A brand is a name, term, design, symbol, or other features that distinguishes an organization or product from its rivals in the eyes of the customer.
In developing a fashion collection a designer needs a signature point of view to differentiate his line from others and make it special. It is called the DNA of the brand. This is the total style and aesthetic customers think of when they hear your name.
Branding is what enables a shopper to say,”that looks like a TFH, Vodi or a Mai Atafo”.
It’s very important for a designer to have a point of view when developing a product. Generally in business, you don’t just want to copy you want to standout.
Every clothing line has and should have trimmings in its garment to establish an identity that the customer can come back to.
Branding can mean anything from a label sewn inside the garment, embroidery on a shirt etc.
Trims is a term for the zips,patches, threads or added items to the garment which could hold the company’s name.
Developing a fashion collection includes various stages and branding/trims development is one vital stage. Trim development has to be factored in the timeline and the sketches.
Branding can fall into 2 categories:
For instance the Ralph Lauren polo player remains the same each season, but their colors can change with each new collection. These can be classed as generic, as the are recognizable examples of the branding the customer always wants. Whilst branding ideas that comes by the way of the concept are season-specific and will change with each collection.
Branding is a big business and possibilities are endless. There are no rules as to what works and what doesn’t. So think and work accordingly. Understand the concept of your company. Be consistent; consistency is cited by buyers as one of the biggest problems with new lines, each new collection has unique influences but the point of view must remain consistent from season to season to meet the expectations of retailers, editors and customers.