guide on beginning your apparel related business

Enabling Apparel Entrepreneurship Curriculum
Written by Candide Uyanze
Published December 2015
Supported by:
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EAE Curriculum
How to Start an Apparel Business - Table of Contents
Make a Business Plan................................................................................................ 3-7
What is a business plan? ................................................................................................. 3
Benefits of writing a business plan ................................................................................. 3
Elements of a business plan ............................................................................................ 3
Writing Tips ..................................................................................................................... 5
Templates, examples and helpful websites .................................................................... 6
Manage your finances............................................................................................. 8-11
Start-up Costs .................................................................................................................. 8
Sources of Financing........................................................................................................ 9
How to make a Budget .................................................................................................. 10
Taxes .............................................................................................................................. 11
Additional resources ..................................................................................................... 11
Sell your merchandise and services ....................................................................... 12-16
Online vs physical store ................................................................................................. 12
Opening a store ............................................................................................................. 13
Additional information for physical stores ................................................................... 15
Additional information for online stores ...................................................................... 15
Other ways to sell .......................................................................................................... 16
Reach and keep your customers ........................................................................... 17-21
Building and promoting your brand .............................................................................. 17
Building an online presence .......................................................................................... 19
Be realistic ............................................................................................................ 22-25
Assessing your business ................................................................................................ 22
Advice ............................................................................................................................ 24
Grow as an apparel entrepreneur ......................................................................... 26-31
Support for small businesses ....................................................................................... 26
Conferences and events ................................................................................................ 28
Fashion shows in the area ............................................................................................. 29
More resources ............................................................................................................. 30
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Make a business plan
Every good business needs a plan. This chapter will explain what a
business plan is and how to write one.
What is a business plan?
A business plan is a written document that describes your business’s future. It
explains what you plan to do with your business and how you will do it.
(Source: www.entrepreneur.com/article/247574)
Benefits of writing a business plan
 It gives you a direction and path for
the future of your business.
 By writing everything down, you can
think more about your business and
the challenges and opportunities that
may happen.
 It minimizes the risks by helping you
consider every possible consequence.
 It is good document to provide to
possible investors and lenders such as
bank. Some places even require you to
have one.
 It increases your chance of success.
(Source: www.futurpreneur.ca/en/resources/start-upbusiness-planning/crash-courses/business-planessentials-a-quick-overview-of-whats-needed/)
Elements of a business plan
Your plan should include the following items. Some plans are made differently and
include more things, but these are the basic elements.
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Executive summary
Here is where you name your business and give a quick overview of your business
plan. It is about 1 to 2 pages long. Be sure to include a quick description of the other
sections of the plan so that the reader will want to continue reading.
Company profile
Here, you explain what your business is all about. Talk about the company’s history,
its values, your products and services, and who you are. What makes your company
special?
Market research
Make sure to do some research on the clothing industry, your competitors and your
Product:
What kind of
items or
services are
you selling?
Price: How
much will you
charge? Why?
What are other
people charging?
Place: How will
you get your
products or
services to your
customers?
Purchasers: Who are
your customers? How
old are they? Where do
they live? What are
their habits? Etc.
customers. Include all of this in your plan. In this section, remember the four Ps:
For more information on how to do research for your business, consult the “Guide to
market
research
and
analysis”
by
visiting:
www.canadabusiness.ca/eng/page/2691/
Sales & Marketing Strategy
Once the research is done, you need to describe how you will attract your target clients
and advertise your business. Describe in detail the marketing and publicity you will do.
For more information on marketing, consult “Marketing basics” at:
www.canadabusiness.ca/eng/page/2805/. You will also learn more about publicity in
the chapter “Reach and keep your customers”.
Operations
Here, you will describe how you will keep your business running. This can include:
 Daily operations: A general description of the day-to-day operations
(example: hours of operations, daily tasks, etc.).
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 Facility requirements: The location of your business, the size, the lease (if
you are thinking of opening a physical store), insurance, etc.
 Managing information systems: how you will keep track of customers,
manage your inventory, the system or software you will use, etc.
For more information on managing day-to-day operations, visit:
www.canadabusiness.ca/eng/page/3427/.
Financials
In this section, you will explain everything related to finances and money
management of your business realistically. This includes your budget, startup costs,
how much you will be making vs how
much you will be spending, etc. A more
detailed explanation will be provided in
the chapter called “Manage your finances”.
Here are some things to consider:
o What are your sources of income?
o How much money do you need to
start your business?
o Will you need to borrow money? If
so, how will you repay your
lenders?
o How much do you plan to save for emergencies?
You should aim for your business to make money in the long-term future instead of
making money right now.
Appendix
Here, you can include any additional documents related to your business, such as
pictures or drawings of your products, your resume, a list of your achievements and
awards, a copy of your business license, your store layout, etc.
(Sources: www.canadabusiness.ca/eng/page/2753 and www.futurpreneur.ca/en/resources/start-upbusiness-planning/crash-courses/business-plan-essentials-a-quick-overview-of-whats-needed/)
Writing Tips
 Start small, writing section by section
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 Write in the third person: Instead of “I started an apparel business” say
instead ⇨ “She/They started an apparel business”
 Keep it short and sweet
 Be clear and specific with your words
 Provide as much proof and evidence as you can and use specific examples
 Write the executive summary at the end. It will be easier to give a quick
description of your document once you thought it through.
 Get feedback
 Remember that your business plan is always a work in progress, so update it
regularly
(Source: www.futurpreneur.ca/en/resources/start-up-business-planning/crashcourses/business-plan-essentials-a-quick-overview-of-whats-needed/)
Templates, examples and helpful websites
Futurpreneur’s free Business Plan Writer is a
great tool to help you with your business plan.
It gives you plenty of tips, tricks and examples
to help guide you as you write. Create an
account and use the tool here:
www.futurpreneur.ca/resources/start-upbusiness-planning/tips-tools/business-planwriter/
Business Development Bank of Canada offers a
blank business plan that you can fill out, an
example of a business plan as well as
instructions and helpful articles that you can
download here: www.bdc.ca/EN/articles-tools/entrepreneur-toolkit/templatesbusiness-guides/Pages/business-plan-template.aspx
Here are some examples of business plans for different types of apparel businesses:
 Women’s boutique: www.morebusiness.com/retail-clothing-business-plan
 Upscale women’s clothing boutique:
www.bplans.com/womens_clothing_boutique_business_plan/executive_sum
mary_fc.php
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 Bridal shop:
www.bplans.com/bridal_shop_business_plan/executive_summary_fc.php
 Maternity clothing:
www.bplans.com/maternity_clothing_online_business_plan/executive_summ
ary_fc.php
 Active wear for all ages:
www.bplans.com/kids_clothing_store_business_plan/executive_summary_fc.
php
 Custom T shirts: www.bplans.com/custom_printed_tshirts_business_plan/executive_summary_fc.php
 Western Cowboy Wear:
www.bplans.com/clothing_retail_business_plan/executive_summary_fc.php
Most big banks have guides on how to make a business plan with their own rules. If
you plan on taking out a loan with a bank, here are each of the websites that help
you make your plan:
 Bank of Montreal: www.bmo.com/main/business/news#tools
 CIBC: www.cibc.com/ca/small-business/article-tools/business-planning.html
 RBC Royal Bank:
www.rbcroyalbank.com/business/startingabusiness/planning-yourbusiness.html
 Scotiabank: www.scotiabank.com/ca/en/0,,588,00.html
 TD Canada Trust: www.tdcanadatrust.com/products-services/smallbusiness/windocs.jsp#
 Desjardins: www.desjardins-business-tools.com/interactive-business-plan/
For any additional questions about business planning, visit Canada Business
Network’s “Business planning Frequently Asked Questions” here:
www.canadabusiness.ca/eng/page/2751/
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Manage your finances
Once you’ve started your plan, it’s time to think about how you will
manage your money. This chapter will explain budgets, start-up costs,
sources of financing and taxes.
Start-up Costs
When you first open your business, there will be things you will need to buy before
you begin, especially if you are opening a physical store. These are your start-up
costs. Determining start-up costs is a great way to set goals for yourself on how
much money you will have to raise. It is also a good way to minimize unwanted
surprises because of overspending.
There is no magic number for startup costs. The amount will be different based on
whether your business is online or physical, the type of products or services you are
selling, your location, and many other factors. It is important to do a lot of research
and write down everything you will absolutely need to open your business.
Here is a list of things that could be included in your start-up costs. These are simply
examples:
 Raw material costs: fabric, labels, packaging, etc.
 Marketing and publicity
 Good quality photographs of your products
 Interior design and renovation for a physical
store
 Website design and publishing
 Business registration
 Rent (usually first and last month), insurance
and utilities for a physical boutique
 Store opening event
 Sewing supplies
 Cash register or point-of-sale system
 Hangers, furniture, store decorations
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



Computer system and other equipment
Inventory: the items that will stock your shelves
Mannequins and other displays
And much more!
To get a Start-up costs document template that you can fill out, click on the green
download button at the following web address:
www.vertex42.com/ExcelTemplates/business-startup-costs.html
(Sources: www.mytopbusinessideas.com/cost-starting-a-clothing-line/ ;
www.forbes.com/2007/01/09/startupcost-inventory-rent-ent-managecx_mf_0109fundamentalsretailcosts.html and www.wecai.org/7004/top-4-benefits-of-a-business-sellingonline-vs-a-physical-store)
Sources of financing
Once you determine how much you will need to start, you will have to find ways to
make that money. This is, of course, the hardest part. This money can come from
multiple sources: your savings, cash gifts from family and friends, government
grants (money you usually don’t have to repay), loans (money you have to repay),
etc.
Here is a list of websites where you can find information about funding for your
business:
 To learn more about the different types of financing that exist, visit this
website: www.canadabusiness.ca/eng/page/2868/sgc-35/
 Find a general list of grants, loans, tax refunds, and more offered by the
government of Canada here: www.canadabusiness.ca/eng/page/2848/
 The Centre for Small Business Financing has an online Grant Finder which can
be found here: www.grants-loans.org/grants-loans-calculator/grantfinder.php. You can also call them at 1-800-481-7718.
 The Leadership Grant is an award given to entrepreneurs who are starting
their own businesses. For more information, visit:
www.leadershipgrants.ca/LeadershipGrants/grants_programs.jsp
 Futurpreneur Canada offers mentoring and up to 15 000$ in loan financing to
business owners aged 18-39 who are citizens or permanent residents of
Canada. To register, follow this web address:
www.portal.futurpreneur.ca/entrepreneur.php?&lang=EN
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(Source: www.futurpreneur.ca/en/resources/start-up-business-planning/crash-courses/financials-gettingthe-most-for-each-start-up-dollar/)
How to make a budget
A budget is a document that shows how much money you expect to make (revenue)
and how much you expect to spend (expenses). A budget is usually done for each
month. Make a budget as soon as your business has started.
Here are the benefits of making a budget:
 Deciding what you really need to buy and what isn’t
important
 Seeing where you can save money
 Making sure you have enough cash with you for the next
purchases
 Looking at your finances realistically
 Planning for the future
 Showing your investors that you have put effort in your
financial planning.
To make your budget begin with the revenue, which is how much you expect to
make and any money you have left over from before. Try your best to be realistic
and not put an amount that is too big. Depending on the time of the year, your
revenue will change from month to month. Once your business has been running for
a year or more, you can look at how much was made in the same month the year
before as a guide.
Then, write down your expenses, which is how much you will spend. Expenses
include:
o Fixed costs (costs that never change): This can include rent, utilities (heating,
lighting. telephone), employee salaries and benefits, taxes, insurance, etc.
o Variable costs (costs that can change): For example, publicity costs for your
business, the cost of your sewing materials, loans that must be repaid, etc.
o One-time purchases: This can include buying a new sewing machine,
purchasing a computer, etc.
Add up the costs of each item in the revenue section of your budget and add up all
the expenses. Compare both total numbers. If your expenses are higher than your
revenue, you will need to see what you can remove from your expenses.
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Make sure to always review your budget and make a new one for the next month.
When the month is over, make a new document of what you actually spent and how
much you actually made. Make sure to keep the new document, all the budgets you
made, and the receipts of things you bought for your financial records.
For more information on organizing your financial records and what kind of
documents to keep, visit this web page:
www.canadabusiness.ca/eng/page/2640/sgc-35/
(Sources: www.infoentrepreneurs.org/en/guides/budgeting-and-business-planning/ and
www.canadabusiness.ca/eng/page/2642/sgc-35/)
Taxes
Since your apparel business will (hopefully) be making money, you will need to pay
taxes. Taxes help to pay for a lot of the benefits and services for you and the rest of
the people who live in Canada.
Canada Business Ontario offers a Taxation guide at this webpage: www.cboeco.ca/en/index.cfm/managing/taxes/taxation-guide/. It explains the different
kinds of taxes and numbers you can call if you have more questions.
The Canada Business Network also has a lot of information about taxes that apply to
businesses here: www.canadabusiness.ca/eng/page/4337/#toc_regulations_and_taxation.
Additional resources
The Financial Consumer Agency of Canada has many resources to help you
understand things related to finances:
 A quiz/test to see how well you manage your money: www.itools-ioutils.fcacacfc.gc.ca/FLSAT-OAELF/star-comm-eng.aspx
 How to choose a credit card and pay your balance: www.fcacacfc.gc.ca/Eng/resources/toolsCalculators/Pages/CreditCa-OutilsIn.aspx
 Which bank account is right for you? : www.fcacacfc.gc.ca/Eng/resources/toolsCalculators/Pages/BankingT-OutilsIn.aspx
 Budget calculator (to see if your budget is realistic): www.fcacacfc.gc.ca/Eng/resources/toolsCalculators/Pages/BudgetCa-Calculat.aspx
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For more information on finances for small businesses and self-employed
Sell your merchandise and services
individuals, visit www.cra-arc.gc.ca/tx/bsnss/sm/menu-eng.html.
Now that you’ve carefully planned your business, it is time to sell your
products and services. This chapter will help you decide what kind of
store you should open and how.
Online store vs physical store
An important decision to make before you
begin selling your apparel and services is
whether you want to open a physical, brickand-mortar store or have an online store. To
help you decide, the positives and negatives
of each type are listed here:
Physical Store




Positives and advantages
It is proven that people are
willing to pay more for things
they can see in person.
There is less competition in a
physical marketplace than an
online marketplace.
You get to interact with your
customers, suggest more items
for them to buy, etc.
People trust physical stores more
because it shows that you are
financially stable.
⨯
⨯
⨯
⨯
⨯
Negatives and disadvantages
Because of rent, utility,
decorations, employee salaries,
etc. it is more expensive to open
than an online store.
Your main customers are those
who live in the area.
Changing your company’s name,
logo and look is expensive.
You can’t sell items outside of
your store hours.
You have to deal with the legal
paperwork of opening a store.
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Online Store







Positives and advantages
Less expensive and easier to
open than a physical store
You can have customers from
around the world.
You can sell your clothing at all
hours of the day
Making changes to your
company’s name, logo, look, etc.
is quick, easy and inexpensive
It is harder to steal items online
than in person.
You can work from home
Less employees to hire
⨯
⨯
⨯
⨯
⨯
Negatives and disadvantages
More competition from all
around the world
Taking pictures, writing
descriptions, packaging and
shipping your items takes time
and effort
Less customer contact
You will have to deal with more
returns because people may not
like how the item looks once they
receive it.
If you’re not good with
technology, you’ll have to hire
someone else to run the business
(Sources: www.smallbusiness.chron.com/pros-cons-retail-store-vs-online-store-40789.html ;
www.wecai.org/7004/top-4-benefits-of-a-business-selling-online-vs-a-physical-store AND
www.business2community.com/consumer-marketing/online-versus-offline-the-pros-and-cons-ofonline-retail-0205608#8B5tHZ5r2oORRmmc.97)
Opening a store
1. Once you have finished your business plan and have gotten funding, the next
step is to register your business’s name. The cost is from 60$ to 80$ and is
valid for 5 years. You can register your business:
a. In person at a ServiceOntario center.
b. By mailing an application to the address on the form.
c. Online at ServiceOntario’s website. You will need to sign up for a ONeSource account here: https://goo.gl/8XFq0j
2. Just like you need a driver’s licenses to be able to use a vehicle, you will need
to obtain certain government permits and licenses to be allowed to have a
business.
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 To find out which ones apply to you, click on “Find permits and
Licenses”
at
www.canadabusiness.ca/eng/page/2843/sgc35/#sgcselect.
 Since you are in the apparel business, you will have to respect the
“Textile Labelling and Advertising Regulations” to make sure you are
labelling your products correctly. To read this guide visit:
www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/01249.html
 Manufacturer, processors, sellers, importers and finishers of textiles in
Canada can register for a CA Identification Number. A CA Number
replace the name and postal address required on the label of textile
products. To find out more, visit:
www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/h_02575.html
3. If you plan on importing/exporting products, will be hiring employees, or
want to claim tax credits, you will need to obtain a business number. Your
business number is like an account number for dealing with the Government
of Canada. To get it, you can:
a. Use the Business Registration Online (BRO) service at: www.craarc.gc.ca/tx/bsnss/tpcs/bn-ne/menu-eng.html
b. Call the Canada Revenue Agency at 1-800-959-5525, or
c. Visit a tax services office.
4. If you don’t plan on making all your clothing yourself or have a large
customer base, consider getting a supplier. A supplier will provide you with
the products you will need to run your apparel business. For more
information on finding and managing suppliers, read this article:
www.canadabusiness.ca/eng/page/2790/
5. Your inventory is the number of products you have in stock available to sell.
By keeping track and managing your inventory, you will know which
products are popular and which aren’t. Here are
some tips:
 Keep records of your inventory. Consider
using an inventory control software, like
inFlow Inventory (which is free!):
www.inflowinventory.com
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 Make sure you order enough items from your supplier to have enough
to sell.
 Follow the trends in the apparel industry and order more of what will
be popular.
 If you have items that you are having a hard time selling, consider
having a sale or giving discounts.
 Plan ahead and make sure you have a second, back-up supplier.
(Source: www.canadabusiness.ca/eng/page/2636/sgc-35/)
6. If you plan on having employees in your business, read these articles:
a. Steps for hiring and finding employees:
www.canadabusiness.ca/eng/page/2837/sgc-35/
b. Your obligations as an employer and how to manage employees:
www.canadabusiness.ca/eng/page/2835/sgc-35/
(Sources: www.cbo-eco.ca/en/index.cfm/starting/getting-started/retail-business-guide/ ; www.cboeco.ca/en/index.cfm/starting/getting-started/starting-a-business/ AND
www.ehow.com/how_6760855_start-retail-business-ontario.html)
Additional information for physical stores
Before opening your store, make sure you have a
retail identity prepared. A retail identity is the
look of your business. It includes your logo,
signage, pricing, products, things to display your
products
(such
as
hangers,
furniture,
mannequins), etc.
Chose a location for your business that is near
your target buyers and that is visited by a lot of
people. Find out more about choosing the right
location by accessing this webpage:
www.cbo-eco.ca/en/index.cfm/starting/choosing-a-location/choosing-and-settingup-a-location/ and this one www.canadabusiness.ca/eng/page/2851/
(Source: www.ehow.com/how_6760855_start-retail-business-ontario.html)
Additional information for online stores
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A simple and fast way to start an online business is to make an account on online
marketplaces. Websites like eBay.ca and Etsy.com are easy ways to sell your items
online on a global scale. To use these websites, you will probably need to have a
Paypal.com account so that your customers can use their credit cards to pay. It is
important to know that eBay, Etsy and Paypal each take a certain percentage from
your sales and may charge you to post an item.
 Here is a Seller Handbook by Etsy that gives you advice on running a
successful online shop: www.etsy.com/ca/seller-handbook
 Here are the fees for eBay: www.pages.ebay.ca/help/sell/questions/whatfees.html
 Here are the fees for Etsy: www.etsy.com/ca/help/article/136
 Here are the fees for Paypal: www.paypal.com/ca/webapps/mpp/merchantfees
If you would like to sell your items online locally without having to pay fees, Kijiji.ca
or Craigslist.ca is a good place to start.
If you would like more flexibility in your online store’s
design and want it to look professional, consider using
Shopify.ca, an easy to use online business tool for those who
are new to online commerce. Shopify’s lowest plan starts at
9$ a month. For more information on Shopify’s features and
their
pricing
plan,
visit:
www.shopify.ca/pricing#PricingTable
To learn more about exploring the world markets and
exportation, visit: www.cbo-eco.ca/en/index.cfm/growing/exporting-andimporting/exporting-to-world-markets/
Other ways to sell
Is selling online or opening a store not exactly your thing? Would you like to start
your business on a smaller scale? Or would you like to only sell your merchandise
on certain occasions? Here are other ways to sell your products and services:
 You can work from home
 You can contact the leasing manager of a mall and set up a kiosk
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 You can participate in craft shows and other artistic events where you can sell
Reach and keep your customers
your creations
 You can have a catalogue of what you make and take orders
 You can bring your services to your clients’ homes
(Source: www.canadabusiness.ca/eng/page/2690/)
Your plan, finances and store are ready. Now all you need is customers!
This chapter will explain how to let your clients know about your
business.
Building and promoting your brand
Your brand is the image and identity of your business. Think of the values and
qualities you want your business to represent. For example, if your business is about
making clothing with African prints, then everything about your brand should show
this.
Your brand includes:
o Your business’s name. Make sure that the name
is not similar to another business and has
acceptable words. For more information on
naming your business, visit:
www.corporations.ic.gc.ca/eic/site/cddgc.nsf/eng/cs01191.html
o The names you gives to each product
o Slogans (a catchy phrase), if you want to
have one
o Your logo
o The packaging of your products
o Your website and other social media
o The way your store is designed
o How your employees are dressed, if you
have a physical store
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o Your advertising
o Your business cards
o Your social media accounts
o Etc.
Since other stores might be selling similar products or services, it is important for
your business to stand out and be unique. Here are some ideas on how to make your
business different:
 Have more stylish and rare designs than what already exists
 Focus on providing products and services of high quality and value
 Offer services and products that aren’t available anywhere else
 Have a good reputation and get to know your customers
 If you plan on opening a physical store, chose a location where there aren’t
other stores who offer the same thing
In your business plan, you have thought about who your customers are. To attract
them, you will have to make publicity based on where they live, what they like, how
old they are, what they like to do, how they spend, where they shop, etc. For
example, if you are selling maternity clothing online, you could advertise your
business on maternity websites.
Here are some suggestions on where you can advertise your business. It is not
necessary to use all of these. Instead, decide which ones are the best to reach your
specific clients:
 Traditional advertising: online, television, radio,
magazine, newspaper, billboard, posters, etc.
 Word-of-mouth: This is when someone talks
about your amazing business to someone else
 Listings: Websites like Kijiji and Craigslist are a
great place to advertise your business for free
 Promotion: e-mail newsletters, samples, gifts,
discounts, coupons, sales, events such as fashion
shows
 Networking: Attend events and use social media
to connect with potential customers and other people
in the apparel business
(Source: www.canadabusiness.ca/eng/page/2638/ and www.canadabusiness.ca/eng/page/2690/)
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If you want to learn “5 Tips for Connecting with Your Customers and Making More
Sales”, visit: www.shopify.com/blog/7664211-5-tips-for-connecting-with-yourcustomers-and-making-more-sales.
Building an online presence
Today, people spend a lot of time on the Internet and use it for different things. This
is why it is very important for your business to have some information online, even
if you are not selling your items online. Having a presence on the Internet is a great
way for more people to find out about your business without having to spend a lot
of money. It is also a great place to interact with customers and other business
entrepreneurs like yourself.
Here are some of the ways you can create an online presence:
Set up an e-mail account
An e-mail account is like your mailbox on the
Internet, where you can send and receive
online mail. Instead of a street address, you
have your own e-mail address that will start
with your account name, the “@” symbol and
the name of your email service (example:
[email protected]).
Having an e-mail is the very first step in having
an online presence, since almost all websites
require an e-mail to create an account. You can
also create a mailing list with your e-mail where you can inform your customers
about promotions and news.
Many websites offer free e-mail accounts. The most popular services are Hotmail,
Gmail, Yahoo! Mail, and Outlook. Choose the e-mail service you feel the most
comfortable with.
Use social media websites
Social media is a way to communicate, share, create and collaborate on the Internet.
Hundreds of social media websites exist today for everything imaginable. However,
it is not necessary to sign up for every social media website that exists. Simply chose
the ones you think best suit your business.
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Here are some of the most popular social media websites that could be useful for
your apparel business.
Facebook
Facebook.com allows you to create a profile,
keep in touch with family, friends and other
people you meet, send messages, and share
“posts”, which can be photos, videos and
announcements (which are called a “status”).
As a business entrepreneur, you can use
Facebook to create a page for your website. On
this page, you can give information about your
store (hours, location, how to contact, etc.),
write announcements, share photos of your
creations, and advertise. People who will want
to receive this information will “Like” your
page. To create a page, first create an account for yourself and then click on “Create
Page”.
Twitter
Twitter.com is a text-based website where you can send short messages, pictures
and videos to the Internet called “tweets”. These tweets cannot go over 180
characters, and once they are published, other users can “Like”, “Retweet” (publish
your tweet on their own account) or reply to your message. If you want more people
to find your tweets, you can use the hashtag symbol: #. For example, a tweet about a
nice handbag could have tags like #style, #fashion, #handbag. You can also mention
other users on Twitter by using the “@” followed by their “Twitter Handle”, which is
their username. For example, “Follow
@EcoEquitable to see some nice
handmade products”.
As a business entrepreneur, you can use
Twitter
to
give
quick,
short
announcements about your products and
services as well as re-tweet a message
people who give positive feedback about
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your business. People who want to receive these messages are called your
“Followers”, and you can also follow other people. To create a Twitter account, go to
www.twitter.com/signup.
Instagram
Instagram.com is a picture-based application that allows you to
publish pictures and videos. Similar to Twitter, you can have
“Followers” and follow other users, use hashtags, mention
other users, “like” what people have published and comment on
people’s posts. What makes Instagram unique is the filters,
which are interesting effects you can put on your pictures.
As an apparel entrepreneur, you want to use Instagram to show
your products. Make sure your pictures are interesting and
well taken. To create an account, you will need to download the
Instagram application on a mobile device such as a
smartphone, an iPod touch or a tablet. The app can be
downloaded either from Google Play (Android) or the App Store
(Apple). You can view your account on a computer but can only publish on a mobile
device.
LinkedIn
LinkedIn.com is a website made specifically for
professional individuals. It is kind of like an online
business network where you can publish your resume
and find jobs, news, advice, and other business
entrepreneurs.
To
create
an account, visit
www.linkedin.com/start/join?trk=hb_join.
Pinterest
Pinterest.com is a website used mainly to share
images and create a “Board” of images. Each image
may have a short description, and clicking on it will
bring the user to the original website.
As a business entrepreneur, Pinterest is especially
useful to attract customers from around the world
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Be realistic
if you have an online business. To sign up, visit: www.pinterest.com/join/
Don’t forget to update your social media regularly and interact with your customers.
(Sources: www.whatis.techtarget.com/definition/social-media and www.linkedin.com/about-us?trk=unoreg-guest-home-about)
Between planning your business and actually making it a reality, a lot
can happen. Even the best prepared entrepreneur can go through
unexpected problems. It is important to know that things will not go
exactly as you planned. This chapter will explain how to look at your
business realistically and give advice to keep you motivated.
Assessing your business
An important part of planning a business is to think about your S.W.O.T., which
stands for Strengths, Weaknesses, Opportunities and Threats.
Strengths
This can include:
- Your skills and talents (ex: sewing, alterations,
etc.)
- Your positive traits and qualities (ex:
responsible, organized, kind-hearted, friendly,
etc.)
- What you are best at doing
- What you have that other businesses are missing
- What makes your business stand out and be
unique
Weaknesses
This curriculum covers many elements needed to plan and build a business, but no
one can be good everything. Maybe you’re not the best at using the Internet, or
maybe you’re not comfortable dealing with finances. It is very important to be
honest with yourself and think about what you need to work on, and also to listen to
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other people’s feedback. Also, don’t be afraid to ask others for help or hire people to
do certain tasks.
Opportunities
Here are questions you can ask yourself to consider your opportunities:
- Am I the only entrepreneur with this kind of business in the area?
- How can I expand and grow my business in the future?
- Are there fashion or business events I can attend to learn more?
- Can I collaborate with other businesses and entrepreneurs? If so, which
ones?
- What are the creative ways I can use to promote my business (example:
sponsoring a sports team, appearing on a community channel like TV Rogers,
etc.)
Threats
Here are some of the challenges that you may face as you build your apparel
business:
- Not having enough money: Finding money to start your business can be the
hardest part. This is why it’s important to start small.
- The high cost of producing apparel: The price of materials to create clothing
is rising, which can make the final price high. This could drive away some
customers.
- Unexpected business payments: There might be some things you have to pay
for because of accidents or because you didn’t know. Make sure you have
some money put aside for emergencies.
- Manufacturing problems: If you decide to get a manufacturer, finding one
that is dependable and trustworthy can be a challenge. Make sure to read
reviews and ask around about the best manufacturers.
- Not finding inspiration: If you are designing your own clothing, you may have
times where you can’t find any new ideas and lack inspiration. Consider
buying designs from other people or hiring designers.
- Publicity that doesn’t work: Sometimes, you might spend a lot of money to
promote your business, but realize that it wasn’t effective. This is why it is
very important to do research on your target purchasers and see where
other businesses like yours advertise to know what works.
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-
Competition
Other businesses copying your designs, etc.
(Sources: www.canadabusiness.ca/eng/page/2660/ ; www.canadabusiness.ca/eng/page/2753/#toc_strengths_weaknesses_opportunities_and_threats_analysis and www.mytopbusinessideas.com/challengesstarting-clothing-line/)
What do your customers
think of your products
and services? Get regular
feedback and learn from
negative criticism.
“Don’t be something that
you’re not. […] It’s okay
to dream, but realise
what you’re good at and
really focus on that.”
– Christopher Kane
“Find a way to tell a story
about your products.”
– 3sixteen
“Don’t worry about
everything being perfect
before getting started – it
won’t ever be perfect.”
– Holy Crap Cereal
from experts and other
who were once in your
Do not ignore your
competition. Look at what
they are doing to be
successful.
“It’s always important to be
expanding knowledge in what
your passion is. You need to
keep up to date.”
– Ingrid Tiffe
“Don't stop testing.”
– Soaring Heart
“Be very selective of who you
hire into your company.”
– Regal Gentleman
“Never ever give up on your
dreams and your passions.
Life is too short and you are
here for a powerful purpose
and you deserve to lead a
life of your dreams but if
you quit on yourself you are
hurting no one but you.”
- Let’s Hug It Out
Set goals for yourself regularly.
Make sure they are realistic so
you don’t get discouraged.
Be perseverant and patient.
Having an apparel business is
“like marriage: When times
get tough, you need to
remember why you took
those vows in the first place.”
“A customer that feels
included will come back!”
– Earth Garden
“If you love what you want to
sell, and you believe deeply in
its value, [...] then relax - it will
work!” – Brooklyn Bambini
Advice
Here is a bit of advice
apparel entrepreneurs
shoes:
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To read the rest of the advice from the previous page and more, visit these pages:
-
If you are thinking of having an alterations business, you must read “30 Top
Sewing Secrets by Mary Roehr”. This article includes useful advice on fitting,
alterations, tailoring, pressing, and pricing for alterations and repairs:
www.maryroehr.com/30-top-sewing-secrets.html
-
“20 Tips for Running a Successful Clothing Line”:
www.mytopbusinessideas.com/running-successful-clothing-line/
-
“Five Business Tips From an Eco Fashion Designer”:
www.flipsnack.com/gdancause747/aboriginal-womens-economic-quarterlyspring-2015.html
-
“We Asked 40 Successful Business Owners for Their Best Piece of Advice”:
www.shopify.com/blog/51413445-we-asked-40-successful-businessowners-for-their-best-piece-ofadvice?utm_source=exacttarget&utm_medium=email&utm_campaign=digest
&email-link=1
-
“10 Characteristics of Successful Clothing Line Brands”:
www.mytopbusinessideas.com/characteristics-successful-clothing-lines/
-
“How to Start a Clothing Store”: www.entrepreneur.com/article/37944
If you are doing alterations,
“Branding – the basics: Managing you brand”:
charge appropriately and
www.infoentrepreneurs.org/en/guides/branding----thehave a price list written down.
basics/#3
“Do everything you can to
If you find yourself too busy
promote yourself - cards,
with your orders, it may mean
stickers, social networking.”
that your prices are too low.
– Jackalope Trading
– Mary Roehr
-
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Grow as an apparel entrepreneur
There are a lot off resources available for you as an apparel
entrepreneur. Make the most of the organizations, events, and fashions
shows listed here to get help and meet other entrepreneurs as well as
potential customers.
Support for small businesses
Canada Business Network
The Canada Business Network can help you find
government grants, loans and financing as well as permits
and licenses. They also have useful business articles on
their website. You can:
- Visit them at their website
www.canadabusiness.ca/eng/
- Call them toll free at 1-888-576-4444.
- Send them an e-mail message here:
www.canadabusiness.ca/eng/page/contact/sgc35/
City of Ottawa
The City of Ottawa’s website provides resources to start, run and expand your
business. Learn how to do business with the city, permits and licence applications,
and more here: www.ottawa.ca/en/business
Futurpreneur Canada
As mentioned in the “Manage your finances” chapter, Futurpreneur Canada offers
start-up financing and mentoring, templates and examples to start and run your
business, as well as a network of other business entrepreneurs. To learn more about
their programs and apply, visit this page: www.futurpreneur.ca/en/get-started/
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Government of Ontario’s ONe-Source for Business
ONe-Source provides the information, forms and services offered by the
government to help you start your business. The website has an easy tool to find
permits and financing, start-up kits, and answers to questions you may have. To
learn more and create an account, click on the following link:
www.appmybizaccount.gov.on.ca/sodp/portal/osb.
Invest Ottawa
Invest Ottawa wants entrepreneurship to grow in the Capital city of Canada. This is
why they offer seminars, workshops, resources for entrepreneurs starting their
business, mentorship, business advice, market
analysis, a start-up acceleration program,
financing and funding guidance, as well as
international business expertise.
To contact Invest Ottawa:
- Visit their website: www.investottawa.ca/
- Call them at 613-828-6274
- Visit them on 80 Aberdeen Street, Suite
100
- E-mail them at:
[email protected]
Ottawa Public Library
The Ottawa Public Library provides services, programs and resources to help local
businesses and entrepreneurs of all kinds succeed. You can make a one-on-one
appointment with a Business Librarian by calling Infoservice at 613-580-2940 or
booking a consultation online here: www.biblioottawalibrary.ca/node/26086.
Business consultations are only available at the following library branches:
- Main/Centrale: 120 Metcalfe Street (Downtown Ottawa)
- Greenboro: 363 Lorry Greenberg Drive (South of Ottawa)
- Beaverbrook: 2500 Campeau Drive (West end of Ottawa)
To see the Business Source Complete, business writing tips and the Canadian
Business and Current Affairs database (CBCA), visit:
www.biblioottawalibrary.ca/en/interest/business
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Conferences and events
Here is a list of websites you can visit to find out about entrepreneurship
conferences, seminars, events and workshops going on in Ottawa:
Immigrant Women’s Small Business Expo
This expo happens every year around the month October. The goal is to inspire and
educate immigrant women in Canada who want to build their own business. To
learn when the next expo will happen, visit:
www.immigrantsmallbizexpo.ca/ottawa/
Women’s Business Network
List of events: www.womensbusinessnetwork.ca/events/
Professional Networking Meetings in Ottawa: www.professionalnetworking.meetup.com/cities/ca/on/ottawa/
Invest Ottawa
Events calendar: www.investottawa.ca/events/
City of Ottawa
Local business events: www.ottawa.ca/en/business/business-resources/localbusiness-events
Eventbrite
Ottawa Business Events: www.eventbrite.ca/d/canada--ottawa/business--events/
Ottawa Chamber of Commerce
Upcoming events: www.ottawachamber.ca/pages/UpcomingBusinessEvents/
Trade shows in Ottawa: www.10times.com/ottawa-ca/tradeshows
Ottawa Community Loan Fund
Events: www.oclf.org/events/
Startup Ottawa
Events Calendar: www.startupottawa.ca/events-calendar/
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Fashion shows in Ottawa
Keep your eyes open for fashion events that will be added later in the year. Here are
some of the ones that run annually:
The National Women’s Show’s “Festival of Fashion” (Spring and Fall)
The National Women’s Show is Canada’s largest consumer event that showcases
products for women, from food to fashion and everything in between. The Festival
of Fashion runway show lets shoppers view fashion collections on the Centre Stage.
For more information on the National Women’s Show and how to become an
exhibitor, visit www.nationalwomenshow.com/en/ottawa-spring/exhibitor/
(Spring) or www.nationalwomenshow.com/en/ottawa-fall/exhibitor/ (Fall).
Runway for Hope
Runway for Hope is a charity fashion show that
promotes local fashion in Ottawa. All the money that
is raised goes to the Children’s Hospital of Eastern
Ontario (C.H.E.O.). For more info on when the
next Runway for Hope will be held, visit:
www.runwayforhope.ca/event/.
Ottawa Velo Vogue
Ottawa Velo Vogue combines bicycles and
fashion to raise money for Right Bike, a social
enterprise that provides jobs and training for
people who have barriers to employment. To learn
about the next Velo Vogue fashion show, click here:
www.ottawavelovogue.com/velovoguefashionshow.
Wedding Palace Bridal Show
The Wedding Palace Bridal Show is an international award-winning bridal show
that showcases wedding fashion during the months of January and September. For a
schedule of the events, visit www.weddingpalace.ca/about-the-show.aspx.
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Ottawa Vintage Show
The Ottawa Vintage Show showcases unique, one-of-a-kind, rare fashion pieces from
the past. This show happens every year around the month of November. To find out
the exact date for the next show, go to www.ottawavintageclothingshow.ca/.
Suhaag Show
The Suhaag Show is North America’s largest selling Asian wedding fashion and
jewellery show. For more information on the next show, visit
www.suhaag.com/suhaagshow/ottawa/.
Safara Fashion Show
The Safara fashion show showcases African prints and designs. It is organized by
Ottawa designer Gwen Madiba and is usually held in the month of October. For more
information on this show, visit: www.facebook.com/Safara-Fashion-Show1426218824309790/events.
Metamorphosis Eco-Fashion show
Metamorphosis is a show by EcoEquitable that highlights local designers from
Ottawa and clothing made with recycled materials. For more information, go to
www.ecoequitable.ca/metamorphosis/.
Ottawa Fashion events listing:
- www.eventbrite.ca/d/canada--ottawa/fashion--events/
- www.shepherdsfashions.com/fashion-shows-seminars/
More resources
Starting a Business
Canada Business Ontario provides a useful guide on what needs to be done before
starting a business, from planning and managing to regulations, hiring employees,
and taxation. Read the guide here: www.cbo-eco.ca/en/index.cfm/starting/gettingstarted/starting-a-business/
Women entrepreneurs
The Canada Business Network has resources for female business entrepreneurs,
from financing to business planning. Consult these resources here:
www.canadabusiness.ca/eng/page/5215/sgc-35/.
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Starting a Clothing Line from Scratch – A Complete Guide
Find out how you can start a clothing line successfully in this very detailed guide:
www.profitableventure.com/starting-a-clothing-line/
On-line business planning resources
The Women’s Enterprise Centre has online resources for business growth, business
planning, buying or selling a business, getting financing for your business, market
research, business operations, and more. This can be found here:
www.womensenterprise.ca/resourcelibrary.
****
This marks the end of the Enabling Apparel Entrepreneurship Curriculum. It is now
time for you to apply what you’ve learned and get started!
Written and compiled by Candide Uyanze
All images courtesy of EcoEquitable’s Instagram page