USP – What is your Unique Selling Position?

The Answer to these Question will Improve Your Unique Selling Position (USP)

What makes your Fashion Business different or unique?

Why should your target market buy from you rather than your competitors?

Original Ideas

We live in a world where you have to understand that there’s no original idea anymore. There are variations on ideas and designs and there are variations on products and services. You have to be cognizant of your competition.

So what makes you more unique, more valuable, and more visible in the market?
How do you show that your product or service is the best?

Well firstly you must understand your competitive landscape and know what is out there. If someone is doing something, but not doing it 100% right, and there is a substantial customer base, then it becomes incumbent upon you to really point out the differentiation as to why you are doing it better – even if it is just slightly better, slightly different, and slightly smarter.

This is possibly the single most important thing you can create for your business outside of figuring out what your business model is. Yet one of the most harmful mistakes small businesses make is not being unique and positioning themselves as the best choice in the market.


Having a USP (Unique Selling Proposition) will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you:

  1. Unique
    It clearly sets you apart from your competition, positioning you as the more logical choice.
  2. Selling
    It persuades another to exchange money for a product of service.
  3. Proposition
    It is a proposal or offer suggested for acceptance

In today’s competitive market, your fashion business cannot grow and thrive if you are using the same “me too” marketing that everyone else is using. Your business absolutely positively has to have a USP that “cuts through the clutter”, separates you from the competition, and positions you as the best choice… the ONLY choice

Remember, Google wasn’t first to market. In fact, there were a lot of other players in the game. Google just figured out what was missing and took it to the next level.

Identify which needs are going unfulfilled within either your industry or your local market. The need or “gap” that exists between the current situation and the desired objectives is sometimes termed a “performance gap”. Many businesses that base their USP on industry performance gaps are successful.

USP is the nucleus around which you will build your success, fame, and wealth, so you better be able to state it. If you can’t state it, your prospects won’t see it. Whenever a customer needs the type of product or service you sell, your USP should bring your company immediately to mind.

Consider these Winning USP Examples from other industries

The following are some powerful USP’s that alleviate the “pain” experienced by the consumers in their industries…

  1. Package Shipping Industry
    Pain – I have to get this package delivered quick!

    “When it absolutely, Positively has to be there overnight” – Federal Express

  2. Food Industry
    Pain – The kids are starving, but Mum and Dad are too tired to cook!

    “Pizza delivered in 30 minutes or it’s free” – Dominos Pizza (This USP is worth $1 Billion to Dominos Pizza)

  3. Litigation Industry
    Pain – Traditionally court costs can be extremely expensive

    “No Win – No Fee” – Slater & Gordon Solicitors

  4. Handyman Industry
    Pain – Paying for something that might break again

    “If a repair fails in the first 2 years, we will repair it again absolutely free” – Bob Sacamano Repairs

  5. Dental Industry
    Pain – Many people don’t like to go to the dentist because of the pain and long wait

    “We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes” – Peter Griffin Dental Surgery

  6. Fashion Industry
    Pain – People want to buy fashion items that are delivered on time, are GOOD quality without a huge price tag

    “Our on trend garments are affordable, excellent quality and delivered within 24 hours when you shop online” – Clark & Lane Designs

Building your USP takes some effort, but essential to create the advantage you’ll have in the market. Using a powerful USP will make your job of marketing and selling much easier, enabling you to more easily increase your sales and profits for the same budget.


As part of the AICD Fashion Business Mentoring Program one of the many things we assist you with is establishing your USP and building upon your labels uniqueness and ultimate fashion success.

For more information on USP check out:

Marina Vaskina

Fashion Marketing Strategist
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