Beyond making garments.
WHAT A BRAND ADDS
Recognition The ability to charge more Customers who seek you specifically
WHAT IT REQUIRES
Consistency A recognisable point of view Visible presence
WHAT CONSISTENCY MEANS
Quality, fit and finish that do not vary.
WHY IT MATTERS MOST
A brand that is occasionally excellent is not a brand.
WHAT A POINT OF VIEW MEANS
Something specific: a silhouette, a technique, a fabric approach, a customer.
WHY SPECIFICITY
Making everything for everyone is not a brand.
WHAT TO ESTABLISH
Who you make for, and what distinguishes it.
WHAT TO BUILD
A name, a mark and consistent presentation.
WHAT TO PUT IN GARMENTS
A label.
WHY
It is how people know what they are wearing and how to find you.
WHAT LABELLING SHOULD CARRY
Your name Size Fabric composition Care instructions
WHY CARE INSTRUCTIONS
Garments ruined by incorrect washing are blamed on the maker.
WHAT TO PROTECT
The name, through trademark registration.
WHY
A name you cannot defend is not an asset.
WHAT TO DOCUMENT
Your patterns and specifications.
WHY
They are the accumulated value of the business.
WHAT TO AVOID
Copying recognisable designs.
WHY
It is a legal risk and it prevents building anything of your own.
