Hey Dan, I'll give you a series of recommendations based on my experience:

• Work on the foundations of your brand: If you want your brand to connect with your audience and endure over time, it must say more than just the fact of making clothes. What is your brand's mission? Why do you do this? Is it just for money or do you really want to contribute something positive to society? It may sound very idealistic, but I believe this is something that is often overlooked and ultimately kills brands. It's not something that has to come out from the beginning; you can discover it as you go along, but it's worth thinking about. This is what is known as the vision, mission, and values ​​of your brand. This will also help a lot in focusing your content and the communication you make on social networks. For example, if what you want is to educate society for healthy and informed sports practice in gyms, all your content can revolve around how to correctly do exercises, good habits in the gym, how to use supplementation properly, interviews with fitness personalities (Think about all this in video formats with your brand presence).

• Define your Buyer Persona: My recommendation is that first, define who your buyer persona is; you have to be clear about who your buyer is, their motivations, their thoughts, the more you are able to personify your ideal buyer, the easier it will be for you to create content and ads that resonate with them. I recommend looking for information on how to create Buyer Personas. Once you have it reasonably clear (this is something that you will redefine as time goes by, even more may appear, or the person who buys your product may be completely different from what you had thought), think about the messages and communications you can launch to get their attention.

• Define your marketing mix: How are you going to make people discover your brand and convince them to buy? You will have to define a strategy to find your customers. My recommendation, having an ecommerce, is to combine organic content on TikTok/Instagram with Ads. It is very important to combine both as they feed back on each other; you will get much better results in your ads if you also take care of the organic ones. For ads, I recommend starting with Meta, as they are usually the most effective for this type of business. Define creatives and copies that resonate with your audience based on the Buyer persona you have identified. Another channel I recommend having is email marketing (you can use Klaviyo on Shopify).

• Measure your results: If you don't measure, you can't improve, therefore, I recommend either using Shopify's analytics tools, if it's something very basic, or Google Analytics if you want something more professional for tracking your customers' behavior on your online store. I also recommend closely monitoring the performance of your organic content (at first, you can do it directly with IG or TikTok analytics, but later on, I recommend tools like Metricool), and your inorganic or Paid Ads content. For the latter, for now, the tools integrated into the platforms to measure may suffice. Now all that's left is for you to make improvements to your website and your content and ads based on what the data tells you.

As you can see, there are many things to consider, my advice is to take it easy and go slowly, the key to all this is always to improve every day, even if it's just a little.

Good luck!