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How to Make Your Apparel Brand a Household Name
Calvin Klein, Supreme, Louis Vuitton… what do all these brands have in common?
Well, first of all, they all make clothing. But beyond that, they’re all widely recognized apparel companies that have achieved household name status.
If one of these brands appeared as an answer on the New York Times Crossword Puzzle, chances are most people would at least recognize the name.
But how did they get to this level of fame and recognition? And more importantly, how can you make your apparel brand a household name, too?
To build a powerful brand, you have to do more than just make sales—and today, we’re going to explore the key strategies that can help elevate your brand to this level of cultural penetration.
Build a Powerful Brand with Scrappy Apparel
Your Brand Story is (Almost) Everything
Every brand has a story, but what separates the household names from the rest is how effectively and engagingly they convey this story. Your brand story is the lifeblood of your brand and the foundation of your connection with your customers. It narrates the why and how of your brand—why it exists and how it impacts the lives of your customers.
Before we dive into the characteristics of a compelling brand story and how to craft one, it’s essential to understand this: a brand story is more than a narrative. It’s a comprehensive picture of the facts and emotions that your brand creates.
Let’s explore how to weave this tapestry in a way that makes your apparel brand unforgettable.
Establishing a Unique Identity
A strong brand story starts with a unique identity:
- Who are you as a brand?
- What mission drives your company?
- What values do you hold dear?
Your answers to these questions will serve as the foundation for your brand story. By establishing a unique identity, your brand becomes more than just a label—it becomes a personality that consumers can connect with.
We love this compilation of late Virgil Abloh’s advice for starting a brand because he champions the idea of keeping your branding concentrated and straight to the point. He uses a great candle analogy to get this across—it’s not just about what the candle looks like, but also where you put it or the context you place it in that shapes how people see it.
In the same way, when you’re building a brand, he suggests that sticking to one clear, distinct idea instead of mixing up all sorts of different interests will make your brand much more powerful and easily recognizable.
Crafting a Compelling Narrative
Once you’ve established your unique identity, the next step is to craft a compelling narrative around it. This involves sharing your brand’s journey, overcoming challenges, and reaching milestones. A compelling narrative gets people talking and fosters a sense of loyalty toward your brand.
Here’s a great example: the TOMS brand story is an inspiring journey of social entrepreneurship and impactful change. In 2006, founder Blake Mycoskie initiated the One for One® model, promising to donate a pair of shoes for each pair sold. TOMS extended support to broader health, education, and community development initiatives through strategic alliances. Today, TOMS dedicates a third of its profits to grassroots good, reinforcing its commitment to societal improvement.
With every purchase, TOMS empowers customers to give back, reinforcing the message that the journey toward social change begins with each one of us. That’s a brand story that resonates with customers and creates lasting connections.
Consistent Brand Messaging
Consistency is key in brand storytelling. Your marketing efforts across all channels should consistently reflect your brand’s identity and narrative. This consistency reinforces your brand’s image in the minds of consumers, making it more memorable and recognizable.
Think about it this way: every piece of content you create and every marketing campaign you launch is an opportunity to strengthen and deepen the relationship between your brand and your audience. If your messages are inconsistent, it can confuse your audience and dilute your brand’s impact.
Channel Your Brand Story Through Memorable Marketing Campaigns
Now that you have an incredible brand story, you might be wondering, “How do I share this story with the world?”
The answer lies in smart, creative, and memorable marketing campaigns.
Marketing is the megaphone for your brand story, amplifying it to reach as many people as possible. Campaigns are instrumental in transforming your brand from “just another name” to a “household name.”
Here’s how to use marketing to give your brand the spotlight it deserves:
Social Media and Influencer Partnerships
Collaborating with influencers who align with your brand’s values and image can help spread awareness and credibility to a wider audience.
One perfect example is the intersection of gym culture with streetwear. Lately, some streetwear brands have tapped into the audiences of gym influencers to promote their limited-edition drops.
This partnership allows the brands to reach the influencer’s audience, introducing their products to potential new customers who already trust and respect the influencer’s opinion. It also establishes the brand within a specific niche that they can target over and over again.
We know what you’re thinking! Niching down might seem counterintuitive on the quest to make your brand a household name, but it can actually empower your brand’s rise to prominence.
Instead of casting a wide net and trying to appeal to everyone, focus on a niche market or specific subculture. This allows you to speak directly to a core audience that will feel a stronger connection to your brand. Then, after you’ve cemented your presence in this niche, you can expand to a larger market.
Strategic Collaborations
Collaborating with other brands or artists is another effective way to share your brand story and expand your reach. By teaming up with a like-minded brand or artist, you can tap into their audience while also offering an exciting new product that aligns with your brand’s identity.
For example, when Supreme collaborated with Louis Vuitton, it created a buzz among both streetwear enthusiasts and high-end fashion lovers. This type of collaboration exposes your brand to a new audience and adds an element of exclusivity and desirability to your products.
Visual Storytelling
Humans are inherently visual creatures, and incorporating visual storytelling into your marketing campaigns can be a powerful tool for brand awareness.
You can create visual interest through:
- High-quality product photos
- Behind-the-scenes footage
- User-generated content that showcases your products in real-life situations
Visual storytelling lets you showcase your brand’s personality and values while making it more relatable to consumers. It’s a fantastic way to stand out in a sea of apparel brands and leave a lasting impression on potential customers.
In the apparel e-commerce space, your product photos are often the first impression a customer will have of your brand. Shoppers can’t touch your products or see them in person before making a purchase.
Therefore, investing in professional photography or creating visually stunning content for your online product pages can elevate your brand and make it more memorable.
And that leads us into our next point…
Deliver Consistent Quality and Unforgettable Shopping Experiences
While a strong brand story and innovative marketing campaigns are paramount to becoming a household name, they’re only half the battle.
The other half is delivering consistent product quality and providing unforgettable shopping experiences to your customers.
These tangible aspects hold the power to convert your brand recognition into brand loyalty. Here’s how to leverage these elements to elevate your apparel brand to the next level:
Delivering Quality Products
Maintaining high-quality standards for your products is non-negotiable. Irrespective of how compelling your brand story is or how innovative your marketing campaigns are, if your product quality is not up to par, it can tarnish your brand’s reputation. The quality of your apparel should match the expectations you set through your branding and marketing efforts.
At Scrappy Apparel, we handpick all the materials we use for the products we manufacture. When you work with us, you can be sure you’re getting the best of the best!
Unforgettable Shopping Experiences
Creating memorable shopping experiences for your customers is another crucial element of becoming a household name.
For example:
- Your website’s user interface
- How easy it is to add products to the cart and check out
- The speed and quality of customer service
- The packaging of your products
- Whether you invested in private labeling or not
Every interaction the customer has with your brand should be designed to leave a positive, lasting impression.
After-Purchase Engagement
The relationship with your customer shouldn’t end after they’ve made a purchase.
Post-purchase engagement like sending personalized thank-you notes, offering special discounts on future purchases, or requesting customer feedback, can help cultivate customer loyalty.
Loyal customers are more likely to become brand advocates, helping to spread the word about your brand further.
Continuous Brand Evolution
In the fast-paced fashion industry, staying static can harm your brand’s growth.
Trends change rapidly, and your brand needs to evolve to stay relevant and appealing.
Continuously reevaluate and adjust your strategies, products, and campaigns to keep up with the changing landscape.
But no matter what you do, always stay true to your brand!
Consistency is Key in Building a “Household Name” Brand—and You’ll Achieve That with Scrappy Apparel!
With our highly scalable manufacturing and fulfillment solutions, Scrappy Apparel is your partner in your brand’s journey to becoming the next New York Times Crossword Puzzle answer.
Our 3PL MGMT program is designed to streamline your operations, freeing you from the complexities of logistics so you can focus your energy and resources on building your brand.
Instead of a traditional 3PL program, we offer 4PL and 5PL capabilities that allow you to delegate all the backend manufacturing and logistics work to us.
We’ll turn around thousands of garments in weeks, manage multiple 3PL warehouses for you, and provide seamless e-commerce solutions your customers will love.
Here’s how we do it:
Comprehensive Production Management
From the initial concept to the final stages of production, Scrappy Apparel is committed to ensuring the highest quality standards for your garments.
Our team meticulously oversees every detail, from material sourcing to sewing and packaging, ensuring each piece aligns perfectly with your brand image.
Efficient Inventory Management
If you’ve ever managed inventory yourself, you know how challenging and time-consuming it can be. We handle all your inventory-related tasks, including storage, organization, and restocking.
Our efficient inventory management system ensures you’re never out of stock, preventing potential sales losses and maintaining customer satisfaction.
Reliable Order Fulfillment
We understand that timely delivery is crucial in maintaining your brand’s reputation. Whether you need your garments delivered to a retail store or your customer’s doorstep, you can count on us to deliver your orders on time, every single time!
Returns and Exchanges Processing
Returns and exchanges are an inevitable part of any clothing business. We process returns and exchanges promptly. Your customers will always know the status of their orders!
With our comprehensive 3PL MGMT program, you can rest assured that the manufacturing and fulfillment aspects of your business are in capable hands, providing you with more time and energy to focus on what truly matters—developing your brand into a beloved household name.
Ready to Take Your Brand to New Heights in 2024?
With Scrappy Apparel on your side, there’s no limit to how far your brand can go. Let’s work together to turn your brand into a cultural phenomenon!
