Alright, since we have been talking business around here, let’s talk about something that, after launching your first season, it is important to pay attention to: your branding. A lot of people may think that you spend money on your branding materials once and you will use that forever and, in a perfect world, that is right, but if you are not seeing the expected numbers from your first collection, it is time to revisit your branding and marketing materials.
Your branding needs to be coherent with the products you are selling. Revisiting the results of your first collection and if you have reached the expected sales is one of the most important ways of listening to your customers and making sure your branding is coherent to what you are selling.
Remember, designers tend to be very affectionate to their creations and they might have a particular perspective of their branding, but you cannot let your emotions lead your business strategy. You might love your designs or your branding, but if the styles are not selling or the branding is not coherent to your products, then things are not working together - aka receipt to no sales and no business growth.
When I say that your branding needs to be coherent to your products, here is what I am trying to say: do not try to sell an 80 dollars hoodie as a 200 dollar cashmere scarf. Or the other way around, do not try to sell silk headbands at 150 dollars when your photoshoot or branding has been done by one of your good friends who just started learning photoshop edits.
This might seem obvious, but the truth is that you need to invest in branding and marketing materials as much as you invest in your production. Otherwise, you will be sitting in an amazing inventory that people do not know about. As I have mentioned in previous blog posts, the investment in marketing needs to walk along with the investment in your production, but marketing is not the only reason why your products will sell, your branding plays a great part in it.
I have seen designers with amazing products, but lack quality in their photoshoots. I also have seen designers with an amazing photoshoot trying to hire big influencers, but the products were not coherent to what they were trying to sell or they just did not have enough stock to reach the expected sales - which can be a real killer for your business.
Marketing companies will help you with sales, but not all of them will help you with branding materials and photoshoots. That is why it is important to educate yourself and understand why your branding is so crucial to generating successful sales, and why you should revisit your branding after your first season.
From hangtags, to care labels, packaging, email campaigns, and lookbooks, all of these are important materials that will be associated with your brand. People should see these and recognize your brand. For that to happen, it is necessary to understand your clients and compare your branding to the products you are offering.
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