Start Your Sustainable Fashion Brand (Shannon Lohr of Factory45)

So, here’s a hot topic: Money. More specifically, how to start a business when you don’t have a lot of money. If you scour the internet, you can find enough stories of multi-millionaires who started from zero, eating chickpeas out of the can while sleeping on their friend’s futon.

But there’s a less extreme version of this, and it’s far more common… so, in today’s episode we’re talking about how to know If you're ready to invest in your fashion brand.

Resources mentioned in this episode:

Free Spec Sheet: https://factory45.lpages.co/spec-sheet-template-pod/

I want you to start thinking about the supply chain for your fashion brand -- while the marketing, audience building and business planning elements of creating your brand are important (and fun), your supply chain is what needs to come together to create your physical product. I recommend prioritizing your fabric search right now -- no matter where you are in the process. And I’m going to help you do that in today’s episode.

Resources mentioned in this episode:

The Fabric Sourcing Kit: https://factory45.lpages.co/fabric-sourcing-kit-podcast/

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/

Ep. 06 6 6 Eco-Friendly Fabrics for Your Sustainable Fashion Brand: https://www.buzzsprout.com/1897327/9868907

As someone who works with and mentors new entrepreneurs on a regular basis, I’m no stranger to panicked emails popping up in my inbox about the discovery of a competitor. As soon as we discover potential competition, our cortisol levels shoot through the roof and we imagine the worst-case scenario. In today’s episode, I’m talking about why competition is actually a good thing, even when it gives you a panic attack. 

Resources mentioned in this episode:

The Lean Startup by Eric Ries

One of my favorite ways for fashion startups to launch is by pre-selling. This means you’re selling your product before you create any inventory. It also means your customers are paying for the product upfront so you have money in the bank to pay for production. One of the most popular pre-selling platforms for fashion brands is Kickstarter. And it’s the 3 Must-Do’s for a successful Kickstarter campaign that we’re talking about today.

Resources mentioned in this episode:

Pre-Sales Goal Calculator: https://factory45.lpages.co/crowdfunding-freebie-podcast/

Your email list is your most valuable marketing asset. There are so many different methods and angles to look at when it comes to an email marketing strategy. In today’s episode, I’m going to teach you one specific strategy that you can implement today that averages 70.5% higher open rates and 152% higher click-through rates than traditional email newsletters that you may be sending weekly. This is serious stuff, so stay tuned…

Resources mentioned in this episode:

Apply to Factory45: https://factory45.co/apply

You know that whatever you’re doing isn’t working, but you don’t exactly know why. Maybe your inquiry email is unclear.  Maybe you’re not asking for the right thing… in the right way. Maybe the supplier simply overlooked your email. Whatever the reason, I do know this: The vast majority of new designers are making four very common fabric sourcing mistakes. And in this week’s episode, I’m going to tell you what they are so you can avoid them.

Resources mentioned in this episode:

Apply to Factory45: https://factory45.co/apply

Has this happened to you before? Maybe at your job or when you’re working on a hobby you love or when you get really into a project with your kid. You get so caught up in “the work” that you look up and realize the work didn’t actually feel like work.

It doesn’t happen every day. Sometimes it doesn’t even happen every week. But when it does happen, there’s something so satisfying about it. It’s what productivity experts call the “flow state.” and today I’m going to share my 4 tips for getting into the flow state as a new entrepreneur.

Finding the right manufacturing partner for your fashion startup is one of the most important decisions you can make for your brand. You don’t want to take this choice lightly and you do want to make sure you complete plenty of due diligence before signing a contract or hiring. If you’re looking for a clothing manufacturer for your fashion brand but you’re not sure where to start, this is the episode for you. I’m sharing 5 tips for finding a clothing manufacturer for the first time.

Resources mentioned in this episode: 

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/

Free Manufacturing Checklist: https://factory45.lpages.co/manufacturing-checklist-yt/

Maker’s Row: https://makersrow.com/

Common Objective: https://www.commonobjective.co/

Finding a manufacturing partner is so important to your success as a business owner and as a reputable brand in this industry. If you can’t find a clothing manufacturer to sew your garments in the correct way, then you’ll lack the ability to sell and scale. I always tell my students to look at your clothing manufacturer as your partner -- in fact, instead of calling them your manufacturer I recommend referring to them as your production partner. Because it’s this mutually beneficial partnership that can make or break the brand you’re creating.

Resources mentioned in this episode:

The Manufacturing Kit: https://factory45.lpages.co/the-manufacturing-kit-podcast/

Free Spec Sheet Template: https://factory45.lpages.co/spec-sheet-template-yt/

This is the last week we’re going to talk about clothing manufacturing, and while I know, manufacturing isn’t necessarily the most glamorous topic I want to make sure you’re armed for success so that you not only know how to be an ideal client to potential production partners, but you also know how to protect yourself before signing any contracts.Today’s topic is 5 things you must do after choosing your clothing manufacturer.

Resources mentioned in this episode:

Free Spec Sheet Template: https://factory45.lpages.co/spec-sheet-template-yt/

When you think about choosing a business model -- your thoughts may immediately go to the question of how you’re going to sell. Will you sell direct to consumer? Will you sell wholesale to stores and boutiques? And while those are all important decisions to think about and make, the business model I want to talk about today is one that is *actually* sustainable – not only in terms of the planet and the environment – but when it comes to your wallet and business revenue. This is a business model that could significantly shape the way that you build your sustainable fashion brand and help to change the fashion industry as a brand yourself.

Resources mentioned in this episode:
Fast Company article: https://www.fastcompany.com/90548070/the-business-model-that-could-save-fashion-and-why-it-isnt-everywhere

Today's topic is going to be short and sweet, but hopefully, pack a lot of punch in your marketing efforts. It's something that's actually fun. It's a chance to get creative to put your marketing hat on and when done right, it will help you grow your audience for your fashion brand much faster because that's our goal: to make sure you have an audience of customers waiting to buy before you launch your fashion brand. 

In your fabric sourcing journey, you will be faced with high minimums. You find the perfect fabric for your product, but the supplier says that fabric has an MOQ of 1,000 yards. Even if you haven’t worked out your exact quantities yet, you know that for your first collection 1000 yards is probably too high. Does that mean the dream of using this fabric is dead? Not necessarily. In today’s episode, I’m teaching you how to negotiate minimums with fabric suppliers. 

Resources mentioned in this episode:

Free Supplier Email Templates: https://factory45.lpages.co/supplier-email-templates-podcast/

The Fabric Sourcing Kit: https://factory45.lpages.co/fabric-sourcing-kit-podcast/

We all have moments in life when we set a goal, and for whatever reason, it feels like an impossibility to achieve. At first, we’re amped up, we feel motivated and then time goes on and we don’t make much progress. Wherever you are in the process of starting your fashion brand, there will be things that come up that stop you in your tracks. How do we get around those moments to build a business? In today’s episode, I’m talking about how to set goals as a fashion entrepreneur, and actually achieve them. 

Resources mentioned in this episode:

Non-traditional Goal Setting Blog Post: https://factory45.co/ditched-traditional-goal-setting

It should come as no surprise that because of the internet, the entire landscape of selling a physical product has changed and will continue to change. The subtle ways that a business communicates with a potential customer will ultimately result in them clicking the purchase button. So, how do you start communicating and making those connections with your target market? For a startup fashion brand, this is most easily done through blogging. In today’s episode, we're talking about how to use blogging to grow your audience.

Having worked with over 500 entrepreneurs since 2014, it’s been fascinating to watch the highs and lows that we all go through when starting a new business. It’s cliche to say, but going out on your own is certainly not for the faint of heart. So if you’re one of those people who is starting a new brand, a new venture or even just a new project, this episode is for you.

We’re introducing a new format to the podcast that we’re calling our “Summer Series.” We’ll be releasing four episodes in June, July, and August that will feature some of our best and most popular episodes since releasing this podcast in January. From business planning to marketing to supply chains, our Best Of Summer Series kicks off now. This episode pulls together the 3 most downloaded episodes on fashion brand business planning. 

Resources mentioned in this episode:

Free One Page Business Plan Template:  https://factory45.lpages.co/business-plan-template-podcast/

Free Spec Sheet: https://factory45.lpages.co/spec-sheet-template-pod/

Fast Company article https://www.fastcompany.com/90548070/the-business-model-that-could-save-fashion-and-why-it-isnt-everywhere

We’ve introduced a new format to the podcast that we’re calling our “Summer Series.” We’re releasing four episodes in June, July, and August that will feature some of our best and most popular episodes since releasing this podcast in January. This week’s episode features our 3 best episodes about marketing and how to build an audience for your fashion brand.

This is the final episode in our Summer Series, where we’re featuring our best and most popular episodes of the Start Your Sustainable Fashion Brand Podcast. We’re wrapping it up with an episode all about my best entrepreneurship advice. You’ll hear all about dealing with copycats & critics, facing the competition, and what it really takes to be an entrepreneur. 

Resources mentioned in this episode:

Dr. Brene Brown’s TED Talk, ‘Why Your Critics Aren’t the Ones Who Count: https://www.youtube.com/watch?v=8-JXOnFOXQk 

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/

The Lean Startup by Eric Ries

Maybe you’ve had an idea for a clothing brand or an apparel product or an innovative accessory and you keep thinking the timing isn’t right. You’re dabbling in research, listening to podcasts like this one or Googling on your phone when you can’t fall asleep, but you haven't taken any tangible action yet… well, in today’s episode, I’m going to help you get over that hump so you start making moves.

So you’re thinking about starting a fashion or accessories brand, but you want to make sure you’ve dotted all of your i’s and crossed all of your t’s before going down that road. Well, you’re in luck, because this episode will help you do that. Here are 9 questions to ask yourself before starting a fashion brand.

Resources mentioned in this episode:

How to Determine Your Unique Selling Position: https://www.youtube.com/watch?v=jwlgKmRHYo4&t=95s

I hear it all the time, “How do I know if I have a good business idea?” “How do I know if something is going to stick?” “What ideas are worth pursuing?” Of course no one wants to invest time and money into a bad idea. So what can you do before you start your business to give you a little boost of confidence? That’s what I’m sharing in today’s episode.

Should You Start a Sustainable Fashion Brand During a Recession? I’m not an economist and I’m obviously biased in how I would answer this. So, I’m crediting all of the info from this episode to the Business of Fashion and leaving my opinion out. In today’s episode, I’m walking you through some things to think about so you can decide for yourself. 

Resources mentioned in this episode:

Business of Fashion Article: https://www.businessoffashion.com/articles/sustainability/what-a-recession-could-mean-for-sustainable-fashion/

Ep 9 When to Invest in Your Fashion Business (And Where to Start for Free):  https://open.spotify.com/episode/3tKnV9Xt9Q0TxI1py5PcZ2?si=e3646b9937c140d5

I am so excited to talk about this topic today because it’s a question that I have strong opinions on and many thoughts to share. Should you quit your day job to start your fashion brand? And taking it one step further –  if you stay – should you tell your boss that you’re starting a business? That’s what we’re talking about on today’s episode!

It should come as no surprise that consumers use social media to discover and shop brands they love. I do it, you probably do it, and your next customer is doing it right now. So how do you get your own brand to stand out in the social commerce game? In today’s episode, I’m sharing some of my best strategies for leveraging social media so you can make more sales for your fashion brand.

Resources mentioned in this episode:

The #1 Email Marketing Strategy for Fashion Brands: https://podcasts.apple.com/us/podcast/ep-13-the-1-email-marketing-strategy-for-fashion-brands/id1599138361?i=1000554365111

When you think about starting your own sustainable fashion brand there’s one thing you may be considering that traditional fashion brands aren’t thinking anything about… and it’s the end-life of the clothing you sell. In other words, when your customer is done wearing the garment they purchased from you, where will it end up? There are several different ways to approach the lifecycle of the clothing you’re selling but there’s one specifically that I want to highlight today. And for those of you who get ahead of the trend, it could mean another revenue stream for your business… 

Resources mentioned in this episode:

McKinsey article: https://www.mckinsey.com/capabilities/sustainability/our-insights/style-thats-sustainable-a-new-fast-fashion-formula

Forbes article: https://www.forbes.com/sites/pamdanziger/2022/07/05/the-tribe-of-fashion-thrifters-is-growing-thredup-invites-brands-to-get-on-board/?sh=389490f02ae0

Columbia Climate School article: https://news.climate.columbia.edu/2021/06/10/why-fashion-needs-to-be-more-sustainable/

If, right now, you Googled “How much does it cost to start a fashion brand” a bunch of articles would pop up giving you a range between $500 and $50,000. Which isn’t all that helpful if you’re trying to put a budget together or plan ahead. While yes, it’s true that startup costs vary greatly depending on what type of garments you’re making, how much experience you have and who you’re working with, in this episode I’m going to attempt to narrow down that range so you have a better idea of what to expect. 

Resources mentioned in this episode:

Should You Quit Your Day Job to Start Your Fashion Brand:  https://open.spotify.com/episode/57jALqOhNaLoIPDfvwkCJp?si=0cd7034d6fb843a6

In times of economic downturn, do you know which fashion sector tends to do better than the rest? Luxury fashion. The sole reason being that the primary customer base is high-income consumers who generally aren’t affected by a recession. So if you’re looking to start a fashion brand and want to jump into the luxury market, this episode is for you.

How many times have you wanted to give up? Whether it was entrepreneurship, a job, your education, a relationship or something else… If you ever faced feelings of wanting to throw it all away, what stopped you from doing it? What kept you going and invested in the long game? Perhaps you already know the answer, but the next time you face these same feelings I want you to consider this… because it might just be *the* key to success.

Everyone loves the hero’s journey and I’m sure you can recount a dozen other failure-to-success, rags-to-riches stories of celebrities and athletes. But what about your own? As an entrepreneur, regardless of whether you’re established or aspiring, what is your relationship to failure? To thrive in this industry, you have to be okay with mistakes, frustration and yes, failure. That’s what we’ll explore in today’s episode.

Resources mentioned in this episode:

Does Hard Work Really Pay Off: https://factory45.co/hard-work-really-pay-off

If you’re thinking about starting a fashion brand, chances are you’re doing a lot of research. And when you’re bombarded with advice, opinions, facts, stats, experts, gurus, advertisements… It’s enough to cause decision paralysis for even the most confident, decisive and organized of people. So how do you do your research and avoid information overload? That’s what I’m talking about in today’s episode. 

It wasn’t so long ago that if you wanted to start a fashion brand, or really any business for that matter, you had to take on a lot of risk. That included financial risk – from taking out a loan, borrowing from a family member or accumulating credit card debt. Thankfully, that’s not so much the case anymore – there is a way to launch a fashion brand without risking your savings and going into debt and that’s what I’m sharing in this episode.

Resources mentioned in this episode:

How Much Does it Cost to Start a Sustainable Fashion Brand: https://www.youtube.com/watch?v=oQjbezSnUHI&t=3s

If you’re building a sustainable fashion brand, you’re probably in the thick of it. As a fashion entrepreneur, you’ll be tackling new skills and challenges that you’ve never encountered before. Tech issues, design challenges, writing, negotiating, creating and organizing… most of it will push you out of your comfort zone. But as entrepreneurs, that is actually what we want. 

We can and should do hard things. There’s the science to back it up, and that’s what I’m talking about in today’s episode. 

Resources mentioned in this episode:

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/

Are you deciding between joining a fashion program or hiring a consultant to start your brand? We’re asked about this a lot by people starting their own fashion brands. So, in this episode, I’m going through the pros and cons of joining a fashion program like Factory45 vs hiring a consultant, so that you can weigh the options and decide for yourself.

Resources mentioned in this episode:

The Fashion Business Summit: factory45.co/summit 

CEO Hour: shannonlohr.com

Are you thinking about taking the leap from a more traditional career to the world of entrepreneurship? Have you thought about how your daily life will change? Have you talked it through with your partner or spouse? And also, where do you even start? In this episode, I’m going to give you some questions to ask yourself and some things to think about if you are considering a career shift.

Resources mentioned in this episode:

Should You Quit Your Day Job to Start Your Fashion Brand: https://www.youtube.com/watch?v=SHbN3RudKhU&t=21s

How Much Does it Cost to Start a Sustainable Fashion Brand: https://www.youtube.com/watch?v=oQjbezSnUHI&t=43s 

As any parent knows, the word “balance” is a loose term. Whether you’re working a full-time job, starting a business or working as a stay-at-home parent, you always sort of feel like you’re on a see-saw that literally goes up and down all day. Sometimes you’re on top, doing all the things, feeling like you’re conquering life… but more often than not, your see-saw is down on the ground, heavily weighted by the responsibilities of the day. Quite the picture I’m painting, huh? In this episode, I’m getting real about parenting and how to start or grow a business if you also have tiny humans you’re responsible for growing, too.

Are they even “secrets?” Well, they were definitely secrets to me when I was first starting out. Don’t worry, I won’t bore you with “teamwork makes the dreamwork” cliches. I’m going to teach you the real, tactical advice with the personal stories and proof behind them. After a decade of entrepreneurship and mentoring hundreds of fashion entrepreneurs… Here are my 5 secrets to fashion business success. 

Ten years ago I co-created the highest funded fashion project in Kickstarter history at the time. What happened over those 30 days far surpassed our wildest dreams. Despite the lack of internet marketing tactics, an advertising budget or a team of employees, my co-founder and I did have one thing on our side: A compelling story. And it’s how to share your compelling story that I’m talking about today.

Resources mentioned in this episode:

Apply to Factory45: factory45.co/apply

For the rest of February we’re releasing “Best of” episodes that will feature some of our most popular episodes of Season 2. This series will highlight important first steps when starting a fashion brand, and how to raise funds for your first production run. In today’s episode, we’ve pulled together the 3 most popular episodes on how to get started on your sustainable fashion brand. 

Resources mentioned in this episode:

How to Determine Your Unique Selling Position: https://www.youtube.com/watch?v=jwlgKmRHYo4&t=95s

This month, we’re releasing “Best of” episodes that will feature some of our most popular episodes of Season 2. This series will highlight important first steps when starting a fashion brand, and how to raise funds for your first production run. In today’s episode, we’ve pulled together the most popular episodes on all things money while building your sustainable fashion brand. Enjoy!  

Resources mentioned in this episode:

Should You Quit Your Day Job to Start Your Fashion Brand:  https://open.spotify.com/episode/57jALqOhNaLoIPDfvwkCJp?si=0cd7034d6fb843a6

How Much Does it Cost to Start a Sustainable Fashion Brand: https://www.youtube.com/watch?v=oQjbezSnUHI&t=3s

 How do you launch a sustainable fashion brand? Where do you even begin? What expenses should you avoid? How do you stand out in all of the social media noise? These are all questions we’re going to explore in the newest podcast to hit the fashion scene.

I’m Shannon Lohr, your host and the founder of Factory45, the online business school that takes sustainable fashion brands from idea to launch. Named the “#1 business program to launch your fashion brand” by Maker’s Row, this podcast will explore the strategy, marketing principles, and roadmap that I’ve used to help launch sustainable & ethical fashion brands since 2014.

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

Resources mentioned in this episode:

The Fabric Sourcing Kit: https://factory45.lpages.co/fabric-sourcing-kit-podcast/

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

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

Resources mentioned in this episode:

Free One Page Business Plan Template: https://factory45.lpages.co/business-plan-template-podcast/

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

Resources mentioned in this episode:

Dr. Brene Brown’s TED Talk, ‘Why Your Critics Aren’t The Ones Who Count’: https://www.youtube.com/watch?v=8-JXOnFOXQk 

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/

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

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

Resources mentioned in this episode:

Free Supplier Email Templates:  https://factory45.lpages.co/supplier-email-templates-podcast/
Fabric Sourcing Kit: https://factory45.lpages.co/fabric-sourcing-kit-podcast/

You already know that you need an Instagram account for your fashion brand. But with algorithms always changing, the growth, reach and engagement can feel pretty slow and disappointing… in this episode, I’m sharing three key strategies to grow your following as a fashion startup on Instagram.

In this episode, I’m walking you through the first 3 steps you need to take to start your company. The best part is, each of these three steps will take no longer than an hour to do. (Actually, each one will probably take less than 30 minutes!)

My goal here, and the goal of the Factory45 program, is to make “I don’t know where to start” obsolete. My goal is to show you that “knowing where to start” is a lot easier than you think. Ready?

Resources mentioned in this episode:

Free One Page Business Plan Template: Text ‘biz plan’ to +1 (760) 274-8577 or download here: https://factory45.lpages.co/business-plan-template-podcast/

Ep. 03: Write a Business Plan for Your Fashion Brand in 5 Easy Steps: https://www.buzzsprout.com/1897327/9780557

Factory45, The Business School For Sustainable Fashion Entrepreneurs: https://factory45.co/