In a society when ethical responsibility is a must with the rise of cancel culture, there is a demand for transparency and a need for companies we use to be partnered with a cause. Social responsibility is what matters to the modern-day (Millennial) shopper, and they are the largest consumer group. Internet crusaders are digging deep into the history of many businesses and foundations and the people associated with them. You may want a fresh look for your company, you’ll need to know how to rebrand your fashion business.

Rebranding

Recently, many fashion brands have received backlash from consumers causing a decline in business. As people began to dig deeply into the fashion industry, they found that it generates an abundance of greenhouse gas annually. Additionally, many controversies have arisen regarding the treatment of employees, as well as the lack of transparency. These claims have hurt some fashion brands more than others, but some brands have taken the steps to rebrand themselves in an effort to regain composure.

The Millennial consumer is influenced by whether they think a brand is worthy. Though social media and marketing effort failures can be blamed, the overall issue when a brand flops is whether a brand seems ethical. Many fashion brands are falling back and taking the time to reemerge as more ethical brands in the eyes of the consumer gods.

What It Is

There are levels of rebranding that can take place. A brand could change the name of its company, flip its marketing strategy, or create a whole new business model. The level chosen will depend on how much it will take to change the corporate image. In changing the name, logo, or designs, the business is hoping to persuade consumers to buy or use their products or services.

By creating a new identity for a company, they are separating from the old known organization. This may be done to target a whole new audience or to prove themselves to combat declining sales. Rebranding is possible; however, it can be confusing for existing clientele and needs to be expressed during the rebranding process. Lacking transparency during rebranding can not only be confusing, but it can also defeat the purpose of the whole thing. Your customers want to trust you, so they cannot be kept in the dark.

Complexities

Rebranding is more complex in the fashion industry for many reasons. One reason is attempting to target a whole new main audience. Some fashion brands work because they are exclusive to a certain demographic of people. Opening that up can do severe damage, as it doesn’t entice the new target group, and it can also cause a brand to lose its old target group.

Additionally, if a fashion brand is securely established, it most likely took decades to build. In that time, it was able to set itself apart from others in distinctive ways, creating a loyal audience. Consumers know what to expect regarding quality, policies, and expectations are being met by the organization.

In fact, most existing fashion brands have a loyal following.

Rebranding isn’t typically necessary but meant to create a buzz around the label or signify new practices being implemented; if done professionally and properly, it can boost sales. If not, it will neutralize the brand’s efforts and may cause loss of precious assets. This is why there needs to be transparency and hype created around rebranding, as the process needs to affect the consumers a little as can be controlled.

The Process

There are many aspects associated with the process of rebranding that must be covered. For some businesses, as we move into a digital world, they want to adopt a logo that registers better on browsing devices. That can be more difficult in the fashion industry, as the logo of a brand is a distinctive feature that is recognizable and valued. It is suggested that in rebranding, few changes are done to fashion logos and original colors, and that fonts and shapes are preserved.

Purpose

Before entering the process of rebranding, your business should have concrete ideas about why this needs to occur. Being able to correctly identify the reasons for these changes will help you and others get a full comprehension of why this is necessary. Consumers understanding you want to change directions and the way in which you’re looking to go will benefit your business.

Strategy

Be sure that as you attempt to change the name, you focus on being able to obtain the matching web domain. Many internet searchers guess when trying to navigate to a brand’s site, and a name that doesn’t have a matching domain will forever be confusing. Implementation is everything. Your business strategy should entail the clients that you’re pursuing, your new logo, newly-designed products that are branded, and changed marketing efforts, which should all match the brand’s new direction.

Answers

Undoubtedly, consumers are going to have questions and concerns. You will need to have answers for them. Communication is key in helping your audience understand why the change is necessary. The more transparent you can be, the more likely you will be to retain your clients. However, some may lose interest, and that is part of the process. Be straightforward when addressing your customer base, and keep it simple.

Publicity

As mentioned previously, it’s important to create a buzz to get people hyped up about your upcoming changes. Utilizing your social media platforms and press releases to get people excited is a must. If you can put commendable reasoning behind your change, people will want to support you and your brand will be praised for the move to change. This will hopefully give your sales a boost right away.

Preparation

In preparing your customers for the change, as you know, you’ll need to be transparent. However, you also need to strive to retain your current customers and maintain flawless customer service during the transition. These people have been loyal to your business, it’s essential they don’t feel left behind.

There is a lot to do when it comes to understanding how to rebrand your fashion business. To get your new logo or name out there where people can see it and begin to recognize it, consider using bulk plain snapback hats from KBethos. This way, you can ensure that you are always advertising and getting people excited with promotional giveaways and offers on merchandise. The more support you can rally ahead of your launch, the more smoothly it should be to switch over.