Great read Seb and I can relate to so many points you mention, currently working on a developing a new multi sportswear brand. We’ve started the development process in Portugal and the costs are SO expensive and 1st Proto samples were VERY disappointing. I’m now exploring both Turkey and reluctantly China, although reading your post has provided me with a little more confidence. And totally agree with testing, I’ve a comprehensive wearer trial program in place - once we get over the hurdle of getting the samples in a good place!
Thanks Sonya. Honestly, I was reluctant with China to begin with, but it was the best decision I made in the Torsa journey. They have far greater technical expertise, the communication (via WeChat) was so efficient, and they are much cheaper.
I'd like to pick your brains about a wear testing programme you have in place as this is something I am keen to set up with one of my clients at the moment.
Don't strive for perfection, you'll simply never achieve it - especially as a start-up. I took so long developing our first collection, making tiny changes here and there (added sampling costs, go-to market delays etc). I really should have just got the product out earlier, got feedback, and iterated and improved based on that. Start small with laser focus, don't settle for okay, but also don't strive for complete perfection as it's unrealistic.
The best advice I can share about retailers is you have to offer them something different and unique. Look at their assortment, evaluate what is missing and position your brand in a way that convinces them that it fills that gap. Research and present the data to back it up. Send care packages to buyers in their size, let them try out the product - there is no better way to convince a buyer to buy your collection with physical proof that your product performs better and looks better than your competitors. Also, make sure you build a relationship - don't get disheartened if they don't buy. I met with Matches, Harrods, Mr Porter and none of them bought, but it didn't stop me building that relationship over time, because one day, they might.
Totally agree, many people have an idea and it is easy (relatively) to make product. Less people are inclined to think carefully about distribution, minimums and cash flow.
Thanks Chris. Yep, making product is just one small piece of the puzzle. Of course, product is hugely important, but a great product matters little if you don't have the proper distribution or financial understanding.
Thanks so much. Absolutely! For some reason, a lot of founders think they will launch their product and people will just flock to buy. This simply isn't the case (I made the same mistake). You need to have a proper customer acquisition strategy in place and understand how CAC effects your bottom line. This again comes down to making sure you have sufficient margins in the first place.
Great read Seb and I can relate to so many points you mention, currently working on a developing a new multi sportswear brand. We’ve started the development process in Portugal and the costs are SO expensive and 1st Proto samples were VERY disappointing. I’m now exploring both Turkey and reluctantly China, although reading your post has provided me with a little more confidence. And totally agree with testing, I’ve a comprehensive wearer trial program in place - once we get over the hurdle of getting the samples in a good place!
Thanks Sonya. Honestly, I was reluctant with China to begin with, but it was the best decision I made in the Torsa journey. They have far greater technical expertise, the communication (via WeChat) was so efficient, and they are much cheaper.
I'd like to pick your brains about a wear testing programme you have in place as this is something I am keen to set up with one of my clients at the moment.
No problem at all Seb, I’ll DM you my email and mobile
Very thankful for each one of your insights, and thankful for your encouragement that it doesn’t all have to be perfect right out of the gate
Don't strive for perfection, you'll simply never achieve it - especially as a start-up. I took so long developing our first collection, making tiny changes here and there (added sampling costs, go-to market delays etc). I really should have just got the product out earlier, got feedback, and iterated and improved based on that. Start small with laser focus, don't settle for okay, but also don't strive for complete perfection as it's unrealistic.
Great piece thanks for sharing, any tips for establishing relationships with retailers would be great.
The best advice I can share about retailers is you have to offer them something different and unique. Look at their assortment, evaluate what is missing and position your brand in a way that convinces them that it fills that gap. Research and present the data to back it up. Send care packages to buyers in their size, let them try out the product - there is no better way to convince a buyer to buy your collection with physical proof that your product performs better and looks better than your competitors. Also, make sure you build a relationship - don't get disheartened if they don't buy. I met with Matches, Harrods, Mr Porter and none of them bought, but it didn't stop me building that relationship over time, because one day, they might.
That’s great advice, thanks so much for reply.
Totally agree, many people have an idea and it is easy (relatively) to make product. Less people are inclined to think carefully about distribution, minimums and cash flow.
Thanks Chris. Yep, making product is just one small piece of the puzzle. Of course, product is hugely important, but a great product matters little if you don't have the proper distribution or financial understanding.
Thanks so much. Absolutely! For some reason, a lot of founders think they will launch their product and people will just flock to buy. This simply isn't the case (I made the same mistake). You need to have a proper customer acquisition strategy in place and understand how CAC effects your bottom line. This again comes down to making sure you have sufficient margins in the first place.