Define Your Fashion Brand’s Uniqueness and Sell More Product

Most fashion designers plan the online sales of their designs in a bit of a backward manner, meaning that they never properly develop an idea of what truly separates them in the marketplace from their competitors. However, if they did, they could guarantee sales and thereby assure the success of their brand.

The way to attract online customers who want and need your designs is by clearly defining what sets you apart from the rest of the fashion industry, which in marketing is called defining the Unique Selling Proposition (USP).

In a nutshell, the USP is a quick-but-intense analysis of your competitors, your target customer, and you…and how they all interlock (or don’t). By understanding where your competition succeeds and where they fail, as well as what motivates your target customer to buy, you can become the safety net to catch everyone who your competition cannot serve. In addition, you will differentiate yourself by doing all the same basics your competition does, except one better.

Let me try to illustrate via a simplistic-but-hypothetical scenario of three hypothetical t-shirt designer/retailers. Let’s assume that you’ve already figured out what makes your target customer happy. Let’s say you figured out that your target customers are green-minded, so they want tees in organic cotton. They’re also a bit glam, so they like flashy designs. They don’t really trust ordering online because they’ve had a bad experience before, so they look for a no-hassle return policy. Finally, this target customer is looking for plus sizing.

You’ve also been the smart independent fashion designer with marketing savvy, and your competitive analysis has garnered some key information about what your competition offers as well. You have found out that you each offer tees in organic cotton, as well as metallic embellishments. But you found out that you and Store 2 are the only designers that offer plus sizing. And…eureka! Store 1 is the only one of the bunch that offers a no-hassle return policy.

So what does this analysis tell us?

  • You are just as strong as the majority of the field.
  • You offer one benefit more than one competitor.
  • Only one competitor offers one benefit that you don’t.

So, you go back to your marketing drawing board, and you add on the no-hassle return policy if it makes business sense to you, and you make a big marketing deal out of the plus sizing, since you’re one of the very few that offer that flexibility to your customers.

Suddenly, you’re a designer that offers flashy, attention-getting designs printed on soft, organic cotton especially for the plus-sized t-shirt connoisseur. Oh, and by the way, never be afraid to buy from your favorite retailer or online, because regardless of where you purchased our t-shirt, we’ll exchange it for something that works better for you.

Congratulations! You’ve just created your USP.

So now what? Well, very simply, this message should invade all your marketing materials…your website content, your line sheets, your banner ads, your pay-per-click ads, just to name a few. You are now offering the market something completely different, something that no one else has (of course, assuming you did your competitive research thoroughly). Why wouldn’t online-wary, plus-sized, glam-but-green folks want to buy from you?

Your research will suggest that the market is being underserved in one particular aspect upon which you can capitalize. In this very simplistic example, it was the plus-sized market. The flip side of developing your USP, however, is that it indicates to you how your business should change to be able to meet that demand. It requires some out-of-the-box thinking in choosing which segment of the market that deserves your attention. In this case, even if you, the designer, are rail thin, you’ll now be faced with a decision: to go after the low-hanging fruit in the form of the plus-sized consumer, or continuing to swim upstream and offer what everyone else does. If you choose the latter (say, because you’re not plus-sized), then the only real message you’ll be communicating to the marketplace is “I have t-shirts too!” In that scenario, you could then consider your brand officially “watered down.”

As long as you always concentrate on what your customers want, as well as what your competition is doing, you will never go wrong. You have then developed a captive audience out of a marketing niche, and they will never stop buying your next big thing.

I’m rooting for your success!

Ladies’ Common Fashion Brands

Nowadays people treat perfumes as a must for their wardrobe and make up. It is not just the women who do this but it is now spreading to men as well. Perfume must be worn daily to enhance sophistication and classy dressing. Since perfumes will make you smell good, everyone will want to be near you.

Women like to choose a particular type of perfume that they form a habit of wearing everywhere they go. It is good but you can make it even better if you can make the mixing of different aromas into one fantastic scent work for you. It will enable you to make a fashion statement of your very own. Have a look at the greatest names in the ladies perfume world.

A look at Lovely by Sarah Jessica Parker will show you why it is the most popular with ladies, a habit that will be here for quite a long time still. Compare this to Armani’s Aqua di Gio and you will understand why these two are the greatest scents on earth for ladies.

If Armani is a giant in fashion industry it is the same for perfumes, for both men and women.

The single mention of Armani Code rings a bell with all women. It gives you a little whiff of wood, ginger and honey all wrapped up in one spray.

Most ladies find Lacome’s Attractio quite irresistible because of its rich scent, and then there is the Flower Princess from Vera Wang which is also very luxurious. It has some citric and flower smell. Older women go for Eternity but the younger ones like the fabulous Curve Kicks made by Liz Clairborne.

Ever fresh scent of Lacoste’s Touch of Pink is loved by women who are very active. Opium promises oriental sophistication.

Now you can understand why nobody should have any excuse for not wearing one scent of perfume or the other. The stores are awash with all types to suit every taste and preference. If you can know which particular type suits you, it will become your style and fashion.

Levi’s – Fashion Brand or Denim Icon?

Denim icon. There are a multitude of fashion brands in the market, especially in the jeans market, however none achieve the iconic status and brand salience as Levi’s. The fortified and unique image of the Levi’s brand allows them to not only be the most recognised but dominate the jeans market from markedly more expensive competitors. Levi’s can be mentioned in the same breath as Diesel, Ralph Lauren, Calvin Klein and Evisu, and in certain parts of the world they are considered a luxury brand; in southern Europe and parts of Asia and South America they are regularly preferred to designer labels.

An icon imbues legendary, revolutionary, original and unique qualities that are fully recognised and accepted by a large audience. An icon is a revered figurehead that is truly respected and regarded as a leader of their element. An icon that effuses a heritage of innovation and originality through 150 years of social and economic change and still remains at the vanguard of its field becomes a personality and a part of one’s life.

On a global scale people look to Levi’s for authenticity, originality and dependability, in other words they see it as the ‘real deal’. Worldwide Levi’s is accepted as an American icon, an idea furthered by creative images of ‘the jeans that built America’ and the global audience put their trust into the Levi’s ‘institution’ that embodies history, innovation and expertise.

As one would expect from a leader, Levi’s justifies its iconic image by their hand in consistently setting new trends, re-designing the marketplace and raising the benchmark for quality and satisfying consumers’ needs. Respect is not earned cheaply, and an icon is nothing without it. Levi’s through their values in integrity, empathy and courage have ventured and developed a high ethical conduct and social responsibility; observed from the 1960 Levi’s integrated southern plant, the positive representation in their advertising of older, disabled, black and ethnic people, through to the Community Involvement Teams and the Levi Strauss Foundation. These initiatives are not overlooked by the socially and ethically aware audience that now exists and thus the worldwide respect and trust put into Levi’s is regularly consolidated.

Another fact that confirms Levi’s iconic status is its longevity in remaining the most popular and respected denim brand that people want to be associated with. The history illustrates this: the 1950s Hollywood movies depicting the ‘biker boys’ cool image, the 70s Levi’s wearing ‘Saturday Night Fever Culture’, clothing the U.S Olympic team and the ‘Blues 501’ popularity in the 80s, and the cutting-edge unforgettable communications of the 90s up to the current day. Original creative ideas like ‘Laundrette’, ‘Flat Eric’, ‘Clayman’, ‘Twist’ and ‘Odyssey’ represent milestones in solidifying the global Levi’s appeal and raising its position up on a pedestal, akin to the status of an icon.

Endorsed by history and consolidated by the unique encapsulating imagery and communication by the advertising medium, Levi’s has ceased to be a mere fashion brand and has become an international symbol of continuous innovation, quality and dependability. Henceforth considering the range of appeal, from cowboys to skaters, and the depth of its global status, it remains very difficult not to accept Levi’s as the denim icon.

Fashion Brands That Understand Women’s Fashion Offer a Variety of Selections for Different Women

Women’s fashion is a diverse and ever-changing force in the clothing industry. The hottest trend this season could be passé by the same time next year. Or what was once considered a fashion faux pas can make its way to the covers of the industry’s top magazines. Women who aren’t well versed in the language of style or those who simply don’t have the time to keep up with the trends can turn to reliable labels that offer something for every woman regardless of budget, age, size and style.

There are some brands that carry a number of fashion lines which cater to different women. These names may carry a moderately priced selection – articles of clothing that retail for less than $100. Thanks to them, budget-conscious women can look good in quality, chic apparel without having to burn a hole in their wallets. From print coordinates to dresses to pants, these lines offer various articles of clothing that can easily be mixed and matched.

For those with more refined tastes when it comes to women’s fashion, some brands offer better and bridge categories. The former goes for around $500 and come in excellent quality and styles, while the latter is in between the better and designer categories, known for plush fabrics and cutting-edge style. With apparel for the career woman or the hip mom for work or weekends, women will have a lot to choose from.

As these fashion bigwigs cater to a variety of women, the different clothing lines offer sizes from 4 to 24 and can have something for women in their mid-twenties to those in their more mature years.