SFWRUNWAY runway

Retail Readiness Report

Find out if the numbers work before you cut samples.

A structured commercial assessment of your collection — positioning, customer, pricing, margin and route to market. Written by SFWRUNWAY and delivered within 48 hours.

$149One concept, one report
48 hrsDelivered as a PDF
1,300Designers placed in ten years
SFWRUNWAY  ReadinessSample
61/100
Strong concept, unresolved commercially. The idea is differentiated and the customer is real. The economics are not settled.
Concept clarity82
Differentiation78
Customer definition58
Pricing coherence44
Production readiness35
Route to market69
An actual page from a report. Yours scores your collection, not this one.

Why this exists

Most designers find out whether the pricing works after they've paid for it.

Samples get cut. A factory quotes. Somewhere around the third invoice it becomes clear that the hero piece can't carry a wholesale margin, or that the range spans two customers who were never going to buy the same thing.

In ten years we've put more than 1,300 designers on this runway. The ones who go on to build a business and the ones who don't are rarely separated by talent — they're separated by whether somebody told them the truth about their numbers early enough to act on it.

This is that conversation, written down.

A look on the SFWRUNWAY runway

What's in your report

01
What you're actually making

Your concept read back in commercial terms — the category you're really competing in, not the one you think you are.

02
Who buys it

Two or three specific segments, why each one buys, where they are, and which to test first.

03
A readiness score

Out of 100, across six dimensions. You'll see exactly which one is holding the collection back.

04
Pricing and margin

Entry, core and hero price points with a maximum landed cost for each — for direct sales and for wholesale.

05
Differentiation

What genuinely separates your work, and where you're standing in a crowded field without knowing it.

06
What to do next

Four prioritised actions, in order, each specific enough to start this week.

An extract from a real report — your three price tiers

Entry piece
Entry
$150
Max landed — direct$60
Max landed — wholesale$33
Core piece
Core
$285
Max landed — direct$114
Max landed — wholesale$63
Hero piece
Hero
$500
Max landed — direct$200
Max landed — wholesale$111
The number that decides the business: a coat like the one on the right — patchworked, appliquéd, hours of hand-work — will not land under $111. At $500 retail, wholesale is closed to it. You either raise the ceiling, simplify the construction, or commit to selling direct. Most designers discover this after cutting samples. Three factory quotes settles it this month.

Figures are industry benchmarks, not quotes. Your report uses your price points and your collection.

SFWRUNWAY runway

Talent gets you on a runway. Margin is what keeps you on one.

How it works

1
Tell us the concept

What you're making, the aesthetic, your intended price range, who you think buys it — plus your site, Instagram and any sketches or samples.

2
We assess it

Positioning, customer, pricing, margin, differentiation and route to market.

3
Report in 48 hours

A written PDF you can act on, and take to a factory or a buyer.

SFWRUNWAY runway

Buy it before you cut samples, not after.

The problems it finds cost very little to fix now and a great deal to fix later. That's the entire argument.

$149
One concept · one report
Get your report →

Delivered within 48 hours of receiving your concept.

Before you buy

What if I only have an idea, not a collection?
That's the best time to buy it. The report works from a written concept — nothing needs to exist yet, and it's considerably more useful before the money is spent.
Can one report cover two collections?
No. One concept per report. The analysis is specific to a price point, a customer and a category — averaging two collections together produces advice that fits neither.
Are the cost figures real quotes?
No, and we say so in the report. They're industry benchmarks that show you the ceiling your price point allows. Confirm the actual numbers with your own suppliers before committing to production.
Will it tell me my idea is good?
It'll tell you what's true about it commercially. Sometimes that's encouraging and sometimes it isn't — a report that only ever flatters you isn't worth $149.
Can I talk it through afterwards?
Yes. A follow-up call is available — reply to the email your report arrives in.
Do I have to show at Fashion Week to buy this?
Not at all. They're separate. Plenty of designers buy the report years before they're ready for a runway, and that's the right order to do it in.
SFWRUNWAY runway

Know your numbers
before you spend them.

A written commercial assessment of your collection, from a team that has put 1,300 designers on the runway in ten years. Delivered in 48 hours.

Get your Retail Readiness Report — $149 →