I was asked this question this week:

How can you build brand equity in the fashion industry?

Here’s what I said.

I think that, first, we need to remember this. The world does not need another clothing brand. Not one.

So first, forget clothing completely. Identify the change you want to make as a business person. Something good. Then create something wonderful that is an unambiguous expression of that change. And if that happens to be clothing – so be it. It’s as simple as that at base level.

I built and ran a fashion brand for 7 years. Always Wear Red. (As an Associate Brand Director, it’s good to test yourself by building your own brands).

It’s hard though. Conceptualising a unique and expressive brand, then making and selling it. But I’m glad I did. And the messaging around why I did what I did was solid.

But as I say, if you want to tread the same path, you really do need to remember this. The world does not need another clothing brand. Not one.

So first, forget clothing completely. Identify the change you want to make as a business person. Something good. Then create something wonderful that is an unambiguous expression of that change. And if that happens to be clothing – so be it.