Easy Way To Start A Luxury Clothing Brand Under $100 | Chrome Hearts Quality
Summary
TLDRThis video explores the creation and perception of luxury fashion, focusing on a homemade jacket inspired by high-end brand Chrome Hearts. The creators discuss the brand's history, the high markup in luxury pricing, and the importance of craftsmanship. They detail the process of making the jacket using various techniques and materials, aiming to achieve a luxury feel at a fraction of the cost. The video concludes with real-time feedback from shoppers in a luxury mall, gauging the jacket's perceived value and the potential for success in the luxury market.
Takeaways
- 🛍️ The video explores the luxury shopping mall environment where products are priced from $300 to thousands of dollars.
- 🎥 The creators aim to gauge if a homemade product can be perceived as luxury and command a high price.
- 👕 The homemade jacket is inspired by the luxury brand Chrome Hearts, known for its high-quality leather products.
- 📈 Chrome Hearts' success is attributed to its unique designs, collaborations with artists, and a strong brand community.
- 🛠️ The video provides a cost breakdown for a Chrome Hearts jacket, revealing a significant markup from manufacturing to retail price.
- 🏡 The creators discuss the feasibility of recreating luxury items from home, using tools like press art and heat presses.
- 🎨 The video demonstrates how to use press art and specialty vinyls to create detailed and elevated designs for custom products.
- 👔 The importance of selecting high-quality blanks for custom products is emphasized to ensure the luxury feel is maintained.
- 💰 The creators test their homemade luxury jacket in a real-world setting, receiving varied price estimations from potential customers.
- 🔗 The video concludes with insights on building a luxury brand, suggesting the use of affiliate marketing and community engagement.
Q & A
What is the main purpose of visiting the luxury shopping mall in the video?
-The main purpose is to determine if a homemade product can command a luxury price by interviewing luxury buyers.
Who started the Chrome Hearts brand and what was their background?
-Chrome Hearts was started by Richard Stark, who began working in fashion as an employee of a leather company during the 1980s.
How did the Chrome Hearts brand gain attention and start its journey into luxury retail?
-The brand gained attention after making jackets for a movie called Chrome Hearts, which changed its name before release. The movie brought attention to their designs, and they were picked up by a luxury store called MAX Field, leading to their expansion into luxury retail.
What is the significance of the Chrome Hearts brand's strategy of having a core community of customers?
-The core community of customers helps Chrome Hearts remain relevant in a fast-changing economy and keeps their brand in conversation, contributing to their success.
What is the estimated cost to manufacture a Chrome Hearts jacket according to the video?
-The estimated cost to manufacture a Chrome Hearts jacket is around $150.
How does the video suggest recreating a luxury jacket at home?
-The video suggests using press art from Street Crafter, which allows for uploading designs, printing, and shipping a roll that can be cut and pressed onto any garment.
What is the importance of using a wholesale supplier for the jacket project in the video?
-Using a wholesale supplier is important because it allows for manufacturing without having to produce in bulk, which is cost-effective and efficient for small-scale production.
What is the role of Trent in the video, and what does he contribute to the jacket project?
-Trent is the founder of Goodam Clothing and is brought in to model the jacket and provide feedback on the design, helping to ensure it meets luxury standards.
How does the video propose using affiliate marketing to promote a luxury clothing brand?
-The video suggests using an affiliate marketing program like UpPromote, which incentivizes people to share products and earn a commission on sales made through their unique tracking links.
What was the public's estimated price range for the homemade luxury jacket shown in the mall?
-The public's estimated price range for the homemade luxury jacket was between $80 and $1,000.
What is the key takeaway from the video regarding the creation of a luxury brand?
-The key takeaway is that to build a luxury brand, one needs a team and a niche audience that is passionate about the brand and can help promote it through engagement and referrals.
Outlines
🛍️ Luxury Brand Research and DIY Jacket Creation
The video explores the luxury market by visiting a high-end shopping mall and aims to gauge the potential luxury price for a homemade product. The creators design a jacket inspired by Chrome Hearts, a luxury brand started by Richard Stark in the 1980s. They delve into Chrome Hearts' history, its rise to fame through a movie project, and its strategic collaborations and retail expansion. The video discusses the brand's success in maintaining relevance through exclusive products and a dedicated customer community. The creators also analyze the costs behind Chrome Hearts' products, from labor to materials, and compare it to their own budget for creating a similar luxury jacket using techniques like press art and heat pressing.
🎨 Crafting a Luxury Jacket with Press Art and Maker Paper
The video details the process of creating a luxury jacket using press art and maker paper flock. It features Trent, the founder of Goodam Clothing, who collaborates on the jacket design. The creators discuss the importance of design details, symmetry, and fit when creating luxury products. They demonstrate how to use a heat press and various tools to apply the designs onto a jacket, emphasizing the precision required for luxury items. The video also touches on the benefits of using press art for its ease and efficiency compared to traditional cutting methods, and it provides tips for testing designs and selecting the right materials for a luxury finish.
👕 Finalizing the Luxury Jacket Design and Testing
The creators finalize the design for their luxury jacket, deciding between different graphic styles and techniques to achieve a high-end look. They discuss the importance of correct formatting for the artwork and the use of heat tape and paper to ensure a successful press. The video captures the excitement of seeing the design come to life on the jacket and the meticulous process of applying the design elements. They also experiment with paint splatter to add a unique touch to the jacket, demonstrating the artistry involved in creating a luxury product. The creators emphasize the value of community feedback and the potential for pre-booking and customer conversion through real-time engagement.
📈 Marketing Strategies for Luxury Brands and Field Testing
The video concludes with a discussion on marketing strategies for luxury brands, particularly the use of affiliate marketing to incentivize product promotion. The creators share their experience of taking the finished jacket to a luxury shopping center to gather real-time feedback from potential customers. They reflect on the price points suggested by shoppers and the perceived value of the jacket, highlighting the gap between everyday brands and luxury brands. The video also includes a visit to a Chrome Hearts store to experience the brand's retail presence and product quality firsthand. Finally, the creators summarize their learnings, emphasizing the importance of selecting high-quality blanks, engaging with a niche audience, and using tools like UpPromote for managing affiliate programs to build a successful luxury brand.
Mindmap
Keywords
💡Luxury shopping mall
💡Chrome Hearts
💡E-commerce
💡Custom pieces
💡Influencers
💡Affiliate marketing
💡Press art
💡Maker paper flock
💡Heat press
💡Luxury brand positioning
Highlights
Visited a luxury shopping mall to gauge if a homemade product could command a luxury price.
Designed a jacket inspired by Chrome Hearts, a luxury brand started by Richard Stark in the 1980s.
Chrome Hearts gained attention after creating jackets for a movie and was picked up by a luxury store, MAX Field.
Chrome Hearts' success is attributed to its core community of customers and handcrafted, made-in-LA positioning.
Entrepreneurs can find success by creating custom pieces and building a community of influencers.
E-commerce makes it easier to start a luxury brand and find a niche audience.
The cost breakdown of a Chrome Hearts jacket reveals a significant markup from manufacturing to retail price.
Used press art and heat press techniques to recreate luxury designs at home.
Discussed the importance of selecting high-quality blanks for creating a luxury feel.
Highlighted the use of maker paper flock to elevate the design and add texture.
Explained the process of creating custom designs using press art and a heat press.
Stressed the importance of symmetry and detail in luxury design to appeal to a discerning audience.
Mentioned the use of an affiliate marketing program to incentivize promotions and sales.
Showcased the final luxury jacket design and discussed its potential market value.
Conducted real-time feedback from luxury shoppers to gauge the perceived value of the homemade jacket.
Discussed the power of community engagement and pre-booking through social media for custom products.
Emphasized the importance of a high-quality blank and attention to detail in achieving a luxury price point.
Encouraged the use of affiliate marketing to reward customers and grow a luxury brand.
Transcripts
in this video we made it out to a luxury shopping mall where products sell from 300 to upwards of
thousands of dollars and today we're here to talk to these luxury buyers and find out if a product
that we made from home can command a luxury price I think it looks incredible so let's uh let's
let's see what the audience has to say the jacket that we designed was inspired by Chrome Hearts so
before we show it to luxury Shoppers and get their honest reaction let's take a moment to learn about
the rise of chrome hearts in the market this brand was started by Richard Stark and he began
working in fashion as an employee of a leather company during the 1980s he then partnered with
two of his friends to start their own leather business in 1989 they were hired for a project
to make jackets for a movie that was actually called Chrome Hearts but before the movie was
released it Chang its name and the Chrome Hearts luxury brand was officially born after the movie
was released it brought attention to their designs and it was then picked up by a luxury store called
MAX Field this then started their journey into opening up their own luxury retail stores across
the country throughout the 2000s they scored huge collaborations with artists such as the Rolling
Stones and they even designed MC Jagger a $40,000 belt buckle they continue to remain relevant in
in a fast changing economy and they've done this through building a core community of customers who
have an attitude of if you know you know these tactics combined with the handcrafted made in
La positioning have kept people talking and those registers ringing and what Chrome Heart shows us
is that to find success you don't necessarily need to be the face of the brand as an entrepreneur
you should be focused on creating custom pieces and building a community of influencers to help
spread the brand for you because doing what Chome Hearts did and opening up a retail store first a
lot difficult to achieve that level of success today but because we have e-commerce it makes
it easier for you to get started and also makes it a lot more achievable for you to find a niche
audience of customers that are going to fall in love with your products but the founding story of
chrome hearts and the craftsmanship of what they create is what inspired this jacket that we're
about to make today but how much does making a Chrome Heart jacket actually cost let me break
down my estimates for you check this out look now when it comes to prices that Chrome Heart sells
for they're definitely across the board a big part of that reason is because it's only available in
stores in limited quantities and if you miss out on those releases you have to pick them up on
resale sites when I went in there I confirmed that the jacket we're making sells for $2,500
in store but online it ranges from 4,000 plus and as I did my research I learned that they're
manufacturing the majority of their products in the US so how does this affect the price well when
it comes to labor cost they're currently hiring leather workers and sewers for $20 per hour but
the Fabrics are definitely the top of the line I estimate that on average they're spending $50
per jacket just in materials when it comes to the silver buttons this is definitely what makes this
a luxury item as you can't buy these off to Shelf but if we base it on the current price of silver
which currently costs $25 per ounce this brings us to around a $50 cost for this so I estimate
that the total cost to manufacturer chrom heart's jacket is around $150 now this is a huge markup
that they're getting at $2,500 and upwards of four to $10,000 on resale sites so you may be wondering
is it possible to recreate a luxury jacket like this from home for this project we're going to use
press art and press art starts at $35 from Street crafter. comom all you have to do is upload your
designs we print and ship you a roll like this which you can then cut and press to Any Garment
and to elevate the project we're actually going to use maker paper flock now I feel like this is
going to be a pretty good product for us to use and to help Elevate the design next we're going
to be using some tape just to hold down the design some scissors to cut and finally is an iron now
this iron you're going to use to actually press onto the Garment now guys if you're going to be
making this from home and just getting started this is a great option but since we are going
for a luxury piece we're going to be using the trusted heat press but now you may be wondering
okay well what about the jacket how we're going to make the jacket so when it comes to manufacturing
you don't want to manufacture something in bulk guys and this is where a wholesale supplier comes
into play and for this project we're actually going to be using the AS Colour jacket that they
have now the reason for it is because I really fell in love with the attention to detail that
they put in this jacket it feels like an elevated piece they actually have a lining right inside so
when you actually open the jacket your customer will feel this feels incredible feels premium
but then as a brand owner you can actually print on the inside we're going to be showing you guys
how this works works and why this is important if you're going to be making a luxury jacket and the
beauty about everything we just showed you is that it comes in at a $100 cost to make a sample let's
show you how we're going to pull that off now the first person I thought of that could pull off a
$2,500 design was a man Trent who's a founder of goodam clothing so I gave him a call and I sent
him the inspo around the iconic Chrome Hearts work jacket and if you're watching this right
now wondering should you get into the luxury game for your clothing brand here's something that you
need to consider the clothing industry is getting saturated with new brands and by creating custom
pieces to be a part of a larger collection you get people interested to buy and you also can attract
the right influencers to promote but let's face it to work with a quality influencer it's going to
cost you money but there is a way to cut them in on the action and that's by creating an affiliate
program affiliate marketing incentivizes people to share your products and they get paid anytime
somebody clicks the link that you share on your site it's an organic way to get promotions and
some of your best Affiliates are going to be the customers who are already buying from you so how
do you implement this well to start you need an affiliate marketing program such as up promote
they take all the hard work out of starting and growing the program as they also connect
directly to your Shopify store we're going to be diving into more details later on in this video
but for now keep that in mind now I think you just showed up so let's get started thanks for coming
through again man absolutely thanks for inviting me I think I think people are going to be really
surprised with what you designed I just I just got the designs in yeah a few hours ago what you
think dude you [ __ ] you killed this man brought a few things for us to check out later right now
you may be wondering how do I use a supplies you mentioned to create a luxury product well it all
comes down to the designs that you create you see in the design that Trent created this Cobra has
fine details and was multicolored traditionally if you were to make this from home you were limited
to doing this design by using a cutter but with press art you can out skip the weeding out of
your design and simply press your graphics onto close but when it comes to elevating the look
and feel specialty vinyls still play a crucial role for this reason we decided to use maker
paper flock in order to create the Bold white lettering with our supplies chosen it's now time
to move into the Graphic Dimensions for each part of this jacket so what we're going to do is work
with the jacket stitching area and we're going to use this as a base to determine the size of
to our graphic design now it's important for us to be symmetrical with this design as the little
Details Matter and luxury Shoppers have a key eye for this now it also helps to have somebody wear
the products while you do this in order to see how that product Contours around the body and if you
don't have a friend a girlfriend or your mama around mannequins make good assistance because
if you're looking at the product just flat you can give you can you can say hey this looks good
because it seem to seam but then the other part is like when you're wearing it how does it Contour to
the body and if it has a lot of curve in one area you're not seeing it you can have an overly sized
design now the reason we're being extra about this is to ensure that our design will look as
we envision while it's being worn and the beauty about doing it the street crafter way is that you
don't have to fully commit on your print sizes or locations like you would at a print shop because
we understand that being committed is kind of hard these days so by using our gang sheets you
can order different graphic designs and sizes so you can feel at ease with your final selection to
do this all you have to do is select the Press art gang sheet option upload your graphics and input
the sizes for each design and if you're ready to take this to the the next level and start printing
products from home we encourage that you become a plug member to receive discounts valued up to 50%
sitewide and once you submit your designs we'll then print them roll them and ship them out for
you to cut and press at your convenience but when it comes to bank or paper vinyls you will need a
cutter and the cutter we're using for this project is a Caesar Romeo Edition honestly this is one of
the fastest Cutters a clothing brand owner can get their hands on without breaking the bank and still
being user friendly to use this cutter we have to upload our designs to the program and the Machine
will then read and cut it out but as a disclaimer guys cutting vinyls does have a learning curve
depending on the paper that you choose it may require that you manually adjust a cut speed or
Force yeah I think it is I'm like wait why isn't it cutting right that's why it's helpful that
Caesar has some built-in settings that help you get into the proper range but you may also need
to adjust your blade depending on the vinyls that you end up using and when it comes to vinyls it
does need to be weeded out and no it's not that kind of weed what I mean is anytime the cutter
makes a cut it's going to leave the material there so what you have to do is manually take off the
areas that aren't going to be used so now you may be wondering okay well how slow or fast is this
process well by comparison I have press art sheets here with enough designs for over 15 products and
Tren has a sheet of maker paper with the goodam text on the front and the back for one single
product by the time I cut out all my designs and prepared them for pressing he is just now
finishing his one product that is a power of using press art as it gives you full color ability and
speed and production with all the sheets now cut out what we're going to start doing is actually
taping them onto the jacket this will allow us to decide on the final details and placements and
gets us ready for placement here's the fun part of making products is like the the the mocking up
and seeing your idea from paper from your head come to the actual product that's really where
the fun is so you got to enjoy that moment because once it's made there's no no going back you got to
move forward you just got to move forward once you make something regardless of how it comes
out you got to sell it you got to spend your time wisely whenever you make something go out
and make the most of it so that's the beauty about doing it the street crafter way is that you're out
very little investment you can just start sampling material sampling design sampling the blanks good
to go there's very little to no minimums on almost anything so I'm not a teacher what would AR will
say about this this roller press it hurry for this design I wanted to see how knocking out the black
in the graphic would look like against a jacket so I ordered two different sheets to test this
out now when it comes to running tests like this guys you don't want to test on your most expensive
product so I'll we'll be doing this on a black T-shirt to confirm selection and as a pro tip you
want to tape down your designs when you're working with bigger prints in multiple areas this will
allow you to ensure that the design stays straight and you can press them all at the same time now
often times we're ask what size heat press should you purchase well we recommend a 16x 20 for these
types of application the large surface area helps you press large Graphics easily and we link some
of our top choices in the description right down below bro that [ __ ] is fire all right now it's
time for the test the comparison side by side I think it's a easy all right you guys so you can
see right here this is without knocking out the black now the shirt is black really dark this is
a little bit off black but if you come over here this is Art this is what we mean guys when you
format your art correctly you can get different styles and if you I I would say this is like
this like like Trent was saying this is acceptable you can you can get away with this nobody's going
to say anything but again we're going for luxury and premium and that means we got to add details
that not everybody else will do and now that we know which design we're going with we're finally
ready to press on the jacket but we only have one black jacket because we're doing this on a budget
so there really is no room for error so what we're going to do is measure twice before pressing we're
using a heat press but sometimes with heat presses when you load something in there you have to make
sure that the Garment is even when you load it so if it's a little bit further down on one side even
though it may look like it's straight and like it's flat and all your dimensions are right if
the Garment wasn't loaded on properly ly when you press it and you take it out of the PLA and you're
going to see it's a little crooked it's where the magic happens man this is where the magic happens
I'm excited to see this whole freaking jacket come together and see what you guys think too with the
jacket loaded into the Press is now time for the moment we've all been waiting for Tren has done
all the prep work of securing the design with some heat tape to help ensure it doesn't move
while pressing and by using the paper on top it also ensures that it won't stick to the pla Pro
tip here when it comes to pressing is that the sequence in which you press makes a difference
since we're working with flock and press art we don't want to double press the maker paper so we
want to start by pressing the top design and then what we're going to do is actually slide a jacket
off to press the rest of the design at once cannot wait and now the moment we've all been
waiting for is this going to permanently stick to the jacket is it going to look luxurious or did we
just waste our time it's important to note that street crafter materials are a cold peel though
so you have to make sure they're completely cool before peeling off or you risk taking up
the graphic when you peel knock out you also o want to peel it at a slight angle as if you're
peeling a sticker off its carrier sheet guys this is not your like I made this at home cute
product this is like $500,000 product Oh [ __ ] let me sign it real quick yeah holy [ __ ] look
at this absolutely incredible with those Jewels oh yeah when I do that it's going to set it off
oh man we don't even got the front done yet but it already looks so good getting to look
and touch the designs we've been working on is next level this is the power of being a street
crafter because you can go from idea to reality in as little as 7 days and with the back design
now completed it's time to start with the front designs and get to pressing all right you guys
so since we had that front design and there's zippers there's some seams there's some little
things to maneuver we're going to have to use pads and these pads unlike the other type of
pads are meant to support the art so like in this example when we have zippers in the seams if the
heat press doesn't clamp down enough not going to apply enough pressure pressure and whatever
design you put onto it can essentially fail so we're using these pillows to raise a design above
any of the other obstructions that way it can stay for longer what's the reason you're being
as rigid as you can Trent so with DTF I want to make sure it's cold before the edges start
peeling up or anything so say you to pull this off and it wrinkles or creases it could pop one
of the corners off prematurely and not lock the adhesive into the fabric logo size think how's
everything looking good not armpits like it's we stopping it perfect yeah yeah now that we have our
press art and maker paper applied to this jacket to elevate it one step further Trent decided to
give it a true one-of-a-kind touch and add some paint splatter now there is a technique to this
so watch and learn so I'm going to get some paint on the brush and then I'm going wipe the paint off
the brush sounds like oxymoron but I want it to be like a dry brush stroke so I don't want it to have
like a clean stroke of paint from the beginning or the end I kind of want it to be faded throughout
so so to get that effect I'm going to put paint on the brush I'm going to knock some paint off of it
and then I'm going do the sleeve this is permanent yes can you wash it acrylic is permanent and you
can wash it you can wash it it's permanent be careful with this stuff guys there we go a nice
[Music] splatter oh I replace it with pink can't wait for the comments you messed up
that perfectly good jacket sure did as you can see the little details are what makes a
luxury item so now that we have our jacket completed it's time to photograph it for
promotion ready we get to the best part the back taking them vertical as well as horizontal yo this
jacket looks fire that's fire you killed it with the art bro you killed it with the splatter it's
time to take it out to the streets see what they say let's do it let's get it now as we were making
this jacket and real time we were actually pulling our Instagram Community to get their feedback on
everything from fonts and placement this is a major benefit to making custom products from
home as it Sparks engagement and gets people's reactions from these reactions you can start a
conversation with the most engaged viewers and it's a great opportunity to prebook and convert
those viewers into customers in real time and earlier we mentioned how affiliate marketing is
designed to get people to promote and get paid so I wanted to share how it works you start by
reaching out and inviting your most engaged followers and customers to sign up to your
affiliate program that you manage through a platform like up promote you then assign them
a percentage of sales they receive for selling the products on your site for this luxury jacket
if we were to sell it for $2500 and we paid out 10% commission then the affiliate would
earn $250 every time somebody purchased to their unique tracking link as a brand owner you have the
power to control the commission percentage and the best part is that up promote makes it super
easy to manage this we'll also giveing you pretty Advanced features so make sure you check out the
links in the description because by signing up through there you get a special bonus huge shout
outs to them for making this video possible with the products fresh out of the whip it's time for
us to see what luxury Shoppers would pay for this what's going on guys we're here at the
wind shopping center and in this mall they have all kinds of luxury retail shoppings from heres
to off-white to OVO to Chrome hearts and we just finished making this jacket so we actually want
to get real time feedback from people and see if this passes the test what do you uh so if
you were to see this like you're seeing it now what would you price it at say the upper 500 to
1,000 100 to okay upper upper 500 1,000 okay uh I could see like around this about 400 300
what was craziest to see the range of prices that people actually told us when it comes to
luxury if somebody isn't used to purchasing a luxury product they may value it closer to 80
bucks what would you think it would sell at our like the retail price uh $80 $80 okay all right
well that was good thank you 600 but when somebody knows a quality product those are the people that
are going to Value it a lot higher I would do uh sorry I would do $8.99 $8.99 $99 incredible
all right thank you guys 280 280 okay there is a difference between an everyday brand and a luxury
brand video please size medium okay appreciate that man cloth and sales now we actually took the
time to go into the Chrome Hearts luxury store and witness it for ourselves now unfortunately
there is no cameras allowed in these stores so what you're seeing is some of the interactions
I got on my phone and from the outside of the store now the jackets that Chrome Hearts has I
got to admit are topnotch quality seeing them from photos doesn't do them Justice because
once you actually get to feel it once you get to experience the presence of their retail store it
truly elevates the value of that brand and I can see why people are paying upwards of 2500
to 10,000 Plus for their products but the real question is would you do that cuz I'm not sure if
I would incredible reception from luxury Shoppers now we didn't get that $2,500 price point that we
wanted to reach but we did get between 500 and $ 1,000 and with a $100 budget to do this this
is a game changer remember all you got to do is upload your art to get the Press art sheets
this literally mimics Screen Printing and a lot of the people out there thought it was a screen
print but it was all just press art transfer sheets maker paper helps elevate your design
gives it some texture and some 3D effects and of course you can get started with an iron guys but
definitely consider getting a heat press if you're going to start charging a premium price and last
but not least is the blank the blank you select for a project is is either going to make or break
that price point you're demanding because when the customers are feeling the Garment they're
either going to feel luxury or not so the better the blank the better your results make sure you
guys check out all the resources that we had in the description down below but in order to
make this all work guys in order for you to start launching and building a luxury brand in today's
environment it's really going to require a team of people that are really about your brand that
Niche audience that wants to talk about it and refer people to it so make sure you consider
using affiliate marketing to reward your best customers and consider using a tool such as
up promote to onboard these customers and help pay them for every referral that they make so
if you enjoyed this video and want to learn how to make a luxury hoodie check out this video here
and more importantly hit that subscribe button right down below because we appreciate every
single one of you that we're even giving you a free game plan if you're starting or growing
a brand and you can download that one right over here we'll see you guys in the next one
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