Dedicated Followers of Fashion!
The world of high fashion is renowned for its strategic foresight, with leading designers unveiling their collections months in advance to set trends and captivate the market. Fashion is an ever-evolving set of products and styles, and each is very different from the other. Women’s and men’s outdoor and indoor wear require meticulous planning even before a needle contacts the cloth. A fashion designer has to have lashings of vision and foresight when it comes to their upcoming collection and this proactive approach isn’t exclusive to the realm of runway shows. While this may be the most impactful and widely publicised element of fashion marketing, there are also minor shows and couture launches in larger chains and boutiques to consider. Marketing teams, both in-house and external, use the perfect mix of vision and experience that will push their client’s looks to the forefront.
All of this is also an invaluable blueprint for craft businesses aiming to elevate their marketing tactics. Whether crafting bespoke jewellery, furniture, or artisan soaps, businesses can harness the rhythmic strategy employed by fashion houses to ensure their brand remains in the spotlight throughout the year.
Fashion designers are adept at planning and executing their collections precisely, ensuring they stay ahead of consumer trends. The process begins with anticipating trends, where fashion houses analyse upcoming style directions and materials informed by various forecasting sources. They do this by looking at the historic movements of products that have gone before and relying on what the designer feels will be the next big thing. Errors can occur, which is why you’ll need craftinsurance to cover yourself.
Following this, designers create their collections by selecting appropriate materials and defining unique styles that resonate with the forecasted trends. The marketing phase is critical, involving meticulously planned campaigns that leverage media, celebrity endorsements, and exclusive previews to generate buzz. Collections are launched well before the season starts, allowing time for the trends to permeate the market consciousness. Post-season, fashion houses reflect on their successes and areas for improvement, adjusting strategies to optimise future launches.
Although typically operating with smaller budgets, craft entrepreneurs can replicate this model by utilising accessible resources for trend forecasting. Platforms like Instagram and Pinterest are excellent for capturing emerging trends, while direct customer interactions through surveys or craft shows can provide deeper insights into consumer preferences. Seasonal changes also offer a rich source of inspiration, influencing the aesthetic mood and design choices for new collections. There is no reason why the crafter cannot seek to tailor their work in this way. Few crafters are in a position where they produce works that are incompatible with a seasonal period. As with the fashion industry, working a year or six months in advance with what you will make can also bring you considerable peace of mind. Such a marketing and production organisation can take the stress out of the work. Fashion houses work bi-seasonally with a Spring/Summer and Autumn/Winter collection feel. With the backup of craftinsurance, the crafter can focus on just Christmas lines, Easter lines and a colourful summer range moving into the warmer autumn colours.
With a clear understanding of upcoming trends, craft businesses can begin the creative process. This involves detailed planning with mood boards to visualise concepts and scheduling production to ensure all resources are aligned for timely completion. Prototyping allows for early feedback, essential for refining products before a full-scale launch. The marketing phase is then initiated, focusing on generating excitement and anticipation. Businesses should plan their marketing activities around critical dates, using teasers and pre-launch offers to create buzz. Whether held online or in person, launch events should be memorable occasions customers eagerly anticipate. For the crafter, using smaller shows to trial and test out a series of products is one way of copying what the fashion industry does to refine and define its product base. Online also offers a brilliant approach to new ranges or even bespoke pieces that you intend to be trailblazers in the craft world. Of course, you will need craftinsurance in place to have a high degree of coverage for your products when they are out into the market.
Strategically, releasing products ahead of the season, like a fashion show, can set a craft business apart as a trendsetter. Introducing products in phases, such as a limited edition release followed by the primary collection, can maintain customer interest and drive continuous engagement. Aligning promotions with crucial shopping periods and holidays can also maximise sales opportunities.
Finally, craft businesses should thoroughly review each season’s outcomes akin to the fashion industry’s reflective practice. Analysing which products were well-received and understanding why certain items did not perform as expected is crucial. Customer feedback is invaluable, providing insights that can be used to tweak products and marketing strategies. An ongoing commitment to improvement based on these evaluations ensures that a craft business remains dynamic, responsive and competitive in the market.
By adopting these strategic principles from the fashion industry, craft businesses can transform their approach to planning, marketing and selling their products. Embracing a forward-thinking mindset helps stay ahead of trends and engage customers year-round, ensuring the business remains vibrant and successful in a competitive market. Whilst it may seem, on the face of it, there are few similarities between how the craft industry and the fashion industry operate in terms of marketing. However, there are many things that both sides can learn from each other. The fashion industry might seem overly flamboyant to the regular crafter and their line of work, but the principles of getting the best from marketing are pretty similar.