Fashion brands adapt to be more accessible to the "every man"
Implications - In an effort to communicate authenticity, many fashion retailers are targeting the "every man" with their branding strategy. Less concerned with prestige and exclusivity, brands are now attempting to become more accessible and down-to-earth. This shift indicates that consumers are responding to brands that reference their lifestyle.
Workshop Question - What is your brand doing to ensure your message is resonating with all (most) consumers?
Trend Themes
1. Everyman Appeal - Fashion brands are targeting the 'every man' with their branding strategy, indicating that consumers are responding to brands that reference their lifestyle.
2. Home-trial Programs - Innovative home-trial denim programs from primarily online retailers like Mark's and Ayr are clever marketing schemes that can help them expand their customer base and build a following.
3. Radically Resized Clothing - Garments with superior fit like ASKET's revolutionary sizing system are becoming more appealing to consumers who do not want to compromise on size, quality, and design.
Industry Implications
1. Fashion Retail - Fashion retailers that adopt the 'everyman appeal' branding strategy can benefit from greater brand authenticity and appeal.
2. E-commerce - Online retailers that offer innovative home-trial programs can reach more customers who are not near any physical retail locations.
3. Manufacturing - Manufacturers that produce garments with superior fit and design can tap into consumers' growing preference for well-fitting clothes.
