A good brand name is memorable, easy to pronounce, simple yet clever and unique. In many cases, people choose a (literal) brand name that is relevant to their product/service or they use their own name.
“When you try to attract everyone, you will end up attracting no one”. For a business and fashion label, you really need to know your customers. And in this topic, I’ll explain why you should know your customers and what are the benefits when you do. Why does your brand exists? Brands exists for many… Read more
Online fashion retail is a relatively simple concept. You don’t need to think about renting a space, paying for in-store staff nor dealing with other traditional retail tasks and costs. But is online retail business enough or should you consider opening you own brick and mortar store? In this post we’ll discuss should you consider… Read more
Great brands appeal to the brain (common sense) as well as to the heart (feelings), and offer functional and emotional benefits. Branding helps to build relationships with the customers and strong brands are normally well trusted
Brand has to be available both mentally and physically. Mental availability gives customers reason to think about your brand, before they are even considering of making a purchase. For achieving mental availability, brand message has to be clear and easily remembered.
Fashion, is all about being included – to be part of the world or lifestyle that feels good, looks good and moreover is available. Anyone and everyone should have a chance to get it – regardless of the financial situation. (Agins 1999). Brands use emotions for USP, to reach their target groups and differentiate themselves… Read more
The story of who you are and where you come from is one of the most important aspects when meeting new people. The same applies to brands and their own stories (also known as brand provenance). Currently brand origin, locality, authenticity and originality are strong assets, which should not be ignored (Sounio 2010, 48).
My recent blog posts concentrate on brand ingredients that I have mentioned on one of my early posts, and before we kick-start this one, I would like to add brand image to the brand ingredient list as well. But first – let’s see what brand reputation is, and what its role in the fashion industry is.
For this example, I have created one garment to illustrate the type of clothing my fictious brand is going to have, and how we can use kapferers brand identity prism for this brand. My brand will concentrate on loose fit sporty tops and tight leggings and jeggings. So nothing new, innovative or crazy. Just basic comfy… Read more
What is brand identity? Think about the brands you like or those which are well-known. Identity is something that makes all of those brands different from one another, even though they all sell apparel, and probably have items that are more or less identical (t-shirts, tops, jeans, ect.).