Survival strategy for start-up brands

Text by: Yan Wang

As more nations of the world veer towards entrepreneurship as a means to generate income and also fight unemployment, the issue of sustainability in business has become of utmost importance. Starting a business is as important as thinking up ways to not only expand but grow beyond the level of the initial startup plan. It is no news that the survival rate of the start-up brand is not high. Most new businesses find it not only difficult to expand their delivery of product or services but also to survive competition by simply sticking to the initial blue print of the brand. In the fashion industry, brands that are just being launched face competition that is not only discouraging, but very fierce. Many designers have the unique gifts and talents, but because of the lack of market operating experience, they end up as failures. As a fashion creative studio, we have summed up the survival strategies of some newly established fashion brands from the perspective of visual marketing, which we hope will be helpful to designers and brands that are just entering the market. 

Simplicity

For those startups with limited time, man power and budget, using simple visual system strategy can be very effective. A customer is drawn by site layout and excellent pictures. Your site layout and pictures should only highlight your design and product, others should be kept simple. For example, use solid background colors, models should wear natural light makeup, website layout should be simple and clear, avoid a cluttered look etc.

Uniformity

This is extremely important for online retailer sites. A website with a professional look can attract customers to continue to browse and this to a large extent depends on the visual unity of the site. Each brand should have its own style, website design and pictures should be focused around the brand style. Avoid, spreading the tentacles of your business to also include products or services that are totally unrelated to your business except if of course you intend to provide them.

Innovation

While ensuring visual unity, the appropriate innovation is also necessary for the fashion industry. At the point of innovation, it is suggested that the designer be cautious so as not to make a big change to the brand’s style. Every mature brand needs time and deposition. As a startup, success should be your main priority, however , if the innovation and change is too big, this could result to loss of regular customers and even lead to confusion and unclarity with regards to the image of the brand.

Starting a business or creating a brand is a marathon, not a sprint. Avoid exhausting your energy and finance in the early phase.  In the innovation phase, it is important to learn to properly distribute energy, gradually enrich the brand’s connotation and image, so as to achieve an enduring brand. Most importantly, study your market, know consumer trends and project business growth expectations. 

初创品牌的生存之道

众所周知,初创品牌生存率不高。尤其在时尚产业,竞争不是激励,而是非常激烈。很多设计师具备得天独到的才华与天赋,但却因缺乏市场运营经验,最终走向灭亡。作为一家时尚创意工作室,我们从视觉营销角度,总结了一些初创时装品牌的生存之道,希望对刚入行业的设计师、品牌有所帮助。

简约

对于时间、精力、预算都有限的初创品牌,视觉体系采用从简战略会非常有效。你的网站布局和图片都应只突出你的设计和产品,其他一切从简。比如采用纯色背景,模特画自然淡妆,网站布局简约明了等。

统一

这点对于电商网站极为重要。一个网站是否给人带来专业感,能否吸引客户继续浏览,很大程度上取决于网站的视觉统一性。每个品牌都有其自身风格,网站设计和图片要围绕品牌风格呈现。

创新

在保证视觉统一性的同时,适当的创新也是时尚行业所必备的。而在创新这一点上,建议设计师循序渐进,不要改动太大以至于影响品牌风格。每个成熟的品牌,都需经过时间的积累与沉淀。对于初创品牌,不能太急于求成。如果创新改动太大,反而会失去老客户,甚至导致品牌形象混乱不清。

创业或创立一个品牌是一场马拉松,不是短跑比赛。最忌讳前期就把精力、财力耗尽。初创阶段要学会均匀使力,逐步丰富品牌内涵与形象,才能做到经久不衰。