I had previously planned to launch. What kept me going was the friends and family around me, my goal to empower women, and my vision to inspire change in the sustainable and ethical fashion movement.  

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

The Kickstarter campaign thus far has been tough. I believe that I have a good community of supporters that really believe in my mission and want to share my story.

Approximately 2 months prior to launch, I began to reach out to sustainable and conscious lifestyle bloggers, writers who were covering topics that pertained to my story and continued connecting with individuals through social media by sharing our story, mission, and teasers of our collection. This really has helped me build a tribe of people who really believe in what I am doing and want to share it with others.

Something that hasn’t worked so well is reaching out to nationally recognize writers and editors maybe due to lack of brand recognition and product interest. This has been the toughest part because the campaign has really slowed down in momentum and has really limited our audience and reach.

What do you do when self-doubt starts to creep up?

I feel truly blessed because I had the opportunity to work with Amber Rae, the guru and creator of the W.O.N.D.E.R  Way. When I have self-doubt, I usually use the strategies she has taught me to bring back my focus to the bigger picture and what I am truly wanting to accomplish. I also have had amazing guidance from individuals who truly care about the wellbeing of our brand such as from you, Shannon, and the production partners I have worked with. When all else fails, I look to my amazing friends, my super supportive mastermind group, the love of my family and then leave the rest up to faith. There is only so much you can do to prepare for everything, right? I am definitely learning to go with the flow through the journey of entrepreneurship.

milo+nicki

What’s your favorite reward being offered in your campaign?

I am totally biased because I love the entire 6 piece collection so I would say the All or Nothing reward. You are getting 6 pieces that are made out of 100% hand-loomed, made-to-order cruelty-free Ahimsa silk and GOTS certified organic cotton fabric which is hand-dyed with indigo, screen-printed with water-based, non-toxic dye, and cut and sewn by hand in the US, all under $1000!

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Plan early, be prepared and don’t give up. As I am working through my Kickstarter campaign, I feel like the same thing that led me to creating milo+nicki applies to my campaign and launch. The journey is never easy, but it is important to remember to listen to your gut and follow your heart. I constantly remind myself that no dream is too big, no passion is too small, and no routine is unbreakable.

There are always going to be those naysayers or doubters trying to bring you down or days in your campaign where everything seems to be going south, but don’t listen, they don’t matter and that one day doesn’t matter. If you believe in something bigger, something different, or want to do something no one has ever imagined possible, do it. You are your only limitation. Just remember that the journey is never easy so stay persistent, think positively, have faith, and envision the bigger picture with you reaching your end goal. This will lead you to unimaginable places.


To check out Nicki’s Kickstarter campaign and the pre-sale of milo+nicki click here.

 

factory45 owner shannon

 


crowdfunding factory

How to start your own fashion mastermind group

How to Start Your Own Fashion Mastermind Group

Raise your hand if you’ve been given this advice:

Build a community.

Network, network, network.

Success is about who you know.

We’ve probably all heard at least one of those mantras at some point in our lives.

And while I agree with them, there is one piece of advice that’s missing:

Find your inner circle.

I don’t mean it in a Regina George kinda way, I mean a few key people who you can go to about your business.

Your entrepreneurial peers, if you will.

Because let’s face it, your mom or boyfriend aren’t always going to get it.

And as someone who has been in the game for a while (experiencing entrepreneurship with both a co-founder and without), I can confidently say this:

You have to get out of your head.

When we run our own businesses it’s easy to think that the sun rises and sets on it. We get so caught up in the day-to-day grind of keeping things afloat that we often forget to come up for air.

And that’s where your “inner circle” comes in.

About six months ago, I started a “mastermind” group with Lorraine Sanders of Spirit of 608 and Nicole Giordano of StartUp FASHION.

We meet once a month to discuss our businesses — what’s going well, what’s been challenging, new tools and resources we’re using, people we’ve connected with, etc.

And tomorrow (Thursday, 4/27), we’re going to show you how to start your own.

fashion mastermind

But, here’s the deal. This is not like a normal webinar where you sit and watch slides — and it’s not even like Factory45 LIVE when I interview people on camera.

This is a live example of how we (Lorraine, Nicole and I) run our own mastermind. So, basically, we’ll be having a candid conversation – discussing different topics – as a live example of how you can create your own.

And we’ll walk you through how to apply it.

This will be totally unscripted and will give you a first-hand look inside our businesses.

So.

If you’ve ever wondered what we talk about behind the scenes, how we support each other and why creating an “inner circle” is a business’ best kept secret, then this is your chance to join us.

There are 100 spots available on a first come, first serve basis and there will not – I repeat, will not – be a recording!

Please only register if you know you can join us live.

This is all happening tomorrow (Thursday), 4/27 at 3:30pm EST / 12:30pm PST.

Register to attend LIVE here.

And don’t worry, you won’t be on camera, but you will be able to ask questions — so bring them : )

Hope to see you there LIVE (no recording) tomorrow!

 

factory45 owner shannon

 

Introducing NIA

Introducing NIA: Eco-Friendly Knitwear for an Unpredictable Life

This is an interview with Factory45’er Merica Kahn about the launch of her brand NIA, an eco-friendly knitwear company. With the help of a Kickstarter campaign, Merica is raising money for the production run of her first collection.

Please give us a brief overview of your brand and the pieces you’re pre-selling.

NIA is eco-friendly knitwear for an unpredictable life. I came up with the idea commuting to and from New Jersey to New York City five days a week for the last eight years. I wanted to design a clothing brand for the minimalist fashionista who loves to look stylish but who needs comfort for her active lifestyle. The first outfit I have designed and am pre-selling on Kickstarter is a cropped pant, a tank top, and a choker. These pieces easily mix and match with other staple items we all have in our closet and as a full outfit can be easily dressed up or down creating a versatile look that can take you through a whole day.

Why did you choose to launch your brand through Kickstarter?

I feel Kickstarter has a very eco-conscience audience and could connect with my project. Since this is my first time launching my own company, I think Kickstarter is a smart way to learn about the customer and get positive feedback to help get the support I need to create the ideal garments. I think Kickstarter makes it really simple to achieve success and it felt like the right place to start as a young entrepreneur.

Eco-Friendly Knitwear for an Unpredictable Life

What was the most challenging aspect of creating your campaign?

Surprisingly, it’s been the marketing side and building my audience. I love social media and have always been engaged in connecting with people but raising awareness for a new small fashion business is really tough! I am learning more every day and, although it’s not easy, I do enjoy the challenge and creativity in it.

You’ve done months of prep. What helped you keep up your momentum and motivation?

Talking to people about what I’m doing, 100%. I tend to get in my head and sometimes that can be negative. When I speak to people about what I’m doing it is so amazing to have people agree and be excited about what you have to say. It always surprises me when people thank me for the information about the ecological impact fashion can have because they didn’t know. That keeps me going because it truly is important to raise awareness about it.

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

I’ve started by connecting with people that are close to me and trying to spread the word through Facebook and Email marketing as much as possible. I am constantly talking about my project everywhere I go. The most success I have had is directly talking to people about what I’m doing and them being into the idea, which leads to them becoming a backer.

What do you do when self-doubt starts to creep up?

My first reaction is to analyze what I’m doing and think about why I started this journey. I am definitely an emotional person and I think meditating and yoga has really helped me to learn to accept the curves that are thrown my way. After I go through an internal review I immediately reach out to my Factory45 peers, family, and friends. I get as much advice from people who have already been through what I’m going through or have their own businesses. It really helps to hear that they experience the same emotions and situations.

Eco-Friendly Knitwear for an Unpredictable Life

What’s your favorite reward being offered in your campaign?

I love the NIA cropped pant. They are so comfortable. I have literally worn them all day and even fallen asleep in them. I love being able to slip them on and get out the door quickly.

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Do not rush the launch of your campaign. When you’re ready to launch, you will know. Preparing everything beforehand as much as possible, is the best thing you can do. It will take a ton of pressure off of you during the actual launch and span of the campaign.


To check out Merica’s Kickstarter campaign and the pre-sale of NIA, click here.

 

factory45 owner shannon

 


4 Instagram Hacks You Probably Didn't Know

4 Instagram Hacks You (Probably) Didn’t Know

By the time we thought to take a picture, the sun had already set and we were saying our goodbyes.

“Let’s just take a photo real quick for Instagram,” Nicole said as we were walking down the steps of the restaurant.

We selfie’d like the best of ‘em and looked at it.

“Ugh,” was the simultaneous reaction.

“Why didn’t we think to do this earlier when our only light wasn’t a neon beer sign?”

After six years of online friendship, I had met Nicole (the founder of StartUp FASHION) for the first time in “real life.”

And like any good online business owners, we wanted documentation of it to share with our overlapping audiences.

I’m not ashamed — okay, I’m a little ashamed — to say we tried a few more times and never got the shot.

As we went our separate ways, we chalked up our lack of social media fodder to “living in the moment” and promised ourselves we’d get a good photo the next time we were in the same city.

I will be the first to admit, I am not good about remembering to take photos.

Despite living in a time when Instagram is the #1 most influential social media platform for online businesses, I am not as snap-happy as I should be.

Most weekends I leave my phone at home when I go out and if I’m experiencing something I really want to remember, then I usually don’t want to interrupt it by taking out my device.

Depending on what side of the Millennial line you are on, this is something you can either relate to — or not relate to at all.

Regardless of where you fall, there are several hacks I’ve learned over the years that have helped immensely in growing a 10,000+ Instagram following without letting it take over my life.

And that’s what I want to share with you today:

1.) Color palette.

When you click on your Instagram profile, the gallery of photos underneath your name and website should act as a storyboard for your brand. It should look polished, thoughtful and representative of what your company is and the aesthetic you want it to convey.

The first step in creating this storyboard is to come up with a color palette for the photos you share.

Do you only post black and white pictures? Do all of your images have a white border around them? Do you increase the saturation, so all of your pictures are bold and bright?

Choosing a color palette not only makes your Instagram grid look better, but it helps save time and energy when you’re deciding which photos to shoot, share and curate.

factory45, instagram, instagram hacks, social media, marketing, hacks

2.) Planoly.

There are a bunch of apps out there, but this is the one I’ve been using for over a year and it’s changed how I use Instagram for my business.

Planoly allows you to upload the photos you’ve taken on your camera roll and drag them into different layouts that represent your Instagram grid. This lets you see exactly how it’s going to look on your account when the photos are published.

You can also write all of your captions in advance and schedule the photo for the time you want it to publish.

Planoly has made it so much easier to plan a thoughtful editorial calendar, and I can save it for when I’m doing something mindless like sitting on the train or watching TV.

3.) Forget “Instant.”

When Instagram Stories was released it created a whole new level of anxiety for me. If you’re trying to live in the moment, then IG Stories is basically your worst nightmare.

I remember being at a pop-up shop in Boston when I decided to make one of my first IG Stories and it took FOREVER. I was sitting there, taking so much time with the filters… and the emojis… and the captions… that I was missing out on actually meeting the makers and walking around the venue.

Out of everything I’ve learned, this is the hack that really saved my Instagram sanity:

I discovered that I could shoot photos and video footage on my phone and upload them to Instagram Stories later when I had some time to do it thoughtfully.

If you didn’t know this tip, then you can try it right now. Go ahead and take a few photos or video on your camera roll wherever you are reading this.

After you do that, head over to Instagram and click on the Instagram Stories icon at the top left corner of your screen. Once the camera comes up, place your finger on the middle of the screen and drag it up.

You should see all of the photos and videos you’ve taken from the last 24 hours at the bottom. And you can upload any of them into your “Story.”

(The catch here is that you have to create the Story within 24 hours of taking the photos or footage, otherwise they won’t appear as an option for sharing.)

factory45, instagram, instagram hacks, social media, marketing, hack

4.) Curate.

My Instagram gallery is about 75% curated photos. In other words, I take screenshots of other people’s photos and share them with my own caption and give photo credit.

This works for me because so much of my brand message is about highlighting the entrepreneurs who are part of Factory45. I regularly share updates about the Factory45’ers who are launching new products, running Kickstarter campaigns or simply creating beautiful images.

It can also work for you if you don’t have time to take all of your own photos or if you’re not confident in your photography skills.

The best part about sharing other people’s photos is that it promotes goodwill and new business relationships if done right. By genuinely supporting someone else’s brand or giving them a shout-out, you’re putting yourself on their radar and they’re likely to return the favor.

The key here is to make your caption for the image about *them* (don’t try to pass off their photo as your own workspace, cup of coffee or bouquet of flowers) and don’t forget to give photo credit by tagging their Instagram account.

I get it. It can be super overwhelming to use social media for building your audience and brand awareness.

But even more than the hacks or tips and tricks, the absolute best thing you can do is to just start and stay consistent.

Perfection paralysis has no place in the ever-changing world of social media, so don’t let it stop you.

If you read last week’s post, then you know no one is even paying attention yet anyway ; )

 

factory45 owner shannon

 


factory45 instagram, sustainable fashion, marketing, social media

immersion marketing, startup fashion, ethical fashion, sustainable fashion

The New “Immersion” Marketing & What It Means for Your Fashion Brand

“There’s another one!”

My husband and I had been driving along the steep winding curves on the Road to Hana for more than 30 minutes.

“Man, they have this part of the island on lockdown.”

Every 100 yards, it was like a dose of deja vu.

“This has to be the 15th one we’ve seen!”

By this point, it had almost become a game of “I Spy,” distracting us from the stunning Maui scenery that we should have been looking at.

And then, just as we approached the final turnoff to Koki Beach, we see the last one:

“HULI HULI CHICKEN… Just Ahead!”

I look over at my husband, “It almost makes me want to go…”

He looks back: “Shan, we don’t even eat meat.”

huli huli chicken, immersion marketing

And so started my obsession with the marketing tactics of Huli Huli Chicken, a beach-front, plastic-table-clothed, open-grille, open-air shack that makes “the best huli huli chicken in the world.” (According to the rave reviews on Yelp.)

Because here’s the thing:

The strategy that the chicken restaurant uses is pretty much applicable to any other business.

ESPECIALLY a fashion business that you run on the internet.

The 15-25 signs that we saw on a 30ish-minute stretch of road is synonymous to the marketing output you have to produce online.

Because, as Huli Huli Chicken already knows, we live in a time of immersion marketing.

And I don’t say that to mean you need to go out and hire a PR team, a social media manager and an email marketing strategist.

What I mean is that you need to *immerse* your customer in your brand.

It’s not enough anymore to post on Instagram twice a week, send an email to your list once a month and ditch Twitter altogether.

During a time when more marketing messages are competing than ever before, it’s safe to say that your potential customer isn’t even paying attention until you feel like you’re being annoying.

Read that again.

And there’s a big difference in spamming your audience with the same images and text over and over.

That is annoying.

What I mean is that you want to feel like your marketing efforts are overkill.

That you’re going above and beyond to cut through the noise and be a brand that’s worth paying attention to.

How do you think the owner of the chicken shack felt when he was hammering in his twelfth sign and could see another one just a few yards ahead of it?

Overkill? Maybe.

But you don’t get a line of salivating customers, waiting for hot chicken on a hot day, for doing anything less.

 

factory45 owner shannon