Having an idea! It all starts from the idea.

And ideas are born not by mimicking others or doing market research. Yes, one can conduct market research and create a sort of a Frankenstein based on trends and other success stories, but it will never last and it will never be perceived as something original and authentic. So, first, be blessed by the idea that feels right to you and start developing it.

Then have a clear business plan and finances

Fix your finances, get a CFO, and think long-term. It’s not about budgeting just for the first season. It’s about budgeting for re-orders, new launches, marketing, and a 3-year plan.

Get your product right (and production lane)

It’s about the quality that brings consumers back to the yard (holla at ya girl Kelis here), aka sell-out, and production lane: make sure seamless reproduction for reorders. Be ready to scale up. It’s okay to start small and artisanal, but when distribution demand rises and you want to secure partnerships and deliver, make sure you have a Plan B — a Bold Growth plan.

Get a great and well-connected sales director

Someone who has an eye for the market, aligns with your brand’s philosophy, and understands the business plan — different expansion and growth plans.

Brand communication (ex marketing) — think both online and offline

Brand awareness is constant education and educating. It is never-ending. Campaigns here and there are okay but remember — content management is NOT social media management. Content is about identity and what stays; social media is about momentum — momentum that exists here and now, in this moment of culture, time, and market.

What makes brands last and guarantees duration is a clear strategy and vision; being rational and flexible in terms of making changes and choosing well, which means taking time to research. And last but not least, probably the most important — once the research has been done, numbers calculated, and strategy set in stone, have the belief to make things happen. This also means believing in the people you work with, your teammates and colleagues; believing in your partners, distributors, and so on.

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