The Benefits of Branding Care Labels

In the garments industry, labels have a very important role to play as they transform apparels from being just any other piece of clothing to a premium designer piece with a premium price to it. Labels play an important role in showcasing a brand and connecting with the customer and as such must be designed and placed with great care.

In a garment, there are usually three kinds of labels - one presents the brand’s name and logo, another presents information related to size and the other presents the care instructions. While the label presenting the brand’s logo and name can be a swing tag or a custom woven label, fabric labels are always used to present the size information and care instructions.

I have a multi-brand store and while dealing with so many brands I have noticed some interesting patterns that separate a premium clothing brand from a regular daily wear brand. The most poignant observation here is around how premium brands reiterate their brand name and logo. Apart from the hang tags, they also put their logo on the care label and here’s how this kind of branding always works.

Re-iteration of the brand name: 

Addition of the brand name to the care label is a great way of strengthening the product’s branding. Presence of the brand name in the care label reminds the wearer that they are wearing a premium product. Along with reiteration of the brand, this technique also goes a long way in reminding the wearer that he/she is wearing a premium product which must be handled and cleansed with care. This also helps in enhancing the product’s life as well as connecting with the customer.

Adding a Unique finish:

Addition of a carefully designed care label and inclusion of the brand name with it gives a unique identity and finish to the product. Although this is not the first thing that customers look into while buying a product, it immensely helps in reiteration of the brand giving it that classy appeal. Use of soft fabric labels with the brand name woven onto them goes a long way in creating a strong impression in the customer’s mind.

Creating a distinct identity:

Many designers are experimenting with care labels trying to give them a unique look and feel. Along with the regular instructions around how to wash, dry or iron them, these unique care labels also have quirky quotes, interesting fonts and at times even funny emoticons. These efforts by the label makers not only help in connecting with the customer, at times also succeed in bringing a smile on people’s faces while doing mundane jobs like folding laundry.

Reiterate the need for sustainable products:

Care labels can be used to remind people that it is time we switch to sustainable ways. By stating facts like ‘garment made from recycled polyester made from plastic bottles’ or ‘garment made from bamboo fiber’ along with the care instructions, brands can keep reminding people about the importance of using sustainable and recycled products. These efforts also help in strengthening the brand’s credibility.

With the strategic placement of care labels and the addition of the brand name on them, garment manufacturers can strengthen their branding and marketing efforts. Experienced and reputed label makers can partner with garment manufacturers to create such interesting and exciting care labels and enhance the branding.