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Creating & sustaining apparel brands as tools of survival
Jul '09
To compete in the domestic as well as the global market, creating, and sustaining a strong brand image is necessary. Branded apparels not only add a stylish image to the apparel, but it also gives something extra to the consumers.

It enables them to create perceptions about the value of the apparel and the brand itself. Branding helps the retailer to 'push' the product to the customer.

For instance; if the customer is not confident about the quality of the fabric, he may hesitate to buy the apparel, assuming that it is risky to buy the product.

On the contrary, if the garment has a label mentioning a renowned brand name, it gives confidence to the consumer and makes him to believe that he is buying a quality product.

Here, the brand name speaks the goodwill the company has created over the years, and motivates the consumer to take the purchase decision.

Branding highlights the positive features of the product and displays it 'Out of the Box' in the consumer's eyes, thus encouraging him to buy.

This is more important for apparel makers as garments have a short life cycle and trends keep changing every now and then. Brands create the strongest competitive advantage for the manufacturer, and the retailer.

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Fibre2fashion News Desk - India

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