In the world of fashion, a strategic question frequently comes up among entrepreneurs and retailers: should you create your own designs or resell ready-to-wear? Each option has its strengths and weaknesses, and its impact on your positioning, margins and brand perception.

In this article, we take a closer look at these two approaches, with practical advice, examples of inspiring brands and concrete tips for optimizing your sales, whatever your business model.

1. Create your own models: assert your brand identity

The advantages of the “designer brand” model

Designing your own clothes gives you complete control over your brand image, from design to communication. It’s a path often chosen by entrepreneurs who want to impose a strong, unique universe and convey their values.

Example: MaisonCléo
This French brand, founded by a mother and daughter, has become a benchmark in slow fashion. All pieces are handmade in Lille, in limited quantities, and sold online via a strategy of assumed scarcity.

Example: Daily Paper
Founded in Amsterdam by three friends of African origin, this brand combines cultural storytelling, assertive artistic direction and international growth.

This model allows you to :

• Build a differentiating value proposition
• Developing a committed community
• Pricing to match your image
• Promoting made in France, ethics and craftsmanship

Constraints to anticipate

Creating your own designs involves complex logistics, especially for the first collections.

Example: Noyoco
Specializing in sustainable fashion, the brand has opted for rigorous European manufacturing. This strategic choice called for very precise sourcing and constant quality control.

The main constraints are :

• The search for reliable workshops or manufacturers
• Financing prototypes and raw materials
• Sizing, stock and returns management
• Production lead times are often incompressible

MicroStore tip: To start gradually, launch a mini-collection of 3 to 5 pieces. This will allow you to test the market’s appetite before increasing volumes.

2. Reselling ready-to-wear clothing: start fast and limit the risks

Why choose the reseller model

Reselling ready-to-wear products that have already been designed allows you to enter the market quickly, without having to go through the design and production phase. This model is particularly suited to independent retailers or multi-brand boutiques.

Example: The Frankie Shop
This now iconic New York boutique selects cutting-edge pieces from designers and accessible labels. It has made its mark thanks to a highly coherent selection and strong artistic direction.

Example: Kiliwatch Paris
Known for its mix of vintage and ready-to-wear, this brand offers a strong in-store customer experience while showcasing a meticulous selection.

Advantages of the reseller model :

• Less capital to raise at launch
• Greater flexibility on supply and volumes
• Faster adaptation to trends
• Opportunity to test different customer segments

The limits of the model

Resold by other brands, the products on offer may lack exclusivity. Your differentiation will be based more on the customer experience, visual identity and quality of selection.

Limits to anticipate :

• Low margins for some suppliers
• Strong competition for the same products
• Less control over product image and deadlines
• Dependence on supplier quality

MicroStore tip: Take care with your visuals, product presentation and the coherence of your graphic universe. Even if you’re reselling, it’s your signature that will add value to your selection.

3. A hybrid strategy: creating your brand while generating sales

Many brands choose an intermediate path, combining partial creation with the resale of third-party items. This model limits risk while gradually building a strong identity.

Three possible hybrid approaches

1. Personalizing basic garments
This is the case with Maison Labiche, which offers hand-embroidered T-shirts. The cuts are classic, but the personalization gives each piece real character.

2. White label
Some suppliers offer neutral products without brand labels, which you can have flocked, labeled or packaged in your own name. This is the model used by many DNVBs (Digital Native Vertical Brands) who want to quickly launch a qualitative offering.

3. Mixing resale and creation
The Sézane brand began by reselling vintage goods online. It then launched its own collections, while continuing to promote partner brands in a dedicated space.

MicroStore tip: Use your MicroStore access to quickly identify suppliers offering customization options, white label or small series. Some of the wholesalers listed on MyFashionWholesaler.com offer solutions tailored to young, developing brands.

4. Choosing the right suppliers: a strategic step

The quality and reliability of your suppliers are key to your success, whatever your model.

Here are a few criteria to consider:

• Delivery times
• Terms of payment
• Minimum order
• Ability to customize items
• Ethical and environmental commitments
• Industry reputation

MicroStore tip: Use MyFashionWholesaler.com to identify reliable suppliers, then connect to them directly via MicroStore. Easily compare thousands of offers across Europe, Asia and North Africa, whether you want to develop your own designs or select ready-to-wear collections.

5. 5 tips to help you stand out in every situation

1. Clear positioning
A strong brand starts with a strong idea. Take inspiration from Loom or Asphalte, who have built their reputation on a simple, engaging promise: quality, transparency, sustainability.

2. Storytelling and values
Even if you’re reselling, tell the story of your selection process, your criteria, your customer relations. The aim is to associate your store with a vision, an emotion.

3. Content strategy and marketing
Use social networks to tell the behind-the-scenes story of your business, share styling tips or showcase new products. Video formats (fittings, unboxing, tutorials) have an excellent return on engagement.

4. Mastering sales channels
Test different platforms depending on your target: Instagram Shopping, Shopify store, sales on WhatsApp, participation in markets or pop-up stores.

5. Customer loyalty
Offer a smooth experience, good customer service and surprises to your best customers. They’re the ones who’ll spread the word about your brand.

Conclusion: make a decision in line with your strategy and vision

Create your own designs, resell ready-to-wear or combine the two: it all depends on your objectives, your resources and your long-term vision. Both models can work, provided you are consistent, rigorous and connected to market expectations.

At MicroStore, our mission is to support you in these choices by giving you the tools to take action. Our platform makes it easy to find reliable suppliers, manage your products and develop your fashion business.

To find out more, discover our professional directory MyFashionWholesaler.comdesigned to help you find the best partners, whether you’re a designer, a retailer or both.