Category
Fashion
Scaled Restraint
Trend cluster
Category
Unbranded
Attention
Unbranded apparel and cosmetics are on the rise, and associated with quality.
5.3
Trend score
Trend
What is the Unbranded Attention trend?
Unbranded Attention: Though heavily branded fashion and cosmetic items are currently extremely popular, there is a small but distinct resurgence of unbranded products within these industries. That said, what's different about such products now is that they rely as much on quality as they do affordability.
Insight
The consumer insight behind the Unbranded Attention trend
Millennial consumers today have become highly skeptical and critical of "big brands," with many displaying a preference for more entrepreneurial, direct-to-consumer companies instead. This skepticism was born out of many factors, one of which is the perception that they had been paying for the brand name vs. the quality of the product they were buying. Beyond the popularity of D2C brands with this demographic, this has also created an openness to brands that put an explicit focus on the products they offer vs. the brand and story behind them.
Trend themes
Themes within the Unbranded Attention trend
Three behaviours holding the trend together01
Unbranded Products
Consumers are gravitating toward unbranded products that rely on quality rather than affordability and branding.
02
Direct-to-Consumer Models
Millennials display a preference for more entrepreneurial, direct-to-consumer companies.
03
Minimalism
Consumers are willing to pay for high quality, minimalist products that align with their values.
Industry implications
What the Unbranded Attention trend means for industry
Where the trend changes the playbookFor
Beauty and Cosmetics
Innovative e-retailers and startups provide unbranded cosmetics and beauty essentials at factory cost, while addressing sustainability and accessibility.
For
Fashion
Startups offer unbranded, high-end fashion and accessories straight from the source with direct-to-consumer models.
For
Marketing and Advertising
The rise of unbranded products opens opportunities for marketing and advertising professionals to create new branding strategies that highlight quality and values instead of brand names.
Workshop question
Conceptualize an unbranded product/service within your brand's area of expertise.
Trend signals
Trend signals for Unbranded Attention
Trend score 5.3 out of 10, from popularity 87%, activity 64%, freshness 8%.
Popularity87%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Unbranded Attention trend
4 featured examples from Jun 10, 2017 to Nov 17, 2018CategoryMarketing
Immersive Unbranded Pop-Ups
Brandless' NYC Pop-Up with a Purpose is Interactive and Informative
Brick-and-mortar retailers can embrace immersive unbranded pop-ups as a means to drive foot traffic and engage consumers in a unique way.
CategoryBusiness
Unbranded Beauty Essential Lines
Brandless Has Added 15 New Beauty Products to Its Affordable Line
Brandless' online platform is disrupting the traditional retail model by offering affordable beauty products directly to consumers.
CategoryBusiness
Unbranded Cosmetic E-Retailers
Beauty Pie Connects Shoppers to Label-Free Products at Factory Cost
Cosmetics retailers can adopt Beauty Pie's e-commerce model to offer label-free cosmetics at factory cost to consumers.
CategoryFashion
Unbranded Fashion Start-Ups
Italic Sells Products from the Same Factories That Make High-End Goods
Italic's members-only marketplace provides a disruptive innovation opportunity in the fashion retail industry by offering unbranded luxury goods at affordable prices.
