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Everything You Need To Know About Fashion Branding + How To Build One
Fashion branding is a comprehensive strategy and process through which brands create and communicate their distinct identity, values, and image to consumers. It is the development of a unique brand personality or a cohesive narrative that sets them apart in the competitive fashion landscape.
Elvis Kachi
February 06, 2024
Mouthwash Studio
Have you ever wondered why you would look at a Burberry garment and be able to quickly identify it? Or a Miu Miu skirt? What about a Nike pair of shoes? Adidas? Tommy Hilfiger? Valentino? You’re starting to get it, right? Branding!
Take a look at each of the aforementioned brands. With every collection, every product launch, choice of colours, marketing strategy, collaboration, design aesthetic, or storytelling prowess, each of these brands have elements that makes them easily identifiable.
That’s what branding does. Branding is reading a Tim Blanks piece and thinking “oh! I know who wrote this,” without bothering to check the author’s section. Yes, branding doesn’t only premise on design.
The fashion industry is very fast-paced. As trends rapidly evolve and consumer preferences constantly shift, the importance of branding cannot be overstated. For young professionals and executives navigating this dynamic landscape, understanding the intricacies of branding is not just a skill but a strategic imperative.
Why Branding Matters
Hypebeast
Branding is the lifeblood of any fashion creative. It goes beyond mere logo design, choice of colours, accurate colour grading in photography, or a writing style for journalists. It encapsulates the essence and identity of a brand, influencing how it is perceived by the audience. In this new era, consumers are not just buying products. They’re also buying into lifestyles, making effective branding to become the linchpin for success.
“Two-third of businesses say brand consistency has contributed to revenue growth of at least 10%.”
This signifies that in a crowded market, where choices abound, a strong brand serves as a beacon that draws in the target audience.
The How’s of Successful Branding
1. Authenticity and Storytelling:
Successful fashion labels today understand the power of authenticity. Focusing on creating a genuine narrative around your brand and sharing not just products but the story behind them, is one of the keys to successful branding. Consumers, especially the younger demographic, crave connection and relatability.