Famous brands like Nike and Chanel are instantly recognizable, but why is that so? Yes, the classic quilted bags may play a role in their popularity, but it’s not the only thing that matters. As a fashion brand, it is true that you can make a first-time customer happy through the way you display your clothing. But how relevant will that be as time goes by? Will customers still remember your name when the next trend emerges? If it wasn’t for your products, how would people recognize your brand? Here’s the thing: if you want your fashion business to stand out among great names in the industry, you must focus on building a strong brand identity. This is what all those household names have in common – for instance, Chanel is not only a fashion venture, it is a lifestyle. It sells prestige and a feeling, and the intertwined C’’s on the brands’ products are heavily sought after by rich people around the world.

Deciding who you want to target is the first aspect you want to think about

Fashion is a form of self-expression – it empowers individuality. It’s enough to look at how fashion has shaped society to understand why clothing brands should have a unique identity. Your name, your face, how you hold yourself and talk to others -these aspects define how others relate to you. Hence, when branding your fashion business, you want to think about who would be your preferred audience. Do you want to target those people who are young at heart, and appreciate bold statements and bright colours? Or perhaps you want to interact with people who love clean simplicity and muted neutrals. This is one of the most important aspects of developing your brand identity, so you want to consider it thoroughly. 

Transparency and consistency as powerful elements in promoting your business

In today’s culture, customers want to know brands behind the scenes. Especially on social media, showing your personality can make a significant difference when it comes to securing loyal supporters in the long run. Take Lucy&Yak for example. The owners of the business appear everywhere on their website and detail their journey to success whenever they get the opportunity. But they also don’t miss a chance to take followers behind the scenes and look into the manufacturing process. Transparency is that one secret ingredient that can really tell apart a successful fashion brand from a less recognizable one.

Using the right marketing tools is key to success

An important part of becoming a successful fashion brand is knowing how to promote your business efficiently. A sure-fire way to boost sales is having a strong Instagram presence. Instagram and fashion are the perfect fit, especially in the age of influencers. If you post compelling photos and engage users, you’ll stand out among competitors in the industry. Online opportunities work wonders for promoting a business, but that doesn’t mean you should overlook real-world marketing tools, as some of them can help you gain exposure among potential customers. For instance, you can use a popup stand, which is a cheap method of deploying eye-catching graphics and building up interest. With a smart design, your brand will become memorable to clients, and they’ll be more likely to purchase your clothing items. 

Customers care more than ever about the ethical approaches of a business, and this factor can influence their buying decisions significantly. Fast fashion harms the environment, as during the process, greenhouse gas emissions are produced massively, leading to climate change. In fact, the fashion sector is responsible for around 10% of global emissions – more than shipping and aviation together. Therefore, embracing sustainable practices is vital in attracting many customers, as they are more likely to choose an ethical brand over a controversial one that doesn’t care about its impact on the planet. 

Storytelling can go a long way in your fashion journey

Writers use words to tell a story, but in fashion, a piece of clothing is the medium to do so. A garment’s texture, embellishments, and colours take people on a journey of escapism. Storytelling is an old form of art and is a powerful way of creating a meaningful connection with potential clients. Customers are loyal to a business due to a brand’s story; they buy from brands with similar values as theirs. Hence, you want to think about the core values of your venture – for example, you may seek to eliminate design bias, create clothing items for people using wheelchairs and improve accessibility. 

Be bold, transparent, and as specific as possible about your target audience when creating a story around your brand. Remember, don’t sell people lies – instead, portray yourself just as you are. Customers seek authenticity, and they want to know the real person behind those outstanding designs. Share your experience, and tell people how your journey in the fashion industry started. Also, let them know what makes you excited about your clothing items – your passion will attract buyers.  

Don’t just be a designer - think like an entrepreneur 

Creativity is vital to sustaining your passion, but it isn’t enough when running a business. You must begin acting like an entrepreneur, which means learning how a venture works and starting to plan accordingly. You want to set a clear goal, as this will help you move in the right direction. To be a successful entrepreneur, you need determination, desire, and hunger. All these three elements combined will put you on the right path toward success, and your fashion brand will flourish sooner than expected. 

Cynthia Madison

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