Today, sustainability is one of fashion’s biggest trends — and one of social media’s buzziest topics. Leading the sustainable fashion discourse on Instagram? None other than consultant and content creator Stephanie Vermaas (@startyourfashionbusiness).
After the tragic 2013 Rana Plaza incident, Stephanie vowed to ensure her fashion label, THIS IS A LOVE SONG, had a positive impact on the environment and the people who produce its garments. Today, she’s one of social media’s foremost voices in sustainable fashion.
As a consultant, Stephanie has helped over 700 fashion brands implement sustainable practices, from sampling to manufacturing. On Instagram and YouTube, she educates her following of up-and-coming designers and brand owners on the ins and outs of launching their own fashion brand. Through her Brand Incubator course, she’s helped students secure over $25K in funding, score a coveted spot at Paris Fashion Week, and even land features in Vogue.
Here, we sit down with Stephanie to discuss how she monetizes her content, why she offers free digital products, how she conquers Instagram’s notorious algorithm, and why choosing the right niche is everything.
Why did you decide to create digital products aimed at helping sustainable fashion brands?
I started a TikTok account for fun during the pandemic. On it, I shared fashion business tips, and I soon discovered that this content was beneficial to many aspiring fashion entrepreneurs.
For years, I’d worked with clients one-on-one through my consulting and garment manufacturing company, helping them build their brands. However, one-on-one consultations limited my reach, especially for brands in the startup phase. I came to realize that I could make my 14 years of expertise accessible by packaging it into a self-paced online course that walks learners through the fundamentals of building a brand.
My first program, The SYFB (Start Your Fashion Business) Accelerator Program, organically evolved into the new version I currently offer called the Brand Incubator Program, which provides a blueprint for starting, launching, and scaling fashion brands.
How has offering both paid and free digital products contributed to your brand’s success?
I share a significant amount of free knowledge on my YouTube channel and through my email newsletter because I want to help my audience understand the challenges they may encounter when launching a fashion brand. I don’t sugarcoat the reality. Instead, I share knowledge I gained from personal experience and touch on aspects often overlooked in traditional fashion school teachings. And I believe it’s this authenticity that has attracted my audience.
Those who resonate with my story and mentorship style can take the next step by participating in my paid programs or one-on-one consultations. However, those not yet prepared to commit can continue to access my free downloadable resources and watch my free content to continue learning.
I derive immense joy from sharing my knowledge. This mindset has played a pivotal role in growing my brand and fostering trust with my audience. The “like, know, trust” factor contributes significantly to both expanding my brand’s reach and increasing its revenue.
Your platform focuses on sustainable fashion. Why did you decide to channel your efforts into this particular niche?
My motivation stems from the 2013 Rana Plaza incident. This incident occurred while I was establishing my brand, THIS IS A LOVE SONG, and it compelled me to ensure that my brand wouldn’t negatively impact the environment and the people who produce our garments.
Today, the brand’s designs are produced in an ethical garment manufacturing studio in Bali that supports the local community in my home country, Indonesia. Over the years, my studio has assisted and collaborated with over 700 brands, guiding them in implementing sustainable practices through services like brand consulting, sampling, and manufacturing.
As a mentor and consultant, I’m driven to educate the brands I work with and those enrolled in my program. This education empowers them to make informed choices and, subsequently, educate their consumers. By working collectively towards a more sustainable fashion industry, we’re striving to create positive change in the way fashion is produced and consumed.
Walk us through your journey from content creator to fashion consultant and mentor.
I began by creating content on subjects I’m passionate about and can discuss endlessly: fashion business, sustainability, and entrepreneurship. Becoming a content creator wasn’t my initial plan, but prior to the current social media era, I had a deep love for photography. This passion helped me hone my visual skills as a brand owner, and allowed me to create visuals and content for both my fashion brand and personal brand on Instagram.
After starting my Instagram account, brands and businesses started approaching me for UGC, sponsorships, and partnerships. These avenues have become an enjoyable way for me to stay creative and improve content creation skills while being compensated for collaborating with brands that I genuinely love and support.
What advice would you give to those looking to establish themselves as a credible consultant and mentor in the fashion industry?
Prioritize gaining experience first, since you can’t effectively mentor or consult others without firsthand knowledge, especially if you’re aiming to build trust with your audience and clients. Why should anyone follow your advice if you haven’t gone through the relevant experiences yourself?
In your experience, what is the most effective way to reach new clients and grow your business’s customer base?
Use attraction marketing and complement it with paid marketing to guide potential clients through a solid sales funnel. It’s essential to identify the platforms where your customer base can discover you. For me, this includes not only Instagram but also YouTube, which is a valuable platform due to its evergreen nature.
Monetizing content is a common challenge for many creators. What insights can you share with those looking to generate income from their digital products and content?
The pivotal aspect of any monetization strategy is selecting a niche — one that resonates with your passion and is enjoyable to share. A specific niche helps attract your ideal audience, and facilitates consistent content-sharing driven by passion and authenticity. This, in turn, makes it easier to collaborate with brands you love, whether the partnership is initiated by you or through inbound requests.
In my case, I use my business account (@startyourfashionbusiness) to share fashion business tips, while I use my personal Instagram account (@stephaniesrikandi) to share more entrepreneurship and lifestyle content.
Recently, I’ve also integrated my personal journey into motherhood into my social content. And I’ve had the pleasure of collaborating with some of my favorite maternity brands while exploring this new niche.
Building an email list is crucial for many content creators. What strategies have you found most effective for growing your email list?
It’s important to create a well-designed landing page and email automation system so that everything is prepared when you’re ready to drive traffic. This enables you to guide your audience through your email automation, prompting them to take action by exploring your offers and funnels.
I feature my email landing page on my YouTube channel in the video descriptions, and I consistently share these links through Instagram Stories.
Another effective way to grow your email list is by offering an enticing lead magnet. I regularly create multiple freebies through the year to assist my audience in their fashion business journey. These valuable freebies are provided as incentives when they sign up for my email list, and contribute significantly to the growth of my subscriber base.
Click here to start building your email list with The Leap today, for free.Can you share a specific instance when one of your digital products had a significant impact on a sustainable fashion brand’s success?
Absolutely! The SYFB Brand Incubator Program has played a pivotal role in helping my students secure a $25K funding for their fashion brands, showcase at Paris Fashion Week, and get featured in Vogue. I have many other student success stories to share. And the remarkable part is that many of these students had no idea how to launch a fashion brand before enrolling in the program!
Staying visible and engaged on platforms like TikTok and Instagram can be challenging. What strategies have you found effective in maintaining a strong presence on these platforms?
My strategy last year was to have a presence everywhere, but I’ve realized that it’s not sustainable for me. I don’t need to be everywhere. Instead, I should focus on where my ideal audience spends most of their time. For me, that’s Instagram and YouTube. This doesn’t mean I neglect TikTok entirely, but I no longer allocate as much time to it as I used to.
This shift became more apparent this year, especially as going through my pregnancy prompted me to reassess how I allocate my time. Fortunately, I discovered an app called Repurpose.io, which enables me to efficiently repurpose my short-form videos across platforms. This tool has significantly lightened my workload and has allowed me to maintain visibility across platforms.
This interview has been edited for clarity and length.
Photo: Courtesy of Stephanie Vermaas
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Further reading
- What Is a Creator Educator? (And How To Become One)
- Beyond Influencing: Why Creator Educators Are Making Bank
- How To Create a Business Plan as an Influencer (+ Free Template)
- How To Create a Mini-Course (For Free)
- How To Make Passive Income Selling Digital Products
- 9 Best Examples of Digital Products Created on The Leap
