A question the fashion industry has battled with for years; how to build a strong and lasting brand on “keeping it real” while not falling into the trap of mass production for higher profit margins.
As we see the industry gripped by headlines of sustainability, many designers are now sharing the limelight, promoting what they’ve always stood for, while also encouraging other designers to follow the same path – fast fashion doesn’t have to be the only way.
Of course, it also helps that the generation of `millennials` are asking more and more questions about where their goods are coming from, what they’re made from, as well as how they are being produced.
Being able to provide the answers to these questions is what is helping to shape brands and change perspectives.
Consumer buying habits are changing
Reports from the Chartered Institute of Marketing also support these shifting patterns, stating “37% of consumers would switch brands if another product shared more information regarding how it was made”. This statistic is not only remarkable but also eye-opening for businesses when it comes to brand loyalty.
TISKA London is not only a member of Fashion Rider, but as a brand, they are very real about their products, their designs, and where their inspiration comes from.
As just one of the many British Fashion labels, TISKA London is inspired by all things Nordic, promoted online as “authentically British, Nordic Inspired,” the brand has made its mark by promoting positivity, strength, and independence in women.
Designer Kimberley Stacey is very transparent about why she designs as she does, where her products are manufactured, and just how they are produced.
The brand also champions slow fashion. Every item is made to order, so in Kimberley’s eyes, consumers can connect with the clothes on a more intimate level.
To reach such a high level of understanding and positioning for your brand, takes courage. You’re not just following suit; you’re creating something unique.
Learning from other fashion designers
It’s true what they say, in that we never stop learning. Or more to the point we should never stop learning. No matter the stage in our lives or careers there is always something to learn or someone to learn and draw inspiration from.
When it comes to design and fashion, inspiration is drawn from all sources. For designer Kimberley, the person who particularly inspired her, and continues to inspire her, is the extremely fashionable and renowned designer, Vivienne Westwood, especially her quote “Buy less. Choose well. Make it last. Quality, not quantity. Everybody’s buying far too many clothes”.
For Kimberley, this sums up slow fashion and what TISKA London is all about! “Our commitment to sustainability is very important to me. TISKA London manufactures in Great Britain, supporting the British economy. We have a close relationship with the manufacturers and know each one personally. We all have a responsibility to look after our world – we can do this by buying responsibly and educating ourselves as to where our clothes come from”.
When we spoke to Kimberley, we also asked about the fictional characters that she writes about and uses as inspiration in her designs.
“TISKA London collections are inspired by fictional stories (sagas) written by me, as the designer. These sagas have a strong central female character showing attributes that inspire the readers/wearers. The stories are inspired by old Icelandic sagas; these are not too different from Greek mythology. Nordic women tend to be strong and independent, they are Viking women, and I want this feeling and empowerment to be represented in my brand”.
Can we justify all work and no play to make brands work?
The one question that continues to pop up in the fashion world (as well as every other sector too), is how do we manage the work/life balance `thing`?
Starting off as a fashion designer isn’t easy. It takes time to become established, to build your brand – to put all of your time and effort into it because you are determined to make it a success.
For some, this may sound like you have to give up on everything else to focus all your attention on building up your fashion label.
However, this isn’t the case, and there are lessons to be learned when talking to other designers: –
“I’m still working on the work/life balance myself! It is hard, especially when you start out as you need to put so much time into it but for me, TISKA London rarely feels like work. I think when you do something you love it makes it a lot easier. Having my own label has been a dream for me for many years and working around the clock on it doesn’t bother me. However, one thing I have done, especially a lot more often, is switched my phone off around dinner time so I can sit with my little boy and spend time with him before he goes to bed. When I’m out with friends/family, I stay focused on them rather than my phone”.
Keeping it real
Being authentic is a great trait. It’s also one which consumers are now most drawn towards. Those brands which share with them their story. Those that take their customers on a journey showing how they too look after our environment and want to, quite simply, do good.
When it comes to building your brand, it’s important to recognise who you are, what you want to achieve and never to stray too far away from this focus as this is what will set you apart. This is what will make you authentic, without even trying, because this is you.
As Kimberley concluded with us, “it’s important to make mistakes in business, as you learn a lot faster,” and it’s true! If we continue learning, adapting, and asking questions, we will always be able to find a steadier and clearer path, which suits our brand vision and identity.
For the fashion industry sustainability is the buzzword of the season, yet it is also a buzzword that will not change as this season passes. Being a little more authentic and sharing more with your customers will help your brand and indeed for the foreseeable future will prove to be very sustainable for business.
If you would like to find out more about TISKA London and some of the fantastic work Kimberley has produced, you can check her out on our website at www.fashionrider.com.
Being authentic is great, but for fashion designers is it sustainable?
A question the fashion industry has battled with for years; how to build a strong and lasting brand on “keeping it real” while not falling into the trap of mass production for higher profit margins.
As we see the industry gripped by headlines of sustainability, many designers are now sharing the limelight, promoting what they’ve always stood for, while also encouraging other designers to follow the same path – fast fashion doesn’t have to be the only way.
Of course, it also helps that the generation of `millennials` are asking more and more questions about where their goods are coming from, what they’re made from, as well as how they are being produced.
Being able to provide the answers to these questions is what is helping to shape brands and change perspectives.
Consumer buying habits are changing
Reports from the Chartered Institute of Marketing also support these shifting patterns, stating “37% of consumers would switch brands if another product shared more information regarding how it was made”. This statistic is not only remarkable but also eye-opening for businesses when it comes to brand loyalty.
TISKA London is not only a member of Fashion Rider, but as a brand, they are very real about their products, their designs, and where their inspiration comes from.
As just one of the many British Fashion labels, TISKA London is inspired by all things Nordic, promoted online as “authentically British, Nordic Inspired,” the brand has made its mark by promoting positivity, strength, and independence in women.
Designer Kimberley Stacey is very transparent about why she designs as she does, where her products are manufactured, and just how they are produced.
The brand also champions slow fashion. Every item is made to order, so in Kimberley’s eyes, consumers can connect with the clothes on a more intimate level.
To reach such a high level of understanding and positioning for your brand, takes courage. You’re not just following suit; you’re creating something unique.
Learning from other fashion designers
It’s true what they say, in that we never stop learning. Or more to the point we should never stop learning. No matter the stage in our lives or careers there is always something to learn or someone to learn and draw inspiration from.
When it comes to design and fashion, inspiration is drawn from all sources. For designer Kimberley, the person who particularly inspired her, and continues to inspire her, is the extremely fashionable and renowned designer, Vivienne Westwood, especially her quote “Buy less. Choose well. Make it last. Quality, not quantity. Everybody’s buying far too many clothes”.
For Kimberley, this sums up slow fashion and what TISKA London is all about! “Our commitment to sustainability is very important to me. TISKA London manufactures in Great Britain, supporting the British economy. We have a close relationship with the manufacturers and know each one personally. We all have a responsibility to look after our world – we can do this by buying responsibly and educating ourselves as to where our clothes come from”.
When we spoke to Kimberley, we also asked about the fictional characters that she writes about and uses as inspiration in her designs.
“TISKA London collections are inspired by fictional stories (sagas) written by me, as the designer. These sagas have a strong central female character showing attributes that inspire the readers/wearers. The stories are inspired by old Icelandic sagas; these are not too different from Greek mythology. Nordic women tend to be strong and independent, they are Viking women, and I want this feeling and empowerment to be represented in my brand”.
Can we justify all work and no play to make brands work?
The one question that continues to pop up in the fashion world (as well as every other sector too), is how do we manage the work/life balance `thing`?
Starting off as a fashion designer isn’t easy. It takes time to become established, to build your brand – to put all of your time and effort into it because you are determined to make it a success.
For some, this may sound like you have to give up on everything else to focus all your attention on building up your fashion label.
However, this isn’t the case, and there are lessons to be learned when talking to other designers: –
“I’m still working on the work/life balance myself! It is hard, especially when you start out as you need to put so much time into it but for me, TISKA London rarely feels like work. I think when you do something you love it makes it a lot easier. Having my own label has been a dream for me for many years and working around the clock on it doesn’t bother me. However, one thing I have done, especially a lot more often, is switched my phone off around dinner time so I can sit with my little boy and spend time with him before he goes to bed. When I’m out with friends/family, I stay focused on them rather than my phone”.
Keeping it real
Being authentic is a great trait. It’s also one which consumers are now most drawn towards. Those brands which share with them their story. Those that take their customers on a journey showing how they too look after our environment and want to, quite simply, do good.
When it comes to building your brand, it’s important to recognise who you are, what you want to achieve and never to stray too far away from this focus as this is what will set you apart. This is what will make you authentic, without even trying, because this is you.
As Kimberley concluded with us, “it’s important to make mistakes in business, as you learn a lot faster,” and it’s true! If we continue learning, adapting, and asking questions, we will always be able to find a steadier and clearer path, which suits our brand vision and identity.
For the fashion industry sustainability is the buzzword of the season, yet it is also a buzzword that will not change as this season passes. Being a little more authentic and sharing more with your customers will help your brand and indeed for the foreseeable future will prove to be very sustainable for business.
If you would like to find out more about TISKA London and some of the fantastic work Kimberley has produced, you can check her out on our website at www.fashionrider.com.
