With the popularity of the US television programs The Fashion Show: Ultimate Collection and Project Runway There’s a buzz in the air about becoming the next up-and-coming, Sexy Designer. This may lead individuals to feel that it is easy to transition into the fashion market. More individuals are jumping into the business without the benefit of style education. Although it’s certainly feasible to do so, the learning curve is bound to be significant.
Despite all the technical and merchandising skills that can be gotten via a design school, young designers should understand it requires more than a great looking garment for being an effective designer. Again and again, I see start-ups so concentrated on designing lovely garments that they miss the larger picture. ISA is here to help you.
Before venturing outside and launch a brand new set, designers should Have the Ability to address the following problems:
1. Clearly and concisely identify your target audience.
When speaking to young designers, the very first thing I ask is,’ who is the target market, who’s the client you are selling to?’ Many react with’s promote to everyone else they tell me a range of customers that span 20 years old. My reply to this is, “if you try to be everything to everyone, you’re nothing to nobody”. If designers do not have a clear and specific target audience, it is going to difficult for them to invent a marketing message to reach their potential clients.
2. Create the brand Unique Selling Proposition (USP).
You will find thousands upon thousands of brands for customers to choose from, how are you going to stand out? What’s your USP? What’s so special about your brand? Why do I wish to buy from you? Designers need to have a crystal clear idea about what they have to offer to customers with their apparel. What problem do you solve for me? Perhaps you offer exercise or yoga wear for the plus-size woman, or office wear for very tall guys, or shoes for people with wide feet. In many cases what’s available is a subconscious desire to be part of the brand identity. The USP should also be conveyed in your marketing message.
3. Create a meaningful brand name that relates to merchandise and speaks to a customer.
Al Reis & Jack Trout, the writers of Placing, the Battle for your Mind, identify a key problem -“In this positioning era, the single most important marketing decision you can make is what to name this item.” I could not agree more. Too often new designers pick obscure or personal names because they think it’s cute or cool. They need to be thinking about the product and the target market. They ought to pick a brand name that is memorable, easy to pronounce, and is appropriate to the product and target market. It also should readily translate to an available web domain name.
4. Grow the brand personality.
Brand personality – Am I supposed to have a brand personality? As individuals have a title and a personality, so do brands. The brand personality is something that needs to be created by the designer during the first stages of brand development. Brand personality could be hauled to the consumer visually by the product design, in the store layout, and something as straightforward as the brand font or corporate colors that represent the brand. perfect fit facemasks
The brand personality is what the consumer identifies with. The closer you can get your brand personality to that of your target audience, the easier it will be to sell to her.
5. Establish brand positioning.
How can your product placement in the mind of the consumer? What’s your product known for in the market? Volvo retains the place for becoming a safe family car, Tiffany’s is referred to as the place to go for fine jewelry or the engagement ring’ and McDonald’s is synonymous with fast food and happy children. Each designer should establish their brand position by writing a brand positioning statement. The positioning statement takes into account the customer, the competition, and what makes you unique in the marketplace. Your positioning also makes it much easier for consumers to identify with your brand.
6. Design a sales & marketing plan which brings a steady stream of customers to you.
In the movie Field of Dreams, Kevin Costner always hears a voice from over tell him”If you build it, they will come” This only happens in the movie. You should have a sales and marketing plan to generate awareness for your brand and a way to continually encourage the products to drive visitors to your shop or website. It is simple. No traffic, no earnings. Develop a sales and marketing strategy before you open your doors to the general public.
7. Ensure that your business hat is bigger compared to the designer hat.
Since the creative force behind the label, designers sometimes forget that they have a business to run. There is a misconception that being a designer is all about creating beautiful garments and that very little time needs to be spent on other less glamorous stuff. Designers need to be educated enough to know there are times when they will need to be working in’ the business and working on’ the business. Running the business is a bigger hat to wear. If you’re not ready to wear this hat, look for help such as consultants or partners.