Strategy
Strategy is what makes the work hold up.
Brand and collection planning. Launch sequencing. Pricing for the channels you actually sell in. The thinking that turns a product into a business.
What I do
Strategy at four levels.
Most fashion-startup pain doesn't show up at the factory. It shows up earlier: in brand decisions made under pressure, launches built without sequencing, pricing set emotionally, and collections that can't tell their own story.
Strategy is the work that makes the rest of it cheaper, faster, and harder to derail. Brand, launch, collection, pricing: each has its own moment, its own questions, and its own deliverables.
Brand & Collection Strategy
Who the brand is for, what makes it different, and what the first three collections actually look like. Brand foundation work and the structural map of where the line goes from here.
Includes
- Brand positioning and voice.
- Collection planning.
- Range planning by category and price tier.
- Competitive context.
Best for: Founders just starting out and operators scaling into bigger collections.
Brand Launch Strategy
The plan for the first six months. What goes live when, what supports each milestone, and how the brand reaches its first paying customers. No hype timeline. A sequenced plan with realistic dates.
Includes
- Launch sequencing.
- Pre-launch list building.
- Press and partnership readiness.
- Day-one and 30-day milestones.
Best for: First-time founders and operators relaunching after a stalled first attempt.
Collection & Product Launch Strategy
For founders already operating who are launching a new collection, drop, or category. How to sequence the launch around your existing customer base, channel mix, and production capacity.
Includes
- Drop calendar.
- Sequencing strategy.
- Cross-channel timing.
- Inventory and pre-sell planning.
Best for: Founders post-first-launch and operators scaling.
Pricing Strategy
Pricing isn't a number. It's a strategy. Set DTC and wholesale prices from day one so the brand can survive both channels, and so you're not repricing under pressure later. 60–70% DTC margin and 30–50% wholesale margin are the targets to build toward.
Includes
- Margin analysis.
- Channel pricing.
- MSRP and wholesale strategy.
- Discount and promo strategy.
Best for: Any stage. Most needed at the moment of first wholesale conversation.
Pretty doesn't scale. Strategy does.
Anyone can make something look good. I help you build the systems, positioning, and decisions behind the visuals — the work that actually moves revenue, retention, and growth.
The principle
Why strategy first.
I priced Workery Apparel for DTC and then tried to walk it into wholesale. The math didn't work. There was no margin left for a retailer to take their cut. I had to learn the hard way that a wholesale price isn't a discount on a DTC price. It's its own strategy, set at the same time, on the same product.
Now I help founders set both prices before they set either one.
WHEN YOU'RE READY
Every brand is different. Let's figure out what support makes sense for yours.
Discovery calls are free. Thirty minutes. No pitch.