Some brands release a new shirt every week, others every month, while other brands choose to release a few new tees here and there throughout the year. Another, and arguable more traditional way of releasing new gear is to use seasonal lines. While very brand has a different and preferred way of doing things, releasing a new line to correspond with the seasons gives you a whole lot of flexibility and can provide creative direction.
While releasing new tees throughout the year has it’s benefits, the biggest thing that sells me on seasonal releases is the ease it gives you to plan ahead. When you know what date you are going to release your next line, you have a set time to plan within.
This time frame allows you to think about everything you need to get done and plan exactly how you’re going to do it. For example, I may know I’m going to release my summer line on the 28th November. I know I have to design and produce 4 new t-shirts in that time. I also know I have to arrange a photoshoot, update my website, update all my social media and get word out about the release. Now, I can sit down and work out exactly how much that’s all going to cost me and plan my budget to my timeframe. This kind of planning allows me to limit nasty expense surprises and plan my work timetable accurately.
Not only that, but each season seems to conjure up different imagery and arouse different senses, and this is a great source of creative direction for your brand. Although it can be very tempting to just put out a cool design when you come up with it, a cohesive line helps sell your brands lifestyle and story in a much better way, and seasons give you a good starting point to bring a line together. Let’s have a further look.
To me living in Sydney, Australia, summer screams water and heat. I automatically think crisp white tees worn on balmy nights by the beach, and the lightest cotton you can get your hands on. For me, that already provides me with a good start for my brands summer line. I might switch to a blank with a really light gsm, and focus on white tees with scattered colours throughout. I might also put out some Beneath Rejection sunglasses or hats.
See what I mean? When you sit down and think about what each season means to you you should get an idea of materials, colours, styles and designs to help you put together an awesome line that your fans are going to love.