five things fashion brands do to succeed
This blog was written in collaboration with Chloe Hill - a recently graduated 1st Class Hons English student at Royal Holloway, the lifestyle editor of Orbital Magazine & freelance online fashion writer for Debut Magazine.
You can find my Instagram TV video on this topic here.
Whether you’re looking to start a fashion brand, in the process of, or already established, I’ve compiled five things that I believe to be essential to success.
Know your customer
The first step of success is of course to know your customer and to know them well. Visualise a clear picture of exactly who you’re designing for, marketing to and interacting with on social media.
Don’t be afraid to push the wrong customer away through a niche marketing strategy - attracting one perfect customer is more effective than a handful of the wrong ones. You’ll be able to speak to them on a far more succinct and personal level than you’d ever be able to if you had a more general customer base.
Although it may seem unnerving, slotting yourself into a niche is the best thing you can do for your brand. With so much competition out there, it’s key to set yourself apart from the others. Consistency with your image, values and tone reaches out to customers on a similar wavelength and allows you to attract, maintain and grow a loyal and likeminded community.
Know your ‘why’
Understanding your own question marks in a business is the second key point to success. Knowing your customer is great, but as mentioned above, knowing yourself is invaluable to finding your niche and staying true to it. Aim to have your brand values down to a T, a crystal-clear image of what you stand for, and ensure that every step along the way reflects this.
If you love eco-friendly initiatives, make sure that every nuanced detail along your journey supports this. Be vulnerable and let your values shine through – your customers will love you for it.
When the bad days come, which they inevitably will, remember what drives you. Whether it’s a gratitude journal or your favourite manifestation podcast, factor in some time to remind yourself why you started this venture and let this inspire you to keep going.
Build a community
Building a loyal community is essential to any success story. There’s nothing quite like organically growing an engaged following, so think of it like the law of numbers in terms of the return.
Focus on great content and be the post that grabs the attention of a casual scroll. Start conversations and keep your community engaged with regular uploads, engaging captions and amazing photography.
Once you’ve built a strong community, watch relationships flourish based on a similar set of values and a love for fashion. In no time, they’ll be sharing your story and your ‘why’ with others, and there’s nothing more effective than genuine word of mouth advertising – and it’s free!
Travel to your factory
The will to go the extra mile for your brand is another factor that sets you apart from the crowd, especially when it comes to your suppliers. Building a solid relationship is key, and while technology may be a godsend for filler meetings, nothing comes close to the personal and professional level that you experience from *face to face* interaction.
Make sure you include this cost in the budget and factor it into your diary, so you eliminate the chance of finding a reason not to visit the factory. Not only is it a sign of respect, but it also shows how strongly you feel about your brand and will encourage them to take you seriously.
Explain your story, communicate your wants and needs and always make sure you’re doing as much as you can to maintain a strong and healthy relationship with your supplier.
Operate on a trial and repeat model
The final point that seems to be a common denominator across successful fashion brands is the use of a trial and repeat model. Making the difficult decision to pay slightly higher cost prices for smaller quantities allows you to learn along the way, where you can trial, repeat and learn from it.
Repeat this process, bypassing the tricky situation of hoarding deadstock that you’re stuck with. Suppliers may push for bigger quantities, but you owe it to yourself to resist this and stay true to your vision. If your cash is tied up in stock, you’ll struggle to move forward, so being able to make tweaks and changes along the way is essential.
If you are left with any stock, get creative! Think about what you can do to change it. Is it the colour, shape, fit, or quality that’s the issue? Can you cut it or dye it to see a change? Channelling your analytical side and being able to separate yourself enough to see the barrier is essential. After all, it’s true what they say - stepping outside of your comfort zone is where you really start to see the growth.
I hope this article has helped you to understand the five things that I believe to be essential to a fashion brand’s growth and success. If you would like to discuss this further, please reach out either via social media or at hi@elizabethstiles.co.uk.