Branding of a clothing line - how to cater to your group?

Burberry had a deep understanding of their clientele, a result of years of experience and the luxury of resources to test and understand the market. But without the benefit of tradition to back your brand, building a clothing line may feel like a time-consuming process of research. However, while it may seem daunting, branding your own clothing line is not as difficult as it appears. It simply requires creativity and some clever thinking.

Before diving into the specifics of branding in the clothing industry, let me share an example of the emotional leverage mechanism used by former U.S. President Barack Obama. His clothing choices were intentionally tailored to connect with his audience. When speaking to working-class citizens, Obama would roll up his sleeves and forgo the jacket, presenting himself as relatable and hardworking—an image that resonated with voters.

So, how does this relate to branding your clothing line? The key takeaway is that your branding must appeal to the customer group you’ve identified. Clothing influences how we feel and how others perceive us. To succeed, your brand needs to meet the expectations of your target audience.

A great example from the industry is Happy Socks, a producer of socks, lingerie, and clothing accessories. The brand’s message revolves around happiness and a positive attitude, and this is reflected in their vibrant designs. Happy Socks has cultivated a global following, creating a strong identity within their niche. They've even launched limited-edition collections in collaboration with designers or themed around cultural icons like The Beatles or Wiz Khalifa.

Happy Socks provides an excellent case study in branding done right. Their presence across various platforms, especially social media, is designed to attract customers with distinctive personal styles. From photos showing their colorful socks worn in the streets, art galleries, and even basketball courts, to their use of bubble mailers and poly mailers for shipping, they create a lifestyle image for their audience. The company also uses envelope mailers and shipping bags in line with their brand’s fun, lively essence.

The tone of communication remains consistent with this playful vibe. All their advertising graphics are bold, colorful, and full of imagination. In one standout campaign, Happy Socks collaborated with photographer David LaChapelle to convey that their products are for everyone, using a photoshoot as both an intriguing statement and a powerful branding tool.

They’ve also extended their branding into other elements, such as packaging. Their use of bubble mailers and custom poly mailers with bright, lively designs perfectly complements the brand’s cheerful and imaginative spirit.

What can be learned from Happy Socks? They’ve created a memorable brand by embracing emotional branding. Their customers see themselves reflected in the communication, and it’s clear that Happy Socks' products—from the socks to the carefully designed shipping bags—are made with them in mind.