Is popularity a good ingredient for building a long-term fashion legacy?

Today, a wave of bold creators are building empires from their bedrooms and studios, and shaking the foundation of the fashion industry.?

Fashion brands ascend to the zenith of popularity by crafting a compelling narrative, weaving together a story, that resonates with their audience's aspirations and values.

The high-end luxury brands typically command much higher revenues compared to mid-range or fast-fashion brands. For instance, Louis Vuitton annual revenue for 2023 was?$93.243 billion. On the other hand, Zara earned a ballpark of $11 billion.

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Reputation Matters Between an Old And a New Brand

While Kardashian's fame plays a large role in Skims' initial success, it also presents a challenge for its long-term legacy. The heritage brands, namely, Loewe have built their reputation over decades, by evolving with the changing trends, while maintaining their core identity. On the other hand, Skims is still young, and its future is intricately linked to the Kardashian's ongoing popularity.

There are certain disadvantages of building a brand, based on a celebrity name. Here are some potential roadblocks, that brands like Skims may face:

·??????? Trend dependence:?Celebrity trends can be fleeting. If Kardashian's influence wanes, can Skims retain its appeal with a new generation?

·??????? Founder dependence:?Without Kardashian's involvement, can Skims maintain its brand identity and marketing strategy?

·??????? Evolution challenges:?Can Skims evolve its offerings beyond its association with the Kardashians? Can it develop a strong design language and brand heritage independent of her?

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Getting into the Legacy-Building Mode of Loewe

Loewe, under the creative director Jonathan Anderson, offers valuable lessons for Skims. Anderson has successfully reinvented the Spanish luxury house, breathing new life into its heritage, while staying relevant. Skims can learn from this, by:

·??????? Focusing on quality and innovation:?Like Loewe, Skims can prioritize high-quality materials, innovative design, and continued development of the "solution wear", to build brand value beyond the celebrity association.

·??????? Developing a strong design identity:?A strong, recognizable design language can transcend trends and personalities. Skims can cultivate a distinct aesthetic, that resonates with its core audience.

·??????? Diversifying the brand narrative:?Loewe collaborates with artists and fosters creative dialogue. Similarly, Skims can partner with designers and influencers outside of the Kardashian circle, to broaden its appeal.

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Strategic Partnerships and a Clear Vision will Strengthen the Legacy

Building a long-term fashion legacy involves a combination of factors, including:

1.????? Vision and creativity: Fashion designers need a clear vision and a creative edge, to set themselves apart, and establish a unique identity in the industry. Originality and innovation are key.

2.???? Quality craftsmanship: Creating high-quality garments, that stand the test of time, are essential for longevity. Attention to detail, superior materials, and skilled craftsmanship contribute to the perceived value of a brand.

3.???? Consistency: Consistently delivering on brand promises, aesthetics, and quality over time builds trust with customers and strengthens brand loyalty.

4.???? Brand identity: Developing a strong brand identity, that resonates with consumers, helps create a lasting impression. This includes everything - from the logo and visual elements, to the brand's messaging and values.

5.???? Adaptability: The ability to evolve and adapt to the changing trends, consumer preferences, and technological advancements are crucial for staying relevant over a period of time.

6.???? Cultural relevance: Fashion brands that tap into the cultural trends, social movements, and current events can maintain relevance and relevance over time.

7.????? Innovation: Continual innovation in design, materials, production techniques, and sustainability practices keeps a brand fresh and forward-thinking.

8.???? Marketing and PR: Effective marketing strategies, including collaborations, partnerships, and PR efforts, can help increase the brand visibility, and attract new customers, while maintaining the interest of existing ones.

9.???? Legacy and heritage: Building upon a brand's legacy and heritage can provide a strong foundation and narrative, that resonates with consumers, thus creating a sense of continuity and tradition.

10.? Sustainability and ethical practices: Embracing sustainability and ethical practices not only aligns with the evolving consumer values, but also ensures the longevity of the brand, by mitigating the environmental and social risks.

11.?? Celebrity endorsements and influencer collaborations: Strategic partnerships with celebrities and influencers can help expand the brand's reach, and appeal to the new demographics.

12.?? Customer engagement and community building: Engaging with customers, listening to feedback, and building a community around the brand, fosters loyalty and creates a sense of belonging.

By effectively combining these factors, the fashion brands can establish a lasting legacy, that transcends trends and withstands the test of time.

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Working Around the Ephemeral Nature of Celebrity Trends

While celebrity trends may offer a surge in popularity, they often prove to be fleeting. However, as evidenced by Brand A, a brand's lasting impact can be secured by prioritizing high-quality materials, innovative design, and the continued development of products like "solution wear". By focusing on creating high-quality garments that stand the test of time, Brand B can build brand value, that transcends fleeting associations and maintains longevity in the ever-evolving fashion landscape. As consumers increasingly prioritize durability and timeless appeal, investing in craftsmanship and innovation becomes imperative for fashion brands, seeking to establish enduring legacies.