# Branding Approachability Fashion brands adapt to be more accessible to the "every man". By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Apr 22, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/lifestyle-branding-brands-make-themselves-more-accessible-for-the-everyman ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 20, 2014 to Apr 22, 2015 - Published: Apr 22, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Branding Approachability trend ### Everyman Appeal Fashion brands are targeting the 'every man' with their branding strategy, indicating that consumers are responding to brands that reference their lifestyle. ### 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. ### 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. ## What the Branding Approachability trend means for industry ### For 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 for Branding Approachability Trend score 3.9 out of 10, from popularity 63%, activity 46%, freshness 8%. - Popularity: 63% - Activity: 46% - Freshness: 8% ## Examples of the Branding Approachability trend 4 featured examples from Aug 20, 2014 to Apr 22, 2015. - [Radically Re-Sized Tees](https://www.trendhunter.com/trends/crewneck-tshirt): The ASKET Crewneck T-Shirt Features a Revolutionary Sizing System (Category: Fashion) Implication: 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. - [All-Purpose Denim Campaigns](https://www.trendhunter.com/trends/jeans-campaign): Mark's Jean's Campaign Touts Denim as the Go-To Pants for Men (Category: Marketing) Implication: Opportunity for fashion retailers to capitalize on the growing market of middle-aged urban men and their increasing interest in denim products. - [Home-Trial Denim](https://www.trendhunter.com/trends/ayr-home-try-on): The Ayr Home Try On Program Will Ship You a Pair of Jeans to Test Out (Category: Fashion) Implication: The online retail industry should develop creative and innovative marketing strategies such as home-trial programs to attract customers and expand their business. - [Transparency-Encouraging Marketing](https://www.trendhunter.com/trends/brand-ambassadors): Everlane's Brand Ambassadors Instagram Interacts with Customers (Category: Marketing) Implication: The fashion retail industry can leverage social media brand ambassadors to enhance brand visibility, customer engagement, and foster strong brand communities. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)