Creative teamwork with copywriters, art directors, and graphic designers requires a clearly stated client brief with a specifically defined and quantified goal, time schedule, and financial plan that defines the basic strategic direction of creative activities (Pavlů, 2016). 

Accurately identifying the client’s requirements is essential for project success.  Empowering the client is one of the main areas for improving the briefing process (Barrett and Stanley, 1999). As disparities in the level of knowledge can easily lead to miscommunication, client briefing needs the client to be confident and have trust in the team (Castell, 2005).

In terms of visual communication, what the concept is built on needs to be well described by the client. From the casting of models, the use of color to art direction, the correct concept must be reflected. So it is crucial for the client to provide basic background information and clarify the targeted market as well as key brand information.

Brands are no longer defined solely by their product, and there has been a move from traditional sales-focused retail to installation-based spaces to offer a more personal brand experience (Cope and Huggard, 2020). Fashion brand communicators must now tell their stories in an inspiring, new way to capture the more evolved audience.

References:

Barrett, P. and Stanley, C. (1999) Better Construction Briefing. Oxford, UK.: Blackwell Science. 

Castell, L. (2005) ‘Empowering the client in the briefing process’ Association of Researchers in Construction Management, 1, pp.319–349. Available at: https://www.arcom.ac.uk/-docs/proceedings/ar2005-0319-0330_Castell.pdf (Accessed: 12 May 2022).

Huggard, E. and Cope, J. (2020) Communicating Fashion Brands: Theoretical and Practical Perspectives. Routledge.

Pavlů, D. (2016) Client Brief: The Major Source of Effective Creativity in Marketing Communication. European Journal of Science and Theology, 12(5), pp.205-16.