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 2009-11-07T11:59:51-05:00 3179 More often than not, one idea gives birth to many more. Launching a new shirt, a new site, or anything that you claim as your own personal venture is likely to have that same affect. But more often than not, the many ideas that are thought up require resources that you don't have at present, money not yet earned, and goals yet to be achieved. I speak from personal experience when I say that there is nothing that causes more frustration than having a plethora of amazing ideas that you know will succeed, and no way to fulfill them. So, that being said, hopefully I can cover some points in this article that may lend some helpful advice to you designers with lines that want them to be the "next best thing". <h3> Plan for success, prepare to fail.</h3> More often than not, most companies will fail. In fact, most fail before they succeed. So with that point in mind, make a business plan that wont be crushed by the first failed attempt. By planning for success and preparing to fail, you essentially create a nice cushion for your company that ensures that your whole world wont come crashing down because you put all your hopes and dreams into a shirt that didn't sell as well as you thought it would. Make sure that you never risk more than your company can afford to lose. Play it smart, and you will weather the storms of that failed product and go onto make a best seller. <h3>Keep a notebook of Ideas, and set target dates for their implementation.</h3> One thing i did not do for my own business at first was keep a notebook of Ideas that I had. Everything was random. I would be at a diner with some friends, and think, "You know, this idea would make a cool necklace for my brand to carry." Then i would go home to design this grand idea I had, and I could not for the life of me remember what it was exactly. Now, that may just be youthful Alzheimer's, but it stands to reason that if I carry a small moleskin, or even just wrote it down on a napkin, that the idea could be preserved, and I would have it for a later date. So dont underestimate your brains willingness to forget something super important to you, and keep notes of your ideas. <h3> Understand that you wont be able to do everything at first</h3> This seems simple, but it is a hard pill to swallow when you want to do an idea bad enough. Just started your tee company, but now you want to get into denim's and other apparel? Well my friend, unless you have a bankroll, and investor, or a well established side job selling crack, that is gonna be tough to get off the ground. So understanding that, just bide your time, pay attention to the running of your business at present, and when you have the means, and it is no longer listed under the "Pipe Dreams" category of your notebook, go for it! All good things come to those that wait. So to, patience will be your roadway to success. <h3> Don't worry about what competitors are doing</h3> Its easy to look at your competition and think, "He is doing it, so why can't I?", but remember to take in various factors about this rival like, how long they have been in business, how many sales they generate, how many contacts they have made, and who else they know in the industry. When you stop to think about that, you will feel much better about your competitors and what they are capable of in comparison with your own situation. Johnny Cupcakes didn't start off making Snowtubes, he made shirts and sold them out of the back of his car. Now, he sells whatever the hell he wants to sell, but he had to earn his keep and wait for his business to reach that point. You can reach that same point in your business, just keep your head in the game, focus on what your company is doing, and everything will work out fine. Hopefully some of these were helpful, and I appreciate any comments, or other suggestions for this article, so have fun, run your business, break rules, Quest, <a href="http://theelegantscoundrel.com">The Elegant Scoundrel</a> 2009-02-08T21:06:15-05:00 An article highlighting some key points to pacing your business so that you come out on top. 254 Pace your business for Success 1822 1 2009-11-07T18:49:24-05:00 2821 There are many people that have the ability to create an amazing shirt or piece of apparel, only to be at a lost creatively when it comes time to make a follow up that sticks to the brand ideals. Dont fret, it happens to the best of us. How do you follow up success with more of the same you may ask? Look at Pixar. Thats not a typo. I know many might feel that this is entirely off subject, I mean "come on, were talking about shirts here right? What does Pixar animation, the company that makes kids movies, have to do with making cool shirts for my brand?" They know how to make consistently, GREAT selling movies, that appeal to a HUGE demographic, and thus far, they have not failed at making a critically acclaimed success to date. Part of being truly successful in business matters, is being able to look at others success's, sometimes not even in the same field is you, and learn from there example. <h3>1. Make something that has wide appeal, by creating your own genre.</h3> <img src="http://www.pixar.com/featurefilms/ts/images/tale_left.jpg" /> Toy Story. Prime example of success, this movie launched Pixar into the spotlight virtually overnight, and earned them recognition and single-handedly over threw the entire hand drawn animation genre which had reigned supreme amongst children's movies for nearly 5 decades. <h3> How did they do it? </h3> Every child on the planet likes toys. If you didn't like toys as a kid, you weren't a child, you were most likely insane, and are now reading this article from the lovely confines of the asylum you currently reside in. What Pixar did, was take something that every person in the world has at one point in life thought of, that being toys that are alive, and translated it to a live action movie. The success was assured because they made a film that everyone could relate to in some way, even if they didn't like the movie in of itself. <h3>How can I do this with the clothing I create?</h3> You can't. The clothing industry is amazingly complex place, where trying to cater to everyone will only land you bankruptcy and a drinking habit that would put the whole of Russia to shame. But, what you can do, is make sure that you are highly educated about what your target demographic likes and wants. When you learn what people like now, and why they like it, it makes it easier later to predict what they will like. Marc Ecko made shirts that drew heavily from street culture. Spray paint, urban settings, graffiti, all these things were not invented by Marc Ecko, but he put a name and face to a genre that in many respects lacked identity, and by doing that secured his spot amongst the top of Street Wear brands in the world. <h3> A color pallete is a powerful thing for a company to have</h3> <img src="http://www.pixar.com/featurefilms/nemo/images/tale_left.jpg" /> Although this isn't Pixar's company palette, Finding Nemo did something that was truly unique. By working with vibrant colors throughout the movie, (clown fish orange anyone?) they made a mental impression on your mind that those colors are and were, associated with that film. They have successfully done this in all their movies, but most notably, Monsters Inc., which focused on "cool" colors, The Incredibles, which relied heavily upon vibrant yet vintage colors, and Finding Nemo, which used the colors of the sea to visually entrance audiences. <h3> How do I use this information with my brand?</h3> Not every company has a set choice of colors that they utilize. But the ones that do have the upper hand of not only having a striking company name, but a color that represents the brand as a whole, making it a two fold way to have people remember they're brand. Examples include The Hundreds, whose bomb mascot's red and yellow fuse make it almost instantly recognizable, and Benny Gold, who has used Argyle and the associated colors to really make the pattern his own. Having a color palette for your company will make it easier to recognize, and will also give you another point that separates you from the pack. <h3>Brand Consistency</h3> <img src="http://www.techzi.net/wp-content/uploads/the-incredibles.jpg" /> The Incredibles was an amazingly consistent movie. Through out the entire film, you are reminded of the time period in which the film is set, and the accompanying technology that was available at the time. You never feel that something is out of place, or that a vehicle or structure doesn't belong. That's because Pixar went through pains to make sure that the overall feel of the movie, including all the things in the film itself, were consistent with one another and wouldn't be distracting. Pixar has managed to do this with most all there movies, and they do it so well that many don't even realize it. That's what true consistency is supposed to accomplish. <h3> How do I use this information with my brand?</h3> By making sure that every shirt you make, every product your company releases, follows design guidelines that you have set for your brand, you will create a unique and dynamic feel for your company that mesh's perfectly, allowing you to do the hard part, sell! Looking at Pixar as a company, there are many lessons that can be gleaned from how they do things, and these are just a few of the one's that I found to be useful to the clothing industry. **Disclaimer** <font size="2" color="red">Under Article 7, Section B, of the Scoundrel's Code, it is forbidden to view non-manly movies without the company of a woman who has held you captive against your will and forcibly commited you to watching the film in question. Should such an incident occur, The Scoundrel's Code stipulates that the following movies should be watched 3 times in succession to cleanse the now polluted Scoundrel's brain. 1.Fight Club 2.300 3.American Psycho Failure to carry out this task will result in the immediate revocation of Scoundrel status, and will, if left unchecked, allow future possible repossession of THE MAN CARD. For more information on villainy, scoundrel's, and all its associates, please visit <a href="http://www.theelegantscoundrel.com">The Elegant Scoundrel</a>, and subscribe to the RSS feed.</font> 2009-01-05T21:13:22-05:00 What you can learn from the commercial success of Pixar movies. 221 What clothing designers can learn from Pixar movies 1822 1 2009-11-06T16:48:54-05:00 4972 Many of you regularly make posts asking the questions: "What about this Logo?", "How's this name?", and countless others, attempting to get a feel for branding and how it relates to your company. I myself started off on this site, and without the wonderful community of Emptees and the helpful opinions on this site, I wouldn't be anywhere near achieving success with my brand today. So with that said, I would like to share some of the things that have helped me with my business tremendously, and maybe they can help you as well. <h3>1. Have a solid concept behind your brand.</h3> You know the main reason it is so hard for tee shirt companies to actually make it big? Because <strong>everyone</strong> is doing it. Literally, hundreds if not thousands of companies, organizations, and individuals each year make an attempt to create Tees that sell. Most fail. Why you ask? Because the market is flooded with companies that do the <strong>exact same thing</strong>. So how do you succeed in an industry that is flooded with the same thing? Differentiate yourself from the masses, by being unique. If you cant think of a reason why your company isn't different from any other company, then why would someone choose to buy a shirt from you as opposed to an already established brand? They wont. And that is why its so important to have a unique selling point, whether it be amazing art, or the way you treat your customers, or even the way you sell your shirts, the bottom line is that the more you do to separate yourself from the pack, the more successful you will become over time. <h3>2. Don't force your name.</h3> Often times, in an attempt to get things going with your company, you may hastily decide upon a name, only later to realize that it no longer coincides with the direction you would like for your company. It is not necessary to have a company name immediately. It is however, necessary to have a heading, a course that you would like to see your company follow, and <strong>solid designs</strong>. Doing this will ensure that even if people aren't familiar with a name, they are familiar with your handiwork, and <strong>that</strong> is true branding. <h3>3. Don't Unveil your company too early.</h3> Speaking from personal experience, hold off announcing your presence to the world before you really have anything to show. As tempting as it may be to tell everyone and anyone who will listen that you are now the Supreme Overlord of the Illustrious (INSERT COMPANY NAME HERE), hold off until you have a solid collection of things to keep the public's attention. In the end, when you finally do launch, you will feel much more confident in your brand's ability to speak for itself through the items you offer, and will most likely also have more of a buzz generated by a professional looking store with various items, not just 1 or 2. and last but not least... <h3>4. Be passionate about your work.</h3> If you have a true passion about what you are doing, and where you plan to go, that will be evident to those around you. But don't just focus on the shirts themselves. Find other nuances of the industry that fascinate and inspire you, and learn as much about those topics as possible. Knowing about the inner workings of the biz and how things are made and presented will not only give you a clearer understanding of the industry you wish to be in, but will also give you things to keep you motivated and keep you inspired when your plain sick of seeing .PSD save files and the same graphic you have been staring at on your monitor for the last week straight. And if you aren't sick of either of those things yet, you will be. So hopefully this was helpful to any of you who might have questions about branding and starting a successful company, please feel free to leave any comments or questions you might have, and ill do my best to answer them. Until next time, Julian Cooper The Elegant Scoundrel <a href="http://www.theelegantscoundrel.bigcartel.com/blog" rel="nofollow">Blog</a> 2008-12-27T05:14:24-05:00 A collection of tips on how to successfully brand your company for success. 214 The Importance of Branding and its Impact on your Business 1822 1 2009-11-06T09:50:51-05:00 1567 There are many varying prices for tees all over the internet and also in stores. For many, the question of what to price they're shirts is a tough problem to tackle. Hopefully, this will help some people decide upon a price point and allow them to define that price once set with a valid reason. Let us start first with the lower bracket. <h3>$15-20</h3> This is the most commonplace price for most shirts, and for good reason. This price normally covers most of the cost of producing the shirt, while still allowing the artist and or business to make some very reasonable profits off of its merchandise. When to price like this... This is recommended for most Indie labels or relatively consumer friendly stores looking to move most of its stock as painlessly as possible. PROS <ol> <li>Easier to swallow prices give better chance of sales.</li> <li>This is the standard most people are expecting to pay, give the people what they want! :)</li> <li>Doesn't make you look like a greedy bastard.</li> </ol> CONS <ol> <li>You won't make a killing if your not selling a boatload.</li> <li>You may be selling yourself short (more on this later...)</li> <li>Pricing is the first indicator of the success of a business. You essentially make it very difficult to raise the price when you start low, so if you price your shirts at 19 dollars a shirt, then raise the price on your merchandise after you have already established a fan base, expect to feel the wrath of your disappointed customers who were used to paying a certain price for your shirts.</li> </ol> <h3>$25 and up</h3> This price is in my opinion, reserved for more "high class" or "specialty" brands, and as such usually has a solid buyer base that is willing to pay for the brand name more so than the design. An example of this logic is Nike. If you walked into Payless Shoe store and saw a pair of shoes priced at $120, you would be baffled and more than likely would question the sanity of anyone paying such an exorbitant price for shoes. Yet, it is more than common place for Jordan's and other Nike sneakers to sell for much more than $125. What's the difference? Name and image. People know what Nike as a company stands for, and they understand that the cost of wearing that name is most likely higher than other brands. But they are willing to pay the price. The same goes for high priced shirts. People will more than likely be purchasing higher priced shirts with emphasis on brand name more than anything else. PROS <ol> <li>If you do sell, you will make an absolute killing, and more money means more merchandise, and more (insert vice here).</li> <li>Loyal fan base. Many a times, higher priced shirts or any other apparel for that matter can create a cult following, and this is always good for business as dedicated fans are great repeat customers. Example: Johnny Cupcakes</li> <li>More room for expansion and growth. It almost seems like a sure sign of greater things to come when you are selling things at a higher price than what is accustomed to, and this could be the makings of a store front or new directions for the company.</li> </ol> CONS <ol> <li>If its your first foray into the tee biz, this is a risky move, because you stand the chance of alienating people right off the back if they don't think your stuff is worth it.</li> <li>Lack of good design. This is more of a personal issue, but it seems that 50% of all high priced tees are just blatantly terrible designs, and i wouldn't pay 12 dollars for them let alone 35 or more.</li> <li>You pigeonhole yourself by making any visitors to your site or store have the impression that those prices are there to stay, so for better or worst, the first impression of possible clients may very well be they're last.</li> </ol> and Finally... <h3>$13 or less</h3> Why did I end with the low number you might ask? Because this number, unless on "SALE", should in my experience, never be used unless your trying to make your company look like "cheap amateurs who make clothing in mass quantities of pure sh*t." This low price makes people think that, A. You have a crappy design and are now attempting to move all of your bad investment for whatever you can reclaim from the wreckage, or B. You know your design is crap, and are trying to peddle it to an unsuspecting and gullible public. PROS <ol> <li>Possible movement of inventory fast, but don't make it a habit.</li> <li>When used effectively as promotional events such as "SALES", or "Clearance", this can be a very successful to sell a lot of shirts.</li> </ol> CONS <ol> <li>Two words. CHEAP. ASS.</li> <li>You get what you pay for is a tried and true mantra, and by you selling below the industry standard for no good reason, you'll be spitting in the face of those wise words and making sure people will always remember your brand as the " Cheap Stuff."</li> <li>Bad Designs. If you are selling this low because the designs are bad, take it as a learning lesson on your already printed shirts, and make sure you don't repeat the same mistake and get better designs next time.</li> </ol> So there you have it, a nice little overview on pricing in the industry. Hope this helps anyone thinking of pricing and other branding dilemmas. If you have any thoughts or comments, feel free to add them. Sincerely, The Prime Scoundrel of the Internet, Quest 2008-07-28T04:11:44-04:00 A walk through of industry standards when it comes to pricing your merchandise. 53 Pricing your Tees and what it means for your business 1822 1 2009-11-07T19:07:36-05:00 1990