Brand Building in the Apparel Industry

Today's global market witnessesa cut-throat competition. Many new products enter the market, stay for a while,and then go obsolete. Fads come into existence and vanish even quicker thanthey appear. Rapid changes in the consumers' choices, increase in theirdisposable income, globalization, media exposure, and influence of global andpsychological trends attribute to this behavior. In order to sustainthemselves in the market, it is necessary for every manufacturer to build a 'brandimage' for his product in the market. This is more important for apparel makersas garments have a short life cycle and trends keep changing every now andthen. Brands create the strongest competitive advantage for the manufacturer,and the retailer.

Importanceof Branding:

To compete in the domestic aswell as the global market, creating, and sustaining a strong brand image isnecessary. Some apparel makers attempt to create a brand for their product inthe global market, while many others just supply to international buying housesor retail chains according to their specifications. Branded apparels not onlyadd a stylish image to the apparel, but it also gives something extra to theconsumers. It enables them to create perceptions about the value of the appareland the brand itself. The value of the brand or the 'brand equity' is thedifference of cash the customer pays for a non-branded garment, and a brandedone. The customer can buy a similar apparel somewhere else; without the labeland for a lesser price as well. But, a branded apparel with a label on it givesa status symbol to the customer thus satisfying his ego. The reputation thatthe brand image carries helps in promoting the product among status savvyconsumers.

Whatis in a Brand?

Strategic thinking is required inthe creation of brands. Customers do not evaluate a product in all theparameters while shopping. A psychological approach is required to build faithin the minds of the consumer and make them believe that the particular brand isalways associated with quality. Once customers develop faith in a particularbrand, they do not evaluate their notion every time when they go for shopping. Buyinga particular branded apparel every time reduces their searching time, and alsogives them a mental satisfaction that they are only buying quality apparels.

A brand generally consists of thefollowing aspects:

• Apparel with a higher value may signify higher quality to the consumers.
• Limited distribution of the product symbolizes uniqueness to discerning consumers.
• Brand image signifies the quality of the product, thus giving them the satisfaction of buying quality items.
• Brand indicates a status symbol, and satisfies the ego of the consumer that he is wearing a reputed company's outfit.
• Branding helps in developing a customer commitment. Once the customer develops brand loyalty for the product, he jumps into buying decision without much thinking as his mind set is already molded with a positive opinion about the particular brand.

Branding Benefits: