What we wear plays a big part into how we are perceived straight off the bat. If a consumer relates to the brand, it creates a connection the wearer feels as though the brand is an extension of themselves or at the least what the wearer would like others to perceive in them. “Having a strong brand with compelling messaging helps customers connect to the clothing and accessories they wear. Gail McInnesĬo-founder, Stylist Box / President, Magnet Creative / Editor-in-Chief, The Pull Magazine Often times, people are purchasing more for the label than for the actual product. It's all about finding your niche market and exposing a good quality product or service to them.” For startup companies, a good way to get traffic is through working with social influencers. That's why great online presentation and content is key for people to remember you. Digital marketing is huge in today's market. “People spend more time with their computers and phones. Often times, people are purchasing more for the label than for the actual product.” There are a lot of identical items in the fashion industry. “Great branding can help with larger profit margin.
Here’s a test: if you cover up the logo or name in the ad, can you still name the brand? 2. How do you get your consumer to feel something differently instead of glazing over in the infinite scroll of their social media feeds?” A lot of branding from emerging fashion, streetwear, or start up companies are becoming so interchangeable nowadays. If you can spot the billboard image from a mile away without seeing the small print and know who is speaking to you, that’s effective branding. “Here’s a test: if you cover up the logo or name in the ad, can you still name the brand? Classic fashion ads from Benetton, Calvin Klein, and American Apparel come to mind for nailing this test. Establish the core message, nail it, then expand.” If something doesn’t fit those original 3 words – even though you might like it – scrap it. Find your niche and define in very few words what makes your brand distinctive, then Pinterest and Tumblr away. I went through this branding exercise for a record label’s merchandise arm and we landed on “Y2K B.E.T.” In just 2 words, we had pinpointed the permeating theme of all the visuals, sounds, textures, and feelings a consumer would experience when engaging with their brand. Then keep eliminating them until you have 3 favorites left. Take the time to brainstorm every single adjective that you believe belongs in the world of your brand. “Whenever I approach a new brand or business that I’m working with, I always start with describing it in 3 words (or less!). If you can’t communicate who you are as a brand and the type of person who would identify with your core values and aesthetic, then you won’t be able to sell it to them.” “Branding in fashion is key to helping the customer solve the problem of expressing their individuality within the context of assumed dress codes. How do your nail branding for your own label? We connected with 14 seasoned entrepreneurs, marketers, and journalists to get the goods on fashion branding: 1. Good branding is storytelling – a consistent and continuous message, weaving meaning into every piece. It encompasses values, voice, and design choices that run like a continuous thread through product and packaging and online presence. And in fashion, it stands up for you, becoming the outward-facing expression of your personality.įor small fashion ecommerce brands and emerging designers, widespread logo recognition is an unattainable (or at least very far-away) goal. Fashion branding at its best, speaks to its intended audience like a BFF – it, like, really gets you. When does a sneaker become more than a sneaker? What makes a consumer choose one seemingly identical gown or coat or swimsuit over another? Emotion. The wearer of this particular instance of the Nike logo embodies everything the brand aims to convey: strength, endurance, motivation. That checkmark, dubbed the “swoosh” is the symbol of one of the most iconic brands in history. At the intersection of the crisscrossed straps of her top, is a small, almost undetectable reflective checkmark. She’s a blur of snug-fitting black and fuchsia performance fabric. On my walk to work, a runner whisks past me on the left. Branding includes names, colors, symbols, design or any other distinct characteristic of your business. Fashion branding is all of the ways a fashion business establishes an image of their company in their customers’ eyes.
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