Celebrities establish legacy brands in the fashion industry
Trend - Following the footsteps of a select few, more celebrities are using their popularity to establish fashion houses as their legacy brands. This route allows celebrities and influencers ownership over their image--and the opportunity to establish themselves outside of rapidly-changing modern trends.
Insight - The modern consumer has a short attention span--and they're inundated with ads and content for "flash in the pan" trends that they may invest in, but will soon move past. This shift has heightened with social media in the mix--creating opportunities for familiar pop-culture mainstays to establish their brands and products as "aspirational" or investments pieces--rather than taking the "authentic" route that the influencer market has made so popular.
Insight - The modern consumer has a short attention span--and they're inundated with ads and content for "flash in the pan" trends that they may invest in, but will soon move past. This shift has heightened with social media in the mix--creating opportunities for familiar pop-culture mainstays to establish their brands and products as "aspirational" or investments pieces--rather than taking the "authentic" route that the influencer market has made so popular.
Workshop Question - How is your brand aligning with rapidly evolving trends while prioritizing longevity?
Trend Themes
1. Legacy Branding - More celebrities are using their popularity to establish fashion houses as their legacy brands, offering ownership over their image and establishing themselves beyond fleeting trends.
2. Versatile Maternity Capsules - Themed maternity collections, like Savage X Fenty's, allow new moms to maintain style and sexiness with versatile pieces that cater to their needs, such as removable bra cups for breastfeeding.
3. Nostalgic Winter Intimates Campaigns - Winter campaigns, like SKIMS' holiday campaign, draw inspiration from vintage magazines, creating a nostalgic aesthetic that reinvents winter fashion with unique visuals and partnerships.
Industry Implications
1. Fashion - The fashion industry can reference the trend of celebrities establishing legacy brands to explore opportunities for collaboration and creating aspirational, timeless fashion pieces.
2. Maternity - The maternity industry can focus on creating versatile capsule collections that prioritize style and functionality for new moms, allowing them to feel confident and comfortable during and after pregnancy.
3. Intimates - The intimates industry can draw inspiration from nostalgic winter campaigns and collaborations, incorporating unique visuals and partnerships to create a distinct aesthetic that resonates with consumers.
4 Featured, 36 Examples:
55,662 Total Clicks
Date Range:
Jun 22 — Jan 24
Trending:
This Quarter and Hot
Consumer Insight Topics:
