EDITOR'S NOTE | May
When I began my academic career in fashion I had a set idea of where I wanted it to go. I was going to be a great designer and work under some of the most influential people the industry could offer, then I took a PR course and thought that being behind the scenes in a big organization sounded even more fun than the design idea. After that I took a writing class and then decided that maybe being a writer with a fashion perspective was an even better idea, and before I knew it my life plan had been flipped upside down.
During my several changes of mind I came to realize that all the things, and brands for that matter, that inspired me during those classes I liked so much all had a common underlying thread – approachability.
I’ve come to appreciate the work that comes into creating a brand that is successful and exclusive, yet comes across as available to all.
Kate Spade and J.Crew are two of those; both companies are filled with color and a cool, understated youthfulness that makes you feel like you’re out shopping with your cool older sister or friend. Although the price point is not for all, the way they present themselves across social media, in store, and in their overall brand certainly is.
Kenzo and Levi’s are also very successful in making the brand feel casual and approachable without losing sight of the business aspect of running a fashion company.
In Kenzo’s case the new designers that took over were able to modernize the label without losing its original eclectic essence that Kenzo Takada himself envisioned when he founded it. Kenzo is a brand for all and for everyone, and the same thing is reflected in Levi’s. You don’t need to be a certain kind of person to buy their products, they’re “made for all” (coincidentally, that’s Levi’s tagline).
Unlike other brands that play on the idea of making you feel the need to compete with your neighbor about who has the newest and more expensive product companies like Kate Spade, J.Crew, Kenzo, and Levi’s are inviting and warm each in their own way. As soon as you step into one of their stores or open their online webpage you feel welcomed in every aspect (wording choices, customer service, color scheme, etc), from their point of view you don’t need to fit in with a certain type of crowd if you want to wear their creations.
Fashion shouldn’t be restrictive, on the contrary - it should be all encasing. It should be there to make you feel good about yourself without focusing on how you look or where you come from. To me the brands that understand and practice this are the ones that last longer and in the end, are more successful.
Have a great day guys!
Michelle.
* Image sourced from weheartit.com