I've seen this one too many times, and it's always the same pattern.
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.
- A young, usually college aged kid decides that he wants to start a business.
- 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.
- 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"
- He learns a little bit of photoshop and considers himself a designer
- He makes 4 t-shirt designs and gets super hyped
- 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
- They go out and take ten cool pictures
- He then does a little bit of research on how to build a website, and starts working on his site
- 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).
- 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.
- He has the first batch of t-shirts in hand.
- 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.
- Now it's time to sell to the real market... people he doesn't know.
- Shit.
- He's stuck.
- He goes through a list of things he thinks might work.
- People turn him down because the designs aren't good enough.
- ... because the website they land on sucks, so they close out
- ... because there's only 4 designs - they don't see it as a real brand
- ... the price is too high for them
- ... the instagram page has 5 followers, why would they buy this brand?
- ... "why is this guy trying to sell me a F*cking t-shirt?"
- ... the "brand" has no story, movement behind it, or any semblance of branding
- 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.