New Report: Successful brand marketing

Inside Fashion's special report on "Successful Brand Marketing" offers expert tips on how to develop and launch a brand. There is no doubt the fashion industry is oversubscribed with brands and labels, however, there's still plenty of opportunity

for new and innovative design. While consumers trust and value "names they know," the desire for something new will always be significant.

"When it comes to fashion everybody is looking for what is new and different. So, there are a lot more opportunities in apparel or fashion than there are in [other] categories," said brand expert Al Ries, who co-authored "Positioning: The Battle for Your Mind."

"The risks for new brands are greater, but so are the opportunities," points out Alan Fairnington, managing partner at Duxton Consulting.

Established brands face the challenge to reinvent themselves in order to stay relevant to the market. An example of this is traditional British brand Burberry that did a masterful job of going from stodgy to stellar. Similarly, in the 1990's Tom Ford transformed Gucci from a quiet classic into the most sought after luxury brand of the era.

While newness plays an important role in a brand's success, "credibility" and "trust" are also vital, especially in higher priced, value-add categories. Experts agree that using branded ingredients is one way to help consumers identify brand and product value.

A new publication titled published by Inside Fashion is called "Successful Brand Marketing", a report which communicates the insights from over 15 of the world's top brand and marketing thought leaders on what it takes to make a brand a bestseller.

Inside Fashion provides insights and market analysis of the major global sourcing and consumer markets and was launched in 1991. In addition, the company offers comprehensive market intelligence about the fast growing China retail market.

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