How to Price Your Fashion Collection (Without Undervaluing Yourself)
Launching a collection is thrilling — but one of the hardest challenges indie designers face is pricing. Charge too much, and customers hesitate. Charge too little, and you eat into your margins. Many designers default to “gut feeling pricing,” which almost always means undervaluing themselves. The good news? There’s a smarter, more systematic way.
Why Pricing Is So Hard for Indie Designers
Most small brands underestimate their true costs. They think only about fabric and labor, forgetting trims, shipping, packaging, marketing, and overhead. Without a complete view of costs, designers often set prices that barely break even. This might get the product out the door, but it won’t sustain a growing business.
The Real Cost of Each Garment
Every garment you produce has a “true cost,” which includes:
Fabric & trims
Labor (pattern making, cutting, sewing)
Packaging & labeling
Shipping & customs
Marketing & brand overhead
If you don’t account for all of these, you risk selling below cost. That’s the fastest way to burn out financially.
Why “Gut Feeling Pricing” Doesn’t Work
Many indie brands start with an emotional price point: “This hoodie feels like $75.” The problem? If your hoodie costs $60 to produce, your profit is razor thin. On the flip side, if your costs are $25, you’re leaving money on the table by underpricing. Numbers don’t lie. Your costing sheet should drive your pricing strategy, not intuition.
How to Use a Costing Sheet to Protect Your Margins
A costing sheet is the ultimate pricing safeguard. By plugging in every expense line by line, you’ll see exactly what your break-even price is — and what margin you need to hit your goals. With Stella Luna & Co.’s digital costing sheet template, you can adjust variables (like fabric yardage or labor costs) and instantly see how it impacts your retail price. This transparency lets you price with confidence.
Case Study: Turning $50 Hoodies into $100+ Profits
One indie brand we worked with assumed their hoodies had to retail for $50. After running the numbers, they realized the true cost was $32. With branding, packaging, and marketing added, they could confidently price at $95 — still affordable for their audience but with sustainable margins. Instead of scraping by, they doubled their profits.
Final Thoughts: Price for Growth, Not Just Survival
Your pricing should fuel your business, not limit it. By understanding your true costs and setting margins intentionally, you’ll be able to scale, reinvest, and build a brand that lasts. Don’t undervalue yourself — your work deserves better.
Ready to Price Smarter?
Our digital costing sheet templates make it easy to calculate margins and set sustainable prices. Designed for indie designers, they’ll help you avoid undervaluing your work and build a profitable brand.