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How To Begin a Clothes Model: 12 Straightforward Steps (2023)


After accumulating her diploma in trend design, Sarah Donofrio stepped into the true world with the identical query that has lengthy troubled creatives of all ilks: What now?

Vogue college taught Sarah about sample grading, stitching, and draping. She may drop a imply French seam. She may let you know every little thing about match. Her training, nonetheless, didn’t actually educate her the right way to really begin her personal trend line. 

To take your dream from a enterprise concept to launch and make it within the frenzied world of trend takes a selected set of expertise, a beneficiant dose of creativity, and a pinch of enterprise savvy.

Immediately, Sarah is a profitable designer and proprietor of her personal clothes line. What she’s discovered over the previous twenty years is that taking your dream from concept to launch and making it within the frenzied world of trend takes a selected set of expertise, a beneficiant dose of creativity, and a pinch of enterprise savvy. 

On this information, we’ll discover the ins and outs of beginning a clothes line from scratch—every little thing from training and design to manufacturing and advertising and marketing—with ideas for promoting garments from a seasoned professional.

Meet the style trade professional

Full body portrait of designer Sarah Donofrio
Sarah Donofrio

Sarah has lived and labored in two international locations, and her expertise spans every little thing from design and manufacturing to training and bodily retail. She has struggled and thrived, generally concurrently, over her a few years within the trade. 

In 2016, Sarah was a contender on Challenge Runway’s fifteenth season. She has since launched her namesake model as an internet retailer on Shopify, received a number of awards, and had her work seem in a number of publications and retailer retailers.

1. Develop your trend design expertise

A framed fashion drawing leans on a table beside a plant
Sarah Donofrio

Designers like Vivienne Westwood and Dapper Dan discovered huge success within the trend world, though they have been self-taught. And so they began their careers pre-internet. We stay in a time of entry, the place rebuilding an engine or tailoring a t-shirt may be discovered just by watching a YouTube video.

It’s potential to skip college and nonetheless launch your individual clothes line, however formal training, whether or not in a classroom or on-line, has its deserves: be taught the newest trade requirements, entry sources and gear, make contacts, and get suggestions from execs.

Whereas Sarah owes an excessive amount of her success to studying skilled expertise in a classroom, a lot of her training was gained on the job, working in company retail. “I needed to work for myself,” she says, “However I felt that it was essential to get expertise.”

It took me a very long time to be assured sufficient that I may fill a retailer with my clothes.

Sarah Donofrio

Sarah is a big advocate for spending a number of years studying the ropes from different manufacturers and designers. “It took me a very long time to be assured sufficient that I may fill a retailer with my clothes,” she says. “I believe that I wanted the time to develop and to get recommendation and expertise.”

The way to begin a clothes line: A step-by-step information

On this video, we’ll educate you the ins and outs of the style trade and every little thing it’s essential know to start out a clothes model from scratch.

Many establishments supply trend design and small enterprise packages in various codecs. Faculties like Parsons in New York and Central Saint Martins within the UK are world famend for his or her trend packages.

In case you have extra drive than funds or time, there are a rising variety of fast-track and on-line programs for trend trade hopefuls. Examine local people faculties for digital or part-time codecs that accommodate your schedule and finances, or take into account studying via websites like MasterClass (there’s a trend design course taught by Marc Jacobs himself), Maker’s Row Academy, or Udemy.

2. Create a marketing strategy

A person carries a notepad and a large leather handbag
Unsplash

As Sarah found, the world of trend and the world of enterprise have much more overlap than she anticipated. 

Beginning a clothes line requires most of the identical issues as beginning any enterprise. How a lot does it price to start out? When must you pursue capital in your startup? What outdoors assistance will it’s essential navigate authorized, monetary, manufacturing, and distribution points of the enterprise? The place and the way will you produce your clothes? Let’s dig in. 

What’s your corporation mannequin?

This information is for these seeking to design and develop their very own clothes model and collections. In case you are within the trend world however don’t have any curiosity or expertise in design, take into account reselling by shopping for wholesale or making an attempt dropshipping.

For these designing a clothes line from scratch, that is the purpose the place you’ll resolve what sort of enterprise you want to run. It will enable you decide how a lot time, effort, and funding you’ll require upfront.

A couple of enterprise fashions are:

  • Hand produce and promote your designs direct to clients via your individual web site or on-line marketplaces or at markets and pop-ups.
  • Create collections and produce items of clothes via a producer, then promote your clothes line wholesale to different retailers.
  • Design repeating patterns or graphics to print on clean t-shirts and different clothes gadgets utilizing a print-on-demand mannequin, promoting on-line via your individual retailer. 

What does it price to start out a clothes line?

After you have a small enterprise concept in your clothes line, you could possibly fund it your self and bootstrap as you go. Designing and stitching made-to-order clothes by yourself means you don’t have to hold a ton of stock. Nevertheless, you’ll need to take a position upfront in gear and enormous portions of cloth to be cost-effective. Different prices embrace transport supplies, charges for launching your web site, and a advertising and marketing finances.

When you plan to go all in and work with producers on a manufacturing run, you’ll have excessive upfront prices to satisfy minimums. A strong marketing strategy and costing train will enable you decide how a lot funding you’ll want. 

In both case, count on to want 1000’s of {dollars} upfront. “In trend, you’re not simply costing cloth and buttons and labor,” says Sarah. “You’re costing transport, you’re costing heating and hire.” 

There are a number of low finances entry factors on the earth of trend, although, together with consignment, dropshipping, and print on demand. 

💅 Assets: 

3. Observe trend developments

A two panel shot of models posing in pieces from Sarah Donofrio's clothing line
Sarah retains an in depth eye on developments however finally incorporates solely people who make sense for her model. Sarah Donofrio

Via Sarah’s years of creating her model as a facet hustle, she’s discovered that whereas watching developments is extraordinarily essential, it’s equally essential to focus. Hone in in your strengths and be true to your individual design sensibilities. 

Vogue college will educate you the fundamentals of creating every little thing from undergarments to night put on. “The trick is discovering what you’re good at and specializing in that,” Sarah says. 

I’ve all the time had a extremely good development instinct. However it’s all about translation.

Sarah Donofrio

Whereas her line has a year-over-year consistency—design decisions in her items which are unmistakably hers—Sarah is all the time watching developments. She says that the secret is adapting these developments to your model, personalizing them, and making them work in your buyer. 

“I’ve all the time had a extremely good development instinct,” Sarah says. “However it’s all about translation.” Sarah labored on plus-size collections throughout her time within the company world and stated that translating developments meant additionally contemplating the wants of the plus buyer.

Although she sticks to her strengths, Sarah components what’s occurring in trend—and on the earth round her—into her improvement. “Take athleisure,” she says. “I don’t make tights, I don’t make sports activities bras, however this cool woven crop would look form of superior with tights, in order that’s how I might incorporate the development.”

Holding her manufacturing tight and retaining management over design, Sarah was rapidly capable of pivot within the wake of the worldwide pandemic, including face masks in her signature prints. She bought 1,100 masks inside a two-month interval, and she or he’s turned these gross sales into repeat clients.

Person wears a face mask against a colorful backfround
Sarah responded to the masks scarcity created by COVID-19—and bought 1,100 in simply two months. Sarah Donofrio

To get inspiration in your personal concept, devour trend publications, observe model influencers, and subscribe to trend newsletters and podcasts to remain impressed and catch developments earlier than they emerge. 

Within the noisy world of trend, take into account discovering niches or filling gaps within the trade like these inspiring founders:

💅 Assets:

4. Construct a robust model

6 panels from Sarah Donofrio's Instagram feed
Consistency is vital for Sarah’s Instagram technique. Sarah Donofrio/Instagram

Do not forget that “model” doesn’t imply your brand (that’s branding). Constructing your trend model is an train in placing to paper your values, your mission, what you stand for, your story, and extra.

Creating model pointers will assist to tell your whole enterprise and branding selections as you develop. They may dictate visible path, web site design, and advertising and marketing campaigns. They need to dictate what you search for in a retail companion or a brand new rent.

Use social media to construct a way of life round your model: share your inspiration and course of, inject your individual character, inform your story, and be deliberate with each submit. 

“The important thing to social media is consistency,” says Sarah. “I believe it’s important to submit daily, nevertheless it additionally needs to be attention-grabbing.” She mixes up her content material with journey, inspiration, sneak peeks at works in progress, and even some attention-grabbing stats from her Shopify dashboard.

💅 Assets:

5. Design and develop your clothes line

Fashion illustration of three figures against a peach background
Sarah Donofrio

Sarah is an advocate of the sketchbook as one of the crucial essential instruments for a designer. “I take my sketchbook in all places with me,” she says. “As I’m sketching away, once in a while I’m like, ‘Oh, this little drawing would translate rather well right into a repeat sample.’” 

As a contender on Challenge Runway, she wasn’t allowed to have her sketchbook together with her because of the guidelines of the competitors. “That basically threw me off my sport,” she says.

Illustration of a person wearing a sleeping mask

Illustration of multiple figures in colorful clothing
Sarah Donofrio

Sarah’s ideas for creating a clothes line:

  • At all times be doodling. A doodle is step one towards a refined design. For Sarah, each concept begins on paper earlier than being translated to Illustrator or one other software program software. “I all the time use a mixture of new expertise and notebooks stuffed with scribbles,” she says.
  • Make your individual samples by hand. This fashion, you may enter a relationship with a producer with a greater understanding of what manufacturing would possibly entail. You’re in a greater place to barter on prices in the event you’re intimate with the method. 
  • Concentrate on being inventive. If manufacturing or different enterprise duties begin to get in the way in which of improvement, it’s time to outsource. 

6. Supply trend materials or design your individual 

Sarah says that cloth sourcing has so much to do with who you recognize. Constructing a community within the trade might help you entry contacts for material brokers, wholesalers, and mills. When she lived in Toronto, she knew the native cloth market and used an agent to get entry to materials from Japan. 

However even that route has pitfalls. “In Canada, everybody’s utilizing the identical agent,” she says. All the native clothes traces are all utilizing the identical materials.”

In Canada, everybody’s utilizing the identical agent. All the native clothes traces are all utilizing the identical materials.

Sarah Donofrio

When cloth from everywhere in the world turned simpler to entry on-line, Sarah started to seek out it troublesome to supply distinctive prints and supplies, regardless of her contacts. Her answer: she started to design her personal. 

A person wearing a patterned sleeping mask holds a notebook above their head
Sarah Donofrio

“After I bought out of trend college in 2005, you couldn’t simply log on and go to Alibaba. Now, a lot of individuals I do know do this,” Sarah says. “That’s why I actually bought into honing my textile design expertise.” 

For these simply beginning out, brokers may be useful, however Sarah suggests constructing private networks and becoming a member of communities of designers. Begin assembly others within the trade at native incubators, meetup teams, on-line communities, and stay trend networking occasions.

7. Setup clothes manufacturing and manufacturing

Close up of a person's hands sewing garments on a Juki Sewing machine
Burst

Within the early days, you is probably not producing volumes that warrant outdoors assist, however as you scale, a producing companion will allow you to unencumber time for different points of the enterprise and design. 

There are a number of exceptions. If the handmade facet of your items is a cornerstone of your model, you’ll all the time contact manufacturing whilst you scale. Progress, although, is usually depending on outsourcing not less than among the work.

Manufacturing your designs may be achieved in a variety of methods:

  • One-of-a-kind and handmade by you
  • Made by employed employees or freelance sewers however nonetheless owned in-house (small studio)
  • Sewn in your individual industrial manufacturing facility (owned, shared, or rented)
  • Outsourced to an area manufacturing unit the place you continue to have some oversight (strive Maker’s Row or MFG)
  • Produced at an abroad manufacturing unit (fully palms off)

In-house manufacturing

Adrienne Butikofer of OKAYOK has saved her manufacturing in-house by bringing on employees as she scaled. She additionally outsources her dye runs to a manufacturing unit. In Michigan, Detroit Denim produces clothes in its personal manufacturing facility, the place the founders are capable of management the method—at scale.

When you’re beginning out from your own home, make certain your studio is ready as much as accommodate movement from one machine to the subsequent, has ample storage, considers ergonomics, and is an inspiring house the place you’ll be motivated to spend time.

Alternatively, fight loneliness and get monetary savings on gear by in search of out co-working areas, incubators, or shared studios.

Two pane image of the same model posing in different looks
Sarah Donofrio

Working with clothes producers

To start with, Sarah’s line was produced primarily by her personal palms, however she started outsourcing some parts to native sewers as she grew. Now, she’s working with factories and taking again her time to give attention to constructing her model, creating new collections, and increasing her wholesale channel. 

Clearly American-made comes with a better value level, nevertheless it’s value it to me.

Sarah Donofrio

For Sarah, carefully monitoring the method was essential. She additionally feels that her buyer cares about native and moral manufacturing—sufficient to pay additional for it. “Clearly American-made comes with a better value level, nevertheless it’s value it to me,” she says. “I believe transparency is an enormous plus.”

When vetting native factories, Sarah believes it’s essential to go to each to get a really feel for his or her practices. She initially requests samples from the factories to examine the craftsmanship. 

Sarah’s expertise working within the company world taught her to not put all of her eggs in a single basket. She weighs the strengths and weaknesses of every manufacturing unit and collects her findings in her personal database. “Massive firms use completely different factories for various issues,” she says. “Perhaps there’s a manufacturing unit that does knitwear higher or one which does pants higher.”

In the end, the way you select to deal with manufacturing and select a producing companion comes down to some questions:

  • How giant are your runs?
  • Is “made in America” or “made regionally” essential to you?
  • Are you extra involved with moral manufacturing or lowest price?
  • How hands-on do you need to be within the manufacturing?
  • Do you intend to scale?

💅 Assets:

8. Plan your collections round trend seasons

two pane image of the same model posing in two different looks
Sarah designs her prints to be season-agnostic, wearable year-round. One Imaginary Lady

The style trade operates on a seasonal cycle (fall/winter and spring/summer time), and dealing backward from every season signifies that improvement of a group can begin a yr or extra out. 

“In company, we have been creating two years upfront,” Sarah says. “Massive companies are inclined to design sooner, in order that they’re doing lots of development analysis.” With out the large staff and sources, although, impartial designers like Sarah are working nearer to supply dates.

Have your assortment prepared for the subsequent season not less than six to eight months upfront. When you’re promoting wholesale, patrons might want to see your assortment a month earlier than trend week.

Sarah Donofrio

Your design and improvement interval and supply dates rely in your buyer and your launch technique, Sarah says. She suggests that you’ve your assortment prepared for the subsequent season not less than six to eight months upfront. When you’re promoting wholesale, patrons might want to see your assortment a month earlier than trend week.

Work backward out of your supply date to determine your design and manufacturing timelines. Add dates of essential world trend occasions, like New York Vogue Week, to your calendar to assist set targets.

Seasonality doesn’t need to dictate your whole collections, nonetheless. “It’s all the time such a disgrace after I design a good looking print and I believe, ‘I solely have this for one season. I solely have a six-month window,’” says Sarah. Subsequently, she’s impressed to work towards prints that work no matter season.

Whereas product improvement is a continuing concern for trend manufacturers, signature or core bestselling items might keep in your assortment for years. That is true for fundamentals manufacturers that concentrate on, say, “the right cotton tee,” a basic that sometimes will get a coloration replace. KOTN’s model is constructed round nicely made, sustainable fundamentals with core tees promoting alongside seasonal releases. 

9. Pitch your clothes line to trend retailers

A person holds shopping bags inside a lifestyle retail store
Burst

Wholesale performed an enormous half within the development of Sarah’s model to start with. After navigating different gross sales channels like her personal retail retailer, she’s lately returned to a wholesale technique.

In trend, there are two principal methods to promote your clothes line via different retailers:

  • Consignment. This can be a win-win for everybody, because it offers your line an opportunity to get publicity in a retailer with no threat to the retailer. The draw back is that you simply solely receives a commission when an merchandise sells.
  • Wholesale. This refers to retailers shopping for a set variety of items upfront at a wholesale value (lower than your retail value). This selection is riskier for the retailer so you’ll have to show your self via consignment first.

“It’s so much simpler for shops to take your entire assortment on consignment, versus only one or two items,” says Sarah, “as a result of they don’t have anything to lose.” 

You’ll be able to’t simply have fairly garments. It’s important to know each element.

Sarah Donofrio

Approaching patrons is a frightening expertise, and Sarah has labored on either side of the transaction. Her expertise wanting via the client’s lens helped her stand out when she was pitching her personal line. 

Be ready, Sarah urges. “The primary time I pitched my line, I requested myself, ‘What are patrons going to ask me?’” she says. “You’ll be able to’t simply have fairly garments. It’s important to know each element.” 

Hitting the pavement was a technique that labored for Sarah when she was beginning out. Whereas she advocates for face time, Sarah doesn’t suggest an ambush. Begin gradual, she says. Introduce your self with a card or a catalog and attempt to guide time to satisfy later. 

“There are methods you could method individuals with out both accosting them or hiding behind a pc display.”

💅 Assets:

10. Construct an internet retailer

Screenshot of Sarah Donofrio's website home page
Sarah Donofrio

Let’s be sure you have a strong on-line enterprise concept. Does your clothes line marketing strategy element how you’ll deal with transport and success, packaging, and on-line customer support? Is your manufacturing methodology capable of accommodate single orders? 

Prepared? OK, let’s open your retailer. It solely takes a minute to join a free trial, and we’ll offer you a while to mess around earlier than you commit.



An expert on-line retailer can serve two functions:

  1. It’s a strategy to promote on to your potential buyers
  2. It’s a residing, respiration lookbook to share with patrons and media

Establishing your on-line retailer

A platform like Shopify is easy to make use of even in the event you don’t have graphic design or coding expertise. Select a Shopify Theme that places photographs first, and customise with your individual brand, colors, and different design parts earlier than including merchandise.

We advise themes designed for trend manufacturers like Broadcast or Spark, or a free model like Boundless. 💡 Tip: Need assistance selecting the correct theme in your retailer? Take our quiz.

Your product pages must work additional time to seize particulars like match, really feel, and draping. There are additionally a wealth of clothes retailer apps within the Shopify App Retailer designed particularly to assist trend manufacturers create personalised purchasing experiences and remedy widespread challenges like match and sizing. Among the many greatest apps to promote garments, these are a number of standouts:

Take into account different on-line channels like social promoting. Attain your target market by integrating Instagram and Fb Retailers. Your clothes line might also be a match for marketplaces like Etsy, the place you may attain a built-in viewers of these thinking about handmade items.

Images for clothes manufacturers

A model poses in a patterned top and yellow pants
Sarah Donofrio

The suitable theme helps photographs pop, so be sure you spend money on skilled picture shoots. For a smaller finances, a easy lighting equipment, a DSLR digital camera (and even your smartphone), and a few tips of the commerce might help you produce professional-looking DIY pictures. Make sure you seize particulars: cloth texture, trims, and closures.

A life-style shoot produces content material for different pages in your web site in addition to advertising and marketing campaigns, a press equipment, and lookbook. Present your clothes on a mannequin to show drape and ideas to assist your clients model the piece.

Advertising your clothes line

Advertising and driving gross sales stay the only most reported problem for on-line manufacturers, no matter trade. As trend is a saturated market, creating a strong model with a distinctive worth proposition will enable you focus your efforts in your perfect buyer quite than throwing cash away.

To start with, your finances will probably be small, however there are nonetheless methods to seize consideration with inventive and natural concepts:

  • Put money into content material advertising and marketing. Use optimized video or keyword-targeted weblog posts to drive site visitors to your web site. 
  • Construct an e mail listing even earlier than you launch. Tease your upcoming clothes assortment on social and incentivize sign-ups with unique offers.
  • Lend your clothes to different companies for picture shoots (instance: magnificence manufacturers) to get shoutouts and publicity.
  • Attempt influencer advertising and marketing by discovering rising Instagram or TikTok stars to hype your model.

As you develop, paid advertisements, hiring a PR agency, and making use of to indicate your clothes line at smaller Vogue Week occasions are all methods to achieve publicity in your model.

💅 Assets:

11. Open a retail retailer, launch a pop-up, or promote at markets

Clothes line a rack in a retail store
Burst

It took Sarah 11 years to be ready to noticeably take into account opening her personal retail boutique. However it wasn’t a leap—it was a transfer that she’d been grooming herself to make. All through the evolution of her model, she used native markets to achieve extra perception into her clients, take a look at her merchandising, get publicity, and construct relationships within the trade.

I used to be all the time afraid of opening my very own retailer due to the overhead, particularly in Toronto. It simply wasn’t attainable.

Sarah Donofrio

After her transfer to Portland, she took her retail experiment to the subsequent degree with a three-month pop-up earlier than opening a everlasting retail location. “I used to be all the time afraid of opening my very own retailer due to the overhead, particularly in Toronto,” says Sarah. “It simply wasn’t attainable.”

Via the method, she discovered that she may use six extra palms. She employed a trend design scholar to assist in the shop. “When you’ve got a retail retailer and a clothes label, as lots of entrepreneurs do, you simply need to discover ways to allocate issues,” she says. “It’s taken me a very long time to be taught that, however what I’m paying her to work within the retailer, my time is value a lot extra.”

Promoting IRL doesn’t imply signing a 10-year lease on a retail house. You’ll be able to dabble in in-person promoting in a variety of extra reasonably priced and non-committal methods:

  • Subleasing retail house to host a brief pop-up store
  • A mini pop-up expertise on a shelf or in a bit of a retailer’s house
  • Making use of for sales space house at craft, trend, and designer markets
  • Vendor cubicles at occasions like music festivals

Sarah has since closed her retail location. “I didn’t like working it,” she says. The shop took her away from the facet of the enterprise that she cherished—designing. She nonetheless sells direct to clients by way of the web site however has switched a lot of the model’s focus to wholesale. 

💅 Assets:

12. Be taught from the professionals

Models prepare for a runway show backstage
Unsplash

Sarah’s expertise as a contestant on Challenge Runway taught her many essential classes about herself and her trade. 

Whereas Sarah understands that being reactive in trend is an asset, she is aware of she thrives when she has extra wiggle room. Due to her improvement background, she was amazed on the work her fellow opponents may do in a brief period of time. ”For me, it was not a sensible tempo in any respect,” she says. ”It’s a disgrace that my greatest work wasn’t on nationwide tv.”

She additionally confronted one of many scariest issues any artist has to face: the haters. She was eradicated within the fourth episode when her swimwear didn’t resonate with the judges. 

The lesson: your viewers is just not everybody. 

However she was additionally shocked to see many supportive tweets from new followers she amassed in the course of the present’s run. “The present taught me that every little thing comes right down to style,” she says. “There’s all the time somebody who will like your stuff.”

What’s subsequent for Sarah? She’s taking her personal recommendation by staying inventive and honing in on what she’s greatest at: design. 

Sarah’s enterprise is flourishing as a result of she pursued the dream of it via her lowest lows and let each misstep information her subsequent pivot. Typically these pivots have been dangers, however, she says, that’s the one strategy to develop. 

Beginning a clothes line FAQ

What’s the very first thing it’s essential do to start out a clothes line?

The beginning of any profitable enterprise is having an excellent concept. As you embark in your journey to start out your individual clothes line, hone in in your area of interest concept and viewers, and spend time within the brand-building part. These workout routines will enable you transfer to the subsequent steps within the course of. Get began with Shopify

Do I want a license to start out a clothes line?

You want a number of completely different licenses to legitimately begin a clothes line. Necessities range primarily based in your location jurisdiction, however widespread licenses embrace a allow to promote and gather tax and an attire registration certification. You may also take into account submitting to develop into an LLC or S corp, getting enterprise insurance coverage, and including any licenses for brick-and-mortar. Get began with Shopify

How a lot does it price to start out a clothes line?

 Particular prices range, however bills to start out a clothes line embrace cloth and different supplies, labor, transport, heating, hire, gear, and numerous different manufacturing prices. You additionally must issue ongoing prices for issues like cost processing, your web site, and advertising and marketing and promoting. Count on to spend a number of thousand {dollars} upfront, relying on your corporation mannequin. Get began with Shopify

How do I identify my clothes model?

Coming up with a model identify generally is a exhausting course of to get via however there are some things to bear in mind. Attempt to make it one thing that’s consultant of your model identification and can resonate along with your goal market. Sarah Donofrio used her personal identify when she launched considered one of her clothes collections. Shopify has a free enterprise identify generator you should utilize to get the concepts flowing.

Can I put my very own label on wholesale clothes?

 You’ll be able to put your individual label on wholesale clothes so long as it doesn’t go in opposition to the wholesaler’s insurance policies. This observe is known as non-public labeling or white labeling. Primarily, you buy wholesale clothes from a provider, add your branded tags, after which resell on to your clients beneath your individual model identify.

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