How to Launch a Merch Brand: Tips and Strategies for Success

Merch is fast becoming an accessible design avenue with influencers, artists, designers, chefs and more launching their own collections. From Cassie Yeungs merch collab with Hedley & Bennett to artist Werner Bronkhorst’s very limited merch drop and graphic designers Kate Weinberg Olympics inspired merch designs, it seems like everyone is getting in the game. And for good reason! Custom merch is a great way to engage your community and also make extra revenue.

At Fabra, we have first-hand experience in product and fashion manufacturing. Our goal is to democratise product design, bringing your ideas to life without the need for a design degree. Whether you want to explore traditional manufacturing or dive into Fabra’s game-changing 3D design editor, we’ve got you covered.

In this article, we'll guide you through everything you need to know about launching your own merch line. We’ve broken it down into three key phases:

Phase 1: How to Design a Merch Brand

1.1 Research

Before you dive into the fun part, it’s important to do your research. Find examples of existing merch drops, especially within your own industry or adjacent fields. We recommend compiling a list of competitors or case studies into a spreadsheet, paying close attention to things like pricing, product types and marketing approaches. Completing this process before you begin designing or developing your own merch will set you up for success and allow you to make more informed decisions.

[Graphic showing table with the following fields; Company; Website Link; Product Type; Price]

Download our Competitor & Market Research Template here.

1.2 Business Approach

Before launching your merch line, it’s essential to choose the approach that best aligns with your brand and goals. There are three ways you can go about this:

Launch Merch Under Your Own Brand

Starting merch under your own brand gives you complete creative control and allows you to build a direct connection with your audience as well as reiterate visual brand elements with products.

• Sarah Davidson: Released “Seize the Yay” merch products to promote her podcast, offering items which resonate with her audience and spark joy.
• Lox in a Box: Sydney Bagel shop which has a range of merch featuring their iconic green colour.
• Yulli’s: brewery, bar and bottle-o in one that’s based in Alexandria and features a range of merch including graphic tees, socks and art prints to compliment their beverage range.

Create a Sub-Brand

If you’re looking to diversify, launching a sub-brand can open up new opportunities to new markets.

• Ellie Watson: Expanded her influence by launching The Wholesome Store, a curated lifestyle brand that resonates with her audience.
• Thomas Straker: Launched his own brand of butter after his successful “all things butter” series. He is currently working on his own range of knives.
• Andrew Rea: Launched his own cookware line off the back of his successful YouTube channel.

Collaborate with an Existing Brand

Partnering with an established brand can help you expand your reach and credibility. Keep in mind that you will need to consider respective brand guidelines and possibly adhere to certain requirements based on the terms of your collaboration.

• Skims teams up with Northface to expand into outerwear, harnessing the foundations of premium technical garment construction from the Northface design archives reworked into Signature Skims form fitting silhouettes and neutral palette.
• Soleil Soleil teamed up with Sunglass Company Paired, merging their brand identities for a unique collection.
• Amble Outdoors: Collaborated with artist Maddy Hodgetts for a creative and impactful collection drop.

1.2 Design

Whether you have a clear vision of what you want to design or are unsure of where to start, it’s a good idea to collect visual references. If you’re starting from scratch, research inspiration on Pinterest, check out runway collections on Vogue.com and explore other merch collections from your favourite retailers and brands. For print ideas, you can work with an illustration artist or experiment with graphic elements or templates on Canva.

If you’re interested in developing custom products or designs, getting your sketchbook out to put your ideas down on paper, or using a platform like Adobe Illustrator or Procreate should give you a visual starting point. For those who have a creative eye but don’t have technical design experience the easy alternative is Fabra! Simply choose one of our 3D design templates and play around with details, lengths and use our graphics editor to add prints and embroideries.Realtime modifications and 360 degree views will bring your ideas to life.

Choosing Fabrics or Prints

Part of the design is choosing the right fabrics for your designs. It’s important to state what type of fabric and colorways you would like to incorporate. Read our full fabric guide here if you need a hand in determining what types of fabrics are commonly used for certain garments.

[Graphic: Design Checklist with garment type, features, colour and pattern]

Creating a tech pack

A tech pack holds all the design specifications required to produce your design. Featuring sketches, measurements, fabric and trim requirements and any construction details you wish to incorporate into your design. Tech packs minimize room or misinterpretations and sampling errors and ultimately save time and production costs. Design with Fabra to create downloadable tech packs based on your adjustments of our 3D templates and cut the guesswork out of what technical design information you need to include in your tech packs. Read more on tech packs and what they require.

Phase 2: How to Produce a Merch Line

2.1 Finding a Manufacturer

Finding the right manufacturer is a critical step when launching your merch brand, there are a few options when it comes to finding the right one.

Direct Manufacturing

You might start by exploring platforms like Alibaba or Etsy, where you can connect directly with manufacturers. The upside? You get to build a direct relationship, negotiate prices, and create highly customised products. But it can feel overwhelming at times - with longer timelines, back and forth and the challenge of testing and sourcing your own materials. You also may need to test a few different manufacturers before you manage to find one that works for you.

Print on Demand

On the flip side, you could opt for Print on Demand (POD) platforms, which offer the advantage of low minimum orders and faster delivery times. However, POD often comes with limitations in creative freedom - such as restricted templates, colour options, limited fabrics and quality that might not always hit the mark.

Fabra

This is where Fabra shines. Unlike traditional POD platforms, Fabra gives you a high degree of creative freedom. Fabra offers customisation options such as creating exclusive shapes with a few customizations to our 3D apparel templates, dyeing your product a custom color or placing your print outside of a restricted boundary box and working with a wider range of fabrics such as linens or silks.

Fabra already has trusted manufacturers that support low minimum order quantities, making it a true one-stop shop for design and production. If you are interested in designing or producing with Fabra, be sure to sign up to our waitlist for early access.

2.2 Sampling

Sampling is a critical step in developing your merchandise, allowing you to ensure that your design meets your expectations before moving on to full production. Here’s how to navigate the sampling process, depending on your chosen production method:

Choosing your Production Method

• POD or Fabra: If you’re using a Print-on-Demand (POD) platform or Fabra, ordering a sample is simple - just place your order directly through the platform. This method is straightforward and usually quick.
• Own manufacturer: If you’ve opted to work with your own manufacturer, you’ll need to provide them with a tech pack. This document is crucial as it details your design specifications and ensures your product is made accurately. Learn more about tech packs.

Creating a Tech Pack:

• Hire a freelancer: You can hire a professional freelancer to create a tech pack based on your design. While this can be time-consuming and costly, it guarantees that all necessary details are communicated to your manufacturer.
• Use Fabra: If you design your product on Fabra, you can easily export a dynamic tech pack directly from the platform. Fabra also offers an option to engage with their in-house team for a more customised solution. Join our waitlist to learn more!

Ordering Samples

Once you’ve decided on your production method and have your tech pack ready (if needed), it’s time to order a sample. This step allows you to:

• Assess fit and quality: Ensure that the product quality meets your standards.
• Test fabric and accessories: Verify the fabric type, colour, pattern, and any additional accessories like buttons or zippers.
• Make adjustments: Use the sample to identify any necessary changes before moving on to full production.

Note: If you’re working with custom colours or prints, be aware that producing samples can take several weeks. Or you may receive sample color swatches called strike offs to confirm the correct color. Plan your timeline accordingly.

Placing an order: Once you’ve approved your sample and are satisfied with the final product, it’s time to move on to placing your bulk order. Here’s what to consider:

Finalise the sample: Ensure that the sample meets all your expectations in terms of quality, design, and materials. This is your last chance to make any necessary changes before full production.

Adjust the tech pack: If you are going with your own manufacturer, be sure to update your tech pack to reflect any adjustments made during the sampling process. This ensures that your manufacturer has the most accurate and up-to-date specifications for your product and allows you to reproduce the product in the future.

Place the order:Once everything is finalised—sample, tech pack, and order details—proceed to place your order with your chosen manufacturer.

Tip: Don’t forget to ensure your garments adhere to labelling requirements. If your product lacks the necessary information and care instruction compliance, it will not be legally retailed.

2.3 Pricing Your Products

Pricing your products is a key part of launching your own merch, and it's important to consider multiple factors in order to ensure profitability. Start by understanding your initial costs which will give you a foundation for setting your prices.

• Market research: This is where your market research will come in handy. Have a look at what your competitors are charging for similar products. This will help you to figure out where your pricing should sit in the market. You want to be competitive, but also make sure your prices reflect the value of what you’re offering.
• Pricing strategy: A common pricing approach is to double the cost of making your product, known as a keystone markup.
• Consider shipping costs: Identify your shipping costs, consider how you may factor this into your pricing and determine which countries/regions in which your products will be available for sale.

Transparent pricing with Fabra: Fabra makes pricing easier by offering transparent costs based on different order quantities, so you don’t have to worry about negotiating with manufacturers and sending off endless pricing enquiries. This helps you plan your pricing strategy more effectively.

2.4 Deciding How Much Stock to Order

When it comes to placing your order, you will need to follow your manufacturer's Minimum Order Requirements (MOQs). Even though ordering high quantities brings individual unit costs down, we highly recommend ordering a small batch to test demand. If your product performs well, this will give you the confidence to place a larger order.

Alternatively you may go with a pre-order model to sell your merch drops to ensure you market and promote the line to generate demand and order the units required to fulfill your orders. This model can ensure you keep products exclusive and in demand with limited re- order options, however you will need to ensure you have a production partner like Fabra who has the capability to make small batch orders with fast turnaround times.

Tip: Different manufacturers have different Minimum Order Quantities (MOQs). If the MOQ from one manufacturer is too high, consider finding a different supplier or explore Fabra’s more flexible MOQs before committing to an order. Read our article on how to find a low MOQ supplier for more info.

Phase 3: How to Sell Custom Merch

3.1 Launch a Website

Starting your online store doesn’t have to be complicated. A simple website is all you need to get started. Platforms like Shopify, Squarespace, and Wix offer easy-to-use templates that don’t require any technical experience. You can customise these templates to reflect your brand with just a few clicks. If you have the budget, you can also hire a freelance web developer or an agency to create a more tailored site, though this will be more expensive and time consuming.

When setting up your site, be sure to include essential information like shipping details, terms and conditions and delivery times. Customers appreciate knowing how long it will take to receive their orders. Also, provide as much detail as possible about your products—such as fabric, fit, and care instructions in your product descriptions. Clear and informative product pages with high quality imagery helps build trust and ensures that customers feel confident to purchase.

3.2 Product Photography

When launching your merch online, high-quality imagery is essential. However, this doesn’t have to be complicated or expensive. Take inspiration from Stax co-owners Don Robertson and Matilda Murray, who faced unexpected challenges during the pandemic. Unable to stage their planned influencer campaign, they improvised—Murray modelled the collection herself, and Robertson took the photos. The result? Their collection sold out in just 60 seconds. This shows that authentic, relatable photography can be just as powerful as a polished, professional shoot.

Whether you have the budget for professional photography or are working with a DIY setup, the key is to showcase your products as authentically as possible. If you can afford it, invest in professional photo shoots to really make your products shine. But even on a smaller budget, you can achieve great results with a simple lighting kit and a decent camera (or smartphone!).

Consider also doing lifestyle and flat lay product shoots, which not only shows how your clothing looks on a model but also provides versatile content for your website, marketing campaigns, press kits, and lookbooks.

3.3 Packaging, Storage and Fulfilment

Create custom branded packaging: Complete your brand experience with custom designed packaging, swing tags and sew-in woven labels that give a premium feel to your products. This will set your custom merch apart from other merch lines.

Strategic storage and fulfilment: Consider where your products are being manufactured and where your biggest customer base is located. Reduce shipping costs by sourcing storage and dispatch facilities that specialise in ecommerce product distribution and are strategically located in areas that service your top performing regions.

3.4 Marketing and Selling Custom Merch

Marketing Your Merch Brand

With your product ready to go, the next step is to attract customers. Marketing your merch brand involves a combination of online and offline strategies.

Identify and build your audience and explore social media strategies for merch brands. Develop your content strategies on channels where reach and audience engagement are greatest. Platforms like Instagram, TikTok, and Facebook are ideal for showcasing your designs, engaging with followers, and running ads to increase exposure to potential new customer segments who share related interests.

Consider collaborating with influencers who resonate with your audience to promote your merch to a broader audience. UGC (user generated content) acts as testimonials to the quality of your product, often giving relatable context and highlighting unique points of difference.

You can also create content to share behind-the-scenes moments, design inspiration, and new product launches which all contribute to the development of your brand’s development journey.

Scaling Your Merch Business

Once your merch label gains traction, it's time to think about growth. How to scale your merch label business involves expanding your product line. Fabra showcases a great range of templates each with endless customisation possibilities to ensure you never run out of ideas for merch designs.

As your offering expands, explore new marketing channels, and potential collaborations or partnerships with retailers for wholesale or consignment opportunities. Continuously analyse sales data and digital marketing initiatives to understand which products and marketing campaigns are performing well and identify areas for improvement.

Getting Started on Your Merch Line

Whether you’re a business, an artist, creative or a retailer, designing custom merch is a great way to connect with your audience and expand your brand and product offering.Now that you have a step by step guide of how to start your merch line, you’re set to get creative and bring your ideas to life!

What could you design with Fabra? Sign up to our waitlist to gain early access to a 3D design tool that’s easy to use with no design experience needed partnered with a streamline product process ensuring premium products accessible with low MOQ’s and fast turnaround times.