01. Differentiate From Your Competition

There are a plethora of apparel stores in the world. More or else, they might sell the same thing. Merely adding your business to the mix won’t allow you to attract enough customers. In today’s world, it is imperative to think differently than others. Rather than merely delivering a product, offer a solution to your customers.

See what their needs and concerns are regarding the fashion industry and then create a product that best suits their need. For instance, Leather Skin Shop offers plus size leather jackets to its customers. By doing so, it targets an audience who find it difficult to find their sizes in ready-to-wear collections. At the same time, the offering reflects the role of the brand in promoting a positive body image. This way, the business has been able to find a bigger purpose to attach its brand name to. Just like this, your fashion business must find a cause that people are deeply concerned about. Then, create an offering that solves the concern and form a positioning that ensures that people associate the message deeply with your brand.

02. Create A Sound Brand Identity

Have you ever wondered what the difference between fashion businesses like Gucci and clothes found in places like Walmart is? One is considered a brand while the other is thought of as a clothing section of a retail store.

This is a huge difference when measuring the success of the business. Every business wants its offering to be memorable and sought-after. And to do so, people must view it as a brand. This is where brand identity comes in. To transform your business into a brand, you must provide it with an identity of its own. This requires a logo, tagline, positioning, story, and consistent communication.

Here Is A Breakdown of Levi’s Brand Identity

Another popular example is Versace. The brand features a logo that is the head of Medusa. Everything about the business reflects luxury. This is the brand identity of the brand – it is a statement of luxury and wealth.

03. Think About Sales and Distribution

Regardless of how great your clothes and accessories are if your customers can’t access them, your fashion business is setting itself up for failure. A critical step for success is to have a robust sales and distribution system for your brand.

Now, depending on the expansiveness of your operation, and the brand identity you have created, you might choose to place your products on all distribution channels or limit it to some. Distribution channels include exclusive brick-and-mortar stores, third-party retail outlets, E-commerce platforms, and online retailers like Amazon. If you have just started your business and are strapped on cash, launching an e-commerce store will be a good idea. This eliminates fixed costs like rent, employee salaries, and utilities. Additionally, being exclusive to some distribution channels can also help in promoting the rarity of a brand. Louis Vuitton seems to be following this principle. The brand only allows the sales of its products via specialized stores and selected department stores like Saks Fifth Avenue, Neiman Marcus, and Bloomingdales, etc. This helps the business is maintaining its exclusivity.