Creating a brand with patterns

Published: 21/04/2016

A while ago, we encouraged the designers to create a brand of themselves: if a customer is considering to purchase a pattern, and it has two equally talented designers’ works to choose from, most likely, the pattern of the more branded designer will be chosen.

Branding is all about the conceit.

The same need of creating a brand applies to the manufacturers. We have met several manufacturers, who have modern and huge machinery for textile manufacturing, but they concentrate only on manufacturing and running of the factory. These companies prefer working as subcontractors for companies that don’t have production capacity of their own rather taking a risk and create e.g. a line of bedlinen with their own brand. These same textile manufacturers may, or may not, have a stock of fabrics, which are sold to any kind of customers, anywhere in the world. With a good price for sure.

Also, we have met retailers with their own interior/clothing brands, who neither have a single designer working with patterns nor use outsourced textile designers. These retailers think that a brand gets created on its own with those above mentioned manufacturers’ fabric stocks, as long as the brand label is visible.

I don’t blame them. Customers are very price contious these days, and this way brand owners get the products manufactured cheaply. However, brand value gets much higher if stocks of fabrics are left at manufacturers’.

This can be seen with consumer brands that know their style, know where they come from and know where they are going to. In the world of patterns, people working for these brands know what they are looking for in every small detail, and how to get what they are looking for. They may not have their own designers, but they use outsourced designers who work according to a comprehensive design brief.

Competence in any consumer goods’ sector is harsh these days. The survivors are companies with a strong brand and brand identity.