The Importance Of Branding In Fashion

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The Importance of Branding in Fashion

The easiest way to sell clothing designs is with a good brand, but Australian designer jeans label Tsubi learned this lesson the hard way…
Success in the fashion industry is more than just crafting beautiful designs, it’s about selling. And the easiest way to sell clothing designs is with a good brand. Chanel, Gucci, Dior and Prada are iconic brands that immediately convey a message about the style and quality of the products.
Closer to home, to pick a few, Helen Cherry, Trelise Cooper, Zambesi (pictured left), World and Karen Walker have all worked hard to establish a distinctive brand identity These brands have been carefully nurtured to ensure that whenever they are used, they deliver a powerful message to consumers. It’s easy to see why a "brand" is perhaps the single most valuable asset of a fashion firm – and one that successful firms are quick to protect!
Earlier this year, the media reported on shoe designer Jimmy Choo’s – perhaps overkill – attempt to stop a New Zealand gift seller from using the brand "Kuchychoo" because of the perceived similarity between the brands. This action is a timely reminder that all fashion designers need to know how to protect the value of their brand and ensure that they avoid infringing another’s intellectual property.
A registered trade mark provides the best form of protection for a brand. Once registered a trade mark gives the owner the exclusive right to use that trade mark for their goods. A

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