One Key Element Could Determine the Fate of a Fashion Brand Before It Even Starts
Everyone dreams of launching their own fashion label—one that becomes the talk of the town and a staple among style aficionados. Virgil Abloh, the celebrated creator of Off-White and a former figure at Louis Vuitton, left behind a guide titled “Free Game” aimed at aspiring designers eager to establish their fashion houses.
In this guide, Abloh shares the “12 exact concepts and tools he used to build his career.” These tips are straightforward, simple, and still relevant today. Considering his success, it’s wise to take his advice seriously: Off-White has made nearly $300 million in 2023 and was acquired by Farfetch in 2019 and later partially by LVMH in 2021—cementing its status as a true success story.
The first piece of advice from the visionary focuses on choosing the right name. In a world saturated with over 300 million brands (as of 2016), the name is a critical feature through which a brand becomes identifiable and memorable: “The brand name is the most significant part of my logic,” he explains. “It’s the strongest asset you can have”; it’s the “endless reference point to ‘why’ your brand exists.” Thus, it’s crucial to craft it carefully to appeal to the right audience.
Steps to Naming Your Brand
Abloh himself followed several key steps in naming. The first is to decide on the type of name: whether it will be eponymous (like Disney), descriptive (such as Home Depot), or abstract (which relies on the power of phonetics like Rolex). The second step is to choose what your name says. Ideally, it should transcend a mere description and convey your “big idea” with emotion. For instance, while Nike symbolizes victory, Off-White represents “the gray area between black and white”—the nuance, the bridge between two different worlds, streetwear and luxury (in English, “off white” means a shade of white).
The third step is to ensure the name is available in your territory and internationally. For example, in Australia, Burger King had to rename itself Hungry Jack’s because the original name was already in use. Similarly, the luxury brand Valentino Garavani is often confused with the more accessible Mario Valentino, which can deter luxury enthusiasts and potentially cost the former some customers.
When Abloh first entered the fashion scene, he would repurpose unsold pieces from defunct brands (like Rugby), add custom elements, and attach a label with his brand name (at that time, Pyrex Vision). Although his creativity and vision were key to his success, the name and label undoubtedly played a significant role in his rise.
Risks of Changing Your Brand Name
While Abloh notes that a brand name can be changed down the line, doing so improperly risks alienating early consumers. To avoid bankruptcy, the ready-to-wear brand Jennyfer, for example, changed its name to “Call Me Jennyfer,” which confused its most loyal customers.
Understanding the power of a proper brand name and navigating its complexities can make or break a fashion label even before it fully launches. This insight from a seasoned industry leader offers invaluable guidance for anyone looking to make their mark in the world of fashion.
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.