Staying Focused Amid the Chaos

How Independent Fashion Brands Can Thrive in 2025

Between shifting consumer expectations, economic fluctuations, and the unrelenting expansion of fast fashion and drop-shippers with disturbingly low price points, independent, ethical, and sustainable fashion brands are navigating an increasingly complex landscape. While it’s easy to feel overwhelmed or be tempted to pivot at every turn, the brands that will succeed aren’t necessarily the ones that react the fastest or most frequently—they’re the ones that stay focused on their core mission and execute with clarity and purpose while remaining adaptable to the changing consumer climate.

The Challenge: Information Overload & Constant Disruption

We live in an age of endless noise, constant competition, and growing public distrust. Social media algorithms shift overnight, new trends emerge at lightning speed, and global events can shake the industry in unexpected and uncontrollable ways. For independent, ethical and sustainable fashion brands, the challenge isn’t just keeping up—it’s deciding what actually matters and what’s distraction.

Staying reactive to every shift can lead to brand dilution, wasted resources, a lack of direction, and burnout by a brand’s team. It can also lead to an overwhelmed customer losing sight of what the brand actually is and does. Instead of chasing every trend or opportunity, the best brands establish a clear strategy and make intentional decisions that align with their long-term goals.

The Importance of Staying Focused

Focus doesn’t mean resisting change—it means being strategic about which changes are worth adapting to. Pink Sheep Publicity helps independent, sustainable, and ethical fashion brands build strategically every day and for the first time, we’re sharing how brands like those we build can cut through the noise and remain on track:

Define Your Core Values & Stay Rooted in Them: Your brand’s mission and core values should act as a guiding compass for decision-making. Whether your focus is sustainability, ethical production, or timeless design (or a mix), ensure that every move you make reinforces your brand’s mission and helps your brand move forward while staying true to its purpose. Consumers today are looking for brands they can trust, and consistency in messaging and action builds that trust over time. [for more on this, feel free to check out our recent post on the importance of authenticity in branding].
Create a Strategic Measured Growth Plan: Rapid expansion can be tempting, but not all growth is sustainable, profitable or prudent. Instead of spreading yourself or your brand too thin, identify the key areas that will drive meaningful progress. Whether it’s refining your product line, expanding into a new market, or improving your supply chain, targeted growth will always be more effective than scattered efforts.
Use Data in Your Decision Making: Guesswork is not going to cut it in today’s competitive landscape (and neither will leading by ego). Leveraging insights from your own brand’s collected data as well as industry sales trends and reports and customer feedback to refine your approach is the only way. Understanding what resonates with your audience will help you allocate resources efficiently and avoid unnecessary risks.
Filter Out the Noise & Focus on What’s Relevant: Not every trend or marketing strategy will align with your brand. Just because a competitor is jumping on a viral moment or you’re seeing “it” everywhere, doesn’t mean you need to the “it” too. Assess whether an opportunity aligns with your brand identity and can be implemented in a way that MAKES SENSE TO YOUR BRAND. Don’t get so bogged down in jumping on every trend that you lose sight of your main goal (aka long-term success and investing your time and resources meaningfully to move your brand forward).
Build a Resilient Community: One of the biggest advantages independent brands have is their ability to foster genuine relationships with their customers. Engage with your audience meaningfully—through social media, email marketing, or personalized experiences. A strong, engaged community will support your brand through industry fluctuations and economic uncertainty.
Prioritize Financial Discipline: In unpredictable economic times, financial stability and thoughtful budgeting is key. Be strategic about your investments, focus on high-ROI marketing efforts, avoid overextending on inventory, and take the time to review your costing and pricing strategies. Brands that maintain financial discipline and learn how to operate within a responsible budget can better weather downturns while positioning themselves for sustainable growth.

The Power of Strategic Focus

Independent fashion brands are often at a disadvantage compared to large corporations with massive marketing budgets. But what smaller brands lack in scale, they make up for with agility, creativity, and the ability to forge deeper connections with customers.

By staying focused on their vision and making intentional, well-researched decisions, independent brands can navigate uncertainty without losing their identity. Success in 2025 isn’t about reacting to every shift in the market—it’s about staying the course, refining strategies, and building a brand that stands the test of time.

At Pink Sheep Publicity, we work with independent, ethical, and sustainable fashion, beauty and lifestyle brands to develop strategic, future-focused approaches that cut through the chaos and drive sustainable growth on a competitively conservative budget. The fashion industry will always be a bit unpredictable, but with clarity and commitment (and the right growth partner), independent brands can carve out a space that’s uniquely their own.

CASE STUDY: Full-Service Digital Marketing for Designer Brand

The Brand

A women-owned contemporary fashion brand ethically manufacturing ready-to-wear (RTW) for women. The brand manufactures overseas, but is primarily interested in selling in the North American market.

Prior to working with Pink Sheep Publicity, the brand had tried to run a few ads on their own and had boost social posts, but had not consistent ROI or strategic plan to support D2C revenue.

Services Provided

Influencer Marketing
Affiliate Marketing
Digital Marketing
Email Marketing
Social Media Marketing
Social Media Content Creation & Production

Strategy

Partner with aligned influencers and affiliates to drive brand awareness and conversions.
Produce high-quality, engaging content to enhance organic reach and paid performance.
Build a data-driven email strategy to nurture customers and drive repeat purchases.
Combine storytelling, engagement, and direct response marketing to boost sales.
Continuously refine campaigns based on performance insights to scale revenue growth.

The Results

678% increase in total D2C revenue
227% increase in conversion rate
415% increase in website transactions
7% decrease in CPA (cost per acquisition)
22% increase in Instagram following [no ads run to boost following count, no paid followers]

Summary

Through a thoughtful, tactical mix of digital marketing, influencer collaborations, and data-driven optimizations, we helped our client achieve massive D2C growth—boosting revenue by 678%, decreasing acquisition cost (making growth more cost-effective), and increasing website transactions by 415%. By refining their approach to paid media, social content, and email marketing, we not only lowered acquisition costs but also created a sustainable strategy for long-term success. Ready to see these kinds of results for your brand? Let’s chat about how Pink Sheep Publicity can take your marketing to the next level!

The Power of Authenticity

2025 is shaping up to be a whirlwind for the fashion industry. With shifting consumer behaviors, global economic uncertainty, looming tariffs, and increasing challenges from the luxury conglomerates and fast fashion retailers alike, it’s easy for independent fashion brands to become overwhelmed. We’re not going to sugarcoat; this is going to most likely be a chaotic year. The brands that will thrive in the year(s) ahead are the ones that stay focused on their long-term vision, build thoughtfully, and maintain an unwavering commitment to authenticity. At Pink Sheep Publicity, we believe that, even in unpredictable times, independent, ethical, and sustainable brands can and will rise succeed and thrive. The key? Staying grounded in your purpose and delivering real value with strategy, veracity and resilience.

Why Authenticity Matters

As a growth partner to independent fashion brands, we’ve seen firsthand how vital it is to remain centered around long-term growth goals during unpredictable times. This focus, combined with authenticity, will help you build not only profitability but a loyal customer base that champions your brand, which is essential to staying the course and excelling in today’s retail climate.

Authenticity is one of the most potent assets a fashion brand can have, especially when competing against the giants of the industry. Consumers today, particularly Gen Z, are looking for brands that resonate with their values and provide a sense of genuine connection in an increasingly siloed world. (In fact, per a Forbes article, Gen Z expect the brands they purchase from to take a stand on issues that matter to them, including sustainability and social justice.) Staying authentic and transparent is not just important—it’s essential.

How Authenticity Helps Fashion Brands Thrive

Builds Trust: Consumers gravitate toward brands that are transparent and authentic. When customers know you’re reliable and honest, they’re more likely to remain loyal, even when the retail climate is unpredictable. In fact, authenticity helps build lasting trust, which is the foundation for repeat business.
Creates Emotional Connections: Authentic brands don’t just sell products—they build relationships. They tell stories that resonate with their customers and foster a sense of belonging. This emotional bond goes a long way in encouraging repeat purchases and deepening customer loyalty.
Encourages Repeat Purchases: As mentioned, customers who trust a brand are more likely to buy from them again. Consistently delivering on your brand’s promises not only ensures that customers return, but also become your most valuable advocates. And returning customers spend an average of 33% more than first-time purchasers, so it’s also just good business to run a trustworthy business.
Differentiates Your Brand: In a crowded market filled with overly-packaged conglomerates and inexplicably inexpensive fast fashion dupes, authenticity is a powerful differentiator. A well-established, authentic brand creates a unique space for itself, one that draws customers who are tired of being sold to and are looking for genuine connections.
Attracts Employees: Today’s workforce values integrity. An authentic brand isn’t just appealing to customers—it’s also attractive to top talent who want to work for companies that align with their values. Building a healthy work culture, where employees are treated in a way that aligns with the brand you are selling to your customers can give your brand a competitive edge in attracting skilled employees who are motivated to drive growth and work for a company that values them, their time and their talents.

How to Build Authenticity into Your Fashion Brand

It’s one thing to understand the value of authenticity, but another to understand how it applies to building a brand. How can you ensure that your brand stays true to its values and connects with consumers in a meaningful way, while also making money ? Here are some key steps to keep in mind as you build and maintain an authentic, profitable fashion brand.

Be Consistent: Consistency is key to maintaining an authentic brand identity. Your messaging, visuals, and core values should be reflected across all platforms, from your website to your social media channels and even in your product packaging. When customers know what to expect, they feel more secure in their relationship with your brand.
Engage with Customers: Engagement goes beyond posting a cute photo, launching a sale, or slapping a kitschy catchphrase on your packaging. It’s about creating real conversations and being open to customer feedback. Respond to comments, messages, and emails in a personalized manner and where applicable, implement changes that show you’re working to better serve your customers.
Share Your Brand Story: Every fashion brand has a story. Share yours! Whether it’s how your business came to be or the journey that led you to your current collection, sharing your story allows customers to connect with your brand on a deeper level. Authenticity starts with openness—don’t be afraid to show the human side of your business.
Listen to Your Customers: Building an authentic brand isn’t a one-way street. Listen to your customers’ feedback, and use it to refine your products and messaging. Showing your customers that their feedback matters is essential—but too often overlooked in the rush to scale and sell.
Align Your Actions with Your Communications: Actions Speak Louder than Words (it may be a cliche, but it’s absolutely true)! It’s important that your marketing communications are more than just words—they have to align with your brand’s actions. If you’re advocating for sustainability, make sure your sourcing and manufacturing practices reflect that commitment. If you’re touting your brand as an advocate of mental health, make sure to actually put in the money / work and specify how your brand is being supportive to the cause so customers can feel confident about where their dollars are going. Customers are quick to see through brands that don’t practice what they preach, so integrity is paramount.

Embracing Authenticity for Long-Term Success

Our world has become oversaturated with fast fashion and fleeting trends, meaning consumers need trustworthy brands now more than ever. Building a fashion brand that is true to its values and mission not only fosters deeper connections with customers but also creates lasting loyalty that endures through market shifts. When your fashion brand is grounded in honesty, transparency, and a genuine commitment to sustainability, it will attract a community that believes in what you’re doing—not just what you’re selling.

As you look toward the future, remember that authenticity isn’t just a buzzword—it’s a powerful tool that will help your brand thrive, regardless of the unpredictable challenges ahead. Embrace it, weave it into every facet of your brand, and watch as it becomes the cornerstone of your success.

CASE STUDY: Digital Marketing for Contemporary Designer Loungewear Brand

THE BRAND

A contemporary loungewear brand based overseas with a minimalistic design sense looking to build its audience in the North American market.

CHALLENGES

The brand has a high quality product and an established manufacturing infrastructure, but is struggling to bring in consistent sales and has a limited budget due to the brand having limited cash flow and not having yet reached profitability.

STRATEGIES

Determine target audience that is most profitable for the brand to build a responsive system that increases sales without increasing ad spend.
Calculate target CPA to determine best way to structure ad strategy to make system profitable and optimize ROI for the brand.
Test creatives to determine best way to connect with target audience and increase engagement rate on ads to further optimize the overall efficiency of the ad system.
Begin increasing budget on specific ad sets that are meeting strategic metrics to further increase ROI by prioritizing converting campaigns.
Build brand awareness not only through the ad system, but by coordinating with the brand’s social media and email marketing teams, increase return customer rate and increase overall brand ROI on all marketing and PR efforts.
Product new ad-specific content based on the feedback data from the first 3 to 6 months of ads content to create high-converting content that will better assist with helping the brand reach it’s overall marketing goals.

RESULTS [6 months]

333% increase in gross sales
343% increase in total sales
92% increase in website traffic
70% increase in website visitor conversion rate
42% increase in AOV (average order value)

RESULTS [15 months]

58% increase in gross sales
37% increase in total sales
30% increase in website traffic
17% increase in AOV (average order value)
27% increase in returning customer rate

SUMMARY

Thanks to Pink Sheep Publicity’s proprietary digital marketing strategies, we were able to significantly increase sales, revenue, and cash flow for the brand on a relatively small ads budget.

Thanks to quick, meaningful growth through the first sixth months of working together, the brand was able to grow from a “start up” to a viable retailer with an established and steady revenue stream. Thanks to more than a year of consistent growth, wherein ROI (return on investment) and ROAs (return on ad spend) continued to increase and CPA (cost per acquisition) continued to decrease, the brand continued to see steady revenue growth month over month and has been able to grow into additional market sectors, including childrenswear, as their business has grown.

3 Questions to Ask Yourself When It Feels Like Your Fashion Brand Is Stalling

As a fashion entrepreneur, there’s nothing quite as thrilling as watching your brand gain traction after months—or even years—of hard work. But then, just as you begin to settle into a rhythm, something unexpected happens: progress slows, revenue plateaus, and that momentum you worked so hard to build seems to fade. It’s frustrating, yes, but it’s also entirely normal. Every business goes through cycles of growth and stagnation.

In these moments, it’s crucial to pause, take a deep breath, and approach the situation with a clear mind. The feeling of “hitting a wall” doesn’t signal the end of your brand’s growth. On the contrary, it’s an opportunity to reassess, recalibrate, and refine your approach to ensure that your brand continues to evolve and thrive. Here are three key questions to ask yourself when it feels like your fashion brand is stalling.

1. WHAT ARE MY GOALS FOR THE NEXT YEAR? FIVE YEARS? TEN YEARS?

One of the most common reasons brands hit a plateau is a lack of clarity around long-term goals. Without a clear vision, it’s easy to lose direction and find yourself treading water instead of moving forward.

Take a moment to reflect on where you want your brand to be in one year, five years, and ten years. Are you looking to expand into new markets? Launch a new product line? Reach profitability? Add wholesale to your overall sales strategy? Once you’ve defined your goals, you can start developing a comprehensive strategy to achieve them. This might involve reassessing your target market, diversifying or condensing your product offerings, investing in public relations to increase brand awareness or exploring new marketing channels.

The key is to ensure that your short-term actions are aligned with your long-term vision. By staying focused on your goals, you’ll be better equipped to navigate the ups and downs of business growth and keep your brand on track.

2. IS WHAT YOU’RE MAKING SOMETHING YOUR CUSTOMER WANTS TO BUY?

As a designer, it’s natural to be passionate about your creative vision. It’s important to remember that a successful fashion brand is not solely about artistic expression—it’s also about meeting the needs and desires of your customers. When sales slow down, it’s worth asking whether the products you’re creating are truly resonating with your audience.

Consider the feedback you’re receiving from your customers. Are certain silhouettes or styles consistently selling out while others languish on the racks? If so, it might be time to double down on your best-sellers and reconsider the items that aren’t performing as well. This doesn’t mean you have to abandon your creative instincts entirely, but it does mean being willing to adapt and evolve based on what your customers are telling you.

It’s also important to keep an eye on market trends and consumer preferences. Fashion is a fast-moving industry, and staying relevant requires a willingness to pivot when necessary. By balancing your creative vision with consumer demand, you can create collections that are both artistically satisfying and commercially successful.

3. WHAT AREAS OF MY BUSINESS CAN USE IMPROVEMENT AND NEED ADDITIONAL INVESTMENT?

If your brand hits a plateau, it could be a signal that something in your business might need adjustment. Turn frustration into opportunity by making this the perfect time to take a closer look at your operations and identify areas that could benefit from additional investment.

For example, are you scaling your marketing budget in line with revenue growth? If your sales have increased but your marketing spend hasn’t, you could be missing out on opportunities to reach new customers. Similarly, consider whether you’re investing enough in content creation, public relations, or influencer partnerships. These areas are crucial for building brand awareness and driving engagement, especially in a competitive market.

It’s also worth evaluating areas that may have been overlooked in the past. Perhaps your website needs an update to improve the user experience, or your social media strategy could use a refresh to better connect with your audience. Investing in these areas can help reinvigorate your brand and create new avenues for growth.

COMMUNICATE, ADJUST, AND PERSEVERE

As you work through these questions and begin making adjustments, remember that communication is key. Keep your team, freelancers, and agencies in the loop about any changes to your goals, budget, or strategy. When everyone is aligned and working towards the same objectives, you’re much more likely to see positive results.

Running a business is a marathon, not a sprint. It’s normal to experience periods of slower growth, but these moments don’t define your brand’s trajectory. By taking the time to reflect, adjust, and invest where it matters most, you can turn a plateau into a stepping stone for future success.

At Pink Sheep Publicity, we understand the challenges of navigating the ever-changing landscape of fashion and lifestyle branding. Our team is here to support you with tailored marketing and PR strategies that help your brand stand out and keep growing. Let’s turn those roadblocks into opportunities—together.

Southern Living’s Editors Are Swooning Over BEYOND by Vera’s Breezy Summer Dresses!

_{PHOTO: SOUTHERN LIVING / MADISON WOITEN}

We’re excited to share that BEYOND by Vera, the ethically manufactured contemporary womenswear brand quickly gaining an international fanbase, was featured by Southern Living!

The Summer 2024 Collection, Dolce Vita, is inspired by the vibrant culture, dramatic gothic architecture, stunning landscapes, and effortless lifestyle for which Italy is known.

Check out the Southern Living editorial team’s favorite BEYOND by Vera pieces here!

Shop the full BEYOND by Vera collection here!

PSA: Digital Marketing Isn’t the Same as Sales

One of the greatest frustrations we often hear from fashion brand owners is that their ads are not providing the ROI they would like to see. Many new brand owners assume that pumping money steadily into a generic marketing funnel through a platform like Meta will instantly provide a significant ROI before the brand has made even one sale organically.

While the dynamics of digital marketing and sales are intertwined, the terms are not interchangeable. Despite their interdependence, it’s crucial to recognize the nuances that differentiate digital marketing and sales. When these two essential components of business growth work together in a comprehensive strategy that accounts for the unique objectives and goals of each, fashion brands can flourish into successful businesses.

Digital Marketing is integral to brand growth and success, but at its core, is an amplification system and not a sales generator. By using the data that is already in your system (for example, customer data in Shopify from your existing customer base) an effective campaign will find more potential customers who resemble your existing customer base. While an optimized digital marketing strategy can lead a brand to grow from $1,000 per month in revenue to $150,000 in revenue per month in a relatively short time (we’ve not only seen it, but we’ve done this for multiple fashion brands), there must be data available to use as a starting point for that scaling to begin.

While Digital Marketing is about amplifying what’s already working, the focal point of a sales strategy revolves around converting prospects into paying customers. Through strategic engagement and persuasive techniques, the sales team’s aim should be to generate tangible revenue. Sales is a more tactical approach tailored to the final stages of the consumer journey, emphasizing transactional outcomes.

While digital marketing undoubtedly plays a pivotal role in amplifying brand visibility and driving consumer engagement, it’s essential to acknowledge its limitations as a standalone sales creator. Simply put, the goal of sales strategy is to convert prospects into customers and the goal of a digital marketing strategy should be to reach new potential consumers that can be converted into customers.

So, if digital marketing increases sales and makes selling easier, how does a new fashion brand make sales to begin with? For a fashion brand to make sales, it’s crucial to implement a comprehensive strategy that includes organic, earned, and paid tactics, such as public relations, paid media placements, affiliate marketing, product placement, community engagement, social media marketing, and live events.

By aligning the complementary roles of digital marketing efforts with sales objectives in a comprehensive brand strategy, fashion brands can not only drive revenue and foster sustainable growth but also cultivate meaningful connections with consumers, amplify brand resonance, and propel themselves towards enduring success in the increasingly competitive fashion industry.

There’s no one “thing” that a new brand can do to magically reach profitability. When the complementary roles of digital marketing and sales are integrated into a comprehensive brand strategy that includes paid and organic tactics, their collective powers can drive revenue and foster sustainable growth for fashion brands of every size.

InStyle Editor-In-Chief, Sally Holmes, Includes 2 Justhuman Products in her SXSW “Spring Picks” Lineup

_{Sally Holmes, Editor-in-Chief of InStyle Magazine, at Assembly and Dotdash Meredith’s SXSW 2024 event, Metamorphosis, where she selected two Justhuman products to be included as part of her “Spring Picks”.}

We’re excited to share that Justhuman, the revolutionary new wellness brand changing the concept of clean beauty, was featured at Assembly and Dotdash Meredith’s SXSW 2024 event, Metamorphosis.

Over 275 attendees joined Assembly and Dotdash Meredith at the Soho House in Austin, Texas to learn about shifting consumer behaviors, brand advocacy, and the rise of female financial influencers. As part of the event, attendees were gifted carefully curated gift bags featuring Sally Holmes, current Editor-in-Chief of InStyle Magazine and former Editor-in-Chief of Marie Claire Magazine, top picks for Spring 2024, including Justhuman‘s Hair Restore Shampoo and Revitalizing Body Wash.

Justhuman‘s full product line is available for purchase at justhuman.shop.

Imagery by Duncan Smith, Assembly.

CASE STUDY: Public Relations & Influencer Marketing for Luxury Candle Company

THE BRAND

A luxury candle company crafting hand-poured, natural soy candles in the USA, each of which features rich smells that will uplift your mood, has consistent sales but wants to increase brands awareness to further scale their business.

SERVICES PROVIDED

Influencer Marketing
Public Relations
Affiliate Marketing
Celebrity Seeding
Product Placement

CHALLENGES

The brand wanted to see immediate results, but had a limited budget to invest in influencer and affiliate marketing and limited distribution (product was only available in the United States), meaning that resources were limited to very few paid collaborations and primarily prioritized gifting and commission-based campaigns and there was no digital marketing campaign to support the overall PR objectives.

STRATEGIES

Partner with both macro- and micro-influencers to balance the campaign and optimize reach. To optimize the budget, we focused on one major influencer placement per month and multiple micro-influencer placements.
To increase sales, we focused on a creatives-based affiliate marketing strategy that would drive traffic and sales to the site to increase both brand awareness and sales.
Focus on storytelling using the founder’s story and the quality of product as key differentiators, pared with affiliate links to optimize media placements.

RESULTS IN THE FIRST SIX MONTHS

Product seeded to more than 140 influencers & celebrities
80+ tagged in-feed tagged posts (reach: 5.3 million)
100+ Influencers & celebrities tagged UG stories (reach: 14.2 million)
25 Press Placements spread across major, regional, and online publications including Allure, BuzzFeed, The Zoe Report, WWD, Apartment Therapy, & Reader’s Digest.

Pressley Hosbach Wears RaeVynn on December / January 2024 Cover of Girls’ Life Magazine!

We’re excited to share that RaeVynn is featured on the December / January 2024 Cover of Girls’ Life Magazine. In the cover shot, actress, musician, dancer, content creator and entrepreneur, Pressley Hosbach wears the Kendra Dress in Powder Pink by RaeVynn.

The cover shoot was photographed by Mike Azria and styled by Lo VonRumpf.

RaeVynn size inclusive, UK-based brand built upon an ethos of creating beautiful, bold and timeless occasion pieces to make you feel and look as good as ever.

RaeVynn is available for purchase internationally through their website.

Check out the new issue of Girls’ Life starring Pressley Hosbach!

The December / January 2024 Issue of Girls’ Life Magazine will be available on newsstands November 21!