Figuring Out Your Fashion Brand’s DNA, Part 2: Fashion Marketing And More

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brand consultant, brand strategy, Digital strategy, fashion brand DNA, Fashion brand launch, fashion business mentor, fashion design, fashion design consultant, fashion marketing, fashion retailer, fashion startup, Inventory managent, Omnichannel, retail strategy, startup fashion expert

This is part two of a two-part series on starting and running your fashion business. We begin with branding and logistics. 

Up until now in Part 1, we’ve discussed two elements- components that make up a fashion brand, and ways to find and source the right material. In the second half of this series, our focus shifts ever so slightly to the business model and deciding on a marketing strategy.

The retail landscape today is very different from what the norm was even a decade ago. In early 2010, omnichannel retail as a concept was whispered in close quarters and often left alone as something for the big players. Today, every retailer, at some point in the business journey, explores an omnichannel strategy. Online sales channels are very different from offline selling in that orders need to be shipped, delivered, and the returns processed.

These aspects also bring in choices in fashion marketing such as which channels to advertise on, what promotions to run and how to get maximum traction for the business. As with branding, a fashion business coach can help you look into everything from inventory and sourcing to sales and beyond. Having such a support system can help cut unnecessary costs from your business and set you up for success.

Let’s discuss a few more aspects of selling through your fashion brand.

1. The Channel Choice: This one is by far the toughest choice you’ll make. Whichever channel you choose, you’ll be losing out on the other in the beginning. Over time, you will want to try out all channels such as online and offline sales media as well as features like the Facebook shop to increase the chances of making a sale.

That said, for someone starting out today, the scales tip slightly in favor of online selling. With this method, you do not have to spend upfront on store design, day to day operations and bringing in customers. You can, instead, stock up at a warehouse, set up a web store and reach out to a much wider audience. That said, online selling also presents a few challenges such as getting pictures and descriptions absolutely right, as well as the consideration of whether people will buy online from a relatively new apparel brand.

Think about your specific product category and which audience type it appeals most to. Base your channel decision on their most preferred way of shopping. Also, this is only a choice of launch. Over time as revenues go up, you can expand to as many other channels as you’d like.

2. Cashflow Considerations: For every retail business, good cash flow is a lifeline that helps keep the business running. When you have enough operational cash, you can make sound decisions on sourcing and inventory handling that are not dependent upon a cash crunch.How, then, do you keep cashflow under control? By managing inventory well! For many fashion brands today, marketing spend is not optional. You need to spend on advertising to get more visibility. Quality of the product, on the other hand, is not up for debate. So, the only way for you to save your working capital is to handle inventory better.Many fashion retailers today use ERP systems to manage their inventory right from the very beginning. Apparel and accessories sell in good volumes which is why it is better to leave the inventory management to systems built to achieve just that.

   Beyond that, accurate financial reporting, and accounting is a business best practice and it also helps you make better business decisions. Hire a qualified accountant to do the job for you and ensure that books and actual values are in line from time to time.

3. The Digital Strategy: Fashion marketing is all about making repeat impressions that eventually lead to a conversion. We have surely noticed how when we browse a product online, similar suggestions keep cropping up for a while. That’s just good digital marketing, at the end of the day. This is also why advertising usually pays off in this domain. When someone browses for apparel, and they are shown similar ads from other brands, they are far more likely to want to click on the ad and browse.

You can always focus your digital strategy around the Cost Per Conversion metric, which essentially means that you will pay the platform a price for every conversion that happens through them.

However, paid marketing isn’t the only sales avenue there is. The ultimate goal of any digital strategy is to move to organic reach. Customers should be able to find you with a simple search term, should already follow you on social media and should open most of your product emails, if not all. To get to that point, marketers use a mix of paid advertising and organic content to market your products better.

As part of this process, you will also work on one aspect of content marketing known as content strategy. As with all planning processes, hiring an expert is your best shot at getting optimum results. You need to think through aspects such as the type of content to produce, the frequency of publication and distribution, which posts to promote through paid ads, etc. An expert can also help you track your site analytics and suggest if any changes need to be made to improve conversion.

4. Beyond Digital: While digital marketing is an essential part of sales decisions today, it isn’t the only way to market your brand. If you have an offline store, you need to find ways to bring people from their online accounts to your offline store as well. Moreover, if you sell online exclusively, you still need to find ways to engage offline- through city-based events, pop-ups, and workshops that your audience is likely to enjoy.

Usually, these decisions are very specific to the business. This is why a startup fashion expert is brought into the picture to help you get maximum returns on your marketing investment.

5. Launch Planning: A brand’s launch is a memorable experience for everyone who has been working on it for long. It is the first opportunity we get to put the brand out there and see what people think. By all means, the launch should be turned into a big event. We recommend using social media to generate interest well in advance with countdown timers, early bird promotions and the like. Also, get a checklist ready before launch to account for aspects such as the website’s stability, measuring and gathering data about the number of people tuned in for the launch, having a live customer service team, ensuring all operations are in place and so on. In the offline context, this would also include decking up your store, ensuring that all POS terminals are operational, provision of refreshments, etc.  

6. Influencer Marketing: Today, wherever you look, there are fashion influencers. Some of them command a huge number of followers and their opinions are often taken very seriously. Such influencers know what they are worth and therefore, they do not come cheap. However, if you can afford them, there is value in getting them to endorse your new fashion brand.Influencers who work professionally often offer statistics on their outreach, the number of posts they will publish, and the results you can expect from the effort. Calculate the result of an influencer campaign after each new post is published, and then once the entire effort is complete.Remember, the influencer market is also reasonably crowded. Unless they have an engaged following, influencers may not quite be able to get you the results you want. Proceed with caution, ask for past campaign statistics and never be afraid to negotiate on your terms.

Up until now, we have covered all aspects of launching a new fashion business that we could think of. What other aspects would you like to hear from us on? Share your ideas with us in the comments below.

Don’t forget to sign-up for our newsletter that brings all that’s fashion design and more, right to you!

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links:  Twitter, Pinterest, Instagram

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Figuring Out Your Fashion Brand’s DNA, Part 1: The Building Blocks That Makeup Who You Are

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brand collaterals, brand consultant, fashion brand, fashion brand DNA, fashion brand identity, Fashion Branding, fashion consultant, fashion design consultant, fashion start up expert, fashion startup, freelance fashion designer, sales channel

There’s a tiny bit of a difference between being in the creative domain and turning that into a business. The moment you begin thinking of your fashion design studio as a place where supply chains come to life, there are several aspects to look at beyond doing just the creative work.

Where should I source my suppliers and manufacturers from?

How can I build a memorable brand?

How can I ensure that an entire team stays on track with the brand’s vision?

How do I bring internal and external stakeholders such as brand consultants, design experts, and marketing managers to the same table?

There is no correct or wrong way to do this, and many creative professionals become entrepreneurs quite naturally. However, it always helps to have a few milestones along the way so you can measure progress and know what’s next on the agenda. With that in mind, this article is designed to help you come up with the components that will eventually make up your fashion brand.

Fashion branding is a whole different ballgame, and traditional branding principles often need to be reconsidered to get them just right. This is because fashion as an industry is full of thriving and new brands- there is almost no scope for securing the first-mover advantage in such a scenario. Plus, fashion trends come and go, and brands striving for consistency often struggle to match market expectations with the brand’s original story, thus losing their way. A brand consultant who has worked extensively in fashion retail is often your best bet for someone on your team who will give you sound, actionable advice. Once they are on board, here are a few things you might want to discuss. 1. The Brand Story: While many people make the mistake of assuming that a story is born of the product, the exact opposite is actually true. Every product makes its way into the market to solve a problem or address a need. Branding workshops and exercises are dedicated to finding this story- the values, pillars, and principles that make up every single company. Often, brand values often match those held by the founders. In a niche that changes as fast as fashion, it is worth separating the brand purpose from the founder’s vision. This way, the entity is more flexible to market forces.

It is difficult to adjust and evaluate culture as you go along, so the first step in setting up a brand identity should always be to figure out what it stands for. This way, communication to all stakeholders is clear and compelling even several years down the line.

2. Brand Collaterals: Usually, the work of a brand consultant is clearly cut out. Not only do they develop the story, but they also think through visuals and elements that will likely make the brand stand out. The logo is one aspect of this. It is important that your brand consultant be the one to work on these elements as well to avoid getting lost in communication.

For instance, some people choose to go with a new designer once the brand story is created. However, this approach often fails because the new designer does not have access to the same kind of information, or insight, as the person who first figured out the story. Hence, always retain all work with one expert and their team.

Brand collaterals themselves can include a huge list of things- signage, visual communication in a store, letterheads, stamps, visiting cards, stationery beyond the usual, digital presence, brand guidelines and a style guide, the type and fonts to be used, packaging material, garment labels, etc. Beyond this, you will also have standard requirements such as the size chart you follow, accurate garment care information, etc. Consider which of these adapts you need and which ones you can do away with for now. Focus only on those elements that you need in the next year or so, so as to keep costs to a minimum.3. The Market: At the end of the day, you are selling to the world outside. The intent behind the branding exercise so far is to help you connect with this audience. Therefore, identifying who your customers are is an essential part of the process.

For fashion brands, consumer personas are a lifesaver because they accurately tell you whom you need to target and who you can avoid. For example, Forever 21 is a brand that is clearly aimed at the young shopper. Everything from their name to the store layout and sizing makes this clear. As a new brand, you may be unwilling to take the risk of alienating some prospects. However, doing the consumer persona exercise will tell you if your approach is foolproof or has flaws in it.

Like branding, a consumer persona exercise is best done in the company of an expert brand and marketing consultant. Today, there is both the scope and the need to go beyond the demographic data and look at psychographics- the thought attributes that influence buying behavior. This is particularly relevant in the case of fashion brands that have more than one collection aimed at different target markets.

The source of such information can be anything from market research, surveys and a soft launch to studying competitors and their traffic patterns to identify an overlap.

4. The Suppliers: For any design to translate into reality, you need suppliers and manufacturers. From the base material to the embellishments and until someone to put it together, it is your vision that needs to come through clearly.

On the supplier end, the networks are often very strong. Most supplier businesses work through recommendations and word-of-mouth marketing. They may have a basic presence on the internet but that may not always be accurate.

One way to find manufacturers and suppliers is to use listing directories like Yellow Pages, Merchant Circle, Yelp, Justdial and the like. Cold call them, meet them and see if their levels of efficiency match your vision. A better way is to ask friends in the industry for vendors they trust.

When evaluating someone for fabric sourcing, always ask where they get their material from and cross-verify this information. Ensure that you ask for customer references and speak to these people, so you know what to expect in the areas of delivery, timelines and quality. Think through the option of bringing a startup fashion expert on board to help provide such recommendations and to tell you what other aspects you’d need to negotiate on.  

5. The Sales Channel: The moment you think of setting up a fashion business, you probably already have an idea of which sales channel(s) you would like to utilize. In any case, once all of the other blocks are in place, spend the time to evaluate that choice.

Particularly, are your customers more likely to buy in-store or online? Would they prefer, instead, to browse in a physical location and then buy online? Such questions help you decide if you need to open more stores/ sales channels than you had initially planned for. It is always better to do it right the very first time.

In the second part of this article, we plunge right into marketing, and accounting best practices. In the meantime, what other advice do you think you’d need before starting a fashion brand? Tell us in the comments so we can address these issues.

Don’t forget to sign-up for our newsletter that brings all that’s fashion design and more, right to you!

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links:  Twitter, Pinterest, Instagram

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Range Planning: From Ideas To Inspiration For A Men’s Casual Line

Tags

blog, bold prints, brand consultant, colorboard, fashion blog, fashion blogger, fashion brand, Fashion Business, fashion consultant, fashion designer, fashion trends, growing demand for streetwear in 2019, inspiration, linear stripes, Men's fashion, mensstyle, mood board, printboard, range planning, street fashion, Street wear trend spotting, street wear trends, Streetwear, Streetwear trend spotting, stripes print

In the previous blog, we discussed range planning and how inspiration boards, color palettes, and sketches can be used in sequence to design a women’s clothing line. This week, we see how the same process can be used to come up with the men’s line.

Fashion designers have superpowers. One of those powers is creativity, while the other is the ability to break creativity down into a process. The most crucial superpower is the ability to find this inspiration and make something of it even before the trend actually hits the shelves.

Without further ado, it is time to exercise some of those powers!

Part 1: The mood board

This is perhaps the single most abstract element in the entire design process. While color and print boards represent those attributes respectively, mood boards reflect what the collection feels like. While designing the mood board, it is worth asking yourself some of these questions:

• What is the objective my mood board wants to achieve?
• What are some key inspiration points for my range?
• What unique ideas am I implementing with this mood board?

The last question is fundamental because we often generalize collections based on the season. For example, summer and men may always mean nautical stripes and pastels. However, adding in a unique element, such as the fact that many people also travel in summers can bring in a new feature to the range. For our casual athletics range, the mood is athleisure. This range is for those people who love being sporty and being outdoors but also don’t take themselves too seriously. A bomber jacket over tracks takes them from the gym to the streets in next to no time. The mood is casual, carefree, outdoorsy and charming.

Part 2: The color board

The color board, as the name suggests, is a collection of at least five colors you’d like to see represented in your range. Picking out colors is heavily dependent on the theme. For our casual athletics theme, we chose urban, outdoor colors like shades of brown, grey and green.

How do we come up with these colors? You can save images of clothes you like and use a digital color picker to identify the different shades. You can also use the Pantone color guide to spot the exact tone you’re looking for. Moreover, you can also use color mapping tools to help you pick colors that complement all others.

In any case, be sure to pick at least five base colors and two shades for each color that you’d like to work with.

Part 3: The print board

If there is one street trend that is taking over the world, it is the idea of prominent prints in menswear. Small, inconspicuous origami doves are giving way to large, placement prints and even outfits that are printed all over. Neon highlights are an excellent option for the colors we have chosen, as are geometric prints and stripes in a variety of sizes.

Part 4: The concept board

This is the stage at which all of your work comes together. A concept board is centered primarily around the main sketch it represents. The sketches themselves are inspired from all of the other boards and incorporate aspects from each of them.

 Around the sketch are images of what the style would look like in real life as well as the primary colors that make up that particular outfit. Long jackets are the staple in our range, keeping with the global trend and K-pop sensation. Our pants are loose, drawstring and aimed at people who want to move freely. It is both casual and athletic, perfect for today’s city dweller.

From here, the sketches are followed by choosing the fabric and picking the colors that closely match your original palette. This is followed by designing a few prototypes which then go into manufacture.

What is your menswear design inspiration this time around? How are you using the range planning process to come up with the collection?

Tell us in the comments. Need a hand? Book a 30 mins free session for an in-depth consultation and help with range planning.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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Range Planning: From Inspiration To Product For A Women’s Clothing Line

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#moodboard, blog, bold prints, brand consultant, colorboard, fashion blog, fashion blogger, fashion brand, Fashion Business, fashion consultant, fashion designer, fashion trends, growing demand for streetwear in 2019, inspiration, linear stripes, mood board, printboard, range planning, street fashion, Street wear trend spotting, street wear trends, Streetwear, Streetwear trend spotting, stripes print

Planning well is a job half done, the saying goes. For most professions needing creativity, it is hard to pin down a process. We don’t often know whether the inspiration comes first or the process. However, having a linear process in place is useful for those occasions when the time is short and it is imperative that you get results in a short period.

Under such circumstances, a process keeps you from losing track and helps you come up with styles that can actually work in stores.

In today’s article, we talk about range planning from start to finish- from the mood board to the final sketches. We will take you through each step and give you tips on making that step work for you, for a women’s clothing line.

1. The Inspiration:

With a whole host of fashion weeks and their accompanying streetwear trends behind us, there is no shortage of inspiration to choose from. For this collection, our theme is Modern Fairytales. In the literal sense, this theme is all about making a strong, bold statement. Empowerment is the word, as stories like Moana and Brave have shown us in recent times. Moreover, tulle as a fabric is in vogue because it is so easy to pair with absolutely anything to create a look of your own.

Pinterest is a powerful tool for gathering all of your inspiration in one place. Create a separate board for each inspiration path that you want to follow, and start gathering material around it.

2. The Moodboard:

We’re feeling whimsical, but we’re also looking at functionality. Textured earrings are just a reference point for things that are both practical and statement-making. For flowing fabrics with a hint of sheer, it is only right that we use as many pastels as possible. Flowy silhouettes and interesting detailing add to the magical feeling. The overall mood of this collection is telling a story that is aspirational and good to have. We all want to be a Disney Princess, even if it is just a little bit!

Use adjectives to describe the mood of your collection. Print them out in big, bold letters. Find reference images for the ideas you’re trying to express. You can read more about designing a moodboard here. 

3. The Colorboard:

Pastels rule the collection, and we love all shades of nature, muted just a bit. Think clouds, the sky on a damp morning, powder pinks, blues, and yellows, off-white. These colors are just about there- not too jarring, not to mute. They have a subtle, graceful voice of their own, and boy do they get heard!

Make the most of the colors you want to incorporate-choose five- and adapt them into all of your ensembles.

4. The Printboard:

What’s life without a few prints? Everyday ensembles are brought to life with a dash of prints. We’ve seen everything from doodles to emojis and retro themes find their place in the sun. For our Modern Fairytales collection, we’ve chosen stripes and checks. These linear elements help us add every day, friendly vibe to clothing and give us a chance to bring in some versatility into the collection. In fact, plain outfits are very often paired with printed ones, so you need to think carefully about what your prints represent.

Choose a print based on how it blends with your colors and ideas. For example, a floral theme for this collection would have made it too feminine, which is not what we’re looking for in everyday wear and functional designs. Likewise, you need to decide what these prints represent to you and your audience.

5. The Ensembles:

Now, if we’ve done our job well, we should have clothes! We’ve created three ensemble sketches basis our inspiration, and we feel like these designs would be run(a)way hits.

Ensemble 1 :

In the first ensemble, the focus is on creating volume at the bottom and balancing it out at the top. The pastels stand out better because of darker shades, and the ruffles make this outfit perfect for Friday workwear, lunches, evening meet-ups and even for traveling long distances.

Ensemble 2 :

The second one is a personal favorite because an asymmetric hemline is not for the faint of heart. Add peplum to the mix, and we’re taking it one notch higher. We’re thinking of a warrior-princess who conquers the world with her attitude, and of course with her clothing.

Ensemble 3 : 

The third and last image is power dressing in all its essence- stylish, comfortable and full of utility. Culottes are in- in fact, we don’t know why they took so long to take off in the first place! A culotte jumpsuit with frills is the perfect urban dream. A hoodie adds to its streetwear appeal and is very, very suggestive of Red Riding Hood. For us, this is Once Upon A Time with a generous helping of happily ever after.

Which design inspiration are you going with for your women’s wear collection?

Need a hand? Book a 30 mins free session for an in-depth consultation and help with range planning.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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Adapting Streetwear Into Mainstream Fashion: The Men’s Casual Wear Edit

Tags

bold floral prints, bold prints, brand consultant, Cropped pants, fashion blog, fashion blogger, fashion brand, Fashion Business, fashion consultant, fashion designer, fashion trends, growing demand for streetwear in 2019, Men's fashion, Men's style, men's wear, street fashion, Street wear trend spotting, street wear trends, Streetwear, Streetwear trend spotting

This time around on the streets, it is the men that did it better. Stepping away from conventions in a variety of self-expression, we spotted everything from kimono adaptations to safari jackets, stripes, and some amazing shoes at the fashion week streets this time around.

This feature is aimed at giving you ideas across apparel categories to adapt some of these styles into your upcoming men’s casual wear collection. What we’re really excited about is that some of these outfits can translate just as they are into collections with little to no changes. For the rest of them, these suggestions across categories can help.

So, what are we waiting for, really?

1.Shirts and Vests

Key takeaways: Dark,floral, understated

The first layer of clothing this time around was suitably dark and understated to let the rest of the elements stand out. Most of the styles that caught our eye either had a black or a white t-shirt as the basis of the look. Brands looking to go down this path can also experiment with colors such as grey, deepred, tan, etc. T-shirts in a variety of colors rarely go out of style.

Another standout trend is the growing interest in men’s florals. Such patterns have often been limited to tropical shirts, but not anymore! One outfit we particularly like has a long floral shirt in black and grey. The colors themselves are very masculine, and the flowers are toned down a bit with the use of black pants and an overcoat.

2. Bottom Wear

Key takeaways: Bold, cropped, prints

We need to give it up to the men this time for starting what is definitely going to be a significant trend in trousers for years to come, and that is the cropped pant. Be it the bold, metallic fisherman’s pants in blue, or regular pants folder up well above the ankles, the men are asking for it. When it comes to trousers, it is best to keep with the trends. No one ever imagined that slim cuts and ankle pants would take off for men, but they did anyway.

For the bolder male, the idea of printed pants in graphic colors is not alien. Brands that are so inclined can experiment with comic book prints and the color of aged paper. We also saw the men’s palazzo make a comeback with an athleisure twist, so go bold with the bottom wear! 

3. Outerwear

Key takeaways: Blends, Statement, Denim

It isn’t just the women digging denim this time around. Sporty jackets for men are a big trend, and how! For a change, these jackets are being paired with lighter colors and a look that accentuates the jacket itself. So go for those embellishments with confidence.

Speakingof accentuating the outerwear, we love how men around the world used their jackets to express their style truly. Be it toning down the flamboyance with a blazer, using a bomber jacket to brighten up the outfit, or even a statement jacket so reminiscent of 8-bit gaming, the coats are here to take the world by storm. Design them in all lengths, cuts, and material, because they’re going to be selling like hotcakes very soon.

4. Accessories

Key Takeaways: Sneakers, outdoor, black

Well, the converse isn’t going out of business anytime soon. If you’re designing shoes to go with your collection, it is worth exploring at least one option that resembles a sneaker. We also saw quite a few black boots going around, in a throwback to the blue-collar workers of the industrial era.

One common theme is hard to miss- everyone is looking for comfort. With cities in expansion mode, the distances people cover by foot on any given day is a few miles, at least. It makes sense, then, to wear closed toe boots that are made for hitting the footpath. Function over form is the new norm in footwear design. We’d go so far as to offer unisex options that are much more functionaland can attract a broader audience base.

Don’t you just love the men’s streetwear styles? We know we do! Which other trends did you notice on the streets? Tell us in the comments.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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Adapting Streetwear Into Mainstream Fashion: The Women’s Casual Wear Edit

Tags

bold prints, brand consultant, fashion blog, fashion blogger, fashion brand, Fashion Business, fashion consultant, fashion designer, fashion trends, growing demand for streetwear in 2019, street fashion, Street wear trend spotting, street wear trends, Streetwear, Streetwear trend spotting, womensfashion, womenswear

Streetwear is taking the world by storm, and there may just come a time when it is impossible to find casual clothing without at least one street motif. In keeping with this newfound preference for all things street, designers are finding new and exciting ways to incorporate elements from streetwear into casual wear all around the world.

As a designer, is this what you’re trying to do as well? If so, this article is for you. We show you how different streetwear trends can be adapted into clothing items to design a collection.

The basic form and flow will give priority to casual wear, in keeping with the theme of this article and the fact that casual wear is one of the most highly sold collections anywhere in the world. The adapted elements will focus on streetwear trends as seen at the recently concluded fashion weeks.

1.    Top wear:

Key takeaways: Bold prints, ruffles, utility

Casual wear is supposed to be comfortable first. In keeping with this need, loose silhouettes are still here to stay especially when it comes to tops. On the streets this year, we saw some improvements made to the top as we know it. Interesting necklines and ruffles dominated the scene, but heavy prints were not far behind either.

For the first layer, both bralettes and mesh tops are an option. For those wanting sheer but not in the form of a mesh, translucent tops with organza and silk, done up with ruffles, add a feminine touch to the outfit.

For those layering up for the streets, chequered shirts, boyfriend jackets and bomber jackets in bright colors are all options. A chequered short can be used for covering up without feeling too warm, while a bright bomber jacket can brighten up a casual evening outfit to the mall.

2.    Dresses and Jumpsuits

Key takeaways: Gingham, form over length, loose and boxy

Dresses in gingham prints and sport style cuts are in this season. The length of the dress itself has taken a back seat, and more priority is given to the flow of the outfit. If a longer dress looks better, then so be it!

Drawing inspiration from the street scene are ruffles and boxy dresses. We saw a lot of boxy clothing on the runways this year, and what happened off of them is also reflective of people’s need for not being smothered by their clothes. Moreover, a boxy silhouette is much more forgiving, thus setting the stage for changing ideas about the ‘ideal body type.’

Those adding dresses to the collection can also think of exploring coordinates as an option. Coord clothing is stylish, offers scope for mixing and matching and can be bought together or as separates, making your collection that much richer. When in doubt, always include a jumpsuit.

3.    Bottom Wear

Key Takeaways: Flowy, denim, key detailing

The Levi’s X Justin Timberlake collection is proof that denim is the one thing that can forever keep coming back onto the fashion scene. The versatile fabric holds form exceptionally well, which is perhaps why one with a boxy top may choose a skinny pair of jeans to accentuate the outfit a bit more. The flower-power era trend of denim-on-denim is back as well, so it is time to bring out some jackets and shirts in denim as well.

Speaking of versatility, a flowing skirt is in demand too. Catching the subway train in a pencil skirt has finally frustrated people to the point where they want nothing more than to let it go. A skirt like this works as well with a cropped top as it does with a full shirt.

Those opting for outfits with form are choosing key detailing to go on the bottom wear that adds an extra element of both oomph and comfort to the outfit. Thigh high slits are not about sass anymore, and instead, have everything to do about striding through the footpaths of busy cities. Interestingly, we saw very few shorts on the streets this time around, perhaps in a bit to explore bottom wear options beyond the most ubiquitous.

If you’re designing your collections right now, which of these elements have you already managed to include? Which ones do you see scope for implementing even mid-design?

If you haven’t started yet, which trends would you like to pick up? Tell us in the comments below.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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The Growing Market For Streetwear Trends in 2019

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blogging, bold branding, brand consultant, Cropped out, fashion biz, fashion blog, fashion brand, Fashion Business, fashion consultant, fashion designer, Gingham Gone Wild, Going Military, growing demand for streetwear in 2019, Neutrals, street fashion, street wear trends, Streetwear, Streetwear trend spotting, The hoodies

Now that we’ve put major fashion events behind us, it is time to get back to business as usual!

One common theme that stood out at Fashion Weeks this year is the adaptation of streetwear trends and motifs into what is typically high-end or luxury fashion. For example, Miu Miu experimented with colors that are usually considered outdoor. Around the globe, streetwear is translating into more than just athleisure, and in keeping with that, our November blogs explore how streetwear can be adapted into clothing lines.

Why? Because, from Louis Vuitton to H&M, everyone is going to the streets. Streetwear is highly adaptable, which is what makes its appeal so universal. And, streetwear is a way to make a powerful statement.

Remember, when it comes to influence as strong as streetwear, it is best to choose one or two elements and incorporate them into clothes than to go all out and design something that can only be worn to a Zumba class.

Photos: Phil Oh – Vogue

Without further ado, here are five streetwear trends that we are absolutely digging, both for their aesthetic value and for the business value they bring to the table.

1. Neutrals: Let’s start with some color or the lack of it in this case. Traditionally, streetwear has usually been dark, with bright accents in the form of a pocket patch or a bright shoe. However, in a nod to the high-flying millennials who are always on the go, streetwear is manifesting in colors such as whites, off-white, beige and tan. These colors are not just inconspicuous, they’re also easy to carry straight from a walk to a meeting.

In keeping with this trend, explore bomber jackets and loose pants in muted colors. We also recommend giving sweaters in these colors a try for those cities that need protection from all year long.

2. Bold Branding: This is the year of prints, and not just any prints. Brands that have a reasonable standing are making the most of fully printed outfits. The essence of streetwear is bold, loud expression which stems from a need for acceptance and a sense of community.

How can new brands leverage this trend? For one, out your logo front and center. Another aspect to explore in design is using your brand’s standard colors in your clothing as well. Be very careful while adapting this trend, as no one likes to be a walking billboard for someone else. However, if the end product looks stylish, people will lap them up this season.

3. Going Military: Some prints and styles just keep making a comeback every few years. In a way, these trends and pieces are timeless and add value to everyone’s collection. In streetwear, military prints and colors take the cake. Camouflage is not everyone’s cup of it, but it definitely makes a very bold statement.

A general rule of thumb when adapting trends like these is to remember that such prints usually attract a very niche audience who like, or have experimented with, these trends before. If you want to sell to a larger group, think in terms of fragmenting the trend a bit. Explore tank tops with camo detailing on the side, or a semi-formal shirt with camouflage prints at the collar and cuffs. Likewise, diversify the colors in the collection a bit with olives, muted blues, and even flat whites.

4. Gingham Gone Wild: Gingham, in its broadest interpretation, is checks. No one would look at the classic red and white prints and think of them as streetwear, but think of a checked shirt, and you know you’re on the right track.

Checks from the street are getting a fresh new upgrade with full outfits being designed in these patters. Think a formal peplum skirt, but with green and white checks. A dinner jacket with bigger checks ticks all the right boxes for a semi-formal event. In fact, we’re just waiting for the big entertainment events of the year to see some of these trends in action on celebs. After that, becoming mainstream is just a matter of time.

5. The Hoodies Are Back: Love them or hate them, there’s just something so comfortable about a hoodie! Summers scream for sleeveless ones thrown over, while winters could definitely use some detailing and bulk. A hoodie is the quintessential hip-hop costume, along with ankle boots. This year, the hoodies are in fashion again. Go bright with the colors, or do even bolder ones in varying lengths and cuts.

Everyone is buying a hoodie, so do you have enough options and colors to please all of them?

6. Cropped Out: When ankle pants made a splash a year ago, we knew that cropped ones were just a matter of time. Cropped pants were a huge hit on men at all fashion week street edits, and nude and earthy tones are here to stay. You can design cropped pants that don’t make people look like a hobbit- think clean seams and a slightly relaxed fit.

These are some of the streetwear trends we see being adapted into casual and formalwear for all genders this coming season. How many of these did you anticipate? Which of these surprised you? Tell us in the comments below.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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The Fashion Business Epiphanies We Garnered From New York Fashion Week Spring Summer 2019

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brand consultant, fashion brand, fashion consultant, fashion designer, fashion labels, fashion startup, Fuel4Fashion, Mara Hoffman, Marc Jacobs, Naeem Khan, New York fashion week, NYFW, Prabal Gurung, Ready to wear, Rebecca Minkoff, RTW, Tadashi Shoji

The recently concluded edition of the New York Fashion Week held not so many design surprises as it did business lessons. It is only natural, then, that we wanted to do a feature right away!

Fashion is a form of expression- there’s a reason why people buy so loyally from the brands they love. This applies to all strata of the fashion society. People love their labels as much as they enjoy the ease and comfort of label-less, brand-less clothing. And that’s what NYFW was all about- shunning the label in favor of the individual.

Here, we deconstruct eight ideas from NYFW SS’19 that are worth exploring in your own fashion business.

1. The Return Of The Self: Colors to make you feel better, shapes and silhouettes to help you feel safe- clothing is now about your mood. You may remember from one of our earlier features that color is a huge determinant of how we feel and how we express this to the world outside. A similar idea was extensively visible in the designs of Prada and Givenchy.

2. Landmark Collections: Ralph Lauren turns fifty. Fifty years of bringing enhanced sports fashion to mainstream shows. Emotions ran high at NYFW, but what we took away is the message that sportswear is becoming the new casual wear. Looks that respect this notion will go very far.

3. Tailoring Done Differently: Was it only yesterday that form and fit were the fashion buzzwords to look out for? Well, both form and fit are on holiday at NYFW, and the focus is instead on comfort and function. Not surprising, considering the urban commuter who moves around so much, and people’s general lack of interest in buying pieces that only ever sit in the wardrobe.

4. Feminine Goes Fierce: This year, even the more conventionally minded designers shifted their focus to clothing that made a stronger statement. Case in point- Brock Collection. Their collection is so much more refined and represents strength, inside and out.

5. Subtlety Over Statement: While everyone is busy making a statement, The Row toned it down. This is a potent message for fashion houses designing their collections right about now. Sometimes, in a world that is screaming statements, not making any statement at all may just be the most powerful way to go about anything.

6. Nostalgia: Perhaps the harshness of the world we live in today, with its myriad issues and its elected leaders, is making us fond of the services, army, and even the eighties! Junya Watanabe and Isabel Marant both took this nostalgia and channeled it into something beautiful.

7. Beyond Visual: The tink-tink of Paco Rabanne’s dress collection proved, yet again, that there’s no end to innovation in fashion. Auditory stimuli aren’t the first thing you’d associate with a dress, but they need not be the last either. We’re not rooting for squeaky shoes and hopefully, haven’t descended to dresses that play songs, but as long as the sound is pleasant to hear, why not!

8. The Return Of The Unisex: There’s no way to know how much of it is because of a movement, and how much merely a factor of comfort, but clothing collections are no longer split along gender lines. Case in point- all of the designers who exhibited their collections for men and women at the same time, on the same stage. Come to think of it, why doesn’t love a multipurpose piece?

The looks we loved from New York Fashion Week SS’19: 

1. Mara Hoffman: We love a designer with a voice, and what a statement voice she has! We love her easy whites, stand-out silhouettes and statement florals.

2. Marc Jacobs: elegance never goes out to style, and neither do high collars and breezy cuts suggestive of the elite. Culottes can be statement pieces too, if you know how to stitch them.

3. Naeem Khan: contemporary has never been this classic. Spaghetti dresses and high collars meet more modern ideas of prints and embellishments in this highly versatile collection.

4. Prabal Gurung: did we say pops of colour? Prada is not left alone on that count, what with Prabal Gurung joining in. We love the bright shades sure to make any day better.

5. Rebecca Minkoff’s collection is perfect for a statement workwear.

6. Tadashi Shoji: a master of the feminine, if there was one. Also one of the few collections we spotted this season with animal prints. They’re not going out of style anytime soon.

Which of these ideas will you use as inspiration for your next collection? Tell us in the comments.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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Why You Need A Business Plan For Your Fashion Business

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brand consultant, Business goals, business plan, cashflow management, emerging fashion brands, fashion biz, Fashion Business, fashion consultant, fashion designer, fashion entrepreneur, fashion startup, inventory management

 Many people falsely assume that a business plan is only for those businesses that want to raise funding or make an investor pitch. There’s no easy way to say this- the first person who needs a business plan, and will most likely use it extensively, is you!

As the adage goes, ‘failing to plan is planning to fail.’ So, a business plan is not just a spruced-up, fancy document that you rarely take out. It helps you determine exactly how you run your business, right from using your cash well to managing inventory.

Mind mapping ideas before creating a business plan

Here are some goals, apart from being an investor document, that a business plan serves.

1. A Communication Tool For Your Team: A business plan is a great way to show your team precisely what each person needs to do to achieve a very defined set of goals. Without a plan, most people don’t know where they’re heading. Worse, you’ll end up paying all of your resources without grasping why you aren’t getting any results. So, use a business plan to communicate your ideas to your team.  

2. A Ready-reckoner Of Goals: Having a business plan means putting down goals and objectives in as granular a manner as possible. You can always go back to your plan and review if you’re meeting goals. If not, the plan serves as a guide to see what went wrong- was it your strategy, or was it execution?  

3. A Flexible Calendar: One thing that all businesses, and young business, in particular, should remember is that no plan is set in stone. A business plan serves as a guide and allows you enough leeway to make adjustments based on the market from time to time. This is one key reason why a structure is essential. It is always good to make changes to a base template than to throw ideas around and let them stay amorphous.

4. A Guide To Inventory: In the first year of your business, when you have no past sales data to fall back on, a business plan serves as a projection tool to decide how much inventory you need. As you know, holding too much stock can block up your working capital, and having too little can cost you a sale. Projections obtained from a business plan are an excellent way to assess just how much inventory you need.

5. Cash Flow Management: Retail businesses need cash to procure inventory, to sell and to keep up sales channels, as well as to pay employees. In fact, a continuous supply of liquid money can decide how far you go into retail. Having a sound business plan helps you decide which months/years involve more spending so you can cut down on other costs proportionately. Likewise, a plan also enables you to determine how much of your profits should go back into the business, and under which head.

What does a good business plan involve? Broadly, it contains your executive summary, your vision and objectives, market potential and implementation plan over both the short and long runs.

As you can see, the headings in themselves are simple enough. However, filling them up with workable solutions is the real challenge. Most of the new fashion brands either turn to mentors or consultants to help give a proper shape to the plan. If you already have experience working in the fashion industry, consider seeking help in those areas that you are not yet entirely comfortable with.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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Beyond Digital: Offline And Inbound Marketing For Your Fashion Business

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brand consultant, digital marketing, fashion, fashion brand, Fashion Business, fashion consultant, fashion designer, fashion marketing, inbound marketing

Digital marketing may sure be the only way to get the attention of an online audience. However, does this mean that merely by betting on it, you’ll be able to get your brand visibility and sales? The truthful answer is, no.

For one, online shopping is just about catching up, and before buying clothing and accessories (beyond the t-shirts and tunics), most people would want to experience the product, especially if they’re new to the brand. It is thus safe to say that just as brands and retail are present both offline and online, marketing efforts should be directed in both channels. In an earlier article, we have spoken about digital marketing for fashion brands.

In this one, let’s discuss offline and inbound marketing.

Today, most marketers understand inbound as a subset of online marketing, specifically, emails. However, anything that actively brings customers and their buying intent into your store is inbound, and this can be anything from a store level event to a pop-up. Without further ado, let’s look at some offline methods you can use to market your brand.

1. Go Beyond The Billboards. Today’s customers are bombarded with static and dynamic billboards wherever they go. This influx of information does nothing for brand recall. Instead, focus on value. What can you offer through your advertising that is useful to a potential customer? This can be anything from a lookbook to a consultation. “But how do we get them to come to us first?”, you may ask. Online advertising is an excellent place to begin.

2. Level Up Your Ideas. For brands that are beginning to sell in multi-store settings like malls, it is essential to direct the attention to yourself actively. Remember a decade ago, when mascots would be standing around to guide you to a place? You need to do something similar, but make it much more sophisticated. What if you could organize a treasure-hunt around the mall, with simple cues in the elevator or stairs? Marketing has long moved past flyers and bills.

3. Make Packaging Awesome. Many lingerie brands do this, as do perfumeries. Make the packaging so attractive that people feel like they’re giving themselves a present. Chances are, they’ll share it online and tell more people about it. In any case, it doesn’t hurt to add a small CTA (call to action) on the box asking people to share their experience online.

4. Look At Pop-Ups and Collaborations. Pop-up stores are insanely famous today because they offer an element of the unexpected. Make your pop-ups interesting, but not intimidating. Depending on your brand’s core audience, loud music may or may not work. Likewise, look at collaborating with other stores to conduct events on grooming and makeup, or to educate people on the different kinds of handbags. You’ll be surprised by how many people look for such advice.

As you can see, offline and online marketing today do not exist in two separate vacuum containers. They go hand-in-hand to help you gain more out of your efforts. For example, an event could be offline, but its promotion takes place online.

What is the most exciting marketing campaign you’ve ever encountered? Tell us in the comments.

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Supriya Ghurye is the founder and owner of Fuel4Fashion. She is a Freelance Fashion Designer and Brand Consultant helping fashion brands to create great products from idea to launch. Fuel4Fashion social links: Twitter, Pinterest, Instagram

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