By Kathleen Sharp
What makes a brand relevant? Thanks to the power of globalization and online shopping’s replacement of brick & mortar stores, the barriers to enter the marketplace are lower than ever. Of course, this means the competition between brands is tight. When faced with hundreds of brands all trying to sell similar products, how can consumers differentiate?
In a flooded marketplace, consumers crave authenticity. They want brands whose stories they can identify with, whose values they align with theirs. As a culture, we’re waking up to the effects of mass-consumption and consumerism. Younger generations are living through the environmental toll of the unbridled capitalism practiced by the generations before them. And we’re also understanding the psychological impacts of consumption for consumption’s sake. Owning stuff no longer equals being rich. Now we’re beginning to realize that the ways we choose to engage with the world are what make us happy—not the coveted executive title or fancy shoes. Millennials in particular have decided that experiences outvalue random possessions, opting to save up for their dream adventure vacation rather than their dream car. Heightened competition and shifting patterns in consumption leave entrepreneurs and marketers wondering, So… how do we sell stuff?
Here is where authenticity fits into the picture. Millennials seem to gravitate towards products made by companies like Glossier and ColourPop, or independent clothing sellers like local consignment shops and sellers on sites like Depop, ThredUp, or Etsy.
Consumers want messages that they can get behind. If they champion environmentalism, they’ll wear ethically-sourced materials or purchase vintage clothes from secondhand shops. They like when makeup brands like Glossier show their makeup on models with a wide range of genders, skintones, and ages. Consumers expect to see a representation of their values, and indie brands have the perfect infrastructure to meet those expectations. Without the corporate red tape and hierarchy, indie brand creators have the freedom to position their brands in ways which represent their genuine interests and address their societal concerns.
Informed shoppers recognize that buying independent brands and stores goes against the grain of a society that promotes consumerism and materialism. Consumerism and mass consumption in the long run wreak havoc on the environment, contribute to hunger, abusive labor conditions and other social problems.
Image Credit: Olivia Rose the Label
Some brands That get it right:
Olivia Rose the Label is an independent clothing brand based in Edinburgh, UK. Designer Olivia Rose Havelock creates all pieces by hand so as to avoid wasted materials and resources. With each piece tailored and detailed for individuals, the Havelock can create pieces for women of all shapes and sizes. The brand’s woman-led, waste-minimal values make it all the more valuable to conscious consumers.
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Boyish Jeans is a sustainable women’s denim brand based in California, founded by Jordan Nodarse. The brand’s mission is to minimize the environmental impact of fashion. Boyish denim is made with sustainable, recycled, cruelty-free fabrics in ethical factories. The brand uses less harsh chemical dyes than used to make typical jeans, and they proudly advertise that their jeans use only one third of the 1,800 gallons of water it takes to produce one standard pair of jeans. The company also recycles their water to minimize water pollution.
Image Credit: MaisonCléo
Founded by Marie Dewet with her mother Cléo, MaisonCléo is a French company whose Instagram bio sums up one of their key ideologies: #FFF or #FuckFastFashion. MaisonCléo’s feminine, puffy-sleeved designs shot to popularity when celebrities Leandra Medine Cohen and Emily Ratajkowski wore and tagged their designs in 2017. The brand’s family values and environmentally-conscious quantities and fabric sourcing are a prime example of how indie brands with a vision and strong principles can succeed.
The competition in today’s marketplace is tight, but as these three small-but-successful brands show, there’s definitely room for brands whose values and social causes resonate with increasingly savvy and discerning shoppers.