Carol Hilsum’s Post

Clothing brands hold significant importance in the business world for several reasons: 1. **Brand Identity**: A clothing brand represents more than just the clothes it sells; it embodies a lifestyle, values, and aesthetics. Customers often connect with brands that resonate with their personal identity or aspirations. 2. **Market Differentiation**: In a crowded market, a clothing brand helps differentiate products from competitors. Unique branding elements such as logo, design, and messaging can attract customers and foster brand loyalty. 3. **Customer Loyalty**: Strong clothing brands often build loyal customer bases who repeatedly purchase from them due to trust, quality, and brand affinity. Loyal customers can become brand advocates, helping to promote the brand through word-of-mouth and social media. 4. **Perceived Value**: A well-established clothing brand often commands higher prices due to the perceived value associated with its reputation, quality, and style. This allows brands to maintain healthy profit margins and invest in innovation and expansion. 5. **Fashion Trends and Influence**: Clothing brands often set and influence fashion trends, shaping consumer preferences and driving demand for specific styles and products. Successful brands stay attuned to evolving fashion trends and adapt their offerings accordingly. 6. **Emotional Connection**: Clothing brands have the ability to evoke emotions and create meaningful connections with consumers. Whether through storytelling, advertising campaigns, or brand experiences, brands can forge strong emotional bonds that transcend the functional aspect of clothing. 7. **Global Reach and Impact**: Established clothing brands can have a global presence, reaching customers across borders and cultures. This allows them to tap into diverse markets, expand their customer base, and contribute to economic growth. 8. **Innovation and Creativity**: Clothing brands often serve as hubs of innovation and creativity, pushing boundaries in design, materials, and manufacturing processes. This innovation not only drives brand differentiation but also contributes to advancements in the fashion industry as a whole. Overall, clothing brands play a crucial role in shaping consumer culture, driving economic growth, and influencing trends in the fashion industry.

My business is to build brand awareness and provide creative solutions, and I think that fashion has reached a major crossroads, what do you think? Has Fashion Become Unfashionable? There has always been a time when something that seems ineradicable, and plays an important part of everybody’s lives, suddenly becomes obsolete. We have witnessed the fall of civilizations, nations, cultures, regimes and even the lesser traumatic changes of daily habits, uses and styles. So what is currently happening to fashion? Maybe its time is also coming to an end. Humans have been wearing some form of clothing for at least 200,000 years, but it wasn’t until they started to migrate to live in different, usually colder environments, that clothing became important for protection. Step by step sophisticated shapes were created to meet each functional requirement. As human societies developed further and the functional role of clothing evolved beyond mere insulation to encompass a social and cultural significance. The story of clothing's evolution mirrors the progress of human civilization, from a practical necessity for survival, to a become a symbol of cultural identity and social advancement. And, when everything seemed settled, along came Charles Fredrick Worth, a young English boy, working from instinct and intuition, created fashion as it has been known for the last 160 years. Since the time he made dresses for Empress Eugénie of France and launched The House of Worth, the world has changed in many, many ways, and the climate has become virtually unmanageable, but fashion hasn’t undergone any fundamental changes. Notwithstanding trends, which are often feeble commercial variations of past seasons, the reasons and we buy has remained the same. In substance ‘fashion has become unfashionable’. When Louis Vuitton, the biggest and richest brand in fashion has to work with rappers and collaborate with street of sports brands to remain relevant, it means that even they can’t keep shareholders happy with their offering. Burberry the brand that built an empire on a raincoat and a check, has to restructure to survive. Worse still, brands like Shein, a major contributor to landfill sites and bad practices, can float their billion dollar companies on the stock market without any recourse.  Surely we need a total rethink of what fashion is and means to consumers with serious issues to face, and how it can sensibly and ethically carry us through the next, very fragile decades. Step up designers, its your time to shine.

Paynter Jacket Co. - A brand that has captured the hearts of fashion enthusiasts worldwide. But how? Since 2019, Paynter have gone from strength to strength, routinely selling out every single one of their quarterly batches and building a community that most brands could only dream of. So what makes their brand so compelling to people around the world? 1️⃣ Built Differently: Paynter is not your typical clothing brand. They sell just four times a year, focus on one product category, and don't keep any items in stock. This restrained supply has created heavy demand. But this model isn't just about hype. This model is driven by Paynter’s sustainable vision in fixing two big problems in fashion: overproduction and poor product quality. Becky Okell, the co-founder, puts it simply: "We didn’t want to follow in the footsteps of others in our industry and their broken business models." And through this approach, Paynter have managed to not only create a brand that is exclusive and desirable, but sustainable too. 2️⃣ Personal, Transparent and Thoughtful Engagement: Part of that desirability is born from the way Paynter have built and engaged with their community, something they have excelled at from day 1. From building the brand in public, visually documenting and involving their audience in product development, through to "Paynter at the Pub" events, social media polls and feedback, they have mastered the art of community building. This personal, transparent and thoughtful approach not only showcases Paynter’s sustainable vision in action but also makes each of their pieces feel like a journey to customers rather than a simple purchase. 3️⃣ High Quality, Detailed Yet Affordable Product: And finally, Paynter’s product is brilliant. Their singular focus on one category has allowed them to refine and perfect every part of the product, from the material, to the fit, to the playful care instructions to each label being created by a different artist for every drop. However, the cherry on top is that Paynter’s model, with their low overheads, complete control over the process, lack of wastage, and independent ownership, gives them the ability to price their luxury products at prices unseen in the industry. Not only is this great for customers but it also sends a message - ethical, sustainable practices can coexist with profitability. Paynter are a thoughtful alternative in a world dominated by fast fashion.

How to become the next “it” brand? If you’re a fashion brand in the making, it can sometimes feel nearly impossible to make a dent in the sea of brands around you. Barriers to entry might seem high, but this article by Vogue Business argues that there might be more opportunities to scale than ever before. https://lnkd.in/e25fBNsi Read the article to see five modern playbooks for emerging designers. Need some help taking the leap? Deva Fashion Consulting helps to scale fashion brands of all sizes with unique production and sourcing strategies. Inquire today to get connected. #DevaFashionConsulting #fashionproduction #fashionsourcing

BOOM OR BUST: THE CHALLENGES OF LAUNCHING A FASHION LABEL FashionUnited 🍰 A handful of respected and previously successful brands, including Mara Hoffman, Dion Lee, and The Vampire’s Wife, have recently ceased operations. Their struggles underscore the formidable challenges faced by independent fashion designers in today’s market. Competing against well-oiled conglomerates, the market is saturated with brands and products that often mirror what smaller designers offer. Without the backing of larger retailers—many of whom, like Matches and Farfetch, are struggling themselves—the outlook appears bleak, with little chance of respite. The pressing question remains: why would anyone in 2024 want to launch a fashion label given the high risk of failure and myriad challenges? 🍧 The lack of support, structure, and high financial barriers are significant obstacles for today’s young designers. Fashion schools often fail to teach the essential business fundamentals required for production, marketing, sales, and growth strategy. No brand aspires to tread water for a decade, yet many never progress beyond the sink-or-swim stage to truly reap rewards. 🍾 Market opportunities Moreover, there is growing demand for niche fashion markets such as sustainable fashion, plus-size clothing, pre-owned luxury and gender-neutral apparel. Despite the high cost of marketing, the rise of e-commerce and social media has lowered the barrier to entry, enabling new brands to reach global audiences without the need for traditional brick-and-mortar stores. If successful, a fashion label can be highly profitable, otherwise, giants like LVMH and Kering would not exist, nor would a group like Puig be able to raise billions of euros in new capital. These for-profit companies achieve billion-euro revenues for many of their portfolio brands. The global fashion industry remains a vast market with opportunities for significant financial gains. Starting a fashion label is a venture that combines artistry with entrepreneurship. However, it is undeniably a journey fraught with challenges, including high failure rates, financial risk, and operational complexities. Aspiring fashion entrepreneurs must weigh these factors carefully, ensuring they have a clear vision, a robust business plan, and the readiness to navigate the dynamic landscape of the fashion industry. learn more: https://lnkd.in/gzWwBvSM #ai #meetaverse #fashion #investment

**Hudhawk: The Story of a Visionary Brand** Shantanu Sharma, an IIM alumnus with 23 years of experience in brand building, always had a passion for crafting high-quality products that resonate with people’s lifestyles. After working with numerous successful brands, Shantanu felt a calling to create something uniquely his own—something that combined his expertise with his love for fashion and sustainability. This vision gave birth to Hudhawk, a premium caps brand dedicated to quality, innovation, and social responsibility. Hudhawk caps are meticulously crafted in one of the best factories in India. Every cap undergoes a stringent quality control process, ensuring that each piece meets the highest standards of craftsmanship. The designs are contemporary yet timeless, blending modern aesthetics with traditional techniques. Skilled artisans use advanced manufacturing techniques, incorporating breathable fabrics, durable materials, and precise stitching to create caps that are both stylish and functional. The mission of Hudhawk is to redefine headwear while making a positive impact on the world. At the heart of this mission is a commitment to sustainability and community support. For every cap sold, Hudhawk plants a tree, contributing to global reforestation efforts and combating climate change. Shantanu believes that businesses have a responsibility to give back to the environment, and this initiative is a testament to that belief. But Hudhawk’s mission doesn’t stop there. Shantanu is deeply committed to empowering women and creating opportunities for those in need. For every 10,000 caps sold, Hudhawk provides employment to a single woman, helping her gain financial independence and improve her quality of life. This initiative aims to uplift communities and create a ripple effect of positive change. Hudhawk is more than just a caps brand; it’s a movement towards sustainable fashion and social responsibility. With each cap, customers are not only investing in a stylish and high-quality product but also contributing to a greener planet and a more inclusive society. Shantanu Sharma’s vision for Hudhawk is clear: to build a brand that stands for excellence, innovation, and compassion. As Hudhawk grows, so does its impact. Join us on this journey to make the world a better place, one cap at a time. With Hudhawk, you don’t just wear a cap—you wear a cause.

The Blueprint for Starting a Responsible Fashion Brand In 2025 1) Prioritize Storytelling, Not Just Trends: A responsible fashion brand is more than trend-driven; it should have a narrative that reflects its values and mission. Your designs should tell a story that adds depth and meaning to your brand, creating a stronger connection with your audience. 2) Balance Creativity with Scalability: While unique pieces are tempting, they’re hard to scale. To grow responsibly, focus on finding ways to maintain your creativity while scaling your operations. This allows you to maintain your vision while reaching more customers. 3) Leverage Global Opportunities Through E-Commerce: Expanding globally through an online presence allows you to reach new markets while keeping overhead costs lower. Use digital platforms to responsibly grow your business without stretching your resources. 4) Commit to Consistency and Transparency: A responsible fashion brand ensures quality in every product and practices transparency with customers about how items are made. Be upfront about your materials, sourcing, and production methods to build trust and long-term loyalty. 5) Adapt to Industry Regulations and Sustainability Trends: The industry is evolving with a stronger focus on sustainability. Stay ahead by adapting to new regulations and integrating responsible practices into your supply chain. Use eco-friendly materials and sustainable production methods to meet the growing demand for ethical fashion. 6) Lead with Integrity and Resilience: Responsible fashion brands are built on strong leadership, clear values, and resilience. Stick to your ethical commitments, even when challenges arise. Lead by example, and show your audience that responsibility and success can go hand in hand. Comment if you have any questions.

Blog Series: Achieving Product-Market Fit for Apparel and Fashion Startups Part 1: Understanding Product-Market Fit in Fashion Product-market fit in the fashion industry refers to the alignment between a company's product offerings and the needs and preferences of its target market. This entails creating apparel products that resonate with consumers, meet their demands, and solve their pain points. Achieving product-market fit is crucial for startups in the fashion space as it can determine their success or failure in the market.👗 For startups, understanding and achieving product-market fit is essential for gaining traction, building a loyal customer base, and ultimately driving growth. By delivering products that truly resonate with their target audience, startups can differentiate themselves from competitors and establish a strong position in the market. This can lead to increased sales, brand visibility, and ultimately, profitability. Moreover, product-market fit can also help startups attract investors and secure funding for further expansion.💰 In contrast, established fashion brands may already have a certain level of product-market fit due to their existing brand recognition and customer base. However, they still need to continually adapt and innovate their product offerings to stay relevant and competitive in a rapidly changing market. Established brands also need to be mindful of evolving consumer trends and preferences to maintain their position in the market and sustain growth over time.📈 Furthermore, achieving product-market fit not only benefits individual companies but also contributes to the overall sustainability of the fashion industry. By creating products that truly resonate with consumers, companies can reduce waste, minimize excess inventory, and ultimately contribute to a more sustainable and ethical fashion ecosystem. This can help address issues such as fast fashion and overconsumption, creating a more responsible and environmentally conscious industry.🌿 In conclusion, achieving product-market fit in the fashion industry is crucial for startups to drive growth and sustainability in a competitive market. By understanding their target audience, delivering products that meet their needs, and staying agile in response to changing trends, companies can establish a strong position in the market and contribute to a more sustainable fashion industry. #ProductMarketFit #FashionIndustry #Sustainability #FashionStartups