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How to advertise a luxury streetwear brand?

Discussion in 'Advertising, Marketing, Social Media' started by Kase, Oct 2, 2018.

  1. Kase
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    Kase New Contributor

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    Haha, it's ok, I just need to improve my craft.

    I am targeting younger generations. In terms of fashion, art, and design it is popular among younger generations to be interested in different looking designs whether it's abstract/retro etc... Personally, different designs stick out and set themselves apart from all the others, just like Lil Uzi's album cover.

    What changes would you suggest me to make to the logo and footer?

    How can I bring people to my media should a look into paid promotions?
    What are brand awareness ads?

    The images I am using are in the public domain. Should I bother with trademarking designs and logo before release? What is UX material?

    "Add more product info on individual product pages," what sort of info should I add to my products that I do not have already?

    Thank you Chris25 for your message, very motivational. I will start imputing and working on the suggestions you made.
     
    Last edited: Oct 6, 2018
  2. Chris25
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    Chris25 Contributor Read Millionaire Fastlane I've Read UNSCRIPTED

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    You must insert the Privacy Policy and Terms of Service in the footer and organize everything a bit better so it looks nicer visually. As for the logo, I don't think the barb wire blends in nicely with the letters. The name gets lost and it's hard to even read. The name should be the main element, and the barb wire should be the supporting element. Again this is just in my opinion.

    Brand awareness ads are paid promotions that will expose your brand to new people. You're not selling anything through them. They are just there to get peoples attention. Something in the lines of people wearing your clothes and doing something random/cool. Another example would be cool graphics with your logo somewhere in them. You're not pushing your products but you're making people aware of them. Maybe they like the picture, they check out your account and follow you. They can become buyers later on.

    You can do this organically by using hashtags and liking, commenting and following other accounts but it will take much longer.

    You can do a combination of both paid and organic reach.

    I am not very familiar with specific trademarking rules.

    UX is short for User eXperience. Get some books or read articles on e-commerce UX design. You can learn how to design your website and product pages that will guide the user to purchase something.

    You have no info at all and no size guide. Check out this Kenzo sweatshirt description.

    A classic wardrobe piece, this sweatshirt Tiger KENZO is made elegant with its sleek lines and refined finishes. Versatile, it enhances any outfit with its smart yet sporty style. For a casual chic look, wear it with graphic printed trousers and black boots.

    Long-sleeved sweatshirt.
    Round neck.
    Tiger embroidered on the front.
    Ribbed collar, cuffs and hem.
    100% cotton.
    Size Guide (link to size guide table with detailed info on sizes)
     
    Last edited: Oct 6, 2018
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  3. rollerskates
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    rollerskates Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    EGADS! No. That purple and orangey red header is ghastly. I should tell you I am middle aged and preppy and I wear a lot of Ralph Lauren and I don't like any clothing with writing on it. I would never wear a hoodie (although I admit to owing one thin zip up one I wear to physical therapy), especially one with writing on it. Price doesn't make luxury.

    More than anything I would say firstly design, and secondly, materials. A plain black v neck non-organic cotton t-shirt is going to look a lot more like luxury than an organic cotton crew neck with any design on it, regardless of price.

    Luxury isn't what high spending rappers would wear.
     
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  4. Xeon
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    Xeon My Lane Is Fastlane. Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    IMO, just forget about the luxury part and just focus on the streetwear part if you're adamant on going this route.
    Doing luxury + streetwear is basically fighting two gigantic world wars at the same time at this point.

    Also, if you want to build nice, beautiful websites, learning from those streetwear websites like that Heron Preston site, is a bad idea. Most streetwear labels have ugly clothing designs and ugly site designs. Not sure if they deliberately designed it that way, but they can all get away with it because they already have great connections (read: celeb backing).

    One thing I realize about the whole underground streetwear culture niche, is that it's hard to succeed unless you've "street cred". Meaning you're a rapper / some kind of celeb / grew up in the "hood".
    If you hang around enough on the Reddit /streetwear forum, you'll start to notice a pattern in terms of demographics.

    Put it in a more obvious way, if you're a preppy white-collar executive working at a 9-to-5 job who goes home for dinner with his family every day, well, you likely lack the "street cred" that these streetwear brands have.
     
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  5. 0VO
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    0VO Contributor Read Millionaire Fastlane

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    I looked over your post again. I have some suggestions, again they're only my opinions. As always, Easy to say, harder to implement.

    I see you feel Insta/FB ads are only for cheaper products/feel. A lot of people are directing traffic with those channels to High Ticket 4/5-figure-funnels.
    On that same note, most "luxury" brands don't advertise...to clarify...They're seen everywhere (selectively) but they rarely advertise in the traditional sense.

    You mentioned not wanting to do influencer marketing because others brands may be doing the same thing. Don't worry about what others are doing. Besides, if a lot of people are doing it maybe it's working?

    "Poppington" is Damon Dash's new umbrella brand. He has a website for it. Maybe you can get some inspiration from it. Notice how it's really simple, really clean, and shows quality without saying "hey, we are quality, we are luxury".

    You can no compete solely on price alone. Be it pushing heavy prices or barrelling down low prices.

    You mentioned Limited Production on your site. That is great for people who have high demand to quickly sell out, artists who sell "limited edition merchandise" after concerts for example. As a new brand you might want to take as many sales as you can. Do you have any orders or interest yet?

    Try to think about where you target audience hangs. See if you can sponor events or brands in that area. See if you can host parties, get your brand visible there. Go to clubs? I don't know where your audience hangs. Hope you get the idea! :)
     
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  6. MoreValue
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    MoreValue Contributor

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    Anti Social Social Club, the guy made it. With crappy designs and not high quality materials. There website sucks too.

    But a celebrity wore it and well thats where all the value came from. I don't think if a celebrity wore ASSC, it would be dead like any other.
     
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  7. DST
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    DST Contributor Read Millionaire Fastlane Speedway Pass

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    I don't really like the question "why is this worth $xxx" because people will rationalise and come up with sh*t excuses that a lot of other brands also have but doesn't really say much about the reality. People will either buy it or not, without much conscious thought, especially in something like a $300 shirt. And its also an art component to it, and I can't really wrap my head around most of expensive art out there.

    Luxury brands can have high quality, but high quality usually isn't the reason for why we choose it. People don't buy Louis Vuitton bags because they are going to last after wear and tear. In fact they're usually very cautious of its use.

    Back to 2-iconic. Pricing is the most effective marketing tool. A $300 shirt puts you in a very small minority segment few are usually willing to pay for. Most likely, no marketing efforts you can come up with will make me buy it for instance. You should find those who're more potent and might be willing to do so. I'm gonna guess you can't find somebody willing to pay that much who haven't done it previously, because its seen as high risk purchase (risk as in you don't get any acknowledgement for its high price). People who buy for that price probably want acknowledgement for it. So maybe try to find others who have previously bought clothing in that price range and see how you can appeal to them.


    As for the items itself. I'm somewhat aware of the niche subcultures who use this type, but it still looks cheap and screams kitsch (which is 2-ironic since you worried about ads being cheap). If you paid a designer money for those designs you'd probably be dissatisfied. But just because you did them yourself you think its worth a lot. Its sellable for some, but maybe not for that price yet.
     
    Last edited: Oct 7, 2018
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  8. deep singh
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    Hi Kase,

    Have you got to the "selling" stage for your brand yet?

    If not, do that first.

    Work on the brand, the following, the legend that is 2-ICONIC later.

    First see if you anyone will buy it.

    And you do that today, by walking out of the door and in to a clothing store.

    Do it by hand, and then work on Instagram and Facebook stuff later.

    You say that "there is the easy and popular option of Instagram/Facebook adds". While entering the market via IG and FB is easy, gaining traction isn't because EVERYONE is on there doing it.

    Forget influencer marketing now, and try selling one of your t-shirts today.

    Here is a tried and tested strategy by either Daymond John or Stussy or The Hundreds. I can't remember who. Maybe they all did it. You do it too.

    1 - Get a friend (ideally an attractive woman) to walk into a store and ask for your brand by name. Do that today.

    2 - Do it again with another friend next week.

    3 - On Friday of the second week, walk in to the store with some samples, and ask if they'd like to take an order, sale of return.

    4 - Take the order and then order the shirts.

    Reply to this thread and tell us what happened.

    And by the way, I think your stuff looks good. Nice one.
     
    Last edited: Oct 8, 2018
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  9. Kase
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    Kase New Contributor

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    Thank you again Chris25 for your response! Working on implementing these changes and making note of your advice!
     
  10. Kase
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    Kase New Contributor

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    I agree with your comment regarding "street cred." I think influencer marketing is crucial to advertise a street wear brand.
    Thank you Xeno!
     
  11. Kase
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    Kase New Contributor

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    I
    I agree with you, the trick is getting them to wear it.
     

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