The fashion industry is notoriously difficult to break into. If you’re new to the world of fashion marketing, you may feel fatigued by the endless competition, fast-paced design environment, and cyclical nature of styles and trends.
With so many others trying to make a name for themselves, it can be hard to stand above the crowd. Let’s discuss why distinctive branding is so important to your business as well as a few fun branding tips to make a name for yourself and get ahead.
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First, there is a subtle difference between brand and branding. A brand is a name, logo, and/or design that helps define your product and set it apart from the crowd. Branding is personalization.
When you brand the items you’re selling, you create a personality for your company. Whether you want that personality to be flirty, chic, exclusive, rugged, daring, or anything else you can think of, is up to you!
In fashion branding, you want to evoke a feeling when your company is mentioned. This is a positive feeling that inspires your target audience to return and spend with you, thus, it builds brand loyalty.
For example, when you think of Chanel, much more comes to mind than “nice perfume.” The brand may evoke a feeling of exclusivity, old Hollywood glamour, clean lines, Paris runway chic, Audrey Hepburn, etc. When you execute focused fashion branding that works, you are transforming your brand from a collection of items to a living, breathing entity.
Now that you have a feel for how important it is to create a brand personality, let’s discuss a few simple fashion branding ideas to set you apart from the crowd and take your fashion business to the next level.
The best way to brand your fashion business is to elicit an emotional response from your potential customers. For example, the athletic shoe brand Nike does an iconic job of bringing emotional storytelling to its brand.
Their “Just Do It” campaign goes far beyond celebrity endorsement to create an emotional response and connection to their brand. In fact, Nike owns nearly half of the entire American athletic footwear market, and their shoes almost never even appear in their ads. The company’s growth is expected to remain steady at a little more than 27 percent by the year 2025. The emotional response created is almost solely responsible for brand loyalty and the boost in global awareness.
If you’re just starting out and looking to create a buzz about your brand, personalization is a great way to start. When someone purchases a garment from you, it’s easy to package it up in a branded logo shopping bag with branded tissue paper to remind them of who you are. But what about when your customer takes it home and hangs it in the closet? What about the third and fourth time he or she wears the item?
The secret to creating a lasting brand impression is by getting quality, personalized cotton labels for your garments. This is a way to showcase the unique personality of your brand and create brand awareness long after the garment has undergone multiple washes and paper tags have been removed.
Customers love to shop with brands that they perceive to be philanthropic. In fact, TOMS founder Blake Mycoskie has built an entire brand around the principle that when you buy a pair of shoes, a pair is donated to someone in need.
Make a commitment to giving back to your community in some way and weave philanthropy into your brand. It’ll make customers feel good about shopping with you and it’ll make you feel good too!
Another great way to generate buzz around your brand is to create an air of exclusivity. Create one design or pattern and then only sell 50 garments like it. It works for Louis Vuitton and other big brands, who often sell out of exclusive collections immediately after their runway shows! Creating an air of exclusivity keeps your customers on their toes and coming back for more, which helps you expand your creative horizons as well.
Your brand is much more than just a logo; it’s a living, breathing entity with the power to create an emotional response in others, boost awareness of a cause, or even make a difference in the world. Remember to make it personal, appeal to emotions, and give back to your community, and you’ll realize the power that branding can have on your fashion business.
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