What makes your brand uniquely you? Do you have a point of view that is recognizable?
When you look at Chanel apparel, even without a label inside you know it’s Chanel. If you see a Versace dress it is totally identifiable as sexy. Calvin Klein, clean, modern. and sophisticated. Ralph Lauren, Americana. We always speak of brand consistency. Which of course is very important. Labeling, packaging. Photography, website, all brand collateral must be identifiable to the brand.
However, first and foremost is product. Are you creating product that when a customer sees it they recognize your style? Have you endeavored to have a signature look? High end fashion lines tend to have an easier time as they are creating trends where less expensive lines more times follow them. But, no matter what your price points, you can most definitely have your own style.
Tom Ford once spoke about the importance of product and how it is key. I used t0 jokingly say that product was first, second, third, fourth, and fifth, in other words everything. It still is.
Differentiate yourself from competitors through a strong brand personality in your space and create product that is uniquely you. What makes you identifiable? Can you articulate it? When a customer sees it would they know it is you without seeing the label? This is somethings all designers should strive to do.
Consistency creates brands people trust that are dependable. They also are recognizable. It’s like handwriting, uniquely you.
“It’s frankly easier to create something new than to rework someone else’s attempt,” Adam Judge, Author of ‘The Little Black Book of Design’.
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14 Essential Truths Everyone in the Fashion Business Should Know
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