As a new company with a limited budget, it’s understandable that you’re tempted to pinch pennies at the expense of your brand image. Maybe you’ve been putting off certain branding and marketing expenditures. And it’s no wonder—the recent down-ward economic trend has even established luxury brands feeling the pain. In the meantime, retailers are thinking harder about which lines they’re going to carry, as they only have so much money in their buying budget and want nothing but the most value for their dollar. Some are feeling risk averse and may focus strictly on tried and true brands—ones they know they can sell because of a strong emotional connection with their customer and a strong track record. Where does that leave you? As a new brand, you’ll be scrutinized on a microscopic level. Image is everything in this business. If your branding and packaging efforts so far look relatively unprofessional compared to established brands, buyers at market will doubt the quality of your product. Will the product last? Will people be returning it? Buyers may even doubt your ability to deliver the product. And that makes them less likely to take a risk on you and fax in that order.
As a new label just going to market for the first time, how do you convince retail buyers that you are a strong investment? Aside from having a killer line, you need certain sales and marketing tools that are expected when doing business in the fashion world, and your branding, packaging, marketing, and sales efforts have to look as professional, pulled-together, and as crave-worthy as the big boys. And, yes, you can even get it done on a budget. Find consultants who are as passionate about launching your brand as you are. Extra credit? Show retailers that you are committed to helping them sell their line by providing them with sales tools to help them get their customers passionate about your brand. Many fabulous brands have been launched in a down-turn. With a little creativity and a lot of hard work, you’ll be unstoppable. I wish you the best of luck and smashing success!
Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, food, and entertainment markets. For more brand image advice geared toward start-up fashion businesses, please check out her blog.
Want to hear more? Join us this Sunday for our monthly Coffee Chat our speakers will be Giannina Granata Silverman and Juliet Sander, the topic is: Make it Happen: Strategies for Launching and Growing a Fabulous Fashion, Beauty, Lifestyle or Retail Business. Click here to learn more.
Pinterest
YouTube
CRAVE Blog