No matter what a business is trying to sell, there is a very high possibility that there is at least another one out there selling the same thing or something similar. Regardless of how unique a product or service is, there will always be competition. To be successful in business, a brand needs to stand out against the competition. However, that can be easier said than done unless companies try and use creative tactics to achieve their goal.
In this article, we will look at:
- How to start a fashion brand
- Marketing and PR of a fashion brand
- How to build a brand that stands out
How to start a fashion brand
The fashion industry is continuously changing; however, whether it is a mass-market fashion business or haute couture, the common factor is that all successful clothing brands are that way because they are created by and for people who are passionate about the industry. While that is a primary factor of success, the brands that truly stand out from the competition are ones that have also mastered marketing, manufacturing, and retailing, among other things.
Businesses need to create unique products, and they need to create a business plan to manage if any problems were to arise.
Let us look at some steps that businesses can take when trying to start a fashion brand.
1) Identify the need in the market
Before designing and creating products, a fashion business must do their research to understand what products are needed in the market. A successful clothing line has the designer’s passion and fills a niche in the market that isn’t currently filled.
2) Develop a business plan
By figuring out and asking themselves what the ultimate goal is, brands have a clear focus and mindset regarding building the brand.
3) Identify the target audience
A brilliant clothing design is of little use if it lacks potential customers. So, not only do brands need to identify the clothing items that should exist, but they also need to identify the target market of consumers for that product. For example, if a brand wants to focus on the younger demographics, they need to consider that they tend to be more style-conscious and more receptive to online marketing, but they may also be low on funds. So, brands would need to tailor their clothing to meet those needs. On the other hand, middle-aged customers may pay a bit more money, but they are less concerned with style and already have brands they are loyal to from years of experience. So, brands would have to find unique and creative ways to attract them to their business.
4) Start designing
With any new business, first impressions are crucial. During the design process, brands need to design things that they love while also being practical. A successful fashion brand is one that rides the fine line between the ideal and the attainable.
5) Begin the marketing and PR process
There is no point in having a business if no one knows about it. Public relations and marketing are essential parts of any business plan because it is all about brand awareness. Social media marketing has become one of the best tactics for fashion brands, especially since Instagram became one of the most popular platforms. Many Instagram influencers are more than happy and willing to promote new fashion brands in exchange for products.
Marketing and PR of a fashion brand
As mentioned previously, few industries are more subject to changing trends than the fashion industry. While companies in other sectors may sell the same products all year round, fashion companies and clothing items change with the season.
By definition, fashion branding is a marketing strategy that involves creating a differentiated name and image for a business to attract and retain customers. Like any other type of PR and marketing, companies need to find creative ways to present products so that they can inspire customers to buy. A fashion marketer should know their products and understand fashion trends as well as their business impact. It isn’t only about promoting the work of fashion designers but also finding influential designs based on business performance and market trends.
Through qualitative and quantitative research into fashion trends and potential consumers’ lives and behaviors, businesses can make important decisions about fashion design and business activities. Fashion marketers are also in charge of creating a strong brand story because consumers are more likely to gravitate towards a company that they can relate to personally and one that they have a personal connection with. Using the brand story, it is also vital to create compelling advertisements that resonate with their target audiences. Brands may include advertisements in newspapers and magazines, on television, and on social media. Finally, fashion marketing also involves making pricing and distribution decisions, which affect how products are doing on online distribution channels. Fashion brands need to make strategic decisions when determining where and at what prices their products should be sold, while also trying to maximize profits.
Public relations and marketing go hand-in-hand when trying to create an effective business plan. Let us also look at some ways that fashion brands can use PR to build their brand.
1) Use content marketing
One of the ways to get noticed in any industry is to establish authority within it. Creating organic content or guest posting on influential sites can help build up a brand. Writing blogs that include photos about subjects that customers may be interested in will give companies a higher visibility rate. Fashion is a visual business, so it is essential for brands to use high-quality images on their websites and social media channels.
2) Reach out to influencers
Whether it’s social media influencers, bloggers, celebrities, or brand ambassadors, influencers are generally the first to jump onto trends. These are the people who will tell others where to shop, what to buy, and set potential trends. Reaching out to these people is a great way to get the word out about a company. Customers are more likely to choose a brand that their favourite influencer is a part of or a brand which has rave reviews online.
3) Have a compelling storyline
As mentioned previously, customers prefer being able to feel personally connected to a company. Creating a compelling storyline also gives journalists and media outlets a higher incentive to write about a company. A press release which sounds more like a story than a sales pitch resonates better with journalists and will appeal to their target audiences more. A good press release should not just be a page promoting the company and telling people how great they are. It should also fill a need for information that hasn’t existed yet.
Having all the necessary information to create an effective PR and marketing campaign is just one step; implementing it in a way that works for the brand is another. A downfall for many companies is not being able to create something that stands out. For that reason, PR agencies like Pressfarm help create effective and attractive content to increase visibility for brands in different industries. They help with every stage of PR, from creating email pitches, press releases, to providing a PR database for brands to find the perfect match for their business to target the right media outlets.
How to build a brand that stands out
Since all brands compete with one another for visibility using marketing and PR campaigns, businesses need to figure out creative ways to get their target audience’s attention. In order for a brand’s campaign to stand out, it needs to have certain qualities.
To begin with, a brand needs to be original. If a brand is trying to mimic a competitor’s brand, customers do not have a compelling reason to choose that brand over the competition. Finding an angle that nobody has used and developing a unique image and voice rather than using messaging that relies on clichés and sales-speak will help a brand to resonate more with target customers.
When it comes to fashion branding, risk often leads to reward. Brands that aren’t afraid to experiment with new techniques or take a stand on controversial issues within the industry might alienate their audience. Even so, taking risks like these can also encourage more loyalty and respect from existing customers and appeal to potential customers. Such brands don’t run the risk of being seen as boring or just another fashion brand.
The goal for any fashion brand is to get customers to stick around as long as possible and also get them to talk to others about the business. By giving existing customers a sense of familiarity and predictability, they will retain their loyalty.
Brands can also stand out by offering more value than their competitors. They could do this by merely offering better products and services. Offering better products at half the price of competitors is even more attractive to customers. However, sometimes brands don’t have the flexibility to do so. If this is the case, they can offer value in terms of better, more informative content or more dedication to personalized customer service.
With so many fashion brands in the industry, businesses need to go beyond mastering the basics and find creative ways to stand out from the competition. Merely having a PR and marketing strategy is not good enough anymore because that is now an essential part of gaining visibility. A fashion brand needs to be unique among its competitors and the industry in addition to understanding the target audience’s needs and wants. While nailing the basics of PR is important, creating unique content is also essential. PR agencies like Pressfarm can work with companies to create incredible unique content to help a brand stand out.