When it comes to fashion startup icons, Victoria Beckham might not be the most obvious choice. With a team of nannies, advisors and general dogsbodies to take care of all the practicalities, she’s hardly had to face the normal stresses and fears of going it alone.
But she’s worth a closer look. The status that should have helped also held her back. Preconceptions – and the lingering aftershocks of her ill-fated reality show – meant her credibility was dangerously low.
Fashion and business insiders had little faith, looking jokingly on her business venture as a Wag’s hobby gone too far. That’s until she launched the first collection back in 2008, stunning critics and winning the support of countless celebrity fans.
Ultimately it came down to one thing – her dresses were beautiful and made everyone feel like they were buying a piece of her red-carpet lifestyle. Elegant colour blocking and glamorously form-fitting, these influential design elements can still be found in dresses all over the high street.
Her determination to succeed despite all obstacles is inspirational, but you also need to identify a unique angle to separate your fashion startup from the crowd. We’ve put together a short guide to the three biggest trends you should be addressing.
Some of the biggest fashion startups of recent times are those that have successfully created a social network, like Wool and the Gang.
First and foremost, it’s a place for knitting-lovers to unite – they even collaborated with Giles Deacon for a 2014 runway show. It also sells knitting supplies and provides a marketplace to buy handmade fashion. Incorporating an element of social media or networking could also be your winning formula.
Finger-on-the-pulse fashion is an expensive luxury for most people – it’s why renting has slowly become the new way forward. Many new startups are based around the idea of customers leasing designer fashion and accessories.
It’s cheaper than buying all of the latest trendy pieces, and it gives users the chance to try them out for a fraction of the retail price. There’s already a few companies providing this service, but it’s by no means a crowded market yet, so get in there quick.
Wearable technology is revolutionising the way we communicate, the way we work out, and almost everything in between. So far its applications have mostly been practical, but designers are starting to have a little more fun.
It’s slowly making its way into the fashion industry, with companies like Kovert Designs creating jewellery that connects to your smartphone. Get a head start over competitors by staying on top of the latest tech offerings.
Ultimately you need to let your own vision guide the direction of your fashion startup, but keeping these three popular elements in mind could help you make a big entrance.