Question

Topic: Branding

Branding Of A New Clothing Line

Posted by Anonymous on 3/19/2009 at 3:14 PM ET 250 Points
Hi everyone,
I'm interested in starting a new clothing line using "video gaming" as well the "stoner culture" as my main source of inspiration. A lot of psychedelic images and some tech as well. I'm struggling to get it right! I'm not sure where to focus and how I can appeal to young women as well. My target audience is from 16 and up. Should I narrow it down? I'm even hoping to get some older people who remember the 60's to buy my stuff. I have a logo of this kinda crazy looking teddy bear whose appearance changes in each design. Am I sending the wrong messages? Where should I focus? How do I start?
I'm from the Caribbean by the way. Should I just go the tropical looking palm tree tees or the lion of judah, or bob marley and be just like the rest of my competitors? I want to go International with this someday so it needs to be strong! It needs to go the distance. Any suggestions? By the way, I want to print my own tees or find someone who knows how to print them really well. I want them to look similar to "Christian Audigier." Please help!
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RESPONSES

  • Posted by SteveByrneMarketing on 3/19/2009 at 3:41 PM Accepted
    yes, narrow your segment down. You have tons of competition. Focus on a single core market and develop product uniquely for that core buyer. Being narrow allows you to get more valuable feedback on everything. Own what you can own and let go of what you can't own.

    Male 16 to 25
    Male 60's baby boomers
    female genY

    Pick one after doing your research on which is most available for your concept and good luck.
  • Posted on 3/19/2009 at 8:17 PM Accepted
    Start by thinking through your marketing strategy. Narrow your target audience; figure out how are they going to learn about your product line. That will force you to be quite specific about (a) who you're targeting, (b) what products and positioning are most likely to work, and (c) how much money you're going to need to get this off the ground and how long it will take you to payout that up-front investment.

    Most new businesses fail, and the most common reasons are (1) the entrepreneur doesn't really understand the role and importance of marketing, and (2) the business is under-capitalized.

    If you are serious about wanting to launch this business, you owe it to yourself (and your investors) to think through the marketing and business plans FIRST.

    Good luck.
  • Posted on 3/20/2009 at 2:29 AM Accepted
    Pick a particular segment- I strongly suggest the baby boomer's who understand the era of both the video and stoner element, they also have the capital to purchase something of quality.
    In doing this you will get the followers (a bit like harley davidson) who really don't understand the elements but will purchase your product (sometimes regardless of price) just to look cool.

    In regards to look and branding - I would suggest tye dye with a twist or hyper colour t-shirts. Both of these are in need of revival. For the females, why not mix two elements of daggyness together such as tye dye leg warmers or something to do with sweat bands?

    HYPER COOLER may be coming.

  • Posted on 3/20/2009 at 4:59 PM Accepted
    Hello, I agree with everyone that you will get a lot further by narrowing your target audience and focusing your efforts at first on the segment you think your line will appeal to most. You should definitely do some market research before making any decisions.

    Also, my company prints t-shirts and has experience with lots of different styles. This includes many specialty inks such as high density, metallic, foil, etc. Feel free to contact me through my profile when you get to that stage. I'd love to discuss what we could do to help.
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