Style: April 06, 2018

Stella McCartney
STYLE | report 51
Rag + Bone
In order to make it in today’s hyper-competitive fashion industry,
it’s imperative for brands to narrate their values with convincing
passion, remain relevant – always, and educate themselves
thoroughly.
BELIEVE IN SOMETHING
It’s no longer enough to provide a great product at a competitive
price. Today, consumers favour brands that sell authentic,
passionate narratives over fast fashion.
Brand values and beliefs can cover a large range of issues and
topics. Rag + Bone believes in preserving historic manufacturing
techniques while Stella McCartney insists on the ethical production
of her garments. Brands that communicate their message with as
much conviction as either of these companies are able to earn
long-term support and respect from their consumer.
Nicola Chrisp, ARA Institute of Canterbury’s fashion programme
leader, notes that a consumer who connects positively with
a brand narrative will always pick their product over that of a
competitor’s. Whilst trend-driven collections and low prices will
attract one-off shoppers, brands that provide and publicise their
narratives are able to organically attract a loyal target market, which
shares similar sets of values and beliefs. This natural approach is an
effective way for brands to harvest sales, which are ultimately what
it takes for a brand to survive longer.
Sophia Plessas, course leader at London College of Fashion,
points out that brands in the public eye have “complete and
constant control over the content that they’re sharing with their
community of followers, over an ever-expanding range of social
media platforms”. Thus, brands are provided with the opportunity
to develop more personal relationships with their customer based
on the shared set of values and beliefs, should they utilise said
platforms effectively.
Auckland’s Lonely Lingerie is a prime example of how solid, wellcommunicated
values can elevate a brand’s prominence. The brand
believes in promoting inclusivity and relays this message daily over
various social media platforms including an online journal.Lonely
Lingerie eschews stereotypical representations of females and
opts instead to send a message that celebrates body positivity and
the individuality of their customers. The brand’s efforts to convey
these beliefs are easily identifiable across its social media platforms,
earning a great deal of interest and loyal support from lingerie
shoppers worldwide.
If a brand stands by its authentic narratives and values, customers
will stand by the brand.
Lonely Lingerie,
Wellington
Lonely Lingerie