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Making People, Making Brands |
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fashion business is now filled with competitiveness
which comes from inside and outside the country, such
as environment, marketing machanism and regulation. The
entrepreneurs need to adjust themselves and develop a
marketing strategy to carry out their business consistently. One
of factors which businessmen in fashion have to consider is
making people, making brand for it cannot be done within a
year, but businessmen need to plan a strategy to make a
brand live forever.
THTI has been an insitute that runs the project of
supporting entrepreneurs in textile fashion industry focusing on
making “Thai Fashion Brand”. We continually hold an activity
that is “FDCM Young Thai Brands Contest” which was the first
time for designers skill contest in fashion world. The designers
had to attend every activity for each time, such as responsibility
skill, discipline, creativity, understanding and having a new
point of view in the art of commercial fashion work. Besides, it was essencial for them to know the art of selling, customer
persuasiveness, including doing their mission in a place that
was set real so that they would see customers’ reaction, get an
evaluation of work and maintain their patience. The most
important thing of the activity was to reach a real phylosophy of
fashion: they worked for customers. The participated
designers acquired knowledge to work practically and create
their work to meet customers demand. The sales of designers’
work and other activities in 7 days were nearly 1.5 million baht.
This phenomenon extremely pleased the sellers in the project
and buyers. The project was part of Thai designers’ role on
making product brands, have their products competed with
other countries and build reputation to Thailand.
THTI realized that we needed to instill consciousness to
a brand maker in Thai fashion industry nowadays by making
people. Making brand at present time is different from the past
according to a change of time. Formerly, a customer asked
about the price, pattern and quality before they made a
decision to buy goods without having regard to a brand. Today,
a brand is much more important than quality, pattern and price,
so we might say a brand draws attraction or “Power of Brand”.
THTI presented ideas from a well-known brand maker who
has been a master in advertisement for nearly 20 years on
brand making. The following are ideas which entrepreneurs in
Thai fashion industry should know to apply them for
developing their brands:
- Making legend to a brand: An executive of an
organization has to start from a beginning by searching for a
vision, knowing a target and its business.
- Conveying a meaning: A good brand expresses its
idea, vision, a feeling that can be touched and have a
meaning itself like an outside image, an emotion of color, an
appropriate charactoristic as well as its spirit, e.g., Nike Brand
shows a beauty of a sport player, winner and authentication.
- Getting to consumers’ heart: A culture and life style
of consumers to conduct life have changed in modern times,
so a brand has to fathom consumers’ heart. Motivation drives
consumers’ demand, it is necessary that business owners
focus on consumers to know what they want and need.
- Making brand living: Business owners need to lead
a brand into people’s life by drawing consumers to be a part of
a brand. They also have to make their products different and
use some technology in their brand, the point is to provide
choices to consumers.
- Gaining experience: Consumers will be touched and
remember a brand when they gain an impressive experience.
- Creating new ideas: Brand should convey new
information and demand to consumers, or always cause
surprising with new ideas.
- Planting organization culture: Human resource is a
core component of brand making.
- Searching for a new opportunity: When business
owners compete in the same business, they have to search for
a channel or a new opportunity, for example seeking a new
market that others have not stepped in.
- Setting culture: An easy way to set culture is to build
a network or spread the news.
- Keeping a brand up-to-date: A brand maker needs
to make a brand lively, powerful and long-lived by determine its
quality, extend a brand, putting it in a clear position and try
advertising it by a fresh way.
For that reason, a promotion to make a brand of oneself
will lead to products enhancement, a brand name products
and the most precious assets of a company and the country. |
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