{"id":5831,"date":"2019-10-31T13:21:28","date_gmt":"2019-10-31T13:21:28","guid":{"rendered":"https:\/\/fashioninsiders.co\/?p=5831"},"modified":"2019-10-31T13:21:28","modified_gmt":"2019-10-31T13:21:28","slug":"cohesive-fashion-collection-success","status":"publish","type":"post","link":"https:\/\/fashioninsiders.co\/toolkit\/top-tips\/cohesive-fashion-collection-success\/","title":{"rendered":"The Secret Sauce to a Successful Cohesive Fashion Collection"},"content":{"rendered":"
Because we live in an age where we all want the recipe and a step by step process to success, below is a list of the top 5 most important ingredients<\/strong> you need to have in order to create a cohesive fashion collection.<\/p>\n RELATED READING:<\/strong> How to design commercially strong fashion collection.<\/a><\/p>\n It pays to put some time upfront and think through the elements covered below. Do this and you will reap the results later.<\/p>\n Repeatedly. That sounds good, YES?<\/p>\n Ready to get stuck in and discover the secret sauce?<\/p>\n OK, pay attention and make a note of the key questions below so you can work on them later.<\/p>\n Let\u2019s start briefly by explaining what \u201ccohesive\u201d means \u2013 so there is no confusion.<\/p>\n \u201cCohesive\u201d means something is well-integrated and unified. Synonyms that also can be used to describe the same result are words like coherent, compatible, coordinated, even proportioned.<\/p>\n So \u2013 really and truly for a group of products to make a cohesive fashion collection it is key to have all products work well together as a union. The collection must be evenly proportioned and coherent. In other words \u2013 it must have logic and be easily understood.<\/p>\n That alone can bring much success to some brands. Creative success and kudos for sure.<\/p>\n But if your goal s for your brand to grow and generate income<\/strong> and eventually be self-sustaining, then you need to ensure that the success of your fashion collection is also tied to some financial metrics<\/strong>.<\/p>\n Here are the key ingredients a commercially successful and cohesive fashion collection should have.<\/p>\n All too often we see brands we fall in love with only a season or two later to wonder what awe liked about it. Did your style and taste change (seemingly overnight)or did the brand change beyond recognition?<\/p>\n Those brands that have stood the test of time and weathered many economic storms are the ones that have a vision they keep close to.<\/p>\n That is not to say your vision cannot evolve. A brand (and any business) is a \u201cliving thing\u201d. It has a life just like we do \u2013 the humans running it.<\/p>\n It is OK to evolve your vision for your brand and business as you evolve as a human.<\/p><\/blockquote>\n As you learn more about your customers, as the market and the fashion industry changes. Just like you have seasons in nature and collections often reflect these seasons, so does your brand and vision will also evolve and go through seasons.<\/p>\n BUT!<\/p>\n Here is the but\u2026. That doesn\u2019t happen overnight.<\/p>\n That evolution takes time and shows progression. It is connected to the before and informs the after.<\/strong><\/p>\n Creating a strong vision for your brand at the start is important. What is even more important is that the vision reflects you as a designer and brand creator. That you can live with it daily, that you are proud of it and feel aligned and true to it effortlessly.<\/p>\n If something about your vision doesn\u2019t feel congruent and true \u2013 then it will not hold long term, will it?<\/p>\n When you see new fashion brands change beyond recognition almost with every collection, it is because they are still searching for that vision. They didn\u2019t do the work at the start.<\/p>\n But what that does is that it means you miss out on creating loyal fans and customers. You miss out on repeat sales and word of mouth marketing.<\/p>\n Instead, you need to reinvent the wheel every season, look for new buyers all over again and basically start from scratch every few months.<\/p>\n That has an impact on your sales and brand reputation. We, humans, are predictable creatures. Most of us like to know what to expect and what we will find in a brand we like trust and buy <\/a><\/strong>from.<\/p>\n It can be different and new \u2013 yes. But not so different that we have to double-check the label name and question our memory.<\/p>\n A strong vision is THE super-glue that holds together a cohesive fashion collection.<\/p>\n If you do your \u201cjob\u201d well and manage to articulate both verbally and visually a strong vision for your brand that even a nine-year-old will understand, then you\u2019ll be able to clearly define who your target market would be.<\/p>\n Knowing your target market and understanding how to attract the right customers and repel the wrong kind is vital.<\/p>\n The most valuable commodity we have is time. Spending time trying to sell to the wrong crowd is a time you\u2019ll never get back. So why even go there?<\/p>\n If you know what and where you want your brand to be, you\u2019ll instinctively know what and who will take you there.<\/p>\n Then it\u2019s a case of following the trail that will get you to your end destination.<\/p>\n1. Overall vision<\/strong><\/h3>\n
2. Product\/market fit<\/strong><\/h3>\n