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A podcast built for founders and aspiring founders in the fashion industry.
In this podcast we will be sharing industry insights, talking with fashion business owners and experts and debunking industry myths and problems!
Hello, and welcome back to the Fashion Founder Podcast. If this is your first time listening, I'm your host, Charlotte, and I help founders to start and scale their fashion brands. You're listening to episode d two. And today, I'm gonna be talking about why your brand might look like everybody else's and how you can make it stand out. Before I go any further, this episode is part of a mini series that I'm running at the moment called the Selling Out series.
Speaker 1:I'm gonna be releasing 12 episodes over 12 topics. They're all built around the framework I'm gonna be covering inside my new group program, Scale Up. Let's just get straight into it. We're gonna be talking about why your brand might look like everybody else is and how you can stand out in what can be seen as quite a saturated market. I do say the fashion industry is is full.
Speaker 1:There is a lot of brands out there, but there's also a hell of a lot of opportunity as well, and it's your job to make sure that you stand out. What I want to know before we get started is if somebody covered your logo and put your content, your social media, your website next to five other potential competitors, would they know that it was your brand? We're gonna be talking about that brand positioning and what actually makes you different. If you can't answer yes to that question, then today's episode is gonna really help you. So I want you to do something right now whilst you're listening to this.
Speaker 1:I want you to go on to Instagram and I want you to look at five brands that are in the same space as you. They could be direct competitors, they could be indirect competitors, they could be small brands, they could be large brands. Just select five brands. I want you to have a think about honestly if yours looks any different. Is there a different message?
Speaker 1:Is there a different voice? Are there different colors? Is how you're marketing your brand different to what they're doing? Or would it be quite easy for you to get lost in the masses and just become white noise in the Instagram feed? Now it's really important to have a profile that's aesthetic, to have a website and a page and a social media presence that's aesthetic that people are drawn to, but you also want to have a point of difference as well.
Speaker 1:You want to have your own positioning because that's what draws people towards you. And I think to add into the mix, we've got AI now that is actually making us all look and sound the same. We use the same language using the same context. And I think in all spaces it's really important to have your unique message, unique way of showing up, your real human feel behind a brand. But I think it's so important in fashion because that's how people buy.
Speaker 1:People really invest in fashion items with emotion in mind and then we kind of justify our purchases later with logic. But it's that emotion, the psychology, the identity, the whole kind of transformation that that customer steps into when they're buying your product. And if you just look the same as everybody else, it's gonna be really hard to get visible and get consistent business. Now your point of difference isn't usually something that you make up later on down the line. It's something that already exists.
Speaker 1:It's usually the reason why you started your brand in the first place. So if you can look inwards to think what was my motive to starting this business? Now you might have your intrinsic motivators. You want to be able to run a business that gives you freedom, autonomy, that allows you to be your own boss, that allows you to work from anywhere, that allows you to build a passion and do something that excites you. There's all of those internal reasons why you might start a brand, but you have to have your external, your extrinsic motivators as well, which is your reason for starting your brand for your customer.
Speaker 1:Why do you exist for them? What is your purpose? What are you going to change for them? What are you serving them by having this product? How are you doing them service by existing in the world?
Speaker 1:That is your point of difference. That is your positioning. I have clients that are founders who have swimwear brands for fuller busted women. I have clients who have basics and lifestyle products for taller women. There's a product, a person who that product is for, and a gap that they are filling for that person, a problem that they are solving.
Speaker 1:That is your point of difference, and that's how you get noticed, and that's how people find you. And it's not about reinventing the wheel and creating something that's never been done before, but it's finding a way to exist in a way of offering something better or different. Because we don't need more run of the mill brands out there that are just doing the same thing, that are creating products, that end up in landfill, that close down after a few years because they're just not selling. We we need brands and we need businesses that are making ethical the new normal, that are creating products that actually solve a problem for somebody, that improve their confidence, that improve their five k time, that improve their sleep, that make them feel more confident on the beach. Whatever that might be, we need to find a problem and fill it with a solution.
Speaker 1:The solution being our brand, our business. And when a brand has a really strong positioning, has a really strong knowing of who they're helping and how they're helping them, their sales are just so much more consistent, authentic, organic, and they do not feel like they're having to sell their soul to generate business. You don't need to try and be better than everyone else and, like I say, completely reinvent the wheel. You do need to be different in the right way for the right person. Okay.
Speaker 1:That's it for today's episode of the selling out series. If any of this resonated with you, I'd love to go deeper on this with you and the 11 other topics that I'm covering with a group of founders who get it. Scale off is my group program that's designed specifically for founders like you who want to get consistent visibility in your business and consistent sales. We're not gonna be spending thousands on PR, on marketing agencies, on influencer gifting, and ads. We're gonna be getting visible in a way that feels sustainable long term and allows you to generate sales consistently off the back of that as well.
Speaker 1:We're gonna be starting on the June 22 and there are only 15 spots. It's gonna be a tight knit community. You can apply now at the fashionfounder.co.uk/scaleup. The link is in the show notes. And please don't forget to like, share, subscribe, all of that good stuff.
Speaker 1:And I'll catch you in the next one.