With the boost of the internet from the past few decades, it also becomes vital that brands have an online presence and have a digital marketing department within management.
In this sector, the DSPAT team will present different ways of marketing, strategies and branding styles. All are classified as per the following types.
- Branding and Marketing during the selection or beginning of a brand
- Marketing for initially started companies
- Marketing for established veteran brands
- Online/Digital marketing for brands
Branding and Marketing during the selection or beginning of a brand
To start any fashion brand, it becomes vital that choose their target audience by a selection of place, time, product range, prices, materials, supply chain and scale of doing business. However, these aspects can be varied as the brand grows but the initial idea about all of these sectors is important. Once this aspect is decided entrepreneurs can start work on the brand establishment. (Selection of these factors and working for them are briefly described in the second type of marketing - Marketing for initially started companies) Before start working on these aspects, first, it is extremely necessary that choose two main directions of brand growth. Select which path from the following two types is most suitable for one brand identity.
2 types of marketing can be used for initial fashion branding.
- Come with a unique product and grow business around it.
- Come with more common or essential products and grow business around them.
Come with a unique product | Come with more common or essentials products | |
Beginning with products | For this categories of brands are generally targeting specific products or very niche of any ongoing trend. | This category of the brand is generally targeting basic and day-to-day essential products or widely accepted patterns of any evergreen trend. |
I.e. - Dr Martens - specific boots. | I.e. - Russell & Bromley - All kinds of common shoes. |
Further expansion | After launching a specific product, it may go wider range of products as an extension of basic product categories. | After launching common products, it may go a wider range of products as an extension of new product categories or new range. |
I.e. - At the begging of Nike, it was only sports shoes and then it goes as all kinds of clothing range but within their main category - Sports. | I.e. - Marks and Spencer sold basic clothing for all ranges and then started | |
Target audience | The main focus for the brand is a product description and the cultural identity connected with it, Due to the proper presentation of products, the audience/customers for it automatically come and start building the target audience. | The main focus of the brand is customers and their day-to-day needs. Due to proper targeting of customers and their needs, sales start and make a demand for other products. |
Product formation and advertising of product come first - That attract product lover and fans of that particular trend. | Target customers and attracting them to shopping comes first - That attracts more range of products to sell. | |
I.e. - Liberty's luxury fabric. | I.e. - Mango brand offers |
Explanation | Liberty brand makes specific chosen printed fabric and presents It with a story behind the art, inspiration and reason behind that collection, Art and design enthusiastic persons come and buy that product. | Mango is an essential clothing brand which gives offers, points and rewards to their customer and due to all basic needed collections, customers buy clothes from the Mango store. |
Branding agenda | For advertisement and branding, products should be at the centre of attraction. | For advertisement and branding, consumers should be at the centre of attraction and then their day-to-day product application. |
I.e. - Acne studio - Scarf | I.e. - Nike - Sports shoes and clothes. |
For campaigns like this, the target audience can automatically relate their selves with it or can find a way to come to the product. | For campaigns like this, mostly all kinds of people should be attracted and make it easy for them to buy or watch products online. | |
Limitations | For this category, it is extremely vital that the product should be unique and able to attract the attention of specific people. It should not be commonly sold by others or by brand competitors. | For this category, it is extremely vital that products should have Common usage or be widely accepted by people. It should have a competitive price and rider availability. |
When customers want specific products, they make their way to the store and buy it, Product availability should be kept in mind by brands. | When customers want to buy clothes, but don’t know from where and what, brands need to make their way to the store. And then available products are parched by them. | |
Sells boosting | Special editions, collaborations with similar brands and limited editions are the reason behind boosting sales. | Rewards, points, % discounts, Membership cards and offers are the reason behind boosting sales. |
I.e. - Nike, and Dior collaboration sneakers. | I.e. - Sells on all dresses up to 70% |
Suitability | This type of brand creation is more suitable for fashion enthusiasts or specified knowledgeable people. Need deeper knowledge about the product, production, selling and PESTEL impact. | This type of brand is more suitable for business enthusiasts persons. Market knowledge, general needs and information about competitors’ work and strategies are required. |
I.e. - A fashion designer, a Person with a specific product with cultural background, or an Art designer who has already unique products. | I.e. - Want to start a business in the fashion sector, Social media influencers who already have targeted audiences. | |
Founder | I.e. - Ka-sha, Asopalav - Indian brands for womenswear with cultural identity. | I.e. - Wrogn - an Indian brand founded by famous cricketer- Virat Kohli. |
Further read,
Biggest textile companies in the world
Metaverse impact on the fashion industry
Writer - DSPAT content team
