Having a Small Business Strategy to Grow a Fashion Brand
.
A boho vibe with maxi dresses and maxi skirts, novelty tanks, and cape cover-ups is a road-map to designing the brand
The Behind the Scenes Technical Design Work and Marketing Tools are What Create the Vision
So from the moment we finally had our vision set and started to work on technical design packs to send out to the factory to our drop dead date of receiving samples, we really would only have about 5 weeks to pull together what their whole floor should look like for both an early pre-spring floor and a true spring floor set.
Our final deadline to receive most everything was last Friday so I could get a fashion shoot set up to create a “lookbook” for our meeting this coming week. For the new vision of what we want the brand to look like, I felt it was really important to show the buyers and their management what this girl actually looks like in these clothes.
I wanted to show them that there are pieces that can cater to the younger side of the demo and also to the slightly older 25 year old woman. We wanted to show that with great marketing and advertising behind it, you may also be even able to draw in a cross-over customer base of even slightly older women who like the outlook and also draw in the woman shopping at some of the higher and lower end places because she is getting a phenomenal style at a reasonable price.
Follow my fun photo shoot day in the sun with my great models—here’s where it all comes together to create the vision.
I think the newly designed collection and concept behind it speaks clearly to what we need to do to get this customer to shop this brand and not only buy one item but give her lots of options for mixing and matching that she buys an entire outfit or more. The goal is to capture her attention and get her excited to stay in this section of the store shopping. Fun trendy fashion, great prices for special product, clear ideas of how to wear these pieces—these are all important aspects to gaining and keeping this customer.
Related articles:
