Start with WHY!

Over the years of working with fashion brands, I've discovered the most successful brands start with a strong sense of purpose. These brands have clearly established values and a guiding principle for why they started the brand. In Module 1, we dive deep into your psyche to understand your motivations and beliefs to get to the heart of your brand.  

We set you up for success by helping you define your values by uncovering what motivates you personally. The goal is to build a company around your ethos so that every decision you make is authentic, true to your brand, and resonates with your customers. Whether it's all about sustainability, ethical fashion, or empowering women, it's important to outline and define the values you want to uphold.

Then, you're going to cut through all the noise to understand why you're so moved to create this fashion brand and why the world needs YOU to build it. Getting clear on why you're the perfect person to create this is crucial to your brand's long-term success! 

Finally, you'll assess your skill set to better understand your unique skills that will contribute to your business's success and determine your weakness and areas you may want to hire an advisor. Playing to your strength and weakness will help you fast track the launch of your business. 

Module Highlights:

• Discover what motivates you and how you'll define success in your business. Answering a few quick questions about yourself, will shape the direction of your business and ensure you're building a business that works for you from the very beginning.
• Understand why you create your brand and why the world needs YOU to build it. Not only will this motivate you, but it will also eliminate the second-guessing of "does anyone really want this" or "am I really suited for this" that often comes with starting a new business. 
• Learn how to leverage your skillset + how to hire advisors for areas you need help. Mapping out your strengths and weakness and who you'll need to help bring your vision to life will help you avoid overwhelm and burnout. You'll be able to launch your brand at lightning speed and with total confidence!

Analyze the Competitive Market

Nothing is worse than investing tons of time, money, and energy into developing your brand only to find out after the fact that your competitor is already selling that product and commanding the market. 

This is a common nightmare that I've seen plenty of fashion entrepreneurs in. 

It's not that they purposefully created a copycat product or brand. Instead, they just got completely overwhelmed by the process and didn't know the proper research to conduct to ensure they understood the market and brought something new and fresh to the table.

They just developed their brand in the dark and hoped they'd come up with the next cult-favorite brand. Fortunately, there's a much better way! In module 2, I'll show you how to conduct fool-proof competitor research to ensure your product's validity and make sure you stand out from the competition. 

This means you'll be armed with total confidence and excitement for launching your UNIQUE brand!

And the best part? You'll be provided with a customizable Competitor Research Airtable Tracker Template that will help you keep all the valuable information you compile organized and in one place.

Module Highlights:

• Learn why researching your competitors is SOO important. This step involves some homework, but understanding its importance to your business will ensure you're giving it the time and effort it deserves. I promise the output will come back to you tenfold.
• Learn the different types of competitors your business will have and pinpoint your top competitors. Defining and understanding your competitors will give you the insight you need to set yourself apart. You'll be confident that your brand will speak to your customers and provide them with value that the rest of the market just can't!
• Learn what to look for when you're conducting research and how to organize it all in one place. Then, I'll walk you through the information you should be paying attention to so that you're gathering the most important details, and I'll share my Competitor Research Airtable Tracker Template to help save you precious time and so that all your data is in one place. 

Clarify Your Brand + Concept

Raise your hand if you have several ideas floating around in your head for what your brand concept should be, but you haven't quite nailed down the perfect one yet. 

Yep. Totally get it. Don't fret. Your AHA moment is incoming!

In Module 3, this is where it all starts to come alive and where we set up the foundation for the brand.

We'll start out and brainstorm brand and product ideas to spark the most brilliant concept OR improve upon an idea you've already got rolling!

After our brainstorming session, you'll get access to my Brand Building Blocks Worksheet to begin crafting your mission statement, brand story, voice, etc. This easy-to-use one-pager answers major questions so you can share what your brand is all about without overdoing it!

After that, we tease out your brand personality with our vision board and naming lessons! With my Brand Name Exercise and List of Keywords, I'll teach you step-by-step the best way to establish a brand name that is memorable, relatable, and totally YOU. While we're at it, I'll discuss the importance of a logo, the do's and don't's of creating one, and examples so that you can design a logo that is eye-catching, memorable, and timeless. 

This module is going to be one of your faves because it's where you get to see your "baby" come to life! 

Module Highlights:

• Brainstorm and solidify the perfect concept for your brand. We will work through multiple exercises to get you thinking about your concept from all angles of the fashion industry. You'll walk away feeling confident in your brand concept!
• Bring your brand to life with my Brand Building Blocks Worksheet. The worksheet even comes with a filled-out template so you can see just how I would build a brand's foundations.
• It all comes together when we create your vision board and mood boards. Taking these visuals we'll also walk through our Brand Name Exercise so you can come up with a stellar name that matches your vision.

Get to Know Your Customer

Want to create and sell irresistible products to your customer? Of course, you do!

Now that we've got your brand figured out, we will focus on your customer because, let's face it, a brand is only as good as its fan base.

And the first step to creating brand loyalty is getting to know your customer. 

Here in module 4, you'll conduct surveys and calls to get to know your customer on a personal level. I know it sounds scary...but you're not doing it alone. I'll arm you with a checklist of questions, scripts, and methods for taking notes and recording, so your discovery calls run as smoothly as possible. 

After you've gotten to know your customer and validated your brand concept, you'll use all the info you gathered to create your ideal customer profile using my Customer Persona Worksheet. 

Module Highlights:

• Get to know your customer by conducting surveys and discovery calls. I'll be there to support you every step of the way with a checklist of questions, scripts, and a guide on how to record calls. I'll even help you find people to interview. 
• Outside of customer surveys and discovery calls, I'll show you how to leverage your own social media to learn more about your customer. 
• Create your ideal customer profile using my Customer Persona Worksheet. Just like the Brand Building Blocks Worksheet, I also provide you with a filled-out template to have a jumping-off point.

Find Your Unique Selling Point [USP]

This is the lesson where you begin to pull it all together. If you've done all the hard work and research from the previous modules, then this lesson will feel like second nature (a piece of cake).

Module 5 is all about your unique selling point, also referred to as USP, aka how you stand out from the crowd!

Remember your competitor research from module 2? You'll utilize it here to uncover what makes you different from your competitors. This will allow you to stand out and ensure that you're making an impression on your customers and filling their needs. 

And how about that customer research from module 4? You'll review it here to ensure that you're positioning your brand in the best way to appeal to your customer demographic to serve their needs better. 

After you've reviewed your research, it's time to step into the shoes of your customers to define your USP. Use my USP Brainstorming Worksheet to list out and narrow down your ideas. The PDF will also share stellar examples of USPs from other brands so that you know yours is on par and bold enough to separate you from the rest.

Module Highlights:

• Get a clear understanding of what a USP is and why it's important to your brand positioning. 
• Review your competitor and customer research to make sure you're positioning yourself to stand out to your target market. This takes the guesswork out of your brainstorming. Finally, you have the info on what your customer is looking for in front of you.
• Utilize the USP Brainstorming Worksheet to help narrow down your brand's USP. The worksheet comes with examples of other brands' USPs so that you can gut-check that you're on the right path. 

Business Foundations

After we've established your vision, clarified the concept, and gotten super clear on your USP, we need to work on the business foundations to make everything legit. It's been fun and games up until now, but this is the work of the work. It's less glamourous than the earlier modules, but these critical areas will put you off on the best path.

Worried about making sure you have the correct licenses and permits to do business in your state? Perhaps your mind is concerned about IP, so you want to know all about patents, trademarks, and copyrights.

Maybe you're curious about how to get the samples shipped back and forth speedily and efficiently that is good for your wallet as well as your calendar. No matter what, we will help you get the nitty-gritty bits of your business up and running. In module 6, you'll learn all about setting up your Business Foundations. 

Module Highlights:

• Plan for your business's future, map out primary business functions and get a top-level view of your business using a Business Model Canvas.
• Learn all about your business formation entity options and why you might opt for one or another so you can make informed business decisions that make sense for where you are AND you're going.
• Learn about different intellectual properties you might need to secure, such as trademarks, copyrights, or patents, so that you can protect your assets from the start.

Roadmap for the Future

You're almost ready to fly free, but before you do, we will set you up for long-term success with our last module, Roadmap for the Future.

Now that you know your customer and USP inside and out, it's time to design that FIRST collection with confidence and clarity.

Receive access to my Initial Linesheet Template to start planning your first-ever collection assortment. I give a breakdown of the exact number of styles you should be offering and why this works.

We'll also cover one of my favorite parts of the design process -- editing and merchandising your first order so that your assortment is perfectly balanced and ready to entice your customers.

Maybe you've been stressed about finding the right manufacturer? If that's your worry, our lesson on manufacturing will explain how to find a manufacturer and what to do once you're interested to learn more. We also cover all the different types of samples you might be requesting from your factory.

Module Highlights:

• Begin planning your first-ever collection assortment with my Initial Linesheet Template. Stop second-guessing how many bras, panties, tops, bottoms, or dresses you should be offering.
• Preview your runway to know what to expect and build a 12 Month Calendar Plan for your timing and action to ensure you maintain cadence.
• Round your knowledge out with our Glossary of Terms so you can learn the correct lingo and feel confident when you meet with suppliers and customers.

You CAN do this on your own; anyone can. BUT... creating your business alone is a lonely route that will stunt your growth and prevent you from seeing holes and gaps in your industry. Having an outline or a roadmap like this course is brilliant because it leverages mistakes I've already made and mastered, so you don't have to repeat my blunders! I have 100% faith that you can do this independently, but it will also mean that you will have to cobble the path together with no clear master plan. Here in this course, you've got a committed industry leader ready to show you the way towards building a brand that leads with purpose.

After being part of over 13 new brand launches in the fashion space, I know EXACTLY what it takes to build new brands, create irresistible products, and find customers that LOVE your products. My experience has allowed me to develop and master a step-by-step strategy to create brands that reflect the founders' values, mission, and ethos so that your brand has a north star and every decision is more effortless.

If you're not sure you really want to BUILD a fashion brand and business, this course is a great way to test the waters. It will help you figure out what motivates you so you can set yourself up for long-term success. If it turns out that you're not as strongly invested in your idea as you thought, you'll find out before you spend a fortune on product design and development. Also, you're pretty stoked at the thought of starting a fashion brand, but you're still not so sure. Lifetime access means that you can always return to the material when you have a new idea you want to explore. We also do a brainstorming session in Module 3, so you don't have to be totally committed to one idea just yet for this course to help you.

This course is self-guided so that you can do it at your own pace. Everyone is different, so you'll have to do what works for you. If you're someone that feels overwhelmed by taking on too much, start small. Sometimes you'll find yourself in deep work, and you'll make more progress than you think you can.

If you're in a rush to get started, you'll only be able to access the content week by week as we don't want to create ANY overwhelm. However, you'll still have TONS to do and think about each week, so don't worry about not having enough to do. We promise that's not the case here! 

We encourage you to schedule an hour per week to watch the lessons in each module and put them into action for another 2-5 hours. 

Finally, please don't forget that you have lifetime access to the program once you join. You can move at your own pace as your calendar and life allow. Success takes time, but you get there step-by-step.

The course launches on April 4th, 2022, and will run for 7 consecutive weeks. Each module will be released on a weekly basis.

The course will come out weekly on Mondays at 12 pm EST for six weeks in a row. We're planning content released this way to ensure that the material is easy to get through and you're never overwhelmed by having too much to do. Starting a business is a marathon, not a sprint, so we prepare you for the long haul. As a result, we don't release any course content ahead of schedule.

We have a weekly group zoom call on Wednesdays at 12 pm EST. If this time does not work for the greater group for any reason, we can reassess once the course closes.

Once you join Purpose Driven Fashion Brand, you’ll be able to try it out for 14 days and work through the first 2 modules before deciding that it's not for you.

Meaning, you’ll have the opportunity to figure out your motivations and your why and then dig into the competitive market BEFORE making the commitment to complete the rest of the course.

If you don’t feel totally confident that my program is for you, simply reach out, show me you’ve put in the work, and you’ll be eligible for a full refund. Terms and conditions here.

We're thrilled you'd like to hear more about Purpose Driven Fashion Brand to see if it might be a good fit for you.

Purpose Driven Fashion Brand is an excellent fit for first-time fashion entrepreneurs who are getting started with their business and know they want to build a purpose-driven brand that isn't just adding more noise and clutter. As long as you have a desire to build a meaningful fashion brand, early in Purpose Driven Fashion Brand, Kristen will help you get more specific with your brand and product and then help you validate those ideas through a series of strategies she outlines in the program to ensure you are creating a brand that aligns with your values and is producing best selling products that your customers want and need.

Everything in Purpose Driven Fashion Brand is step-by-step, with no stone left unturned. ;)

Purpose Driven Fashion Brand is the only online program of its kind that not only teaches you exactly how to establish a fashion brand - but how to build it so that you're creating brand loyalty and long-term success.

By the end of this program, you will have: 

• Discover your WHY and how to make the most of it 💁‍♀️
• Identify and nail down your key competitors 🥿 👠 👡
• Clarify and solidify your brand vision + concept ✍️ 
• Describe and map out your ideal customer 🕵️‍♀️
• Establish your unique selling point and value proposition 🦄
• Set up your business foundations for success 👩‍🏫
• Plan and outline your roadmap for launch sucess 👯‍♀️