The world of fashion is dominated by the United States, China and Japan. Although the pandemic has caused havoc there much as it has in Spain, with ACOTEX reporting that the industry experienced a 39.8% drop in 2020, the truth is that global growth has been projected to rise to 1.5 trillion dollars in 2021, before shooting up to 2.25 trillion in 2025.
How can your clothing brand take off amid so much uncertainty? At PointBleu Design, we can provide you with the keys to building a better brand that will not only stand to you as a business, but also do good in the world.
KEY ACTIONS TO TAKE OFF YOUR OWN CLOTHING BRAND
The environment is and will continue to be inextricably intertwined with every industry, and especially in fashion. Minimizing the negative impact on the planet is no longer an annual advertising campaign, it has to become the main element that is considered when drawing up the production process of any business. To create a sustainable business model, the key is in circular fashion: you can attain some clues by rethinking your production and resources, creating collections that are as sustainable as possible and figuring out how to advertise them so that they connect with the values of your consumers. Closing the cycle of raw materials and promoting the desirability of long-life products will help generate a positive impact both on sales and the planet. H&M, a key player in the fashion sector, has announced its goal to use 100% recycled or sustainable materials by 2030 in the production of all its collections.
Another key action is transparency. Companies such as Nestlé or Segafredo are shedding light on products like coffee, which have traditionally been shrouded in mystery, to allow consumers to see first-hand the conditions in which the collectors live and the journey that the coffee makes before it arrives to their table. The world of fashion is no exception. Two such examples include Everlane and Laagam. The latter shares information with its community about obtaining materials and other production details through its Facebook and Instagram channels, as well as the amount of water saved in the production of its clothes. However, the brand’s commitment to transparency goes much further: it narrates all the manufacturing and distribution processes, making the consumer a participant in their own business.
Testing with new emerging platforms such as Twitch has allowed Laagam to take advantage of audience interaction, as well as offering real-time purchases and running a streaming showroom, all of which increased sales by 60%. This platform allows you to connect with a very young audience (generally Gen Z), and use the new features it provides.
Keep in mind that younger generations use their purchase as a vote. Therefore, responding to their concerns and needs goes beyond the style that designers can give their models, it is about turning companies into the product to be promoted.
Therefore many brands prioritize diversity, equity and inclusion in their long-term marketing strategies. A 2021 study from Quantilope shows that a majority of Gen Z believe brands should do more for diversity and inclusion, with 76% saying it’s an important topic and they need to address it consistently. Introducing models with curves, people with Down syndrome and non-binary people will be valued by the consumer and the market.
For many marketing strategies that design more sustainable business models or try new communication platforms, if the brand does not have a purpose and a promise, it will no longer be relevant to consumers. The moment you begin to build your own brand you must ask yourself: what, why & how.
- What the world needs: Although the ultimate goal of any company is to make money, it has nothing to do with its mission in the world. Discovering the existing issues towards which you can you do your part will make your company stand out from other larger ones, which are incapable of assuming these changes.
- Why: discover the emotional side of the brand. Having a mission is easy if you know why it is important to both you and your audience.
- How are you going to do it? What tools do your business and your team have to carry out this new transition towards sustainability? Dreaming is fun, but what is even more enjoyable is when your company generates economic, social and environmental returns.
Do you dare to create your own clothing brand?
At Pointbleu, we would be delighted to hear from you!