There are several qualities that an entrepreneurial fashion designer should have; being savvy with marketing is one of them. After all, they are the only people in the world that will ever fully understand their vision. They have to represent their brand in a way that can entice new customers to give them a chance.
During the COVID-19 pandemic, designers have had to adapt to the closures of their physical shops. Instead, they focused their energy on e-commerce to make up for losses. As online shopping became a principal source of food, clothing, and other products, becoming adept in this platform has become necessary to allow businesses to sell to their consumers.
One method the fashion industry utilizes to improve its reach in e-commerce is to show enticing, stunning images of its products. This paved the way for digital photo enhancing services to become a key player in the success of many campaigns as businesses use images to garner enough attention and pique the public’s interest. Social media and online stores were the leading platforms for marketing, allowing up-and-coming designers to become global fashion brands overnight.
With that in mind, here are three crucial aspects to focus on in any campaign if you want to disrupt the fashion industry with your brand:
1. Clothes
You have to keep the focus of your audience on your clothes. It is going to be your source of revenue. The campaign’s primary purpose is to sell your designs to the public and stir demand for your brand. Do not allow anything else to draw attention away from your product; otherwise, your marketing campaign will fail.
Only use props and backgrounds that complement your design. There cannot be anything in the campaign that is flashier than your clothes. For example, if you are a wedding gown designer, you should highlight the gown’s details. You can achieve this with the proper lighting, accessories, and sharpness of the image you present.
The outfit has to be the star of your advertisement. Every person who sees your clothes has to feel like they can understand your intent and have a desire to put them on. You can bring about this effect by using a suitable model to represent your customer. Just make sure that the focus remains on the clothes and nothing else.
2. Vibe
The emotions you evoke from your audience can affirm the atmosphere of your campaign. For instance, if you want to celebrate a sense of togetherness, it would be ideal for placing the models in collection pieces that complement one another. This way, each customer will continue to feel special and feel like they are part of a community that appreciates your work.
Avoid controversial content unless that is the brand that you are representing. The overall feeling that a customer gets from your campaign can determine their decision to purchase your clothes. You can be agreeable while taking a stand for something you believe in because it is likely to resonate with your audience as well.
The background and props used in the advertisement can help create your desired atmosphere, so you have to consider this when planning your shoot carefully. Likewise, hair and makeup significantly illustrate the person you want to dress up and the event they will be wearing your clothing.
3. Customer
Representation in the fashion industry has become of utmost importance as of late. Various model sizes and ethnicities now walk the runway without fear of discrimination. They indicate the kind of person the designer wants to dress. Therefore, models can reflect who the customer will be or who the client will want to be as soon as they wear your clothes.
The style you choose also represents the customer and represents your brand. For example, suppose you are an urban designer focused on creating clothes for a particular group of people. Your styling can indicate that in the campaign. This way, you can target the advertisement to your preferred audience. Your customer needs to see themselves in your clothes because that will ultimately determine if they will purchase your products. You can provoke a desire for the style you have created once they believe that they will be able to strut themselves in it, wherever the runway may be.
Although there can be challenges in becoming a successful fashion brand, each mistake becomes a learning experience to do better next time. Designers will constantly evolve like any great artist who is steadfast in their vision and does not compromise their artistic expression.
