Your Fashion Brand Needs a Signature Style

The fashion industry globally has witnessed many famous fashion designers from major cities such as Paris, Milan, New York to London who have worked tirelessly to create distinct signature style over a period of time.

Having a signature style that comes through explicitly or in subtle ways through every piece of fashion item that your brand produces is one of the best things you can do for your fashion brand.

We can think of famous fashion brands such as Burberry, Christian Louboutin, Louis Vuitton, Gucci, Nike and a host of many other designers with unique signatures that make it easy to identify them.

One thing, I stress on when interacting with emerging designers in Ghana is to invest time in understanding their brand by making sure they have fully answered out the what, who, why, where, when and how of their brand. For instance what their brand is about, why they are making these products, who they are targeting, where they will make it available, when they need to make it available and how they are going to market the brand. Once these are clear from the beginning, they can be able to work out their signature style.

I personally think a lot of designers in Ghana are mainly driven by passion and have not achieved creating unique signature styles that make them stand out.

Having a signature style for your fashion brand involves a continuous effort at creating a distinct brand look and feel over a period of time. For instance in Ghana, the late Kofi Ansah is known to pioneer modern African styles and design with his design signature which includes the unique use of quilting, embroidery and appliqués. 

Why is it important for your brand to have a signature style?

Gives you an identity

Having a signature style gives you a name, it gives you an identity. One that is easily recognizable because it makes you stand out among the crowd. Getting noticed in the fashion world is quite a tough one especially for new entrants who may have a lot of work to do to get noticed.

Being able to create a signature requires that you invest in charting a path that is unique while playing around with lots of designing elements such as colors, prints, patterns, silhouettes, embroidery etc and finally settling on what works for you. Even your own personal style could be an influence in creating your kind of style.

Helps Create Emotional Connection

When your brand is unique, you are able to attract your intended target audience. These customers over time become connected to the brand and begin to trust your brand. This trust is built by aligning with the emotional values of your audience.

 Having a signature style helps you to achieve that connection with your customers who become your tribe and work to support your journey and success.

Build a Tribe around your brand

We all know it’s not easy to break through in the fashion industry. With new talents sprouting every minute, having a signature helps you build a tribe of customers who repeatedly patronize your pieces collection after collection.

In the end, the primary function of any brand is to sell their product or services and that can only be achieved when these customers can identify themselves with the brand’s offering while adding value to their lives.

With a growing demand for fashion designers globally, the industry is always on a look out for best designers. If you want to earn a distinct place in the industry, then you have to develop a unique taste and style and pay close heed to creating your signature.

This post was originally published in the Business & Financial Times 2/3/2018

Photocredit: Fashion Forum Africa (FFG4)
Outfit: Nadrey Laurent

Important Notice: Currently ongoing is the Sunsum Sessions at Ano, 1 Lokko Road in Osu from the 17th of February to the 10th of March, 2018 which highlights and celebrates some of the works and designs of the late Kofi Ansah with Clothes lent by Fashion Forum Africa.

If you are in Accra, you may want to check out some of his amazing works at the exhibition.

Faith Senam Ocloo 
Fashion Public Relations 
Fashion I Beauty I Lifestyle I Arts

Living the Bustling Fashion World with the Nokia 5 Smartphone

Loving my new Nokia 5 Smartphone

Just a few years back, fashionistas had to wait a day or two before seeing official photos from fashion photographers and event organizers. With the smartphone now more of a fashion statement and a lifestyle, guests at fashion events can share real time fashion moments in high-quality visuals on social media all by themselves. No more waiting!

As a fashion PR Specialist representing fashion, beauty and lifestyle brands and a columnist, I usually find myself bustling through one event or the other. Using a device that is solid and able to capture fashion moments while keeping me sane throughout is necessary.

The newly launched Nokia Smartphone range that run on Android and look very smart with neat designs intrigued me. The Nokia phones deliver a ‘pure Android’ experience which means I have the choice to pick the kind of applications I need with monthly security updates that keep my device safe and up to date. Having looked at the Nokia 2, 3, 5, 6 and 8 range of phones, I opted for the Nokia 5, which is mid-range, compact, affordable and has the power and essentials I need. 

Most people may have heard of how crazy and fast-paced the fashion world is especially during fashion weeks. Having clients showcasing could be pretty hectic from running backstage to the red carpet and cocktail sessions and to capture every moment means you can’t miss a thing.

Events happen fast so I need a device that is cool to the touch, isn't slippery and can capture fashion moments the best possible way.

There is a lot to like about Nokia's mid-range Nokia 5 handset and I was surprised to find out since I was not sure what to expect.

A Great Camera

It is often said, a picture is worth a thousand words. I love photos and love taking photos. The Nokia 5 camera can capture much better shots with stronger colors. The 13-megapixel rear camera takes sharp shots with a good exposure balance. Though the colors aren't very bold, it suits fine when I want to take quick snaps to look back on and most times share on my social media pages. Its 8-megapixel front camera with an HDR mode gives sharp, well-balanced selfies for us selfie lovers.

With many fashion events happening at night, the Nokia 5’s automatic scene detection and wide aperture helps me to get great night-time shots, while colors look natural thanks to the dual-tone flash.

A Sleek Curved Design

This phone is simply gorgeous. It has a 5.2in display within a compact smooth body that feels incredibly premium with sleek rounded edges that make it comfortable to hold. It comes in various colors such as the Matte Black, Silver, Tempered Blue or Copper. These colors are exciting for those of us in the fashion world because you do not have to sacrifice design for quality. The Nokia 5 is fashionable.

The phone also has a clean, pure back without antenna lines, which are now at the top and bottom of the phone. Together with the display sculpted fancy Corning Gorilla Glass, this makes for a clean look unspoilt by seams or lines. Quite impressive. 

Especially since I’m able to navigate seamlessly with a fingerprint sensor that doubles as a home button for that extra convenience.

A Strong Battery

A day in the life of a fashion publicist could look like an un-ending one. With a non-removable 3000mAh battery that charges via Micro USB, the Nokia 5 lasts a full day on one charge with reasonably heavy use, and two days or more with light use. An ideal balance of performance and battery life to keep me updated and alive all through the day coordinating and at photoshoots and night at fashion events.

With a great camera, awesome performance and a stunning design, the Nokia 5 delivers a reasonably competitive android experience as I get to re-live my storytelling life any day.

This post was originally published in the Business and Financial Times 23/2/2018

Faith Senam Ocloo 
Fashion Public Relations 
Fashion I Beauty I Lifestyle I Arts

Embracing your skin with Nokware Skincare

 

A beautiful skin is a woman’s pride. It radiates beauty and makes one look and feel confident. Keeping a good skin doesn’t come easy as one needs to engage in daily habits to guard the skin and maintain its natural state.

With issues such as discolorations, uneven skin tones, eczema among others staring in the face, one will go every mile in search for a skin care product that will clear all those issues. For many women, it’s such a relief to find that ideal skincare product that works on your skin.

Also in our part of the world, getting people to appreciate and embrace their own skin tones amidst all the challenges of dealing with skin issues is an ongoing discussion as people still think having a lighter skin is preferable and prettier.

On this premise, Nokware Skincare was recently launched for people looking to find a product that is not only natural and organic but one that encourages people especially Africans to embrace their own skin and natural beauty.

Tutuwa Ahwoi, a Ghanaian and Thato Tau, Motswana both founded Nokware Skin care range of products. Nokware translated in Twi as “Truth” is not just your regular skincare range of products. It is 100% organic made from the finest ingredients sourced from sustainable local farms in West Africa.

Sharing their journey on starting Nokware Skincare products, Tutuwa explained that while studying in Paris sometime in 2014 they had problems with their skin but couldn’t find any product that worked. Upon using our very own Sheabutter and Alata Samina their skin began to take shape and fell back to its natural state. This birthed the idea earlier this year to start a Skincare product to cater to the many people who needed a natural and organic product especially for those living abroad.

Few years down the line, Nokware was launched in September and has since then made an impressive entry onto the Ghanaian market and has been received well by many consumers. The more exciting and hearty bit about the brand is its organic product and sustainable beauty packaging which is increasingly appealing to consumers in recent times.

It has Calabash which is the cut and dried fruit of the gourd plant and is recyclable. The Calabash covers are made from natural jute fibres from the jute plant. The raffia is derived from a palm tree native to tropical Africa and the brown paper is made from the unbleached wood pulp and is recyclable. This certainly makes Nokware products as eco-friendly as possible.

Currently being sold via online and in shops such as Elle Lokko and Juben House of Beauty and Healthy Shops in Labadi as well as some major outlets in Botswana, plans are also underway to begin selling in Nigeria and other African countries.

Tutuwa stated that “Nokware is made for anyone with skin, babies, children, men, women as there is a product for each skin category be it oily skin, dry skin but not for anyone looking to have a lighter skin tone”

Nokware beauty soup product offering comes in four (4) variants namely the Original African Black Soap, Neem Oil Black Soap, Activated Charcoal Black Soap and Shea & Baobab Oil Black Soap all of which are handmade and sourced locally. Other additions introduced include the organic Loofah Body Exfoliator and Sponges which makes bath equally an eco-friendly experience.

As a young brand, challenges are inevitable as Tutuwa mentioned trading among other African countries as one of the hurdles they have had to cross so far. She said “our biggest challenge is getting the product out of Ghana to other countries in Africa where unlike the EU countries, it’s easier to trade among each other; it is very difficult to do same here in Africa”.

She added that Social media has played a significant role since their launch as many orders and purchases were made via their Instagram account.

In the next coming years, Tutuwa discloses that there will be new more additions such as the Sheabutter to the range of products while working to make Nokware a global brand. At the core of this is for Nokware Skincare to be available for anyone looking for a natural and organic product that appreciates and embraces ones’ own skin color.

Founders (Tutuwa & Thato)

Nokware Skincare

This post originally appeared on my column in the Business and Financial Times Newspaper on November 17, 2017

Faith Senam Ocloo 

Fashion Public Relations 

Fashion I Beauty I Lifestyle I Arts

Menswear: Seen the 'Son of Gold' Collection by Atto Tetteh?

Accra based menswear brand ATTO TETTEH has launched its latest collection “Son of Gold Coast’ as a tribute to Osagyefo Dr. Kwame Nkrumah and Otumfuo Opoku Ware II both very important figures in Ghanaian history.

The collection ‘Son of Gold Coast’ eulogizes these great men poetically in “We went back to our roots. Gold Coast; the land of Gold and Hopes. From there we sought to be inspired; And Eureka we found; An heir to the throne; An illustrious son, so prominent and astute; He had a unique style that gave him an identity; This style we brewed in our African pot; To create a collection so rich with culture yet very modern; We told the Gold Coast story with Color, warmth and sartorial elegance.”

This collection which was first showcased at the 2017 Glitz Africa Fashion Week few weeks ago received a great applause from the audience for its cultural and historical cohesion for each look all pulled together to tell a story of the Gold Coast man with a modern touch.

The use of colorful floral print, stripes, fugu (handwoven), leather and embroidery on jersey fabric which focused more on color, texture and technique were specially made for the modern African man with knowledge about his own culture and history.  Colors such as emerald green, pink, mustard, black, oatmeal and gold were used to convey a unifying message.

The ATTO TETTEH brand launched in October 2014 was named after the Designer and Creative Director Atto Tetteh. The brand has since then become one of Ghana’s consistent menswear brand. ATTO TETTEH serves as the luxuriating brand which provides men all over the world with quality and trendy clothes with a touch of African culture.

The brand has so far released five (5) collections since its launch with earlier collections such as Atto Tetteh Army, The Artisan, Tohazie (The Red Hunter), Aqua Safari, and Aloo (Woven) all of which garnered the buzz and attention of many fashion lovers.

 “With very carefully selected fabrics and immense attention to detail, we construct clothes that fit and makes THE ATTO TETTEH man exquisite”, Atto Tetteh said.

He added that “Africa has a story yet to be told and that the African man is bold, strong and courageous and has always been known fashionable and color, warmth, energy, sophistication and sartorial elegance is our description of this fashion sense.”

With a strong design aesthetic which is largely inspired by his African culture and environment, Atto Tetteh passionately tells the African story through the making of elegant and sophisticated clothing, carefully and meticulously constructed for the ATTO TETTEH client.

At the core of ATTO TETTEH is the creation of Timeless and Original pieces with the utmost Quality that pleases many of its clients. These carefully selected ethos guides their activities, products and services, and most especially in their relationship with customers. It’s upon these pillars that the ATTO TETTEH brand is built.

With a strong foundation on good customer relations and a vivid understanding of men’s fashion for the modern African, ATTO TETTEH is certainly becoming one of the favorite menswear brand in Ghana.

 These pieces are available on their website and social media page for purchase. You know you got to own one. Contact +233 546638335 or email info@attotetteh.com

Website: www.attotetteh.com Facebook: Atto Tetteh Twitter: @attotetteh Instagram: @attotetteh

Faith Senam Ocloo 
Fashion Public Relations 
Fashion I Beauty I Lifestyle I Arts

Merry Christmas to you from my Fashion PR World

2016 has been an awesome year and I know many fashion brands and entrepreneurs and fashionistas have also had great times all year through. From creative designers who have worked at designing new collections to fashion bloggers and media who have shared and brought these works to us, to the events that gave us all the opportunities to meet and network with like-minded people, this year has been one of a kind.

Firstly, I will like to commend the people/events I have come into contact with as a Fashion PR Specialist throughout the year. Bloggers, Fashion Event Organizers, Creative Designers, Fashionistas and many other people I have connected with.

With Social Media being a great influencer in 2016, many of us have had great opportunities through platforms such as Facebook, Twitter, Instagram and Google+. They have influenced many brands by giving them voices to promote themselves to millions of people.

Fashion Bloggers and Media

As a columnist with the Business and Financial Times Weekend, I can’t do without bloggers and the media. I constantly work with them by writing and syndicating my write-ups to them and also that of the brands I represent.  For some, I frequent their pages to read and know what is happening within the industry. The likes of Bra Perucci, Debonair Afrik, TrendsandBlends, AuntieOboshie, Fashion Ghana and YaaSomuah Daily have provided me with great fashion, lifestyle news and information all year through both local and international. I urge them to work to keep their content competitive and unique. Looking forward to a new year full of energy and great contents from these media platforms.

Fashion Weeks and Events

This year wouldn’t have been successful without some of these big events. The year started off with the first ever Accra Men’s Fashion Week which was successful. Later in the year, we had Glitz Africa Fashion Week, Ghana Fashion and Design Week and then Accra Fashion Week. These events provided us with opportunities to meet and know our favorite designers, models, buyers, stylists, and other fashionistas. Other events included the Fashion Forum Africa, Auntie Oboshie Presents and Shopping Festival, fashion graduation from Joyce Ababio College of Creative Design and Radford University.

Fashion Awards

Awards events could not be left out of some of the exciting times in the year. The Glitz Style Awards, Ghana Fashion Awards and Afroma Awards all had a fair share of attracting various personalities and fashionistas to a night of glitz and glam to award several creative individuals within the fashion industry. Deserving or not, I will urge many others who did not make a cut this year work at earning their place at next year’s event for any of these awards.

Challenges

Be it as it may be, 2016 had also been a challenging one. Having major events scheduled at the same weekend in the capital should be something I hope won’t happen in the coming year. I also look forward to cohesion within the fashion industry and also focusing more on sustainable ethical fashion in order to make an impact with what we produce here in Ghana. With all these, I strongly believe 2017 will be a super fabulous year for us all.

With Christmas here with us again, I wish all B&FT readers a wonderful season. Thanks for being an ardent reader and I look forward to sharing more news, features and personal thoughts on “Fashion & More with Faith Senam” column with you in the coming year.

Merry Christmas and a Prosperous New Year to you.

Faith Senam Ocloo 

Fashion Public Relations 
Fashion I Beauty I Lifestyle I Arts

Gaining Press Coverage for your Fashion Brand and Event

Getting press coverage as a fashion designer for your brand or event is a big deal for your brand as it opens several opportunities for the brand. In as much as some designers have great relationships with editors and journalists in getting their brand featured at one point in time, it is also important you take note of the following points below in gaining media coverage for your brand.

Press coverage is important as it creates a lot of positive momentum around your brand. It also opens up to you opportunities that exist that you might not know about, creates visibility for your brand amongst others.

Your Brand or Event must be Newsworthy

Not all events are worth pitching to the media. Truth is, editors are always looking for new and exciting brands and products to feature.  They will be glad to have a newsworthy information from you. Let’s say the launch of your new fashion brand, new collection, new product line, fashion show participation etc. All you ought to do is ensure that they are have been captured in the right way that will get their attention hence it should be done the right way. So ensure that your brand has that one new and exciting that will make editors want to have it featured.

Know the Timing to Pitch for Feature or Coverage

Timeliness is very important when pitching your brand to be featured. Fashion content also thrive on timeliness to see to it that your story is featured at the right time be it for traditional or digital media. In pitching your brand or event story to the editor, make sure it is done considering the timing of the brand, the editorial calendar of media especially for magazines. Timeliness also means ensuring that the kind of story you are pitching to the editor at the time. This guides you on when to pitch and when not to pitch.

Pitch to the Right Editor

Content interest varies from one media house to the other. Same as one editor to the other. There are different editors who have different subject interests. For us in the fashion, beauty and lifestyle space, we need to focus on pitching rightly to the fashion and lifestyle editors who will gladly welcome our content.  But first, you need to fit into their formula in order to catch their attention, because they surely have a house style and editorial policy they work with. Focus on building good relationship with the right fashion editor over time.

Whereas gaining press coverage for your fashion brand or event creates several opportunities for your brand through visibility and awareness, it does not directly generate sales for your brand. You need to further employ various strategies such as marketing and social media drive to compliment your feature and coverage and drive people to action.

This post was originally published by the Business and Financial Times Weekend Paper.

Faith Senam Ocloo 
Fashion Public Relations 
Fashion I Beauty I Lifestyle I Arts