The age of disruption is pushing brands to not only stay relevant but become explosive.
Creating a high-end brand, in a competitive industry to a demanding customer, is a challenging task. Thanks to millions of dollars of investment in clothing and fashion industry, it is estimated to hit $ 475 in 2022. All the big fashion brands are vying with each other for a big slice of the piece. But, there is always a room for more.
Discussed below, are some of the branding strategies that you can apply to your own fashion label so as to elevate your brand as well as its bottom line.
1. Exclusive Quality, Unique Products
LV, carry its legacy from its founder Louis Vuitton who had the good fortune of designing the luggage of Napoleon’s wife. LV continue to make cutting edge totes, handbags, general bags, and other accessories to date.
The brand stands on the relentless focus on product quality. It has made them stand far apart from its competitors. They sweat the small stuff in production processes. For example, Laboratory production staff open and close zippers 5,000 times as a part of quality check process. Also, they source their main raw material, leather, from Northern Europe as they produce durable quality material.
LV’s brand is loved by their fans. So much so that they proudly wear a customized LV logo shirt outdoors. This is one of the best ways to do branding. If you wish, you can also distribute your customized logo shirt with the help of professional embroidery digitizers.
Chanel on the other hand, historically designed products that challenged the status quo. They were the one to introduce the iconic “the little black dress” which became synonymous with cocktail and evening parties.
These brave moves in the early 1920s earned them huge amounts of word of mouth – the most effective form of marketing till date.
2. Celebrity Endorsement to Craft a Unique Brand Personality
There are multitude of way to fabricate a brand personality for fashion brands. One of them is celebrity Endorsement.
Gucci has done it style. It collaborated with Jackie Kennedy, Grace Kelly, Audrey Hepburn to name a few. These women radiate grace and class, which spilled over to the brand as well. Continuing with this Marketing strategy, the brand now going global with a number of cult following from top celebrities. Names like Rihanna, Kristen Stewart, Salma Hayek, Kate Moos, Brad Pitt, Lil Wayne are frequently found wearing Gucci products.
Nike has left no stones unturned when it comes to celebrity endorsement. They have tracked down best athletics of every era and joined hands with them. Their execution has always been a masterclass as well.
Who can forget those groovy lines from Nike Commercials featuring Michael Jordan: “Who said man was not meant to fly”, “Maybe it’s my fault”, and “I’ve missed 9000 shots in my career…And that is why I succeed.”
3. Singularity of Vision
Great brands are laser-sharp on their vision. From day first, in 1975, Giorgio Armani knew that their brand is built on quality, class and exclusivity. They do not seem to digress from this ever since, clearly reflected in their official vision statement below.
“The Armani Group is world renowned for its fashion and lifestyle products, with instantly recognizable aesthetics and a style that has evolved over the years to reflect the current zeitgeist and meet the needs of contemporary consumers, whilst remaining true to its DNA.”
LV, through its luxury products, positioned itself as the brand that defined the art of living. They specifically mentioned this as “Art de Vivre” (French equivalent of “Art of Living”) in their vision statement.
Lot of these brands have realized that the current generation are not only aware but emotionally attached towards environment. That is why the make sure to reflect this in their official communications. Some have even dedicated a whole webpage highlighting their Corporate Social Responsibility.
LV for example, publish a yearly CSR report which highlight the brand’s impact on people and the environment. Their CSR 2018 report, highlight the employment opportunities provided by the brand as well as their dedication towards gender equality.
This is a great way to tell their story of their vision and values both to their internal and external customers.
There is a lesson for you here. Even if you are a new entrepreneur, making a vision statement and communicating it to every employee is crucial.
To do the second part right, here is a suggestion. Create customized t-shirts with your vision statement printed with your logo on it (if you know how to digitize a logo). This will keep reminding you are your employees about why they exist.
4. Capitalize on the Digital Technology
Instagram, Facebook, Augmented and Virtual Reality, Internet of things and Artificial intelligence, Brands have arsenal of option to join the technology bandwagon.
Excuse me. Let me correct myself here. Social Media is not even an option now. The most relevant for fashion brand is Instagram. If you are a fashion brand and cannot be easily found on Instagram, you have committed a sin.
Take a look at LV’s Instagram account. They have used the platform to tell their brand story, showcase products and their occasional innovation with their retail stores. This accentuates their unique taste towards fashion and beauty.
Tiffany & Co took its social media marketing to the next level. They didn’t put up their social media page and forget about it. Creating a social media page and updating useless content kill the whole idea of social media marketing.
You have to come up with creative marketing campaigns that successfully picks your customer’s interest and gets them talking to your brand online.
In 2015, they launched an engagement “ring finder app” campaign. Customers will use the app to choose ring style and carat weights. Then they can take a virtual selfie to put it up online. This content breathed oxygen their brand – it reported 20% increase in sales.
The strategies mentioned above can be creatively modified and used by any fashion and non-fashion brand to ride the branding bandwagon.
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