Tag Archive for: fashion podcast

Podcast Round-Up

To celebrate the launch of our podcast, I’m starting a new monthly email series to round-up all of the episodes of the past month.

This will make it really easy for you to binge the episodes all at once (every episode is less than 20 minutes!)

So, without further ado, here’s what we released in January:

Ep. 01 How to Start a Sustainable Fashion Brand (9 minutes)

You want to start a sustainable fashion brand that’s ethically manufactured and eco-friendly, that’s why you’re here. The question is: Where do you start? What does it mean to be “sustainable” and what are some of the most important things you should keep in mind as you build your brand? That’s what I’m going to share with you in today’s episode.

Listen on Apple Podcasts | Listen on Spotify


Ep. 02 This is a Required Trait of a Fashion Entrepreneur (4 minutes)

If you truly want to be an entrepreneur, then it virtually guarantees you will run into problems — in the beginning, it will probably be on a daily basis. But to reach any level of success, problems require problem solvers. There’s no way around it. In this episode, I’m talking about the main trait required of an entrepreneur.

Listen on Apple Podcasts | Listen on Spotify


Ep. 03 Write a Business Plan for Your Fashion Brand in 5 Easy Steps (20 minutes)

Back in 2010, I was starting a fashion brand that was sustainably and ethically made in the USA but at the time, I didn’t have any experience in fashion or manufacturing. I was a journalism major in college, my then-cofounder was a business major so when we were first starting out we followed the traditional business advice… And in this episode, I want to make sure you don’t make the same mistake.

Listen on Apple Podcasts | Listen on Spotify


Ep. 04 Coming Out as a Fashion Entrepreneur & How to Deal with Critics (8 minutes)

In last week’s episode, I talked about entrepreneurship, resilience and the importance of getting comfortable with failure. I argued that resilience is a skill that can be practiced. I also argued that, for most of us, it’s a necessary reprogramming if we learned to avoid failure growing up. And in today’s episode, I want to take this a step further…

Listen on Apple Podcasts | Listen on Spotify


Ep. 05 How to Build a Following Before You Launch Your Fashion Brand (14 minutes)

Today we are talking about a topic that is near and dear to my heart — and it’s something that most new fashion founders generally avoid doing. In this episode, I’m sharing four ways to build an audience before you launch your fashion brand.

Listen on Apple Podcasts | Listen on Spotify


Ep. 06 6 Eco-Friendly Fabrics for Your Sustainable Fashion Brand (6 minutes)

If you’re looking for eco-friendly fabrics for your sustainable fashion brand, then this is the episode for you. I’m going to share the pros and cons of six of my favorite eco-friendly fabrics.

Listen on Apple Podcasts | Listen on Spotify


Remember, there are additional resources linked below every episode for you to get started and take action : )

“See” you on the Live Show next week!

 


Build a Following

Listen on Apple Podcasts | Listen on Spotify


Today we are talking about a topic that is near and dear to my heart — and it’s something that most new fashion founders generally avoid doing. In this episode, I’m sharing four ways to build an audience before you launch your fashion brand.

Resources mentioned in this episode:

Book a call to learn more about launching your fashion brand with Factory45.



TRANSCRIPT 

Today we are talking about a topic that is near and dear to my heart — and it’s something that most new fashion founders generally avoid doing. In this episode, I’m sharing four ways to build an audience before you launch your fashion brand.

If you know me at all you know I love talking about marketing. I also know that, as a creative, most of you would rather be focusing on the product development and design side of building your brand. Too often, I’ve seen the importance of marketing fall to the wayside and I’m here to tell you why it needs to be a priority for a successful brand launch. So before we get started… 

I first need you to come to terms with the fact that you have to start talking about your product before you’re ready to sell anything. I know this can be really hard for a lot of people because we’re all worried that other people are going to steal our idea. But unless you have tens of thousands of dollars to invest in a PR team, a marketing agency or influencer endorsements, there’s no other alternative. You have to start talking about your brand and your idea to build an audience before you launch.

Okay, so is everyone on board with that? Hopefully you’re nodding your head. If you don’t focus on marketing as much as you’re focusing on your product, then you won’t have a business — you’ll have a hobby because you won’t be able to sell anything.

The next thing you need to know in building an audience before you launch is who your ideal target customer is. Your ideal target customer is your primary target market and this is the person who you want to be thinking about every time you make a branding or marketing decision.

Before you launch, you need to be able to establish an engaged audience of your target customer. What does that mean? An engaged audience is a group of your ideal target customers who are interested and excited about what your brand has to say and offer.

There are four main ways to build an engaged audience and they can be done at any point in starting or growing your business — and again, not to sound like a broken record, but that means you should be implementing these four things before you even have a product to sell.

The first way to build an engaged audience is by getting in front of existing audiences of your ideal target customer.

What is an existing audience? It’s a brand, influencer, platform or person who has the same or similar ideal target customer as you do and already has an engaged audience that they’ve built up. When you identify those existing audiences, there are a few different ways to get in front of them:

  • It could be through strategic partnerships / cross promotion – so let’s say there’s another complementary brand that isn’t a direct competitor, you could co-host a giveaway or contest with them to build your email list and social media followings. So for example, you’re a women’s apparel brand with a target customer between the ages of 45 and 65 and you partner with a jewelry brand with a similar aesthetic that complements your garments and appeals to the same demographic. 
  • Another way to get in front of existing audiences is through content marketing which I’ll talk about in more detail in a bit.
  • It could be podcast interviews (people love hearing the behind the scenes, origin story, etc.).
  • It could be doing a sample run with Instagram influencers that help you promote to their audiences.

There are all kinds of different options – only limited by your own creativity – but the point here is creating partnerships and relationships that provide visibility for your brand in front of existing audiences that aren’t your own. This is a great strategy because you’re not wasting marketing time and resources on your small audience of let’s say 25 people in the beginning. Your focus is on getting in front of an existing audience and bringing them back to be part of your own audience.

The second way to build an audience before you launch is to set up a Landing page + opt-in offer.

The goal here is to: BUILD YOUR EMAIL LIST!

You can do this by promoting freebies, called lead magnets, and driving people to your landing page to opt-in for the free gift (it can be a free checklist, short ebook, a guide or something else that provides value to your ideal target customer).

You can use quizzes, challenges and surveys to drive people back to your landing page to opt-into your list.

The bottom line is when you’re thinking about these free offers to entice subscribers, ask yourself: how can you provide value, and how can you build a relationship before you have anything to sell?

The third way to build your following is through word of mouth.  

Through this entire process of building an audience online, you want to create a relationship with your audience so they tell their friends about you.

You can do this by nurturing your email list (sending an email at least once a week) and then making a direct ask to tell their friends and doing the same thing on social media.

And the fourth strategy to build your audience that I’m going to talk about today is through content marketing.

When you create content (whether that’s a blog post, a YouTube video, a podcast episode, a TikTok video, a quiz or something else) and circulate it via social media, the goal is to then drive people back to your landing page so they sign up to your email list.

Content marketing is the primary way that brands build audiences of raving fans, so I’m going to talk about it in more detail than the other strategies I mentioned before.

First, there are a few goals of content marketing, in addition to driving people back to your landing page and email opt-in. Those goals are to:

  1. Build your “Know, Like & Trust” factor
  2. Listen to your customer and have human-to-human conversations (if you’re a good listener, they’ll tell you what they want to hear and see in your content marketing!)
  3. Be memorable! That means saying something different or saying something in a different way.
  4. Show emotion. This goes back to being human and connecting as a human.
  5. Be persistent and consistent. Keep showing up.
  6. Look at the content your competitors are creating and do it better or differently.
  7. Experiment. Double down on what’s working, scrap what isn’t working and always test new types of content.

When we talk about content marketing, there are typically 3 CATEGORIES that we refer to:

  1. Owned Media
  2. Earned Media
  3. Paid Media

For our purposes, we’re going to focus on Owned and Earned Media. Paid media would be content like Facebook ads or Google ads, which I don’t recommend when you’re first starting out, before you have anything to sell and can’t see a direct ROI.

Okay, so what’s Owned Media? Owned media is the type of content marketing that you create and control. Examples are

  • Your website
  • Your blog
  • Your email list
  • Your podcast
  • Your YouTube channel
  • Your social media content (even though you don’t technically own it)
  • Your retail display (if selling in person)

What’s Earned Media? 

  • Press
  • Social sharing
  • Word of mouth
  • Product reviews
  • Guest posts
  • Guest podcast interviews

To grow an audience online, you must focus on both Owned & Earned Media but you definitely don’t have to do every single strategy under each category.

My advice is to start with either a blog, a podcast or YouTube channel for your Owned Media. Choose whichever platform comes easiest and most naturally to you – if you prefer writing, then start a blog, if you prefer audio then start a podcast, if you prefer video then start a YouTube channel.

And then focus on social sharing, guest posts and guest podcast interviews for your Earned Media. Then, as you start to establish those areas of content marketing, you can experiment with others. Now, just a quick reminder about the questions everyone loves to ask… Can you do this before you have anything to sell?

Yes! Remember, you are giving away free content that entertains, inspires or informs your ideal target customer.

If you do this effectively, then by the time you do have something to sell, your potential customers are already going to love you, want to support you and most importantly, want what you’re selling. And just as a final note and disclaimer… When people get frustrated because their audience isn’t growing fast enough it’s usually because they expect it to happen quickly. This is not an overnight process! 

Sure, you can buy email lists and followers and it will look like you have a big audience, but I can guarantee a “bought audience” will not result in customers. Both content marketing and audience building require patience, consistency and persistence above all else. Every single new, organic follower or subscriber is something to be celebrated.

Since 2014, I’ve worked with entrepreneurs all over the globe to build audiences before they launched their sustainable fashion brands. This has resulted in our alumni collectively raising hundreds of thousands of dollars in pre-orders by launching their brands to an audience of customers. If you’re interested in learning more about our process, what we teach and how we’ve become the #1 fashion school for fashion brand launches, you can book a call to learn more. Just go to factory45.co/apply – the link is in the description of this episode.

Required Trait

Listen on Apple Podcasts | Listen on Spotify


If you truly want to be an entrepreneur, then it virtually guarantees you will run into problems — in the beginning, it will probably be on a daily basis. But to reach any level of success, problems require problem solvers. There’s no way around it. In this episode, I’m talking about the main trait required of an entrepreneur.

Resources mentioned in this episode:

Book a call to learn more about launching your fashion brand with Factory45.



TRANSCRIPT 

The other day I was watching my three-year-old play with his train set. 

One piece of track… connected to another piece of track… connected to another… 

And then, uh oh.

The last piece wouldn’t fit.

I watched as he struggled to fit the piece, as it kept hitting up against the wall of the table, as he got more and more frustrated.

“I CAN’T DO IT!” he yelled out, red in the face. “IT DOESN’T WORK!”

And I started to think… How many times as an entrepreneur have I felt this?

Why won’t the web domain connect to the host?!

I changed the file size and the image still won’t upload!

Why won’t the email form populate correctly?!

The difference is, I can’t throw my computer across the room like I could a wooden train track.

One of the main messages you hear as a parent is the importance of building resilience in your kids.

It’s why you should resist doing things for them that they can do themselves or providing the easy way out. 

And honestly, entrepreneurship is very much the same.

The very best entrepreneurs, the ones who are successful, are quite simply: resilient.

When something isn’t working the way they want it to, they muster up all of their resourcefulness to find a solution.

They don’t take no for an answer. 

They don’t give up.

But they also know when to ask for help.

Because honestly, that’s what it takes.

If you truly want to be an entrepreneur, then it virtually guarantees you will run into problems — in the beginning, it will probably be on a daily basis.

But to reach any level of success, problems require problem solvers.

There’s no way around it.

And here’s where we went wrong: for most of us, the first 18 years of our lives were spent developing an aversion to failing. We were taught that failure is bad, to avoid any form of failure at all costs — get the grades, excel at the sport, earn the lead role in the play. 

How many of us were told we weren’t “musically gifted” because we didn’t immediately pick up the recorder at the age of eight?

How many of us were told, “Oh, your sister is the sporty one. You’re more of the artistic type.”

When in reality it would have benefited us to really struggle with learning how to play “Mary Had a Little Lamb” on the recorder or trying out for the soccer team anyway and experience the disappointment of getting cut.

How would those failures along the way prepare us for success down the road?

Because what we all eventually realize is, to reach the levels of success that we strive for as adults — starting the business, launching the brand, scaling the company — it virtually requires us to be comfortable with failure.

To achieve anything great, you must be willing to fail.

So my question for you is, How can you build more resilience into the day to day creation of your business?

That’s all to say, how can you be the toddler who picks up the train track even after he throws it… 

And tries again.

If you want to make this the year of entrepreneurship, resilience and so much more, this is your invitation to talk more about how we can work together to help you achieve your goal of launching your own sustainable fashion brand. Book a call with us to learn more about launching your brand through Factory45 – go to factory45.co and click “book a call” and we’ll get something on the calendar. We’re really excited to talk to you.

sustainable fashion

It’s Shannon, here, with a quick announcement… We’ve launched a podcast!

I know, I know, does the world really need another podcast?

But actually, when it comes to the fashion education space, there isn’t a lot being offered to fashion entrepreneurs like you…

Start Your Sustainable Fashion Brand: The Podcast will offer easy-to-implement, 20-minute-or-less episodes for entrepreneurs who want to take action, pursue their passion and make waves in the fashion industry. 

You can get a quick teaser by listening to the trailer here or jump right into the first two episodes below:

Ep. 01: How to Start a Sustainable Fashion Brand

Ep. 02: This is a Required Trait of a Fashion Entrepreneur

If you like what you hear, please go ahead and leave a review – it will help more people find out about the podcast but more importantly, it will mean so much to me and the Factory45 team.

Listen on Apple Podcasts or listen on Spotify and make sure to subscribe wherever you get your podcasts : ) 

Happy listening!


sustainable fashion

Listen on Apple Podcasts | Listen on Spotify


You want to start a sustainable fashion brand that’s ethically manufactured and eco-friendly, that’s why you’re here. The question is: Where do you start? What does it mean to be “sustainable” and what are some of the most important things you should keep in mind as you build your brand? That’s what I’m going to share with you in today’s episode.

Resources mentioned in this episode:

The Fabric Sourcing Kit

Book a call to learn more about launching your fashion brand with Factory45.


how to start


TRANSCRIPT 

So, you want to start a sustainable fashion brand that’s ethically manufactured and eco-friendly, that’s why you’re here. The question is: Where do you start? What does it mean to be “sustainable” and what are some of the most important things you should keep in mind as you build your brand? That’s what I’m going to share with you in today’s episode.

Okay, so you know you don’t want to start a traditional fashion brand — you want to create a business that is socially conscious and helps to provide a solution to the “fast fashion problem.” But how do you do that? In today’s episode I’m going to go over the four main factors to consider when building your sustainable fashion brand from the ground up. These are the foundational pillars, so to speak, to incorporate into your business model.

First, we have your Fabrics & Materials. From a supply chain perspective, this is the first thing you want to consider when conceptualizing your brand. You want to look for natural fibers, recycled or upcycled materials and stay away from petroleum-based synthetics like polyester, spandex and nylon. These synthetic fabrics can take up to 200 years to decompose in a landfill and the fast fashion industry is churning out polyester clothing faster than you can say “climate change contributor” so it’s really important to stay away from further contribution to this problem.

So where do you start on this step? First, identify what type of fabric will be the best fit for your product(s) and then find out if there’s a more sustainable version of that fabric.

For example: If you know you want to use 100% cotton, then start researching organic cotton. If you know you need a soft drapey fabric like rayon, then start exploring tencel or lyocell plant-based options. Basically, you want to find out what the “sustainable match” is to your fabric needs.

Where do you find sustainable fabrics? Thankfully, there are fabric suppliers all around the world that are now specializing in natural and environmentally-friendly fabrics. Finding them can sometimes take a simple google search, but for a more comprehensive list consider some of the sustainable fabric databases available to you like Common Objective, CFDA and of course, my company Factory45.

If you need a little more direction on what types of sustainable fabrics exist and the pros and cons of each, check out The Fabric Sourcing Kit, one of our digital resources that helps you source your fabric in 30 days – it also has a list of my top 10 fabric suppliers that sell sustainable fabrics.

The second thing you need to consider in creating a sustainable fashion brand, and just as important as your fabric and materials, is the integrity of your Design.

One of the main ethos of sustainable fashion is working to not only eliminate waste but also, not make more waste that will just end up in landfills. So, you have to think of the end life of your product. Where will it end up when your customer is done with it? Can the fabric be composted? Can it be recycled? Do you have a buy back or repairs program?

You’ll also want to consider making your designs seasonless, trendless and timeless. Sustainable fashion is all about creating garments that can be worn for years and years to come. They won’t go “out of style,” they’re made to last and they don’t try to keep up with the fast fashion cycle of constant trends.

Because the truth is, the design of your product has to come first. It needs to fit well, be well-made and make your customer feel good wearing it. You can’t depend on sustainability as a marketing method or a way of getting someone to buy your product. The design and quality of the garment has to sell itself first.

The third component to creating a sustainable fashion brand is your Manufacturing

One of my favorite methods of approaching manufacturing is by pre-selling your product before you go into production. Instead of creating a bunch of inventory upfront and not knowing if you’ll sell anything or if it will just sit in a warehouse, you can pre-sell your products on sites like Shopify, Kickstarter or iFundWomen to test your product at market and see if it’s something people actually want to buy.

Not only does this help to eliminate possible waste, but it also gives you a chance to generate revenue upfront that you can then re-invest into your production run. Your first customers are essentially financing your production run for you.

This is the main launch strategy that we teach in Factory45 and since 2014 we’ve seen fashion brands across all niches and target markets successfully launch their brands by pre-selling. If you’re interested in learning more about launching your brand with us in this low-risk, cash-forward way, book a call with us to learn more at factory45.co.

When it comes to the actual factory you’re going to work with, start by looking for manufacturing partners within driving distance (or a short flight) of where you live. When researching production partners, pay special attention to pages outlining fair labor policies, minimum wage and any certifications they have available.

And the fourth thing to consider in creating a sustainable fashion brand is your packaging. 

Whenever possible you want to keep your packaging as minimal as you can, while still protecting the product from shipping and weather. That means avoiding plastic wrap, bubble wrap, styrofoam peanuts and other artificial, synthetic and non-recyclable materials.

You’ll also want to make sure you’re using recycled or compostable materials in the boxes and mailers you use. We provide an entire database of eco-friendly packaging options in the Factory45 program, so I know there are plenty out there.

Here’s the thing to remember when you’re first starting out in the sustainable fashion space: there are ways to test the market, raise money upfront and get customers before you even produce any inventory. That’s right, customers first, money second and production third. This is truly the most sustainable way to start a product-based business because you’re not creating anything before you know you have customers to sell to. This is the strategy we’ve been teaching since 2014 and it’s only becoming more and more popular from the startup brands all the way up to the big established brands.

So, as a summary and recap: you now have the four pillars of a sustainable fashion brand: sustainable fabric & materials, design integrity, ethical manufacturing and sustainable packaging. Of course there is so much more that goes into launching a successful brand, but these are the first four things I want you to start thinking about as you begin to build out your business model. In next week’s episode we’ll start getting things on paper by writing your business plan.

I hope this was a helpful baseline to start with and I’m excited to dive into it more in coming episodes. Make sure to hit subscribe wherever you get your podcasts and check out the resources I’ve linked in the description below. See you back here for episode 2!