How to Start a Fashion brand UK and turn it into a business like Never Fully Dressed.

Introducing Lucy Aylen, the founder of Never Fully Dressed (NFD) that is known for it’s high quality, versatile clothes. With roots in the bustling markets of London, Lucy's story unfolds as a testament to the unpredictable yet rewarding nature of starting your own clothing brand.

The Early Days Of The Brand

Lucy's entry into the fashion arena wasn't a meticulously planned career move. Growing up in a family of hardworking market traders, Lucy had exposure to the art of selling from a young age.

However, her initial aspirations didn't lean towards fashion and retail. The journey into the world of fashion was more accidental than intentional.

The early days of Never Fully Dressed trace back to a London market stall, where Lucy found herself immersed in the vibrant atmosphere of creative exchange.

Her parents, successful market traders themselves, instilled in her a strong work ethic. Lucy's mother, in particular, was a persuasive salesperson who could sell "two left shoes" and make it feel like a favor.

Growing The Brand Organically

What started as a means to pay for office space eventually grew into something much more significant. Lucy's organic approach to building her brand is evident as she reflects on the lack of a grand business plan or a specific vision in the beginning.

The growth of NFD happened week by week, responding to the immediate needs and opportunities that presented themselves.

The market days were characterized by the hands-on experience of interacting with customers directly.

Lucy's product, a variety of multi-way garments, showcased her creativity and adaptability. The garments, often oversized and versatile, attracted a diverse range of customers, each expressing their personality through styling.

Focusing On Handmade Products

One interesting aspect of NFD's early days was Lucy's decision to move away from selling purchased items and focus solely on handmade products.

This shift not only reflected her commitment to craftsmanship but also earned her a better market stall position. The journey from customization to exclusively handmade products marked a pivotal moment for NFD.

As Lucy shares her experiences from those market days, a theme emerges— the importance of enthusiasm, drive, and hunger in the competitive fashion industry.

She touches upon the varied customer base of NFD, highlighting how individuals of different ages and styles embraced the brand. The introduction of sizing options further expanded the brand's appeal.

The Ability To Adapt And Learn

The authenticity of NFD's beginnings shines through in Lucy's anecdotes about her market experiences.

The sense of camaraderie, the joy of creative expression, and the relentless work ethic were the building blocks that shaped Never Fully Dressed into the brand it is today.

In the fast-paced world of fashion, where trends come and go, Lucy's journey serves as a reminder that success often stems from a genuine passion for the craft and a willingness to adapt and learn.

In the dynamic and ever-evolving world of fashion, success is often rooted in the relationships one builds and the team one assembles.

In a recent podcast conversation between Lucy and Elizabeth, the founders of a thriving fashion brand, the discussion touched on pivotal aspects of their entrepreneurial journey.

From the value of networking to the strategic growth of their team, these insights offer valuable lessons for fashion brands navigating the intricate landscape of the industry.

Networking: The Cornerstone of Opportunities

Elizabeth emphasized the significance of networking in her career, emphasizing that every opportunity she encountered was a result of connections with people.

She highlighted the age-old adage, "It's not what you know, but who you know," acknowledging the cliché but underscoring its truth in the fashion industry.

Lucy chimed in, emphasizing the importance of being open and willing to engage with others.

For fashion brands, this highlights the critical role of networking in creating opportunities, whether it's through industry events, collaborations, or even just reaching out to peers.

Building a network can lead to unforeseen collaborations, partnerships, and growth opportunities. In the fast-paced fashion world, connections can be a catalyst for success.

Building a Team: From Pick and Pack to Specialized Roles

The conversation delved into the evolution of their team, shedding light on the journey from handling all aspects of the business to strategically delegating tasks.

Lucy shared her perspective on hiring individuals who start with pick and pack roles but exhibit potential beyond their initial responsibilities.

This approach not only helps in fostering a collaborative environment but also allows the team to grow organically.

It's a testament to the idea that recognizing and nurturing talent within the organization can lead to individuals contributing in areas where their expertise truly shines.

For fashion brands, acknowledging the multifaceted skills of team members and providing opportunities for growth can lead to a more efficient and harmonious work environment.

Strategic Hiring for Expertise

As the brand expanded, Lucy recognized the need for specialized roles, particularly in areas like finance and e-commerce management.

Hiring experts in these fields allowed her to focus on her strengths and core competencies, ensuring the business's sustained growth.

For fashion entrepreneurs, this emphasizes the importance of strategic hiring as a brand scales. Identifying areas where specialized knowledge is crucial can lead to more informed decision-making and sustainable growth.

Bringing in professionals who excel in specific domains allows the founder to concentrate on the aspects where their unique skill set can make the most significant impact.

Navigating Financial Decision-Making

The discussion shifted towards the challenges of financial decision-making as the business grew. Lucy shared her experience of initially handling all financial aspects, from paying invoices to making investment decisions.

However, as the brand expanded, she recognized the need for a financial director to provide expertise and insight into more complex financial matters.

This illustrates the importance of financial acumen in navigating the challenges of growth. For fashion brands, understanding the financial intricacies of the business is crucial.

Whether it's managing cash flow, making strategic investments, or assessing the feasibility of expansion, having the right financial expertise on the team becomes invaluable.

Listen to the full podcast interview here

The Evolution of Sustainability

Lucy and Elizabeth also touched on the evolving landscape of sustainability within their brand. Despite challenges in achieving sustainability in fabric choices, they emphasized their commitment to sustainability in other aspects.

This includes eliminating wastage by repurposing materials for products like masks and implementing a pre-loved initiative where customers can sell back old items.

For fashion brands aspiring to be more sustainable, this showcases the adaptability required.

While challenges may exist in sourcing sustainable fabrics, a commitment to sustainability can manifest in other areas, such as packaging, initiatives promoting a circular fashion economy, or responsible manufacturing processes.

International Growth and Inclusivity

Looking ahead to 2021, Lucy expressed excitement about international growth, particularly in the United States, Australia, and the Middle East.

The founders also highlighted their commitment to inclusivity, expanding their size range and introducing new product lines like headscarves.

For fashion brands aiming for global reach, understanding diverse markets and tailoring strategies to resonate with varied audiences is crucial.

Embracing inclusivity in sizing and cultural representation not only broadens the brand's appeal but also aligns with the evolving values of the modern consumer.

The Anticipation of Pop-Ups and In-Person Interactions

With the anticipation of a post-COVID world, the founders expressed excitement about the return of in-person interactions through pop-up events.

These events offer a unique opportunity to connect with customers on a personal level, an aspect that has been challenging in the digital-only landscape of recent times.

For fashion brands, the return of in-person events underscores the importance of physical experiences in creating memorable connections with customers.

Pop-ups and similar initiatives provide a platform to engage directly, receive real-time feedback, and build a stronger sense of community around the brand.

In summary, the podcast conversation between Lucy and Elizabeth offers a glimpse into the multifaceted journey of building and growing a successful fashion brand. From the power of networking and strategic team building to navigating financial decisions and embracing sustainability, these insights provide valuable lessons for fashion entrepreneurs.