Solved: Best Way to Launch a Small Clothing Brand?

Hi there,

Thanks for reaching out! It's a tough but exciting place to be, starting a brand from the ground up. I've seen a lot of businesses in your exact spot. It's easy to get overwhelmed with a million questions, so I'm happy to give you some initial thoughts based on what we see work (and what doesn't) for new eCommerce brands, particularly in fashion. The main thing isn't about which platform you pick first, it's about building a foundation you can actually grow from, otherwise you're just throwing money away.

First things first, you need your own website...

I'm gonna be blunt here: starting on Amazon is a massive mistake for a new brand. I know it seems economical and easy, but you're building your house on someone else's land. You don't own the customer, you don't get their email address easily, and most importantly, you can't install tracking pixels (like the Meta Pixel or Google Tag) that are absolutely essential for running profitable advertising. Without that data, you're flying completely blind.

You need to see your website as the central hub for your entire brand. It's where you tell your story, control the experience, and collect the data you need to find more customers. Retargeting – showing ads to people who've already visited your site – is often the most profitable part of any ad campaign, and you just can't do it properly if you're only on Amazon.

Don't overthink it. Get a basic Shopify theme. They're designed for clothing brands and are pretty simple to set up. Your priority should be:

• -> Great product photography. This is probably the single most important thing. You don't need a pro studio to start. A phone with a good camera, good natural light, and a clean background can work wonders. Show the clothes on a person, not just lying flat. People need to see how it fits and hangs.
• -> Clear, simple descriptions. Talk about the material, the fit, the design inspiration. Give people the details they need to feel confident buying.
• -> An easy checkout process. Shopify handles this well out of the box.

Ads only amplify what you already have. If you send ad traffic to a weak foundation, the whole thing will crumble. A proper website is the foundation.

Let's be honest, "people who wear clothes" isn't an audience...

This is the part where most new brands fail, long before they even think about ads. You said you're basing the brand on "your own design style". That's a great start for the creative side, but it's not a marketing strategy. You need to get brutally specific about who you are selling to. Without this, you're just shouting into the void and your ad targeting will be a complete guess.

Forget demographics for a second ("males, 18-30"). That's useless. You need to define your customer by their pains, their passions, their worldview. What problem are they trying to solve when they buy new clothes? Is it "I need to look professional but creative for my tech job"? Is it "I want to feel part of a specific music subculture"? Is it "I need durable, comfortable clothes for skating"?

Your Ideal Customer Profile (ICP) isn't a person; it's a problem state. Once you know the problem, you can figure out where these people hang out online. What blogs do they read (e.g., Hypebeast, Highsnobiety)? What other brands do they follow on Instagram? What musicians do they listen to? What YouTubers do they watch? These are the interests you will eventually target with your ads. This work is not optional. Do it first, or you have no business spending a single pound on ads.

You should absolutely start with the male market...

You mentioned you've heard "women's wear sells better in physical stalls". This is exactly the kind of generalised gossip that can sink a new business. It might be true on average, but it's completely irrelevant to *you*. Your single biggest asset right now is that you "feel more confident with selling in the male market". That confidence is everything.

It means you understand the customer. You know what they want, what they think is cool, how they talk. You can write product descriptions that resonate. You can choose models (or model the clothes yourself) that look authentic. You can create ads that speak their language. Authenticity is the currency of streetwear and fashion. If you try to fake it in a market you don't instinctively understand, customers will smell it a mile away and you'll fail.

Don't trade your only real advantage for a vague rumour about market stalls. Start with the audience you know. Nail it. Build a loyal following. Then you can think about expanding later once you have a stable business and more resource's.

Your first drop needs to make a statement...

With a small collection, focus is your friend. Don't try to be everything to everyone. Your question about a single colour vs. a single item in different colours is a good one. I'd lean towards the latter: stick to the same item (e.g., one style of t-shirt) but in a few carefully selected colours. Or perhaps a t-shirt and shorts that are designed to be worn together.

Why?

• -> It creates a signature piece. You become "the brand with that awesome tee". It's easier for people to remember and identify you.
• -> It simplifies your marketing. Your message is incredibly clear. All your photos, ads, and copy can be focused on showcasing this one hero product.
• -> It's easier on logistics. Fewer SKUs (stock-keeping units) means a simpler supply chain, less inventory risk, and easier fulfilment.

Going deep, not wide, is the smart play. Once you've proven you can sell that one item well, you've earned the right to add more to the collection.

Okay, let's talk about ads (but only when you're ready)...

Now, onto the advertising. Please hear me on this: paid ads are an accelerator, not an engine. They will not fix a bad product, a confusing website, or a non-existent brand. They will only make you lose money faster. Once you have your Shopify site up, your ICP defined, and some great product photos, *then* you can start thinking about ads.

For a fashion brand, your main playground will be Meta (Facebook & Instagram) and Google.

Meta (Facebook/Instagram): This is for demand *generation*. People are scrolling through their feeds, not actively looking to buy your specific t-shirt (because they don't know it exists yet). Your job is to interrupt them with an ad so good they stop scrolling. For fashion, creative is 90% of the battle. You need eye-catching images and simple videos that show off the clothes in the best possible light.

Google Ads: This is for demand *capture*. People are going to Google and actively searching for things. For a new brand, this is harder because they won't search for your brand name. But they might search for "heavyweight black graphic tee" or "streetwear shorts London". This is where Google Shopping ads and Performance Max campaigns come in. They show your product image and price directly in the search results, which is powerful for eCommerce.

Before you spend a single penny, you need to understand your numbers. The most important question is: "How much can I afford to spend to get one customer?" This is based on your product's price and your profit margin. This is so important, I've built a little calculator for you to play with. This single calculation separates businesses that grow from those that burn out.

Here's a simple ad structure to start with...

When you do start, don't overcomplicate it. You don't need dozens of campaigns. I've audited accounts spending thousands a day that have a simpler structure than people spending £20. We've seen amazing results for eCommerce clients, like a 691% return for one women's apparel store, and it always starts with a logical, simple structure.

Here’s a basic setup for Meta I'd suggest:

Start with a tiny budget, maybe £10-£20 per day, split between the two campaigns. Let it run for a few days. Don't touch it. Watch the data. Are people clicking (look at Click-Through Rate - CTR)? Are they adding to the cart? Are they buying? If your Cost Per Purchase is below the 'Max CPA' you worked out in the calculator, you're onto something. If not, it's time to test new ad creatives or new audiences.

Your offer is more than just the clothes...

One last thing. For a new brand, especially in a crowded space like fashion, just having a cool product isn't enough. You need an *offer*. The offer is the thing that answers the question "Why should I buy this from an unknown brand *right now*?"

This is about creating urgency and exclusivity. It's how you build a community, not just a customer list. Think about things like:

• -> Scarcity: "First drop. Only 100 t-shirts made. Once they're gone, they're gone forever." This is the core of streetwear culture.
• -> Exclusivity: "Sign up to our email list for early access to the next drop." This makes people feel like insiders.
• -> Added Value: "First 50 orders get a free sticker pack featuring the design." It's a small thing, but it builds brand loyalty.

Your offer makes your brand feel like a movement, not just another online shop. It’s a subtle but powerful shift that can make all the difference, especially when you start advertising.

So, what should you do next?

That was a lot of information, I know. It's easy to get lost. The key is to do things in the right order. Don't worry about ads until you have a solid website. Don't worry about the website until you know exactly who your customer is. I've detailed my main recomendations for you below:

Why you might want to consider expert help...

Following this roadmap will put you lightyears ahead of most new brands. But executing it flawlessly takes time, experience, and can be a costly learning process, especialy with ad spend. It's easy to misinterpret the data, choose the wrong audiences, or burn through your limited budget before you figure out what works.

Working with someone who does this day-in, day-out can help you avoid those common pitfalls and get to profitability much faster. We can help you nail down your strategy, set up your campaigns for success, and manage them to ensure every pound is working as hard as it can to grow your brand.

If you'd like to chat through your plans in more detail, we offer a free, no-obligation initial consultation. We can take a look at your specific situation and give you some personalised advice on the best way forward.

Hope this helps!

Regards,

Team @ Lukas Holschuh