Now is the time to market and create brand awareness

The global financial crisis has forced most consumers to re-evaluate their spending in line with "wants" and "needs" when it comes to buying and in particular the purchasing of clothing. It is imperative for independent fashion designers, clothing companies and boutiques to find alternative creative marketing opportunities such as the opportunity that "ReDress Stitching Links" offer. Research and empirical evidence indicates that cutting back on marketing and advertising in recessions has both a short and long term negative impact on business operations.

It is essential for South Africa fashion and apparel companies to market and communicate value, integrity and excellent customer services. While most companies will be finding ways to save on overheads and retain their market share, an opportunity presents itself for those companies and individuals who see the larger picture, think in the long term and create a bigger presence in the market place through intelligent, cost-effective marketing and promotional strategies.

Intelligent marketing and promotion consists of active, smart, focused, creative and strategic brand development where companies can interact with the market, existing customers and potential clients. This is the ideal time to build your brand, your reputation and establish your position in the market.

Companies in the South African apparel market and affiliated business operations (such as fashion photographers, trend forecasters, stylists, suppliers, etc.) need to communicate their services, effectively and efficiently to their targeted market. They need to change not only the consumers but their potential clients thinking from a "want" to a "need" and this is only done through projecting their benefits, unsurpassed service and value.

What is marketing innovation? It's being creative with what you have. It's getting feet into your boutique. Having potential customers seeking you out because they have heard of you, seen your marketing and because you provide excellent service with quality products at a good price.

For example, UK apparel company, The Moss Bros menswear group is offering a "credit crunch" suit, shirt and tie package for £49.00. Consumers can choose between six Moss suits, three shirts and eight ties. This strategy brings shoppers through their door; the company captures their details for further marketing campaigns and each shopper who takes advantage of this offer becomes a walking advert for the company.