Creating, developing and implementing a brand strategy

In this step, we discuss the processes taken when creating a fashion brand, and how companies will value performance over leisure while other companies opt to be more fashionable than using the latest technology.

What process do fashion brand companies use in creating a brand?

They start with a brand strategy (Davis 2009) that outlines the company’s mission, target customer (audience for the brand), and competitors (to create brand distinction). Marketing research is conducted to understand views of consumers’ and other stakeholders in formulating the brand strategy (discussed in greater detail in week 1 of the Introduction to Fashion Marketing and Research course).

Next, they conduct a process of brand positioning, or how the company positions its brand on key characteristics as compared to its competitors.

Brand managers and/or merchandisers for fashion brand companies will use brand positioning processes to analyze how their brand compares with competitors—and more importantly, how their brand is different from competitors on characteristics important to the target customer. Brand differentiation results in creating distinct brand images in the minds of consumers. For example, Figure 2.13a shows a brand position map of women’s swimwear.

Figure 2.13a: Example of a brand positioning map for women’s swimwear.

Figure 2.13b: H&M’s logo is distinctive through its stylized name, font, and color.

Think again about your favorite fashion brand.

• What is the brand image for this brand?
• How do you think this brand differentiates itself from its competitors?

Now that you know all things brand-related, we move on to the next step called fashion brand price zones.