In part four, I'll be discussing how do you create brand awareness in today's new digital world.

Just to note that this talk was recorded in front of a live audience, so please excuse any audio issues.

So part four of the business of fashion basics is on creating brand awareness and building a communication and marketing strategy for your brand.

Essentially there's three elements that I'd like to talk about today. The first is thinking

about a target customer. Who is it exactly that you're designing for? Why are you designing for them?

The second bit is around something I call a brand story, which is,

what is it that you would like to be the story that your brand becomes known for? And

there's a lot of different ways of thinking about a brand story, and we'll talk a little bit about that.

And the third is something called the

marketing mix, which is in really kind of traditional business speak called the four

peas, price, product, place and promotion. But let's start with the target customer.

Who is your target customer? The more you know about how your target customer lives her life,

the more you can get a sense of how you might meet her wardrobe needs in her everyday life.

What is her lifestyle? Where does she live?

Where does she work? What is important to her?

If you don't know all of these things, how are you going to design for her?

For example, she might be a busy woman, balancing the needs of her family with her career.

She gets up early in the morning to drop her kids off at school, works in a professional setting all day,

and then go straight to a cocktail or dinner in the evening. But because she doesn't have time to change outfits,

she needs something appropriate for all of these occasions.

Understanding these many aspects of your target customer's life

will also help you to engage with her to create awareness about your brand.

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