How emerging fashion brands can stand out in the industry

In the world of fashion, standing out can be a real challenge, especially for small and newer brands.

With so many established players in the market, it can be difficult to differentiate yourself and get noticed by potential buyers. However, there are some strategies you can use to help your brand stand out and make a strong impression when presenting to buyers.

In this blog, we discuss some key tips for small and newer fashion brands looking to set themselves apart in a crowded market.

Know your unique selling point

As a small or newer brand, it's important to know your unique selling point (USP) and be able to articulate it clearly when presenting to buyers. This will help you to differentiate yourself from other brands and make a compelling case for why buyers should include your products in their collection.

Think about what makes your brand special and why buyers should care about it. Is it the quality of your materials, your innovative designs, or your commitment to sustainability? Whatever it is, make sure you know it inside and out and be prepared to communicate it effectively to potential buyers.

Understand the retailer's brand and audience

Another important factor to consider when presenting to buyers is the retailer's brand and audience. You want to make sure that your brand aligns with the retailer's values and target demographic.

For example, if the retailer is catering to the young, modern shopper, you'll want to find an angle that resonates with that trend, such as eco-friendly fabrics or rental options.

Research the retailer's brand and check out their social media to get a sense of what they're all about. This will help you to tailor your pitch and make a stronger connection with the buyer.

Have proof of concept

This is essential for any brand looking to stand out. It means having a track record of success, such as a strong social media presence, positive reviews, or a successful PR campaign. These things can help to demonstrate your brand's value and potential and show buyers that your products are in demand.

Make sure you have a solid portfolio of your work and be prepared to share it with potential buyers. This can give them a sense of your brand's values, audience, and consumer demographic.

Watch this webinar for insights and actionable tips on promoting your fashion brand on social media:

Be confident and benefits-focused

When presenting to buyers, showing that you're confident and benefits-focused is crucial. You want to make a strong case for why your brand is worth investing in and what the buyer stands to gain by including your products in their collection.

Focus on the benefits of your products, such as their quality, affordability, or sustainability, and make a compelling case for why they should feature in the retailer's line-up. Don't be afraid to speak up and communicate your value with confidence and clarity.

Build relationships and stay persistent

Finally, it's vital that you develop relationships with buyers and remain persistent. Don't be discouraged if you don't get an immediate response or if a buyer declines to work with you.

Keep reaching out and building relationships with potential buyers, and continue to refine your pitch and portfolio. Over time, you'll build a network of contacts and potential buyers who are interested in your brand.

Remember that the fashion industry is all about relationships, so keep going and invest in building those relationships over time.

Key takeaways

Standing out in the fashion industry can be a challenge. But with the right strategies, you can differentiate yourself and make a strong impression on potential buyers.

Remember to be fully clear on your unique selling point (USP), understand the retailer's brand and audience, have proof of concept, be confident and benefits-focused, and build relationships and stay persistent. By following these tips and investing in your brand over time, you can achieve success and stand out in a crowded market.

Relevant resources

• Pitching to retail buyers: Five things you must prepare

• FREE GUIDE: How to start a fashion business