Question

Topic: Branding

Fashion Industry Start Up

Posted by Anonymous on 4/4/2008 at 11:02 AM ET 350 Points
A friend of mine invented a printing process that 3 dimensionally replicates art....
Yes, that means you can see and feel the brushstrokes, stippling, etc.

I would like to rep this process in the clothing world, eventually branching out into home and office goods. BUT... Shoes and handbags primarily. I see these as readily accepted by influential women who choose to be associated with “the best of”. The artists are internationally known. I anticipate Europe and Asia to be strong markets.

Competitors are Icon and hand painters. Icon’s printing process has improved, but can not touch the quality of this process, as Icon can only print typical single dimension. Hand painted clothing quickly cracks and peels. Our process has been tested in and endured very well this blistery Wisconsin winter weather.

The thing that excites me the most about the idea of placing museum quality replicas on clothing is that it takes art out of the museums and onto the streets... where the everyday person gets to enjoy, participate in art.

Do you have any branding ideas that you would not mind me using??
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RESPONSES

  • Posted on 4/4/2008 at 12:08 PM Accepted
    Fashion might be a little out of my league. Yet the process of starting a buzz is somewhat the same about it. Mind you I have no clue about your product, but As i read over it i can see you have the right "PASSION and DRIVE" to get the ball rolling.

    Of course with any product you must first have or create a need then the want for the product.

    I was watching Big Idea with Donny Deutsch, a while back and i was really impressed with this woman and a very simple idea. Her name is Sara Blakely she created 'Spanx'. I'm sure you know more about her then me but her story was inspiring. below are a few links, but if you can google the vid the interview you might get some good ideas and also get advice to avoid pit falls.

    https://www.cnbc.com/id/19743967/
    https://www.freshpair.com/womens/As-Seen-on-Oprah/Spanx/shapewear.html

    Now once again I could be totally of, and if so I'm sorry but.....

    That's My 2cents, Take it for what it is worth.

    Stuart
  • Posted by joshuacrumbaugh on 4/4/2008 at 5:48 PM Accepted
    I've got quite a few great contacts in the fashion industry that may love your product. I'd love to see a product brochure that I can run by a few of my contact to gauge interest.

    Please email it to me at [Email address deleted by staff] if your interested. My contacts include Macy's to small chains in the midwest.
  • Posted by Jay Hamilton-Roth on 4/5/2008 at 9:38 AM Accepted
    Why not also work with local rising artists (as well as artists in vacation "destinations") to get their artwork on other materials. This will allow you co-market with these artists instead of trying to do it all.
  • Posted on 4/5/2008 at 10:04 AM Author
    Again Jay, right on the mark! I have decided to work with well knowns because they have established followings and most have galleries in multiple locations. Maybe they can't sell the shoes, but they all want handbags! OF course, we will be woking with promising up and coming artists, too.

    cartoons... thanks for the heads up. I have already put an email into her (sara). I have, actually, met her at trade shows. Didn't know she was doing so well as I don't watch TV much!

    I look forward to some more solid branding ideas... thanks again, jane
  • Posted on 4/7/2008 at 5:13 AM Accepted
    I manufacture bags so I can see the potential of the invention.

    This may sound insanely optimistic but if you go about it sensitively you can create a serious buzz around your process brand the way Intel does. Intel Inside.

    Get a hundred users to mention that they offer printing by Process X, and you will soon have a serious brand!

    Hope this helps. All the best!

    PS: Do take a moment to send me details of how we could use the process for the bags we make. I’m located in India. [URL deleted by staff]
  • Posted on 4/7/2008 at 10:31 AM Author
    Thanks for the insight, Rajiv. We do plan on using the guerilla marketing available to us. But, does someone know of speciaifc (hopefully free or near free) marketing tools that are available to the fashion industry that would help make the debute of this product a success?

    I have already thought to email some friends and ask them to forward the email to their friends to help me name the product line. It is generating some interest. BUT... as any other start up... budget is very tight. Has anybody had a particular success strategy that would help? Please keep in mind I am trying to reach the women with top income strata.
  • Posted on 4/7/2008 at 10:41 AM Author
    I do not need ideas on where to find artists.... or what type of artists to hire.... I need product branding ideas.

    Thanks for the insight, Rajiv. We do plan on using the guerrilla marketing available to us. I have already thought to email some friends and ask them to forward the email to their friends to help me name the product line. It is generating some interest as there is a brief product description in the email.

    But, does someone know of specific (hopefully free or near free) marketing tools that are available to the fashion industry that would help make the debut of this product a success with good brand direction? Any contacts that are stellar in the industry?

    BUT... as any other start up... budget is very tight. Has anybody had a particular success strategy from either the fashion industry or another industry that would help? Please keep in mind I am trying to reach the women with top income strata.
  • Posted by saul.dobney on 4/8/2008 at 7:50 AM Accepted
    Fashion shows are usual for launching fashion products. In this case, contact designers offering them a show for free. Explain your product and that you'd maybe like them to incorporate it into their designs. It's up to you then to create a buzz about the event and get people along. Once there you have control to also sell your technique to fashionistas etc. Although there are costs involved in putting an event on, you may be able to mitigate these through selling tickets, exhibition space etc.

    It could involve a lot of organising, but you may find fashion students at a local college are interested in helping out/taking part too.
  • Posted on 4/12/2008 at 4:27 PM Author
    thanks everyone.
    I appreciate the thought you have written,
    Jane
  • Posted by EnvisionTheNew on 4/24/2008 at 7:09 PM Accepted
    www.tvweekly.com has three programs that feature products in 12 - 15 minute episodes broadcast weekly to over 70,000 viewers online. The cost of entry is small ($5500) for an exclusive. Your product is featured in the development of original design projects. Many of the viewers of the program are industry professionals who watch the show for ideas.

    The producers have excellent credentials working with WB and Disney channel and many others over the years. They are planning the release of a new show called Tweaked which is about altering clothing and other accessories. This would be a great fit for your product.

    A number the sponsors have grown their businesses primarily through appearing on one of the TVWeekly programs. The original episode (2 years old) of Scrapbook Lounge was viewed 500 times last month.

    Even if you can't afford an exclusive on your own, you can band together with others in your industry and share the expenses. In some cases, they may even be willing to work with your designers.

    It is a proven, cost-effective way to build up recognition for your brand.

    The account executive is Serena Hutchinson at 213-422-2144.
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