No need for aggressive business campaigns, no appearance of a fad in design, and quiet brands like The Row, Anine Bing, and Vince… still know how to resonate in the market.
Essentialism a more advanced version of minimalism
Like it or not, we are still living in an era where all information has the potential to spread like crazy. Fashion is also in that vortex. A design, a trend that suddenly appeared on the internet, quickly became widely popular and the brand name was constantly mentioned. However, in some cases, this success can also be a virtual shine, when in reality it can be completely nil.
And Essentialism appears in fashion to answer doing more than doing well.
Essentialism identifies the most essential, prioritized things in life, and eliminates the superfluous. If life is a poem, your job is to find a way to remove redundant words, and correct punctuation so that you can fully understand the meaning of that song.
In fashion, Essentialism is a sub-category of minimalism. If minimalism is often referred to as a design style, essentialism goes one step further and emphasizes that only high-quality products are needed in a wardrobe. It is seen as representing a lifestyle without excess, investing in a good quality fashion that is not out of fashion, and a symbol of a life that does not follow trends.
Essentialism fashion brands are similar to an introvert among a group of extroverts. They have their own aesthetic definition, rational, minimalist, and timeless. These brands may be less talked about, and hard to find, but that doesn’t mean they don’t have an audience of their own. They even found unique ways to get rid of the hustle and bustle around. They are emphasized by the criterion of “silent success”.
So how is it possible among thousands of overwhelmingly outstanding content, among captivating images, a chic blazer with a bit of conservatism; A perfect classic white shirt or a subtle black sandal can still compete with colorful psychedelic prints, eye-catching puffs, funny pastel purses or super mini skirts. sexy?
However, fashion brands have been successful when they are still consistent with Essentialism in the direction of classic, and gentle.
It’s The Row, obsessed with fashion’s gold standards of quiet luxury and elegance, and the brand just turned 15 years old. Vince, with its high-end wool and cashmere outfits, also reached the 20th anniversary of its founding, although it rarely does grand and expensive shows. Anine Bing celebrates 10 years of business and magically captivates customers with minimalistic images mostly in black and white.
It’s not easy, but once they find their own audience, automatically, their position improves much more firmly than brands trying to pull 15 minutes of reputation from a sample. unique products on social networking sites.
A well-known or well-connected founder can give a brand a head start. This is completely reasonable. The proof is that Bing – a former model – launched her brand in a modest garage in Los Angeles. She was one of the first founders to focus on the branding on social media platforms. She now has more than a million followers.
“In the beginning, I just wore products and introduced different combinations. At that time, I also had a lot of relationships. I know many stylists and influencers, for example, Aimee Song, Sincerely Jules, Chiara Ferragni… They come to my store, choose their clothes and start styling other celebrities. Influencers naturally support my brand,” Bing shared.
On the other hand, a quiet brand doesn’t necessarily need a famous founder or influential brand ambassador, nor does anyone guarantee long-term success. Many founders have always emphasized a product-first approach. If the product is good enough, it can speak for itself. The Row wouldn’t last 15 years without great quality and fit. Of course, there are also opportunities through interviews and brand messaging.
Sustainability also fits this message and is increasingly being talked about in conversations around timeless designs, and fashion’s fast trend cycles and rapid production pace. the face of growing criticism. Trusted products make it possible for these brands to build loyal customer bases, which is ideal for long-term business.
Consistency from product to message is also the key to success. If you don’t like loud, liberal, or trend-following, it’s important that you put your faith in your quiet, timeless path. Although this is quite stressful in the field of trendy fashion.
All of that is not to say that novelty isn’t important. In addition to reintroducing bestsellers each season, designers like Bing refresh their collections, with new colors, materials, and shapes.
Consistency can also be conveyed through distinctive visuals, which is important for brands as products don’t always capture the attention of Instagrammers.
Few Instagram accounts have images as cohesive as Bing’s black-and-white grid. She has excelled in her own designs (being a former model probably helped her a lot). The Anine Bing brand account specifically focuses more on well-edited and edited images, models, and the brand’s featured muse.
Another valuable factor is that influencers and celebrities recommending products or even participating in collaborations must be brand-appropriate. Anine Bing’s influencer strategy begins with seeding “existing brand friends”. It also includes some paid deals.
Some brands have virtually no KOLs or ambassadors. Can mention The Row or Akris? These brands are loved by customers who absolutely avoid showing off their logos just to attract attention. Their customers are usually the super-rich who like to dress without logos. Therefore, while not too popular with the masses, these brands don’t need to vie for K-pop stars as ambassadors.
To reach potential customers, wholesale partnerships are especially important for quiet brands. This has to be a productive relationship, as their products are often rooted in wearability and commercial appeal. The Row wouldn’t be where it is today without Barneys, the high-end department store brand that introduced the line to discerning, cash-strapped shoppers early on. The right retailer can also help elevate and promote an emerging brand.
In building a silent brand, founders can hardly achieve overnight success with a viral product that attracts attention. Also, making a mark in public through Fashion Week and epic marketing campaigns doesn’t really fit the quiet brand’s ethos. Slow growth is the only option for now.
It is hoped that slow fashion coupled with an unwavering dedication to a timeless yet timeless perspective will translate into permanence – something that very few fashion brands ultimately achieve.
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