I didn't mean that if you come out with only 3 products with out a lookbook you automatically fail. that's not what i'm saying at all. nor am I saying that their is a proven method or not, which there isn't. all brands start out differently, some big, some small. theres nothing wrong with either. some like to organically grow, then some like to come out with a strong collection on the first line, with a full website, blog, professional product shots, etc.
what I was trying to say was, you can't just take 4 designs, then just slap them on an american apparel t shirt, then host the shop on a store envy, then determine yourself a clothing brand. a lot of 'brands' do this, they don't even take time into branding or creating a solid identity. all it really is, is someone selling shirts.
like someone said before, a clothing brand takes a lot of hardwork, time, perseverance, planning, and focusing. it isn't something you can just whip out in a month. Being a clothing brand owner takes more time and thinking than just 4 products with no branding on a bigcartel.