Lesson #1: Create a Brand that Can Be Loved, Honoured, and Obeyed
Lesson #1: Create a Brand that Can Be Loved, Honoured, and Obeyed
Focusing on bringing a new level of service to the bridal gown industry was just the first step in Wang’s strategy to create a strong brand – a brand that would be synonymous with quality, style, and elegance. Although Wang wanted to design wedding dresses, her business did not end there.
From designing gowns, Wang decided to branch off. She became the first designer to open up her own wedding registry, allowing clients to not only select products they wanted on her website, but also provided valuable insights into runway trends, couples quizzes, and wedding planning ideas. Wang then moved outside the realm of dresses, creating an inspired line of bedding, home goods, and even stationary.
“Our authoritative position in bridal and bridal registry has allowed us to leverage this [consumer] trust into a lifestyle brand,” says Wang. “The next logical step is to capitalize on our relationship with the client over the course of their lives. Our objective is to continue to grow our lifestyle product offering and keep pace with the evolving needs of the consumer.”
Wang has capitalized on her ability to meet the consumer’s needs – at whatever end of the market they may be. While her wedding gowns may run up a price tag of more than the average consumer can afford, many of her other products are priced on a more reasonable level. “Let's be realistic, how many people are buying a $2,000 skirt?” she asks. “I love to design things that people can actually buy. I'm staggered by what a boot costs today.” Her recent ready-to-wear clothing line demonstrates
her attempt to reach consumers at all levels.
“It is horrible to say, but I was stigmatized by being a bridal designer for a long time,” says Wang. “I am amazed I have been able to move beyond it. I had really all but given up trying, but I did it because it was my lifelong dream.”
Moving forward, Wang still sees room to grow in all of the furniture, fabrics, rugs, lighting, and paint domains. Her signature fragrance license agreement with Unilever Cosmetics International continues to flourish. Indeed, as of now, Wang sees no limits to her brand potential, so long as her expansions are logical ones, and her trademarks of simplicity and elegance remain the same. She has even set her sights on a Singapore casino project that would see a wedding-themed resort under her brand created.
Throughout her career, Wang has decided to challenge herself not only as a designer, but as an entrepreneur, channeling her vision to many different avenues. As a result, she has succeeded in creating a lifestyle company that has a definitive message, vision, and role to play in her consumer’s lives.
Lesson 1 Create a Brand that Can Be Loved Honoured and Obeyed
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When Wang first opened up shop on Madison Avenue in New York, she was not just selling wedding dresses; what Wang was selling was service. Her goal was to help the women “that are running around looking for special dresses, looking to have everything taken care of because they have busy lives.” To that end, Wang’s shop also helped brides with their jewelry, shoes, hairdos, and more. “I’m creating an image, a brand and a name,” she says.
Focusing on bringing a new level of service to the bridal gown industry was just the first step in Wang’s strategy to create a strong brand – a brand that would be synonymous with quality, style, and elegance. Although Wang wanted to design wedding dresses, her business did not end there.
From designing gowns, Wang decided to branch off. She became the first designer to open up her own wedding registry, allowing clients to not only select products they wanted on her website, but also provided valuable insights into runway trends, couples quizzes, and wedding planning ideas. Wang then moved outside the realm of dresses, creating an inspired line of bedding, home goods, and even stationary.
“Our authoritative position in bridal and bridal registry has allowed us to leverage this [consumer] trust into a lifestyle brand,” says Wang. “The next logical step is to capitalize on our relationship with the client over the course of their lives. Our objective is to continue to grow our lifestyle product offering and keep pace with the evolving needs of the consumer.”
Wang has capitalized on her ability to meet the consumer’s needs – at whatever end of the market they may be. While her wedding gowns may run up a price tag of more than the average consumer can afford, many of her other products are priced on a more reasonable level. “Let's be realistic, how many people are buying a $2,000 skirt?” she asks. “I love to design things that people can actually buy. I'm staggered by what a boot costs today.” Her recent ready-to-wear clothing line demonstrates
her attempt to reach consumers at all levels.
“It is horrible to say, but I was stigmatized by being a bridal designer for a long time,” says Wang. “I am amazed I have been able to move beyond it. I had really all but given up trying, but I did it because it was my lifelong dream.”
Moving forward, Wang still sees room to grow in all of the furniture, fabrics, rugs, lighting, and paint domains. Her signature fragrance license agreement with Unilever Cosmetics International continues to flourish. Indeed, as of now, Wang sees no limits to her brand potential, so long as her expansions are logical ones, and her trademarks of simplicity and elegance remain the same. She has even set her sights on a Singapore casino project that would see a wedding-themed resort under her brand created.
Throughout her career, Wang has decided to challenge herself not only as a designer, but as an entrepreneur, channeling her vision to many different avenues. As a result, she has succeeded in creating a lifestyle company that has a definitive message, vision, and role to play in her consumer’s lives.
Lesson 1 Create a Brand that Can Be Loved Honoured and Obeyed
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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