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'History plays vital role in fashion brand building'
Oct '13
In order to sustain in today's market, it is necessary for every manufacturer to build a 'brand image' for his product in the market. This is more important for apparel makers as garments have a short life cycle and trends keep changing every now and then.

The success behind several of the well-known clothing and fashion brands is its heritage and quality, which they acquired through their long years of experience in the field, feel some fashion companies engaged in the process of brand building.

Speaking to fibre2fashion, Mor Aframian, director of branding & community relations at Redress Raleigh, a North Carolina-based eco-fashion company, said, “I feel that history plays an important role in shaping a fashion brands’ present and future, especially in terms of evaluating opportunities and decision making.”

Citing an example, she says, “Designer outdoor clothing brand Patagonia is a great example on how history has been pushing itself to innovate, reduce its environmental and social impact and in educating its consumers.”

The success behind the Patagonia brand is its transparency in business practices which holds the brand to its word while inviting its customers to participate in the ongoing efforts to reduce the impact as a civilization.

British fashion designer Nicola Woods , who owns her own luxury womenswear  label Beautiful Soul, says, “I believe that history is a very important part of branding as it helps in identifying target market, creating innovative designs, opting for more ethical choice that does not compromise luxury, etc.”

“For example, our objective is to translate the brands positive use of British and sustainable fabrics, focusing on the UK production, British craftsmanship and intelligent as well as offering feminine and flattering pieces,” she adds.

According to Ms. Aframian, the lessons a brand learns over the years, from production to maintaining committed staff members will help the company in encountering obstacles.

Fibre2fashion News Desk - India

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