ImagesMagUK_Digital-Edition_January2018

Create a mood board Ask around Do some research Shoot! Focus on the models www.images-magazine.com JANUARY 2018 images 23 BUSINESS DEVELOPMENT Step one: Come up with your brand’s mythology Before you start uploading images to Instagram like crazy, stop and take the time to think about the best way to promote your designs. How do you want your garments to be seen? The way you promote them should mirror more than just the brand’s image and style; it should reflect its philosophy. If you take a flick through the look books of successful T-shirt brands, the style and tone of the images go further than just a picture of a T-shirt. They are selling a lifestyle, an image, and if you intend on being successful, you should do so too. The best brands and designers have a clear idea of themselves and market directly to their audience through promotional images. Create a ‘look and feel’ Shooting images of your custom clothing in the environment that you think represents how they should be worn is a no brainer. Here are a few tips on how to create your brand’s look and feel: Ask around Ask your family and friends how they see your clothing brand. What type of environment do they think your garments belong in? What kind of people do they think should wear them? The opinion of a third person can give you a new perspective on your project. Do some research Do you have a target audience? If so then you need to ask yourself where these people hang around. If your label is a bit more corporate, then maybe that place is an office, but what kind of office? A stylish office? A regular old-fashioned office? Or Google’s offices? Shoot I’m talking about pictures. Sometimes there’s just no better feeling than walking around with a camera (or smartphone) looking for inspiration. See a beautiful building? Take a picture of it. Spot an interesting looking passer- by? Take another picture. You may be surprised at how inspiration can strike when you’re just walking around. Gather your materials By this point, you should have a collection of materials to start your process. Put everything together and then start selecting what you want to keep and what you don’t. Create a mood board A mood board will help you visualise and put on paper the ideas you have in your head. It will also serve for future reference when you’re deep in the production process. There used to be a time when designers did this by hand (and some still do), but nowadays you can use online sources, such as Pinterest and Designspiration, that allow you to get creative without getting your hands dirty. Step two: Create content Clearly, one of the biggest decisions in the process of promoting your T-shirts is how and where to do it. Just like the ‘look and feel’ you carefully crafted, the medium you choose to showcase your products in will affect how the masses receive your message. Use models Tattoos or no tattoos? Muscular or skinny? Blonde or brunette? These are questions you need to ask yourself before you start the selection process so don’t be afraid to go all Simon Cowell on your modelling hopefuls. After all, it’s your brand. Dave may always be offering, but he probably isn’t the best choice for promoting your brand. It might involve a process, but finding just the right model is unlikely to be as hard as you think. Let the T-shirt do the talking If all that sounds like too much to handle then maybe the best option for you is to keep things simple. Oftentimes less is more and, when done well, minimalism can be the epitome of elegance. Sometimes it is better to just let the T-shirts do the talking and present them in the most simple, but effective way. This could by laying the garment out on a table or showcasing it on a hanger. Think about rolling up the sleeves or placing the tees at a slight angle to create a bit of dynamism.