Re-Positioning
(Re)Positioning in the fashion domain refers to the strategic process of changing or adjusting the perception, image, or market positioning of a fashion brand, product, or service within the competitive landscape. It involves redefining the target audience, value proposition, brand identity, and marketing strategies to establish a unique and differentiated position in the market.
Assessing the competitive landscape
(Re)positioning begins with a thorough analysis of the competitive landscape in the fashion industry. Fashion brands need to understand their competitors, their target market segments, and the positioning strategies they have adopted. This analysis helps identify gaps, opportunities, and areas where the brand can differentiate itself to gain a competitive edge.
Identifying target audience
(Re)positioning involves identifying or redefining the target audience for the fashion brand. This could involve narrowing down the target market segment or expanding to new customer segments. Understanding the target audience’s demographics, preferences, values, and behaviors is crucial for crafting a tailored value proposition and marketing messages that resonate with the intended users.
Defining value proposition
(Re)positioning requires defining a clear and compelling value proposition that sets the brand apart from its competitors. This involves identifying the unique selling points, competitive advantages, and key brand attributes that appeal to the target audience. The value proposition should communicate the brand’s core values, quality, aesthetics, sustainability, innovation, or any other distinctive factors that differentiate it from competitors.
Brand identity and image
(Re)positioning often involves reshaping or refining the brand identity and image to align with the desired positioning. This includes elements such as brand name, logo, visual identity, tone of voice, and overall brand personality. The brand identity should reflect the brand’s positioning strategy and resonate with the target audience, evoking the desired emotions and perceptions.
Marketing and communication strategies:
(Re)positioning necessitates developing new marketing and communication strategies to effectively convey the brand’s message and reach the target audience. This may involve revamping advertising campaigns, social media presence, content marketing, influencer collaborations, or other promotional activities. The messaging and communication channels should be tailored to the target audience’s preferences and behaviors, ensuring maximum impact and engagement.
Product and service offering
(Re)positioning might also involve adjusting or expanding the product or service offering to align with the new positioning strategy. This could involve introducing new product lines, collaborating with designers or influencers, or incorporating innovative features or sustainable practices. The product or service offering should deliver on the brand promise and meet the evolving needs and expectations of the target audience.
Market testing and evaluation
(Re)positioning requires monitoring and evaluating the impact of the changes implemented. Market testing and customer feedback play a crucial role in assessing the effectiveness of the (re)positioning strategy. This feedback helps identify areas for further improvement and refinement to ensure the brand’s positioning aligns with customer perceptions and preferences.
Case studies
Burberry
Burberry, a luxury fashion brand, underwent a successful (re)positioning in the early 2000s. The brand redefined its target audience, shifting from its traditional image to a more modern and youthful positioning. Burberry revamped its product offerings, introduced iconic designs like the Burberry trench coat, and leveraged digital platforms to engage with a younger demographic. The (re)positioning strategy helped rejuvenate the brand and increase its appeal, leading to significant growth in sales and brand value.
Adidas
Adidas, a renowned sportswear brand, underwent a (re)positioning in the 2010s to strengthen its market position against competitors like Nike. The brand focused on creating a more lifestyle-oriented image, expanding beyond athletic performance products. Adidas collaborated with fashion designers and celebrities, launched innovative products like the Adidas Originals line, and embraced digital marketing to connect with a wider audience. This (re)positioning strategy helped Adidas attract a broader customer base and achieve substantial growth in sales and brand recognition.
Patagonia
Patagonia, an outdoor clothing company, has long been known for its commitment to environmental sustainability. In the 2010s, the brand reinforced its (re)positioning as a leader in sustainable fashion. Patagonia communicated its eco-friendly practices, such as using recycled materials and promoting fair trade, through various marketing campaigns. The brand’s (re)positioning strategy resonated with environmentally conscious users and helped drive brand loyalty and sales growth.
H&M Conscious Collection
H&M, a global fast-fashion retailer, launched its Conscious Collection as part of its (re)positioning towards sustainability. The collection features clothing made from organic and recycled materials, promoting ethical and eco-friendly fashion. H&M’s (re)positioning strategy aimed to attract conscious users and address concerns regarding the environmental impact of fast fashion. The Conscious Collection helped H&M enhance its sustainability credentials and differentiate itself from other fast-fashion brands.
Levi’s Water<Less Jeans:
Levi’s, a renowned denim brand, implemented a (re)positioning strategy centered around sustainability. The company introduced its Water<Less Jeans line, which significantly reduces water consumption in the denim manufacturing process. Levi’s communicated its commitment to sustainable practices and engaged users through marketing campaigns highlighting the eco-friendly features of their products. This (re)positioning strategy allowed Levi’s to tap into the growing demand for sustainable fashion and strengthen its brand reputation.
References
Shivashankar, S. C., and T. G. Uma. “Brand Positioning and Customer Perception towards Apparels—A Study in Bangalore.” International Journal of Applied Research 3.2 (2017): 213-218.
Moore, Christopher M., and Grete Birtwistle. “The Burberry business model: creating an international luxury fashion brand.” International Journal of Retail & Distribution Management (2004).
Rashid, Arooj. “The River Island case study: implications for differentiation and re-positioning.” Journal of Textile Science and Fashion Technology 9.4 (2022).
Zenk, Julia. “Successfully positioning & extending a young luxury fashion brand: Case: Kaviar Gauche.” (2017).
Viggers, Domanique. An exploration into how established South African Fashion Brand David Tlale are positioning their Brand within the market, compared to the South African Contemporary Fashion Brand Rich Mnisi. Diss. The IIE, 2019.