Surviving the fashion world is tough business – when we think of the noteworthy bunch, most of them have a common trick up their sleeves on how they steal the show. While there’s no sure shot recipe for success, aside from an array of essential ingredients, it’s the secret sauces that set you apart and help you stay relevant for years to come.
1. Consistency In Innovation
We’ve seen a lot of designers reach the end of their creative cycles after which everything starts to appear repetitive. This is where the consistent few live on to shine due to their dedicated efforts in keeping up with the changing trends and times. They experiment with fabric enhancements, fuse modern textiles with old and offer their customers an experience out of their clothes and not just wear.
Innovation doesn’t just end at design, most successful designers focus on developing moments of delight for their customer; they go above and beyond expectations in delivering a great product and experience by constantly improving and remodeling themselves.
2. Creating A Niche Market
Designers spend years trying to find their niche by trying everything and spreading themselves out too thin. Celebrating what makes you unique is one of the best ways to get noticed and keeps your audience engaged. Most brands do this by defining and leveraging their USP – they see a gap in the market and reach out to fill it. It’s a myth that a niche makes you restrictive, when in fact, it provides much room to grow within that segment. Having a signature look represent your brand only makes you that much more relevant and memorable.
3. Switch Things Up
Using a different marketing approach ever so often is the best way to give your consumer a breath of fresh air. Traditionally an exclusively held showing, catching a glimpse of your favourite designer’s latest collection on the runway isn’t just restricted to the privately invited anymore – designers are now taking a leave of absence from fashion week and placing their latest product directly in front of the consumer through the medium of social media and making it immediately available in-stores.
4. Appeal To The Masses
Luxury brands can’t survive in India without catering to the upper middle class and middle class segment. When it comes to building revenue in a fashion business, focusing on various sales channels helps rather than putting all your time and energy into one – it’s like buying a bottle of perfume or lipstick from your favorite French luxury brand, you take pride in owning a part of it even if it’s something small. Designer labels are covetable and affordable ranges are successfully taking form through collaborative capsule collections and diffusion labels.
5. Spread A Message
Supporting a cause is as important as having a strong point of inspiration for each collection – most designers understand that it’s not always about profitability, it’s about finding a deeper purpose.