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Image by Malcolm Crews

Your new fashion label must convey a strong, identifiable message to which buyers, press, and consumers can relate. So do you want to be seen as young, sophisticated, edgy, luxurious, affordable, accessible, unique, quirky, pretty, sexy, trendy, conservative, functional, or exclusive?

Promotion is how you deliver your label’s message to your target audience. It covers a wide range of activities: sales, advertising, publicity, special events, and websites. Your strategy should focus on getting people to buy your product, so you must pitch your activities correctly. If you are retailing, you will need to target the end consumer. ...

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