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Branding and Marketing during the selection or beginning of a brand


In modern times, to survive or grow in the fashion industry each brand needs to do proper marketing of their products. It is almost another half-story of the brand's direction of working. This is true for brand-new start-up companies and veteran companies to be ahead of their competitors. The way of marketing clothes has drastically changed in the past few years. Therefore, it becomes vital for brands to constantly adapt and evolve with new brand strategies.

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.

  1. Branding and Marketing during the selection or beginning of a brand
  2. Marketing for initially started companies
  3. Marketing for established veteran brands
  4. 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.

  1. Come with a unique product and grow business around it.
  2. 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.


Dr Martens - specific boots.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


Liberty's luxury fabric.

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.


Acne studio - Scarf

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%


Nike, and Dior collaboration sneakers.


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.


Asopalav - Indian brands for womenswear with cultural identity.


Wrogn - an Indian brand founded by famous cricketer- Virat Kohli.



Questions -
1. What are the things that need to keep in mind during fashion brand formation?
2. What are the types of marketing to approach people?
3. Explain various marketing plans with examples.
4. What is the first step to take when we are going to build a clothing brand?


References
Appnova. (n.d.). 10 most effective marketing strategies for fashion brand. Appnova.com. Retrieved 2 February 2023, from https://www.appnova.com/marketing-strategies-for-fashion-brand/
Asopalav - best Indian ethnic wear brand. (n.d.). Asopalav.com. Retrieved 2 February 2023, from https://www.asopalav.com/
Buy now men’s navy slim fit full sleeve shirt. (n.d.). Wrogn.In. Retrieved 2 February 2023, from https://www.usplworld.com/wrogn/product/details/wdsh0116-built-for-class-shirt/
Hunt, E. (2022, November 26). £240 rainbow scarf is latest splurge of choice to beat the blues. The Guardian. https://www.theguardian.com/fashion/2022/nov/26/acne-studios-rainbow-scarf-is-latest-splurge-of-choice-to-beat-the-blues
Jadon smooth leather platform boots. (n.d.). Drmartens.com. Retrieved 2 February 2023, from https://www.drmartens.com/uk/en_gb/jadon-black-smooth-leather-platform-boots/p/15265001
Liberty interiors. (n.d.). Libertylondon.com. Retrieved 2 February 2023, from https://www.libertylondon.com/uk/department/fabrics/furnishing-fabrics/liberty-fabrics-interiors/
Nike shoes. (n.d.). Johnhayler.co.uk. Retrieved 2 February 2023, from https://johnhayler.co.uk/nike-advertising-concept
No title. (n.d.). Russellandbromley.co.uk. Retrieved 2 February 2023, from https://www.russellandbromley.co.uk/new-covent-garden-storeToh, J. (2020, September 6). Nike’s 5 most iconic sneaker collaborations – from the Dior x Air Jordan 1 to Comme des Garçons, Sacai and more fashion brands. South China Morning Post. https://www.scmp.com/magazines/style/luxury/article/3100380/nikes-5-most-iconic-sneaker-collaborations-dior-x-air-jordan


Further read,


Brand establishments

Biggest textile companies in the world

Metaverse impact on the fashion industry



Writer - DSPAT content team


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