Three ways to display your brand image.
(other than the designs)
METHOD ONE: LABELS
Labels let people know who made the designs and what size or style it is from the line. Labels come in many different shapes and sizes and designs. Each has its pros and cons and can influence the way people see your brand and use your product.
Option One: Tags stitched onto the garment
The average moderately priced t-shirt from Cotton-on, Kmart or sports store has a tag stitched into the side of the garment.
Option Two: Printing onto the garment
Some brands, especially those dealing with intimate apparel or tight fitting garments actually print their labels onto the inside of the garments. This helps reduce the uncomfortable nature of tags rubbing, but also serves as a way to distinguish the brand from others.
Option Three: Decorative pieces and embellishments
Logos and embellishments can be affixed to the garment. For example the little silver playboy bunny is affixed in a clearly visible position on all Playboy lingerie. The little bunny head wearing a bow tie and two ears poking up is synonymous with the brand and a recognised symbol and a trinket to adorn the attire.
Tags may enable you to adhere to local requirements. Some types of clothing are required to state to consumers the type materials used in its construction and any fire warnings or washing instructions. This is especially important to remember in infant and children’s clothing as some countries actually regulate fire warnings on certain clothing types.
Some basic things to remember when adding the labels to your design is the more embellishments you add to your design, the more it will cost. This may be something your consumers are willing to pay for if you are creating a high end fashion brand but remember it will be an extra cost in your initial outlay for the design.
METHOD TWO: PACKAGING
You can pack your materials yourself or you can have to organise your garments sent to your customers pre-packed. The way in which you package your materials sends different signals to your customers about the implicit value, quality and Importance of your products.
Just imagine you receive a package in the mail packed in a beautiful box. Inside is wrapped in black tissue paper with a silver ribbon and a hand written note from the designer who wants to wish you a fabulous evening in your new dress. This would imply the dress is expensive and worthy or much care; something to be cherished, prized and loved.
Compare this to receiving a brown box in the email with the standard plastic packing slip on top. Inside is a dress, packed in thin plastic shiny. It smells a little bit of the plastic that it has been and is wrapped in crumpled and creased from the packaging squished. The label contains something written in size 3 font written in barely legible language, warning you not to wash it in warm water and great care should be taken with the garment.
Which would you prefer to receive? I know I would rather receive the delightfully wrapped package. It makes me feel special to think the garment has been put together and specially packaged, by someone who cares enough about their designs to wish me a happy evening wearing it. I would also gratefully receive a package wrapped in a minimal form, simple brown paper and twine with a note to say the firm avoids using excessive paper, plastics and packaging material because they believe in ecologically friendly manufacturing practices.
The way you package your goods tells your customers how they should feel about your products. Things you might want to consider when packaging your goods
· Size of package
· Colour of packaging
· Cost of shipping and packaging weight
· Including a note to the buyer
People like to feel like someone has put a great deal of thought into what products they have purchased. If you brand creates unique or special pieces consider the packaging another way to show this to your customers. This can be done for any type of piece you create. If you are creating work uniforms, consider putting in a note about the 3 best things about wearing a uniform and wishing the recipient a good day at work. If you are designing evening gowns, consider putting in a note in wishing the customer a lovely evening and you’d love to see how the gown looks on and for them to share a photo of them in it on your Instagram page if they feel comfortable. They are simple and nice ways to engage with your customers. If your customers feel good in what you create, they are more likely to want to buy your pieces again.
METHOD THREE: BRAND STORY
Every person has Their Own Story. The same is true for each design and company. People choose to buy designs not just for their fashion statements, but sometimes they buy because the garments resonate with the brand story and they identify with that story.
Things to consider with your company and your brand story:
- Purpose: Why did you make your designs?
- Vision: Where is your brand going?
- Values: What does your brand stand for? Highest quality and matching price or easy access for all and a matching price? Ecologically friendly fabrics or experimental and niche?
- Service: How does your brand interact with its customers? How can they contact you? How do you let your customers know you value them? What do you do if there is a problem? How do you handle difficulties?
- People: Who are you? Who is the person behind your brands amazing creations?
- Value: Why is your brand special? Why is your brand different to all the other brands out there? How do your designs make the wearers life better?
- Name: What does your name mean? ‘CheapCheap ‘ design versus ‘LaFrontier Exquisite ‘have very different connotations. Does your name reflect what you stand for?
Happy designing, making and producing!
Until Next week. If you have any thoughts on this, don’t forget to email me at email@example.com