Below, a dozen experts offer their best fashion branding advice. Hear from entrepreneurs, fashion designers, and marketing agency execs on everything from finding your target audience to working with agencies.
Describe your brand in 3 words or less
Expert: Joey Ng, CMO at Yami, freelance brand and growth marketing consultant, creator of StopAsianHate.info
Joey’s advice: “Branding in fashion is key to helping the customer solve the problem of expressing their individuality within the context of assumed dress codes. If you can’t communicate who you are as a brand to a person who would identify with your core values and aesthetic, then you won’t be able to sell it to them.
“Whenever I approach a new brand that I’m working with, I always start with describing it in three words (or less). Take the time to brainstorm every adjective you believe belongs in the world of your brand. Then keep eliminating them until you have three favorites left. I went through this branding exercise for a record label’s merchandise arm and we landed on ‘Y2K B.E.T.’ In just two words, we had pinpointed the permeating theme of all the visuals, sounds, textures, and feelings a consumer would experience when engaging with their brand.
“Find your niche and define in very few words what makes your brand distinctive. If something doesn’t fit those original belarus mobile database three words—even though you might like it—scrap it. Establish the core message, nail it, then expand.”
Build a solid team
Portrait of Andrew Coimbra
Portrait of place holder Andrew Coimbra. Joe Bulawan
Expert: Andrew Coimbra, women’s designer at Mackage
Andrew’s advice: “The most important thing to consider when starting your own label from scratch would be to know your brand. People rarely consider what that means beyond the basics. Who are your clients? What is aleart news your ultimate objective? Where do you see your label in five years? These are core questions that define the direction of every single step you decide to take in promoting your business.
