Let’s face it – the reality of the problem is that when it comes to buying clothes, branding in fashion is one of the first things most customers look for before they decide to buy. More often than not, no matter how beautiful a garment is or how unique it looks, if it’s made by an unknown tag, the average person will think twice before making a choice between that and a simpler design by a world-famous brand name like Ralph Lauren or Mark Jacobs. But what exactly is it all about branding in fashion that has made it such a vital part of the business and how is this supposed to help small fashion designers that are aspiring to get their names up on a runway someday?
Long ago, a brand name was only intended to indicate the manufacturer of a specific piece of clothes, nothing more. It has evolved to become the entire household name of a collection, representing not only clothes but thoughts and pop culture in itself. For instance, when you think about trench coats, one of the first brand names to come to mind is Burberry, whose khaki-and-plaid has become its signature and is instantly recognizable anywhere, anytime. In addition to this, when you believe Burberry, you get the idea of a preppy but stylishly clad person who exudes exclusiveness.
With the advent of the internet and the growing popularity of shopping online instead of manually moving from shop to shop, branding in vogue has been taken to sites and the splashier and more glamorous, the better. Recommended read about fashion web design agencies. Louis Vuitton’s 2010 campaign named NOWNESS is a leading example of branded content. Its success stemmed from its story-telling method and its innovation in having writers, photographers and filmmakers from all over contribute to its website. This has made the popular fashion label a much bigger hit, drawing millions more to its retail doors.
The Creation of a Brand
According to fashion experts, the best way to establish branding in vogue is by telling a story. If you are an aspiring fashion designer, establish a look and keep it up. Are you going for Western, a fusion of ethnic-rock, classic and streamlined or are specializing in a particular category like evening wear? When you have a look, then you can begin to build on it and make an idea or a representation for it that will interest people. If for example you want to specialize in slinky tops and spangled dresses, you can come up with the notion of your clothing being the”eye-catchers” at any occasion, then start a storyline from there that will grab attention. If you wish to go for a navy and sailor-inspired line, you may want to consider using images of the open sea or water themes on your website, logo and graphic designs.
As in everything, beginners start small then work their way up the ladder. As soon as you’ve set your style, have created excellent designs and are working with an advertising method that seems to be quickly drawing a crowd, then congratulate yourself and start exploring more possibilities. Bear in mind, branding in fashion works as your consumers make it work, so if you give them what they want, you will always come out on top!
Samantha Lorence is a consultant for up and coming fashion designers and her mission is to get aspiring designers to get the best start possible. She likes searching the net and other tools to seek out what is worth while and what you need to steer clear of.