Category
Tech
Automated Upkeep
Trend cluster
Category
Branding
Approachability
Fashion brands adapt to be more accessible to the "every man".
3.9
Trend score
Trend
What is the Branding Approachability trend?
Branding Approachability: In an effort to communicate authenticity, many fashion retailers are targeting the "every man" with their branding strategy. Less concerned with prestige and exclusivity, brands are now attempting to become more accessible and down-to-earth. This shift indicates that consumers are responding to brands that reference their lifestyle.
Trend themes
Themes within the Branding Approachability trend
Three behaviours holding the trend together01
Everyman Appeal
Fashion brands are targeting the 'every man' with their branding strategy, indicating that consumers are responding to brands that reference their lifestyle.
02
Home-Trial Programs
Innovative home-trial denim programs from primarily online retailers like Mark's and Ayr are clever marketing schemes that can help them expand their customer base and build a following.
03
Radically Resized Clothing
Garments with superior fit like ASKET's revolutionary sizing system are becoming more appealing to consumers who do not want to compromise on size, quality, and design.
Industry implications
What the Branding Approachability trend means for industry
Where the trend changes the playbookFor
Fashion Retail
Fashion retailers that adopt the 'everyman appeal' branding strategy can benefit from greater brand authenticity and appeal.
For
E-commerce
Online retailers that offer innovative home-trial programs can reach more customers who are not near any physical retail locations.
For
Manufacturing
Manufacturers that produce garments with superior fit and design can tap into consumers' growing preference for well-fitting clothes.
Workshop question
What is your brand doing to ensure your message is resonating with all (most) consumers?
Trend signals
Trend signals for Branding Approachability
Trend score 3.9 out of 10, from popularity 63%, activity 46%, freshness 8%.
Popularity63%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Branding Approachability trend
4 featured examples from Aug 20, 2014 to Apr 22, 2015CategoryFashion
Radically Re-Sized Tees
The ASKET Crewneck T-Shirt Features a Revolutionary Sizing System
Apparel companies can embrace extended sizing and pre-shrunk fabrics to offer customers a better fit while also tapping into a growing market of body-positive consumers.
CategoryMarketing
All-Purpose Denim Campaigns
Mark's Jean's Campaign Touts Denim as the Go-To Pants for Men
Opportunity for fashion retailers to capitalize on the growing market of middle-aged urban men and their increasing interest in denim products.
CategoryFashion
Home-Trial Denim
The Ayr Home Try On Program Will Ship You a Pair of Jeans to Test Out
The online retail industry should develop creative and innovative marketing strategies such as home-trial programs to attract customers and expand their business.
CategoryMarketing
Transparency-Encouraging Marketing
Everlane's Brand Ambassadors Instagram Interacts with Customers
The fashion retail industry can leverage social media brand ambassadors to enhance brand visibility, customer engagement, and foster strong brand communities.
