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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What Your Branding Kit Is Made Up Of

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branding, color theory, Fashion Branding, fashion branding kit, fashion brands, fashion designer, logo design, style guide, Type direction

This month, we’re talking all things fashion branding. If you haven’t yet seen our first article on what branding means for you, take a look here.

Once the process is out of the picture, it is time for the outcome. A fashion branding kit can, in essence, be considered the end product of a branding exercise. It includes all the information you need to represent your brand across different media correctly.

Image courtesy: Gafferitsolutions

As with any good kit, a branding kit has certain key components. In no particular order, they are:

1. The Style Guide: A branding style guide is the comprehensive account of everything that your brand stands for. Often a thick book or a bulky file, this is where you will come to refer to what you must and must not do for a social media post, or how small your logo can be before it becomes too small. Use the style guide as a reference point more than a hard-and-fast solution. When in doubt, always use your own judgment.  

2. Logo Guidelines: These guidelines specify what your logo should look like in a host of situations. Think of printing the logo on labels vs. putting up a billboard, or designing your office space. Dimensions are just one aspect of the logo guidelines- they also account for the many different surfaces and media that your logo might eventually play on.  

3. Color Theory: As the name suggests, this set of visual cues is meant to help you decide which combination of colors best represents your brand. Not just that, say you have four color guidelines. Should you use all of them in one go, and in every possible situation? How can these different colors be used to represent your brand? Moreover, how can these colors be used to generate quick recall? These are some questions that the color theory can answer.  

4. Type Direction: Your typography is as powerful as the text itself. Imagine using a powerful quote, except you type it in Comic Sans. The effect is drastically different. Fashion brands, in particular, should focus more keenly on this aspect, because it will impact everything from clothing labels to corporate presentations. As the name suggests, a type direction is flexible with fonts to the extent that they evoke the same reaction.  

5. Fifth Element: In the world of branding, a fifth element is a visual cue that is as powerful as the logo in representing the brand. This element is often used when a logo might feel too repetitive, or too obvious. For example, ‘Conscious’ is H&M’s fifth element for their clothing recycling program. What’s more, the fifth element can also serve to illustrate your brand’s values in a manner that people can easily connect with.

These are often the essential components, and depending on the scale of the business, social media guidelines can also be created. A branding kit serves as the starting point of the actual design. Why is it important to have this kit? So teams make as few mistakes as possible at the execution stage.

Some companies may choose to go through a rebranding exercise as they scale and gain more clarity on their priorities. Whatever be the case, a professional fashion branding agency is your best bet to succeed.

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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 Stages Of The Fashion Branding Process That Decide Your Brand’s Position

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brand colors, brand identity, brand style, branding, corporate kit, fashion, fashion brand, Fashion Branding, Fashion Business, fashion designer, Fuel4Fashion, logo, logo designing, style guide, visual elements

In the world of branding, the terms used to refer to different processes can be confusing and frustratingly similar. So, before we discuss the stages of fashion branding, let’s get the jargon out of the way.

Branding is the umbrella term that refers to the process of coming to a consensus on a brands style, design, and purpose. In a way, branding is a verb, an action item. Brand identity design is the actual use of all of these conclusions to design the logo, decide the type, etc. A brand style is all of these elements like logos and packaging put into action across media, and a style guide or a brand guide is your one-stop reference point for all of these attributes.

Now that that’s understood let us look at the six key stages of the fashion branding process.

1. Who Is Your Business? The ‘who’ is important, because every fashion business represents a distinct personality. Many people confuse this with, “who are you?” and quick ironically end up transferring their own personality to their brands. Branding professionals spend most of their time digging out this aspect- workshops, questionnaires, interviews are all a part of this process. This is also the stage where you define how your fashion brand’s personality aligns with business goals. For example, a house of fashion always puts quality over numbers.

2. Where Is Your Market? In the second stage of the process, you need to understand if your business goals align with who you think your audience is. And for that to happen, you need to know your audience. Market research can be conducted through surveys, interviews with real people, designing consumer personas, etc. Your brand’s design eventually needs to appeal to these people.

3. Designing The Logo. Most branding agencies design the logo before moving on to other visual elements. This is because your fashion brand’s logo has the highest recall value among your audience. A lot of thought, therefore, needs to go into it. Quick example: Think Forest Essentials, Nike, Good Earth. Surely, the logo popped into your mind with no effort involved.

4. Designing The Visual Elements. Using the insights from steps one and two, and using the logo as inspiration, the visual elements are born. For example, think Zara. The typography used to represent the brand is recognizable in almost every language. Likewise, every fashion brand has elements other than the logo, such as what goes on a shopping bag, that help reinforce the brand’s image.

5. The Corporate Kit. Once all these elements are in place, they still need to make sense to a designer, or a production manager. Most branding agencies also help with designing the visiting cards, letterheads, bags, boxes, etc. to depict how the branding elements must be used across different elements. Needless to say, this is also the aspect that most clients look forward to seeing.

6. The Style Guide. This is like the bible of a fashion company’s branding exercise. A style guide is often a very comprehensive document, developed to serve as a future reference. Some branding agencies may pass on the mantle of advertising after a while. In such a case, the style guide helps all stakeholders use all of this material correctly.

As you can see, the first two stages of the branding process can seem like a black box to those just beginning to contemplate branding for their business. This is also why experts come into the picture at these stages- because a keen understanding of the industry and prior experience with niche branding always helps you come to more accurate conclusions.

Overwhelmed? Why not take a look at this article we did on branding secrets to know what you need to, and need not, do?

And as far as branding your fashion business goes, you’re in good hands because

a) We’re fashion branding experts, and can help you make the process seamless. Get in touch at supriya@fuel4fashion.com for a consultation.

b) We’re dedicating the entire month to discussing all things branding and style. So, do drop in your questions, subscribe to the blog, and sign up for our newsletter (businesses, here and students, here) to learn more.

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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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Five Branding Secrets for A Fashion Startup That Is Poised To Succeed

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brand color, brand identity, brand story, brand value, branding, fashion, fashion brands, Fashion Business, fashion designer, fashion industry, fashion labels, fashion startup, Fuel4Fashion, inspiration, logo, startup fashion brand, startup fashion label, value propositions

 In any business, branding establishes the core identity that guides companies in making choices and sells the product or service. Often, businesses fall back on their brand values to make crucial decisions about their operations.

However, nowhere else is branding as relevant as it is in fashion. This is because simply put, your brand is an expression of what you stand for, which in turn is a form of expression for the many hundreds of people who will be buying, and wearing, your clothes.

Quick question: If someone were to cover up your brand’s name and just show the logo, how many people would be able to identify it?

Sounds silly, but this is how houses such as Louis Vuitton or even aggregators like Myntra have made their mark in the world of fashion. Without further ado, here are five branding secrets that will set you on the path to sure brand success.

Selecting a perfect brand name and logo for your fashion brand

1. It is more than the logo. Don’t let anyone tell you otherwise. In fact, logo design is the very last bit of an exercise that often takes days to complete. A good branding agency fleshes out everything about your business and then designs collaterals based on that information. Compare this to creating a logo first and then finding an explanation for it. See the problem?

2. Start small. It is an excellent idea to have a grand vision. However, all grand visions start with a humble beginning, and that applies to branding as well. You do not need multiple standees, name boards, coffee mugs and backpacks right away. Indeed, producing these items can get quite expensive. Instead, consider what you need to get started- what the consumer will see. Then, expand with time.

3. Be consistent. Do you have multiple different cover images and logo patterns for various social media accounts? We probably don’t need to tell you that that is a bad idea. In the beginning, you want nothing more than consistency. Consistency is what builds recall.

4. Your branding is not your brand. Branding is an action, much like wearing clothes to an event. Branding in itself does not change your brand’s voice or purpose. Instead, it helps to bring out the finer details and accentuates that which you already do. Don’t ever think that your brand is limited to a style guide or a proposed Fifth Element. A person will always be more than the clothes they wear.

5. What’s your story? Every good brand has a story. And not just any story, but one that’s worth investing in. Remember, everyone who interacts with you is paying you in more than currency- they’re spending their time. You need to give them a compelling reason to do so. Chumbak’s story is creating souvenirs that are distinctly Indian. Wearable eccentricity is The Quirk Box’s brand story. You can see why it might resonate with travelers, and millennial, respectively. What’s your story? Your brand name often finds resonance with your brand story.

At this point, you’re probably wondering how you should go about the daunting task of telling your brand’s story.

Experts in the industry agree that even before you start selling, you as a fashion label must have a strong brand presence.

So don’t buy swatches with your first startup sixpence, but the story of your ‘why.’

Fuel4Fashion now offers branding solutions for fashion startups. For a consultation on the way forward, please write to me at supriya@fuel4fashion.com

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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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Women’s Workwear Trends in India: The Demand For Better Formals Is Here!

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Allen Solly, apparel, brand consultant, design collection, fashion, fashion brands, Fashion Business, fashion consultant, fashion designer, fashion entrepreneur, fashion startup, formal jackets, formal shirts, formal wear, Fuel4Fashion, Indianfashion, Park Avenue, Van Heusen, womensfashion, workwear

Until very recently, a few niche brands in the Indian market such as Allen Solly, Van Heusen, and Park Avenue have been the go-to options for picking western formalwear. Collections usually range from formal pants and skirts to jackets and shirts.

However, for the more discerning Indian woman, the choices in western formalwear were limited, to say the least. Even though aggregators like Shoppers Stop and Lifestyle began offering their in-house western formal collections, they have rarely been adventurous with their choice of clothing.

Today, the work culture around the world has changed, and India is no exception. Depending on the role they play, the local weather, the degree of comfort required and even how much they travel, women are choosing to dress in a variety of different clothes. Let’s look at the evolution of formal western wear for women here and save the discussion on Indian Ethnic Workwear for a separate article.

Here are some styles that have caught our eye.

1. The Shirt with A Twist: Gone are the days of boring formal shirts, whose best feature was often a ruffle or two around the button line. Today, shirts with lace trims, flowy sleeves and a relaxed vibe are in. Brands building a woman’s formal collection must now keep in mind the fact that many women prefer a relaxed fit, and limit a snug fit blouse to suits only. (Philip Lim, Image Source: Vogue)

The Shirt with A Twist

 

2. Statement Pants: Including that quintessential black trouser in your collection? Well, redesign it, or drop it, because no one is doing quintessentially with pants anymore. Wide-leg trousers are making a comeback and culottes are completely acceptable as formalwear. Think in-prints like floral and gingham. Today’s Indian woman knows how to blend comfort with a statement. (Chloe, Image Source: Vogue)

Statement Pants

 

3. A Midi Skirt: And we’re not talking about the pencil skirts with a slit anymore. Very few women, if any, prefer sitting through endless hours of meetings and calls in skirts that ride up and down on a whim. Instead, an A-line skirt that falls just around the knees is the preferred piece. As always, embellish. (Chicwish, Image Source: Chicwish)

A Midi Skirt

 

4. The New Formal Dress: Black isn’t the only formal tone anymore. In Indian summers, it would be anyone’s worst nightmare to have to step out in something black. Instead, keeping our tropical sensibilities in mind, the formal dress has evolved to be a flowy garment with one fitted element to bring it all together. (AND by Anita Dongre, Image Source: AND)

The New Formal Dress

 

5. Blazer 2.0: What does it take to brighten up the existing wardrobe? A new jacket, of course! Most cities in India barely inspire suiting up. However, some cities like Delhi are known to have harsh winters while Bangalore is known for its year-round need for jackets. Brands like H&M are beginning to evolve to meet this very need, and you’d do well to rethink what a jacket should be. (H&M, Image Source: Vogue)

Blazer 2.0

 

6. The Indian-Western Piece: This could be anything from Ikat culottes to a long line Kalamkari formal dress. India has a rich heritage of looms and fusion brands such as Bombay Paisley are tapping into the growing demand for clothes that let you breathe, and also look stylish and elegant at work. Incorporate a few of these elements into your designs, giving first priority to comfort. (Bombay Paisley, Image Source: Tatacliq)

The Indian-Western Piece

What other pieces do you think would make a splash on the western formalwear scene? 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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Cracking The Social Media Code For Fashion Startups

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brand consultant, fashion, fashion brands, Fashion Business, fashion consultant, fashion designer, fashion entrepreneur, fashion labels, fashion marketing, Fuel4Fashion, instagram follower, social media for fashion brands, social media planning

Being in the fashion space is no small endeavor. Apart from the actual design and production, you also need to focus on building your brand, gaining visibility and reaching the right target consumer. It is not enough to simply be present on social media channels and post regularly- instead, you need to find a way to reach your consumer’s headspace and stay there.

We’ll address the whole gamut of content, email and digital marketing for fashion in a separate article. Today, let’s discuss the world’s most valuable rented property- social media.

Brands and consumers alike flock to social media because of its broad outreach. Brands feel that this platform takes them to many more people, much like being on a stage and announcing that you are there. Consumers too subconsciously resort to social media for information, awareness, choices, and relevance.

Social Media for Fashion

Before we delve into the five essential aspects of social media for fashion brands, let us do a quick recap of what a brand means. Why do you wear sneakers with a swoosh mark on them? How do you recognize a McDonald’s in a foreign country?

Now, that’s what a brand aims to be- the most popular personality on the planet, so much so that it is recognized everywhere. That’s the brand you are trying to build.

With this big goal in mind, here’s what to do with your social media.

1. Have A Voice: Like a person, a brand believes in certain values, and communicates them in a certain way, either through language or through cues. For example, Victoria’s Secret embodies the idea of the ethereal woman, while Zara is for the generation that moves fast. Likewise, what does your brand stand for? It is worth speaking to a branding agency about this aspect before beginning your social media effort. All your communication should then speak to these values.

2. Choose The Channels: Not all brands need to be present on all channels. Many businesses start off on multiple channels only to be swamped by endless content calendars. Choose two channels and choose them well. If you sell B2B, you probably don’t need Facebook as much as you need LinkedIn, even as a fashion brand.

3. Attract The Right Users: How do you bring people to your pages? Step 1: Send invite links to all of your friends and family. Then, invite them again until they join. Step 2: Advertise. Spend some money and do your ad targeting right. Put out ads that the right people see. Talk to your primary customer personas. Step 3: Close the funnel. Once people see your ad, you want them to like your page. Include the relevant call-to-action within your ads. Step 4: Moderate your page for unwanted posts and comments.

4. Follow A Calendar: Today, almost all social media channels give you access to analytics. You can see how well your posts perform and track when your users are more active. Do more of what the audience likes. You may be a great opera singer, but on-stage, if your current audience wants instrumental, that’s what you deliver. Experiment with various content forms and choose those that work for you. Most importantly, follow a routine and do them consistently.

5. Convert The Customer: There is a good saying in the world of business- visibility does not dinner buy. You don’t want 10,000 followers on Instagram and zero sales on your site. Lead people to your web/ retail outlet and give them a reason to close the loop. For every post, consider what purpose you want it to serve, and check if that purpose has indeed been served. Email marketing is an excellent next step after social media to convert a slow-moving funnel.

What challenges are you facing with your social media?

Or, do you have a success story to share? 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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Our guest post about techpacks on Sqetch

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apparel, apparel production, Bill of material, fashion, fashion brand, Fashion Business, fashion designer, fashion illustrations, fashion label, fashion sketches, fashion startup, garment flats, garment manufacturing, grading, measurement chart, patterns, produce fashion apparel, sizing, startup fashion labels, technical design, technical designer, technical specifications, techpack, what is a tech pack

Recently Sqetch invited us to contribute to a blog on Techpacks along with the few other talented designers, since we’ve been doing client projects on these for the past few years. The blog from Sqetch is now live and can be found here. Do read through it!

You can read one of our earlier blogs on techpacks which was also greatly appreciated.

Feel free to connect with me if you have any questions regarding techpacks or need any assistance in creating few for your new collection.

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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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Introducing Guest Blogs On Fuel4Fashion

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fashion blog, fashion blogger, fashion designer, fashion industry, guest blog, guest blogger

Thanks to your support and encouragement, the Fuel4Fashion blog now has a growing tribe of followers on various social media platforms, from across the world. We have tried to keep giving all of you insights into what is trending in the industry and build up Fuel4Fashion as the go-to place for getting an idea of emerging global fashion trends as well as insightful information about the fashion industry.

As a result, over the last few weeks, we have been receiving numerous requests for guest blog posts from a variety of sources. In order to bring more quality content from the fashion industry to the community, we are now starting a guest blog section. This will feature articles on topics similar to the ones we have been bringing you, but from a variety of authors from the field of fashion. Do keep in touch for the latest in fashion trends from across the world.

Image Courtesy: http://goo.gl/3n6Vj7

The first guest post will be up on Tuesday this week. For those of you who’d like to be a part of the guest blog section, do write in to me at supriya@fuel4fashion.com.

Cheers,

Fuel4Fashion Team

London Fashion Week Vs New York Fashion Week – Part 1

Tags

apparels, fashion blog, fashion designer, floral, garments, layered, LFW, London Fashion Week, New York fashion week, NYFW, pink, runway, silhouettes, Spring 14

As the Spring’14 trends rolled out on the runway, London Fashion Week sketched out delicate elegant women with a tint of pink and floral prints in its layered flouncy dresses fabricated in sheer iridescent textures and New York Fashion Week portrayed the women’s power with a reflection of its eternal beauty draped in oversized white button down shirt feminized by the contouring of body lines and intricate detailing coupled with cropped denim pants. So we decided to do a comparative study between the key trends showcased during New York Fashion Week (NYFW) & London Fashion Week (LFW).

New York Fashion Week – SS’14
Image courtesy : http://goo.gl/Za7Azf

Setting the trends: INSPIRATION

London Fashion Week (LFW) showcased the embellished, bejeweled, appliquéd designs with a subtle touch of unique simplicity. Runway bloomed with the incense of floral prints which had a pink hue in its textures rendering it the 3^rd dimension. Delicately crafted organza petals dispersed over dresses, heavily embroidered floral designs stitched into satin, and sheer layers of flora fabricated into designs that revived the decades of 60’s and 70’s.“Flower prints have been done to death,” admitted Christopher Kane after his show.

Floral Extreme – London Fashion Week
Image courtesy : http://goo.gl/f6aqdC

London Fashion Week : Christopher Kane – Flower motifs
Image courtesy: http://goo.gl/zizgCC

London Fashion Week – Floral print rendering in 3rd dimension.
Image courtesy : http://goo.gl/nJyNbp

London Fashion Week : John Rocha – Delicate pastel floral.
Image courtesy : http://goo.gl/jYe1cw

London Fashion Week : Matthew Williamson – Flower power, cutouts.
Image courtesy : http://goo.gl/iglHon

‘Soft’ collection by Burberry &feminine romance reflected in Temperley London collection. Breeze of elegant full skirts & feminine hue swept of some gentle memoirs of 60’s, 70’s & 90’s. Some collection were said to have strong 60s references included Mulberry and Sister by Sibling, while Holly Fulton, Henry Holland and Jonathan Saunders harked back to the 70s. Thats is all about the inspiration of London Fashion Week collection showcased by various designers.

New York Fashion Week (NYFW) men-inspired oversized attire, crop pants was feminized with embellishment and detailing. Post the restrained clothing of Fall, designers painted a relaxed look with the ease and attitude of the West Coast lifestyle and iconic California beaches.”We want to see a woman cooler, more relaxed, and that’s sexy,” said Max Azria backstage before the show. NYFW appeared to be largely influenced by 20’s and 30’s.

New York Fashion Week : Marc Jacobs – Contrast color florals
Image courtesy : http://goo.gl/gUaWK9

New York Fashion Week : Bibhu Mohapatra – Fluid dresses / Figure-hugging sheaths / Boxy shells / Embellished gowns
Image courtesy : http://goo.gl/d3qK97

New York Fashion Week : Prabal Gurung – use of bold colors and transparent fabrics
Image courtesy : http://goo.gl/Lh5zYY

New York Fashion Week : Nicole Miller – florals with abstract graphic prints
Image courtesy : http://goo.gl/xjn1ao

New York Fashion Week : Milly by Michelle Smith – Paint brush feminine print with Hawaiian influences
Image courtesy : http://goo.gl/rcvoBf

On the canvas of NYFW Prabal Gurung painted an “idealized women” using transparency as his tool. Miller named her collection “Rebels With a Cause,” and offered a tagline: “Power Meets Pretty.”. Francisco Costa simulated the inspiration from Basquiat, Picasso and Madonna into layered dresses.

So here we end with this insight into what inspired the designers and what did their collection personify. We will soon bring you the COLORS that will enter your wardrobes this Spring’14 in our next part. So keep reading and stay stylish!!!