Anatomy of A Brand: Fundamental Legal & Business Concepts
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Anatomy of A Brand: Fundamental Legal & Business Concepts

Create a Business Plan For Your Clothing or Accessories Brand, Branding Strategy, Signature Design and Pricing Strategy
2.5 (4 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,414 students enrolled
Created by Ericka Mitton
Last updated 1/2015
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  • 40 mins on-demand video
  • 39 Articles
  • 1 Supplemental Resource
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Figure out your brand identity.
  • Trademark your brand or logo.
  • Familiarize yourself with general retail terms.
  • Understand the copyright rules for prints and fabrics.
  • Choose the ideal pricing strategy.
  • Learn how to patent a unique method of design or manufacturing.
View Curriculum
  • Computer with standard Microsoft Office suite, Clothing Design computer software or Scanner

Starting a fashion company can be challenging. Especially when you lack experience in retail management or fashion. You do not want to make a simple legal or business mistake, which can cost you financially.

Be a Step Above the Competition When You Master These Legal and Business Concepts:

·Trademark your brand

·Figure out your brand identity

·How to get Copyright protection

·Familiarize yourself with patents

·Find your ideal price strategy

·Learn retail terminology

·How to find and approach retailers

This course is designed by a retail professional with fashion designers in mind.

Contents and Overview

The topics are based on the common problems and questions new brands have. I’m familiar with these issues since I’m an online retail buyer for a top 300 retailer. These are the topics I’m commonly asked when new brands are seeking advice from a buyer.

As a retail buyer with over 6 years of experience I have seen a lot of mistakes. For example, there are many tee-shirt brands on the market that will never land on a website, due to various legal problems with the retailer carrying the line. Communication can be an issue as well, especially when the owner of a brand lacks a retail or fashion management background and does not understanding common retail terms.

This course contains 7 topics and over 50 lectures. The majority of videos time length ranges from 30 seconds to 3 minutes, so you don’t feel overwhelmed by the material. In the class I give out helpful worksheets, resources for more information, and offer a quiz to learn terms.

I designed this course to be easily understood by beginners with no legal or business background. This class is perfect for teenagers to adults looking to start something new. I have a background in teaching, training and understand the importance of making lessons clear and simple.

At the end of the course you will feel more confident with the legal and business topics covered. You will gain valuable skills to help you run your fashion business as a seasoned professional.

DISCLAIMER: The legal information contained in this course is not legal advice, and should not be treated as such. Nothing contained in this course and course materials shall be deemed to create an attorney-client relationship with you. You must not rely on the information on this website as an alternative to legal advice from your attorney or other professional legal services provider. If you have any specific questions about any legal matter you should consult your attorney or other professional legal services provider. You should never delay seeking legal advice, disregard legal advice, or commence or discontinue any legal action because of information on this website. Portions of this disclaimer were created using a Contractology template available at: Free Net Law dot com

Who is the target audience?
  • Entrepreneurs
  • Fashion Students
  • Business Students
  • People with Brands
  • Designers
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Curriculum For This Course
Class Information
2 Lectures 02:06
Trademark: Creating Your Brand Image
12 Lectures 14:28

Protect your brand name and image.

Learn what a trademark is

Get trademark examples

Find out some well known trademark examples

Is it necessary?

How to file a trademark

How to indicate a trademark

What is a service mark?

Example of a service mark

Steps after you file your trademark

Preview 02:35

How to use the United States Patent and Trademark site

How do new filers register?

Finding attorneys in your area to help you

How to search for an existing trademark

Prevent confusion for the consumer

Example of how to search

What an alive or dead trademark is

Making a trademark effective

Other links on the site

The fees for filing a trademark

Information for new users

Preview 06:16

Preventing confusion with a trademark.

The ultimate goal of a trademark

How it protects a company

The case of Louis Vuitton VS. Dooney & Bourke .

Trademark: Prevent Confusion

Examples of a SM

Delta Airlines service mark example

Service Mark Example

Create a Brand or Logo Image

Run a Trademark Search

Register/Use your Trademark by Including it in Your Business Plan

Add Appropriate Trademark Notice to Products

What is a parody?

What happens to brands that make a parody?

What do retailers do?

Whats trademark infringement?

Whats not illegal

Who do brands come after?

Should you do it?

Parody of a Trademark

Parody Examples

Married to the Mob Vs. Supreme

Why the lawsuit was dropped

Parody Examples

Illustrate Your Trademark and Include it in Your Project!

Additional Info
Figure Out Your Brand Identity
10 Lectures 08:23

The important questions to ask yourself when figuring out your brand identity.

Are you filling a void in the marketplace?

What makes your brand different?

Demographics, who is it? What do they do?

Brand Identity

Overview of the news publications to read daily.

Read daily!

WWD to get all your fashion/retail news.

New York Times for your domestic and international news

Los Angeles Times

Wall Street Journal

News Publications to Visit Daily

Check out these websites for more fashion business news, legal cases and gossip.

The Business of Fashion

The Fashion Law


Additional Fashion Sites to Visit

Bonus: Check out these mens lifestyle sites.




The Hundreds

Bonus: Mens Sites to Visit

Finding the void in the market place

Figuring out what makes your brand different?

What is your brand's demographics?

Creating A Target List Of Stores

Using Google Trends

Choosing A Strong Brand Name

Describe Your Brand Identity/Strategy for Inclusion in Your Project!
Copyright Protection of Fabric Design/Print
7 Lectures 04:24

Information on Copyrights.

What does it protect?

What can you copyright?

Do you need to copyright?

Is it expensive?

Whats the price?

How long does it take?

Do i need a lawyer?

What it does not protect.

How to use copyright


United States Copyright Office

Design Your Fabric

Run a Copyright Search

"Publish" Your Copyright by Including it in Your Business Plan

Add Appropriate Copyright Mark to Products

Design Your Signature Copyright and Include it in Your Project!
Familiarize Yourself with Patents/ Exploring PTO Websites
4 Lectures 02:23

The two type of patents

What patents protect

Design patents

The 3 requirements that must be met

Issue with patents

Is it useful?


Utility Patents

How it utility patents protects

Patent Law Basics for Fashion Companies

Explore the Need for a Patent

Consult An Attorney if Interested in More Information

Justify your need for a patent in a short paragraph
Choose The Ideal Pricing Strategy, Free Trade Agreements and Vendor Compliance
8 Lectures 04:28

Pricing and shipping.

How to figure out your wholesale cost.

Suggested retail or MSRP

What the markup normally is for retail


Who uses keystone

Markeups Vary

Wholesale under keystone

Discounts, when to offer

Buyer negotiation

Making up for lower margin items

Freight cost

Delivery of goods

Pricing and Shipping

Free Trade Agreements website

Countries we have an agreement with

When to check out the site

Visting countries

Free Trade Agreements

How are you going to price your goods for wholesale?

Knowing the Markup

Calculate Your Ideal Pricing and Pricing Model for Inclusion in Your Project!

Marking Up Your Product Under Keystone

Are you sourcing overseas?

  • Go over vendor compliance guides before you fulfill an order.
  • If you do not think you can follow compliance speak to the vendor.
  • Remember vendors make money with chargebacks! Lots of brands go out of business due to chargebacks.
Vendor Compliance Guides
Familiarize Yourself With General Retail Terms
16 Lectures 04:49

The terms to know.



Line Sheet


Brick & Mortar


Purchase Order

Whats on a purchase order

Drop Shipping

Example of Drop shipping




Margin formula


Net Payment Terms


Late Payments


Retail Terminology

Asking Retailers What the Sell-Through Rate is.


Purchasing Order AKA PO



•A document that gives important information about your product.

•Try to make this simple for easy selling.

Buyers can sometimes be lazy, make this easy!

Line Sheet

Bill Of Lading

Brick and Mortar

•Retail rate at which items are selling during a certain time period.

–Could be by week or month.

•Sell Thru % =Units Sold/(Units Sold + Units on hand).




Drop Shipping


Payment Terms

Test Your Knowledge of Retail Terms with this Quiz!
1 page
Approaching Buyers and Finding a trade Show
3 Lectures 04:24

The cost of tradeshows

The benefits of attending

Cut the cost of tradeshows

When and where the big shows take place

International Shows

Check out the links to major shows!


  • Create a store target list
  • In person presentations
  • What to bring
  • Phone Call
  • Email Query Letter
  • Social Media No No's
Contacting Retail Buyers

Vendor Diversity Programs

Diversity programs at department stores


Women & Minority Small Business Owners
1 Lecture 00:35
About the Instructor
Ericka Mitton
2.5 Average rating
4 Reviews
1,414 Students
1 Course
Creative Entrepreneur

Ericka is a Sr. online retail buyer for the urban/streetwear sites Drjays and Djpremium. She has buying experience in men, women’s, and kids in all categories from footwear to apparel and accessories. Ericka takes supplemental courses studying product development at Fashion Institute of Technology in New York City. She frequents the major retail markets in Los Angeles, New York and Las Vegas to scout out trends and find the next big brands. She has grown her non-branded, private label, and special shops business such that it resulted in 222% growth. She has experience at the brand level, as well as the retail store level. Ericka holds a B.A. from Syracuse University.