Your brand's reputation is a key asset that can influence your customers' loyalty, satisfaction, and word-of-mouth. But how do you measure and improve it? In this article, you'll learn about some important factors that you should consider when evaluating your brand's reputation in the fashion industry.
One of the most direct ways to assess your brand's reputation is to listen to your customers. You can use various methods to collect their feedback, such as surveys, reviews, social media, or focus groups. Try to understand their needs, preferences, expectations, and emotions. How do they perceive your brand's value, quality, style, and personality? What are their pain points, compliments, and complaints? How likely are they to recommend your brand to others?
When assessing your fashion brand's reputation, initiating a comprehensive Brand Audit is essential as it examines the entirety of your brand's impact and presence in the market. This audit should scrutinise customer feedback and brand interactions to gauge satisfaction and loyalty. It's also vital to monitor the consistency of your brand's messaging across all platforms, ensuring it accurately reflects your values and mission. Further, compare your reputation with that of your competition to identify differentiators and areas that require improvement. Through this holistic approach, you can gain a clear, actionable understanding of your brand's standing and lay the basis of your brand strategy.
Quantitative has become very inexpensive with sites like Survey Monkey and Lime Survey. The trick is to collect email addresses and communicate thye benefits of survey participation.
Another factor that you should consider when evaluating your brand's reputation is how you compare to your competitors. You can use tools like SWOT analysis, benchmarking, or market research to identify your strengths, weaknesses, opportunities, and threats. How do you differentiate your brand from others in terms of design, price, service, or innovation? What are your unique selling points and value propositions? How do you position your brand in the market and communicate your message?
I think that in fashion, wearability & pret-a-porter are key considerations. There's a lot of emphasis on haute couture but it seems that the exercise of establishing a differential may actually contribute to establishing a barrier to sales for the cache / luxe brands. I estimate that the bulk of clothing sales are not influenced by haute couture.
A third factor that you should consider when evaluating your brand's reputation is how you are portrayed in the media. You can monitor your brand's mentions, ratings, and reviews in various channels, such as magazines, blogs, podcasts, or influencers. How do they describe your brand's story, vision, and impact? What are their opinions, criticisms, and praises? How do they influence your target audience's awareness, perception, and trust?
A fourth factor that you should consider when evaluating your brand's reputation is how you engage your employees. Your employees are your brand ambassadors who can affect your customers' experience and satisfaction. You can measure their engagement, satisfaction, and retention using surveys, interviews, or performance reviews. How do they feel about working for your brand? How do they embody your brand's values, culture, and goals? How do they interact with your customers and stakeholders?
A fifth factor that you should consider when evaluating your brand's reputation is how you demonstrate your social responsibility. Your customers and stakeholders are increasingly concerned about the environmental and social impact of your brand's activities. You can showcase your commitment to sustainability, ethics, and diversity using reports, certifications, or campaigns. How do you address the issues that matter to your industry and society? How do you contribute to positive change and create shared value?
If anything, the Fair Trade label should be a basic tennet of corporate governance for production and retail. It adds to the cost, which may create drag on the retail cycle, but it should also feed into wearer clothing sustainability, in other words foster consideration of purchases. On the other hand, that cost and slowing of the sales cycle might also be offset by higher manufacturer and retailer premiums.
A sixth factor that you should consider when evaluating your brand's reputation is how you evolve your brand over time. Your brand's reputation is not static, but dynamic and responsive to changing trends, demands, and opportunities. You can track your brand's evolution using metrics, goals, or milestones. How do you adapt your brand's strategy, design, and communication to meet the needs of your customers and stakeholders? How do you balance consistency and innovation in your brand's identity and expression?