What Makes a Great Fashion Brand

Chanel. Nike. Gymshark. What practice these article of clothing brands take in common? Whether it'south the iconic tick or those classic quilted bags, these brands are instantly recognisable - and it's not merely for their clothes. When information technology comes to building a successful fashion business concern online, the manner you lot showcase your wearable - both on the screen and once it's in the hands of the heir-apparent - is what will plough showtime fourth dimension customers into happy ones. Just what does the time to come agree when those customers have found their perfect party piece or the jacket they've always dreamed of? When the wearing apparel accept been bought and nosotros're on to the next trend, will your customers still remember your proper name? If nosotros strip away your products and are faced with what's left behind, will nosotros still recognise that it'southward you? Taking your fashion business to a level that will stand up out amongst the big names and be remembered throughout the changing seasons is all about i affair: your brand identity.

Fashion brands like Chanel, Louis Vuitton and Hermès are household names in the world of fashion and accept been growing and establishing their make identities for over 100 years. At present, in 2021, Chanel is not only a make, but a lifestyle that sells more than than just clothing and perfume. It sells a feeling, a persona and a prestige - those unmistakable intertwined "C"s carry a status sought afterwards by the rich and famous all over the world. From the roaring 20s to the loved-up 70s, these brands accept become so iconic that they accept the power to reinvent vintage styles and serve them to a fresh generation, giving the classics a new identity.

And information technology is simply that which fashion empowers: individuality and a way to express yourself. When we look at the role that fashion has always played in shaping the identity of society, we see why it is so important for clothing brands to have a unique identity of their ain.

From the moment you lot hit your teenage years to those milestone moments that can make or pause your future, yous'll use style - whether consciously or not - as a right of passage, a way to make your marking on your own community and bear witness people what you're all most. Yous might have been an emo kid in the early 00s, painting on the eyeliner and peering through layers of dark straightened hair. Perhaps you establish a dear for the couture of high fashion catwalks, taking inspiration as you drafted outfit flatlays for those future adult plans. Whatever way and fashion has meant to you in your life, information technology has likely played a part in forming your own personal identity and how yous desire to be perceived by the earth.

Each and every one of the states has our own personal make. Our name, confront, the mode we hold ourselves and the way nosotros communicate with others - these things define how the people we see volition feel and relate to us. So when you're because the branding of your fashion business, you beginning need to consider who the people are that y'all desire to be interacting with, and how they would look to feel you. Are you shooting for the color-loving, immature at centre, casual clothing lovers who would capeesh bright colours and bold statements? Or is your preferred audience a more than sophisticated, couture conscious crowd whose love of muted neutrals and clean simplicity could influence how you portray your business? Once you lot've established who the people are that you want in your corner, y'all've already made a start on forming your brand identity.

As the business owner, your own personal identity should play a role in this besides. In the culture of today, more and more customers and followers are wanting to encounter the brains behind the brands. Especially through the likes of Instagram and TikTok, building a following by showing your confront and your own personality tin pay dividends to securing loyal supporters who stay with you for the long run.

Ethical vesture brand Lucy & Yak are a dandy case of this. Non but do business owners Lucy and Chris pop upward all over their website, detailing their own journey to success, but they as well accept followers and buyers behind the scenes correct into the manufacturing process. With fast mode quickly becoming a thing of the past, this new wave of fashion transparency is one that you'll want to exist riding.

The key to building and maintaining your make'south personality? Consistency. Consistent colours, messaging and values are things you should come back to fourth dimension and fourth dimension once more and are arguably the well-nigh important parts of getting your make personality out in that location.

Take Nike for instance. If you were to imagine a hotel concatenation that bore the name of Nike, you would probably have a pretty good image in your mind of what these hotels would look like. From the anteroom to the bedroom and everywhere in betwixt you'd be seeing clean, streamlined interiors, robes that bore that iconic Nike tick and a menu total of fitness-first favourites. Flip the coin, however, and yous'd accept a hard time conjuring up a whole wear range designed by the likes of Marriott hotels. This is the consistency that we are talking about. You know Nike. You tin feel what Nike is all about. They have built a brand that stands head and shoulders in a higher place the residuum, with celebrity endorsements left, correct and centre. And all it takes to recognise them? That i simple tick.

From your logo and fonts, to colours and brand guidelines, be proud of what you lot accept created and stick to it. When make consistency exists throughout your platforms - website, social media, email marketing etc - your customers will have the confidence to have you seriously. If we look back at Lucy & Yak, it's the fonts they utilize, the bright bold colours and their voice on topics that matter (in the fashion manufacture and beyond), that helps them stand out in the crowd and they're instantly recognisable. When y'all see a pair of brightly coloured dungarees walking towards you, just a glance at the front pocket will often reveal what you suspected - that iconic Lucy & Yak label.

With the building blocks of personality and consistency firmly rooted in your business, your brand's identity will accept a stiff foundation to build on. Get your voice on social media and appoint with the things that matter to your brand. Past drawing new customers in this way, they volition already feel connected to you so that when they practice make a decision to purchase, they volition want to shout about you likewise.

One of our clients who are doing this in style is Hari & The Gang. With an Instagram network of over 63,000 followers, they've built a brand through bold statements, bright rainbows and easy, comfy clothing. Their slogan, "Happy clothes for happy people" is reflected in the way that they engage with their post-obit, resharing snaps of real people wearing their clothes, and regularly posting Reels and behind the scenes insights which keep the client informed, engaged and interested to come up back time and once more. Now? Their trademark 'Howdy' hoodies are instantly recognisable and are worn all across the UK and beyond.

So next time you're curating a new drove, think beyond the mode and consider how your brand volition be perceived in years to come. What is the make-upwards of your own way business? Who are the people that you want to exist engaging with? Brands such as Nike and Chanel still thrive today because of their consistently high standards. Lovers of Lucy & Yak come back to the brand time later time as they feel known and invested. And then yes, acknowledge the trends that volition continue your article of clothing relevant, but always prioritise engagement with your audience and never lose the essence of what your brand is all nigh.

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