This is what you need for your garment.
A small and very important part of the product development is the product branding. How and where do you want your customers to see the brand identity? It’s the details that make the whole!
Depending on your apparel brand strategy some brands have big logos and some go for the cleaner sophisticated look. Whichever you choose, the decision should be in line with your concept and style of the brand.
What is brand identity?
With brand identity we refer to all the labels, logo embroideries, trims and hangtags. This is how you show your brand image to your customers.
Why do you need all the labels and hangtags?
The visual identity of your brand is the strongest marketing tool for communicating your philosophy and story to the world.
What do you need?
Brand identity on a garment is applied through the following:
- Printed logo or embroidered logo somewhere on the outside of the product. Placement and size depends on your liking and it should be in line with the brand values and strategy.
- Brand label on the outside of the garment. Depending on the garment and fabrication, a label can be easier to place than an embroidery or print. The label size should match with the garment it is intended to be placed on.
- Neck label or neck print. This label or print indicates what brand the product belongs to. The placement at the back of the neck is a good spot to easily see what brand the product is from when the garment is folded or hangs in the store. The size depends on your liking and should be in line with the brand values and strategy.
- Size label. This indicates what size the garment is. The placement should be easily accessible for the customer when the garment if folded or hanged. The placement at the neck is an easy and logical place to put the size label or size print.
- Care label. A care label is usually placed on the inside of the garment, at the side seam, on the left side of the garment. On the care label the following information should be stated: Company name and brand logo to extend your brand image, website address, product name, product number, made in …, washing and care instructions ( the washing and care instructions are provided from the fabric supplier and depends on the materials included in the product), material composition( this information is also provided from the fabric supplier), plus some small phrases, information or fun fact, if you would like to have that.
How to make it
Labels and hangtags can be sourced through labelling suppliers or directly through your manufacturer. Both parties will need the following information from you in order to make the artworks for your brand identity kit.
For the hangtag:
- Hangtag. Indicate size, shape, color, material quality and structure.
- Logo. Indicate size, color and structure.
- Text, (if you want any on the hangtag).
- Cord. How do you want the hangtag to be attached to the product? The cord, plastic strap or whatever material you have in mind for the attachment. How long should it be and how exactly should it be attached to the garment?
- Note that on the backside of the hangtags there needs to be space for the barcode and price label.
For the neck label:
- Label itself. Indicate size, shape, material quality and texture.
- Logo. Indicate size, color and texture.
There are standard size labels, printed or woven, in black with white text, or white with black text. The size labels can also be factory sourced for lower minimums.
Care labels can also easily be factory sourced. As with size labels, there are standard ones, white with black text or black with white text. The entry price versions are printed and if you chose to have a nicer quality you can opt for the woven ones.
Labels and hangtags belong to the whole branding package, and should be in sync with materials, colors, logo placement, fonts used in texts and the entire vibe. A good idea would be to have a branding package with “rules” on how to use the logo and how to communicate the brand through out all medias. Consistency is key!