How to create a brand strategy?
How to create a brand strategy?
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For each assignment, instead of you sketching new products, do the same assignment but from the viewpoint of a Retail Buyer – you will source EXISTING PRODUCTS from brands that fit your criteria.
So for everything you would otherwise need to sketch – you just go find the brands and products that fulfill the requirements assignment.
12 Piece Collection (building off your 5-piece collection)
Have 12 individual pieces (sketched or/and Illustrator) that make up your cohesive collection. You can build off the 5-piece collection you’ve already made, or start fresh, but 12 pieces of sketches are due 4/5.
These 12 pieces will be the basis of your Final Presentation, which will including Branding, Target Market, Competitors, Target Pricing, Types of materials to use, 1 sample cost sheet, sustainability initiatives, and your sales strategy (wholesale and/or direct to consumer).
No need to upload to Moodle, but be prepared to show in class.
Branding goals, photography, lookbooks, website, packaging.
Influencers, bloggers and media to generate third-party content and credibility.
Build an audience of potential customers for your brand. Online and In-Person. Wholesale and Direct to Consumer.
Branding Basics and Best Practices
What is branding? https://blog.rebrandly.com/what-is-branding/
How to create a brand strategy? https://www.thebalancesmb.com/how-to-develop-your-brand-strategy-2295187
Fashion branding basics: https://makersrow.com/blog/2015/10/luxury-branding-5-ways-to-set-your-line-apart/
Panel discussion on branding in the fashion industry today: https://www.businessoffashion.com/articles/education/inside-the-industry-how-to-build-a-brand-in-fashion (article and video)
Influencer Marketing and User-Generated Content (UGC)
Lauren Fairweather Youtube Channel as example of branding (thanks Alexandria!)
Class Notes
Photography is EVERYTHING in your fashion branding.
1) focus 1st on your Lookbook / Lifestyle shots. Showing your model as he/she would be wearing it the real world. Setting the tone for your brand. Making customers “see themselves” in your lookbooks. Capturing the lifestyle of your customer. This is your HOOK to get anybody to look for more.
2) Catalog and Product photography is next. Clear basic photos of your products, front, back, side, etc. Simple backgrounds.
3) Continue re-styling and reshooting your pieces on different people. This will give contact new appeal to new customers.
Branding – Branding is the “total package” of your brand. It’s the fonts and colors you use on your website, the style of your hangtags and packaging, the “tone and feel” of your lookbooks and photography. It’s everything that surrounds your product to help “tell the story” of your product/collection.
Who is your customer and what are their values?
What are your brand values? What does your brand stand for?
What is the mission / purpose behind your brand?
What makes your product different or stand out? Define your USP – Unique Selling Proposition
What is the overall tone / personality of your brand / specific aesthetics of your brand?
Influencers / Bloggers / Press Media / Celebrities –
Third Party Content gives credibility to your brand. When influential people and media are talking about your brand and photographing your brand, it gives credibility to brand to your audience. Grows your audience, spreads the word of your brand.
Influencers can be categorized as:
Micro-Influencers (has a smaller but still powerful niche audience).
Brand Builders – Use them to raise awareness of your brand, not necessarily to sell.
Super Influencers (major celebrities, huge audiences, it costs a LOT OF MONEY to work with these people).
Converters – they convert their posts about you directly into sales.
UGC = User Generated Content –
When your customers (not necessarily famous influencers) write reviews on your product, take photos of your product and publish to their social sites.
Further establishes credibility when ANYONE OTHER THAN YOU can be telling the world how great you are.
Your Sustainability Plan
Add 1-2 pages to your final presentation Power Point that outlines your sustainability plan. In what ways can your brand employ sustainable business practices to lesson harm on the environment and ensure safe working conditions and fair payment for the garment workers creating your products.
In one paragraph, explain the problem (environmental and/or labor exploitation) that you are seeking to address. Provide 1-2 examples of the problem, photos and site your research.
In the next 1-2 paragraphs, explain how you will address that problem through your brand, and/or how will you not partake in contributing to the problem through the production of your brand.
What commitments can you make with your brand to continue to improve the situation you outlined.
The True Cost Documentary – https://truecostmovie.com/ (you can watch for free with your Netflix subscription).
Another great documentary series featuring Norwegian fashion bloggers going to Cambodia to learn how their clothing is made: https://www.aftenposten.no/norge/i/4d1nl9/Video-fra-Aftenposten?category=10514
In honor of Earth Day – What does it mean to be sustainable? How to operate a sustainable brand? Drawbacks to cheap labor and mass production. Effects of fashion industry pollution and what can be done to not be apart of the problem.
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