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Fashion Branding – the case of Patagonia (part 1)

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What is branding?

Branding is creating a unique name and image for a product or range of products in the consumers’ mind. Branding focuses on influencing the perception of customers as an image or impression is built in the mind of customers. The idea of branding came up when the product itself was not enough in the midst of many competitors. Branding gave more options for the customers to choose from: the brand was an added value to the product. Customers could recognize their set of values through the brand. (Read our Intro to Branding here)

Your logo and identity have more impact than you think, they tell the customers what you stand for, who you are, and who you are talking to. Branding also has a lot of impact on your sales. A great design without good branding will not get noticed in the crowd of up-and-coming fashion designers.

And being noticed is what you are looking for in order to achieve your sales.

Your brand has to be built around your own unique vision, but at the same time make sure to set it up in terms of meaning, values and visual aspect. These 3 points also have to be respected all along the brand life to remain coherent and meaningful to your customers. Poor branding or poorly managed branding communication can go against the purpose of branding and can lead to failure.

In order to better understand how branding can drive the success or the failure of a fashion company we’ll go through a case study and discuss the main concepts of brand visuals, coherence and recognition.

Patagonia

A bit of history

Late 50’s, Yvon Chouinard, ardent rock climber, does not find satisfying climbing gear to his level and technique. From there, he decides to produce himself tools and equipment under the name of Chouinard Equipments. The idea is simple, he needs reliable gear in order to follow his passion, but he also needs money to sustain it. Chouinard Equipments becomes the solution, 6 months working and producing for 6 months of climbing.

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In 1964, his first mail ordering catalog is out. The foreword of all the offers is quality. Why quality? For security. Faulty climbing gear is dangerous. As Yvon Chouinard was himself a customer, his own life was on the line. Second focus was: perfection, taking his motto from Antoine de Saint Exupéry : ” In anything at all, perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away, when a body has been stripped down to its nakedness”.

The business started to grow, little by little more of Chouinard friends came on board. Because they lacked  competition (the market was not very profitable at that moment), Chouinard Equipments became the largest supplier of climbing hardware in the US by 1970. Next step for him was to go into clothing.

So the clothing line Patagonia was born in 1973.

The challenge was to maintain the same focus of quality and perfection. Another concern was raised: environment.  Chouinard started to worry about the damage climbers did to the rocks as rock climbing became increasingly popular. That’s when  he came up with the idea of producing  products that would have the least impact on the rocks and on the environment was born.

From the get-go the brand had 3 values to stand by: quality, perfection and environmental. And with that in mind we will evaluate their branding in the second part of this article. Stay tuned!

 

This article was written by Alexandra, fashion consultant. Follow her on Twitter @Stylindublin

Finding manufacturers for your clothing line (part 2)

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In the first part of this article we looked at a fashion designer’s first steps towards choosing the right manufacturer for a clothing line.  Let’s continue by diving in even deeper and pin-point what you must consider when you go through your production process.

First, consider where the manufacturer is located. Are they close to you? Perfect! Set up an appointment and meet with them! Start the quotation process and get a tour of the facilities.  Enquire about the technologies they use, the lead times and the delivery terms. The goal is to get an idea of the services they will provide you, from customer service to when and how will you receive your goods. Enter these discussions with several manufacturers, and once you get quotes, compare them.

When you are talking to overseas manufacturers, getting into contact and building a trustworthy relationship with them is of course a bit more tricky. Nowadays you have the ability to order online, send in your sketches with very precise details and get samples in return. But nothing compares to an actual visit. If you get the possibility to travel and meet your potential partners, don’t hesitate. Go. You might find better deals for when you’ll produce in bigger quantities. Be aware of: delivery terms, FOB, Ex Works, even currency exchange rates. Because the product is not the only important part of your contract. But the payment and the delivery terms of your goods are also critical to the success of your line. Let’s look at the 4 main points you have to consider when you evaluate a manufacturer: product quality, money, time, terms and conditions.

Product Quality.

Asses product quality by visiting your manufacturer. Moreover, your manufacturer might not have all of the components you will require for producing (trims, rivets, etc.). You might need to source them yourself. This will cost you more money and time.

Money.

Remember that it is not the producer who will dictate your retailing price. Your customer is. Your business plan should be ready by this stage and you should know the cost you are able to absorb for production in order to preserve your profit margins. Consider this: When do you have to pay? Do you have to place a deposit? How much of the order is the deposit?

Time.

Make sure you get confirmed lead times.You need to know when your product will be ready from the manufacturer for you to sell it to the end customer.

Terms and Conditions.

Check all the little details, like where will the merchandise be delivered? It could be delivered directly to you or to a warehouse for pick-up. When do you transfer the ownership of the merchandise? It could be outside of the producing facility or at the delivery. Find out which currency will be used for the transaction. And finally find out if you have any kind of liability insurance from the manufacturer, in case something is wrong with the quality of your products.

Once you go through these 4 points with your pre-selected manufacturer, use your negotiation skills to place your order.

This article was written by Alexandra, fashion consultant. Follow her on Twitter @Stylindublin

Top 3 Social Media Practices for Fashion Designers

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You are a fashion designer and want to grow your brand and ultimately you want to grow your sales. You might think using social media is a good start to spread the word about your brand, and hopefully achieve your sales goals. You are on the right track! Indeed, social media are online tools that can help you grow awareness, connect with people you otherwise could have not and they can help you get closer to your audience.

These are the top 3 social media practices we’ve implemented at Luevo and proved to be successful for us. It led to partnerships, media coverage, and more happy customers.

Social Media Practice #1

LISTEN. Use social media channels to get valuable feedback about your products or services. Your customers will use Twitter, Facebook and other channels to mention and review your products, and even suggest new features.This practice can help you with your product development; it is key to an eCommerce retail business that may lack the face to face interaction with its customers.

Social Media Practice #2

LESS IS MORE. Post valuable information that your fans, readers and potential customers may find useful and less about your own products (self-promotion). Be less promotional, do less product pitching: try to be helpful to others and become a great resource for what they need.
TIP: You can easily test this: post only about your brand and products and you will see no growth in your number of followers or even a drop.

Social media practice #3

MONITOR. You can learn a lot about your market by monitoring industry specialists, your competitors and their customers. Add your business to Google+ communities and join LinkedIn groups, set up Twitter lists and monitor the pulse of your industry.
This article was first published on LinkedIn.
 Keep in mind that if you make it about them (your customers, your audience), your social media tactics can only have a positive impact on your business. If you need any help with your social media strategy, feel free to connect with me personally and we can talk! We’re also launching a Social Media Guide, so sign-up to get it first!

Learn how to crowdfund your fashion business

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Crowdfunding is now a popular alternative to traditional funding, but is it right for you and your fashion business?

Luevo has teamed up with Startup Fashion and put together a detailed and resourceful guide and workbook for fashion businesses interested in crowdfunding. It took us months and we accumulated hundreds of hours in research and in writing, but here it is available now to fashion entrepreneurs around the world.

The 77 page guide includes 7 chapters from how to choose the right platform, how to prepare for a crowdfunding campaign, how to market it and what to do once the campaign is over. To make things easier, we’ve also included templates, checklists, extra resources, budget tools and sample social media messaging. Basically, everything independent and emerging fashion brands need to know to successfully launch and manage their crowdfunding campaigns, on any platform of their choice.

Check out the table of contents!

Chapters:

Introduction to Crowdfunding
Is Crowdfunding Right for You?
Choosing Your Crowdfunding Platform
Preparing for Your Crowdfunding Campaign
Marketing Your Crowdfunding Campaign Before Your Launch
Marketing Your Live Crowdfunding Campaign
What to Do After your Campaign Has Closed

Tools and Bonus info:

Pre-Launch Campaign Checklist
Social Media Resources
Social Media Sample Posts
Email Templates
Project Budget Template
Fashion Industry Interviews
8 Tips for Positioning your Brand for Funding
12 Tips for Continued Business Success

If you’ve used our crowdfunding guide let us know how it helped you and your fashion business via Twitter. If you’d like to apply as a designer on our platform, please do so here, our platform is now open for any designers located in USA and in Canada.

 

808 state Hawaii and fashionable swimwear

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Hawaii is a place synonymous with swimwear and warm weather, but the designer of Bikini 808 Hawaii, Lucia Peterson has created a collection that stands out from the multitude of bikinis that fashionistas can choose from. Peterson’s background as a professional body boarder and a lover of water sports has given her the insight needed in making functional, beautiful swimwear.

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Lucia Peterson hails from Brazil as a professional body boarder whose major love for water sports made it natural for swimwear to be part of her lifestyle. Her talents in design continued with the passion to see more women like her in the action sports industry, especially in water sports. This passion fueled her to create pieces for athletes and any women that want fashionable pieces to run around the beach in.

Her Spring/Summer 2015 collection shows modern patterns and fits, stemming out of the theme of love. This love includes many things and are embodied in her designs: a love for life, beauty, nature, sport, and fashion. These combine into fun swimwear that inspires women to stay fit and be beautiful on the land and sea. There’s a lot to influence Peterson in the beautiful 808 state of Hawaii and a lot of support for the small grassroots entrepreneur as she continues to improve her designs with the positive feedback she receives. What really makes her collection special is the use of handmade Brazilian and high quality materials.

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For Peterson, ‘making it’ is an ongoing process as she oversees a constant evolution and building of her designs. Born in Brazil, the bikini and swimwear is a tradition and essential part of the fashion world. In making fashionable and functional swimwear for extreme conditions, Peterson hopes to help women find active, healthy lifestyles and feel beautiful in them.

Business Fashion & Beyond with Hannah Yakobi

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FAJO is Canada’s leading digital fashion magazine. Started in Canada, the publication is international in Italy, the USA and the UK. Hannah Yakobi, the Editor-In-Chief of FAJO was the main speaker for the Fashion, Business & Beyond event. One of the topics discussed was harnessing the digital space for a brand by explaining the importance of quality photos, shortening links and creating specific hashtags.

FAJO_Hanna Yakobi

Quality photos may sound like an obvious positive brand experience but is often overlooked with small labels. A little effort goes a long way – nobody expects professional imagery for start-ups, but effort is required. Taking quality photos is about promoting the brand, so jeopardizing it with poorly executed photos should be avoided. If a brand is not willing to put effort into displaying pieces, certainly nobody would be interested in investing time or money with the brand. Utilize a historical building, a beach or a park. Ask around for help, photography students or a friend who takes pictures as a past time.

Secondly, shortening links is an easy yet vital part of operating a successful in the digital realm. It’s no surprise that having a digital presence is a necessary part of operating in the twenty-first century. Use it effectively, for Twitter and Facebook, shorten your links. You only have 140 characters on Twitter to sell the brand so there is no room for long links. Give followers something clean and professional to look at. Websites like Bitly or Google URL Shortener are free options to use to shorten links.

Finally, create a memorable and unique hashtag to help followers be able to connect with how others are experiencing the brand. Whether it is campaign specific, or something the brand will use time and time again, a quick search on Twitter will allow you to know how many people – if any – have used the hashtag. It’s an opportunity to own a piece of digital space, if marketed effectively enough it will be instantly recognizable for your brand.

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Fashion is a competitive world and these changes in the digital space for your brand are necessary to stay competitive. Take the time, make a plan and dedicate time to learn to make the above three habit. The only thing more exciting than creating the labels next collection is having an engaged audience to motivate and cheer you on along the way.

 

Guest Blogger: Bhreigh Gillis, Community Manager at Luevo and blogger.

Feature image and Hannah Yakobi photo credits to Fajo magazine.

 

Style Starts Within – Bishme Cromartie, Fashion Designer

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Clearly emerging fashion designer Bishme Cromartie of Baltimore, MD was born with the fashion bug; as a little boy he used socks and scraps of fabric to make clothes for his toys. At the age of eight he began putting his creative visions on paper sketching designs for women’s clothing. I would love to see the early designs of a young and uninhibited Bishme with his own imaginings of what the female should look like.

[two_third]February 9, 2007 was a defining moment for the 16 year old Bishme; destiny knocked on his door and he showcased his work at his first solo fashion show. His designs were remarkably chic and very well made for someone of his age. Word spread quickly about this wiz kid designer on the rise. Today Bishme’s architectural-looking creations are modish, vibrant and over dramatic; and have been featured in Elle Vietnam and on Vogue Italia’s website. R&B singer Ashanti wore his design on a “Good Morning America” appearance. Who says dreams don’t come true, in the “Emerging Designer” category? Bishme showed his exhilarating pieces at New York’s Fashion Week 2013!

Bishme’s collections are strong and beautifully sleek sultry works of art. They are eye catching with exaggerated shoulders and hips. His collections absolutely tell a story of strength and are not for the faint of heart. Women who wear his clothing must not be shy or afraid of having all eyes on her.[/two_third][one_third_last] BishmeC_Image1[/one_third_last]

 

[one_half]Bishme is never afraid to go against the wind with his line, so he is inspired by designers that are the same. One of his favorite designers is Giambattista Valii, who is known for being dramatic and paying the upmost attention to detail. When asked what was so special about this designer, Bishme told the team at Greedmont: “[he] is never afraid to go against the norm and it is a very pleasing thing to see such creative work from [him]”. [/one_half]
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You can view Bishme Cromartie’s full collections on his personal website.

Guest Blogger: Elaine Crocker

Sitting Down with Lois Laine – Part2

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This is part 2 of a two part interview with Toronto based independent fashion designer Lois Laine. Lois designs eco-friendly clothing with fabrics and labour sourced in Canada. If you haven’t already, check out part one of this interview here.

What do you hope your consumers see when they are attracted to your brand?
I want them to see that it’s unique, but not showy. It’s unique and subtle, just something that they want to grab on to every day.

Lois Laine Fashion Designer

What are some of your fashion goals?
You know I really know that I should have it more defined, but my main goal is to be able to keep doing what I do. I have envisioned a couple of different scenarios: I think generally people have to get bigger to sustain their job in this industry, for me that’s not the most important thing; if I need to get bigger I’m happy to do that. But if I can keep going like this where I have been up till now designing for the upcoming season, and I really enjoy doing that and I can take advantage of doing those limited yardages and I can be more on the season because its coming right up. But if I go into the wholesome market, which is generally how you get bigger then I need to be able to order a 100 meters of something and so I won’t be able to do some of these other nice little treaty things. So my plan is to do two fall/winters this year, so that I can get into the wholesome market and see how that goes. I’ve been in contact with Ana Caracaleanu from Luevo and I am very excited about their idea, the platform would allow me to keep going with the fabrics that I can just grab onto and do small scale or big. That is just very exciting to me. I’m still doing some artisan sales like: the Wearable Arts Show in October from the 24th-26th at 918 Bathurst St. Also, I’ve been invited into the Fresh Collective in the fall (August/September).

 

For more information on Lois Laine collections please go to the designer’s website: loislaine.com
Guest Blogger: Tiffany D’Souza, tiffanydsouza.com

FAT – Fashion Art Week in Toronto

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A giant warehouse, an oversized lumberjack style plaid shirt, top-notch street style and great music could only be all at FAT Fashion Week. Well, that is what I have been led to believe since moving to Toronto. You see I’ve never had an opportunity to attend FAT being from the east coast, but so many people love this ‘alternative fashion week’. I was wholeheartedly not disappointed. I had the opportunity to attend the Thursday night events on April 25th and watch six runway shows out of nine.

What FAT really specialized in was bringing the art scene back into fashion. Of course that seems obvious by the name, but if you’ve ever attended other fashion events you would quickly learn that it is not the case. I had to notice that fashion and art here was really at its core. There wasn’t a ‘The Devil Wears Prada’ feeling of pretention and ‘that’s so last season’ that you may expect. Instead, it was a venue for people who love fashion as an art form and use it as an expression as ones self, not as a status symbol. It was everything fashion should be and it was beautiful.
FAT - Arts and Fashion week Toronto

The patrons at FAT for the most part did not wear high-end big brands, but really rocked the more rare pieces from smaller designers. I’m used to opening conversation with somebody during Fashion Week by commenting on a person’s newest big designer item, but at FAT, you would have instead asked where they purchased the item as so many people were wearing indie. Because of so many unique brands and styles being put together, FAT has amazing street style. Even between fashion shows, you were treated to unique pieces, wearable art and many beautiful combinations. When attending a previous fashion event earlier this year, I noticed that while yes, everybody had beautiful style and a chic way to wear items the event was lacking on the street style front. Where was the fashion and beauty that inspired street style blogs and popular photographers like The Sartorialist? Where are those people who love to mix high-end fashion from decades past with local favourites? If you don’t know Scott Schuman of The Sartorialist, you should check it out here. You won’t regret it. It was of course the shows themselves that displayed the most creativity, but the patrons attending were a close second. FAT bar-none had the best street style.

The runway shows were also a great mix of art and fashion. The first three shows of the evening had an edgy rocker and sometimes-gothic theme. Many of the pieces were wearable, but of the first three shows they each sported something that was un-wearable and simply for art. The next set of three shows featured more wearable pieces that focused more on beautiful tailoring. These shows made you anticipate what you would like add to your wardrobe more than shock value. Below is one of the better shots I had taken, evidently with my favourite piece of the night from the emerging independent fashion designer B.E. Shields.

Fashion art Toronto B.E. SHIELDS

For better quality images, have a look at the FAT blog on their official website and you’ll get an idea of the creativity that takes over the runway.

Guest Blogger: Bhreigh Gillis, Intern Community Manager at Luevo, Fashionista and sailor enthusiast.
Twitter @Bhreigh
Personal blog

Fashion Designers Apply Now to Fund Your Next Collection!

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We are so excited to have seen a wonderful 2014/2015 season with so many amazing collections being funded on our platform!

Here is a short list of FAQs to prepare you for the application process:

Q1. I am fresh out of school can I still apply?

A1. Yes. Your acceptance depends on a combination of  factors: experience, education, skills, awards received, uniqueness of products. We are looking for talented individuals  that have the potential to grow when using our service.

Q2. I am a somewhat established independent fashion designer, what can I get from your service?

A2. As an established designer  you can use the Luevo platform to test the market desirability of  your new products. Better yet, you gain more followers, pre-sell your collections and further strengthen your brand!

Q3. Can I just post my design drawings?

A3. Unfortunately, no. Our customers want to see exactly the final product they will be buying. You will have to produce a sample and post high-resolution images that show the details of your product.

Q4. Is Luevo manufacturing my products once they are successfully funded?

A4. NO. You as a designer are in charge of your own production.

Q5. Do my products have to be handmade?

A5. NO. This is not a site for handmade products only. You can choose to make your own production or outsource. We encourage using local manufacturers and suppliers.

Q6.What happens with the returns?

A6. You are responsible for accepting returns and refund the customer.

Q7. Do I have to compromise on price because I am pre-selling my products?

A7.  You are responsible for determining the appropriate price for your products, based on your costs and required profit margins. If your minimums are high then it makes business sense to reduce pricing accordingly.

Q8. Does Luevo own the rights over my designs?

A8. NOPE. You own full rights over your designs, products and brand.

Q9. Do I have to be based in North America to post my products on Luevo?

A9. YES. Currently we can only launch US and Canada based designers.

Q10. Do I have to pay to have my products on Luevo?

A10. NO. It is free to post products and request pre-orders. We only make money if you do, after you successfully fund your products.

If you are a fashion designer ready to crowdfund your next collection, please use our online application HERE. And if you’d like to learn more, don’t forget to check out our free tips and sign-up for courses and webinars.