Brand Strategy

A WORD TO EMERGING FASHION BRANDS

 

STRIVE TO STAND APART

The influx of start-up fashion brands is forever on the rise thanks to the influencer market, fast fashion and of course, the social media takeover. 

In the present day it isn’t unusual to see the vast number of emerging brands, entering the market through social media. We’re spoilt by a sea of jersey based, heavily branded product which is marketed through Instagram! Social media plays a massive part in not only getting your core values across to a huge demographic and audience, but is a way to turn your followers into paying customers. But how are these brands going to successfully stand the test of time?

 

MEETINGS WITH MEANING

Recently we met with an owner of a start up fashion brand called Its Not Over. His approach and mindset was that he wanted to resonate with every day people and understand that it doesn’t matter what people are going through and the potentially negative circumstances that they find themselves in - as long as they have life and breathe within them, ITS NOT OVER for them.

Intertwining with his fashion brand was his motivational speaking and book writing. He wanted people to hear the positive affirmation of “Its Not Over” and to ultimately be inspired and feel empowered to achieve their goals and live their dreams day by day. The whole concept was refreshing and really represents the mergence of fashion branding and social identity, illustrating that the brands that perform the best in this industry need to become an outward facing expression and extension of their consumers personality and lifestyles. In this case he wanted people to hear this message over and over through his motivational speaking…Read it through the book he has written…And feel it and see it through his clothing line every time they looked into the mirror. 

It’s not over for you. Why? Because you have another day. 

 

AT THE TOP

Iconic names such as outdoor clothing brand Patagonia are able to really get under the skin of their consumer. We are seeing a cycle of retailers not only acting upon the needs of the consumer, but by depicting unpredictable dialogue and becoming an informative source in the modern day, with interpretations on social and environmental issues that are evoking feeling in the consumer. It’s more about creating a lasting legacy, where they are remembered for their core values and messaging and display SUBSTANCE beyond just well design, attractive product. 



Leanne Mai-ly Hilgart
— Founder, President & Creative Director, Vaute Couture

“We can't outsource our voice. It's our heart it's our soul, it's our story. It's important to ask yourself as a label “what do I have that big corporations don't?” Where do we win naturally where they will try to fake it and always fall short? This is where you have to go loud. We are here as activists who want to change the world of fashion for animals. We are currently an all female team in Brooklyn doing our best with limited resources. And it's fun and it's challenging.We find inspiration everywhere and our processes are experiments. And we love it. And this is what we
can share that a big company cannot.” 

 

We would love to get your take on this subject -  Do you agree that meaning and brand message is key and then the product follows? Get in touch info@lidproject.com or leave a comment below!

If you have your brand story covered but need support with the logistics and strategising - we want to hear from you! Our team has been operating in the fashion industry for years and has experienced brand development through to retail & wholesale strategy. We have experience of the big international players as well as the independent boutiques. Our little black book is an interesting culmination of Directors, Company owners, buyers and designers. We would be happy to engage with you about how to take your product to market, develop your existing accounts or train your sales and marketing team on how to get the most from your product. Should you have a product or service which needs development / promotion - we will be happy to get involved!

 

4 key tips for generating THE idea

We think up the dream you can’t quite conjure up, people come to us for that big, bold idea - from initial ideas to the implementation. This process typically starts in-house but we have a bunch of trustworthy and not to mention bright people in our network that are specialists in certain industries, which we pull in for specialist projects. In this weeks blog, we'll share the steps, and top tips:

 

1.    Your crystal clear vision

Get extreme clarity of the purpose for your brand and connect that to your vision. Keep connected to your ‘why’. Do you have a firm grasp on your business ideals and objectives? To progress in a new direction, you need to focus on your positioning now as well as for the future.

 

2.    Be relatable to your ideal audience

Without knowledge of your ideal audience, how would you know if the idea that you are producing is going to cut through the noise? Having strong knowledge of your audience means that you deliver the right message to the right consumer. Once your audience is defined - stay true to them and their needs. If you're targeting for new interest - be just as clear on them and what they need as your existing consumer.

 

3.    The hunt for inspiration

Go beyond your comfort zones, finding inspiration in unlikely places. Don't stop at your competitors work, keep looking until you find something original - true inspiration. It is this originality, controversy, provocation that ultimately will set you apart from the rest - enabling you to leap forward.  When we are working closely with a client on an idea (this could be for an initial business idea or a marketing strategy that we later go on to implement) we like to push the limits with where we gather inspiration – no trip is too far, no request too much, no expectation too high! in Our experience, visiting shows, exhibitions and conferences which don't relate to the topic can often lead us to over-arching themes and trend inspiration which we bring with us on the ideation journey.
 

4.    Create authentic content

Be adaptive and forward thinking. Expect to layer your content in stages. There's a spark which leads on to various levels of exploration and experimentation. We bring the whole project team through the content construction to make certain that there is total synergy between the finished article and the brand values. 

 

If you would like to know more about our ideation process and how you can utilise us for your big idea, please get in touch at info@lidproject.com