If you are a new fashion or lifestyle brand looking to source prints and patterns for your products, this post is for you!
Did you know that choosing textile prints for your products should be an extension of your brand messaging? It’s not just about pretty-looking artwork; it’s about making a statement that resonates with your customers and aligns with your brand.
Before purchasing or licensing artwork for your products, here are some questions to ask yourself:
1. Does It Hit Any Current Trends in the Market Right Now?
Yes, this matters… because, like it or not, trends influence customers’ spending habits. Staying on top of what’s hot can help you attract more attention and boost sales. Even if it's a trend that you do not particularly like, the choice is not up to your personal preference. You need to ensure you are selecting the right design on your customer's behalf.
Hint: If you want to find easy ways to stay on top of trends, check out some of my favourite websites:
Example of trend boards by Carolyn Quan Design
2. Will It Appeal to Your Target Market?
You need a solid understanding of your customers’ wants, needs, and lifestyle aspirations. The more you know about your audience, the better you can tailor your designs to their preferences.
Hint: Have you considered creating a market or muse board? It's easy and fun to do:
Research your product market and/or category under which your collection will sell. Collect images of your competitors. What do they have in the market? What is popular? Do you think there is an opportunity to create something different?
Take a deep dive into your ideal customer. They will act as your muse. What are they wearing? What music do they listen to? What are their hobbies? Are there any celebrities that encapsulate that vibe?
Now, gather your images into a market board and a muse board. Do they both align? Where can you make improvements to make both a perfect match?
Example of a muse board for the bold, bright and daring customer, by Carolyn Quan Design
3. Is It Similar to Something You’ve Sold Before?
You can approach this in two ways:
One: ensure the design is completely different to what has been sold previously or;
Two: Ensure to replicate a winning formula from a top-selling print from previous seasons
Trying something completely new tends to work well in the fast-fashion space because consumers who typically shop for fast-fashion goods are more interested in novelty.
That said, depending on the brand, there’s nothing wrong with repeating a winning formula. If you’re launching a print similar to a previous season, ensure this season’s offering is fresh and new. “Same but different” is a common strategy that keeps customers returning.
Hint: Do you know how to re-invent an already winning print design? Here are some suggestions:
Re-use motifs and change the colour and scale. For example, taking a large print and scaling it down to a ditsy
Rework an existing design by adding a border, or an extra design element to the layout
Combing motifs from two different print designs into one! Use your creativity and have fun stretching an idea out to maximise its potential!
4. Are You Willing to Take the Risk?
On the flip side, how prepared are you to choose a completely off-brand print style you’ve never done before? Does the market and trend research back you up? If so, go for it! It could be your next top seller.
Hint: Sales data is crucial for making the right decision. Here are a few tips:
Look at past sales data and analyse what has sold well. Is there a way to replicate these best sellers in a brand-new style or aesthetic? Examine which designs, colours, patterns, and styles were the most popular in past collections.
Segment your customers into different groups. Break down the data by demographics, such as age, gender, and location, to understand specific preferences within different customer segments.
You can also consider controlling your inventory. Release fewer styles of a new design to test the waters.
Hope you find these tips helpful. By spending time on research and analysis, brands can make informed decisions that enhance each new collection's appeal, efficiency, and competitiveness.
If you own a product-based business or fashion brand, you might want to check out my Print Library. I also offer personalised and bespoke, custom textile print designs for fashion and lifestyle brands.
Get in touch at hello@carolynquan.design, and let’s create something amazing together!
Carolyn
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