Harrow Drill Co Series A
Fashion brand pitch deck example built on sell through
An apparel investor has one question and it is not about the brand, it is about the stock that did not sell. Harrow Drill Co is invented, and its ten slides answer with sell through by drop, an unbroken 58 percent margin and no discount cycle to explain away.
Every slide, in order
The whole deck as it renders, one slide after another. Read it the way the audience would.
The structure
What each slide is doing, so you can reuse the order even with different content.
- Slide 1cover
- Put sell through on the cover, because it is the only apparel number that cannot be dressed up.
- Slide 2intro
- Why drops rather than seasons, argued from unsold stock rather than from brand language.
- Slide 3pillars
- The four garments the brand actually is, with the numbers that justify keeping each one.
- Slide 4metrics
- Six numbers in two groups, so the drop economics and the year sit beside each other.
- Slide 5metrics
- Sell through by drop, which is the only chart that matters in an apparel deck.
- Slide 6pricing
- Wholesale beside direct, so the margin the round is protecting is explicit.
- Slide 7process
- How one drop is made, in five steps with the weeks attached, so the six week claim is auditable.
- Slide 8comparison
- Drop one against drop six on six measures, so the learning loop is shown rather than claimed.
- Slide 9investment
- Two million in six lines, with the second factory as the thing the money actually buys.
- Slide 10closing
- Close on the one thing that has to be true at the next drop, with a date on it.
Slide by slide
Slide one is the label name and the run size. Slide two argues drops against seasons in terms of capital at risk. Slide three is the four core garments with run size, sell through and price. Slide four is six numbers in two groups, the year and the drop. Slide five is sell through by drop as a line, with the average and the markdown count above it. Slide six prices the chore jacket direct against wholesale. Slide seven is one drop as fourteen weeks in five steps. Slide eight compares drop one with drop six on six measures, one of them worse. Slide nine splits two million across six lines. Slide ten names the date of the next drop and what it will contain.
How to adapt this deck
A brand selling mainly through stockists reverses slide six, leads with wholesale margin and adds a retailer list, because the growth story is doors rather than drops. A label with a seasonal range rather than drops replaces the sell through line with a markdown ladder, since the honest number there is what percentage sold before the first discount. A brand raising for an owned factory rather than a second run moves the production slide to third and adds a capacity and payback view, because the deck is then a manufacturing investment with a label attached.
What this audience asks for
The British Fashion Council and the Australian Fashion Council both publish sector work on how small labels grow and where they run out of money, and both keep returning to the same two points: stock committed before demand is known, and the gap between a wholesale order and being paid for it. That is why this deck is organised around sell through and why the working capital line in the ask is explained in the same sentence as the fourteen week production cycle. An investor who has backed apparel before is checking for those two things and very little else.
What makes this deck work
The comparison includes a measure that got worse
Slide eight runs drop one against drop six on six measures, and one row shows sizes stocked out rising from two of 21 to nine of 21, marked worse. That row is the entire argument for the round, and putting it in the comparison rather than in the ask is what makes it land.
Sell through carries the chart, not revenue
Slide five plots six drops from 71 to 96 percent sold at full price, with zero markdown events stated in the line above it. Revenue in apparel can be grown by cutting more stock. Sell through cannot, which is why it is the only line worth plotting here.
Wholesale is priced honestly beside direct
Slide six shows the same jacket at 189 dollars direct on a 64 percent margin and 95 dollars wholesale on 28, with the same 61 dollars to make. Most apparel decks blend the two into one margin. Splitting them is what makes the 82 percent direct share worth something.
Questions people ask
What goes in a fashion brand pitch deck?
Why the production model reduces risk, the core products with their numbers, sell through and margin, the direct against wholesale split, how a run is made, what changed between the first and latest release and the ask. This example uses ten slides.
What sell through percentage is good?
At full price, above 80 percent is strong for a small label and anything under 65 usually means a markdown cycle has already started. This deck reports an 84 percent average across six drops and 96 on the latest, with zero markdown events stated beside it.
Should the deck show wholesale margin separately?
Always. They are different businesses with the same cost of goods. This example shows 64 percent direct and 28 percent wholesale on the same jacket, which is why the pitch is about funding a bigger direct run rather than about signing more stockists.
How do I show a production cycle without boring investors?
Attach weeks to each step and name what changes. This deck runs fourteen weeks in five steps and says the data from the last drop decides which two of the four garments get recut. That turns a manufacturing slide into evidence of a learning loop.
How many slides for an apparel raise?
Ten to twelve. This one is ten. Lookbook imagery is the common filler in this category. Four garments described with run size, sell through and price tells an investor more than a photo grid, and the photography can sit in an appendix.
Why would a brand raise money to make more of the same thing?
Because running out of sizes is lost revenue that never shows in a sell through number. This deck reports nine of 21 sizes stocking out in drop six, then sizes the round at 5,400 pieces instead of 2,700 and extends the trouser to eleven waists.
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Written and checked by the OneCraft team. Last checked .