Have you ever had someone tell you that your price points are too high?
You're not alone, in an industry where ultra-low prices have become the norm, it’s understandable to think that competing on price as an independent or sustainable brand is impossible. But here's the truth: it’s not about battling against fast fashion - it’s about taking a different approach.
Here are our top tips to help you stay competitive when you are an independent or sustainable fashion brand.
Image credit: Cult Naked
1. Embrace transparency
Be clear about your pricing. Use your marketing comms, website copy and even garment tags to show that the higher costs ensure fair wages, sustainable sourcing, higher quality materials and ethical production practices. You don’t need to apologise or justify the pricing explicitly but if you state how your products are superior, the right customers will get it! Transparency isn’t just about being open—it’s about showing your customers where their money goes and why it matters.
Full transparency is a powerful tool—and its influence is only growing. The Good On You Directory is an essential resource that holds brands accountable, providing transparency by breaking down their sustainability scores. In a world where "sustainable" is often used as a buzzword, it's crucial to show your commitment. The directory highlights brands that not only talk the talk but walk the walk, offering clear examples of how they prove their sustainability efforts. It’s also a good way for conscious consumers with a higher disposable income to discover brands which align with their values. Have you thought of listing your brand on the platform?
2. Optimise your operations
As an entrepreneur, you need to ensure you run a tight ship. Optimising your production processes doesn’t mean compromising on your values or cutting corners—it’s about being smart and strategic with how you operate.
Whether it’s sourcing more efficiently, reducing waste, or using technology to streamline design, production or brand development there are ways to keep your costs manageable while maintaining high standards. Running a lean operation, without unnecessary waste or excessive overheads, ensures you can maintain your pricing without compromising on quality.
3. Focus on timeless, versatile designs
Sustainability isn’t just about materials; it’s about longevity. Consumers are looking for pieces that they can wear over and over again, not something that’s going to end up in the charity box after one season. Focus on creating timeless, versatile pieces that hold lasting value.
AYM Studio is a fantastic example of conscious brands delivering high quality pieces that stand the test of time. Customers can enjoy their clothing season after season knowing that it was ethically made.
You can also adopt a similar approach. By offering high-quality designs that aren’t tied to short-lived trends, you’re giving customers something they’ll cherish for years. This reduces the need for constant production, cuts down on costs, and ultimately helps your brand stand out in a crowded market.
Image credit: AYM Studio
4. Prioritise purpose over hype
Fast scaling isn’t always the answer. If you try to grow too quickly, you risk compromising on brand integrity, quality and sustainability. Look at brands like E.L.V. Denim (stocked at Selfridges), which prioritises purpose over rapid growth - crafting versatile luxury pieces using 100% recycled materials. By staying aligned with your values—whether it’s sustainability, ethical production, or transparency—you’ll build a brand that stands for something real.
5. Create a strong brand community
If you want your brand to stand the test of time, give customers something to live for and create a movement! Building a community of like-minded consumers who share your values strengthens your brand’s position in the market.
These are customers who understand the worth of what you offer and are willing to pay a premium for products that align with their beliefs. Collaborate with influencers, organisations, in-person events or with other brands that share your commitment to social, philosophical and environmental causes. By working together, you can amplify your message and build a loyal customer base that values the impact your brand is making on the planet and society. What does your brand stand for? If you need support with this, download our Brand Development Toolkit for a step-by-step guide on creating your brand narrative.
Image credit: Instagram @wethediaspora
Competing on price as an independent or sustainable brand isn’t about lowering your standards—it’s about showcasing the true value of your products. By optimising your production and focusing on quality, you can create a pricing strategy that reflects what you offer.
If you’re ready to build a brand that resonates deeply with your audience, book a meeting with our team today!
Do you need something a bit more detailed and tailored to your business? Our team at THE FASHION BLUEPRINT can help you build a strategy that’ll elevate your brand to the next level! Book a consultation now.
Written by: Kate-Jean Bafundila, Edited by: Giovanna Vieira Co, 2024