BSR - Building a successful fashion brand
Typically, I try and use this platform to shine some light on Orlando brands, talent, and entrepreneur's that I feel can grow into real success. This, however, feels more like an inspiring and teachable moment. I stumbled on fashion brand, “By Samii Ryan” (BSR) on Instagram and was immediately impressed by the colorful and playful nature of the designs. Like most consumers, upon seeing something interesting, I followed the common course of exploration and investigated the company's website and more importantly, the “About Me” page. Advising more and more new upstart fashion brands as of late, I can't emphasize this section enough. It's your first chance for the audience to see what your vision is. This goes well beyond just printing a logo or catchy phrase onto a T-Shirt. This is identifying your audience and tells your story.
The story, I feel, is also an inspirational nod to the business model and audience of Fusion and Co. as a whole, especially a brand created and ran by women. Founded by Samii Ryan, the brand started out simply with handmade feather headbands, earrings, hairclips and other small accessories. Painstakingly crafting every piece one by one to have enough product to eventually begin selling. In order to expose her brand in the very beginning, she targeted, of all places, music festivals. Bonnaroo, Warped Tour, and Bamboozle to name a few, was the backdrop to finding her audience. Females in music specifically. I can't express enough the importance of clearly identifying your audience. This eventually leads to an email from Nordstrom requesting to carry the accessories line in 40 brick and mortar stores. A few years later the apparel side of By Samii Ryan is created, which is what I stumbled on via Instagram. The line was picked up by Zumiez and tested in 35 locations. Six months later the product line is in over 650 of their stores. I am merely paraphrasing these amazing accomplishments, and suggest anyone interested in the story, to read more for themselves on the company's website. My purpose for saying all this, is that this type of success is what every single brand I speak with hopes for, however many do not have a clear path to actually executing. I truly believe luck, is when hard work meets opportunity.
The posted brand ethos is, to be kind to others, radiate positivity, and practice self-love. By distinctly defining these internal elements, it's no surprise they have been able to align themselves with other brands that share similar values. These words are exactly what the nostalgic brand “Care Bears” and “Smiley” expresses to its audience. You can see for yourself on BSR Instagram page, that both collabs are a perfect fit. This is how you expand your brand. I highly doubt these types of opportunities are even an option without positively identifying your brand message. In addition, the website clearly defines the product as “the coziest, cutest, and softest lounge wear to keep you comfortable at all times”. Within seconds of scrolling through the product line, this is precisely what you think of the product. Anyone with a new brand reading this, start with expressing your mission, your vision, and your story. This is as important, if not more than the product itself. Anyone can print a t shirt, but no one knows your story better than you.
I have zero affiliation with BSR, just impressed and inspired by seeing a brand with the same humble beginnings and passion for creating that I see in many talented individuals in Orlando. I believe sharing and educating based on positive success stories can only keep inspiring to follow your dreams. As a creative, speaking to other creatives in Orlando. I Thank You and We Thank you. Keep inspiring. You inspire me.
www.bysamiiryan.com/
www.instagram.com/bysamiiryan/
BY: ScottyJewlz