THE FASHION FUTURIST

Blog

Posts in BRANDS
A shop should be like a song of which you never tire
 
  Bassike  Glenmore Road, Paddington store in Sydney

Bassike Glenmore Road, Paddington store in Sydney

“A shop should be like a song of which you never tire” -  Harry Gordon Selfridge.
Yesterday I took that time to sit down in front of Netflix to take in a documentary that has been on my list for ages - Secrets of Selfridges. A very interesting story of one of the worlds greatest retail pioneers, Harry Gordon Selfridge. Many of his game changing strategies around the customer experience have become common place today. The documentary was peppered with loads of inspirational quotes from the man himself, the one above really resonated with me, describing the feeling you get from that great retail experience, the one that keeps you coming back time after time.
Whilst the image I've chosen above is clearly not of Selfridges itself, it is of a shop which is like a song I never tire of, Bassike's Glenmore Road store in Sydney's Paddington.

 

 
NATALIJA ON PEACE SILK AND FAIR FASHION PRODUCTION BY WELL MADE CLOTHES
 
Natalija-Fashion-Designer-Silk-Wear-2.jpg

Rosie Dalton from Well Made Clothes recently interviewed The Fashion Futurist family member NATALIJA as she launched her luxurious range of silk staples over on their store this month.

Natalija opened up about why she chooses to work with peace silk and how by keeping her production close to home she is able to do her small part in promoting a fair fashion production cycle. 

You can read the full interview with Natalija over here Natalija Designer Interview, by Well Made Clothes

 
The "How-To" series with Natalija
 
Natalija-Silk-Wash-Natural-1.jpg

To coincide with the launch of her own fine fabric care product NATALIJA shows us how to care for our silk garments. 

One of the strongest beliefs behind NATALIJA as a brand is quality and longevity in our designs and a key element of this is educating our customer about garment care. We believe a sustainable outlook starts with emphasising care in production but is not complete without a long-term outlook for the clothing. This why we believe so strongly in treating each item in our wardrobe with love and demonstrating how uncomplicated garment care can be.

Silk in itself comes with the stigma of being a high maintenance product, it is widely known that it is not a material that can simply be thrown in with your regular machine cycle. However, hand-washing is a routine that is much easier to adopt than you might think, and furthermore it is far more environmentally friendly option than dry cleaning which utilises strong chemicals and significant amounts of energy.

This belief lead us to the creation of our Silk Wash, a delicate, naturally derived wash that is gentle enough to maintain your beautiful NATALIJA garments. With the light fragrance of fresh lotus flower paired with green tea plant extract, the wash combines gentle ingredients that will delicately wash and condition not only silk wear but wools, fine cottons and cashmere. The wash will be available in a standard laundry appropriate size as well as a compact travel accompaniment, all of course in fully biodegradable packaging.

With this product we hope to educate the NATALIJA woman about the simplicity of hand-washing and it’s significance in ensuring that your beloved garments last for years to come. To partner with the launch we have created a How-To video series on basic garment care principles beginning of course with Silk Care, a simple step-by-step guide on hand-washing technique featuring the NATALIJA Silk Wash.

 

 

 

 
WHY IS KICK-ASS BRANDING SO IMPORTANT FOR STARTUPS?
 

The Queen of branding and all round nice human being, Tess Robinson of Smack Bang Designs tell us why branding is such an important first step in the start-up journey.

Below are Tess's 7 golden rules for achieving kick-ass branding, an excerpt from the article originally featured on Smack Bang Designs

  1. A kick-ass brand is an unforgettable experience
    Your brand is more than just a way for your audience to distinguish and recognise you in a sea of same-same. Your brand, especially when it is a kick-ass brand, is the experience and emotions your audience connects with your product. Let’s take Apple for example; its brand is one of innovation, cleanness and simplicity. Us Apple users feel connected and our lives enriched by the Jobs empire. These clever cats have created an experience that is more than just a piece of technology; it is a piece of identity that we are able to use to further expand our own identities.
  2. A kick-ass brand sticks out like a sore thumb
    Not only does branding allow your brand spankin’ new venture to stand firmly on its own two legs, but it will allow you to outshine the competition. Kick-ass branding should reveal your unique selling point and explain to your customers what it is that sets you apart from your competition. By effectively communicating this value proposition, your target market will begin to gravitate towards your pull naturally. #winning
  3. A kick-ass brand establishes trust early on
    Kick-ass brands will inspire loyalty amongst a customer base by establishing trust and connection. Every day, consumers are bombarded with thousands of different company names, brand images, and commercials. To catch the attention of the average Joe, a new company has to challenge itself to devise a unique marketing campaign—since without customers, of course, the business cannot succeed. For this reason, it is important that startups do not give short shrift to the processes of branding and marketing.
  4. A kick-ass brand is a promise of longevity
    Investing in your branding and a clearly marketed identity serves as an assurance to your customers that you plan to be in business for the long haul. By building strong foundations of a kick-ass brand that coincides with your values, vision and goals, you demonstrate to your customers that you are 100% invested in your own mission and product. Showing commitment to this through all of your touchpoints is a signal to your people that you intend to be a reliable and recognisable business for the long term.
  5. A kick-ass brand drives loyalty
    Aside from the obvious awareness and credibility that comes with investing in your branding, a kick-ass brand will drive loyalty and affinity. The most successful brands inspire their fans into action, thus turning them into fully fledged advocates. Whether it’s sharing your campaigns on social media, shouting your name from rooftops or repping your logo on the back of the rusty shaggin’-wagon, your loyal customers will become your extended marketing team out there on the ground. It’s one thing to get your customers to purchase your products, but getting them to love, cherish and worship your brand is another and comes with a whole added forcefield of benefits.
  6. A kick-ass brand creates a lasting reputation
    During the infancy stage of any business, no matter the size, your main channel of advertising is good old fashioned, word of mouth. Almost as soon as a business is christened, its reputation is established. Many business owners feel as though their reputation rests solely on your customer’s perception and that there is very little one can do to change it. This is where kick-ass branding comes in handy. Strong and successful branding will allow you to take charge of your own reputation and eradicate the confusion in your customer’s minds as to who your company is and isn’t. Kick-ass branding empowers your reputation to be established in the exact way you envision it from the get go.
  7. A kick-ass brand gains alignment, both externally and internally
    Branding is like a campfire at an awkward personal development camp. It brings everyone together to unify and get on the same page to better understand one another. By investing in your branding early on, you allow all of your people (both internally and externally) to fully understand the ins and outs of your business and rally the together to support your vision. By enabling everyone to ride the same wave from day dot, every person who connects with your company and its products has the same understanding of who you are and what your business stands for.