Eric Fitzgerald

The importance of Consistency in Your Brand Development

This is a guest post by Eric Fitzgerald, an independent business consultant and the founder of Fashion Business Insider.

Like most aspiring designers, your sketch books are probably filled will lots of new and exciting design ideas that you want to someday explore in your collection. Having a platform to experiment with new ideas, fabrics, and silhouettes is the dream of any entrepreneurial designer. As much as creativity will help define your brand, remember that you’re also running a business and that brands take time to develop.  Part of that development process is being consistent with what you offer your customer and how you offer it to them.

Consistency does not mean you need to be boring or basic. In fact, as an emerging designer, ensure that your product speaks volumes about who you are and what your brand stands for.  Push yourself creatively and continue to innovate.  But do so from a vantage point that is