Fashion is undeniably one of the multi-billion industries out there. And if all industries have showbiz, this would be it. The glitz, the power, the glamour, and the exclusivity are among the things that truly make it a giant. And being part of it means that you contribute to its thriving and success. However, not everything about fashion is exceptionally glamorous. There are tiers—from the mundane to the maximalist; from high-street to high end. It all depends on the type of customers you are catering to. You may be running a high street brand, but eventually, you may want to take it to the next level—affordable luxury, along the lines of Ralph Lauren, Kate Spade, and Calvin Klein. But to change one’s reputation can be a tall order, especially if you already have a large following.
However, that does not mean that it is impossible. It is just that there are some ways to consider to make sure that you will alienate your existing audience while being able to attract new ones. You have to be cautious of your methods. If you are planning to turn your humble fashion brand into a glamorous and luxurious one, here are some of the things to keep in mind:
Focus on the imagery of your marketing materials
Fashion marketing will always be about stunning visuals and arresting poses. But that varies across the industry, depending on the positioning of the brand and the target audience. For one, Virgil Abloh’s Off-White may be offering streetwear, but its visuals are avant-garde and brave. Gucci’s haute couture may feel different from it. The takeaway here is that what makes you stand out will be your imagery. You need to make your advertising materials look premium—the type that inspires aspirations among your target audience.
This all boils down to the quality and spotlessness of your materials. For one, if you are working on a jewelry brand, make sure that your advertising materials are free from blemishes. This is possible when you work witha reliable jewelry retouching company.
Pick an appropriate ambassador
If you want to change the image of your brand, you have to have a convincing endorser. That endorser should embody all the ideals and aesthetics of your brand. Look at how some of the prominent fashion brands do it. For one, Prada’s luxury brand for younger women, Miu Miu, works with Hailee Steinfield to appeal to its intended audience. Saint Laurent’s line for men works with Keanu Reeves to appeal to more mature men.
Up your voice and language
It is not enough that you just improve your visuals and endorsers. Your words still matter, so make sure that the voice and tonality of your brand are also on-point. You should always be talking about how your products can boost the confidence of the wearer without saying it word per word.
Turning your humble fashion brand into a luxurious one may seem like a herculean and impossible task, especially if you want to make sure that your current roster of customers will not be alienated. Thankfully, there are some ways that you can execute to make sure that won’t happen.
