Collection Launch Funnel | Fashion Launch Strategy | Be A Designer

Funnel for Collection Launch

The perfect launch isn't a moment, it's a process. A comprehensive strategy that builds anticipation, generates hype and maximises sales from day one.

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Why launching a collection is so important

My name is Corrado Manenti, and in 14 years of experience with emerging brands, I have seen one thing repeat itself: The first few days of launch often determine the success of an entire season..

A successful launch generates momentum: initial sales that fuel the social algorithm, reviews that build social proof, buzz that attracts new customers. A poorly executed launch means starting off on the back foot and having to play catch-up for months.

The problem is that most emerging brands simply "launch" by posting "New collection online!". No preview, no strategy. The result? Disappointing sales.

"A well-structured launch can generate in one week what you would normally do in three months. But it requires preparation."

The stages of the launch funnel

6–8 weeks before

Phase 1: Teaser

First signs that something is coming. Mysterious content, vague previews, behind the scenes. Objective: to generate curiosity.

4–6 weeks before

Stage 2: Waiting List

Landing page to collect contacts. Exclusive incentive: early access, early bird discount. Objective: build a hot list.

2–4 weeks before

Stage 3: Progressive Reveal

Gradual unveiling: inspiring themes, materials, key pieces. Storytelling that builds desire.

1 week before

Stage 4: Countdown

Intensification: daily emails, countdown on social media. Objective: maximise pre-launch excitement.

Launch Day

Stage 5: Launch

Event coordinated across all channels. Early access for those on the waiting list, then public opening.

1–2 weeks later

Stage 6: Post-Launch

Capitalise on momentum: UGC, reviews, remarketing to those who did not purchase.

What our service includes

  • Comprehensive launch strategy — Timeline, tactics for each phase, KPIs
  • Landing page waiting list — Optimised design and copy, email integration
  • Pre-launch email sequence — 5–8 automated emails until launch day
  • Social media content calendar — Post for each phase with copy and visual instructions
  • Campaign creativity — Visuals and copy for advertising
  • Technical setup — Landing pages, automation, tracking
  • Launch coordination — Active support during launch day

Who is this service for?

  • Brands launching a new collection
  • Brand with capsule collection or special collaborations
  • Brand new ones preparing the inaugural launch
  • Brand with active e-commerce or nearing completion

Launch your collection with a bang

Let's plan together the launch that turns anticipation into actual sales.

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Frequently asked questions

Ideally 8-10 weeks before launch. In urgent cases, we can compress this to 4-6 weeks with a more streamlined approach.

Yes, but with realistic expectations. The funnel amplifies what you have, it doesn't create anything from scratch. With ADV, we can accelerate growth.

That's ideal, but we also structure funnels for pre-orders or sales via DM/WhatsApp.

Includes strategy and creativity. ADV operational management is an additional service.

Yes, we provide you with a replicable structure with templates for future launches.

Related services

Email Marketing ADV campaigns Social Media Management
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