Aside from the trends and catwalks, when it comes to modern fashion these days, brands tend to have a bigger challenge they need to overcome, which is creating a brand identity that’s going to last a long time.
While sleek designs and eye-catching campaigns are still able to grab attention, to create a lasting legacy, fashion brands need to invest in something different. That something is through leadership, which helps brands connect their influence with a real purpose, and generate a lot more success.
Shaping conversations and creating trust
Thought leadership isn’t just about sprinkling fancy phrases onto the brand story. It’s about establishing that brand as an industry leader and bringing insightful perspectives into the industry’s conversation.
The fashion brand needs to become a trusted guide through fashion’s ever-shifting landscape, not just a product vendor, but a symbol of inspiration and knowledge.
Distinctive brands beyond their designs
Thought leadership effortlessly sets brands apart from their competitors. Customers crave brands that offer not just clothing, but a world of ideas and inspiration.
Telfar, for instance, boldly stands out by democratizing luxury products, dismantling gender norms, embracing scarcity while also using the direct-to-consumer model, making its products affordable for the customers, and maintaining control of the brand image and pricing at the same time.
Thought leadership elevates the brand image, solidifying the brand as a credible and trustworthy expert. A great example of this is Everlane, a brand that’s known for its commitment to transparency by detailing the true cost of each one of its products which helps consumers understand the true value behind their purchases.
The brand also shares information about all the factories it’s partnered with, their labor practices, certifications, locations, and the origin of the materials that are used, and promotes sustainability and ethics in this fashion.
Another thing that makes Everlane stand out and improve its reputation is the fact that the fashion brand shares the markup on each product which shows the company’s commitment to fair pricing and avoiding excessive markups.
Thoughtful content and authentic conversations spark deeper bonds with an audience. Eileen Fisher stands out in that regard, as a brand focused on timeless, understated designs alongside a deep commitment to social responsibility and environmental sustainability.
The brand champions women at all stages of life, celebrating individuality and diversity. Their campaigns feature real women with varied body types and backgrounds, challenging traditional beauty standards and promoting inclusivity.
Building trust takes time
Remember, thought leadership isn’t a fleeting trend but a meticulously crafted masterpiece. It demands dedication, consistency, and a genuine passion for contributing to the conversation, not just pushing products.
The more thought leadership efforts that a fashion brand is able to invest in, such as insightful content, authentic engagement, meaningful collaboration, and more, the stronger and more impactful its authority is going to become with the public.
Fashion brands that master the art of thought leadership won’t simply sell clothes. They’ll inspire consumers, shape trends, and leave a lasting impression on the industry.