The starting point for starting a new clothing line is first of all to develop a Brand Identity.
The brand is the public identity of the company. Ideally, the brand should embody the best (and most essential) attributes of your company.
The importance of brand identity cannot be underestimated, especially in the fashion world. Clothing is very personal because our clothing choices are one of the ways in which we define our identity – both for ourselves and for the world. As a result, the brands we choose to wear and the labels we show on our clothes become an extension of who we are and how we see each other.
In particular, it has been shown that the millennial generation, with even more emphasis, wants an authentic connection with its clothing brands.
They want an “experience” brand, they want authenticity. It follows, therefore, that having a message that resonates with these consumers and staying true to this message, is one of the few ways to enter the ruthless fashion industry as a small brand.
So, before you sketch the first rendering, it’s only fair to ask yourself these important questions:
- What identity do I want my clothing brand to project?
- Who will want to wear my clothes?
- What can customers get from my clothing brand that they can’t get anywhere else?
- What makes my clothes unique? Is it high-end?
- What is the most important part of my client’s experience?
Answers to these questions (and others like them) will build the core of the brand. All your future branding decisions should expand on these ideas. The company name, logo, website design should all grow from the concepts set out in the identity.
Probably, the key to successful brands has been to have a clear brand identity that resonates with their target customers, remaining authentic for that identity and knowing how to communicate it to the desired audience.