How to build a great brand without spending much money

A little creativity, focus, and competitor analysis will help you create a brand customers will love (that won't break the bank)


A clothing brand breaking targeted to business women, Hangar9 competes with big players including department stores and boutiques. Their goal is to bring a different story to working women: “We’ll help you curate the right look for you and turn 9 basic pieces into 36+ outfits”.

“Don’t spend a fortune out of the gate on every element of brand. Choose a strong foundation over multiple elements”


For a set appointment, women come into the store and are taken to a private area where they work with a stylist and personal shopper to create their look. Then, they can add closet editing, ongoing consultation and a pictorial outfit guide if they like. The goal is to offer personalization, curation and fashion insight focused on the needs of today’s female executives.

Compared to boutiques and department stores that only offer personal shopping to wealthy clients, it’s a strong brand foundation and a different approach to what other retailers are doing.

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