by martwayne | Apr 26, 2021 | Business of Fashion, Fashion
Is The Fashion Industry Dealing With Fashion Copycats?
Quite frankly, dealing with copycats has been a long standing concern in the Fashion Industry. Fashion doesn’t have the same copyright protection as other creative media. Which means it’s easy for copycats to get away with theft. But before we dive into the gist, let’s understand what copycat Fashion or knockoff fashion is.
To copy a design simply means to produce the same item made by another Designer without getting a license to do so. In most cases, it is sold for a less price.
From my point of view, there are two ways to it. Sometimes big brands rip off designs they have seen on a runway, mass produce them and sell at lower prices.
In other cases, some designers just pick up pictures off the internet to replicate in their collection or a bespoke service. I get to hear some designers say once they change the sleeves and the neckline, then it’s their design! But we all know that is so not true! Well, some folks might say …
“ What has been will be again, and what has been done will be done again”
As regards the impact of copycats in the fashion industry, there are two schools of thought. According to insights and analysis shared by BOF;
“Some say copycats dilute brand equity and damage sales, reducing incentives to innovate. Others argue that copycats are, in fact, healthy for the fashion industry, because they keep trend cycles turning”…
Apparently, not everyone in the Fashion Industry is in support of dealing with copycats. This makes it easier for copycats to get away in a lot of instances. Moreso, these so-called copycats are quick to taking action. They turn out knockoffs in a matter of few days even before the original designs are produced. Is there really a permanent solution to this? Should we fold our arms and accept that it is part of the journey?
Does Intellectual Property Law Exist in the Fashion Industry?
Well, the obvious truth is that not everyone is embracing the ideology that copycat is as old as the Fashion Industry itself. Flashback to the year 2019, when one of the top Nigeria fashion brands, Deola Sagoe issued an intellectual property warning prior to the unveiling of the Deola Tropical Galactica SS20 01 Surreal™️ collection. This was in a bid to set her brand apart and protecting her brand from the copycat plague.
In other words, some Designers have taken great steps to get legal protection for their designs. However, this law varies significantly in different countries. For instance, in the United States, fashion designs are exempt from copyright protection. Now you are wondering how exactly can you deal with the situation, right?
Firstly, you have to face the reality that some brands are out for making money alone. Nothing about creativity. Even the big brands like Zara and Forever 21 consistently knockoff designs from the Runway. More so, these brands have adopted technology into their businesses. They have been able to study the consumer behaviour, trends and how a certain design is perceived by the consumers.
Bottom line, be ready to deal with the copycats!
4 WAYS TO DEAL WITH COPYCATS IN YOUR FASHION BUSINESS
To stand out from the crowd means you are ready to put in the work. You have to create some uniqueness in how you present your designs to your target market. Be creative in your styling, photoshoot, packaging and even your adverts.
Beyond adding watermarks and a unique logo, let your brand identity and aesthetics reflect in your business. Sell the feelings to your consumer so they can spot the difference between your product and the knockoffs.
BE INNOVATIVE AND PROTECT YOUR DESIGNS
You can’t copyright types of clothing but you can copyright your unique prints and also register a patent for truly unique items. So ensure you register your designs under the Patents and Designs Act. For further reading on “Intellectual Property and Fashion in Nigeria” take a look at this article.
Do not for once think your business is too small or assume no one can copy your works. Do your research and take all necessary actions.
CHOOSE A REPUTABLE GARMENT PRODUCTION HOUSE
Work with a garment production house that has a credible reputation. You shouldn’t work with people who’ll reproduce or sell your designs or patterns. Prepare an NDA-non disclosure agreement and make your terms as clear as possible.
DON’T BE WEIGHED DOWN
If you’re hit by a copycat, don’t let it weigh you down! Keep producing unique designs, monitor them and try to figure out the source of the design. Send them a message directly or through your lawyer if they continue to steal your work. Let them know you’re willing to pursue legal action. In some cases, copycats are not worth suing because you might end up wasting money and time. For example, the Aba boys print pick off illustrations from the internet, print it on t-shirts and release at cheap prices.
I such cases, suing might not worth it because the art works are usually poorly printed on low quality T-shirts. Hence, the difference is clear! While it might be tempting to call them out, you may lose more and bring them free publicity when you fight with them.
On a final note, take the necessary steps to protect your designs, get professsional help and make sure you build a unique brand .Dealing with copycats is not an easy task, but know when to act, how to act and when to watch from a distance.
Having said all these, which of the 4-ways discussed above have you tried before or would you implement.
Share with us!⠀
by martwayne | Apr 7, 2021 | Business of Fashion
How To Write Good Fashion Product Descriptions
A good product description highlights the key features and benefits of your products in the most intriguing ways while keeping them optimized .It is one thing to have few words to describe your products and it is another to make sure you persuade a potential customer Hence, it is not only about the words and the images, it has to lead to sales and conversion.
WHAT IS A GOOD PRODUCT DESCRIPTION?
A product description simply gives an overview of the details of a product. It states the features and the benefits of the products and also gives the consumer the reason to purchase your product.
It is powerful enough to convert a visitor into a potential customer and also capable of putting them off done the wrong way.
Gone are the days when consumers used to purchase goods online just for the sake of convenience and limited availability of online stores. Some shoppers want to know the nitty gritty of the fashion item they are about to purchase.
They are curious about the fiber content, durability, fit, does it have a multiple styling option? Are there any reviews? and the questions go on and on…..
So really you want to do this and do it the right way.
In simple terms, a good product description should
In some cases , it may include videos and frequently asked questions. So it’s up to you to decide how you want your customers to feel.
Why Do You Need a Good Product Description?
Still not convinced about how this affects your customers? Let me give some facts. According to statistics, they play a key role in the purchasing decision of your customers. About 87% of consumers place high importance on how products are described. Consequently, it could give them a reason to buy or do otherwise.
Are you are aware that 50% of customers also return products due to the fact that the product did not match the description. Statistics has also shown that about 98% of consumers decide not to buy a product as a result of inaccurate product description.
Okay here is the gist, writing a good product description does not have to be a hassle. Follow the tips discussed in this article and put yourself on the right path to making more sales and conversions in 2021.
Okay let’s get right into it!
Converse With Your Ideal Target Audience
Setting up an online store or a website already means you have done your market research right?
You know who your target market is and have an ideal knowledge of what it means to have an optimized website.
So you want to write a product description that will resonate with your target audience. You want to go personal with them . Make them feel like it’s the same brand they relate with on your social media platforms. Are they very formal people? Do they like slangs? Would they relate with emojis? What questions do they ask frequently.
Make them feel the same way as a client standing face to face with you will feel. In other words, understand your customers’s lingo.
Everyone loves a good story, so make sure you evoke an emotion when describing your product. Your product descriptions can describe how the idea for the product was born, tell them how they will feel in it. Explain to the production process or materials. Give them the feel before they even buy it.
Here is an example of a brand that understands her customer lingo and tells a story without missing purpose of the product description.
JENN ARDOR has clearly stated some key features, the materials used, where to wear the shoes to and how you will feel in his pair of shoes.
Straight and concise, yet with a story around it.
Include Reviews and Ratings
Finally ,Including a social proof in your product description goes a long way in making people feel comfortable with buying your products. Consumers naturally want to know if other people have used your products, how did they feel? Was it easy to use? Does it tally with the description? Adding reviews and images of other clients can help emphasize the benefits and features you have included in the description.
- Highlight the most valuable features.
- Use videos and creative demos to excite the consumer.
- Ensure your product description is optimized for the web.
- Communicate as clearly as possible.
Your product description is a powerful sales tool. Make it good enough to yield more sales and conversions in 2021.
Has this article helped you? Share your thoughts more ways to write a good Fashion product description.
by martwayne | Apr 6, 2021 | Business of Fashion, Fashion
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⠀A Fashion career such as “fashion writing ” is for anyone who perhaps loves to air her stance , creative and thinks out of the box. Someone who would love to cover and write their views about events and trends around the world of fashion. Fashion writers keep their audience aware of the latest styles and industry trends. They attend fashion shows, interview fashion designers and models and also write articles for a variety of media including fashion magazines, advertising publications, newspapers, online forums and blogs.
They work alongside fashion public relation officers to produce editorial copies for the extensive fashion media industry. Fashion writers work with newspapers, magazines, fashion websites or blogs, and television stations.⠀
The daily life of a fashion writer is exciting, fun and unpredictable. They may be required to work long hours either alone or assisting the editors or the PRs.
In recent times, the influence of the internet and technology on this Fashion career path has grown tremendously. Consequently making it easier to source information, reference images , documentaries and even past events.
In conclusion, as glamorous as the fashion career sounds, talent and hard work are key factors to becoming a successful Fashion Writer.
Do you think fashion writing is a career path for you?
Can you think of any more fabulous fashion business ideas? Let’s discuss.⠀⠀⠀⠀
Don’t forget to visit martwayne for other great fashion business ideas.
RECOMMENDED RESOURCES
Fashion Public Relations
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Fashion Photography
by martwayne | Apr 2, 2021 | Business of Fashion, Fashion
In as much as choosing a target audience for your business is not always easy, there are times when you will need to re-evaluate your business. The truth is that nothing is really constant, not even your market. The fact that a certain demographic was earning a particular figure 5 years ago, does not mean the money will still have the same value neither does it mean their needs can’t change.
More so, with the advent of the Covid-19 pandemic, consumers are being challenged to evaluate their priorities which has ultimately led to new needs and spending criteria.
Some common reasons why you may need to change your target audience are discussed below :⠀⠀
1. When the target audience is too small -if your target audience is too small, you won’t be profitable, it should be big enough to generate profit.
2. When the target audience is too big – When you’re trying to speak to everyone, you will end up reaching no one. Narrow it down to the relevant people but don’t make it too slim.
3. No buying power: Your customers need to have a buying power that can afford your products. If they don’t have enough money to buy your products, then they’re not the right target for your business.
4. Expansion: Sometimes with new innovations and market needs, you’ll discover other opportunities. Such opportunities might lead to an expansion and massive growth. Hence, the need to evaluate who your customers are.
For instance, some Fashion Brands and Garment production Houses have leveraged the covid-19 pandemic to increase the production and sales of nose masks and medical scrubs. Such opportunities come with expansion and a new marketing strategy. Consequently, the need to change their market.
With the evolution of the market as well as the business environment, changing your product consumers can be very useful.
Peradventure you made some wrong generalizations at the start of your business and you see a need to change your target audience, do not hesitate to do so.⠀If bigger companies have been able to do this successfully, so can you.⠀
Do you think it’s necessary for your business to change its target audience? ⠀
Let’s discuss….⠀
RECOMMENDED RESOURCES:
5 Mistakes to Avoid When Starting a Business
How to Spot Business Opportunities
3 Things You need to know
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