Preparing for Your First Fashion Launch: Inventory, Fulfillment, Marketing Assets, and Sales Plan

Operational Setup: Sell With Control, Not Guesswork

Your launch feels “real” when you can answer, instantly: what’s available, what’s sold, what needs to ship, and what to reorder (or remake). This section sets up a lightweight system that works for small batches and made-to-order without enterprise software.

Build a Simple SKU System (So Every Item Is Trackable)

A SKU (stock keeping unit) is a unique code for each sellable variant (style + color + size). SKUs prevent fulfillment errors, make inventory counts faster, and help you see what’s actually selling.

• Keep it consistent: same structure across all products.
• Make it readable: you should understand it at a glance.
• Make it scalable: leave room for future colors, drops, or revisions.

Example SKU format (Style–Color–Size–Season/Drop):

TS01-BLK-S-D1  (T-shirt style 01, black, small, Drop 1)
>DR02-CRM-M-D1  (Dress style 02, cream, medium, Drop 1)

Step-by-step: create your SKU list

• List each style (TS01, DR02, JK03…).
• Assign color codes (BLK, WHT, CRM, NAV…).
• Assign size codes (XS, S, M, L, XL; or numeric).
• Combine into one SKU per variant.
• Put SKUs everywhere: hang tags (if used), packing slips, inventory sheet, and your store backend.

Define Size Runs and Quantities (Small Batch)

A size run is the quantity you make per size for each color/style. For small batches, the goal is to avoid being stuck with slow sizes while still offering enough range to sell confidently.

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Practical approach for a first drop

• Start with a “core run” (e.g., XS–XL) only if your product and audience demand it; otherwise, reduce complexity (e.g., S–L) for the first drop.
• Allocate more units to your historically common sizes (often M/L) and fewer to extremes (XS/XL) until you have data.
• If you have two colors, don’t assume both will sell equally—plan one “hero” color with deeper stock and one “supporting” color with lighter stock.

Example small-batch size run (per color, per style):

Adjust based on your product type: fitted items may need more size depth; relaxed items may tolerate fewer sizes if fit notes are clear.

Inventory Tracking for Small Batches (Spreadsheet + Store Backend)

You need one “source of truth” that matches what customers can buy online. For small batches, a spreadsheet plus your ecommerce inventory counts is enough if you update consistently.

Minimum columns to track

• SKU
• Style name
• Color
• Size
• Units made (starting inventory)
• Units sold
• Units on hand
• Units reserved (unshipped orders)
• Units damaged/seconds
• Location (home studio shelf, storage bin, 3PL)

Step-by-step: weekly inventory routine

• Pick a fixed time (e.g., every Monday morning) to reconcile counts.
• Export orders from your store for the period.
• Update “Units sold” and “Reserved” (anything not shipped yet).
• Physically count a rotating subset (cycle count) so you catch errors early.
• Record damages/seconds immediately when discovered.

Order Tracking for Made-to-Order (MTO)

For made-to-order, inventory is time and capacity rather than finished units. Your system must track: what was ordered, what stage it’s in, and when it will ship.

Recommended order stages

• Order received
• Materials allocated
• In production
• Quality check
• Packed
• Shipped
• Delivered

Step-by-step: set up an MTO tracker

• Create a sheet with one row per order line item (not just per order).
• Include: order number, customer name, SKU/variant, customization notes, promised ship window, current stage, and notes.
• Batch work by similarity (same fabric/color) to reduce switching time.
• Send proactive updates when an order moves stages (especially “in production” and “shipped”).

Fulfillment Basics: Packaging, Shipping, Returns, Service, and QC

Fulfillment is part of the product experience. A smooth delivery and easy-to-understand policy reduces support load and increases repeat purchases.

Packaging: Protect the Product and Communicate Brand Quality

Choose packaging that matches your price point and protects the garment in transit. Keep it simple for the first launch; consistency matters more than complexity.

Packaging checklist (starter kit)

• Mailers or boxes sized to your product (avoid oversized packaging)
• Inner protection (poly bag, glassine, tissue, or reusable bag)
• Sticker or seal (optional)
• Packing slip (include SKU, size, and return instructions)
• Care card (especially if special care is required)
• Thank-you note (short, specific, no long letter)

Practical tip: test-pack one unit of each product. Shake the box/mailer, simulate a drop, and check if hardware, buttons, or delicate fabric could be damaged.

Shipping Options: Decide What You’ll Offer on Day One

Shipping choices affect conversion. Too expensive or confusing can reduce checkout completion; too cheap can destroy margin. Pick a small set of options you can reliably fulfill.

• Flat rate: simple for customers; predictable for you if weights are consistent.
• Carrier-calculated: accurate but can surprise customers at checkout.
• Free shipping threshold: encourages higher order value; ensure margin can support it.

Step-by-step: set shipping rates

• Pack your heaviest and lightest product and weigh/measure them.
• Price shipping to your most common zones (domestic first, international later if needed).
• Decide handling time (e.g., “ships in 1–3 business days” for in-stock; “ships in 2–3 weeks” for MTO).
• Write the promise on product pages and in order confirmation emails.

Returns Policy: Clear, Fair, and Easy to Find

A returns policy is not just legal protection; it’s a conversion tool. Customers buy more confidently when they know what happens if fit isn’t right.

Core elements to define

• Return window (e.g., 14 or 30 days from delivery)
• Condition requirements (unworn, tags attached, no odors/stains)
• Return shipping responsibility (customer-paid or prepaid label)
• Refund method (original payment, store credit, exchange)
• Final sale rules (e.g., discounted items, custom MTO items)
• How to start a return (email, portal, order number required)

Practical tip: if you offer made-to-order, be explicit about what is returnable. If you cannot accept returns for customized items, say it on the product page before checkout.

Customer Service Scripts (So You Reply Fast and Consistently)

Scripts reduce emotional labor and keep your tone consistent. Save them as templates in your email tool or helpdesk.

Template: order confirmation (in-stock)

Subject: We got your order — [Order #]

>Thanks for your purchase. We’re preparing your order now.
Estimated ship date: [date range].
You’ll receive tracking as soon as it ships.

>Fit question before it ships? Reply here with your height, usual size, and preferred fit.

Template: delayed shipment

Subject: Update on your order [Order #]

>Quick update: your order is taking a bit longer than expected due to [reason].
New estimated ship date: [date].
If you’d prefer to cancel for a full refund, reply “cancel” and we’ll process it within 1 business day.

Template: sizing help

Tell me: your height, bust/waist/hip (or usual size), and how you like things to fit (snug/relaxed).
Then I’ll recommend the best size and share notes on where it will sit on the body.

Quality Checks Before Sending (Reduce Returns and Bad Reviews)

Do a quick, repeatable QC process for every unit. The goal is to catch the common issues customers notice immediately.

Step-by-step: 2-minute QC per garment

• Verify SKU/size label matches the order.
• Check seams: loose threads, skipped stitches, popped seams.
• Check closures: zippers run smoothly; buttons secure; snaps aligned.
• Check fabric: stains, marks, pulls, holes, color inconsistency.
• Measure one key point if fit is sensitive (e.g., waist on trousers) for random spot checks.
• Steam or fold neatly; ensure presentation matches your photography.

Seconds policy: decide in advance what qualifies as “seconds” and whether you’ll sell them later (clearly labeled) or keep them off-market.

Launch Assets: What You Need Before You Open the Cart

Launch assets are the materials that help customers understand the product quickly and trust the purchase. They also reduce customer service questions.

Product Photography Plan (Shot List + Logistics)

You don’t need a massive shoot, but you do need consistency and coverage: customers want to see fit, details, and scale.

Minimum shot list per product

• Front on-body
• Back on-body
• Side on-body (optional but helpful for fit)
• Detail shots (fabric texture, closures, pockets, special stitching)
• Flat lay or hanger shot (helps show shape)
• Scale reference (model height noted, or styling consistent across items)

Step-by-step: plan a small shoot

• Choose a consistent background and lighting approach (natural light near a window or a simple studio setup).
• Prepare garments: steam, lint roll, check for pins/temporary stitches.
• Create a styling guide: shoes/accessories that match the collection mood without distracting.
• Build a shot checklist and tick off as you go to avoid missing angles.
• Export images in consistent aspect ratios for your store (e.g., square for thumbnails, vertical for detail).

Product Descriptions That Convert (Features, Benefits, Fit, Care)

Good descriptions reduce uncertainty. They translate what the customer sees into what they’ll experience: comfort, movement, fit, and use cases.

Structure that works for most products

• One-line promise: what it is and why it matters.
• Benefits: how it feels/works in real life (breathable, flattering, easy to layer).
• Key features: fabric, construction, pockets, lining, closures.
• Fit notes: silhouette, intended fit, model info, sizing guidance.
• Care: washing/drying/ironing, special handling.
• What’s included: if relevant (belt, extra button, etc.).

Example description (template)

<p><strong>The [Product Name]</strong> is a [category] designed for [primary use case].</p>
<ul>
  <li><strong>Feels like:</strong> [soft/crisp/structured], [breathable/warm], comfortable for [all-day wear].</li>
  <li><strong>Key details:</strong> [fabric], [closure], [pockets/lining], [special detail].</li>
  <li><strong>Fit:</strong> [relaxed/true-to-size/fitted]. If between sizes, [size up/down]. Model is [height] wearing size [X].</li>
  <li><strong>Care:</strong> [machine wash cold / hand wash / dry clean], lay flat to dry, cool iron if needed.</li>
</ul>

Fit notes that reduce returns

• State intended fit clearly (oversized vs fitted).
• Call out non-obvious areas (tight at hips, short torso, long sleeves).
• Include garment measurements when possible (especially for bottoms and fitted dresses).

A Simple Content Calendar Tied to the Collection Story

Your content should guide people from curiosity to confidence. Tie posts to the collection’s themes (materials, function, styling) and to buying moments (waitlist, drop, restock).

Content pillars (rotate them)

• Product clarity: fit videos, detail close-ups, “what’s different about this.”
• Styling: 3 ways to wear, day-to-night, capsule pairings.
• Proof: testimonials, try-ons, UGC, early customer photos.
• Process: QC, packaging, behind-the-scenes (kept concise and relevant).
• Urgency: limited quantities, ship-by dates, waitlist reminders.

Example 2-week calendar (adjust to your channel)

Launch Plan Structure: Pre-Launch, Drop Day, Post-Launch

Pre-Launch: Build a Waitlist and Reduce Uncertainty

A waitlist is your simplest demand-capture tool: it creates a focused audience to notify, and it gives you early signals about what people want.

Step-by-step: pre-launch setup

• Create a waitlist landing page with: 1–2 hero images, collection promise, expected drop date/time, and email signup.
• Offer a reason to join (choose one): early access, limited quantity notice, or a small perk (avoid deep discounts if margins are tight).
• Set up automated emails: confirmation + “drop reminder” 24 hours before + “we’re live” email at launch.
• Collect one extra data point if useful: preferred size range or favorite color (keep it optional).

Pre-launch checklist

• All product pages drafted (photos, descriptions, size guide, care)
• Inventory counts confirmed (or MTO capacity confirmed)
• Shipping rates tested (run a test checkout)
• Returns policy published and linked in footer and product pages
• Customer service inbox ready (templates saved)

Drop Day: A Clear Sequence You Can Execute Under Pressure

Drop day is operational: you’re switching from “creating” to “processing.” Plan the steps so you don’t improvise while orders come in.

Step-by-step: drop day run-of-show

• 2–3 hours before: final site check (mobile + desktop), confirm inventory numbers, confirm payment/shipping settings, ensure tracking emails are enabled.
• 1 hour before: post reminder content; email waitlist “1 hour” reminder if planned.
• Launch moment: publish products (or remove password), send “we’re live” email, post the primary launch announcement.
• First 2 hours: monitor checkout issues, respond to sizing questions quickly, watch for oversells.
• End of day: export orders, tag any high-risk orders (address issues, mismatched billing/shipping), and schedule fulfillment batches.

Operational tip: decide your “cutoff time” for same-day shipping (if you offer it). Otherwise, set expectations clearly: “Orders ship in 1–3 business days.”

Post-Launch: Fulfill, Learn, and Keep Momentum

Post-launch is where you protect reputation and gather the data that will improve your next drop.

Step-by-step: first 7 days after launch

• Fulfill in batches and keep customers informed (tracking + proactive delay updates).
• Collect early feedback: fit, fabric feel, and any confusion points on product pages.
• Post content that answers real questions you received (sizing, styling, care).
• Identify what’s selling out and decide: restock, made-to-order option, or “gone for now” messaging.
• Send a follow-up email to buyers: care tips + how to contact support + request for a photo/review (timed after delivery).

Key Metrics to Review (So the Next Drop Is Smarter)

Metrics are only useful if they lead to decisions. Track a few that connect directly to product, fit, and operations.

Sales and Store Performance

• Conversion rate: orders ÷ sessions. If low, review product page clarity, shipping cost shock, and trust signals (returns policy, sizing info).
• Add-to-cart rate: indicates product interest; if high but conversion low, checkout friction or shipping cost may be the issue.
• Average order value (AOV): helps decide bundles, free shipping thresholds, and styling suggestions.
• Sell-through by SKU: units sold ÷ units available. Use this to plan size runs and color depth next time.

Product Insights: Best-Selling Sizes/Colors and Fit Problems

• Best-selling sizes: identify your “core sizes” for deeper inventory next drop.
• Best-selling colors: confirm your hero color; reduce risk on slower colors.
• Return rate by SKU: high returns often mean unclear fit notes, inconsistent grading, or fabric expectations not matching reality.
• Top return reasons: track with consistent categories (too small, too big, not as expected, quality issue, changed mind).

Step-by-step: create a return reason tracker

• Make a simple form or spreadsheet with: order #, SKU, size, reason category, customer comment, resolution (refund/exchange).
• Review weekly for patterns (e.g., “waist runs small” on one style).
• Update product pages immediately with clearer fit notes if a pattern appears.

Operations Metrics: Shipping and Support Load

• Time to ship: average days from order to shipment; delays impact repeat purchase.
• Support tickets by topic: sizing questions, shipping status, returns—use this to improve FAQs and product pages.
• Fulfillment error rate: wrong size/color shipped or missing items; often solved by better SKU handling and QC.

Practical review rhythm: do a 30-minute metrics review at day 3, day 7, and day 14 after launch. Each time, write down 3 actions (not observations) you will implement immediately (e.g., “add garment measurements,” “adjust size run,” “change shipping threshold”).