Despite the huge potential in the fashion industry, it is a very competitive one. In order to stand out, high-flying designers come up with ideas of how they want their brand to be perceived by their audience and the emotions they would like to evoke in their target market. This boils down to wanting to be known for something specific in the fashion industry and finding ways to achieve it.
At the core of this is a concept known as brand positioning. This concept determines so many other factors that will affect your fashion brand. But first, what is brand positioning?
What is Brand Positioning?
In its simplest form, brand positioning is the process of positioning your brand in the mind of your customers. It is how you set your brand apart from your competitors to build a preference for you in the minds of your target audience. Brand positioning is more about what you do to the minds of your clients than what you do with your products.
Brand positioning is more about what you do to the minds of your clients than what you do with your products.
With brand positioning, you design and communicate your brand’s product offering in a way that occupies a distinct and valued position in the minds of your target market. As a fashion entrepreneur, your positioning highlights how your brand is unique and how it provides a distinct benefit to your clients. A good brand positioning will help you with marketing communication and strategy.
To position your fashion brand right, you must determine the segment of the fashion market you want to target. Whatever segment you choose has to be profitable so your brand can grow.
Brand Positioning Strategies for Fashion Brands
As a fashion brand, your brand positioning relies greatly on a deep understanding of the marketplace you want to compete in. Your customers recognise a clear positioning and will naturally gravitate towards what suits them.
As a fashion entrepreneur, there are many ways you can position your brand to stand out in the saturated fashion market. Here are 5 main strategies that brands base their positioning on
1. Positioning by Price
Competitive pricing is the product of positioning your brand according to price. With positioning based on price, your brand aims to be the most affordable in the market while still offering great value.
Without a doubt, a price positioning strategy will attract many customers because most people don’t want to spend more money than is necessary on a. Item. However, your products have to be competitive in terms of durability.
For example, you could position your fashion brand as a jewellery brand that sells everything for N1,000 or less. However, if you do this, you have to ensure that your jewellery does not spoil or tarnish quickly to keep your target market coming to you. Value and affordability is the catch here.
2. Positioning by Quality
Positioning your fashion brand based on quality means that your proves automatically go up. However, here you emphasise the quality of your products rather than the cost implication attached to them.
The quality of your fashion products can be shown through exceptional craftsmanship, high-quality materials, small-batch production, and sustainable practices. With this positioning, your fashion brand will be associated with prestige and class.
For example, Abaya Lagos is a fashion brand that is positioned based on quality. The brand focuses on using high-quality materials and hand embroidery and beading for its products to communicate quality.
3. Positioning by Competition
In this brand positioning, your fashion brand is positioned in a way that highlights what makes it unique from other fashion brands. It differentiates your fashion brand from others based on innovation and uniqueness.
With this positioning strategy, clients that value innovation will be attracted to your fashion brand. Your brand will then have to target those that are not afraid to stand out from the crowd.
With this strategy, your product offerings must be significantly unique from all others. For example, Anjy Luminee Couture stands out for uniqueness in the Nigerian fashion space with avant-garde designs and unique aesthetics.
4. Positioning by Customer Service
Everyone loves great service. We have all selected a retailer or brand simply because of their customer service. Your fashion brand can highlight your prompt and friendly customer service to set you apart in the market.
With this positioning strategy, you want to attract clients based on the type of service you offer. When using this strategy, you have to be careful not to fall behind customer’s expectations when it comes to providing premium customer service. Doing so can want you bad customer reviews and call outs on social media.
5. Positioning by Product Characteristics
Positioning based on product characteristics or benefits focuses on the benefit your fashion products bring to your customers. It associate’s your brand with a particularly beneficial feature for your clients.
For example, the Janore brand stands out for creating outfits that can be styled in at least 4 different ways. This way, their customers see that they can wear the same outfit many times and look different each time.
Why focus on Brand Positioning?
It helps you focus on a specific target market
As a fashion brand, your target market cannot be everyone. There always has to be a specific group of people you target and determine this. Since it determines your product offerings, it helps you focus on a specific group of people and establishes you as an authority in that field.
It shows what makes your brand different
Since fashion is recyclable, your product offerings might not be unique but brand positioning helps set you apart from competitors. With this, you will be able to talk about your fashion brand in a way that excites your target market.
It guides your marketing strategy
Marketing is one of the biggest parts of growing a brand. Once you know the position you want your brand to occupy in the mind’s of your audience, you will know how to market your brand. It will guide what you say to them, how you say it to them, and where you say it.
It guides your creative decisions
Your brand position determines the direction you and your brand take with making your creative choices. Once you understand the core message of your brand, you can make informed decisions throughout your creative process. Everything about your visual branding will be affected by your brand positioning.
As a fashion entrepreneur, you must determine what positioning strategy will work best for you. Whatever you decide on, back it up with hard work and make sure that it is something you can deliver on.