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
Code § 1125, (c)(3)(a), also leads to the argument of the type of fair use being argued by VIP Products LLC. In the district court, VIP Products LLC argues that their product falls under normative fair use, where the defendant is using the petitioner's mark to describe the petitioner's product itself. This falls under being protected by 15 U.S. Code § 1125, (c)(3)(a). During the questioning in our Supreme Court Case, VIP Products LLC affirmed that they are still arguing for normative fair use as it “Goes past inspiration” (Schissler). Normative Fair use “covers many occasions on which a party other than the trademark owner is using the mark [of] another party to refer to genuine goods or services” (“4.11 Fair Use of Trademarks - Introduction to Intellectual Property”).
Once YSL’s use of the red sole is ruled out by the court, any third party’s use of the red sole in commerce may trigger the infringement of Christian Louboutin’s color mark rights. What makes this monopolization possible is trademark law, which entitles Christian Louboutin to prevent others from using the red sole in the commercial process of merchandising shoes. The concept of trademark distinctiveness opened the door for that monopolization, because the red sole mark became trademarkable once its acquisition of requisite secondary meaning in the market was shown.” (Sun, Haochen). So YSL is using Louboutins ideas or their items and they are getting credit for it.
It forces other businesses and organizations to make new logos to obtain trademarks. Thus, patents and trademarks are an important part of a competitive
J. CREW Introduction J Crew (JCG) is an accessories and clothing company located in New York. Today J Crew have around 260 outlets and stores across the United States. In spite of this, many of their products are purchased online through their website (www.JCrew.com). In 2007, their manpower was around 7,600 workers. The key executives are Millard Drexler (CEO), James Scully (CFO), Steve Dee (CIO), and Tracy Gardner (President of the J Crew retail and direction division).
Imagine moving to a new country, leaving home and entering a place where there are new customs, food, and languages. Many immigrants travel to the United States each year. Over the years, many foreigners have come to America and built a life for the better of themselves and our country. Some of the most influential entrepreneurs, business owners and entertainers in the United States are immigrants. Immigrants have historically played an important role in building the U.S. in many different ways.
As a young woman fashion has always appealed to me. Fashion is a form of expression through which individuals illustrate their different personalities. Inspiration for my sense of style is usually derived from Pinterest, magazines, Youtube, Instagram pages and fashion bloggers. Some of my favorite clothing brands include; Forever 21, Hollister, Free People, Nike, Reebok, Puma, American Eagle and American Apparel. Although each brand sells different styles of clothing, they all have one major similarity that is the primary reason for their success in sales and business.
A Domain name register is a service that allows an individual or organization to officially register their domain. Some main official domains are: .gov - Government agencies .edu - Educational institutions .org - Organizations (nonprofit) .mil
Second Assignment – Annotated Bibliography and Thesis Statement by Cheryl Chi Yue Leung (214185045) York University NATS 1840 15th January 2016 Thesis: How material elements of the modern fast fashion practice reinforce the meanings of unethical production, and thus explain low prices come with low product quality and negative environmental and social impacts Annotated Bibliography 1) Anguelov, N. CRC Press. (September 2015) The dirty side of the garment Industry: fast fashion and its negative impact on environment and society.
In addition, non-western designers still have the opportunity to sell their designers locally and internationally. Therefore, many countries derived ambition of drawing and designing from American style and European modern fashion. However, it does not mean that non-western countries do not have fertile and innovatory minds to create their local brands. To differentiate
Competition is high in the clothing industry, but good strategies plus skills, hard work and commitment from Ted Bakers team has enhanced the attention given to the company in the clothing industry. Ted Baker working culture has enabled it to attract a huge customer base and this has put it in a position to compete with well established brands such as Primark. By opening new stores in the overseas market, the company is positioning itself to become a market leader in the lifestyle designer brand
Burberry is a global luxury brand that has a unique democratic positioning within the luxury arena. This internationally recognized brand positioned itself with its luxury and functionality in the minds of consumers. Its positioning method has been consistent throughout the life of the Burberry brand and is a primary driver in propelling Burberry into its current market position (“Burberrys Market Position And Its Competitors Marketing Essay,” 2015). Burberry provides a great depth and wide range of product line. Burberry has widened its scope with variety of products.
Brands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or
Burberry, established in 1856 by Thomas Burberry, one of the luxury fashion brands in the world. The first shop opened up in the Haymarket, London, in 1891. Burberry was an independent family-controlled company until 1955, when it was reincorporated. It focusing on beauty, accessories, men, women, kids, all the products offering are strategy in the luxury fashion brand’s marketing mix. HISTORY OF BURBERRY Thomas Burberry, from Basingstoke, Hampshire opened his first store, originally specifying in outdoor clothing.
Customers do not want to switch to purchase different brands, as such they hold some bargaining power to drive the demand. In the luxury industry, it is possible that existing companies or new designers could enter internationally. However, the brand positioning serve as a serious barrier to create awareness due to customer loyalty and acceptability of the brand. In this case, threat of new entrants is relatively low.
Consumer compare the prices of brands. And purchase the product with best outcome in low price but in many cases, consumer can pay more for better results. The product has design which attract the customer and easy to carry. Fashion leaders purchase the product which is more stylish and can satisfy their ego. The brand promotion has unique impact on brand image.