In the entrepreneurial world, there used to be a time when it was quite easy to create a product or service that’s never been produced or even thought of before. But with advancements in technology and more and more innovative thinkers, it now seems like all the “good” ideas are gone or have already been used… This is also an issue many clothing designers face when trying to launch their own clothing lines.
The world of retail, especially in clothing, is full of competition. If you think you have the next best version of women’s high-waist jeans, you can best believe that there is another motivated designer out there that’s also working on that same prototype. And just to be clear, that “prototype” was more than likely created by someone else first…
So, where’s the originality these days?
Why is it so easy to steal someone else’s idea and gain more success from it than the originator?
Well, that’s just what competition is… You have to either create something completely original or take something already created and make it better. The takeaway is that there will always be competition; there’s just no way around it. But the competition in your industry doesn’t have to defeat you.
To become a successful clothing designer and clothing store owner, it’s not about “beating” everyone, per se… It’s more so about making your brand stand out amongst your competitors.
The Chamber of Commerce tells us that there are 30.7 million operating small businesses in the US right now, and out of that 30.7 million, your clothing store is just one of them. To determine your place in the market, you have to look at factors like industry niche, demographics, target audience, and geographical location.
Once you’ve considered all those factors, you can then work towards devising a plan to make your brand stand out among your competitors. If you’re having trouble in making your brand project, here are a few tips to follow.
Tips to Make Your Brand Stand Out and Project Originality
Tell Your Brand’s Story
Your clothing store might sell the same clothes that every department store, boutique, and online store might sell but there’s one thing that your clothing brand will have that no other brand in your industry will, and that’s your brand’s story.
Maybe your brand came from the many years of being homeless and finally overcoming it. Or, maybe your brand was inspired by summer trips to Europe… No matter what your story is, the takeaway is that no one else will have YOUR story, and people love that.
The love of brand stories is proof that the shopping behaviors of consumers have drastically changed from what it used to be to what it is now. Consumers now, actually look up businesses to find out all they can about it before making a purchase. They look up reviews, comments on social media, and, of course, a brand’s story. For lots of consumers, a brand’s story plays a vital role in consumer purchases.
You will want to share your story on your clothing line website and also on social media. These two locations will allow you to go deep into your story and take your customers on the journey with you. Ultimately, telling your story is going to be the major factor that promotes your brand’s originality and separates your brand from competitors, despite selling the same types of clothing.
Promote Originality Through Your Label
Just like you can tell your brand’s story on your website and on social media, you can also give insight about your brand through your clothing labels as well. Of course, you’re not going to be able to fit your brand’s entire story on a clothing label or hang tag but there are other ways to speak volumes about your brand with little to no words.
Maybe your brand name is called “Blurred Vision”… the name isn’t long and drawn out, but the perfect size for incorporating it on your clothing label. Your brand logo promotes originality as well. Maybe as a play on “Blurred Vision,” your logo is a pair of glasses with one shattered lens. That broken pair of glasses are small enough to fit on a clothing label or tag and represents your brand effectively on every garment you sell.
Your clothing labels are the perfect location to display the name and/or the logo of your brand and will prove to be a constant reminder to your customers every time they put on one of your articles of clothing.
Sites like wunderlabel.com is a great resource to take your brand name and logo and make customizable labels to not only promote your brand but to also promote your brand’s personality and originality.
Have a Clear Understanding of Who Your Target Audience Is
Maybe you have a clothing line that’s for the young and stylish people of corporate America. They’re individuals who go to work and are very successful during business hours but when they leave work, they are completely different people, almost to a point that you don’t recognize them from looking so sleek.
If that’s the type of customers you want wearing your clothes, whether it’s street fashion or chic, that’s how you have to promote your brand.
On social media, maybe you create a sponsored ad or commercial that shows a woman leaving work and going home to change for a night out on the town. She goes from wearing her tailored suit to wearing black jeans and a halter with black high heels and a black leather jacket… That transformation should speak to your target audience.
When people see your line of clothes, they need to be able to picture themselves wearing them and living the lifestyle you’re portraying. Once you have a clear understanding of who your audience is, you’ll be able to not only create clothes that will represent who they are, but you’ll have a better idea of how to reach them and make your clothes more accessible to them.
Engage With Your Audience Through Social Media
Engaging with your audience on social media is what “humanizes” your brand. Your audience sees the brand name but when you consistently communicate with them, it instills trust in your brand and also a “likable” aspect that makes your audience look at your brand as a good friend.
How you engage with your audience can come in many different forms too. Everything from responding to comments to creating incentive-based contests, your loyal customers and followers will have no problem supporting your business and giving their seal of approval for your brand when they know and trust you… It truly makes them feel like they matter, and they truly do.
