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How To Create A Clothing Line Business Plan - w/ Template
Published: May 06, 2020 Updated: February 27, 2023 19 min read 37 Comments
Before you can get started on your business plan… Have you set up your clothing line budget ? If not, check out this article. Once your budget is set, come back to here and get to work on your clothing line business plan.
But, before we get started.
Have you heard about the super secret document that everyone in the fashion industry uses, but no one is talking about? Probably not. That is because you can't find it on Google or Instagram (believe me, I've tried).
It's a form I have used for over 13 years at every job I have ever had. Literally everyone from brands to fabric suppliers use it, but you can't find it anywhere publicly.
The best part? It can cut your sourcing time in half, and save you tons of money in product development ! This is the kind of info consultants charge the big bucks for. And, I'm giving it away for free until the end of the month.
So, get ready to make fashion startup life a whole lot easier, and GRAB YOUR FREE DOWNLOAD OF THE NOT SO SECRET SOURCING DOC HERE
What this article will cover:
- Executive summary
- Company overview
- Product/services
- Marketing strategies
- Sales strategy
- Competitive analysis
- Production plan
- Operation plan
- Financial analysis and projections
Now, Don't Skip This Step
A clothing line business plan is a crucial (and often forgotten step) that is needed for creating a clothing line. The plan will help you define and streamline both your long term and short term goals. It will also help you set a path to reach those goals. Not only does a business plan help you by setting a road map, but it also shows suppliers, investors, and other businesses that you are serious about your company by having a profitable plan of action.
As a bonus to this guide, I use my brand, virtue + vice, to give step by step examples, and show you how it's done. And, there's more, I have a free downloadable template to help you get started!
A Business Plan Is A Living Document
One of the most common mistakes I see founders making is that they will write their business plan, launch their product, and then never look at it again. Please don't do this. A clothing line business plan is a living document. You should use it to check in with yourself and make sure that you are meeting your goals. You can also make changes to it as your business changes.
As we all know, we can plan, and plan, and plan, but we can not plan for the chaos of life happening. So, as situations change, go back, update your plan, and re-strategize.
Keeping your business plan handy even after your launch will set you up for accountability and success.
Lastly, before we get started I am going to warn you. Making a clothing line is a lot of fun. But, it's also a lot of work, and (unfortunately) writing this business plan is the work portion of the job.
How To Write A Clothing Line Business Plan
Some business plans for fashion brands are extremely long, repetitive, and in my opinion kind of convoluted. They are a lot of words, that sound fancy and business-like, but are kind of just saying the same thing over and over. That is why I am keeping this short and brief. I have heard of people spending 6 months to a year working on a business plan. That is far too long. A month is enough - just keep it simple and don't get carried away with jargon and corporate speak.
So, let's get started.
Sections 1 + 2: Executive Summary and Company Overview
An executive summary and company overview are basically a recap of your overall business plan. While they are the first section of your clothing line business plan, you actually want to write them last. So, we will circle back at the end this guide.
But, what you can do is work on your companies mission, vission, and values.
Clothing Brand Mission Statement
Why are you starting this company? How will your company change the market place, or even the world?
Vision Statement
Vision statements for fashion companies ask the question - What does success look like to you? Is it money? Or, is it positively impacting people's lives? How will you measure your success in the world?
Core Values
What are your companies guiding principles. What values are at your core that determine and influence your business decisions?
Mission, Vision, Values Workbook Page
Section 3: product and services.
This section should include…
- A description of the product/ service
- Features and benefits
Development
What is the product or service.
So, what is it that you are actually selling? And, how will you make money? In this section, you want to be clear about the type of product or service you are offering and how that will lead to profits.
My Service Offering For virtue + vice
virtue + vice is a consulting agency dedicated to helping companies clean up their supply chains. Target partnerships are existing and established brands with strong supply chains that need help creating transparency or sourcing ethical and sustainable components, as well as, startups who are focused on creating conscious products.
virtue + vice profits through consultancy fees paid by the customer. virtue + vice specializes in the following - sourcing, product development, production management, sustainable design, supply chain transparency, and ethical and sustainable storytelling.
To Recap Products + Services...
See, it's quick and easy. What am I selling? My consultancy services. How am I making money? Through consultancy fees.
What Are The Features + Benefits?
What are you offering that makes your company unique or special?
virtue + vice features and benefits
One key feature that separates virtue + vice from other consultancy firms is our sliding scale for pricing. Because we believe in our mission, virtue + vice pricing structure is on a sliding scale based on a companies profits. We choose to operate like this as a way to give back to small businesses, which we believe in, who might not have the finances to pay our full rates that larger corporations can afford.
Secondly, virtue + vice operates transparently with our customers. Our supplier is your supplier. Many consultancy firms keep their supplier contacts close to the vest and do not share, we welcome our clients to come and visit our partner factories in China and India, and work directly with them
To recap...
Again, super quick and easy. What makes us different. One, we offer sliding scale prices to help small businesses (we aren't only about corporate life). Two, we work transparently without supply chain secretes like many other sourcing agents.
This section answers what happens when your company grows. Or how business people like to ask "how do you plan to scale".
How does virtue + vice plan to scale?
At about 20 clients, that is manageable for me as a solo-preneur. But what happens when I have 100 clients or more? How does my company grow?
As my company grows I plan on hiring support staff in three key areas. Product development, production, and storytelling. Product development employees will assist in taking our client's projects from initial inception, all the way through sourcing and sample development up until production. The product team member will be responsible for production, and shipping logistics of that production order. And, the storytelling team will assist our clients in telling the story of their products through photos and video for social media, copy, look books, line sheets, website design, etc.
I am actually excited to soon been announcing my first hire on the product development team (but more on that on the about us page.)
So, here I have made a plan for the future. What happens when it gets to be all too much for me alone? Who do I hire to help? I have chosen to separate tasks into three main categories that make the most natural sense for my business model.
Section 4: Marketing Strategy For Clothing Business
- Market analysis
- Target customer analysis
- And, your unique selling proposition that makes your product and business different from everyone else's
Market Analysis
Do you understand the market that you are getting into? Like, do you really understand it?
This section of your clothing line business plan starts to get into proving that there is a need for your product or service. Even if something sounds great to you, if there are no customers that want it, then there won't be sales, and you won't have a successful clothing brand.
Here is how I break down my market analysis for virtue + vice
Sustainable and ethical fashion is a trend that has been growing year over year. In this article from Sourcing Journal they reported: "Overall, searches including sustainability-related keywords increased 75 percent year-on-year, amounting to 27,000 searches for sustainable fashion every month, according to the report."
This means that there is currently a sizable market share, that is growing rapidly for brands selling sustainable products to customers. And, those brands need help changing their traditional supply chain models to tap into the growing trend of sustainable fashion.
So, to recap.
What's the market doing, and how does my business play a part in that? Sustainable fashion is a proven growing trend, here is a little industry data to back that up. And, this is how my business plans to be part of that. Instead of choosing to sell direct to consumers, we are choosing to help brands that do.
Target Customer Analysis
Who is your target customer, who would want to buy your brand?
Here is who I target
virtue + vice plans to approach brands and companies that founder Melanie DiSalvo has been working with for the past decade. Because she already knows the ins and outs of their supply chains, she hopes to offer valuable changes and suggestions on targeted areas to help them become more ethical and sustainable.
Now, I understand that everyone does not have a built-in customer base like me. One of the most beneficial pieces of advice I can give is that you should go niche, and not broad.
To simply say "we are targeting people interested in making more sustainable and ethical purchases". Well, every big brand from H&M with their conscious collection to Walmart with their recycled t-shirts is doing that.
What makes you special? Pick something, one thing that makes your customers different. Maybe they are really into composting, so all of your materials are compostable. Maybe they are really into clean water, so your entire supply chain is dedicated to conserving water resources.
Again, I am saying this again, because it is so, so, so important. You can't be everything to everyone. Choose something laser-focused, and then as your brand grows you can expand into other areas.
How Are You Unique?
Did you see what I did there? By choosing a very niche target customer, you have already made yourself unique, and you stand out from the crowd.
How is virtue + vice unique?
virtue + vice is unique because of founder Melanie DiSalvo's extensive time spent living and working in countries like China, India, Taiwan, the Philippines, and the Dominican Republic. She has spent over 1/2 of her career working overseas and that offers her a unique and detailed first-hand perspective on how the fashion industry really works and the best ways to implement change quickly and effectively.
My tips for this section.
Don't be afraid to get a little braggy. Why does your customer want to buy from you? What makes your product so great that it's better than what is already out there on the market. Don't hold back.
Section 5: Sales Strategy
This section should include...
Sales Goals
Price strategy.
- Investments into sales
What are your sales goals per quarter? For the year? The next 2-5 years? What is your pricing strategy? How will you sell? Do you have an online clothing store? Do you have plans to hire support staff for sales, as a showroom, salesperson, or go to trade shows? Will you open a boutique? Will there be promotional campaigns to support sales like partnerships, advertising, fashion shows, and events, etc.
How much, and how often do you need to sell to turn a profit? At what rate do you plan to grow?
This is what I have in place for virtue + vice
I am uncomfortable sharing that. Here is what I will tell you. My consultancy business is strong enough that I am able to offer all of this information that some other companies charge hundreds or even thousands of dollars for, for free.
My business is healthy enough that I am able to give back to the fashion community at this time.
Are you going to try and sell tons of product at a low price, or fewer units at a higher price? Do you plan to drive sales through special discount promotions?
As I mentioned earlier virtue + vice works on a sliding scale so we are able to help smaller brands build their businesses.
How Will You Sell?
Are you direct to consumers, selling online? Are you business to business? Will you wholesale, will you have a distributor? What is your plan and break down?
At the moment virtue + vice relies mostly on word of mouth and referrals.
Do you need to hire support staff? What does that staff need to do their job? Can you sell on your own, or do you need help from a pro? For example, if you hire a showroom, not only will you have the monthly cost of the showroom, plus a cut of sales that the sales agent will take. But, you will also have fees to be in the showrooms booth at trade shows. Maybe at the tradeshows, you will need some special promotional items like look books, line sheets, or even a giveaway so buyers remember you.
It Costs Money To Make Money
All of the costs associated with sales, need to go back into your price strategy. Price strategy is like a balancing act. You need to invest in it, but you need to make sure that your sales are more than the investment so that you can be profitable.
This is the hard part
This part of your clothing line business plan should probably take the most time, Really research what everything costs, what your product will cost to make, etc and come up with a well-researched plan.
How I invest in my sales
At virtue + vice I do everything myself. But, people reading this that want to sell a service like me, it's important to remember that your own personal time costs something. While it's not a salary, or an actual expense, the hours that you devote to generating sales for your company should be compensated for.
Section 6: Competitive Analysis
- SWOT analysis
How Do You Compare To The Competition?
This is where you get a little stalkerish. In this section, you need to identify your competition and then the advantages and disadvantages of your competitors. You will need to research things like how long they have been in business, their annual sales (if they are public). How they market themselves. Then compare your price, quality, and general vibe to theirs. Maybe you are selling the exact same thing but have a totally different target customer and vibe you are putting out.
One of the best ways to get you started is through a SWOT analysis.
Ok, so let's get to it with virtue + vice
Who is my main competition?
I just did a quick google search of keywords that I thought my compeators would rank for. And, let's call my top three competitors A, B, and C. Luckily I do not know any of these companies or people personally. So, I don't have to hold back in this analysis.
Before we dive into the SWOT analysis, here is a little info about each company.
Focuses on scaling small businesses.
The website was launched in August of 2018.
And, the founder just so happens to have no information about her experience. But a quick google and Linkedin search shows her background is in marketing for telecommunication companies. Good for them with SEO, but they don't have any real experience in the industry.
Dubs themselves as a strategic advisory for fashion and apparel brands. Offering a full range of different services.
The founder started her sustainable and ethical fashion consultancy business over 8 years ago with 20 years of fashion industry experience. And, has worked with many small, yet well known sustainable fashion brands.
A many different hats consultant that can help brands with things from marketing, so supply chain, to design.
The founder has over 20 years of design experience working with some seriously well known household names that do not have a focus on sustainability.
Competition is a good thing
A lot of times when people start their SWOT analysis they see other people doing what they want to do and they give up.
Don't do that. Competition is good.
Two of these ladies have been in the clothing business for over 10 years working in sustainable fashion consulting. That means it's a good market to be in. They have been making living out of sustainable consulting for a decade. So, business must be good!
Think about fashion in general. There are so many brands, like super successful American Eagle, which was basically just a knock of Abercrombie back in 2003. Don't' let competition discourage you.
The point of SWOT is to figure out your advantages and how to position your brand in the market.
I am working on writing a full SWOT and fashion business competition analysis post, that will be coming soon. For now, I will just quickly go through one example. For this article, I have chosen Company B because their business most closely resembles mine.
How To SWOT
SWOT stands for strengths, opportunities, weaknesses, threats.
Like I mentioned, a lot goes into a SWOT analysis. I am just doing a quick one here to give you a brief idea about what it is.
What advantages does your brand have?
virtue + vice is located in NYC, one of the fashion capitals of the world. Comapny B in New Zeland, has a much smaller fashion scene, and the geographical distance makes networking and partnerships more difficult.
I spend 1/2 the year in India. This keeps me close to my supply chains on the ground, and able to help clients with content about how their products are made as well as live updates. It also offers an added layer of authenticity.
Opportunities
Opportunity is a natural progression from strengths. How can you use your strengths to become even stronger?
My geographic strength of being in NYC leads to more networking opportunities and the ability to attend more fashion events. My life in India allows me to be on the ground working directly with factories so I am first in the know with the latest news.
Company B has been at this longer than me. Almost exactly twice as long as me. Also, one of the things that I thought made me unique - my long history working with well-established brands is also a strength of Jacinta's. We have even worked with some of the same brands!
Threats, analyze what obstacles you face because of your weaknesses. For me one of virtue + vices threads is authority. The fact that Company B has been in business for twice as long, gives them more authority in this space.
Now there are tons more strengths, opportunities, weaknesses, and threats that I could add. And I would recommend doing this exercise for at least 3-5 competitive brands. Again if you want to learn more I will be putting out a full competitive analysis guide with a lot more details and info on how to do a proper SWOT. But for now, I think you get the idea.
Section 7: Production Plan
- Company development, sales, production, and delivery calendar
The Importance of Timelines
This is basically a development and inventory calendar. How many seasons a year will you produce? When will you develop them? Sell them? When will you produce them? And, when will they sell in stores, and even be discounted?
virtue + vice follows our customer's timelines. So, what I am working on for them, depends on their business model. Some of our customers are seasonal, and only put out one main collection per year. Some two seasons, and some up to seven. And, our clients are all over the world. So our southern hemisphere clients are working on a totally different season than brands in the North.
For example, I am working on everything from Summer 2020 (happening like now!) for quick deliveries to Fall 2021, that's not this fall coming up but the fall after it (18 months from now).
How To Set Up Your Calendar
As a brand, I would recommend setting up your calendar around industry tradeshows to start out. The below break down is for America's sales season.
There are 6 major fashion seasons. They are spring, summer, fall, winter, holiday, and resort.
And, there are 4 main dates you need to keep track of for each season. They are development dates, sell dates, and production dates, and delivery dates.
development dates
Are the times you will be developing your product for the next season. You are going to want to plan for 3 months of development time before your sell dates.
Are the dates there will be trade shows and other sales opportunities for that season.
production dates
Are when you need to start producing the goods, and when they need to be finished by.
delivery dates
Are when the goods need to be delivered to your customer. Remember it can take over a month to ship goods from a factory if you are shipping by sea, so factor that in.
the fashion calendar
SPRING Development Dates - May - August Sell Dates - August - October Production Dates - October-January Delivery Dates - January - March
SUMMER Development Dates - July - September Sell Dates - October - January Production Dates - December - February Delivery Dates - March - May
FALL Development Dates - October - December Sell Dates - January - March Production Dates - April - June Delivery Dates - July - August
WINTER Development Dates - December - January Sell Dates - March - April Production Dates - June Delivery Dates - September
HOLIDAY Development Dates - February - March Sell Dates - May - June Production Dates - July Delivery Dates - October
RESORT Development Dates - March - May Sell Dates - June - August Production Dates - July - September Delivery Dates - November - January
Get Detailed
But, this section needs to go even more in-depth than just a timeline.
To understand what goes into product development, production, and sales and marketing schedule I am working on writing full courses on all of those coming soon!
Section 8: Operation Plan
- Your company budget
What Do You Need To Keep Your Business Running On A Daily basis?
Remember that budgeting guide I wrote ? This is where all that info goes. Filling out this part of your clothing line business plan should be easy if the budget was done correctly.
virtue + vice operatin plan
I work from home, so that saves me a lot of money. I don't have full-time employees, so that also requires me to have less capital for salaries. Where I personally spend most of my money is on travel.
And, no it's not the glamorous kind of travel. It's me booking a ticket at 6 am for a flight to India at 9 pm that same day so I can go straighten out some sort of supply chain issue we are having in person.
Do I have to travel? Well, that's 50/50. A lot can be done remotely. But, there is always a special touch that comes when you do business in person. You will find that almost any time in business when you are face to face the dynamic is different. Even just taking a conversation off of email and onto the phone can makes huge difference.
Necessary recurring monthly costs for me are the website domain, hosting for the website, apps, and programs I use like Grammarly, Adobe, and quick books.
Basically you can take your budgeting template and use it for this section. Yay! The work is already done for you.
Section 9: Financial Analysis + Projections
Again, this is where budgeting is going to come in handy. You might even want to hire a professional bookkeeper or accountant for help with this.
- The money you need to get started
- How you will use that money
- The income you hope to make off of your products
- And, balance sheet
Financials make most peoples heads spin, that is why I definitely recommend talking to a pro for this part.
At virtue + vice I have a full-time bookkeeper and an accountant. I am uncomfortable sharing my companies finances publicly. But, if you need help with this section, that's why I suggested at the start of this article to help get your financial plan for fashion business in order before even starting the business plan.
Back to Sections 1 +2: Executive Summary + Company Overview
Now back to the top. Remember, we skipped the executive summary and company overview. Now that we have mapped out our entire business plan we need to recap everything by writing these two summaries.
Executive Summary
This is where you can hook potential investors. It's the first section anyone reads of your plan, so make it clear and quick.
Here is mine for virtue + vice
virtue + vice is a consultancy firm dedicated to helping companies clean up their supply chains. We are located between NYC and Goa, India. Our dual locations allow us access to the world's fashion capital, while our time spent in India allows for close monitoring of our supply chains.
Our goal for virtue + vice is to assist companies who are realizing that sustainable and ethical fashion is not a trend that is going away anytime soon, and want to be the process of cleaning up their supply chain. We offer support across all product life cycle steps including - conscious design, sourcing, product development, production, marketing and branding, retail and sales, storytelling, and content.
Key things to include in your executive summary
What you do. Where you are located. Benefits of your location. What you are selling. Why what you are selling is a great idea. Again, it's ok to get a little braggy here.
Company Overview
You can use this part to dive a little deeper into you and why you are starting your brand. Who are you? Why this product? How are you qualified to do this, etc? Why are you designing the type of products you are designing (hint, hint, market research). Etc...
this is my company overview for virtue +vice
virtue + vice was founded by Melanie DiSalvo. In her own words
"After working in fast fashion for 7 years I left my position as Director of Product Development with the goal of helping brands clean up their supply chains.
At the time I had a great salary, was working my way up the corporate ladder, under 30 and already had a director's title, and was traveling the world to developed and produce products for brands like Walmart, Target, Ralph Lauren, and Levi's to name a few.
The problem was that I saw and learned too much about how our clothes are really made in dark corners of the world.
So, I made it my goal to expose the industry by educating curious customers and help brands choose better supply chain partners. I have been featured in publications like WWD, VOX, Sourcing Journal, and more. And, was a speaker at SXSW."
virtue + vice aims to target clients from the fashion industry with well-established brands as well as startups to aid them in supply chain transparency and creating conscious products for this growing market share. virtue + vice will work with each client individually to meet their seasonal needs.
We believe our strength is our 10 years experience in this industry and the supply chain partners we have developed relationships along the way. Our plan. is to operate out of NYC and India for the foreseeable future where our founder has homes, and hopefully to expand to a third location in China in the next 5 years.
We believe that our dedication to quality and transparency, along with a sliding consultancy rate, will keep us profitable in years to come.
company overview recap...
See what I did here? I spoke more about myself and created a little background story. Then I hit all the other points of the business plan quickly - marketing, sales, competition, production, operation, financial.
And, We're Done!
And there you have it. A clothing line business plan. I hope this helps. After coming across so many generic business plan templates online, I was inspired to write something a little more intimate. I really wanted to show you what goes into making a business plan, and in the spirit of transparency open up about how my business works.
Remember, business planning is a lot of hard work. But, when clothing brands put in the effort at the start of their business, they have a much higher chance of success and growth.
37 Responses
Sandeep Kaur
January 30, 2023
Thank you so much for the wonderful information regarding a valuable business plan and it’s different stages. Thanks again
October 18, 2022
Thank you so much for the advise I would like a guide on my business plan Thanks
Opeyemi Kadri
This piece is so helpful. Thanks for sharing. God bless
August 02, 2022
Very detailed and understanding
mena cashback
June 17, 2022
You are so awesome! I do not believe I’ve read through something like that before. So wonderful to discover somebody with original thoughts on this subject matter. Really.. thank you for starting this up.
Adeola Olatokun
June 12, 2022
This is quite detailed and straight forward
May 10, 2022
I’m more motivated now having an overview of what to begin with and move forward in my business thank you so much
Ochiaka Amaka
April 29, 2022
Your advice is simple and legendary
Ikotun Deborah
April 26, 2022
Thanks so much, the business plan guide is super simple and straight forward.
Narcisse Tuyizere
Thanks so much for your amazing advice as well your ideas support in Fashion industry
April 25, 2022
I need help
March 28, 2022
Hi Patrick! To work with me check out the 6-month coaching program – https://launch-my-conscious-line.mykajabi.com/
Morning Thank you for your advices and make it easier for us whom wanna start a business.
I would highly appreciate your services via finance part..I am into sneakers, starting my own sneaker brand because. I am a footwear designer.
Looking forward to hearing from you
Abegunrin margaret oluwabusayomi
March 22, 2022
This is a nice one This information is very useful
Momoh Alpha
March 18, 2022
I am so much pleased to have come across this wanderful write up of yours which helps me greatly to set up my business plan.
Fredy Ngbanzo
thank you looking forward to work with you in the future.
Hilda Chimanayi
January 10, 2022
This is very helpful I am starting my clothing line soon for my company so I needed ideas of writing the plan, I found it here
January 07, 2022
Thanks this really helped me,I had no idea on how to start the bussiness plan but now Im ready to go!!
Josh Rasmussen
December 13, 2021
Thanks for this body of work. Much appreciated.
Oyinkule Omemu
December 12, 2021
I am completely blown away. So glad I saw this. Great Work.
Itumeleng Mathosa
December 10, 2021
This is really helpful thank you so much
November 25, 2021
Thanks for this I leean alot
November 16, 2021
I just learned some of important things, thank you so much
Tebogo Ngobeni
November 12, 2021
Wow this came in handy I think after reading the whole thing I am even more fuelled up. Thank you very much.
November 08, 2021
Very interesting
November 06, 2021
Thank you so much for your training, I have understood well hope am going to be the best seller clothing in my country thaxs so much
November 03, 2021
this really helped me .Am 20 and really trying to start my own brand was stuck a lil bit but now i guess am ready to do it .thankyou
ella peters
October 26, 2021
amazing, super useful content!! thank you very very much!!
Saratu Asuku
October 13, 2021
This is real good. Thanks
September 13, 2021
Thank you so much for this content, it is exactly what i needed.🙌🏼
September 11, 2021
THANK YOU SO MUCH for creating such a detailed overview of a clothing line business plan. Phenomenal and incredibly helpful information.
Ebere Agwu Ifiala
This is so helpful and informative. I really do appreciate this leverage.
Snegugu Mdladla
July 31, 2021
Thank you so much Melanie. This is so helpful and thoroughly informing. Appreciate this!
Olubanji Motunrayo
June 24, 2021
Thanks so much for the tip, more wisdom
Melanie DiSalvo
March 21, 2021
Pamela, have you checked out the Free Course? There is lots of information about budgeting in there.
https://shopvirtueandvice.com/pages/start-a-clothing-line-free-course
Pamela Bouable
Hi my name is Pamela Bouable, I would please like guidance regarding my cash flow for my upcoming business. I have difficulties completing this section. I look forward to hearing back from you soon. Thank you very much
March 17, 2021
Thank you very much for enlightening me through this business plan. I pray you grow higher. Thanks again.
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Clothing Line Business Plan Template
Clothing line business plan.
You’ve come to the right place to create your clothing line business plan.
We have helped over 100,000 entrepreneurs and business owners create business plans and many have used them to start or grow their clothing line.
Clothing Line Business Plan Template & Example
Below is a template to help you create each section of your Clothing Line Business Plan.
Executive Summary
Business overview.
Posh Sophisticate is an emerging clothing line start-up that is geared towards female professionals between the ages of 26 – 64. The clothing line is designed to be everyday work essentials with a modern and trendy flair, appropriate for the office or afterwards for cocktails. The clothing is designed for the modern woman who has a busy professional career and engaging social life.
Posh Sophisticate is the brainchild of Boston native and Paris-trained fashion designer, Marla Worthington. Now living in New York, Marla has taken her decades of apprenticeship and design to develop her own unique and trendy clothing line, while maintaining the style and sophistication required of a professional woman.
The Posh Sophisticate clothing line is suitable for women of all ages and body types. No matter what status level or background, there is a professional look suitable and affordable for any female. The Posh Sophisticate clothing line can be found at major retail department stores around the United States.
Product Offering
The following are the Posh Sophisticate clothing line items:
Customer Focus
The Posh Sophisticate clothing line will focus on professional women in the United States working in urban cities that regularly shop at large retail department stores such as Macy’s, Dillard’s, Nordstrom, or Bloomingdale’s.
Management Team
The Posh Sophisticate clothing line will be led by President & Founder, Marla Worthington and the CFO, Kimberly Fornell. Because they are a startup clothing line, they have decided to outsource the manufacturing and distribution of all clothing items to a third party manufacturing warehouse located in New York City.
Success Factors
Posh Sophisticate will be able to achieve success by offering the following competitive advantages:
- Posh Sophisticate will pride itself in using high quality material at affordable prices. They have been able to negotiate with U.S. based suppliers that are able to manufacture their design concepts at an affordable price.
- Posh Sophisticate’s designs are trendy, affordable, professional, and classy. They aim to be known for its unique and flattering styles that can be worn at work or afterwards during happy hour.
Financial Highlights
Posh Sophisticate is seeking $1,000,000 in debt financing to launch its clothing line. The funding will be dedicated for the manufacture and distribution of the clothing line. Funding will also be dedicated towards the advertising agency and law firm on retainer. The breakout of the funding is below:
- Manufacture and distribution: $500,000
- Advertising agency in charge of promotions: $300,000
- Law firm retainer: $100,000
- Working capital: $100,000
Company Overview
Who is posh sophisticate clothing line.
Posh Sophisticate is an up and coming clothing line tailored toward female professionals between the ages of 26 – 64. From the mind of creator and fashion designer Marla Worthington, Posh Sophisticate is a breath of fresh air that sets itself apart from the traditional attire usually available to professional women. The clothing line of Posh Sophisticate does not include drab pant suits or unflattering dresses; the clothes are modern and trendy yet sophisticated enough to be seen in the executive boardroom. The clothing line is geared towards women who work in an office setting who want to dress in clothes that allow them to feel trendy while maintaining the utmost professionalism.
Posh Sophisticate Clothing Line History
Marla Worthington has been in the fashion industry for over three decades. She worked at Bloomingdale’s in Boston during her high school years as a stock girl and cashier. She kept the job while attending Boston College, eventually becoming a window dresser and was in charge of the mannequin displays of the Donna Karan and Carolina Herrera brands. It was while she was an undergraduate that Marla found her passion and decided that she wanted to dedicate her life to designing women’s clothes. After earning her Bachelor of Arts degree, Marla packed up everything she had and moved to France to attend the Paris Fashion Institute. Upon completion of the school, Marla was able to apprentice with a few of Paris’ top fashion designers and was able to travel to fashion shows all over the world – from Paris to Milan, Singapore, Hong Kong, and New York.
The business of fashion proved to be intimidating, but Marla continued to pursue her passion. She moved to New York in 2010 and rented a small studio loft where she could focus her attention on designing and branding her clothing line.
Through a business acquaintance, Marla was introduced to an angel investor who has committed to investing $500,000 to help Marla launch her clothing line. The funding will be used as initial equity to obtain a business start up loan.
Since incorporation, Posh Sophisticate has achieved the following milestones:
- Registered and trademarked the Posh Sophisticate brand, logo, and limited liability corporation.
- Hired a branding and design company to professionally design the logo, website, price tags, clothing tags, social media and promotional ads.
- Approached and received Letters of Intent from retail stores such as Bloomingdale’s, Nordstrom, Dillard’s, and Macy’s for the department stores to allow a small display of the Posh Sophisticate clothing line.
- Held a focus group for women between the ages of 26 – 64 to receive feedback on the designs of Posh Sophisticate. Marla displayed ten of her clothing pieces and the ladies offered feedback and critique.
Posh Sophisticate’s Products
The following will be the available items of the Posh Sophisticate Clothing Line:
Industry Analysis
The rising demand for high-end clothing, accessories and jewelry has benefited the fashion industry. For designers, demand from retail trade operators is a crucial factor for success. Demand from retail trade is expected to increase over the next five years.
Social media and mobile apps have also contributed to industry growth over the past five years. Websites such as Pinterest and e-commerce platforms such as Etsy enable smaller designers to both showcase their designs and draw potential new clients.Moreover, the increasing number and popularity of fashion blogs have also helped industry operators. The growing number of fashion blogs enable smaller designers to gain exposure and attract new clientele.
The industry will also benefit from rising disposable income and increased consumer confidence; it will also be aided by downstream apparel manufacturing industries. As consumers demand trendier yet reasonably priced items, department stores will continue collaborating with designers to create product lines with mass appeal.
Customer Analysis
Demographic profile of target market.
Posh Sophisticate will target the working professional female in the United States between the ages of 26 – 64. The women will work in an office setting and come from a variety of backgrounds. They can be at their first job right out of college or near retirement. They can be the administrative assistant who greets you when you first arrive at an office or they could be the CEO and President of a large company.
The precise demographics for the Posh Sophisticate Clothing Line are:
Customer Segmentation
Posh Sophisticate will primarily target the following customer profiles:
- Female consumers looking for the trendiest in latest fashion that is appropriate for work.
- Young professionals in their 20’s or 30’s.
- Professional women in their 40’s up to their early 60’s.
- Women who regularly shop in large department stores such as Macy’s, Dillard’s, Bloomingdale’s or Nordstrom.
Competitive Analysis
Direct and indirect competitors, donna karan new york.
Donna Karan New York is one of the clothing lines by famed fashion designer, Donna Karan. A native of Queens, New York, Donna Karan is also known for her other clothing label, DKNY. Donna Karan launched her first collection “Seven Easy Pieces” in 1984 that consisted of a bodysuit, a tailored jacket, a skirt, pants, a cashmere sweater, a leather jacket, and an evening look. The idea behind the collection was that women could create infinite combinations with easy-to-wear garments to take them from daytime looks to evening looks without sacrificing elegance. Donna Karan is the epitome of New York energy and attitude for the powerful and elegant woman. The label has grown into a global powerhouse and is an icon in American fashion design.
Donna Karan New York clothing line can be purchased online or in a boutique store in larger cities. The collection can also be found in major department stores throughout the United States.
Ann Taylor has been a staple for the modern career woman for decades. Founded in 1954, Ann Taylor and its sister company LOFT, provides classic tailored styles with a wide range of crisp button-downs and sharp business suits. Early in its inception, Ann Taylor became the go-to destination for professional women and set several styles on the map. In the 1960’s and 1970’s, Ann Taylor was one of the first to sell tailored professional trousers and pants as more and more women entered the workplace. In the 1980’s, the power business suit emerged and became a status staple for the most ambitious female professionals. Ann Taylor LOFT was created to appeal to the younger professional women who were budget-conscious and required a more trendy business look. The Ann Taylor clothing line can be found at a retail store of its name around the country or purchased online. Today, Ann Taylor is owned by Ascena Retail Group who acquired the brand in 2015.
Express, Inc. is an American fashion retailer that caters to young men and women. Express is known as a fashion-forward apparel and brand that sells everyday wardrobe essentials to the latest trends. Women and men of all walks of life can find something at an Express store. They carry a large selection of professional business attire, as well as jeans, dresses, outerwear, and casual attire. Known for being trendy and fashionable, Express is seen as a go-to destination for anyone wanting the latest and trendiest clothing. Founded in 1980, it first opened up as Limited Express in Chicago and only sold women’s clothing. In 2001, Express expanded to include a men’s fashion line. Today, Express operates over 600 stores in the United States, Puerto Rico, Mexico, Costa Rica, Panama, El Salvador, and Guatemala.
Competitive Advantage
Posh Sophisticate will be able to offer the following advantages over their competition:
Operations Plan
The following will be the operations plan for the Posh Sophisticate clothing line.
Operation Functions:
- Marla Worthington will act as President & Founder of Posh Sophisticate, LLC. She will be providing oversight of the design and distribution warehouse located in New York.
- Marla has decided to hire an outside manufacturing company to manufacture each piece of clothing. As a startup clothing line, Marla believes by hiring an outside manufacturing company that already has the equipment and personnel needed, it will be less for her to manage.
- Kimberly Fornell is the clothing line’s CFO. She will be in charge of all business expenditures and tax obligations.
- Marla also has a law firm on retainer to provide legal guidance and business filings for the clothing line. They have been tasked with all limited liability corporation state and federal requirements as well as permitting and licensing.
Milestones:
Posh Sophisticate will have the following milestones complete in the next six months.
3/1/202X – Finalize manufacturing agreement with manufacturing company
3/15/202X – Execute advertising agency contract
4/1/202X – Finalize contracts with large retail department stores
5/1/202X – Review first batch of manufactured clothing
5/15/202X – Review first round of advertising campaign and provide feedback
6/15/202X – Launch advertising campaign via social media, magazines, media, and billboards
9/1/202X – Posh Sophisticate clothing line is available to purchase at large retail department stores
Marketing Plan
Brand & value proposition.
Posh Sophisticate will offer the unique value proposition to its clientele:
- Professional and trendy attire uniquely tailored and suitable for women ages 26 – 64.
- Each piece of clothing is made with high quality materials that is priced competitively with competing clothing lines, yet not intimidating to the average income.
- Classic styles with a unique and modern flair that is appropriate in the office setting or for drinks afterward.
Promotions Strategy
The promotions strategy for Posh Sophisticate is as follows:
Professional Media Campaign
Marla Worthington has hired a professional advertising agency based in New York who has extensive experience in the launch and advertising campaign of emerging brands. The advertising agency has developed numerous print ads for fashion magazines, commercial spots to be aired on major networks, and billboard advertisements aimed at getting the most maximum exposure in large urban areas of U. S. cities.
Social Media
The advertising agency has also been tasked with launching an aggressive social media platform for Posh Sophisticate. The clothing line will have a Facebook, Twitter, and Instagram account with professionally photographed images and posts. There will be a number of sponsored Facebook and Instagram posts.
Brand Ambassadors
Posh Sophisticate will partner with young professionals who have a social media following of more than 100,000. The brand ambassadors will post themselves wearing Posh Sophisticate items and tag the account so that they gain exposure through their legion of followers. The brand ambassadors receive compensation based on the number of likes or followers gained through their Posh Sophisticate posts.
The pricing of the Posh Sophisticate clothing line will be moderate and on par with competitors so customers feel they receive value when purchasing their items.
Posh Sophisticate will be led by its founder Marla Worthington. While she has decided to outsource the manufacturing, marketing, and legal, her and her CFO will oversee the clothing line.
Marla Worthington, President & Founder
Marla Worthington has been in the fashion industry for over three decades. She worked at Bloomingdale’s in Boston during her high school years as a stock girl and cashier. She kept the job while attending Boston College, eventually becoming a window dresser and was in charge of the mannequin displays of the Donna Karan and Carolina Herrera brands. It was while she was an undergraduate that Marla found her passion and decided that she wanted to dedicate her life to designing women’s clothes. After earning her Bachelor of Arts degree, Marla packed up everything she had and moved to France to attend the Paris Fashion Institute. Upon completion of the school, Marla was able to apprentice with a few of Paris’ top fashion designers and was able to travel to fashion shows all over the world – from Paris to Milan, Singapore, Hong Kong, and New York. After returning to New York, she was introduced to an angel investor that has agreed to provide the equity required in order to obtain a startup business loan.
Kimberly Fornell, CFO
Kimberly Fornell is the CFO for Posh Sophisticate, LLC. She has over 20 years of accounting and tax experience and is a licensed CPA in the state of New York. Kimberly has worked with numerous Fortune 500 companies providing accounting oversight and filing all of the company’s tax returns and filings. Kimberly’s accounting and tax knowledge combined with her extensive experience in the corporate world will set up the Posh Sophisticate clothing line for success.
Financial Plan
Key revenue & costs.
The revenue drivers for the Posh Sophisticate clothing line will be the merchandise sold at the major retail stores. The line will consist of everyday women’s clothing staples – blouses, sweaters, pants, skirts, dresses, and coats.
The cost drivers will be the cost of manufacturing and distributing the clothing items. Other cost drivers will be the law firm on retainer and the New York advertising agency. Marla Worthington and Kimberly Fornell have priced all expenses to be 70% of revenues.
Funding Requirements and Use of Funds
Key assumptions.
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Number of Items Sold Per Month: 800
- Average Item Cost: $85.00
Financial Projections
Income statement, balance sheet, cash flow statement, clothing line business plan faqs, what is a clothing line business plan.
A clothing line business plan is a plan to start and/or grow your clothing line business. Among other things, it outlines your business concept, provides market research about the fashion industry, identifies your target customers, presents your marketing plan and details your financial plan. It is meant to be a living document that should be updated as trends in the industry or changes within your company occur.
You can easily complete your clothing line business plan using our Clothing Line Business Plan Template here .
What Are the Main Types of Clothing Line Businesses?
The types of clothing line businesses include men’s apparel, women’s apparel, children’s clothing and athletic apparel.
What Are the Main Sources of Revenues and Expenses for a Clothing Line Business?
The primary source of revenue for a clothing line business comes from its sale of clothing. Businesses can sell directly to consumers, or to clothing stores and clothing wholesalers.
The key expenses for a clothing line business includes rent, salaries, materials, and marketing expenses.
How Do You Get Funding for Your Clothing Line Business?
Clothing lines are often funded through small business loans. Personal savings, credit card financing, crowdfunding and angel investors are also popular forms of funding.
What are the Steps To Start a Clothing Line Business?
Starting a clothing line business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.
1. Develop A Clothing Line Business Plan - The first step in starting a business is to create a detailed clothing line business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.
2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your clothing line business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your clothing line business is in compliance with local laws.
3. Register Your Clothing Line Business - Once you have chosen a legal structure, the next step is to register your clothing line business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options - It’s likely that you’ll need some capital to start your clothing line business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Clothing Line Equipment & Supplies - In order to start your clothing line business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your clothing line business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.
Learn more about how to start a successful clothing line business:
- How to Start a Clothing Line Business
© 2023 PlanBuildr.com
How to create a business plan for a clothing line
Do you love fashion and making your own clothes? If so, you may have decided to launch your own clothing line.
Before being able to open your doors to customers and exchange your threads for cash, however, you'll have to write a tailor-made business plan.
Not sure what a business plan is or where to start? Don't worry. In this guide to writing a business plan for a clothing line, we've got you covered. Read on for our top tips on how to make your entrepreneurial dream into a reality!
What is the business plan for a clothing line?
The business plan for a clothing line enables an entrepreneur to examine their business in detail, evaluate the amount of funding needed to get it up and running, and assess its expected profitability.
It also serves as a roadmap for the business' first three years of operation. As your clothing line moves through its first throes of operation, you can use the business plan to track whether it's flourishing as it should, by comparing the figures estimated in your initial forecasts.
A clothing line business plan will also be specifically requested by any bank or investor you decide to approach, so drafting one up is a mandatory step when it comes to securing financing.
So what does a business plan for a clothing line look like? In a simplified way, it consists of two main parts:
- A financial forecast highlighting the expected financial performance over the next 3 years and the potential for profitability
- A written part that presents, in detail, your project, the team, your business strategy, and your medium-term objectives.
What information is needed for a clothing line business plan?
Carrying out market research for a clothing line will be the very first step of creating your business. It will not only enable you to understand the dynamics of the market you've chosen to enter (whether it's luxury clothes or sportswear) but also help you verify whether there is an unmet demand for the clothes and accessories you wish to offer.
The market research stage pushes an entrepreneur to dive into the latest sector trends, expectations, and buying habits of future customers, as well as their competitors and the most effective channels for marketing and selling their products.
Once the market research is complete, you should be left with a clear target clientele, as well as a pricing strategy that's consistent with your concept.
You'll then be able to develop a marketing strategy to get the name of your clothing line out there, listing the budget to be set aside for these actions, whether it's setting up a website or paying for an ad in the local city guide.
Before writing your clothing line business plan, you'll also need to evaluate your staffing and equipment needs, and how your clothes will be manufactured - adding up the cost of each element.
Once you've gathered this information, you're ready to develop your financial forecast.
The financial forecast of your clothing line
Establishing the financial forecast is an integral step in the development of your clothing line's business plan.
It is composed of 4 main tables, highlighting different financial aspects of the company:
- Projected P&L statement
- Projected balance sheet
- Projected cash flow statement
- Initial financing plan
The projected profit and loss statement
With this table, you'll have an overview of the expected turnover, growth, and profitability for your clothing line over the first 3 to 5 years of activity.
The projected balance sheet
The projected balance sheet shows the value of the company's assets and liabilities at a given time, and, in particular, the value of the assets (what the company owns) and liabilities (what the company owes to suppliers, lenders, etc).
The projected cash flow statement
With the help of a projected cash flow statement, you will see how much cash is generated by your clothing line, where it comes from, and how it is used, whether it's enough to repay its loans or purchase new fabrics.
You'll also be able to see if you have enough cash to fulfil these obligations, or even if you might soon have enough cash to expand your business by opening more stores or warehouses.
The initial financing plan for your clothing line
This section of your clothing line's financial forecast gives your bank or investor a quick overview of the resources needed to launch your business and their costs - as well as ways in which they'll be financed, including via equity contribution, shareholder loans, and bank loans.
What does the editorial part of a clothing line business plan look like?
Once the financial forecast of your clothing line has been set up, you have the opportunity to put these figures and estimations into context by delving into the written part of your clothing line business plan.
The editorial section of your clothing line business plan is just as important as the financial forecast because it presents each aspect of the business in detail and proves to investors that you've thought carefully about the risks associated with it.
It's broken down into 7 sections, which we have summarised below:
The executive summary
Think of this section as the equivalent of a cover letter for your clothing line business plan. The aim here is to introduce your project to investors in as engaging and concise a manner as possible, encouraging them to read on and learn more about your exciting venture.
In this part, you place a spotlight on the business's partners and their roles, as well as the distribution of the company's capital and the location (or online domain) of your clothing line.
Products and services
This section explains the products being sold by your clothing line, as well as the manufacturing process of your clothes and accessories.
Market research
It's within this section of the clothing line business plan that you'll present the results of the market research we mentioned at the beginning of this article. The objective here is to demonstrate that there is indeed a viable business opportunity for your clothing line to flourish.
In this part, you'll reveal three key plans:
- Your sales strategy - the prices you'll set
- Your marketing strategy - the actions you'll take to attract customers and build customer loyalty
- Your risk management strategy - how you'll minimise the risks related to your business
From your employees to your relationship with suppliers, you'll detail the operational organisation of your business.
The financial plan
The financial plan puts your numbers into tables that you'll be able to present to potential investors so they get a better idea as to your expected profitability and how much funding you need.
What tool should I use to write my business plan for a clothing line?
Write your business plan using word or excel.
This solution has one major advantage: it's cheap.
Be wary, however, that you'll need to have an accounting background (or at least be very good with numbers) to write your plan in this way without making mistakes in the calculations.
Hire a consultant to write your financial forecast
Hiring a chartered accountant or consultant to take care of the financial part of your clothing line business plan is a good way to avoid errors.
However, the fees are generally quite expensive: budget around £1.5k ($2.0k) for a complete business plan, plus more if you need to make changes after the initial version (which happens frequently after the initial meetings with lenders).
If you decide to hire a consultant or accountant, remember to check what's included in the service - are they developing a complete business plan or just doing the financial forecast? And are you willing to pay extra for them to make changes, if necessary?
Use online business plan software
If you're not used to writing business plans, another good solution would be to use online business plan software .
There are several advantages to using specialized software:
- You are guided through the writing process by detailed instructions and examples for each part of the plan.
- You can be inspired by already written business plan templates
- You can easily make your financial forecast by letting the software take care of the financial calculations for you.
- You get a professional document, formatted and ready to be sent to your bank.
If you are interested in this type of solution, you can try our software for free by clicking here .
That's it for now, we hope this article has helped you better understand how to write a business plan for a clothing line. If you have any questions related to setting up your business, please do not hesitate to contact us.
Also on The Business Plan Shop
- Business plan template of a clothing line
- How to start up a clothing line
- How to create an ethical and sustainable fashion brand
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Clothing Boutique Business Plan Template [Updated for 2022]
- by Emily Polner
minute read
![Clothing Boutique Business Plan Template [Updated for 2022]](https://blog-assets.lightspeedhq.com/img/2021/09/ee9acfe0-blog_clothing-store-business-plan_1200x628.jpg "local clothing brand business plan")
A business plan is a document that outlines its intended purpose and goals and helps serve as a reference to keep you on track after you open your doors. If you plan to raise capital, you can send your boutique business plan to friends, family and other potential investors so they have a clearer idea of what they’re investing in.
In this article, we outline what to include in your clothing store business plan, as well as a blank business plan template for you to use however you see fit. You can be as detailed as you like when writing your plan.
Here’s what you need to know and include to get started:
How to start a clothing store business in 2022
Executive summary, business description and mission statement.
- Product services and pricing
Competitor and market analysis
Clothing marketing strategies, business structure, clothing boutique startup costs and funding , growth forecast, clothing store boutique business plan template, global state of the retail industry report: omnichannel is do or die.
Get to know the state of the industry today as you open your clothing store boutique.
How much does it cost to open a clothing store?
The cost of opening a clothing store varies depending on the size and location of your store. Leasing a retail space costs more in certain geographic areas than others. The average initial cost of opening a store can be anywhere from $48,000 USD to $150,000 USD, and this figure doesn’t include an upfront payment of first month’s rent or utilities.
Having an accurate idea of your initial cost—and, as such, how much funding you need—is one of the key benefits of a thorough boutique business plan.
The costs and logistics involved in starting a clothing store business in 2022 are different than they were even 10 years ago.
You need a rock-solid niche for your business, so you can make a splash in a crowded market. You need a brand identity that stands out, too. Those pieces aren’t new, though creativity is more important than ever—you want your new boutique clothing store to stand out online, after all.
It’s the online aspect that really matters in 2022. Instead of picking between a brick-and-mortar or eCommerce store, your boutique business plan should take both into account. In an era of high-tech stores (even Amazon is getting in on the industry with its new Amazon Style ), customers have come to expect more from retailers.
Keep in mind the technology you need to start a clothing store today: that includes a POS system with an integrated eCom platform, inventory management software that syncs your online and offline stock in real time and loyalty programs to reward them for shopping. These costs, and the time required to manage multiple sales channels, should be built into your business plan.
How to write a clothing boutique business plan
Your business plan can be as long or as short as you’d like, but it needs to be clear to others, not just yourself. Remember, other people might read your plan in order to determine whether or not to invest, so each part needs to be understandable.
Here is an example of a business plan for a boutique clothing store that gets funders on board (and what you should be putting in each section).
The executive summary should be a summary of your entire business plan. It typically appears at the beginning of a business plan, but you should write this last so you can draw from the rest of the sections for a more accurate blurb.
Think of this as the elevator pitch for your boutique business plan. If this summary was all someone read, they’d come away with an idea of what you want to open and why; detailed enough that they get the big picture, but not so detailed that they get lost on the page.
An executive summary should be at most 10% of the entire document. For example, if your clothing store’s business plan is 15 pages long, the summary should be a page and a half at most; if your plan is five pages long, try for a half-page executive summary.
The next section should be a description of what your clothing business is and does. For example, are you a children’s clothing boutique? Are you selling in store, online or both? What kinds of styles are you going to cater to? For instance, do you sell basics like plain tee shirts or pieces with a more bohemian aesthetic?
This is also where you should define your mission and company values. Your mission should answer the questions: why are you starting your business and what will your new store bring to the table? Your company values are the characteristics your business aligns itself with and uses to make informed decisions. What values are most important to you and which qualities will you make a priority?
This is your opportunity to really sell potential funders on why your clothing store will succeed. What’s more compelling: describing yourself as a new apparel retailer, or as a new clothing boutique with a focus on personal styling for young professionals that carries local designers in a high-foot-traffic area in your city’s financial district?
Products, services and pricing
With your executive summary and business description having introduced potential funders to your vision, your boutique business plan should next move into the concrete details. Your products and services section should outline:
- What kinds of items you’ll be selling
- Any services you’ll be offering (i.e. tailoring or clothing rentals)
- The main benefits and features of what you’re selling
- How much each item will cost you vs. what you’ll be selling it for
- How each item will be created or sourced: which suppliers are you getting your inventory from, if any? Do you have existing relationships with suppliers or will you have to create them?
If you plan to offer more or different products later down the line, outline that in this section as well.
It’s important to look at what your competitors are doing to get a sense of which needs are being met and where the biggest gaps in the market lie. Make sure you explain how you’re positioning yourself and why you offer something different or better than what already exists. Include the following information:
- Competitor analysis: who are your competitors? What seems to be working for them and what doesn’t? How long have your competitors been in business? Are they growing? Make sure you categorize your competition into direct and indirect competitors in your boutique business plan. Direct competitors will be anyone who is targeting your exact niche, while indirect competitors will be big chain retailers and department stores who offer an alternative experience to what you’re building.
- Industry trends: talk about the current trends and future predictions for your industry. Is it popular or growing? How have these trends impacted your niche? Can you expect these trends to keep growing—and what proof do you have that the popularity of your chosen focus isn’t just a passing fad?
- SWOT analysis: a SWOT (strengths, weaknesses, opportunities and threats) analysis details exactly what it sounds like it does. Think about what your biggest strengths and opportunities are, as a business. On the flip side, is there anything that may be a potential threat to your success?
- Target customer: what kind of person you’re aiming to target. Who is going to shop at your store? Where do they live, how old are they and what are their main pain points? What are they looking to get out of a clothing store, and how will you serve their needs? Do you have any data about your particular target’s spending power and shopping habits?
As a new business, you’ll need to promote yourself to bring customers in the door. Use this section of your boutique business plan to explain to investors and your team how you intend to do that.
- Which marketing channels do you plan to use? Are you going to use email marketing, social media marketing , SEO blogging, PR or influencer marketing ?
- Do you plan to run paid advertisements or only market your business organically, or both? If you plan to pay for advertising, you’ll need to include this budget in your costs section.
- How will you measure the success of your marketing efforts? Which metrics will you examine to determine whether or not you met, exceeded or fell short of your goals?
- What sort of loyalty program will you use to ensure customers keep returning? How will you split your budget for marketing to new customers and reaching out to returning customers?
The structure of your business will have a big impact on how it’s taxed and managed. Define your plans for incorporating as well as your org chart:
- How is your business defined, legally ? Is it an LLC, an S-Corporation, a partnership or unincorporated?
- Who is running the clothing business? List the founders and what each person brings to the table in terms of skills and capital.
- What kinds of roles will you be hiring for? Who reports to whom? Create a preliminary organizational chart that includes the current hierarchy of your business and which roles will need to be filled.
There are many upfront purchases to be made as well as recurring expenses that come with starting a clothing store. This is where you’ll list what you need to buy and the funding you’ll need in order to make sure you get everything you need. Here are some examples of costs you might include:
One-time costs
- Lease, security deposit and other fees associated with signing a retail lease
- Furniture and façade costs
- Initial inventory
- Technology hardware, such as computers, tablets, phones, credit card readers
- Website design costs (if you’re not using an eCom platform with a built-in site builder)
- Grand opening costs for the store’s launch day
Recurring expenses
- Rent and utilities
- Employee wages
- Marketing and advertising
- Retail commerce platform subscription
- eCom platform subscription and web hosting costs
- Domain name registration
- Accounting services
In addition to listing expected expenses and funding needs, also add a projected profit and loss statement, cash flow and balance sheet, if you’re able to. This will help paint a more complete financial picture.
Growth forecast
In this section, list how much inventory you’ll have on to start and your initial assets. Plan how much cash you’ll have on hand for your grand opening.
Here is where you can predict how quickly you will grow and in what ways you intend to expand. How much revenue do you intend to generate after one year in operation? Do you plan to offer more products in the future? Are you envisioning outgrowing your first retail space? Do you intend to open more locations? Describe these plans to the best of your ability.
Now that you know what goes into a business plan, you’re ready to make one. Fill in this free template to set your future clothing store up for success.
Executive summary
Business name:
Founders and executive team:
Products and services:
Target demographic:
Marketing strategies:
Future plans and goals:
Company description
What does your business do?
What gap does it fill in the market?
Mission statement:
Core values:
Description of each product and service:
How you plan to price each item:
Supply chain details:
Competitor and market analysis
Competitor analysis:
Industry trends:
Market size:
SWOT analysis:
Target customer:
Marketing strategies
Which marketing channels you’ll be using:
Plans for paid vs. organic marketing:
Loyalty program outline:
Marketing goals:
Legal structure:
Business leaders:
Organizational chart:
Hiring plans:
Startup costs and funding
What you need to buy:
How much funding you need:
Profit and loss statement:
Balance sheet:
Assets:
Cash on hand:
Revenue (projected or actual):
Other growth plans or predictions:
Create your clothing business the way you envision it
A clothing store business plan can help you solidify your thoughts and ideas so that you can start your business the way you intend to. Taking time to ask yourself important questions like how and why you’re starting will serve you well in the long run.
Clothing retailers use Lightspeed’s commerce platform to take sales, manage inventory, create a website and so much more. If you’d like to learn about how Lightspeed can help you accomplish your business goals, watch a demo .
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Emily is a Content Specialist at Lightspeed, where she brings her passion, knowledge, and expertise to give you helpful tips on how to take your retail business to the next level. When she’s not behind the keyboard, Emily can be found thrifting, getting iced lattes at local cafes or endlessly scrolling through TikTok.
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Clothing & Fashion Business Plans
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Starting a clothing business requires a passion for clothing design and fashion. But in order to create a successful fashion line that lasts, you also need a business plan. If you’ve ever wanted to break into the fashion business, you may want to check out our clothing and fashion sample plans.
Shops, boutiques, clothing design, and eCommerce are all covered here to give you ideas and planning elements to successfully launch your own business.
Or to develop a more modern business plan, that fits your retail business perfectly we recommend you try LivePlan . It contains the same templates and information you see here, but with additional guidance that helps you spend less time planning and more time designing the next big fashion trend.
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Retail Clothing Line Business Plan
Sell the hottest trends and fashions with your own retail clothing store or fashion boutique. Use this free clothing line business plan to get your business started, including setting up an online clothing store.
Download this Clothing Business Plan free for easy editing in Google Docs or Microsoft Word:
Table of Contents
1.0 EXECUTIVE SUMMARY
1.1 company.
Booming Boutique is a start-up retail establishment that will sell fashionable clothing to women of the Baby Boom generation. We will locate Booming Boutique in downtown Pleasantville, Florida, which is a popular retirement and tourist destination. While our initial goal is to open one boutique, expansion plans include potentially franchising our retail store and/or building a well-recognized brand name. In turn, we would hope to penetrate a sizable portion of the online retail market.
1.2 PRODUCTS & SERVICES
The fashion and retail industry tends to be overly youth focused. However, by closely following generational fashion trends as well as our own customers’ purchasing preferences, we will tailor our inventory to meet the specific needs of our clientele. We will solely focus on the our styles, colors and fits to flatter the lady Baby Boomer/ Meeting the needs of her figure will be our specialty.
1.3 MARKET ANALYSIS
The total sales reported in the U.S. retail industry in 2007 (including food service and automotive) exceeded $4 trillion. There are roughly 75 million Baby Boomers, half of which are women. In Pleasantville, the current population is just fewer than 40,000. 54 percent of the total population is women who have a median age of 48. The median income is $48,600. We will initially seek customers locally, but will increase our reach as we build our brand and secure our image.
1.4 STRATEGY & IMPLEMENTATION
Booming Boutique recognizes the importance of marketing. And to that end, we plan to promote our retail business with an ambitious, targeted marketing campaign, which will include a grand opening event, local media coverage, print advertising and a direct-mail campaign. Our goal is to keep our marketing budget to no more than 5% of our gross annual sales, and we will partner with local organizations such as the Chamber of Commerce and Downtown Merchants Association as often as possible.
1.5 MANAGEMENT
Robin Mathews and Joanna Jensen are co-owners and will co-manage Booming Boutique. Mathews has worked ten years in the retail industry, including four years as the manager of an antique furniture shop. She earned a BA degree in finance from Britannica College in Tampa, Florida.
Jensen’s experience lies in the fashion industry. She’s worked with designers, wholesalers and retailers for roughly 20 years. Jensen holds a BA in fashion merchandising from Colliers Fashion Institute in Miami, Florida.
1.6 FINANCIAL PLAN
Our company will earn revenue from our customers’ purchases of our products. Booming Boutique’s first-year income statement illustrates a profit margin of at least fifty-two percent, with a net income of $44,075 per month – after taxes. Finally, we have determined our break-even point will equal no less than $15,500 in total monthly sales. We project our annual profits to reach $380,000 by year three.
Our company will generate revenue from the retail sale of clothing and other merchandise. First year sales are projected to be $285,000, and we expect sales to surpass $525,000 by the end of year three. We will achieve month-to-month profitability within the first year.
1.7 SOURCES & USE OF FUNDS
Booming Boutique requires $282,000 to launch successfully. We’ve already raised $62,000 through personal investments and a small community grant.
We are currently seeking additional funding from outside angel investors and business loans. Start-up funds will be used for renovations, inventory and operating expenses such as rent, utilities and payroll.
Further, most of our initial investment will also be used to purchase retail equipment and inventory software – all of which will produce future benefits for the company.
A small portion of our investment will be used to create an online clothing store. There are inexpensive e-commerce tools that provide a very easy way to create an online boutique store where we can sell our fashions all over the world.
2.0 COMPANY
2.1 company & industry.
Booming Boutique will be located in downtown Pleasantville, Florida. Our company is a retail establishment selling fashionable women’s clothing to up-and-coming Baby Boomer retirees. Our business operates within the retail industry and is classified under NAICS code 448120 – women’s clothing stores.
2.2 LEGAL ENTITY & OWNERSHIP
Booming Boutique is a multi-member Limited Liability Corporation formally organized in Florida. Robin Mathews and Joanna Jensen are the company’s principle owners. We hold equal shares of ownership in the company.
2.3 COMPANY HISTORY TO DATE
The Company is a new business aimed at providing women of the Baby Boom generation stylish clothing options to buy and wear. As the company’s founders and as Baby Boomers ourselves, we found that Florida’s current boomer-wear market is missing the mark.
In fact, most clothing shops for the 55+ set are still selling clothes that our grandmothers would have worn. As our local population ages and more Baby Boomers reach retirement-age and migrate to Florida, we recognize the need for a shop that caters to the up-beat, fashion-forward Baby Boomer generation who want to look and feel young.
2.4 FACILITIES
Presently, Booming Boutique does not have a bricks-and-mortar location. However, we have identified an ideal spot in the downtown district of Pleasantville. The gorgeous area includes numerous restaurants, an art gallery, coffee shop, candy store and a picturesque park in the town square. We have signed a three-year lease for a 1,700 square foot building at $18 per square foot. Comparable properties are renting for $17-24 SF/Year.
Working with the property owner and the City of Pleasantville Downtown Redevelopment Committee, we have secured a $2,000 grant to beautify the façade of the building to include painting, signage and a new awning. We will only need minimal internal renovations such as installing dressing rooms and decorative items.
When considering the addition of wall mounts for merchandise, multi-level clothing displays as well as creative floor planning, this facility is large enough to support future growth. Additionally, we will be able to conduct all aspects of our business from this location since it has access to a loading dock and a back office for managers. This includes deliveries and shipments, inventory management and administrative duties such as finance, buying and marketing.
2.5 KEY ASSETS
Our key assets are our co-owners, Robin Mathews and Joanna Jensen, who bring tremendous experience and relationships to this business.
Once we launch Booming Boutique, our primary asset will be our brand, which will convey style, quality and a great shopping experience. In the long-term, it is this brand that will separate Booming Boutique from other retailers both locally and nationally.
3.0 PRODUCTS AND SERVICES
3.1 description.
Booming Boutique will sell a combination of widely recognized name brands as well as clothing lines from select fashion designers. We will closely follow generational fashion trends as well as our own customers’ purchasing preferences. Moreover, we will tailor our inventory to meet the needs of our “boomer” clientele. Solely focusing on the styles, colors and fits to flatter the female Baby Boomer’s figure will be our specialty. While apparel, such as business clothing, casual wear, jeans and formal wear will be our main staple, we will also offer some accessories such as belts, scarves, and hats.
We will earn profits by selling our merchandise. Our pricing structure will remain flexible, as we will implement suggested retail pricing on common brands as well as the standard practice of keystoning prices. Additionally, we will use a value-based pricing structure, which measures the value of our products to our customers such as easy access, quality, customer service and styles flattering to our target consumer. We will implement end of season sales, holiday and overstock sales, multi-buy savings and promotional coupons at strategic intervals.
3.2 FEATURES & BENEFITS
One key feature that separates Booming Boutique from all other local boutiques and chain department stores in the area is our commitment to providing women of the Baby Boom generation stylish, quality clothing options. Because our primary concern will be ensuring our consumers are happy with the fit and style of their purchase, we will provide products tailored to all shapes and sizes of women. In addition, we will make every effort to have petite and plus size versions of our merchandise in stock. If they are not in stock, ordering them will be easy, cheap and efficient.
Further, Booming Boutique will not just be a store that sells clothes. Our clientele will benefit from an experienced, knowledgeable sales staff. Out of the gate, our goal is to implement a superior customer service system. Beyond our friendly reception and an inviting atmosphere, Booming Boutique will also offer customers fashion information and advice. Our trained personnel will provide counsel that women simply cannot find at other clothing stores. The service is like a beautician who offers advice on what hair styles best complement his/her client’s face. Our hip and qualified fashion-industry expertise will ensure our customers walk away with the perfect outfit.
3.3 COMPETITION
In Pleasantville, there are no direct competitors offering our unique services or targeting Baby Boomers specifically. In the Downtown District, the shops most closely competing with Booming Boutique are as follows:
- EcoWise Boutique, which targets a younger demographic and specializes in natural fiber clothing. They also carry local art and jewelry.
- Caddy Corner Kids, which targets parents shopping for children, specializes in children’s clothing, accessories and toys.
- Kati Kouture, which targets younger women, specializes in offering industrial chic clothing with “classic lines and a punk gothic edge.”
- Marjorie Joe’s Fashion & Gifts targets older women within our target demographic, but specializes in the more homemade, old-fashioned style clothing.
- Petal Place Boutique targets women within our target demographic as well, but they specialize in an affordable, folksy style of clothing with handmade shawls and embroidered shirt sets.
- Second Time Around targets women and may overlap our target demographic slightly. However, they specialize in consignment clothing.
There is one super-store within a 60-mile radius of Pleasantville. The store is similar to Walmart in that it sells lesser quality items at lower price. But there are two chain department stores. They sell men’s, women’s and children’s clothing along with home accents, electronics and appliances. While familiarity is comforting, industry research indicates increasing frustration with the inferior quality, sub par customer service and vastness of super-stores. Not to mention, the inept sales staff and lack of selection often found at department stores.
3.4 COMPETITIVE ADVANTAGE/BARRIERS TO ENTRY
To date, our primary competitive advantage is the absence of any store like ours in the Pleasantville area. In addition, company co-owner, Joanna Jensen, has worked in the fashion industry for more than 20 years. Her experience includes working with apparel retailers, clothing wholesalers, garment manufacturers, and fashion designers. She understands the fashion industry and knows how to spot the latest trends.
While there is no guarantee a competitor will locate within our area, we have no doubt in our fashion sense, outstanding customer service and quality products. In turn we will quickly establish Booming Boutique as the place for lady Baby Boomers to shop.
Also, we would be the only niche fashion retail-store for hip, older women. While other stores offer some style equivalents, they are not focused solely on the baby boomer generation. We are, and therefore, have a distinct competitive advantage in our niche.
Our supplier relationships and exclusive product offerings will prevent future competitors from entering the market as a competitor. Also, it takes time to build a retail store, and by the time a competitor attempts to compete with us directly, we will have already established a strong customer base.
3.5 DEVELOPMENT
As our company grows and our boutique earns a positive reputation, several opportunities will open to us. And we are considering some options already. Should we choose to remain a small local boutique, we will develop and grow our company by increasing existing clothing lines and expanding our selection to include additional products such as swim wear, lingerie, or sportswear. Within five years, we will assess the potential for franchising our stores in select locations.
Additionally, as we build our business, we plan to simultaneously develop an online clothing store for Booming Boutique. The power and ease of an online storefront is obvious to us, and we plan to develop one quickly and efficiently. We also see the potential for regional and/or national expansion at some point.
Our online clothing store will help to spread awareness of our product line and brand to a wider community.
4.0 MARKET ANALYSIS
4.1 target customer.
Booming Boutique is a business-to-consumer retail company. Female Baby Boomers are our clear target customers. However, we do realize that we will likely attract some younger women with our peripheral products (handbags, scarves, etc.). Moreover, we expect a portion of our products to catch on with the younger generations. It’s important that we do not offer products that are exclusive to the older audience.
Having said that, there are currently about 75 million Baby Boomers living in the United States. A boomer is better described as the generation born between the years 1946 and 1964. About half of this population is women.
While those born in the 1940’s are still slightly more conservative, those born during the 1950’s and 60’s were trailblazers and trendsetters. Specifically, these will be the women we target vigorously with our marketing and offerings. These women range in age from their mid 40’s to late 50’s. They value uniqueness, convenience, service and quality. As they retire, price does become a factor in decision-making. At the same time, they were always a generation of the “buy now and pay later” philosophy.
4.2 MARKET SIZE
Pleasantville accommodates a robust retail market. While car dealerships, grocers and home improvement retailers account for a sizable portion of the retail market, the main local shopping district is downtown. With tree-lined streets and quaint shops and restaurants, the downtown retail district is the social and shopping hub of the community. The current population of Pleasantville is just fewer than 40,000. 54 percent are women who have a median age of 48. Their median income is above the national average at $48,600. Moreover, according to National News, Pleasantville is one of the 2008 Top 6 Towns to Retire for Baby Boomers. Many of these retirees are looking to retire on the water in a cozy, yet thriving community.
In addition to local consumers, we will also benefit from tourist traffic. Pleasantville is located a mere 30 miles from the sandy white beaches of St. Petersburg and Clearwater. It’s also within close proximity to many Tampa and Orlando area attractions. Our town boasts a healthy and recession-proof tourism industry. In addition, Pleasantville hosts several annual craft and golf events, which bring several thousand of our target consumers into the area each year.
The retail fashion industry is a solid business with ever-changing styles and ever-present consumer demand. While supercenters and megastores ruled the past two decades, more and more consumers are looking for change. They’re searching for a more serene and customer-friendly shopping experience. This is true especially for those nearing retirement age. In reality, as the Baby Boomers numbers decrease, there will be fewer older Generation X-ers to sell to. However, this market decrease will not occur for at least twenty years. Even then, clothing will always be in high demand. The fashion industry in America has been thriving since the advent of moving pictures.
4.4 SWOT ANALYSIS
- Experience and understanding of the fashion industry
- Unique shopping experience with exceptional customer service
- Great downtown location
- Large and growing consumer base
- Untested market in Pleasantville
- While market is large, it is a niche market (Baby Boomers)
Opportunities
- Outstanding shopping experience will lead to repeat business
- Growing online clothing store Booming Boutique
- Establish a Booming Boutique clothing line
- Cost and effectiveness of marketing to women “Baby Boomers”
- New retail shops that may or may not open in the future
5.0 STRATEGY & IMPLEMENTATION
5.1 philosophy.
Our company’s core business strategy is to combine exceptional and knowledgeable customer service with quality stylish merchandise. And n turn, we’ll provide an enjoyable shopping experience for our customers. Booming Boutique’s mission is to offer women of the Baby Boom generation a wide selection of fashionable, figure-flattering clothing. Our aim is to establish our company as a pioneer in this youth-obsessed industry and build a boutique brand name that will be synonymous with the fashion industry revolution.
5.2 PRODUCT DEVELOPMENT
We are currently working with several apparel wholesalers, garment manufacturers and two freelance fashion designers to assemble our inventory. We are also working with city economic-development officials to secure all required permits and occupational licensees. Once we secure financing, we will move ahead with the façade renovation, which we will pay for via the PDRC. We will also use the financing to purchase inventory, retail displays, and office supplies.
Prior to the grand opening of Booming Boutique, we will schedule an event with the Chamber of Commerce and start our promotions with pre-publicity flyers, advertising and additional marketing activities.
5.3 INTERNET STRATEGY
As the Internet has become a staple of American life and retail merchandising, Booming Boutique will build a website on which we will sell our products, too. We have secured the domain name BoomingBoutique.com and will begin site development using Shopify or Wix . These platforms allow us to create an online storefront quickly and will manage all aspects of it including creating shipping labels, accepting payment, and monitoring inventory. Customers will also be able to create wish lists for items they want to purchase later.
Having this online presence will allow us to build our email marketing list and send regular promotions to customers with new product announcements, discounts, specials, birthday coupons, and fashion ideas.
Foremost, we intend to showcase our brand, our clothing and provide customers with the ability to purchase items online. As the site progresses, we will include features such as fashion advice, designer interviews, newsletters, and Internet-only specials. Eventually, we hope to establish and nurture an online social community where women can gather and discuss topics of the day, network and share clothing secrets.
5.4 MARKETING STRATEGY
We both have strong marketing backgrounds and recognize the significance of effective marketing. We expect our strategy to draw consumers into Booming Boutique from the very beginning. Moreover we will hire a local PR firm to help us develop and implement a strategic marketing plan and guide our publicity efforts in a cost-effective manner. Our marketing message, logo and slogans will revolve around the idea of the Baby Boom generation as revolutionaries and trend setters. Boomer women are in their prime and at their best. Our store will recognize them as a force within the fashion industry.
Our goal is to keep our marketing budget to no more than 5% of our gross annual sales. We will partner with local organizations such as the Chamber of Commerce and Downtown Merchants Association as often as possible. We already have connections in all the necessary places. These strategic partnerships will allow us to piggyback on publicity for local events, as long as they are within our targeted demographic. Booming Boutique’s initial marketing efforts will remain local as we establish a presence in our community. These will rely heavily on local print and broadcast media coverage, traditional advertising, signage, a direct mail marketing campaign and networking. We will initially allocate a significant portion of our advertising budget to print and broadcast media to get the word out.
Of course, we will build anticipation and excitement about the new boutique prior to its grand opening. Working in conjunction with the Chamber of Commerce, we are already talking about a grand opening soiree. This will include hors d’oeuvres donated by the bistro across the street and a silent auction of a local artist’s painting collection. The collection is currently on display in the Downtown Art League Gallery.
We will also hold a drawing for a $100 shopping spree and fashion consultation. Entry collection will start at the grand opening and continue throughout the week. We will use these names and contact information for follow-up marketing initiatives. The Chamber of Commerce and the Downtown Merchants Association will promote the event in local newspapers and radio advertising. Comprehensive advertising and semi-annual direct mail marketing campaigns will follow the grand opening. We will also take advantage of low cost publicity activities such as posting sale flyers on community bulletin boards and online.
5.5 SALES STRATEGY
Booming Boutique plans to generate sales via strategic marketing efforts. These concentrated efforts will be targeting new and returning customers as well as single-visit tourist consumers. We will also implement a referral program rewarding customers who refer new customers with discount coupons. Following our grand opening, we will conduct a direct-mail campaign to targeted consumers that we have signed up through our in-store mailing program. The direct mailers will consist of 5,000 full-color postcard mailers. Each will include at 10% coupon. We will offer promotional discounts and seasonal and clearance sales throughout the year.
Booming Boutique will accept cash and payment via major credit and debit cards. Cash layaway plans will also be permitted. Returns and exchanges must take place within 30 days of purchase and receipts are mandatory.
Our sales staff will include both co-owners and 2-3 part-times sales associates. Combined, Jensen and Mathews have nearly 30 years experience in the fashion and retail industries. We will provide comprehensive training to each sales associate. This will include how to sell merchandise as well as how to provide fashion advice to customers. Our sales team will earn an hourly rate, plus a generous percentage of commission from each sale.
5.6 STRATEGIC ALLIANCES
Booming Boutique plans to join the Pleasantville Chamber of Commerce as well as the Pleasantville Downtown Merchants Association. These organizations are dedicated to promoting local businesses within our community and sponsor several events downtown each year. As a member of these organizations, Booming Boutique will gain exposure, make business contacts, and will benefit from Chamber and Association advertising, Web site promotions and events.
5.7 OPERATIONS
As a retail establishment, Booming Boutique will conduct business seven days a week from 10 a.m. to 6 p.m. Monday through Thursday, from 10 a.m. to 8 p.m. Friday and Saturday, and 12 p.m. to 6 p.m. on Sunday. During the holiday seasons and during special events, we will extend store hours. At this point, the retail store will take require approximately 2/3 of the building’s available space. We will use the remaining space for stock and administrative purposes. In addition to the two full-time co-owners, we will hire three part-time employees to serve customers.
Our company will secure merchandise from local manufacturers with showrooms in Orlando and Miami. We’ll also have access to the Florida Apparel Market, which is the largest wholesale merchandise warehouse in the state. Purchasing from FAM, buyers receive product displays and promotional materials with purchase. Additionally, we will work closely with our regional sales representative. We will also attend relevant pre-season fashion trade shows.
To control costs, track inventory and manage stock levels, we will put an inventory control system in place. This will include the standard bar code with its related equipment and software. Staff will conduct annual inventory audits and hire outside auditors when necessary. We will maintain all accounting and finances using Quickbooks online.
The following is a list of business goals and milestones we intend to accomplish our first year of operations.
- Complete renovating, stocking, hiring and initial marketing.
- Host a successful grand-opening event.
- Penetrate and raise awareness in 60 percent our targeted consumer market.
- Achieve a profit margin of 50 percent.
- Build a solid customer base and mailing list.
- Generate repeat and referral sales.
- Become a profitable business with expansion potential.
- Establish a solid reputation as quality retail establishment.
Our first major milestones will be securing funds and setting up our business. This is our major focus right now. In five years, we hope to have established our retail business within the community and within our industry. Furthermore, as co-owners, we would like to see the growth of our store with an increase in product lines, further penetration of the national market with online sales and, under the right set of circumstances, the opening of franchise Booming Boutiques in strategic locations.
5.9 EXIT STRATEGY
The co-owners intend to launch and grow Booming Boutique for many years into the future. In the event that our investors require repayment of their initial investments, plus a large return on their investments, we will seek a partner to buyout the investors’ shares. Another alternative is a management buyout, which will be agreed upon in advance.
In the long-term, we will position Booming Boutique as a profitable business that will be an appealing acquisition for any number of retail chains.
6.0 MANAGEMENT
6.1 organizational structure.
As a small business, we will have a small staff. Both co-owners will assume leadership roles within the company and will be responsible for daily operations, overseeing marketing efforts, buying merchandise and managing inventory and all other administrative duties. A small sales staff will assist co-owners with securing sales, assisting customers and general maintenance of stock on the floor.
6.2 LEADERSHIP
Co-owners, Robin Mathews and Joanna Jensen, created this boutique business plan. Both will co-manage Booming Boutique. However, daily responsibilities will differ.
Robin Mathews will manage the day-to-day operations including supervising staff, maintaining inventory and bookkeeping. Mathews worked ten years in the retail industry including four years as a manager of an antique furniture shop. Mathews earned a BA degree in finance from Britannica College in Tampa, Florida.
Joanna Jensen will oversee the merchandise buying for the store as well as maintain a keen awareness of trends within the industry. She will also work with our public relations firm to ensure superior marketing plans are in place and implemented. Jensen worked in the fashion industry in various capacities working with designers, wholesalers and retailers for 20 years. She earned a BA in fashion merchandising from Colliers Fashion Institute in Miami, Florida.
6.3 STAFF MEMBERS
Booming Boutique will employ a sales staff of 3 part-time employees. These positions are yet to be filled. However, we feel the labor pool is such that finding qualified employees will not be an issue. Our sales associates will be paid an hourly wage, plus commission. We will provide bonuses via sales incentives and conduct an annual review to encourage employee retention.
7.0 FINANCIAL PLAN
7.1 requirements.
Booming Boutique will need $282,000 to get our business off the ground. We are currently seeking funding from outside investors and business loans.
At this time we have raised $50,000 in equity capital and an additional $12,000 for a specific-use grant. Both co-owners, Robin Mathews and Joanna Jensen, have invested $25,000 each into Booming Boutique. We are seeking investors for an additional $170,000 in equity investment and $50,000 in loans.
7.2 USE OF FUNDS
We will use the funds we obtain from investment in this boutique business plan to pay for renovations, including the outside façade (to be paid for via PDRC grant), construction of fitting rooms, sales counter, painting, carpeting, lighting, decor and display fixtures. We will also purchase inventory, a cash register, computer equipment and an inventory management system. We will use the remainder of the start-up funds to cover operating expenses, such as rent, utilities, wages and marketing to increase retail sales .
7.3 INCOME STATEMENT PROJECTIONS
Based on our marketing plans , location, store size and product offerings, we expect to collect annual sales of $285,000 in year one, $375,000 in year two and $525,000 in year three.
Our average cost of goods sold will be 40%, which leaves us with a gross margin of 60%. Our minimum monthly fixed costs are $15,500 per month, so we will need to generate sales of $25,833 per month to break even. We will become profitable on a monthly basis before the end of our first year.
In our third year, we will earn net income of $105,000. The accompanying income statement demonstrates our company’s profitability.
7.4 CASH FLOW PROJECTIONS
Our business will collect immediate payment from customers, so our cash flow statement will be substantially similar to our income statement. Our cash flow statement clearly demonstrates our ability to cover all bills.
7.5 BALANCE SHEET
Booming Boutique will launch with $220,000 in equity capital and $50,000 in loans. Credit amounts and supplier terms for inventory will appear in our balance sheet as short-term liabilities. We will not document jewelry consignments from vendors in our balance sheet and will expense these items as we sell them. Details are shown in our enclosed balance sheet.
7.6 ASSUMPTIONS
We base our projections on the assumption that the economy, consumer spending habits and population growth in Pleasantville will continue for the foreseeable future.
We must also assume that our present and future suppliers will continue to sell inventory to us at prices that allow us to maintain our present margins. It is also important that we are able to hire reliable employees at reasonable wages.
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Clothing Line Business Plan Template
Over the past 20+ years, we have helped over 10,000 entrepreneurs and business owners create business plans to start and grow their clothing line businesses. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a clothing line business plan template step-by-step so you can create your plan today.
Download our Clothing Line Business Plan Template here
What Is a Business Plan?
A business plan provides a snapshot of your clothing line as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.
Why You Need a Clothing Line Business Plan
If you’re looking to start a clothing line or grow your existing clothing line business you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your clothing line in order to improve your chances of success. Your clothing line business plan is a living document that should be updated annually as your company grows and changes.
Source of Funding for Clothing Line Businesses
With regards to funding, the main sources of funding for a clothing line are bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable. But they will want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.
The second most common form of funding for a clothing line is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding, or, like a bank, they will give you a loan. Venture capitalists will generally not fund a clothing line.
How to Write a Business Plan For a Clothing Line Business
Your business plan should include 10 sections as follows:
Executive Summary
Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.
The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of clothing line business you are operating and the status; for example, are you a startup, do you have a clothing line that you would like to grow, or are you operating multiple clothing lines.
Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the apparel industry. Discuss the type of clothing line you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.
Company Analysis
In your company analysis, you will detail the type of clothing line you are operating.
Generally, you will describe your clothing line based on the 1) intended buyer (e.g., women’s, young men’s, etc.) and the type of clothing (jackets, shirts, dresses, etc.).
In addition to explaining the type of clothing line you operate, the Company Analysis section of your business plan needs to provide background on the business.
Include answers to question such as:
- When and why did you start the business?
- What milestones have you achieved to date? Milestones could include sales goals you’ve reached, new store openings, etc.
- Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.
Industry Analysis
In your industry analysis, you need to provide an overview of the apparel business.
While this may seem unnecessary, it serves multiple purposes.
First, researching the apparel and clothing line industry educates you. It helps you understand the market in which you are operating.
Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards looser-fitting clothing, it would be helpful to ensure your plan calls for offering such products.
The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.
The following questions should be answered in the industry analysis section of your clothing line business plan:
- How big is the clothing line business (in dollars)?
- Is the market declining or increasing?
- Who are the key competitors in the market?
- Who are the key suppliers in the market?
- What trends are affecting the industry?
- What is the industry’s growth forecast over the next 5 – 10 years?
- What is the relevant market size? That is, how big is the potential market for your clothing line?
Customer Analysis
The customer analysis section of your clothing line business plan must detail the customers you serve and/or expect to serve.
The following are examples of customer segments: college students, sports enthusiasts, soccer moms, techies, teens, baby boomers, etc.
As you can imagine, the customer segment(s) you choose will have a great impact on the type of clothing line you operate and vice versa.
Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve.
Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.
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Competitive Analysis
Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.
Direct competitors are other clothing line businesses targeting the same products and customers as you. Indirect competitors are other options that customers have to purchase from you that aren’t direct competitors. For example, an indirect competitor to a sweatpants manufacturer is a company that manufactures jeans as the two are substitute products.
With regards to direct competition, you want to detail the other clothing line businesses with which you compete. For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:
- What types of customers do they serve?
- What products do they offer?
- What is their pricing (premium, low, etc.)?
- What are they good at?
- What are their weaknesses?
With regards to the last two questions, think about your answers from the customers’ perspective. Looking at online reviews of your competitors can provide great insight here.
The final part of your competitive analysis section is to document your areas of competitive advantage. For example:
- Will you provide superior clothing line products?
- Will you provide clothing line products that your competitors don’t offer?
- Will you make it easier or faster for customers to acquire your products?
- Will you provide better customer service?
- Will you offer better pricing?
Think about ways you will outperform your competition and document them in this section of your plan.
Marketing Plan
Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a clothing line business plan, your marketing plan should include the following:
Product: in the product section you should reiterate the type of clothing line that you documented in your Company Analysis. Then, detail the specific products you will be offering.
Price: Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the menu of apparel items you offer and their prices.
Place: Place refers to the location of your clothing line. Document your location and mention how the location will impact your success particularly if you are targeting a specific geographic region.
Promotions: the final part of your clothing line marketing plan is the promotions section. Here you will document how you will drive customers to purchase your clothing. The following are some promotional methods you might consider:
- Operating a retail store and/or online store
- Advertising in local papers and magazines
- Reaching out to bloggers and websites
- Partnerships with other companies
- Radio or TV advertising
- Event marketing
- Social media marketing
- Pay Per Click advertising
Operations Plan
While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.
Everyday short-term processes include all of the tasks involved in running your clothing line such as designing clothing, manufacturing, procuring supplies, managing inventory, etc.
Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to sell your 1,000th item, or when you hope to reach $X in sales. It could also be when you expect to hire your Xth employee or launch a new clothing line.
Management Team
To demonstrate your clothing line’s ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.
Ideally, you and/or your team members have direct experience in the clothing line business. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.
If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in clothing line businesses and/or successfully running retail and small businesses.
Financial Plan
Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.
Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.
In developing your income statement, you need to devise assumptions. For example, will you sell 100 items per day or 200? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.
Balance Sheets : While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $100,000 on building out your clothing line design shop, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100.000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.
Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. For example, let’s say a retailer approached you with a massive $100,000 contract to design and manufacture apparel for them. And that doing so would cost you $50,000 to fulfill. Well, in most cases, you would have to pay that $50,000 now for supplies, employee salaries, etc. But let’s say the company didn’t pay you for 180 days. During that 180 day period, you could run out of money.
In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a clothing line:
- Design house and/or manufacturing facility build-out including design fees, construction, etc.
- Cost of equipment like sewing machines, etc.
- Cost of supplies/inventory
- Payroll or salaries paid to staff
- Business insurance
- Taxes and permits
- Legal expenses
Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include some of your apparel designs.
Clothing Line Business Plan Summary
Putting together a business plan for your clothing line is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the clothing line business, your competition and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful clothing line.
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Clothing Line Business Plan FAQs
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You can download our clothing line business plan PDF template here . This is a business plan template you can use in PDF format.
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Clothing Line Business Plan
Are you thinking of starting a clothing line business We have prepared a solid clothing line business plan sample that guides you on every stage of your business plan writing
Passion for fashion and fondness for sewing the best pieces; it is the one thing that will have you start your clothing line business . But 54% of businesses fail due to lack of planning. So, let’s start planning with the clothing line business template.
How To Write A Clothing Line Business Plan?
Thread-by-thread let us sew the clothing line business plan with the help of this clothing line business template . We will go over each section in detail about what to incorporate.
Clothing Line Business Plan Outline
This is the standard boutique business plan template , and it contains each of the important components that you need to include whether it is men boutique business plan or women boutique business plan.
Company Overview
- Products & Services
- Robin Mathews
- Joanna Jensen
Market Analysis
Strategy & implementation.
- EBITDA and Net Income
- Sources & Use of Funds
- Company & Industry
- Company History To Date
- Description
- List of products
- Features & Benefits
- Development
- Customer Segmentation
- Target Market
- SWOT Analysis
- Competitors
- Competitive Advantage
- Competitive Pricing
- Direct E-mail
- Pricing Strategy
- Public Relations
- Advertising
- Ongoing Customer Communications
- Pre-Opening Events
- Fashion Shows
- Sales Strategy
- Strategic Alliances
- Exit Strategy
- Product Development
- Organizational Structure
- Hiring Plan
- Fund Requirements
- Income Statement Projections
- Cash Flow Projections
- Balance Sheet
- Key Assumptions & Forecasts
Executive Summary
Tell the brief of your clothing business in the executive summary . Like what kind of clothing line business you are running and its current status.
Your executive summary should pique the interest of investors or your audience so that they plan to join your firm.
Products And Services
Management team, financial plan.
All financial statements , planning , and forecasting should be attached to this section.
Sources & Use Of Funds
Company analysis.
You will describe the kind of clothing line you are running in your company analysis. Describe the structure of your clothing line business.
Typically, you will characterize your clothing line in terms of what your products will be, and who will be your ideal customers .
The Company Analysis portion of your business plan must include information about the company’s history in addition to an explanation of the type of clothing line you sell.
Include responses to queries like:
- When and why did you launch your company?
- What achievements have you made thus far?
- Your Business Structure
- With Which Entity You Are Registered?
What kind of attire will you sell and how that will help your firm make profits? What will be the future of the product you will provide, and how will you survive the fluctuations in demand?
Show the features of your special products, and also mention the list of products. How will you develop the product in the future and what are your plans for it describe everything here in this section. Highlight your USPs in this section.
Do you understand the market you are entering? Do you know each detail of the market?
Here in this section, you need to show the range of your products in the market, and why will market accept your product. Are your products market-fit or not take care of that too?
Segment your customers and explain why those are your target audience. Do the SWOT analysis : understand your strengths and weakness and mention how you can improve.
Competitive Analysis
Other clothing line businesses who aim to serve the same clients as you are your direct competitors.
Customers that prefer other similar products and the ones selling them are indirect competitors. For instance, since jeans and sweatpants are not similar items, a firm that makes jeans is an indirect competitor to a company that makes sweatpants.
You should include the other clothing line companies with which you compete in terms of direct competition.
First learn basic details about your competitors like:
- What kinds of clients do they cater to?
- What goods do they provide?
- How much do their products cost?
- What are their USPs?
- What are their shortcomings?
Mention your strategies for how you will compete with your competition. For instance:
- Will you provide premium clothing line items?
- Are you going to offer clothing line products that your rivals don’t?
- Will you speed up or simplify the purchasing process for customers?
- Will your customer service improve?
Everyone understands how crucial marketing is. And to achieve that, people intend to market their boutique business through a focused campaign that includes a grand opening event, local media coverage, print advertising, and direct mail.
In essence, a marketing implementation strategy streamlines everything into a simple procedure using various checklists, templates, and sprints.
Be ready with your marketing strategy, sales strategy, goals , and exit strategy, and showcase each point in this section.
Also mention how you will implement it with the help of the marketing team and when will you implement them. If plan A goes south what will be your plan B describe that too.
Operations Plan
Your operations plan explains how you will achieve the goals that you discussed in earlier topics. Your operations strategy should be divided into the following two areas:
Short-Term Goals
Long-term goals.
The solid management staff is necessary to show that your clothing line can be a profitable venture .
You and/or your team members should ideally have firsthand knowledge of the clothing line industry. If so, emphasize your experience and knowledge. Highlight the key experience that will help your firm grow massively.
Hire like-minded people. Have a hiring plan for your future needs. And if you are having any issues, then take external help.
What are your income goals shortly and 5-year plan mention it here? What are the expenses and how you can cut the costs mention that too.
Compare the costs , attach income statement , balance sheet statement , and similar financial statements to showcase your cost and projections.
Ready To Start Your Planning?
After getting started with Upmetrics , you can copy this clothing line business plan template into your business plan.
Download the complete business plan for clothing line pdf to make necessary changes. It’s the fastest and easiest way to start writing your business plan .
Customize Your Business Plan
Your clothing line business is unique from the rest, and we know that! Which is why we have this boutique business plan pdf for you to customize as per your needs.
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Clothing Line Business Plan Sample
Have you ever considered creating your own clothing line? The fashion industry is a growing sector that is not only competitive but also has significant environmental impacts. In this clothing line business plan sample we will show you what it takes to write a plan that has a strong business case while considering the impact on our planet.
1.0 EXECUTIVE SUMMARY
Sample Clothing Line, (The Company) was registered in the Province of British Columbia on January 15, 2020 by CEO and Creative Director, Sara Jane. Sara will establish the company as a street style clothing brand for a male, female, non-binary audience, of youth consumers ages 18 – 28.
Through an aggressive digital marketing strategy, Mrs. Jane will develop a community of “advocates” purchasing the company’s comfortable, sustainable, yet authentic clothing. Moreover, a collaboration between independent artists, and the company will make the Sample Clothing Line platform truly unique. “At the very core of the Sample Clothing Line brand is a belief that art can unite us through fashion. Our platform enables artists to showcase their work through the very clothes we create. As the pioneers of this platform we’ve been met with abounding support by our target audience, local artists, and the slow fashion community.” – CEO and Creative Director, Sara Jane
For the first two years of operation Sample Clothing Line will execute a purely digital strategy; marketing its products and building its community on social media; while selling apparel through the company’s online store. In May of 2021 the company will officially launch in Canada, establishing its domestic customer-base. In the following year, Sample Clothing Line will expand into the US, establishing itself as a sustainable, purpose-driven street style brand. In Year 3 the company will continue its growth in the North American market, while developing two physical stores located in strategic cities.
Today more than ever, youth want to support conscious brands. In fact, 70% of streetwear’s young fans consider themselves as socially-conscious. Sample Clothing Line has identified the massive market opportunity for a clothing line that can captivate its young audience through positive brand messaging. Sample Clothing Line is just that, a brand that is artistic, grounded in social justice, while offering the most coveted selection of street style fashion available.
The company is seeking a CAD $60,000 loan through Futurpreneur Canada and the BDC, primarily to expand the company’s website, e-commerce store, and for the garment-making of its 2021 clothing line. This funding in combination with Sara Jane’s initial investment, and 10 year background in the industry, will enable Sample Clothing Line to streamline its market entry, and ensure an effective ascent in the Street Style Fashion industry.
2.0 BUSINESS OVERVIEW
“Sample Clothing Line ” is a street style fashion brand serving a youth audience aged 18 – 28 years old. The company is focused on establishing itself with a brand identity rooted in vital issues for youth consumers, such as social justice, sustainability, individuality and transparency.
2.1 Business Summary
With over 10 years of experience in the Fashion and Beauty industry, Mrs. Jane plans to exercise her experience with Sample Clothing Line. The company will take an ethical approach to Street Style fashion by removing elements of exclusivity, hype culture, status symbolism; which are commonly practiced is the Streetwear Industry. Rather, Sample Clothing Line will continue building its community through principles of inclusion, art, positivity, and celebration.
For the first two years of operation Sample Clothing Line will exclusively sell it’s clothing products online through its flagship ecommerce store. Moreover, the company will capitalize on the availability of social media platforms hosting an abundance of target customers including Instagram, Tik Tok, and Twitter. Later in Year 3 Sample Clothing Line plans to open two physical brand stores in strategic cities across North America.
Throughout this stage of growth the company will further differentiate itself by establishing a platform where artists can collaborate and bring new, innovative fashion items to Sample Clothing Line’s customers. Instead of giving artists “free range”, Sample Clothing Line will work with them to develop fashion that is cohesive with the brand’s current or upcoming clothing line. Together, the Sample Clothing Line brand will serve it’s audience by creating sustainable clothing; both environmentally and socially, and progressing individuality over hype culture.
2.2 Industry Overview
We estimate the size of the global streetwear market at USD $185 billion in annual sales, making it by some estimates about 10% of the entire global apparel and footwear market. Streetwear’s impact – both on retail culture and the numbers involved – has caught the attention of some of the most iconic, established brands in the retail, luxury goods, and fashion industry in general.
Streetwear players come from various parts of the fashion industry. There are pure streetwear brands, while sportswear names are developing their traditional portfolio of sports equipment into a growing streetwear portfolio with the concept of cool, hip sneakers and hoodies. In addition, luxury brands are also working to gain a significant stake in the streetwear market.
2.3 Mission & Vision Statement
Our mission is to promote slow fashion to our target audience.
2.4 Sustainability
Sustainable Supply-chain
Sample Clothing Line is committed to procuring the most sustainable materials available. As the company is established it will work to find a supplier of hemp fabrics, as this material has been recognized as a way to reduce our environmental impact.
2.5 Goals and Objectives
- Secure $60,000 in funding from Futurpreneur Canada and the Business Development Bank of Canada.
- Execute the company’s “official launch” on May 1, 2021 via social media and the Sample Clothing Line website/ecommerce store.
- Control costs while establishing a loyal customer base in Year 1.
- Expand Sample Clothing Line’s reach into the US marker in Year 2.
- Continue developing the brands online community on social media platforms Instagram, Tik Tok and Twitter.
- In Year 3 establish two physical brand stores in strategic North American cities.
2.6 Key Success Factors
- Collaborations that create a bigger audience
- Establishing our community on social media
- Providing healthy compensation to local artists
- Keeping intune with our target audience and reflecting that in our clothes
- Inventory management: not producing too many articles of clothing
- Being able to identify and adjust trends quickly
- Taking risks in styles we’re confident with
2.7 Staffing
Chief Executive Officer (CEO):
The CEO’s core responsibility is to ensure the health and success of the company. Operations, marketing, finance, strategy, company culture, human resources, hiring, sales, public relations all fall under the responsibility of the CEO. As CEO Mrs. Jane will learn the ins and outs of every position in the company. She will be directing, planning and coordinating operational activities and devising policies and strategies to meet company goals.
Creative Director:
Responsible for overseeing the creative concepts of all collections, artistic work, and collaborations. The responsibility here lies in ensuring the clothing will suit the demographic and represent the brand to its fullest potential.
Community Outreach Manager:
This customer relations role deals with the basic communications between the company and its customers. Responsibilities will include answering calls, responding to emails, customer questions, resolving most customer issues. The more advanced part of this role will be learning and developing our ideal customer. We understand as a brand the importance of thoroughly understanding our customer so this role will include capturing information about the way our customers communicate; therefore, developing our voice and the way we can best reach our audience. Community outreach will be essential to the growth of Sample Clothing Line as we want to collaborate with not only artists, but other businesses as well. The community outreach role will include the planning and implementing of outreach strategies. This position will cultivate relationships with businesses, communities, and relevant organizations that may lead to increased brand awareness through cross promotion.
Store Manager:
The store manager will be responsible for overseeing the operations of their location. One of their main responsibilities is overseeing the company culture of the store and ensuring it’s in line with the wider Sample Clothing Line company culture. Additionally, the Store Manager is to create an environment where our employees love to be. It is the responsibility of the store manager to not only oversee the running of the store, but to exemplify how it is to work for Sample Clothing Line and create an environment that reflects that. We want our employees to actually enjoy being at work, to look at it like a blessing and not a chore. Aside from company culture, the main roles will include:
- The recruiting, training, supervising of staff
- Dealing with customer queries and complaints
- Maximizing profitability. Setting/meeting sales targets. Motivating staff
- Present sales incentive opportunities for our employees
- Managing budgets. Maintaining statistical and financial records
- Liaising with head office
- Upkeep of store displays, merchandising standards, standards in general
Fulfillment Manager:
This role will be responsible for monitoring all E-commerce orders, as well as seeing through their fulfilment. This would entail packing all orders to company standards and ensuring everything that leaves the facility matches the quality control set in place by the company. Presentation will be a key part of our brand so the way our packages are delivered to our customers will be essential. We want our customers to be excited about the process of receiving and opening our products. We want to connect with our customers on as many levels as possible, so the role of our Fulfillment Manager helps in elevating the company’s overall appearance and standards. The responsibility here is upholding our company’s presentation and ensuring all orders are packed and shipped out properly. This role will also deal with receiving any returns or sending out any exchanges.
Social Media Manager:
Due to the fact that we will reach our target audience heavily through social media, this position will be essential to the growth of the company and reaching the perfect target audience. This role will plan, implement, monitor and manage the company’s social media strategy. Responsibilities will include increasing brand awareness and posting relevant social media content. Sample Clothing Line will lead the way in new trends, do our own thing, and never “follow or tag onto tacky trends”.
Graphic Designer:
Sample Clothing Line will have it’s own in-house graphic designer to create graphics that will be printed or embroidered on our clothes during the times we are not collaborating with an artist. The graphic designers responsibilities will be bringing the creative directors vision to life. This role will include regular meetings to discuss ideas for future collections where the graphic designer will then produce the work, where a second revision will take place. This role is very important as the graphic designers vision needs to line up with that of the Creative Director. This position is responsible for expert knowledge of our target market and understanding our industries norms and trends in order to produce the most persuasive, on brand designs as possible. The graphic designer will help with any social media marketing needed, company and website design development, advertisements and assist in growing the aesthetic image of the brand.
Seamstress:
This role is to work alongside the Creative Director in creating all in house made samples for each garment. Eventually we would love to produce all our own samples in house, in order to keep overhead costs down. The Seamstress’ role will be unique in that it won’t be a standard Seamstress position. The in house Seamstress will also be responsible for all finishings on clothing, whether it be silkscreening or embroidering. Industry knowledge is very important in this role as the Seamstress will be expected to add to the creativity of the line, bringing new ideas to the table as well as working off the ideas of the creative director. Roles will include constructing samples and garments, operating and maintaining sewing and finishing equipment.
Sales Associate:
Our sales associates will be people our customers not only go to for clothing or style advice, but will add their own personal flare to the store as well. We want to be a company that supports individuality for our staff and customers. Our stores will be a place for people to connect, and collaborate so we want our sales associates to be individuals that our customers will look up to. This position has the responsibility of upholding our company culture, values, providing a heightened level of customer-service, and building return customers. We expect our sales associates to be good people and want the best for our customers. The general duties for this position are as follows:
- Greet and welcome anyone who comes into our space
- Sales and product education
- Product knowledge
- Ensure high levels of customer satisfaction through excellent service
- Advocate for our brand
- Operating tills, POS machines, processing sales, returns, exchanges
- Styling and providing personal shopping if necessary or asked for
- Increasing sales and meeting sales targets
- Maintaining overall appearance of store, displays, and products
- Having a good “customer service” attitude no matter what the occasion. Sometimes customers are rude but we need our team to remain calm and kind regardless
2.8 Management Team
CEO and Creative Director
3.0 PRODUCTS & SERVICES
Women’s Clothing
Tops: Long sleeve top, Tee shirt, Long sleeve crop top, Tee shirt crop top, Tube top, Tank top, Button up baseball tee, Mock Neck shirt – $45
Sweaters: Crop hoodie, Crop crew neck, Full length hoodie, Full length crew neck, Oversized boyfriend hoodie – $60
Outerwear: Bomber jacket $120 , Coaches jacket $65 , Vest – $80
Bottoms: Chinos, Carpenter pants, Painters pant, Trouser $85, Oversized cuffed boyfriend sweatpant – $65
Accessories: Socks, Tote bags, Crossbody bags, Toques/beanies, Bucket Hats/Snapbacks, Boxers/thongs – $30
Swimwear: Bikinis, One pieces – $60
Athleticwear: Yoga pants, Yoga shorts, Biker shorts, Sports bra $60, Crop athletic jacket $120
Men’s Clothing
Tops: Long sleeve shirt, Tee shirt $45, short sleeve button up shirt, long sleeve button up $70
Pants: Chinos, Carpenter pant – $85
Outerwear: Vest $80 , Bomber jacket – $120
Accessories: Socks, Tote bags, Crossbody bags, Toques/beanies, Bucket Hats/Snapbacks, Boxers – $30
Swimwear: Trunks – $30
Unisex Clothing
Tops: Long sleeve, Short sleeve, Button up, Mock neck shirt – $45
Sweaters: Crewneck – $60
Outerwear: Coach jacket – $65
Accessories: Socks, Tote bags, Crossbody bags, Toques/beanies, Bucket Hats/Snapbacks $30
4.0 OPERATIONS
The company’s operations can be summarized into an 8 stage cycle:
- Customer Demand: We are always watching to see what’s developing in the Street Style fashion industry. This stage is critical in developing new products.
- Product Creation: We develop a small order of prototypes. New products are always developed with minimal environmental impact; and a commitment to develop clothing that will positively progress the Sample Clothing Line brand.
- Product Surveying: We receive feedback on our prototypes from a small, diverse set of target customers. Changes are made on the prototype until we are fully confident in the end product.
- Production: We develop an order of clothes ready for our customers. We utilize sustainable products and service providers to ensure our products represent our values.
- Marketing: Utilizing our preferred social media platforms, muse marketing, instagram ads and in some situations brand partnerships, we get our fresh products in front of the community and other prospective customers.
- Ecommerce: Our audience is funnelled to our ecommerce store where they access the latest products available. They purchase items unique to their taste, and size.
- Fulfillment: Our fulfillment team ensures our customers receive their products on time, and without any hassle.
- Customer Care: We separate ourselves from our competition by being widely available by email, direct message and phone 24/7 to service customer concerns, complaints or suggestions.
4.1 Location
Sample Clothing Line Headquarters
For the first year of operation this space will be utilized as the company’s shipping facility, photoshoot area, and product manufacturing centre; executing silk screening and embroidering.
4.2 Equipment
Current Equipment
Total Resale Value: $4,150
Laptop – MacBook Pro – $2000
Used for all business purposes
Afford-A-Flash -flash cure unit – model no. LC1600 $850
Used to cure silk screen ink
Silkscreen Press – INTBUYING 1 colour silkscreen press -$200
Used to hold screens for silk screening
Silkscreen ink, supplies, solvents -$300
Supplies for silk screening
Silkscreen Screens -Stanley’s Signs – $400
Used to print images onto clothes
Silkscreen station – $100
Workbench for silk screen press
Sewing machine – Husqvarna Viking -No.730061859- $270
Used for The Blanket Project and finishing any final cuts
Sewing kit – $30
Used for sewing
Equipment to Acquire
Total Sum: $2,573 + GST
HP ENVY Photo 7155 All-in-One Colour Inkjet Printer – $200
Used for printing heat transfer images for clothing
Vevor 5 In 1 Heat Press Machine – $260
Used to transfer images onto clothing
Brother computerized embroidery machine SE600 – $1000
Used to embroider logos and make patches
Fabric scissors – $26
Used to make crop hoodies, tops and long sleeves
Vintage Olympus film camera – $289
Used to photograph clothing and create desired images for social media
Canon EOS Rebel – $548
Used for digital images for website photoshoots and social media
Lumina Pro Ring light – $250
Used for taking professional photos for the sale of jewelry and will also be used for social media
4.3 Inventory
The 2021 Sample Clothing Line Clothing Line
Upon business funding, a total of $33,000 including taxes will be allocated to Sample Clothing Line’s 2021 Clothing Line. $30,000 will be invested in garments for the company’s primary “Cut and Sew” clothing line, and an additional $3,000 will be spent on wholesale clothing. The company will utilize these materials for Women and Unisex clothing only; subsequently, saving Men’s clothing for their 2022 clothing line.
Starting pieces will be :
- Unisex button up shirt in short and long sleeve lengths
- Womens crop top in short and long sleeve length
- Unisex full length tee shirt and long sleeve shirt
- Biker shorts for women
- The “perfect” crop hoodie – we call it this because it literally needs to be perfect. There are too many crops out there right now to launch anything other than the right material, size, shape and fit.
- Baggy, wide leg, heavy cuffed sweat pants to match our Crop Hoodie
5.0 MARKET OVERVIEW
Overall, there has been significant growth in the Street Style Fashion Industry. We estimate the size of the global streetwear market at $185 billion in annual sales, making it by some estimates about 10% of the entire global apparel and footwear market. Streetwear’s impact – both on retail culture and the numbers involved – has caught the attention of some of the most iconic, established brands in the retail and luxury goods sectors and fashion industry generally. Streetwear players come from various parts of the fashion industry. There are pure streetwear brands, while sportswear names are developing their traditional portfolio of sports equipment into a growing streetwear portfolio with the concept of cool, hip sneakers and hoodies. 3
5.1 Market Segment
The Street Style Fashion market is divided into four segments:
1. Product type:
Footwear is the key driver of purchases. More than half (62%) of consumer survey respondents selected footwear as the product they were most likely to buy, followed by roughly a third (30%) who selected tops, including both T-shirts and hoodies. Only 6% of consumer respondents selected accessories. The general appeal of sneakers and shoes helps to explain footwear’s strong showing. This sector is powered primarily by big players ( Nike , adidas , Puma ) and plenty of smaller labels, bolstered by constant variety (endless collaborations), extreme versatility (shoes can be worn with all manner of clothing) and relatively affordable price points in comparison to luxury clothing.
In contrast to consumers’ reported desires, industry respondents overall reported hoodies, T-shirts and footwear to be their best-selling products at an equal rate. However, when looking specifically at luxury streetwear brands, a higher rate (72%) reported sneakers as their best-selling products, compared with 58% for hoodies and T-shirts. Companies who tactfully introduce sneakers to their product offering can meet the consumer’s demand and enter this market.
2. Cost per product:
Nine percent of North American and European respondents reported spending $500-$1,000 per month on streetwear, while 18% of respondents in Asia reported spending this amount. Meanwhile, 33% of North American and European consumers reported spending less than $100 a month, while only 21% of Asian respondents reported spending less than $100 a month. In terms of average spend per streetwear product, more than half (61%) of respondents from North America and Europe reported an average spend of $100-$300, while 11% reported an average spend of $300-$500. Average spend per product spend jumps significantly when looking at data from Asian respondents. Among Korean and Chinese respondents, 20% reported an average spend of $300-$500. By far, Japanese respondents reported the highest average spend, with 28% reporting an average spend of $300-$500 per product and another 32% reporting an average spend of $500 or more per product. 5
3. Type of Fashion Companies:
These segments include: high street fashion brands, mid-range fashion brands, luxury brands, sportswear brands, footwear brands, e-commerce retailers, freelance creative brands.
4. Regional Interests:
When measuring why consumers like streetwear, North American and European consumer respondents placed higher importance on streetwear’s community aspect in comparison to newer markets, such as Asia. Among North American and European consumer respondents, close to half (40%) indicated community was a key factor, compared to only 12% of respondents in Asia. Meanwhile, almost half (41%) of Chinese and Japanese respondents indicated political statement as a key factor determining why they like streetwear, while only 11% of North American and European respondents reported political statements. 6
5.2 Market Trends
ECOMMERCE FASHION INDUSTRY
There are four notable opportunities driving growth in the ecommerce fashion industry:
- Expanding global markets outside the West
- Increasing online access and smartphone penetration
- Emerging worldwide middle-classes with disposable income
- Innovating technologies to create experiential ecommerce
PERSONALIZATION OF PRODUCTS
According to data presented by Nosto at a recent Growing Your Online Funnel Webinar , personalization is a leading factor in ecommerce at large:
- 43% of purchases are influenced by personalized recommendations or promotions
- 75% of consumers prefer brands to personalize messaging, offers, and experiences
- 94% of companies see personalization as critical to current and future success 7
5.3 Competition
https://afends.com/
https://thrills.co/
https://pleasuresnow.com/
5.4 Competitive Advantage
Sample Clothing Line’s competitive advantage lies in its ability to understand the audience.
5.5 Risk Analysis
The most notable risk factors for the company include:
Inventory Management: If too many pieces of clothing are produced the company may be at a loss. If not enough clothing is produced the company may be seen as a standard streetwear company “creating hype”.
Trend Analysis: In a perfect world the company’s products will represent trends on the rise, and trends in style. However, if the company is selling products that are out of style it may lose appeal and credibility.
Marketing: This is a sensitive area that must be executed carefully. The company’s brand identity and messaging must be in parallel with the target audiences expectations. If at any time the brand is misrepresented, customers may be lost.
Covid-19: Considering the company’s digital strategy, Covid-19 only poses a minimal risk. Sample Clothing Line will continue its digital strategy until Year 3, where two physical brand stores will be opened. At that time the global population will be largely vaccinated, and if Covid-19 posed an additional risks the digital strategy could be continued.
Industry Landscape: The sheer competitive landscape of the clothing industry poses a huge risk to industry players. Sample Clothing Line plans to minimize this risk by offering products that form a cult-like community of customers. The company’s products will be of the highest quality fabrics, sourced sustainably, and designed by local artists and our creative team to satisfy our customers desire to express individuality and unite for social justice.
6.0 SALES & MARKETING PLAN
Our customers’ problem is they feel like none of the standard stores or shopping malls have clothing that suits them. It’s all fast fashion with no soul, or purpose behind it. All the brand logos and clothing items look the same. Our target customer wants a brand they can be a part of, and belong to.
6.1 Target Customer
Our target customer has the following characteristics:
- 18 – 28 years of age
- All genders
- Low-medium income quintile ($35,000 – $45,000)
- Socially conscious, likes to support good causes
- Passionate about music: rap, punk, r&b, hip hop, metal
- Considers fashion as a way to express their personality
- Price conscious with new brands but will buy in once brand trust has been gained
- Cares about outward appearance but not in a materialistic sense
- Either skateboards, snowboards or surfs
- Health conscious and loves brands that provide knowledge on health and wellness
- Cares about shipping prices
6.2 Key Channels
Social Media Marketing: Our young audience lives on social media. By engaging daily on Instagram, Tik Tok and Twitter we plan to build our Sample Clothing Line community. Our competitors have proven that social media is the most effective medium to reach 18 – 28 year olds.
Instagram Ads: Pay per click advertising (PPC), and specifically Instagram ads are an excellent way to grow our customer-base due to the availability of targeted marketing geographically and demographically.
Brand Partnerships: By partnering with other companies to create specialty items we receive visibility that wouldn’t otherwise be there. Brand partnerships are seen as a crucial channel for growth in the Street Style fashion industry.
Muse Marketing: This is our proprietary approach to “influencer marketing”. We want to get away from the term influencer as much as possible because partnering with influencers will lose a great deal of respect from our audience. However, people who have real, influential power will be sources of collaboration for our brand and we will call on them to publicly support us. Through muse marketing we will develop brand advocates that lead people to live a more positive, happy and healthy life, by standing up Sample Clothing Line’s values.
6.3 SWOT Analysis
7.0 FINANCIAL PLAN
How can we help you?
Get in touch with us or visit our office
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