Starting Own Fashion Business – E. Jean Career Advice

Dear E. Jean: I am 25, am just beginning my exciting adult life, work in a major department store, and want to start my own business. I’m passionate about my Mr. Smithers T-shirt line. Mr. Smithers is my two-year-old French bulldog. My concept is to make comfortable T-shirts like James Perse, but for dogs. I have the logo ready and a couple of sample tees, but where do I go from here?

Most dog owners think dog clothes are too costumey and uncomfortable, so I definitely have a niche: T-shirts that are plain and fit dogs properly. Should I go for it? I need at least $3,000 to start, which will be difficult. But I have a vision! It’s for all dogs to have one T-shirt they love and feel good in! —Mr. Smithers CEO

Miss CEO, my bulldog: I called the immortal Carol Perkins, founder of Harry Barker (famous for its eco-friendly products for dogs and cats), and read her your letter over the phone.

Carol, a former Victoria’s Secret model, started Harry Barker in the most agitating (some would say impossible) circumstances: She’d had brain surgery to remove a tumor and was unemployed. Thirteen years later, Harry Barker is global, selling to more than 3,000 wholesalers. Here’s her advice:

1. You can get started for about $600. I’ll itemize what you’ll spend. It’s nowhere near $3,000.

2. Trademark your logo and name. Before you do anything, get trademarked at Uspto.gov, or people will rip you off. It’s about $300, but registering and filing is a breeze.

3. Get a domain and build your website. The name Mr. Smithers is probably taken, so be creative. Getting a domain is $10.69 at Godaddy.com. Building your basic site is free with Google Sites, Sites.google.com.

4. Make the T-shirts yourself, and give them away to your fancy friends with dogs. When I was recovering from brain surgery and hunkered down in my kitchen, one of the first dog beds I made was for a friend’s pug. I gave it to her as a present. An editor happened to visit her apartment, saw the bed, and 10 weeks later I was in InStyle. Give it away! Word of mouth can make you a mogul. I made everything myself that first year. If people ordered 10 dog bathrobes, I personally made 10 dog bathrobes. It’s fun, but not glamorous. It’s called, “Walk before you run.”

5. Cold-call the pet boutiques in your city, and ask for an appointment. I was turned down by most people I called. But I called them back every week. I never gave up! For months I never made one sale. But when I got my foot in the door at Canine Styles, it put me on the map. They are still a client after 13 years.

6. Now you’re ready to go to the manufacturer. But never start negotiations with a factory, PR company, or anyone looking at your designs until they sign a nondisclosure agreement and/or an exclusivity agreement. If you don’t get them signed before, then it’s usually too late. The manufacturer should supply you with all your prototype samples—in various sizes and colors—for free. But be prepared to pay the shipping fees.

7. Go to the press. Target the popular bloggers. Call editors and features writers, and work your social networks. Good luck!

My dear, compared with Carol Perkins, I’m a flea on the hind-end of a shih tzu, but permit me to add one idea: Hustle Mr. Smithers into one of those T-shirts, hike yourselves to the most fashionable dog park, and let the little cur create the epidemic. Be at the ready with two or three free shirts to give to the owners who wag and bark the loudest. (They’re show-offs, and their dogs will be your best advertisements!)

This letter is from the Ask E. Jean Archive, 1993-2017. Send questions to E. Jean at [email protected].