Create your own product line which will stand out, Some tips and guidance.

Okay let’s establish a scenario where you are running a successful online ecommerce business, with of course bearing in mind that all the production is sourced from an ethical manufacturing facility. You have your clothing line, and you like to add and expand your brand, every entrepreneur would love to do that. Expanding your line will offer your existing customers a diversified assortment and it possibly will attract ‘new’ customers in search of that specific new product you are going to launch. 

Developing new products will surely widen your target market reach, not just that essentially you will be able to maintain contact with your existing customer base. ‘HEY’ a new product is going to be launched soon, visit the store for more information... something along that line! Let’s dive into what a product line is and how you can start one.

What is a product line?

A unique developed product which may have similarities with other products in the market. But you will have your own brand name on it and the message you like to give with your designs. All products are being marketed under one particular name, let's call it ‘lalaa’ but still the products are different from each other. A product line may have differences in the colour, size, design, and some other features such as zipper etc. For example, Hugo boss offers a large variety of suits which are different to the casual or sport wear they have in their other assortment. 

How to start a product line?

There will always be a percentage of fear regarding the new line, whether it’ll take off as expected or not. Let’s pre-plan in order to minimise that fear or completely eradicate it. 

• Conduct extensive market research and define your audience.
• Give the consumer a proposition that is unique.
• Develop a marketing strategy and be flexible to pivot.
• Create your first sample, and think big, start small but act now.

Here are some guidelines to support you in making the step to initiate your product line.

Conduct extensive market research and define your audience.

For whom do you like to develop a product? Carry out your market research in order to obtain critical information what your desired market likes. Knowing your audience will encourage you to make something innovative which your audience is looking for or they do not know that they are looking for such a product, ensure that your product comes In Front of their eyes. Closely observe the behaviour of your target market, carry out questionnaires and try to obtain as much information as you can. Direct asking for feedback from potential or existing customers is vital so you know what you have to produce. 

Example; Big brands like Suit supply continuously carry out market research in order to produce more and more innovative likeable products. Before they launch a new product, they have already thought about who is going to buy and how we will ensure that they get to see our new product. Therefore, maintaining a sustainable healthy relationship with your customers is very important as it gives you vital information to expand further. 

Give the consumer a proposition that is unique.

Okay hold on now. This is important! Focus.

Why would the customers want to buy this product from you and not from others? Meaning, you have to make sure that your products are different from others. You have to come up with a ‘USP’ (unique selling point) which will sell. That can be anything from material, price, purpose, mission, quality and what not. Whilst you are developing your USP make sure that your USP is bringing value to your (potential) target audience. This will require a lot of brainstorming and thinking outside of the box. The information gathered from customers in the market research stage, use that to your advantage. Create a product your customers will benefit from and that they should purchase from you not from the next-door neighbour. 

Develop a marketing strategy and be flexible to pivot.

First of all, always believe in your product. Depending on the budget of your marketing, think which road you’d like to take first. Essentially, it is about creating awareness and making sure your product is seen or is being searched. A combination of SEO marketing, Digital marketing, social media marketing and many others can be used to go viral. Prepare a custom-made marketing campaign that is meant for your target audience will surely be helpful as it will come under their search radar. Be on top of your operations, ensure you are ready with your campaign so that there will be no delay in starting off with your marketing campaign on the day of product launch. 

Create your first sample, and think big, start small but act now.

Before you start testing your products with your target audience, test it yourself by ordering samples or mini-sample orders. Fix what needs fixing in your imagination and then go to your customers. A product that solves the needs of your audience and connects with your company’s vision. Beware that you may need multiple testing rounds to see whether colour, fitting, feature, functionality and so on is correct. The more you start testing and introducing products that speak out loud the vision of the company and the needs of the customer, the better the product line eventually will become. You will have gathered a ton of information which you can use to develop ‘finished’ piece(s) in your product line. Whenever you are ready with launching the final product after rigorously testing, you better make sure you will be loud and start creating a hype around your ‘NEW’ product line.

Some valuable tips:

• Be flexible when it comes to designing your product. Use various methods such as; website landing pages, surveys, email marketing etc to gather information on what sort of products your target market shows the most interest in. Very promptly make something that resembles what your target audience was telling you during your market research. You have to know this beforehand and get rid of the fear of redeveloping several times and changing the product in order to attain success.
• Your product must have an identity or differently put your brand must be known and visible to the customers. Bringing in consistency in your product line is utmost important. Also, distinguish your new product line from your existing line if you have one. 
• Talk to not just one supplier but develop several relationships with suppliers to divide the risk and not just depending on one supplier. For example, you can explore suppliers from Pakistan through Lalaaji.com, you can also explore Chinese suppliers through Alibaba.com. You may want to explore all regions and build business relations in various countries so that you never have the fear of losing out on supply.
• Make room for your growth. You are launching a new product, you may end a product line which is performing very poorly, communicate this with your manufacturer and be transparent about it. 

Best of luck in launching new innovative products, and always you have a broad imagination and vision so that your belief becomes stronger and your passion is visible in your brand. 

Want to know how to use a B2B marketplace? Read this blog