2009 was a year of firsts. I made my first designs into showroom samples, debuted at my first trade show, completed my first season of production, and put Half Dot outerwear on its first little customers.
Here’s how I, with the help of many people around me, started my own children’s clothing line.
Ideas and sketches. Spent a lot of time drawing, thinking, researching how to create a line of clothing that was different from what already is out there, that parents would want to buy for their kids, that kids would want to wear.
Advice. Constantly pestered a very patient friend who works in fashion design and production. She explained each task I needed to get done in order to go from a sketch on a page to debuting my line at a show. And she was a great sounding board when I was having a crisis about buying materials and pricing.
Paperwork. Set up my company as a legal liability corporation so that come tax-time things things are in order. Also submitted paperwork to receive a wholesale license. Needed to show that in order to get wholesale items when buying materials in bulk for production.
Brand design. Lucky for me, the husband designs, so he helped me make business cards, a basic webpage with a photo and brand information, and a logo image. I sent the logo design into a woven label company that converted the design into a fabric label that would be sewn into each of my pieces.
Patternmaking and the cutting room. Brought my sewn prototypes and sketches to a patternmaker who converted everything into proper patterns for production and worked with the cutting room to have make my showroom samples. You’d better like your pattern maker and cutting room head, because you’ll be spending a lot of time with them.
Photography and lookbook. Enlisted a couple of little models (my friends’ children) to wear my coats while my husband (yes, in-house photographer too) took photographs that we then put together as a lookbook.
Children’s market trade show. Debuted my line in March 2009 at Bubble New York. Being part of the trade show was a great way to meet the press and retail store owners. For me, the most invaluable part of attending the show was the friends and acquaintances I made. That they are also at the show means they have accumulated their share of contacts and resources which, to my surprise (happily), many of them were willing to share. Thankfully, I had a few good resources to bring to the table as well.
Grading and marking service experienced with childrenswear. I brought my showroom samples and patterns to a grading company that computerized, sized and marked each pattern for me. These well-made “blueprints” were crucial for production to go smoothly.
Sourcing wholesale materials. Buying fabrics, in bulk, for wholesale prices. As a first time designer I had no idea I’d gotten myself in some deep water by working with limited edition plaids. Luckily, I had a great fabric jobber who helped me find exactly what I needed. But it was a long process, and I wouldn’t rely on luck the second time around. My suggestions is to first choose which fabrics and materials you like and can get a hold of in the right amount for production, and make your showroom samples from those right from the start.
Registered identification number. As a manufacturer of children’s apparel, we are required by law to clearly label each garment with its textile contents (i.e. wool, cotton) and the country of manufacture. You can just put your company name on the label, but having an RN# means official registration of your designs under your established brand name.
Factory production. I spoke with half a dozen project managers at different factories throughout the country before deciding on the one I currently use in Los Angeles. I chose to work with a production facility that recorded everything by computer (incoming materials and fabrics, production notes, etc) and had project managers communicating with updates on a near daily basis.
Retail debut. With production completed, I was ready to start selling. Through the Bubble trade show, I’d met the Daily Candy Kids editor. So in October 2009, Daily Candy introduced Half Dot to its first little customers.
Marketing. Sending out samples to magazines for photoshoots, talking to the press, advertising, and trying to think of other ways to promote Half Dot. This is where I am now, and there’s a lot more to do. Hopefully this time next year, with several more seasons completed, I’ll be able to write a continuation to this post, about how to market a children’s clothing line.