Opportunity for New Apparel Brands Say Brand Experts

A new Post "Opportunity for New Apparel Brands Say Brand Experts" was written on the January 21, 2012 at 8:53 pm on "Textile Global - Textile and Fashion News".

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View all articles by Maxamillion Blick [4] The fashion industry [5]
may be filled with brands; however, there's still plenty of
opportunity for new entrants. While consumers trust and value "names
they know," there's also a desire for something new.

"[When it comes to fashion] everybody is looking for what is new and
different. So, there are a lot more opportunities in apparel or
fashion than there are in [other] categories," said brand expert Al
Ries, who co-authored "Positioning: The Battle for Your Mind." 

"The risks for new brands are greater, but so are the opportunities,"
points out Alan Fairnington, managing partner at Duxton Consulting,
and former CEO of Batey.

The game isn't over for legacy brands either. For established brands
the challenge is to reinvent themselves in order to stay relevant to
the market. An example of this is traditional British brand Burberry
that did a masterful job of going from stodgy to stellar. Similarly,
in the 1990's Tom Ford transformed Gucci from a quiet classic into a
trendy designer brand.

While newness plays an important role in a brand's success,
"credibility" and "trust" are also vital, especially in higher priced,
value-add categories. Experts agree that using branded ingredients is
one way to help consumers identify brand and product value. 

Ingredients such as Lycra brand spandex can play an important role
here.

"The Lycra brand is a highly recognized consumer brand linked to
quality, stretch-performance, comfort, fit, freedom of movement, shape
retention, as well as other attributes, including desirability, fun,
energetic, fashion, and style ... which are values that the consumer
will associate with the garments that carry our logo," said Denise
Sakuma, Global Brands and Communications Director, INVISTA Apparel.

Inside Fashion's "Successful Brand Marketing" report includes advice
and insights from over 15 of the world's top brand and marketing
thought leaders on what it takes to make a brand a bestseller. 

*About Inside Fashion*

Established in 1991, Inside Fashion [6] provides insights and market
analysis of the major global sourcing and consumer markets. In
addition, the company offers comprehensive market intelligence about
the fast growing China retail market. 

*About INVISTA*

INVISTA [7] is one of the world's largest integrated producers of
polymers and fibres, primarily for nylon, spandex and polyester
applications. With a business presence in over 20 countries, INVISTA's
global businesses deliver exceptional value for their customers
through technology innovations, market insights and a powerful
portfolio of global trademarks, including, for the Apparel division:
LYCRA [8]® fibre, COOLMAX® fabric, THERMOLITE® fabric and
insulation, freshFX® fabric, SUPPLEX® fabric and TACTEL® fibre.

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More:
Opportunity for New Apparel Brands Say Brand Experts

Links:
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[1] http://www.ApparelSearch.com
[2] http://www.fashionnewspaper.com
[3] http://www.FashionIndustryNetwork.com
[4] http://www.fashionnewspaper.com/authors/1/Maxamillion-Blick
[5] http://www.fashion-industry.com/
[6] http://www.insidefashionlive.com/
[7] http://www.invista.com/
[8] http://www.lycra.com/
[9] http://www.fashionnewspaper.com/
[10] https://plus.google.com/107134402852436816888
[11] http://www.fashionarticles.net/
[12] http://www.textileglobal.com/outbind://46/www.fashionnewspaper.com/categories/Fashion-News-Articles

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