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How to advertise a luxury streetwear brand?

Discussion in 'Advertising, Marketing, Social Media' started by Kase, Oct 2, 2018.

  1. Kase
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    Kase New Contributor

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    Hello Fastlane,
    I am new here. For the past 5 months, I have been working on a clothing brand called 2-ICONIC. Recently, I have reached the marketing stage for my brand. My product is finished and currently being produced, now it is time for me to create a marketing strategy. Today, there is the easy and popular option of Instagram/Facebook adds. My experience with these adds as a consumer has made them unattractive for the reasons that follow: brands that use Instagram/Facebook adds have a feel of "cheapness" to them. One of the advertisements may be a bracelet that is free, all you have to do is pay for shipping. Multiple advertisements like this create a cheesy worn out strategy that leaves the market full of cheaply made dropshipped products. Several of these adds pollute the general quality of products within that specific advertising market, making the advertisements somewhat unofficial for other brands and grouping them with the dropshipped products.

    Influencer marketing interests me but seems unfeasible. In this circumstance, it is highly probable other aspiring entrepreneurs have the same idea. It is posted on almost any "learn how to market," thread. The problem with this is it creates a flood of product an influencer receives. Wasting your product and time.

    My question: What is a realistic way to attract attention to my brand/media to expand through market strategies and advertising?

    Website Address for more INFO on brand: 2-iconic.com

    THANKYOU!
     
    Last edited: Oct 2, 2018
  2. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    I don't know if you want feedback on your website so I won't go there.

    However, you are basically saying that because a McDonald's commercials comes on before a BMW commercial that it makes the BMW look cheap?

    My question to you is why do you feel that your brand is a luxury brand? Putting a design on a t-shirt doesn't make it worth $150. You need to do something to elevate your brand. What have you done?
     
  3. JM35
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    JM35 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass

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    I will go there on the website. First, I think you need a professional website. Doesn't have to be "professionally designed" but it needs to look professional. Right now you are trying to sell shirts that probably cost more than your website did. I would also recommend a professionally designed logo.

    And then the second part is, why are your shirts worth $170-310? Your shirts have your brand all over it, but no one knows the brand - so where is the value?
     
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  4. Scot
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    Scot Ductus Exemplo Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Why is your shirt worth $170?

    If you can’t answer this question easily, you need to figure that out first.
     
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  5. AgainstAllOdds
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    AgainstAllOdds Legendary Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    I've seen this one too many times, and it's always the same pattern.
    1. A young, usually college aged kid decides that he wants to start a business.
    2. He likes clothing, so he decides to make "a clothing brand" -- usually this decision is fueled by his inability to see other market opportunities, because he's arrogant enough to think it's easy, and because he wants to do something cool that he can talk about.
    3. He tells everyone that he's starting a clothing company. But not just any clothing company. This one is better because it's a "[adjective] [adjective] brand"
    4. He learns a little bit of photoshop and considers himself a designer
    5. He makes 4 t-shirt designs and gets super hyped
    6. He shows his friends, and they think it's cool since he's the first person they've met in their circle that's trying something
    7. They go out and take ten cool pictures
    8. He then does a little bit of research on how to build a website, and starts working on his site
    9. At first, the site is horrible...but after a couple weeks of trying, it's not that bad and he's impressed by how it looks and thinks he has something great (though his progress is impressive, the website is still trash).
    10. Now he decides it's time to act. He has $500 and is gonna invest it all in this company. He goes to a printing shop and spends his whole budget on the 4 designs.
    11. He has the first batch of t-shirts in hand.
    12. He sells a handful of the first print to his friends. He then enthusiastically pushes his product on anyone that will listen. A number of people buy because it's easier to give him $25 than to ruin a friendship... and if we're being fair, it's a decent t-shirt so screw it, they'll help out this guy they know since it's not that bad of a design.
    13. Now it's time to sell to the real market... people he doesn't know.
    14. sh*t.
    15. He's stuck.
    16. He goes through a list of things he thinks might work.
    17. People turn him down because the designs aren't good enough.
    18. ... because the website they land on sucks, so they close out
    19. ... because there's only 4 designs - they don't see it as a real brand
    20. ... the price is too high for them
    21. ... the instagram page has 5 followers, why would they buy this brand?
    22. ... "why is this guy trying to sell me a f*cking t-shirt?"
    23. ... the "brand" has no story, movement behind it, or any semblance of branding
    24. He fails.

    If he's smart, he realizes that the brand is not actually a brand. It's a few t-shirts and something that was fun. There's a lot more to creating a clothing brand than just a few designs. Designing, manufacturing, branding, marketing, selling - that's hard. He realizes that it's actual work.

    He failed, but he learned a lot about taking action, and can use that on his next venture.

    The "t-shirt business" was a great way for him to learn the basics. Now that he knows the basics, he understands that he's only 0.5% on the way to success. He has 99.5% more to go. The journey begins.
     
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  6. Kase
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    Responses:
    ~biophase
    I appreciate all feedback! No for the reason that Mcdonald's has no correlation to BMW as it is a car manufacturer.

    ~JM35
    I agree with your comment regarding a professional logo, it is in the works now. What would you suggest changing to make my website have more of a "professional look."

    ~JM35, biophase, Scot
    All great questions let me explain: "Why are your shirts worth $150?" Let me ask you this: What makes modern luxury streetwear hoodies worth $500 today? (Hype) Most luxury brands today are sought after by consumers because of their hype: Supreme, Bape, Off-White, LV. But, how do you obtain hype? By combining these three aspects:

    Number One Exclusivity: Limited quantity supplied for a product creates exclusivity by decreasing the chance of someone else having one. Limited supply increases the uniqueness of the given product in contrast to mass production. None of the products are vastly available, creating a demand for them. There is a certain value to have something no one else has. Some consumers are willing to pay top dollar for this. The first pieces of 2-ICONIC's collection are only stocked to twelve.

    Number Two Quality: Have you ever heard of a successful luxury brand with low-quality products; I haven't; actually change of thought I have, Supreme! Nevertheless, to add value to my product I felt it was imperative to use high-quality materials.

    My products are EarthPositive meaning they are produced exclusively from organic Indian cotton. The entire production process is controlled and certified in accordance with the latest version of GOTS. All products are labeled as Organic. The production of these products undergoes annual audits to comply with the FWF Code of Labour Practices in accordance with the International Labour Organisation’s conventions. My products are also made in manufacturing facilities powered by green renewable energy, from low-impact raw materials. The carbon footprint of my products by this is reduced by some 90%.

    The material used to produce the garment are 100% combed organic cotton that has been brushed and triple ring spun leaving it durable and soft. 2-ICONIC's products are hand assembled, whether it is the application of the design or the accessories of the product: patches, embroidery, etc...

    Number Three Popularity/Recognition:
    The third step, what I am currently working on and seeking help for. Influential people bring light to many brands, most popularly Off-White. Off-White's first products were as cheap as they get. Virgil Abloh bought discount Polo rugby tees and printed his logo on them, later selling out at a price of $500. Why did these sell, because influential people were wearing his product. How did he get them to wear his product? He was Kanye's creative consultant.
     
    Last edited: Oct 4, 2018
  7. Kase
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    Kase New Contributor

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    AgainstAllOdds,
    Your points are true. I have seen this in others and myself, but many have to start somewhere.
    I do have an interest in fashion, but am not targeting this market because it is "cool," but because I saw a market opportunity.

    Designing, manufacturing, branding, marketing, selling: yes these are all important aspects of creating a successful clothing brand all of which are being developed, my question was targeted towards marketing. I have researched and watched videos, but nothing was of use. That is why I created a post to gather information to help me learn about this sector of development. Do you have any advice you can share with me here?
     
  8. Scot
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    Scot Ductus Exemplo Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    What market opportunity though? You’re telling me there’s a lack of luxury t shirts on the market? You listed several brands earlier.

    What we are trying to show you is that you’re not providing any genuine value with your products. You’re swimming in a pond full of thousands of other “brands”. Do you think you’re even in the first 100 people to market a luxury T-shirt made with organic cotton through celebrity endorsement?

    Is it possible? Sure. Probable? Not even close.
     
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  9. DVU
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    DVU In Progress Read Millionaire Fastlane Speedway Pass

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    Dude, STOP!

    If you never ran a successful business, this is not the idea to do it.

    The website is trash, and when I say trash I mean it looks like you deliberately tried to make it ugly.

    Same goes with the shirts, putting random sh*t on shirts that makes 0 sense and pricing them 310$? Are you out of your mind?

    If you think I'm being an a**hole, I'm not. I'm trying to save you some money.

    Go read some books, find a need and solve it. Clothing isn't it.
     
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  10. DVU
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    DVU In Progress Read Millionaire Fastlane Speedway Pass

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    Wow, free business idea and a marketing plan. Thanks, dude, ill send you a couple of mil after I make billions.
     
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  11. AgainstAllOdds
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    AgainstAllOdds Legendary Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    The biggest piece of advice: Define whether your goal is specifically to have a successful clothing brand, or if your goal is to have a successful business that does not have to be clothing?

    Starting a clothing brand, especially in the streetwear space, is a great learning opportunity, but extremely uphill battle with limited upside. You're competing against:
    • People willing to work for free (since they're passionate)
    • Established brands (if someone spends their budget on Supreme, they're less likely to buy from you)
    • Huge marketing budgets, branding budgets, expensive photo shoots, etc
    • Competitive supply chains (top companies aren't paying the price you're paying for product, leaving them with more margin to beat you on marketing)
    • Established distribution
    • Etc.
    Then when you finally become the top brand, there's no telling if you'll end up like Bape and go bankrupt since your marketing budget eats all your profit.

    Your expected payout is extremely low. You're better off starting something else if your goal is profit.

    Stick to it if your goal is strictly clothing oriented.
     
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  12. AgainstAllOdds
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    AgainstAllOdds Legendary Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Now, here's how I'd launch a clothing brand if I were to do it today:
    • Go to Manila, Ho Ch Minh, Medellin, and similar big cities in poor countries.
    • Tap into the streetwear scene there. Find brands that you like.
    • Offer the designers of these brands $3,000 upfront, and $5,000 a year for 80% of their company.
    • Have them design product, source product, produce product (it'll be a lot cheaper in their country), take pictures, make catalogs, etc.
    • Meanwhile you concentrate on distribution in the U.S. and branding it as an American company.
    You'd be surprised at how many people in these countries have clothing brands that could compete with niche American ones. The only difference is that they're happy if they make $3,000 a year in Manila doing it. Give them a fair deal and suddenly you have something to build on top of.

    Once you get some traction, start buying out other brands/acquiring the owners. Increase the salary to $10,000 a year for 100% of their designs. Scale the brand and team.
     
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  13. Xeon
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    Xeon My Lane Is Fastlane. Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    1) Website is really crappy. Sorry to say, but even some 1990s Geocities sites look better than this.

    2) Logo and clothing design looks amateurish.

    3) Unless you've a giant celeb in the rap scene or pop culture endorsing your products (which is how those now-famous streetwear brands got their start), no one is going to pay $150 for these.

    4) Personally, I feel there's a gap in the streetwear industry and that is good design. Looking at all the streetwear brands out there, their designs actually look the same as OP's, so I guess OP should not feel disheartened. Seems that streetwear clothing are all designed by rappers who know jack sh*t about aesthetics. The founder of Supreme didn't have connections, he wouldn't even have sold a single shirt.

    5) You got the steps wrong. Currently, from your post, you're doing Make Products > Tack on a marketing plan.
    It should be Think of Target Audience > Marketing plan for them > Make Products.

    6) If you really must get into clothing, you need to market it from a different angle. E.g. Johnny Cupcakes (still don't understand who buys his stuff but I assume it's young folks who love weird and crazy sh*t), LifeIsGood and OldGuysRule.

    Oh, another epic one I came across recently: Kjp.com. This guy is the epitome of marketing. These guys show that if you've the marketing chops, you can sell even your saliva.
     
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  14. rollerskates
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    rollerskates Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    First I want to commend you for actually starting something, that's the only way to learn and at your age, I am sure I wouldn't have. Ok, now on to the lessons:

    As someone who has made and sold one of a kind and limited edition items for over 10 years, I will say this: In any industry, whether clothing or anything else, you have to offer more compelling reasons then you have so far. Luxury items don't spring up out of nowhere, most have legacy attached (think Hermes and LV).

    Luxury is going to be better than organic cotton, better than "Chinese slaves didn't make it", better than a celebrity likes it, better than limited edition. Just because you could only afford to make 12 t-shirts, doesn't mean everyone is going to want your limited edition.

    From an artist and luxury lover standpoint, your website is badly designed and does not say "luxury" to me.

    Harsh lessons, bro, but take it from someone who has designed and handmade hundreds of things, you need a lot more of a lot of things to get anywhere. You need better design, a better product, and a better overall presentation.
     
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  15. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    So I'm not going to rag on your website because others have done so already but it is definitely not close to the level it needs to be.

    To respond to your above points. You do not create exclusivity by not making as many. If you only make 12, how many people in the world will see anyone wearing your brand? Zero.

    The funny thing about quality, you typed up 2 paragraphs about the quality of your clothing and not a single mention on your website about it. Why not?

    The funny thing about quality is that your website has to convey it. You talk about instagram, "brands that use Instagram/Facebook adds have a feel of "cheapness" to them" and yet you don't even recognize a cheapness feel on your site.

    Lastly, popularity... don't we all want this for our business? If only you could get a celebrity to wear your product... If that's your marketing strategy, good luck.
     
  16. Kase
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    ~DVU
    Thank you for the advice! What would you suggest I change on the website?

    ~Xeon
    Understandable, what would you suggest changing on the website? #5 is true, you are right, that is a mistake made by me. This is my first time around, all clothing companies start at the bottom then learn from there.
    Thank you for the links of marketing examples, I appreciate it!
     
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  17. Kase
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    Kase New Contributor

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    Thank you rollerskates!
    I believe legacy is attached to some luxury brands, but there are newer brands that have sprung up without it.

    Does this website say luxury to you?: HERON PRESTON

    How can I improve my presentation and product?

    Thank you again rollerskates
     
  18. Kase
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    Kase New Contributor

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    Then how do you create exclusivity? My goal isn't for everyone to see my product on the first launch.

    I didn't add the part about quality because I didn't find it on any other luxury brand websites new and old.

    I appreciate your opinions and suggestions, thank you for taking to time to comment.
     
  19. Kase
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    AgainstAllOdds, this is genius! Making note of this now.
    Wouldn't there be a language barrier with these countries?
     
  20. Kase
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    Well, I suppose all businesses have the risk of becoming bankrupt? True, the clothing industry is an extremely competitive market, but all modern successful clothing brands had to go through the same thing?
     
  21. biophase
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    biophase Legendary Contributor I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    You have to make a product that people want first. And when there aren't enough to satisfy demand, it becomes exclusive.

    Your goal should be for EVERYONE to see your product on the first launch.

    What kind of a business says, I'm going to make product and then limit the number of viewers. Do you realize that even with 1000 units sold, chances are you won't ever see another person with the same shirt. I've sold over 150,000 dog collars and leashes. Guess how many I've seen on a dog by random chance in the USA? Zero. And I look every time I see someone walking their dog.
     
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  22. Madame Peccato
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    I only know about Manila. Their language is like a mixture of whatever base language they speak (Tagalog is the language's name I believe) and English. Basically everyone in the Philippines speaks English. In fact English is one of the official languages of the Philippines, the other one being Filipino.
     
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    AgainstAllOdds hit it pretty well on the head for most general cases of "I have a fashion brand".

    OP, if you are SERIOUS about your venture then I would highly recommend researching into Damon Dash (he built RocaWear) and he has a wealth of knowledge in this area.

    If you have a following and create branding around that it's one thing. But real fashion, design, cut and sew, fabrics, colours... that's what Louis V (and other big names do). They're in high end Magazines like Vogue ... that's like Lifestyle Marketing... You can do the mechanics of how you do that. ($$$$$$$)

    They have loss leader products. They Lose a LOT of money marketing and giving away products, and getting products into retail, and in magazines, and on yatche's and high end fashion shows, and onto "popular" bodies (celebrities).

    OP what you describe with exclusivity can be quite the double edged sword. It's easy to say you're going to create an exclusive product. But what happens if you're truly exclusive product becomes popular and now everyone is wearing it..... it becomes un-exclusive.

    What I am seeing a lot of successful people do is "Collaboration" Projects with other brands which might be an easier way to get into the industry without having to worry about all the logistics. (The Rock x Under Armour , GaryVaynerchuck x K Swiss , Kanye West x Adidas , etc.).
     
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  24. Chris25
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    Whoa everyone just decided to brush away constructive criticism and jumped straight to dream crushing :clench:

    I'd say the website does need some more work but I can see the millennial/urban style you're going for. If millennials are the target audience, it so happens that not everything has to look clean and super professional. For example, look at the cover of one of the most anticipated rap albums this year.

    [​IMG]
    WEBSITE:
    - Polish the footer
    - Add quality info/page
    - Add brand mission, vision and purpose
    - Add more product info on individual product pages
    - Add a call to action ( ex. View collection, Find Out More, See Latest )
    - Add Privacy Policy and Terms Of Service
    - Consider putting an lower initial price ( SALE )
    - Improve the logo a bit

    SOCIAL:
    - Start posting every day. You will need to build up a gallery and a following.
    - Social proof is much needed if you want to sell luxury products.
    - You can send something for free to influencers and maybe they will decide to wear it if they think its cool.
    - Run brand awareness ads after you have a gallery and a good website. ( not product ads )
    - Run product ads later on, to the followers you gained from the previous awareness campaigns and other organic followers.

    PRODUCT:
    - I don't know if adding 2018 on the hoodies is a great idea. Especially if its about to end.
    - Are you sure about the copyrights of your designs?
    - Are your prices realistically set?

    That is all i can think of at the moment. It is just my opinion. As someone who enjoys urban clothing I can say that you have the potential to create a cool brand ( maybe not luxury, at least for the starter collections ).

    Don't rush it, and don't chase big profit margins with your first products. Read up on UX material or books and start slowly improving things. Good Luck!
     
    Last edited: Oct 5, 2018
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  25. Kase
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    I agree with you. A lot of designers nowadays are doing collaborations. It would be a great way to get off the ground, but I have to build up some rep if I want to pursue that path.

    Thank you!
     

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