SALES AND MARKETING MATERIALS
Promoting your brand involves creating professional and attractive marketing materials. How you present yourself in your website, brochures, samples, and sales materials will say a lot about your brand. Quality should be seen in every facet of your business including promotional materials, and your sales tools. You want to make working with you a pleasure, organized, informative and aesthetically pleasing.

If you have not already had a designer create a branding guide for you, please take this step first.  A branding guide consists of your logo and its acceptable variation use,  colour palette, fonts, and imagery style.  This tool will help you communicate clearly to any designer you hire to do any of the following projects for you and save you costly mistakes and time. If your brand could use a branding guide please reach out to Shopology Project to connect you with some of the best Winnipeg graphic designers.

 

Product brochures and business cards
Business cards contain all the basic information about you and your company. You should give it away as much as you can. Do not limit yourself to industry people only. Give your card to every new person you meet. You’ll never know if that person will become a potential client!

Your business card should clearly show the following:

  • Logo
  • Company name
  • Full name
  • Contact numbers
  • Office address
  • Email address
  • Website
  • Social media accounts

Line sheets and garment samples

Line sheets contain all the relevant information about your design. It has the sketches, description, style number, fabric used, color palette, and price. Styles can be grouped by delivery date, theme, style number, colors, etc. Each brand does it differently. You leave this with the buyer so she can review it.

Some potential clients will require a garment sample. Make sure you have them prepared. Seeing your illustrations on paper is different from actually seeing and feeling it. Invest on a portable garment rack that’s collapsible and garment bags. You need to give a good impression even in the way you present your samples.

This is a necessary tool for both PR and sales.

Website

website fashion shopper-minEverybody is online and so should you. Your website is a great place to showcase your creations. It can also double as an e-commerce site if you want. You need to make sure that it’s mobile-responsive as most people use their mobile device for web browsing.

Your website should include these important details:

  • Description of your brand and style (About Us section)
  • High resolution images of your garments and collections
  • Professional bio detailing your expertise and experience in the industry
  • Email address and contact numbers
  • Short descriptions for your garments
  • Your headshot
  • Blog
  • Video

Work closely with your web designer to ensure that your site is reflective of your brand identity. Take note of the costs involved such as web hosting, domain name, web designing, and more. Some of them have recurring fees so make sure you include them in your marketing budget. If you take the time to create the content and provide it to your website designer (copy and images) you can save a significant amount with web design costs.

Catalogs

For a more comprehensive presentation of your collection, you can produce a catalog – digital and print. This can be released every season or every time you have a big event. Colored photographs can be pretty expensive so make sure you have enough budget for it. You can mail them to your loyal clients and give them during trade shows.

You can include your published articles about your brand and testimonials. Make sure you have creative sales copies that can easily convert prospects to buyers.  Upload this catalogue to ISSUU and share it online also.

Lookbooks

A lookbook is a marketing tool used to creatively showcase a brand’s vision and is used to entice buyers, editors and fashion bloggers. Since a line sheet is more structured and limited creatively, as it is mainly a sales and ordering tool, a lookbook is a great way to show your brand identity. Lookbooks have more editorial and styled images and less about the product information.  Often bloggers appreciate having lookbook images to use on their blogs, as opposed to more traditional product shots.

Both lookbooks and line sheets are highly valuable tools in the fashion industry, but  if you have to choose just one, start with a line sheet, but add some visual interest to it. You can add creative images, a great cover photo, and typefaces that make it a little more visually appealing. Essentially this is the tool that buyers will be using, but can crossover into PR when it has added visual interest and branding.