Building a Fashion Brand

Building a strong fashion brand is critical to success in a competitive market. This chapter outlines the foundational steps for creating a successful fashion brand – an ongoing process that cultivates lasting customer relationships and has the potential to leave a memorable impact on our culture. Key aspects of branding include developing a clear brand identity through naming and developing distinctive assets such as logos, colours and slogans, co-creating shared brand meaning with customers, influencers and pop culture, building brand equity, developing a clear brand positioning using mindshare and cultural positioning techniques, developing a relatable brand personality using Jungian archetypes and growing brands through formal brand architecture systems and leveraging endorsements and collaborations. Through this chapter, students will develop an understanding of how to initially build a brand, maintain and grow it.