Your marketing strategy can make or break your slow fashion business.

The Fashion Advocate is now a digital community and online course platform for ethical, sustainable, circular and slow fashion brands, but before I rebranded and relaunched it recently, it was the largest online store for ethical and sustainable fashion in the country. 

It was a multi-award winning e-commerce store and I loved inspiring customers to shop ethically and sustainably. We created positive change and created a really powerful impact in our industry, but in the beginning, I sucked at running a business.

I'm ok to be honest about it - I really, really sucked at it. I didn't have a plan and I didn't have a strategy. I just put one foot in front of the other and did what I could every day, and it worked for the first five years, but I couldn't seem to scale my business.

I got a little traction here and a few sales there, but nothing was ever consistent, yet I was working 10-12 days, 6-7 days a week. I was working hard, not smart, and eventually, I crashed and burned.

I learnt the hard way that without a strategy, I was only ever going to tread water, so I made some dramatic changes to the way I did business, and it dramatically changed my life.

One of the first things I did, was get a mentor, which helped me get everything out of my head and make sense of it all in a methodical manner. Being able to bounce ideas off someone else who understood business and the industry, was a game changer because it's too easy to get stuck in a rut when you only have yourself to talk to.

The other big gamer changer was implementing a strategy, and actually working with a plan. My marketing strategy was the first thing I over-hauled, and within three months of operating with a strategic marketing plan, I was making enough sales to start paying myself a wage. Yep - I didn't pay myself for the first five years of running a business and those five years were very, very stressful for me.

Popping a few Instagram posts up and sending a few emails out isn't marketing but that's what I was doing, and because I wasn't consistent with my marketing, nothing else was consistent in business.

A good marketing strategy can have a huge impact on sales and growth and it can make or break your slow fashion business. This is the strategy I implemented that took me from being stressed, exhausted and in debt, to making over half a million dollars in sales in a few short years, and it's specifically designed for ethical, sustainable, circular and slow fashion brands.

I also invested in personal and professional development, because I wanted to be the best version of myself so I could run the best business possible. Therapy, reiki, kinesiology, online courses, memberships and communities... I took time out for myself and my mental health, and I did the work I needed to do. It was ugly and it was hard, but that's what growth is sometimes.

If you're in a bad place with business, know that you're not alone. I've been there, and I'm working with so many brands that are currently there, but we're working together to move forward, grow and scale. So know that what you're feeling now, is temporary, and it can change! 

If you're not sure where to start but you know something has to change, book a strategy session with me today and take the first step towards running a better slow fashion business that you love.

Claire x

The Fashion Advocate ethical sustainable circular slow fashion business mentor coach marketing strategy

The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!


Want to know the top three ways to grow a successful and sustainable fashion brand?


    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.



    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!



    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.