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WHAT'S UP FASHION: Selling your brand with GOOD stories

You know, when I was a kid, my dad used to make us sit around our little blue lantern after dinner and tell us stories about the tortoise and the hare. The hare was very proud of its ability to run fast and would tease the tortoise for being very slow at walking....

Okay, Nope! There's no way I'm gonna tell you the tortoise and hare story my dad used to share with me when I was little in a blog like this, maybe another one... but certainly not this one!

But I bet you were eager to know what's next because you've probably heard the story and either wanted to see if it's the same one or you instantly could relate and was getting nostalgic or you just got interested to know what sitting around a little blue lantern & listening to a dad's tales looked like! Either way, WE ARE MADE OF STORIES & they create interest always!

Why? Because the human brain is drawn to clarity and away from confusion. Now, you may wonder why or how this affects me in fashion. Well, the truth is as much as you want to sell your fashion products, you MUST also clearly communicate WHY the customer need them in their lives.

That "why" is what convinces them to be drawn to your business, get interested in what you're selling, and perhaps, get them to buy and even recommend others to buy too. That "why" is your MESSAGE... That "why" is your STORY!

So, a quick question; What is your message? What is your story? Is it clear enough for the customer to stop and listen? Why should the customer even care???? That is the billion-dollar question.

Fashion is far more than just clothes; it's also about the narratives that go with them. Today's customers are very interested in the experience and these appeal to them rather than just products.

Fashion brands like yours have the power to make these customers die-hard fans by simply carrying them on a sweet journey through creative storytelling, and not only goods.

It is true that the fashion industry is very saturated but with a compelling story, you can have an edge, thereby having the power to touch your audience on a very emotional level to inspire advocacy.

We'll talk about 4 simple steps on how to use compelling & creative storytelling to market your fashion brand in this blog article.

Let's get started...

Start with "what" is my message?

As the one with the idea, you need to be clear on what your message is. You started your fashion business because you certainly saw a problem and wanted to solve it. So you have to be very clear on what you want to solve. This will help you determine the direction to craft your messaging.

Also, our brand values will play a very important role here. This is because these values are the backbone of the brand, and they should be incorporated into the brand's stories. You can consider the values your brand represents, and craft your brand stories around them. For instance, if your brand values sustainability, you can tell stories of how your clothes are made from recycled materials or eco-friendly processes.

Determine "WHO" the message is for

This is probably the most important part of this task; defining WHO your message is directed to. This is because there is so much to uncover about them that will give insights on what to say, how to say it, where to say it, and the frequency to say it.

At Fashfied studios, we place a lot of priority here because we know that the fashion consumer is a very unique customer and their habits in relation to how they consume fashion must be examined thoroughly. Here you need to understand what fashion problem the customer is trying to solve as it will help you name & call out the problems properly in your messaging.

Use storytelling techniques

To create a compelling story, you need to use storytelling techniques. Start with an attention-grabbing opening, build suspense, and then provide a satisfying conclusion. Your stories should have a clear beginning, middle, and end. Be creative and use emotions to connect with your audience.

Bring in a personal touch

People relate better to stories that have a personal touch. Consider sharing the story behind the brand, how it came to be, and what inspired you to create it. Your customers will appreciate your brand more if they can relate to the story behind it.

A good story example for a maternity brand could be "when I was pregnant with my first child, I couldn't find beautiful and affordable maternity dresses to wear to work. So I would imagine some designs, sketch them and send them to my tailor. I no time, other preggies who saw me in these dresses began to ask where they can get theirs... etc"

This is a very relatable story and many pregnant working mums can relate to the difficulty in finding comfortable maternity work wears, so this maternity designer can craft a good angle, sell this story, bring in mums, and make them truly a part of the story.

Use good and powerful visuals

Visuals are an essential part of storytelling. Especially in fashion, using high-quality images and videos to enhance the story has never been more important than today. You can show the process of making the products or showcase the customers wearing the clothes.

Visuals help bring the story to life, and they help the audience to connect with the brand. That is why at Fashfied studios, we help our clients in creative art direction that tells their brand stories creatively & powerfully.

Use the right platforms to tell your story

Once you have created your stories, you need to tell them on the right platform. Consider your target audience and where they are likely to be. You can use social media platforms like Instagram, Facebook, and Pinterest, as well as your website, blog, and email newsletters to tell your stories. But most importantly, you have to use platforms that your audience is well likely to use (this is why the "determine the 'who' of the message" is extremely important).

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