The imagery you use to market your garments is the Fashion World's language of selling. Any imagery you use must communicate what your brand is about. It needs to say, for example; "that our sports clothing brand looks back to the days when sport was free of incredibly well-paid stars and multi-million dollar sponsorship deals, when it was all about the enjoyment of the game and about doing the best you can. Clothes that you wore with pride when you were a member of the schools first XI or the county Rugby team. A time before Gortex and Lycra super shirts came along and abolished the raw grit and determination it took to succeed and to win as a team."

You can see how this paints a very strong image in your mind and it gives your brand an identity that people can tap into, and wear for themselves. Everyone loves to be thought of as being sporty and active, even if they're not anymore, they can still wear clothing styled to look like it is a treasured garment from an illustrious sporting past.

We touched on this point briefly in other sections, but it is of equal importance here, and that is the use of the styling and design of the garments as a marketing and promotions tool. People are always looking for the next hot fashion item, the next cool brand, the next season's must have, and nothing gets fashion journalists more excited than clothes that have a little bit of creative twist and that would really stand out on their fashion magazines and web sites. This is an especially strong consideration for companies and designers who perhaps have a smaller budget to spend on advertising and marketing, where a more PR and editorial focused advertising campaign is needed to spread the word.