The stock market is way, way down. The economy looks grim. Yet you forge on— you, the intrepid independent fashion designer—because you’ve got a creative vision and you want success so bad, you can taste it.
But like everyone else these days, you’re on a shoe-string budget, and right now investing time and money in your brand image seems like a hard sell.
This, my friends, is dangerous thinking.
Now, more than ever, you should be thinking about your brand image, and how to differentiate yourself in a crowded marketplace, made worse by a tight economy where retailers only have so much money to burn and want nothing but the most value for their dollar. Right now, retailers are thinking hard about which lines they’re going to carry, and some may feel risk averse and may focus strictly on tried and true brands—ones they know they can sell because of a strong emotional connection with their customer. As a new label just going to market for the first time, you’ll be scrutinized on microscopic levels by retailers. You’ll be competing with established brands, so you’d better have a distinctive presence that is absolutely crave-worthy. Even worse, if your branding and packaging efforts so far look chintzy or unprofessional, buyers at market will doubt the quality of your product (Will the product last? Will people be returning it?), and will even doubt your ability to deliver your product. Which makes them less likely to take a risk on you, and less likely fax in that juicy order. So you’ve got to look professional, pulled-together, and just downright delicious.
Where does that leave you, the start-up fashion business? If you haven’t put a lot of effort into your brand image yet, then you’ve got lots of homework. But luckily there are ways to get things done on a thin budget.
Start with the basics: the first thing you need is a brand strategy. Very simply put, it’s a written statement that defines the qualities of your brand, and the emotional connection you want to have with your ideal customer. It’s easy enough to write yourself, or find a small company who believes in your brand enough to work with you on the cheap, or doesn’t mind working in trade. And who doesn’t love clothes?
Next step: branding, packaging, and marketing materials. You’ll need a logo that captures the essence of your brand and brands all aspects of your business. You’ll need versions that can be used as special branded details on your product (details that add value in the eye of the customer, such as peek tags, neck tags, zipper pulls, buttons) and versions that also work on various marketing materials. Your logo will need to be readable on a website (you do have a website, don’t you?) and on trade show signage, two very different places. You’ll also need gorgeous hangtags. A beautiful, creative hangtag adds a perception of value that goes far beyond the product. If going to market, create a look book. No money to print it? Create a PDF version and email it to boutiques who fit your target market. But print at least a few gorgeous copies, (it’s amazing what you can do at the copy shop these days) and send then to your top choice boutiques. Extra credit: boutiques love designers who’ve actually taken the time to come up with some branded signage that helps them sell by explaining the brand story to customers.
These are all investments you can make in your brand to give you an edge. And in this economy, you'll need all the tools at your disposal. Good Luck!
Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, and entertainment markets. For more brand image advice geared toward start-up fashion businesses, please check out her blog: http://fashionbrandingtips.wordpress.com/
0 Response to "Risky Business"
Post a Comment