we’re living in a time a time where the smaller brands are actually competing with the big fashion houses, and i back it!
smaller brands are spotting the loopholes that bigger brands are unable/unwilling to tap into and capitalising on it. the mainstream brands have become lazy and complacent, they’re geared by profits and keeping shareholders happy. They're lacking new and fresh ideas, because they’re following the safe bets, they’re risk adverse, their money and reputation is on the line.
Emerging brands are running off pure hunger, drive, creativity … you get the rest. They’ve got way less to loose simply because they're smaller. When there is less money involved, smaller brands are forced to use whats available to them with what they have. And while bigger brands have the budget to use for great campaigns, they also tend to use it more freely which develops the mindset that throwing money at anything will drive results, which is not the case and is why we see mediocre or generally bad collaborations and drops.
Lastly, this new social media age has also changed consumer behaviour. Individualism is on the rise due to a combination of public figures being tastemakers and more people wanting to stand out due to the amount of sameness and saturation. The content consumption age has opened the floodgates to variety of options for people to experience. we’re more spoilt than ever in terms of what we can buy and where to shop, there are endless alternatives which cater to different peoples needs. and thats the advantage smaller brands have: catering to consumers by offering them alternatives for individuality and other specific needs. The content consumption age has also decentralised information and made it accessible to pretty much everyone. amidst the gatekeepers, we got people giving away game through virtually every social media channel, lowering the barrier to entry to the scene.
That comes with mixed opinions, but its whats making the brands at the top loose market share to brands that will be at the top.
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