Fashion designing is a challenging career on its own and if you start to make mistakes, then you are only going to make your situation worse. All mistakes are not bad, as learning from them is important and makes the best fashion designers. However, there are a few common mistakes that a lot of designers make, which eventually land them in hot water.
Honesty, not only to others, but to yourself is very important in the fashion industry. There will be times you will make mistakes, but how and what you learn from them is going to be crucial to your success. There are a few things that you should avoid in order to be one of the best designers. What are they? Let’s take a look:
Thinking you know everything
One of the common mistakes fashion designers make is believing that they are aware of everything there is to know about the fashion business. Such a perception can sometimes be unintentional and can lead to disastrous consequences for your career or business. Having the attitude to learn is an important step to improving and becoming a successful fashion designer. There is always someone you can find in your company that might know more about something you are working on, so it a good idea to ask for their help and expertise. The best designers are constantly improving and learning and it is a habit you should get used to as well.
Not caring about the finances
A lot of designers make the mistake of focusing too much on the creative side of things and not caring about the finances. This is a big mistake, as being aware of the financial basics can be an important asset to have. Fashion designers often have to create budgets for their projects, as well as work within those budgets. Knowledge about the financial aspects helps in making the process easier. It can also be useful in making better decisions and minimizing the probability of making mistakes.
Being nervous about selling
Although, as a fashion designer your focus and your expertise do not lie in the sales department, you should never shy away from making a sale and accepting phone calls. It is understandable that designers are nervous about such stuff but interacting with customers can be beneficial to designers as well. Furthermore, designers should interact with their sales team and come up with plans to best sell their product. Communication between the two is vital in creating a successful product.
Going at it alone
While it can be tempting to pursue your dreams of fashion designing alone, it is important that you understand that it is not possible to do so. Even the people who look like they do not need any help will tell you the same; they cannot do it without the help of others. Every now and then you will need support and guidance from someone who is better equipped or has handled situations that you have no clue about. So, don’t be shy in approaching someone to ask for help.
What's in a fashion marketing campaign?
This article explores the components of a fashion marketing plan and how fashion brands can enhance their marketing strategy. Fashion marketing is concerned with meeting the needs, wants, and demands of your targeted consumer, and these goals are accomplished using the marketing mix.
Fashion marketing is distinct from fashion public relations in that fashion PR is solely concerned with communications and how the brand communicates with and resonates with it's targeted consumers.
A fashion marketing plan focuses on four essential concepts: 1) product development, 2) distribution management, 3) communications, and 4) cost. In order to implement an effective marketing campaign, the marketing mix must be consumer centric and focused on niche markets rather than catering to mass markets. This concept simply means that the marketing strategy and implementation should have consumers and their needs, wants, and demands in the forefront and with a very defined market that it intends to target.
Niche marketing is more focused and cost-effective and allows the marketer to focus on a particular market segment. Otherwise, a mass marketing campaign is all over the place and lacks a defined consumer to market to.
As an example, imagine if the luxury brand Louis Vuitton was a mass retailer and did not cater to a niche market. Essentially, this would mean that Louis Vuitton would market its products to the masses, when in fact this is unrealistic. Louis Vuittton's price point does not allow the brand to cater to the masses, which is why the brand channels all of its marketing communications to the luxury market. However, that does not mean that the brand is off limits to consumers who do not exactly fall into the luxury market; it just means that the communications strategy and the brand identity would resonate more with consumers in the luxury market. This approach allows the business to remain competitive and effective in its strategic approach.
Components of a Fashion Marketing Plan
1) Product Development
The most important component of the product development phase is not the product itself. The product is just the byproduct of this phase. The most important component of this phase are the consumers. Consumers dictate all the components of the marketing plan, and consequently, dictates what the product is. Keep in mind that today's highly competitive global marketplace requires that businesses are consumer centric and focus on serving consumer's needs. Consumers dictate what the pricing strategy will be, the points of distribution, the communications strategy, and the final product outcome. In the example given above regarding Louis Vuitton, the targeted consumers dictate what the associated cost and value will be for the brand.
There are two orientations of the product development phase. The business can be product-oriented and choose to develop products first then market it to its targeted markets. Alternatively, the business can be more market-oriented and segment its markets first to determine their specific needs, wants, and demands then create the product to meet those wants.
Due to the transient nature of the fashion industry, fashion marketers are under short marketing cycles since product needs are seasonal. As the seasons change so do trends and tastes. Consequently, marketers are required to constantly adjust their product offerings with time.
2) Price: Cost vs Value
The pricing strategy strictly relies on the market segmentation. With a consumer centric marketing focus, the pricing strategy would take into account the associated costs to the consumer and the value afforded to the consumer. Pricing may vary based on the market segment and their perceived value of the product or brand. A consumer buying a luxury brand perceives the product to be more valuable and in turn is willing to pay more for the product compared to a price-sensitive consumer or a product that is mass produced with minimal differentiation.
3) Distribution Management
The distribution strategy determines the convenience and availability of the product. Traditional distribution channels for fashion brands include branded flagship stores, independent retailers, department stores, and online distribution. The more distribution channels used the more intense the brand's exposure and the greater the availability to consumer markets.
4) Promotions & Communications
The promotional strategy entails how the brand will attract its buyers and the series of activities used to communicate to the targeted consumers. The activities in this phase include developing the brand and its identity, sales promotions, public relations, product placement, advertising, event marketing, and sponsorships.