Starting a Slow Fashion Brand: 4+1 ESSENTIAL TIPS FOR SUCCESS

ARTE.M Association

Oct 3, 20243 min read

Launching a slow fashion brand can feel overwhelming, especially if you're new to the industry. Many founders jump into slow fashion because they couldn’t find what they were looking for in the market—often starting with little to no experience. If that sounds like you, don't worry! Beginning with zero experience is perfectly normal, and it means you have nowhere to go but up.

Here are five key things you need to know as you build your slow fashion brand:

1️⃣ The Slow Fashion Industry is Tougher Than You Think

The fashion world moves fast, and even though slow fashion promotes sustainability, the challenges remain. Whether you're working with ethical, sustainable, or circular fashion, having a strong support system is crucial. Find a mentor who understands slow fashion's nuances and can provide guidance and strategy. They’ll be your lifeline for navigating the industry's complexities.

Need help finding a mentor?

We propose we give the software a go. While participating in the Erasmus program as a new business owner, you will have the opportunity to get practical experience working for a small or medium-sized company in another participating country. This will make it easier for your firm to get off the ground or will help your new venture succeed. Gaining entry to untapped markets, fostering international cooperation, and opening doors to international business partnerships are all ways to improve your ideas.

2️⃣ You Need a Targeted Slow Fashion Marketing Plan

The fashion industry is saturated, and to stand out in the slow fashion world, you need a marketing plan that’s specific to the movement. About 60% of new fashion brands don’t make it past the first three years, so having a strategic, proven marketing approach is crucial. Your plan should include tested methods that have worked for other slow fashion businesses, steps to build brand visibility, and actions that directly lead to sales.

Here is just one example...and of course, nobody cancels serious marketing courses...

We also like the 8 Essential tips for Effective Sustainable Fashion Marketing from Green Business Benchmark° :

1. Design Matters

Sustainability doesn't mean sacrificing style. To succeed, your product needs both ethical values and great design.

2. Know Your Target Audience

Identify your customer persona for targeted marketing. Different groups care about sustainability for different reasons:

3. Leverage Digital Storytelling

Share your brand’s sustainability journey through videos, blogs, and social media. Instead of guilt-tripping, focus on empowerment. Industry of All Nations, for example, highlights the stories of their producers, emphasizing craftsmanship and ethical practices.

4. Keep Your Message Simple

Simplify your message with a clear, punchy statement. H&M’s Conscious Collection effectively uses this approach by highlighting sustainability in just two words. Once customers engage, share more details.

5. Engage and Network

Invite customers into the sustainability conversation. Brands like Levi’s involve consumers in their eco-friendly initiatives, such as their air-drying design challenges. Networking with like-minded brands at sustainable fashion events can also expand your reach.

6. Get Creative

Creative branding makes your message stand out. Reformation uses humor and bold statements like “Being naked is the most sustainable option” to engage customers while promoting eco-conscious values.

7. Be Transparent

Honesty is essential in sustainable fashion. Brands like Patagonia openly share their sustainability challenges and successes, showing consumers that progress is ongoing, not final.

8. Get Certified

Certifications lend credibility to your brand. Join recognized programs like GBB, ISO, or LEED to prove your sustainability efforts, just as Petite Lucette did with its GBB certification.

3️⃣ Building a Slow Fashion Business is a Marathon, Not a Sprint

Creating a slow fashion brand is a long-term commitment, so it's essential to enjoy the process. Block out the distractions, stop comparing yourself to others, and go at your own pace. Love what you’re doing because that passion will fuel your success. Surround yourself with a community of slow fashion founders who understand the challenges and share the journey with you.

4️⃣ Quality Over Quantity is Your New Motto

Unlike fast fashion, slow fashion is all about quality. Focus on timeless designs, durable materials, and sustainable practices. Consumers are becoming more mindful and willing to invest in products that last. While fast fashion prioritizes quantity and trends, slow fashion stands for craftsmanship, sustainability, and ethical practices. Brands like Patagonia and Eileen Fisher are great examples of this—they’ve built loyal customer bases by offering high-quality, long-lasting clothing with minimal environmental impact.