Posts in Expertise
Part Five: Finding Success in Today's Retail Market

With all of the doom and gloom about the fashion retail industry, opportunity does exist. Any time a market goes through a disruption of this magnitude, it’s typically because it is long overdue. With the onslaught of new technologies, including Facebook (2016)and iPhone (2017), in the past years and the current advancement in Augmented and Virtual Realities (AR and VR), the stodgy industry of fashion hasn’t necessarily kept pace, particularly on the back-end.

Read More
Part Four: Realities of Building a Fashion Brand

With the advent of online retailing, and the significant advancement of user-based tools now available, setting up an online store has never been so easy. Companies like Squarespace and Shopify have made it possible for a new brand to be up and running in one to two weeks, with sleek websites. Ten years ago, companies paid millions of dollars to develop the same platforms! What’s more, social media has made it possible to reach and communicate with customers globally, that was formerly impossible without the help of marketing and PR agencies. For a new brand, this access to market is exciting, and allows for new voices to be heard and recognized in a short amount of time.

Read More
Meet the Founders: Antonia Predovan

“…there is a real need to help niche brands—often brands who are solving real problems—build brand awareness, reach a wider audience and scale their businesses into profitability. There’s real opportunity in developing a competitive queer marketplace that will raise the profile of all brands and serve the needs of the community.” Antonia and her team are on a mission to understand the challenges of this diverse community.

Read More
Part Three: Mission vs. Niche

For many brands who start out with a strong mission, building their core customer profile is quite straightforward and often very personal. These brands often start when a need is identified by a real-life customer. This is particularly true of fashion brands that are emerging to meet the needs of disabled people, the LGBTQIA+ people, and other communities that are not typically catered to by national, mass-market brands.

Read More
Part Two: Defining the Core Customer

Defining the core customer typically begins with creating a single customer biography, that identifies an ideal customer by name and describes this customer’s life in detail. This exercise gives the customer a face. Each customer biography should include key demographics and psychographics, full of texture and details, which can then be used to ensure proper alignment between customer and brand.

Read More
Part One: Brand Authenticity

The more competitive and saturated the fashion marketplace becomes, the more important it is for brands to be authentic in how they engage with customers. Brand authenticity must be considered from a 360 degree perspective, including the physical (products, store experience) and the digital (web store, social media), always ensuring customer needs are being met. These needs are both functional (access to product, product’s utility) and emotional (sense of community, customer service), and goes beyond group identification through logos and icons. In short, it requires brands to consider the whole brand experience from the customer’s perspective.

Read More
Queer Brands Seeking Engaged Customer Marketplace

Combining the power of retail and marketing in one place has the potential to connect queer customers online in a very meaningful way.  QueerCut co-founder Antonia Predovan sums it up perfectly, "The queer community is engaged, because they have to be. They have to rely on one another to find clothes that fit their gender expression and their bodies in all sorts of settings, whether it be professional or personal. QueerCut will be the place they come to shop, to educate themselves and to engage with other queer shoppers.  It will be the ultimate niche driven marketplace!"

Read More