The Standout Blueprint: How Brands Cut Through the Noise

You may not want to hear it, but the fashion and beauty industries have become more competitive than it’s ever been. McKinsey & Company reported that in the first decade and a half of the 21st century, the production of clothes doubled; while the European Parliament reported that since 2000, European fashion brands went from releasing just 2 new collections per year, to up to 24. 

New brands pop up daily, each promising something fresh, bold, or game-changing. This has posed an obvious and significant challenge for founders, entrepreneurs, and professionals. In such a crowded space, the question becomes how do you carve out a spot that’s undeniably yours? The answer I would give lies in a mix of authenticity, creativity, and a laser focus on what makes your brand special. Let’s unpack what that looks like.

A strong starting point is understanding your unique value. Ask yourself why someone should choose your brand over others? It shouldn’t only be about your product. It should also be about what your brand means. Think of brands like Telfar or The Ordinary, for example. Their success didn’t come from trying to please everyone—it came from knowing exactly who they were speaking to, and offering something their audience couldn’t find elsewhere. Telfar has moved past generations to become a huge cultural movement due to how it prices its luxury bags, while The Ordinary has flipped the industry on its head with transparency and affordability.