But what does the future hold when those customers have found their perfect party piece or the jacket they’ve always dreamed of? When the clothes have been bought and we’re on to the next trend, will your customers still remember your name? If we strip away your products and are faced with what’s left behind, will we still recognise that it’s you? Taking your fashion business to a level that will stand out amongst the big names and be remembered throughout the changing seasons is all about one thing: your brand identity.

Fashion brands like Chanel, Louis Vuitton and Hermès are household names in the world of fashion and have been growing and establishing their brand identities for over 100 years. Now, in 2021, Chanel is not just a brand, but a lifestyle that sells more than just clothing and perfume. It sells a feeling, a persona and a prestige - those unmistakable intertwined “C”s carry a status sought after by the rich and famous all over the world. From the roaring 20s to the loved-up 70s, these brands have become so iconic that they have the power to reinvent vintage styles and serve them to a fresh generation, giving the classics a new identity.

And it is just that which fashion empowers: individuality and a way to express yourself. When we look at the role that fashion has always played in shaping the identity of society, we see why it is so important for clothing brands to have a unique identity of their own.

From the moment you hit your teenage years to those milestone moments that can make or break your future, you’ll use fashion - whether consciously or not - as a right of passage, a way to make your mark on your own community and show people what you’re all about. You might have been an emo kid in the early 00s, painting on the eyeliner and peering through layers of dark straightened hair. Perhaps you found a love for the couture of high fashion catwalks, taking inspiration as you drafted outfit flatlays for those future adult plans. Whatever style and fashion has meant to you in your life, it has likely played a role in forming your own personal identity and how you want to be perceived by the world.

Each and every one of us has our own personal brand. Our name, face, the way we hold ourselves and the way we communicate with others - these things define how the people we meet will experience and relate to us. So when you’re considering the branding of your fashion business, you first need to consider who the people are that you want to be interacting with, and how they would expect to experience you. Are you shooting for the colour-loving, young at heart, casual clothing lovers who would appreciate bright colours and bold statements? Or is your preferred audience a more sophisticated, couture conscious crowd whose love of muted neutrals and clean simplicity could influence how you portray your business? Once you’ve established who the people are that you want in your corner, you’ve already made a start on forming your brand identity.

As the business owner, your own personal identity should play a role in this too. In the culture of today, more and more customers and followers are wanting to see the brains behind the brands. Especially through the likes of Instagram and TikTok, building a following by showing your face and your own personality can pay dividends to securing loyal supporters who stay with you for the long run.

Ethical clothing brand Lucy & Yak are a great example of this. Not only do business owners Lucy and Chris pop up all over their website, detailing their own journey to success, but they also take followers and buyers behind the scenes right into the manufacturing process. With fast fashion quickly becoming a thing of the past, this new wave of fashion transparency is one that you'll want to be riding.

The key to building and maintaining your brand’s personality? Consistency. Consistent colours, messaging and values are things you should come back to time and time again and are arguably the most important parts of getting your brand personality out there.

Take Nike for example. If you were to imagine a hotel chain that bore the name of Nike, you would probably have a pretty good image in your mind of what these hotels would look like. From the lobby to the bedroom and everywhere in between you’d be seeing clean, streamlined interiors, robes that bore that iconic Nike tick and a menu full of fitness-first favourites. Flip the coin, however, and you’d have a hard time conjuring up a whole clothing range designed by the likes of Marriott hotels. This is the consistency that we are talking about. You know Nike. You can feel what Nike is all about. They have built a brand that stands head and shoulders above the rest, with celebrity endorsements left, right and centre. And all it takes to recognise them? That one simple tick.

From your logo and fonts, to colours and brand guidelines, be proud of what you have created and stick to it. When brand consistency exists throughout your platforms - website, social media, email marketing etc - your customers will have the confidence to take you seriously. If we look back at Lucy & Yak, it’s the fonts they use, the bright bold colours and their voice on topics that matter (in the fashion industry and beyond), that helps them stand out in the crowd and they’re instantly recognisable. When you see a pair of brightly coloured dungarees walking towards you, just a glance at the front pocket will often reveal what you suspected - that iconic Lucy & Yak label.

With the building blocks of personality and consistency firmly rooted in your business, your brand’s identity will have a strong foundation to build on. Get your voice on social media and engage with the things that matter to your brand. By drawing new customers in this way, they will already feel connected to you so that when they do make a decision to purchase, they will want to shout about you too.

One of our clients who are doing this in style is Hari & The Gang. With an Instagram network of over 63,000 followers, they’ve built a brand through bold statements, bright rainbows and easy, comfy clothing. Their slogan, “Happy clothes for happy people” is reflected in the way that they engage with their following, resharing snaps of real people wearing their clothes, and regularly posting Reels and behind the scenes insights which keep the customer informed, engaged and interested to come back time and again. Now? Their trademark ‘Hello’ hoodies are instantly recognisable and are worn all across the UK and beyond.

So next time you’re curating a new collection, think beyond the style and consider how your brand will be perceived in years to come. What is the make-up of your own fashion business? Who are the people that you want to be engaging with? Brands such as Nike and Chanel still thrive today because of their consistently high standards. Lovers of Lucy & Yak come back to the brand time after time as they feel known and invested. So yes, acknowledge the trends that will keep your clothing relevant, but always prioritise engagement with your audience and never lose the essence of what your brand is all about.

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