Unbranded apparel and cosmetics are on the rise, and associated with quality
Trend - 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 - 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.
Insight - 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.
Workshop Question - Conceptualize an unbranded product/service within your brand's area of expertise.
Trend Themes
1. Unbranded Products - Consumers are gravitating toward unbranded products that rely on quality rather than affordability and branding.
2. Direct-to-consumer Models - Millennials display a preference for more entrepreneurial, direct-to-consumer companies.
3. Minimalism - Consumers are willing to pay for high quality, minimalist products that align with their values.
Industry Implications
1. Beauty and Cosmetics - Innovative e-retailers and startups provide unbranded cosmetics and beauty essentials at factory cost, while addressing sustainability and accessibility.
2. Fashion - Startups offer unbranded, high-end fashion and accessories straight from the source with direct-to-consumer models.
3. 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.
