Top Dos & Don’ts When Launching Your Own Footwear Brand
✅ The Dos: What to Do When Launching a Footwear Brand
1. Focus on 2 to 3 shoe styles, max
Keep your collection lean. Focus on your best, most feasible ideas. Fewer styles mean better control and faster decision-making.
2. Know how many pairs you need per style, per size
Set specific production goals based on what success means for you, not someone else.
3. Define your target retail price range
Whether it’s €60–70, €180–250, or €500–700, your retail price impacts everything from materials to branding and marketing strategy.
4. Decide your starting markup
This helps you reverse-engineer a sustainable pricing structure from day one.
5. Define your purchase price target
A clear price range gives you leverage when negotiating with factories and suppliers.
6. Choose factories that align with your quality expectations
Don’t get discouraged by MOQs (Minimum Order Quantities). Be transparent, and build real relationships with the right factory partners.
7. Show factories why you’re worth it
Present your niche, audience, and concept with confidence. Good factories want long-term clients with a clear brand vision.
❌ The Don’ts: Common Mistakes New Footwear Brands Make
1. Don’t contact factories too early
If you haven’t defined your style, quantities, and pricing—wait. Factories will take you more seriously if you come prepared.
2. Don’t let factory MOQs dictate your decisions
Build your business around your strategy, not the factory’s minimums.
3. Don’t base your retail price on your costs alone
Start with where you want to position your brand, then work backward.
4. Don’t expect factories to help you build your brand
They’re not business coaches—they’re production partners.
5. Don’t assume everyone understands “quality” the same way
Be specific. Detail your expectations with references, finishes, and standards.
6. Don’t assume “affordable” means the same for every buyer
Clarify what affordability means to your customer base and business model.
7. Don’t ask for “standard” prices
There’s no such thing. Every footwear project is different—so quote based on your needs, not someone else’s blueprint.
Final Thoughts: Set Your Footwear Brand Up for Success
I hope these Dos & Don’ts help you move forward with more clarity and confidence. If you find yourself with even more questions after reading this, you’re on the right track! Asking the right questions is how you build a strong, successful footwear brand.
If you’re ready to take the next step or want tailored advice for your project, consider booking a Strategy Call with me.
I’m here to help you navigate the Portuguese footwear industry and turn your vision into reality.
FEELING LOST ABOUT LAUNCHING YOUR FOOTWEAR BRAND IN PORTUGAL?
Book your FREE 30-minute Strategy Call!
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