Gap in the market

WHAT IS THE GAP...

SURVIVAL OF THE FITTEST

The future of the fashion industry is an exciting one, but it is also one which is lost in the unknown. Brands are in a fight for survival as we delineate a new consumer fast approaching, with specific needs and requirements from retailers. But we are also seeing a commencement of bolder creatives, individuals ready to approach the industry as a stage for voice, dictation, and fresh ideas too. My research into my comfort zone focused in on luxury, signature brands which thrive on minimalistic tastes, clean cut silhouettes and unparalleled craftsmanship, and left me with great concern that these labels have little to no notion for adapting their current ways to verge into the depths of higher competition and demand, thus highlighting a significant gap. A gap which can ultimately see them decline and lose the race against other designers who are stepping miles ahead of the curve. These brands rely on their traditions of heritage and value to tackle their contenders and remain significant. But will this be enough, will the impending consumer of Generation Alpha suffice to the latter or will they want more?

Technologies are advancing and requisitions are changing, it is vital for brands to maintain notified in these shifts of behaviour and modify their ways to remain relevant and prosperous. The likes of Jil Sander have a synonymous name for themselves in the fashion domain, but what about on the outside of this? As millennial marketed and stripped back, not only in aesthetic, but in marketing strategies too, will such brands struggle to get their name through the barriers of brands already making their mark and propelling towards a Generation Alpha cohort.

As stated, Jil Sander is one of these brands preparing for decline in upcoming years. Targeting themselves towards a millennial market, the label is significant steps behind other neighbouring brands of similar tastes and identities. Jil Sander flourishes itself on neutral palettes, punctilious craftsmanship and sharp yet pure tailoring. To perceive them from a creative eye, Jil Sander designs are beautiful, in my opinion. They are clean, uncomplicated, and present a uniform. But this is exactly where it is going wrong. The German label provides little else than simply prestigious silhouettes.

I observed into the Jil Sander marketing, comparing it to the brands I looked at previously who sat either side. Their social media presence notably lacked in brand to consumer connection, only posting campaign work and new product featuring’s. This is a great marketing strategy to sell and bring attention to collections but there was no personal gravitation through BTS, reels or stories which would impel an onlooker to want to explore their profiles more and feel a meaningful attachment to the brand. See, it is terrific that they maintain the influx of millennial custom who buy into the brand today, but what about in the future- who will they cater to when they have parted their ways with the audience they have now?

JIL SANDER