Apparel · Startups

What are the best resources researching market data for kids' apparel?

Keira Barr CEO and Founder at Ketzel Design

October 12th, 2015

I am in the early stages of creating a clothing line for children ages 6-14. As I search for market data/strategy most sites charge a hefty fee to access reports. I am happy to pay for information, but I don't want to spend money on data that may not be relevant useful. Any recommendations for the most credible, high yield resources are much appreciated.
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LanVy Nguyen Founder & Managing Director at Fashion4Freedom

October 12th, 2015

I do production for our own brands and my clients' brands.  One thing I recognize with 90% of my clients and emerging fashion brands is an over concern for market data; this is often  completely irrelevant for what most 1-5 person startups need.   Relevant reports are for big brands who can cover multiple markets.  Your market is local.  Try to understand who  your buyers might be.

 WWD is not cheap and most likely won't impact your startup (and information there SHOULD not determine your decisions).   Put that annual fee into making samples you can use to test your market(s).

When it comes to data, don't try to figure out what kind of data you need; figure out what kind of decisions you want to make.  For example:

1) Concentrate on boys vs. girls vs. children
2) Who are the moms in my city that can potentially buy my label
3) Who are the 1-3 degree of separation that can help push sales
4) What can I afford to invest

Big data analysis won't be able to help you with these questions

Ema Chuku Designer. Product Developer. Founder @ NuPad

October 12th, 2015

Years ago, I started and ran a footwear brand. While your question or inquiry may seem a bit broad, you can generally research for information on the apparel industry pretty much on the internet. For some specific infos you may want to subscribe to WWD.

Your question needs a little bit more specifics or what type of market data/strategy you are interested in.

Jerome Pineau Digital Transformation Consultant

October 12th, 2015

Ever thought about checking out past episodes of Shark Tank? I know it sounds stupid but there's a lot of folks pitching similar businesses there and the insight might be worth exploring - and it's free :)

Anton Yakovlev Founder of four successful businesses on two continents who can help you do the same

October 12th, 2015

You have three basic options. Depending on what particularly data you are interested in, any of these three (separately, or in combination) can work for you the best way. One - to pay for the reports, and it would be probably the easiest way. Another, to search on the web. Ths will be time consuming, but eventually, I believe, you'll find enough data to analyse. And the third one - to collect the data yourself. This could also require to hire a marketing consultant, or you could do it yourself, and probably will be the most time consuming. 

Keira Barr CEO and Founder at Ketzel Design

October 12th, 2015

Thank you all for your suggestions. @LanVy it is to your points the kind of data to which I am referring not big data. I am having challenges sourcing data such as regarding Moms in urban centers buying the price points of my product, competition and indirect competitors garments etc.

Onikepe Adegbola, MD PhD

October 12th, 2015

Some states, such as Maryland, have economic development centers where you can get these market reports for free - perhaps you can find somewhere like that in the Seattle area?

Keira Barr CEO and Founder at Ketzel Design

October 12th, 2015

thank you. I will look into this.

Joy Montgomery Continuous Improvement for Cleantech Companies, Connector

October 12th, 2015

You can do Customer Discovery, making calls to potential customers to find out what they want and need instead of telling them what you want to offer. In the Cleantech Open, we set a goal of 100 Customer Discovery calls. I don't think anyone ever makes it to 100 with all the other tasks they have to complete but the more they do, the better prepared they are to launch with a product that their target market wants to buy.

SK

October 13th, 2015

@Keira: Some resources I can think of that were useful to me in the past:
  1. Census.gov, and its affiliated sites
  2. If you are close to/ affiliated to a Univ Business Library, it is worth checking to see what databases they have.
  3. Non-profit trade organizations
  4. Economic Development centers as mentioned by others
  5. If you know your general competition, and if they are public companies they will have 10K filings which will sometimes lead you to insights, that are otherwise not available.

Julia Zolinsky Corporate Relations Manager at Oakland Museum of California

October 13th, 2015

Hi Keira,
I also run a small fashion start-up, and based on my experience the types of data you referred to (competitors, price points, what the market will bear, etc) is available by Googling if you dig deep enough. You may also want to join your local apparel trade association if you haven't already - I've found those types of groups extremely helpful in giving me access to the kind of small business data I need. 
Good luck!