Regardless of whether you are a fashionista who loves to try new styles or you prefer to have a select number of outfits for each day of the week we all have fashion favourites that dominate our wardrobe. Most of us are drawn to particular themes, colours and designs that inevitably define our overarching style. We’ve all had an outfit pointed out by our fiends as ‘a very you’ outfit. Before designing your own brand it is important to inject ‘you’ into your line but it is equally as significant to think about your demographic. The combination of your own style and knowing your market will help you to decide on a theme for your clothing line. Think about how you want your brand to be perceived by your consumer. Do you want to promote sustainability over fast fashion? Perhaps you want to create a style that you feel is currently missing from the fashion industry. It may help you to consider the brands that you are drawn to and what it is that defines their style.
Bohemian dressing is an example of a distinct fashion trend. Today ‘Boho’ fashion signifies a revival of 60s and early 70s style. If you are looking to build a fashion brand that is kind to the environment then this may be a theme to consider as Bohemian style is often focused on using natural and more sustainable fabrics. Specific looks may include peasant blouses, free-flowing dresses and tie-dye denim. This look is focused on a hippie style that reflects an idyllic world of love, peace and happiness.
Punk fashion derived from the 70s punk rock movement that exuded bold, loud and abrasive statements. A brand reaching this particular target market requires a distinctive edge, producing vivid garments by using metallic colours, leather look fabrics, band t-shirts and leopard print. Punk style centres on rejecting the status quo, therefore you will need to think outside of the box when designing your garments and conduct extensive research into fashion trends to ensure that your brand does not follow the crowd.
The arty fashionista is likely to be drawn to vivid colours, wide brush strokes and mixing and matching daring designs. They reject textbook dressing and create their own looks, unafraid to stand out from the crowd. This style rejects the conventional conservative trends in favour of independent choices.
If your target market is the chic and stylish individual, selecting classic and timeless garments for your brand may be the right option for you. If your brand is focused on avoiding fast fashion and trends you may wish to produce a select number of high-quality products that are considered to be wardrobe stables. Examples of such clothing today include a classic white shirt and a well-tailored blazer. If your adopting a classic chic look then your brand will most likely follow a monochromatic colour scheme with clean lines.
Vintage clothing is continually gaining popularity and is now a huge part of mainstream fashion. The cyclical nature of fashion means that clothes never really outdate. The looks that we see today are essentially a repeat of those worn yesterday. Vintage pieces are a great option if you want to develop a nostalgic clothing line that applauds and rejuvenates past trends. If you are thinking of incorporating vintage clothing into your fashion brand it may be worth doing your research into sourcing vintage fabrics and recycled clothing. This is a particularly appropriate fashion style if sustainability is a priority for your brand.
Deciding on a style that defines your brand is an integral stage of developing your clothing line. Considering your own personal taste and that of your target market will lead you selecting the ideal style for your line, allowing consumers to know who you are and what your brand stands for.
By Taylor-Ann Vaughan