Posts

marketing

How to Go from “Hating” Marketing to Loving It

Last week I launched Market45 to start selling some of the brands that have graduated from the Factory45 program.

In the build up to launch day I was interviewed by a media outlet that asked me the following question:

What have you learned about yourself in launching this new business venture?

I know that I was probably supposed to say something heartwarming like, “I’m capable of more than I think” or “Hard work really does pay off”…

But instead I said,

“I love marketing even more than I thought I did.”

I know, not the most inspirational sentence I’ve ever said, but allow me to explain…

When you live in an industry of creatives, “marketing” and “selling” are often seen as dirty words.

I can’t tell you how many times I’ve heard this sentence from the designers I teach:

“I just feel so ‘sales-y’…”

And each and every time, I want to take them by the shoulders and say,

“Well, yeah, because you’re trying to make a sale…

In the Factory45 program we talk exhaustively about the “pre-launch phase.”

It’s those crucial months before you launch your business when you’re building up momentum, trying to attract an audience and getting ready to sell your product.

Having recently been in that pre-launch phase for Market45, I can confidently say:

I live for this phase.

To me, there is nothing better than building anticipation for your audience and getting them excited about what you’re creating.

But like many new entrepreneurs, I didn’t always feel that way.

There was a time when I worried about coming across as pushy or self important or annoying.

And here’s what I realized:

In order to run a successful business, you have to embrace the sale.”

The good news is,

When you believe in what you’re selling — that’s really easy to do.

My guess is that if you’re on my email list or reading my blog, then you have a product or idea or current business that is a better option than what the fast fashion retailers, or Wal-Mart or other big box stores offer.

And that’s something to immediately believe in.

Whether it’s a more ethical / sustainable / independent / conscious option compared to what else is on the market, you are providing an alternative that yes, the world needs.

So, the next time you question whether you should send one more email to your list or post one more Instagram about your Kickstarter or create one more Facebook ad, I want you to repeat after me:

>> The world needs to know that my product provides a better option.

>> My customer wants to hear from me because my product is solving a problem for them.

>> The industry needs independent brands like mine to succeed.

Because the future of fashion depends on it.

 

factory45 owner shannon

 

 

 


Market45

Struggling with Marketing Your Fashion Brand? Follow the 30/70 Rule.

If you’re running a fashion business, it should be no surprise that marketing is a huge part of your day to day.

If you want to sell, then you have to promote — right?

We know this. It’s on our to-do list. We have a strategy in place for it. But…

How often does promotion get overlooked?

Here’s a scenario that I see too often:

  1. You’ve spent several hours crafting the perfect blog post.
  2. You finally click “Publish” and the post goes live.
  3. You sit back and wait for people to come across your post and praise its brilliance.

When put that way it sounds a little ridiculous.

And yet there are so many of us who expect it to happen like this.

The internet has made us live by the adage of, “If you build it, they will come.”

But nobody arrives.

If you’re struggling with marketing and being seen by your ideal target customer, then I have one rule for you to implement right now:

“30% content creation / 70% content promotion

What does that mean exactly?

It means that 30% of your time should be spent on creating marketing content. We’re talking blog posts, emails to your list, guest posts, photography, etc.

But 70% of your time should be put towards promoting that content.

It’s not enough to share a blog post on Facebook one time. That same blog post should be sent out to your email list and shared on social media over… and over… and over again.

“But, Shannon, won’t my audience get sick of seeing the same stuff?”

No, because unless it’s your mom, they’re not paying attention that closely.

Don’t believe me?

Here’s an example:

For the past month I’ve been promoting the launch of Market45, an ethical fashion marketplace, that will go live on November 1st.

I’ve mentioned it upwards of six times on Instagram and it wasn’t until the sixth time that I got a text from my own sister saying, “Just saw you’re launching a marketplace! Great idea.”

And while yes, she’s busy with her own life going on — so is everyone else.

You can’t count on people to retain your message, read your blog post or engage with you on social media the very first time.

Or even the second time… or the third…

And I know what you may be thinking, “Man, this sounds exhausting. I can’t keep up with all of this marketing.”

But what I’m telling you is actually good news.

Because the content creation (i.e. the 30%) is the part that’s usually hardest for everyone.

I know how many of you worry that you’re not a good writer or that it takes forever to write a blog post or newsletter.

But with the 30/70 rule, once it’s done you get to focus the majority of your time on promoting it.

And while it still requires writing, crafting a promotional Facebook post or Instagram caption is a lot less work than writing full content.

To put it in perspective:

I spend at least 1.5 hours every Wednesday scheduling social media to promote that week’s blog post. My assistant spends another hour putting that blog post on WordPress and scheduling it to send to my email list.

That’s 2.5 to 3 hours dedicated to content that took me 30-45 minutes to write.

Do you see where I’m going with this?

So whether it’s an upcoming launch, a Kickstarter campaign or something small like a blog post, focus on doing more with less.

You can’t argue with that.

 

factory45 owner shannon

 


Market45

true followers

Why You Only Need “100 True Followers” to Launch a Fashion Brand

To be a successful creator, designer or entrepreneur, you don’t need millions of dollars.

According to author Kevin Kelly, all you need is 1,000 true fans.

Are you familiar with this theory?

The idea is this:

If you have 1,000 true fans, and make $100 profit from each one every year, that’s enough money to sustain your creative work.

It’s not a fortune, but you get to spend your day doing what you love.

I recently recalled the “1,000 True Fans” theory that I read in 2012, and it got me thinking about how it applies to the fashion entrepreneurs that I talk to every day.

One of the biggest frustrations I hear from them is not being able to grow an audience fast enough.

“I only got 10 new Instagram followers this week.”

“I only have 50 email subscribers.”

“My Facebook post only got five ‘Likes.’”

For many of you, when you’re starting from zero, it probably seems impossible to get to 1,000.

The good news is, I don’t think you need 1,000 true fans.

To launch a fashion brand, you only need 100.

That’s it, “100 True Followers.”

Totally doable, right?

Most of you probably already have over 100 followers on Instagram.

But here’s the thing:

A “follower” is different from a “True Follower.”

And when you’re trying to build an audience to launch your brand to, the “True Followers” are the only thing you should care about.

These are the people who “Like” 9 out of the 10 Instagram posts you publish, the ones who actually reply to your email newsletter and the ones who leave comments on your Facebook posts.

These “True Followers” are the people who are going to be your first 100 Kickstarter backers or your first 100 customers or the first 100 shoppers to show up at your pop-up store.

And then, after they buy from you…

They’re the ones who will tell their friends about you.

And that’s where the magic happens.

So, how do you find these “True Followers?”

1.) Provide value.

It’s not about you, it’s about them. And it’s about how your brand provides value to their everyday lives — whether it’s looking forward to an Instagram post, reading one of your blog posts or being able to tell their coworkers about your weekly newsletter.

2.) Don’t try to appeal to everyone.

I’ve written about this before here. The bottom line is this: The fastest way to sabotage your business is by trying to be everything to everyone.

3.) Say something different.

The easiest way to get ignored is to say the same thing every other brand is saying. Beyond the obvious of avoiding buzzwords and cliches, your brand needs to have a voice. If you don’t know what I mean by “voice,” check out the marketing messages of companies like Reformation, Thundress or Girlfriend Collective. I’ve also written about this here.

4.) Treat every new follower like gold.

This is the most important one of all and it’s often the most overlooked. Every new subscriber, follower, fan and customer should be shown value and appreciation. Instead of lamenting your small following of 10 people, focus on providing those 10 people with the absolute best experience your brand can offer.

Do you know what happens when 10 people have a memorable experience that makes them feel connected to your brand?

Each of those 10 people tells at least one more person.

Then you have 20 followers.

And in no time at all, 100 True Followers (or even 1,000 True Fans) doesn’t seem so impossible after all.

 

factory45 owner shannon

 


Market45

How to Be More Productive as a New Entrepreneur

I looked up from my computer and thought to myself,

“Man, I should really be working.”

I glanced at the clock. Two hours had passed since I last looked at it.

It took me a second to process that in that time, I had written copy for the Market45 website (coming soon), drafted the agenda for an upcoming webinar and written captions for several days worth of Instagrams.

“Oh, so I was working.”

Has that ever happened to you?

You get so caught up in your work that you look up and realize your work didn’t actually feel like work?

It doesn’t happen every day. Sometimes it doesn’t even happen every week. But when it does happen, there’s something so satisfying about it.

It’s what productivity experts call the “flow state.”

(You may also know it as “being in the zone.”)

Psychologists describe the flow state as the most productive and creative state of mind in which to work.

Some even say it’s the secret to happiness.

Our goal as entrepreneurs, then, is to enter that flow state as often as possible so that we can create, design and build our businesses in a way that is not only efficient but also brings us joy.

I know, no pressure.

There are tips all over the internet from work performance experts who will tell you how to enter a flow state.

But most of that advice assumes you’re a top performance athlete or a top-level executive.

What if you’re hustling to build your fashion brand as a side job with limited hours in the day?

What do you do then?

Here are the four steps to being “in flow” when you’re a new entrepreneur.

(And because I think acronyms are funny, I’ve put one together so you can remember it: PACE)

1. Prioritize

When you first sit down to work — whether it’s on your computer or in the studio — focus on one task, and one task only. As you practice, you’ll be able to jump to other tasks without leaving the flow state but in the beginning, it’s important to prioritize.

In choosing your task, it should be something “long form.” In other words, it feels like an investment to sit down and complete it. Tasks that are long form are things like: writing the campaign page for your Kickstarter, or mapping out financial projections or designing next season’s collection.

When you complete the task it should feel like a significant accomplishment and take between 1.5-3 hours.

2. Ambience

For me, ambience is everything. You can’t enter a flow state with the TV on in the background or sitting in the parking lot waiting for your kids. You need to know you’ll have two hours of uninterrupted time in a space that feels good to be in.

Turn on music if you like, pour yourself a cup of coffee or tea, light a candle, put on your “writing sweater” — pick some sort of cue that tells your brain it’s time to get down to business.

3. Challenge

Challenge + Skill Set = Flow State. I didn’t come up with this — researchers say that the optimal way to enter a flow state is to present yourself with a challenging task that matches a capable skill set.

In other words, if you’re not tech savvy you’re probably not going to find your flow while trying to set up a Mailchimp account. If you’re not math-minded, then you’re not going to enter a flow state figuring out your production costs.

When you’re first experimenting with this you’ll want to purposely choose tasks that are the appropriate level of challenging.

4. Energy

Do not try to reach a flow state when you’re exhausted, grumpy, having a bad day, etc. The essence of being in flow requires positive energy — they go hand in hand. Don’t underestimate how important it is to get your energy levels up before you sit down.


Hey, look at that — I just wrote 700 words! I didn’t even realize it until now.

I must have found the PACE to just… flow…

; )

Your turn.

factory45 owner shannon

 


information overload

3 Tips for Dealing with Information Overload

A few weeks ago, while I was talking with new designers at TexWorld, someone said something that stuck with me:

“I’m feeling overwhelmed by information overload. I’ve been doing research for months and months, but at what point is it enough? At what point do I stop researching and start ‘doing’?”

You’ve probably heard the statistic — it’s something along the lines of how the average person in 2018 consumes more information in a day than a person in the 1800s consumed in their whole life.

We are bombarded with advice, opinions, facts, stats, experts, gurus, advertisements and the like.

It’s enough to cause decision paralysis for even the most confident, decisive and organized of people.

Then there are the rest of us, grasping at which direction to take, which advice to listen to and which research to follow.

And I’m here to tell you,

You can probably stop.

Stop researching. And start implementing.

Because doing is the best research you’re ever going to get.

That’s when you’re going to find what works for you and your brand — instead of what works for someone else.

Is it important to use the guidance of the people who have been there before?

Of course. (I teach a whole fashion program based on that sole concept.)

But for as many articles you read, podcasts you listen to, courses you take and networking events you go to, you have to make sure you’re taking action at the same time.

So, what do you do?

  1. Pick one teacher to start. Maybe it’s Jane from Fashion Brain Academy. Maybe it’s Nicole from Startup Fashion. Maybe it’s Syama from Scaling Retail. Or maybe it’s me. But you don’t need all the experts. Pick someone you trust, someone’s style that jives with how you like to learn, and a personality you connect with.
  2. Implement while you learn. Again, make sure you’re taking action on the new information you’re absorbing. Binders and folders and colored coordinated labels are fun, but those aren’t moving the needle. Choose one thing every day that will move your business forward or get you closer to launch.
  3. Notice if you’re using “research” as a way to procrastinate. If you think you’ve done too much Googling, then you probably have. Step away from the search bar.

And above all, remember, you’re not going to get it all right. You’re going to make mistakes, you’re going to follow the wrong advice, you’re going to feel paralyzed by all of the decisions you have to make.

But that’s okay.

Because the best entrepreneurs know that when one road dead-ends, you can always reroute.

For better or for worse, there will always be another road to follow.

 

factory45 owner shannon

 


Market45

fashion kickstarter

4 Misconceptions About Launching a Fashion Kickstarter

Yesterday I spent 36 hours in New York City, talking to fashion startups about ways to finance their brands.

Needless to say, crowdfunding (specifically Kickstarter) has been on my mind.

If you’re one of those entrepreneurs currently weighing your options about how to launch your company or new collection, keep reading.

Today I want to go over four of the major misconceptions about launching a crowdfunding campaign.

MISCONCEPTION #1: Kickstarter = “donations.”

This might be my biggest pet peeve when I hear people talking about crowdfunding or Kickstarter. Do not, I repeat do not, refer to your campaign as a place to “donate” or “accept donations.”

Kickstarter is not charity. And it’s not even fundraising in a traditional sense.

When it comes to raising money for your fashion brand, Kickstarter is a platform for pre-selling your product before you go into production.

In other words, your customers are financing your first production run for you by pre-ordering what you’re selling. Instead of using your own savings, you’re receiving the money upfront to go into production and deliver your product to your Kickstarter backers.

I repeat, it’s not a donation.

MISCONCEPTION #2: If you build it, they will come.

I estimate that about 75 percent of the work that goes into launching a Kickstarter should be focused on building an audience before you launch.

When campaigns fail it’s usually because the project creator didn’t put enough work into building their email list and social media following.

Will random people discover your project because they are browsing Kickstarter for cool brands?

Probably, but you can’t count on it.

Make sure you have a dedicated following of potential customers before you click that launch button. If that means waiting a few more months to build up your list, then do it!

MISCONCEPTION #3: Most Kickstarter projects succeed.

The majority of Kickstarter campaigns fail.

(That’s part of the reason I’m so proud of the success rate coming out of Factory45 and Market45!)

Kickstarter’s Fashion category has one of the lowest success rates, coming in at 25.46%.

I don’t tell you this to discourage you. I still believe that crowdfunding is the absolute best way to launch a new fashion brand.

I tell you this to emphasize how much work and advanced planning needs to go into launching your campaign.

I estimate that you should spend 6-18 months preparing for your campaign and again, building your audience before you launch.

MISCONCEPTION #4: Crowdfunding is dead.

Is Kickstarter saturated? Is social media noisy? Are email lists hard to grow? Yes.

But what’s the alternative?

If you want to launch a successful fashion brand — without wasting your own money and without going into debt — then crowdfunding is still the most low-risk and efficient way to do that.

Why?

Because you’re able to test the market before you launch.

You’re able to ensure that you won’t have unsold inventory sitting in your basement for years.

And you’ll know that you have a product people actually want before you invest the time and money into production.

There is no venture capitalist, bank loan or angel investor who can tell you that.


The moral of the story? Building a business takes a lot of time, thought, patience, hard work, creativity and persistence.

There’s no getting around that.

There is, however, a way to market and test your brand with very little risk to you personally.

And that’s where Kickstarter comes in.

 

factory45 owner shannon

 


Meet Factory45 for Fabric Sourcing at TexWorld USA

July is here… which means TexWorld USA — one of the largest fabric sourcing trade shows — is quickly approaching!

And registration is now open HERE.

This is a free opportunity for designers like you 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 on July 24th!

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

Tuesday, 7/24 at 3pm | Financing Your Emerging Fashion Brand: A Look at New and Traditional Options.

Moderated by Nicole of StartUp Fashion, I’ll be part of a bigger conversation about financing your startup fashion brand.

I’ll cover the ins and outs of financing your production through fashion crowdfunding. Syama Meagher of Scaling Retail will talk about collection development and building a business based on cash flow and capital limitations. And Juliet Obodo, founder of FRWD Startup Solutions, will talk us through options available to founders who suddenly need capital to cover orders or unexpected expenses.

It’s free to attend but you need to register HERE.

Tuesday, 7/24 at 4pm | Independent Designer Meetup

Directly following the panel, join us for an afternoon break to connect with fellow designers and chat fashion business.

Come hang out, have a drink, compare notes and share stories with other entrepreneurs like you.You must be registered for TexWorld to join us, but it’s free to sign up HERE.

fabric sourcing

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

It will also be my first night away from the baby, so you know it has to be good : )

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.

Where to Start

What To Do When You “Don’t Know Where to Start”

“I don’t even know where to start,” I thought to myself.

It was three weeks before my maternity leave was ending, and I was looking at a calendar next to my to-do list.

Pack for Cape Town, finish the baby’s daycare applications, schedule a photoshoot, hire someone to run digital ads, get a haircut for the first time in six months…

I had a million things to do with half the time to do them and everything felt like a priority.

Sound familiar?

Whether we’re really busy or starting something new or feeling pulled in a bunch of different directions, it’s normal to feel a sense of paralysis.

And the statement that most often comes up is:

I don’t even know where to start.

I know you know what I’m talking about because one of the most common questions I’m asked is:

Where do I start?

I get email after email from people who have an idea for a clothing line or product but they don’t know how to make it happen.

How do I know what fabric I need?
How do I create sketches if I can’t draw?
How do I organize all of my ideas? And which one should I choose?

Instead of zooming in on one thing to tackle first, they find themselves paralyzed by the overwhelm of everything else.

And they end up doing nothing.

The thing is, starting a clothing company is a lot more straightforward than people think. And so much of the process can be tackled by…

Simplifying.

That means when you think you should be doing more you should actually be doing less.

And over the next three weeks, I’m going to prove that to you.

If you have dreams of launching a fashion business I’m going to show you how you can simplify and start.

I’m going to walk you through the first THREE steps you need to take to start your company.

And the best part is, each of these three steps will take no longer than an hour to do. (Actually, each one will probably take less than 30 minutes!)

My goal here, and the goal of the Factory45 program, is to make “I don’t know where to start” obsolete.

My goal is to show you that “knowing where to start” is a lot easier than you think.

Next week I’m going to send the very first step to my subscribers. You can sign up here to get it in your inbox.

(It will be especially helpful if you’re one of those people who “can’t draw.”)

Talk soon,

 

factory45 owner shannon

 



 

Raising Money For Your Fashion Startup with Fashion Brain Academy

A few weeks ago I got an email from Jane Hamill of Fashion Brain Academy:

“I’m wondering if you’d like to be a guest on my podcast to discuss raising money for a product-based business.

Walk us through the way to do it RIGHT including what to do and what NOT to do.”

I could talk about raising money for your brand all day, so of course, I jumped at the chance to be on the podcast.

If you don’t know Jane, she’s a veteran of the fashion education world. She’s a former clothing designer, has had her work featured on CNN, WWD, Entrepreneur and InStyle, is a regular speaker at DG Expo and has 14+ years of running a successful boutique and wholesale business.

One thing she admittedly doesn’t know as much about is crowdfunding, which is why this interview was so fun to record. Jane was learning as we went and asked the questions that many of you are probably wondering, too.

Some of the topics we cover in the interview are:

>> What to do in the first 7 seconds of your crowdfunding video
>> How to tell your story to get people to back you
>> The 3V’s of a successful crowdfunding campaign
>> How to set your crowdfunding rewards for backers
>> Price points that work best for a fully-funded Kickstarter
>> How often to email people about your crowdfunding campaign
>> And much more.

You can watch the whole interview for free here or listen to it as a podcast.

Here’s some of the feedback we’ve been getting:

“Phenomenal information – so much to think about!”

“Really great! So much to think about, but this was so straight to the point!”

“All of this is so helpful.”

If you’re thinking about launching your brand or raising money for your brand through pre-sales, crowdfunding or Kickstarter, then this is a must-see… if I do say so myself ; )

Watch or listen here.

 

factory45 owner shannon

 


Market45

kickstarter

10 Do’s and Don’ts for Launching a Fashion Brand on Kickstarter

This is a guest post by Factory45’er Dina Chavez who launched a Kickstarter campaign this spring for her womenswear line SixChel. Dina raised over $17,000, exceeding her goal amount, and learned a lot along the way. Today she’s sharing her “do’s and don’ts” for launching a sustainable fashion brand through crowdfunding. Here’s Dina:

It’s been about a month and a half since the launch of my fashion brand’s first sustainable capsule collection via Kickstarter.

The campaign was definitely a whirlwind, but now that the dust has settled and we are at the beginning stages of production, we have been able to clear the air and evaluate the process.

I realized that there were definitely a few things we should have done differently before and during the campaign and definitely a few things we should not have done at all.

It is a lot easier to look back and say, “I should have…” and because this information is no longer beneficial to us as far as Kickstarter campaigns are concerned, I decided to share my experiences with you in hopes you do not make the same mistakes I made.

DO:

DO think about public relations: If you have the budget to hire a public relations team, I definitely encourage you to do so. I was fortunate to work with Lorraine Sanders of PressDope, a DIY PR company “increasing earned media mentions” for FEST brands.

Months before the launch of the Kickstarter campaign, we were able to create public awareness of our brand, our story, our products and our launch which helped us increase our audience.

>> TIP: Start planning your PR strategy and media outreach now; you can never start preparing early enough.

kickstarter

DO review the Factory45 “Preparing to Launch” module: If you are a current member of Factory45 or are thinking about becoming one, this has been one of the biggest benefits for me.

The information provided by Shannon during the “Launch” module is very beneficial and should guide you to a successful campaign. I reviewed everything about Kickstarter through the module about a few weeks before I launched.

>> TIP: Review the “Launch” module about a month or sooner before you launch.

DO plan an announcement launch strategy: In order to have a big boom at the beginning of your launch, it is important to have a strategy to announce your launch.

Your audience needs to not only get excited about your brand and product, they also need to get excited about the actual launch. This will help them spread the word out to their friends and family, increasing your audience.

> TIP: Find a creative and exciting way to get your audience excited about your launch and eager to make a pledge on the first day.

DO host a trunk show or two: Selling products online can be tough, especially if you are a new fashion brand because people want to see and feel the product. We hosted four trunk shows throughout the campaign (unfortunately, we came up with this idea a bit too late into our campaign) and because of these trunk shows, we were able to show the brand in action on social media which did bring added attention to our campaign.

Trunk shows also helped keep up the momentum and eventually, turning interest into pre-orders, email sign-ups, followers, etc. Most importantly, because of the trunk shows, we were able to share images of our products on “normal” or “non-model-esque” women.

> >TIP: Find a location to host a trunk show where you can get good foot traffic. Also, think about asking friends to host private, more personal trunk shows amongst their friends.

DO be creative and have giveaways: People love the word “free”; anything anyone can get for free, whether an item or knowledge, will peak their interest. Offer an item, a selection of items, or a donation on their behalf in exchange for emails, follows, and/or pledges. Sometimes we need a bit of encouragement to find a reason to give a part of ourselves.  

>> TIP: Consider having small items to giveaway at your trunk shows in exchange of email addresses.

kickstarter

DON’T:

DON’T forget to have your products related to “real women”:

It helps to have “real” women/men (depending on your product) wear the clothes and/or use the product. When I say, “real,” I don’t mean fashion influencers or professional brand ambassadors; I mean people like you and me. Ask “real” people to wear the garments, take pictures and talk about how great the product is on their social media accounts.

>> TIP: Create a list of friends and/or acquaintances who would love to wear your products for a day. Create a hashtag that will help increase awareness about your brand.  

DON’T let people procrastinate: People truly do procrastinate and it is up to you to find a way to get them motivated to make a pledge and to pledge right now. It will be vital to find different ways to motivate people to act “now.” This is a hurdle throughout the entire campaign.

>>TIP: Be creative in your incentives; they truly need to give the audience something in return.

DON’T feel bad about approaching people: This was difficult for me because I am not much of an aggressive person in this way, but you will have to personally message people individually and ask them to consider pre-ordering and/or making a pledge.

Most of our pre-orders came from personally messaging people about our mission and campaign. The response you get will surprise you. Most people were gracious and extremely honest and the best part about the messages was the words of encouragement that were sent back.

>> TIP: Don’t get upset or frustrated with the rude people; there are always the people with no compassion for your honest hard work. Just ignore them.

kickstarter

DON’T get caught up with bloggers/brand influencers: During this process, I have definitely made great connections with wonderful bloggers and/or brand influencers. It is important to know that not all bloggers and/or brand influencers are created equal.

You will find some who are just interested in making money and not truly interested in sustainability and or properly promoting your brand. Find those who are genuine to your cause.

>> TIP: Pay bloggers/brand influencers who you know do honest work and who create write-ups that excite their readers about your brand.

DON’T give up: I think you can prepare, over prepare and then over prepare the wrong way. No matter what happens when you launch your Kickstarter campaign, remember you have 30 or so days to reach your goal.

I have to admit, I completely freaked out the entire first week of the campaign, ask Shannon. Plans A, B and C completely fell through for us and for a few days I was having no luck creating new ideas to promote the campaign. Luckily, I found a great group of women to network and brainstorm with and together they helped us reach our goal.

>> TIP: Gather a list of your network and resources, you will never know who will be able to help you when you find yourself in a bind.

Launching our collection via Kickstarter was a great way to get our brand out into the community and to move forward with production. We now know, that as a first time user of Kickstarter, you are definitely in for an experience. Good luck and much success on your launch!


Dina Chavez SixChelDina Chavez is the founder and designer of SixChel, an Austin, TX based sustainable fashion brand for the modern woman. She studied Costume Design at The University of Texas-Austin and Fashion Design at The Academy of Art University. Ms. Chavez’s looks have been shown at New York Fashion Week, Fashion X Austin, Fashion X Houston, Fashion X Dallas, The Pin Show (Dallas, TX), The Gotham City Films Studio (Los Angeles, CA) and have been created for Austin based rockstar, Kimberly Freeman for the Grammy Awards.


Market45