How a fashion startup can stand out above competitors without expensive PR Retainers

Most of the designers I meet are working 14 hour days designing and doing photoshoots but struggle to get any more than 300 views and 5 likes on Instagram.   They think social media is the only solution but it is not…  

So, take off your Gucci sunglasses and watch closely because I am about to show you how to FINALLY get your brand noticed:

STEP ONE

Firstly here’s how to turn your audience into loyal customers.  Most  fashion startups burn themselves out designing amazing collections for an audience who don’t actually want to buy them. 

So they invest more time and money designing more and more products but it doesn’t matter how many products you design if people don’t resonate with your brand they won’t buy. 

Instead what you want to do is define the vibe of your brand.  This is an attitude or feeling  that will inform your designs,  photography, videography, and merchandising so that all your designs and communication of them are consistent and aligned with what your audience actually connect with. 

Just look at Miu Miu.   The brand vibe conjures up images of the coolest girl in the room that every girl wants to be.  This creates a sort of rule book with boundaries for the designers and trust & consistency for customers which leads to brand loyalty.

Ok now let’s move on to step 2 about how to build a connection between your brand and press and influencers.

STEP TWO

Here you are going to get everyone in your team on the same page able to clearly articulate your brand so that it stands out and excites journalists & influencers.

When designers can’t articulate what their brand stands for they become invisible and something no-one can really put their finger on.  

Most designers think they have to post more on social media but although that gives you a few more followers you are still the only person talking about your brand.

So, to get press and influencers writing about your brand start by identifying the most specific words that describe your brand values and are most congruent with the brand vibe.  

For example words that describe Miu Miu’s brand values might be:  playful; charming, innocent; adolescent; experimental, edgy or carefree.    Does that make sense?  

Now let’s move on to step 3 . about creating your brand narrative.

STEP THREE

This is when your brand gets a consistent aesthetic narrative & personality that will attract more customers.  Without this there is really nothing to make your brand stand out from competitors. 

Most designers just choose logos and fonts but how can a logo ever express your brands’ full complex personality.  

All you have to do is choose the most appropriate colours, textures, materials & silhouettes that represent your brand narrative and align with it’s vibe.    Then use these sprinkled throughout your collections. 

Miu Miu’s innocent personality was cultivated by an identifiable innocent blush colour.  Everything from garment & accessory designs, store interiors, packaging all the way down to the receipt holder are in a specific blush colour which they have become renowned for.

These are 3 steps from a six step process I teach in Fashion Entrepreneurs Academy.    I ran out of space here so if you want the other three steps email me at [email protected] and say "I read your blog and want the 6 steps: HOW A FASHION STARTUP CAN STAND OUT ABOVE COMPETITORS IN JUST 90 DAYS"