In the fashion industry you won’t be going very far if you only sell your product and don’t have a marketing plan. There is a good possibility that someone else may already offer the same product that you are trying to sell to your target customer. What can make the difference between you and your competitors? Marketing, and more precisely: Positioning.
Together we will go over 25 ways to position your product; make note that what we see here doesn’t only apply to the fashion industry, but the consumer industry as a whole.

1. Position “Original”

   This position is good for the business that have been the first of its kind. Ex: Levi’s The original. If you have the chance to use this position it can have a huge payoff.

2. Position “Second place”

   The fact that you are second means that you still produce a good product and at the same time you are attempting to be better than the original (or the product in ‘first place’). You can emphasize that point in a number of ways. Ex: Why would you choose us? We try to be better.

3. Position based on low-cost

   With that position you sell your product cheaper than your competitor. Ex: Wal-Mart

4. Position based on High price

   Many luxury brands use this position, they sell their product at a high price. People associate high price with quality and exclusivity. Ex: Gucci, Chanel and Dolce & Gabbana.

5. Position based on solidity

   When you play the card of solidity your product represents a long term investment for your customer, they pay for something that will last a few years instead of a few months. Ex: Lacoste.

6. Position based on quality

   Quality is quality: Ferrari.

7. Position based on sex-appeal

   In our society, sex-appeal is a very good seller and can be associate with alcohol, apparel, underwear and perfume.

8. Position based on the sex of your customer

   Victoria’s Secret isn’t famous for men underwear, it is not a secret that they make womens underwear.

9. Position based on the sexual orientation

   If you want to target homosexual customers, they are most likely to choose your brand if they can see themselves in it. A picture of two men together will work better than a picture of a man with a woman.

10. Position based on civil status

    Single => Tom Ford , Family => Mexx

11. Position based on age

    Volcom, billabong, dc shoes, ed hardy, fallen, echo red, baby phat and lrg sell their clothes to a younger audience.

12. Position based on consumers’ physical appearance

    Ex: would be clothing for plus sized women or men.

13. Position based on consumers’ disabilities

    Good exemple here about disabled clothing:  http://www.silverts.com/

14. Position based on the moment of the day

    Its common to wear more sexy clothes at night or to wear more comfortable clothes in the morning.

15. Position based on seasons

    Some brand specialized themself into a season of the year. Ex: Burton make clothes for the winter and Rip Curl make clothes for summer.

16. Position based on the country of origin

    You can take advantage from the reputation of the country where you company is from. All countries are not made equal in terms of fashion. Ex: Dior is from France.

17. Position based based on ethnicity

    It is not a secret that Karl Kani clothing targets blacks as his consumers.

18. Position based on the city of origin

    Ed Hardy is so L.A. and Louis Vuitton is from Paris, we really don’t understand why they put that much emphasis about where they are from! (* ching ching*)

19. Position based on color

    Sometimes you only need to see the color to know that this scarf is burberry. It cost nothing to associate a brand with a color and it works pretty well: ferrari=red.

20. Position based on shape

    Apple Bottoms design the pockets of their jeans apple-shaped.

21. Position based on “Green”

    In this era where people are more conscious about the environment eco, green and bio product never have been so popular.

22. Position based on sport

    Most men like sports or physical activities and are ready to spend a lot of money for sports related products. Under Armour understands this concept very well.

23. Position “2 for 1″

    If the jeans you want to sell also include a belt in the package it can help  the consumers choose your product over a competitors.

24. Position “2 in 1″

    The first thing that comes to mind is the shampoo/conditioner “two in one”, ok this example is not about fashion but I am sure you can see how this is relevant.

25. Position based on social class

    1. Upper class high: old aristocracy
    2. Upper class low: new rich
    3. Middle class high: doctor, advocate, engineer
    4. Middle class low: office worker
    5. Low class high: specialized workers
    6. Low class: workers

Positioning is very important if you want to be successful and you need also to choose a name that can fit with your positioning. You can’t call your brand cheapo clothing and sell a t-shirt for 100$. Also remember that it is very difficult and dangerous to change your positioning. It is very important to think twice before you start your business. I am sure  you will now see positioning everywhere you go!