Ah, yes, the glamorous world of the fashion industry! A realm where trends change faster than you can say “haute couture.” One moment, you’re in the spotlight, making headlines and basking in camera flashes as your sales soar; the next, you’ve become irrelevant. That being said, there are businesses that have been killin’ it for years; shoutout to your Tracy Reese’s and Dapper Dan’s.
Which begs the question, what’s the secret sauce behind the success of brands like Dior, Versace, and Chanel?
One word: Branding.
Let’s jump right into this marketing 101 masterclass.
Defining Your Unique Style
First things, first, you must establish who you are as a fashion brand before you get the word out. Are you a sustainable fashion guru? The avant-garde trendsetter or a classic minimalist brand? Your identity must be crystal clear. Remember, if you try to become everything to everyone, you won’t amount to anything as a brand. Hence, pick a niche and run with it.
The Little Black Dress of Branding
Think of your logo as a little black dress of your brand: versatile, timeless, and simply unforgettable. This tiny piece of design is what the people will notice and the last thing they will remember about your brand. When designing a logo, keep it stylish, sleek and encapsulating the ethos of your business. Set your creativity ablaze for this one. Whether it is a logo with the same flamboyance as Versace’s Medusa head or the minimalistic aesthetic of Chanel’s interlocking C’s, the design should scream “you” without saying anything at all.
Virtual Catwalk
TikTok and Instagram aren’t just applications; they are your virtual catwalk; hence, utilize them wisely. Showcase your designs, followed by behind-the-scenes shenanigans and a hint of your own personal story. Formulate engaging content that is in line with the brand identity. Post short reels of the design process, stories about your latest collection, or hire influencers to review your products or even show them off to their fans wearing them; social media is your digital sandbox.
Experience is Everything
Honestly, all the above-mentioned pointers are irrelevant if you can’t get this aspect of branding right. When a person lays eyes on your business and the pieces you showcase, to the point of delivery, your brand should exude finesse and an experience like no other. Curate personalized experiences, offer exceptional customer service and give back to your ambassadors repping the merch with some discounts!
Tell Your Story
Every great brand has a story to tell. Your journey, inspiration and mission should be woven into every fabric that comes out of the warehouse. Share your expedition in fashion through your marketing campaigns. Consumers don’t want to just buy a “product.” They are investing in a lifestyle; they should feel like a part of the experience like they are representing something bigger than themselves while they’re wearing it. Don’t hesitate to post a blog, a heartfelt message, or an engaging newsletter after a milestone in your business.
If you’re looking to delve deeper into the world of buying and merchandising in fashion/retail, author Iris N. Sabala presents her book, The Fashion Mavericks Manual – A Guide for Aspiring Executives in Buying and Merchandising.
Iris is a fashion industry buying and merchandising expert with over 25 years of experience. She hails from an inner-city borough of NY – spending the majority of her career in off-price buying, often considered the birthplace of negotiation expertise. With her book, readers will be able to understand the math, formulation, analyzation, and negotiations that go into creating, building, running and maintaining a healthy business for whatever company you work for. It is a guidebook that talks more about the sales and math side of the industry and how it forces creatives to look at the financial aspects of the business in order to be successful in fashion.
Stay tuned for more.
