Dress for success

MANILA, Philippines - Successful fashion brands revealed that the best strategies to penetrate the cut-throat fashion industry include creating a unique identity, positioning the brand in a specific market niche, and communicating the competitive advantage of their brand.

Folded and Hung (F&H), for instance, positioned itself as the trendsetter in fashion, catering to men and women who love and breathe fashion and patronize value-for-money products. “All products of F&H, even basic items like tee shirts, are stylish. These are evident in colors, cuts, designs and details of all clothes,” F&H marketing manager Eric Galos said.

Meanwhile, another clothing company, Gingersnaps, promotes its fashionably-designed yet surprisingly affordable maternity and children’s wear. “The merchandise mix of Gingersnaps consists of fashionable infants, children’s and maternity wear and accessories. The brand combines global appeal and quality with affordability for the trendy and fashion-conscious AB market,” says Gingersnaps marketing manager, Sherry Yu.

Having the right product, however, is not enough to ensure success. Companies must get through the fashion clutter by communicating the existence and competitive advantage of their brands. In their budding stage F&H and Gingersnaps had to rely on below-the-line marketing tools due to budget constraints.

Galos explains, “what we cannot reach by expensive TV ads, we compensated for visibility in outdoor ads.”

Yu agrees, “outdoor advertising like billboards creates brand awareness and catches the attention of the people who are stuck in traffic or cruising along the highway. Billboards are available 24 hours, ensuring brand recall effectiveness on the consumer level. On the business level, it draws attention to foreigners and local companies who are interested to franchise. People are more aware that we are present in the international market.”

Outdoor Media Advocacy Group (OMAG) executive director Troy Bañez affirmed that outdoor ads help level the playing field for small and medium companies like Gingersnaps and Folded and Hung by providing a medium to promote their brands even with a limited marketing budget.