designing foundation collections
Foundation collections are the bread and butter of your line. The pieces that comprise your foundation make up roughly 20% of your total revenue, and carry through season after season. For the most part the pieces that make up this assortment are no fuss classics - essentials if you will. I recently worked with a company who started their brand by selling brightly colored graphic t-shirts at the 1984 LA Olympics. They had found a niche by offering t-shirts that were atypical from the primary colored tee’s also being sold there. Thirty-five years later, and that same basic t-shirt and shorts still remained their top selling styles.
“they make up roughly 20% of your total revenue.”
I met with two different clients this past week to talk about starting a clothing line. Whether you’re just starting out, or a well-established brand - a foundational collection should be born from your brand ethos. Even the most established companies can lose sight of this over time. Starting with your founding story is a great place to start conceptualizing from. Why did you decide to launch a clothing line? What makes your product stand out in the market? Answering these basic questions should help you to identify the key features and benefits your foundation collection should focus on.
Designing or identifying a foundation collection helps to provide consistency as well. It points the customer to something familiar, a true north. Then you as the designer have the opportunity to use these successes, and scale them. If bell sleeves are trending, great! Take your top selling 3/4 sleeve top and add bell sleeves. Add a fresh print, embroidery, or color block. Be creative!
“use these successes, and scale them”
It may feel like you are taking the creativity out of designing, but really you are allowing for more creativity. You are taking the fitting guesswork from the customer, and allowing yourself time to really focus on the details. You are adding value to your collection.
Here are some tips on how to identify the features and benefits for your foundation collection:
Know your customer
When you know your customer the rest of the steps will come easy. Customers aren’t looking for one brand to be a one size fits all. They are looking for your brand to meet a specific need.
Identify top items in each category (Tops: tank, short sleeve, long sleeve, Bottoms: short, crop, pant, Dresses: tank, short sleeve, short, long)
You may not need to go as deep into each category, but elect a range that feels right for your assortment size. Just starting out? Go back to step one. Think of who you are designing for - your muse. What do they desire day to day? What is their go-to that they buy over and over again? Is it a sweatshirt and joggers, or a t-shirt and pants? You can also look to competitors in your market space to see what their foundation collections are comprised of and then apply your brand ethos to your collection.
Pick a fabric that speaks to your brand ethos
Picking a fabric can be hard, but when you understand your customer needs you can narrow in your search. Is your customer looking for something light, breathable, and easy to care? Or, are they looking for something sturdy, durable, and don’t mind 'lay flat to dry’?
Read reviews
Established brands looking to identify a foundational assortment have the benefit of data to assist them in their selection. Once you’ve identified your top items take time to understand why your customer is attracted to these pieces in the first place. Is it the fit? Fabric? Color? Dissecting this information will provide you with features and benefits required to expand and scale your foundation collection season over season based on trends and consumer needs.
Make it feel like family
Give these pieces a name so your customers familiarize themselves with them. Graham & Spencer (Velvet) launched this marketing campaign to showcase their classics. Never touched - never been better.
Designing a foundation collection can be fun! Let’s chat, and see how we can work together to build yours.