As new apparel brands continue to pop-up overnight, it becomes more difficult for brands to find ways to stand out from the competition in a way that is scalable. While many brand owners think that this takes reinventing the wheel, the truth of the matter is that a brand that is scalable starts with the company’s mission and message. Once an entrepreneur has established this vision, they are able to build out a full business plan that reflects the brand’s long term goals.
This blog will lay out the mentality needed to have a smart approach to scaling a brand that stands for more than just selling products. It will also discuss how starting with white label products are a way to introduce your brand to the market and begin generating revenue to reinvest into full product development.
A common misconception is that immediate success requires a custom idea that requires developing intellectual property of new garments. While this is the case for some companies, many of the fastest growing brands started with a simple product that had a bigger brand vision. They are able to do this through white label options, like SuuchiX, that offer fashion-forward products that they can add their brand’s tag to. This gives them the flexibility to continuously push new product and find the trends that resonate the deepest with their company’s message and their audience.
An example of this is tentree; a clothing and accessories company that wasn’t born out of a desire to innovate the apparel industry, but to plant trees. Brothers, Derrick and Kalen Emsley, found their passion in having an environmental impact as kids that continued throughout high school where they would spend summers working with nonprofits in Canada planting trees. After Kalen visited their co-founder, David Luba, in Hawaii and was immersed in nature, they realized that thousands of major companies were having a negative impact on the environment. This realization was what served as the foundation for the company’s mission and ultimate purpose.
From this point, they had their mission and purpose and needed to find a way to generate funds and awareness in order to make an impact. This is when they decided that they would sell tentree-branded, white label products to people that supported their cause. They would sell shirts and hoodies to people within their community that were passionate about having a positive impact on the environment. Their consumers then became brand ambassadors who spread the mission further by wearing the branded, white label products. This allowed for organic growth through word of mouth and developing a community of consumers who wanted to find brands who embraced their social responsibility.
Thanks to this mission, these pre-designed products sold quickly because they were high quality and had a greater purpose behind them. This allowed for the brand to build up their market with minimal financial investment and start generating revenue that allowed them to reinvest into custom development and doubling down on their mission.
Now that they had built their audience they were able to scale their company to custom pieces that focused on sustainability and still aligned with their original mission. They were able to invest into recycled and sustainable fabrics and establish a network of factories that were able to limit excess waste in the production process. The revenue that they earned from pushing white label products allowed them to test their market and find an audience they could then create custom pieces for that still aligned with the brand’s original mission.
Brands who are looking for a way to enter the market and scale their business over time can develop a brand with lasting power by starting with their brand mission. Instead of heavily investing into custom development from the start, they can invest in developing a cause that has a deeper meaning and build a community of brand ambassadors who have the same passions. If they’re aligning themselves with the right partners from their start, they can easily transition their brand from white label to custom without completely disrupting their supply chain and brand mission.
Originally seen on SuuchiX Blog