Brand strategy for product-based brands is not your logo or your colour palette. It is the set of decisions that tell you what to build, who to build it for, and why any of it matters commercially. Without it, every product decision becomes a gut call, and gut calls compound.

Launching a fashion brand without a plan is like baking a cake without a recipe, possible, but risky. Here’s what you actually need to avoid a dry, disappointing launch.

It’s impossible to ignore the environmental impact of products at scale. The larger the brand, the bigger the impact - simply due to the volume of products made.