15th May 2018Could signature products work for your fashion brand?

SIGNATURE BRANDS

What is a signature product?

The best way of describing a signature product is to give you a couple of examples!

Ray-Ban: Aviators, Timberland: 6” tanned Boot, Levi’s: 501, Oakley: Straight Jacket sunglasses are all great examples.

Essentially such a product is and will probably forever be associated with the brand as a timeless classic.

In the competitive world of fashion, it can be hard to stand out and establish a brand in the way you want. In this blog, we discuss how creating and having a signature product can be the key to establishing a brand that is exactly as you want it to be. A product which helps to boost sales of all lines including signature and non-signature products.

What makes a signature product?

When you think of Dr Martens, what is the first thing you think of? Our guess is that almost everyone thinks of the classic 1460 8 eye boot.

DR MARTENS SIGNATURE

What makes such a product,  is for everyone to think of that product whenever that brand is mentioned.

What comes next?

Aside from the obvious benefits of selling lots of a single product to a core audience, once a signature product is established it offers almost a completely free licence to guarantee demand on anything else associated with it.

In short, establish a really popular pair of sunglasses, and those that love them will probably buy t-shirts, trainers or whatever other product carries the same branding and name.

For example, former tennis champion Rene Lacoste created the polo shirt in the 1920s. You could argue the same polo shirt is Lacoste’s signature product. From this polo shirt, Lacoste successfully sell everything from a bag to fragrances!

A final thought

In today’s fashion world, could a cap or a beanie become a signature product for your brand? Whether using a stocked product and launching it quickly or designing a truly unique bespoke hat, the aim of producing a must-have item for your audience is achievable.

Whether you feel your brand best suits a dad cap, snapback, trucker, bobble beanie, fisherman beanie or any other style of hat, SL Black Label are here to help establish your signature product.


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To learn more about the fashion predictions from MILAN AND PARIS FASHION WEEK, or find out WHY AUDITS AND TESTING ARE SO IMPORTANT – not only for big retailers but also for the smaller independent fashion brands.

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