Inside Fashion's special report on "Successful Brand Marketing" offers expert tips on how to develop and launch a brand
NEW YORK, Jan. 19, 2012 — The fashion industry may be filled with brands; however, there's still plenty of opportunity for new entrants. While consumers trust and value "names they know," there's also a desire for something new.
"[When it comes to fashion] everybody is looking for what is new and different. So, there are a lot more opportunities in apparel or fashion than there are in [other] categories," said brand expert Al Ries, who co-authored "Positioning: The Battle for Your Mind."
"The risks for new brands are greater, but so are the opportunities," points out Alan Fairnington, managing partner at Duxton Consulting, and former CEO of Batey.
The game isn't over for legacy brands either. For established brands the challenge is to reinvent themselves in order to stay relevant to the market. An example of this is traditional British brand Burberry that did a masterful job of going from stodgy to stellar. Similarly, in the 1990's Tom Ford transformed Gucci from a quiet classic into a trendy designer brand.
While newness plays an important role in a brand's success, "credibility" and "trust" are also vital, especially in higher priced, value-add categories. Experts agree that using branded ingredients is one way to help consumers identify brand and product value.
Ingredients such as Lycra brand spandex can play an important role here.
"The Lycra brand is a highly recognized consumer brand linked to quality, stretch-performance, comfort, fit, freedom of movement, shape retention, as well as other attributes, including desirability, fun, energetic, fashion, and style … which are values that the consumer will associate with the garments that carry our logo," said Denise Sakuma, Global Brands and Communications Director, INVISTA Apparel.
Inside Fashion's "Successful Brand Marketing" report includes advice and insights from over 15 of the world's top brand and marketing thought leaders on what it takes to make a brand a bestseller.
About Inside Fashion
Established in 1991, Inside Fashion provides insights and market analysis of the major global sourcing and consumer markets. In addition, the company offers comprehensive market intelligence about the fast growing China retail market. http://www.insidefashionlive.com
About INVISTA
INVISTA is one of the world's largest integrated producers of polymers and fibres, primarily for nylon, spandex and polyester applications. With a business presence in over 20 countries, INVISTA's global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks, including, for the Apparel division: LYCRA® fibre, COOLMAX® fabric, THERMOLITE® fabric and insulation, freshFX® fabric, SUPPLEX® fabric and TACTEL® fibre.
More information on INVISTA can be found at . More information on the LYCRA® fibre brand can be found at http://www.LYCRA.com.
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