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The #1 Thing That Can Destroy Your Clothing Brand’s Reputation 

Do you ever feel disappointed after buying something from a new brand? Maybe you’re scrolling through TikTok and seeing influencers talking negatively about their experience with a brand? We’ve all been there.

Your brand’s reputation is something you can’t buy, and it can take months, even years, to build your fashion brand’s reputation. You’ve only got a short window to get it right or get it back. Let’s talk about it.

Where are Fashion Brands Going Wrong?

I’ve worked with some of the biggest brands in the industry. The ones you see all over social media and the stores you walk by in the mall. I’ve seen the rise and fall of many fashion brands. It all comes down to one thing: brand reputation. Even the reputations of luxury fashion brands are in free fall these days (Remember the Gucci blackface scandal?). 

Where are clothing brands going wrong? It’s all because of poor design execution. There are four things we constantly see brands doing wrong, all contributing to poor design execution that reduces repeat customers.

1.     Using Non-Durable Fabrics

What makes a fashion brand successful is its ability to turn first-time customers into long-term supporters. If you’re a small brand, these customers are your biggest advocates. Nothing puts consumers off a brand more than if their clothes start to rip, fade, or pill after a few uses.

Cutting corners by using cheaper fabrics might seem like a good idea, but these non-durable fabrics will start to fall apart within their first wash cycle. When you use high-quality fabrics, customers are more likely to support your brand and make a future purchase.

2.    Ill-Fitting Garments

Inconsistent sizing is one of the biggest complaints consumers have. While brands can’t control what their competitors are doing, it’s a brand’s responsibility to ensure their sizing is consistent. Ill-fitting garments cause higher returns and lead to customer frustration. A technical designer can help ensure sizing consistency to help customers feel confident when buying from your brand.

3.    Lack of Collection Cohesion

Put yourself in the shoes of a customer. Do you ever look at a collection and wish there was more you could buy together to make the set more complete? If a customer is attracted to a collection, it creates an opportunity to upsell with pieces designed to be worn together or that have a similar look. Every collection should tell a story and feel consistent, whether it’s with the fabric choice, hardware design, or silhouettes. Lacking cohesion is a huge miss for more sales.

4.    Missing the ‘Why’ for Your Brand

Every brand has a unique selling point (USP). Some brands focus solely on sustainable fashion while others exclusively target plus-size customers. Your USP is part of the ‘why’ behind your fashion brand and forms parts of its values. Every fashion brand has its competitors, often creating designs and garments that look comparable. We’re in a saturated market where fast fashion means designs can be replicated within days (Ahem, SHEIN).

Consumers want fashion brands that align with their values. Research shows that 82% of consumers prioritize this when shopping for clothes. Almost 40% of shoppers will boycott their favorite fashion brand if they find it doesn’t actually align with their values. Tell customers what makes your brand different – whether it’s the fabric you use, your design process, or your values.  

Let’s Build Your Fashion Brand’s Reputation Together

Do you feel like your brand is stuck? Need a fresh pair of eyes? The fashion industry is changing as consumers become more intelligent and selective in the brands they choose to support. Now is the time to empower your fashion brand to take its next steps.

Let’s chat! Schedule a 15-minute consultation and grab your go-to beverage to see if we click. Ready to get started? Book a ‘brand preview’ to get your customized roadmap for your next collection.