Creating and then growing a successful and sustainable business is always a challenge. But making a modern brand flourish in the ultra-competitive world of clothing and fashion is particularly tough.That’s why one Manchester-brand clothing company truly deserves to be shouted about. Whispering Smith has grown to become the UK’s largest creator, importer, wholesaler and distributor of clothing for major high street stores and e-tailers – and boasts showrooms across the globe including in London, New York, Düsseldorf and Madrid. The firm was founded in Manchester in the 1960s, when chairman Lal Kumar began importing clothing from the Far East.
Over 50 years on, the family business is now led from its 500,000sq ft Great Ducie Street HQ with a move to new premises currently being coordinated. Here Rajan Kumar shares his secrets to growing a successful and sustainable fashion brand.
Adapt to changes in trend
A clothing brand that stands still will quickly be overtaken. It’s absolutely vital you continue to look around the world at what people are buying and what they are aspiring to own. Trends change on a weekly basis so make sure you constantly update, review and change to keep pace – if you don’t you will be left behind.
Increase brand presence
The marketplace has never been more crowded. But you have to muscle in and stand head and shoulders above the rest. Invest in trade shows, spend on advertising and work hard to secure a strong following on social media. Working with influencers can have benefits, but don’t discount the traditional forms of advertising either. A clothing brand that doesn’t have a strong presence in the market is unlikely to last long.
Interact with customers
You are only as good as your last sale – so treat every single transaction your business does with the respect it deserves. Interact with your customers intensely. Find out what they like but, more importantly, find out what they don’t like. And then decide if you need to make changes based on their feedback. Not all feedback is positive feedback but in my experience you can usually learn from most of it. Make sure lines of communication with your customer are clear. Despite the massive advancements in tech, customers still like to know they can contact a human being if and when things go wrong and get a speedy response to any complaint or issue.
Don’t limit yourself
Think big. One of our most popular brands, Brave Soul, is the perfect embodiment of this philosophy. It’s a product for all seasons: Summer, Winter, Spring and Autumn. It’s for holidays, wrapping up, for sleeping and for partying.
If a customer likes your product then why restrict yourself to them only wanting to wear it on a Saturday night?
Also have your eyes wide open to changes in society. The pandemic, for instance, has totally transformed the way many of us dress for work. Right now consumers are demanding work from home wear which is office-chic. Brands not trying to provide it are missing a huge trick and will pay the price at checkout.
Be Inclusive
Everybody loves to look good whether they are tall or short; slim or have a fuller figure. Your clothes have to reflect that. Make sure your products are available in plus sizes and think about dedicating time and money to exclusive lines which target your taller and plus size customers. This won’t only help you to stand out – it will also generate customer loyalty and make it more likely these customers will return to buy from you over and over again.
Research, research, research
Don’t just sell your product: know your product. Take time to learn about the different products in your range. As your business grows it can be easy to step back and take your eye off the ball. Take time every week to examine the look and feel of the products bearing your logo. Everything from the design, to the production, to the feel, to how it’s delivered is going to matter to your customer. So make you know every element of that journey back to front .
Have core values
These form the fundamental beliefs of your brand. They guide the fulfillment of your business goals. They shape and reflect how people view your company. Core values ultimately help you grow and sustain your business by highlighting the worth of your brand to your customers and shaping their perception of your brand. What are your values? Decide. Then use them to give you a competitive advantage.
