I'm not going to present JaOcCo's launch as a perfectly executed success. Looking back, there are several things I'd clearly do differently.
Think before producing
I should have taken the time to really think through which avatar, which market I was targeting, before starting to produce. Work on 3 to 4 designs for longer, rather than putting out many quickly.
Build an audience before selling
The biggest mistake, I think: I launched the brand — the products, the store — after only one month, with zero followers. Looking back, that probably wasn't the sensible way to do it. I should have tested far more on social media, built up audience credit, before putting out products to sell.
Why I'm saying it now
I can't undo those decisions, but I can be honest about what they cost. If someone reads this while preparing to launch their own brand: take the time to build an audience before putting out a product to sell. It sounds obvious written like that. In the moment, with the urge to move fast, it wasn't.
Designed in Switzerland by an independent brand. Small batch — limited to 1,000 pieces worldwide. Made to order to reduce textile waste.