I recently wrote about this topic in my latest business piece for Nolcha.com. When you start a new fashion label and you’re on a shoestring budget, it’s understood that you have to make the most of what you have. But when people are sizing up your brand in the blink of an eye, not only [...]
Archive for the ‘Brand’ Category
How to choose the right model to be the face of your fashion brand
Posted in Advertising, Brand, Brand Management, Brand Strategy, Branding, Fashion, Fashion Business Brand Strategy, Hiring Models, Marketing, Models, Start-up, tagged Brand, Brand Management, Brand Strategy, Branding, Fashion, Fashion Business Brand Strategy, fashion designers, Hiring Models, Independent fashion designers, Marketing, Models, Mood board, Start-up on November 16, 2009 | Leave a Comment »
Inspiration from Johnny Cupcakes: How to start a rocking t-shirt business
Posted in Brand, Brand Management, Business Intelligence, Intellectual property, Start-up, T-shirt, tagged Brand, Brand Management, Intellectual property, Start-up, T-shirt on September 17, 2009 | 1 Comment »
I love, love, love this piece on Johnny Cupcakes, and how Johnny Earle, a 27 year old from Hull, MA started his T-shirt biz selling fun designs out of his trunk, and built it into a million-plus dollar biz. Quick summary: people want what no one else has. Keep it fun, creative, and fresh. Be [...]
Do you really know who buys your clothing?
Posted in Brand, Brand Management, Fashion, Luxury, Marketing, Trend, tagged Brand, Brand Management, down-market, Fashion, fashion designers, Luxury, Retail, Trend on August 18, 2009 | Leave a Comment »
I love this article that just came out in W magazine. My quick, two-second summary: those who are truly purchasing luxury fashion right now are not the skinny 16 year olds, they’re the established forty-something women with experience and the cash to prove it. Sure, they might like edgy or avante-garde styling, but they also [...]
Survival of the Fittest: How emerging labels can build more value in the eyes of retailers in a tough economic climate.
Posted in Brand, Branding, Fashion, Marketing, Marketing Tools, Retail, Sales Tools, Trade Shows, tagged Brand, down-turn, Fashion, fashion designers, Marketing, Retail, retail buyers, Sales Tools, Start-up, Trade Shows on August 6, 2009 | Leave a Comment »
My latest article for Nolcha.com contains advice on how emerging fashion designers can impress retailers when going to market for the first time. All info was gleaned from interviews with successful boutique owners. Insider info, just for you. Here’s a quick excerpt and a link to the full article:
As an emerging fashion label launching in [...]
Using mood boards to visualize your brand
Posted in Brand, Branding, Fashion, tagged Brand, Branding, Fashion, Mood board on July 15, 2009 | Leave a Comment »
Mood boards are a tool I use quite frequently with new clients when they ask me to create their new brand image. Simply put, a mood board is a collage of a certain style of imagery that represents the kind of look and feel you would like to portray in the marketplace. You can gather [...]
Launching a fashion or retail business? Join me at CRAVEbusiness Coffee Chat July 19
Posted in Brand, Brand Management, Branding, Business Intelligence, Marketing, Marketing Tools, PR, Retail, Sales Tools, Seminars, Start-up, tagged Brand, Brand Management, Branding, Fashion, Independent fashion designers, Marketing, Marketing Tools, PR, Retail, Sales Tools, Seminars, Start-up on July 8, 2009 | Leave a Comment »
On July 19, I will be conducting a Coffee Chat through CRAVEbusiness along with fellow superstar consultant Juliet Sander. It will be an informative, informal, and entertaining session where we discuss the ins and outs of launching a successful biz in the retail, fashion, and beauty industries, and what to expect in your business, over [...]
Naming strategies for branding your fashion business
Posted in Brand, Branding, Fashion, Marketing, Naming, Trademarks, tagged Brand, Branding, Fashion, Marketing, Naming, Trademarks on June 15, 2009 | Leave a Comment »
Naming your fashion business is one of the most important things you will ever do. The name of your business, coupled with its visual look and feel, and verbal voice, will set the tone for your business and tell your customers what kind of brand you are.
Here are a few strategies, with some quick descriptions, [...]
The challenges of branding your green fashion business
Posted in Brand, Branding, Branding Dont's!, Business Intelligence, Fashion, Green, Greenwashing, Logo, Marketing, Start-up, Sustainable, tagged Brand, Brand Management, Branding, Fashion, Green, Greenwashing, Logo, Logo Design, Marketing, Start-up, Sustainable on June 9, 2009 | Leave a Comment »
I just wrote about this topic for Nolcha.com. As green fashion evolves from a hot trend to the status quo (and I sincerely hope it does), how will fashion companies distinguish their brands when everyone is using the same branding conventions? In my article, I talk about branding trends—or clichés—to avoid when creating your brand [...]
Great article on why Anthropologie is so successful
Posted in Brand, Green, Retail, tagged Brand, Fashion, Retail on May 19, 2009 | Leave a Comment »
Thanks to my friend, fashion business consultant Juliet Sander, for finding this great article. My quick read: Anthropologie puts a lot of effort into crafting a creative lush environment for its shoppers, inspiring them to extend that feeling into their own lives with their gorgeous wares and distinctive feminine fashions. This is a successful case [...]
A lookbook success story
Posted in Brand, Branding, Fashion, Guerrilla Marketing, Lookbook, Marketing, Marketing Tools, Retail, tagged Brand, Branding, Fashion, fashion designers, Marketing, Marketing Tools, Retail, Sales Tools on May 2, 2009 | Leave a Comment »
Surely you’ve heard of Rodarte, the young and wildly successful label by Laura and Kate Mulleavy. Apparently, what got them noticed was their first lookbook, a gorgeous handcrafted piece using paper dolls, which they sent to editors and got immediate attention at WWD and Vogue, giving the young and insanely talented designers a rocket boost [...]
Read this while it’s hot.
Posted in Brand, Brand Management, Branding, Business Intelligence, Fashion, Marketing, Retail, tagged Brand, Brand Management, Branding, down-market, down-turn, Fashion, Marketing, Retail on April 28, 2009 | Leave a Comment »
Portfolio magazine is shutting it’s doors, so read this article before it’s too late. It’s about how the Fashion business is moving forward in these tough times, with great points on brand building, marketing, passion, creativity, value, etc.
“Fashion Forward” by WWD staff for Portfolio.com
Enjoy.
How Marc Ecko built his brand into a killer business
Posted in Brand, Branding, Business Intelligence, Guerrilla Marketing, MAGIC, Marketing, tagged Brand, Branding, Case Studies, down-market, down-turn, economy, Fashion, Guerrilla Marketing, Marc Ecko, PR on April 13, 2009 | Leave a Comment »
Ok, you have to read this article. Then when you’re done, read it again. Because Marc Ecko has killer brand building ideas. And so should you. Here’s the link:
“It’s Going to Be Big” by Arthur Lubow for Inc. magazine
My quick summary:
Don’t think of yourself as a T-shirt company or a jeans company, but think of [...]
Why, now, more than ever, you need to invest in your brand
Posted in Brand, Branding, Fashion, Retail, Start-up, tagged Brand, Branding, Business, down-market, down-turn, economy, Fashion, Retail, retail buyers, Start-up on March 30, 2009 | 1 Comment »
Great news! My article went live on Nolcha.com today and was made a feature. For those of you who don’t know, Nolcha.com is a business magazine aimed at start-up fashion companies. It’s got lots of great advice and it’s free!
My article is called “Risky Business: Why now, more than ever, you should be investing in [...]
Cool new website for fashion business advice
Posted in Brand, Branding, Helpful Links, Marketing Tools, Start-up, tagged Brand, Branding, Business, Fashion, Start-up on March 19, 2009 | Leave a Comment »
Have you heard of Nolcha.com? If not, you have to check it out. It’s got tons of great business advice for the young fashion start-up. And, as of tomorrow, I will be a guest blogger there, blogging exclusive content about branding and brand image. I’ll post a link and snippet here when my article comes [...]
Question from a reader re: naming your label
Posted in Brand, Branding, Fashion, Naming, tagged Brand, Branding, Fashion, Naming, Start-up on March 6, 2009 | Leave a Comment »
Phew! I have been crazy busy—working late nights, weekends, and I’ve got bags under my eyes to prove it!—but am now back in the blogging game. To start, I have a question from a reader I think I’d like to answer here for everyone’s benefit:
From Layla:
I am starting a fashion business that’s due to launch [...]
Good news for indie designers in this tough economy
Posted in Brand, Fashion, Luxury, Retail, tagged Brand, down-market, down-turn, economy, Fashion, fashion designers, Luxury, Retail on January 9, 2009 | Leave a Comment »
In a recent article in WSJ, it seems that local indie designers who sell directly to their customers may have a distinct advantage over others in this economy. My quick read: the experience of the customer interacting directly with the designer adds value and a perception of additional luxury, causing customers to develop an emotional [...]
Designing the right logo for your fashion brand
Posted in Brand, Branding, Branding Dont's!, Fashion, Logo, Logo Design, tagged Branding, Fashion, Logo, Logo Design on December 3, 2008 | 1 Comment »
Whether you’re attempting a logo design on your own, or have hired a skilled graphic designer and brand image expert (like yours truly), there are molto important things to consider when designing a logo for fashion brands that are unique to the biz. I’ll walk you through several considerations, so you’ll be well prepared when you [...]
How a luxury jeans line used the power of brand image to stay hot in a down-market
Posted in Brand, Brand Management, Branding, Fashion, Jeans, Luxury, Marketing, tagged Brand, Branding, down-market, down-turn, Fashion, Lux, Luxury, Marketing on November 21, 2008 | Leave a Comment »
I love this story. It supports everything I believe about the power of branding and savvy marketing. When done right, your brand can withstand anything. The folks at Rock & Republic have it down cold. Read their story here:
“Selling $300 Jeans in a Down Economy,” by Stacy Perman for BusinessWeek
What I really love about their story [...]
Reinventing the future of luxury fashion brands
Posted in Brand, Fashion, Luxury, tagged Brands, Fashion, Luxury on October 10, 2008 | Leave a Comment »
I love Roland Mouret’s prophetic take on how luxury brands must evolve in order to survive. It sounds a lot like going back to indie designer roots. Indie designers, take heart. You’re in a unique position to change the future of fashion. Rock on.
Read Roland’s prophetic vision: “The Shape of Things to Come“, an interview [...]
