Always dreamt of starting a fashion brand but don't know how? Read my 3 easy steps to creating a fashion brand. Suitable for newbie startups, existing entrepreneurs and fashion marketing students who are looking to create a fashion brand.

1. 3 Steps To Creating A Fashion Brand
Anisa Johnny, Senior Lecturer, Fashion Marketing & Management
Raffles College of Higher Education, Singapore

2. 3 Steps to Creating A Fashion Brand
Copyright 2017 Anisa Johnny
Senior Lecturer, Fashion Marketing & Management
Raffles College of Higher Education, Singapore

3. 1. Understand Your Target
Market(s) Wants & Needs
● Who are they?
● What are their preferences?
● Lifestyle? Interests?
● Position your brand according to customers needs

4. Market Research helps position
your brand
● Market Research is a tool to understand your Target Market(s) wants &
needs
● Gain insights on competition
● In order to Position your brand

5. Market Research Tools
1. Survey
2. Interview
3. Observation
4. Competitor Analysis

6. How positioning your Brand Creates
Value for your Customers

7. Positioning your Brand
“Brand Positioning is finding a distinct place in the customer’s
mind”

8. Fashion Brand Positioning Map

9. PRICE PRODUCT/
OFFER
CONVENIENCE STATUS

10. PRICE PRODUCT/
OFFER
CONVENIENCE STATUS
The list is
endless….
What meets your
customers’ Wants
& Needs that
competitors do
not?

11. 2. Developing your Brand’s Identity
Brand Identity = Brand Attributes + Brand Assets + Brand Personality

12. Defining your Brand by its Attributes

13. Example of Brand Attributes:
Tory Burch
Brand Attributes: Affordable Luxury
Unique Selling Point: American Preppy,
Meets Retro, Meets Print
Tory Burch Spring Summer 2017

14. Defining your Brand by its Assets

15. Brand Assets:
Brand Name
Slogan
Logo
Person or Character
Colour palette
Jingle or Sound

16. Tory Burch Brand Assets:
Personal Brand: Tory Burch is the face of the brand
Brand Mark / Logo: appears on all products & marketing
communications
Colour palette: bright and bold Orange

17. Toryburch.com

18. Defining your Brand by its Personality

19. A Brand : Is like a Person

20. Brand Personality
5 Master Brand Personalities:
Rugged
Sincere
Competent
Exciting
Sophisticated
Jennifer Aaker Stanford Graduate School of Business

21. Brand Personalities
1. Rugged (Outdoorsy, Tough)
2. Sincere (Down to earth, Honest, Wholesome, Cheerful)
3. Competent (Reliable, Intelligent, Successful)
4. Exciting (Daring, Spirited, Imaginative, Up To Date)
5. Sophisticated (Classy, Charming, Elegant)

22. Tory Burch : SOPHISTICATED (American,
Preppy, Manhattan Upper East Side)
Toryburch.com

23. Vivienne Westwood: EXCITING (Queen of
Punk)

24. Brands Need To Define Their
Brand Personality By
Considering
● How the brand is positioned (mass market, or luxury)
● Target Customer & their expectations (young, old, ageless, aesthetics)
● What the brand stands for / brand values
● How the brand will reflect its personality visually

25. 3. Communicating your Brand
Integrated Marketing Communications =
Brand Message + Advertising + Promotion + Branded Experience

26. Integrated Marketing
Communications
“IMC is communicating a single brand message at every preferred
customer touch point ”
Brand Message + Advertising + Promotion + Branded Experience

27. Integrated Marketing
Communications
Brand Message + Advertising + Promotion + Branded Experience
Brand Message + Advertising + Promotion + Branded Experience

28. Defining your Brand by your
Communications

29. Communication:
Digital
Brand Message: TB Style
Modern Cosmopolitan Woman with
Classic Style
Digital Medium: Social Media Content
Tory’s Travels
Playlist
Lifestyle Hacks
‘Holiday’ Table Decorations
Books, Recipes
How to style Advice
Toryburch.com

30. Communication:
Offline
Brand Message: TB Style
Modern Cosmopolitan Woman with
Classic Style
Traditional Media:
Fashion Shows
Fashion Editorial, PR
Corporate Social Responsibility
In-store Posters
Product Placement
Logo Toryburch.com

31. Summary: 3 Steps To Creating Your
Fashion Brand
● Carry out Market Research (To Understand customers wants & needs)
● Understand your Target Markets wants & needs to position your brand (in a
distinct place in the customer’s mind)
● Develop your Brand Identity (Understand Brand Attributes, Create Brand Assets
& Develop the Brand Personality)
● Integrated Marketing Communications - single brand message communicated
360 Degrees around the customer (digital marketing, traditional
communication)

32. Next Steps
To find out more about Branding or Integrated Marketing Communications read
Branding The Basics and 6 Steps to Integrated Marketing Communications. If you like
what you read, please share this or leave feedback. I would love to hear your
comments.
Need help with branding get in touch!
anisa@anisajohnny.com

33. About Anisa Johnny
Over 15 years in the Fashion Industry
Experience: Product Development, Marketing, Mentoring & Education
Passion: Sustainability, Branding & Fashion Entrepreneurship
Purpose: Helping brands create social impact using fashion

34. anisa@anisajohnny.com
Thanks!