The Fashion Pitch: Techniques to Make Your Fashion Brand Stand Out | Dalia Strum | Skillshare

The Fashion Pitch: Techniques to Make Your Fashion Brand Stand Out

Dalia Strum, Teacher at The Fashion Institute of Technology

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3 Lessons (28m)
    • 1. Mindmapping

      9:16
    • 2. Determining your Target Market

      9:15
    • 3. 10-second pitch

      9:03

About This Class

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What You'll Learn

  • How to create a clear and concise mind-map strategy
  • Define your target market
  • Elevator pitching

Everybody gets nervous describing his or her ideas to other people. It gets even more difficult when you're trying to sell a product or service. NEWSFLASH: Pitching doesn't have to be complicated! In this class, you will learn how to apply simple storytelling techniques to create an incredibly compelling and succinct brand pitch.

Whether you own a brand, are interested in breaking into the fashion business,  freelance as a profession or on the side, or run a fashion based blog, you will undoubtedly be confronted with a situation in which you need to tell someone else EXACTLY what your brand or you stands for. After taking this class you will be fully equipped to handle those instances like a pro.

Working alongside fellow aspiring students within the fashion world, you will all leave this class with a more compelling 10 second pitch that will help you land customers, retailers, and gigs.

Transcripts

1. Mindmapping: - Hi, - My name is Dolly a shop, - and I am a digital strategist as well as a teacher at the Fashion Institute of Technology. - I have previously launched two companies and set up marketing strategies for many companies - . - So now we get to work on crafting your 12th pitch. - Today session is going to be about mind mapping strategies. - So have you ever had a chance in an elevator session to talk to somebody about your product - or your brand? - You literally have 10 seconds to create that initial conversations that you can create an - opening for a continuing conversation. - A. - They need to figure out if they could use this particular brand or product, - and B they need to start thinking through if this creates value for them. - So this is why it's so important for you to think through how best describe what you do and - how you doing. - So in this session we're going to talk about my mapping strategies. - Essentially, - you want to think through the different keywords that you associate with your brand and - product and how you can best describe your messaging not only for your 12th pitch, - but also for your marketing materials. - You need to know what kind of culture you're going to be able to provide, - what lifestyle you want to synergize with and how you're going to best connect with your - customer. - So my mapping essentially focuses on creative problem solving. - You want to think through the key words that are associated with your company or brand and - start thinking through how you can really establish a foundation for your company. - So when you think of my mapping, - you want to be able to think you want to take a look at your competition. - What are they doing? - How were they engaging with their customers? - What type of Burbage did they use was the lifestyle that they're creating and how do you - connect with them the best way possible? - So we think through the different keywords in regards to my mapping. - So this is actually the fun part. - You get to brainstorm. - I love brainstorming, - so essentially you want to start doing some research First. - You want to see what your competition is doing one of the most important things because you - want to understand the scope of the market and how they're engaging with their customers - and More importantly, - what are their keywords and morals behind the company? - So let's start off with Rule number one. - We really want the mind map to be as memorable as possible because when you were thinking - about that physical creation off the mind map, - you'll be able Teoh relate back to it when you're at a networking event, - or when you're actually in a meeting, - pitching your product. - And those branches will be synergistic with what your company is about and what the basis - for your product service or brand or the foundation for your brand product or service. - Let's focus on the unique components of your company. - What type of information do you want to stand out about your company and what's going to be - specifically relevant to the people that you're speaking to? - If you have an emotional connection to any part of your mind map, - it will stand out in your mind and you'll be able to reflect back on it. - When you're in these type of conversations, - or what you're searching for content to produce for your about us page or your social media - components, - you're going to continuously go back to your mind map and revise and update it with new - keywords that are gonna be relevant to your company or your brand or your product or - service. - Repeating information and identifying connections is a good way to remember the conference - . - The information. - In the long run, - when you're physically creating the mind map, - you want to make sure that you specifically branch out with those keywords and when you - branch out toe once person specific section, - continue to branch out. - So it's okay to have one branch out for the first section, - another two for the second section, - and keep going until you don't have any more areas to branch out an arrow out to you want - to think through as many keywords as possible their synergistic with not only the - particular area of expertise but also the culture and the lifestyle that you're creating - for your brand. - Now it's time to get down to work. - You're going to start with with a blank canvas, - and they're gonna put your brand or your company right in the center of it, - and then you're going to start branching out different keywords. - You want to do that because you want to make sure that your mind is physically able to - embrace everything that surrounds your particular brand. - Feel free to use images as well as those words to help you be creative and inspire - different ideas from those particular images. - Can I have your main branches to the central image and connect your second and third - branches to the first and second levels? - Because your brain works by association, - it likes to link two or three or four take things together. - If you connect the branches, - you'll understand and remember a lot more easily. - Now you have to start writing what comes to mind when you start to generate your thoughts. - Start to draw those branches from that main topic and keep as few words as possible on each - line. - As you start to mind that more, - try to continue to think really amount of words per branch, - and you want to make sure that you're very clear. - Be very sick ST in your choices of words for your man, - right single words or simple phrases, - and they continue ranching. - Make as many branches as you can for the main topic. - When you extend your thoughts from one ideas, - the next draw lines between your thoughts to create lateral thinking. - When you're finished mapping, - study the connection, - start thinking through the connections between your thoughts and the ideas and try to - relate them where they become synergistic. - Okay, - so let's do one now for fun. - So I decided that I'm going to create, - um and exercise apparel company so that even the company is gonna be called athleticism is - . - And I started thinking through the different components. - So write their letter size goes in the center of my mind map and now I'm going to start - branching out. - The first thing that I'm going to branch out is going to be towards exercise because that's - a huge component of my apparel company. - The next area is going to be branched out towards meditation playing visualization. - Now the third branch out. - I'm going to start taking a look at exercise and thinking through those two particular - components. - So we have like swimming. - We have dancing, - we have running, - we have walking jogging, - and I feel like you get the notion. - So we're gonna continuously branch out and think about the exact culture and the energy - from this particular area. - Let's continue on branching out. - So we have the meditation branch and branching out from there. - We wouldn't think about yoga, - and we want to think about relax ation, - balanced energy, - healthy diet along the lines of that. - So, - at this point should have an idea how the mind mapping strategy goes, - and continuously thinking three wards that are associated with your particular company and - the the culture that you want to provide in terms of lifestyle and company culture. - This is one that I started putting together as I mentioned before. - The brand's name is called Athletics Eyes, - and it's focused on quality and strength and comfort as well as exercise healthy lifestyle - meditation. - So I want this. - I want this brand to be positioned as a comfortable, - healthy athletic apparel brand that people can wear Teoh not only the gym and yoga classes - , - but out in about around town because it's become part of their lifestyle. - So from exercise were thinking weaken expanded to dance, - walking, - running the healthy lifestyle really focuses on com. - Listen, - purity and even gluten free because that's that's something that we're trending more - towards right now. - And when I when I mentioned meditation, - yoga is such a prevalent, - uh, - such a prevalent component of what people do in their daily life style, - and I can really imagine this apparel fitting into that segment, - so another component of that would fall into the happiness, - self, - self control and peace of mind that people would have when wearing these items during their - yoga classes. 2. Determining your Target Market: - Now we're up to my favorite part defining the target market. - In order to build a solid foundation for your business, - you need to determine who your target market is going to be and how you're going to reach - them. - What kind of Burbage are you going to use? - And more? - So how are you going to engage with them? - This is going to be really important and all that in order to figure out your marketing - strategies and how you're going to market your product directly to your consumer. - Targeting a specific market doesn't mean that you're going to need to exclude people that - don't fit into your criteria, - but rather you're reaching more specifically your direct target market in terms of - demographic information and people that will synergize best with your product. - It's going to allow you to focus your marketing and brand messaging towards specific market - . - That's more likely Teoh purchased from you as opposed to other markets. - This is going to be much more affordable, - efficient and effective way to reach direct clients and generate business. - So we're going back. - Teoh, - your competitive analysis. - How are you going to define your target market really is ultimately going to start off with - checking out your competition because when you figure out your competitors are targeting, - you know that there is already a market for this particular product and you can think about - it in the competitive landscape. - Could that potentially be your clientele or doesn't mean that there's a knish area and you - should be directing it towards a different clientele? - This is going to make you think, - and more importantly, - it's going to help you figure out what type of bourbons you should be utilizing in your - marketing strategies. - You're also going to start analyzing your product or service. - So ultimately, - the benefit of high quality design is really essentially for them to gain more customers - and make more money. - This is the next step in defining your target market. - You want to analyze your product in your service so you want to start writing out a list - off each feature of your product and services you offer, - and next to each feature you're gonna list the benefits that they provide. - For example, - if a if a dress designer offered high quality dress designs, - the result is going to be a more professional company image and that is going to that is - going to resonate with more customers because it's going to have more luxurious feeling, - and it's going to present itself as a professional, - trustworthy company. - So when you think about when you think about what you who your target market is, - you need to really evaluate what the product in the services that you're going to be - providing them. - Then you're going to start making a list of the type of people that need these benefits - start diving. - Indeed, - it's really going to be about specific demographics. - They're going to be targeting your market. - So you want to think about the age, - their location, - their gender potential income levels so that you can just and price your items accordingly - . - And additional items would include education level marrow, - family status, - their occupation, - because you want to make sure that your product is based around their lifestyle. - So with my athleticism company, - I would be targeting 25 to 35 year old demographic in more of a suburb in location that - focuses on outdoors, - exercise and really healthy lifestyle. - You also want to think about the psycho graphics of your target market. - What is their personality going to be like their attitude, - potential values, - interests and hobbies, - as well as their lifestyle and their behavior. - How can you connect with them through the type of content that you're gonna be providing? - And how is your product or service going to fit into their lifestyle? - Well, - they use it, - and when will they use it? - What kind of features were going to be the most appealing to them, - And what media do they turn to for information? - Are they big around social media because you want to make sure that you tailor the content - specifically toe where they live? - So now we should ask ourselves a couple of questions first, - whether or not people that fit my criteria for my target market. - Well, - my target really benefit from a product or service, - and is there a need for it? - Do I understand what drives my target market to make these decisions? - Can they afford the product or service that I'm providing? - And can I reached up with my message? - Are they easily accessible? - You don't want to break your target market down too far, - because then you're gonna have too much of a niche market that might not be defined yet. - Consider your marketing message for each niche market. - And if you can reach different niche markets, - make sure that your your marketing has targeted appropriately. - So if you find that there are only 50 people that fit all of your cry interior, - you should be re ability. - But your target. - The trick is to find a perfect balance. - You might be asking yourself how I find all this information. - The Internet is your best friend. - Start Googling. - Take a look at what people are doing. - What are they talking about? - Social media is more than just a tool to have conversations on, - or social media is more than just engagement tool. - But it's also a listening tool. - You can learn so much about people, - their interests, - what products they're using, - where they are just from listening to what they mentioned on social media, - especially Twitter and Instagram. - Defining your target market is definitely the hardest part. - But once you know you're targeting, - it's gonna be much easier to figure out which media you can use to reach them and the - marketing messages that resonate with them. - Instead of sending direct mail, - we don't do that anymore. - We're gonna be focusing on reaching people on platforms that they live on and creating a - desire for them. - Toe Want Teoh? - Engage in the content that you're putting out there, - especially when it's synergistic to your brand. - There's a quote that I typically use in my classes. - You can't be everything to everyone, - so you want to make sure that you're the right thing to the right people. - You need to focus on your primary market. - You're going to have a specific product or service that's going to reach a demographic that - wants your product or service. - So you just want to make sure that you understand who the person is that you're trying to - reach. - And it will help you figure out best strategies in regards Teoh why they would want your - product or service and techno graphically how you can reach them. - So a couple of things that I've been thinking about lately have been not only social media - , - but the fact that we are on our mobile phones almost all the time, - so you find that people want opt in through email. - That's one aspect if you find that another component because we're on our Mobil's and - you're reaching your under my graphic text. - Mystery might be the right option. - More importantly, - which social media platforms resonate with which target market? - If we're thinking tumbler, - we're probably thinking the 13 to 17 year old demographic that we're talking about - instagram, - even though it does Q towards the 13 Teoh 27 year old demographic, - people are starting to increasingly adopt that technology because we're focusing on visual - photo sharing. - So it's really important to focus on who am I trying to reach and what the bass strategy - trapped strategy to reach that, - What do you want? - A sample target market that I put together for the company that I created? - Athleticism. - We're basically targeting the active young thinking woman, - women who are appearance conscious. - Their main goal is to achieve physical fitness and inner peace. - They have an active lifestyle, - but they're also sophisticated and well educated. - Their age range from 25 to 45 years old in the upper middle class, - and then they will probably reside in North America. - Because that's where that's where I am aware that I can reach that. - The graphics are also important because we want to think about the appeal to the customer - that about that they value so essentially their values fall into high quality of life. - Please self improve name. - They value innovative sportswear and they don't want to compromise. - I'm great style or comfort. - This this product line is really meant to you make them feel fantastic, - whether they are working out or they're heading to work out, - or even if they're just walking around town because they feel comfortable not only in their - apparel, - but also how they look in it. 3. 10-second pitch: - so your elevator pitch is going to be one of the most important components of your company - because you're going to want to describe your company the best way possible to the right - people, - and you also want them to be interested in what you were up to. - So you're spending, - I don't know, - a matter of two minutes describing your company. - You already lost their interest. - They're no longer engaged with what you're talking about, - and they're probably thinking about something else at that point. - So that's why it's a where to get your 12th pitch down to literally 10 to 15 seconds. - No more than that. - And that essentially means that you're squeezing it into about a one or two liner on. - And these are things that we're going to start thinking about because that is probably one - of the toughest thing that you're going to have to dio. - So we're going to have to figure out different keywords that are relevant with your company - and your culture. - And more importantly, - we want we want to focus on these core components. - What do you do and how do you help other people? - Because that is what your 12th pitch is about, - and that, - essentially, - is what your company's about. - We want to work with who we know and we like. - And if you're helping me do something, - I'm going to appreciate that important to think through how we can best engage with our - target market about what we do best. - Whether it's your product, - your brand or your service, - you want to communicate in the most efficient way possible. - When people think about your brand, - what do they think of? - Are you funny? - Are you fun? - Are you sexy? - Dynamic? - How can we best communicate that through this Burbage? - And we really want to focus on how we're able to connect with people in the first couple of - seconds that we meet or talk to them? - I was actually watching a restaurant Impossible show the other day, - and I felt like it was it was interesting because it touched on the fact that unfortunately - , - one of the businesses was really struggling and they were trying to figure out best - strategies on I'm making themselves more successful within their space, - and I feel like this is synergistic in terms off. - How do we approach these situations so he was invited to speak on the, - uh he was invited to speak on TV and promote his brand, - and in the beginning he was doing a terrible job just practicing for it. - But when he was put on the spot, - he was ableto best communicate why people should come to his restaurant in 10 seconds. - That's what we need to dio. - And it doesn't need to. - It shouldn't feel southsea. - It should be warm, - inviting and something that people will really synergize with. - Your 12th pitch could also become the mission statement for your brand strategy because - essentially, - you're describing a couple of different things you're describing who you're trying to reach - or who you're targeting. - You're describing who really needs your product or your service, - how you're going to help them or what you're doing to benefit them. - What exactly you offering and how do you do it? - Where are you offering? - It is an online Is it in person? - Is it virtually? - And what are you doing? - It isn't in real time. - Do you have a same day delivery? - What are the special features that you're that makes you competitive in the school? - Come on. - Different ideas Teoh think about is the opportunity to start off with a hook when somebody - asks, - What do you do? - Start with a statement designed to pique their curiosity. - Step one. - Identify your goal. - Start off by thinking about the objective of your pitch. - Do you want to tell your potential clients about your organization or your company? - Or do you have a great, - fantastic, - exciting new products that you want Teoh create awareness around? - Or more importantly, - do you have a simple and engaging opportunity to create awareness about your company? - What you dio Step two. - Explain what you dio start your pitch by describing what your company does. - Focus on the problems that you solve and how you can best help people ask yourself, - This question is, - you start writing. - What do you want your potential consumers to remember about? - You? - Keep in mind your elevator pitch should really excite you. - After all, - people get excited about what you're saying that neither is your audience. - Your pitch should bring a smile to your face and quickly it, - like really quick in your heartbeat. - People might not remember everything that you say that they'll definitely remember your - enthusiasm. - I like to think of Pinterest is an interesting example. - Pictures is an online pain board You're able to pin and save the things that you love. - I think it's very clear and concise and what they do and how they do it literally. - You're able to envision what they dio so we can think through those different scenarios. - What? - How do you best describe your company? - Step three. - Communicate your USP. - That's gonna be your unique selling proposition. - It really identifies what makes you your company and your brand really unique. - And you're gonna want to communicate your unique selling proposition After you've spoken - about what you dio, - you want to highlight your U S P whenever you can to show how you're different in the - market and why your consumers would want to purchase your product or service from you as - opposed to somebody else. - And then you also have an opportunity to engage with question. - After able to communicate your USP or you your unique selling proposition, - you're gonna need to engage the person you're speaking. - So make sure that you put together some open ended questions that can't be answered with a - yes or no. - But it actually increases the conversation. - So recently I was actually at a networking event and I asked somebody what they did. - They got really flustered and they looked at the wall and they gave me, - like, - a very kind of jumbled up answer. - But it kind of sounded like they were. - They were reading off something that they had written, - and that's something that we need to remember. - You're going tohave to separate versions of your 12th pitch, - one that you're going Teoh potentially include in writing components. - So if you're reaching out for press or if you're reaching, - if you're adding it to your website and someone and so forth or you're putting it in a - business plan, - though, - that's going to be the written version. - But you want to remember that when you speak to people, - it's a completely different approach, - and it needs to be more personalized and feel a little bit warmer than as though you had - written it, - because we don't want to speak like we right. - I put together to sample ones. - The 1st 1 is the one that I would write. - Athleticism provides stylish workout apparel to the female demographic so they look and - feel their best when exercising. - That would be the written version, - so that if I ever wanted to send over a description of the company or if I wanted Teoh, - um included within a potential on and if I wanted to include it within a potential press - release, - this is the type of Burbage that I would use. - But when you're speaking to people, - we have to remember that people need a more personal connection. - So if somebody were asking me in a networking event, - what would I say to describe my company? - Or what do I dio? - This is the second line is the version that I created for that I created a clothing line - that makes sure women look and feel their best when exercising. - Do you see the difference? - It's a little bit warmer, - and it develops a personal connection. - We spoke about quite a few different components. - This is the introduction to your branding strategy because you're going to need to put - together a strong branding strategy in order to establish a strong marketing plan. - So we focused on your mind mapping strategy. - Who is your target market and how are you going to reach them. - And more importantly, - your elevator pitch is going to be Burbage that you're going to use and probably almost all - of your marketing materials, - even if you adjusted according to who the target market is you're trying to engage with. - Those were still going to be strong terms that you're going to need to include and focus on - , - because people want to understand what you do. - And they don't want to feel confused every time they hear your company name or your - company's objectives, - they want to understand from the beginning. - OK, - athletics Eyes focuses in apparel that targets a female demographic for working out. - Hope you had a great experience.