FASHION
The Timeless Nature of Consistency
By: Lianna Gourmos Edited by: Lamitha Iyer & Grace Stecher
A person who dresses differently every day may be considered a trend-setter; possibly even a rule-breaker. Others, however, embrace the power of their own signature look, an unwavering personal style essential to who they are. This difference in style choice is what determines the legacy of every fashion label in history, because what truly makes a business memorable for generations to come is the niche it sticks to.
When a brand knows its strengths and stays true to them, it becomes more than just a business. With dedication over time, a brand establishes its niche as timeless. The meaning of “timeless” style has evolved over the years, but the term is typically used to describe wardrobe staples one will wear for their entire life. Timeless pieces also tend to be pricier, as they are higher quality and meant to last longer. Anna Montgner from NSS Magazine says, “Embracing a concept of timeless style is, in some way, about being able to circumvent the system, not being caught in the consumerist trap of the industry, and maintaining one’s identity.”
Having a sense of personal style has long been known to be a symbol of self-confidence. The same goes for fashion brands themselves, because who wants to be just like everyone else? There is a clear difference between iconic labels and those that will become irrelevant in the near future. Well-known labels like Garage and Shein carry all different kinds of clothing, from casual wear to cocktail dresses. Their affordability comes at a high cost: a lack of distinct identity. On the other hand, Lululemon and Triangl, two companies that have defined the 2010s, are known for their specific niches. Their products are on the more expensive side, yet people are willing to buy from them due to their meticulously crafted reputation.
A primary example of skillful marketing that honors a brand’s niche is the recent Isabel Marant revival amongst social media users and fashion gurus. Isabel Marant was a popular label during the 2010s known for its boho-chic aesthetic. Today, TikTok and Pinterest have put Marant back in mainstream fashion trends for teenagers and young adults. As Lindsay Talbot notes in The New York Times, “Those familiar with the brand are able to spot a Marant schoolboy- style button-down, floral georgette dress or pair of dip-dyed motorcycle jeans from a block away.” Other fashion brands may have similar products, but Marant’s enticing designs are iconic and cannot be mimicked. Marant’s consistent nature is especially eye-catching to today’s teens who strive to achieve individuality through establishing a “signature style.” With social media diluting personal style opportunities through the influx of microtrends, it has become difficult for young people to cultivate an individual fashion sense. This may be the reason the media is so smitten with Marant, as its “eye-catching pieces that exude a sense of bohemian nonchalance” experiment with various elements while staying true to the Marant trademark look (The New York Times). “You want to be different enough that nobody else can do what you’re doing,” said Marty Neumeier, Silicon Valley’s so-called ‘godfather of branding,’ in an interview with Vogue. “That can be hard in fashion where things can easily be knocked off and copied.”
In the world of copycatting patterns and logos sometimes the most simple designs are the ones that make a lasting impact. Vince, a contemporary-priced clothing line founded in 2001, strives for designer quality and is defined by its California-chic essence with emphasis on comfort and luxury.
“When it comes to Vince, we have always stood for beautiful quality at a contemporary price,” Jill Norton, Vince’s Chief Commercial Officer, told Fetch. After over 20 years in the fashion industry, Norton has observed that risk-taking is a vital aspect of establishing a distinct brand identity. “We’ve learned over the years that when we veer away from [our identity,] we’ve lost our customers, and had to quickly pivot back.”
In addition to their price consistency, Norton says that Vince is all about fabrics: the way it drapes, the way customers feel in it, and ensuring it promotes body inclusivity. “If [we] are consistent with something, and people love it, customers continue to come back. They know us, they love us, they can trust us,” Norton said.
Vince, fostering their brand’s identity through consistent pricing and basic pieces made from quality fabrics, has established their label as timeless in just a couple decades. This feat proves that a fashion brand remaining true to their “DNA,” as Norton says, allows the company’s passion and values to shine through their clothing. The people at Vince genuinely care about their customers’ comfort, and display that through their simple and classy pieces.
Though Vince embodies California-chic and Isabel Marant leans into boho-Parisian flair, both prove that brands with a defined niche never go out of style. It is important for designers to keep up with the latest trends and observe the ebbs and flows of the market. Rather than conforming, the most successful designers are able to predict how they can intertwine their label’s signature style with the wants and needs of society’s runway.
