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Mar10
Standing Out In the Crowd: A Lesson From the Fashion Masters
In the fashion world it's so easy to get lost in the crowd.  The lineup of fashion shows during major fashion events like New York Fashion Week or Paris Fashion Week is overwhelming to say the least.  The big names get the publicity while not-so-famous designers get sucked up in the vacuum and thrown out like dust bunnies under the sewing machine.  Especially now with all this talk about an economic recession, how does a fashion brand capture the attention of people and more importantly, how do they get people to buy from them? 

The Indie Breakfast Club shares some thoughts and comes to this conclusion:

"...aiming for just the right amount of fashion seems to be the answer!"

 

John Galliano and Marc Jacobs Show the Way

Every season John Galliano and Marc Jacobs produce shows that create viral buzz both in offline and online fashion circles.  Every other day I go into my feed reader and someone is talking about one of these designers and their latest creations.  Even when John Galliano first debuted his line with Christian Dior, he was received with The New York Times headline: "Among Couture Debuts, Galliano's is the Standout"

Granted, both Galliano and Jacobs have a unique sense of style and many have questioned the "wearability" of their collections.  However, we can't dismiss the fact that they bring attention to the fashion houses that sign their paychecks. 

In my previous post on this subject (What It Takes to Survive in the Fashion Industry) I asked the question:  What can you do to better market your fashion business?  I'd like to explore now the different ways any fashion designer or brand can get more exposure...

How to Stand Out From the Crowd

  • Give people something to talk about.  Everyone likes a good story and John Galliano is great at telling a story with his runway shows.  Take, for instance, this little scene from the Fall 2008 runway show at Paris Fashion Week...

John%20Galliano%20Fall 2008 Paris

If your brand isn't on the runways, then create a story through the visual merchandising in the stores or create your own pseudo fashion show and upload it to YouTube. 
  • Challenge yourself to think outside the box.  Which brings us to...
  • Engage with people via social media platforms.  Even Marc Jacobs is known to visit Cathy Horyn's blog and leave a comment.  This is where you can really get ahead of the game because apparently many famous fashion designers have computerphobia.  Potential customers are everywhere online...MySpace...Facebook...and they're hanging out at fashion communities like TeamSugar and Coutorture.  It's just a matter of partnering with these online communities and engaging with fashionistas. 
  • Think innovatively.  What can you do to make the little black dress exciting again? 
The fashion industry is evolving and embracing the technological advances that have come our way.  Don't you want to be part of the future? 

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