Written by: Philip Ihechu of streetrepublicblog
Edited by David Courage-Ode
Let’s talk about why most brands fail. Building a clothing brand sounds thrilling. You imagine the hype, the glamor, and the moment your label becomes the next big thing in streetwear or avant-garde fashion.
But here’s the truth: while starting a brand is relatively easy, keeping it alive and thriving is a whole other game.
So, before you dive headfirst into the world of fashion entrepreneurship, let’s unpack some truths about starting a streetwear brand (or any brand, really) and explore the pitfalls that cause most to flop.
If you’re already envisioning your brand logo splashed across T-shirts, hoodies, and Instagram grids, hold that thought.
First, grab a copy of Bryan Sharp’s How Brands Grow. This book is packed with unconventional ideas to take your startup from zero to hero. Now, let’s break it down.
The Foundation: Treat It Like a Business First
One of the biggest misconceptions about starting a brand is thinking it’s all about creativity.
Sure, your designs should slap, but the real game is business. You’re here to sell products, not just create them.
The truth? It’s not the hottest logo or slickest hoodie that guarantees success—it’s your ability to attract customers and make sales.
In essence, fashion is art, but a clothing brand is a business.
When you prioritize customers and sales over personal ego, you’ll avoid the common traps.
So, before you sketch that next collection, ask yourself, “What do I need to know before starting a brand?” Let’s get into it.
Why Brands Fail and How to Avoid It
1. Lack of Passion: Are You Ready for the Grind?
Passion fuels perseverance. Many aspiring founders enter the fashion space chasing fame and money but lack the drive to overcome the challenges.
Without passion, setbacks become deal-breakers. Successful founders, like Virgil Abloh, turned their love for culture and design into empires.
Ask yourself: do you love the work, or are you just in love with the idea of success? If it’s the latter, it’s time to rethink.
2. Monotonous Designs: Stay Creative, Stay Fresh
Ever seen a brand’s collection and thought, “Didn’t I see this last season?” That’s the monotony trap.
Creativity is your secret weapon, but if you’re churning out the same vibe every drop, customers will check out faster than you can say “clearance sale.”
Take notes from boundary pushers like Yohji Yamamoto and Rick Owens.
They reinvent, reimagine, and take risks. As Einstein put it, “Creativity is intelligence having fun.” So go wild, experiment, and keep your designs unpredictable.
3. Poor Pricing: Know Your Worth (and Your Customer’s Wallet)
Pricing can make or break your brand. While you deserve to make a profit, your pricing must match the value you deliver—and how your target audience perceives it.
Here’s a harsh truth: if you’re selling a plain T-shirt for ₦15,000 without a compelling story, solid branding, or decent marketing, no one’s buying.
Instead, focus on creating a product worth the price tag.
Convince your customers they’re buying more than fabric—they’re investing in an experience, a lifestyle, or even a movement.
4. Nonexistent or Weak Marketing: Get Loud or Get Lost
Let’s be real: a killer product won’t sell itself. If you’re not marketing your brand, you’re practically invisible.
Most brands fail because they don’t put enough effort into spreading the word. Lucky for you, the internet exists. Use it.
- Build a strong online presence: Create a web store, Instagram page, and Twitter account. Be consistent.
- Collaborate: Partner with influencers or bloggers who resonate with your target audience.
- Go offline: Pop-up shops, posters, and events can create buzz in your local community.
- Keep it fresh: Regular drops and campaigns keep your audience engaged.
Marketing isn’t a one-and-done deal. Stay visible, and don’t stop hyping your work.
Starting a Brand in Nigeria: What You Need to Know
Nigeria’s fashion scene is vibrant and competitive. If you’re starting a streetwear brand here (or anywhere), you’ll face unique challenges, from sourcing materials to navigating unpredictable markets. Here are a few key points to consider:
1. Local Sourcing and Production
In Nigeria, finding quality materials and reliable manufacturers can be tricky. Build relationships with suppliers and test their reliability before scaling production. Imported fabrics? Factor in duties and logistics to avoid unexpected costs.
2. Understanding Your Audience
Nigerian consumers are diverse, and their preferences vary widely. Do your homework. Whether your audience is Gen Z trendsetters or working professionals, tailor your designs, pricing, and marketing to their needs.
3. Community and Culture
Nigerians love storytelling, and culture runs deep in fashion choices. Infuse your brand with authenticity and narratives that resonate. Whether it’s Afrofuturism or a nostalgic nod to Nigerian street culture, make it relatable and memorable.
Growing Your Brand: The Long Game
Growth doesn’t happen overnight. It’s about consistent effort, smart decisions, and a pinch of good fortune. Here’s how to stay on track:
1. Build a Loyal Community
Your customers are your biggest asset. Engage with them, listen to feedback, and create experiences that make them feel part of something bigger. Loyalty beats hype any day.
2. Innovate Continuously
Staying relevant requires evolution. Be bold enough to pivot when trends shift and grounded enough to stay true to your brand’s DNA.
3. Invest in Branding
People don’t just buy clothes; they buy stories, aesthetics, and visions. Invest in professional logos, photoshoots, and campaigns that elevate your brand’s image.
Rapping It Up: Lessons From Failure
Failure is not final; it’s a step in the journey. The road to success is paved with lessons learned from mistakes.
By avoiding these common pitfalls that make most brands fail and staying dedicated, you’ll be better positioned to build a brand that thrives.
So whether you’re an aspiring founder, a creative director in the making, or just someone who loves fashion, take these insights to heart.
Remember: success is the byproduct of hard work, creativity, and smart business moves.
