Howdy ,

Trust you're enjoying the public holiday (provided you're in Nigeria 😅).

This is my first evening email to you.

Well, I've got a gist for you.

Earlier today I had a NEEDS ASSESSMENT session with a British-Nigerian coaching client of mine to discuss his goals and needs for this fashion startup.

He's signed on to my Fashion Millionaire Club at the Silver membership level.

And I'll be working with him to build his brand from ground up for the next ONE year.

I figure you'd be best served learning from what I did with him. 

Perhaps you can use the info to figure things out in your business.

And who knows, I might just pique your interest in joining my Fashion Millionaires Club.

Interested?

Jump right in.

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First we worked on his brand identity, starting with his brand name.

Sorry I can't tell you the brand name, okay. 

But you can rest assured that your brand identity is tied to your brand name.

So put some thought into your brand name. 

If you're looking to go into ready-to-wear, then your brand name should avoid appendage like Stitches, Couture, Fashion, Apparel, and the likes.

Ready-to-wear brands are usually what they are, NAMES.

For instance, Patagonia is an outdoor fashion brand.

Hanifa is a black women luxury fashion brand.

Gymshark is an activewear brand for fitness-obsessed people. 

Daily Paper is a streetwear brand.

They all have a name, no attachments.

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Second, we covered his audience - his core audience. These are Gen Z's who want to look different and standout.

Obviously we covered more detailing of his audience than I let on. 

The key point here is that he is very clear about who he wants to serve including the core audience of Gen Z's.

You too have got to be clear about the core audience you want to serve.

Marketing would be a lot easier when you are clear about the core audience you want to serve.

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Third, we looked at his niche.

In his case, it's luxury streetwear.

For Gen Z's.

Who want to look different, stand out in the crowd, and be heard.

They want to look different cos they're confident in themselves or wanna be, their identity is precious to them, and they don't want to cave into peer pressure. 

Not only that, they want to stand out wherever they go.

And be appreciated for who they are.

They don't want their voice to be lost in the crowd.

We covered all these, yeah and some, in a little over 2 hours.

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Fourth, we covered his design portfolio. That is, the specific types of outfit his brand makes and/or intends to make, and be known for.

This makes it easy to start conversations with potential customers as well as get referrals.

For instance, I can easily recommend his brand to anyone looking for unique designs of streetwear that can help them stand out when they step out.

And I can refer customers who want a specific types of streetwear as long as I know they're part of his portfolio of designs.

You too, have you curated your portfolio of designs? Or are you a jack-of-all-trades?

You should be known for a specific range of outfits. Getting referrals is a lot easier that way.

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Fifth, we worked on carrying out customer-focused product research.

Selling is a lot easier when you're making products customers want.

That's the reason for the research.

So I gave him a list of research questions to ask when interviewing a select number of his core audience to find out what they want relative to the types of clothing he makes.

Can you see the flow?

You don't just start designing clothes to sell.

You do your homework first, you research.

And lest I forget, when you carry out research effectively, you're killing two birds with one stone.

One, you're learning from your target audience how to catch them and retain them as customers.

Two, you're building a marketing list of people who are ready to buy now or in the nearest future, cos you have what they want.

I developed a Collection Research Template to help with this. He's using it to carry out the research for the next one week.

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Sixth, we covered community building.

Yes, community building ties it all together.

When you have a community of your core audience who resonate with your brand and what your brand stands for, they'd be your unpaid promoters bringing everyone in their network into your sphere of influence.

In my client's case, I told him to build a movement for Gen Z streetwear lovers who want to look different, stand out and be heard.

Imagine for a moment, seeing this message in an online ad, "Look Different, Stand Out, Be Heard! Stop hiding in the shadows. Join our tribe."

How'd you feel?

Right there is the movement!

The movement is the marketing message.

Those who want to look different, standout and be heard would rally to you.

This is why I said earlier that marketing is easier when you get your audience right.

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These sixth points were covered in the NEEDS ASSESSMENT today.

The assessment helps me to develop a roadmap for my client in my Fashion Millionaires Club.

This roadmap is a working manual for the next 1 year of access to personal coaching and consultation with me.

Perhaps you're looking for something like what I've done with my client today.

Let's talk.

Reply with your WhatsApp line and call line and I'd reach out to you.

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However if you're looking to improve your sales, and you'd like me to help you structure your marketing and sales departments, I have a solution package for you. 

Do let me know.

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Summary of everything we covered is highlighted below

Brand identity 

Core audience 

Niche

Design portfolio

Customer-focused product research

Community building

Watch out for more details on my solution for helping you build a strong sales team.

Cheers

Laoye transformer Curtis

Laoye Curtis 

Raising fashion millionaires 

Fashion▪︎Millionaires▪︎Guide