A shoe line is a designer’s collection of footwear focused on a particular niche (e.g., atheletic, street, dress, etc). It usually refers to lines sold at luxury shoe stores, though not always. Entrepreneurs may concentrate their shoes for a variety of budgets, designing two or even three different lines to bring fashion to everyone.
Learn how to start your own Shoe Line and whether it is the right fit for you.
Ready to form your LLC? Check out the Top LLC Formation Services.
Start a shoe line by following these 10 steps:
- Plan your Shoe Line
- Form your Shoe Line into a Legal Entity
- Register your Shoe Line for Taxes
- Open a Business Bank Account & Credit Card
- Set up Accounting for your Shoe Line
- Get the Necessary Permits & Licenses for your Shoe Line
- Get Shoe Line Insurance
- Define your Shoe Line Brand
- Create your Shoe Line Website
- Set up your Business Phone System
We have put together this simple guide to starting your shoe line. These steps will ensure that your new business is well planned out, registered properly and legally compliant.
Exploring your options? Check out other small business ideas.
STEP 1: Plan your business
A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:
- What will you name your business?
- What are the startup and ongoing costs?
- Who is your target market?
- How much can you charge customers?
Luckily we have done a lot of this research for you.
What will you name your business?
Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Shoe Line Name Generator
When registering a business name, we recommend researching your business name by checking:
- Your state's business records
- Federal and state trademark records
- Social media platforms
- Web domain availability.
It's very important to secure your domain name before someone else does.
What are the costs involved in opening a shoe line?
The more you spend on quality materials and manufacturing, the more money you'll pay to start your business. Costs are different for each designer, especially if you choose to open in a highly competitive area where even the cost of materials can run high. Those in the industry say to give yourself at least $200,000, though this isn’t a hard-and-fast rule. One designer started with $35,000 for all expenses (including travel), and planned to make it back within 9 months.
What are the ongoing expenses for a shoe line?
Shoe line owners may have the following ongoing expenses:
- Materials for shoes
- Production/manufacturing charges
- Retail space
- Marketing/website costs
- Employee salaries
Who is the target market?
The target market for most designers are those who have plenty of disposable income. Those who shop for inexpensive shoes are likely to go to major retail stores. However, the demographic of those who want trendy shoes is vast, and everyone needs to wear shoes regardless of how much money they make. Designers may want to develop a secondary line using inexpensive materials that may be purchased at a store like Target or Wal-Mart.
How does a shoe line make money?
Shoe lines have a profit margin on each pair sold. The amount a customer pays needs to cover not just the cost of materials and marketing. They'll also pay a premium for the designer’s time and efforts. Each designer will set their own profit margin based on the cost of production and the demand of their designs.
How much can you charge customers?
Top designer shoes can sell from between $300 and $600. Mid-range shoes may sell from anywhere between $75 to $200. A shoe store like Payless may charge anywhere from $20 to $50 per pair.
How much profit can a shoe line make?
The average profits for a shoe line is about 40%, so the profit margins are extremely enticing to newcomers. Should you sell 200 pairs at $400, you would make approximately $40,000 in profit a year.
How can you make your business more profitable?
Consider selling additional accessories, such as scarves or handbags. Once you understand the finer points of production, it's easier to add to your line of fashion items. You’ll already have the relationship and contacts necessary to take your business to the next level.
Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!
STEP 2: Form a legal entity
Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your shoe line is sued.
Form Your LLC
Read our Guide to Form Your Own LLC
Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.
STEP 3: Register for taxes
You will need to register for a variety of state and federal taxes before you can open for business.
In order to register for taxes you will need to apply for an EIN. It's really easy and free!
There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.
STEP 4: Open a business bank account & credit card
Using dedicated business banking and credit accounts is essential for personal asset protection.
When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.
Open a business bank account
Besides being a requirement when applying for business loans, opening a business bank account:
- Separates your personal assets from your company's assets, which is necessary for personal asset protection.
- Makes accounting and tax filing easier.
Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.
Get a business credit card
Getting a business credit card helps you:
- Separate personal and business expenses by putting your business' expenses all in one place.
- Build your company's credit history, which can be useful to raise money later on.
Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.
STEP 5: Set up business accounting
Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.
Make LLC accounting easy with our LLC Expenses Cheat Sheet.
STEP 6: Obtain necessary permits and licenses
Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.
Federal Business Licensing Requirements
If creating your own clothing, make sure to comply with the Federal Trade Commission’s regulations for labelling clothing products.
State & Local Business Licensing Requirements
Certain state permits and licenses may be needed to own and operate a shoe line. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.
Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.
Trademark & Copyright Protection
If you are developing a unique product, concept, brand, or design, it is prudent to protect your rights by registering for the appropriate trademarks and copyrights.
The nature of legal requirements in distance education is ever changing, especially in regards to copyright laws. Here is a frequently updated resource, which can help keep you aware of the legal requirements.
STEP 7: Get business insurance
Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.
There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.
Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.
FInd out what types of insurance your Shoe Line needs and how much it will cost you by reading our guide Business Insurance for Shoe Line.
STEP 8: Define your brand
Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.
If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.
If you already have a logo, you can also add it to a QR code with our Free QR Code Generator. Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.
How to promote & market a shoe line
Promoting your shoes can be done either online or through more conventional methods like print ads in newspapers. If you're designing expensive shoes for younger people, you should likely try to connect with your audience primarily through social media. Structure your brand to cater to your demographic. So if you’re trying to market to the middle-class, don’t show your models wearing expensive designer clothes with the shoes. Word-of-mouth can also be a major component of your strategy as fashionistas are always looking for the next big thing.
How to keep customers coming back
Your customers may have a variety of expectations from your shoes, so you'll need to identify their needs before going any further. Most people want comfort coupled with style, but this will mean different things to different people. No matter what, ensure that your customer service is kind and dependable, and that your shoes last for longer than just a few wearings.
STEP 9: Create your business website
After defining your brand and creating your logo the next step is to create a website for your business.
While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.
Here are the main reasons why you shouldn’t delay building your website:
- All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
- Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
- Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.
STEP 10: Set up your business phone system
Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.
There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.
Recommended Business Phone Service: Phone.com
Phone.com is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.
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Is this Business Right For You?
Ideally, the person who starts a shoe line will be able to match their ideas to the current public taste. They’ll also have an inherent love of shoes, as well as a sense of how to create footwear to fit a variety of types of feet/body types.
Want to know if you are cut out to be an entrepreneur?
Take our Entrepreneurship Quiz to find out!
What happens during a typical day at a shoe line?
A shoe line owner’s day may consist of the following tasks:
- Designing shoes
- Marketing the line
- Networking with distributors
- Scouting manufacturers
- Additional design education
What are some skills and experiences that will help you build a successful shoe line?
Successful designers may come from all walks of life, but they normally have at least some experience in the fashion world. Some people start in retail, asking questions about each line and formulating their own plan on how to eventually become a designer. Experienced designers in the industry will say that much of creating a shoe line is about understanding the production process.
There's a lot to know about the steps necessary to turn an idea that may have started as nothing more than a sketch on a napkin into something that can be sold in stores. However, that doesn’t mean that you need a background exclusively in shoes to be successful. Shoe designers may have experience in other types of design as well (e.g., clothing, product handbags, etc.)
What is the growth potential for a shoe line?
The US market alone spends just under $30 billion on footwear every year, so the growth potential is there. Experts say that this number is only more likely to increase as shoes are an important way for people to express their sense of style.
Take the Next Step
Find a business mentor
One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.
Having a support network in place to turn to during tough times is a major factor of success for new business owners.
Learn from other business owners
Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.
Resources to Help Women in Business
There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:
If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.
What are some insider tips for jump starting a shoe line?
Most people find it easier to get started in a city that already puts a big emphasis on shoes. Even though the competition will be higher, there will also be more people to learn and grow from. Living in NYC, for example, will put you near not just fellow designers, but also innumerable production methods and fashion classes on how to design shoes.
Normally, designers already have an idea in mind of who they want to design for, but it’s worth noting the largest markets before getting started. The single most definable one is that of men’s athletics shoes. They account for 20% of all sales. Women’s casual follows at 17%, while women’s dress shoes are at 13%.
Study the human foot, and how different types of feet react to pressure. Once you have a handle on the form and function, work on getting a patent to protect your ideas. While knock-off shoes are common, this can give you legal recourse if you decide to pursue action against a particular entity.
Finally, be careful about where you choose to produce your shoes. Shoe designers usually use manufacturers located in China, which used to provide an inexpensive way of getting the shoes to market. However, China has become a lot more competitive in recent years, with price rising and labor falling. It may still be a viable option, but you may also want to search outside of China for more opportunities.
How and when to build a team
A shoe line owner will likely want to start on their own or with the help of one or two mentors. Once sales are strong, consider adding associate designers to broaden your line and attract more customers.