Branding and Defining Your Clothing Line Part II 

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What does your clothing line represent? How do you want consumers to feel when wearing your fashion garments? Who are you as a designer? Why should customers buy your brand? Those are very important questions you are going to have to know the answers to. In addition, you should train yourself to be able to answer each question in five seconds of less. That type of precision will give some insight to whom you are as a designer and business person. Both are equally important.

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When you answer the questions above, there are no wrong or right answers; the only thing you should be focused on is honesty. For example: What does your clothing line represent? “It represents my personal edge to creativity and my desire to overwhelm the consumer with amazing garments.” That sentence can be said in less than five seconds, and it’s my truth. Your task is to figure out your truth and own it, and allow it to become a part of you, and you to become a part of it. Now what do I mean? Your clothing line is a part of who you are; it is your expression of creativity in the form of clothing. Therefore, when the customer is bedecked in your fashions, essentially they are wearing an extension of you. There is no way anyone can get around that; we all dress up in ideas produced by other people. It is their thoughts and part of them that we are wearing. You must embrace and remember that in the designing phase of your line because each piece you design is your signature, and it dictates what your clothing line represents.

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Now this next question is something you should ask yourself when designing as well. How do you want consumers to feel when wearing your fashion garments? (It doesn’t have to be worded exactly like that, but I’m sure you get the point) When you ask yourself that question it will give you direction and aid you with ideas for your designs. This is part of the process of defining your clothing line. You are giving meaning and feelings to your garments that will be transferred to your end customers. For example: “I want my customers to feel confident and sharp, and I want them to feel like they are a step above the rest in terms of fashion.” That is my truth, and I own it. You the fashion designer, have to determine how you want your customers to feel when wearing your clothing. Do you want them to feel excited, sexy, grunge, rich, confident, fun, relaxed or sharp, etc.? That’s up to you to figure out and remember there is no wrong or right way, there is just honesty. Try this. Think of a brand or two that you have worn in the past. Ask yourself how did you feel when wearing that particular brand and why? That is the type of emotion you want to install into your branding definition.

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When you can engage your customers with that type of emotion and supply them with a good feeling when they are adorned in your clothing you will better your chances for repeat customers and the potential to develop a following. Both will have a positive fiscal effect for your company’s bottom-line. One thing that is imperative for you understand is that you are in the help people feel good about themselves business. This is true. Fashion has a psychological aspect which can affect people’s emotions. When people are dressed in clothing that they consider being fashion forward and stylish, they tend to feel emotionally the way they are dressed. To be continued on part 3!!

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How important do you think defining your line is? We would love to hear from you. Leave comments below. Thanks.

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Missed Part I. Read It Here.

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— Article by Jay Arrington – Co-Founder of StartingAClothingLine.com / Fashion Designer / Entrepreneur / Author

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To learn how to design your own clothing, shoes and handbags – Check out Digital Fashion Pro.