9 Deadly Clothing Brand Mistakes That Can Kill Your Business (+ How to Fix Them)

Last updated on 31st Jan 2024

If you own or plan to expand your apparel business, whether it's an online store, a marketplace, or a physical fashion outlet, it's crucial to recognize some deadly clothing brand mistakes. Identifying and fixing these errors early is vital to prevent potential long-term effects.

While every fashion company dreams to be the next big success story, achieving that goal requires a well-defined strategy and meticulous attention to detail. Without these elements, that dream can quickly turn into a nightmare.

In this guide, you'll find 11 clothing brand mistakes followed by multiple solutions to fix them, all aimed at helping you build a brand that can withstand the test of time.

Who is this guide for?

Fashion industry leaders, including owners, founders, CEOs, and entrepreneur

B2B apparel companies, such as manufacturers, distributors, and suppliers

Decision-makers in clothing brands, like COOs, CTOs, Merchandising Directors, Production Managers, and Creative Directors, seeking strategy improvement

Marketing and sales experts in the clothing industry, along with anyone in the apparel sector, seeking valuable insights and solutions from this guide.

Why is early identification and quick rectification of deadly clothing brand mistakes important?

By 2023, the global apparel market revenue is projected to hit USD 1.74 trillion, growing at a CAGR of 2.76% from 2023 to 2027. The United States leads in generating global revenue in the apparel industry.

Statista, 2023

With numbers like these, jumping in and trying to grow in this colossal industry without a solid business plan would be, well, not the sharpest move. 

The fashion industry isn’t kind to slow-movers who don’t understand the market trends and consumer needs. And so, is important to identify mistakes early and rectify them immediately and correctly.

A deadly clothing brand mistake can kill your business

According to the U.S. Bureau of Labor Statistics (BLS) in 2021, the failure rate for new businesses is alarmingly high. Specifically, 

20% of new businesses fail within the first two years of operation,

45% within the first five years, and

65% within the first ten years.

Only a quarter, or 25% of new businesses manage to survive for 15 years or more.

The failure rate for new businesses is alarmingly high. 20% of new businesses fail during the first two years of operation, 45% during the first five years, 65% during the first 10 years and only 25% of new businesses make it to 15 years or more.

Back when the famous clothing brand GAP failed to 'bridge the gap': A case study

Did you know that GAP faced intense scrutiny for using unsafe machinery and child labor in their production, claiming ignorance of these issues?

It was a significant controversy that drew attention to labor practices in the global fashion industry.

At the time, the company had 3,000 production factories located in 50 countries. However the fashion brand didn’t screen its manufacturing subcontractors, and this deadly mistake affected GAP’s reputation for years.  

GAP rectified their mistake and regained trust by

Implementing stricter supply chain oversight

Embracing transparency initiatives

Engaging with NGOs and labor advocates

Committing to sustainability and ethical sourcing

These actions demonstrated their dedication to addressing the issues and improving their practices. 

Now, let's delve into potential clothing brand mistakes that small and medium fashion enterprises might be making and explore alternative strategies for success

Clothing brand mistake 1: Not knowing your target audience and market needs

Being a consumer-first industry, changes happen fast in the world of fashion. And it’ll only increase as more people get access to the internet. Therefore, understanding your target audience and market sentiments is crucial to your apparel brand.

It will help you find the right product-market fit and ensure longevity in the fashion market.

Eddie Baer’s identity crisis - A case study

Eddie Bauer's 2009 bankruptcy and subsequent difficulties until 2017 stemmed from inadequate market research. 

With about 370 stores, it faced tough competition from financially stronger rivals like North Face, Patagonia, REI, and L.L. Bean. But their main struggle stemmed from an identity crisis in 2009 when they strayed from their core identity of outdoor adventure fashion and clothing to chase the women's lifestyle market. 

While they eventually came back to their original roots focusing on menswear, a twist in the tale remained: a substantial chunk of their customer base continued to be women, even as late as the end of 2016. This surprise plot twist tarred their comeback story, turning it into a hot mess of unexpected loop-de-loops!

Learning from such experiences is crucial. Understanding how to conduct market research effectively sets the stage for making informed decisions.

Let's now explore the strategies and sources for acquiring valuable data to steer your brand in the right direction.

Solution 1: Conduct market research

Market research helps businesses to gain insights into their target market, understand their audience’s needs and preferences, and gather data on their competitors.

3 Steps in Market Research

Ever played a detective? That's what we do next, but online.

  • Primary research: Uses unique data gathered directly from the source, like conducting surveys, interviews, or experiments. This could be your very own investigation!
  • Secondary research: Uses information from existing sources that are publicly published

Look for patterns and insights that emerge. This will help you gain a deeper understanding of your target market, their needs, and how to effectively reach them.

90 market research questions for clothing brand owners
90 market research questions for clothing brand owners
Build a strong foundation for your market research

You can also explore the world of SEO. Let's explore key strategies to elevate your research using effective SEO practices.

Four interesting SEO techniques for market research

1. Keyword research

Keyphrases that your customer is searching for online. Example: best online shopping sites in the USA, fashion trends 2023, etc

2. Competitor analysis

Examine your competitors and study their strategies. Compare the content they produce, and who their customers are.

It’s important to note that your competitors’ audience may not be exactly the same as yours. And so, it is even more important to craft your content and market your product in your own unique way – that is custom-made for your unique audience base.

3. Trending topics

Place your finger on the pulse of the internet. Explore what's currently popular and join forums to know what questions people are asking.

4. Backlink exploration

Analyze the websites that are linking to your competitors. This will help you uncover potential allies and influential figures in the fashion industry.

Solution 2: Apply the STP (Segmentation, Targeting, Positioning) framework

The STP framework is a way to create effective marketing strategies that meet customer needs. It consists of 3 stages:

Apply the STP (Segmentation, Targeting, Positioning) framework


Segmentation lets you know what your customers want, where they like to shop, and why they shop.

Instead of offering a one-size-fits-all product or message, you slice your audience into smaller, more manageable groups based on certain criteria.

There are two types of segmentation: 

1. Market segmentation

This involves dividing the entire market into distinct groups or segments based on shared characteristics such as demographics, geography, behavior, or psychographics. It helps businesses target their products or services more effectively to meet the unique needs of each segment.

Market segmentation is a broad classification. To actually know your customer, you need to learn how to do audience segmentation.

2. Audience Segmentation

Audience segmentation is a more focused approach that divides your brand's existing or potential customers into smaller groups based on factors like interests, buying behavior, engagement level, and preferences. 

It's often based on how customers interact with your brand and the problems your product or service can solve for them.

Segmentation allows you to

Understand your customers better and tailor your marketing efforts

Create personalized marketing messages and strategies

Identify the most profitable segments, the groups most likely to buy your product

Having an audience segmented this way lets you easily automate your marketing campaigns that can blast emails to them with discounts and personalized recommendations on work wear.

For example, if you're running a fashion brand, you might have an audience segment consisting of working professionals living in North America, aged between 21 to 55, who are looking for workwear. By segmenting your audience this way, you can create targeted marketing campaigns, such as personalized emails with discounts and recommendations on workwear.


To truly win your customers over, you've got to know them first.

Everyone has a unique way of thinking and dressing.

Some people like to dress according to their mood. Others dress functionally. They may not want fancy, imported fabrics, instead, they look for comfortable clothes, that fit well, are long-lasting, and are reasonably priced.

Does this remind you of someone you know?

In this exploration, we dive into the world of television to celebrate the "To Each Their Own" fashion philosophy, where individuality and diversity shine through the wardrobes of our beloved TV show characters.

To Each Their Own - Celebrating Unique Styles in TV Shows
To Each Their Own - Celebrating Unique Styles in TV Shows

Whether you’re diving into the B2B or B2C world, it’s a world where no two customers march to the same beat. That’s why understanding your audience is your secret weapon when crafting those killer marketing and sales strategies.

For instance, if you find that the segment of working professionals looking for workwear in North America represents a significant market potential, you would target this group by creating marketing campaigns that resonate with their unique preferences and needs.

Whom are you talking to? The 3 Types of Customers
Positioning & Product-market fit

"Positioning" refers to how a brand stands out in the market, while "Product-Market Fit" signifies how well a product meets customer needs.

What is Product-Market Fit?

Product/market fit, also known as product-market fit, is the degree to which a product satisfies a strong market demand.


This requires a thorough understanding of the audience and the market in general. You can then design and market the product accordingly.

The ultimate goal is to market a product that customers need and will buy from you, despite alternatives. They should feel it is worth it to spend money on your product.

“Product-market fit means being in a good market with a product that can satisfy that market.”

Marc Andreessen

Within the fashion industry, product-market fit should be at the core of every decision. With ever-changing customer preferences, there's no time for second chances.

7 steps to achieve the right product market fit

Questions to help you find the right product-market fit:

Is your product growing organically?
Are people advocating for your product? 
Do you sell your products at a reasonable price?
Are you consistently meeting or exceeding sales targets?
Are customers returning to purchase your products again?
Are you receiving positive reviews and feedback from customers?
Do customers return your product or exchange it with another product often?
Are you able to differentiate your products from competitors?

Solution 3: Understand your weaknesses 

To evaluate your brand's readiness, use a SWOT analysis to assess your strengths, weaknesses, opportunities, and threats. This helps you identify problem areas and prepare for unexpected events. 

h&M SWOT Analysis


Focus on internal problems and find solutions to address them.

1. Your website is not ready for the modern customer

Is your online store mobile-responsive? The key to any successful eCommerce business is having a mobile-responsive website and app.

Mobile-responsive websites are not just smaller versions of the desktop site. They adapt their layout and content to fit well on smaller screens like phones or tablets. This includes making buttons and links bigger and resizing pictures.

A responsive site will also auto-adjust when you switch your phone from vertical to horizontal to make sure everything still looks good and works well.

With the convenience of smartphones and tablets, Mobile commerce, or m-commerce, has become an integral part of how people shop and interact with businesses. It is now clear that various business transactions have shifted to mobile platforms.

US sales in Mcommerce statistics

2. Supply chain inefficiencies

Outdated systems and inefficient processes can have a cascading effect on the entire supply chain, impacting the speed, accuracy, and cost-effectiveness of each step.

Investing in modern technology systems, automation, better data management, and improved communication channels can significantly mitigate these challenges and optimize the supply chain.

3. Your payment gateways aren’t mobile-friendly

A mobile-friendly payment gateway prevents users from getting frustrated and leaving without paying.

When you pull data from various places into one platform, it makes handling transactions across online, in-person, and mobile app channels much easier. It should also integrate smoothly with popular providers like PayPal and Stripe.

Another user-friendly feature to have is to offer a secure way to store credit/debit card details, preferably offering a 'save card' feature for one-click future purchases, significantly speeding up the payment process.

4. Lack of a dynamic team

A dynamic team brings a wealth of ideas, skills, and adaptability, crucial for tackling unforeseen challenges and capitalizing on emerging opportunities. 

Without such a team, an eCommerce venture may struggle to keep pace with market trends, customer expectations, and the competitive landscape, potentially stunting its growth and profitability.

5. Legal implications and cyber resilience

How secure is your online store from cyberattacks?

Did you know?

Small businesses account for 43% of cyber attacks.


40% of cyber threats now occur indirectly through the supply chain


Cloud exploitation saw a 95% increase in 2022.

- Crowdstrike

The average cost of a data breach reached $4.35 million in 2022


The eCommerce industry will face annual losses of $25 billion due to online payment fraud by 2024

- Legal Jobs

51% of small businesses have no cybersecurity measures or cyber insurance in place

- Packetlabs

Clothing brand mistake 2: Ignoring what your competition does

The idea of “keep your friends close and your enemies closer” is all about knowledge, information, and strategy. 

Your competitors can teach you some of the best business lessons, particularly in product offerings, pricing, USP, and marketing activities. Competitor research will also reveal competitors' fashion line mistakes, fill gaps, and prevent future losses. 

Ignoring competition in a highly competitive industry is a serious fashion and apparel brand mistake. Let competitors be your teachers.

Solution 1: Implement the Competitor Analysis Framework

Generally, a high-level and qualitative competitive analysis covers the following:

Target audience

What sets them apart? (USPs)

Product pricing strategies

What do customers love or hate about them? (social listening)

How do they distribute and ship products, and associated risks?

Strengths and weaknesses

Market share, revenue and profitability

Level of technology adoption

What kind of funding do they get? Venture capital or other?

Identify their network of business partners

A Competitor Analysis Framework is a structured approach to assess and evaluate the strengths and weaknesses of current and potential competitors in the fashion industry.

Competitor Analysis Framework

It’s essential to avoid the common clothing brand mistake of focusing solely on well-known brands as competitors. Including a diverse list of 7 to 10 competitors provides a comprehensive understanding of your business environment.

After you’ve shortlisted the most relevant competitors, it’s time to collect and gather more information. Start with classifying the brands in the list as per competitor types:

Direct or primary competitors

Indirect or secondary competitors.

Tertiary competitors

Consider competitors from various growth quadrants, covering all bases. These quadrants include:

Niche playersSmall companies catering to a specific audience and have a low growth rate
Game changersEmerging players with a small audience size that are growing quickly into notable brands
Established brandsLarge companies with stable growth and an established market
LeadersCompanies with a large audience as well as a high growth rate

Alternatively, you can also refer to Gartner’s Magic Quadrant for a visual classification guide. 


Once you’ve segmented each competitor, list down their five Ps. 

the five P framework for customer research

Learn everything about their products and processes. This understanding is particularly crucial given the diverse and dynamic nature of the market, where several key market interactions play pivotal roles in shaping its dynamics.

You and your competitors would have common attributes like:

Similar products to your offerings

Similar business premise

Similar market and audience demographics

New as well as mature businesses

8 Findings From Competitor Analysis

Altogether, these insights will help you develop a solid competitive advantage. 

Clothing brand mistake 3: Not future-proofing your business 

“Success is the sum of small efforts, repeated day in and day out.”
Robert Collier

Failing to future-proof your clothing brand can lead to significant setbacks and missed opportunities. In some cases, it can also lead to bankruptcy. 

The Curious Case of the Brooks Brothers: A case study

Brooks Brothers is a well-known American clothing retailer with a history spanning over 200 years with over 500 stores worldwide. But in 2020, the company faced significant challenges and filed for bankruptcy.

So, what happened you ask?

The downfall can be attributed to a combination of factors:

Brooks Brothers' image as a traditional, heritage brand made it challenging to connect with younger consumers. Attempts to modernize the brand and appeal to a broader audience may have come too late.

As casual and athleisure wear gained popularity, the brand's classic traditional, formal styles faced reduced demand.

The company was also in debt and faced fierce competition from more financially stable companies.

But, COVID-19 was the final nail in the coffin. 

This hit particularly hard for a brand like Brooks Brothers that relied heavily on in-store sales.

It also disrupted the demand for traditional office attire due to widespread remote work and a shift towards more casual clothing.

Brands that can adapt, pivot, and align with changing consumer values and preferences are more likely to thrive.

This is why, neglecting to future-proof your business can be a critical clothing brand mistake.

Solution 1: Build a solid business plan

A business plan outlines your goals, vision, products, operations, marketing strategies, and financial information, among other elements.  It solidifies the “whom, what, how, and why” you’re selling.

12 elements of a good business plan

Solution 2: Don't let a generational gap hinder connections

GenZ and Millenials are the highest consumers of fashion and apparel online. They are also working professionals and have a lot of spending power. 

And since they are vocal about their opinions, they can either boost your brand reputation or hurt it! So be aware and consider their values as seriously as older generations' when engaging them.


They also have unique shopping preferences, so learn about them. Adding new features and offers to your online store can be a smart move.

BNPL usage is surging because of GEN Z


According to Drapers x BigCommerce ‘Gen Z and Millennials 2023’ report 

57% of respondents find sustainability important, up from 47% in 2022

43% love a fast online shopping experience

Free delivery is a sought-after perk, with 80% of respondents wanting more of it this year

53% say trust is the most important factor in case of sharing personal data

Fashion entrepreneurs should always stay informed and adaptable. This involves staying updated on trends and consumer behavior and being willing to make necessary changes. By doing so, clothing brands can build a loyal customer base and establish a strong presence in the competitive fashion market.

Solution 3: Build a strong partner network

As we’ve discussed before, the fashion industry is characterized by rapid changes, consumer demands, and the need for efficient production and distribution. 

Let's take a closer look into 4 key market interactions and understand how strong vendor relationships play a crucial role in each:

Four key market interactions in the fashion industry

If you still can’t find suitable vendors, plenty of alternatives are available. You can opt for the following: 


Direct-to-consumer (D2C)

D2C brands manufacture and sell products directly to the end consumer. They don't rely on third parties like wholesalers, distributors, retailers, and other supply chain partners.

Why choose D2C (Direct-to-Consumer) for your business:

Create unique brand experiences

Control supply chain and quality

Boost profit margins

Access reliable customer data

Stay agile with changing preferences

Also read: 

A Manufacturer's Complete Guide to Direct to Consumer (D2C) eCommerce
A Manufacturer's Complete Guide to Direct to Consumer (D2C) eCommerce



Dropshipping means the seller doesn't hold products. They buy from a third party, usually a manufacturer or wholesaler, who ships directly to the customer. 

Partnering with various dropshippers can expand your market without needing separate distributors.

Fashion Nova is a prime example. They source affordable attire directly from manufacturers. In 2021, fashionnova.com was ranked #26 in the U.S. fashion market, with over US$500m in sales.


Fulfillment by Amazon

A successful vendor partnership goes a long way in growing your fashion and apparel brand. Let Amazon take care of everything—shipping, delivery, returns, and customer service.

Consider (FBA) for all-inclusive services. All you need to do is sell, and Amazon takes care of everything else. You won’t have to worry about overstocking! Learn how FBA works here.

While FBA offers convenience and access to Amazon's broad customer base, you must carefully assess its benefits against the associated costs to align it with your overall eCommerce business strategy.

Also read: 

A complete guide to build powerful partnerships (+10 sales tips)
A complete guide to build powerful partnerships (+10 sales tips)
Excel in long-term relationships

Clothing brand mistake 4: Not optimizing for changing consumption patterns

Today's fashion and clothing brands must be agile to keep up with customers. You must be quick to recognize how a trend moves. For this, you must know the lifecycle of a trend from introduction to local adoption, followed by mainstream acceptance to eventual decline. 

Solution 1: Fashion trend forecasting to know what's hot!

Fashion forecasting is the process of predicting and analyzing trends in the fashion industry to help designers, retailers, and other fashion professionals make informed decisions about their collections and products

New trends emerge every year. While some last forever, others die out quickly. Recognize long-term, seasonal, and economic trends, and prioritize wisely.

six places to look for emerging fashion trends

In 2023, the global fashion industry will need to weather inflation while finding opportunities in shifting consumer patterns, channel and digital marketing strategies, and manufacturing approaches.

Mckinsey, The State of Fashion 2023

Without trend forecasting, you can't:

Keep your brand fresh

Shape consumer awareness about your brand

Strengthen your brand and product positioning in the market

So, keep a close eye on consumer trends to avoid making fashion mistakes. 

Below are 3 steps to implement trend forecasting for your online clothing brand:

1. Identifying the trend

Being the first to do anything comes with perks. It means more market capitalization, a positive brand image, and long-term brand loyalty that's crucial for sustained success.

9 types of fashion forecasting techniques used to anticipate trends
9 types of fashion forecasting techniques used to anticipate trends

There are also many ways of spotting a new fashion trend on social media. Follow relevant hashtags and accounts of internet-first brands, fashion influencers, celebrities, and designers to get an idea of what people like and dislike. 

2. Speed up production to get on the trend quickly

When a new trend is on the rise, you have to develop the product fast. But most importantly, you have to do it right. To speed up production and get on the trend quickly, you must

Identify any bottlenecks in your manufacturing processes, and eliminate them

Establish strong partnerships with your suppliers and manufacturers

Use technology and automation to increase production efficiency

Prioritize agile and responsive supply chain management

Ensure that the final products meet your brand's standards and maintain a high level of quality. 

You can collaborate with fashion designers who will create designs by keeping in mind aspects like quality, affordability, and versatility to appeal to a wide range of consumers. 

3. Spread the word

Develop a comprehensive marketing strategy to promote your products and feature the new in-trend designs on your eCommerce platform.

When your customers have found you, make sure that you give them the best buying experience. Make sure that 

Your online store can handle the traffic influx

Your order management is on point

You deliver items on time

You accept return requests

You encourage customer feedback

Challenges you may face

Be prepared to face intense competition as others would want to profit from the trend as well.

There could be a price war with competitors slashing down their prices to the lowest. (Dynamic pricing would be a boon here.)

When the trend dies out, you still have to stay ahead of the curve to maintain relevance. That means, you should be ready to jump in on the next trend and do it all over again.

Solution 2: Explore dynamic pricing

Dynamic pricing, also known as demand-based pricing or surge pricing, is a pricing strategy used by online clothing websites and various eCommerce platforms. It involves adjusting the prices of products in real-time based on various factors, with the goal of maximizing revenue and profit.

If you've never used dynamic pricing before, follow a test-and-learn approach. Test your strategy in one or two categories or regions. Track your progress and introduce dynamic pricing for all the items. 

 6 factors influencing dynamic pricing decisions in online clothing retails

A robust dynamic pricing strategy is your ally in both ups and downs. 

During slow sales, you can lower prices and announce flash sales. When hot items are in high demand, you can promote fast-sellers as 'buy it before it's gone!' for better gains.

6 ways to combine dynamic pricing & promotions

Clothing brand mistake 5: Your brand doesn’t stand for anything

In the realm of fashion, authenticity is the true spell that captivates and endures. Your brand's values and identity must resonate with your customers.

The world must know what your clothing brand stands for. The message has to be loud and clear. Your brand identity must shine through every word, every action, every partnership, and every customer you embrace.

Solution 1: Establish a clear brand identity

Your brand identity must help your customers differentiate you from the multitude of fashion brands out there. If you have the foundation right, you can build upwards from there.

Tell your customers your story. Why did you decide to create this clothing brand? Or if you're expanding or rebranding, explain why you wanted to do that.

The Brandkey Model

The Brandkey Model

The Golden Circle

People don’t buy what you do; they buy the reason why you do it.

Simon Sinek, Author of best selling book ‘Start With Why’
The Golden Circle by Simon Sinek

Solution 2: Deliver on your value proposition 

Value proposition aims to understand how your products meet customer needs better than competitors. The more unique your proposition, the easier it is to attract more customers.

Here are three areas you can begin with to find your value proposition:


Customers now favor green and sustainable fashion brands as they become more aware of environmental issues.  

42% of global customers are buying eco-friendly and sustainable product

Statista, 2022
A case study of Alex Craine’s sustainability initiatives

Alex Crane is a sustainable apparel brand that recently unveiled the new ‘biodegradable Porto Shirt’, which comes in three classic colors and is designed to be worn by anyone.

A case study of Alex Craine’s sustainability initiatives


Unlike other biodegradable cotton shirts, this shirt uses organic cotton colored with all-natural, toxin-free mineral-based dyes. Its Corozo buttons are made of biodegradable and naturally renewable seeds.

You can showcase sustainability as a value proposition by

Avoiding over-production

Straying away from green washing

Knowing your ESG impact

Using technology to build a sustainable process

sustainable ad

Gender-fluid fashion

An estimated 11% of LGBTQ adults in the U.S.—approximately 1.2 million people—identify as nonbinary.

Gender is a spectrum, not just limited to male or female. It’s all about creating clothing that can be worn by people of any gender without being specifically labeled as men’s or women’s.

Many fashion companies today create androgynous clothing styles use models that represent a range of genders, and create inclusive in-store and online shopping experiences. 

By doing so, clothing brands can stay relevant and appeal to a wider customer base, while also demonstrating their commitment to inclusivity and diversity in the fashion industry.

A case study: Play Out Apparel’s take on gender-fluid fashion

Brands like Play Out Apparel are leading the way by designing gender-inclusive clothing that can be worn by anyone. It was featured on the Forbes Next 1000 (2021) list.

Gen Z is the new consumer that no one else is really attempting or knows how to talk to yet. And also, the world is catching up to us, right? Finally, this more inclusive and authentic approach.

Abby Sugar, Founder/CEO, Play Out Apparel

The brand also stands for ethical manufacturing, where they work with a woman-owned manufacturing facility that employs LGBTQ+ workers and workers over 50 years old. 

Goodwill & social contribution

Customers are more concerned with whom a brand donates to rather than how much.

If you're partnered with a charitable or non-profit organization, highlight this as a value proposition. And if large-scale NGOs aren't for you, go local.  Goodwill creates positive reinforcement for customers. They're more likely to purchase from you if you give back to society.

Solution 2: Build a brand experience

People's decisions are influenced by emotions a lot more than logic. B2B buyers included! That is why you must stir the right emotions in your customers' minds. And it all starts with telling them a story about your brand.

When you maintain a consistent brand experience, it lets them know that you stick by your brand values. It's the best way to create a long-lasting relationship with your customers.

Building a great brand experience

Be relatable. Speak your audience's language, own up to your mistakes, maybe crack a joke or two, and keep it real.

Be likable. Show some love to your loyal customers. Always appreciate feedback and give them more of what they like.

Be clear. Keep things crystal clear in your messaging, so your customers always get what you're all about.

Solution 3: Display social proof

People tend to imitate others when they're not sure about buying something. That's the power of social proof. 

If you've earned ISO badges or great customer reviews, display them proudly.

Don’t ignore personal branding. 

As the owner of a fashion and apparel brand, you’ll be representing your company and will be seen as a leader. Your credibility can be extended to your company’s brand story.

9 social proofs to earn loyal customers

Clothing brand mistake 6: Not utilizing digital fashion technology 

Despite fashion's reputation for creativity and innovation, many industry processes have remained relatively unchanged in recent decades. 

Digital fashion can change the narrative.

There is a huge consumer appetite for new innovation; we’re definitely pushing on an open door with consumers when it comes to fashion tech.

Anita Balchandani, Senior Partner at McKinsey & Co.

The integration of new and emerging technologies has the potential to revolutionize the fashion industry, bringing about significant changes and advancements.

Types of digital fashion technologies for apparel brands

It’s time to embrace digital fashion and push the limits of personalization, manufacturing, design, and marketing with emerging technologies.

Harnessing the 'Non-Emissive Flexible Display Systems' technology, the dress uses reflective light-diffuser modules for real-time color and pattern changes. And it's not just static; Project Primrose is interactive, changing with your body movements. Plus, it's powered by Adobe tools like Firefly, After Effects, Stock, and Illustrator. Imagine water-like lines splashing across the dress as you move!

Solution 1: Create, trade, and wear digital fashion collections

So this is where it gets interesting. 

Fashion brands and designers aren't limited to physical runways or showrooms anymore. They can now host virtual fashion shows and use online platforms to exhibit their digital collections. The world becomes their audience, and geography no longer poses constraints.

1. Creating

Designers now use 3D modeling and animation software to craft digital garments and accessories. They can also harness the power of AI tools like ChatGPT, MidJourney, and Stable Difusion to create beautiful designs and AI art with text-based input.

The significant AI advancement will be 3D model generation using technologies like ChatGPT. I believe that in the coming years, we’ll witness programs enabling the creation of intricate geometries simply through voice commands.

James Bricknell, CNET’s Senior Editor

2. Trading

Digital fashion items have ‘Digital Marketplaces’ where items can be traded like any other fashion piece. 

Each digital piece of clothing only exists in the digital world and cannot be worn in real life. Its uniqueness is verified through Non-Fungible Tokens (NFTs) using blockchain technology, giving proof of ownership and authenticity to digital assets.

Case studies on successful NFT-based Digital Marketplaces

Here’s how digital marketplaces and blockchain technology are being leveraged in the fashion industry:

Gucci's Digital Fashion Ventures partnered with Wanna, a virtual sneaker app, to release their first augmented reality sneakers. These virtual sneakers, sold in a package of 25 pairs for around $12. The shoes can only be "tried on" and "worn" only through the Wanna and Gucci apps​!

Dolce & Gabbana's NFT Collection launched its Collezione Genesi NFT collection, which garnered nearly US$5.7 million

The Fabricant, a digital fashion house, made headlines by selling ‘The World's First Digital Dress’ for $9,500 back in May 2019


Fashion NFT Platforms facilitate the trading of fashion NFTs. These platforms charge a percentage fee on the sale price of NFTs, and the rest of the revenue is shared among the creators and designers involved in the creation of the NFT​5​.

3. Wearing

In Virtual Reality (VR) worlds, you can put on digital clothing and accessories in a completely immersive virtual world. 

Augmented Reality (AR) technology allows you to try on digital fashion in real-time through your smartphone or AR glasses, simplifying style experimentation.

Gaming platforms and metaverse realms now double as virtual runways, their digital fashion collections within the virtual world.

Forever 21 partnered with metaverse platform Roblox to combine physical and virtual worlds via a game called ‘Forever 21 Shop City’.  Players are allowed to create their virtual fashion boutiques, purchasing merchandise for their avatar through the game.

This digital fashion evolution isn't just about clothes; it's a platform for self-expression and creativity. It's where designers, brands, and consumers interact, trade, and celebrate fashion in a unique and ever-expanding digital ecosystem.

Solution 2: Experiment with 3D printing

3D printing is a method that creates objects layer by layer using a 3D printer. This technology is making a big wave in the fashion world. 

In 2023, the 3D printing market is expected to grow by 17%, bringing in a whopping $19.9 billion in revenue. 

Next, we'll dive into how 3D printing is helping with sustainability, personalization, and the use of new fabrics in fashion.

1. Sustainable clothing

It takes 3,781 liters of water to make a pair of jeans, from the production of the cotton to the delivery of the final product to the store.

To combat the looming problem of fabric waste and textile pollution, you can adopt 3D printing. You can also use sustainable materials and non-polluting processes for 3D printing to create new products.

The Magnum Vegan Dress uses 3D printing technology and is the world’s first haute couture dress to be made from cocoa bean husks, processed to create a fully organic biopolymer material.

2. Customization and personalization

3D printing revolutionizes personalization, enabling on-demand tailor-made outfits, even for intricate designs. 

LOOP™, is a CAD/CAM tool that lets consumers design their wardrobe in 2D and visualize it in 3D . A local 3D printer then prints the design, promoting sustainability. 

Son of a Tailor, a clothing technology company, uses 3D printing to make custom-fit garments for men. Their ‘made-to-order’ model eliminates overproduction and their ‘fit to propose’ packaging reduces waste. 

3. Novel fabrics

Engaging with new-age technologies allows you to encourage shoppers to be loyal to your brand and shop more.

Adobe's dress, known as "Project Primrose," took center stage at the Adobe MAX 2023 event in Los Angeles. This dress stands out for its interactive nature, responding to the wearer's body movements and external cues.

The electro-fabric used here is a "non-emissive material embedded with light-diffusing modules" which refers to a material that doesn't emit light on its own but contains modules that disperse and manipulate incoming light, creating various visual effects.


The remarkable electro-fabric material can be cut into various shapes, hinting at its potential application in different fashion items and even industries like furniture.

Benefits of 3D printing

3D printing offers many benefits to fashion and apparel business owners:

More design flexibility


Encourages local production

Reduces material waste

Helps with recycling

Faster time-to-market

Reduced production costs

Seamless mass-production

Digital fabrication technology for clothing manufacturers

Digital fabrication technology transforms digital designs into physical objects. This includes 3D printing, CNC machining, and laser cutting, guided by computer-aided design (CAD) models. 

It enables 

Rapid prototyping

Customization, and

On-demand production

3D printing is a subset of digital fabrication, which encompasses a wider range of manufacturing and production methods. 

Advances in real-time 3D rendering, 3D scanning, and AI have propelled the integration of 3D printing with other digital tools, enabling a seamless and efficient digital workflow in fashion design.

3D printing is poised for growth as refinements in technology and reduced costs continue to make it an increasingly attractive alternative to injection molding for a wide range of applications. Its potential to mass-produce bespoke products will appeal to several industries. Looking forward, emerging innovations such as AI-assisted 3D printing and shape–morphing systems are set to unlock new possibilities.

Alex Cappy, CEO of Hubs

Prominent designers such as Julia Koerner, Anouk Wipprecht, and Bastian Müller have already taken the lead in 3D prints in the fashion industry.

Clothing brand mistake 7: Not having a sound financial plan

38% of businesses fail because they either run out of cash or are unable to drum up more financial support.

Oberlo, 2023

Without a financial plan, businesses risk poor financial decisions, like unrealistic goals, exaggerated early revenue expectations, or setting low-profit targets. And for those who do have a financial plan, make sure it can stay flexible to match the ever-changing fashion demand.

Forever 21's 'forever-lasting' mistake: A case study

Forever 21 is a good example of understanding what not to do

While the 2000s saw a rise in online shopping, Forever 21 amassed $500 million in debt from overexpanding stores in expensive areas. 

The brand failed to recognize GenZ's need for affordable, sustainable, and stylish clothing. Instead, they offered the opposite - a mass of cheap and generic clothing. This fast fashion approach led to excess inventory, forcing heavy discounts and shrinking profits. 

Their lackluster online presence further hindered them in the digital era, finally eventually leading to bankruptcy.

Don't make these four financial clothing brand mistakes

It is crucial to keep track of your clothing business expenses. By doing so, you can estimate your cash flow, net profit, and other monthly expenditures. This helps you understand your financial situation and make informed decisions.

Solution 1: Develop a 360-degree financial plan

Here's a step-by-step guide to developing a 360-degree financial plan for a growing e-commerce business:

  1. Define your financial goals: Set your financial goals, such as targeted revenue, desired profitability, and specific growth rates.
  1. Analyze your current financial status: Dive into your past sales data, assess current assets and liabilities, and make future revenue projections to understand where your business stands.
  1. Create essential financial documents:

Income statement: Shows profitability over a specific period

Balance sheet: Lists assets, liabilities, and equity

Cash flow statement: Outlines the inflow and outflow of cash

  1. Develop a budget: Create a detailed budget based on anticipated revenues and expenses. Use historical data and market trends as references. Adjust this budget regularly as the business evolves.
  1. Monitor cash flow: Due to the dynamic nature of eCommerce sales, it's vital to keep a close eye on cash flow. Ensure you have enough liquidity to cover operational costs.
  1. Establish financing options: Consider setting up financing solutions like lines of credit or loans to manage short-term financial shortfalls.
  1. Determine a good pricing strategy: Ensure products are priced to both cover costs and achieve desired profit margins. Adjust pricing based on market demand, competition, and internal financial goals.
  1. Allocate resources for Tech: Given the online nature of eCommerce, set aside a budget for technology to stay competitive and automate workflows.
  1. Mitigate financial risks:

Diversify suppliers: Don't rely on a single supplier. Diversifying reduces risks associated with supply chain disruptions.

Insurance: Consider insurance options to protect against potential business disruptions.

Contingency planning: Create plans to handle unforeseen financial challenges, such as economic downturns or unexpected expenses.

  1. Seek expert advice: Engage with financial experts or consultants familiar with eCommerce. Their insights can help navigate financial challenges and optimize growth opportunities.
Ewiz commerce has expert consultants who have helped businesses expand and stay relevant in the fashion industry for 22 years and counting.

Solution 2: Secure funding from relevant sources

If you’ve watched Shark Tank, it would come as no surprise to you that investor backing provides profitable growth opportunities.  

A good finance plan will help you attract the right investors as it lets them know exactly how much funding you need and how you plan to use it.

Depending on which stage  of growth your clothing line is at, you can choose from multiple funding sources as below: 

Types of business funding sources

Startup stageEarly stageGrowth stageExpansion & maturity stage
Self-funding or savingsVenture capitalBank loansDebt financing
Friends and familySmall Business Administration (SBA) loansInvestments made by private equity firmsRetained earnings (reinvesting profits into the business)
Bank loansBusiness competitions that offer cash prizesStrategic partnershipsMerger or acquisition
Grants or trustsBootstrappingInitial Public Offering (IPO)Corporate bonds
Angel investors
Incubators and accelerators

Solution 3: Conduct legal and regulatory checks

Systematic legal and regulatory checks will strengthen your financial plan. Below are certain things you must know about as an apparel brand owner in the US.

Intellectual Property Protection, Legal Agreements, and Greenwashing

Protect your clothing brand from intellectual property infringement. You have rights. Know them.  Registering your Intellectual property (IP) rights provides legal protection and strengthens your position when dealing with potential infringers.

Make sure to register your patents, trademarks, and designs in the relevant jurisdictions where you conduct business or source manufacturing.

The five basic types of Intellectual Property(IP) rights

Legal agreements in fashion manufacturing, including licenses, NDAs, supply contracts, and subcontract agreements, safeguard intellectual property and clarify production processes

Beware of “greenwashing” in an attempt to market your brand’s sustainability efforts. Support your sustainability claims with data, research, and third-party certifications or verifications. Look at the FTC “Green Guides” which will help you market and advertise your sustainable brand without using misleading terminologies. 

New laws to promote sustainability in the fashion industry in the US

In 2023, New York and California now ban certain chemicals used in waterproofed outerwear to reduce environmental harm. 

The New York State Legislature is finalizing the New York Fashion Act, which aims to promote sustainability and reduce waste in the fashion industry. Manufacturers must disclose their environmental impact and retailers are to recycle or donate unsold clothing items. The bill also sets targets for reducing greenhouse gas emissions and water usage in fashion production.

Clothing brand mistake 8: Using ineffective marketing & sales strategies

Consider sales and marketing strategies as the essential tools in the business toolkit. They are like the engine that drives your business forward, helping it grow and succeed. 

Sales strategies help convert potential customers into actual buyers, while marketing strategies attract these potential customers in the first place.

Are you guilty of making the following clothing brand mistakes?

Not promoting your brand enough

Lack of personalization in your approach

Selling the wrong products to the wrong people

Relying too much on social media

Overlooking influencers

Not tracking results

Using aggressive or pushy tactics

If the answer’s a sad yes, the following solutions will help you. 

Solution 1: Leverage demand generation

Marketing usually focuses on increasing brand awareness and revenue generation. There are many ways to get this done, but here are two widely practiced approaches:

Lead generation is like casting a wide net to attract potential customers, often using incentives or "lead magnets." It supports sales and aims to sell products, but the quality of leads can vary.

Demand generation takes a more thoughtful, long-term approach. It's all about building lasting relationships with customers and making their experience a top priority. The goal here is to attract high-quality leads by using a well-rounded and sustainable marketing strategy.

Demand generation focuses on building awareness and interest in your products or brand, driving high-quality leads.

To know more about demand generation, you can watch this informative podcast to master the art of implementing it!

If you want to get this done correctly, your sales and marketing teams need to work like the two wheels of the same engine. 

Solution 2: Ensure sales and marketing alignment

Poor sales and marketing alignment throws the buying experience out of order. It arises when: Solution 3: Ensure sales and marketing alignment

Marketing hands off leads without qualifying them

Both teams set different revenue goals

Marketing and sales teams don't communicate their strategies

Teamwork makes the dream work! Here’s what you must do:

For starters, speak the same language. Agree on key terms like MQL, SQL, ABM, etc

Have regular meetings to discuss your customer journey

Define shared goals and unified processes for content creation

With buyers moving online, the old sales and marketing tactics just won’t work.

They do most of their research online and then decide to speak to a salesman or customer representative. And this is why you must follow the new and improved sales and marketing funnel.

the new sales and marketing funnel


Marketing and sales need each other!

Let me explain with an example.

In a clothing store, marketing and sales are like a dynamic duo

Marketing spreads the word about your brand’s trendy and fashionable clothes through ads and social media, attracting potential customers. 

Marketing then sends interested customers their way.

Sales assists customers in choosing the perfect outfits when they visit the store. When marketing delivers customers who love dresses, sales can close deals more effectively.

On the other hand, Marketing needs customer feedback from sales to know their likes and dislikes. If sales reports that red dresses are a hit, marketing can find more people who like red dresses.

This teamwork benefits the business, customers, and both teams, creating a win-win situation for everyone.

popular technology used by companies with high sales and marketing alignmenet

Solution 3: Account-Based Marketing (ABM) for B2B apparel brands

ABM is a focused approach in which Marketing and Sales work together to create personalized buying experiences for a targeted set of best-fit accounts.


Companies using ABM witnessed a 208% increase in revenue

Strategic ABM, 2021

Traditional Marketing vs. Account-Based Marketing

Traditional MarketingAccount-Based Marketing
Targets a broad audience, often using mass advertising channels like TV, radio, and billboardsFocuses on a select group of high-value target accounts that align with the Ideal Customer Profile(ICP)
Follows a generic approachHighly personalized and tailored to address specific needs and pain points
Focuses mainly on lead generationFocuses on demand generation
Sales, marketing and customer success work in silosSales, marketing, and customer success work hand-in-hand on each account
Leads generated from traditional marketing often go through a general sales funnelLeads are closely aligned with the sales process, often resulting in faster deal closure
Measures success based on metrics like reach, impressions, and brand awarenessMeasures success based on metrics like engagement, lead quality, and account penetration

Ideal Customer Profile (ICP) vs Buyer Persona

You need to identify the customers who are most likely to purchase from you and advocate your brand. Both ICP and Buyer Persona are detailed character sketches but for different purposes. 

A Buyer Persona is like a close-up portrait of an individual customer. It focuses on personal details such as age, interests, shopping habits and purchase triggers.

We're talking business-to-consumer (B2C) territory here, where we conjure up a fictional character who embodies your typical customer. 

Here’s what a buyer persona could look like: 

Ideal Customer Profile (ICP) is a broad canvas that paints a picture of the kind of companies your business wants to target. It considers factors like the company’s size, industry, and financial structure.

An ICP isn't a make-believe character like a buyer persona. It's a real-world profile, crafted from data and traits, that embodies the ideal B2B client for your products or services.

Steps to set up your ABM strategy

By breaking down the process into detailed steps, you'll have a clear roadmap for implementing a successful ABM strategy. 


List down the high-value accounts or customers that closely match your ICP


Create a customized marketing plan for each account


Create content assets to support your ABM strategy


Run multi-channel campaigns


Align sales and marketing teams to interact with each lead in a highly personalized manner


Continuously monitor the progress of your ABM campaigns


Adjust your content, messaging, and tactics as needed to improve results

Solution 4: Be consistent with branding

Branding goes beyond just logos and colors. It shapes how people think and feel about your products.

Think about the customer journey. What would attract customers to your eCommerce store? 

Apart from the website, where else can customers find you? Would they recognize your brand if they see your ad on their Facebook page?

Brand consistency lets you deliver the same brand image, including visual and voice elements, through every piece of content. It’s about creating a cohesive and recognizable identity across all touchpoints of the customer journey.

5 reasons to invest in good branding

A customer may not always come to you through your website first. Implementing guidelines consistently across the customer journey makes your branding more successful.

Every company benefits from a strong brand. Branding creates a unique identity in a sea of fashion and apparel brands. But bad branding invites bad reps. You don’t need that.

common branding mistakes made by clothing brands

Colors play a vital role in instilling brand perception. 

Marketers across the world use color psychology to convey the company’s brand value and messaging through the content they upload.


Solution 3: Strategize for omnichannel marketing

Omnichannel marketing is like offering multiple doors to enter your favorite store.

You can shop through a physical store, a website, a mobile app, eCommerce platforms, or even social media, and all your choices blend seamlessly. That's omnichannel marketing in action


Over 50% of B2C customers use 3 to 5 channels for purchases or support.

In B2B, the standard is 10 or more channels 24/7. 

McKinsey & Company

To effectively market your brand, you must be present across key customer touchpoints throughout their buying journey. To create a well-rounded omnichannel strategy, consider including these channels:

Essential channels for effective Omnichannel Marketing

It's about giving customers the freedom to interact with your brand across various platforms and they must all feel connected. 

Solution 4: Deploy marketing automation tools

To avoid making the fashion and apparel brand mistake of implementing a failing omnichannel strategy, you can use marketing automation tools to streamline the process.

Marketing automation returns $5.44 for every dollar spent in the first three years, with a payback period under six months. – Nucleus Research, 2021

Customers expect personalization from all brands today. Doing so manually is practically impossible. 

Marketing software automate repetitive processes to increase efficiency alongside creating personalized customer experiences.

Unlock the potential of marketing automation with these powerful use cases that enhance customer engagement and drive business growth.

11 use cases of marketing automation for your clothing business

Solution 5: Indulge in influencer marketing

Here’s how influencer marketing can help your fashion line:

Increased brand awareness

Get social proof

Access untapped customer segments

More purchases

Outshine competitors

Pick niche influencers. You don't need to engage with celebrities or influencers with a large following. Instead, pick relatable and accessible influencers with a niche, engaged following.

4 Types of influencers

It's not uncommon to have brands facing media scrutiny when their ambassadors make embarrassing mistakes. If an influencer has a history of controversial or inappropriate behavior, it can clash with your brand's identity and alienate your customers. 

To avoid a costly fashion and apparel brand mistake, consider these factors when partnering with an influencer:

Ensure their values align with your brand image and target audience

Assess past partnerships for brand alignment

Verify the influencer's public records

Draft clear contracts outlining expectations and consequences

Prepare a crisis management plan for quick responses

Prioritize relevant KPIs for measuring success

how to determine influencers to work with


When it comes to influencer marketing in fashion, there's always room for more. So, explore partnerships with multiple influencers relevant to your brand.

Clothing brand mistake 9: Not investing in an AI-powered eCommerce platform

Running a clothing business alone can be intimidating, but extensive outsourcing can lead to problems:

Limited business knowledge

Reduced control over strategies

Vulnerability if a key partner departs

Risk of losing control in a takeover

Combine this with unreliable technology, and you risk losing revenue and personalized customer experiences. So, how do you keep control and leverage technology for competitiveness?

ewiz commerce specializes in providing an AI-powered eCommerce platform and consulting services for eCommerce businesses.

Solution 1: Boost product discovery with personalization

Personalization can be implemented in every aspect of our eCommerce store to make the shopping experience unique for every user.


71% of consumers expect personalization and 76% switch to a competitor if they don’t get it.

McKinsey & Company

Below are different ways to boost product discovery through the personalization of your online clothing store:

1. Product Recommendations

A product recommendation engine uses a data-driven approach that leverages artificial intelligence and machine learning algorithms to suggest relevant products to users based on their past behaviors, preferences, and browsing history.

You can benefit from product recommendations by: 

Influencing buying behavior and encouraging customers to purchase 

Tracking and understanding user behavior on your website

Using data for targeted marketing campaigns

Reduces analysis-paralysis and boosts sales

Learn more about product recommendations and how to use them within multiple customer touchpoints.

2. Automated catalog management & product tagging

Instead of manually inputting and updating product information, automated catalog management systems can pull data from various sources, including suppliers, manufacturers, and internal databases, and then format it consistently for online or physical catalogs. 

A product catalog is an organized list or digital database containing detailed information about a company’s products or services. It typically includes product names, descriptions, prices, images, and other relevant details.

Product tagging is the process of assigning relevant keywords or tags to each product in the catalog. These tags describe the product's characteristics, features, and attributes. 

Automated product tagging relies on AI and machine learning to analyze product descriptions, images, and other data to generate relevant tags automatically.

Accurately tagging products matters because it:

Helps customers easily find what they're looking for

Makes online catalogs and stores easier to navigate

Enables personalized recommendations

Boosts website SEO visibility in search results

Facilitates inventory management and data analysis

Eliminates human errors

Most importantly, product tagging is the basis of setting up automation on your eCommerce clothing store. If you set up incorrect tags, users can't use the data to find any product on your site – a serious fashion mistake.

3. Personalized search feature

“Search” is one of the very first actions in a buyer’s journey. 

Personalized search also makes your website more mobile-friendly. It provides the right search experience during the discovery, consideration, and conversion phases of the buyer journey.

You must impress and retain visitors on your apparel website within the first 40 seconds (or they’ll bounce).

3 Types of search options you can offer your customers

Personalized text search uses an auto-suggest feature to make your website more interesting, engaging visitors for a longer time.

Customers can search for products without typing a single word –  Enter: visual and voice search.

Visual search lets users click pictures of any clothing item they like and search your platform for a similar product. It encourages customers not to dismiss your website without looking at relevant products.

Pinterest was one of the first social media applications to test the visual search option for retail using the 'Shop' tab.

Voice search helps customers find products they're looking for through voice recognition technology.

A Practical Guide to Voice Commerce (+ 11 Tips to Optimize)
A Practical Guide to Voice Commerce (+ 11 Tips to Optimize)

Solution 2: AI in fashion trend forecasting

We've already discussed the importance of keeping up with trends in the fashion industry. But with sophisticated AI eCommerce platforms, you can forecast trends better.

As an online clothing business, you can use automated trend forecasting to:

Keep up with fast-moving trends.

Gather data from multiple channels.

Use the data to segment audiences.

Prepare dynamic pricing, discounts, and personalized offers

Ewiz commerce's trend forecasting algorithm analyzes data in real time. It tracks buying patterns and behavior changes, helping you make informed and quick decisions and avoid making deadly clothing brand mistakes.

Solution 3: Automate inventory management

One critical area that needs AI automation is inventory management. Automation gives you a fighting chance to smoothen out production and go toe-to-toe with bigger players.


Without automated inventory management, fashion businesses can face problems:

Manual tracking inventory in real-time is burdensome

Following each order from purchase to delivery becomes challenging

Predicting inventory needs becomes guesswork, risking overstock or understock situations

AI algorithms help companies forecast inventory by factoring in data features like season demand, economic environment, supply chain status, in-house workers, and customer trends.

Ryohei Fujimaki, Founder & CEO, dotData

You can also shorten the demand and supply gap by deploying an AI-powered Enterprise Resource Planning (ERP) solution. ERP acts as a centralized data hub that streamlines all your inventory functions.

7 ways ERP streamlines inventory management

Automated inventory management drives better customer experience by ensuring products reach them on time.

Solution 4: Use virtual assistant chatbots

Virtual shopping and customer support assistants can answer up to 80% of routine questions. By integrating a chatbot into your customer success strategy, you can provide the role of an in-store manager digitally. Here's to continued growth and prosperity for your clothing brand!

Still can't decide what to use your chatbot for? Here are 11 powerful ways a chatbot can transform your eCommerce business. 

Solution 5: Bring email marketing automation into play

Email marketing has stood the test of time, being one of the most cost-effective ways to grow, nurture, and retain customers.


On average, email drives an ROI of USD 36 for every single dollar spent, higher than any other channel

HubSpot, 2022

An email marketing automation tool lets you send personalized and relevant emails to the right person at the right time. It uses automated workflows powered by AI.

7 reasons why you should use email marketing automation
7 reasons why you should use email marketing automation

Solution 6: Dabble in Augmented Reality (AR)

For years, augmented reality has been available, but many brands missed the opportunity to enhance shopping experiences by not adopting it for their clothing lines.

56% of shoppers say that AR gives them more confidence about the quality of a product.

Harvard Business Review, 2022

AR not only promotes prolonged browsing that encourages more purchases but also lets customers "try" products at home!

5 AR use cases for your fashion brand

ASOS introduced an early AR feature called the "See My Fit" tool in 2019. Its purpose was to offer customers a more personalized shopping experience by displaying products on models that resembled the individual shopper. 

When a model is chosen, the tool digitally overlays the product onto it, ensuring a realistic representation, considering aspects like size, fit, and cut.

AR also improves customer experience and brand recall by making product trials more engaging. 

Take the case of the smart mirror used at Amazon salon— a two-storeyed 1500 sq. ft hair salon in London featuring an AR-infused digital mirror that shows how you’d look in different hair colors!


I hope that this guide has covered all the important clothing brand mistakes with practical solutions that you can use. Your journey to success relies on recognizing and rectifying these challenges through strategic decisions. 

To future-proof your fashion business further, feel free to explore our AI-powered eCommerce platform and business consulting services. Contact us today for a complimentary consultation with an eCommerce expert.

Here's to continued growth and prosperity for your clothing brand! Cheers!

Future-proof your apparel store with ewiz commerce
Future-proof your apparel store with ewiz commerce

Jovita Elveera Mendonca

Jovita Elveera heads Content Marketing at ewiz commerce, an AI-powered eCommerce platform. As a software engineer, marketer, editor, and writer, she is responsible for communicating the insights and research around the emerging trends in artificial intelligence in eCommerce and frequently writes about it.