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3 Concepts To Make Your Clothing Brand Successful

Updated on April 23, 2018
Jon Dahilig profile image

Currently, I am a Digital Marketing Major at Utah Valley University. I also am the Chief of Marketing for the clothing brand Ally Supply Co.

What makes a clothing brand successful?

The clothing industry can be an interesting topic. Some brands come out of the gate firing and some brands come out as a flop. It made me ask myself, "what makes a great clothing brand?" With working in retail for many years, being an enthusiast of other brands, and being involved in creating Ally Supply Co, I have compiled three concepts that I believe to be the root of success for great clothing brands.

1. Connecting With The Community

In my opinion, this is undoubtedly the most important aspect of a clothing brand or for any business for that matter. Connecting with your community and the culture around you is so important. I feel like this alone is what can make or break the longevity of your clothing brand. The idea is simple to me. It has to be people over product, ALWAYS. And if you skimmed ahead and just read the bold headers of this blog post, you may think I am contradicting myself. If you do, let me explain. I am not in anyway saying that what you sell does not matter, of course, the quality needs to be there. What I am saying is that you need to take care of the people you are catering to first. After all, to put it into simple terms, these are the people you are marketing to and the people that you expect to buy your product to keep you in business. You take care the people of your community and the people of your community will take care of you. You can only sell so many t-shirts to an individual before they realize "Hey, I got a lot of t-shirts I probably should stop buying some for a bit." Ask yourself, what can your brand do that goes beyond just clothing? You don't have to have that answer right away if you are just starting out, but put that into perspective to help keep your brand relevant for the long run.

All rights and credits for this photo is to Zumiez.
All rights and credits for this photo is to Zumiez. | Source

2. Quality that is equivalent to the price

Going off what I stated in the previous point, you should be thinking in terms of people over product, but of course, you should still be producing a quality product. As consumers, we normally take into account the idea that what we pay for as the price should reflect the quality of the product. To apply this concept to an example, let's say that I bought a t-shirt for $60. Not a dress shirt, not a polo shirt, but a t-shirt. That $60 t-shirt better be one dang good shirt that meets my expectations for the money spent compared to the quality that I get. The overall concept of this example is to make sure that you price your product fairly that pairs up with your demand and your pricing model. Everyone wants to make high-profit margins, but if you're cutting corners and not matching the quality of materials of what it took you to produce your product to the price you're charging, a negative stigma may arise about your brand. Definitely, keep it in your best efforts to avoid being labeled as a brand that charges way too high for something that seems like it would be quality but comes out as a dud. Your consumers are what will keep you in business, keep them happy by providing them quality with the price to match that is fair.

All rights and credits fort his photo is to Business Insider.
All rights and credits fort his photo is to Business Insider. | Source

3. Balancing The Hype

This idea can be supplemented nicely with the concepts that were mentioned before it and it's the concept of balancing the hype. This is a concept that you can consider when you have a large audience for your brand. In my opinion, Supreme, the popular streetwear brand known by many, is a good example of this concept. The demand for Supreme items are high, but the amount of quantity that is produced is low. For the most part, I would have to say that almost everything that Supreme drops are expected to sell out. And depending on how you view this lack of supply for the demand, you can see it in both a positive and negative light. I personally think that it is a business model that is working for Supreme and it will be interesting to see how long they will be able to keep this up moving into the future. As of right now, with release after release being sold out, it only seems like the demand for the elusive brand is only growing. My point is, having items in your clothing brand that can sell out is without a doubt a good thing. It should be a goal to have the balance of having items that are in stock so anyone new to your brand can purchase it if they want it enough as well as items that everyone wants but not everyone can get because it sells out. This concept allows you to create hype around your brand, that way people know what you have is exclusive and they shouldn't be caught sleeping on your product releases. Find that balance that works for you and reap the benefits of staying relevant through the hype.

All rights and credits for this photo is to Daniel Rolnik.
All rights and credits for this photo is to Daniel Rolnik. | Source

To Sum Things Up:

There are many ways that you can go about with setting your clothing brand up for success and these were the three concepts that I feel like you can't go wrong with going by. Connect with your community and see what can you provide that can go beyond just clothing. Keep the quality of your product matching the price of what you charge. Balance the hype that surrounds your brand. If you follow those three concepts, in my opinion, you will have a brand that is ready to test the tale of time.

What concept did you like the most? What concept do you disagree with? Did I maybe forget a concept that you think should have been added? Let me know what you think in the comments below!

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