Launch planning: How to plan a new jewellery collection Launch for Atutmn/Winter
Many jewellers do not abide by the fashion industry norms of Spring/Summer and Autumn/Winter launches. Most jewellers want their collections to be timeless and outside of seasonal trends. This is a value judgement for us, but not so for our customers. Many customers shop seasonally and are more ‘ready’ to spend at different times of the year. Ahead of Christmas is one of these times.
If you are considering launching a new collection in the coming months, October is a great time to aim for. But what needs to happen until then to make sure the launch is as successful as possible? If I wanted to launch a new collection in Autumn, here’s what I’d be doing until then.
June
Deeply analyse sales data from previous collections to see what worked well and what didn’t. Understanding what your customers want, and even better, what they buy, is key.
Survey customers to find out what they want. If you haven’t had many sales or aren’t sure you’re designing the right product, ask them! If you struggle to get them to feedback, try incentivising survey participation with the chance to win a gift or a voucher. Getting isight straight from your ideal audience is invaluable.
Research the style and inspiration for the collection. Making sure it’s appropriate for the Autumn/Winter season. Consider the time of year and general buying patterns. A collection covered in flowers might be better suited to a spring launch for example.
Research possible collaborations to help promote launch. Could you join forces with an influencer to help design the collection, or a clothing brand to team up with for a photoshoot?
July
Plan the range of products based on your inspiration, and data as well as your understanding of the types of products your customers engage with.
Sketch and sample a selection of pieces. Possibly even include your audience in the design process if you are stuck deciding between pieces. The collection pieces should have a thread between making them complement each other. If each piece can be worn in harmony you’re onto a winner.
Make the final selection of product for the collection & begin stock production. Get your moulds made if needed. Buy all the chains and findings you need etc.
Reach out for any collaborations you think will work.
August
Trial the collection pieces for wearability, comfort and resolve any production issues.
Photography and video. Make sure you have all the appropriate images to launch your products with. Include some props of outfits which could feel a bit festive to use in the run up to Christmas.
Create a plan to grow your mailing list so there are loads of people waiting for those launch emails! Emails are by far the most lucrative selling platform you have.
Ensure stock will be ready to go for launch.
September
Tease the pieces with images, video and BTS content you created. You want to create desire!
Upload them to the website, SEO, & prepare a series of mailers to promote the launch. Ensure your product pages are sales ready, and will work hard for you. And take some time to make sure you follow all the steps for a successful launch.
Ensure any collaborators are ready to promote.
Create a waitlist for early access via your mailing list.
October
Launch with plenty of time ahead of Christmas. Possibly right around pay day!
Don’t be afraid to actually talk about the new collection, constantly! It may seem like overkill to you, but those few-too-many posts or emails might be the push your audience needs to buy.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.