In association with:
Contributor Shannon Whitehead
Fashion brand consultant and business expert Shannon Whitehead helped an early-stage fashion company to launch a range of products into a new market. Here, Shannon offers some key lessons learned about knowing your market and being adaptable. Image: SOURCE Founding Partner, Dhana Eco Kids
Contributor Ethical Fashion Forum
In this annual survey, the SOURCE Intelligence team reviews 170+ shops from across the world that stock ethical and sustainable fashion products, including: online retailer, department stores / chains and bricks-and-mortar boutiques.
Contributor Alice Wilby
SOURCE Columnist Alice Wilby lends her expertise in fashion styling and photography to tell you everything you need to know to curate a good photoshoot despite a limited budget.
Contributor Patsy Perry
SOURCE Contributor and academic expert Patsy Perry explores the rise of retailing across multiple platforms, why it’s important to create a seamless experience and how it helps build market access and brand awareness. Image: SOURCE member, MIA by Mia Nisbet
5 minutes with... Russell Spiller, Mantis World
Russell is the Director of Mantis World, an award-winning and commercially successful brand and supplier of t-shirts and casual wear for men, women and children. Russell is passionate about Sales, which is why he’s nicknamed “The T-Shirt Seller.”
The most important point above all else is consistency in your approach to Sales, it should be a properly planned function with as much thought, planning and detail applied to it, as to the creative and development side of your product.
Sales and Sales planning are the most important function to any business without which they won’t succeed…”No Sales…No Business.”
Brands get sales wrong for many reasons but mostly it’s because they don’t appreciate the importance of the process and making time in the day to actually do it, and by the time they do, it’s usually too late.
It is also a fact of life that some people don’t have the confidence or the necessary skills to develop the consistent approach to Sales that is required to be successful.
One of the easiest solutions to this problem is to contract out the Sales function, initially perhaps to an agent who understands the market and your place in it, has the relevant experience and most importantly the contacts, which have been built over many years.
Sales agents are a cheaper solution for young brands and an easy way to get a consistent Sales strategy up and running. Many will work on a commission only basis, so they only earn, and you only pay, when they have made a sale.
This is really about your brand strategy it’s the how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Consistent, strategic branding leads to a strong brand equity.
A strong brand equity gives the added value brought to your brands clothing or service that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coca Cola vs. Un-Branded Cola. Because Coca Cola has built a powerful brand equity, it can charge more for its product—and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes; hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the clothing or the trainers features that sell the product, but the branding that justifies the increase in price to the consumer.
There is a lot of scope for emotional attachment and quality in an Ethical and Sustainable clothing or textile brand, and the awareness from consumers is an ever more popular subject.