You've spent months perfecting your pack design. You've tested fabrics, refined patterns, and finally produced your first production run. You're holding a product you're genuinely proud of: something that solves a real problem for people who share your passion for the outdoors, tactical work, photography, or whatever niche drove you to create this in the first place.
Now comes the question that keeps every soft goods founder up at night: How do I get this in front of the people who need it?
Here's what you need to understand: marketing soft goods isn't like marketing consumer electronics or beauty products. Your customers are often gear nerds who research obsessively, test rigorously, and share their findings in tight-knit communities. They can spot marketing BS from a mile away, and they'll dismiss your brand in seconds if you come across as inauthentic.
But here's the advantage: if you're making quality soft goods, you likely come from the community you're serving. You're a climber making climbing gear, a photographer making camera bags, a veteran making tactical equipment, or an outdoor enthusiast solving a problem you personally experienced. That authenticity is your greatest marketing asset, if you know how to leverage it.
Let's get into it.
Understanding the Soft Goods Customer Journey
Your Customer Is Probably a Gear Geek
Before we talk tactics, you need to understand who buys specialty soft goods and how they make decisions.
The typical soft goods customer:
Researches extensively before buying (reads reviews, watches YouTube videos, joins forums)
Values function over fashion (though design matters too)
Willing to pay premium prices for quality and specific features
Loyal to brands that prove themselves in the field
Influenced heavily by peer recommendations
Skeptical of marketing hype, trusts real-world testing
Their buying journey looks like:
Identifies a specific need or problem with current gear
Searches online for solutions ("best ultralight rain jacket," "modular tool bag for electricians")
Reads reviews, watches videos, asks in forums/groups
Narrows down to 2-3 options based on features and peer feedback
Makes purchase decision based on trust signals (reviews, brand story, community presence)
Tests in real-world conditions
Shares their experience (positive or negative) with their community
Your marketing needs to intercept this journey at multiple points, but especially at stages 2, 3, and 7.
Niche Down or Get Lost
The biggest mistake new soft goods brands make is being too general. "We make outdoor gear" or "high-quality bags" means nothing in a crowded market.
Instead, be specific:
❌ "Tactical bags for professionals"
✅ "Modular medical bags designed by paramedics for vehicle-based emergency response"
❌ "Premium outdoor backpacks"
✅ "Ultralight frameless packs for fastpackers doing high-mileage trail runs"
❌ "Camera bags"
✅ "Weatherproof hip packs for wildlife photographers who need silent, quick access while stalking subjects"
For example: Tepet - An Equipment bag for climbers that we built a high quality sample for, here at UCS
The more specific you are, the easier every marketing decision becomes. You know exactly where your customers hang out, what problems keep them up at night, and what language resonates.
Strategy #1: Be Explicit About Who You Are (and Who You Are Not)
The Power of Honest, Detailed Reviews
If you do soft goods prototyping, low-volume production, or specialty sewing, say it clearly and repeatedly.
Strong positioning sounds like:
“We specialize in soft goods prototyping and early-stage production.”
"We work with startups, product teams, and specialty brands.”
“We are not a high-volume overseas factory—and that’s intentional.”
This clarity immediately builds trust with founders who:
Are launching their first product
Need guidance, not just labor
Want a domestic, responsive partner
Being specific reduces unqualified leads and increases conversion.
Strategy #2: Dominate Your Niche Communities
Find Where Your People Gather
Soft goods customers congregate in specific online spaces. Your job is to become a valued member of these communities, not a salesperson.
Reddit:
r/Ultralight (for backpacking gear)
r/tacticalgear (for tactical equipment)
r/myog (make your own gear)
r/backpacks
Niche subreddits specific to your category
Forums:
BackpackingLight.com
AR15.com (for tactical)
MountainProject.com (for climbing gear)
Industry-specific forums for your niche
Facebook Groups:
Activity-specific groups (ultralight backpacking, bikepacking, hunting, etc.)
Gear swap and review groups
Regional outdoor groups
Discord Servers:
Gear-focused communities
Activity-based servers
MYOG and gear hacking communities
Participate, Don't Promote
This is critical: these communities will ban you instantly if you just drop product links.
Strategy #3: Educate First, Sell Second
In soft goods manufacturing, education is marketing.
Founders often do not know:
What files or patterns they need
How long prototyping should take
What realistic costs look like
Why domestic manufacturing costs more—and when it’s worth it
Publishing educational content positions you as a manufacturing partner, not just a vendor.
High-value content ideas include:
Common mistakes in soft goods prototyping
What to expect during your first prototype
Domestic vs overseas soft goods manufacturing
How to prepare for a cut-and-sew partner
This kind of content attracts serious clients and builds long-term trust before the first email is ever sent.
Strategy #4: Email Marketing for Gear Enthusiasts
Email is your most valuable marketing asset because you own it. Algorithm changes can tank your social reach, but your email list stays yours.
How to build your email list:
Pre-launch:
Create a "notify me when available" list
Offer early-bird discount for joining
Share prototype testing and development updates
Post-launch:
10-15% discount on first order for signup
Downloadable gear guides or checklists
Pop-up after 30 seconds on site (not immediately—that's annoying)
What to send:
New product launches and restock notifications
Behind-the-scenes maker content
Gear tips and how-to content
Customer spotlights and use cases
Seasonal gear guides
Exclusive early access or discounts
Frequency: 2-4 emails per month. More than weekly annoys people. Less than monthly means they forget you.
Strategy #5: User-Generated Content & Social Proof
UCS helping out our client Sarcos Robotics
Your Customers Are Your Marketing Team
The best marketing for soft goods is people actually using your gear in the field and sharing their experience.
Encourage UGC:
Create a branded hashtag and promote it
Include a card in your packaging asking for photos
Feature customer photos on your social media
Run contests for best field photos
Reshare customer content (with permission)
Create a gallery on your website of gear in action
Example: A small pack company created a Facebook group called "[Brand] Expedition Reports" where customers share trip reports and photos. The community became self-sustaining, and new members join just to be part of the community before they even buy.
Strategy #6: Position Yourself as a Long-Term Partner
The strongest soft goods manufacturers market themselves as partners, not just producers.
Language that reinforces this:
“We support products from prototype to production.”
“We work closely with teams throughout development.”
“We prioritize long-term relationships over one-off jobs.”
This attracts clients who value collaboration, clear communication, and sustainable growth, exactly the kind of clients small specialty shops are best suited for.
Ready to bring your soft goods vision to life? At Utah Contract Sewing, we specialize in helping inventors and small brands go from prototype to production with low minimums (50-1000 units) and expert guidance. We understand the soft goods journey because we're part of this community too. Let's talk about your project.