Fashion Designing Phase 3: Your Marketing & Sales Journey
If you’ve been following along with this fashion designing step-by-step journey, you know we started in Phase 1. That’s where you gathered inspiration, sketched ideas, refined your concepts, and prepared for production.
In Phase 2 (for clothing brand owners), you moved from sketches to manufacturing. You built tech packs, sourced materials, created samples, and began your production. And in Phase 2 for home sewers, you dialed in your at-home production with patterns, fabric, and samples.
Now you’re ready for the next step: Phase 3! This is where creativity meets strategy – how to market and actually sell your pieces.
Below, we’ll walk through this in two parts: first for Clothing Brand Owners, then for Home Sewers & Micro-Brand Owners. I’ll weave in reminders of what you’ve already done, and give you my best advice to help your pieces find loving homes.
Key Takeaways
- Part 1: For Clothing Brand Owners
- Part 2: For Home Sewers & Micro-Brand Owners
- Fashion Designing Phase 3 at a Glance
- Where To Go From Here
Part 1: For Clothing Brand Owners
You’ve done the big work. You built tech packs, lined up full-service manufacturers, produced samples, and maybe even completed your first run. Now it’s time to get those beautiful garments out in the world!
Build Your Marketing Foundation Before Your Shipment Arrives
Just like I mentioned in Phase 2, don’t wait until production is wrapped to think about marketing – start early. Have your product photography ready, checklist your website, and fire up your social media and email list.
Take advantage of this pre-launch window:
- Teasers and pre-launch content: Share sneak peeks of flat lays, swatches, or mood boards (remember Phase 1!).
- Email sign-up incentives: Offer early-bird access, discount codes, or exclusive styling tips.
Choose Your Sales Channels Strategically
- Direct-to-Consumer (DTC): This gives you full control over the brand experience and higher margins, but you own all the marketing and fulfillment. Use Instagram, email, and a well-branded Shopify store to drive traffic.
- Wholesale: A way to scale quickly through retailers. Just be prepared for lower margins and the risk of unsold inventory if a partner falls through. Once your production and inventory planning are solid (thanks to Phase 2), this can really grow your business.
- Art Fairs and Markets: Great for in-person feedback and storytelling. Think pop-ups or curated fairs to get eyes on your designs and product into your customers hands. This is so important to drive future traffic.
- Influencer Collaborations: A budget-friendly way to spread awareness. Gift your products to aligned influencers and let their audience discover your brand organically.
You don’t have to pick just one. Mix and match channels depending on your capacity, goals, and financial runway. Don’t let product sit on the shelves when it could be making you money.
Creative Marketing Tactics
- Content tied to your design process: Share mood boards, sketch moments, and fabric selections from Phase 1. It adds authenticity and invites people into your creative world.
- Behind-the-scenes sampling: Show how samples came to life – even small details like your fitting tweaks and tech pack revisions. This kind of transparency builds trust, and you’d be surprised how much of your audience will be interested in this content!
- Storytelling: Share your “why,” your mission, and your journey from scraps on the sewing table to full production.
- Email nurturing: Use your list to share styling ideas, restock alerts, and customer stories, while driving traffic back to your DTC site or wholesale orders. Don’t think you need an email list? Think again → Click to read Email Marketing For Clothing Brands: Why Your Email List Is Essential
Part 2: For Home Sewers & Micro-Brand Owners
You’ve refined your pattern, chosen fabrics (maybe with wholesale access), sewn, sampled, and even launched using made-to-order or pre-order models. That was Phase 2 in action. Now let’s help you find buyers and do it in a way that feels joyful, personal, and manageable.
Lean into Authenticity and Connection
Your brand is built on personal touch:
- Made-to-Order and Pre-Orders: Emphasize how each piece is lovingly created just for the customer. Preorders also help you manage inventory and cash flow with clarity.
- Behind the scenes storytelling: Show your sewing space, fabric testing, pattern adjustments, and real-life sewing process. It makes your work relatable and trustworthy.
Build Simple, Believable Sales Infrastructure
- Shopify storefront: Even tiny brands benefit from a professional website. It helps you look credible and gives your loyal customers a place to shop your unique collections. Yes, you can sell on social media platforms, but I always recommend a simple Shopify setup to keep the control in your own hands.
- Social-first selling: Use Instagram and TikTok to showcase sewing, fabric hauls, and styling. Create story highlights, reels of transformations, and easy styling tips.
- Local gigs and markets: Selling in person at craft fairs or local boutiques lets you connect face-to-face with buyers. Offer a few ready-to-wear pieces so customers can touch and try on.
- Home-based trunk shows or sewing group pop-ins: Host cozy gatherings for friends and local community members to experience your work.
Marketing Tactics That Feel Natural
- Document your process: Post short videos of a garment’s journey from cut to finished piece. People love seeing your real hands at work.
- Celebrate each finished piece: Share buyer testimonials, tag customers (with permission), and highlight customer photos.
- Email micro updates: Send quick alerts when preorder windows open or close. Keep the tone warm and conversational, like talking to a friend.
Fashion Designing Phase 3 at a Glance
| Audience | Key Strengths | Marketing & Sales Focus |
| Clothing Brand Owners | Scaled production, professional infrastructure | DTC (Shopify, Email, Content), Wholesale, Influencers, Pop-ups |
| Home Sewers / Micro-Brands | Personal touch, lean inventory, handcrafted vibe | Social selling, Preorders/MTO, Local markets, Process content |
Phase 3 is where your creativity meets strategy. You’ve already done the heart work of designing and producing your collection. Now it’s about sharing it with the world in a way that fits your capacity, values, and joy.
- Clothing brand owners → you’re ready to leverage a mix of DTC, wholesale, influencer partnerships, and in-person opportunities backed by intentional content and storytelling.
- Home sewers and micro-brands → lean into made-to-order or preorder models, authentic social sharing, and local selling to grow sustainably, without burnout.
Where To Go From Here
If you’re just getting started (or exploring your options) as a new designer, check out these resources:
- Is Launching A Clothing Brand Right For You? Find Out With These 5 Questions
- 7 Myths About Starting A Clothing Brand Busted
- How To Make Your Fashion Brand Stand Out in 6 Easy Steps: Create A Signature Style Blueprint
Home sewers and micro-brand owners, grab some gorgeous fabrics at insanely low prices here. And don’t forget to check out my patterns while you’re there!
No matter where you are in your fashion designing journey, I’d love to support you along the way. Head over to my courses page to check out which option is right for you.
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