Back once again, for a second look at 'What Clothing Designers can learn from...', this time the subject being,... Cars! Since early on in American history, cars have been an integral part of not just the country of America, but the world. Innovation after innovation constantly spur on this never ceasing, ever increasing business, and in this article, we will take a look at what Clothing Designers can learn from it. <img src="http://z.about.com/d/cars/1/7/d/T/2007_Volvo_S60.jpg" /> <h3> Branding is all about consistency </h3> Look at that car. Its a Volvo. Everyone knows that. Is it because of the silver paint? No. Or perhaps it is because of the small emblem that distinctly says, "VOLVO"? Wrong again. The reason you know what this car is, is because this particular auto, has looked almost EXACTLY the same for as long as I care to remember. It is boxy, and it is ugly. But, for this particular company, it helps. Why does it help Volvo to make a horrendous car that no one outside a penny-pinching soccer mom would drive? Precisely for that reason. Because Volvo has positioned themselves in the market as a company dedicated to safety. The clunky demeanor, and general ugliness, is actually credited to this car's outstanding safety rating. Meaning Soccer Mom's everywhere who concern themselves with safety will buy it. <h3>How to do the same with Clothing</h3> Volvo sells cars that are safe. They are consistent in that they all reflect the same standards for safety. So too, must you establish a "consistency" if you want to be successful. Whether having amazing graphics tees, or a free lama with every order, if you do something to really set yourself apart from your competition, your business will go no where but up. <img src="http://www.theautochannel.com/news/2008/02/06/076938.1-lg.jpg" /> <h3>Consumers are Suckers for New Features</h3> Three words. Heated. Cup. Holders. If I had a penny for every time someone said they wanted a newly unveiled car because of "Insert redundant and completely unnecessary feature here", I would have a swimming pool of gold coins and I would be swimming in it now like Uncle Scrooge from Duck Tales. The fact is, how often do you really need your cups warmed? Do you really need to control the exact amount of heat being directed on your left ass cheek at any given time? Do you really need a finger print reader locking mechanism that will most definitely lock you out of your car when you attempt to open it after a night of good eating at your local Buffalo wing joint? No. But damn does it feel good to have features your buddy does not have in his car. <h3> How to do this with clothing </h3> American apparel anyone? This whole company, has made a monopoly based on the USP, or Unique Selling Point, that all of the shirts that the company manufactures, are Sweat-Shop free. Never mind the fact that the owner is a blatant pornographer, or that the company has no shortage of questionable business practices, but give credit where credit is due, they gave people what they wanted, Sweat-Shop free clothing, with an assurance that everything is handmade in the good ol' USA. They accomplished this by listening to what the community was requesting, and cornering the market for themselves by being one of the first to offer Sweat Shop free goods. That is just one way to bring in customers. Special Packaging, included gifts, unique promo items, limited edition products, these all give you an edge over the competition, people like the idea that they are getting the most for their money, and including one or a few of the above mentioned items is a good way to make them feel that way. The same can be done by you if you are clever or lucky( or a combination of both) to find a distinctive part of your business that no other company does, or at least that no other company is doing as well as yours. Finding this niche will guarantee that your company isn't bundled with the rest of no name Tee and Apparel companies looking to cash in a quick buck with a poorly done Obama tee. <img src="http://www.worldofstock.com/slides/TRC2528.jpg" /> <h3> Design can be Timeless </h3> Even today, old cars such as the Jag pictured above sell for large sums of money, even more than recently manufactured and in many ways far superior machines. How and why? Because the aforementioned cars are seen as "Transcending the Generations", a "Timeless piece of Mechanical Ingenuity". Cars like these are seen as collector editions for some, status for others, but it all comes down to the fact that years later, these cars still hold appeal with audiences. <h3> How can I do the same with my designs?</h3> There is no sure recipe for a timeless piece of art, clothing, or otherwise. But what we do have, are a series of objectives that, if followed, may land you making something that people 20 years from now or more will still find appealing. <b>Stay away from fads.</b> Skulls, Big Type, Zombies, Heraldry, Grunge, these are all design types that are being prominently featured in today's community, and they are all fads. Not to say that there aren't any exceptions among those categories, good design and artwork come from all avenues. But following fads will land you with product that may sell for the moment, but will have no lasting charm as the years wane on. And what happens to clothes that are no longer in style? Goodwill, where old 80's track suits go to die. Make sure your clothes don't wind up in a bargain bin, and do your best not to be a trend surfer, with no real identity of your own. <img src="http://www.carsandtuning.org/wp-content/uploads/2007/08/bugatti-veyron.JPG" /> <h3> There are always going to be a place for insanely expensive things</h3> Cars are the premier example when it comes to splurging money. Case in point, being Rims, which serve no other purpose than to look really shiny and raise the likelihood of getting a shiv to the back of the neck in the wrong neighborhood from someone that wants your "Shiny Rims". Ferrari's, Lambo's, BMW's, Lexus', they are all expensive cars referred to as "Luxury Cars". Because of this, they are able to charge an arm and a leg, and first born child, so that the latest man with the loot can get a ticket on Sunset for going entirely too fast for no apparent reason. <h3> How does this relate to my business</h3> Wondering if your charging too much for your clothing? Well if you are a "Luxury line", you should have no concerns, as everyone is familiar with the word "Luxury" being synonymous with the word "Money". The two go hand and hand, and so do the sales of such well established clothing labels that market themselves that way. BBC (Billionaires Boy's Club), sells a $70 shirt. How can they demand that much for a simple tee? Because they are a "Luxury Brand". With a proper business plan and a idea that works, you could be doing the same. Well, I hope some of my insights on the auto industry and the relationship to the clothing industry prove to be useful to some of you. Leave me a comment, share your own thoughts, or your own examples, community is only as good as its members! So until next time, stay classy, make waves, break rules... Quest <a href="http://theelegantscoundrel.com">The Elegant Scoundrel</a> 2009-02-14T02:56:00-05:00 Second article highlighting points to learn from other business'. 259 What Clothing Designers can learn from the Auto industry 1822 1 2009-11-08T07:10:54-05:00 3180