How to Build Brand Awareness for Your Fashion Startup: Marketing Lessons from Good Robe & Co.

Launching a fashion brand can feel overwhelming—especially when it comes to marketing. For many emerging brands, the question isn’t just what to create, but how to get people to notice. In a recent Founder Feature hosted by AJG Fashion Consulting and the Fashion Founder Collective, we sat down with Jen Cassara, the founder of Good Robe & Co., to talk about how she built buzz for her direct-to-consumer women’s capsule brand.

Her advice? Focus on your customer. And leverage every opportunity to build authentic visibility.

Whether you're designing a small collection or launching your own fashion label, here are the key takeaways from Jen’s journey—and how to apply them to your own marketing strategy.

1. Start Marketing Before You Launch

Jen didn’t wait until she had a full collection to start building her community. Even before Good Robe & Co. had products in hand, she was actively sharing the why behind the brand—creating a story that resonated with her audience.

If you’re preparing to launch your clothing line, now is the time to start creating content. Use Instagram, TikTok, and email to bring people along on your journey—share sketches, sampling updates, your brand mission, and what makes your product different. The goal isn’t to sell yet—it’s to connect, and show people who YOU are.

2. Use Organic Marketing and Personal Networks

With a limited budget, Jen relied heavily on organic content and her existing network to get eyes on the brand. Her Instagram page focused on product education, styling tips, and the everyday versatility of her capsule pieces.

She also leaned into real-world exposure. When a local news anchor wore the The Trail Blazer on air and raved about the fit, Jen shared that moment widely. It became a form of social proof that helped boost sales and confidence in her product.

Think about who you already know—stylists, bloggers, friends with visibility—and how they might help amplify your message. A real endorsement from someone who loves your product often outperforms a polished ad.

3. Let the Product Tell the Story

Jen believes that the product is the message. Her focus was on educating her customer about what makes her garments different—why they fit better, how they simplify getting dressed, and how they empower women to feel confident in their lives.

Every post and email reinforces this positioning: a wardrobe that works as hard as you do.

If you’re a small fashion brand, your unique value proposition is your best asset. Use content to explain your design decisions, fit choices, fabric selection, and how those solve your customer’s problems.

4. Partner with Nonprofits and Purpose-Driven Campaigns

One of Jen’s most powerful marketing moves was partnering with Dress for Success and Project Glimmer—donating pieces to women reentering the workforce. This wasn't just about giving back—it aligned with her brand values and created meaningful, shareable stories that built community loyalty.

Storytelling helps differentiate your brand in a crowded market. If you’re committed to sustainability, inclusivity, or social impact, highlight those efforts in your marketing—people want to support brands that share their values.

5. Stay Focused and Customer-Led

As Good Robe & Co. grew, Jen remained focused on doing a few things really well. She didn’t expand the product range quickly or chase fast trends. Instead, she doubled down on fit, comfort, and quality—and used customer feedback to inform each decision.

The result? A loyal following that sees her as both relatable and trustworthy.

For emerging fashion entrepreneurs, this is a powerful reminder: your customer is your guide. Ask them questions, listen closely, and build based on their needs.

Final Thoughts: Grow Your Fashion Brand with Strategy and Heart

Jen’s story is proof that you don’t need a massive budget to market your fashion brand. You need clarity, connection, and a willingness to share your journey. By focusing on storytelling, community, and product education, small brands can build awareness—and customer trust—organically.

Want help building your brand’s marketing strategy?
Check out our post on How to Build a Pre-Launch Strategy for Your Fashion Brand or explore the AJG Services to learn how we support fashion startups and private label brands.

Need more support? Book a free 30-minute consultation with our team to discuss how we can help you launch and grow your brand.