How do you start a successful fashion brand in 2017? What makes people interested in random shit like this or Supreme?

I figured it'd be young women.
>Males, aged 16-21. in education, middle to upper middle clsss, parents are higher earners, tech savvy, not brand loyal, dispospable incomes, etc.
If that's their target audience how exactly does it help them? Besides knowing where to advertise.

>Unique Selling Point
Such as? What's Anti Social Social Club's unique selling point? What the fuck does "Anti Social Social Club" even mean?

depends on what you define as successful. build an appealing website and do limited run stuff that actually looks good and you can make an okay amount of money. outsource fulfillment ez$$

This and luck.

Also top notch social marketing doesn't hurt.

You would also have to define successful, because you could probably build a self-sustaining brand that pays you as the founder a reasonable salary without ever getting big or particularly popular as long as you reach your target audience and keep up with what they want.

If you don't understand the value of knowing the key traits of your target audience then you cannot be a successful businessman.

If you don't know it either just say so.

I do know though lad.

>optimal marketing platforms, i.e. social media is better than signs on a train in targeting teens to early twenties
>how much disposable income they have informs how much you can charge and still attract customers, your product is only worth as much as people will pay for it
>their socioeconomic class informs what their tastes will be, this is particularly important in determining fashion sense as more affluent crowds gravitate toward different styles than their less affluent counterparts etc, this information can also provide you with a platform for building your brand on by mimicking the things the brands (that your target market is already interested in) do correctly
>tech savvyness determines how they will interact with your brand, how they will purchase products (online vs brick and mortar stores, on your brand's website vs on distributor websites), how they will respond to edm and digital remarketing techniques and how to spend your money on these things

Of course there are other interesting bits of demographic data such as their physical location (less important in the world of online-everything where you can ship anywhere in the world, but still salient insofar geographic data influences other factors).

user made an interesting point in noting that teens and twenty somethings have very little brand loyalty to spare and this is actually an excellent bit of data because it means there is room for new brands to show up and be relevant, but also that there is room to create brand loyalty. Other than that it also tells you that you might be wasting your effort in remarketing.

>their socioeconomic class informs what their tastes will be, this is particularly important in determining fashion sense as more affluent crowds gravitate toward different styles than their less affluent counterparts etc
but at that point you're not creating an organic product.

>tech savvyness determines how they will interact with your brand, how they will purchase products (online vs brick and mortar stores, on your brand's website vs on distributor websites), how they will respond to edm and digital remarketing techniques and how to spend your money on these things
I didn't even think of that. That's really annoying.

>Of course there are other interesting bits of demographic data such as their physical location (less important in the world of online-everything where you can ship anywhere in the world,

fuck lmfao I don't even have enough money to start this shit

>but at that point you're not creating an organic product.

It's called running a business. If you are making a product that your customer base doesn't want or it can't be accessed by the market that does want it because you're too busy focusing elsewhere then you will not succeed in business.

What you're saying is that you want your brand to have an authentic feel and that's extremely reasonable and it sort of makes your point a fair thing to call caution to and is a segue into a much bigger sticking point in brand theory that people can and do regularly write whole books on. I can sum most of it up though by telling you that your authenticity as a brand comes from the brand's personality, and not solely from the products you sell. Typically though you would have a massive advantage as a small company in creating a brand with a real personality. If you're serious then it's worth reading up on.

>fuck lmfao I don't even have enough money to start this shit

Depends on how much you can accomplish yourself or with the help of friends. Small production runs of clothing to suit your first release probably won't be hugely expensive but I imagine they would still be in the range of $5000+ by the time you prototype and work all the minutia out with a manufacturer. The rest can be achieved cheaply because social media is, pound for pound, the most effective paid marketing in the world right now and you can get into it with some common sense and an email address. You can probably source some of the other things you need (photographer/videographer, web design/building, product designer, models) from your friends. You're bound to know someone who has passable skills in those areas who will put in a bit of effort for free as a friendly favour. The rest can literally be learnt for free from the internet.

underrated but it helps to have really attractive/trendy in your demographic friends who will model for you

what if I have no friends

Then you are fucked. Starting business without social circle is hard mode.

It really depends. Since you're on Veeky Forums I'm guessing you're looking to create your own meme brand, but creating a successful fashion company doesn't mean it has to be Veeky Forums. You could sell cheap gloves online and still make a shit ton.

But if you want to create something like ASSC, there's a few things you'll need to do.
>Target audience
>Excellent viral marketing strategies
>Good website & easy delivery
>Strong brand image

Sounds simple, but when 90% of brands out there try to ride the hype of already existing fashion brands in an attempt to copy their success it fails. Like the first poster said, what does your brand offer that other brands don't? Does it reach out to an undersatured market? Etc.

Luck is part of it, of course, but you can, and must, learn to create opportunities.

Instagram will be your most important channel, so give out clothes (preferrably with a recognizable logo or feature or whatever) to the most influental people in a small target group. If you have friends with a lot of followers in that target group, even better. Start small. Also, give out totebags and shit with the name on it. Just make it visible for a while. Shirts with recognizable text like the one in OP, or like drole de monsieur's "not from paris madame"-coats, are perfect for this kind of marketing. Let it grow naturally.

Also, the more parties/events you can do, the better. Like a small release party every now and then. There really is nothing that fashionistas love more than going out and drinking around other fashionistas. Take a ton of images and flood instagram and all that shit.

You'll have to start small and just invest a lot of time and money into the growth. Don't stress it too much, but keep up the pressure until the brand starts living on its own online.

you can, and often will, have more than one target group. Bigger brands tend to have tons of target groups, and a specific step-by-step plan that covers the road from initial exposure to brand to a sale for each target group.

A clearly defined target group is as much about knowing what to focus on for your own brand as it is for advertising. It's also good for planning your tone of voice, return policies, events, how you build your webstore, etc. In short, it's pretty much the most important part of building your brand.

As for USP, it's not necessarily about what is unique with your clothes on a quality or a technical level. It can be a bout what the brand stands for. For example, a classic example is that jewellery-store sell love/romance, makeup-brands that sell confidence, or clothing brands that sell revolt. It's basically about defining what your brand represents and why it is different from competitors.

>what would you say Anti Social Social Club's target audience is?
The only people I've seen wear it are chubby to fat "alternative" girls who want to flaunt how lol antisocial omg so different they are.

Basically, anybody who idolizes Daria.

>Luck is part of it, of course, but you can, and must, learn to create opportunities

Can people stop memeing this? You're not "lucky" because your company is doing well. Even if you don't know what you're doing and you're still successful, it's not LUCK. It's just a COINCIDENCE, albeit a very unlikely one.

Let's say you create some shitty hoodies with box logos and sell them online. The next day, Kanye West is seen sporting one and you instantly make a shit ton of money. It doesn't make you lucky. Kanye West (or whoever decides what he wears) had a valid reason to buy the hoodie. So it's not luck. Luck is when you throw a dice or win at a casino.

I get seriously butthurt about "luck" being thrown around so much. The only "luck" that can help you are the cards that life dealt you (that you had no control over), such as your financial position, family and your country of birth.

"Luck" is just such a shit fucking excuse that people use to explain why things went well for others (or themselves) when they have no idea why it happened. Luck is surviving a lighting bolt. Luck is not when your company is doing well when you have full fucking control over where the company is going.

>its not luck, it's coincidence!

Are you fucking retarded m8 those mean functionally the same thing

how would doing limited runs benefit startups?

you need to grow the brand first.

Anti Social Social Club is extremely offensive for appropriating a mental illness. Someone with Anti-Social Personality Disorder wouldn't actually go to a social club.

thanks for letting us know

Get kanye west to wear your shirl

>What makes people interested in random shit like this or Supreme?
Good marketing. Knowing right people in pop culture scenes makes your marketing even more successfull.
>t. studied media and digital marketing

ALL OF THIS WOULD BE TRUE 15 YEARS AGO

In this day of internet and having everything at your fingertips, the most important thing is:

Actually being underground, being authentic. Any kid can make 100 t shirts with some bullshit written on it. What matters the most is knowing that the tee you are buying is being worn by some underground super cool kids, (instagram posers they are not)

get the right celeb to wear it

1. find tumblr hoes
2. ???
3. Profit

it's easy to remember, and the logo is pretty recognizable. the clothes are decent and trendy but what imo made ASSC as successful as it is is the name itself. it perfectly hits what the target audience (16-21 year old males) wishes to be like:
>anti-social
somewhat edgy, mysterious, deep, all those rElAtAbLe tumblr posts in one, but still
>social
cool, loved/admired by peers, functioning human being. the hint of exclusiveness through >club
probably doesn't hurt either

not rly luck is a situation out of ur control

a coincidence can be luck but it doesn't have to be

If your not located some where cool you're just another shitty internet brand, move to New York or something and start networking with cool kids

ASPD doesn't have anything to do with being an introvert you fucking retard. You could still go to a social club. And that's probably not even what they mean with "anti-social"

Implying Kanye wears hypebeast garbage for reasons other than payment lmao

this is a good thread

can confirm, i go to an ivy and asian hypebeasts are fully decked in supreme, canada goose, and ASSC

>The platform is so good at “microtargeting” that many small e-commerce companies barely even bother advertising anywhere else.

nytimes.com/2017/11/02/magazine/how-facebooks-oracular-algorithm-determines-the-fates-of-start-ups.html

Know your target market, and spam them mercilessly on Google, Facebook, etc.

bump!!!

Why are Asians so desperate to feel trendy?

get kanye to wear it, no one gave 2 shits about ASSC until Kanye started wearing it

It's not about desperation, they just have a society/culture where status is conferred by
>doing the correct things
and
>displaying the most money,
thus when trends change the "right" thing to wear they go with it. It's a fundamentally communitarian approach as opposed to the white individualist culture, in which the hypebeast is no less real but gets anxious and changes his attire when the trend makes others wear what he wears.

this is the only correct answer

bump

Yeah, I have no friends whatsoever and have never had a job.

>Like the first poster said, what does your brand offer that other brands don't?
what does ASSC offer? What does "Anti Social Social Club" even mean?

how do you target multiple groups at once

how do I contact Kanye?

So I think of what I wish to be and put it on clothes?

It's a piece of irony that usually gets a bit of a smile the first time someone comes across it because literally everyone has experienced that "I want to go out and be social but I also hate going out and being social," moment.

You tell yourself that you have several different target markets, then you adjust your marketing to suit. Digital marketing can often be targeted demographically, and there is absolutely nothing stopping you from running concurrent campaigns that reach two different groups of people. For a small fashion brand there is only a small chance that your clothes would find a foothold in multiple markets since the brand would necessarily begin small with a limited catalogue, but as the brand grew you could expand into additional target markets.

This is pretty much how all small fashion labels begin so it's actually a great starting point. You are, for the most part, entering a saturated industry, the impetus for which is usually "I want exactly /this/ bit of clothing but I can't find anyone selling it currently so I will fill that gap."

If you have a good sense of fashion and design and can market your brand correctly then you should be bale to land it in front of other people who were thinking the same thing as you, but who weren't prepared to jump in and make it themselves.

>literally everyone has experienced that "I want to go out and be social but I also hate going out and being social," moment.

not me.

>If you have a good sense of fashion and design
What if I don't?

Probably not the business you want to be in then.