A clothing brand case study

Being on TikTok is a great platform to build connections and, if you're lucky, even start to build a massive fan base. I was contacted by one such a TikTok influencer with dreams of one day opening his own clothing store. This can be a great way to leverage your online presence and raise some extra income on the side.

There are different ways of tackling this. You can partner with an existing manufacturer or co-brand with an existing store, e.g. XYZ edition by ABC Clothing. My approach was to start by establishing the brand towards something to want to own and wear first. Here is how I went about it.

Audience Targeting

The existing base of TikTok followers can be targeted by initially selling a smaller line of items. This would build a community of buyers that also create content for the brand. The majority of this specific brand’s fan base falls in the LGBTQIA+ market segment.

Brand Elements

The name, “QWR”, is a simplified version of the word “queer”, relating to people of all genders being their true selves, free of societal gender biases. It is used as a beacon for celebrating diverse identities and expressions by promoting inclusivity in fashion.

The "W" and "R" is placed inside a larger "Q" to form a unique, recognisable logomark. For the logotype, the simplicity of the 3 letters creates a clean, modern look to reflect the styling of the products.

Roll Out Strategy

Transition from TikTokker to clothing brand

Logo as avatar

Update the TikTok profile image to the logo mark, and link the brand name into the profile wording.

Subliminal messaging

Talking about subjects in your field, i.e. fashion, gender issues, promotion of LGBTQIA+ rights, etc., should be front and centre. Consistently drop keywords and phrases into live conversations to make your profile synonymous with your brand persona.

Emotes for Subscribers

At the time of this roll out, the TikTok offered paid subscribers the ability to use custom branded emotes (or stickers). By posting the emotes into chats, along with the help of moderators, builds hype around wanting to subscribe.

Branded Merchandise

Wearing branded clothing, coffee cups, etc. In live streams makes viewers familiar with the messaging.

Create desire

First, produce a limited set of brand merchandise. These can be coffee mugs, hoodies, caps, shirts, or anything that matches what your genre is about. Foodies may make aprons or cookware, and later, a cookbook. Make the merch seem exclusive by only giving it to certain big-ticket influencers in your industry first. Send merch items in gift packs to popular TikTokkers to create hype by making unboxing videos. Hopefully they would like the products enough to want to keep using them in their videos or live sessions.

Clothing line launch

Once a decent follower base is asking for products, the range can be marketed through social media. When the interest shows sufficient growth, it can be mass produced.