After years of planning, failed sketches, and studying fashion trends, you’ve finally made the decision to start your own fashion brand. You have everything needed to have a successful business… You have your online store, fresh ideas, and accounts on every social media platform there is! In your mind, you’ve done a great job with promoting your business, yet you’re not seeing an increase in sales and you’re pretty sure only your friends and family know your business exists.
So what’s a fashion designer to do? You so want to be the “it brand” that everyone’s talking about but you’re slowing running out of budget money and your brain is running on fumes as to what else more you can do…
Well, one of the first things you have to do is have a clear understanding that fashion is an art that resides in an artistic and creative industry. What does that mean? It means that if you’re a designer with a passion for fashion, you have to think outside of the box in attempts to make your brand stand out from the rest.
Quality Needs to Come First
When it comes to making your brand stand out from the rest, everyone’s mind immediately goes to marketing. Yes, marketing plays a very critical role in getting brand recognition but before you even begin to put together a marketing plan you first need to do an evaluation of your products first.
Why? Because when you have high-quality clothing, your clothes will always have a shot at success. You can hire the best marketing and PR team there is but your marketing efforts will be a complete waste if your clothing isn’t of good quality. Think of it from the customer’s perspective… Why would they buy something that you’re trying to convince them they need when it’s not going to add any value to their wardrobe or even to the lifespan of the garment itself?
There will always be marketing tactics designed to grab the attention of your audience but once you grab their attention and present poor-quality clothes, that’s going to do a significant amount of damage to your brand’s reputation. So make sure your clothing is going to be able to back your marketing tactics.
Take a look at the most effective ways to make your fashion brand stand out from competitors.
Create a Sense of Urgency
Whether you choose to utilize FOMO tactics, limited editions, or bonus incentives, creating a sense of urgency is one of the best ways to make your fashion brand stand out from competitors. In fact, Forbes states that in creating a sense of urgency with your marketing strategy, you need to operate like a sales department, which almost always is operating under a sense of urgency.
When using this tactic, it’s important to understand that any sense of urgency you create must be genuine and authentic. Experienced shoppers know when a false sense of urgency is created and will not give in to the tactic. You need to make it plain and clear that when a particular item is gone, it really is gone.
If they see that you’re selling that item the following summer, customers will stop supporting your business because they realized that you weren’t genuine in your marketing efforts. What you’ve ultimately done is make them feel stupid.
Share Your Brand’s Story
If you think about the popular brands that are out now, you have to believe that it didn’t just come from out of nowhere… there’s a story behind that brand. The uniqueness about this particular tactic is that regardless of if your brand is one of billions, not one brand will share your same story.
Your brand’s unique story is what’s going to gain customers’ attention and make them fall in love with your brand. You have to understand, consumers are humans just like you and they’re more interested in hearing the backstories of brands that have owners who are “regular people” just like them than to see a celebrity endorse a product. This marketing trend is gaining more power each and every day.
You can share your story on social media and your website… you can even share your story through custom-designed logo labels. The idea is to humanize your brand. When people can put a face to a brand, it makes them more willing to support your business. Remember, people are more willing to respond to people than they are products.
Determine What Makes Your Brand Different and Promote It
The fashion industry is a heavily saturated market and contains garment pieces that are probably very similar to yours, but in this sea of doppelganger competition, it’s important to understand that every brand has something that makes it different from its competitors. It’s your job to find out what makes your brand different from other brands and zero in on it.
Maybe your clothes are made from recycled products or maybe your clothes are made and manufactured right in your hometown of Nashville, Tennessee… Those aspects are things that will help to set your brand apart from so many others.
Sure, people may want to buy cowboy boots but it’s even more appealing to buy cowboy boots made in the country music capital of the world. Once you can find your brand’s uniqueness, use it as a selling point and promote your brand in a way that the entire world knows they should buy from you.
Photo | Bigstock
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