Intro to Fashion Marketing and Branding
Hello and welcome to Creative Live. My name is Kenna Klosterman and I am your host for fashion design start to finish with Jay Cauldron. Now Jay Cauldron is the founder and executive director of Boston Fashion Week. Which he started over 20 years ago. They just celebrated their 20th anniversary. Which is really really exciting. Jay is a designer, an author, and he is also the, an instructor and the director of creative marketing at the Fashion School, School of Fashion Design in Boston. In between doing things like authoring multiple books, Jay is also a mentor. He is a speaker, a promotional public speaker. And he is here very much excited to teach all of you about fashion design again from start to finish. So Jay, I think when people hear the term fashion design, the fashion industry, people generally think, oh, Project Runway. That must be exactly what it's all about, right? (laughing) What, that's not what it's all about.
Jay what are some of the biggest misconceptions that...
you have seen your students and people in the industry have over the years about what fashion design is truly all about?
Well I think, with reality shows and things like that, and even when we see runway shows online or see magazine spreads, we think about the finish line. We think about that rush at the end. That final bow or the beautiful images. And I think for people who are really thinking about a career in fashion, the process is really the key. You know, that pathway to getting to that finish line is so rich with experiences and, and this whole creative process that, that's really fulfilling. So I think that's a, that's why I wanted to do this because I think it's more about why to, than how to. Because you can get the how to. But the why to is very important.
I think that's really exciting. What I'm so thrilled about with this class is that there are so many nuts and bolts as well as that like why into what this industry, all the different pieces of the industry. I've been looking through some of the bonus materials that you're providing as part of this class and just the breadth and depth of all of the possibilities of what one could do in this industry is a little bit overwhelming.
And so what I am excited about is that you're gonna break that down and so people, there's something for everybody. People can really see what they might be drawn to most.
Right, when they see the big picture it often helps them kind of, because a lot of people think, oh, fashion design is only about that designer. But there's so much more to it. And when you see the big picture you can kind of figure out where you feel comfortable, where you're drawn to, find your niche.
All right, well I think we're ready to get started. So Jay, take it away. Thank you for being here on Creative Live.
My pleasure. Today we are going to be, this class is going to be about fashion marketing and branding. And we're gonna start with three areas that are very important to that. We're gonna talk about display, data, and design. So before we get to the actual process, I thought it was, it would be important to kind of talk about a baseline. So, this is just kind of going over what we'll be covering in this class. So presenting your work to different audiences. Understanding your customer through information. Telling stories across different platforms. Engaging your customer. And anticipating a pivot in your plan. So, I'm gonna describe kind of how I approach each of these areas. And then what I'd like to do is have you think, be thinking about that and we're gonna ask you guys questions. And we invite the online audience as well to chime in. This is, be a great spot to interact. And when you're thinking about presenting your work to different audiences, you might be considering not just in terms of different places where you're going to show your, your work, but you might wanna think about how different groups will respond to your work. So, if you're working with, in a community of students. If you're working in a community that's a certain age group. If you're working with a community that has more boutiques versus big stores. So thinking about where you might fit in that scheme of things. Because I think in the beginning when we talk about fashion design we, you know, we kind of hope and dream that it's just gonna be everywhere. And that's great. You know it's a great starting point because you wanna share your, all your, all your inspiration. But it's a really key thing to think about how to break it up because sometimes you can break down your own design process into sections that really speak to those communities. So, understanding your customer through information. There are two very important areas about people and your customers that you wanna consider. One is the base, what the area of basic fads. So demographics. So how old is your customer? Where do they live? You know, how much money do they make? Are they married or are they not married? Do they have children? Do they not have children? Do they travel? What kind of work do they do? All these kind of basic facts, you know, hard facts that will give you a baseline. But then you need to consider what takes them out of that group. What makes them a little bit more special and unique and what brings diverse demographics together. And that's more psychographics. And this room is a perfect representation of that because you all are from different backgrounds, different ages, and different interests in fashion but what brought you together is just, the idea of fashion and the idea of growing your, your world. So, this is an area where you might wanna consider where does your client go on vacations. What do they do for fun? And, things that are more personal that would bring them together with a different kind of group because that also allows you to expand your circle. Telling stories across different platforms. We're going to explore how you have to change your stories sometimes depending on the format that you're sharing it in. So Twitter is actually a great example because, you know, in a certain amount of characters you have to really create an impactful message. And or a call to action. So those kinds of things are very important to keep in mind that you have to think small, or mini I should think, you know, in terms of sort of micro for Twitter, all the way to long form things like articles about you and how you would help the writer craft that. Engaging your customer. This is important because the attention span of most, you know, most audiences is very very, overwhelming. You know what I mean. They are overwhelmed with information and you want to make sure that you engage with them so that they feel like they have a real relationship with you and keep coming back. And finally, anticipating a pivot in your plan. Always having in the back of your mind how you might approach all of this in a different way.