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Franchising can be an excellent way for fashion retailers to grow their brands. Franchising allows you to extend your brand’s reach into new markets and expand its customer base. This eliminates the need for the on-the-ground business development effort required by alternative methods like company-owned expansion. This article will explain how franchising works and how fashion business owners can approach franchising their businesses.
What is Franchising?
Franchising is a business model in which a business owner allows independent business owners to copy their business model and specific operating systems. The original business owner becomes the franchisor, and the independent operators are franchisees.
The fashion industry is competitive. Tapping into the right markets at the right time and smart innovation are essential to thriving fashion businesses. Many businesses in this industry have adopted franchising to grow their brands and customer bases.
Fashion franchises can vary in size. These can be from small networks with a small number of franchisees to sprawling networks that require a management team to organise the network on the franchisor’s behalf.
The Steps to Franchising a Fashion Business
1. Assess Whether Your Fashion Business is Franchisable
There is no one-size-fits-all approach to growing a business. Franchising is one specific method of brand expansion and may only be appropriate for some businesses.
To assess whether your business is franchisable, you must consider several factors, including whether:
- others will be able to easily replicate your business model and its specific systems and processes;
- there is demand for your products or services in other markets that you have not yet tapped into; and
- your business has a successful track record.
It is essential to consider these factors because the result of your assessment of each will indicate two key aspects, whether:
- you are likely to attract prospective franchisees to operate businesses under your business model and brand; and
- the franchisees’ businesses are likely to be successful.
If you find franchising is an appropriate method for your business and decide this is your desired approach, you can begin preparing to franchise.
2. Legal Documents
Franchises rely on crucial legal documents that determine the relationships between franchisors and their franchisees.
The first key document necessary for any franchise is the franchise agreement. This legally binding contract forms the basis of the franchise relationship. It sets out how the relationship will work. As franchisees operate independent businesses under the franchisor’s brand, this document must detail all roles and responsibilities. Unclear franchise agreements risk legal disputes that could jeopardise your brand’s image.
It is a good idea to seek legal advice to ensure your franchise agreements are legally sound. Seeking legal advice early in your franchising journey can mitigate the risk of future legal disputes and protect your business from potential harm.
A lawyer can help you draft the franchise agreement and other essential documents, such as the franchise operations manual. The franchise operations manual is a sizable document where franchisors detail how franchisees should operate their businesses.
3. Seek Franchisees
Once you have prepared the necessary documentation, you can begin seeking franchisees. Before starting the recruitment process, have a clear idea of the type of candidate who would be suitable for the role. Consider the experience and qualities necessary to run a successful franchise within your brand.
In terms of recruitment, you can advertise franchise opportunities to attract potential franchisees. Many franchisors advertise via online franchise directories, but alternative methods may be appropriate. This is dependent on your level of brand recognition and the type of candidates you seek. When advertising, you must ensure that you accurately represent the opportunity to avoid misrepresentation.
When you find a prospective franchisee, conduct thorough interviews and assess whether you can share a collaborative, long-term working relationship. You should also conduct due diligence by:
- carrying out background checks;
- validating their experience and qualifications; and
- contacting their referees.
Once a franchisee is onboard, you, as the franchisor, are responsible for equipping them to run their fashion retail stores successfully. You will provide an initial training program and offer ongoing support for the duration of the franchise agreement.
This handbook covers all the essential topics you need to know about franchising your business.
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Key Takeaways
Franchising can be an effective method of brand expansion for fashion business owners. The critical steps in becoming a successful fashion business franchisor are as follows:
- assess whether franchising is an appropriate method for your fashion brand;
- prepare essential legal documents, namely the franchise agreement and franchise operations manual;
- seek franchisees by advertising franchise opportunities;
- provide an initial training package to prepare them to run their businesses; and
- offer ongoing support for the duration of the franchise agreement.
If you would like advice about franchising your fashion business, our experienced franchise lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0808 196 8584 or visit our membership page.
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