The short version
- A clothing brand sells a point of view as much as a shirt, so show how it's made and who wears it.
- Drops need a warm-up: a tease, a launch post and a restock post.
- Fit and sizing questions are the biggest reason people don't buy. Answer them in posts.
- 3 posts a week is plenty if each one shows something real.
A shop can show shelves. A brand has to show why its stuff is different. Most small labels post a launch photo, then nothing until the next drop.
These 16 ideas keep a brand page moving between launches. Swap in your pieces and your story, and post away.
What a clothing brand page needs
A local shop sells other people's clothes. You sell your own, and the reason to buy is the label. Your page should make that clear in one scroll. Local shops carrying other brands have their own mix in boutique post ideas.
- Photos of the real garment, in daylight, on a real person.
- The size range and the fit, stated plainly.
- What it's made of and where it's made, if you're proud of it.
- A clear path to buy: link, store or message.
- A face behind the label.
Drop, tease and restock posts
The tease
Something new lands [day] at [time]. It comes in [colors] and sizes [range]. Want a heads up? Comment "in" and we'll message you when it goes live.
Photo: A cropped detail, like a collar or stitch, with the rest hidden.
Launch day
It's here. The [name] is live at [link or shop], $[price], sizes [range]. We made [number] and that's all for this run.
Photo: The garment on a real person, full length.
Sold out, coming back
The [name] in [color] sold out in [time]. Thank you. A new batch is being sewn now and should be ready around [month]. Comment if you want a note when it's back.
Photo: The empty rack or an open sewing table with fabric on it.
Last call
Last chance on the [name]. We're not making it again after this run. Sizes left: [list].
Photo: The remaining stock laid flat.
Fabric, fit and care posts
Shoppers can't touch your pieces online, so tell them what they'd feel. Good photos matter here, and how to take photos with a phone will help.
Meet the fabric
The [name] is cut from [fabric]. It's [soft, heavy, light] and gets better after a few washes. We chose it because [reason].
Photo: The fabric close up, with a hand on it.
Fit on 3 bodies
Same [garment], 3 people. [Name] is [height] and wears a [size]. [Name] is [height] and wears a [size]. Tell us yours and we'll help you pick.
Photo: The 3 wearers standing side by side.
Size question of the week
Most-asked question this week: "Does the [name] run small?" Here's the honest answer: [answer]. If you're between sizes, [advice].
Photo: A tape measure on the garment.
How to wash it
Want your [garment] to last? Cold wash, hang to dry, skip the dryer. That's it. Ours have held up for [time] this way.
Photo: The garment on a drying rack.
Behind-the-seams posts
This is where a brand gets loved. People like to know who sewed the thing. Keep the posts plain and true.
From sketch to sample
This is the first sketch of the [name], drawn at my kitchen table. Next to it is the 4th sample. We changed the [detail] 3 times to get it right.
Photo: The sketch next to the finished sample.
Meet the maker
This is [name], who has been cutting patterns with us since [year]. Every [garment] passes through [his/her/their] hands first.
Photo: The person at the cutting table, in the middle of work.
Packing orders
Packing orders today. Every one gets a note from us. If yours says something odd, that's [name]'s handwriting.
Photo: A stack of mailers with notes.
Our mistake
We sent a batch of [item] with the tag in the wrong spot. We fixed it in the next run. If you got one, message us and we'll make it right.
Photo: The two tag positions side by side.
Worn by real people posts
Customer photo, with an OK
[First name] sent us this photo of the [name] on a hike in [place]. Thank you. Share yours and we'll feature it.
Photo: The customer's own photo, used with permission.
Styled 3 ways
One [garment], 3 looks: [look 1], [look 2], [look 3]. Which one's yours?
Photo: The same piece in 3 outfits.
Behind a sold-out size
Sizes [size] and [size] go first every time. Next run we're cutting more of them. Tell us which size you wish we made more of.
Photo: A rack with only the large and small sizes left.
Gifting note
Shopping for someone else? Our gift guide: under $[amount], [item]. Over $[amount], [item]. We'll tuck in a card if you ask.
Photo: A gift-wrapped garment.
A week of clothing brand posts
Most brands post in bursts around a drop. A steady rhythm keeps you in front of people between launches. See a weekly Facebook posting schedule, and for where to put your effort, Facebook vs Instagram for a local business.
3 posts a week
- TuePiece spotlightFabric, fit or a styling idea.
- ThuBehind the seamsA person, a sketch or a mistake.
- SatWorn by a real personA photo with permission.
What makes a brand page forgettable
Do
- Show the garment on different body types.
- Say how a piece fits, in plain words.
- Get permission before you post a customer's photo.
- Post between drops, not only on them.
Don't
- Post only studio shots with no context.
- Hide the size range.
- Promise a restock date you can't hit.
- Delete honest questions about fit.