May 18, 2013 Leave a comment
Who are your customers?
What else do they buy?
How do they perceive themselves?
How will your line complement and enhance who they are?
Remember you’re not selling a product; you’re selling a lifestyle, a feeling, an approach to life. You’re offering your customers that magic that helps distinguish them from the rest of the crowd.
Know your market.
Where do they shop?
What do they read?
What do they watch?
What social media sites do they utilize?
Have a specific customer in mind and study how to best reach them and market to them.
Be realistic, if your line would sell well in Target, that’s great. Understand that. Know those customers. Know what motivates them. But don’t design for a target client base while thinking your customers shop at Tiffany’s. Drill down and get rid of any disconnect between the reality of your brand and the fantasy of what you might feel it should be.
Defining Your Line:
Create a distinctive line that allows you to build a distinctive brand.
Don’t be different simply for the sake of being different. That never works.
But do find a way to create a signature style. Reflect who you are through your work so that you can separate yourself from the competition.
Be organic in your approach. Be authentic. That will resonate.
Study other designs, other lines and collections. This isn’t in order to copy but to get a sense of where the market is going and to get a feel of your competition. Know what’s out there.
Contact boutiques. Show your excitement about your line and let them know that you will help market not only your products but the boutique as well in your outreach.
Copyright © Anthony Mora 2013