Chapter 25. Branding in the Fashion Industry
There are two industries in which we have significant expertise: horeca and fashion. The approach to branding in these fields is often creative and even poetic. Undoubtedly, these niches are highly competitive, making it challenging to create an original story, but it is possible.
Branding in the fashion industry typically starts with the product, its uniqueness, the target audience it is intended for, and how the product will be distributed.
Let's assume a new clothing brand is created for the niche of teenagers who are anime enthusiasts. Naturally, the color palette, name, and communication platform will be built based on the meanings understood by this target audience. If the clothing brand is designed for businesswomen over 40, focusing on expensive business suits, coats, and premium accessories, then the name and idea for the story will be sought in the universe of meanings of women born between 1955 and 1980. For them, you will need to develop a communication tone using familiar expressions. With teenagers aged 13-16, you will communicate in their own language, the anime slang, which is understandable only to them.
The iron rule of branding, and business in general, is always to create a product for the customer, speak the language of the customer, establish a territory of meanings understood by the customer, use a name close to the customer, and communicate in a way that is clear to the customer – it all starts with the customer!
The main mistake made by novice entrepreneurs is that they create a business for themselves, name it as they like, project themselves as future customers, and end up with a brand that is only clear to them.
Avoid such mistakes; study your target audience. Imagine that you are entering the market of another country, such as Germany. Your potential customers speak a different language, were brought up on different fairy tales, and, accordingly, have a different culture. To convince them to buy something from you, you need to speak their language and understand their pains and needs.
You will be surprised, but the characteristics of perception, problems, and needs of the target audience with a monthly income of 15-25 thousand rubles and 100-120 thousand rubles differ just like people from Russia and Germany. Different value systems and completely different needs. Haven't you noticed how drastically different we are from each other if we were brought up in different families? Does a 25-year-old woman have the same problems as a 45-year-old woman? A 20-year age difference is like people from different planets; they may not even understand each other, despite speaking the same language.
When filling out the brief for the development of a brand book on our website, we ask our clients many uncomfortable questions. They are uncomfortable because the client doesn't want to delve into, study their customers, and understand who they are creating their clothing brand for.
1
What is the uniqueness?
2
Who is your customer?
3
Why will they buy clothing from you?
4
Where are they currently buying clothing?
5
What will make them give up buying clothing from their usual place?
6
What will make them talk about you to their friends?
The answers should be rock-solid, 100% convincing, not only for you but also for other people.
A brand book for a beauty salon may include the following elements:
1
Office book: business cards, letterhead, envelope, pen, pencil
2
Marketing kit: a presentation about the project for investors
3
Navigational signs in the trading hall
4
Labels, brand patterns
5
Signage and branded interior design
6
Promotional video presentation of the project
7
Branded merchandise for the staff
8
Design of packaging for own products
9
Website design and social media presence
10
Creatives for advertising campaigns
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