How do labels help create a brand?

It is fascinating to think about how our understanding of the world of fashion has evolved. The first items of clothing originated in prehistoric times, and were simply animal skins sewn or simply wrapped around the body to provide shelter and protection. Today, fashion is an incredibly complex industry, as clothing goes far beyond simple protection from the elements: it is a symbol of social status, cultural identity, and even religious or political affiliation, and each person chooses it to express their style and assert their individuality..

Against this backdrop, it is clear that fashion brands need to offer more than just a garment. They need to sell stories, identities and experiences encapsulated in fabric. So, from design to manufacturing, every aspect counts in creating a distinctive fashion brand. And, of course, they need to pay attention to every detail.

Of all the elements that make up a brand, personalised garment labels are often overlooked. These little labels are not only used to identify the brand, the size, the washing instructions or the materials used in the garment, but they also convey the brand’s values and can be part of its storytelling, helping to create an emotional connection, differentiate and humanise the brand. This is why more and more brands are paying attention to their labels and personalising them.

What does personalisation of clothing labels bring to brands and how can it influence consumer perception?

They convey credibility, professionalism and quality

Personalised garment labels are much more than just labels: they are a sign of quality and authenticity. When a customer sees a personalised label on a garment, they immediately recognise that the garment has been designed and produced with attention to detail. This conveys credibility and professionalism, which makes all the difference. On the other hand, if they see a label that looks sloppy or of poor quality, they will associate this with the garment itself. In fact, the perception that a label conveys is so powerful that it can even suggest the senses: A study by UBC Researcher showed that if you like the label on the bottle, you are likely to like the wine.

They differentiate our brand and communicate our positioning

In a market saturated with options, differentiation is essential for our brand to succeed. In this regard, custom clothing labels offer great opportunities to reinforce our messages and stand out. From the design of the logo to the choice of materials and finishes, every aspect of a customised label can contribute to brand identity and help make the brand instantly recognisable. This is why some brands have included their labels in their storytelling, for example by using resources such as humour, or opting for sustainable labels to show their commitment to the environment.

They help to create an emotional connection with the brand’s audience

The above two points lead us to the same conclusion: Labels are customer touch points that help to reinforce the brand and its messages and values, and therefore to establish an emotional connection with its audience, which ultimately translates into a long-lasting relationship with the brand.

In a highly competitive industry such as fashion, every detail counts in creating a distinctive brand. Personalised clothing labels are not only practical identification elements, but also powerful branding tools that can influence consumer perception and brand success.