Fashion seems to want a certain kind of person to buy their products. Every brand with a show at Fashion Week seems to be trying to court millennials. They do things like release street style collections, make Instagram sharable outfits, and spend thousands on bloggers all just to seem “cool”. Even fashion writing is doing it. The only thing is millennials don’t have any money and brands and publication are making asses out of themselves.
The fashion industry has been, for a while now, wanting millennials to buy their products. Every brand that has a show at fashion week seems to. Some brands do it because they want longevity and others do it simply to follow trends. One way or another, it seems as if the goal of every brand in fashion is to be cool.
To be cool, brands do things like follow trends, though, brands have been doing that for a while regardless of who the next hot customers were. In following those trends, brands do things like release collections inspired by street style or even build their entire brands around it. All that might seem fine but a lot of brands end up doing stupid things in the process.
For example, Alexander Wang’s Spring/Summer 2016 collection. That collection was one of the dumbest things I have ever seen. Alexander Wang, a brand whose entire aesthetic is street style, decided to release hoodies and sweaters for spring and summer. Now, it was said that Wang was trying not to follow the seasons but that’s just stupid. Not only does wearing a hoodie in the summer look stupid, but it’s not functional either. Wearing a coat in the winter looks good and is functional.
Another thing brands to do be cool is make Instagram “sharable” outfits. These outfits are usually very loud and ridiculous. Take, for example, the Saint Laurent Heart Coat. Where it should’ve been made as an art piece or for celebrities, it was obviously made for street style bloggers.
Speaking of street style bloggers, brands pay thousands of dollars for one photograph on Instagram with their products. Now, its debatable as to whether or not street style bloggers actually sell products but brands are spending a lot of money on them. Chiara Ferragni of The Blonde Salad, for example, has a net worth of $12 million and makes about $8 million a year. A lot of that comes from brands paying her to take photographs with their products and publish them on her blog or post them on Instagram.
Fashion brands aren’t the only ones who are trying to court millenials. Publications and fashion writers are doing it as well. Fashion news websites are writing about things and people they think millennial like or will share on social media. It’s working and it’s good that publications are considering what the people who are actually on the web want to read. These publications, however, are doing a little much to get millenials to read their content.
Fashion news website Fashionista.com, for example, is always writing articles about millennials. Almost every week you can see an article with the word “millennial” in the title. The publication is being quite obvious about it, too. Vogue, Cosmopolitan, Glamour, and more are all doing sometimes ridiculous things to try to court millennials.
The only thing is, millennials don’t have any money. The generation has an average of $37,172 in student loan debt, according to an article on The College Investor. Plus, millennials aren’t spending the money they do have on clothes and certainly aren’t spending it on luxury items. The people who are spending their money on that, though, are older generations. Brands, however, aren’t making products for them.
So, brands are basically making products and clothes for people who don’t have money and won’t buy them anyway while neglecting those who do have money and spend a lot more of it on luxury items.
Brands should stop spending so much money trying to court millennials and should start making products for older women who actually have the money to buy them. As for fashion publications, they are actually doing well in writing content for millennials but they should stop being so obvious about it.
Also, if millenials actually like your brand, they’ll wear it. If your brand fits within their style or aesthetic, they’ll wear it. Regardless, it’s up to them. Don’t follow trends and change your brand’s aesthetic or publications writing to try to fit what you think is cool. Continue to use your brand’s aesthetic, which was probably made through years of work and is hopefully shown in the brand’s craftsmanship and materials.
So, what do you think? Should fashion stop trying to court millennials? Let me know in the comments below. Also, don’t forget to subscribe to get new posts sent directly to your inbox and follow me on Facebook, Instagram, and Snapchat.
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