Alot of it is work ethic like are you willing to put money into something that you might not profit from for a while? Alot of risk and a lot of lessons...
Lesson I learned so far is never try to order hoodies in November a lot of shit is on back order... And PLAN AHEAD ... I'm gonna try to get my self more on a schedule
Word. This 100x over. You can have mega cool gear but if you dont know anything about marketing or branding you might as well go home now. I know a guy who has one logo, im not a fan of it personally, but he just puts it on anything and everything and he markets it well and hes sold over 6000 pieces.
The schedule thing is crucial. Every 3 months we have a drop. we have contests and promotions and all that planned out on a calendar to maximize our reach on things. Starting to make a 3 month calendar now to make sure everything gets done on time for our spring line. The way Winter is going ill be sold out of 90% of my stock (minus snapbacks) by christmas. So then we switch our focus to networking and getting custom orders and music videos to make money in the other two months and its been going good. This should be a pretty good year for us considering we have only been doing it for a little over a year.
Also, if something can go wrong, it always fucking does lol. Shipments never come on time, products never look the way you think, photoshoots always take longer etc. Gotta plan for everything to go wrong and always have a backup!