When I launched Zurhem almost ten years ago, I returned to a Bangladesh where the concept of a high-end fashion label was as unfamiliar as snow in Dhaka. I wasn’t just aiming for any high-end fashion label, but a luxury menswear label, an idea that made most people around me question my sanity. Why? Because at that time, most existing brands in the market were either fast fashion retailers or boutiques catering to women’s ethnic wear. No one was doing what I was planning to do. But what seemed like a risky territory to most, I saw as an opportunity. There was a significant gap in the market for men’s fashion, and at the age of 25, I decided to fill that void and introduce Bangladesh to its first luxury menswear brand. So, how did I accomplish this sartorial feat? Here are the strategies that set Zurhem apart, and perhaps they can help you start your own label too.
IDENTIFY YOUR STRENGTHS AS A DESIGNER
What are you really good at? Is it suits that make men look like they stepped off a Milan runway? Or maybe it’s casual wear that turns heads at every café. Once you figure out your forte, dive in and make that your signature. Think of it as finding your superpower, and use it wisely.
TURN PROBLEMS INTO OPPORTUNITIES
If your friends constantly lament the lack of good denim, maybe it’s time to become the denim whisperer. Listen to those around you and see where their fashion frustrations lie. Your niche market might be hiding in plain sight, just waiting for you to solve their wardrobe woes.
BUT DO YOU KNOW HOW TO MAKE IT?
As a designer, you shouldn’t just sketch out your ideas; you need to know how to bring them to life. Imagine being a chef who can’t cook. That wouldn’t fly, and neither will being a designer who can’t construct garments. Master your craft so you can turn those designs into wearable art.
ART VERSUS COMMERCE
While it’s fun to think of yourself as the next Picasso of fashion, remember that Picasso probably had a decent business plan (or at least there was someone who did). If you’re not a business guru, find a partner who is. They’ll help you keep the lights on and the runway shows running.
MARKET YOUR BRAND LIKE A BOSS
In Zurhem’s early days, I embraced the shock factor like a teenager eager to make a statement. Provocative ads and bold moves worked well back then. But as trends changed, so did our approach. Always stay in tune with your audience and adapt your marketing strategy accordingly. What worked ten years ago might not cut it now.
WHERE CAN WE FIND YOU?
Think about where your audience shops. Is it online, at pop-up shops and exhibitions during festive seasons, or in a brick-and-mortar store? Each sales channel has its own perks and quirks. Find the best fit for your brand and go all in.
FASHION INHALES MONEY
Running a fashion business is like feeding a very stylish, very hungry monster. Find investors who understand that fashion is a long game and are willing to stick around for the journey. Have a plan for reinvesting profits back into the business to keep that monster well-fed and happy.
FORM A TRIBE
Creativity doesn’t thrive in isolation. Collaborate with painters, musicians, photographers, makeup artists, and models. Build a tribe that shares your vision and keeps the creative energy flowing. Plus, it’s more fun to celebrate successes (and commiserate over failures) with friends.
TAKE CRITICISMS LIKE A CHAMP
Feedback is crucial in the fashion industry. It’s easy to get attached to your designs, but remember, constructive criticism can help you grow. Listen to your customers, peers, and mentors. They can offer valuable insights that might lead you to refine your creations and improve your brand. Don’t take it personally; use it as a tool to elevate your work.
LEARN TO BE PATIENT – LIKE, VERY, VERY PATIENT
Running a fashion business in a developing market like Bangladesh requires the patience of a saint. There will be countless moments when you’ll want to throw in the towel. But remember why you started. Persevere, deliver quality, and try to enjoy the journey. It’s a marathon, not a sprint. WORK, BREATHE, REPEAT Burnout is real, and it’s not fashionable. Taking breaks isn’t just about relaxation; it’s about inspiration. Travel, explore, and come back with fresh perspectives and ideas. You’ll return to work with renewed energy and a clearer vision for what’s next.
Starting Zurhem was an audacious leap into uncharted territory. From starting out in a non-existent high-end menswear market to becoming a recognised luxury label, the journey was filled with risks, challenges, and a fair share of fashion faux pas. But through it all, the key strategies outlined above kept us on course. Remember, in the world of fashion, it’s not just about having the best designs but also about having the right strategies to bring those designs to life. So, if you’re thinking of starting your own label, take a deep breath, grab a sketchpad, and keep dishing out one fabulous garment after another. I’m rooting for you because you can do this too!