Women clients don't buy a dress. They buy a feeling of how they will look in it.
Any dress you post gets copied within days. Sinh Vũ gives your brand a taste people recognize at a glance, so clients return for the taste and not for one hot style.
Three things first: a taste that can be named, a photographic approach that stays consistent season after season, and the small things clients hold in their hands, such as labels, hang tags and bags. Those three help clients pick your store out of hundreds selling similar dresses.
Say in one sentence who the store dresses, for which occasions, and what feeling it gives.
The same lighting and the same way of posing, so clients scrolling past still know it's your photo.
Labels, hang tags, bags and dress boxes that speak in the same voice as the collection.
All of it is womenswear, but the occasions differ, so what the brand has to say differs too.
Their customersWomen buying for a specific occasion: a party, a night out, a photo shoot; they study photos closely and ask a lot about cut and fabric.
Brand challengeLet clients see themselves in the dress before trying it on, with consistent photos and clear information on cut and size.
Their customersOffice workers who buy week by week and need to mix several outfits from a few pieces.
Brand challengeDefine a workwear style of your own, so clients don't see this as just workwear in general.
Their customersYoung clients who buy fast on impulse, scroll social media a lot and switch labels easily.
Brand challengeHave a character distinct enough for clients to remember your name, because any store can sell whatever style is trending.
These are the places where womenswear stores tend to lose clients, and a beautiful style can't save them.
The moment a bestseller launches, a few other stores have a near copy at a lower price.
Separate what can be copied (the cut) from what is hard to copy (voice, way of shooting, way of wrapping an order) and invest in the second.
Start from this problemThe new collection changes the photo tone and typeface completely, and regulars think the store has changed hands.
Keep the logo, type and labels fixed; change only the seasonal color and campaign photos, within a template set in advance.
Start from this problemClients keep asking the same thing: will it look like the photo, and which size fits?
A photo template of full-length shots, fabric details and many real wearers of different body types, with the size chart placed beside the photos.
Start from this problemThe dress is beautiful but arrives in a plastic bag with a carelessly printed label, and clients don't want to show it off.
Make the label, hang tag, paper bag and wrapping paper speak in the same voice as the photo set.
Start from this problemAt the Browse stage. Clients like the photos and go to the page to look closely, but when they find a different tone on every photo and too little information on cut and fabric, they don't dare order yet.
Touchpoints are the places where clients see, touch or hear about the store. You don't need to do everything at once. These five touchpoints decide most of the impression on women clients.
It's the first thing clients look at and compare with other stores.
Clients try on a piece and then pick up the tag to read it, so this is the last place to keep them.
Women clients often photograph the unboxing and post it.
The place where clients check size and fabric and decide to order.
The place where clients take a mirror selfie and send it to family for an opinion.
Listed in the order to do them. A new store can stop at step two or three; a brand with regular clients goes through them all.
Settle the taste: who it dresses, for which occasions, and how it differs from other stores.
Name, logo, color, type and clothing labels: the part that stays fixed through every season.
A photo template of your own, one you can shoot across many seasons and still be recognized.
Hang tags, paper bags and dress boxes in one voice.
A seasonal campaign template, so each collection is a chapter of the same story.
Sinh Vũ hasn't published a women's fashion project. The two projects below solve the two closest problems: a mark that lives on fabric, and a premium feminine beauty without cliché.
The founder of estilo left a large corporation to open a premium menswear brand, and needed a mark that held its shape whether printed, embroidered or stamped onto material.
Menswear, but the same problem: a mark that lives on fabric, not just on paper.
Callidora, a skincare cosmetics brand, had Sinh Vũ build a feminine, premium identity system that keeps its promise of beauty from healthy skin from the very first glance.
A skincare brand, not clothing; close in how it keeps a premium feminine feel without cliché.
The principles behind it
Settle the taste first. A logo is only the name of the taste; if you don't yet know who the store dresses, even a beautiful logo will struggle to be right.
Styles are easy to copy, so don't rely on style alone. Build the parts that are hard to copy: voice, photo template, labels, the way you wrap an order. Register your trademark early to protect the name.
Full-length shots, styled outfit photos, close-ups of fabric details and information on the cut. Most important is one consistent way of shooting, so the whole set reads as one story.
The brand name, the style name, one line on the cut or material, and care instructions. Leave the back for the store's short story, and don't cram it with text.
It can, if you change everything at once. Keep the name, the familiar color and the typeface, change the photos and decoration gradually, and only then change the label on new stock.
Sinh Vũ hasn't published a women's fashion project. The closest are estilo (menswear) and Callidora (a skincare identity system).
A few lines about the styles you sell, your regular clients and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.