“A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” Brands are inextricably linked to uniformity or homogeneity. As long as something remains single or unique, there would be no need of branding. Uniformity is the mother of branding. For branding in its simplest form is a differentiator. It is a value-adding process indeed.
Your brand positioning strategy needs to balance your aspirations for the brand, your ideal customer experience, and your targeted market. Every successful brand is backed by a carefully designed positioning strategy.
The term ‘position’ in a physical sense refers to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing battles. Positioning is the dynamic approach.
Fashion e-commerce covers a major space on internet now. Positioning is the fundamental concept in all branding, marketing, and social media touchpoints.
A perfect strategy to position your lifestyle brand in the market is solved by the basic rule of communication, What, Who, Where, Why, When and How. The amalgamation of all these, clearly describes as great positioning strategy for your brand, product or service.
In more laman terms, we can describe them as:
THE NICHE/ CATEGORY
All this might seem trivial and dated, but there’s so much valuable that you can gather from this very step.
A lifestyle and a fashion brand is a definition for Yourself, your perspective, values, missions and who knows may be your own life story.
The first step to go in that direction is to define how you want your brand to be perceived.
A brand must make the product relevant and meaningful for the target customers. It must enhance the product over and above the basic generic level.
Branding pushes the product into a perceptual realm by integrating what it is and what the consumer is into a composite whole in order to make it more meaningful to the customers. Branding gives customers reasons to buy and use the product. It is a connecting device, as customers connect with brands they identify with.
It is very important indeed to categorize your products according to the Niche of your product. All these luxury brands have evolved but in their initial days of gaining attention, they catered to only one single category. For example, Kenzo was all about fur. Fendi was about bright leather bags and so on.
This step is the phase where you must invest most of your time.
You need to identify your audience, and know them well. If your answer is your brand is for everyone then, in reality, it will be for no one.
Customers are relevant for two reasons- first, they are the targets for the positioning effort. Positioning is created in their minds. Second, they are the ultimate marketing targets.
You need to go the extra mile, connect personally with your defined audience, ask questions, observe where they spend time, how your brand can benefit them, and you’ll be miles ahead of your competition.
In order to create a hot button to pull in the customer, marketers began to look for unique product aspects. The attention shifted to product attributes and benefits that could become unique selling propositions.
The process of finding USP often confined to listing the competitive products and studying their propositions.
It leads to discovery of selling propositions that indeed are unique but offer little or no value to the customer.
The focus on competition pushes the whole process outside the realm of relevance from the customer’s perspective.
Just as above, have something special to cater to your target audience, like Fendi and Kenzo.
Also Read: 6 Ways to Position Your Brand In The Market
THE CUSTOMER DEMOGRAPHICS
This category of positioning strategies looks at the target market for positioning the brand. There are many ways of segmenting the market. This limits the brand’s appeal to other groups, but greater relevance is achieved for the target group. The market can be broken down into the following types of groups:
- Demographic Groups: Demographic variables like age, income, sex, education or location could be used to divide the market. For example, Micheal Kors has set their brand image as a brand for elites.
- Behavioral: the usage volume differs in the market and this gives rise to groupings like light, heavy and medium user segments.
- Psychographic: The use of psychological variables is gaining popularity nowadays.
NEED OF CUSTOMERS
This answers the Why as mentioned above. Why do we actually need to position our fashion or lifestyle brand. The whole battle of marketing is actually fought for the ultimate customers.
So, it is most important to keep in mind the needs and wants of the customers. Especially in lifestyle and fashion eCommerce a minimal viable product with little to no brand strategy and positioning will fail to get any attention.
It’s not always about the new collection. Some brands proudly stock essentials – for example, the classic pieces like white T-shirts and blue jeans that are always in fashion. These are staples in many people’s wardrobes and need to be replaced as soon as they wear out.
Always keep stalking, the best trend ongoing to being a reliable store to stock up on basics and get a smart retention strategy. This will increase the traffic on your fashion website eventually.
Like it or not, it’s hard to change people’s habits so better go with them. In some countries, online payments are not preferred and online shops that don’t offer an alternative lose orders.
We hope that this list of ideas helps you and your online fashion brand reach the top – let us know if you implement any of them and how it’s working.