Starting a clothing brand can be an exciting and rewarding venture, but the harsh reality is that a significant number of fashion startups fail within their first 90 days. According to recent Shopify statistics, about 85% of clothing brands crash and burn in this short period—not because their products are bad, but because they make critical mistakes that ultimately sabotage their success.
If you’re thinking of launching your own clothing brand or struggling with your existing one, here are the biggest mistakes you must avoid to ensure your business thrives.
Mistake #1: Targeting Everyone Instead of a Niche
One of the biggest mistakes new clothing brands make is trying to appeal to everyone. Many aspiring entrepreneurs assume that because everyone wears clothes, they can market to the masses. However, this broad approach dilutes your brand identity and makes it difficult to connect with a dedicated customer base.
Case Study: Narrowing Down for Success
One clothing brand specializing in luxury basics initially tried to market to all demographics, spending a lot of money on ads that weren’t converting. The issue? They weren’t targeting a specific audience.
By refining their approach, they narrowed their target market to urban professionals aged 28-35 who valued sustainability. They also targeted customers who had previously purchased from similar brands like Everlane or Reformation. The results were astonishing—the brand’s conversion rate jumped to 2% within three months.
The Lesson:
-
Define your niche clearly.
-
Research your ideal customer.
-
Create targeted messaging that resonates with your specific audience.
Mistake #2: Poor Product Photography
Your clothing brand lives and dies by its visuals. When customers can’t touch, feel, or try on your clothes, they rely on your product photography to make purchasing decisions. Subpar images make your brand look unprofessional and drive potential buyers away.
Case Study: Professional Photography Boosts Sales
One promising brand had stunning designs but failed because their product images were poorly lit and shot in a bedroom. Their website had an 89% bounce rate, meaning customers quickly left without making a purchase.
After investing in professional photography, including lifestyle shots and close-ups showcasing fabric details, their bounce rate dropped to 45% and their conversion rate doubled. Studies show that stores with professional photography experience an average of 32% more sales.
The Lesson:
-
Invest in professional photography.
-
Use a mix of lifestyle, zoomed-in, and high-quality product shots.
-
Ensure your images look polished and consistent.
Mistake #3: Bad Shipping Strategy
Many brands overlook the importance of shipping strategy, but this mistake can destroy your sales. High shipping costs and unclear delivery times lead to abandoned carts and lost customers.
Case Study: Fixing the Shipping Problem
A brand struggling with a 68% abandoned cart rate discovered that their $15 flat shipping fee was turning customers away. Research shows that 73% of shoppers expect free shipping, and 68% abandon carts due to shipping costs.
By implementing a free shipping threshold for orders over $100 (previous average order value was $85), introducing economy and express options, and displaying clear delivery times on the website, the brand saw their abandoned cart rate drop to 43% while their average order value increased to $115.
The Lesson:
-
Offer free shipping when possible, or introduce a threshold to encourage higher order values.
-
Provide multiple shipping options.
-
Display clear delivery times on product and checkout pages.
Mistake #4: A Mobile Experience That Kills Sales
Over 67% of eCommerce traffic comes from mobile devices. If your website isn’t optimized for mobile, you’re losing potential customers. Many brands design their site on a desktop without realizing that mobile users may experience slow load times, overlapping text, or buttons that don’t function properly.
Case Study: Mobile-First Design
One clothing brand had a beautiful desktop site but a chaotic mobile experience. Their checkout button was obstructed by pop-ups and chat widgets, causing severe conversion issues. Load times were also significantly longer on mobile.
By rebuilding the site with a mobile-first design approach, streamlining navigation, and ensuring a clear checkout button, the brand was able to remove conversion barriers and improve customer experience.
The Lesson:
-
Test your website on actual mobile devices, not just desktop previews.
-
Optimize load times by compressing images and reducing unnecessary scripts.
-
Ensure a smooth, distraction-free checkout process.
The Fix: Your 90-Day Shopify Success Plan
If you want your clothing brand to thrive in its first 90 days, follow this checklist:
-
Define Your Target Customer – Know who you are selling to and tailor your marketing accordingly.
-
Audit Your Product Photos – Ensure they are professional, high-quality, and visually appealing.
-
Review Your Shipping Strategy – Offer competitive shipping options and clearly communicate delivery times.
-
Optimize Your Mobile Experience – Test and refine your website for seamless mobile usability.
Final Thoughts
Starting a clothing brand isn’t just about having great designs—it’s about making smart business decisions. Avoid these common mistakes, refine your strategy, and focus on providing a seamless customer experience. By getting these fundamentals right in your first 90 days, you’ll position your brand for long-term success and leave your competition behind.
If you’ve addressed these four major mistakes and still struggle with conversions, it’s time to dive deeper into your analytics and refine your approach. Keep testing, keep improving, and watch your brand grow.
Share:
How to Design One Product Stores For Clothing Brands