The fashion world has always focused heavily on creating captivating designs that form enduring trends and attract their intended audience.
And this urge to produce long-lasting trends has filled the industry, becoming a foundational principle for everything from creating a stunning design to selecting the best materials, and coming up with a name for their fashion brand.
And if there’s one thing we’ve understood through years of establishing brand names for more than 35,000 businesses, it’s that the ideal name reflects both the past and present of your company while also setting your business for the future.
Stay with us as we show you exactly how to choose the ideal name for your fashion company. But before we do, you must first understand:
The Trust Economics: How Having the Right Name Can Make a Difference
Business owners, economists, investors, and consumers all agree that trust is one of the fundamental elements that drive the economic engine of any business or nation.
Trust has a significant impact on customers’ desire to support a company, as seen by the fact that Adidas, ASOS, and Nike lost a bunch of customer trust after receiving harsh criticism for their reliance on child labor.
Brand income declines whenever trust is lacking, and establishing a strong brand identity is the ideal approach for fashion businesses to express their essential beliefs and gain customers’ trust.
According to research, consumers determine whether or not to trust your brand in just 90 seconds. And in this limited period, the best way to build audience trust is through your brand name.
Getting a great business name can help your fashion business to:
- Attract more clients
- Increase investments and purchases
- Establish a trustworthy brand-client connection
- Reduce the cost of marketing
- Attract talented employees
- Aid the development of a unique brand identity
- Give your business a positive reputation
Naming is one important part of branding that should be carefully considered as it can determine your company’s success. Now, let’s explore how to come up with a business name for your fashion company.
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How to Choose the Ideal Name for Your Fashion Company
When you do a quick google search of the top fashion brands in the world, you’ll notice that one thing that stands out is their names. These names helped them attain prominence and capture 97% of their industry’s profits as they not only reflected the company’s values but also what the customers wanted.
So how do you choose the ideal name?
1. Research: Know Your Business
Although the fashion industry offers a lot of great and exciting opportunities, it’d be a waste of time to target all of them. That’s why choosing a particular niche where you want to base your business and conducting comprehensive research before kick-starting your business is important.
Through industry research, you will be able to relate the specifics of what is happening in your niche. And the information you gather during the research will help you know the best location to obtain supplies, how to handle logistics and shipping, and other issues that impact the day-to-day operations of the typical firm in your industry.
While researching, you should pay attention to three important aspects:
- Your Business: Before branding and proper naming can be done, you need to understand your business’s ins and outs. Focus on understanding your industry so that you can accurately describe your fashion company’s role in the market and the problem or innovation you intend to bring.
- Your Business’s Niche: As previously said, the fashion industry can be divided into a variety of fields and markets. You have to understand the niche you plan to venture into and make sure your business actually fits in, as well as the nitty-gritty of what it takes to be successful in the field.
- Your Target Audience: Your business exists for your target audience, so it’s only wise that you know them, what they like, what challenges they face, and what value you can give them. Knowing your target audience and branding well enough to incorporate them together will give you the perfect business name for your fashion business.
- Your Competitors: Finally, you need to know your fellow businesses in the field. How are they coping? What are they doing right? What are they getting wrong? How can you outsmart them? You should be able to know enough about your competitors to know when they would be a serious threat to your business’s services or products.
Also, when you research the details of your market, attempt to identify the obstacles other firms are facing, issues you can optimize, and places that will offer your company an advantage.
Socially responsible companies like Pondicherie and Known Supply have greatly increased in recent years as they chose the path of taking steps to address the issues they see in the market.
But don’t stop with research; go further and:
2. Choose the Elements of Your Company’s Branding
Fashion business owners who aren’t well versed in branding won’t ever be able to build a brand that achieves its full potential in the marketplace.
More than any other industry, the fashion industry requires brands to express their business’s identity and personality. This way, these companies can enhance their standing in the hearts of their target audience.
And for this reason, every fashion company must specify their:
- Big ideas: What fundamental principles drive your brand?
- Tone: How would you like to address customers? Do you want your company to come out as amusing or practical?
- Values: What fundamental principles do you or your intended audience stand for?
- Story: Does your company have a captivating backstory that your consumers can connect with?
- Industry specifics: What values do you uphold in the world of fashion?
- Benefits: What peculiar advantages would your consumers receive?
- Feelings: What emotions do you want your clients to feel?
- Value Proposition: Why should anyone do business with your brand?
3. Start Namestorming
Choosing your brand’s components is the first step; the next is utilizing that knowledge as a framework to come up with the ideal name. The best strategy is, to begin with, an unbiased view that is ready to give it the time it needs. Choosing a great fashion brand name can be pretty demanding.
Understand that having a solid knowledge of the many brand names available will help you determine what would work best for your brand. For instance, a number of fashion labels, like Chanel, Gucci, and Adidas, bear the names of their founders. At the same time, other brands like Hermes, Nike, and Victoria’s Secret use symbolic names.
When it comes to naming, there are generally two popular options which are brainstorming or using a business name generator. Let’s take a quick look at them.
Brainstorming is a very popular way of coming up with great names. It involves thinking long and hard to come up with possible name ideas for your business. One way of reducing the stress of brainstorming is by assembling a team and creating naming criteria from your above research to help you stay on track.
If you want to make your brainstorming session enjoyable and fruitful rather than difficult and taxing, it’s best to employ tools that would make the naming process easier. So, don’t ignore using a thesaurus, rhyme book, dictionary, or online resources to locate captivating name ideas.
Your brainstorming session shouldn’t be judged a success after coming up with only one “cool” name. Instead, attempt to come up with a few words that connect with the naming needs of your brand.
- Using a Business Name Generator
Using a business name generator is a stress-free way of coming up with great names for your fashion business. And one thing that sets excellent business name generators apart is that they’d provide you with vast options of great brand names. All you have to do is pick the best one that perfectly fits the naming requirements of your target audience.
When going through possible name choices using a name generator, be sure not to get carried away by the number of great name ideas you see. Make sure to go for those names that actually resonate with your brand and not those that just sound nice.
4. Get Your Fashion Business Name Trademarked
After finding a great name, either through a business name generator or by brainstorming with your team, don’t just leave it there.
Because you’ve discovered a memorable and original name doesn’t mean you can claim it as your own and start using it without getting it secured with a trademark. And if you still insist on using your brand name without first trademarking it, you run the danger of facing legal trouble.
One of these troubles could be that a competitor may start using a brand name that’s similar to yours. And that could confuse customers and affect your brand’s credibility if your competitors offer substandard products.
One clear example of trademarking gone wrong was what happened with Kim Kardashian’s company, Kimono, when she tried to copyright the word ‘Kimono.’ Social media went crazy with #KimOhNo, accusing her of trademarking an already existing name and appropriating Japanese culture.
The time trademarking takes, and the legal complexities that need to be addressed is a significant challenge for most entrepreneurs who choose to tackle trademarking themselves.
From our experience, the best option any founder who isn’t experienced with trademarking needs to take is to get the assistance of a trademark attorney or advisor to guide them through the process.
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Work Hard: Launch Your Brand
Researching your market, establishing your branding elements, coming up with perfect names, or even obtaining a trademark are only the first steps in creating the ideal brand for a fashion firm. To get the best results, you need to actively promote your chosen name.
The successful fashion businesses of today are conscious of this, and as a result, they develop excellent branding strategies that enable them to quickly convey their brand’s essence. Always remember that giving your fashion brand a great name but refusing to build it through branding will only ruin the effectiveness of your name.
So ensure you think creatively. Use your market research as a guide for understanding what typically works in the industry. This would help you know if you should take your brand on a different route or build on what is already existing in your niche.
Whatever decision you make, make sure you use cutting-edge marketing and branding techniques like:
- Internal events
- Loyalty campaigns
- Digital marketing and social media
- Community activities
- Connecting with influential people
- Engaging with your customers
- Customizing your services and so on.
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Follow Nike’s Lead
Nike is a fantastic illustration of what a fashion company can become with the correct investment in its name. The business was initially established in 1964 under the name ‘Blue Ribbon Sports,’ a name that hardly conveyed the brand’s spirit.
Yet, after only five years in operation, they were back to rebranding. And by selecting Nike as their new brand name, Phil Knight made the correct decision that began propelling Nike to the top in its sector.
The choice to adopt Nike, the name of the Greek goddess of Victory, was wise since it gave their company life and set high expectations for them.
But Phil didn’t just stop with getting a great name because by putting in the effort to build his company’s brand and brilliantly coming up with the concept of signing players, Nike further cemented its position as the go-to brand for the most accomplished and gifted athletes.
And as the years passed, they not only stuck to their branding plan but applied it to different sports and had the same level of success.
Nike is currently one of the leading global fashion companies. Not to mention that its highly- recognizable ‘swoosh’ logo has become an icon in customers’ minds and in the sports world.
And it’s positive recognition like this that your business will get if you can devote time to building your brand’s identity. Once more, great brand names aren’t just found; they’re carefully built.
Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients such as Nestle, Dell, Nuskin, and AutoNation.